CONSUMER RESEARCH IN THE PROCESS OF CREATION AND DISTRIBUTION OF INNOVATIVE PRODUCTS

The motivated consumer innovativeness in the creation and distribution of innovation products are considered. The process of determining the consumer preferences of innovative products based on its attributes is investigated. The target audience selection mechanism for the marketing communication complex formation considering the consumer motivation is developed. One of the ways of maintaining the competitiveness of the enterprise, the development of new market segments is the withdrawal of innovative products. This process is always quite risky, even when an innovative product has obvious benefits for consumers. The results of many studies have shown that more than 30% of consumer goods and about 20% of industrial goods suffer market failures. This is due to the fact that innovative products are mainly created only on the basis of new knowledge, without taking into account the real needs of the market. Under these conditions, the key factor in the market success of the product is the marketing research of consumers at the stage of creating an innovative product. Communication impact on consumer categories "innovators" and "early followers" leads to a faster perception of innovative products by the entire target audience. The impact on different categories of consumers through different sets of marketing communication tools corresponds to an approach based on the motivation of consumers of innovative products. The development of a set of marketing communication tools should take into account the needs that meet the innovative products or the relative advantages that they possess.

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Social Media in Communicating about Social and Environmental Issues—Non-Financial Reports in Poland

Information ◽

10.3390/info12060220 ◽

2021 ◽

Vol 12 (6) ◽

pp. 220

Author(s):

Ewa Stawicka ◽

Joanna Paliszkiewicz

Keyword(s):

Good Practice ◽

Environmental Issues ◽

Marketing Communication ◽

Limited Extent ◽

Socially Responsible ◽

Communication Tools ◽

Financial Reports ◽

Good Practices ◽

Corporate Social ◽

The Impact

The main purpose of this article is to analyze the dissemination of social reports among entrepreneurs in order to determine the number of reporting organizations and examples in which Corporate Social Responsibility (CSR) areas enterprises report. We analyze the dissemination of social reports among entrepreneurs in Poland and determine the number of reporting organizations and examples in which CSR companies report. This work is a guide for entrepreneurs in Poland to build strategies and activities for transparency and communicating good practice. One of the research goals was to identify and evaluate communication activities with stakeholders in terms of responsible activities, social and environmental. The data analysis comes from a detailed literature review and the Responsible Business Forum (FOB) Reports database for 2008–2019 in Poland. The results of the survey show that many entrepreneurs in Poland, representing small, medium-sized (SME), and even large enterprises underestimate the importance of socially responsible activities. Entrepreneurs communicate with stakeholders to a limited extent and are not informed about good practices. The vast majority of the surveyed enterprises, especially large ones, prepare social reports, which result from obligation: requirements of Directive 2014/95/EU. The SME sector shows a lack of knowledge and uses individual marketing communication tools to a limited extent, limiting itself to advertising activities (very few companies prepare social reports). The article is a practical tip for enterprises showing the impact of business on changes towards sustainable development. Originality/value lies in the fact that the article presents selected research results on various aspects related to social reporting and communicating social and environmental activities to stakeholders.

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KONSEP DAN STRATEGI KOMUNIKASI PEMASARAN: PERUBAHAN PERILAKU KONSUMEN MENUJU ERA DISRUPSI

Jurnal Ilmiah Komunikasi Makna ◽

10.30659/jikm.v8i1.7992 ◽

2020 ◽

Vol 8 (1) ◽

pp. 22

Author(s):

Dea Farahdiba

Keyword(s):

Social Networks ◽

Consumer Behavior ◽

Research Methodology ◽

Human Life ◽

Viral Marketing ◽

The Other ◽

Marketing Communication ◽

Literature Study ◽

Communication Tools ◽

The Impact

Marketing has evolved from the concept of marketing 1.0 to 4.0 so that to learn what is needed and wanted by consumers, marketers must be able to have policies using appropriate communication so that various information about products can be transferred to consumers. For this reason, it is necessary to better understand communication, especially marketing communication in terms of shaping consumer behavior. The purpose of this article is to provide insight in the field of marketing communication. This research methodology is a literature study from several journals that discusses marketing communication. The existence of communication can make it easier for someone to interact between one individual with another individual. Without communication there is no human life process. That is, every human being needs communication to exchange ideas in order to realize what he wants. Three major marketing shifts, marked by product-driven marketing in the later 1.0 era towards customer-centered marketing in the 2.0 era. Human-centered marketing existed in the 3.0 era. On the other hand, marketing communication tools can be in the form of advertisements, sales, signage, shops, displays, packaging, free product samples, coupons, giveaway and more. As for changing consumer behavior that is increasingly developing, the impact of marketing 4.0 also results in viral marketing through social networks such as Facebook enabling continuous two-way interactivity from anywhere and at any time.

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CONSUMER PREFERENCES AS A BASIS FOR CREATING A BRAND POSITION FOR WINE PRODUCTS

Scientific Bulletin: finance, banking, investment. ◽

10.37279/2312-5330-2020-3-153-166 ◽

2021 ◽

pp. 153-166

Author(s):

Olga Mikhailovna Khamidova ◽

Oksana Nikolaevna Ulanovskaya

Keyword(s):

Consumer Goods ◽

Mass Production ◽

Consumer Preferences ◽

Marketing Research ◽

Product Line ◽

Target Audience ◽

Behavioral Characteristics ◽

Wine Making ◽

Brand Position ◽

Additional Value

The relevance of the article lies in focusing on the positioning factors when creating an attractive wine brand for the target audience. In other words, the creation of a more advantageous brand position of a product and / or product line in comparison with competitors’ products based on research on consumer preferences, perceptions and cultural and behavioral characteristics. To achieve the goal of the article, the genesis of the terms was revealed — brand, branding and positioning; the concept of «brand position» was proposed for use in marketing of consumer goods, the needs for wine-making products at all levels of the pyramid of A. Maslou are considered; a marketing research of consumer preferences of the target audience was carried out. The study revealed that in the global competitive market for mass production, communications and distribution, the brand of a product becomes a powerful tool that creates additional value and stability for products and firms.

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Waste Legislation and its Impact on Marketing Communication of the Circular Economy in Slovakia

Political Preferences ◽

10.31261/polpre.2020.26.55-68 ◽

2020 ◽

pp. 55-68

Author(s):

Dominik Jánoš ◽

Rudolf Rybanský

Keyword(s):

Circular Economy ◽

Theoretical Perspective ◽

Marketing Research ◽

Marketing Communication ◽

Communication Tools ◽

The Individual

The article focuses on the characteristics of circular economy, supporters of the concept of circular economy, legislation and marketing communication in the process of circular economy from theoretical perspective. In the practical part of the paper the results of marketing research are presented. Marketing research is divided into 3 phases and focused on whether the respondents from the sample follow the individual communication tools during the process of shopping for clothes. The aim of the paper is to analyze waste legislation by the means of marketing communication tools in the implementation of the cirucular economy in Slovakia.

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The Impact of Consumer Choice Goals on Inovativeness

Advances in Marketing, Customer Relationship Management, and E-Services - Handbook of Research on Managing and Influencing Consumer Behavior ◽

10.4018/978-1-4666-6547-7.ch008 ◽

2015 ◽

pp. 174-193

Author(s):

Jose Carlos Korelo ◽

Danielle Mantovani Lucena da Silva ◽

Paulo Henrique Muller Prado

Keyword(s):

Regulatory Focus ◽

Consumer Choice ◽

Product Category ◽

Anticipated Regret ◽

Consumer Innovativeness ◽

Choice Process ◽

Intention To Adopt ◽

Choice Goals ◽

Innovative Products ◽

The Impact

Consumer innovativeness is one of the most explored concepts in new product adoption literature. Nevertheless, the intention to adopt novelties, specifically in a product category domain, still needs exploration of what happened during the choice process. Consumers can build their decision about whether to adopt innovation based on their hierarchy of choice goals. The authors propose this hierarchy is driven by the regulatory focus system, based on promotion (justifiability and choice confidence) and prevention goals (anticipated regret and evaluation costs). In order to demonstrate this reasoning, the authors compared “most innovative” versus “less innovative” consumers, regarding their prevention and promotion goals. The most innovative ones demonstrated higher justifiability and choice confidence and showed more capabability of avoiding an anticipated choice regret when compared with the less innovative consumers. The differences explored in the analysis highlight the necessity of further understanding how consumers perform during the choice process of innovative products.

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The impact of modern communication marketing tools to increase the innovativeness of business

Marketing and Management of Innovations ◽

10.21272/mmi.2021.3-10 ◽

2021 ◽

Vol 5 (3) ◽

pp. 117-126

Author(s):

Hana Krchova ◽

Katarína Svejnova Hoesova

Keyword(s):

Business Processes ◽

Slovak Republic ◽

Online Communication ◽

Scientific Paper ◽

Mobile Marketing ◽

Marketing Communication ◽

Communication Tools ◽

Method Of Calculation ◽

Survey Responses ◽

The Impact

The scientific paper aims to examine the influence of marketing communication tools on the innovation of small and medium-sized enterprises increasing in the Slovak Republic. Nowadays the most companies struggle with business revenue due to the pandemic situation of COVID-19 disease. Many business processes moved to the online area, especially daily workers cooperation, communication with customers, sales support, and almost all types of marketing activities. Experience has shown that the key to success in business is the adequate setup of the communication tools. This issue is important not only in the company, but it took a crucial role in the communication with customers. Customers had to adapt to the new COVID-19 situation that dramatically changed their shopping habits. The survey responses were divided into two basic groups focused on traditional marketing and modern (online) tools. The research rests on data from the interviews with 825 managers or owners of small and medium-sized enterprises of the Slovak Republic. Data were examined using descriptive and regression analysis. The presented results showed that traditional and modern tools of marketing communication impacted increasing the innovation of companies. Besides, the impact of business internationalization on increasing business innovation has been demonstrated. The results were supplemented using various modern marketing tools. For evaluating these results, the method of calculation of constructed surface polygons was used. The findings showed that modern marketing communication tools were better for innovative companies than for non-innovative ones. This difference is up to 14.7%. Moreover, the findings showed many possibilities for improving modern marketing communication tools such as artificial intelligence in online communication through mobile marketing applications, analytical tools, or chatbots.

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VENTURE BUSINESS IN UKRAINE AND DIGITAL INNOVATION HUBS AS AN INSTITUTION OF ITS DEVELOPMENT

Economy of Ukraine ◽

10.15407/economyukr.2021.06.036 ◽

2021 ◽

Vol 2021 (6) ◽

pp. 36-49

Author(s):

Mykhailo DYBA ◽

◽

Iuliia GERNEGO ◽

Keyword(s):

Financial Risk ◽

Marketing Research ◽

Innovative Product ◽

Digital Innovation ◽

Business Plans ◽

Joint Activities ◽

Long Run ◽

Wide Range ◽

Innovative Products ◽

Venture Business

Expert research shows that the strengthening of digitalization trends, in particular, the use of digital technologies in the process of developing innovative businesses in Europe, will allow to receive an additional 110 billion euros annually over the next five years. Specialists note that such digital transformations should be implemented on the basis of specialized ecosystems: hubs, which include a wide range of startups, small and medium-sized businesses, scientists and researchers, consultants on digitalization and digital business management, big business, accelerators and investors. The joint activities of all these actors form a synergistic effect for innovative development. The development of venture business is based on attracting the appropriate amount of financial resources, as well as a number of other consulting and mentoring services. However, the peculiarities of such support depend on the stage at which the venture business is. The seed round of financing is characterized by a strong financial risk for direct investors, which is due to the return on investment and profit only in the long run. Instead, it is at the initial stage of creating a venture business that organizational problems often arise, related to the preparation of business plans and the final selection of the team, in particular, the establishment of digital competencies. Rounds A and B support the venture business, which already has a ready-made innovative product and a certain audience of enthusiastic users. However, there is an urgent need to commercialize innovation. The venture startup still has problems with monetizing the results of its activities, developing the concept of an innovative product-leader. Scaling the production of innovative products requires significant improvements associated with additional marketing research on the priorities of the target audience at the global level, the need for business planning. The digital innovation hub serves as a platform for the formation of synergistic cross-sectoral partnerships that creates the foundation for the development of innovative business.

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2. Marketing Communication Tools and Cultural Tourism in the Northeast of Brazil: the ‘forró pé de serra’ of Salvador/BA

Marketing & Tourism Review ◽

10.29149/mtr.v2i2.4557 ◽

2017 ◽

Vol 2 (2) ◽

Author(s):

Rodrigo Ladeira ◽

Tatiane Nunes Viana De Almeida ◽

Maria Teresa Grimaldi Larocca

Keyword(s):

Cultural Production ◽

Multiple Case Study ◽

Cultural Tourism ◽

Target Audience ◽

Marketing Communication ◽

Management Styles ◽

Communication Tools ◽

Multiple Case ◽

Qualitative Multiple Case Study

The aim of this study is to discover how forró artists/bands in Salvador-BA, who work with forró pé de serra - considered the original rhythm and form in which execution of the music is based on the accordion, zabumba and triangle - use marketing communication tools to disseminate their work, reach their target audience and exert an influence on the cultural tourism market. The article presents the cultural tourism market in the northeast, forró, concepts of cultural production and marketing (communication and advertising) to set against the participants’ insights. This research, an exploratory and qualitative multiple case study, interviewed three artists/bands for this purpose. As a result, the range of marketing communication used by the actors of this research and their influence on the cultural tourism market was observed. Different uses were identified on account of their management styles. Bands which have greater knowledge and use of marketing and communication tools had a wider audience and higher profits in the groups studied. Furthermore, this research helps to reveal how forró production in Salvador-BA operates.

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FEATURES OF INNOVATIVE PRODUCT MARKETING

Business security management in modern conditions ◽

10.26526/chapter_60258635d98d97.32646802 ◽

2021 ◽

pp. 202-211

Author(s):

Vera Shumilina ◽

Dmitriy Filev ◽

Anguelina Tepegendjiyan

Keyword(s):

Marketing Research ◽

Innovative Product ◽

Radical Innovations ◽

Innovative Products ◽

Product Marketing

The article examines the features of the marketing of radical innovations. It is shown that these features are determined by the specifics of the innovation market and the features of innovative products as goods. Specific elements of marketing research and a system for promoting innovative products are presented.

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МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

State and Regions. Series: Social Communications ◽

10.32840/cpu2219-8741/2020.2(42).13 ◽

2020 ◽

pp. 90

Author(s):

O. Bondar

Keyword(s):

Publishing House ◽

Target Audience ◽

Point Of View ◽

Information Support ◽

Literary Field ◽

Non Profit ◽

Functional Aspects ◽

The Media ◽

Literary Prizes ◽

The Impact

In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.Key words: book prize, book rating, literary contest, literary prize, functions of the literary prizes.

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