BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

The Applied Principles of Development of the Marketing Program of the Communications Operator PrAT «VF Ukraine» Taking into Account the Impact of Relationship Marketing
Koliadenko V. A., Vasylchenko Y. V.

Koliadenko, Volodymyr A., and Vasylchenko, Yuliia V. (2020) “The Applied Principles of Development of the Marketing Program of the Communications Operator PrAT «VF Ukraine» Taking into Account the Impact of Relationship Marketing.” Business Inform 11:462–467.
https://doi.org/10.32983/2222-4459-2020-11-462-467

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 1

Download article (pdf) -

UDC 339.138

Abstract:
The article is aimed at defining and substantiating the basic principles of the communications operator’s marketing program, taking into account the impact of the conception of relationship marketing, since many communication services companies direct most of their resources to attract new customers. Efforts to keep existing customers are minimal, at least as far as the official marketing program is concerned. This view of marketing is restrictive and potentially useless. The publication defines the mechanism of general action of marketing relations to the enterprise; mandatory trends and accents, which should be taken into account during changes in the marketing program, are specified as follows: service; client orientedness; strong ties with clients on one hand and partners, shareholders, investors, suppliers on the other hand; Internet marketing; branding; development of related applications. The process of implementing the relationship marketing is considered, the main purpose of which is to increase the competitiveness and profitability of the enterprise by meeting the needs of client?le and preserving the existing customers. The existing possible marketing strategies of relationship marketing that can serve as a basis for the company’s marketing program are examined: the main strategy of service; adjustment of relationship; service improvement; pricing of relationships; internal marketing. Taking into account the carried out researches, the necessity to amend the marketing program of the enterprise is substantiated, it is determined that the operator’s application of the specified conception in the marketing of the company increases profitability, brand loyalty, encourages greater differentiation of goods/services, and gaining competitive advantages. To maintain the relationships, a good service is needed – this will become one of the leading benchmarks and priorities as to the changes in the company’s marketing program. To achieve the goal set, it is necessary to improve the existing marketing program of the company in accordance with the new conception.

Keywords: relationship marketing, transaction marketing, customer value, long-term relationships, communications operator.

Bibl.: 8.

Koliadenko Volodymyr A. – Candidate of Sciences (Economics), Associate Professor, Department of Management and Marketing, Odesa National Academy of Telecommunications named after O. S. Popov (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Vasylchenko Yuliia V. – Masters Student, Odesa National Academy of Telecommunications named after O. S. Popov (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

List of references in article

Berry, L. “Relationship marketing“. In Emerging Perspectives of Service Marketing, 25-38. Chicago: American Marketing Association, 1983.
Chi, C. “Everything You Need to Write a Marketing Plan [+ Examples]“. https://blog.hubspot.com/marketing/marketing-plan-examples
Gronroos, C. “On defining marketing: Finding a new roadmap for marketing“. Marketing Theory, vol. 6, no. 4 (2006): 395-417. DOI: https://doi.org/10.1177/1470593106069930
Watkins, D. “Transactional Vs. Relational Marketing“. https://smallbusiness.chron.com/transactional-vs-relational-marketing-20763.html
Bahliuk, Yu. B. “Stratehii rozvytku providnykh operatoriv mobilnoho zv'iazku Ukrainy“ [Strategies for the Development of Leading Mobile Operators Communication of Ukraine]. Statystyka Ukrainy, no. 2 (2018): 36-42. DOI: 10.31767/su.2(81)2018.02.05
Stadnyk, V. V., Izhevskyi, P. H., and Holovchuk, Yu. O. “Marketynh vzaiemodii v rozvytku innovatsiinoho ta rynkovoho potentsialu pidpryiemstva“ [Marketing of Interaction in Management of the Development of Innovative Potential of the Firm]. Efektyvna ekonomika. 2018. http://www.economy.nayka.com.ua/?op=1&z=6101
Rust, R. T., and Chang, T. S. “Marketing Models of Service and Relationships“. Marketing Science, vol. 25, no. 6 (2006): 560-580. DOI: 10.1287/mksc.1050.0139
Reichheld, F. F., and Sasser Jr., W. E. “Zero Defections: Quality Comes to Services“. Harvard Business Review. 1990. https://hbr.org/1990/09/zero-defections-quality-comes-to-services

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster