Маркетинг в переходной экономике Украины

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: . . . , Netton CG [email protected] , , . , - 20 - . , , . , 100 , . , , . , , . , , , . , 7 : (. 1, . 2) , . .-1-. 1. 1992 - 2007 .. 2. 2001 - 2007 . , , , , . , , , -2-, . , , , . , - , . , , , , - , . , , . : 1: , ; 2: . , , : Q1: ( , )? Q2: , ? . , , . , . , . [1,2,3]. , , [4]. - , , , - [5] , , . , . -3- , . . , , , [6] , , - , , , , , , , . , , , " , , , " [7] : 90- . 2000, 2000 . . . , 90- . . , . , . , ; , 1993 10 . , ; , . , , , , .. . [ 8]. , 90- . , , , . , , , ,-4- . " - " , . , 1999 60% - , , . [9]. , , , , , , , , , , [10,11] 90- . . , . [9]. , 1,5% , , . , , , , , , .. , . . . , .[8] , - 90- . , - , , , , . , , . , , , , 1998 2000 . , , . , , . , , , . -5- " " . - , , ( ) ( ). , , . , . . . , . , . , . , , , . , 1998 . , , , , , . , . 13 , , . [8] . - , . : , , , , , . 1952 " "-6- " , . , , , ... , , . , , " (. [7]) 2003 2005 . . - 2002 ( ) 2007 6,8 ! (. 3). 3. 2002 - 2007 . , . , , . 2007 - .-7- . 243 , 102 (42%) . , , , . , 12 . , . . : , , , , . . 1. , 10 . . , , 10 , . , , [12] 1998 2008 , 1998 200835,30 % 44,40 % 1998 2008 1998 20083,60% 3,90% 1998 20082,30% 1,90% 4% 0,30%34,50% 29,30% 46,30 % 31,50% 27,60% 47,20 %13,90% 27,80% 3,20% 15,70% 23,80% 3,70%27,50% 28,20% 50,50 % 19,40% 26,40% 51,60 % 25,50% 28,70% 50,90 % 35,20% 41,70% 48,80 %53,80 % 43,80 % 43,20 % 47,20 %15,60% 17,40% 4,10% 21,20% 22,90% 4,60%0,60% 3,80%2,30% 3,20%0 3,10%15,30% 16,60% 5,60% 12,20% 9,30% 2,30%7,60% 1,20%2,80% 1,40%3,90% 0,60%28,60% 30,50% 47,50 % 27,50% 32% 30,4047,60 % 34,6017,50% 21%5,50%0,70%0,90%0,20%29,10% 31,50% 6,70%1,30%6,30%0,60%-8- % 10,10% 12,30% 10% % 14,50% 11,90% 17,60% 47,50 %36,60 %20,50% 19%. 1. , . , , , (, 16%), , . . , , , , . . , , . . - , . , , , . , , . , , , , . , , , , -, , - , , , . , , , , . , , , " " -9-. , . , - - , , , - , - . , , . . , . , . - - , .. , , , . , , . , . , . , , . , . , , , , - , .- 10 - - 11 -1 2 46 - 54 3Levitt T. Marketing Myopia. Harvard Business Review (1960) (July - August) pp. 3-13 Kotler P. A Generic Concept of Marketing. Journal of Marketing (1972) vol. 36 (2) pp.Webster F. The Changing Role of Marketing in the Corporation. Journal of Marketing (1992) vol. 56 (4) pp. 1-17 4 . - ? // / . . . - .: , 2002. - . 25 - 28. 5 Narver J. C., Slater S. The effect of Market orientation on Business profitability. Journal of Marketing (1990) vol. 54 (4) pp. 20-35 6 Drucker P. F. Marketing and Economic Development. Marketing Management (1992) (Winter) pp. 88 7 . . // - (2004) vol. 8 (2) pp. 3-31 8 Batra R. Marketing Issues and Challenges in Transitional Economies. Journal of International Marketing (1997) vol. 5 (4) pp. 95 - 114 9 . . 2- . ., .:. 2003. 10 Schuh, A., Holzmller, H. (2003), "Marketing strategies of western consumer goods firms in Central and Eastern Europe", in Stting, H.-J., Dorow, W., Blazejewski, C.F. (Eds),Change Management in Transition Economies Integrating Corporate Strategy, Structure and Culture, Palgrave Macmillan, New York, NY, pp.176-88. 11 Marinov M. et al. Marketing approaches in Bulgaria. European Journal of Marketing (1993) vol. 27 (11/12) pp. 34 - 46 12 // (2007), 40, 16 , . 35 - 37.