Advanced Search
MyIDEAS: Login to save this article or follow this journal

Methods of Modelling Marketing Activity on Software Sales

Contents:

Author Info

  • Bashirov Islam H.

    ()
    (Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky)

  • Makoveichuk Krystina O.

    ()
    (Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky)

  • Anufriieva Viktoriia V.

    ()
    (Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky)

Registered author(s):

    Abstract

    The article studies a topical issue of development of methods of modelling marketing activity on software sales for achievement of efficient functioning of an enterprise. On the basis of analysis of the market type for the studied CloudLinux OS product, the article identifies the market structure type: monopolistic competition. To ensure the information basis of the marketing activity in the target market segment, the article offers the survey method. The article provides a questionnaire, which contains specific questions regarding the studied market segment of hosting services, for an online survey with the help of the Survio service. In accordance with the system approach the CloudLinux OS has properties of systems, namely, diversity. Economic differences are non-price indicators that have no numeric expression and are quality descriptions. Analysis of the market and the conducted survey allow obtaining them. Combination of price and non-price indicators provides a complete description of the product properties. To calculate an integral indicator of competitiveness the article offers to apply a model, which is based on the direct algebraic addition of weight measures of individual indicators, regulation of formalised indicators and use of the mechanism of fuzzy sets for identification of non-formalised indicators. The calculated indicator allows not only assessment of the current level of competitiveness, but also identification of influence of changes of various indicators, which allows increase of efficiency of marketing decisions. Also, having identified the target customers of hosting OS and formalised non-price parameters, it is possible to conduct the search for a set of optimal characteristics of the product. In the result an optimal strategy of the product advancement to the market is formed.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.business-inform.net/pdf/2013/11_0/367_371.pdf
    Download Restriction: no

    Bibliographic Info

    Article provided by RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics in its journal Business Inform.

    Volume (Year): (2013)
    Issue (Month): 11 ()
    Pages: 367_371

    as in new window
    Handle: RePEc:idp:bizinf:y:2013:i:11:p:367_371

    Contact details of provider:
    Web page: http://www.business-inform.net

    Related research

    Keywords: hosting; marketing strategy; online questionnaire; indicator of competitiveness; fuzzy sets;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:idp:bizinf:y:2013:i:11:p:367_371. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexey Rystenko).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.