Kirilenko I.I, Rozanova O.O., PhD Кrainiuchenko О.F.

National university of food technology

INTERNET TECHNOLOGIES FOR PROMOTION OF GOODS AND SERVICES ON INDUSTRIAL MARKETS

Organizations-consumers, namely industrial enterprises, manufacturers, wholesalers and retailers, government agencies and non-commercial companies buy goods and services for further production and use within the organization, or resale to other consumers, and not for their own consumption. Companies engaged in the production of industrial commodities (steel, production equipment or software), carry out the exchange of products solely with organizations-consumers and very rarely come into direct contact with end users.

The industrial market, the vast majority of subjects of which are "organizations-consumers" is functioning somewhat differently than consumer market. In this market companies are act at absolutely others terms and conditions, that open wide opportunities for marketing management. This is because experts in industrial marketing are serving to the largest market where cash transaction volumes far exceed the volumes of transactions on the consumer market.

The marketing activities of industrial enterprises implementing in material production sphere and industrial services sphere, and aimed at diversifying study and demand forecasting, marketing mix, using modern methods of storage and transportation, which actively influence the movement of goods to the consumer.

It was investigated a wide range of ways to promote products to the consumer these days. The most modern and perspective way of promotion occurs via the Internet.

Nowadays, the rapid development of Internet technology creates all preconditions for promoting products and services in new ways, in particular via the online marketing. There are a lot of advantages of this type of promotion: high performance and efficiency, low cost compared with other methods.

The vast possibilities of the Internet marketing industry give industrial enterprises opportunity to create active promotion their products in a virtual environment. The numbers of the Internet users are growing every year, therefore, the proportion of potential clients on the Internet are also becoming bigger.

The growth of commercial interest to the Internet mostly determines relevance and necessity to develop the skills and use in the business activities opportunity in the sphere of Internet marketing, which development goes toward the complex use of numerous Internet technology by industrial enterprises.

Internet marketing includes all components of marketing activities that meet the classic marketing concept in the company. It was founded that promotion tools, which are using in industrial marketing, have similar means of promotion in marketing, which aimed at consumers. Only the priority of their application could be changed. Moreover, industrial marketing compared with consumers marketing, uses direct sales like PR, branding and then advertising and sales promotion. This redistribution of roles between the means of communication is the result of fact that industrial enterprises have professional approach to finding and evaluating the product.

They know exactly which product or service they need, which main parameters (characteristics) and the additional features should be in desired product. As a result, the value of goodwill, information about it in the media, specialized publications and press reviews by corporate clients are increased.

Imeray Vince in his book "How to do business on the Internet" recommends industrial market that has just discovered internet marketing to follow these basic rules in order to achieve maximum efficiency:

1) To study and analyze the Internet as a means of implementing marketing;

2) Primarily define their goals in online marketing that will be meet other marketing efforts;

3) To explore and define target audience of the company;

4) To determine exactly how potential customers will respond to businesses proposals;

5) To determine benefits of competitors;

6) To find out the most important product features of goods or services that will be show benefits of the company;

7) To choose the right "weapon" (Internet tools);

8) Decide which information (for brokers and clients) and what mechanisms (promotion) will be implemented paragraph 4;

9) Convert information into electronic format and submit it in the Internet;

10) To find ways to promote enterprises email address, Web-pages and products;

11) Listen to their customers and make appropriate conclusions.

Following these basic rules and effective collaboration with intermediaries and suppliers will enable company to expand its market, increase sales and share of potential consumers.

Thus, the Interne give opportunity to the marketing industry open additional possibilities for saving marketing costs; speed up most of administrative processes and creating business relationships with potential customers, resellers and partners.

In addition, Internet Marketing creates the conditions for more complete and well-timed customers’ needs satisfaction by virtue of using modern information technology.

Therefore, Internet marketing offers additional ways to reduce marketing costs, accelerate marketing processes and building close business relationships with potential customers for companies working in industrial markets. This type of marketing makes possible better meet the needs of customers using the individual approach with quality using modern information technology capabilities.