MARKETING
TODAY. INNOVATIONS AND TRENDS
A. Glushanitsya
National University
of Food Technologies, Kyiv, Ukraine
Problems`
formulation. Successful activity of a company depends on many factors. One of the
most important factor of successful activity of company is ability of
attraction and cooperation (new clients, investors, suppliers) on market. As
marketing plays such an important and indispensable role in formation and
development, leaders of companies are sure that it`s necessary to use new kinds
of marketing.
Analysis of
research and publications on this problem. Theoretical concepts of
marketing are showed in the works of many scientists. Such as P. Rose, M.
Mexon, M. Albert, F. Kheroury, J. Greyson, F. Cotler, I. Kiyzmin, S.
Krasilnikova, A. Romanov and others. The priority task of marketing is an
ability to anticipate the future of the market, its external and inner
environments. The company based on marketing activity can get strategic
competitive advantage and to make a prerequisite of adequate reaction to the
changes and to specify purposeful influence on external environment and its
formation.
Presentation of the
material. “Marketing is an art and science of correct choice if the target
marketing, to attract, to safe and increase the quantity of users by the help
of creating of the buyers confidence
that he is the very precious for the company” and also “orderly and purposeful
process of awareness of the problem of users and regulation of market activity”
Phillip Cotler.
Nowadays there are more and more companies
realize they`re addiction to society and the needs in creation of friendly
relationship with society representatives. The economy`s transition to the
market relationship made the new tasks and desired the new look and actions
from the companies representatives, which would provide more excellent means of
commercial activity, their new level.
Today the user won`t be surprised by
advertisement on TV, radio or big boards. The user wants product which will be
remembered, but not such as product, which he will forget as soon as he leave
the shop.
Due to the complexity of situation, in the
promotion of products some of the manufactories use new kinds of marketing.
such as emotional marketing, marketing of impressions, touch marketing,
celebrities marketing, mobile marketing.
1.
Emotional marketing. As we can see on its mane, the attention
concentrated on the emotions of user. Why emotions? Because in the world full
of abundance emotions are still the only on which pay attention the client.
Emotional attitude of user for the advertisement could be neutral or
contradictory, positive or negative.
2. The marketing of
the impressions. As understood it’s the tool of the creation of the emotional
connection with the product and users in the parts of events and offers which
are made by manufactories.
The marketing of the impressions provides the
whole dipping of the user into the world of the product. The aim of it is to
get the commercial profits for the company. How does the marketing of
impressions wok? At first by the help of the marketing of the impressions the
user remember product much better. At the second the user identifies the product
with positive emotions which he gets during impression. Then the product is
much better for users’ perception.
3. Touch marketing.
touch marketing is the kind of marketing which influences on the felling of the
user, on his emotional state.
Marketing consultants are sure, that this touch
marketing helps to make an conditioned reflex in human – the clear association
of melody, sounds, smells, flowers with some brands. Marketing people who use
touch marketing are involving the sense of client:
-
The colour. Successful colour environment of the shops attract the
buyers. It makes unusual atmosphere to which is pleasant to return.
-
The sound. The sound is special
factor to human’s psychics. It`s connected to physiological characteristics of
perception of the human.
-
Aroma marketing. it`s the main of the kinds of the touch marketing.
shops in the world – from baker shops to the luxury clothes shops and furniture
shops use the power of smells to stimulate sales.
-
Touch. It`s an ability of human to effect of environmental factors by
the help of skin receptors, musculoskeletal system and mucous membranes.
The physical contact is an important part of
agreement for buying something.
4.
The marketing of definite persons. This type of marketing can be divided
into celebrities marketing and political candidates marketing.
Celebritiesmarketing.Thus marketing, of celebrities have its long history,
now it associated with the “stars” of mass culture and sport.
Political candidates marketing. Active interest
for elections hinders the emergence of political advertisement. There are
spread the scientific methods of social thoughts learning, computer analysis of
distribution of votes, appears the new companies which are specializing on
managing of election companies.
5.
Mobile marketing.Mobile marketing it`s a process of distribution of the
marketing information on mobile phones of customers consuming not only by SMS
but involving other mobile technologies. And as a result – getting from them
reverse reaction.
Nonstandard kinds of marketing related to the
modern kinds of it. For example the partisan marketing, the virus marketing,
the hidden marketing.
Partisan marketing is the conception of
marketing which directed for the searching by the company its marketing niche
by the refuse from the opened competition with its powerful competitors, by
using nontraditional means of advertisement and promoting its products and
services.
The virus marketing is the means of promoting
the brand in the internet, which consists in the fact, that the information
about the company promote the users by themselves by the way of the personal
recommendations. The easier example of the virus marketing which we all see is
the “yellow press”. By its help the stars of the show-business promote gossips
about themselves which are always caught by printed and web Media and as the
result are hold at home, by telephone, in metro – everywhere where the free
time exist.
The hidden marketing is the kind of partisan
marketing. The companies are built in such a way, that the users even never
mind that they are under the influence of the advertisement. It is a complex of
events which are directed on the formation of the firm positive image of the
brand, product, service or company between all of the clients, users, partners,
colleagues.
The modern development of the marketing as the
science is occurred in conditions of social and economical changes. It`s
characterized by the high level of uncertainty of the environment, dynamism,
significant technological transformations, which make influence on the
marketing.
Conclusions. Marketing provides
the wide usage of the most profitable market
opportunities. It depends on the production and provides output by
manufacturers just such a production which can be implemented.
That’s why marketing people
create and promote the new kinds of the marketing, so the world is not standing
on the one place, but moves ahead. So, the modern marketing is aimed at the
modern and the most demanding consumer.
It follows the importance of marketing as the
process which is connecting the customer and manufacturer and provides
feedbacks between them.
Scientific supervisor: L. Vlasenko
Literature
1. Koretsky MH Strategic management: teach.
guidances. / M.H. Koretsky, OI. Datsiy, A. Dyehtyar. - K.: Center educational
literature, 2007 - 240 p.
2. Byelyantsev MI Marketing: teach. guidances.
/ MI Byehlyatsev, LM Ivanenko. - K.: Center textbooks, 2005.-328s.
3.
Ìàðêåòèíã. Êóðñ ëåêö³é / Ë.Å. Áàñîâñüêèé – Ðåæèì äîñòóïó äî
æóðí.:http://book-online.com.ua/read.php?book=3738&page=116
4.
Íåñòàíäàðòíèé ìàðêåòèíã [Affect]
- Ðåæèì äîñòóïó äî æóðí.: http://www.affect.ru/articles/article/show/135.htm
5.
Ñåíñîðíèé ìàðêåòèíã [Bukvar.su] – Ðåæèì äîñòóïó äî æóðí.: http://bukvar.su/menedzhment/117590-Sensornyiy-marketing.html