Интернаука №16 (часть3) 2020 - [41]

Thirdly, there is no automation - most of the set-

day, and Kazakhstani companies need to study new

tings and processes for launching online advertising

trends and opportunities for Internet marketing in order

occur randomly, many important points are missed, the

to successfully sell goods and services.

budget is lost, and customers pass by.

References:

1. Advances in Social Media Research: Past, Present and Future - K.K. Kapoor, K. Tamilmani, N.P. Rana - Link: https://link.springer.com/article/10/10000/s10796-017-9810-y 2. Basic Internet Marketing Concepts - URL: https://ru.wikipedia.org/wiki/ Internet Marketing 3. Matveev

A.V.

Internet

marketing

/

A.V.

Matveyev.

Access

Mode:

http://www.proweb.ru/articles/oglavlenie/glava1/imarketing

4. Электронный ресурс: http://www.bizhit.ru/index/polzovateli_interneta_v_mire/0-404

51

Журнал «Интернаука»

№ 16 (145), часть 3, 2020 г.

FEATURES OF AUTOMOBILE MARKETING IN KAZAKHSTAN Alexandera Krivoguzov

Student, Karaganda State Technical University,

Kazakhstan, Karaganda Bakyt Nakakaawa

Candidate of economic Sciences, Karaganda State Technical University,Kazakhstan, Karaganda

Today, a car is not just a means of transportation

accumulated demand and due to the active work of

and not even a luxury, but an integral part of a person’s

dealers.

life. It is in almost every family and every year there are

4.The most expensive segment is expensive cars.

more and more cars. Today, many cars have many simi-

The average cost of a car in this segment is from 20

larities relative to each other and the attractiveness of a

million and more. In this segment fall brands such as: particular model in the eyes of the client is very im-Lexus. Land Rover, BMW. This segment is historically

portant, but not just the car itself, but service and stable since buyers in this segment are not very sensitive

maintenance are of even greater importance. And the

to the crisis in the economy and choose a car for com-client is not always completely satisfied with the work pletely different factors. This segment occupies about of specialists.

5% of the market.

The automotive market in Kazakhstan is different

Another marketing feature is bad roads. The key

from the Western market, and accordingly the auto-

point is that the use of a car means frequent contact with

marketing is different, which means the methods of sale,

a car service. Not the best roads - this is one of the rea-

advertising, promotion. If we consider the main points sons why a large number of Kazakhstans prefer to buy of Kazakhstan marketing, we can first of all note that domestic cars. Everything is simple here - cheap cars the car was rarely considered a means of first necessity,

and affordable spare parts that are always available and

and if the family bought the car, then it usually uses it the price for repairs is affordable. It is worth noting that for a long time than in European or American countries.

for the above reasons, domestic cars do not need mar-A factor such as long-term operation should be consid-

keting very much, since cars are bought quite willingly,

ered by advertising agencies if they want to promote car

and there is always a demand for them. Of great im-marketing. It should also be borne in mind that there are

portance is the seasonality of car marketing. Car retail-

a large number of different car brands on the market that

ers are activated after spring and summer. And this is combine good quality and reliability. In such cases,

quite logical, because people need something to go to marketing specialists will need to develop new promo-the cottage or on vacation, and marketing specialists tion methods that will be based on powerful emotional should adapt to seasonal factors. It is also worth noting

messages that will have a positive impact on the con-the discount policy, which is also important. Discount sumer [1].

can play a big role in an advertising company. A five to

Kazakhstan auto market is quite segmented. Each

ten percent discount from the initial high price is a sig-

segment in turn moves in its own direction. Each seg-nificant savings for any average family, as well as a ment has its most characteristic car models.

decisive factor in favor of the purchase. Even discounts

It is conditionally possible to divide the car market

can strongly affect demand - this is a fact. If we talk of Kazakhstan into 4 segments according to the level of

about service, then not everywhere it corresponds to

prices for cars:

what is desired. So effective car service marketing can 1.Budget cars. The most massive segment (about

provide a significant influx of new customers.