BUSINESS INFORM №11-2013

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61

Section: Management and Marketing
UDC 339.138:004.451
Bashirov I. H., Makoveichuk K. O., Anufriieva V. V.
Methods of Modelling Marketing Activity on Software Sales (p. 367 - 371)
The article studies a topical issue of development of methods of modelling marketing activity on software sales for achievement of efficient functioning of an enterprise. On the basis of analysis of the market type for the studied CloudLinux OS product, the article identifies the market structure type: monopolistic competition. To ensure the information basis of the marketing activity in the target market segment, the article offers the survey method. The article provides a questionnaire, which contains specific questions regarding the studied market segment of hosting services, for an online survey with the help of the Survio service. In accordance with the system approach the CloudLinux OS has properties of systems, namely, diversity. Economic differences are non-price indicators that have no numeric expression and are quality descriptions. Analysis of the market and the conducted survey allow obtaining them. Combination of price and non-price indicators provides a complete description of the product properties. To calculate an integral indicator of competitiveness the article offers to apply a model, which is based on the direct algebraic addition of weight measures of individual indicators, regulation of formalised indicators and use of the mechanism of fuzzy sets for identification of non-formalised indicators. The calculated indicator allows not only assessment of the current level of competitiveness, but also identification of influence of changes of various indicators, which allows increase of efficiency of marketing decisions. Also, having identified the target customers of hosting OS and formalised non-price parameters, it is possible to conduct the search for a set of optimal characteristics of the product. In the result an optimal strategy of the product advancement to the market is formed.
Keywords: hosting, marketing strategy, online questionnaire, indicator of competitiveness, fuzzy sets
Tabl.: 2. Formulae: 14. Bibl.: 10.

Bashirov Islam H. – Candidate of Sciences (Economics), Professor, Dean, Faculty of Marketing, trade and customs, Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky (16 Tramvaina Str., Kryvyi Rih, Dnipropetrovsk region, 50005, Ukraine)
Email: [email protected]
Makoveichuk Krystina O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Information Systems and Technology Management, Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky (16 Tramvaina Str., Kryvyi Rih, Dnipropetrovsk region, 50005, Ukraine)
Email: [email protected]
Anufriieva Viktoriia V. – Postgraduate Student, Department of marketing and business affairs, Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky (16 Tramvaina Str., Kryvyi Rih, Dnipropetrovsk region, 50005, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Bashirov, Islam H., Makoveichuk, Krystina O., and Anufriieva, Viktoriia V. (2013) “Methods of Modelling Marketing Activity on Software Sales.” Business Inform 11:367–371.

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