Nikolayeva, V.

Sai, D.

Shvets, O.

English

eLibrary National Mining University

144among Ukrainian consumers thanks to high levels of promotion and advertisingsupport. Nonetheless, local manufactures still made a huge contribution to growth inpet care in 2013 with the majority of them able to attract consumers with low-pricedbrands.During 2013, modern grocery retailing channels accounted for 41% of total petcare current value sales. Numerous new supermarkets opened in Ukraine’s majorcities, which attracted higher numbers of new consumers to this retail channel.Supermarkets and hypermarkets continue to benefit from offering mass economy andmid-priced brands. As a result, more Ukrainian consumers relied on these channelsfor their pet care products during 2013. Pet shops remain very popular amongUkrainian pet owners as they employ staff who can give advice and makerecommendations on the best pet care products to suit each individual pet. Petsuperstores, often located in shopping centers, are also becoming popular in Ukrainedue to their regular use of special offers and price discounts.Sai D.Nikolayeva V., research supervisorO.D. Shvets, language adviserNational Mining UniversityON UKRAINIAN LABOR MARKET NEEDS IN MARKETERSEconomic crisis seems to be over, but Ukrainian labor market has not recoveredyet. According to the official statistics of the State Employment Service, on 11/09/12there were registered 416 thousand unemployed in the country (1.5% of workingpopulation). Experts claim the real level of unemployment is about 7%. Applying foran appropriate job might take months. However, specialists in sales and promotion arestill in demand. The purpose of this work is to analyze the shape of labor market withmarketing vacancies. All the statistics data below is from biggest HR portals in Ukraine:http://rabota.ua, http://hh.ua, http://www.work.ua.In the third quarter of 2012, vacancies number for marketing increased by 1.4times as compared with the same period of 2011; and this figure is 11.38% of thetotal vacancies number in the labor market at the moment. During the first half of2012, the quantity of CVs related to sales, PR, advertising was 7.3% of the totalresumes.Almost a quarter (24%) of all vacant jobs in the “Marketing/Advertising/PR”was placed for specialists in the Internet marketing. World Wide Web is acommunication channel rapidly gaining popularity among Ukrainians companies ofany size or business type. As a result, demand for that kind of professionals growspermanently. As it is a rather new trend, which has been developing only for the last6-8 years, specialists with wide experience are sorely lacking. Shortage ofeducational institutions training the Internet advertisers or marketing managers makesthe situation more complicated, as well as the fact that many employers are quite far145from understanding the special features of the Internet marketing. Therefore, findingthose recruits with successful case studies is difficult in 2012.The largest number of vacancies for marketers is posted by the companies in thewholesale trade (12%), fast-moving consumer goods (11%), software development(10%) and retail trade (10%). The lowest level of available positions for marketers isin mass media (4%), HoReCa and entertainment (4%) and pharmacy (2%).According to the Ernst&Young agency, the most demanded vacancies inmarketing are: trade and regional representatives, sales managers, merchandisers,managers working with retail chains, promoters and marketers. Nowadays, there isalmost no demand for advertising staff.Talking about the regions, more than a half of all vacancies for marketers (54%)is placed by employers located in the capital of Ukraine – Kyiv. Share of the biggestcities (Kharkiv, Donetsk, Dnipropetrovsk, Odessa, Lviv) is about 24% and jobpositions in other regions account for 22%.Today many companies prefer not to introduce a new staff to the unit. Largecorporations are guided by the cultivation of personnel within and are beginning tolook for potential “juniors” (young and perspective professionals, graduatingstudents).After all, the main question in job searching and one of the most important pointsof hiring still remain the same: it is salaries. Salaries in 2012 in marketing area stayed onaround the level of the end of 2011. Traditionally, the highest salaries in Ukraine werepaid in Kyiv. (Table 1)Table 1Marketing professions salaries in hryvnas (according to http://hh.ua, July 2012)PositionAverage amount in thecountryAverage amount in thecapitalDesign, creative work 5,299 5,904Sales 4,695 5,647Promotion, advertising, PR 4,394 5,654Brand manager 5,771 8,129Novice marketers are primarily welcome to work if they graduate from Kyiv-Mohyla Academy, Taras Shevchenko National University of Kyiv and Kyiv NationalEconomic University named after Vadym Hetman. These higher educationalinstitutions are believed to provide the best knowledge in marketing all over thecountry.The last thing to add is that the demand for marketing specializations is 2,000 jobsa month. And now more and more experts on particular areas of marketing appear.Eventually, it may lead to building a pretty strong differentiation of all kinds ofmarketing jobs after a while.Ukrainian labor market offers lots of opportunities for marketers whether they are146post graduating students or highly-skilled professionals. Companies needknowledgeable and efficient staff to sell, make profit and make their positions onmarkets stronger. Nowadays employers are interested in recruiting executives withpotential and clear vision, especially marketers working in the Internet. Experts assertnext year marketing will do well again.Semenovykh E.Reshetilova T., research supervisorNational Mining UniversityANALYSIS OF THE MARKETING AND PROMOTION OF SPORTSCLUBSAll sport and recreation organisations undertake marketing, although they areoften unaware that they are actually doing so. Examples of marketing include:• Offering a service to an existing market or deciding to offer a new service tocater for a new market.• Making a decision to change prices to reflect the increasing costs of providingservices or to induce greater use of services by offering discounts.• Listing the organisation in the yellow pages telephone directory or placinginformation about membership registrations in suburban newspapers.• Preparing a competition fixture for the upcoming season.• Redecorating club facilities or putting up shade protection around external playareas.• Having a staff member or volunteer attend a professional developmentworkshop devoted to preparing and submitting funding proposals or to learning aboutnew workplace health and safety policies.• Determining membership refund policies or developing policies to recruitvolunteers.Note that each example implies that the organisation is making a decision inrelation to its customers. This is important to understand because it means that theorganisation is doing something that affects the quality of the customer’s experience.Each example also addresses a different aspect of marketing. These aspects arereferred to as the marketing mix variables and are labelled as product or services,price, promotion, place or distribution, physical facilities, personnel and policymanagement.Many organisations make the mistake of focusing on price and promotion to theextent they neglect other marketing variables. However, as a generalisation, sport andrecreation customers are reasonably tolerant toward price increases and will agree topay more if they can see that they are still getting value for money and are told whatextra benefits they will receive from price increases. Over half of all paid promotionsare considered by marketing analysts to be a waste of money and never reach theirintended audience.More importantly, other variables — such as the quality and accessibility of

ON UKRAINIAN LABOR MARKET NEEDS IN MARKETERS

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ON UKRAINIAN LABOR MARKET NEEDS IN MARKETERS

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