ARCHETYPES AND STEREOTYPES IN MARKETING
Journal Title: Бізнес-навігатор - Year 2018, Vol 2, Issue 45
Abstract
The essence of archetypes and stereotypes, and their role in marketing activities of the enterprise, in particular, in the creation of brands is considered in the article. The role of archetypes and brand stereotypes in relation to consumers is determined. The types of archetypes and stereotypes for improving their productivity and management is generalized. In order to form a successful brand, the distinction between archetypes and stereotypes is analyzed and shown. The practice of applying archetypes and stereotypes to known brands is considered. The basic archetypes are systematized and generalized their main functions in the life of consumers. The influence of archetypes and stereotypes on the level of consciousness during the purchase of goods is established.
Authors and Affiliations
N. Skrygun, V. Meteyko
SUPPLY CHAINS EFFICIENCY EVALUATION: METHODOLOGICAL ASPECT
In the article, the essence of the effectiveness concept was considered. The importance of supply chains effectiveness evaluating was analyzed. The approaches of supply chains effectiveness evaluation proposed by famous...
FINANCIAL NEO-PROTECTIONISM: AN INSTRUMENT FOR IMPLEMENTING ECONOMIC INTERESTS OF THE STATE
The article is the first one to propose the definition of financial neo-protectionism as a form of neo-protectionism, providing an instrument to implement economic and security interests of the state (including domestic...
ESTIMATION OF THE INFLUENCE OF FOREIGN CAPITAL ON THE BANKING SECTOR OF UKRAINE
The article considers the influence of foreign capital on the banking sector of Ukraine. The main stages of the entry of banks with foreign capital into the domestic market are singled out. Both positive and negative asp...
RESEARCH OF COMPONENTS OF THE MARKETING POTENTIAL OF THE ENTERPRISE
Research of components of the marketing potential of the enterprise. The article suggests defining the marketing potential as the company’s ability to provide a link between the supply and demand of the company’s goods b...
FORMATION OF STATE POLICY IN THE FIELD OF RURAL TOURISM
The article covers the preconditions and features of development of rural tourism in Ukraine. The advantages and factors that influence development of this sphere are determined. The main types of state policy in the fie...