The Impact of Marketing and Accompanying Campaigns of the "Golden Eagle" Energy Drink on Consumer Choice of This Product and the Application of Machine Learning for Market Segmentation and Consumer Behavior Prediction
Session
Management Business and Economics
Description
In the time we live, marketing has become part of our daily lives, so much so that when we go out on the street we see advertisements everywhere, when we enter social networks they appear as video spots for a few seconds, when we watch. TV they appear between shows, while recently it has also started to be applied in the GPS maps of certain cars. All this has made Marketing and its forms an integral part of business development. According to many marketing researchers before the 1950s, marketing was mainly used to identify strategies and tactics simply to sell more products and services and very little attention was paid to the desires of consumers. But after the 1950s, companies began to understand that the old way of selling had to change and so companies began to take into account the desires of consumers regarding the products and services offered. The findings from our research speak of a positive linear relationship between customers and subsequent marketing campaigns on customer loyalty and satisfaction. This whole relationship, with marketing as an intermediary between customers and the company, has contributed to the growth of sales and exports. When marketing campaigns are combined with philanthropy, social responsibility and sponsorships of sports clubs and cultural organizations, this has contributed to the growth of image and "goodwill". The idea of combining social contributions, combined with sales marketing, has contributed to a solid increase of over 25% in sales, as it makes it possible for every consumer to be a donor to the foundation and to get to know the company. Other questions on sales forecasting based on advanced data methodology are clear indicators of how technology is now an integral part of marketing.
Keywords:
Marketing, Advertising, Philanthropy, Social Responsibility, Customer Satisfaction, Machine Learning
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-982-41-2
Location
UBT Lipjan, Kosovo
Start Date
25-10-2025 9:00 AM
End Date
26-10-2025 6:00 PM
DOI
10.33107/ubt-ic.2025.386
Recommended Citation
Badallaj, Albrim Danca, "The Impact of Marketing and Accompanying Campaigns of the "Golden Eagle" Energy Drink on Consumer Choice of This Product and the Application of Machine Learning for Market Segmentation and Consumer Behavior Prediction" (2025). UBT International Conference. 1.
https://knowledgecenter.ubt-uni.net/conference/2025UBTIC/MBE/1
The Impact of Marketing and Accompanying Campaigns of the "Golden Eagle" Energy Drink on Consumer Choice of This Product and the Application of Machine Learning for Market Segmentation and Consumer Behavior Prediction
UBT Lipjan, Kosovo
In the time we live, marketing has become part of our daily lives, so much so that when we go out on the street we see advertisements everywhere, when we enter social networks they appear as video spots for a few seconds, when we watch. TV they appear between shows, while recently it has also started to be applied in the GPS maps of certain cars. All this has made Marketing and its forms an integral part of business development. According to many marketing researchers before the 1950s, marketing was mainly used to identify strategies and tactics simply to sell more products and services and very little attention was paid to the desires of consumers. But after the 1950s, companies began to understand that the old way of selling had to change and so companies began to take into account the desires of consumers regarding the products and services offered. The findings from our research speak of a positive linear relationship between customers and subsequent marketing campaigns on customer loyalty and satisfaction. This whole relationship, with marketing as an intermediary between customers and the company, has contributed to the growth of sales and exports. When marketing campaigns are combined with philanthropy, social responsibility and sponsorships of sports clubs and cultural organizations, this has contributed to the growth of image and "goodwill". The idea of combining social contributions, combined with sales marketing, has contributed to a solid increase of over 25% in sales, as it makes it possible for every consumer to be a donor to the foundation and to get to know the company. Other questions on sales forecasting based on advanced data methodology are clear indicators of how technology is now an integral part of marketing.