Kostynets Y. Marketing management of intermediary services market development in Ukraine

The thesis is studying the development of intermediary services market and analyzes the essence of intermediation along with the notion of "marketing system". Major levels and components of the model of intermediary services market as a marketing system are determined. Basing on this research the author comes to the conclusions on the opportunities for developing a mechanism for intermediary services market development applying the marketing approach. The structure and the dynamics of the intermediary services market development are considered. A structural logical model is constructed for the research on the intermediary services market by its sectors and as a whole. Implementation of the marketing interaction concept at the intermediary services market is studied. Key functions, principles and processes of marketing interaction at the intermediary services market are considered. Conclusions on the expediency of introducing the system of marketing interaction into intermediary activities are grounded. The thesis determines the key levels of intermediary services market functioning as a marketing system along with the factors which influence the development of this market at its micro-, mezzo- and macrolevels. The author constructs the pattern for a complex analysis of these factors' influence upon the development of the intermediary services market. Conclusions concerning the volume of influence of particular factors upon the market under study are presented. Marketing mix for the market of intermediary services is grounded. Its key components are determined, and the matrix for the marketing mix of the intermediary services market is constructed. Conclusions on the opportunities of influencing upon particular components of the marketing mix at the intermediary services market are presented.