УДК 339:5.17

Н. І. Горбаль, О. В. Гошовська, Г. І. Садловська
Національний університет “Львівська політехніка”

ПРОСУВАННЯ ТОВАРІВ НА МІЖНАРОДНІ РИНКИ

© Горбаль Н. І., Гошовська О. В., Садловська Г. І., 2016

Розглянуто сутність, інструменти просування товару, рекомендації щодо управ¬ління 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.
Ключові слова: просування товару, управління просуванням, стратегія просування, маркетингові комунікації, Інтернет-маркетинг, реклама, стимулювання збуту.

N. I. Horbal, O. V. Hoshovska, G. I. Sadlovska
Lviv Polytechnic National University

PRODUCT PROMOTION ON INTERNATIONAL MARKETS

© Horbal N. I., Hoshovska O. V., Sadlovska G. I, 2016

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.
Key words: promotion, promotion management, promotion strategy, marketing communication, Internet marketing, advertising, sales promotion.

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