Currently, there is an active introduction and development of marketing in the field of retail. However, the marketing tools used by commercial enterprises are mainly limited to the marketing mix. Much attention is also paid to merchandising, market segmentation and positioning of trade enterprises, the life cycle of retail enterprises, the importance of sales in retail activities, the development of organizational structures of trade enterprises, trade marketing. By anticipating consumer needs, using digital resources to enhance their experience, and working with partners to close gaps in customer satisfaction, retailers can remain competitive if they focus their marketing efforts on modern online marketing tools. The development of market relations has necessitated the wider use of marketing in the practice of retail trade. Marketing activities in offline and on-line trade is a set of promotional activities developed in accordance with the marketing program and aimed at consumers of goods (services) representing relevant market segments in order to provoke their reaction, which contributes to the decision of the manufacturer their strategic and tactical objectives. Marketing activities of any Internet project are aimed primarily at growing the audience of resource users and retaining existing customers. The chapter highlights the issues of marketing management of retail enterprises in offline mode. And the importance of managing the marketing of retail businesses online.
Today, the openness of the Ukrainian market in competitive conditions requires companies to create special advantages that give them the opportunity to become competitive among other domestic enterprises. A modern marketing management encourages companies to become more active in the formation of a customer orientation system as a key feature of the business, as it is an advantage among competitors based on the specific, special capabilities and resources of the enterprise, which are almost counterfeited by competitors [1]. A client-oriented approach becomes the basis of a marketing management as it increases the competitiveness of the company by retaining, attracting and increasing a sufficient number of clients [2]. A customer orientation is a key characteristic of a company that is expressed in the establishment and development of partnerships with customers, as well as with any participants both outside and inside the enterprise, based on understanding and meeting their active and secondary needs and increasing the maximum profit on this basis [3]. Each client should feel the importance of their needs for the employee of the company and the willingness to quickly make every effort to meet them. That is why it is necessary to establish or create a coordinated interaction of all divisions of the enterprise and to form a chain of a customer service, which is important for the company business process. Stable key indicators of the enterprise success which identify the level of a customer orientation are, above all, the service, quality and assortment of goods [4]. The customer-centric approach involves expanding the range of products. Keeping this in mind, the company must constantly improve its existing products and create new ones, taking into the account past, present and future needs. Knowing your buyer well, understanding his needs and anticipating his wishes, you can develop a product or service that is difficult to refuse. Taking into the account the priority of the client and his active involvement in the interactive process of creating and developing new products will allow the company to significantly expand
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