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RESERVES OF IMPROVEMENT QUALITY OF GOODS ON THE BASIS OF GEOMARKETING TOOLS
The article describes the alternative forms of increasing the quality of products, which called "reserves". Analysis of scientific journalism allowed to allocate besides traditional quality improvement techniques such as a production technology; raw materials and components; organization staff, 14 reserve areas to improve the quality, which include the following provisions: marketing, logistics, integration, benchmarking, information, communication, creative, knowledge, venture, project-oriented, Internet, synergetic, institutional, intellectual. The basis of these provisions constitute the marketing tools and information technology in spite of the extensive terminology, in this context invited to consider the concept of geomarketing and geomarketing tools, which act at the intersection of marketing and information technologies with binding to the area as one of the reserves to improve the quality of products. Assessments of economic agents (manufacturer, competitor, and consumer) are presented in the quality of management system within the geomarketing concept, that is, with binding to geographical features and geospatial factors such as: geographic footprint, transportation hubs, pedestrian traffic, car traffic and others. Each subject is described by the level of mobility, that is, the possibility of changing the territorial binding in time. The author presents the basic tools geomarketing: spatial analysis, Hoff’s model, the construction of buffer zones, and the analysis of traffic flows in relation to the consideration of economic entities. The intersection of tools and subjects forms the field of geomarketing reserves improve product quality at each stage of the life stages of the product in the quality management system. In greatest degree geomarketing reserves applicable at the market research stage which preceding to the stages of release of production, implementation and distribution.
geomarketing; quality management; reserves of improving product quality
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