Qualitative Assessment of Marketing Factors That Influence Digital Business

The private immanent components of qualitative measurement that influence online retailers management system of marketing commodity policy (MSMCP) are systematized and the architectonics is developed. The latent root causes of the online retailers’ MSMCP formation that determine the private immanent components of qualitative measurement and explain the correlation between the relevant features and their meaningful interpretation are identified. The canonical models for assessing the private immanent components of qualitative measurement that influence online retailers’ MSMCP are developed. The realization of the models is the foundation for generating effective marketing decisions and the achievement of relevant goals through a single managerial impact. The methodical approach to the qualitative assessment marketing factors that influence digital business is justified. The proposals and recommendations for online retailers are developed based on the results of the methodical approach test and validation. Key words: digital business, online retailer, management system of marketing commodity policy, immanent component, canonical model.  DOI: 10.15276/mdt.3.1.2019.7 All Retail. (2018). Retrieved from http://allretail.ua. Bharadwaj, A., El Sawy, O., Pavlou, P., & Venkatraman, N. (2013). Digital business strategy: toward a next generation of insights. MIS Quarterly, 37 (2), 471-482. Deloitte. (2018). Retail Trends 2018. Retrieved from: https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/deloitte-uk-retail-trends-2018.pdf Demo version of the software package “SPSS Statistics”. ibm.com Retrieved from: https://www.ibm.com/products/spss-statistics. Demo version of the software package “STATISTICA”. ru Retrieved from: http://statsoft.ru/products. GfK Ukraine. (2018). Retrieved from http://www.gfk.com/uk-ua. Kane, G., Palmer, D., Philips Nguyen, A., Kiron, D. & Buckley, N. (2015). Strategy, Not Technology, Drives Digital Transformation. MIT and Deloitte. Retrieved from: http://sloanreview.mit.edu/projects/strategy-drives-digital-transformation/. KPMG. (2018). Global retail trends. Retrieved from: https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2018/03/global-retail-trends-2018.pdf. Matskul, V.M. (Eds.). (2016). Matematychni metody ta modeli v ekonomichnykh doslidzhenniakh: monohrafiia [Mathematical methods and models in economic research: monograph]. Odesa: ONEU, 184 [in Ukrainian]. MIT Center for Digital Business. (2018). ebusiness.mit.edu Retrieved from: http://ebusiness.mit.edu/research/index.html. Oklander, M.A., Oklander, T.O., & Yashkina, O.I. (2017). Tsyfrovyi marketynh – model marketynhu ХХІ storichchia [Digital Marketing – The Marketing Model of the 21st Century]. Oklander, M.A. (Ed.). Odesa [in Ukrainian]. Prom.ua. ua. (2017). Retrieved from: https://prom.ua.