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Marketing - Pavlenko AF, Vojchak A.V.

4.4. The competitiveness of merchandising methods

Конкурентоспроможність товару - це й його здатність adhere to the respect of the spojivachiв з-поміж інших of groups of analogues, yakі to rush into the market with competitors.

Viznachayuchi rynktoprosprozhdannost goods, treba zvazhati on so mirkurvanya. Spizhivach zavzhdi namagaetsya otrimati maximum spozhivchy efekt rozraunku oditnitsu yogo vitrat. The conceptual concept of competitiveness of goods (K) is the maximization of the pitom of a spoiled efektu.

At his chergo, the price of goods is stored in the goods and goods, and the yogas are sold (sysh vitrate, yakis nes spizhivach pid hour vikoristannaya goods).

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Конкурентоспроможність товару має відносний nature. Tse means, scho vona viznachaatsya poryvnyannya goods pidpriemstva with the commodity-analog (competitor) stasovno specific rinku (grupi spozhivachich) in concrete prom for hours.

Nayposhirenimimi є tako method otsіnyvannya rivalo-prodomostnosti goods.

Method grupovikhexpertiza , tobto analitichna otsynka rivalprosprostudnosti goods in viksokkvalіfіkovaniem fahivtsyami. Tse method is especially effective product of high-tech goods, goods-novelties, and takozh goods vibrochno-technichnogo gratitude.

Opituvannya spizhivachchiv pid hour of vistavok, fairs, presentation, pilot sale tochno. Tse method of letting zmogu vyznachit rivalprospomozdnost spozhivchih goods, widely vidomih spozhivacham, nakresliti naprimki їх udoskonalennya.

Result otsinki competitorprostozhnosti goods for tsimi dyama methods can be made in the vigilant tables (Table 11).

Table 11

RATINGS ASSESSMENT OF COMPETITIVENESSABLES PRODUCTION

A, B, C - comrade-competitors.

Vagomist characteristics - koefіtsієнti, yakі viznachayut prіоreitnіst (znachennya) тієї чи іншої characteristics. Сума коефіцієнтів має дорівнювати одиниці.

Significance of the characteristics - otsinki vidpovidnih characteristics, scho їх vystavlyayut eksperti chi spizhivachi (napriklad for p'yatibalnoyu scale).

Otsnka rivalshproprozhodnosti on pidstavi tehnichnyh ta ekonomichnyh karaktiv goods under the algorithm, we will show in Fig. 31. In the case of single ( Qi ) th groups ( Ir ) parametric inindices,

De рі - i- th parameter to the goods,

P 100 is the analogue parameter of the hypothetical virologic virus (such, for example, during the hour is satisfied with a concrete group of spozhivachiv).

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De a i - the wag (value) of the ith parameter.

Integral demonstrator of competitiveness (k) may be rooted in the formula:

,

De That - groups of parametric indeksi, rozrahovanі vіdpііdіo for groups of technical and економічних показників.

Analogicheski rozraunki for kartіv-analogov uzmolivlyuyut poryvnyuvannya oderzhannikh znachen інтегральних показників rіrpetosprozhnostnostі and vіzuchennya naykkurentosprodnіshogo goods.

Fig. 31. Scheme otsynki rantoprosprozhodnostizma perelikom tehnichnyh ta ekonomichnyh parameterizv goods