MONITORING THE DEVELOPMENT OF INDUSTRIAL MARKETS OF UKRAINE: STATE AND PROSPECTS IN GLOBALIZATION
DOI:
https://doi.org/10.32689/2523-4536/70-6Keywords:
monitoring, industrial markets, buyers, sellers, B2B market, marketing, information technologiesAbstract
The article examines the concept of industrial markets. The structure of the industrial market is defined and its main stakeholders (market stakeholders) are clarified. A comparative characterization of the industrial and consumer markets has been made. The presence of different demand characteristics in these two types of markets, as well as making purchase decisions, in particular, in industrial markets, management decisions are much more more complicated, since a group of people with differentiated types of job duties and competencies, and therefore variants of arguments, participate in this process. It has been proven that in marketing activities in industrial markets, the individualization of the service process is gaining importance and the level of influence of personal contacts on communication processes with buyers is increasing. The state of development of the industrial market in Ukraine was analyzed, it was found that in the structure of the volume of industrial products sold by types of activity, the majority share belongs to the processing industry. The instability of the domestic industrial market due to the direct influence of destructive factors of the external and internal environment, including the geopolitical conflict and the COVID-19 pandemic and the quarantine measures caused by it, has been proven. Analyzing the industrial course and measures for its development in Ukraine, the lack of its progressive efficiency was noted due to the country’s critically low results in the Industrial Production Competitiveness Index for the period under study. It was determined that the industrial market is dynamic and is under the influence of globalization factors: institutional factors; factors of the external and internal environment; specifics of the market; economic factors; competition; environmental factors. Given the globalization processes in industrial markets, we note the trends that are transforming the nature of their activity, in particular: the changing landscape of B2B purchases; growing experience of sellers; impact of technological changes; increasing the importance and growth of developing markets, the selected vectors will allow for the geographical expansion of industrial markets, increase the volume of sales of industrial products on them, and establish communication links between interested parties of industrial markets.
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