THEORETICAL FOUNDATIONS OF MARKETING SUPPORT FOR THE DEVELOPMENT OF ALTERNATIVE ENERGY
Abstract
This article deeply explores the marketing support for the development of alternative energy, revealing its essence through the prism of unique market characteristics and modern challenges. The authors identify a number of previously unresolved problems that hinder the widespread adoption of "green" technologies. These include significant initial investments and long payback periods, which necessitate the development of new communication strategies to demonstrate faster and more tangible benefits for consumers. Attention is also focused on the volatility of government support and regulation, the technological complexity of solutions that can deter an unprepared consumer, and the need to consider geographical and climatic conditions for localized marketing approaches. Particular attention is paid to the analysis of the extended marketing mix 7P. The specificity of the product is thoroughly examined, which is not just equipment but a comprehensive energy system that ensures energy independence. The peculiarities of pricing are discussed, which must consider both initial investments and long-term savings. Effective distribution channels are explored, including direct sales, partnerships, and demonstration facilities. The promotion element covers a wide range of tools—from traditional advertising and PR to content marketing and word-of-mouth. The key role of people (highly qualified personnel), processes (efficiency and transparency of interaction with clients), and physical evidence (branding visualization and reliability) is recognized. Finally, the article emphasizes the critical importance of segmentation, targeting, and positioning for successfully attracting consumers to use alternative energy sources, proposing to base positioning on technological leadership, economic benefit, environmental friendliness, reliability, or comprehensive service. Thus, the article forms a holistic theoretical foundation that can serve as a basis for developing practical recommendations and effective marketing strategies for the sustainable development of alternative energy in Ukraine and beyond.
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