Influence of marketing communication on financial result of industrial enterprise

Досліджено вплив маркетингових комунікацій на фінансовий результат промислового підприємства. Розглянуто зміст поняття "фінансовий результат", що займає центральне місце у системі управління та характеризує всі сторони фінансово-господарської діяльності підприємства. Фінансовий результат у формі прибутку виступає головною метою існування підприємства на ринку та одним з ключових показників, який визначає ефективність його діяльності. Перелічено функції фінансових результатів підприємства. Перелічено традиційні та нетрадиційні комунікації, що впливають на позитивний фінансовий результат діяльності підприємства. Запропоновано модель впливу маркетингових комунікацій на фінансовий результат промислового підприємства за рахунок складових комунікативного та економічного ефекту, що дозволяє відстежити вплив кожного заходу маркетингових комунікацій на фінансовий результат промислового підприємства в цілому. Маркетингові комунікаційні заходи призводять до комунікативного ефекту, який виражається у декількох напрямках: інформуванні цільової аудиторії; формуванні певної думки про підприємство та його продукцію; мобілізації споживачів та покупців на певні дії; підвищення рівня активної популярності підприємства; встановлення стійких позитивних асоціацій; збільшення лояльності споживачів і впізнавання бренду виробника. Позитивний комунікативний ефект веде до економічного ефекту: збільшення частки ринку; збільшення товарообігу; підвищення кількості замовлень; збільшення марочного капіталу. У свою чергу, складові економічного ефекту призводять до збільшення прибутку підприємства, що і забезпечує фінансовий результат його діяльності. Узагальнено критерії визначення ефекту від впровадження традиційних та нетрадиційних комунікаційних маркетингових заходів.The influence of marketing communications on the financial result of the industrial enterprise is investigated. The content of the concept of "financial result", which occupies a central place in the management system and characterizes all aspects of the financial and economic activity of the enterprise, is considered. The financial result in the form of profit serves the main purpose of the company's existence in the market and one of the key indicators that determines the effectiveness of its activities. The functions of financial results of the enterprise are listed. Listed traditional and non-traditional communications that affect the positive financial performance of the enterprise. The model of the influence of marketing communications on the financial result of the industrial enterprise due to the components of the communicative and economic effect, which allows to trace the influence of each measure of marketing communications on the financial result of the industrial enterprise as a whole, is proposed. Marketing communication measures lead to a communicative effect, which is expressed in several ways: informing the target audience; formation of a certain opinion about the company and its products; mobilizing consumers and buyers for certain actions; increase of the level of active popularity of the enterprise; establishment of stable positive associations; increase consumer loyalty and brand recognition of the manufacturer. A positive communicative effect leads to an economic effect: an increase in the market share; increase in goods turnover; increase in the number of orders; increase of venture capital. In turn, the components of the economic effect lead to an increase in the company's profit, which ensures the financial result of its activities. The criteria for defining the effect of introducing traditional and non-traditional communication marketing measures are summarized

Prototyping and Evaluation of Infrastructure-assisted Transition of Control for Cooperative Automated Vehicles

Automated driving is now possible in diverse road and traffic conditions. However, there are still situations that automated vehicles cannot handle safely and efficiently. In this case, a Transition of Control (ToC) is necessary so that the driver takes control of the driving. Executing a ToC requires the driver to get full situation awareness of the driving environment. If the driver fails to get back the control in a limited time, a Minimum Risk Maneuver (MRM) is executed to bring the vehicle into a safe state (e.g., decelerating to full stop). The execution of ToCs requires some time and can cause traffic disruption and safety risks that increase if several vehicles execute ToCs/MRMs at similar times and in the same area. This study proposes to use novel C-ITS traffic management measures where the infrastructure exploits V2X communications to assist Connected and Automated Vehicles (CAVs) in the execution of ToCs. The infrastructure can suggest a spatial distribution of ToCs, and inform vehicles of the locations where they could execute a safe stop in case of MRM. This paper reports the first field operational tests that validate the feasibility and quantify the benefits of the proposed infrastructure-assisted ToC and MRM management. The paper also presents the CAV and roadside infrastructure prototypes implemented and used in the trials. The conducted field trials demonstrate that infrastructure-assisted traffic management solutions can reduce safety risks and traffic disruption

Controlling a Fleet of Autonomous LHD Vehicles in Mining Operation

In this chapter, we report on our activities to create and maintain a fleet of autonomous load haul dump (LHD) vehicles for mining operations. The ever increasing demand for sustainable solutions and economic pressure causes innovation in the mining industry just like in any other branch. In this chapter, we present our approach to create a fleet of autonomous special purpose vehicles and to control these vehicles in mining operations. After an initial exploration of the site we deploy the fleet. Every vehicle is running an instance of our ROS 2-based architecture. The fleet is then controlled with a dedicated planning module. We also use continuous environment monitoring to implement a life-long mapping approach. In our experiments, we show that a combination of synthetic, augmented and real training data improves our classifier based on the deep learning network Yolo v5 to detect our vehicles, persons and navigation beacons. The classifier was successfully installed on the NVidia AGX-Drive platform, so that the abovementioned objects can be recognised during the dumper drive. The 3D poses of the detected beacons are assigned to lanelets and transferred to an existing map

Modellbasierte Entwicklung automobiler Steuerungssysteme in kleinen und mittelständischen Unternehmen

Small and medium enterprises (SME) are the innovation carriers of the industry and especially for the technology-oriented automotive industry. For a more extensive integration of SME in the software development many obstacles have to be overcome, because of the big structural and cultural differences to large-scale enterprises. In these companies the development is organized by tightly regulated development processes and often long-term decision making processes, which are necessary because of the distributed development by many engineers. In opposite to that is the advantage of SME their big flexibility and the more simple process organisation, which leads to creative solutions, fast decisions and a customer oriented work. The approach in this thesis introduces a development process, which bases on interfaces and methods from large-scale enterprises processes. But the processes itself are simplified, combined and weighted in a different way. The goal is to skip the elements, which were introduced to organize the massive parallel work of engineers, but to keep those elements, which ensure a high software quality. It is shown that especially model-based development is best suited to support this goal. Additionally a development tool was realized, that fits to the new process approach and enables model-based software development. The introduced processes were implemented and evaluated in a small development company. It is shown, that the processes are successfully approved by the assessment method Automotive SPICE. For the development tool requirements were defined and the architecture is presented. The main design element is an abstraction layer, which separates the configuration from the modeling-tool and integrates the parameters for simulations and code generation. For evaluation different case studies are presented. The case studies show and discuss the usage of the tool and methods in developing electronic control units for automotive applications. The interface to different external software tools is evaluated and discussed. In summary the thesis presents an approach, how small and medium enterprises give a beneficial contribution to the development of automotive control-systems, when processes and tools support the individual advantages of these enterprises

Modellbasierte Entwicklung automobiler Steuerungssysteme in kleinen und mittelständischen Unternehmen

Small and medium enterprises (SME) are the innovation carriers of the industry and especially for the technology-oriented automotive industry. For a more extensive integration of SME in the software development many obstacles have to be overcome, because of the big structural and cultural differences to large-scale enterprises. In these companies the development is organized by tightly regulated development processes and often long-term decision making processes, which are necessary because of the distributed development by many engineers. In opposite to that is the advantage of SME their big flexibility and the more simple process organisation, which leads to creative solutions, fast decisions and a customer oriented work. The approach in this thesis introduces a development process, which bases on interfaces and methods from large-scale enterprises processes. But the processes itself are simplified, combined and weighted in a different way. The goal is to skip the elements, which were introduced to organize the massive parallel work of engineers, but to keep those elements, which ensure a high software quality. It is shown that especially model-based development is best suited to support this goal. Additionally a development tool was realized, that fits to the new process approach and enables model-based software development. The introduced processes were implemented and evaluated in a small development company. It is shown, that the processes are successfully approved by the assessment method Automotive SPICE. For the development tool requirements were defined and the architecture is presented. The main design element is an abstraction layer, which separates the configuration from the modeling-tool and integrates the parameters for simulations and code generation. For evaluation different case studies are presented. The case studies show and discuss the usage of the tool and methods in developing electronic control units for automotive applications. The interface to different external software tools is evaluated and discussed. In summary the thesis presents an approach, how small and medium enterprises give a beneficial contribution to the development of automotive control-systems, when processes and tools support the individual advantages of these enterprises

Rolling Labs – Teaching Vehicle Electronics from the Beginning

This paper describes the pedagogical approach to teach vehicle electronics at the University of Applied Science Aachen. As vehicle electronics is getting more and more complex, in particular with regard to Advanced Driver Assistance Systems and autonomous driving, a dedicated concept is needed to integrate the require-ments of vehicle electronics into the studies of electrical engineering. The con-cept of rolling labs is established during the last years for the studies of electrical engineering. The rolling labs cover different levels of complexity and integration of the electronics and components used in modern applications and hence under-graduate students can start working with interesting and close to reality systems rather early. The rolling labs enable several different possibilities of teaching and learning, either for standard labs, for team works in terms of problem-based learning (PBL) or for individual works like bachelor or master thesis. In addi-tion, the systems can be used as research platforms and for demonstration and marketing purpose to introduce the challenging topic of vehicle electronics to other people