Melnik, A.

Shynkarenko, N.

English

eLibrary National Mining University

105and small household appliances, cosmetics and perfumes, clothing, tickets to eventsand transport, goods for kids.According to research of shopping on the Internet could rank as follows: 1stplace - electronics, 2 - place - clothes and shoes, 3rd place – make-up and perfumes,4th place - children's goods and accessories. The most popular Internet shops ofelectronics is Rozetka.ua and Allo.ua and to make purchases of clothing and shoesmost of the Ukrainians are turning websites Modnakasta, Leboutique and Lamoda.We don’t have an official statistical data on e-commerce in Ukraine, becausethis industry is not yet considered by the State Statistics Committee. Instead, thisissue explore analytical Ukrainian and foreign companies, including UkrainianMarketing Association. According to them in 2015 17% of Internet users in Ukraineconstantly buy online it is about 3.7 million customers. Also becoming very popularshopping via mobile devices, today they make up 40% at some online stores andshow a considerable tendency to growth [2].Also, the study showed that between young people are popular such websites onthe Internet that allow you to exchange goods and also buy goods that were already inuse. The most popular site that provides such services is OLX.ua.Growth or a fall the volume of e-commerce market in 2015 is quite difficult toestimate because of the dollar fell by 30-40% and in UAH increased by 20-25%. Thisis caused by an unexpected increase in the dollar and the fall of the UAH.Because of the military conflict in eastern Ukraine and annexation of Crimea,the e-commerce market by geography coverage decreased by 20% in 2014. Althoughforecasts for 2015 were very disappointing Online shopping has started to showpositive signs. In mid-2015 the fund Horizon Capital bought a share in the biggestUkrainian online store Rozetka.ua, and this is a great expression of trust in oureconomy. [3]References1. Об’єми ринку електронної торгівлі в Україні [Електронний ресурс].– Режим доступу: http://www.reclamare.ua/blog/obemy-rynka-elektronnoj-kommercii-v-ukraine/.2. 3,7 млн українців купували товари в інтернет-магазинах у 2015 році[Електронний ресурс]. – Режим доступу:  http://watcher.com.ua/2016/07/18/3-7-mln-ukrayintsiv-kupuvaly-tovary-v-internet-mahazynah-u-2015-rotsi/3. Рынок e-commerce в Украине: оценка 2015 года и прогнозы на 2016[Електронний ресурс]. – Режим доступу: http://fison.org/new/rinok-e-commerce-v-ukraine-ocenka-2015-goda-i-prognozi-na-2016/Melnik A.Shynkarenko N., research supervisorNational Mining UniversityPOLITICAL MARKETING AND ITS ROLE AT THE POLLKey words: political marketing, business marketing, voting.106While it’s nice to think that our voting decisions are based purely on how wellthe platforms of each of the candidates aligns with our own individual set of beliefsand values, it is far more likely that our ballots are cast based on the outcomes ofcarefully targeted and optimized political marketing campaigns. Initially,understanding that our actions are likely prompted by the calculated promotionalefforts of external entities may be uncomfortable, but consuming the marketing ofany product, service, or idea is how we make decisions about many things in oureveryday life—from what peanut butter to buy to what clothes to wear—and that’snot a bad thing… especially in a country where every decision comes with so manychoices.Political marketing is the process by which political candidates promotethemselves and their platforms to voters through masterly-crafted communicationsaimed at gaining public support. As a business marketer, you may think that politicalmarketing techniques and strategies don’t apply to you, but while the entity beingmarketed is different, there are many parallels between political marketing and themarketing of goods and services.Both business marketers and political marketers use media outlets to inform,remind, and alter the attitudes and behaviors of potential clients and voters(respectively), and they both employ similar tools when structuring campaigns, suchas market research and statistical analysis.The primary and most important difference between business marketing andpolitical marketing is that the latter is used to raise awareness and inform members ofthe public about critical issues and leadership choices within their community, state,and country.“The ignorance of one voter in a democracy impairs the security of all” John F.KennedyThe modern political marketing landscape provides myriad opportunities toconnect with potential voters and shape public opinion, including cold calls, emailcampaigns, direct mail leaflets, radio spots, social media outreach, and televisionnews and talk show appearances. There are also many tools available to gather dataon voters and craft campaigns, such as factor analysis, discriminant analysis, conjointmeasurement, and multidimensional scaling.We turn to the micro-analysis of the placement position of political parties inUkraine and their instruments of influence.For Ukraine, the characteristic regional distribution preferences. This means thatthe first batch of voters are estimated on the basis of "friend or foe", and then watchhow the party offer meets their needs.Thus, the parties can be divided into two baskets, "East" and "West".«2000» the distribution of voter preferences between "East" and "West" isaround 50:50. This is an interesting arrangement that resembles the rivalry USDemocratic and Republican parties.It all starts with the formation of political image, which is based not only on thecharacteristics of the policy, but also those who constantly accompany him (family,children, close friends), as well as the image of his life (hobbies, interests, favoritevacation) and the past (some noble or heroic acts).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].

POLITICAL MARKETING AND ITS ROLE AT THE POLL

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POLITICAL MARKETING AND ITS ROLE AT THE POLL

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