出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：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.
其他摘要：У статті проаналізовано маркетингові дослідження і планування маркетингової діяльності на макро- і макрорівнях. Обґрунтування вибору напрямків підвищення ефективності використання маркетингового потенціалу підприємства та розробки відповідних заходів щодо
关键词：marketing;marketing research;marketing planning;system of marketing information.
其他关键词：маркетинг;маркетингове дослідження;маркетингове планування;система маркетингової інформації.
