Assessing Seasonality in the Marketing System of Industrial Enterprises

Honcharenko Tetiana P. ()
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Honcharenko Tetiana P.: Ukrainian Academy of Banking of the National Bank of Ukraine

Business Inform, 2014, issue 2, 366_370

Abstract: The article justifies a necessity of study of the issue of application of complex integral approaches in the system of assessing the influence of the seasonality factor upon the system of marketing management of an industrial enterprise, since formation of adequate volumes of sales of products for a planned period is a key factor of acquisition of competitive advantages under modern conditions of market development. The author studies existing methodical approaches to assessing influence of the seasonality factor upon the system of marketing communications of an industrial enterprise, systemises existing forecasting methods, which include studies of the seasonal component and generalises the Box - Jenkins models. The article makes a conclusion that the analysed methods give a possibility to reveal the seasonal component of volumes of realisation of the manufactured product and form forecast in the system of marketing of an industrial enterprise, but they need some practical examination and formation of a modern approach, which would take into consideration real conditions of functioning of domestic industrial enterprises.

Keywords: marketing of an industrial enterprise; seasonality; forecasting; forecasting methods; Box - Jenkins model (search for similar items in EconPapers)
Date: 2014
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