Faculty: economics
Speciality: Management of innovative activity
Introduction (Motivation)
In today's market increases the complexity of the business, however, the implementation of innovative activity helps to: increase the profitability of the business, the competitiveness of enterprises and in many ways to ensure socio-economic development of our country. But with innovative activity, a number of marketing issues, such as how to develop a range of innovative products, how to determine pricing strategy to the product, what tools to advance to choose, how to choose the best distribution channel to the product and many others. Eliminate these problems by using effective marketing innovations.
Certain aspects of marketing innovations are studied in foreign and domestic scholars, N.P Goncharova, A.I Anchishkin, A. Alimov, L. Antoniuk, S.M Illyashenko, A.B, Titov V.Y Kardash, P.G Interruption, I. Ansoff, E. Panchenko, Joseph Schumpeter, N.I Chukhrai, S.Y Glazyev, A. Vinogradov, A. F Pavlenko. and so on. They have developed a number of theoretical and methodological approaches and methodological tools of marketing innovations aimed at disclosure issues of market analysis for new products, the formation and stimulation of demand, the marketing of innovation, and so on.
Consequently, we can conclude that at the moment is not far enough developed theoretical and methodological basis of marketing management in innovation activities of enterprises in conditions of dynamic changes in the external environment, which is, first of all, the specificity of innovation as an object of marketing, as well as certain subjectivism define the essence of marketing innovation, forming the organizational and economic mechanisms of control of marketing innovation in enterprises, as well as formulating and solving scientific and applied problems of formation of their innovative marketing campaigns. The unsettled many of these and other theoretical and methodological issues of concern of marketing innovation in enterprises of Ukraine determined the choice of topic work, goals and objectives.
The purpose and objectives of the study
The aim is to further develop the theoretical foundations and development of guidelines for the formation of marketing innovation in the enterprise.
Object and subject of study
The object of research is the process of formation and improvement of marketing innovation in the enterprise. The subject of the study are the basic principles and methods of formation and implementation of marketing innovations in enterprises.
Summary
«THEORETICAL ASPECTS OF THE SYSTEM OF MARKETING INNOVATION TO ENTERPRISE»
Reasonable that innovation is the specific object of marketing, delivering innovative features from other objects of marketing, revealed how innovations are related to marketing, defined for this entity, the stages of the innovation process and the identity of the processes of marketing activity, studied theoretical aspects of marketing innovations, namely: summarizes the differences between marketing innovation and marketing innovation, defined the essence, principles and purpose of marketing innovation. Also justified by the content of marketing innovation and identified its components.
The studies found that the marketing of innovations should be viewed in the context of its three main aspects (special business philosophy, a set of tools, control function, within which the marketing strategy). It was determined that the effective implementation of each stage of the innovation process in general, need an effective marketing system. Justifying the content of marketing innovation, it was concluded that the marketing of "4P" can be used as a marketing system of innovation in the enterprise.
«INVESTIGATION OF THE ELEMENTS OF MARKETING INNOVATIONS»
We justify the existence of the proposed elements of the marketing system of innovation, considered their main goals, objectives and purpose, each of them in the implementation of innovations. According to the research found that pricing is a very difficult stage in the marketing mix, as in setting prices is necessary to consider many factors, which are sometimes difficult to identify and predict. Also, it was determined that the direction of the sales policy affects the choice of method of marketing and sales channel selection significantly affects the profitability of the project.
«RECOMMENDATIONS FOR THE FORMATION OF MARKETING INNOVATION TO ENTERPRISE»
To provide scientific and practical recommendations on pricing for innovative products, and recommendations regarding the creation of marketing innovation in the enterprise.
At the time writing the master work is not completed yet. Final Completion: December 2011. Full text of the work and materials on the subject can be obtained from the author after this date.