THE TOOLS OF MARKETING DECISION MAKING IN THE FORMATION OF PRODUCT POLICY OF THE ENTERPRISE
References: 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, www.sgemsocial.org, SGEM2017 Conference Proceedings, ISBN 978-619-7408-17-1 / ISSN 2367-5659, 24 - 30 August, 2017, Book 1, Vol 5, 1085-1092 pp, DOI: 10.5593/sgemsocial2017/15/S05.136
In modern conditions is rapidly changing external business environment, in-creasing competition, rapidly updated product range. So now to win the competition it is very important to better and more complete than our rivals, to meet the current demand and growing consumer demands. This can only be achieved through effective product policy. Errors in the formation of product policies lead to volatility in the assortment structure, loss of control over the competitiveness and the quality of products and will ultimately lead to a reduction in the market share of the enterprise. When designing a product policy can raise complicated problems and contradictions between its individual elements. Eliminate some contradictions and smoothen the most acute problems of en-terprises’ product policy help tools of theory of managerial decision-making. The ra-tionale for the selection and use of these tools, marketing manager for efficiency of in-dustrial enterprise product policy will be reviewed in this article.
Purpose: to show how you can use the tools of theory development and man-agement decisions to improve the efficiency of enterprises’ product policy and improve its competitiveness.
Methods: statistical, economic-mathematical, factorial analysis, product life cycle, Churchman-Ackoff’s method, graphic-analytical, SWOT analysis, extrapolation of time series, the method of paired comparisons, economic forecasting.
Results: in this article you will learn how to use the various tools of the theory of managerial decision-making to achieve balance, linkages and coherence of the vari-ous elements of the industrial enterprise product policy. Will be analyzed the strengths and weaknesses of the enterprise, demand forecast, assess the competitiveness of the company’s products, marketing decisions are grounded on the management of assort-ment, product packaging, made selecting the best product strategies.
Keywords: Product policy. The life cycle of the product. Product assortment. The competitiveness of enterprises. Product strategy.
PAPER DOI: 10.5593/sgemsocial2017/15/S05.136 ; THE TOOLS OF MARKETING DECISION MAKING IN THE FORMATION OF PRODUCT POLICY OF THE ENTERPRISE
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