{"id":3581,"date":"2021-01-30T23:23:23","date_gmt":"2021-01-30T21:23:23","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=3581"},"modified":"2021-05-14T11:28:18","modified_gmt":"2021-05-14T08:28:18","slug":"%d0%b0%d0%b4%d0%b0%d0%bf%d1%82%d0%b0%d1%86%d1%96%d1%8f-%d1%83%d0%bf%d1%80%d0%b0%d0%b2%d0%bb%d1%96%d0%bd%d0%bd%d1%8f-%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3%d0%be%d0%bc-%d0%b4%d0%be","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=3581","title":{"rendered":"\u0410\u0434\u0430\u043f\u0442\u0430\u0446\u0456\u044f \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u043c \u0434\u043e \u0443\u043c\u043e\u0432 \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u0457 COVID-19"},"content":{"rendered":"

<\/p>\n

\u0410\u0414\u0410\u041f\u0422\u0410\u0426\u0406\u042f \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u041c \u0414\u041e \u0423\u041c\u041e\u0412 \u041f\u0410\u041d\u0414\u0415\u041c\u0406\u0407 COVID-19<\/p>\n

ADAPTATION OF MARKETING MANAGEMENT TO THE CONDITIONS OF THE COVID-19 PANDEMIC<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 38-41. \u041d\u043e\u043c\u0435\u0440: \u21165, 2020 (286)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u0411\u041e\u0419\u0427\u0423\u041a \u0406. \u0412.
\n\u041b\u044c\u0432\u0456\u0432\u0441\u044c\u043a\u0438\u0439 \u0442\u043e\u0440\u0433\u043e\u0432\u0435\u043b\u044c\u043d\u043e-\u0435\u043a\u043e\u043d\u043e\u043c\u0456\u0447\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

BOYCHUK I.
\nLviv University of Trade and Economics<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-286-5-8<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 04.10.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 04.11.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u043c, \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c, \u043f\u0440\u0438\u043d\u0446\u0438\u043f\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f, \u0430\u0434\u0430\u043f\u0442\u0430\u0446\u0456\u044f, \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u044f COVID-19, \u0446\u0456\u043b\u044c\u043e\u0432\u0456 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456, \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

The article examines the problems of marketing management taking into account the current changes in entrepreneurial activity due to the negative impact of the coronavirus pandemic. It\u2019s determined that the transformation of market demand in this situation, the reorientation of consumer values and behavioral stereotypes, necessitate the adaptation of the entire marketing management system to the crisis conditions. The ineffectiveness of the classical use of principles to marketing management as one of the functional tasks of the enterprise, carried out within the general plan of its activities, is proved. The traditional management functions and the advantages obtained by the enterprise in terms of adaptation of the main types of marketing activities to the conditions of an unstable environment require rethinking. The main directions of improvement of marketing management of enterprises in a critical situation are recommended, taking into account the practical confirmations of managers-practitioners. It\u2019s noted that cooperation with existing customers is of paramount importance to maintain their level of loyalty, use affiliate programs to influence potential customers, intensify response to non-standard consumer requests and use new opportunities to quickly take into account their habits. Suggestions are given to improve the work with hot demand and re-evaluate the market offers of the enterprise, review business processes in terms of value management for consumers and create a comfortable environment for interaction with appropriate emotional reinforcement. The expediency of conducting a systematic analysis of points of contact with customers to identify problem situations and make timely adjustments. Emphasis is placed on increasing the social responsibility of the business through the care of its employees, which provides the company with organizational flexibility of management in general. It\u2019s proposed to introduce adaptive marketing management, which is based on active communications with a combination of internal and external components that take into account the real values, preferences and expectations of consumers.
\nKeywords:<\/strong> marketing management, enterprise, marketing activity, principles of marketing management, adaptation, pandemic COVID-19, target consumers, communications.<\/p>\n

\u00a0<\/strong>References<\/strong><\/p>\n

    \n
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  5. Khomenko A. Vykhodu ne bude: yak biznesu vyzhyty pislia pandemii [Elektronnyi resurs] \/ Anatolii Khomenko. \u2013 Rezhym dostupu : https:\/\/www.epravda.com.ua\/columns\/2020\/10\/26\/666619\/.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3581"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3581"}],"version-history":[{"count":3,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3581\/revisions"}],"predecessor-version":[{"id":6273,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/3581\/revisions\/6273"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3581"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3581"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3581"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}