MARKETING IN UKRAINE – PROSPECTS AND DEVELOPMENT PROBLEMS

Abstract

The current state of the Ukrainian economy is characterized. The peculiarities of marketing activity of organizations are determined. Emphasis is placed on the economic trends in 2017–2021. The dynamics of business processes in the Ukrainian market is determined. The emphasis is placed on the peculiarities of consumer behavior before and during quarantine restrictions. The peculiarities of the foundation of PR-strategy, which determined the effectiveness of companies in a crisis, are noted. The importance of increasing technological costs to achieve current goals is noted. The formation of a new movement «League of Green Brands», which brought together responsible performers, is pointed at as an important marketing trend. The economic, social, ecological, political advantages of ecological marketing are characterized. The current trends of environmental marketing are identified: digitalization, video marketing, chatbots, augmented reality, the shift of communications towards Generation Z. The evolution of the market of the marketing services during 2017–2021 is considered through such parameters as loyalty marketing, consumer marketing, event marketing and sponsorship. Based on the presented indicators, the most affected by the pandemic types of marketing and prospects for overcoming the crisis with the least economic losses are determined. The Event segment was singled out as the most problematic in the conditions of quarantine restrictions. The results of the marketing sphere in 2019–2021 are summarized. The hopes for improvement of the situation and the emergence of new opportunities for the implementation of full-fledged marketing projects are indicated. It is recommended to take into account the following presented proposals in the future: to know search trends, to create timely and up-to-date content, to strengthen one’s digital content, to start working online, to optimize content, to use search marketing for branding and crisis communications, to use search marketing to manage reputation and trust, to be ahead of competitors and focus on long-term strategy and not use the cheap version of SEO.