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Pricing in the concept of cognitive marketing in the context of globalization: theoretical, methodological and applied aspects

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dc.contributor.author Chukurna, Olena
dc.contributor.author Nitsenko, Vitalii
dc.contributor.author Mardani, Abbas
dc.contributor.author Streimikis, Justas
dc.contributor.author Gerasymchuk, Natalia
dc.contributor.author Чукурна, Олена Павлівна
dc.contributor.author Чукурная, Елена Павловна
dc.contributor.author Ніценко, Віталій Сергійович
dc.contributor.author Ниценко, Виталий Сергеевич
dc.contributor.author Мардані, Аббас
dc.contributor.author Мардани, Аббас
dc.contributor.author Стреймикис, Юстас
dc.contributor.author Герасимчук, Наталія
dc.contributor.author Герасимчук Наталья
dc.date.accessioned 2020-03-16T06:52:34Z
dc.date.available 2020-03-16T06:52:34Z
dc.date.issued 2019-12
dc.identifier.citation Nitsenko, V., Chukurna, O., Abbas Mardani, Justas Streimikis, Gerasymchuk, N., Golubkova, I., Levinska, T. (2019). Pricing in the concept of cognitive marketing in the context of globalization: theoretical, methodological and applied aspects. Montenegrin Journal of Economics, Vol. 15, N 4, p. 131-147. en
dc.identifier.citation Pricing in the concept of cognitive marketing in the context of globalization: theoretical, methodological and applied aspects / V. Nitsenko, O. Chukurna, Abbas Mardani, Justas Streimikis, N. Gerasymchuk, I. Golubkova, T. Levinska // Montenegrin Journal of Economics. - 2019. - Vol. 15, N 4. - P. 131-147. en
dc.identifier.uri http://dspace.opu.ua/jspui/handle/123456789/10377
dc.description.abstract The study used the following general scientific methods of theoretical and empirical research: a systematic approach – to justification for parametric index at set prices based on the additional premium for quality, based on the use of quantitative and qualitative indicators; methods of theoretical generalization – for grouping the principles and functions of prices in the context of the concept of cognitive marketing; the method of dispersion analysis – to detect and assess the price formation dependence not only on quantitative characteristics (material costs), but also on the qualitative characteristics of the product (parametric quality index); the method of correlation-regression analysis – for constructing a regression model of pricing. The main results of the study were to identify the differences in the marketing mix in the context of the concepts of cognitive and traditional marketing. The evolution of cost categories in the concept of cognitive marketing was substantiated. It was proposed the concept of cognitive value. Innovative demand was defined as a new factor influencing pricing. The formation of value through the use of methods for the formation of demand for innovative products was proposed. A new price function and pricing algorithm in the concept of cognitive marketing was substantiated. An approach is proposed that involves the creation of potential demand at the expense of the value already specified by the manufacturer. It was substantiated that the value of the factors of production should be transferred to the value of the goods, which involves taking into account the value of both the material and the intangible component. It is suggested to take into account the parametric quality index when setting the price as an additional price premium. This approach has been tested in the formation of predictive values of the price of products of machine-building enterprises with the help of regression-disaggregated analysis. en
dc.language.iso en en
dc.subject Cognitive marketing, product value, cognitive value, innovative demand, parametric quality index, algorithm of price setting. en
dc.title Pricing in the concept of cognitive marketing in the context of globalization: theoretical, methodological and applied aspects en
dc.type Article in Scopus en
opu.kafedra Кафедра маркетингу uk
opu.citation.journal Montenegrin Journal of Economics en
opu.citation.volume Vol. 15, en
opu.citation.firstpage 131 en
opu.citation.lastpage 147 en
opu.citation.issue No. 4 en
opu.staff.id e.p.chukurna@opu.ua en


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