Babak, T

Fihun, N

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46A special department should exist for coordination. It implements the controlfunction, most often such department is the marketing department.The effectiveness of the marketing research companies can usefully be measuredas the difference between the following parameters at constant conditions of thecompany before and after the impact of marketing: the growth of profits (as a whole,per unit area and per unit of commodity output) of each species; increase (decrease)the profitability of the whole enterprise, and for certain types of products; realincrease in the value of products.An important factor in improving the marketing impact on business activity isthe implementation of effective business marketing information system that willprovide a continuous process of finding ways to improve the activity of the enterprisethrough research, monitoring, information processing, analysis and forecasting ofmarketing information flows, based on what management can make managementdecisions that will be able to provide reliable competitive advantage in the market.Summarizing the study, it should be noted that the impact of marketing on thebusiness activity of business entities is a system of work organization in whichproduction decisions are taken after a special study of the requirements of the marketthat allows you to develop goals, strategies, tactics and behavior of enterprises in themarket, their commodity, price, marketing, communication strategy. Using marketingexposure allows economic entities to better adapt to the changes of internal andexternal environment and ensure its strategic development. Because of themarketing’s impact the targeting of business activity of enterprises in differentbusiness forms is changing especially active actions associated with a reduction oftheir negative impacts or warning come to the replacement of the passive response tomarket factors. Getting the desired results is possible with effective planning andimplementation of marketing activities, which is responsible for organizing marketingservice.References:1. Sydorchuk R. Some problems of small business // IVF. 2013. No 1.2. Tatarenko V. Marketing influence – theoretical and methodologicalfoundations: information management and intersubjective communication. SPb.,2012.3. Carmina N. Basic tools for marketing on the key parameters of the business ofthe Russian market of goods // Microeconomics. 2011. No 2, P.128-131.4. Gostyaev I. Basic aspects of marketing management business network //Discussion. 2013. No 9, Р.17-21.Fihun N., Babak T.National university Lviv PolytechnicMARKETING WITH NATIONAL ELEMENTS FOR CREATING A«BREAKTHROUGH PRODUCTS»It is known that Ukraine is going through a difficult period of time. As a resultof the revolutions in the years 2013-2014, the Ukrainians have changed the awareness47of the national identity. Nationalism became fashionable and relevant. A few yearsago many people did not know the National Anthem of Ukraine, they did not wearshirts and T-shirts with the trident and it was a shame to wear the embroidered shirt,but now all people buy accessories with national symbols for mobile phones and for avariety of gadgets. Even food products are decorated with the national mark.Today, the products with the national elements are «breakthrough» on theUkrainian market and out of it. Breakthrough product is a product that combines thedesign and the technology, emotional and functional benefits, and takes place in thegap of the conjuncture. The gap of the Conjuncture is possible when the three typesof factors are changed - social, economic and technological. Many companies thatwere not involved in the production of national symbols use it to form the foundationof his success at this time. Marketing with the national elements not only improvessales, but also improves the social status of the company and the overall image of thecountry internationally. The main indicators of nationalism are such culturaldimensions as knowledge, faith, morality, art, customs and tradition, that are theintangible values which define the lifestyle of people.Of course, there are problems in creating quality products with the nationalsymbols. Today the Ukrainian market is full of products, often so called "buy-sell"products that do not have a high quality. Good «breakthrough» product must contain7 basic attributes values (Table 1).Table 1General description of the main attributes of values «breakthrough» productKey attributes of values characteristic1. Emotion the spirit of adventure (product makes an interest), independence,safety, sensitivity, confidence and power (provide consumers withself-confidence and control over the circumstances)2.Aesthetics visual, auditory, touch, smell and taste3. Identity of products relevance, appropriateness and individuality, that is, the productshould be introduced at the right time and in the right place and notanywhere4. Influence the positive impact on the society or the environment5. Ergonomics the comfort and the protection6. Technology regular operation7. Quality reliability and durabilityUnfortunately, in 2013, Ukraine ranked only 98th place of 118 countries increation of the national brands in the raеing of The Country Brand Index, which waspublished by the company FutureBrand with BBC World News, this fact indicatesthat Ukraine is an example of the country with underdeveloped national brand.To create the effective national brands the comprehensive audit of brands iscarried out. One of audits method is the psychosemantical analysis of the image ofthe country as a basic technique. Psychosomatics is a branch of psychology thatstudies the origins, development and operation of value in people's minds (images,48symbols) with the help of which the processes of perception, facts, words, deeds, andthe processes of memory, thinking, understanding, decision-making are interpreted.Psychosomatics makes it possible the visual design visualization, construct ageometric model of the perception of the country, which will help in creating of«breakthrough» products. This method is used in the following countries such asEgypt, Netherlands, Austria, Germany and others.The foreigners associate Ukraine with Easter eggs (37%) and Petrikivskypainted (17%) and only 7% choose Ukrainian embroidery. Bohush CommunicationsAgency published the results of research on the major associations connected withUkraine in the world: a young country with the Orange Revolution and theRevolution in the Maidan, the country of Chernobyl accident, a country withdelicious cuisine.So, to create the «breakthrough» product with a national basis is necessary touse a numbers of marketing techniques and tools, and of course, the impact ofsituational events. Great attention should be paid to the fact who is the user and whatis the social effect of the products creation, because it is the face of our country, itholds the values, customs and traditions of our people, whether it's a small souvenirmagnet with the landscape of the Carpathians, or Ukrainian ornament on the preciouscar.Gadzhiy O., Tkachuk A.Krepak A., research supervisorKyiv National University of Trade and EconomicsACTUALIZATION CONSUMER NEEDS FOR SELF-IDENTIFICATIONThe existence of a large number of different theories of consumer behaviorindicates interest of scientific community in the subject. Factors affecting thedifferent orders decisions on purchase, determine consumer reaction to theappearance of a product. External and internal factors influencing the preferences anddesires of consumers are closely interrelated and inextricably linked. Among theinternal factors highlighted the psychological characteristics of consumers, installing,values, principles, etc., which from one hand affect the external environment, andfrom the other depend on it.In recent years, people's consumption behavior has changed, resultingreorientation and marketing activity. There is a growing consumer demands forgoods, the replacement of physiological, instinctive factors in the selection of goodson the psychological and mental. Identification acts as a central element of identityassociated with the response to the question "Who am I?". Identification describesrelation of person to himself, conscious association with this or that social group onvarious criteria. This behavior may be of imitation behavior others. People havedesire to capture its internal installations by joining the group that is close to theirvalue system. Even a person, who seeks to minimize communication, automatically

MARKETING WITH NATIONAL ELEMENTS FOR CREATING A «BREAKTHROUGH PRODUCTS»

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MARKETING WITH NATIONAL ELEMENTS FOR CREATING A «BREAKTHROUGH PRODUCTS»

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