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CNAA / Theses / 2009 / May /

Foundation of marketing decisions at small-scale business enterprises from the Republic of Moldova


Author: Ioncu Oleg
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2009
Scientific adviser: Sergiu Petrovici
doctor habilitat, professor, Cooperative Trade University of Moldova
Institution:
Scientific council:

Status

The thesis was presented on the 15 May, 2009
Approved by NCAA on the 1 October, 2009

Abstract

Adobe PDF document – 0.44 Mb / in romanian

Keywords

commodity assortment optimization, assortment, planning, demand forecasting,additional order, business segment,computer model, modelling, error margin, representativeness, sample, public opinion poll, sector of small medium size enterprises, small-scale business,entrepreneurship, information system, decision-making process, decision-maker, foundation of decisions, marketing decision, marketing concept

Summary

This thesis is devoted to the problem of foundation of marketing decisions at small-scale business enterprises from the Republic of Moldova. The actuality of this research is due to the complexity of modern economic systems in the conditions of technical-scientific and information development that demand more and more requirements toward the level and quality of marketing decisions The basic content of researches is exposed in three chapters of thesis.

In the first chapter were analyzed the marketing concepts and tools that suit to, was examined the treating of notion marketing decision in specialty literature and was defined the personal definition of this notion. It was proposed the personal variant of algorithm of marketing decision process based on the examination of savants’ opinions concerning the content of stages of decisional process.

In the second chapter particular attention was paid to subject of research. Thus, there were studied the progress trends of small-scale business in the Republic of Moldova, as well as the legal and institutional frame of supporting this field. The author carried out a survey of managers and specialists of small-scale business enterprises for the purpose of determining the role of marketing decisions in the activity of small-scale business enterprises, study of level of use in practice, discovering the difficulties the economic agents are facing with in the decisional process. The results of sociological study have highlighted that the agents of small-scale business, based on personal intuition, do not pay necessary attention to scientific approach of marketing decision making. Thus, it was made up the conclusion that the elaboration of information models that would allow the rational scientific approach in marketing decision making at small-scale business enterprises is opportune and stringent.

In the third chapter were substantiated the advantages of information models applying for the small-scale business enterprises and were presented three models for foundation of marketing decision: the model of marketing decision making based on analysis of consequences of eliminating certain segment of business, the model of marketing decision making based on selection of additional orders, the model of marketing decision making based on improving the product assortment. The analysis of implementing possibilities of the abovementioned information models was conducted on the basis of their use within the frame of Production Enterprise „Prodcoop”.

The results of research and recommendations concerning the foundation of marketing decisions should be used in practice, that will increase the efficiency of small-scale enterprises activity and national economy as a whole.