Новітні види маркетингу в умовах випереджаючого розвитку: еволюція, сутність, умови застосування

Abstract

Запропоновано схему еволюції у часовому розрізі видів маркетингу, узагальнено спонукальні причини еволюції видів маркетингу. Виконано системний аналіз сутності новітніх видів маркетингу, окреслено умови їх виникнення, проаналізовано сильні і слабкі сторони. Виконана їх систематизація відповідно до змін, що вони вносять у складові комплексу маркетингу 5Р. Розроблена укрупнена схема вибору промисловим підприємством видів і інструментів маркетингу, які дозволять забезпечити умови його тривалого виживання і розвитку на ринку за рахунок приведення у відповідність внутрішніх можливостей розвитку зовнішнім. Отримані результати можна використати як методичні рекомендації щодо управління маркетингом на промислових підприємствах з позицій посилення їх ринкових позицій.Increased interest in new ways of promotion is caused by the continuous development of the market for goods and services. Some types of marketing stop working in today's conditions they are replaced by new types of marketing. The authors consider the impact of hyper-competition in the market on the effectiveness of traditional types of marketing and the difference with the new ones which arise in their replacement. The authors analyze the evolution of marketing from traditional to online marketing. The article substantiates the necessity of innovative transformations in marketing practice. The authors consider most of the mistakes when introducing into the market goods related to the marketing component or mistakes in marketing activities and give the strengths and weaknesses of marketing types. Approaches to a classification of types of marketing and their essence are considered. Reasons for switching from one type of marketing to another is considered as an integral part of marketing development. They can be considered as increasing the level of competition from producers and more attentive consumer attitude to goods and services. The authors review the changes that introduce the latest types of marketing into the components of the 5P marketing complex. The considered types of marketing allow matching the internal possibilities of enterprise development to external, generated by the market. The article suggests a scientific approach to the phased selection of marketing types and tools that they use. The authors submit the scheme in general terms because for a more detailed study it is necessary to take into account the specific company and its goals. The authors note producers who focus on the needs of customers as those who are trying to offer the market better and better products that will have value characteristics and use demand from potential customers. The article introduces a scientific approach to the relationship between the stages of the choice of types and marketing tools with the methodological and informational support of this choice. The authors take into account the factors that influence the choice of types of marketing and their tools.