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Process-technology oriented approach for developing marketing model of an industrial good
(SWorld & D.A. Tsenov Academy of Economics, 2025) Zozulov, O. V.; Tsarova, T. O.; Gavrysh, I. O.
The article investigates the competitiveness of goods related with building product models according to structural, structural-dynamic and process approaches. In the article it is determined that widely used marketing models of product (model of three levels and five levels) do not meet for all the complexity of consumer behavior, because they do not take into consideration the process of meeting the needs within a particular consumer consumption technology. The developed product model includes three conceptual level (the principle of customer needs meeting, the method of realization of the principle and the physical realization of the method) complements the existing models and creates the preconditions for a comprehensive assessment of competitiveness of the goods taking into account the technology of consumption, which is based on certain consumer behavior.