О влиянии маркетинговых стратегий на прибыль предприятий Полесского региона.
Abstract
В статье приведены результаты анализа стратегий маркетинга на предприятиях Полесского региона. На основе изучения и анализа материалов финансово–экономической отчетности, карт маркетинговых процессов, отчетов о работе отдела маркетинга, стандартов предприятия по системе качества в области маркетинга, планов маркетинговой деятельности и др. разработана математическая модель воздействия основных маркетинговых факторов на прибыль предприятия. К наиболее значимым факторам отнесены следующие: доля стратегического хозяйственного подразделения на рынке, темпы роста отрасли, затраты на совершенствование качества продукции, инвестиции в инновационную деятельность, степень дифференциации ассортимента, степень вертикальной интеграции при распределении товара. Модель предполагается использовать для выработки эффективных стратегий маркетинга путем их оптимизации с использованием симплекс–метода. Ключевые слова: Стратегии маркетинга, прибыль, доля на рынке, темпы роста, качество продукции, инновации, товарная дифференциация, вертикальная интеграция. = In article the mathematical model of influence of the basic marketing factors on enterprise profit is developed on the basis of the analysis of materials of the financial and economic reporting, cards of marketing processes, reports on work of department of marketing, standards of th e enterprise for system of quality in the field of marketing, plans of marketing activity, etc. The following is carried to the most significant factors: a share of economic division in the market, rates of increase of industry, costs for enhancement of quality of goods, the investment into innovative activity, degree of differentiation of assortment, degree of vertical integration at goods distribution. The model is used for development of effective marketing strategies by their optimization with simplex method use. Key words: Marketing strategies, profit, a share in the market, rates of increase, quality of goods, an innovation, commodity differentiation, vertical integration.References
Ламбен, Ж.–Ж. Менеджмент, ориентированный на рынок. Стратегический и операционный маркетинг: учебник для слушателей, обуч. по программам «Мастер делового администрирования»: [пер. с англ.] / Ж.Ж. Ламбен – Санкт–Петербург [и др.]: Питер, 2008 – 428 с.
Черняховская, Т.Н. Маркетинговая деятельность предприятия: теория и практика / Т.Н. Черняховская. – М.: Высшее образование, 2008. – 533 с.
Национальный центр маркетинга и конъюнктуры цен. http: ncmps.by/o–centre.html#.
Downloads
How to Cite
Issue
Section
License
he author provides the Editorial Board of the journal for the entire duration of the exclusive rights to the Work the following rights:
1. the right to reproduce the Work (publication, publication, duplication, duplication or other reproduction of the Work) without restriction of copies. In addition, each copy of the Work must contain the name of the author of the Work;
2. the right to distribute the Work in any way;
3. the right to be included in the composite work;
4. the right to be communicated to the public;
5. the use of metadata (title, name of the author (copyright holder), annotations, bibliographic materials, etc.) of the Works by distributing and making available to the public, processing and systematization, as well as inclusion in various databases and information systems.
6. the right to transfer, on a contractual basis, the rights partially or fully obtained under this contract to third parties without payment to the Author of remuneration.
The author transfers the rights to the Editorial Board under this Agreement on the basis of a non-exclusive license.
The editorial staff is obliged to observe the copyrights provided for by the current legislation, the rights of the Author, as well as to protect them and take all possible measures to prevent copyright infringement by third parties.
The territory in which the use of rights to the Works is allowed is not limited.
The author also provides the Editorial Board with the right to store and process the following personal data with no time limit:
• Full Name;
• Date of Birth;
• education information;
• information about the place of work and position;
• information on the availability of published works of literature, science and art.
Personal data are provided for their storage and processing in various databases and information systems, their inclusion in analytical and statistical reporting, the creation of reasonable interrelationships of objects of science, literature and art with personal data, etc.
The editorial board has the right to transfer the specified data for processing and storage to third parties, subject to notification of such a fact with the provision of information about a third party (name and address) to the Author.
The withdrawal of consent to the storage and processing of personal data is made by the Author by sending a written notice to the Editorial Board.
The author and the Editorial Board of the journal bear, according to the current legislation of the Republic of Belarus, property and other legal responsibility for non-fulfillment or improper fulfillment of their obligations.
The Party that improperly performed or did not fulfill its obligations is obliged to indemnify the losses incurred by the other Party, including lost profits.
All disputes and disagreements of the Parties arising from the terms of this Agreement shall be settled by negotiation, and if they fail, the indicated disputes shall be settled in court in accordance with the current legislation of the Republic of Belarus.
The termination of this agreement is possible at any time by mutual consent of the Parties, with the obligatory signing of the relevant agreement by the Parties.
Termination of this agreement unilaterally is possible in cases stipulated by the current legislation, or by a court decision.
In all that is not provided by this agreement, the Parties are guided by the norms of the current legislation of the Republic of Belarus.
