Management of Products Consumer Attractiveness Factors in the Enterprise
The absence of a universally recognized scientifically grounded approach to the formation of a system for ensuring the competitiveness of products at the enterprise is stated. The main content of the emotional theory of sales is presented. It is introduced into scientific concept the term «integrated product», consisting of «main product» and «additional products». The interpretation of «product competitiveness» as the ability of an «integrated product» to demonstrate the best ratio of use value and price in comparison with competing «integrated products» is proposed. The content of the methodological approach to the assessment of product competitiveness is described on the basis of the emotional theory of sales. It is proved expedient to use this approach when creating an integrated product competitiveness system at the enterprise. In particular, we are talking about the creation of a management system at the enterprise for the most significant factors of the consumer appeal of an «integrated product», the purpose of which is the buyer’s decision to purchase this «integrated product» (so-called DTB-control system, from the words «decision to buy» ).The general structure of the DTB-management system in the enterprise is proposed, which consists of three main elements: a structure that creates an «integrated product»; department of product audit; head of the enterprise. The scheme of functioning of the DTB-management system in the enterprise is described.