Marketing of Innovative Activities of Retailers
Innovations allow companies to be proactive, forming and offering the consumer a targeted trade offer. Targeted trade offers, specificity and selectivity of trade routes has great importance for the organization of sale of goods. Innovative activity of trade networks is a response to external challenges, because the trading campaign which more efficiently applies innovation is the winner. For the development of innovation is very important evaluation of innovative potential. The expert group has evaluated the innovative potential of supermarket trading company «Tape». Innovation identifies opportunities and threats for the development of a trading company. Marketing determines the vector of the innovative development of a trading company. Innovation involves the use of additional funds. Investments can be directed in the trade and technological processes. The main requirement for investments is their return. Innovation and investment activities must be cost-effective and risks must be reasonable. Marketing support of innovative activity determines the composition and period of investment, contributes to changes in the marketing situation in the market.