СИНХРОМАРКЕТИНГ: СУТНІСТЬ, МЕТОДИ ТА КОМПЕНСАТОРНІ ІНСТРУМЕНТИ

Abstract

Synchromarketing tools and techniques are designed to shift the structure of demand so that it is more suitable for the ideal structure of supply. Therefore, knowledge about the methods for determining and measuring seasonal fluctuations, methods for forecasting demand and ways to solve problems associated with season dependence are very important.The purpose of the article is to study the factors of seasonal fluctuations for various reasonson, to determine the types of production activities of enterprises that depend on the influence of seasonal fluctuations, to consider methods for studying seasonality and forecasting demand, as well as to definitions of compensatory elements of synchromarketing to ensure sustainable indicators of business.The reasons for changes in consumer demand requiring the use of synchromarketing were identified in the work. Factors of seasonal fluctuations and types of production activities of enterprises, which depend on the influence of seasonal fluctuations, were also investigated, defined tasks that relate to each specified direction and provide the bulk of the income of the enterprise and depend on seasonal fluctuations. The presence of dynamic fluctuations in demand require enterprises to have knowledge and skills to use scientific methods for analyzing seasonality. To do this, the work considers methods for studying seasonality and demand forecasting for marketing needs, based on statistical data that does not require special preliminary processing, and on the early determination of the development trend of seasonal fluctuations, their further calculation and quantitative measurement. It is the methods of this group that are able to take into account non-cyclical fluctuations, which belong to the group of psychological factors, such as fashion, traditions, imitations.Thus, it was found that synchromarketing allows you to streamline the internal activities of the company with its marketing activities in conditions of chaotic or cyclical market volatility. Synchromarketing allows you to pre-plan the activities of the enterprise so as to prevent or compensate for the variable demand in the market and smooth out its fluctuations over time.