Melnik, T.

Yakovenko, T.

English

eLibrary National Mining University

107The next step is political advertising, but in Ukraine, he is himself a politicalmarket, still being formed. However, domestic political practice increasingly includesspecific products the political market, ie a variety of benefits and privileges. First ofall, this is due to the increasing role of political advertising and the wide use of themedia, as well as the inclusion of such a powerful means of influence on politicaldecisions, as the public opinion.In a nutshell, the importance of political marketing is how effective it is atspreading messaging and informing the public. Campaign messages and ideas arevery easily and quickly consumed and shared, and this facilitates a better moreorganic way of raising awareness and generating a call them to action, whether thataction is to join a campaign, lobby for a bill, or cast a vote at the poll.References:1) 5 Political Marketing Tactics That Really Work. Available at:https://blog.udemy.com/political-marketing/2) Baines, Paul and Richard Lynch (2005). Guest Editorial: the Context,Content and Process of Political Marketing Strategy. Journal of Political Marketing,vol. 4(2/3): 1-18.3) Smith, Gareth (2006). Competitive Analysis, Structure and Strategy inPolitics: A Critical Approach. Journal of Public Affairs, vol. 6(1): 4-14.Melnik T.Yakovenko T., research supervisorNational Mining UniversityINFORMATION TECHNOLOGIES FOR DATA ANALYSIS INMARKETINGKey words: marketing; data analysis; information technologies.Marketing deals with the analysis and possible solution of different problemsusing “scientific” methods. In the information age, knowledge is increasingly storedand provided by computers. Data play central place in marketing. Today makingmarketing decisions is not constrained by the availability of data, but by the ability toefficiently use the information. Data means nothing to marketers without the propertools to interpret and analyze that data.This turns marketing science into a computational science relying on efficientsoftware for data analysis and decision support. The computer is not only tool forefficient data analysis. It gave us opportunity to think about problems in new ways.Many marketing techniques would be impossible without computer.For example, the popular Bayesian models in marketing science rely on MarkovChain Monte Carlo sampling. The Microsoft Company has developed “The MicrosoftNaive Bayes algorithm”. It is a classification algorithm based on Bayes’ theorems,and can be used for both exploratory and predictive modeling. This algorithm isuseful for quickly generating mining models to discover relationships between inputand predictable data [1, 2].108Another example is the program for market segmentation. Usually segmentshave to be found or constructed on the basis of information provided by results of anempirical survey or a database resulting from a customer loyalty program. However,marketer does not have enough prior knowledge to suggest relevant groupingcharacteristics. There exists an abundance of software packages for marketsegmentation and estimating choice models. One of them if GLIMMIX package.Usage requires familiarization with the software and the tedious task of dataimport/export into the mixture modelling software. Post-processing and visualizationof results could be exported to the user’s favorite data analysis environment [3, 4].Microsoft Excel also allows to get more rich, useful information out of data andto build a profile of data-driven marketing techniques. These tools are FrequencyDistribution (Histogram), Descriptive Statistics, Statistical Testing, Cross-Tabulation,Correlations, Linear Regressions, Text Analytics etc.So, we can make a conclusion, that information technologies have become animportant part of marketing science. They can help to fill gaps in understandingtheoretical and mathematical procedures as well as provide numerical approximationsto computationally exact solutions.References:1. Alfred Taudes. Adaptive Information Systems and Modelling inEconomics and Management Science / Alfred Taudes. – NewYork: SpringerWienNewYork, 2005.2. www.microsoft.com3. Marketing Research and Modeling: Progress and Prospects: A Tribute toPaul E. Green / edited by Yoram Wind, Paul E. Green. New York, 2004.4. http://www.scienceplus.nl/Melnuchenko V.Palekhova L., research supervisorNational Mining UniversityFEATURES OF SALES PROMOTION IN RETAIL MARKETSKey words: sales promotion, retail marketsIn the thesis work the lingerie store Oysho. Oysho lingerie shop, which appearedon the market in 2001 as part of a business project known company Inditex Group.The company includes such stores as Zara, Bershka, Pull & Bear and many otherSpanish companies focused on the production and sale of clothing.The store "Oysho" a wide range of products: everyday underwear style comfort,exquisite clothes for special occasions, nightgowns, negligees, cozy pajamas,bathrobes, homemade suits and stylish accessories in the form of bandages to sleep,hrilok, couplings and slippers. With this, every visitor can easily find something foryourself or your loved ones.The image of every woman starts with underwear. To feel like a real woman,seductress, the most beautiful in the world its charm should start with the selection of

INFORMATION TECHNOLOGIES FOR DATA ANALYSIS IN MARKETING

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INFORMATION TECHNOLOGIES FOR DATA ANALYSIS IN MARKETING

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