Chelenko Y. Formation and appraisement of marketing communications for an industrial organization

Subject of the research: the process of marketing communications for an industrial organization; aim of the work: further development of the theoretical and methodical surety for formation and appraisement of marketing communications for an industrial organization; methods of the research and equipment: system approach, analysis and synthesis, factor-analysis, expert evaluations, midrank methods, multivariable dispersion analysis, graphics; theoretical and practical results: methodical approach to formation of marketing communications for an industrial organization which is based on the results of the macro- and micro-segmentation of the industrial consumer, on the determination of the communication budget considering cost of the message development for each segment, cost of the communication channels for message transfer and the transferer, on the allocation of the communication budget in four promotion ways concerning the product life cycle; methodical surety of appraisement of marketing communications’ effectiveness for an industrial organization which is based on the determination of economical and motivational effects both combined in total efficiency index of marketing communications; methodical recommendations of building the model of marketing communications for an industrial organization producing manufactured products which as opposed to the existent provide for the choice of differentiated or concentrated strategy due to the consumer’s segmentation and revelation of influence such extraneous factors as the enterprise’s financial condition, economical situation of the region, marketing activity of the competitor, financial condition of the potential consumer; the difference of the classification of the elements of marketing communications for an industrial organization is introduction of additional theoretically based marks – the functional component of the communication and the character of influence of an external environment on communications’ forming; forming of the system of marketing communications for an industrial organization with the help of two subsystems - forming of marketing communications and their performance evaluation and also taking into account multiple character of the feedback; implementation: the research was developed commercially on public enterprise «Kharkiv transport equipment plant», public enterprise «Kharkiv machine-building plant «FED»; application: forming and appraising of marketing communications for an industrial organization