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Рисунок 11 – Ответы на вопрос: «Насколько Вы в общем довольны нашим веб-сайтом?»

Рисунок 12 – Ответы на вопрос: «Вы бы рекомендовали наш веб-сайт другим людям?»

ПРИЛОЖЕНИЕ 4

CHAPTER 1

«THERETICAL BASES OF MARKETING COMMUNICATION

MANAGEMENT»

In marketing, the concept of "communication" was borrowed from social psychology. The term takes its origin in Latin where the words "com" and "munis" have a literal translation: ‘with people’. In the most general sense, communication is the process of transmitting a message that carries an emotional or semantic load, and in which two parties take part: the sender and the receiver [1, p. 27]. Thus, at present, the most important means of communication between people is their interaction. In the process of these contacts and communications, information is exchanged.

The notion of "communication" in marketing is seen as the process of transferring a message from the manufacturer to a potential buyer in order to present their product and / or service or the company as a whole in an attractive light from the point of view of the target audience. The audience with which communications are established can be represented in the form of consumers, government agencies, employees, companies, traders, shareholders and public groups. It is generally accepted that personal communication is the most effective means of communication; however, organizations often resort to using special tools to transfer information to their target audience and promote goods [7, p. 35]. These tools are called marketing communications, and are divided into four types:

- advertising;

- promotion of sales and sales;

- public relations;

- personal sales.

The above types of marketing communications are considered basic. However, it should be noted that recently a variety of marketing communications have been actively developing, in which several or all of the four main types of marketing communications are applied at once, thereby achieving a synergy effect. These include: branding, sponsorship, exhibitions and fairs, merchandising. Sponsorship, for example, implies a set of elements of sales promotion, advertising and public relations [7, p. 41]. The reasons why marketing communications are so widely used in the process of promoting goods and / or services on the market can be multiple factors. Despite the fact that consumers learn about the company, its products and activities, through personal contacts, this process takes quite a long time. First, in this case, the formation and development of the market is rather slow. If you do not resort to special measures, until the product itself becomes popular, several generations of consumers will have time to change. In this case, by that time, the product will either lose its relevance, or the competitors will conquer the audience with an improved copy of the goods. Secondly, the goods and services offered by most organizations are not unique, and effective marketing communication emphasizes the difference of one product from the others. It also increases the value of the product in the eyes of consumers, in the sphere of trade and among interested groups. The totality of the marketing communications tools used by the company constitutes a complex of marketing communications. In view of the use of marketing communications for the purpose of promoting, promoting the sale of goods and informing the public, this complex is also called a promotion complex or a sales promotion complex [35, p. 52].

However, it must be remembered that communication tasks in individual cases can fulfill prices, product and distribution system. Therefore, all marketing tools should be coordinated within the framework of the general concept, since even the best advertising campaign does not help if the product is bad, the price is overstated or it is difficult to detect on sale [40, p. 31].

The following are the goals of marketing communications:

Informing. The head of the organization informs the audience about the availability of a certain type of goods or services, and also justifies their purpose, which is of particular importance for bringing new products to the market.

Conviction. The next stage is the process of forming a positive attitude of the audience about the company and its products. The enterprise aims to convince the audience and the trade areas that the proposed brand has undoubted advantages over similar competitive goods.

Creating an image. A commodity image is one of its most important parts. Trustful and benevolent attitude towards the brand is based precisely on this image. At the market shares, the differentiation of goods is quite difficult; consumer differentiation of brands is carried out through communications.

Reinforcement. Most of the appeals are aimed not so much at attracting new customers, but rather as persuading those already existing that they have made the right choice when purchasing the goods of a particular supplier. For enterprises that have a stable market position, maintaining the existing number of customers is much more important than buying new ones. Due to effective communications, consumers are convinced that the brand they have acquired is reliable, relevant and profitable. Otherwise, the audience will be interested in other goods that have new advantages and benefits [40, p. 68].

The result of effective communication can be:

- satisfied previous and new coming customers;

- well-coordinated work of motivated employees;

- increase of the company's reputation;

- successful international union, etc.

At the heart of every element of the complex of marketing communications lies the process of communication. Therefore, to understand how much the impact of communication on consumers, it is important to study the essence of the concept of the communication process. This is of particular relevance in the marketing environment, because the incorrect construction of communications is an important problem in the market. If the information sent is wrongly perceived by the audience, then it can be said that communication did not take place at all, and therefore the efforts and financial costs of the organization were ineffective [7, p. 42].

In view of the fact that the goal of communication is to achieve mutual understanding between the sender and the recipient, a concerted effort is required to ensure the same perception of the message by both parties. Nevertheless, the sender has the primary responsibility for achieving mutual understanding [7, p. 83].

The most complete understanding of the nature of the communication process is achieved when taking note of and eliminating existing communication barriers that have a certain impact.

Semantic barriers: problems in understanding the meaning, the meaning of the message being sent and received.

Organizational barriers: problems related to the remoteness of participants in communication from each other; with the specialization of tasks; with differences in the scope of power, authority and status of communicating people; with property for information.

Interpersonal barriers: problems of psychological climate, value system and negative attitudes of communication participants.

Individual barriers: a) problems associated with individual characteristics of thinking and activities that can be determined by physical handicaps, diseases, and b) problems associated with personal communication skills in obtaining and transmitting information that can be determined by inability to listen, poor attention in reading and Psychological characteristics and state [43, p. 37].

Economic, geographical and temporal barriers: the problems of time and money resources, different locations and the influence of the time of receiving the message.

Problems of channels and means of dissemination of information: the problem of conflict between ways of transferring information: which one is better. (For example, which is better: send the message in person or in writing).

Technological problems: the problem of too much information for the recipient's perception [51, p. 41].

Technological problems in the marketing channel of communications can lead to noise. Noise is the interference that occurs during the transmission of a message due to the one-time impact of several different messages on the recipient, which lead to a decrease in the effectiveness of messages. Therefore, the marketer needs to make sure that the information sent by the organization is definitely stand out against the background of noise [43, p. 27].

Thus, marketing messages should be allocated, first, from all accompanying noise of non-marketing nature. They should be perceived precisely as marketing messages, because consumers are looking for these particular messages and pay special attention to them. With their help, consumers find the necessary goods and services. Marketing communications provide customers with news and information that helps them to carry out their purchases more efficiently.

Marketing communications, which the company uses in the process of implementing the promotion policy, are divided into two categories: to the first, "basic communications", advertising, public relations, promotion of sales and sales, personal sales. The second, "synthetic communications," in a complex using all or a few basic types of communications, include branding, exhibitions and fairs, sponsorship, merchandising [48, p. 41].

1. Advertising is a printed, handwritten, oral, graphic or other notice of a person, product, service or social movement that is openly originated from the advertiser and paid for in order to increase sales, expand the clientele, receive votes or public approval.

Advertising - a non-personal form of communication, carried out through paid means of dissemination of information with a clearly specified source of funding.

Main advertising features and communication characteristics:

- An impersonal character. The communication signal comes to the potential consumer not directly from the manufacturer (seller), but through various information intermediaries.

- One-sided orientation of the advertising message from the producer to the consumer.

- The presence of a clearly defined advertiser - the one who orders advertising.

- Presence of motivation for the consumer to perform the action necessary to the advertiser.

2. The public relations (PR) system operates in the field of public communications or in the system of public relations. These communications have a certain difference from the communications that are formed in everyday life and mass communications [54, p. 47].

Ordinary communication is an interpersonal, oral form of communication, which is built through a dialogue between those involved in the communication process.

Mass communication is not personal, and often takes the form of a monologue. Its implementation occurs through various types of means, such as printing, TV, radio, etc. In this case, the public relations system combines both these types of communications, as it speaks about objects to which the communicator is involved, and it appeals to both the individual and the general public. Since public relations are a system of public communications, it can be classified in terms of interchange with the environment as a relatively open system, where there is a constant exchange of information between the environment and the organization. The PR system is constantly adapting to environmental changes, contributing to changes in the structure and processes occurring in the organization [54, p. 63].

3. Personal or personal sale is one of the oldest ways to promote a product. It began its development along with the emergence of the market and the emergence of an exchange. In today's competitive environment, personal selling is viewed by specialists as the most effective means of establishing and maintaining mutually beneficial partnerships with clients. Thus, personal sale is a type of marketing communications that presupposes a personal communication between the producer and the consumer, during which the seller carries out the presentation of the product with the aim of making a sale [52, p. 77].

This concept assumes:

- presence of at least two participants, from which the commercial interest in concluding a transaction is possible;

- communication or information exchange between them;

- interaction of participants, that is, the seller's choice of a position and style of behavior that correspond to the nature of the trading situation and lead to cooperation;

- mutual understanding of the parties that create the basis for forming the buyer's positive attitude to the product of the company and then the decision to buy.

The essence of personal sale is to establish a trustful relationship between the seller and the buyer, which will lead to the conclusion of the transaction and the creation of the basis for the development of a mutually beneficial partnership.

4. Stimulation of sales and sales is one of the most important tools in the promotion of goods and services, as well as in maintaining and supplementing other means of marketing communications. Initially, this type of commercial communications was seen as an auxiliary tool in the promotion of personal sales and advertising. However, at present, most companies are increasingly aware of the importance of a well-planned and coordinated incentive that they began to use it as an independent basic means of communication. Stimulation of sales and sales should be used in conjunction with other elements of the marketing communications system. Most often, incentive actions are used in conjunction with advertising and personal sales [7, p. 43].

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