Abstract
Aim. To develop a mathematical model of risk analysis and evaluation in the marketing communication activity of pharmaceutical manufacturing enterprises in promoting a new medicine product under limiting and (or) saving investment funds for marketing communications. The obtained results allowed to make reasonable decisions as for choosing the optimal risk management strategy in marketing communication activities of pharmaceutical enterprises.Methods. The implementation of the above tasks predetermined the choice of the following methods: content analysis, logical analysis, grouping and generalization, mathematical model methods, etc.Results. The research resulted into introduction of the method of analysis and risk assessment in the marketing communication activity of pharmaceutical manufacturing enterprises in the promotion of a new medicine product using fuzzy modeling theory Fuzzy TECH.The developed mathematical model allows the subjects of the pharmaceutical market to reasonably and timely evaluate the impact of certain risk factors on the results of the marketing communications program's implementation when promoting a new medicine product under limiting and (or) saving investment funds for marketing communications. Taking into account the obtained results allows to make a managerial decision on choosing an optimal risk management strategy in marketing communication activities of enterprises: risk avoidance, risk transfer, risk reduction, risk taking.Conclusions. The given mathematical model is of practical value for the subjects of the pharmaceutical market, since it is not vulnerable to the number of input variables – higher or lower number of risk factors leads to higher or lower number of decision rules, with the model logic remaining unchanged
Highlights
The modern marketing environment generates additional elements of uncertainty, expands the areas of risk situations
An urgent problem for the top management of the pharmaceutical enterprise is to take the sound managerial decisions to minimize the risks associated with the introduction and promotion of new medical products in the market using marketing communications, the need to choose the best methods for the risks evaluation ensuring the accuracy and reliability of the expected results
Analysis of the scientific literature and practical activities of the pharmaceutical market subjects established that when promoting new medicine products in the market there may be different types of risks, including violation of the planned term of the product promotion program implementation; significant budget overrun of investment funds allocated to marketing communications for the goods promotion; failure to meet planned profit indicators and sales volumes of the medicines; critical divergence of the medicine product consumer properties relative to the analogues
Summary
Genus Hawthorn (Crataegus L.) is one of the polymorphous genus of the Rosaceae L. family and its representatives are widespread in Ukraine and in the world's flora. Having analyzed the raw material base and the degree of study of Ukrainian flora hawthorns, we concluded that attention should be paid to informal wild and cultural species, as promising sources of biologically active substances (BAS). As a result of the study of the chemical composition of unofficial hawthorns, we have established BAS (amino acids, phenolic compounds, organic acids), which have different types of pharmacological activity [1]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
