Marketing research as a key element in forming product policy

Abstract

The purpose of this scientific article is to theoretically substantiate and prove the feasibility of conducting constant marketing research as a key element in the formation of an effective product policy of an enterprise. The object of the study is the processes of making managerial decisions in the product policy system based on marketing information. The objectives of the article are to clarify the reasons for the constant use of marketing research, to analyze their effects on product policy. It is proved that in modern conditions of high competition, unstable demand and growing market dynamics, enterprises are forced to constantly adapt their marketing strategies to changes in the external environment. The article considers the essence and significance of marketing research as a key element in the formation of an effective product policy of an enterprise. It is determined that in conditions of a constant hyperdynamic external environment, it is marketing research that provides the enterprise with up-to-date information about the market situation, consumer needs and competitors' actions. It is proved that systematic conducting of marketing research is an important tool for reducing risks when making managerial decisions in the field of product policy, as well as a source of forming unique product offers. The feasibility of using marketing research to adapt the product range to the expectations of target segments, increase the efficiency of innovation activities and maintain a high level of consumer loyalty is substantiated. It is established that the implementation of systematic marketing research allows not only to timely adapt the product offer to market changes, but also to ensure strategic management of the product life cycle. The materials of the article are of practical importance for business managers, marketers and specialists in the field of strategic planning. The results of the research create the basis for further scientific research in the field of improving product policy based on marketing analytics.