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Assessing Seasonality in the Marketing System of Industrial Enterprises

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  • Honcharenko Tetiana P.

    (Ukrainian Academy of Banking of the National Bank of Ukraine)

Abstract

The article justifies a necessity of study of the issue of application of complex integral approaches in the system of assessing the influence of the seasonality factor upon the system of marketing management of an industrial enterprise, since formation of adequate volumes of sales of products for a planned period is a key factor of acquisition of competitive advantages under modern conditions of market development. The author studies existing methodical approaches to assessing influence of the seasonality factor upon the system of marketing communications of an industrial enterprise, systemises existing forecasting methods, which include studies of the seasonal component and generalises the Box - Jenkins models. The article makes a conclusion that the analysed methods give a possibility to reveal the seasonal component of volumes of realisation of the manufactured product and form forecast in the system of marketing of an industrial enterprise, but they need some practical examination and formation of a modern approach, which would take into consideration real conditions of functioning of domestic industrial enterprises.

Suggested Citation

  • Honcharenko Tetiana P., 2014. "Assessing Seasonality in the Marketing System of Industrial Enterprises," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 2, pages 366-370.
    • Handle: RePEc:idp:bizinf:y:2014:i:2:p:366_370
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    References listed on IDEAS

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    1. Peter R. Winters, 1960. "Forecasting Sales by Exponentially Weighted Moving Averages," Management Science, INFORMS, vol. 6(3), pages 324-342, April.
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