Marketing Researches as the Instrument for Determining the Strategic Directions of Innovative Development of an Industrial Enterprise in the Sphere of Product Policy

Abstract

The article proves that marketing research is an integral part of increasing the competitiveness of economic entities, in particular for those who work in the industrial market. It is specified that the traditional forms of market research are gradually losing their relevance, thus the non-standard, modernized approaches to conducting market analysis are becoming more and more popular. The article contains the newest classification of marketing researches. In addition, a classification of product-innovations along with provision of examples of enterprises that produce such products in the Ukrainian market, is prepared. The authors have developed a matrix, which gives an opportunity to clearly define the role of marketing researches in terms of rollout of new or improved products for different segments of the market. Details of implementing marketing researches in B2B market are listed. In the course of the marketing research carried out in the sphere of machine-building production a map of consensus of consumers’ expectations and possibilities of manufacturer is composed with allocation of problem zones for further development of parametric provisioning of product items.

Keywords

• marketing researches
• product-innovation
• product innovation policy
• industrial production
• machine building