In article marketing of a difficult technique with use of methods of the behavioural finance is considered. Any goods, and especially difficult technique for their successful realisation should be competitive. Competitiveness of a difficult technique is the difficult complex, one of which important factors is the behaviour of the buyer. Making of the decision on purchase, buyers of a difficult technique, in a greater degree think that are guided by rational motives, and actually more often the behaviour of people ceases to correspond to rationality model. The new area of the finance - the behavioural finance is engaged in studying of these problems. Conclusions become: Competitive marketing of a difficult technique should be global and is impossible without an effective utilisation of exhibition activity. The account of the revealed methods of the behavioural finance will allow to raise essentially efficiency of financial strategy and tactics of participants of the market. The given approach is a new direction, approaches of the behavioural finance can be used in marketing and especially a difficult technique.
Keywords: competitive marketing, exhibition activity, competitiveness, the buyer, the difficult technique, the world market, the behavioural finance, irrational behaviour
