Keywords
customer profiles
customer behavior
big data analysis
automotive market
Categories
How to Cite
Abstract
The peculiarities of the automotive market development are analyzed in view of the increase in the share of connected cars. Prospects for the use of data collected by vehicles for marketing purposes are described. The possibilities of anticipative marketing in the process of meeting the consumers’ needs with the traditional product promotion approaches are compared. The relationship between the number of "smart" vehicles and the dynamics of road accidents in the EU is depicted. Approaches to monetization of data for marketing purposes collected by vehicles are singled out. The role of data normalization processes and mechanisms of their application to the enterprises marketing activities are argued. A matrix of consumer needs anticipation has been formed, where four key segments have been identified. The goals of the measures within the framework of the anticipative marketing strategy implementation are illustrated. Based on the differentiation of key areas of activity on the way to the implementation of anticipative marketing, is proposed an approach to designing a system of anticipative marketing of the automotive company
References
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The papers published in the ASEJ Journal (alternate title: Zeszyty Naukowe Wyższej Szkoły Finansów i Prawa w Bielsku-Białej) - published by the University of Applied Sciences in Bielsko-Biała, are online open access distributed (Creative Commons Attribution CC-BY-NC 4.0 license). The Publisher cannot be held liable for the graphic material supplied. The printed version is the original version of the issued Journal. Responsibility for the content rests with the authors and not upon the Scientific Journal or Bielsko-Biala School of Finance and Law.