Підходи до створення маркетингових інновацій у системі комплексу маркетингу 4Р

Abstract

Виконана систематизація маркетингових інновацій відповідно до концепції комплексу маркетингу 4Р. Окреслено їх основні характеристики та запропоновано рекомендації щодо їх вибору та застосування. Розроблено загальну схему управління вибором/створенням маркетингових інновацій стосовно кожної зі складових комплексу інноваційного маркетингу (концепція 4Р). Отримані результати формують підґрунтя методичного забезпечення управління створенням і реалізацією заходів інноваційного маркетингу.

Systematization of marketing innovations in accordance with the concept of the marketing complex 4P is performed. their main characteristics are outlined and recommendations for their selection and application are offered. A General scheme for managing the selection / creation of marketing innovations for each of the components of the innovative marketing complex (4P concept) has been developed. The choice of innovative pricing strategy of firms depending on the product life cycle is considered. The factors that increase the possibility of effective application of innovation, as well as those that make it difficult to implement the marketing innovation policy, are analyzed. The criteria that influence the choice of marketing innovations and factors that help determine the most effective of them are considered. It is proved that it is necessary to develop and implement innovations that can solve the existing problems of producers and consumers, as well as to develop and implement measures of the marketing complex that are aimed at commercializing these innovations. The factors influencing the choice of price strategy and criteria for their selection are given. The proposed scheme for setting discounts in accordance with the goals of the company and the life cycle of the product. The differences between direct and indirect sales are analyzed, as well as recommendations for choosing the channel width. The main tasks and the type of possible innovations in the communication policy of an enterprise or institution depending on the stage of the life cycle of their products are considered. Recommendations for selecting specific innovations are offered. The article takes into account the peculiarities of direct or indirect sales methods that are appropriate for the sale of specific products of the analyzed enterprise or institution. Recommendations for setting discounts in accordance with the company's goals are offered. A General scheme for selecting marketing innovations at the enterprise has been formed. The results obtained form the basis of methodological support for managing the creation and implementation of innovative marketing activities.