Dynamics of innovative marketing components

Abstract

The current state of Ukraine's economy is characterized by increased competition and the growing influence of marketing innovation on economic growth. The impact of the innovative marketing components on increasing the competitiveness of the enterprise is considered in the article, also the essence of marketing in innovation management is revealed. Such economic categories as "innovation", "innovation policy", "innovation marketing" are analyzed in the article, their role and importance in the economic activity of enterprises are identified. The influence of the components of innovative marketing on the efficiency of the general activity of the enterprise, optimization of its production process and increase of the profitability of the enterprise are also determined. At present, enterprises are facing the need to update the technological base of production, improve the quality of products produced in order to expand markets. This can be achieved through an active innovation policy and through the use of elements of innovative marketing at the enterprise. Research of the market of new production is necessary for revealing the consumers’ needs on the basis of which the new image of a product can be created. It is for these purposes that it is necessary to use the components of innovative marketing, which is a special kind of purposeful creative activity for the continuous implementation of quality improvement of marketing products and tools. When developing a market strategy in domestic practice usually two types of marketing are used: product, focused on a particular product or service; consumer, focused on a group of consumers and integrated marketing, focused on both product and consumer. Each of these types of marketing is aimed at one of the two components of the sales process: the product or its buyer. In both cases, the manufacturer is at risk. Producer can make a product that it is unknown who will buy, or find a consumer, but will not be able to meet his/her requests and sell the product. Due to the active innovation policy and the use of elements of innovative marketing, enterprises can achieve renewal of the technological base of production, improve the quality of products produced in order to expand markets.