Tools for Adapting the Company's Marketing Communications System to Market Requirements

Abstract

Modern social transformations have created new conditions for the development of the economy. It is no longer enough for enterprises to offer high-quality products and services in order to increase sales volumes and profit. Necessary prerequisite for success in the market is the client's conviction that he acquires not only material benefits from the use of certain goods and services. It is important for success in the market to convince the consumer acquires a new mode of life, style, and becomes involved in something meaningful. However, there remains the problem of skeptical attitude of consumers to many initiatives of marketing specialists. The reason is extreme information saturation, which allows the consumer to consider himself an expert. On the other hand, it is well-known psychological barriers to accepting something new. In this regard, the task of attracting and retaining customer interest in goods and services is quite complex and requires constant updating of methods, marketing techniques and business technologies of sale.