Marketing Decision Making In The Conditions Of Information Uncertainty And Business Risks On The Basis Of The Stratification Metamodeling Toolkit

Abstract

The problematic subject area studied in this article is the sphere of marketing activity and the quality management system of industrial enterprises on the example of the enterprises of the electrical engineering industry. The article addresses the following problems of marketing management of enterprises producing electrotechnical products, such as reduction of financial demand from the side of potential consumers and unplanned negative changes in products market prices. It is substantiated that marketing decisions taken by the management of the enterprise concerning the pricing of production of own manufacturing are burdened with significant business risk and are accepted in the absence of reliable operational information about the current level of indirect production and nonproductive costs in the conditions of dynamic destabilizing influences from the outside of the enterprise. It is proposed to solve outlined problems using the instrumentation of a new object-oriented approach to the synthesis of complex models of the activities of industrial enterprises-stratification metamodeling. The article describes a fragment of a stratification metamodel, which is a reference for the enterprises of the electrical engineering industry. The construction of this fragment of the stratification metamodel was carried out in three analytical contexts: conceptual modeling of marketing decision making in the conditions of information uncertainty, model decomposition of the economic problem into the multilayered hierarchy of the complex of problems and their mathematical models, information management of model knowledge and generating on this basis an effective marketing solution due to the synchronization of inputs and outputs of models of up-to-date management tasks that have created a coherent system. The system of interconnected economic and mathematical models of price, cost and profit management developed in this article is a scientific basis for the synthesis of artificial intelligence enhancement systems when adopting effective marketing decisions for the preventive elimination of the threat of price destabilization of the enterprise portfolio.