Marketing communication policy as a tool to ensure the competitive position of the conditions of irrational consumer behavior

Oleg Kuzmak

E-Forum Working Papers, 2022, vol. 12, issue 4, 74-82

Abstract: The article summarizes issues related to the key tasks of modern business owners. Ensuring competitive positions on the market and sustainable development of enterprises in the conditions of uncertainty in the development of economic relations caused by the pandemic, as well as frequent irrational behavior of consumers is considered. The main goal of the study is to develop theoretical aspects and practical recommendations regarding the consideration of irrational consumer behavior, the importance and specifics of the use of modern marketing technologies, their impact on the commercial activities of enterprises, and the strengthening of competitive positions on the domestic and global markets. The systematization of literary sources shows the controversy and certain disagreements in the understanding and interpretation of the essence of marketing technologies, the systematization of factors affecting their implementation in the activities of enterprises, business behavior in conditions of irrational consumer choice, and the formation of a competitive strategy of enterprise management with the use of marketing technologies. The urgency of solving the problem lies in the fact that the effective use of marketing technologies, which would take into account various factors of the external environment and the specifics of factors of irrational consumer behavior, should become one of the tools for ensuring the prerequisites for the competitive advantages of the business entity, strengthening the image by improving the management of relations with the enterprise and interaction with existing and potential customers, attraction and retention of customers, development of dialogue and relations with customers. The article proves the importance of using modern marketing technologies in the activities of enterprises in the context of the irrational behavior of consumers in the conditions of global competition. The content, specifics, and peculiarities of the formation of marketing technologies have been studied. The purpose and direction of the application of marketing technologies and their impact on competitiveness and sustainable development of domestic enterprises are substantiated. The study concludes that the use of modern marketing technologies allows enterprises to improve the management of marketing activities, increase competitive advantages, ensure sustainable development and a higher competitive status on the market, and improve their image. The construction of an advertising campaign should take into account the emotional benefit for the consumer and should not be based entirely, exclusively, on the principles of rationality, since a 100% rational consumer does not exist, his behavior contains many biases and contradictions that lead to inconsistencies in different emotions, contexts and time frames

Keywords: globalization; integration; sustainable development; marketing technologies; competitiveness; irrational behavior; efficiency; management; brand (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cuc:eforum:v:12:y:2022:i:4:p:74-82

DOI: 10.36910/6775-2308-8559-2022-4-9

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