MARKETING ASPECTS OF GOODS COMPETITIVE ADVANTAGES FORMATION ON THE MARKET OF UKRAINE

Abstract

Objective. The objective of the article is to substantiate the innovative marketing approach to the formation of competitive advantages of goods on the market of Ukraine, its focus on customer needs, to improve management through the use of innovative marketing instruments that will ensure the competitiveness of goods on the market of Ukraine. Methods. The theoretical and methodological basis of the study is the set of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing. The following methods are used to ensure logical essence in the study - the dialectical method of scientific knowledge, the method of system-structural analysis, the method of modeling complex systems. Results. In the article the authors consider the features of innovative marketing approach to the formation of competitive advantages of goods in the market, the ability to offer and sell competitive goods with the acquisition of additional services for better customer service. The importance of individual marketing for the sale of goods and services for each individual consumer based on constant contact with customers, marketing awareness of the product is justified. The essence of the marketing approach to the formation of competitive advantages on the example of the market of cosmetic products with the use of innovative approach to marketing decisions, brand loyalty, creative advertising etc. is researched. The authors develop a structural and functional model of the formation of competitive advantages of goods on the basis of innovative marketing approach as consumer-oriented marketing, the development of new types of goods that consumers need and want to get. Innovative marketing instruments that will promote the formation of competitive advantages of goods on the market of Ukraine are proposed