Abstract
The paper provides risks analysis in marketing activities. Two statistical methods are identified for marketing risk assessment. Quantitative methods allow to obtain probabilistic risk assessment. Qualitative methods allow to group risks by categories: high, medium and low. Given classification and evaluation system of marketing risk corresponds with generic indicators of marketing theory. The scientific and methodological approach is used to assess market risks in all areas of marketing: in product, price, sales and communicative policies. Marketing research is an instrument for marketing risks assessment, which trend is based on the probability of certain risks for each marketing activity. Keywords: marketing risks, risk assessment, quantitative methods, qualitative methods, marketing research DOI: 10.15276/mdt.1.1.2017.8 American Marketing Association site. www.marketingpower.com. Retrieved from www.marketingpower.com. Rudelius, V., Azaryan, O., & Babenko, N. et al. (2009). Marketing: Textbook. K.: Training Center Consortium for Enhancement of Management Education in Ukraine [in Ukrainian]. Smith, A. (1993). Investigation of nature and causes of nations wealth. Anthology of economic classics : In 2 vols. v.1. M.: Economics [in Russian]. Pavlenko, A., Reshetnikova, I., & Voychak, A. et al. (2008). Marketing: [Textbook]. – K.: KNEU. Granaturov, V. (2003). Analysis of business risks: problems of definition, classification and quantification: monograph. Odessa Institute of Market Problems and Economic and Ecological Studies of NAS of Ukraine. Danko, T. (2001). Marketing Management [Textbook]. M : INFRA-M. Volkov, I. (2004). Project Analysis: Advanced Course: [Tutorial]. M. : INFRA-M. Site Chemo-Pol Technopark. http://chemopol.com. Retrieved from http://chemopol.com.ua/ innovative-structure/technopark-hemopol / organizational-and-functional-structure-of-technopark. Badalova, A. (2009). The main management problems of marketing risk of engineering enterprises. Vestnik MSTU STANKIN. www.stankin.ru. Retrieved from http://www.stankin.ru/science/vestnik-mgtu-stankin/archive/magazin-may-2009.pdf [in Russian]. MacDonald, M., Smith, B., & Ward, K. (2007). A proper marketing check: refocusing of strategy to the value of the company. M.: IDT Group. Solntsev, S., Ovchinnikov, A. (2013). Methods of risks assessment in investment projects. Economy and Entrepreneurship, № 1-2, 644-648. Zozulev, A., Solntsev, S. (2008). Marketing research: theory, methodology, statistics. Kiev : Knowledge. Kendall, M., & Stuart, A. (1973). Statistical conclusions and communication. M. : Nauka. West, Cr., & Baker, M.J. (2002). Marketing researches. SPb. : Piter.
Highlights
The increase in the riskiness of entrepreneurship in the 21st century is evidenced by a new definition of marketing, which was proposed by the American Association of Marketing
Knight identifies the economic risk as the mathematic expectation of profit loss or probability of losses that can appear
Neoclassical theory established in the 30s of the twentieth century by A
Summary
Marketing research is an instrument for marketing risks assessment, which trend is based on the probability of certain risks for each marketing activity. The product life cycle is reducing; the number of trademarks is increasing; the effectiveness of advertising campaigns is reducing; the value of traditional mass media is decreasing. In these conditions the risks in marketing are increasing. There is a focus on the risks appears in the new version: "Marketing is a function of organization which includes a set of processes for the creation, promotion and delivery of consumer values on the base of management of relationships with customers,resulting in the organization bears risks and benefits" [2, P. Knight identifies the economic risk as the mathematic expectation of profit loss or probability of losses that can appear
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