МАРКЕТИНГОВІ ДОСЛІДЖЕННЯ: ЇХ РОЛЬ ТА ПОТРЕБА У РИНКОВІЙ ЕКОНОМІЦІ
MARKETING RESEARCHES: THEIR ROLE AND NEED IN A MARKET ECONOMY
Сторінки: 80-84. Номер: №3, 2020 (282)
Автори:
МЕЙШ А. В., МАТВІЙЧУК О. В.
Хмельницький національний університет
MEISH A., MATVIYCHUK O.
Khmelnitsky National University
DOI: https://www.doi.org/10.31891/2307-5740-2020-282-3-15
Надійшла / Paper received : 16.03.2020
Надрукована / Paper Printed : 04.06.2020
Анотація мовою оригіналу
У статті розглянуто суть, завдання та основні важелі маркетингових досліджень, їх етапи, напрямки, роль на ринку.
Ключові слова: маркетингові дослідження, маркетинг, ринок, інформація.
Розширена анотація англійською мовою
The success of any company, including because its products or services can satisfy the main customers of customers. The most reliable, unbiased, objective, external and fresh data on market development and consumer behavior are always needed. This information helps to find the most efficient algorithm and tactics in the market. There is marketing research for this. Their results can allow you to consider possible directions of development and choose other promising and optimal ones, to get the most profit and form a customer base. This article examines the theoretical foundations of marketing research, considers the concept of marketing research, reveals its essence and role, describes marketing research and their main stages. The article highlights qualitative and quantitative marketing research, considers their types.
The opinion that in order to obtain objective information for making important management decisions and effective investment in appropriate marketing activities, it is necessary to analyze the effectiveness of marketing research is explored and proved. As you know, in a market economy, the buyer takes an honorable place, so the first-class task of any firm is to meet its needs. To do this, it is necessary to study the market in order to sell goods and services of interest to customers, what means to work on a marketing basis. All this leads to the realization of the need for marketing research, to the understanding that without operating with the most advanced marketing methods, they are doomed to failure in competition.
Keywords: marketing research, marketing, market, information.
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