Прикладні засади розвитку маркетингової програми оператора комунікацій ПрАТ «ВФ Україна» з урахуванням впливу маркетингу взаємовідносин

Abstract

The article is aimed at defining and substantiating the basic principles of the communications operator’s marketing program, taking into account the impact of the conception of relationship marketing, since many communication services companies direct most of their resources to attract new customers. Efforts to keep existing customers are minimal, at least as far as the official marketing program is concerned. This view of marketing is restrictive and potentially useless. The publication defines the mechanism of general action of marketing relations to the enterprise; mandatory trends and accents, which should be taken into account during changes in the marketing program, are specified as follows: service; client orientedness; strong ties with clients on one hand and partners, shareholders, investors, suppliers on the other hand; Internet marketing; branding; development of related applications. The process of implementing the relationship marketing is considered, the main purpose of which is to increase the competitiveness and profitability of the enterprise by meeting the needs of client?le and preserving the existing customers. The existing possible marketing strategies of relationship marketing that can serve as a basis for the company’s marketing program are examined: the main strategy of service; adjustment of relationship; service improvement; pricing of relationships; internal marketing. Taking into account the carried out researches, the necessity to amend the marketing program of the enterprise is substantiated, it is determined that the operator’s application of the specified conception in the marketing of the company increases profitability, brand loyalty, encourages greater differentiation of goods/services, and gaining competitive advantages. To maintain the relationships, a good service is needed – this will become one of the leading benchmarks and priorities as to the changes in the company’s marketing program. To achieve the goal set, it is necessary to improve the existing marketing program of the company in accordance with the new conception.