MARKETING RESEARCH OF THE REGIONAL GOODS MARKET
Abstract
The article examines the structure of marketing research of the regional commodity market, which involves determining the state, trends and forecasting the prospects of market development using methods of analyzing external and internal factors of the market environment, aimed at evaluating the aggregate demand and aggregate supply of products presented on the market. The principles of regional commodity market conjuncture research are determined, such as: the principle of unity of theory and practice; the principle of systematicity; the principle of development; the principle of objectivity; principle of decomposition; principle of abstraction. It has been established that the trends of national or sectoral commodity markets may not coincide with the situation on the regional commodity market, therefore observations on the regional market should be systematic in connection with fluctuations and instability of the business environment. An algorithm for analyzing the state of the regional commodity market is proposed, which must be performed in the following sequence: conducting an analysis of the general economic state; determination of factors of the macro- and microenvironment of the regional market; provision of general characteristics of the regional market; determination of aggregate demand for products on the market; determination of the total supply of products; establishing the ratio of supply and demand; establishing the ratio of export and import; evaluation of product sales features; study of price dynamics and price policy; execution of business forecast. The stages of regional commodity market research are recommended (providing a market characterization; development of a methodology for studying the current situation; collection and accumulation of current situation information; current situation analysis; current situation forecast) and a description of the stages is provided. Such macro-environmental factors of the regional market as: economic, technological, political, legal, resource, demographic, socio-cultural and international are defined and disclosed in more detail. The peculiarities of the interaction between the factors of the microenvironment of the regional market are revealed in such categories as: product manufacturers, consumers, intermediaries, the market as such, communications. The phasing of regional market research has been clarified.
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