Analysis of the integration of marketing communications in enterprises manufacturing sports goods
Journal Title: Visnyk Ternopilskoho natsionalnoho ekonomichnoho universytetu - Year 2016, Vol 3, Issue
Abstract
The article states that marketing communications are a particular area of marketing activities related to the communications management, which is carried out by means of communication channels between agents of the marketing system, and is aimed at stimulating their work. It is pointed out that marketing communications take place through the following major ways: advertising, promotion, public communications (public relations), personal selling. The author claims that the above-mentioned ways of marketing communications are of high importance, since the majority of marketing communications budget is traditionally spent on them. A special attention is given to the fact that in the current theory and practice, other ways of marketing communications are also developing and being used, namely: direct marketing, sponsorship, electronic money, internal communications, etc. It is emphasized that a considerable part of the budget of commercial organizations is spent on marketing communications. According to statistics and professional estimates, the marketing communications budget can range from 5% to 20% of a company’s current assets. It is stressed that marketing communications is an important social and economic phenomenon, since they serve as the key means of the company’s influence on the market, affect the emotional state of the audience and encourage certain actions. The article proves that using marketing communications makes it possible to influence and change the purchasing audience’s attitude toward the company and proposed products, as well as to acknowledge the necessity of studying this field of business activities. It is pointed out that increasing efficiency of marketing communications and improving their management is an urgent task of the domestic and foreign studies. The analysis of trends in the formation and development of the sports goods market is undertaken, specifically, performance indicators of the leading sports goods manufacturers are examined, and a system of requirements for effective marketing communications is proposed.
Authors and Affiliations
Larysa Tsetnar
Keywords
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