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BUSINESS INFORM №4-2014

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73

Section: Management and Marketing
UDC 339.138
Kniazieva N. O., Lozovska H. M.
Marketing Instruments of Introduction of a Socially Important Innovation Service (using the Example of the National Digital Television) (p. 424 - 431)
The goal of the article is development of marketing instruments of introduction of socially important innovation services using the example of the national digital television (NDTV). The article identifies the role of television services in the society as socially important. The authors analyse existing solutions in the sphere of development of marketing instruments. Based on the analysis of methods of study of the market of services, the article justifies selection of the most expedient one, which allows fast obtaining of knowledge about the situation in the market of television services. Based on questionnaire studies the article develops marketing instruments for introduction of the national digital television for various categories of consumers. These instruments allow development of specific strategic marketing solutions for each category of NDTV users, justification of sources of financial support of socially unprotected strata of the population for purchasing decoders and also outlining main directions of the information campaign for introduction and circulation of the interactive television as the most prospective one in the market of television services.
Keywords: marketing instruments, socially important service, study, market, digital television, interactive television
Fig.: 9. Tabl.: 2. Formulae: 1. Bibl.: 9.

Kniazieva Nina O. – Doctor of Sciences (Engineering), Professor, Academician of the Academy of Communications of Ukraine, Head of the Department, Department of Information Systems and Networks, Odesa National Academy of Food Technology (112 Kanatna Str., Odesa, 65039, Ukraine)
Email: [email protected]
Lozovska Hanna M. – Postgraduate Student, Department of Information Systems and Networks, Odesa National Academy of Food Technology (112 Kanatna Str., Odesa, 65039, Ukraine)
Email: [email protected]

Reference to this article:
Kniazieva, Nina O., and Lozovska, Hanna M. (2014) “Marketing Instruments of Introduction of a Socially Important Innovation Service (using the Example of the National Digital Television).” Business Inform 4:424–431.

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