Сучасні тренди у маркетинговому середовищі підприємства

Abstract

Наведено тлумачення поняття «тренд». Обґрунтовано його значення для перспективного розвитку бізнесу. Визначено чотири найпопулярніші групи класифікації тенденцій:для сфери технологічної продукції, за Дж. Біном, за «Теорією поколінь» та Інтернет-маркетингу. Проаналізовано основні новітні тренди у різноманітних галузях, які отримують позитивну реакцію від споживачів. Доведено зацікавленість у маркетингових трендах. Представлено конкретні приклади останніх трендових напрямів, які допоможуть компаніям покращити свою позицію на ринку. Встановлено, що кожна організація задля свого розвитку повинна аналізувати тренди й слідувати їхнім тенденціям. It undergoes a variety of fluctuations under the influence of general tendencies. Therefore, one of the main functions of the marketing management of any company is the discovery, observation and reaction to the latest trends, is trends in the development of marketing, the market and the surrounding industries in general.The article presents several definitions of the term "trend". It is explained that there are many interpretations of its contents, because they have manifestation in all fields using different points of view. The importance of the trend for perspective business development is substantiated. The four most popular types of trend classification are considered: for technological products, by J. Binom, for "Theory of Generations" and Internet marketing. It is based on different ways of targeting and appointment.Modern marketing trends are considered, among which are: "Fantasy", "New minimalism" and "Cosmos". The main new trends in various industries, which receive a positive reaction from consumers, are analyzed. Proved interest in the marketing trends of both the manufacturer and the consumer.Trends affect, for example, the choice of package colors for products, social networks, communication methods, types of gadgets, musical elements, and more. Consumers actively perceive them, follow them and try to take into account in all spheres of their lives. Companies must pre-examine these possible trend directions. A modern person does not want to spend time on routine business, as it can be spent on self-development, creativity, creativity, learning. This dictates the society new trends for manufacturers. And those firms that follow the life of their consumer, catch such lines and develop new products. This enables them to produce competitive products, attract new customers and keep existing ones, improve production and economic performance and strengthen their position in the market.