FEATURES OF THE PROCESS OF IMPRESSION MARKETING USING AT THE ENTERPRISES

The essences of impression marketing and managing of consumers' emotions are considered in the article. It means creating an emotional connection between the consumer and the product or brand. The reasons of the appearance of the new marketing conception are analyzed. The main ones are the high level of competition and the formation of the economy of underexpectations. The main components of impression marketing are defined. These are forming an impression of a product or brand, forming an impression of a producer of a product or brand, managing consumer emotions, forming consumer networks that are motivated by similar impressions and emotions during purchasing goods and services. The advantages and disadvantages of impression marketing are emphasized. The threats of indifference and annoyance of clients that arise in the absence of the expected impressions are described. The main reasons for their occurrence are described. The basic components that give the opportunity to successfully impress the consumer to the manufacturer and the trader have been identified. In particular, manufacturers should focus on after-sales service, while retailers have a primary responsibility for during-sales service. In addition, retailers can more effectively implement loyalty programs. The process of managing of consumer impressions and its features are determined. The following stages of impression management are identified: identification of the necessary impressions; identifying the target audience that is impressionable; planning and development of marketing events; implementation of personalized events for forming impressions; implementation of non-personalized events to enhance impression formation; monitoring of consumer impressions; evaluation of the effectiveness of impression management.