PRODUCT INNOVATION POLICY AS A COMPONENT OF MARKETING ACTIVITIES OF COMPANIES IN B2C AND B2B MARKETS

Анотація

The article considers the definition of the concept of innovation and the factors affecting the need for innovation. It was noted that the successful implementation of innovations in the development of new goods and services and in production technologies is the key to maintaining a high level of economic performance of enterprises in the B2C and B2B markets. The development of innovative activity in Ukraine and the change in the indicator of innovative activity in the B2C and B2B markets were studied. It is highlighted that the focus on new technologies, marketing methods, trends and new services helps entrepreneurs to constantly attract customers, develop innovatively and increase profits. The article states that there is a need to apply not only product innovations, but also innovations aimed at elements of the marketing complex, the goals of marketing activities are defined: short-term and long-term. The process of planning a new product was studied and its stages were determined. The foreign experience of developing and introducing new products to the market was analyzed. Taking into account the foreign experience of implementing product innovations, it is recommended that at the stage of developing a marketing strategy, more attention should be paid precisely to the price expectations of consumers, since among the main factors of the success of enterprises in modern market conditions is leadership in terms of costs. The peculiarities of the implementation of product innovations of enterprises operating in the B2C and B2B markets are considered. It is noted that the approach to the development of a new product of companies operating both in the B2C and B2B markets requires detailed study, since according to statistics, almost 40% of unsuccessful innovative developments are observed in the B2C market and about 20% in the B2B market. Enterprises that work on the B2B market have certain features regarding the introduction of innovative products to this market. These companies must take into account the risks faced by the consumer organization. Product innovation is a decisive factor in the marketing activities of companies.

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