BUSINESS INFORM №11-2018

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48

Section: Management and Marketing
UDC 367.546
Lisna I. F., Pyvavar I. V., Ponomarenko O. O.
Marketing Research and Marketing Planning at Macro and Micro Levels (p. 333 - 339)
The article analyzes the marketing research and planning of the marketing activities at both the macro- and micro-levels. A substantiation of choice of directions of increase of efficiency in terms of use of marketing potential of enterprise together with the development of corresponding actions as to implementation of these directions necessitates careful marketing research of the conditions of economic activity, definition of peculiarities of the market segmentation and determination of the key advantages that ensure stable positions of producers in the competitive rivalry. The validity of the strategic decisions taken by the enterprise is largely determined by the completeness and reliability of the information used. High labor intensity, complexity of gathering and analytical processing of large amount of various information, the possibilities of obtaining of which are limited, along with absence of necessary competence of the engaged experts, places in question the possibility of carrying out of such works by small enterprises qualitatively and in full volume. Therefore, the article defines the expediency of forming of the specialized information-analytical centers, which are concentrating the necessary information and equipped with various instruments of its strategic evaluation.
Keywords: marketing, marketing research, marketing planning, system of marketing information.
Bibl.: 16.

Lisna Iryna F. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Pyvavar Iryna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Ponomarenko Oleksandr O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in English
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Reference to this article:
Lisna, Iryna F., Pyvavar, Iryna V., and Ponomarenko, Oleksandr O. (2018) “Marketing Research and Marketing Planning at Macro and Micro Levels.” Business Inform 11:333–339.

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