The transformation of the marketing concept in the post-COVID period in the context of the formation of marketing strategies for the development of the household appliances market
The article deals with the tendencies of changes in the orientation of the purchases in connection with the pandemic and the expected dynamics of the development of the pandemic and changes in shopping preferences in online stores and traditional stores. It presents the generalized scheme of the global system of advertising and sales of household appliances in the structure of the new marketing concept, proposes the author's definition of the new term "cyberspace marketing", and justifies its application as a marketing concept. The author of the article develops the scheme of interaction among the main marketing concepts and their influence on the creation of the concept of cyberspace marketing, the scheme of the representation of the first element of the marketing mix "product" in cyberspace marketing, the scheme of the representation of the element of the marketing mix "price" in cyberspace marketing, the scheme of the analysis of customer needs in the delivery of appliances and changes in transportation logistics and the scheme of the subsystem of market segmentation in the conditions of cyberspace marketing. The scientific novelty lies in the author's presentation of the term "cyberspace marketing". The new marketing concept emerging in the context of the pandemic and quarantine measures is the development of existing trends, but in a more rapid manifestation. Since the development of these provisions takes place in cyberspace, the new concept of household appliances marketing can be called cyberspace marketing.