MARKETING STRATEGIES: MODELS FOR ASSESSING EFFICIENCY AND RISK LEVEL

Abstract

The relevance of this study is determined by the fact that any company's operations are associated with risks, which is why there is a need to create and utilize a marketing strategy within the competence of different departments. The experience of leading companies indicates that the successful development of a firm and its increased efficiency are impossible without correctly formulating a strategy as a set of measures aimed at achieving a goal. Modern business faces fierce competition. To make adequate decisions, one needs a thorough, comprehensive assessment of the situation and a reliable forecast. The study deals with the connection between marketing and risk management, the internal marketing environment of a company. The authors carry out a comparative analysis of the methods of risk evaluation in marketing. The efficiency and the degree of risk in a marketing strategy are evaluated. The authors analyze the methods of quantitative analysis of managerial decisions in terms of implementing the marketing strategies of industrial companies.