CRITERIA FOR EVALUATING THE ACTIVITY OF MARKETING BEHAVIOR OF ENTERPRISES IN THE ONLINE MARKETPLACE
DOI:
https://doi.org/10.32689/2523-4536/63-7Keywords:
marketing, behavior, online communications, consumer, online marketplaceAbstract
The article notes that today there is an active development of Internet technologies that play an important role in the development of marketing activities of the food industry. In recent years, the number of users of the electronic Network, as well as the amount of money allocated in the marketing budget to Internet communications has increased significantly [18]. In this regard, most factories producing food products to maintain a competitive advantage and avoid outsider positions in the market conduct marketing activities in the online space, given the economic difficulties, exhibit active marketing behavior in the online marketplace. It was found that the marketing behavior of the enterprise in the online market is a complex structured concept, which is similar to the concept of marketing development in the online market, but has its own peculiarities. Marketing behavior of an enterprise in the online marketplace is its reactive marketing activities to the current influences of the marketing environment, aimed at achieving marketing goals of operation and development. The reasons for the reactive marketing activities of enterprises on the current influence of the online marketing environment are substantiated. As part of the development of the marketing behavioral theory of enterprises in the online marketplace, the following indicators have been proposed, based on which the marketing behavioral actions of enterprises in the online marketplace are studied: "a set of online marketing communication tools" and "the power of consumer engagement." Each of the indicators has a set of 16 criteria and its own evaluation scale. The essence and characteristic features of each of the criteria are described, the assessment of which involves an overall assessment of the two main indicators: the use of online marketing communication tools and the strength of consumer engagement. The key marketing components of the active behavior of enterprises in the online environment are identified. Development of a matrix method to study the activity of marketing behavior of food industry enterprises in Ukraine in the online market, it is to address this issue that further research will be directed.
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