Маркетингові дослідження та аналітичні етапи їх здійснення
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Файли
Дата
2019
Автори
Рзаєва, Т.Г.
Слива, А.А.
Rzaeva, T.
Slyva, A.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті розглянуто сутність маркетингового дослідження. Окреслено проблеми щодо суті маркетингових
досліджень, етапів їх здійснення та мети проведення. Розглянуто підходи до визначення поняття «маркетингові
дослідження» та визначено основні ознаки їх формування. Обґрунтовано основні етапи здійснення аналітичних досліджень.
The purpose of the article is to investigate the essence and significance of marketing research and summarize its main analytical directions and stages. The article deals with the essence of marketing research. The problems of its implementation are outlined. Approaches to definition of the term 'marketing researches' are considered. The basic signs of understanding of marketing research are identified. Marketing research is seen as a system of measures. Marketing research is studied as a process of research. Research is presented as an instrument of influence. The expediency of market research and its structure is emphasized. It is important to evaluate the marketing environment. The analytical study of the marketing environment into external and internal is made. It is suggested to study products, prices and pricing. The focus is on turnover and sales. Important is the evaluation of the sales promotion and advertising system. The problems of the essence of marketing researches, stages of their realization and purpose of carrying out are outlined. The expediency of determining the purpose of the study was emphasized. Emphasis is placed on the purpose of the study and the directions of its implementation. Emphasis is placed on measures to obtain prompt information. It is important to collect, process, analyse market information in a timely manner. The basic stages of analytical research are substantiated. The feasibility of forming a system of primary indicators has been proved. The importance of developing a system of generalized indicators is emphasized. Emphasis is placed on the expediency of estimating the dynamics of deviations of actual and projected indicators. The logic of identifying problematic issues is proved. The importance of identifying the main causes of influence is emphasized. The importance of finding unused reserves is substantiated. The expediency of developing a system of preventive measures has been proved. It is proposed to monitor the results of implementation of management decisions. Marketing research is presented as an enterprise risk assessment tool. The basis for the development of marketing activities. Bases of managerial decision making.
The purpose of the article is to investigate the essence and significance of marketing research and summarize its main analytical directions and stages. The article deals with the essence of marketing research. The problems of its implementation are outlined. Approaches to definition of the term 'marketing researches' are considered. The basic signs of understanding of marketing research are identified. Marketing research is seen as a system of measures. Marketing research is studied as a process of research. Research is presented as an instrument of influence. The expediency of market research and its structure is emphasized. It is important to evaluate the marketing environment. The analytical study of the marketing environment into external and internal is made. It is suggested to study products, prices and pricing. The focus is on turnover and sales. Important is the evaluation of the sales promotion and advertising system. The problems of the essence of marketing researches, stages of their realization and purpose of carrying out are outlined. The expediency of determining the purpose of the study was emphasized. Emphasis is placed on the purpose of the study and the directions of its implementation. Emphasis is placed on measures to obtain prompt information. It is important to collect, process, analyse market information in a timely manner. The basic stages of analytical research are substantiated. The feasibility of forming a system of primary indicators has been proved. The importance of developing a system of generalized indicators is emphasized. Emphasis is placed on the expediency of estimating the dynamics of deviations of actual and projected indicators. The logic of identifying problematic issues is proved. The importance of identifying the main causes of influence is emphasized. The importance of finding unused reserves is substantiated. The expediency of developing a system of preventive measures has been proved. It is proposed to monitor the results of implementation of management decisions. Marketing research is presented as an enterprise risk assessment tool. The basis for the development of marketing activities. Bases of managerial decision making.
Опис
Ключові слова
маркетингові дослідження, аналітичний процес, етапи аналізу, мета дослідження, marketing research, analytical process, stages of analysis, purpose of research
Бібліографічний опис
Рзаєва, Т.Г. Маркетингові дослідження та аналітичні етапи їх здійснення [Текст] / Т. Г. Рзаєва, А. А. Слива // Вісник Хмельницького національного університету. Економічні науки. – 2019. – №5. – С. 199-202.