Indicators of estimation the service industries'' marketing potential

Iarmosh O. V.
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Iarmosh O. V.: UEPA

Вісник економіки транспорту і промисловості, 2015, issue 49, 216-220

Abstract: The purpose of the article is to examine the indicators of marketing potential’s evaluation for various enterprises and to analyze them for the commodity production enterprises and service sector. The contents of the enterprise’s marketing potential, the factors that form its structure are considered in the article. It’s analyzed the indicators impact, both instrumental and organizational components, on the marketing potential values for commodity production and service industries, working on B2C and B2B markets with expert method. It’s established that during the evaluation of the marketing potential of these enterprises greatest weight falls on those indicators that characterize the emotional component and the human factor. The marketing potential indicators for different groups of service industries, including: engineering, transport, trade facilitation, licensing, financial, consulting, domestic, passenger transport, socio-cultural, utility, communication, shopping, was defined.

Keywords: МАРКЕТИНГОВИЙ ПОТЕНЦіАЛ; ПОКАЗНИКИ МАРКЕТИНГОВОГО ПОТЕНЦіАЛУ; СФЕРА ПОСЛУГ; іНСТРУМЕНТАЛЬНА КОМПОНЕНТА МАРКЕТИНГОВОГО ПОТЕНЦіАЛУ; ОРГАНіЗАЦіЙНА КОМПОНЕНТА МАРКЕТИНГОВОГО ПОТЕНЦіАЛУ (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:scn:031720:15828226

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