DEVELOPMENT OF CUSTOMER-ORIENTED MARKETING STRATEGY

Autor: Valeriia Redka, Ihor Ponomarenko
Rok vydání: 2022
Předmět:
Zdroj: Vìsnik Sumsʹkogo deržavnogo unìversitetu. 2022:224-231
ISSN: 1817-9290
1817-9215
DOI: 10.21272/1817-9215.2022.4-23
Popis: Marketing strategy is an integral component of the successful business activity of a modern enterprise in any field of economic activity. The work presents the results of research into the need for a client-oriented marketing strategy for business. The purpose of the work is to study the important stages of creating a client-oriented marketing strategy for an enterprise. The main stages of market segmentation and its key characteristics have been identified. Considered opportunities to provide customers with the best service, differentiation, and positioning of the enterprise on the market. The authors prove that a marketing program should consist of the following stages: creating a product, forming its price, making decisions about the features of product production (ensuring availability for potential customers), and convincing customers of the advantages of this product. The authors emphasize that each brand should promote a unique offer that will provide different characteristics from similar or identical products of the competitor. The key to building long-term relationships with customers is creating increased consumer value and satisfying customer needs, customer satisfaction leads to repeat purchases. At the same time, in most cases, the value can be tangible, but not really. The authors highlight the main principles of segmentation, which will ensure an increase in its effectiveness, in particular, measurability, materiality, difference, suitability, specialization. Positioning strategies and concepts of marketing management at the enterprise are systematized in the work. The article notes that an important category is "customer lifetime value", as the value of all purchases he could make during a significant period of his life. The authors have emphasized that the main principle of a client-oriented strategy is to put the client's needs, wishes, and requirements first, and to offer goods and services that fully meet the client's expectations.
Databáze: OpenAIRE
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