Abstract

The aim of the article. The purpose of the article is to develop evaluation criteria and testing their determination in the interaction of sellers and consumers. It is shown that formation of a single market space forcing the participants to consider the requirements and environmental factors in the formation of significant competitive advantage. Such factors as general environment and factors of entourage are taken into consideration. The results of the analysis. The paper deals with the study of marketing environment factors and their impact on marketing task vectors of trading networks. The authors propose to use holistic marketing principles for strategy building on the basis of identifying and benchmarking assessments through the interaction of all components of the network elements. It is highlighted that the largest value in the system interact of domestic partnerships is their perception and commitment to specific factors interact. Conducted testing, for example retail network «glutton», gives opportunity to develop vectors` objectives. The hypothesis of the need to study the specific results of business and interpersonal communication internal and external partners is proposed. The mentioned results of diagnostics through perception model interact of participants in marketing business system can be useful in the sphere of retail network in the food market. Conclusions and directions of further researches. The designated development strategy forms the basis metavalue by establishing and maintaining of sustainable business interactions. The authors proposed the basic differentiators: customer satisfaction, convenience, value of use, commitment, feedback. The main results of the development and the use of differentiators should increase the efficiency of firm contacts with the client, seller or buyer through attracting of customers to the business of commercial enterprises. The key advantages of system vectors tasks were marked. In order to improve the efficiency of integrated marketing business network it is proposed to establish a system of feedback and information to consumers. To do this it is appropriate use the IT technologies and the formation of customer databases.  

Keywords: holistic marketing, retail network, food, environment, market

JEL Classification: M31, L21, L81.

Cite as: Shubin O. & Krykovtsev, O. (2013). The environmental factors effect on the task vectors of holistic marketing of retail-networks on the food market. Marketing and Management of Innovations, 4, 13-22. https://doi.org/10.21272/mmi.2013.4-01

This work is licensed under a Creative Commons Attribution 4.0 International License

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