Movchanyuk, O.

Shvets, O.

Shynkarenko, N.

English

eLibrary National Mining University

111Is there an 8th p?In some spheres of thinking, there are 8 P’s in the Marketing Mix. The final P isProductivity and Quality. This came from the old Services Marketing Mix and isfolded in to the Extended Marketing Mix by some marketers so what does it mean?The 8th p of the marketing mix:Productivity & Quality – This P asks “is what you’re offering your customer agood deal?” This is less about you as a business improving your own productivity forcost management, and more about how your company passes this onto its customers.Even after 31 years (or 54 in the case of the original P’s) the Marketing Mix is stillvery much applicable to a marketer’s day to day work. A good marketer will learn toadapt the theory to fit with not only modern times but their individual businessmodel.At Professional Academy the Marketing Mix is used across all of our marketingqualifications and first taught as part of the CIM Introductory Certificate inMarketing qualification but every level of qualification there are nods back to theMarketing Mix P’s in some way shape or form so making them key knowledge forany marketer to be used alongside other Marketing theories such as SWOTAnalysis, PESTEL Theory, the Boston Consulting Group Matrix and StakeholderMapping.Movchanyuk O.Shynkarenko N., research supervisorShvets O., language adviserNational Mining UniversityBRAINSTORMING AS AN INTEGRAL PART OF MARKETINGBrainstorming is an amazing way to create something new and surprising. Itscombination with marketing gives effective results for sellers and customers.Each of us can come to bat when ordinary actions are not efficacious. In suchsituations it is necessary to move in the other way and think up somethinguncommon, because outdated methods do not work. Brainstorming helps you torelease your hidden intellective productivity and spark off new ideas which wouldnever happen under normal circumstances.Brainstorming is inalienable part of marketing. As marketing is consideredinteresting and creative work, brainstorming is needed to be used for many purposes:developing a logotype, researching customers’ needs, finding out a difficult situation,promoting one’s product etc.Marketers can use brainstorming in different ways. People can work in groups,when they write their ideas anonymously and then the facilitator collects the ideasand begins voting. During that process participants may pass their pieces of paper to112each other and add some thoughts.There is one more effective method in brainstorming practice called“individual brainstorming”. Personal brainstorming is very useful for the start of anynew project. It includes such techniques as free writing, free speaking, and wordassociation. Sometimes it can be more useful than team work.To sum up, for quality working some rules should be applied. For example,you have to disregard the fact that the idea can be absurd or curious; rejectseriousness and define your problem or issue as a creative challenge. Your work mustbe a prompt and concentrated activity. It is important to write down your randomideas and everything coming to your mind.Myroniuk L.Kanishchenko O., research supervisorTaras Shevchenko National University of KievSOCIALLY RESPONSIBLE MARKETINGWorld practice for a long time has many diverse instruments of sociallyresponsible marketing, that allows to attract consumers and effectively influence theirloyalty. For example, firm can organize a charity event, or invest money in socialprojects. David D'Alesandro in his book "Brand Warfare" indicates that investingmoney in important event for customer can cause an effect that customer transfer hisor her impression from the event on the brand-sponsor of this event thus positioningthis brand in consciousness as famous, featured and brand that deserves to bechosen.As an example of using and developing this effect may serve the company«Nike», which linked its name with the names of famous athletes such as TigerWoods and Michael Jordan through sponsorship.It is believed that this kind of methods could be afforded only by big companieswith satisfactory financial position. The majority of firms for being sociallyresponsible use charity event to involve consumers. These instruments are aneffective alternative for those enterprises that can not afford to risk theirs money.Yearly sport charity event “Run under the Chestnuts” is an example. This event aimsto help Ukrainian children with heart diseases. It has regular sponsors, from theUkrainian and foreign companies, that in addition to theirs own funds, withdrawmoney from consumers.This is justified on both sides of view: for companies there isa good opportunity to increase demand on their products and to improve their ownimage and their brand loyalty. For society it is a real opportunity that people whoneed help will get it.Implementing socially responsible policy, the company first of all receives acompetitive advantage over competitors in the eyes of customers. Researchconducted in 2008 by the Environics International CSR Monitor revealed that the

BRAINSTORMING AS AN INTEGRAL PART OF MARKETING

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BRAINSTORMING AS AN INTEGRAL PART OF MARKETING

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