Positioning of innovative products in the industrial market of Kazakhstan

The formation of the post-industrial technological mode of production in the first half of the XXIst century, the development and dissemination of the sixth technological order in the context of the formation of a global innovation and technological space, determined the modern state economic policy of Kazakhstan aimed at achieving sustainable dynamic development of the country on the basis of economic diversification and abandoning the commodity orientation of development. The main vector of state industrial-innovative policy is the creation of competitive and export-oriented goods, works and services in the sphere of production and services. The position of the goods is the place that the given product occupies in the mind of the consumer in comparison with a similar product of the competitor. This is a complex process, consisting of a whole set of impressions and sensations that develops among consumers. Positioning is the way in which a consumer identifies a particular product according to its most important characteristics. The purpose of the article is to identify the features of the positioning of innovative products in the Kazakhstan market. A relatively new field of scientific research for Kazakhstani scientists is the marketing of innovative products. The study of existing technologies of positioning and promotion of innovations in the world practice is becoming especially relevant for the development of its own positioning strategy as an effective marketing tool in high-tech markets.

innovative product, positioning, methodology, marketing, tools, strategy, technology, инновационный продукт, позиционирование, методология, маркетинг, инструменты, стратегия, технологии, инновациялық өнім, жайғастыру, әдіснама, маркетинг, құрал, стратегия, технологиялар

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