Innovative Models of Enterprise Marketing Activity

• Main Author: V. F. Volodko
• Format: Article
• Language: Russian
• Published: Belarusian National Technical University 2020-04-01
• Series: Nauka i Tehnika
• Subjects: : event; brand effect; geolocation; lead-generation; commodity distribution network; van selling; focus-group effect; targeted advertising
• Online Access: https://sat.bntu.by/jour/article/view/2299

The papers considers the following six innovative models of marketing activity: event marketing, brand immersion, geolocation internet-marketing, lead generation internet-marketing,   single commodity distribution and trade-service network, van selling. Even marketing is a systematic execution of events used as a platform for presentation of products while attracting attention of potential consumers and exerting emotional impact on them. The model is directed on four targeted objects: consu-mers, partners, market and own personnel. Brand immersion is the involvement of consumers in emotional perception and expe-rience  of  brand. Geolocation  internet-marketing  is  data  penetration  (location)  of  a large  circle  of  consumers  via the Internet on a wide geographic site. Lead generation internet-marketing is attraction (generation) of potential consumers (leads) via the Internet. Single commodity distribution and trade-service network is an aggregate of firms or individuals which and who take over or help to transfer ownership of a particular product or service to someone else on their way from a manufacturer to a consumer as well as providing trade and service services. Links of the commodity distribution network are: manufacturers, distributors, wholesalers, dealers, brokers, agents, consignees, retailers, service and repair companies. Van selling is wholesale trade with prompt delivery of goods to consumers and placing orders on the spot (sale from wheels). The essence of each model has been revealed and their values and advantages in commercial activity have been considered in the paper.  It has been shown that an introduction of innovations is hindered by various factors: stereotypes of thinking, organizational difficulties, additional material costs, possible lack of direct economic benefits for some participants in the trade. All this makes it difficult to create and implement innovations in trade practice including the use of computer technologies in trade, for example,  in the field of public procurement. The paper proposes methods for eliminating these obstacles.