Marketing impact on consumer behavior innovative products in the digitalization of the economy

2020 ◽  
pp. 12-18
Author(s):  
М.Я. Веселовский ◽  
Т.В. Погодина
Keyword(s):  
Consumer Behavior ◽  
Marketing Communications ◽  
Russian Market ◽  
Behavioral Aspect ◽  
Emotional Perception ◽  
Dynamic Methods ◽  
Innovative Products ◽  
Cognitive Information

Цель исследования заключается в выявлении тенденций и эффектов коммуникации на основе анализа маркетинговых подходов воздействия на поведение потребителей. В процессе исследования использовались исторический, логический и динамический методы. Исследование ориентировано на российский рынок. Результаты исследования заключаются в выявлении эффектов, особенностей и факторов маркетингового воздействия на поведение потребителей инновационных товаров и услуг. Исследована эволюция маркетинговых коммуникаций, заключающаяся в постепенном переходе от информирования потребителей, к диалогу и затем к долгосрочному взаимодействию с потребителем инновационных и цифровых товаров. Также выявлено влияние трансформации структуры поведения на эффективность и реализуемость маркетинга воздействия на потребителя в условиях цифровизации экономики. The purpose of the study is to identify trends and effects of communication based on the analysis of marketing outcomes impact on consumer behavior. The study used historical, logical and dynamic methods. The research is focused on the Russian market. The results of the study are to identify three aspects of the role of marketing communications in the formation of consumer behavior: cognitive (information), emotional, behavioral. The predominant influence of the behavioral aspect based on the emotional perception of the consumer addressed to him communication and stimulating the purchase innovative products. The influence of the transformation of the structure of behavior on the effectiveness and feasibility of marketing impact on the consumer in the conditions of digitalization of the economy is also revealed.

scholarly journals ROLE OF MARKETING COMMUNICATIONS IN CONSUMER BEHAVIOR

2021 ◽  
Author(s):  
Viktoriia Bondarenko ◽  
Viktoriia Vasiuta ◽  
Kateryna Pisarenko
Keyword(s):  
Consumer Behavior ◽  
Correct Choice ◽  
Marketing Communications ◽  
Special Role ◽  
Integrated Marketing ◽  
Theoretical Substantiation ◽  
Definition Of ◽  
The Impact ◽  
Communications System

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.

scholarly journals Digital Marketing Evolution

2020 ◽  
Vol 2020 (2) ◽  
pp. 263-269
Author(s):  
Vladislav Shadrin ◽  
Olga Kotova
Keyword(s):  
Consumer Behavior ◽  
Opinion Leaders ◽  
Digital Marketing ◽  
Marketing Communications ◽  
Business Practices ◽  
Consumer Experience ◽  
Internet Communities ◽  
Search For Information ◽  
New Consumer

Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.

Hostile Takeovers and Anti-takeover Defenses in the Russian Corporate Market

2007 ◽  
pp. 70-84 ◽  
Author(s):  
E. Demidova
Keyword(s):  
Cost Benefit Analysis ◽  
Cost Benefit ◽  
Benefit Analysis ◽  
Costs And Benefits ◽  
Hostile Takeovers ◽  
Russian Market ◽  
Takeover Defenses ◽  
The Cost ◽  
European Markets

This article analyzes definitions and the role of hostile takeovers at the Russian and European markets for corporate control. It develops the methodology of assessing the efficiency of anti-takeover defenses adapted to the conditions of the Russian market. The paper uses the cost-benefit analysis, where the costs and benefits of the pre-bid and post-bid defenses are compared.

Editorial: Marketing communications and consumer behavior: Introduction to the special issue from the 2009 La Londe conference

2011 ◽  
Vol 64 (1) ◽  
pp. 1-2
Author(s):  
Virginie De Barnier ◽  
Chris A. Janiszewski ◽  
Dwight R. Merunka ◽  
Stijn M.J. van Osselaer
Keyword(s):  
Consumer Behavior ◽  
Marketing Communications ◽  
Special Issue

History of Activities of the Akmola District Union of Cooperatives (1917–1922)

2021 ◽  
pp. 113-121
Author(s):  
Galya A. Alpyspaeva ◽  
Keyword(s):  
Transport Infrastructure ◽  
Educational Work ◽  
Russian Market ◽  
Economic Relations ◽  
Cooperative Movement ◽  
Short Period ◽  
History Of ◽  
National Cooperative ◽  
Cooperation System

Based on the analysis of the previously unused archival sources and research works on the history of Russian cooperation, the main areas of the activities of the Akmola District Union of Cooperatives in 1917–1922 are studied and generalized. In terms of methodology, the study is based on the works of ideologists of Russian cooperation (M.I. Tugan-Baranovsky, V.F. Totomianets, A.V. Chayanov, and others) and the original concepts they developed. The article analyzes the activities of the Union of Cooperatives of a particular micro-region: the number of employees, organizational structure and management, organization of industrial production, financial and social policies, cultural and educational activities. The author substantiates the role of the District Union of Cooperatives in the development of economic relations in the region and in the district peasant farms’ entry into the all-Russian market. Despite the difficult political circumstances and the relatively short period of existence (from August 1917 to the end of 1922), the Akmola District Union of Cooperatives became an economic and organizational center, contributed to the establishment and development of the consumer cooperation system not only in the district, but also in the region: it initiated the establishment of the regional Union of Steppe Cooperatives. In the conditions of the territorial remoteness from industrial centers and the underdeveloped transport infrastructure, the District Union of Cooperatives significantly facilitated and promoted the production activities of the peasants of the region connecting them with the market, expedited the involvement of Kazakh farms in the regional economy. The Union carried out an active social policy and diversified cultural and educational work, allocated significant amounts from its profits to the development of education in the district. According to the author, the activities of the Akmola District Union of Cooperatives can be considered as an integral part of the national cooperative movement, and its success was due to the application of the allRussian experience during the heyday of cooperation in the country.

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