Bondar, I

Mel’nikova, I

Samoylyuk, V

Yelizarov, I

English

eLibrary National Mining University

26Apart from handwritten notes mystery shoppers often use dictaphones andcameras when contacting inspected employees. This makes the assessmenttransparent and allows the most effective feedback. Indicating certain in employees’work. However, when analyzing the results it is recommended not only to elicitshortcomings and weak points but also to make special mention of and giveincentives to successful employees.The last not the least aspect of  "mystery shopping" is the response to theinformation received: finding true causes of failures detected, making certainmanagement decisions, taking appropriate measures.As a rule, the results of this test may be:• The decision to substitute more skilled employees for the staff;• Development of corporate standards of customer service;• Training sessions (or a series of training) for the staff to fill gaps in knowledgeand skills.Thus, the secret shopper is the technology that allows a company to test andassess the quality of the staff’s performance with the help of experts acting asordinary customers.Bondar I., Yelizarov I., Samoylyuk V.Mel’nikova I., research supervisorKryvyi Rih National UniversityPSYCHOGRAPHICS IN MARKETINGPsychography is one of the most common methods of measuring life style,which is a psychological study groups or individuals in relation to the characteristics,values, perceptions, preferences and behaviors. Psychography enables obtainingquantitative data and can be applied to large samples that should be split into marketsegments.The general psychographic approach is based on registration of personal featuresof each customer in the group under study, the motives of his/her behavior as aconsumer, his/her life values, attitudes and even beliefs.Psychographic segmentation of the market is aimed to develop a marketingprogram, all the elements of which correspond to the majority of the target market.Advertising here relies mainly on lifestyle elements rather than on the productcharacteristics.Psychographic research is most often carried out with four main objectives:1) to identify target markets;2) to obtain the best explanation of consumer behavior;3) to improve a company’s strategic marketing;4) to minimize the risks of introducing new products and new businesses.Psychographic research is applied for deep understanding of market segments.Psychographic analysis allows sellers to understand what life styles buyers areadhered to which results in more efficient communication with representatives ofdifferent segments. At the same time, it provides an opportunity to figure out how to27position a new or existing product.The basic idea of the method is to look beyond the standard variables to presentthe goods in accordance with the actions, hopes, fears and dreams of the targetaudience. Demographic and psychographic measurements complement each otherand should therefore be used simultaneously. Unlike demography which is objective,quantitative indicators, such as age, gender, education, and marital status,psychography takes into account  relatively imperceptible phenomena – people’smotives, interests, social status and life values. This information adds to thedemographic data and gives wider characteristics of consumers. Psychography is asource of valuable information about consumers. It helps raise the conversion andsignificantly strengthen the relationship with customers.Budagova O.E.Reshetilova T., research supervisorNational Mining UniversityADVERTISING CAMPAIGNS IN THE ADVERTISING SERVICESMARKETThe modern market of consumer goods and services is full of the proposal,that’s why the producers of goods and services take much care of their owncompetitiveness. The introduction of new production technologies, strengthening ofquality control, automated inventory of fixed assets and the huge appropriationspromotions are important measures taken to maintain the level of sales at a high level.Increasing day by day competition is placing new demands on the ways andmethods of attracting customers, forcing advertising agencies to create increasinglysophisticated methods of advertising campaigns. The time of the high efficiency ofdirect and aggressive advertising passed and the consumer virtually stopped payingattention on it. Moreover, nowadays we can consider the increasing of the"advertising noise" instead of stimulating demand for the advertised product, whichincreasingly is rejected by customers.Thus and so, the new methods of promoting products and services from theproducer to the end user, the customer or consumer services has an increasingpopularity in the Ukrainian market of advertising services. One of these methods isthe BTL (that means Below The Line).The method improves the image of the manufacturer and generally increasessales. As a rule, any solid BTL-agency has in its arsenal the standard list of services,such as the different ways that stimulate sales through the revitalization of tradenetworks (so-called trade promotion), holding shares directly to stimulate theconsumer (consumer promotion), as well as merchandising.The distribution of business cards, flyers, samples of test product or a product,wine, various exhibitions and demonstrations are promotional tools which arewidespread among the residents of large cities and used to stimulate consumers. Inthe stock the buyer is gifted for purchase or offered to exchange for the competitor’ssimilar product. All these ways of promoting in addition to solving the basic

PSYCHOGRAPHICS IN MARKETING

http://ir.nmu.org.ua//bitstream/123456789/146731/1/BondarIYelizarovISamoylyukV.pdf

PSYCHOGRAPHICS IN MARKETING

Abstract

Similar works

Full text

Available Versions

eLibrary National Mining University