Value- based marketing in education as the badis for innovative educational technologies

Abstract

Modern marketing is characterized by a number of changes associated primarily with changes in consumer perception. Marketing activity is focused on meeting the needs of consumers and the formation of new needs based on the acceptance of the values of the product that are offered to the audience of consumers. To form new needs, marketers study the motives, interests, values of consumers. Information about motives, interests, values creates an environment for a possible new incentive for the emergence of new needs. The appearance of new values of goods and services allow scientists to identify new needs that are interesting for marketers. Values are the properties of a product to satisfy certain consumer needs. Each new generation of consumers reconsiders the importance of human and professional values, which confirms the need for constant marketing research of real and possible motives, interests and values.