Anisimova O., Moskovkina I. The role of the media in making marketing decisions

Abstract

Modern conceptions of marketing study of markets are considered in the article, actuality of research of markets is reasonable. These researches are basis of the strategy developed by an enterprise. Considered distribution of orders on marketing researches in Ukraine on the types of markets (В2С (business - to - consumers) - "business for a consumer" and В2В (business - to - business) is "business for business"). And the comparative analysis of expense is conducted on their realizations for 2011-2013. In detail the constituents of information technology are analyzed in the process of acceptance of marketing decision, namely: technology of the expert working of data, technology of capture of data, technology of encoding of data, technology of storage of data, technology of processing of data, expert processing of data, roughing-out of data, intellectual analysis of data, visual analysis of data of analysis of text information, technology of making decision, support made decision, technology of the expert working of data, technology of treatment of efficiency of made decision. It is reasonable, that the debugged functioning of the marketing informative system allows to the enterprise to be let in on the ground organized collection of state information marketing environment, broad mind, maintenance of important data, co-ordination of marketing plan and, consequently, receipts of results about the state of enterprise in a quantitative kind, realization of break-down of expenses and benefits. The lack of introduction of the marketing informative system are substantial primary charges on her creation. It contingently acquisition of modern equipment, bringing in to his adjusting, exploitation of highly skilled specialists, by possibilities of adaptation of the system to the analogical systems of other participants of marketing.