Olijnyk S. Improving the Mechanism of Industrial Goods Promotion in the Market

Research objects: industrial enterprises; research purpose: scientific substantiation and design of theoretical and methodological essentials for industrial goods promotion in the market, which are aimed to improve business efficiency of Ukrainian enterprises in transition economy; research methods and techniques: method of logical generalization, correlation and regression analysis, mathematical function analysis, situational modeling, present theory of choice under uncertainty, index analysis, statistics analysis; theoretical and practical results: it is explained that influence of promotion costs on company's gross profit is stipulated by the law of diminishing returns; new scientific terms such as depth and width of promotion and intensive and extensive promotion are proposed; original matrix model is designed to determine promotion mix (structure) for industrial products; using the principles of systematic approach, further improvements to formalization of promotion strategy planning process has b een given; it is suggested to review a promotion process as a sequence of stages that form its own life cycle; new methods that use new, personally designed quantitative indices and criteria have been proposed to select the most efficient plan of industrial goods advertising, participation in trade shows, making direct marketing and publicity campaigns; new approach that takes into account economic, social and other results has been designed to measure the economic efficiency of promotion mechanism; applied value: received results are directed to improve available set of quantitative and analytical tools used by businesses to plan and implement promotion strategies; designed mechanism of promotion can be successfully used by any businesses, no matter what their ownership forms, financial potentialities and strategic goals are; subject and degree of application: received results are successfully applied at JSC "Institute Ukrorgstankinprom" and JSC "Zavod "Yuzhkabel"; sphere of application: industrial enterpris es, advertising agencies, educational process at universities.