ACTIVATION OF MARKETING BEHAVIOR OF THE FOOD INDUSTRY ENTERPRISES ON ONLINE-MARKET
Abstract
The pressing questions of activation of marketing behavior of the enterprises of food market in online-environmentis sanctified in the article. The conditions of high vagueness and dynamic of online-environment to the enterprises of food industry for the sake of rapid adaptation to the various changes it is necessary to adhere to authorial conception of marketing behavior activation of the enterprises of food industry on online-market, having regard to various world and local economic challengers and threatsis marked. The necessity of the development of theoretical and methodological approaches is reasonable in relation to the marketing online-behavior activation of the enterprises of food market with the aim of maintenance and strengthening of competitive edges and providing steady development enterprise of food market.Conception of marketing behavior activation of the enterprises of food industry that includes aims and tasks, modern methods and marketing instruments that will assist the improvement of marketing activity in online-environment is offered.Conception of marketing behavior activation of the enterprise includes four basic blocks: aims, principles, methods and directions of marketing behavior activation of the enterprise on food online-market.The algorithm of marketing behavior activation of the enterprises is worked out with the consumer-oriented approach on the online-market of foodstuffs through the selection of necessary for realization steps with the aim of achievement of marketing aims of the enterprise and increase of activity efficiency by satisfaction of consumers’ necessities. The author’s algorithm of marketing behavior activation of the enterprise envisages successive implementation of certain actions: evaluation of internal and external factors; acceptance of marketing decision by the enterprise; choice of marketing instruments of influence on activation of behavior of the enterprise; marketing behaviour strategies forming of the enterprise, that are based on neutralization(minimizations) of the consumer risks caused by the online-sale of products; monitoring of marketing behavior of the enterprise and adaptation to the changes and challengers on online-market is offered. It is marked that the important direction of further scientific researches is forming of marketing behaviour strategies of the enterprises on food online-market.
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