BUSINESS INFORM №9-2018

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Section: Management and Marketing
UDC 339.138:[658.87:004.738.5(477)]
Natorina A. O.
The Marketing Commodity Policy of Online-Retailers: Characterization and Trajectories of Development (p. 272 - 277)
The article is aimed at identifying the characteristics of marketing commodity policy of online-retailers on the basis of scientific and methodical approach (clustering), based on the estimates of online buyers, as well as developing proposals as to trajectory of development of marketing commodity policy of online retailers. The automation of calculations was carried out using the software packages «StatSoft Statistica» and «SPSS Statistics». The online customer survey is based on the use of the Google Forms online service. As a result of research, characteristics of marketing commodity policy of online retailers are determined and possible trajectories of development with descriptions in accordance with a certain characterization are suggested. Implementation of the developed offers will allow online-retailers to satisfy ad maximum the needs and preferences of online buyers in the Internet space, including by means of updating the product portfolio.
Keywords: marketing commodity policy, online-retailer, cluster analysis, trajectory of development of online-retailer, description of development trajectory of online-retailer.
Fig.: 2. Tabl.: 4. Formulae: 1. Bibl.: 12.

Natorina Alona O. – Candidate of Sciences (Economics), Head of the Department, Department of International Economics, Accounting and Finance, Academician Yuriy Bugay International Scientific and Technical University (3 Khersonskyi Lane, Kyiv, 02660, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Natorina, Alona O. (2018) “The Marketing Commodity Policy of Online-Retailers: Characterization and Trajectories of Development.” Business Inform 9:272–277.

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