home Accounting How did the formation of innovative marketing. The concept of innovative marketing, its types and trends

How did the formation of innovative marketing. The concept of innovative marketing, its types and trends

A set of measures to introduce new ideas and apply them to extract financial benefits.

The main tasks and essence of innovative marketing

To ensure continuous development, the business structure must systematically expand its product range, as well as increase the profitability of production. The most popular option for solving these problems is the development of new products - when bringing the latter to the market, the company develops a new product category, and also expands its product line.

In addition to the above, innovative marketing involves:

providing services and products entering the market with some advantages that allow them to “outshine” competitors' products;
achieving the maximum level of profitability by minimizing the cost of materials and resources in the production of products;
constant work on increasing brand awareness, the authority and reputation of companies, as well as its most popular products;
active search for new suppliers offering more favorable terms of cooperation;
systematic expansion of the company in new market segments;
encouragement of new methods of production, their implementation;
the release of new product samples and the constant modernization of models already put into production.

Objects and subjects of innovative marketing

The objects of innovation in the field of marketing are:

various products, technological processes, latest equipment.
Modern programs and projects, the implementation of which promises a significant increase in profit margins.
Results of intellectual activity.

The subjects of innovative marketing are considered to be:

Public organizations, whose main purpose is to protect the interests of consumers and manufacturers of innovative products.
State structures that are directly or indirectly involved in the regulation of innovation activities.
Organizations and structures that invest in the development of innovation infrastructure.
Legal entities and individuals who are directly involved in the creation and implementation of innovative products.

The main types of innovative marketing

Experts distinguish 2 main types of innovative marketing:

Operational. It implies the creation and development of certain forms of strategic concepts, as well as their further implementation. Since this type of marketing is associated with the cycle of innovation development in the market, in order to successfully use it in the course of their activities, companies must determine the beginning as precisely as possible. life cycle innovative products.
Strategic. It is based on close contact of sociological, marketing and other services of the business structure with the end users of its products. Various methods are used to achieve it. The most effective of them can be considered representative samples and questionnaires.

Stages of innovative marketing

Innovative marketing includes 4 main stages:

Study of the situation in the state, analysis of the main macroeconomic processes (including indicators of the solvency of the population, inflation growth, changes in the field of taxation, etc.).
The use of various technologies, with the help of which it is possible to identify the most demanded product or product group on the market. Most often, sociological surveys among different segments of the population are used for these purposes.
Deep analysis of the competitive qualities of the products manufactured by the enterprise, determination of its advantages and disadvantages.
Portfolio Analysis. It is a comprehensive method for studying all the main aspects entrepreneurial activity. Thanks to him, you can develop an effective strategy for promoting the most attractive product for the consumer on the market.

The formation of innovation marketing is inextricably linked with the development of management activities and the place of the consumer in the process of social reproduction. At present, the issue of maintaining competitiveness in the market is particularly acute, and here the role of system marketing cannot be underestimated. The competitiveness of enterprises depends on many factors, which means that modern management requires not only the efficient use and redistribution of resources, but also taking into account market conditions and the prevailing proportions in the market. It is the increased competition that has become one of the factors in the emergence and development of innovation marketing.

At the end of the 20th and the beginning of the 21st centuries, the world economy entered an era characterized by globalization, an unprecedented fierce competition, the rapid obsolescence of technologies, and the penetration of the Internet into all areas of the economy. The ongoing shifts lead to a qualitative change in the socio-technological structure, which is reflected in such a concept as the new economy. The structurally new economy includes industries with a high proportion of intangible, human capital, such as information and communication technologies, education, science and intellectual services (consulting).

In the conditions of the new economy, the main vector of the economic policy of the leading countries of the world is to increase the competitiveness of products and ensure a leading position in the international markets for science-intensive products. This is possible, as the analysis of world experience shows, provided that the economy moves to the path of innovative development.

Russia is increasingly involved in the processes of the world economy, and the task of transferring the Russian economy to an innovative development path is classified as strategically important, despite the fact that the Russian innovation market is currently in its infancy. According to D.A. Medvedev, “over the next decades, Russia should become a country whose well-being is ensured not so much by raw materials as by intellectual resources: a “smart” economy that creates unique knowledge, exports of the latest technologies and innovative products.”

The transfer of the economy to an innovative path of development is associated with the growing role of innovation as a key factor in modern socio-economic development and technological modernization of production. Innovations are an effective means of increasing competitiveness, as they lead to the creation of new products and the development of new markets, to the inflow of investments and the reduction of all types of risks. The speed and efficiency of the dissemination of innovations is becoming today an increasingly important tool for increasing labor productivity, economic growth rates and the level of well-being of the territory.

Innovation leads to the emergence of new products, processes and services that reduce production costs, open access to new markets and allow you to create new ways (technologies) of activity. As noted in the report of the European Commission, "in many areas of business, enterprises that have fallen behind in the creation of new and modernized existing products, or in the introduction of more advanced methods of production, distribution and marketing of products, put their future at risk."

In addition, the innovative activity of individual companies, along with direct benefits for their own development, also contributes to the growth of social productivity, the development of other companies, the creation of new firms and the growth of employment. In addition to a positive impact on the results of functioning and the level of competitiveness of the economy, innovative activity business can create new, socially useful products, technologies and services, as well as generate inventions that facilitate the solution of important social, cultural and environmental problems.

The development of innovativeness of the organization occurs under the influence of internal and external factors environment. Internal factors:

the need for reliable functioning of the organization, cost reduction, risk sharing, loading production capacity and providing staff with work.

External factors: the development of technology and technology, the development of the market of productive forces and the sales market, changing consumer attitudes towards the product, constant changes in competition and competitive relations. The evolution of the formation of management science predetermined the application of marketing principles in innovation: Stage 1 (1940-60) - in the world economy, emphasis is placed on the development of R&D. This period is characterized by a high share of expenditures on scientific research, active state support for science. At this time, science becomes divorced from practice, which predetermined a number of problems: - ideas proposed by scientists do not find practical application;

Doesn't pay off most of costs.

Stage 2 (1950-70) emphasis on traditional marketing (taking into account requests, studying needs, R&D - in the background). The traditional concept of marketing offers a set of activities within the framework of the marketing mix model (4P) in the course of implementing innovative activities. This complex, which includes pricing, commodity policy, distribution policy and product movement, is focused on the active impact on the external environment in order to implement innovative products. In this approach, marketing is perceived as a separate function. innovation management, the necessary tools for solving tactical problems. Taking into account global trends, it is proposed to single out the following factors that cause the activation of the modern sphere of innovation:

The need for new knowledge and constant updating of capacity; - synchronization of the activities of organizations throughout the cycle of creation and dissemination of innovations;

Establishing and developing relationships that provide organizations with the advanced knowledge and resources needed to maintain sustainable competitive advantage; - the pooling of capital and intellectual resources of companies from different fields of activity, especially in those areas where development is excessively expensive. Modern marketing approaches are more of a strategic nature, and therefore, it is necessary to distinguish between the concepts of "innovative marketing" and "marketing of innovations".

Marketing of innovations is the activity of an enterprise to create products of market novelty, which make it possible to ensure high-quality satisfaction of needs (including emerging ones).

Innovative marketing is distinguished by a great strategic orientation. It is associated not only with the promotion of ready-made innovations to the market, but also with the management of the process of their creation, taking into account market requirements. This concept is a bit broader and includes the development of a strategy and tactics for conducting innovative processes using a marketing mix.

Innovation marketing is a set of marketing technologies for identifying goods and (or) technologies that have significantly new properties and are aimed at creating, expanding and maintaining markets for new goods and services with sustainable competitive advantages.

The level of novelty of an innovation determines the level of competitive advantages, and in the marketing of innovations - the degree of innovative potential. The core competency of innovation marketing is to match the product to market demands. The objects of innovation marketing are intellectual property, investments, new products, new materials and components, new ways of promoting goods and services, as well as means of labor and employment.

There is a definition by the famous modern economist Peter Drucker, who believes that a business has only two main functions: marketing and innovation. Marketing and innovation produce a result, everything else is a cost. Marketing is a separate area of work that includes a number of specific activities. But first of all, it is the most important component of the business. This is a business from the point of view of the final result, that is, from the point of view of the client. Marketing asks the question: “What does the customer want to buy?”. He doesn't say, "That's what our product or service does."

Innovation marketing provides an opportunity to capture a market or create a new niche by reprioritizing products from "functional" to "innovative", while achieving greater customer satisfaction.

The processes taking place in the organization and management of the modern innovation process also contribute to the strengthening of the role of marketing, among which are:

increasing the speed of innovation dissemination, and the possibility of copying them through development information technologies and the emergence of additional technical capabilities, which reduces the importance of patents as a means of protecting intellectual property, and stimulates the search for new means;

the need to involve a significant number of participants in the innovation process, including those from different fields of activity and industries, due to its greater intellectual component and technological complexity, which makes it important to coordinate activities and harmonize the interests of participants;

decrease in the importance for consumers of product innovations due to (1) limited perception of them when they appear too much and often, (2) problems of disposal of old products;

impact on the process of creating and adopting innovations state structures and public organizations that can significantly contribute to or hinder its successful implementation;

active formation and development of markets for intangible products (services, information, knowledge), which leads to the use of new methods for their promotion and marketing.

Therefore, innovation marketing plays a key role in the latest generation of innovation processes.

The creation and release of a new product is carried out with the help of marketing tools used all the way through the creation of a product from initial research to after-sales service. The main goal of innovation marketing is to develop a strategy for introducing innovation to the market. Therefore, an integral part of the marketing of innovations will be the strategic marketing of innovations, the elements of which are the analysis of the market situation, the subsequent development of its segments, the organization and formation of demand, and the modeling of buyer behavior.

The following distinguishing features of innovative marketing can be distinguished: 1) a strategic focus on finding and meeting new needs suggests that innovative marketing is used not only at the “output”, but also at the “input” of innovation management; 2) the organization and management of the innovative activity of an enterprise is carried out through the prism of interaction with the market, which involves the use of network theory and the study of modern forms of relations in the innovative market;

3) the subject of research and the product on the market is not a finished product, but an idea, which determines the use of methods for using and evaluating intellectual property. Thus, it is possible to define the goal of innovative marketing as the formation and implementation of an innovative strategy for the organization's activities, which involves increasing its competitiveness. The objectives of innovative marketing are:

determination of criteria for selection of areas of innovation activity;

2) search for promising areas of innovation and preparation for placing a new product on the market; 3) analysis of the internal potential and external environment of the organization in the formation of an innovative strategy;

4) optimization of costs for the development and introduction of a new product into production;

5) planning and forecasting of innovative activity; 6) organization, management and control over the implementation of the innovation strategy. The modern concept of marketing in the management of innovation processes is designed to solve the following functions (table 1.1).

Table 1.1.

Functions of innovative marketing

Innovative marketing involves the use of creative approaches in all areas of the enterprise, focuses on the constant search for ideas, their implementation in order to improve enterprise technologies and create competitive products. Modern researchers highlight possible areas of innovative marketing within the framework of traditional thinking and non-standard (combinatorial thinking).

If the first is aimed at finding ideas and creating products within the goals, target markets and opportunities defined by the enterprise, then the second involves search processes that are not limited by anything. innovative ideas and their primacy over the goals of enterprises. The second direction determines the allocation of innovative departments in large enterprises and the emergence of venture capital firms aimed at implementing risky projects and the emergence of fundamentally new products and technologies.

F. Kotler and F. Trias de Bez, on the basis of the type of thinking, it was proposed to single out the concepts of vertical and lateral marketing in the innovation process (Table 1.2.) Vertical marketing is based on the logic and consistency of thinking. The concept of lateral thinking was introduced by Edward de Bono and defined it as "a set of processes designed to use information in a way that generates creative ideas through the insightful restructuring of concepts accumulated in memory."

Table 1.2.

Differences between vertical and lateral marketing

Table 1.3.

Situations in which you should use vertical and lateral marketing

Changes in the world create conditions for the emergence of innovations. The goal of innovative marketing is to catch these changes in time. It includes marketing and services, innovations in management strategy, the formation of its new system. What will be the main tasks assigned to this area of business depends on the stage of the innovation process.

However, it is a mistake to believe that the function of innovation marketing is only to promote a completely new product to the market. Based on the research of Peter Doyle, a professor at the University of Warwick in the UK, only 2 out of 10 innovations discussed by the media are such. The remaining eight are a fresh look at the use already famous products, output of goods to newest segments or new business practices and changes in the service sector. In this article, we will look at the main features of this area of business.

Types of Marketing Innovations

New old goods. This innovation includes new methods of using products known to the consumer.
New markets. Search for a new group of buyers.
New management strategies commercial activities. This type of innovation involves finding new ways to supply old products. AT modern world they have become the main ground for the creation of marketing.

Subjects and objects of the innovation process

name of category	Subjects	Their tasks and functions
main subject	Innovation company	In the early stages - growth, in the later stages - stable development and expansion
Subjects generating ideas	Inventor (individual) Government agencies(legal entities) Commercial organizations	Based on them, innovations are created
Subjects managing the process	General manager (individual) management company ( entity)	Manage innovative projects
Subjects of financing	State programs and funds Private enterprises Innovative investor (can be both a legal entity and an individual)	Depends on the stage of commercialization (the process of turning innovation into a marketable product)
Subjects of innovation infrastructure	Technoparks Business incubators	Help to create and promote innovative projects
Subjects of innovation infrastructure	Consulting firms	Research the market and competitors' offers, solve legal issues, create development tactics
Subjects of state and public control	State bodies Public organizations	Stabilize the innovation process, defend the interests of workers in the innovation sphere
Subjects of consumption of innovative goods	Private and public companies Individuals	Products are made directly for them.

The objects of the innovation marketing process include:

State and public documents that control innovation activity, namely laws, instructions, regulations.
Proofs of intellectual property: certificates of authorship, patents, etc.
Licenses for innovative goods, certificates.
Innovative projects.
Shares of innovative companies and shares.
Objects of innovative manufacturing.
Arrangements and transactions between the subjects of the innovation process.

Marketing tasks at different stages of the innovation process

The foundations of innovation marketing are built around tasks. What they will be depends on the stage of the innovation process:

Types of innovation marketing. Strategic Marketing

This type marketing is aimed at analyzing the economic situation that is developing in the market in order to develop market segmentation, demand development and modeling consumer behavior.

The work of the corporation is aimed at capturing the market, increasing and deepening its segmentation, at forming its customer (that is, it is necessary not only to take into account the desires modern consumer, and predict what will be relevant in the future).

The main feature of the marketing of innovations of a strategic type is the close contact of marketers and sociologists of the company with customers. They conduct surveys by phone and all kinds of questionnaires.

It is not enough to simply diversify the range of products, it is also necessary to develop a strategy for the aging of their own products for the subsequent introduction of innovations that will replace or improve them.

Operational Marketing

Operational marketing is a type (method) of innovation marketing that develops specific forms of implementation of the previously chosen strategy. It is aimed at a significant increase in sales, expansion of the sales market and preservation of the company's image. In addition, the tasks of operational marketing include:

creation of a detailed written plan for the promotion of goods, which will be used by employees of the company working in the field of marketing;
calculation of future expenses, including the cost of operational marketing within the total budget of the company;
regulation of the marketing work of the firm: monitoring the progress of annual plans, profitability control and strategic control.

Innovation Marketing Management

The whole process of innovation marketing management can be divided into four basic blocks. First of all, forecasting and analysis of the possibilities of market innovations are carried out. This process includes specifying the goals of the analysis, conducting research in the field of marketing, studying information system and new products scientific and technological progress. The following are the steps:

The first block can be called analytical. The recommendations developed in it dictate the decision-making in all other blocks.
In the second block, the target market is selected. It is important to take into account market segmentation, analyze the attractiveness of segments and determine the place of your product among competitors in the perception of the buyer.
The development of a marketing mix (conditionally the third block) includes an analysis of the stages of the innovation process, the design of an innovative product, the choice of a market strategy and pricing policy, and the establishment of communication links.
Fourth block - The final stage organization of innovative marketing is a practical implementation marketing activities. At this stage, the marketing plan is developed, the annual marketing budget is created, and the implementation of the plan is evaluated.

Innovative marketing in the financial sector

In the field of finance, innovation is the economic embodiment of a new banking product or a significant change in an existing one. Banking innovation can also be called the introduction of a new marketing, technological, administrative way of doing business. The formation of innovative credit and banking services, rivalry in the field of investments and loans shows the development of commodity-money relations in society. Financial innovation marketing consists of a strategic and an operational component. This direction is always given special attention. Bank marketing of innovations extends to the entire process of establishing the value of financial innovation for the consumer. It all starts with the search for ideas and ends with their implementation in certain groups of the financial market. The marketing functions of financial innovations are performed through the study of new social and economic processes, the formation of new non-standard ways of thinking that are being introduced into all areas of financial and information space. Practical tasks banking innovative marketing are to attract new ideas, establish and expand communications, organize the relationship of participants in the innovation process.

The specifics of an innovative product and the innovation market

Obviously, an innovative product is a kind of innovation, but it is worth paying attention to its other characteristics, namely:

Such a product is unique, but this also creates the risk of low sales, which is difficult to predict before the product enters the market.
An innovative product has its own author, it is industrial or intellectual property. Therefore, sales will directly depend on the knowledge and talent of the creator.
Such products may not be immediately correctly understood and accepted by the consumer, at first he may completely reject it. But it is possible that later the demand for the product will increase, as innovations are able to form new customer needs.

To characteristic features characteristic of the innovation market include the following:

Between the perception of the buyer and the innovative product there is a certain psychological barrier.
innovations (for example, firms) must perform tasks that are unusual for them due to the imperfection of the innovation market system.
Most buyers are professionals, so courtesy and competence in dealing with them is especially important.
For innovative trading floors it is not typical to have a permanent place and distribution channels.
The innovation market is global.
The work of the market is carried out by information, administrative and financial infrastructures.
The innovation market is characterized by a large assortment of goods and high competition.

Peculiarities of innovation market segmentation

The innovation market, like any other, is divided into segments. The main principles of segmenting the innovation market include:

functional;
food industry;
geographical;
disciplinary;
problem.

The functional principle implies the distribution of consumers according to their functions. This principle is wider than the product-industry one, since the company is interested in several innovative projects aimed at one function. For example, instead of developing a specific project for the additional equipment of cars, you can take several innovative projects related to the transportation of passengers.

The product-industry principle is suitable for diversified firms, as well as for enterprises that produce innovative products for a wide range of applications. Two spheres can be outlined: production and non-production, each of them has its own industries and sub-sectors.

According to the geographical principle, the market is divided into regions, each of which has different requirements for innovative products. First of all, such a distribution is necessary in the production of scientific and technical products, the region will greatly influence the needs of the buyer in this area, especially if we are talking about final product. Also, with geographical division, it is important to pay attention to both the domestic and international markets.

The disciplinary principle is based on the fact that consumers of innovative products are interested in the same scientific discipline, for example, biology, mathematics, physics. Consumers in this distribution may perform different functions and be located in different regions.

The problematic principle arose due to the fact that global scientific problems (for example, artificial intelligence) appear at the intersection of scientific disciplines. They are cross-sectoral and cross-functional in nature.

Consumer perception of an innovative product

Primary awareness. The buyer has heard about the innovation, but his knowledge of it is superficial.
Product recognition. The consumer recognizes the product, he is interested in it. Searchable additional information about the novelty.
Identification of innovation. The buyer compares the goods with his needs.
Assessing opportunities to try products. The consumer decides to test the novelty.
Approbation of innovation by the buyer, obtaining additional information about it.
The consumer acquires or invests in creating an innovation.

As a result of studying this chapter, the student should: know

the essence of the concept of innovation in marketing:
types and kinds of innovations;
modern directions of development of innovations; be able to
determine the role and place of innovation in marketing;
making a difference different types innovation;
reveal modern features creating innovations in marketing; own
conceptual apparatus in the field of application of innovations in marketing;
practical skills of using innovations in marketing.

The concept and role of innovation in marketing

In the context of globalization changes and a fiercely competitive environment in the world market, trade and investment flows create an economic space and require a set of innovative marketing technologies, such as Internet technologies, branding technologies and intellectual property protection technologies, which should allow enterprises to compete successfully in modern conditions.

The results of combining innovative directions and marketing opportunities in certain industrial sectors of the country in a complex of technologies could become an incentive for the general activity of industrial entities and lead to an increase in the competitiveness of individual large enterprises and sectors of the economy and the intensification of the processes of participation of Russian brands in the global commodity markets.

Increasing competition requires the development of business by increasing the profitability of production and expanding the range. Companies, releasing new products to the market, expand their product range, and also secure a new product category. Innovative marketing is one of the activities of the enterprise to ensure competitiveness in the industry market.

Innovative marketing as a concept of marketing is aimed at creating or identifying demand in the market for innovations in order to satisfy consumer needs when using new ideas regarding goods, services and technologies.

With the right use of innovative marketing technologies, companies receive competitive advantage- possibility

predict the behavior of consumers, customers, partners and competitors, as well as actively influence it.

Innovative marketing in the modern sense is a unity of strategies, business philosophy, management functions and procedures and methodological framework.

The main principles of innovative marketing include:

focus on achieving the final practical result of innovation, focusing on capturing a certain part of the innovation market in accordance with the long-term goal that is set for the innovation project;
integration of research, production and marketing activities into the enterprise management system; long-term orientation, which requires marketing research, obtaining on their basis ideas for innovations that provide highly effective economic activity;
the use of interdependent and mutually agreed upon strategies and practices of actively adapting to the requirements of potential consumers of innovation with a simultaneous targeted outpouring on their interests.

Innovative marketing can be considered in various aspects.

how business philosophy innovative marketing offers a system of thinking and an ideological basis for entrepreneurial activity, which consists in orienting an organization to the basics of marketing and achieving competitive advantages when using innovation, an important feature of which is market conditions the novelty of its technical and consumer properties.

how analytical process innovative marketing provides for the implementation of research work: conducting marketing research in order to study the market situation; revealing the tastes of consumers; forecasting the dynamics of demand for innovation, segmentation and selection of the target segment, development of a marketing strategy for innovation, etc.

how active process innovative marketing solves a number of tasks related to the positioning and promotion of innovation to the market.

how innovation management function innovative marketing begins with the stage of searching for new ideas for products, services and technologies that can best meet existing and potential demand, with their next materialization and commercialization, and ends with the saturation stage of the product life cycle.

how macroeconomic tools innovative marketing, focusing the development of the national economy on an innovative development path, makes it possible to form the needs of end consumers, promotes the efficient use of resources through the introduction of product, technological and organizational innovations.

Innovative marketing for countries with economies in transition is, in fact, an innovation. In industrialized countries, the marketing concept of the development of the company has taken pride of place for decades. At the same time, it should be noted that the formation of innovative marketing as scientific discipline happened only in the last decades.

Innovative marketing is marketing that includes the mission of the organization, the philosophy of thinking, the area of scientific research, the style of management and behavior. It is organic, not imposed, innovation, a special type of relationship and complete risk taking.

The role of innovative marketing as a tool crisis management. Innovative activity involves a set of scientific, technological, organizational, financial and commercial activities that together lead to innovation.

The driving force behind competition is the incentive to innovate. It is on the basis of innovations that it is possible to improve the quality of products (services), improve the beneficial effect of the product, thereby achieving the competitive advantage of this product. Thus, ensuring the competitiveness of a product requires an innovative, entrepreneurial approach, the essence of which is the search and implementation of innovations.

To ensure a competitive advantage in the market, enterprises must comply with the following conditions:

improvement of organizational and technological order;
a detailed study of the state of development commodity market and customer needs;
orientation of enterprises to the needs of customers and compliance with the quality of management;
achieving sustainable cost-effective financial position through debt restructuring and implementation of the reform program;
professionalism of employees at all levels of production and management;
centralized management of the development and specialization of production, investment policy at the state level.

The release of new types of products as a competitive advantage of innovation in the field of marketing can affect the structure of the industry directly through the growth of demand. Breakthroughs in the use of advertising, new marketing tools or distribution channels can attract new customers or reduce price sensitivity (increasing product differentiation). For example, film companies have increased demand by advertising films on television. Opening up new distribution channels can also expand demand or increase product differentiation. Innovations in marketing that increase its effectiveness can reduce the cost of a product. New forms

marketing can increase or decrease economies of scale by acting on mobility barriers.

The role of innovative marketing in the field of entrepreneurial activity. Innovative activity or innovative business is an effective form of innovation activity abroad, aimed at intensifying the process of using inventions and other innovations.

In the middle of the XX century. a modern understanding of the entrepreneur as an innovator has developed: "The task of entrepreneurs is to reform and revolutionize the mode of production by introducing inventions, and in a more general sense, through the use of new technological possibilities for the production of new goods or old goods, but in a new way, thanks to the discovery of a new source of raw materials or a new market of finished products - up to the reorganization of the former and the creation of a new industry ... "

Innovation and novelty are an integral feature of entrepreneurship, and therefore the need to form innovative entrepreneurship in Russia is due to:

the strengthening of intensive factors in the development of production, which contribute to the application of scientific and technological progress in all areas economic activity;
the determining role of science in improving the efficiency of development and implementation new technology;
the need to significantly reduce the time for the creation and development of new technology;
raising the technical level of production;
the need to develop mass creativity of inventors and innovators;
the specifics of the process of scientific and technical production: the ongoing uncertainty of costs and results, the pronounced multivariance of research, the risk and possibility of negative results;
rising costs and deteriorating economic indicators enterprises in the development new products; rapid obsolescence of equipment and technology;
the objective need to accelerate the introduction of new equipment, technology, etc.

Innovative Entrepreneurship - this is a type of commercial activity characterized by a special variety of organizational ties, the development and flexibility of its functional structure, wide adaptive capabilities and the use of a venture (risk) captain.

Innovative Entrepreneurs - this is a specific type of businessman who acts as a link between innovators - the authors of the original scientific and applied product and society, in particular, the spheres of production and consumption. An entrepreneur systematizes scientifically applied products, interacting with innovators and forming an innovative portfolio, evaluates possible ways implementation and viability of each promising development through the relevant criteria. The latter are selected and adapted individually.

innovative financial resources is one of the drivers of innovation. The ability to finance innovative projects is determined by the physical availability and availability of capital invested today in the name of future high returns in case of not entirely obvious success.

There are three main types of innovative entrepreneurship: product innovation, technology innovation and social innovation.

Product innovation is a process of updating the marketing potential of an enterprise, ensuring the survival of the company, increasing the volume of profits, expanding market share, maintaining clientele, strengthening an independent position, increasing prestige, creating new jobs, etc.

Technology innovation - this is a process of updating the production potential, aimed at increasing labor productivity and saving energy, raw materials and other resources, which in turn makes it possible to increase the company's profit, improve safety, take measures to protect the environment, and effectively use internal information systems.

Social innovation represent a general process of systematic improvement of the humanitarian sphere of the enterprise. Application of innovations of this kind expands opportunities in the market work force, mobilizes the personnel of the enterprise to achieve the set goals, strengthens confidence in the social obligations of the enterprise to employees and society as a whole.

Based on the way the innovation process is organized in a company, three models of innovative entrepreneurship can be distinguished:

1) innovative entrepreneurship based on internal organization, when an innovation is created and (or) mastered within the company by its specialized divisions on the basis of planning and monitoring their interaction on an innovation project;
2) innovative entrepreneurship based on external organization through contracts when an order for the creation and (or) development of innovation is placed between third parties;
3) innovative entrepreneurship based on an external organization with the help of venture capitalists when a company establishes subsidiary venture capital firms that attract additional third-party funds to implement an innovative project.

Innovative marketing as a tool for transferring the Russian economy to a new path of development. It is worth noting the importance and relevance of the problem of innovative development during the crisis, since the raw

character Russian economy led to a sharp reaction to its manifestations, expressed in a significant deterioration in most macroeconomic indicators. The most effective means of leveling the consequences of the crisis and moving to a qualitatively new level of development of the Russian economy in the future may be to increase innovative activity, which the country's leadership has recently announced.

On the world market high technology Russia's share today does not exceed 0.5%. At the same time, the entire volume of Russian high-tech exports is 2% of the corresponding exports of the United States, 3% of the export volumes of Japan and Germany, 7% of the exports of France, Great Britain and the Republic of Korea, 10% of the exports of China, 20% of the exports of Thailand. If 1 ton of crude oil brings up to 20-25 dollars of profit, and 1 kg of aviation equipment - up to 1 thousand dollars, then 1 kg of a science-intensive product in high-tech industries (electronics, industry, communications, etc.) allows already extract up to 5 thousand dollars of profit. Obviously, in addition to high profitability, a diversified modern innovative economy is able to more easily survive any crisis. Delays in the transition to modern structure economies reduce the possibility of catching up with the advanced countries.

In conditions financial crisis in the world and the global competitive environment, it is necessary to accelerate the creation of competitive industrial products, export orientation and high profitability, which could boost the diversification of the entire economy of the country, ensure its competitiveness among the countries of the world and reduce the dependence of the country's economy on the oil factor. To this end, one of the priority areas for the development of the country's economy is considered to be the strengthening of the role of innovation and marketing in the development of the country's industry in the context of global competition.

In case of successful application of innovative marketing in various sectors of Russian industry, accelerated and sustainable development of these industries is predicted with the development of the necessary protective immunity in the conditions of the financial crisis in the world and the global competitive environment.

Golubkov E. Innovative marketing as a tool for transferring the Russian economy to a new path of development. S. 18-30.

In the context of the hierarchy of enterprise goals, innovative marketing includes strategic and tactical components. Strategic marketing aims to study the market and determine competitive behavior enterprises. It is based on marketing research - both market research and assessment of the capabilities of the company itself.

Marketing research deals with a specifically defined market segment, i.e. such a part of the product market in which a certain group of buyers focuses on a specific modification of the product. Market segmentation can go in two directions: by consumer groups and by product parameters.

The second component of marketing research is related to the assessment of the potential capabilities of the company. It allows, on the basis of market demands and the real resources of the enterprise, to develop programs for production development and behavior in the market.

Strategic innovative marketing can be regular and sanitation. Regular marketing is aimed at maintaining the competitiveness of IP and the development of new markets. The need for rehabilitation marketing arises when there is a significant decrease in the competitiveness of individual entrepreneurs. The following factors serve as indicators of the need for rehabilitation marketing: the market for the sale of goods and services of individual entrepreneurs is significantly narrowing; production and financial indicators IP activities; the strategy and tactics of the individual entrepreneur's behavior no longer correspond to the changing economic conditions of the external environment.

Tactical marketing includes a program of marketing activities and operates key concepts: product (or technology), price, place and promotion of the product. The firm follows the strategy adopted on the basis of market research, and at the same time continues to conduct research in order to adjust it in accordance with market requirements, as well as to search for new strategic solutions.

Strategic marketing is characterized by:

1. Description of the market, economic cycle
2. Competition strategy:
- Clients (assessment of needs and solvency of clients;
- the competitiveness of the company, from the point of view of customers;
- assessment of future demand and factors that affect it);
- competitors
3. Definition of business:
- o assessment of business boundaries;
- o definition of limits

Tactical marketing is characterized by:

1. Description of the principles of activity of an innovative firm;
2. Program of marketing activities:
- product policy (product design; product positioning; length and depth of the product line; trademarks; packaging; quality assurance; warranty service);
- · price policy(pricing throughout the distribution chain - manufacturer, distributor and retail; discount policy and structure; price conditions; Various types;
3. Operational management of marketing activities; evaluation of the effectiveness of tactical marketing blocks

Product innovation (innovation) is a product of scientific, technical and innovative activities that offers a new means or method (technology) for the production of goods and services and opens up new areas for the consumer to realize their needs.

Moreover, the product-innovation must be evaluated according to four types (levels) of characteristics that form, in general terms, the use value of the product.

The first level is associated with the main purpose of the product (with the need that it satisfies).

The second level characterizes certain physical characteristics of the goods (quality, special characteristics, brand, packaging, etc.).

The third level is associated with the characteristics that complement the use value of the goods, in a certain sense, "in an intangible form" (terms of delivery, service, guarantees, price, etc.).

The fourth level concerns the purely personal characteristics of the consumer, which are very important for the correct positioning of the product on the market (advantages over competitors, new opportunities, image, etc.).

An enterprise "betting" on a product-innovation should strive to maximize the study of the buyer's capabilities in efficient use proposed innovation.

Marketing innovations - implemented new or significantly improved marketing methods, covering significant changes in the design and packaging of products, the use of new methods of sales and presentation of products (services), their presentation and promotion to sales markets, the formation of new pricing strategies. Marketing innovations are aimed at better satisfying the needs of consumers, expanding their composition, opening new markets in order to increase sales.

The basis and essence of the economic and cultural life of people is the production of goods, services, information (hereinafter: the product) and their subsequent sale in the relevant markets. Goods, services, information create a benefit, which economists call utility, allowing the buyer to satisfy some desire. There are four types of basic utilities that set the commercial tone for the relationship between producers and buyers of products: form, time, place, and ownership.

The usefulness of the form is created by enterprises, transforming raw materials and components into a finished product.

The utility of time, place and ownership is created by the marketing service through its specific strategies, tools, and communications.

The utilities of time and place are realized when consumers search for goods, services, information; the utility of ownership is realized at the moment of transfer of ownership of goods, services, information.

All businesses, if they want to survive, must:

1) create utility and enhance their competencies;
2) consider utility as the basis of survival.

These are the main commandments of successful strategists - marketers. The tools for creating utility in enterprises are the processes of designing innovations, their transformation into plans, and marketing innovative support for consumers. The combination of these components allows you to find, model and satisfy someone's requests in goods, services, information in effective ways, different from competitors. This is where the "superiority" of marketing innovations of one enterprise over another appears.

If we assume that the essence of marketing is "the process of creating grateful consumers", then innovative marketing solves another problem in parallel: it makes grateful consumers buy more and more "benefits" through products, services, information - the most skillfully executed marketing innovation strategies.

To keep pace with rapidly changing market needs and make the most of the opening times external environment opportunities, enterprises need constant work on new products, technologies, relations with the outside world. The key to meeting these ever-increasing challenges is innovative marketing activities, which in modern conditions is becoming the core of corporate competitive strategies. Changes in the external environment constantly create the ground for innovation, as new opportunities appear to meet existing needs and requirements.

Innovation (English innovation - the introduction of innovations) is interpreted in different ways. In its original meaning, innovation is "the creation of something new". According to P. Drucker, innovation is an action that gives resources a new ability to produce material and intellectual values. Innovation means innovation as a result of practical (or scientific and technical) development of innovation. In the modern concept of innovation, it is customary to distinguish between innovations-products, innovations-processes (production-technological), modifications of products and services. The practical development of innovations in innovations is the implementation of a commercial (entrepreneurial) idea to meet the demand for specific types products, technologies, services as goods. The presence of demand indicates their competitiveness, that is, public recognition, which is an important result of innovative activity.

From the moment it is accepted for distribution, an innovation acquires a new quality - it becomes an innovation.

The process of bringing an innovation to the market is commonly called commercialization, and the period of time between the appearance of an innovation and its implementation on the market is called the innovation lag.

Innovation is a special tool of entrepreneurship - it is not change management, but a targeted search for systemic changes that can be used by an entrepreneur.

The strategic opportunities of companies that adhere to innovative technologies and are market-oriented are associated with the creation of new and expansion of existing markets, penetration into new regional and transnational markets, and business repositioning. For these purposes, new ideas, innovations, innovations are required.

In marketing, innovative activity, as a rule, is carried out throughout the entire cycle of relations in the chain "manufacturer - buyer". However, there may be limitations that hinder the introduction of innovations in the field of marketing:

the presence of state and social restrictions that narrow the scope of the use of innovative ideas (product safety for the consumer, environmental compatibility);
high cost of development and implementation of marketing projects;
Lack of capital for enterprises
Shortening the life cycle of goods as a result of copying new items by competitors, etc.
Rising costs for the development of new products;
globalization of competition; decrease in profitability trademarks companies - followers;
unsuccessful positioning of a new product, ineffective advertising campaign or overpriced.

And yet, despite these limitations in the modern world innovative technologies are one of the most important and defining concepts for the development of the marketing environment of the enterprise. Interactive marketing, the Internet, broadband, wireless media, and interactive television are all the result of technological, innovative breakthroughs that marketers are already successfully exploiting and earning the required rates of return. As a result of innovation, new industries and products have been created, new advertising opportunities have arisen, and the nature of competition has changed, which significantly influenced decisions related to the marketing mix and, as a result, allowed public opinion and consumers to be taken into account on a larger scale through the implementation of:

a) exchange functions (buying and selling);
b) distribution functions (transportation and storage);
c) support functions (standardization, classification, funding, risk taking and marketing information).

Marketing innovations are aimed at better satisfying the needs of consumers, expanding their composition, opening new markets in order to increase sales. Product design changes that are part of a new marketing concept refer to changes in form and appearance product that does not affect its functional and user characteristics. They also include changes in packaging, which for products such as food, beverages, detergents, is decisive for their appearance.

The use of new methods of sales and presentation of products is related to the expansion of sales and does not include logistics methods (transportation and storage).

The use of new methods of presentation and promotion of products (services) means the application of appropriate new concepts.

Innovation in pricing involves the use of new pricing strategies to trade the firm's products and services. Seasonal, regular, or other ongoing changes in marketing tools are generally not marketing innovations. It is necessary to distinguish between marketing innovations and product, process innovations. The main criterion for differentiation is the presence of significant changes in the functions or ways of using the product. Products or services that are significantly improved in functionality or use over existing products are product innovations. A change in the design of an existing product is a marketing innovation, not a product innovation, unless its functional or user characteristics have changed significantly.

Marketing innovations may be new to the organization, but it does not have to be the first to introduce such innovations. It also does not matter whether the marketing innovations were developed by the organization itself or by other organizations.

Examples of marketing innovations include the following: introduction of significant changes in the design of products and services (excluding routine/seasonal changes), packaging; implementation of a new marketing strategy focused on expanding the composition of consumers or markets; application of new methods of product promotion (new advertising concepts, brand image, methods of marketing individualization, etc.); use of new sales channels (direct sales, e-commerce, licensing of products and services); introduction of new concepts for the presentation of products in trade (eg showrooms, websites, etc.); use of new pricing strategies when selling products and services.