Botushan, M.

Litovchenko, I.L.

English

Litovchenko, I. L.

eLibrary National Mining University

Botushan M.I.L. Litovchenko, research supervisorOdessa State Economics UniversityINCREASING MARKETING COMMUNICATIONS’ EFFECTIVENESSOF UKRAINIAN WARE PRODUSERSIn the conditions of Ukrainian economy’s present crisis position the domesticenterprises have faced necessity of reforming the marketing activity for savingscompetitive positions on internal and foreign markets. Today the special attentionof marketing experts is demanded by those kinds of activity, which make a supportof the Ukrainian economy. One of such kinds of activity is manufacturing of readymetal products of the various nomenclature and appointment as a component of themetallurgical complex, which provides a significant part of receipts in the statebudget.Long monopolistic stay of the wet manufacturing and sale enterprises has ledto, that the marketing approach to activity of the industrial organizations isunderstood as application price, product, place and to a lesser degree ― thecommunicative policy. Unfortunately, such position finds reflexion in domesticmarketers’ works. Matrix Boston Consulting Group (BCG) for industries hasshown, that manufacture of metal products concerns sector "milk cows", and theSWOT-analysis has allowed to investigate the further tendencies of the market ―necessity of attention’s accentuation of on non-priced demand factors, the accountof specific features of foreign markets and stirring up the efforts on the internalmarket.Manufacture of ware products is industrial sector of economy. It is obvious,that existence of some fundamental distinctions between the consumer andindustrial market causes to industrial enterprises necessity of application thespecific approaches to communicative activity. According to works of foreign anddomestic authors we allocate groups of the factors, which characterize the basicdifferences between types of the markets. One of the basic features, influencingcommunicative activity of the industrial companies, is some unit of people, whoare involved in the purchase decision. These people are known as the decisionmaking unit (DMU) or the buying center (TBS). The existing of some number ofpeople, which influence anyway on buying the product, defines efficiency ofprocess of creation and transfer of the communicative message is. It is offered toexpand the basic communication model so that it considers an information need ofeach member of the purchasing centre.Today the Internet is recognized as one of the most perspectivecommunication environment, this has defined necessity of virtual space marketingresearch. We allocated the factors of macro- and the micromarketing Internet-environment the researched their influence on communicative activity of industrial,in particular, wet organizations. Research has showed that by the present momentin Net the necessary infrastructure for promoting industrial product has beenalready generated.For definition of a communicative instruments’ set, which are used by thedomestic wet enterprises, we had conducted the marketing research. Research hasshown expediency to allocate 3 clusters of wet industry representatives, each ofwhich is characterized by certain communications. As the enterprises from clusterspromote production both in real and virtual economy, we had been conductedadditional online-questioning to define the most significant sources, which are usedwhile searching information about industrial products.According to the received information we offer recommendations to increasethe communications’ effectiveness of wet the enterprises according the cluster theyappertain to. We also elaborated the groups of the indicators, which allowcalculating economic and communicative effect as a result of using the offeredrecommendations.We approbated the offered recommendations at the enterprises-representatives of 3 provided clusters ― Stalkanat, Selhozpostach and Dajana. Themade accounts, carried out according to an elaborated indicators, have shown ahigh level profitability.

INCREASING MARKETING COMMUNICATIONS’ EFFECTIVENESS  OF UKRAINIAN WARE PRODUSERS

http://ir.nmu.org.ua/bitstream/handle/123456789/2084/%d0%94%d0%be%d0%ba%d1%83%d0%bc%d0%b5%d0%bd%d1%8217.pdf?sequence=1&isAllowed=y

INCREASING MARKETING COMMUNICATIONS’ EFFECTIVENESS OF UKRAINIAN WARE PRODUSERS

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