INTEGRATED MARKETING COMMUNICATIONS OF THE CLUB RESTAURANT «FILIN», MYRGOROD
Ескіз недоступний
Дата
2020
Автори
Назва журналу
Номер ISSN
Назва тому
Видавець
KNUTE
Анотація
The relevance of the topic of the thesis lies in the fact that currently there is an
active development of marketing both in the whole world and in Ukraine. Competition
in the global market is intensifying, and, therefore, companies need to spend more
money on promoting their own product so that it does not get lost among the mass of
others, on the creation of unique, fundamentally new products.
American and European companies give leading role to research and
development activities. To optimize the work, the sellers are equipped with laptop
computers that allow them to control the inventory in the warehouse and the activities
of competitors: the central office is immediately informed about the end of inventory in
any of the stores or about the actions of competitors[1]. There is an intensive
development of technology. For example the use of interactive CD players and
electronic scanners at retail locations. Marketers understand the need to target specific
market segments to avoid unnecessary costs and maximize consumer exposure.
At the same time, the global economic crisis has led to a reduction in marketing
budgets. However, this increases the need to find economic and at the same time
effective ways of communicating with consumers. Therefore, the role of integrated
marketing communications is increasing every day.
Competition is also intensifying, so only those companies that know and
understand their consumers and competitors well, conduct an effective communication
policy, will be successful in the market [2,3].
Shifting interests from mass to targeted marketing, as well as dynamic development of
communication channels and tools promotions set a new challenge for marketers. The
modern consumer is exposed to numerous and varied information about the company.
However, buyers do not distinguish between sources of advertising messages the way
marketers do. The messages they receive through a variety of media - advertising,
personal selling, sales promotion, public relations, or direct marketing - create an
overall impression of the company. If information coming from different sources is
contradictory, this provokes distrust in the company and its products. Companies often
fail to properly coordinate the activities of their communication channels. As a result,
the consumer cannot understand a large number of messages.
Currently, the concept of integrated marketing communications (IMC) is gaining more
and more popularity, coordinating all types of promotion - advertising, personal sales,
sales promotion and PR in order to reach all target audiences with a single message.
This approach is more modern and allows solving the problems associated with
traditional promotion.
1) a single funding is introduced and the conflict over budgets in different
directions of promotion is eliminated, which takes time and effort.
2) a single "control center" for the product promotion campaign appears.
3) unified campaign planning is introduced. This eliminates the effect of sending
out various and often conflicting "messages" about the product.
4) And most importantly, this approach is at least 2 - 2.5 times cheaper than the
traditional one. Significant savings are possible because integrated marketing
communications allow you to opt out of direct advertising on television[6].
General issues of theory and practice the application of marketing
communications was given much attention in the works the following foreign authors:
F. Kotler, D. Schultz, S. Tannenbaum, R. Lauterborn, J. Burnett, S. Moriarty, P. Smith,
K. Barry, A. Pulford, G. Dowling. Among Russian and Ukrainian authors studying this
direction of marketing communications, it is necessary to note EN Golubkov,
AND. Primak, F.I. Sharkova, E.V. Romat, V.I. Cherenkovaand others.
Analysis of the scientific literature related to the topic of the thesis allows us to
conclude that there is a fairly high level of elaboration of various theoretical and
practical aspects of integrated marketing communications.
The growing role of marketing communications, their consistency and control made it
necessary to expand the scale of scientific research substantiating ways to solve
managerial tasks for the coordination and assessment of the effectiveness of the
marketing departments of companies.
The aim of the thesis is to study the theoretical and methodological aspects of
an integrated system of marketing communications and, on its basis, develop directions
for the development of the company in the context of the concept of integrated
marketing and communications.
Achieving this goal implies the need to solve the following tasks:
- consider the role and importance of integrated marketing in company
management;
- to characterize the evolutionary path of marketing and its concepts;
- to reveal the essence of the marketing communications system at the
enterprise;
- to identify the features and tools of integrated marketing communications;
- to characterize enterprise development programs as an integrated marketing
tool;
- to analyze the concept of marketing and marketing communications at the
club restaurant «Filin»;
- develop directions for the company's development in the context of the concept
of integrated marketing and communications and assess the effectiveness of the
proposed activities[7].
The subject of the thesis is the marketing communications of club restaurant Filin.
Subject of work - methods of integrated marketing communications for
modeling the behavior of consumers of an enterprise.
In the course of the study, a systematic approach, methods of scientific research,
including statistical, economic analysis, expert assessments, generalizations,
questionnaires, synthesis, formalization, observation, induction, were used.
The theoretical significance of the work lies in the fact that the theoretical and
scientific- methodological developments presented in the thesis contribute to the
development of integrated marketing communications in a commercial organization.
The practical significance of the study is determined by the possibility of
widespread use of the results obtained for the development of the company in the
context of the concept of integrated marketing communications
Опис
FINAL QUALIFYING PAPER