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KHARKIV NATIONAL ECONOMIC UNIVERSITY, UKRAINE

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BUSINESS INFORM №11-2015

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68

Section: Management and Marketing
UDC 658.818:339.372.84
Krasnokutska N. S., Tikhonchenko R. S.
Lead Generation as a Tool for Developing Customer-Oriented Strategies of Network Enterprises (p. 428 - 433)

The article is aimed at substantiation of the strategic directions of lead generation as a tool for improving the client orientation of network enterprises. On the basis of studying the general principles and methods of lead generation, the degree of attendance of the FMCG online stores for sale of goods, belonging to the Kharkiv market, has been defined; the structure of their client traffic has been examined; the content of the sites of online stores in social networks has been analyzed in terms of formation and implementation of lead generation potential. Based on the results of the analysis, as well as taking into consideration the key indicators of lead generation, an approach to substantiating strategic directions has been proposed with the aim of improving the client orientation of network enterprises based on the coefficient method, factor analysis and sensitivity analysis. In terms of this approach, the sensitivity of the volumes of goods towards changes in conversion rate, structure of traffic, and average check have been determined as the main criteria, by which choice of priorities of lido generation is being carried out. Positioning of directions of lido generation in the system of selected criteria provides to scientifically substantiate the priorities for its implementation, while respecting the principle of customer focus.
Keywords: lead generation, customer focus, strategy, customer traffic sources, conversion, average check, sensitivity analysis
Fig.: 1. Tabl.: 3. Formulae: 2. Bibl.: 16.

Krasnokutska Natalia S. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management and Taxation, National Technical University «Kharkiv Polytechnic Institute» (2 Kyrpychova Str., Kharkіv, 61002, Ukraine)
Email: [email protected]
Tikhonchenko Ruslan S. – Postgraduate Student, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Krasnokutska, Natalia S., and Tikhonchenko, Ruslan S. (2015) “Lead Generation as a Tool for Developing Customer-Oriented Strategies of Network Enterprises.” Business Inform 11:428–433.


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