The aim of the article. The aim of the article is to establish marketing support for ensuring customer appeal of industrial goods. We consider the essence and improve the notion of customer appeal of goods. Customer appeal is understood as the perception by the potential customer of the totality of parameters that satisfy his or her most important needs and marketing factors. The parameters of goods are implemented as basic constructive, technological, environmental, ergonomic characteristics of goods that contribute to comprehensive quality assessment and marketing factors manifest as price, methods of distribution and stimulation. In the proposed definition, in contrast to previous ones, more comprehensive treatment is given to the totality of all possible parameters of goods that satisfy customers’ needs, which must be used in the production and promotion in accordance with the general economic tendency for consumerization. The results of the analysis. We propose a rationale for the sequence of steps in marketing support for the assessment of customer appeal of goods. The proposed steps are: at the first stage we define the goal and purpose, aе the second stage – the task, the third stage consists of several sub-stages and the fourth stage is practical use. The goal of these activities is analysis and assessment of customer appeal. The tasks are investigation of target markets for goods, factors that characterize their appeal, selection of assessment criteria. The assessment per se includes the analysis of target markets, definition of significant factors that characterize customer appeal, selection of their criteria and making decision to buy. We identified approaches to making of the decision to buy: approaches based on the identification of factors that influence the decision-making and approaches that are differentiated by the manner the decisions are formed. Consumer goods are mostly influenced by the manner of decision-making: social and psychological activities; industrial goods, by economic and mathematical modeling and marketing activities. In our opinion, the process of decision making to buy is influenced by such principal factors as customer appeal and promotion techniques. Customer appeal of goods is on the one hand an objective, and on the other hand, a subjective characteristic, because it testifies to the degree of satisfaction of customer’s goals and needs. By objective characteristics of a product we mean its operational qualities that apply to the customer as they use the product and the producers as they manufacture it. Thus, the appeal, being both objective and subjective, unites the customer with producer, invigorating the latter’s activities. Conclusions and directions of further researches. We have provided rationale for marketing support in the assessment of customer appeal of industrial goods that involves using of economic and statistical methods to prioritize the influencing factors and select the most significant. The research consists of comprehensive investigation of multifaceted factors and their consolidation on the basis of customers’ potential interests, that is, the customer appeal.
Keywords: marketing support, industrial goods, customer appeal, factors
JEL Classification: М31, L20.
Cite as: Raiko D. & Tseytlin, L. (2016). Marketing support for customer appeal of industrial goods. Marketing and Management of Innovations, 1, 22-31. https://doi.org/10.21272/mmi.2016.1-02