METHODS OF ANALYZING MARKETING RISKS OF ENTERPRISES

Abstract

The article is devoted to the current issues of systematizing methods for analyzing marketing risks of enterprises. The ability to identify new marketing risks, predict and assess the level of impact of known risks is extremely relevant for modern business entities, as it allows reducing the level of uncertainty in unstable socio-economic conditions of business. Modern enterprises need systematic methods of risk assessment. A clear systematization of methods for analyzing marketing risks is necessary not only to improve the methodological base of research, but also to streamline and improve the quality of marketing management activities. The purpose of the article is to identify and systematize methods for analyzing marketing risks in the activities of domestic enterprises. Research methods: literary analysis, generalization, systematization. The article notes the lack of a single systematization of methods for analyzing marketing risks. It is proposed to systematize methods for analyzing marketing risks of enterprises according to such criteria as: by areas of manifestation, by functional purpose, by approaches to assessment. Methods that can be applied at the stage of marketing research and in pricing are distinguished by areas of manifestation. By functional purpose, methods that can be used at the planning and risk identification stages are defined. By assessment approaches, it is proposed to distinguish: analytical methods and calculation methods. The proposed systematization of marketing research analysis methods is not complete and should be constantly expanded taking into account the emergence of new analysis methods (for example, in accordance with new technical and technological capabilities: using artificial intelligence, analytics of large volumes of data, etc.). The practical significance of the research results lies in ensuring complexity in risk management, as well as saving resources (human, time, financial) and increasing the effectiveness of marketing activities. The research results can be used as the basis for further improving the classification of marketing risk analysis methods, which will contribute to further deepening the methodological support of marketing activities and increasing the effectiveness of risk management.