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Marketing Researches as the Instrument for Determining the Strategic Directions of Innovative Development of an Industrial Enterprise in the Sphere of Product Policy
Letunovska N. Y., Syhyda L. O.

Letunovska, Nataliia Ye., and Syhyda, Liubov O. (2019) “Marketing Researches as the Instrument for Determining the Strategic Directions of Innovative Development of an Industrial Enterprise in the Sphere of Product Policy.” Business Inform 4:97–105.
https://doi.org/10.32983/2222-4459-2019-4-97-105

Section: Innovative Processes

UDC 65.011.12:339.138

Abstract:
The article proves that marketing research is an integral part of increasing the competitiveness of economic entities, in particular for those who work in the industrial market. It is specified that the traditional forms of market research are gradually losing their relevance, thus the non-standard, modernized approaches to conducting market analysis are becoming more and more popular. The article contains the newest classification of marketing researches. In addition, a classification of product-innovations along with provision of examples of enterprises that produce such products in the Ukrainian market, is prepared. The authors have developed a matrix, which gives an opportunity to clearly define the role of marketing researches in terms of rollout of new or improved products for different segments of the market. Details of implementing marketing researches in B2B market are listed. In the course of the marketing research carried out in the sphere of machine-building production a map of consensus of consumers’ expectations and possibilities of manufacturer is composed with allocation of problem zones for further development of parametric provisioning of product items.

Keywords: marketing researches, product-innovation, product innovation policy, industrial production, machine building.

Fig.: 3. Tabl.: 1. Bibl.: 19.

Letunovska Nataliia Ye. – Candidate of Sciences (Economics), Associate Professor, Senior Lecturer, Department of Marketing, Sumy State University (2 Mykoly Sumtsova Str., Sumy, 40007, Ukraine)
Email: [email protected]
Syhyda Liubov O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Business Economics and Administration, Sumy State Pedagogical University named after A. S. Makarenko (87 Romenska Str., Sumy, 40002, Ukraine)
Email: [email protected]

List of references in article

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Oklander, M. A., Oklander, T. O., and Yashkina, O. I. “Tendentsii marketynhovykh doslidzhen: onlain paneli ta onlain spilnoty“ [Trends in marketing research: Online panel and online community]. Marketynh i menedzhment innovatsii, no. 1 (2018): 118-129.
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Nahornyi, Ye. I. “Naukovo-metodychni zasady marketynhovoho testuvannia promyslovoi innovatsiinoi produktsii“ [Scientific and methodical principles of marketing testing of industrial innovation products]: dys. … kand. ekon. nauk, 2011.
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