Lukyanenko, V.

Palekhova, L.

Shvets, O.

English

eLibrary National Mining University

93−an offer in-kind (premiums, samples of products);−a price offer (sale at discount prices, discount coupons).The influence of means of sales promotion is usually short-term, it complementsthe advertising and public relations, therefore it cannot be used to form of a stableproduct benefits.There are certain limitations in sales promotion. In particular if the enterprisewill continuously promote sales, that it can deteriorate the image, because consumerswill perceive discounts as evidence of the deterioration of product quality and theymay stop buying it at the regular price. Besides, consumers can consider the pricestoo high for this product.Methods of sales promotion must be carefully considered, so undertaking apromotion must be remembered that:1. Sales promotion will be effective only when its use is associated with thelifecycle and is consistent with clearly defined goals.2. More effective is relatively a short sales promotion. Short-term measuresencourage consumers to quickly reap the benefits.For effective sales promotion of products enterprises must identify the mainobjectives and necessary means of promotion; to develop an accordingly program ofsales promotion and to make sure control over its implementation and to assessresults.Despite all the difficulties, today sales promotion is widespread especiallyamong small businesses. Generally, this is due to the fact that a cost of salespromotion less than advertising a cost enterprise. Sales promotion allows adapting toshort-term fluctuations in demand and supply, and to take into account differencesbetween consumer segments; to encourage consumers to use new products instead ofusing one and the same.Small businesses need to competently approach to the process of salespromotion, to foresee possible difficulties and to invent original solutions toemerging problems – it will allow companies to increase turnover, to improveprofitability and to gain maximization of their profits.Lukyanenko V.Palekhova L., research supervisorShvets O., language adviserNational Mining UniversityINFLUENCE OF SPONSORSHIPS ON CONSUMERS OF ACTIONSPORTS GOODSIt's not a secret, that action sports industry has been an increasingly growingover the last 5 years. Experts say that, global market may be from 900 to 1300 bn $.94The bulk of the consumers consist of the so-called Generation Y. Generation Y are ademographic cohort of people who travel through life together and experience similarevents at a similar age. Generation Y can be described as population in age 16-36years. This generation has been growing up with TV and Internet, and they morereceptive to branding, sports stars and cultural celebrities.Companies like Apple, Old Spice, Mountain Dew, and Red bull have been verysuccesful in reaching the youth market. Their success appealing this segments stemsfrom the fact that they don’t talk down them or push their brands in their faces. Theyallow their simple, high quality brands as well as their passionate customers do thejob for them by smart brand emotionalizing, relationship building, product placementand viral marketing.A global study by the Economist Intelligence Unit (EIU) found that, accordingto executives worldwide, the four best techniques for tapping into the digital nativemarket were:1) Participating in viral marketing and peer-to-peer recommendation sites;2) Sponsoring or advertising in areas populated by Millennials, such as extremesports, music venues, and social network sites;3) Delivering great products at a great price;4) Focusing not only on Millennials but also on their key influencers (e.g.parents, peers).In many cases, the objectives of action sports sponsors are quite similar to thoseof mainstream sport sponsors as documented by a variety of researchers: Creatingawarenes; generating sales; enhancing brand image.To sum up, we can claim that viral marketing and sponsoring events like actionsports are the most effective techniques for action sports goods consumers.Lut Y.Shynkarenko N., research supervisorShvets O., language adviserNational Mining UniversityBRANDINGBranding is the process of creating and developing the brand as the main way topromote a product on the market. In other words, branding is a set of successiveevents aimed at improving the image of the product or service. As a rule a brandincludes a name, term, design, symbol, or any other feature that identifies one sellerproducts from other vendors.The word "brand" is derived from the Old Norse «brandr». In the distant pastthis world meant "burning fire". Brands are used in business, marketing andadvertising. Brands are important to their respective owners.

INFLUENCE OF SPONSORSHIPS ON CONSUMERS OF ACTION SPORTS GOODS

http://ir.nmu.org.ua//bitstream/123456789/146760/1/LukyanenkoVPalekhovaL.pdf

INFLUENCE OF SPONSORSHIPS ON CONSUMERS OF ACTION SPORTS GOODS

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