Developing Marketing Mix Strategy in the Market of Gifts

Student: Pepelyaeva Anastasiia

Supervisor: Alisa Panenko

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2016

The desires of consumers change very quickly, so it is necessary to improve the product, in line with consumer demands. In order to develop the marketing mix, it is necessary to analyze consumer behavior in the market of gifts, especially in the cards market, as well as highlight the specific characteristics of a particular market. In this study, the first stage of study the theoretical basis of the marketing mix: product, price, place, promotion, and specificity of these criteria in the target gifts. The next stage of the study collects information on cards consumers and their preferences. Based on these data the STP-developed strategy, and to develop recommendations for the manufacturer in the cards market. The results of this study are applied in nature, and can be used in business.

Full text (added May 23, 2016)

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