ANTISIPATIVE MARKETING AS A MECHANISM FOR IDENTIFYING THE CONSUMER NEEDS OF AUTOMOTIVE ENTERPRISES PRODUCTS

Abstract

The main features of the development of the motor vehicle market in the conditions of pandemic and recession of the world economy are considered in the article. The essence of antisipation and the role of antisipative marketing in the processes of satisfying consumer needs are highlighted. The role of the automotive industry for the state economy is highlighted and the main vectors of development of automotive enterprises in the conditions of digital transformation are depicted, which include the need to ensure short-term profitability and search for long-term investments of automobile enterprises; the need to find opportunities to improve the level of consumer experience; increase attention to information security and compliance of consumer data collection and processing systems with respect to established market requirements; search for new technologies and formation of strategic partnerships with enterprises of other industries; antisyping of new opportunities depending on the life cycle of the product and the consumer; installation of new competitive business models. The differentiation of enterprises depending on their role in the value chain has been carried out, in particular, they are assigned to microenvironment, mesoenvironment and macroenvironment. The factors on which the effectiveness of anticipative marketing implementation depends are singled out. The key elements that influence the development of anticipative marketing are characterized, in particular, consumers are identified as generators of ideas and needs; the platforms on which data collection and formation of the corresponding networks is organized are allocated; the role of data as sources for the implementation of anticipative marketing programs are characterized; infrastructure is allocated as an additional element of providing data about consumers and the environment by exchanging information between "smart" devices; the type of the enterprise which depending on a profile of activity has a certain influence on identification of consumers needs is allocated. Peculiarities of using consumer data in the process of realization of antiсipative marketing goals are identified. The nature of personal information that consumers are willing to disseminate to third parties is highlighted. The determinants of added value in the process of implementing a marketing strategy are identified. Trends in the development of automotive market of connected cars are analyzed.