Chupryna, D

Kanishchenko, O

English

eLibrary National Mining University

31environmental damages.Price: Prices for such products may be a little higher than traditional alternatives.But target groups like for example LOHAS are ready to pay additional for greenproducts.Place: A distribution logistics is of critical importance; main focus is onecological packaging. Marketing local and seasonal products e.g. vegetables fromregional farms is easier to be marketed “green” than products imported.Promotion: A communication with the market should put stress onenvironmental aspects, for example that the company possesses a CP certificate or isISO 14000 certified. This may be done to improve a firm’s image. Moreover, the factof company’s expenditures on environmental protection should be advertised. Third,sponsoring the natural environment is also very important. And last but not least,ecological products will probably require special sales promotions.The term Green Marketing became known in the late 1980s and early 1990s. TheAmerican Marketing Association (AMA) held the first seminar named «EcologicalMarketing" in 1975.  In 1989, 67 percent of Americans stated that they were ready topay 5-10 percent more for ecologically compatible products. By 1991,environmentally conscious individuals were ready to pay between 15-20 percentmore for green products. Today, more than one-third of Americans say they wouldpay a little extra for green products.The past decade has shown that consumer power to effect positiveenvironmental change is far easier said than done. One of green marketing'schallenges is the lack of standards or public consensus about what constitutes"green," according to Joel Makower, a writer on green marketing.This lack of consensus - by consumers, marketers, activists, regulators, andinfluential people - has slowed the growth of green products, because companies areoften reluctant to promote their green attributes, and consumers are often skepticalabout claims.Despite these challenges, green marketing has continued to gain adherents,particularly in light of growing global concern about climate change. This concernhas led more companies to advertise their commitment to reduce their climateimpacts, and the effect this is having on their products and services.Chupryna D.Kanishchenko O., research supervisorTaras Shevchenko National University of KyivUKRAINIAN MARKETING RESEARCH ISSUES IN THE PROCESSESOF MARKET RESTRUCTURING DURING A CRISISThe crisis conditions in Ukraine are accompanied with deep economic shocks.One of the leading drawbacks is the impossibility of support the effective marketrelations with enterprises in the East part of the country that is industrially-oriented.This area suffered the most, and national economy was unprepared for these changes.32As a result, Ukraine faced consequences, such as devaluation of national currency,lack of foreign direct investments, and the deficit of industrial goods and rawmaterials.The business environment is completely changing under the influence of thenumerous factors mentioned above, that claims rebuilding of interrelations betweeneconomic entities. The world experience reveals that the effective restructuringprocess requires at least several years and previously developed strategy, which issupported with the essential reforms. But Ukrainian economy meets the lack of thistime, and both research companies and industrial enterprises should adapt to this newenvironment to survive.The companies involving in marketing research have to recognize that themarket leaders now are not the companies that track changes in demand, but alsothose that make adjustments to their operations. Reactive management, as a reactionto external changes, is no longer sufficient for prosperity. Leaders are the companiesthat correctly predict market changes and anticipate them.  In the new environmentthe role of marketing research changes radically. Earlier the role of research wasoften detracted to an explanation of the current market situation. However, now it isall about prediction and trends identification.The crisis has made major adjustments to the activities of all marketing researchcompanies in the industry for several reasons:- sharp reduction in marketing budgets;- downsizing of staff in the research companies and the reduction of theworkforce in the whole economy;- decrease in the purchasing power of the population.In the times of geopolitical uncertainty and economic instability, flexiblemanagement plays a crucial role in supporting the life of these enterprises.The main strategies used by marketing research companies to prevent the effectsof the crisis should include the following:- concentration on new projects;- strengthening relationships with existing customers;- improving service quality;- lowering prices for rendered services;- expanding the range of provided services.In times of a crisis, the role of market research in business management systemshould be enhanced, because it provides a company with a timely, reliable andeffective information on rapid changes on the market. High-quality research oftengives the necessary understanding of the changes, their causes and affecting factors,as well as ways to facilitate retention of the consumer.References:1. Barbara Hruzova “Marketing Strategies during Financial Crisis” HalmstadUniversity 20092. Tudor Nistorescu and Silvia Puiu “Marketing strategies used in crisis”University of Craiova 20093. Fredrika Bennison “Is B2B marketing in crisis?” 2014

UKRAINIAN MARKETING RESEARCH ISSUES IN THE PROCESSES OF MARKET RESTRUCTURING DURING A CRISIS

http://ir.nmu.org.ua//bitstream/123456789/146736/1/ChuprynaD.pdf

UKRAINIAN MARKETING RESEARCH ISSUES IN THE PROCESSES OF MARKET RESTRUCTURING DURING A CRISIS

Abstract

Similar works

Full text

Available Versions

eLibrary National Mining University