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Educational Programme
Final Grade
Year of Graduation
Valentina Markova
Marketing Activity and Structure of the Competitive Market: Research of the Interrelation
Svetun`kov Sergej Gennad`evich
Marketing Technologies
(Master’s programme)
The work is devoted to the study of the relationship between the market structure and marketing activities of companies in a competitive environment. As a result of theoretical analysis of sources the following hypothesis is formulated: if the level of competition is high, the more complex and labor-consuming marketing tools are used by the main mass of market participants in competition. The purpose of the study is to develop an approach of measuring the intensity of competition based on this relationship.

Within the framework of the set goal tasks are formulated to describe and systematize the variety of marketing communications tools with the subsequent analysis of their role in achieving firm success in competition. The task of this analysis is to identify the most important characteristics of tools on the basis of which an expert evaluation of the labor costs of tools is carried out.

It is necessary to demonstrate this approach to measure the intensity of competition from the marketing on the example of the publishing market in Russia,

The complexity and labor costs of marketing communications tools were estimated based on the conducted empirical research by the method of questioning marketing specialists,. The evaluation was carried out on the characteristics, previously identified as a result of a theoretical analysis of the object of research, which were ranked according to their importance in deciding on the use of a particular instrument.

Analysis of the marketing activity of publishing houses in Russia and the structure of the publishing market made it possible to conclude that in conditions of predominantly monopolistic competition not all participants are actively engaged in marketing activities on the market. However those who are actively engaged in their own promotion use the most labor-consuming tools of marketing.

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