MARKETING TECHNOLOGIES AS AN INSTRUMENT FOR EFFICIENT DEVELOPMENT OF DOMESTIC ENTERPRISES
Journal Title: Вісник Київського національного університету імені Тараса Шевченка. Економіка. - Year 2014, Vol 8, Issue 161
Abstract
Difficult situation in the domestic market and prospects of European integration require domestic companies to find new effective tools for their further development, such as marketing techniques. Socio-economic and political situation of last months of 2013 and first months of 2014 in Ukraine increased a complexity of the processes of analysis and forecasting of marketing environment, especially in economic, political and international factors. Also the difficulties in creation of a clear picture of consumer preferences and implement effective marketing impact on them raised. Under these conditions, businesses need to actively use traditional and modern marketing techniques and develop the new ones. Summarizing interpretation of the term "marketing technology", it should be noted, that different researchers gave its different evaluation: some defined it as a collection of related entities of marketing, another – as a set of steps, operations, practices and actions, the third – as a model of marketing activities, the fourth – as a system of scientific and human knowledge, and the fifth – as methods of exposure the consumer market to achieve goals. The main characteristics of marketing techniques is the fact that they are descriptions of the marketing process, which inevitably leads to the intended result (but not guaranteed); they are scientifically sound, comprehensive, integrative process; techniques and methods, that implement marketing techniques, must be reproducible. Development and implementation of marketing techniques have a number of features that are in targeting marketing techniques for strategic development goals; integration of marketing with the overall system management; complexity of marketing techniques; adaptability to changing conditions of the enterprise; continuity and updatable marketing technologies. There are five main traditional marketing techniques: segmentation, targeting, positioning, analysis and forecasting. Also in the paper the attention paid to modern marketing techniques, including viral marketing, internet marketing techniques, CRMtechnologies, trade marketing, integrated marketing communications, branding and rebranding, cross-marketing and others.
Authors and Affiliations
Victoria Svyatnenko
Keywords
Related Articles
- EP ID EP404143
- DOI 10.17721/1728-2667.2014/161-8/9
- Views 62
- Downloads 0
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