Marketing-risks: classification and methods of assessment
Journal Title: Маркетинг і цифрові технології - Year 2017, Vol 1, Issue 1
Abstract
The paper provides risks analysis in marketing activities. Two statistical methods are identified for marketing risk assessment. Quantitative methods allow to obtain probabilistic risk assessment. Qualitative methods allow to group risks by categories: high, medium and low. Given classification and evaluation system of marketing risk corresponds with generic indicators of marketing theory. The scientific and methodological approach is used to assess market risks in all areas of marketing: in product, price, sales and communicative policies. Marketing research is an instrument for marketing risks assessment, which trend is based on the probability of certain risks for each marketing activity.
Authors and Affiliations
Tetyana Oklander, Iryna Pedko
Keywords
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- EP ID EP246659
- DOI 10.15276/mdt.1.1.2017.8
- Views 133
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