Просування товарів на міжнародні ринки

dc.contributor.authorГорбаль, Н. І.
dc.contributor.authorГошовська, О. В.
dc.contributor.authorСадловська, Г. І.
dc.date.accessioned2017-04-21T13:58:55Z
dc.date.available2017-04-21T13:58:55Z
dc.date.issued2016
dc.description.abstractРозглянуто сутність, інструменти просування товару, рекомендації щодо управління ним, зокрема, формування стратегії просування. Проаналізовано особливості та тенденції розвитку методів просування в Україні та світі. Серед інших методів просування товарів вітчизняним підприємствам рекомендована подальша активізація просування через Інтернет, що сьогодні є дуже перспективним. In the article the essence of product promotion, its tools, recommendations for management, including the promotion strategy formation, are researched. The features and trends of promotion in Ukraine and abroad are analyzed. Among other methods of promotion further activation of promotion via the Internet, which is currently the most promising, is recommended for domestic enterprises. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. Promotional mix consist of personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget. The purpose of a promotion and thus its promotional plan can have a wide range, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. In Ukraine in terms of political and economic crisis, stagnation in trade, very low purchasing power, there is a need to enhance the efficiency of products’ promotion in domestic and international markets, taking into account the peculiarities of their development. Effective promotion requires careful planning and budgeting, analyzing specifics, methods of promotion in Ukraine and abroad. To enhance efficiency of promotion a clear strategy and comprehensive use of all elements of marketing communications are required. Trends of marketing communications in Ukraine in 2015 are: 1) overall revitalization of the market; 2) narrowing of the market of classic media; 3) reduction of budgets for external communications while maintaining the costs for internal ones; 4) growth of spending on online promotion, mass advertising, exhibitions and loyalty programs and decrease in PR, branding, upgrading products, direct mail and loyalty of staff; 5) increasing importance of strategic planning of promotion, which indicates increased uncertainty of environment; 6) increase in demand for consulting, crisis communications, GR, projects with opinion leaders; growth in costs and the slump of demand for multimedia content for special events; 7) enhancing of communication activity of major national manufacturers. There are many methods of promotion, and the results of our analysis enable to recommend domestic enterprises further activation of marketing communications through the Internet, which is currently the most promising in terms of efficiency. Ukrainian enterprises should incorporate in their promotion activities the experience of developed countries – systematic management of the promotion, usage of innovative and advanced methods, taking into account the characteristics of the international environment.uk_UA
dc.identifier.citationГорбаль Н. І. Просування товарів на міжнародні ринки / Н. І. Горбаль, О. В. Гошовська, Г. І. Садловська // Вісник Національного університету "Львівська політехніка". Серія: Менеджмент та підприємництво в Україні: етапи становлення і проблеми розвитку : збірник наукових праць. – 2016. – № 851. – С. 55–61. – Бібліографія: 21 назва.uk_UA
dc.identifier.urihttps://ena.lpnu.ua/handle/ntb/37505
dc.language.isouauk_UA
dc.publisherВидавництво Львівської політехнікиuk_UA
dc.subjectпросування товаруuk_UA
dc.subjectуправління просуваннямuk_UA
dc.subjectстратегія просуванняuk_UA
dc.subjectмаркетингові комунікаціїuk_UA
dc.subjectІнтернет-маркетингuk_UA
dc.subjectрекламаuk_UA
dc.subjectстимулювання збутуuk_UA
dc.subjectpromotionuk_UA
dc.subjectpromotion managementuk_UA
dc.subjectpromotion strategyuk_UA
dc.subjectmarketing communicationuk_UA
dc.subjectInternet marketinguk_UA
dc.subjectadvertisinguk_UA
dc.subjectsales promotionuk_UA
dc.titleПросування товарів на міжнародні ринкиuk_UA
dc.title.alternativeProduct promotion on international marketsuk_UA
dc.typeArticleuk_UA

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