PECULIARITIES OF THE MARKETING OF IT-COMPANIES

Abstract

The article is devoted to the consideration of the features of marketing organization in IT companies. The specifics of the marketing activities of such companies are largely determined by the specifics of the industry sector of the client and the chosen business model. There are two main business models of IT companies: product and service (outsourcing). In service models, marketing plays a less significant role than in product models. According to the product model, the company develops finished products, replicates them and offers them to potential customers. Food companies tend to focus on a narrow product segment. The service model of the IT company assumes that the company develops custom projects to meet specific customer requirements, work is underway to find new customers, marketing methods are used to attract customers. When using the product model, the development of an IT product is carried out even before the appearance of customers; accordingly, all efforts to advance are carried out after development. Food companies tend to focus on a narrow product segment. Prices for IT products in the product model are formed using basic tools: starting price level, discount system, installment terms and credit. For a service model, the price, as a rule, is determined by the sum of the hourly pay for the work of the IT specialist. Prices for services such as SaaS can be set in the form of a subscription fee for services; payment of each transaction or fee for a certain amount of information. For promotion and subsequent sales of IT-products, mainly Internet resources are used. All major players in the IT market adhere to similar development strategies and marketing activities, namely, they have a chain of multi-level partner and distribution networks in the countries where their products are sold, thanks to which they can effectively work with potential consumers.