Випуск 20

УДК 339.138

P. 130-141.

The methodological approach to estimation of motor transport enterprise image has been offered in the article. The approach is based on the groups of indexes, selected by the elements of the marketing mix. This approach, unlike the existing ones, takes into account the peculiarity of motor transport, and is based on using fuzzy sets.

Key words: image of motor transport enterprise, consumers, estimation, the elements of «7P» marketing mix, fuzzy sets.

FYODOROVA V., Cand., Econ. Sc.,

Kharkiv National Automobile and Highway University