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Segmentation and Choice of Partners of an Enterprise in the Process of Marketing Activities
Us M. I.

Us, Maryna I. (2019) “Segmentation and Choice of Partners of an Enterprise in the Process of Marketing Activities.” Business Inform 5:239–245.

Section: Management and Marketing

Article is written in Ukrainan
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UDC 005.591.452

The aim of the article is to justify the need for segmenting and choosing partners of an enterprise in the process of marketing activities. By analyzing, systematizing and summarizing scientific works of domestic and foreign scientists, the essence of partnering relationships and their role in implementing marketing activities of an enterprise are determined. Criteria for segmentation of participants in an enterprise’s relationships are identified, and existing matrix models for segmenting and choosing partners are considered. An important step in forming partnering relationships is evaluation of partners. Among the main groups of indicators for evaluating and choosing partners are: production, marketing, organizational, sociocultural, technical and technological, financial (economic) ones, information groups of indicators, which allow to comprehensively assess capabilities and resources of potential partners as well as benefits which can be obtained by the company in the process of cooperation. A promising direction for further research is to determine possible forms and types of relationships with partners which will allow improving effectiveness of marketing activities.

Keywords: marketing activities, partnering relationships of an enterprise, segmentation, choice of partners, indicators of partner evaluation.

Fig.: 2. Tabl.: 2. Bibl.: 14.

Us Maryna I. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

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