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The optimization of marketing decisions for effective penetration of enterprise of new markets (on the basis of winemaking industry of Republic of Moldova)


Author: Grosu Vladimir
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Year:2012
Scientific adviser: Victor Căun
doctor, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova
Scientific council: D 32-08.00.06
Academy of Economic Studies of Moldova

Status

The thesis was presented on the 27 January, 2012
Approved by NCAA on the 23 May, 2012

Abstract

Adobe PDF document0.50 Mb / in romanian

Keywords

marketing decision, marketing mix, taking decision, market penetration, modeling, optimization, evaluation, efficiency, control, winemaking enterprise

Summary

Thesis structure: introduction, three chapters, general conclusions and recommendations, bibliography of 167 titles, 9 annexes, 140 pages of basic text, 29 figures, 28 tables and 8 formula. The work fundamental thesis was published in 6 scientific works.

Domain of study: economics, marketing.

Solved scientific problem consists in the elaboration of an optimization model of marketing decisions in conditions of risk by decisions “tree” method for new markets‟ penetration of Republic of Moldova winemaking industry enterprises. The scientific hypothesis consists in essential influence of economic-mathematical modeling on the marketing decisions‟ elaborating and adopting in the frame of new markets penetration.

The goal and objectives of research. The thesis goal consists in studying the scientific and applicative aspects of marketing decisions optimization in the sequence of marketing mix components for new markets penetration by the Republic of Moldova winemaking industry enterprises. The goals achievement imposes the solution of the following objectives: the revising of conceptual basis of marketing decisions foundation in the enterprise; the foundation of the methodical approaches concerning the classification of marketing decisions; the exposure of managerial and marketing decisions modeling principles; the examination of Republic of Moldova winemaking industrys condition in terms of international involvement potential; the elaboration of new markets penetration model for local winemaking industry enterprises; the identification of optimal alternative for new markets‟ penetration.

The work scientific innovation consists in the systematization and foundation of marketing decisions in an enterprise; the applying of modeling approach in the marketing decisions taking; the originating of possible alternatives for new markets penetration in terms of marketing mix instruments; the elaboration of an optimization model in risky situation through the “decision tree” method and the proposal of optimal alternative for new market penetration by local winemaking enterprises.

The theoretic signification and applicative value of the researches consists in the elaboration of marketing decisions optimization model and recommending of an alternative for new markets penetration by the local winemaking enterprises. The thesis materials may be used in the activity of institutions and enterprises which operate in the winemaking field, as well as at the analytical programs elaboration for didactic activity of economic higher educational institutions.

Scientific results implementation: the research results were presented and debated at the scientific conferences and symposiums and also published in scientific magazines in the field.