Перегляд за Автор "Statkevych, K."

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  • Документ
    Development of promotion hybrid technology policy of cars as an social-ethical marketing element
    (2020) Statkevych, K.; Shapoval, A.
    The relevance and significance of the promotion of hybrid technology in general and for Toyota in particular is explored in the work. In the course of the analysis, the main advantages and disadvantages of vehicles with alternative fuels sources (electric vehicles and hybrids) were been formed, and tendencies of increase of potential consumers for them in the automobile market were revealed. In addition, the need to promote hybrid technology has been proven to preserve the environment, minimize the use of non-renewable fuel, and save customers` budgets. We have proposed and proved the effectiveness of, in our opinion, the algorithm of distribution policy. We have proposed and proved the effectiveness of, in our opinion, the algorithm of distribution policy. The strategy consists of the following stages: a comparative analysis of demand for hybrid cars and electric cars, a SWOT analysis and the model of Porter's 5 forces; description of the general and target portrait of car owners of hybrids; identifying points of contact with customers at different stages of the life cycle; development of basic point ideas for promotion and effective digital-tools. The object of the study is Toyota hybrid cars. The subject of the research is the management of the promotion of hybrid cars in the market of Ukraine. General and special research methods were used in the work, namely: methods of analysis and synthesis; methods of statistical analysis of indicators of economic activity of enterprises, a method of transition from abstract to concrete (in the development and justification of the algorithm of promotion strategy), as well as methods of economic analysis (tabular, graphical, comparison). The results of the study were successfully tested in the professional scientific publication «Modern Economics».