Маркетингові інновації як необхідна умова розвитку підприємства

Abstract

Визначено стан інноваційних процесів у маркетинговій діяльності та обґрунтовано роль маркетингових інновацій у забезпеченні розвитку підприємств. Розкрито особливості маркетингу інновацій та інноваційного маркетингу, наведено сучасні маркетингові концепції та різновиди інноваційного маркетингу. Визначено, що маркетингові інновації сприятимуть покращенню позицій підприємства на ринку, збільшенню його частки, покращенню репутації та іміджу, зростанню продажів і прибутку, підвищенню задоволеності та лояльності покупців.

In the course of marketing activity complex and manifold tasks may appear services, cautious about their choice, assures with a variety of alternatives; and reasonable in the context of the effective demand decrease. Within this framework, the effective sales promotion of goods and services demands for the substandard new approaches to marketing activities generating a need for its innovative development. Object of an article is to analyse the state of innovation processes in Ukraine, including in marketing activities, and justify the role of marketing innovation in supporting business development. In Ukraine, scientific schools, devoted to research of methodological, theoretical, systematic and applied foundations of innovation marketing; practice of innovative approaches to marketing; innovative development management, have developed. However, this line of research requires for the further principled and practical development to promote intensification of innovation processes in the area of marketing activities, and solve specific practical tasks. According to the business structure by type of the innovations implemented, the overall part thereof belongs to the businesses having implemented the innovation processes and innovative products, and only a small part, 11% of the innovatively active businesses introduced marketing innovations, which indicates the miniscule innovativity of marketing technology and tools used by the businesses at this point. The reasons for this is the incomplete skilled personnel in a business environment able to realize scientific inquiry in the field of innovation marketing development; low motivation of employees to promotion and implementation of marketing innovations; lack of regular funding; CEO’s incomprehention of the role and need for marketing innovations. It is proved the necessity of innovation processes activation in marketing activity, as marketing innovations and its implementation should improve the business market power, increase its share, raise its profile and image, increase customer loyalty and retention, and above all – ensure the growth of sales and profits. Current practices infill with innovative varieties of marketing. Among them it ought to be remarked guerrilla, holistic, literate, lateral marketing neuromarketing, event-marketing, scent marketing; fusion-, psy-, street-, ambient-, ambush-marketing, feeling and impression marketing, and so on. In the course of innovation marketing market research shall be carried out by using modern research technologies, including trendwatching, coolhunting, benchmarking, which would allow receiving proper information support of the innovation process in marketing activities.