Экономические науки/6. Маркетинг и
менеджмент
Biryukova J., Akhmetova Z.
Al-farabi Kazakh national university, Kazakhstan
INNOVATIVE MARKETING AT THE ENTERPRISES OF THE PRODUCTION SPHERE
Now as
alternative to traditional marketing is new marketing based on the innovative
principles and approaches. Emergence of new requirements or new opportunities
of satisfaction of already existing needs cause need of marketing innovations.
Innovative activity of the organization is a basis of its competitiveness.
In the developed
competitive conditions it is more or less long and effectively only those
enterprises which attach powerful significance to innovative activity can
function. Recently existence of innovations becomes powerful competitive
advantage.
It is known that
environment of functioning of the enterprise is characterized by high
variability and unpredictability. In this regard the enterprise has to own
ability quickly and adequately react to any changes in the market and in the
environment of an environment by release new or improvements of products,
search and introduction of new production technologies and sale, improvement of
a control system and realization of the latest marketing strategy.
Innovative
activity has to be focused on long-term functioning of the enterprise in the
market. Thus except a grocery innovation which is a key factor of development,
the enterprises pursue also other directions of new maintaining such as
restructuring, new production technologies, new methods of management, new
marketing strategy and technologies, etc. From all above-mentioned it is
possible to reveal that innovations happen technological and marketing. The
last are less connected with risk and therefore it is more favorable to
producers. But the most effective innovative policy provides the simultaneous
combined introduction of various types of innovations. So, innovative marketing
is the center of a So, innovative marketing is the center of a interaction.
Object of research of innovative marketing are the enterprises - developers of
new equipment and technology which the enterprise for release of new production
necessary to the market or for improvement of processes of production and
management needs. Subject of research are regularities of change of supply and
demand of new discoveries, technology and equipment for implementation of
productions, and also the relations between founders of equipment and
technology and their future users concerning commission of an exchange and the
transaction.
Development of
new production, modernization and modification of products, improvement of
processes of production and management, and also decrease in expenses of
production, separate processes and organizational expenses can be the purpose
of innovative marketing. So, innovative marketing deals with the market of
suppliers of new equipment and technology in which the enterprise enters roles
of the buyer. Just as the enterprise enters the market of consumers with the developed
marketing complex from "4P" and the market of suppliers of resources
of production with the developed purchase complex from "4C", and it
comes to the market of suppliers of new equipment and technology with a complex
of innovative purchase also from "4C". Here С1-of need and
requirement of the enterprise – consumer concerning the solution of some
problems in the developed concrete situation, according to F.Kotler locate in
process of making decision on purchase at stages 2,3 and 5-the generalized description
of need; an assessment of characteristics of new equipment and technology and
requesting of offers at potential suppliers. C2-of expenses of the consumer is
served as a keynote of all procurement process who act often as criterion
function. C3-convenience of procedure of purchase, C4 - available communication
are shown as the important requirement at stages 4,6,7 and 8 – search of
suppliers, a choice of the supplier; issues of the order and evaluation of the
work of the supplier.
On the shown complex
of innovative purchase from "4C" of the buyer the enterprise -
supplier will expose the complex of offers from "4P". When
"4P" of the supplier completely corresponds "4C" of the
buyer, then the mutually advantageous exchange (transaction) is made. Compliance
"4C" and "4P" results in balance of interests of the buyer
(consumer) and seller (producer) and social mission of marketing – satisfaction
of requirements of society consists in it.
Clearness,
accuracy, scientific character of justification or calculation of each С by the
buyer influence efficiency of interaction with the supplier of new equipment
and technology and serve as pledge of the mutually advantageous transaction.
Therefore development of a complex from "4C" has to be carried out by
team of experts from all technical and economic services and innovative
marketing specialists of the enterprise, and sometimes and third-party experts
and consultants.
Marketing
innovations use the majority of the enterprises of the production sphere most
often, being in the following situations:
1. threat of obsolescence of the existing products;
2. emergence of new requirements at buyers;
3. change of tastes and preferences of consumers;
4. reduction of life cycle of goods;
5. competition toughening.
Feature of
technologies of innovative marketing is that they work not with physically
existing product, and with its developed concept. It creates big difficulties
when carrying out market researches in difference from classical marketing.
Not on the last
place in the course of innovative marketing there is also a quality of
products. The market demands from any producer of ensuring the highest quality.
The enterprise – producer can achieve the highest level in only case when the
control system of quality assumes innovations on all directions. Most of
scientists and practicians claim that three factors, such as necessary material
resources, qualified personnel and the scientific organization of works in
total make a basis of ensuring quality of production.
From here the
question follows: how when using innovations, in a consequence of that
increasing quality of a product, not to establish the high price of goods?
Making process of marketing innovations, the enterprise has considerable
expenses, but, despite it, the price of goods has to be optimum both for the
enterprise, and for the end user.
Innovative
marketing gives the chance at a stage of basic and applied researches to
provide future commercial success of an innovation due to right identification
of motivation of consumers and design of a product in compliance with consumer
preferences. Besides, innovative marketing, in case of development of a
product, new to the market, allows designing consumer preferences, to create
demand which wasn't earlier.
For marketing
innovations in Kazakhstan favorable conditions by those changes of the market
which conduct to emergence of new requirements or new ways of satisfaction of
already existing needs are created today.
Development of
the innovative theory of marketing is connected first of all with emergence of
the new types of marketing forming non-standard approaches to activity of the
company in the market.
As methods of
realization of innovative marketing the request for proposals, telemarketing,
participation at exhibitions and fairs, participation on symposiums of
scientists and practicians, electronic commerce can be accepted.
Thus, all these
new types of marketing form the evolution of the innovative theory of marketing
having impact on consumer perception and behavior.
Now, when
domestic consumers entered fight for the consumer among themselves, the one who
builds the activity mainly on the basis of innovative approach will appear the
winner and a main goal of the strategic plan considers marketing innovations.
But when developing of innovative policy by the enterprise it is necessary to
remember that consumers need not so much a new product, how many new benefits.
The
list of the used sources:
1. Секерин В.Д. Инновационный маркетинг.
Учебник. – изд.: Инфра-М, 2012. - 115 с.
2.Сатыбалды С.С. Механизм управления инновациями
и инновационной деятельностью хозяйственных систем. - Алматы, 2008. - с.
99-103.