MARKETING RESEARCHES ARE THE TOOLS FOR COMPETITIVENESS MANAGEMENT OF THE ENTERPRISE
DOI:
https://doi.org/10.37332/2309-1533.2019.5-6.14Keywords:
Key words, marketing researches, competitiveness, management process, consumers, market environment, marketing information, management tools.Abstract
Horodetskyi M.Ya. MARKETING RESEARCHES ARE THE TOOLS FOR COMPETITIVENESS MANAGEMENT OF THE ENTERPRISE
Purpose. The aim of the study is the research of theoretical and practical recommendations on marketing researches for formation of tools for competitiveness management of the enterprise.
Methodology of research. The methodological basis of the study is the dialectical method of cognition, applied in the process of researching the problems of managing marketing research of the enterprise. The following methods are used in solving the tasks to achieve the goals: abstract and logical (to clarify the interpretations of the categorical tools of the research topic), the analysis and synthesis method and the method of scientific abstraction – to define the concept of “marketing research”; structural and functional method and the method of analysis and comparison – for the nature and purpose of marketing research; system analysis method, historical and logical approach – to represent the evolution of marketing researches.
Findings. The author has proposed a mechanism for the formation of competitive positioning for an enterprise, which is based on the process of marketing research management. The mechanism is based on a systematic research activity that answers the question of what forms a favourable opinion of consumers and determines its choice over competitors.
Originality. A benchmarking approach is proposed to optimize the process of managing marketing research for the enterprise. It allows the company to navigate in a complex and changing market environment and in the market for customer service and identify appropriate directions for creating competitive advantages.
Practical value. The results of the study can be used in the practical activities of car service enterprises to conduct more informed marketing researches.
Key words: marketing researches; competitiveness; management process; consumers; market environment; marketing information; management tools.
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