BUSINESS INFORM №2-2015

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Section: Management and Marketing
UDC 338.24:33.658
Kokhan M. M.
Forming the System of Diagnostic Indicators of Marketing Capacity of Pharmaceutical Enterprise (p. 302 - 308)
The article is aimed to select a system of diagnostic indicators of marketing potential of pharmaceutical enterprise in the aggregate. Resulting from analysis of the scientific approaches to determination of marketing capacity, the initial set of indicators with a complex hierarchical structure has been received, which, depending on management objectives, may include criteria that reflect the marketing activities of individual functional subsystems of enterprise. Taking into consideration purposes of completeness, integrated nature of the system of indicators and, consequently, improving the quality of information analysis of marketing environment of pharmaceutical enterprises, a methodology for development of the information space for the diagnostic indicators to evaluate the marketing potential has been elaborated on the basis of synthesizing methods of expert and statistical analysis. This approach has greatly enhanced the credibility of estimation of informative relevance of indicators of the marketing environment where enterprise is functioning. An expert evaluation of the aggregate of initial indicators has been conducted on examples of the following pharmaceutical companies: JSC «Farmak», JSC "Darnytsia», JSC «Kyiv vitamin plant», JSC «Scientific and production center «Borshchahivskiy chemical-pharmaceutical plant». The results of this analysis indicate a potential for development of pharmaceutical enterprises in the direction of improving their marketing strategies.
Keywords: marketing management, systemic approach, potential of marketing, pharmaceutical enterprise, expert methods, direct estimation method
Fig.: 2. Tabl.: 3. Formulae: 8. Bibl.: 10.

Kokhan Mariia M. – Postgraduate Student, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kokhan, Mariia M. (2015) “Forming the System of Diagnostic Indicators of Marketing Capacity of Pharmaceutical Enterprise.” Business Inform 2:302–308.

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