Экономические науки/6. Маркетинг и менеджмент

Beizhanova A.T., Ilesbekov A.D.

Al-farabi Kazakh national university, Kazakhstan

Specifications of the innovative marketing technologies

The requirement for use of marketing methods is becoming a topical issue in Kazakhstan’s economy. The development of innovative marketing technologies in any sector of our country gives enterprises great opportunities, including the achievement of high competitive ability in market, make customers stare with unusual offer, creating new products and services and its off take, as well as entry with innovative products and services into international markets. Altogether innovative marketing technologies result in development of our country’s economy. For example, innovative marketing technologies encourage the nascency of new domestic products by increasing the activity, revenue and potential of enterprises in any sector. The implementation of marketing technologies in any area of economy contributes to enhancement of competitive ability and the development of this area. The marketing is known as a management and organizational system in enterprise activity which considers all the processes occurring around, as well as tool for development of manufacture and community in general. The appliance of marketing technologies allows enterprises to promote their resources in common, including the products and services, materialization of them, it also allows to select the most effective methods of promotion of each product. In addition to this, it affects the effectiveness of the enterprises’ performance. The facilities should continuously analyze the changes occurring in the business environment in order to work economically advantageous in terms of free market economy. The ability to forecast such changes grounds the marketing bases [1].

It’s substantial to review short descriptions of marketing prior to studying the specifications of the marketing technologies, because the development of marketing technologies is allied to marketing. The most common definitions of marketing suggested by foreign and national scientists will be considered below [2]. 1. The definitions considering the marketing as commercialization of goods and services. It particularly focuses on promotion of goods and services into the market. This point of view is constrained because the authors of this definition equalize the marketing to commercialization, sales and advertising. In this situation it makes sense to mention the following quotation said by Kotler, P.: “The sales are insufficient top of marketing iceberg, it’s just a one of the focal point of marketing”. 2. The marketing is considered to be an essential object of management. In this context the marketing refers to the management system of company’s manufacturing and sales activity. This point of view does not detail the features of marketing as common economical phenomenon. Link the marketing to management doctrine does not allow to determine the economical and social baseline as being the instrument of forming the market relationships. 3. The marketing is philosophy of modern business, thinking style and goal which is focused to address customers’ needs and wishes. The authors of such point of view consider the marketing from social and economical aspects, but in this definition the objectives of marketing seem to be too perfect. The definitions which consider the marketing as a social process providing the research and satisfaction of wants and needs of people, show the social aspects of the marketing [2, 12p].

Variety of marketing technologies is required in order to increase the competitive ability in the market economy conditions. That is the marketing technologies are methods oriented to successful functioning of the company in market. The more detailed definition of this term is given below by another author: “The marketing technologies are the sum of actions and methods of decision making which determines the facility’s function in managing the position in the market and is focused on setting the goal of company and accomplishing it” [2,12p]. According to another author “the marketing technology is management methods applied in defining and researching the entrepreneur’s demands, as well as in planning the manufacture, sales of goods and services” [3]. The marketing technology can be viewed from two aspects: 1. The specifications of the marketing technologies refer to the sequence of the marketing stages. There are five stages of marketing: analyzing, conceptual, formative, realizing and monitoring. Individual technologies correspond to each stage. These stages match both marketing strategies and its each item (such as projecting, advertising, commercialization, etc.). 2. The marketing activity of the company can be considered as a specific system. An each item of this system serves to investigate the development substance and the course of the external environment of organization, to create the concept of company’s activity, to plan the price policy and study the situation in the market for promotion of the products [3, 2p]. Therefore, structural changes in the market in general, changes in competition terms and the enhancement of customers’ behavior encourage the companies to search for new marketing technologies.

The ignorance of marketing principles has resulted in failure to materialize the goods, decrease of customers’ paying capacity, gathering the large reserves of final products in the warehouses of the industrial entities. Therefore, the implementation of marketing technologies allows to promote and encash the total resources including goods and select the most effective tools of promotion for each product, it also affects the improvement of performance of the companies’ activity. Based on the marketing philosophy and using its technologies, the entity provides consistent directions in supply of industrial activities, goods and services of the company by means of the following:

- compound analysis of the external environment of the company and prognostics of the market in common, as well as precision of the actual opportunities of the company;

- determination of the future strategies of the marketing activity consisting of the purposes, issues, resources and mechanisms of such kind of activity according to the company’s organizational and management, material, financial and technical relationships;

- planning of the industrial policy according to the market requirements and company’s potential;

- taking special arrangements oriented to demand making and encourage the materialization.

The implementation of the marketing technologies into the entities, adaptation and development are hindered by several objective and subjective factors, especially marketing limitations (costs). These factors include the followings: 1) Untimely conduction of marketing researches and practical actions. Therefore, most of the entities invest inefficiently. 2) The organization of marketing activity and the conduction of the marketing researches require large and unavailable resources from the companies. According to the experts opinion, this financial aspect of the marketing is inhibiting the implementation of the marketing technologies into the business. However for the moment the companies without strong position in the market are able to establish active and useful relationships with customers with minimum expenses by using new technologies and the development of innovation. This is the reflection of the implementation of the innovative marketing technologies. At first the innovation conception and its role in marketing will be considered before revealing the differences between the conventional marketing and innovative technologies.

The innovation is the implementation of the originality into the technique, technology, employment and management sectors. It also means the appliance of the originality in different directions of mentioned activities. The scientific-technical originality is often created by combining the new ideas and opportunities of the scientists, the conduction of the complex analysis and synthesize efforts. It is the benefit from the composite appliance of the variety of the opportunities depending on the search and application. It has been established that the most of the innovations were created accidentally. But the more the modern world develops, the more specific planning, general financing and persistent organization of the innovation is adopted to the business of the day. At the moment our country realized the requirement of appliance of the modern technologies and is carrying variety of the programs in “modern” and “innovative” courses. One of such initiatives is the State of the Nation of our President N. Nazarbayev called “New decade – New economic growth – New opportunities of Kazakhstan”. This State shows the actual problems of Kazakh people, including the diversification of economy, smart trade policy, attractions of investments, development of the business and infrastructure according to the strategy plan. Professionals in any sector of the economy stream to effectively use these innovations. The active implementation of the techniques and technological innovations takes place in the marketing sphere. Finally innovations in marketing mean the implementation of the originality into the production of the entity, i.e. direct results of all the activities (economical, technical and organizational) arising in the entity [4].

Based on the definitions given above, the innovative marketing technologies are the complex of methods of using the innovative technologies relying on the new ideas and which are focused on meeting the requirements of the customers and achievement of the purposes of the entity. The major difference between the innovative marketing technologies and conventional marketing technologies is that the first one works with new ideas and innovation by using the available resources. The main terms of the innovative marketing technologies include innovative potential of the company, i.e. level of ability to conduct actions which provide the opportunity to achieve the innovation goals, innovative activity and innovative project.

The appliance practice of the innovative marketing technologies can be observed in foreign markets. Scientific-technical researches and innovative projects are invested and largely supported by the state particularly in the USA, Japan, India and China. These countries have record of “leaders of the innovation” throughout the world. For example, the great and leading companies which invest exclusively into the innovations are located in abovementioned countries. They are in Japan: Sony, Honda Motor, Toyota, in the USA: Ford, General Motors, Microsoft, IBM, Intel, etc. Appropriately high technologies, innovative and modern instruments and methods in the world market originate from these countries. Our country also has such potential and perspectives which provide the achievement of high aims [5].

The innovative marketing technologies are required in order to be on a par with other countries, offer competitive innovative products and reach the highest level of people’s welfare.

Growing day by day competition challenges the all the participants of the market to make their best in order to have a success. By using the innovative marketing small and medium enterprises get an opportunity to improve and enhance their activity, goods and services. Respectively it causes the competitive growth in the market following the improvement of the products and fall in prices. The table below introduces the opportunities provided by the appliance of the innovative marketing technologies:

Marketing area	Opportunities
Marketing research	Provides the complex methods and new research procedures of data processing and the observing and conducting a monitoring on customers’ behavior. For example, you can understand the customers’ attitude and point of view on the specific good or service by developing a correct virtual model of real-life situation which will attract the researcher.
Market segmentation	Using the “KonSi Segmentation & Positioning” program you can get accurate and proper information referring to the market segmentation and positioning.
Good	Modification and upgrade of the goods and services according to the imperatives of our time and suggestion of their renovation.
Promotion	Cheap, quick and effective promotion of the good or services due to the “Viral marketing”.
Distribution	Building up the new proliferation channels of goods; organization of the sale of goods through the Internet or teleshopping by the low cost, effective and convenient way for both vendor and buyer.
Price	Spending cuts by using the innovative marketing technologies and as a result, cut in price.

The opportunities of the innovative marketing technologies

The innovative marketing technologies have a great role in marketing sphere. It can be viewed from the opportunities provided by the innovation given in the table above:

- In marketing research, for example, if you found out the company’s problems and made a hypothesis for them, you can develop a virtual model of real-life situation by “computer simulation” and monitor the customers’ behavior in order to prove this hypothesis. The ways of solving the problem are studied based on a information acquired from the monitoring. This is very effective technology because the carrying out of this process requires sufficient disbursements, resources and time.

- The “KonSi Segmentation & Positioning” program in market segmentation: allows to assess the strategic potential of segments by methods of determining the effective segment for company and portfolio based on a cluster and expert analysis.

- The requirement for development and modification of the good continuously takes place in conditions of stiff competition. It’s hard to support or expand the position of the company in the market without the innovation.

- There are a plenty of innovative tools now (sensory marketing, viral marketing, mobile marketing, buzz marketing, guerrilla marketing, etc.). For example, “viral marketing” is oriented to the inclination of people to share interesting information. They spread the video, photos, games and jokes and share with others. This process does not require sufficient finances and resources while the performance is very high.

- In distribution and expansion sale of goods though the Internet and teleshopping becomes more popular. The benefits of this against the conventional marketing are: low costs of the employment, logistics and other resources and convenience for the buyers.

- Price. In most specifications mentioned above you can see the opportunities of price cuts in finance and employment due to the innovative technologies. Consequently it generates an opportunity to lower the price of good and apply the methods of dynamic pricing [6].

Sum up, it may be said that the importance of development of the innovative marketing technologies is very high in company’s activity as well as in marketing in common. Drawing on its difference from conventional marketing technologies, you can see in the table the opportunities provided to achieve the company’s goals. Therefore some innovations introduce new positive opportunities to the market and give access to competition benefits, i.e. they favor the appearance of such benefits, and allow filling and adapting the free niches and segments of the market ignored by competitors.

If the competitors feedback very slow, such innovations gives sufficient competitive advantages. For instance, currently using the “viral marketing” can be mainstream and effective. Although if the competitors strike out the more attractive way of innovative promotion, “viral marketing” immediately becomes irrelevant. Since the company has accessed the competitive advantages due to new implementations, it can support its position only by continuous improvements. The competitors outrun any company which does not progress and not implement the innovations. Sometimes advantages such as interrelation with customers, cost effectiveness of available technology manufacturing scope and reliability the sales channels are sufficient for stagnate companies to maintain their position over a year or tens of years. Yet early or late more active competitors advance this advantages due to their own innovations. In order to progress and become a leader with high technologies, company should always be an innovator.

References:

1. Tretyak О.А. «Маркетинг: новые ориентиры модели управления»: Book. – М.: ИНФРА-М, 2005. – Т. 12. - 403с.

2. Esimzhanova S.R. «Маркетинг». Manuals- Almaty, Economy - 2006.

3. Electronic resource www.marketingrbc.ru

4. G.L. Bagiev, Е.L. Bogdanova. «Маркетинг инноваций» – М., 2004.

5. http://www.aup.ru/books/m78/1_3.htm / «Инновации – движущий фактор глобальной конкуренции».

6. Electronic resource http://www.marketing-soft.ru/