BENCHMARKING AND MARKETING RESEARCH IN THE DEVELOPMENT OF MARKETING STRATEGIES

Abstract

Marketing activity is a key function of entrepreneurship that ensures the sustainable and competitive development of a business by aligning its operations with the internal and external environment. Central to effective marketing activity is marketing research, which provides the informational foundation for developing strategies and programs aimed at improving company performance and customer satisfaction. Marketing research encompasses both the study of market characteristics and the company’s internal capabilities, enabling management to make informed decisions under conditions of uncertainty and risk. Identifying and analyzing problem situations in the market helps reduce risk and improve strategic adaptability.