Section of the journal:
Regional and sectoral economy
Pages:
2-10
Bibliographic description of the article
Bazilevich, S. V. MARKETING APPROACH TO THE ASSESSMENT OF COMPETITIVENESS / S. V. Bazilevich, E. D. Lipkina. – Text : direct //
Innovative economics and society. – 2022. – № 3 (37). – С. 2-10
Abstract
The article considers the service market and the analytical component of the marketing process, which is most clearly manifested in its strategic form as a process involving continuity and operating with categories of time and action. Emphasis is placed on the understanding that any marketing impact can be much more effective if based on a deep knowledge of the market situation, and one of the priorities of the marketing activity of the enterprise is the analysis of its competitiveness. It is determined that one of the most popular approaches to assessing competitiveness is based on the use of four criteria: product, place, price, promotion (4 «P» concept), which are interrelated and interdependent, and their systematic application allows for a synergistic effect. For the identified criteria, a specification of the difficulties arising in relation to the object under study was carried out, including the ambiguity of the category «quality», which, in relation to the service, can only be identified by an indirect method. An algorithm for analyzing the competitiveness of a company in the service market is proposed, with the aim of leveling the problems that arise in this market. The presented algorithm includes the corresponding sequence of actions: identification of competitiveness criteria and their corresponding parameters, grouping of competitiveness parameters, calculation of a multidimensional average for each indicator and ranking of its values, building a model based on integral competitiveness indicators. A feature of the proposed algorithm is the combination of quantitative parameters using statistical and mathematical methods, and its obvious advantage is the relativity of the indicators used, which completely eliminates the distorting influence of consumer sensitivity to each individual parameter.
Article keywords
References
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