System Of Marketing Communications Research Articles

USE OF AUDIOMARKETING TO PROMOTE THE SERVICES OF THE TOURISM INDUSTRY

The aim of the study is to substantiate the importance and peculiarities of using audio marketing tools to promote tourism services in the tourism industry. The article proves that the use of neuroimaging methods in marketing is gaining popularity, as it provides marketers with information that cannot be obtained using conventional marketing methods. Musical content is increasingly integrated into the marketing communications system, covers the points of interaction with tourists, and contributes to the personalization of audiocommunication. It has been determined that audio marketing is an important element of modern marketing strategies, and its tools not only influence the behavior and psycho-emotional state of consumers of tourism services, but also significantly enhance the effectiveness of other marketing tools aimed at obtaining the expected result. Well-chosen music helps to improve interaction and form a positive perception of tourism products and services among tourists, creates sound comfort, ensures a good mood, enhances positive impressions, builds commitment, increases loyalty, extends the time of stay, and increases both planned and spontaneous purchases. The article substantiates that the choice of background music is of great importance in the formation of audio design, which provides tourists with positive emotions, creates an appropriate atmosphere and a pleasant overall impression. It is proved that in order to achieve an effective result of music's influence on consumers of tourist services, producers of tourist services need to constantly conduct marketing research on the needs and behavior of tourists; monitor and analyze the impact of music on tourist behavior; and conduct training and professional development of marketers.

On the implementation of the tools of the integrated marketing communications system at various stages of the organization's life cycle

On the implementation of the tools of the integrated marketing communications system at various stages of the organization's life cycle

ASSESSING THE EFFECTIVENESS OF DIGITAL MARKETING COMMUNICATIONS FOR ENSURING THE DEVELOPMENT OF THE ENTERPRISE

The article has shown that the development of information technologies has dramatically changed the cost of companies for marketing communications, in which the cost of the Internet communication began to increase at the fastest pace. In the face of unprecedentedly rapid growth of Internet users increases the need to form modern marketing tools, which allows you to use Internet resources to communicate with consumers, increase their awareness to promote the goods and services of companies. The purpose of the article is to provide practical recommendations for evaluating the effectiveness of digital marketing communications to ensure the development of the enterprise. The main characteristics of digital marketing communications are their personalization, targeting, integration into the general system of marketing communications, coverage of all digital communications channels and focus on a constant dialogue with the user. The classification of marketing communications with the inclusion of digitalization is systematized, which made it possible to show the current process of integration of the marketing communication system, the formation of a new type of advertising campaigns - TTL (Through The Line), change in the center (idea) marketing communications). It is shown that the metric evaluation of digital marketing communications should be based on a behavioral approach, namely consumer behavior model in the Internet environment with the inclusion of consumer involvement cycle. In the staff of the main tendency of development of Digital marketing communications: growing the fate in the budgets of the company, the meaningful deployment Strong emphasis on the measurement of the efficiency of the process of companion with the needer: active development of CRM technology, in the number of social social CRM (in social sets). Practice also shows that the pace of the efficient methods of the efficientness of the digital marketing of the marketing communications. The development of Internet technologies allows you to personalize marketing communications, that is, to make direct contact with each individual user and to configure your marketing communications system for the needs of individual users to carry out communications and other elements of a marketing company.

INFLUENCE MARKETING AS AN EFFECTIVE TOOL FOR ATTRACTING CONSUMERS

The purpose of the article is to justify the importance of the company’s implementation of the partner program as an influencer marketing tool aimed at improving the company’s marketing communication system. The conducted analysis showed that the current state of companies’ marketing communications requires greater use of influencer marketing as an effective tool for influencing consumer purchase decisions, namely through the implementation of partnership programs that contribute to the formation of consumer trust in a specific brand, their retention and the creation of long-term relationships with them. On the basis of the conducted research devoted to the use of influencer marketing by the domestic drogerie chain “EVA”, the article justifies that the key to a successful and effective affiliate program is not only the organization of this process, but also the correct selection of bloggers. In the article a list of criteria that they must meet is represented. These criteria will help “EVA” to select bloggers for effective cooperation and positive influence on the brand. In the article 7 steps of implementation of the affiliate program for influencers from “EVA” are proposed. The introduction of an affiliate program will contribute an effective communication with bloggers and allow to create a base of influencers who can independently promote “EVA” without additional agreements. That is, it optimizes the working process for two company divisions: the marketing promotion of the Internet store “EVA”, and the influencer direction. In addition, the implementation of the program will allow to optimize the budget, since the funds will be planned as an investment in long-term partnership relations that are beneficial to both parties. This will help to provide continuous exposure for “EVA” and its online store, so the company will get more exposure to the audience for a relatively small cost. Using a specific example in the article, it is justified that the company can afford to implement a partner program not just as an ordinary one with commissions, but as affiliate program in the format of building a bloggers community. When implementing the program, the involved bloggers will be the face of the brand as well as additional marketing channel of communication through which “EVA” new marketing communications can be transmitted. Moreover, since influencers will be brand representatives, they will also build the positioning of the company for the audience, contribute the increase of loyalty, which will positively affect the further development of the company. In further research, it will be appropriate to consider the effectiveness of the implementation of partner programs and the spread of their use in other industries.

The role of customer relationship management in the formation of a system of marketing communications

Aim. The presented study analyzes customer relationship management and the role of consumers in the marketing communications system.Tasks. The authors show the importance of customer relationship management systems for the promotion of goods and services produced by the organization and the formation of a complex of marketing communications; explore existing problems and approaches to managing relationships with consumers; identify the components of CRM systems; determine the role and forms of user participation in the formation of media content and models of its consumption.Methods. The theoretical and methodological basis of the study includes works of Russian and foreign authors on the problem under consideration. General scientific methods of cognition are used to investigate major approaches to managing relationships with consumers, methods and tools of interaction with consumers, including through the creation of CRM systems.Results. It is substantiated that the organization’s clients are an invaluable asset of the business, and the relationship with them needs to be managed. A CRM system makes it possible to track the history of customer relationships and implement loyalty programs, involving consumers in the product’s value chain through the formation and use of user content. The outflow of consumers from traditional media to social networks and search engines facilitates the convergence of consumers and producers. Users participate in the creation of media products by writing reviews, recommendations, blogs, taking part in online training seminars, and engaging in digital art.Conclusions. Achieving long-term relationships with consumers, managing customer relationships, and using user content to promote goods and services contribute to improving the effectiveness of the organization’s marketing communications system. A CRM system is both a tool for automating the organization’s business processes and managing channels of interaction with consumers, and a customer orientation strategy. Information about geographical, demographic, behavioral and other characteristics of consumers contained in CRM systems helps to make the right marketing decisions.

SISTEM KOMUNIKASI PEMASARAN DALAM UPAYA MENINGKATKAN PENGGUNA WISATA NAYA MATAHORA ISLAND RESORT DI KECAMATAN WANGI-WANGI KABUPATEN WAKATOBI

This study aims to determine the marketing communication system in an effort to increase tourism users of Naya Matahora Island Resort in Wangi-Wangi District, Wakatobi Regency. This research was conducted at Naya Matahora Island Resort in January - February 2021. Data collection was done by interview, observation, documentation and literature study. The method used in determining respondents is purposive and accidental sampling. The number of samples was 16 people, consisting of 1 tourist manager, 10 tourist users and 5 prospective tourist users. The analysis used is descriptive qualitative analysis. The results of the study concluded that the communication system used to market Naya Matahora Island Resort tourism was by utilizing a marketing mix such as advertising through social media (instagram) and brochures offered to government agencies, sales promotion by providing promo prices and direct selling. However, the promotional communication system carried out through social media is less than optimal so it does not affect the increase in tourist users. The increase in the number of users from 155 people to 534 people was dominated by local tourism users who were only interested in using the swimming pool and enjoying food at the Naya Matahora restaurant. To increase tourism users, the manager should promote their tourism using social media, so that tourism marketing can reach a wider market. Keywords : Naya Matahora, Marketing Communication System, Promotion

Theoretical and methodological aspects of the application of marketing communications in the activities of educational organizations

In the constantly changing socio-economic conditions in educational institutions, there are many multifaceted problems that the institutions are not always able to solve on their own: financial and economic support, compliance of the list of specialties with the requirements of the labor market, selection of qualified teaching staff, recruitment of applicants, employment of graduates. All this requires educational organizations, regardless of their status, to work actively with the changing conditions of the external environment, consumer preferences and current directions in the field of education. Today, the acute problem is that for most educational organizations, marketing activity is still not a priority direction in the process of solving the problem of finding their consumers for the field of educational services. Contradictions and problems in the market of educational organizations can be eliminated by developing a special system for managing the promotion of services on the market. It is also necessary to take into account the market situation in the field of educational services. The existing rates of development of the educational services market, the emergence of new forms providing educational services led to increased competition, which, along with the rapidly changing conditions of the external environment, contributes to the transformation of forms and methods of promoting educational services, and it also caused changes in marketing approaches to the sale of educational services as a sought-after product in the service sector market. It was found out that such elements of marketing communications as advertising, public relations, exhibition activity, representation of the educational institution on the Internet are important. The communication system of an educational organization should be created so that the marketing department receives the information it needs to conduct its professional activities in a timely manner and without organizational complications, but it should not delegate its authorities, especially in terms of collecting and aggregating the necessary information, to other services of the university, which will inevitably lead to conflicts. Communications in the market of educational services mean a constant exchange of information between an educational organization and its external environment, which contributes to the maximum filling of classrooms with student due to full consideration of the modern requirements. Keywords: educational organizations, communications, marketing communications system, services, competitiveness.

СУЧАСНІ ТЕНДЕНЦІЇ ТА ОСОБЛИВОСТІ ПРОСУВАННЯ БІЗНЕСУ У СОЦІАЛЬНИХ МЕРЕЖАХ

A deep research of trends in the development of social media as a communication tool was conducted. The potential of social media for business promotion was determined. It is shown that modern scientific sources do not sufficiently reveal the issue of promoting companies in social media. The most promising social networks for effective communications and business promotion have been studied. The advantages provided by social media tools for the formation and development of the system of digital marketing communications have been revealed. The peculiarities of social media are systematized. The role of social media in the formation of digital marketing strategy and SMM strategy as its integral component is shown. It has been proven that effective promotion of business in social media requires planning, information and analytical support, content marketing, monitoring and control. These tools should be the basics of development an SMM strategy. The advantages of social media as an analytical tool that allows managers to broadcast advertisements to specific target audiences are given. It is shown that creating an SMM strategy requires following general recommendations for strategic planning in digital marketing, researching the competitive environment, and taking into account the interests of the target audience and the specifics of business promotion in social media. An author’s scheme for the formation of a business promotion strategy in social media is proposed. It includes business goals, tasks, an analytical component, management of promotion in social media, a monitoring and performance evaluation system. It is shown that an effective SMM strategy requires a system of KPIs that must correspond to the strategic marketing goals of the company in the digital environment and the goals of promotion in social networks.

Достовірність реклами на думку українських та польських студентів

The aim of the article. The article aims to assess the credibility of advertising treated as a form of communication between the company and the market. Among the many different areas of advertising analysis, the message's credibility is an important issue, although it is not in the mainstream of research. Analyses results.The credibility of advertising is the subject of analysis within the framework of business ethics or marketing ethics. It has its content and importance both in science and in everyday life. Beyond ethics, credibility is of interest to sociology and every discipline that describes human behavior and social relationships shaped by information and mutual communication. In economic sciences, it combines with the identity and image of a company, the reliability of its way of communicating marketing activities, and the assessment of financial statements' quality (credibility). Thus, the title problem of the article expresses a new and original scientific concern in advertising research. It has a significant cognitive meaning and significant practical consequences - shaping the transparency of marketing communication and business ethics. In terms of methodology, the article focuses on joint research conducted among marketing and management students at two universities: the Kyiv National University of Economics and the University of Economics in Krakow. This research is an expression of many years of scientific cooperation between the Departments of Marketing of both universities. The research has produced interesting and scientifically valuable results. They show the similarity and differentiation of students' opinions from both countries regarding the function and importance of advertising. We put these assessments into a common perspective of the credibility of the advertisement. It is a fundamental problem per se, both for the consumer and the seller, critical to assessing the effectiveness of advertising in the marketing communication system and for the formation of social behavior of e-consumers. Research shows that the eight primary forms of online advertising are rated relatively low. This observation is a common opinion of students from both countries. The views of celebrities and personalities of advertising campaigns were also considered unreliable. Research on the positive and negative functions and significance of advertising produced results that varied in detail. However, we emphasize the high convergence of opinions of both respondents on the impact of advertising on purchasing decisions and negative consequences on society and the promotion of consumerism. The conducted research shows that students from Ukraine show a more positive attitude to advertising than students from Poland, thus a slightly more significant, positive assessment of the credibility of the advertising message. In the context of the credibility of advertising, the question of the legitimacy of strict state intervention in the online advertising market was relevant. Representatives of both surveyed groups generally agree on the legality of state intervention and regulation of the advertising market, i.e., creating a modern, transparent advertising law system. This system will create a framework for legal advertising creation strategies, devoid of information asymmetry in the message and manipulation of consumer behavior. Conclusions and directions for further research. In conclusion, we emphasize the need to continue research on the multidimensional role of advertising in the modern market. The preliminary study results presented in the article are a premise for undertaking such research in the future in international teams of Polish and Ukrainian researchers.

THE ROLE OF INSTAGRAM AS A MARKETING COMMUNICATION MEDIA FOR FASHION THIRFTING SALES

Modernity has changed the social system of society, including marketing communication activities. Advances in communication and information technology support changes in the marketing communication system. Social media facilitates interactive social interaction. Internet technology-based social media also changes the pattern of information dissemination from what was previously one to many audiences to many audiences to many audiences. Thrifting is a term used for sellers of used branded fashion but are still suitable for use. The existence of social media, especially Instagram, is used by Thrift Shops in offering and selling their thrift fashions. Instagram media was deliberately chosen by several Thrift Shops because of the advantages of several features it has in supporting marketing communication activities compared to other social media.
 Keywords: Instagram, Media, Communication, Marketing

FORMATION OF THE SMALL BUSINESS ENTERPRISE'S OWN BRAND

In a market economy, the buyer's decision to purchase a product affects not only its availability in the market, price, quality, but also the popularity of the manufacturer. Therefore, the issue of the development of the marketing communications system, especially the policy of creating a brand, is becoming especially relevant. More often, the transformation of their name into a brand is used by large firms and enterprises, and the issue of creating and popularizing a brand for small businesses has practically not been considered in the literature. The purpose of this work is to systematize the theoretical provisions and substantiate practical recommendations for developing a brand for small businesses.Trust has been identified as the primary driver of success for small business brands, as brands with a high level of trust can take advantage of young demographic groups willing to try new things, be adventurous and uphold their values. There are two goals of creating a brand of a small enterprise: with the aim of moving from a small enterprise to a large one, or for separating a small enterprise from similar ones operating in the given market. The paper proposes a general algorithm for creating and popularizing a small business brand in Ukraine.In general, the image characteristics of a small business brand should be considered as the main one for the consumer. The most important of them are: the image of the enterprise as a whole (including the attitude of consumers towards its owner or management), the availability, timing and quality of performance of warranty obligations for the goods, the manufacture of goods using modern (or environmentally friendly) technologies.A small enterprise, when creating a brand, should not forget about its financial assessment, since in this case, the brand is an intangible asset of the enterprise, and it is the subject of amortization. In addition, there is a possibility of exercising the rights to a brand in all markets (or in part of the markets) to another enterprise in order to increase financial receipts during crisis periods of the enterprise's operation. Therefore, the further direction of the study is the development of a model for the financial assessment of the brand of a small business enterprise.

Marketing Communications Management in the Public Administration System

The issues of building effective marketing communications systems at the level of public administration are discussed in the article. Most marketing communications research focuses on the private sector. Marketing communications in the public sector are comprehensive and multi-functional. So, marketing communications in public administration are considered not only as a complex of information and communication mechanisms. They also include political, social, economic and cultural aspects. The marketing communications system should be formed both on the domestic market (provision of administrative services to the population and formation of a positive image of state power) and external (establishment of cooperation with international partners and conduct of international policy). According to statistics, the system of information support of public administration is considered relevant by more than 60% of the population of Ukraine. Therefore, given the relevance of this issue, it is useful to determine its practical significance. The establishment of a marketing communications system in public administration should provide the population with mobile provision of administrative services of high quality, the creation of systems of democratic civil society through the development of electronic petitions, the formation of a favorable image of the state to ensure high support for the processes of state creation among the population and at the international level to attract additional investments and ensure tourist attractiveness. Among the current directions of development of marketing communications of public administration are advertising, PR-technologies, image and brand construction, fight against “negative” and fake information, provision of electronic management and provision of administrative services online. However, providing the population with access to the Internet also remains an important issue, as it is this resource that is the main one for the introduction of digitization and digitalization processes in the country.

РЕКЛАМНА ПІДТРИМКА ІМПЛЕМЕНТАЦІЇ ПРОГРАМИ ЛОЯЛЬНОСТІ

The loyalty program is an important element of the marketing communication activities of the enterprise, so its implementation should be based on the concept of integrated marketing communications. Integrated marketing communications is a concept of marketing communications planning, related to the need to assess the strategic role of individual areas and find the optimal combination to ensure clarity, consistency and maximize the impact of communication programs through seamless integration of all individual appeals. That is, the loyalty program must be integrated with other elements of the marketing communications system. Combining a loyalty program with elements of advertising, public relations, sales promotion, direct marketing and synthetic marketing communications allows to combine and enhance the benefits of each marketing tool and maximize the effectiveness of the loyalty program to increase business competitiveness. In addition, it should be noted that in the scientific literature insufficient attention is paid to communication (in particular, advertising) support for loyalty programs, which determines the relevance of the research topic. The advertising campaign within the loyalty program is aimed at attracting new customers, forming an active target audience, increasing profits. Stages of loyalty program advertising support should include: determining the purpose of the loyalty program advertising campaign; identification of the target audience; determining the subject of advertising, focus on a specific loyalty program. Decisions on the choice of dissemination means for advertising information in the loyalty program support are made taking into account the characteristics of each of these means as well as a detailed analysis of their advantages and disadvantages. The effectiveness of the loyalty program advertising campaign is determined by its content and components. The introduction of tools for advertising support of the loyalty program by enterprises will maximize its effectiveness, which in the future will bring to a new level of quality management of marketing activities in general, and marketing communications in particular.

Methods of using websites in integrated business promotion of enterprises

The use of digital tools in marketing communications has become an obvious precondition for a successful business. At the same time, the modern concept of holistic marketing establishes that the purpose of marketing communications is to promote business of a firm, which includes not only the promotion of its goods and services, but also the management of its relations with all stakeholders. These provisions fully apply to Ukrainian industrial enterprises that seek to develop foreign sales markets. In the paper the concept of a site was chosen as the key term for research of marketing online communications. From the standpoint of their purpose, sites represent different types of social media that make it easier for their users to communicate and exchange multimedia information with each other. Websites are viewed as marketing communication channels that use certain methods to promote business activities. This raises the problem of integrating promotion channels into a single marketing communications system. The paper is devoted to the analysis of methods of promoting business activities of enterprises using social media sites and their systematization to create integrated marketing communications. We have classified websites according to the role they can play in integrated business promotion. It has been established that one should highlight the official sites of an enterprise promoting its business activities and the sites used to obtain information services. Many enterprises have two official websites: a representative one for presenting their business activities and a transactional one for e-commerce. The developers of information services sites are their owners, for whom the provision of these services constitutes the content of their business activity. These sites include social media supporting email, social networks, blogs, instant messengers. The analysis of the main methods of promotion in various social media is carried out. It allows one to establish the necessary logical connections between the promotion processes through various communication channels for their integration into a single system.

მარკეტინგის განვითარების სტრატეგიები სამედიცინო სფეროში

The reduction of state subsidies, the control of expenditures by insurance companies, the introduction of ethical standards in medicine by health care institutions have increased the demand for additional investment. One of the important factors for increasing the competitiveness of private medical institutions and the sustainability of its activities is the formation of a marketing complex. In order to popularize the services of medical institutions, the main tools of the marketing communication system are used: advertising, public relations and so-called Synthetic means. Medical marketing cannot be considered as just developing good services and delivering it to customers. Medical facilities should also establish close links with existing and future clients. Marketing activities should ensure the creation of new medical services and the development of existing medical services. It is important to increase the role of the state in regulating the medical market in order to promote healthy competition among suppliers and the unwavering improvement of the quality of medical services.

СОВЕРШЕНСТВОВАНИЕ РАБОТЫ CALL-ЦЕНТРА НА РЫНКЕ ПЛАТНЫХ МЕДИЦИНСКИХ УСЛУГ С ПОЗИЦИИ МАРКЕТИНГА

In this article, the authors have substantiated the importance of the role of a call center in the activities of paid medical clinics as the first point of contact of patients with a medical institution. The authors have presented a marketing analysis of the work of a call center of a paid medical clinic on the example of OOO Medical Clinic “FMC”. In order to analyze and develop directions for improving the work of the call center employees of the paid medical clinic, quantitative per-formance indicators and emotional intelligence of call center employees have been assessed, and the key success factors have been analyzed. Based on the results of the analysis, the authors have identified key areas for improving the work of the call center using the tools of internal mar-keting. Moreover, the place and role of the tools of internal marketing in the marketing communi-cations system in the paid medical services market has been substantiated.

РОЛЬ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ В ПОВЕДІНЦІ СПОЖИВАЧА

The article deals with the question of the influence of marketing communications on consumer behavior. Today, in order to increase sales, it is no longer enough for companies to just improve their product or service, improve its quality. Among all marketing tools, marketing communications play a special role. The relevance of the topic is due to the need for a theoretical substantiation of the influence of the marketing communication environment on consumer behavior. The purpose of the article is to study the role of marketing communications and their impact on consumer behavior. As a result of this study, the role of marketing communications in the formation of consumer behavior has been substantiated from the standpoint of the main theories and concepts that form the subject areas of marketing communications research. The effectiveness of marketing policy depends on the correct choice of communication tools. The tools of the communication complex are highlighted and characterized. It has been proved that marketing communications influence the formation of consumer behavior in three aspects: informational, emotional, and behavioral. The scientific approaches of scientists to the definition of the process of making a consumer’s decision to purchase are analyzed. The stages of the consumer’s decision-making process to purchase a product are highlighted. Today, integrated marketing communications are considered more effective. They represent the most complete marketing communications system that includes all elements from advertising to packaging. Special attention is paid to the issue of the effectiveness of the impact of marketing communications on consumer behavior. The sequence of determining the effectiveness of the impact of marketing communications on consumer behavior is indicated. It is noted that for effective promotion of goods, only the informational component of communications is not enough. When developing a marketing communications system, it is necessary to take into account personal values. This will increase the degree of influence on consumer behavior. The main goal of marketing communications is to motivate consumer behavior. The use of modern marketing communications through a variety of means can increase the effectiveness of influencing consumer behavior.

ВИКОРИСТАННЯ ІНТЕРНЕТ-РЕКЛАМИ ДЛЯ ПРОСУВАННЯ ПРОДУКЦІЇ НА АВТОРИНКУ

The article reveals and analyzes the tools of Internet marketing technologies, their impact on consumer behavior, offers the most effective channels for promoting the company’s products in the Internet environment, developed advertisements for search advertising, analyzed statistical data. Methods and tools for promoting products on the Internet have been studied. The importance of concentrating business goals in the online environment is substantiated. Methodical approaches to online advertising to promote products are identified. An assessment of the financial condition of the enterprise and its economic activity identified external and internal factors influencing the company’s position in the market. The target audience was analyzed; competitors and the company’s place in the automotive market of Internet commerce were studied. With the rapid development of the information society, the World Wide Web allows you to receive, store, transmit and use a significant amount of information to all participants in market relations. The Internet actively influences the process of conducting business, allow you to form a long-term and effective interaction of business partners, strengthen competitive positions of enterprises. In the information society, the Internet is an active advertising channel. It is difficult today to find both the sphere of entrepreneurial activity and companies that would not be engaged in promoting their products on the Internet. At the same time, different goods and services are advertised on the Internet with different degrees of activity, using different types and tools of advertising. The relevance of the topic is that the Internet actively influences the pro cess of doing business, allow you to form long-term and effective interaction of business partners, strengthen the competitive position of enterprises. To successfully use information and communication technologies and benefit from the use of enterprises must spend financial resources to purchase software, build high-quality infrastructure, create and implement effective systems and technologies, use modern management methods and integrated marketing communications system through online resources Internet.

ДОСЛІДЖЕННЯ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ У СФЕРІ РОЗДРІБНОЇ ТОРГІВЛІ В УМОВАХ COVID-19

The approaches to the interpretation of the concept of «marketing communication» in modern business conditions are singled out. The authors propose to consider this concept as an enterprise activity related to advertising, sales promotion, event sponsorship, public relations, direct, interactive, referral marketing, omnichannel interaction with consumers, digital transformation of the enterprise and fintech ecosystems. The development trends of the essential commodities market and some aspects of goods promotion in retail networks in the conditions of Covid-19 are analyzed. The turnover of retail trade in Ukraine and Lviv region in January-September 2021, monthly expenses for home food in Ukraine in the first quarter of 2021 are studied. It is established that for the 1st quarter of 2021 the equivalent total soaring per person averaged UAH 91.55. for one day. The dynamics of prices for basic necessities in Ukraine in 2021 is presented (in% from December 2020 to September 2021). Analyzing the prices of essential goods from December 2020, it was proved that egg prices fell sharply to -20% from May to August, and prices for sunflower oil rose sharply from March to September 2021. Online and offline tools for promoting retail networks in Ukraine are systematized. It is important to use and develop the system of online tools for promoting local product networks in the conditions of Covid-19, in particular «blogging», prize drawing and promotional offers in social networks, mail advertising related to loyalty programs, posting projects on crowdfunding platforms (indirect advertising) with the possibility to attract investments, sms-advertising or viber-advertising through the CRM-system of the enterprise, Internet advertising. The peculiarities of the functioning of the marketing communications system in the sphere of retail trade in the context of digital transformation and the CRM-systems using of enterprises are investigated. The authors propose to understand the development process of marketing communication system in the conditions of Covid-19 pandemic through the prism of the triad «health-security-mutual aid».

Tools for Adapting the Company's Marketing Communications System to Market Requirements

Tools for Adapting the Company's Marketing Communications System to Market Requirements