DISCRIMINANT MODEL OF ASSESSING MARKETING POTENTIAL IN NEW AND OLD MARKETS | Журнал правовых и экономических исследований

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DISCRIMINANT MODEL OF ASSESSING MARKETING POTENTIAL IN NEW AND OLD MARKETS



Yu.G. Kanyuka
dekanat205@yandex.ru
candidate for PhD at the Department of Marketing of St. Petersburg State University of Economics
St. Petersburg

Keywords:

  • marketing policy of an enterprise
  • marketing potential
  • creative potential
  • discriminant model
  • new markets
  • Successful business performance in new markets requires applying a special approach to developing marketing potential of an enterprise which differs from the approach used in old markets. Despite the relevance of the problem, the research of Russian and foreign authors does not cover the distinctive features of forming marketing potential in old and new markets. In connection with this we scientifically prove the difference that the same factors make in influencing the marketing potential in old and new markets. We offer a discriminant model to define which type of market the business activity belongs to. We consider the correlation between creative potential, the level of innovation activity and marketing potential of business in new and old markets. The results of the research will enable to increase the efficiency of forming the marketing potential and to improve the business performance in new markets.

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