Moscow State University. M.V. Lomonosov (Department of Socio-Cultural Design and Development of Territories, professor)
Moskva, Moscow, Russian Federation
The relevance of the presented study is determined by the fact that as market saturation increases in the post-industrial era and market competition intensifies in the implementation of business processes, the importance of making management decisions based on taking into account many factors increases. The purpose of the presented study is to develop a quantitative evaluation criterion used in making management decisions based on factors taken into account in the Marketing Mix family of models in the interests of effective development of business processes. The scientific novelty of the obtained results lies in the development of a quantitative criterion for assessing the quality of management decisions made using any of the Marketing Mix models. This criterion is based on a weighted average additive assessment and includes: a relative assessment of the Marketing Mix model factor in the considered business process development scenario, which is a function of the standardized value of each Marketing Mix model factor; and the weight of the Marketing Mix model factor value, determined expertly and satisfying the standardization conditions. The practical significance of the proposed criterion lies in the possibility of its use to find the best option for the development of business processes of a controlled socio-economic system for any of the models of the Marketing Mix family.
usage, model, Marketing Mix, management decision-making
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