ПРАКТИЧНІ АСПЕКТИ ЗАСТОСУВАННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ В ДІЯЛЬНОСТІ СУБ’ЄКТІВ ГОСПОДАРЮВАННЯ
PRACTICAL ASPECTS OF MARKETING COMMUNICATIONS APPLICATION IN THE ACTIVITIES OF BUSINESS ENTITIES
Сторінки: 11-14. Номер: №5, 2020 (286)
Автори:
АНГЕЛКО І. В., ЛЕХ І. А.
Інститут підприємництва та перспективних технологій Національного університету «Львівська політехніка»
Anhelko I., Lekh I.
Institute of Enterprise and Advanced Technologies «Lviv Polytechnic» National University
DOI: https://www.doi.org/10.31891/2307-5740-2020-286-5-2
Надійшла / Paper received : 19.08.2020
Надрукована / Paper Printed : 05.11.2020
Анотація мовою оригіналу
У статті висвітлено основні елементи маркетингових комунікацій, надано їх характеристику та особливості застосування в сучасних умовах господарювання. Зазначено, що вибір конкретного засобу маркетингових комунікацій та його використання ґрунтується на попередньому аналізі ринку, на якому функціонує суб’єкт господарювання, а також на оцінці ролі самого засобу у стратегії просування за даних умов.
Ключові слова: комунікація, маркетингові комунікації, система маркетингових комунікацій, засоби маркетингових комунікацій, івент-маркетинг.
Розширена анотація англійською мовою
In today’s market environment, no business can succeed without a flexible, dynamic system of communication. As you know, the exchange of information accompanies all stages of development and processes of functioning of an individual business entity, ensures the formation and implementation of its functions and management methods, determines its relationship with the market. It should be noted that an important place in the system of communication relations of the business entity belongs to marketing communications, which “aim” not only to inform the consumer about the product, but also to establish a long-term relationship with him, which generally has a positive effect on competitive positions. project and its success in the market.
The article highlights the main elements of marketing communications, presents their characteristics and features of application in modern business conditions. It has been found that in modern conditions it is quite difficult for a business entity to determine which means of marketing communications are effective, that is, such that can provide him with a long-term relationship with consumers. As an alternative, it is proposed to use a set of marketing communications. It is substantiated that the complex of marketing communications of an individual business entity can cover both traditional and non-traditional means of communication.
It is proved that not all means of marketing communications are one effective product in a particular situation and «bring» one result. It is noted that the choice of a specific means of marketing communications and its use in the complex is based on a preliminary analysis of the market in which the entity operates, as well as on the assessment of the role of the tool in the promotion strategy under these conditions. It is proved that «rational» definition and practical application in a set of certain means of marketing communications will allow the business entity to strengthen its market position in relation to competitors, form a stable positive image, facilitate access to various resources, and thus obtain the desired financial result.
Key words: communication, marketing communications, system of marketing communications, means of marketing communications, event-marketing.
References
- Laburtseva E.Y. Sistema marketingovyh kommunikacij predpriyatij roznichnoj torgovli / E.Y. Laburtseva, H.V. Aldankova // Ekonomika Ukrainy. – 2018. – № 9. – S. 139–152.
- Burnett J., Moriarty S. Introduction to Marketing Communications: An Integrated Approach. Pearson College Div; US Ed edition. 752 r.
- Bratko O.S. Marketynhova polityka komunikatsii : navch. posib. / O.S. Bratko. – Ternopil : Kart-blansh, 2006. – 275 s.
- Poita I.O. Suchasni tekhnolohii v systemi marketynhovykh komunikatsii na rynku turystychnykh posluh / I.O. Poita // Ekonomika. Upravlinnia. Innovatsii. Seriia: Ekonomichni nauky. – 2018. – Vyp. 1. – URL : http://nbuv.gov.ua/UJRN/eui_2018_1_17
- Fill C., Jamieson B. Marketing Communications. Edinburgh Business School. MM-A1-engb 1/2014 (1039). 54 p.
- Oklander M.A. Marketynhovi komunikatsii promyslovykh pidpryiemstv v umovakh informatsiinoi ekonomiky : [monohrafiia] / Oklander M.A., Lytovchenko I.L., Botushan M.I. – Odesa : Astroprynt, 2011. – 232 s.
- Stetsenko V.V. Sotsialno-ekonomichna sutnist marketynhovykh komunikatsii pidpryiemstva / V.V. Stetsenko // Visnyk ekonomiky transportu i promyslovosti. – 2013. – № 43. – S. 213–217.
- Khmarska I.A. Sutnist ta znachennia kompleksu marketynhovykh komunikatsii pidpryiemstv / I.A. Khmarska // Herald of Khmelnytskyi National University. – 2011. – № 6, T. 2. – S. 114–118.
- Dybchuk L.V. Sutnist ta osoblyvosti formuvannia intehrovanykh marketynhovykh komunikatsii / L.V. Dybchuk // Herald of Khmelnytskyi National University. – 2014. – № 5, T. 2. – S. 58–61.
- Yesiunin S.S. Shulhina L.M. Marketynhovi komunikatsii yak faktor vplyvu na konkurentospromozhnist pidpryiemstva. – URL : https://ela.kpi.ua/handle/123456789/22426
- Melnyk Yu.M. Transformatsiia marketynhovykh komunikatsii: netradytsiini vydy / Yu.M. Melnyk, L.Iu. Saher, I.Iu. Cherkas // Herald of Khmelnytskyi National University. – 2016. – № 2, T. 1. – S. 164–168.
- Oleksiuk H.V. Ivent-industriia: rozvytok ta problemy v Ukraini / H.V. Oleksiuk, I.V. Anhelko, N.S. Samotii // Rehionalna ekonomika. – 2020. – № 3(97). – S. 120–130.
- Pichyk K.V. Ivent-marketynh yak suchasnyi instrument vplyvu na spozhyvacha / K.V. Pichyk // Naukovi zapysky NaUKMA. Ekonomichni nauky. – 2016. – T. 1, vyp. 1. – S. 145–148.
