Перегляд за Автор "Stahurska, Svitlana"

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Approaches to marketing competitive strategies development
(2016) Tkachuk (Stakhurska), Svitlana; Stahurska, Svitlana; Stahursky, Valery
The paper examines classical and modern approaches to the development of competitive strategies.
Innovations in updating scientific communications
(2017) Tkachuk (Stakhurska), Svitlana; Stahurska, Svitlana; Stahursky, Valery
The paper examines innovational approaches in scientific communications, which become rather popular in our days and are designed to form scientific literacy among wide segment of society. The main idea of modern scientific communication is that the science must be presented as somewhat useful and interesting, available for "common people". The role of scientist turns from "overmam" to "common man" who has sense of humor, hobbies and is open for the world as everybody. The first thing that must be explained while scientific communication is how the scientific discovery and it's results may be used in everyday life, what benefits it will bring, what is its practical value. All methods of scientific communications are viewed in context of three groups. The first one is classical and means information exchange by using of media sources, such as TV, radio, magazines etc. Other groups are rather new for Ukraine, but they are rapidly developing. The group of communications by live interaction becomes plenty popular. It includes all methods of face-to-face interplay between scientist and the receivers of information. Another updated group of methods of scientific communication is online interaction that provides communications by means of Internet-sites, social networks, blogs electronic databases etc. The significance of science communication for individuals and society is con-siderable. It forms the progressive view on science, promotes democratization and ethical solution of many problems. Досліджуються інноваційні підходи до здійснення наукових комунікацій, метою яких є формування наукової грамотності та прогресивного погляду на науку серед широких верств суспільства. Головна ідея сучасних наукових комунікацій розглядається з точки зору висвітлення практичного значення наукових досліджень та їх результатів для повсякденного життя людини і суспільства. Роль вченого трансформується від "надлюдини" до "звичайної людини". Висвітлюються сучасні методи наукової комунікації із поділом їх на три групи: медіа-комунікації, жива взаємодія та взаємодія онлайн. Розглядається питання значимості ефективної наукової комунікації для індивідуума та суспільства.
Marketing approach to amusement park business
(2016) Tkachuk (Stakhurska), Svitlana; Stahurska, Svitlana
The paper examines marketing specificities of entertainment industry in example of amusement park. The entertainment industry is considered to be related to the service sector, the sector of non-material production with all the particular qualities of it's, such as impalpability, variability, inseparability from the source and inability for storage. The services of amusement park are regarded as the variety of specific services, which may be designed for different types of consumers.In order to this fact it is proposed the segmentation approach for customers of amusement park services. In basis of the segmentation is the emotional criteria, that considers the classification of emotions by B. Dоdonov and other classifications. In accordance to the market segments the types of amusement services as the strategic business units are proposed, including such elements of marketing-mix as product, process and physical evidence. Element "product" is considered to be in combination with element "process" for the specific essence of service product, which combines instrumental and functional quality. It is also considered, that consumer buys the service of amusement park not for the determined material result, but for the process. The process is viewed as the result of the service consumption. The result and the process are measured by the emotions, for which consumer buys the amusement service.
Strategies of market segmentation and segment targeting
(2016) Stahurska, Svitlana; Tkachuk (Stakhurska), Svitlana
The paper examines different approaches to market segmentation and segment targeting strategies development, based upon the complex set of psychological, social and other factors.
The innovative marketing approaches in the sphere of hospitality
(2016) Tkachuk (Stakhurska), Svitlana; Stahurska, Svitlana
The paper examines the innovative approaches which are to be used in marketing activity of firms and enterprises in the sphere of hospitality for the purpose of establishing the loyal relationships with customers and satisfaction their needs more effectively than the competitors. The sphere of hospitality is considered to be the producer of such specific product that consumers as a rule buy not because of urgent need, but to obtain benefits in the form of pleasure and to satisfy the needs of higher hierarchy such as the needs of self-actualization and self-esteem. The competition in hospitality sector is significant and the usage of marketing innovations is necessary. In the paper such innovations are classified into the following types: individual approach for every client, electronic management of the hotel, the interactive screens in hotel rooms, the innovational eco-hotel system and unusual solutions in hotel sphere. The individual approach for every client is considered to be the main condition of successful arketing activity of modern enterprise of the hospitality sphere. The mechanism of the service individualization as the process of several consecutive steps is proposed. The practical ways of realization of unusual solutions in the hotel sphere as application of the conception of impressions' marketing are examined
The insurance of enterprise's competition ability by the effective manage of changes
(2013) Stahurska, Svitlana
The basic approaches to insurance of enterprise's competitive ability by the mechanism of changes manage are analyzed: the advantages and disadvantages of business process reengineering, socialtechnical construction and of "the methodology of progress".