МАРКЕТИНГ-МІКС: ЗМІНИ У ПОГЛЯДАХ ЩОДО ІНГРЕДІЄНТІВ

Abstract

Since the time when the economy of independent Ukraine began to be developed on a market basis, such a phenomenon as marketing has quite organically entered its everyday life. Nowadays, both product manufacturers and service providers, and, of course, their numerous consumers are well acquainted with it. What's more, let's take the courage to say that they are not only familiar, but constantly strive to improve the tools of influence on contact audiences. And that's on the one hand. On the other hand, those producers who are able to do it as perfectly as possible are preferred. In view of the above findings, the author in this review of publications focused on the metamorphoses occurring in the marketing mix. At the beginning, we are talking about «P»-class models. They evolved from the classic four ingredients to five, six, and eventually eight. The latter integrated together purely marketing components and purely managerial ones. The article testifies that, at least in academic circles, it was announced that new models of the «C» class will enter the arena of competition. They started with four components and gradually developed to seven. It is believed that the ingredients of the «C»-class models do not so much complement their «P»-predecessors as deny their right to exist one hundred percent. The emergence of modern ingredients of the marketing mix is associated with the individualization of the product offer. It became a characteristic feature of the era of the fourth industrial revolution. Thanks to the conducted research, several results were obtained at once. First, arguments were found in favor of the fact that marketing as a type of economic activity and business philosophy is permanently changing. Secondly, it reflects current market demands and transformations taking place in its information and communication background. Thirdly, the task facing the academic community is defined. It consists in carefully monitoring the course of events in the field that is in the center of our attention, and using the obtained data during the formation of professional competencies in new generations of students.