ACTIVITY OF RETAILERS AND FMCG PRODUCERS IN THE DIGITAL AGE
Journal Title: Маркетинг і цифрові технології - Year 2018, Vol 2, Issue 2
Abstract
Based on the fundamental results of research, the activity of retailers and FMCG producers in the conditions of the digital era is investigated and analyzed. The directions of significant influence on consumer behavior are identified; and the key aspects of retailers’ activities, which allow maximizing meet consumer preferences and influence on their behavior, are interpreted. The prioritized FMCG producers’ areas of activity in the market are determined. Considering intensive competition between retailers and FMCG producers, the relevant recommendations for their effective market functioning, realization of an active marketing policy and the effective strategic solutions implementation are formulated.
Authors and Affiliations
Alona Natorina
Keywords
Related Articles
- EP ID EP308068
- DOI 10.15276/mdt.2.2.2018.6
- Views 144
- Downloads 0
Marketing Communications as Tools for Information Interaction of the Company, Partners, and Consumers
The aim of the article. An active exchange of both communications and information is taking place between the company and its partners, the company and consumers, the latter kind of exchange is considered as information...
Modeling and prognosing the product life cycle on the basis of S-like curve
The aim of the article is to simulate the product life cycle using `S`-like mathematical functions and to predict the most important key points of these curves: maximum value, inflection point, when the accelerated growt...
Usage of marketing tools and digital technologies in the promotion of steel products
The aim of the article is in the structuring of modern tools and optimization of promotion processes of domestic steel enterprises, using modern marketing tools and digital technologies. The results of the analysis. The...
Crowdfunding as a new challenge for doing business
This paper aims at clarifying the process of crowdfunding as an alternative source of financing for small and medium businesses. Its identifies the definition of crowdfunding and distinguished its four main categories, l...
Particularities of application of methods of analysis of functional and stochastic interrelationships in the cabinet marketing research
The aim of the article. The aim of the article is to develop a methodology for conducting a cabinet marketing research, the practical use of which can be a significant basis for the development of effective management de...