Интернаука - Интернаука №16 (часть3) 2020

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.

40-45% of the market) The most characteristic brands: This influx will be based on the following factors:

LADA, Ravon, Renault. Although the latter is gradually

 an individual approach to clients;

moving from this segment to the next. The average cost

 convenient system of discounts;

of selling a car in the segment of 3-5 million. This seg-

 providing a guarantee for all types of services;

ment is growing rapidly due to the fact that buyers have

 provision of all possible services.

become sensitive to the price of the car.

It is necessary to constantly provide information to

2.Lower middle segment. This segment occupies

future customers about what services the service can

about 20-25% of the market. Here are such well-known

provide them. So, newspapers, television, radio, and the

brands as Hyundai, KIA. The average cost of selling a Internet serve as tools for good car service marketing.

car in the segment is 5-10 million tenge. This segment is

In 2019, the car market in Kazakhstan shows signs

growing, but not so fast. Some buyers leave due to ris-

of growth after a catastrophic fall in 2015-2018. The ing prices in this segment to the budget, and some, on overall improvement in the performance of car dealers the contrary, to the upper middle.

is associated with a gradual improvement in the situa-3.Upper middle segment. This segment occupies

tion in the economy (which we already talked about in about 25-27% of the market. Cars with a cost of 10 to earlier posts), the accumulated demand from the popula-20 million tenge. The most popular Toyota brand

tion, and partly the effect of the EXPO.

among Kazakhstanis reigns supremely in this segment.

The total turnover of new passenger cars, according

The segment is growing quite well due to the effect of to statistics, increased in 2019 by 31% and amounted to

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№ 16 (145), часть 3, 2020 г.

about 426.5 billion tenge. At the same time, in kind, the

very convenient, you can agree on everything without

growth is more modest by only 6% to the total number

leaving your home. Thanks to the video channels, you of cars sold about 49 thousand units.

can clearly show the available car models, their equip-In order to understand the depth of the fall of the car

ment and service nuances. It is very important to select

market, we recall that at the peak of its volume in 2013,

the right and necessary “content” for your sites so that it

almost 163 thousand new cars were sold. Those. the fall

meets the preferences of customers (questions raised,

was almost three times. The main factors that caused comments, frequency of publications, terminology and

this crisis in the auto market were:

slang).Next, you need to pay attention to when the cus-

 Devaluation of tenge

tomer calls, then comes to the service center, he wants

 Drop in oil prices

to continue communication at the intramural level, that

 Decrease in the solvency of the population fol-

is, the human factor hiding earlier behind the monitor lowing this

will manifest itself more than ever.

 Increase and introduction of taxes and fees that

The time of traditional marketing is not over, de-

increase the cost of acquiring a car registration.

spite the decrease in the effectiveness of direct advertis-

The state is trying to revive this market and promote

ing, but it is already coming to an end for a business its growth by supporting local automakers and preferen-such as car dealerships, and even more so car services.

tial car loans on the model of the Kazakhstan assembly.

This can be explained by the fact that in our time people

But global factors, expressed primarily in the fact that deal with a huge amount of information and pay atten-the new car for most Kazakhstanis, have become more a

tion to the brightest, loudest messages. As well as car luxury than a means of transportation.

dealerships compete for consumer attention, but not

A sufficiently large number of potential buyers due

with each other, but with other large companies. Reject

to the unpredictable behavior of the tenge and the mar-

traditional marketing for two reasons:

ket as a whole postponed the purchase until a later date.

1) not all potential customers in the automotive

They monitor the market situation, compare offers, wait

business of Kazakhstan and other countries use the Infor lower prices. The other and most part turned to the ternet. Refuse this audience is not worth it.

secondary market, as prices there are much lower.

2) traditional marketing, despite its low efficiency,

Creating a trusting model of communication with

allows giving a chance for the first contact with the cli-

the consumer, necessary to attract attention, allows the ent, but only for the first. This may be an advertisement

client to be interested and establish a dialogue with him.

in a newspaper or on television.

Various blogs, forums, social networks are tools

Many experts in the automotive marketing market

through which you can effectively establish contact with

believe that the future lies in online advertising. This is

customers. Such communications provide loyalty and

the context, teaser ads, colorful articles on thematic re-allow you to receive feedback from the consumer, as

sources, as well as communication with the audience

well as prepare them for communication with the seller,

through social networks. The client has become more

thereby increasing the chances that the customer will protected from offline advertising, as she has already purchase a car. Car holdings, dealerships, and car ser-largely outlived herself. Old formats work much less

vice centers have corporate sites, but besides them there

efficiently. New effective offline formats have not yet should be a blog or forum where company employees

been created, which is not surprising, since the main could communicate with the client, emphasizing the

emphasis is on virtual space, where everything is much

benefits of buying their car and using only their ser-simpler, faster, more mobile.

vices. This is becoming increasingly popular, as it is

References:

1. Car marketing: key features of the domestic car market [electronic resource] - Access mode. - URL: http://www.drivenetwork.ru/articles?id=1 (accessed: 12/04/2016) 2. Abramova, V.I. Management and Marketing: Textbook / V.I. Abramova. - M.: EC RIOR, 2009 .-- 161 p.

3. Akulich, I. L. Marketing: a textbook for students of higher educational institutions in economic specialties / I. L.

Akulich. - Minsk: Higher School, 2010 .-- 524 p.

4. Akulich, I. L. Marketing: a textbook for students of higher educational institutions in economic specialties / I. L.

Akulich. - Minsk: Higher School, 2010 .-- 524 p.

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LAW

ASTANA INTERNATIONAL FINANCE CENTER. COURT AND THE ANALYSIS OF THEIR

FIRST JUDICIAL DECISION Meruyert Makhanbetaliyeva

bachelor of law, master student of L.N.Gumilyov Eurasian National University, Kazakhstan, Nur-Sultan

МЕЖДУНАРОДНЫЙ ФИНАНСОВЫЙ ЦЕНТР «АСТАНА». ПЕРВОЕ СУДЕБНОЕ РЕШЕНИЕ

СУДА МЕЖДУНАРОДНОГО ФИНАНСОВОГО ЦЕНТРА «АСТАНА»

Маханбеталиева Меруерт Мейрамбековна

бакалавр права, магистрант Евразийского национального университета им. Л.Н.Гумилева, Казахстан, г. Нур-Султан