Ivanchenko, I.

Markevich, A.

Serduk, O.

English

eLibrary National Mining University

101alternatives but he will not spend a lot of time, effort and any other resources topurchase this service “hell-bent” because it hasn’t enough value in it.Step 5. ConsumptionConsumption of market information is rather individualized relative to theexternal and the internal environment of the company and the personality ofresponsible managers. It occurs due to lack of the universal exploitations’ andapplications’ scripts for such product.Step 6. Postshopping assessment of alternativesThere are such reasons for satisfaction: high-quality of information; appliedvalue of the provided data; high-quality service; convenient conditions ofcollaboration, etc.As reasons for dissatisfaction can serve: lack of a possibility of practicalapplication; lack of depth in highly specialized subject that was only interesting forconsumer; improper terms of serve and collaboration; high price which is not equallywith value and others.There are also informal communications that can sometimes exert considerableimpact on consumers, but it mostly happens among small business and privatehouseholder.Consumers seldom try to get a rid of dissatisfactions’ source or change factor,influent on dissatisfaction in worse case. Also such consumers almost never agree tomake a repeat purchases even on special conditions.Thereby, in case of acquisition of informational&analytical services forfruit&vegetable business the greatest obstacles arise at stages of realization the need,searching for information and preshopping assessment of alternatives. The mostlikely reasons of it are: lack of awareness, insufficient sensibleness and mass marketthinking that’s only incipient. A large share of influence of these factors can beovercome with time and by community efforts gradually increasing the quality levelof education and imparting people the system of market thinking more appropriate tomodern business conditions.Markevich A.Serduk O., research superviserIvanchenko I., language adviserNational Mining UniversityMARKETING MARKET RESEARCHKey words: marketing research, marketing companiesMarketing research is a system of collection, processing and analysis ofinformative data about the market situation in order to reduce business risk and takeappropriate informed marketing decisions. The result of market research in marketingimplies  the activities of competitors, market structure, governmental decisions in thefield of regulation and stimulation of market, economic market trends, research thetechnical achievements and many other factors that contribute to a business102environment that allows you to be closer to the consumer, to understand and feel hisneed and mood. The scientific, analytical and prognostic methods are the base ofmarketing research.Marketing research tasks are the following:1. To determine the capacity of the market. The study of the  market capacitywill help to assess the chances in the market correctly and to avoid unnecessary risksand losses.2. To  determine your market share. The share is already the content, and it isquite possible to start forming future plans to increase the share in the future. Marketshare is an indicator of the success of your company.3. To analyze the consumer behavior (demand analysis). This analysis willassess the degree of  the consumer loyalty to the product and company and will helpto answer the question: "Who is buying and why?" And, therefore, will help to setcompetitive prices for products, to make changes to the product itself, to optimizeyour promotion channels and advertising strategy, that  means to correct all thecomponents of the marketing mix.4. To conduct the analysis of competitors (supply analysis). Knowledge ofmarketing policies product is necessary for a better orientation in  the market and foradjustments of the  individual policy pricing and   promotion that will ensure youvictory in the competition.5. To analyze the distribution channels. That will allow you to determine themost effective of them  in  order to form the finished chain of the optimal movementof the product to the final consumer.Marketing research is carried out in two ways: estimation of the time to establishthose or other market variables; getting values for prediction. Methods of marketingresearch are numerous. All of them apply to a specific situation to solve specificmarketing challenges. Methods of collecting data when conducting marketingresearch can be classified into two groups: quantitative and qualitative. Quantitativemarket research is usually equated with conducting various surveys, using structuredclosed-ended questions, which were answered by a large number of respondents.Characteristics of such studies are: a clearly defined format of data collected and theirsources. Processing the collected data is done  by using streamlined procedures,mainly quantitative in nature. Qualitative market research includes collecting,analyzing and interpreting the data by observing what people do and say. Observationand conclusion are of a qualitative nature and are not in standardized form. The mainmethods of gathering primary marketing data are field research: a survey;observation; experiment; simulation. The researches are made by marketingcompanies and agencies. The most popular in Ukraine are: PR-Service (since 2003);Mainstream Communication & Consulting (since 2004); PLEON Talan (since 1997);Noblet Media CIS (since 2005); PRP in Ukraine (since 2003); Newsfront PR Agency(since 2005); Ukrainian marketing group (since 1994); iVOX Ukraine (since 2004) ;IFAK Institut GmbH & Co. (since 1958); Alpina Consult (since 2002).Each firm determines the theme and volume of marketing research based onexisting capabilities and needs in marketing information. Thus, the types ofmarketing research conducted by various companies can be different. The process of103gathering information is usually the most expensive phase of the study. In addition,during its implementation quite a large number of errors may be created. Analysis ofthe marketing research data begins with the transformation of the source data(introduction to computer, checking for errors, encoding, representation in matrixform). This allows to translate the mass of raw data into meaningful information.Next is the statistical analysis (average value, frequency, regression and correlation,analysis of trends, etc.).References:1. Маркетингові дослідження ринку [Електронний ресурс]. – Режимдоступу:  http://www. ua-referat.com/Маркетингові_дослідження_ринку2. О.М. Тарабукіна,В. Л. Бондарчук. Український ринокмаркетингових досліджень: реалії та перспективи [Електронний ресурс]. –Режим доступу:http://www.rusnauka.com/15_DNI_2008/Economics/32277.doc.htmMatveeva А.Yevseitseva О., research supervisorKyiv Natioanal University of Technologies and DesignINFLUENCER MARKETING.HOW TO FIND THE BEST INFLUENCER?Key words: marketing strategy, influencer marketingInfluencer marketing is a marketing strategy that utilizes the trust and expertiseof subject matter experts to communicate a brand’s message to a particular marketsegment. People trust opinion leaders, because they seem to be impartial, and theirrecommendation is taken as friendly advice.Wtat’s an Influencer and What Can They Do For You?One  of the tenets of successful influencer marketing is very muchunderstanding WHAT you want influencers to do for you BEFORE you find andrecruit them.”There are the eight primary influencer behaviors.1. The Megaphone. They will spread the word to their audience.2. The Reporter.  They’ll cover any of your events just like a journalist.3. The Face. They’ll become a spokesperson for your brand.4. The Connector. They’ll introduce your brand on social platforms.5. The Creative. They’ll create content for your brand.6. The Designer. They’ll assist with creating new products/services foryour brand.7. The Neighbor. They’ll spark and facilitate conversations in your brand’sonline community.8. The Defender. They’ll support your brand whenever there is a PRdisaster.Where Can My Influencer Be?

MARKETING MARKET RESEARCH

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MARKETING MARKET RESEARCH

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