{"id":4547,"date":"2021-03-12T12:18:24","date_gmt":"2021-03-12T10:18:24","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=4547"},"modified":"2021-03-16T15:18:08","modified_gmt":"2021-03-16T13:18:08","slug":"%d0%b7%d0%b0%d1%81%d1%82%d0%be%d1%81%d1%83%d0%b2%d0%b0%d0%bd%d0%bd%d1%8f-%d1%96%d0%bd%d1%81%d1%82%d1%80%d1%83%d0%bc%d0%b5%d0%bd%d1%82%d1%96%d0%b2-%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=4547","title":{"rendered":"\u0417\u0430\u0441\u0442\u043e\u0441\u0443\u0432\u0430\u043d\u043d\u044f \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0456\u0432 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439 \u0432 \u0443\u043c\u043e\u0432\u0430\u0445 \u043a\u0440\u0438\u0437\u0438"},"content":{"rendered":"

<\/p>\n

\u0417\u0410\u0421\u0422\u041e\u0421\u0423\u0412\u0410\u041d\u041d\u042f \u0406\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422\u0406\u0412 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u0425 \u041a\u041e\u041c\u0423\u041d\u0406\u041a\u0410\u0426\u0406\u0419 \u0412 \u0423\u041c\u041e\u0412\u0410\u0425 \u041a\u0420\u0418\u0417\u0418<\/p>\n

IMPLEMENTATION OF TOOLS OF MARKETING COMMUNICATION UNDER CRISIS CONDITION<\/p>\n

\"\"<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 125-129. \u041d\u043e\u043c\u0435\u0440: \u21166, 2020 (288)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041a\u043e\u0432\u0430\u043b\u044c\u0447\u0443\u043a \u0421. \u0412., \u0426\u0443\u0440\u0441\u044c\u043a\u0430 \u0411. \u0413.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442<\/p>\n

Kovalchuk S., Tsurska B.
\nKhmelnytskyi national university<\/p>\n

DOI<\/strong>:<\/strong>\u00a0https:\/\/www.doi.org\/10.31891\/2307-5740-2020-288-6-19<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received :<\/strong> 16.09.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 04.01.2021<\/p>\n

\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0456\u043d\u0441\u0442\u0440\u0443\u043c\u0435\u043d\u0442\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439, \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e \u0440\u0438\u0442\u0435\u0439\u043b\u0443, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f, \u043a\u0440\u0438\u0437\u0430, \u043f\u0430\u043d\u0434\u0435\u043c\u0456\u044f.<\/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 world is experiencing an unprecedented crisis. As the situation with COVID-19 continues to unfold, and governments are taking swift action and decisive action to combat this global pandemic, businesses need to constantly rethink their choices and priorities.
\nIt is rare to see the whole world come together to overcome a common problem. It’s global, it’s open, and it can affect every business and every person. During the crisis, people turn to institutions for advice, reassurance and information. Increasingly, they are also looking at trading companies.
\nIn today’s environment of high uncertainty, rapid environmental variability and tight budget constraints, all market participants are forced to look for non-standard solutions for effective promotion strategies. The priority measures of anti-crisis marketing activities are marketing communications. They play an important role in shaping consumer choices. This choice applies not only to the product or service, but also to the management of messages and goals. Given the role of information in modern retail, it is advisable to analyze the features and essence of modern tools of marketing communications, the impact of the global crisis on the field of marketing communications.
\nThe urgency of the study is caused by the high degree of uncertainty in the market situation due to the global pandemic around the world. The Ukrainian market, contrary to foreign countries, is not adapted to such conditions.
\nThe article identifies the feasibility of using marketing communication tools to ensure consumer awareness of retail businesses.\u00a0 The regional structure of retail trade turnover, the change of real income volume of the population, as well as the change in consumer prices in Ukraine are analyzed. The expediency of maximizing attention to the choice of tools for marketing communications policy is explained. The difficulties of traditional tools implementation\u00a0 in\u00a0 marketing communications during crisis are investigated.\u00a0 The necessity of redistribution of the marketing budget with receiving the maximum result is defined. In the future, the results of this study can be used in the theory of marketing communication policy of enterprises in order to develop measures to improve its effectiveness in times of crisis.
\nKeywords:<\/strong> tools of marketing communications, retail enterprise, strategy, crisis, pandemic.<\/p>\n

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

    \n
  1. Bondarenko EY, Strengthening competitive advantage in a crisis. Challenges and ways to promote Ukraine’s economic development against the background of global trends. Collection of materials of the international scientific-practical conference of KhNU. Kharkiv, 2019. S. 194-196.<\/li>\n
  2. Bykovskaya, IV On the question of forming a marketing budget. Marketing in Russia and abroad. 2001. \u2116 6 (26). – P. 46-52.<\/li>\n
  3. Horvat, D., Mitev, A., and Bauer, A. The victory of media strategies in times of economic crisis. Vezet\u00e9studom\u00e1ny ,. Budapest, 2014. pp. 46-52.<\/li>\n
  4. Kovalchuk SV Crisis marketing: an innovative aspect. Marketing. Management. Innovations: monograph. Papyrus Printing House LLC. Sumy. 2010. – P. 490-49.<\/li>\n
  5. Kuzyk OV Strategic management of marketing communications in modern enterprises. Strategy of economic development of Ukraine. \u2116 34 Lviv 2014 with. 130-135.<\/li>\n
  6. Sevonkaeva O. Marketing communications in quarantine. Modern technologies of commercial activity and logistics. Collection of materials of the scientific-practical Internet conference of KNEU. Kyiv, 2020. S. 148-149<\/li>\n
  7. Orphan V. Communication policy as a factor in stabilizing the bank during the crisis. Bulletin of the National Bank of Ukraine. 2013. \u2116 7. pp. 62\u201366.<\/li>\n
  8. State Statistics Service of Ukraine. URL: http:\/\/www.ukrstat.gov.ua\/ (access date: 20.10.2020).<\/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":[12],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/4547"}],"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=4547"}],"version-history":[{"count":4,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/4547\/revisions"}],"predecessor-version":[{"id":4948,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/4547\/revisions\/4948"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}