A sufficiently large number of potential buyers due
with each other, but with other large companies. Reject
to the unpredictable behavior of the tenge and the mar-
traditional marketing for two reasons:
ket as a whole postponed the purchase until a later date.
1) not all potential customers in the automotive
They monitor the market situation, compare offers, wait
business of Kazakhstan and other countries use the Infor lower prices. The other and most part turned to the ternet. Refuse this audience is not worth it.
secondary market, as prices there are much lower.
2) traditional marketing, despite its low efficiency,
Creating a trusting model of communication with
allows giving a chance for the first contact with the cli-
the consumer, necessary to attract attention, allows the ent, but only for the first. This may be an advertisement
client to be interested and establish a dialogue with him.
in a newspaper or on television.
Various blogs, forums, social networks are tools
Many experts in the automotive marketing market
through which you can effectively establish contact with
believe that the future lies in online advertising. This is
customers. Such communications provide loyalty and
the context, teaser ads, colorful articles on thematic re-allow you to receive feedback from the consumer, as
sources, as well as communication with the audience
well as prepare them for communication with the seller,
through social networks. The client has become more
thereby increasing the chances that the customer will protected from offline advertising, as she has already purchase a car. Car holdings, dealerships, and car ser-largely outlived herself. Old formats work much less
vice centers have corporate sites, but besides them there
efficiently. New effective offline formats have not yet should be a blog or forum where company employees
been created, which is not surprising, since the main could communicate with the client, emphasizing the
emphasis is on virtual space, where everything is much
benefits of buying their car and using only their ser-simpler, faster, more mobile.
vices. This is becoming increasingly popular, as it is
References:
1. Car marketing: key features of the domestic car market [electronic resource] - Access mode. - URL: http://www.drivenetwork.ru/articles?id=1 (accessed: 12/04/2016) 2. Abramova, V.I. Management and Marketing: Textbook / V.I. Abramova. - M.: EC RIOR, 2009 .-- 161 p.