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Strategies of interaction with a consumer within the marketing product policy

Author

Listed:
  • Oleksandra Stoian

    (Petro Mohyla Black Sea State University, Ukraine)

  • Tetiana Polozova

    (Kharkiv National University of Radio Electronics, Ukraine)

  • Evgen Didenko

    (Kharkiv National University of Radio Electronics, Ukraine)

  • Oleksandra Storozhenko

    (Kharkiv National University of Radio Electronics, Ukraine)

  • Olena Moskvichova

    (Vinnytsia Finance and Economics University, Ukraine)

Abstract

A matrix of strategies for interaction with a consumer in the Internet is developed based on the use of two-vector coordinate system: the degree of consumer readiness to purchase and the communication environment. The means of promotion has been analyzed in accordance with the strategy of interaction with the consumer in the Internet. The KPI system for the communication activity of the enterprise in the Internet was proposed on the basis of crowd-technologies. The built matrix of areas of correction of the communication policy allows the company to determine the further direction of correction of communications for each level of communication influence.

Suggested Citation

  • Oleksandra Stoian & Tetiana Polozova & Evgen Didenko & Oleksandra Storozhenko & Olena Moskvichova, 2018. "Strategies of interaction with a consumer within the marketing product policy," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(2), pages 1018-1027, December.
    • Handle: RePEc:ssi:jouesi:v:6:y:2018:i:2:p:1018-1027
    DOI: 10.9770/jesi.2018.6.2(36)
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    Citations

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    Cited by:

    1. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 3(1), pages 29-40, March.
    2. I.N. Sycheva & O.V. Сhernyshova & T.A. Panteleeva & O.A. Moiseeva & S.A. Chernyavskaya & S.Y. Khout, 2019. "Human Capital as a Base for Regional Development: A Case Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(Special 1), pages 595-606.
    3. Marcel Lincényi & Jaroslav Čársky, 2021. "Research of citizens' behavior in a political campaign in searching for and monitoring political advertising in The Slovak Republic," Post-Print hal-03583744, HAL.
    4. Natalia M. Mamedova & Zoya V. Bezveselnaya & Elena V. Malakhova & Valery S. Kozmin & Irina M. Kornilova & Tatyana I. Savinchenko, 2019. "The Modern Paradigm of Advertising in the Light of Sustainable Business Development," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 6(4), pages 2110-2126, June.

    More about this item

    Keywords

    marketing product policy; strategy; communication policy; consumer; crowd-technologies;
    All these keywords.

    JEL classification:

    • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General
    • Q20 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation - - - General

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