Model of Assessment of Marketing Risks in Investment Projects

Solntsev Serhiy O. and Ovchynnikova Anna V. ()
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Solntsev Serhiy O.: National Technical University of Ukraine "Kyiv Polytechnic Institute"
Ovchynnikova Anna V.: National Technical University of Ukraine "Kyiv Polytechnic Institute"

Business Inform, 2013, issue 12, 105_110

Abstract: The goal of the article is the study of theoretical and methodical grounds of assessing marketing risks when realising investment projects for increase of efficiency of making managerial decisions and minimisation of the level of marketing risks. In the result of the study the article offers to allocate the stage of assessment in the process of management, consisting of detection, analysis and assessment of marketing risks. Structurisation of methods of assessment of marketing risks allowed supplementing the existing groups of methods of assessment of risks using methods of marketing studies of consumer behaviour and develop a model of stage-by-stage complex assessment of marketing risks in investment projects, which is based on the study of the process of market exchange of enterprises and modelling behaviour of consumers under market conditions. The prospect of further studies is identification of sources and specific features of assessing marketing risks during the further stages of realisation of an investment project and when a commodity enters the market.

Keywords: marketing risks; assessment of marketing risks; consumer behaviour; model of assessment of marketing risks (search for similar items in EconPapers)
Date: 2013
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