Павлова О. В., кандидат економічних наук, завідувачка кафедри маркетингу та менеджменту, Економіко-технологічний інститут імені Роберта Ельворті, Кропивницький, Україна

ORCID ID: 0000-0002-3204-2446
e-mail: pavlovaolga154@gmail.com

The System of Marketing Promotion Measures for Products on the B2B Market based on the Example of Agricultural Machinery Enterprises

Abstract. Introduction. The article considers the system of marketing promotion measures for products in the B2B market as a new direction of enterprise development. Prospective trends of B2B marketing as a type of economic activity are grounded, aimed at improving the efficiency of relationships between industrial entities and meeting the needs of corporate clients. It is proved that when choosing the best options for a product offer, the primary role goes to branding, PR-methods and personal sales, which are enhanced by advertising and appropriate methods of sales promotion. The main elements of the marketing promotion of products in the B2B market are considered, were examined by the example of one of the largest agricultural machine-building enterprises of Ukraine – JSC “Elvorti”. It is determined that recently, B2B marketing activity is represented by new specific information intermediaries and sales points – virtual trading platforms, online stores, and other elements of the Internet communications complex.

Purpose. The main purpose of this studying is the analysis of Product Promotion System in the B2B-market.

Results. The following groups of industrial enterprises product promotion actions are proposed: the use of incentives in the product marketing system (material and moral incentives for staff, the granting of additional vacations, etc.); assistance to intermediaries (granting discounts, exclusive right to sell products in a particular segment of the market – for independent intermediaries; partial compensation of training costs and training of intermediary staff, reimbursement of the costs of advertising the manufacturer’s products – for dependent intermediaries); assistance to consumers (providing discounts on prices, free provision of related products, granting commodity credit, guarantees and more).

Conclusions. It is proved that the use of effective actions to promote the products of the company allows you to evaluate the quality of the activities, compare the properties of agricultural equipment JSC “Elvorti” with similar products from other manufacturers, plan ways to improve the competitiveness of equipment, establish long-term relationships with new customers and develop a mechanism for further development of the mechanism of promotion of machinery to agricultural producers.

Keywords: product promotion system; B2B marketing; branding; PR-methods; personal sales; Internet communications; loyalty program; potential of the producer.

References:

1. Kotler, F. & Keller, K. (2006) Marketing management. 12th ed. Saint Petersburg, 816 (in Russian).
2. Jurchak, A. (2014). Lidogeneracija – pochemu i chto nuzhno uskorjat’. Marketing i reklama, 8 (215), 38-40 (in Russian).
3. Kydyrko, L. & Sevruk, I. (2015). Formuvannja system zbutu zauchasti mizhnarodnykhrozdribnykh torghoveljnykh merezh. Visnyk Kyjivsjkogho nacionaljnogho universytetu imeni Tarasa Shevchenka. Ekonomika. 8 (173), 36-42. https://doi.org/0.17721/1728-2667.2015/173-8/6.
4. Kak ukrainskiy biznesis pol’zuyet internet-marketing: issledovaniya [How Ukrainian business use Internet marketing: research] (2016). Retrieved from https://promodo.ua/upload/researchinternet-marketing-ukraine-.pdf (in Ukrainian).
5. Kontent-marketing v B2B: sostoyaniye i perspektivy v 2016 godu [Content-marketing in B2B: status and prospects in 2016]. (2016). Retrieved from https://www.b2bray.com/category/resources/reports/ [in Russian].
6. Punin, Ju. O. (2018). Strateghija i taktyka internet-marketynghu kompanij- dystrybutoriv na V2V rynku. Marketyngh i cyfrovi tekhnologhiji, 4. (2), 44-56. https://doi.org/15276/mdt.2.4.2018.3/.
7. Kovalev, A. Y. (2002). Promishlenniy marketing (Chasty I, II). Mоscow, Fyrma «Blaghovest-V», 616 (in Russian).
8. Ghamalij, V. F. (2012). Suchasni problem zbutovoji polityky ukrajinsjkykh pidpryjemstv. Naukovi praci Kirovoghradsjkogho nacionaljnogho tekhnichnogho universytetu. Ekonomichni nauky, 22 (2) (in Ukrainian).
9. Slabinskij, S. V. (2011). Osobennosti sbyta promyshlennoj produkcii v sovremennyh uslovijah. Jekonomika, predprinimatel’stvo i pravo, 1, 4, 21-26. https://doi.org/18334/.
10. Korolj, V. (2018). Marketingovy komunikacji. Umansjkyj derzhavnyj ped. un-t imeni Pavla Tychyny, Umanj,Vizavi, 191 (in Ukrainian).
11. Rodionova, L. N., Kantor, O. G. & Hakimova, Ju. R. (2000). Ocenka konkurentosposobnosti produkcii. Marketing v Rossii i zarubezhom, 1, 63-77 [in Russian].
12. Akimova, I. M. (2001). Promyshlennyj marketing. Kіev. Znannja, 294 [in Russian].