Features of the development of innovative marketing

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FEATURES OF THE DEVELOPMENT OF INNOVATIVE MARKETING

Samoilenko A.O., Rumiantseva H. О.

Oles Honchar Dnipropetrovsk National University (Ukraine)

Recently, there was a dynamic development of the business sector of the economy in a volatile market situation, which leads to increased competition and over saturation of the market with almost identical goods. Therefore, innovative technologies are now widely used in marketing. This allows companies to significantly increase profits and expand the market sector occupied by their products.

Marketing innovation is a concept that has emerged relatively recently. It arose in connection with the rapid development of high technology. Improved products must be introduced to the market without hindrances. In order for the mechanisms to be as efficiently as possible, the specialists have done work on convergence and integration of two objects: marketing and innovation.

To date, innovation marketing is defined as a type of economic and production activity of the company aimed at controlling innovation, optimizing production, marketing based ongoing research and, most importantly, actively influencing the market through the introduction of new products.

Features of marketing innovations today have a rather weak specificity. Nevertheless, it is already possible to identify some methods of regulation in this area. Specificity of innovation marketing is determined by the features of the site and the products presented there. In accordance with these parameters, methods and marketing tools are defined.

The public institution, which exchanges between sellers and buyers of innovative products, has the following features:

- This market is characterized by the fact that the demand for innovation significantly prevails. In fact, this is the seller's market, which should convince the buyer of the appropriateness of acquiring his product.

- This market has high psychological barriers to perception of innovative products.

- The capacity of this public institution depends on the state of the economy on the "macro" and "micro" levels and its activity regarding innovation.

- The market of innovations is global naturally.

- Unlike conventional markets, innovation does not have a specific place and sales channels.

- Innovative products are purchased exclusively by professionals (excluding consumer goods) and in the dialogue with them competence and common terminology are important.

- This market is characterized by a variety of goods, the purchase / sale of which is specific. For example, the use of the results both by the buyer and the seller.

- The functioning of this market is carried out by financial, information and organizational infrastructure.

- Subjects of the given market (technoparks, research institutes, enterprises and others) are forced to perform functions that are not casual for them, due to the underdevelopment of the innovation market and the complexity of communications.

Innovative products are exchangeable and specific subjects on this market. Along with the novelty, they have other properties:

Efficiency and attractiveness, as well as the degree of risks of innovative products, are difficult to establish, because they are poorly tangible until the moment they are put into operation. The same reason is reinforced by the uniqueness of the product.

The authorship of innovative products (industrial property or intellectual property) determines their highly personalized character, which depends on the subjects of innovation activity (their talent, knowledge and experience).

In some cases, these objects can multiply. That lead to unlimited exchange. For example, licenses.

New types of products form new needs for consumers, which can not immediately be realized. At first, innovative products could be rejected. Novelties can lead to a situation of the emergence of new markets, which can not be formed single-handedly by one company. Thus, alliances, corporations and other forms of business partnership arise.

Innovative activity in the sphere of marketing is impossible without the presence at the enterprise of the relevant personnel and organizational and managerial support. Skilled, creative and ambitious employees. Their knowledge and experience will become the decisive source of innovation and an advantage in the field of competition in the future.

The introduction of marketing tools to manage innovation is becoming one of the main reasons for the success of modern innovations. Marketing innovations can act like a separate product, be a technology of innovative marketing, and be a consequence of other types of innovation (technology, process, organization, food).

development innovative marketing

The list of references

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