Features of demand management based on digital marketing technologies

1. Jorg Junghanns, How Digitalization – through automation and AI – is transforming demand planning, 2020. URL: https://supplychaindigital.com/technology/how-digitalization-through-automation-and-ai-transforming-demand-planning/ (дата звернення: 23.11.2022). 2. Livengine. Increase demand for your services and products. URL: https://lvengine.com/en/solucoes/demand-generation (дата звернення: 02.12.2022). 3. Mazaraki A., Melnyk T. Economic security strategy of Ukraine in the context of global transformations. Herald OF KNUTE. 2021. № 6. Р. 4–27. 4. Smerichevskyi S.F., Kasianova N.V., Klimova O.I., Kolbushkin Y.P. Digital transformation management of Ukraine’s economy. International Journal of Advanced Science and Technology. 2020. Vol. 29. № 8s, pp. 2391–2398. 5. Tugba Sari. Responsive Demand Managementin the Era of Digitization. August 2020. Strategic Outlook for Innovative Work Behaviours. Chapter: Responsive Demand Management in the Era of DigitizationPublisher: Springer, 2020. URL: https://www.researchgate.net/publication/343910605_Responsive_Demand_Management_in_the_Era_of_Digitization (дата звернення: 27.11.2022).У статті розглянуто погляди різних українських та зарубіжних компаній і науковців на концепцію управління попитом. Окреслено особливості управління попитом із використанням цифрового інструментарію. Проаналізовано вплив зміни потреб та вимог споживачів до товарів та послуг на перехід до цифрових маркетингових інструментів управління попитом на підприємствах. Встановлено, шо цифровізація принципів управління попитом має численні переваги, зокрема, покращене прогнозування. Вивчено прийоми цифрового маркетингу для управління попитом. Досліджено передові практики управління попитом і встановлено, що авторитетні компанії використовують цифрові маркетингові технології для управління попитом. Проаналізовано стратегії управління попитом, що набули популярності у 2022 році.The article examines the views of various Ukrainian and foreign companies and scientists on the concept of demand management. The peculiarities of demand management using digital tools are outlined, as a result of which it is determined that digital marketing technologies are more effective than traditional ones. The impact of changes in consumer needs and requirements for goods and services, caused by the availability of information about goods and services on the Internet, on the transition to digital marketing tools for demand management at enterprises is analyzed. Consumer needs have changed due to the ability to quickly and easily compare alternatives and the growing number of substitute products. That is why companies should increase their competitiveness through the transition to digital marketing technologies. It has been established that the digitalization of demand management principles has numerous advantages, in particular, improved forecasting and the ability to make strategic decisions faster and more accurately. Learned digital marketing techniques for demand management, including SEO, Google Adwords and Facebook advertising, social media management, marketing automation, copywriting, blog management. The best practices of demand management were studied and it was found that reputable companies use digital marketing technologies for demand management. Demand management best practices include, in particular, defining reasonable time horizons, maintaining a reliable methodology, agreement and action on goals, using reliable statistical forecasting, and respecting process owners. Demand management strategies gaining popularity in 2022 are analyzed and include more robust contingency plans, flexibility in forecasting, focus on resilient and flexible processes, less focus on just-in-time models

A new, purely photometric method for determination of resonance locations in spiral galaxies

The knowledge of the positions of the corotation resonance in spiral arms is a key way to estimate their pattern speed, which is a fundamental parameter determining the galaxy dynamics. Various methods for its estimation have been developed, but they all demonstrate certain limitations and a lack of agreement with each other. Here, we present a new method for estimating the corotation radius. This method takes into account the shape of the profile across the arm and its width and, thus, only photometric data is needed. The significance of the method is that it can potentially be used for the farthest galaxies with measurable spiral arms. We apply it to a sample of local galaxies from Savchenko et al. and compare the obtained corotation radii with those previously measured in the literature by other methods. Our results are in good agreement with the literature. We also apply the new method to distant galaxies from the COSMOS field. For the first time, corotation locations for galaxies with photometric redshifts up to $z\sim0.9$ are measured.Comment: accepted in MNRAS Letter

Standards for providing marketing research in the digital economy

1. Козицька Г.В., Сергєєв І.А. Розвиток маркетингових інтенет-досліджень в умовах глобалізації економічного простору. Ефективна економіка. 2017. № 7. URL: https://www.economy.nauka.com.ua/?op=1&z=5688#. дата звернення: 01.02.2022). 2. Лилик І. Ринок маркетингових досліджень в Україні 2020 рік: експертна оцінка та аналіз УАМ. Маркетинг в Україні. 2021. № 1. С. 4-25. 3. Лилик І.В. Становлення ринку маркетингових досліджень в Україні: історична ретроспектива. Вчені записки: зб. наук. пр. М-во освіти і науки України, ДВНЗ «Київ. нац. екон. ун-т ім. Вадима Гетьмана»; [редкол.: А.Ф. Павленко (відп. ред.) та ін.]. Київ : КНЕУ, 2008. Вип. 10. С. 55-62. URL: https://ir.kneu.edu.ua:443/handle/2010/5853. дата звернення: 31.01.2022). Й інше.У статті обґрунтовано необхідність проведення маркетингових досліджень. Окреслено основні аспекти регулювання взаємовідносин між учасниками дослідницького процесу. Розглянуто основні регулюючі організації міжнародного та вітчизняного рівня та їх вимоги щодо якісного проведення дослідницьких процедур у сфері маркетингу. Узагальнено основні положення Міжнародного кодексу ESOMAR. Окреслено основні етичні норми ведення бізнесу в дослідницькій сфері, які засновані на принципах та директивах ESOMAR. Розглянуто основні вимоги ESOMAR до проведення маркетингових інтернет-досліджень. Розкрито особливості формування ринку маркетингових досліджень в Україні. Зазначено ключові аспекти діяльності Української асоціації маркетингу (УАМ), що сприяли розвитку ринку маркетингових досліджень. Проаналізована динаміка обсягу ринку маркетингових досліджень за період 2003-2020 роки. Визначено основних операторів ринку маркетингових досліджень в Україні.The article substantiates the need for marketing research. The main aspects of regulating the relationship between participants in the research process are outlined. The main regulatory organizations of international and domestic level and their requirements for quality research procedures are considered. The main provisions of the International Code ESOMAR (European Society of Marketing Research Professionals) are summarized. The basic ethical norms of doing business in the research sphere, which are based on the principles and directives of ESOMAR, are outlined. The main requirements of ESOMAR for conducting Internet marketing research are considered. The peculiarities of the formation of the market of market research in Ukraine are revealed. The key aspects of the Ukrainian Marketing Association (UAM) that contributed to the development of the marketing research market are identified. The dynamics of the market volume of marketing research for the period 2003–2020 in hryvnia and US dollars is analyzed. The main operators of the market of market researches in Ukraine are defined. The impact of the pandemic on the market of marketing research in Ukraine is noted. Analyzed as the introduction of the digital economy and the accelerated digitalization of all areas is reflected in the activities of companies conducting marketing research. Marketing research in Ukraine has a redistribution of methods towards increasing the share of online in the context of accelerating the digitalization process during a pandemic. The main consumer preferences have definitely changed. In times of uncertainty, companies need more marketing information to make decisions. We are confident that in the context of the ongoing transformation of consumer behavior, the demand for marketing research will continue to grow. Trends include greater flexibility for both customers and agencies, who try to get not just the service itself, but sell and buy quality, not price. The main challenges for companies conducting marketing research are the innovative component of marketing research and compliance with the standards specified in the main provisions of regulatory organizations at the international and domestic levels

Changes in consumer behavior under the transformation of digital marketing communications

1. 2023 Digital Marketing Trends To Take Advantage Of Now. URL: https://www.forbes.com/sites/forbescoachescouncil/2022/11/15/2023-digital-marketing-trends-to-take-advantage-of-now/?sh=5e0b520561f4. 2. Shevchenko A., Borysenko O. Marketing Approach to the Formation of Management System for Enterprise Strategic Development in the Context of Globalisation. JILC (Journal of International Legal Communication), 1(1), 2021. 272 p. P. 186–196. 3. Ілляшенко С.М., Ілляшенко Н.С., Шипуліна Ю.С., Райко Д.В. Перспективи і проблеми інноваційного розвитку в умовах четвертої промислової революції. Управління інноваційною діяльністю: теорія і практика: колективна монографія / за заг. ред. д.е.н., професора Витвицької О.Д. Київ : ТОВ «АГРАР МЕДІА ГРУП», 2021. С. 112–131. 4. Маршалл П., Тодд Б. Контекстная реклама, которая работает: Библия Google AdWords. Москва : Манн, Иванов и Фербер, 2014. 464 с. 5. Метавсесвіт. URL: https://uk.wikipedia.org/wiki/%D0% 9C%D0%B5%D1%82%D0%B0%D0%B2%D1%81%D0%B5%D1%81%D0%B2%D1%96%D1%82.У статті розглянуто теоретичні аспекти поняття цифрового маркетингу і цифрових комунікацій. Визначено переваги цифрових маркетингових комунікацій над традиційними. Розглянуто відмінності цифрових маркетингових комунікацій від традиційних. У статті проведено дослідження тенденцій цифрового маркетингу. Визначено, що значний вплив на розвиток та зміну тенденцій цифрових маркетингових комунікацій в Україні спричинило повномасштабне вторгнення російського агресора на частину території України. Розглянуто зміни, що відбулися у поведінці українського споживача під впливом політичних подій. Виділено основні маркетингові компоненти маркетингових комунікацій, які є актуальними на сьогоднішній день, та основні кроки, що дозволять підтримати цифрові маркетингові комунікації на технічному та сенсовому рівнях.The article examines the theoretical aspects of the concept of digital marketing and digital communications. The advantages of digital marketing communications over traditional ones have been determined, the number of advantages of digital marketing outweighs the number of advantages of traditional ones. The differences between digital marketing communications and traditional ones are considered. The article conducted a study of digital marketing trends, during which it was determined that the main trends are: metauniverse, artificial intelligence, customer experience management, short videos, simple, clear messages, influencers, employee involvement in communication, LinkedIn as a powerful tool of B2B digital marketing spheres, emphasis on the basics. It was determined that the fullscale invasion of the Russian aggressor on part of the territory of Ukraine had a significant impact on the development and change of trends in digital marketing communications in Ukraine. Changes that occurred in the behavior of the Ukrainian consumer under the influence of political events are considered. New well-known military images have appeared, the factors affecting the choice of a brand have changed, the attitude towards the practical actions of brands and the use of humor in advertising has changed, most Ukrainians consider it appropriate to use military themes in advertising. The main marketing components of marketing communications, which are relevant today, are highlighted, among them technical and meaningful. It has been established that the main steps that will allow supporting digital marketing communications at the technical and meaningful levels are the following: work with free channels, leave only the necessary communication channels to reduce costs, test and sacrifice quality, and you need to read well before posting something news and weed out fakes, delete what turned out to be inappropriate, do not speculate on values, sincerely talk about your real help

CURRENT TRENDS OF DIGITAL-MARKETING IN THE CONDITIONS OF GLOBALIZATION

The article states that the impact of Internet technologies on public life has become a prerequisite for creating a new type of marketing - digital marketing, a characteristic feature of which in addition to the specific environment of information dissemination was the need to develop an information product that meets consumer information needs. The authors note that under the current conditions of development of the world economy in general and the economy of Ukraine in particular, there are significant changes in the activities of enterprises and approaches to doing business. The development of globalization is analyzed and the emphasis is on its transformation into globalization processes. The most obvious change is that most companies and people have moved to the online environment. Current trends in the development of digital marketing in the context of globalization are considered. Important aspects of the impact of information technology on the change of everyday life and business activities are highlighted. The importance of digital marketing to meet the needs of a new generation of consumers has been identified. The main directions of using information technologies in marketing with their tendency to personification are determined. It is substantiated that the effective practice of digital marketing in the conditions of global informatization for enterprises is content marketing, which is based on the formation of interesting, relevant information material in accordance with the needs and desires of the consumer. Content should be relevant to current issues and issues of concern to consumers, have a clear and understandable structure of material, combine different tools of visualization and interactivity.Modern digital marketing is actively developing in the direction of video marketing, creation of audio content and voice processing systems; the role of messengers as a low-cost and more efficient SMM implementation environment is growing. Taking into account the analysis of modern scientific research, the authors noted that they have not substantiated the tools of Internet marketing, which are relevant in the context of globalization. Effective tools for promoting products on the Internet, which have developed significantly in recent years, are analyzed. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of business globalization is substantiated. Taking into account the current trends in the development of online communications, the authors based on a study of modern publications summarized the current tools of digital marketing and systematized current trends in digital marketing. It is concluded that the further transformation of marketing in connection with the rapid development of technology

Confirmation of the topology of the Wendelstein 7-X magnetic field to better than 1:100,000

Fusion energy research has in the past 40 years focused primarily on the tokamak concept, but recent advances in plasma theory and computational power have led to renewed interest in stellarators. The largest and most sophisticated stellarator in the world, Wendelstein 7-X (W7-X), has just started operation, with the aim to show that the earlier weaknesses of this concept have been addressed successfully, and that the intrinsic advantages of the concept persist, also at plasma parameters approaching those of a future fusion power plant. Here we show the first physics results, obtained before plasma operation: that the carefully tailored topology of nested magnetic surfaces needed for good confinement is realized, and that the measured deviations are smaller than one part in 100,000. This is a significant step forward in stellarator research, since it shows that the complicated and delicate magnetic topology can be created and verified with the required accuracy

Major results from the first plasma campaign of the Wendelstein 7-X stellarator

\u3cp\u3eAfter completing the main construction phase of Wendelstein 7-X (W7-X) and successfully commissioning the device, first plasma operation started at the end of 2015. Integral commissioning of plasma start-up and operation using electron cyclotron resonance heating (ECRH) and an extensive set of plasma diagnostics have been completed, allowing initial physics studies during the first operational campaign. Both in helium and hydrogen, plasma breakdown was easily achieved. Gaining experience with plasma vessel conditioning, discharge lengths could be extended gradually. Eventually, discharges lasted up to 6 s, reaching an injected energy of 4 MJ, which is twice the limit originally agreed for the limiter configuration employed during the first operational campaign. At power levels of 4 MW central electron densities reached 3 10\u3csup\u3e19\u3c/sup\u3e m\u3csup\u3e-3\u3c/sup\u3e, central electron temperatures reached values of 7 keV and ion temperatures reached just above 2 keV. Important physics studies during this first operational phase include a first assessment of power balance and energy confinement, ECRH power deposition experiments, 2nd harmonic O-mode ECRH using multi-pass absorption, and current drive experiments using electron cyclotron current drive. As in many plasma discharges the electron temperature exceeds the ion temperature significantly, these plasmas are governed by core electron root confinement showing a strong positive electric field in the plasma centre.\u3c/p\u3

Major results from the first plasma campaign of the Wendelstein 7-X stellarator

After completing the main construction phase of Wendelstein 7-X (W7-X) and successfully commissioning the device, first plasma operation started at the end of 2015. Integral commissioning of plasma start-up and operation using electron cyclotron resonance heating (ECRH) and an extensive set of plasma diagnostics have been completed, allowing initial physics studies during the first operational campaign. Both in helium and hydrogen, plasma breakdown was easily achieved. Gaining experience with plasma vessel conditioning, discharge lengths could be extended gradually. Eventually, discharges lasted up to 6 s, reaching an injected energy of 4 MJ, which is twice the limit originally agreed for the limiter configuration employed during the first operational campaign. At power levels of 4 MW central electron densities reached 3 1019 m-3, central electron temperatures reached values of 7 keV and ion temperatures reached just above 2 keV. Important physics studies during this first operational phase include a first assessment of power balance and energy confinement, ECRH power deposition experiments, 2nd harmonic O-mode ECRH using multi-pass absorption, and current drive experiments using electron cyclotron current drive. As in many plasma discharges the electron temperature exceeds the ion temperature significantly, these plasmas are governed by core electron root confinement showing a strong positive electric field in the plasma centre.Peer reviewe