Determining Directions of Market Researches by Concrete Manufacturing Enterprises

Abstract

The aim of the article is to determine the directions of carrying out marketing researches by concrete manufacturing enterprises and to develop approaches to the organization and functioning of the subsystem of marketing researches at these enterprises. The article substantiates the need for development of specific directions of marketing researches for concrete manufacturing enterprises, which take into account a high degree of risk of their entrepreneurial activity. It is offered to carry out marketing researches in two directions: marketing researches of the market (research of the demand for real estate, research of trends in the construction industry, research of innovative technologies in production of construction materials and construction, market conditions research and research of competition on the market, forecasting research) and research of marketing potential (analysis of the competitiveness of the enterprise and its products, evaluation of image of the enterprise and its products; forecasting sales research; forecasting pricing research, promotion research, market segmentation research).