Vol.1, No 5, 1997 pp. 13 - 21
UDC: 519.863

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THE INFLUENCE OF THE FACTORS WITHOUT CONTROL
OVER THE PROCESS OF TAKING A DECISION?
Pencho Ivanov
Department "Marketing and Strategic Planning"
University of National and World, Sofia, Bulgaria

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Abstract. The winning management decision can be taken on the basis of an information concerning all aspects of the connection producer - consumer - competitor and the factors cansing it. Conformity with marketing environment, factors supposes their correct determination and structuring (classifying) on the factors with and withont control of the marketing expert, espectally their subgroups: consumers, competitors and elements of the marketing environment. The degree of their influence can be defined on the basis of a modern prognostic instruments of PEST-analysis and input-output analysis.

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UTICAJ NEKONTROLISANIH FAKTORA U PROCESU ODLUČIVANJA Uspešne upravljačke odluke mogu se donositi na osnovu informacije koja uključuje sve aspekte lanca proizvođač - potrošač - konkurent i sve faktore odnosa u tom lancu. Analiza faktora marketing okruženja pretpostavlja njihovu korektnu determinaciju i strukturiranje (klasifikaciju) na kontrolabilne i nekontrolabilne faktore. U radu se razmatraju faktori koji se ne mogu kontrolisati od strane marketinških stručnjaka, a naročito njihove tri podgrupe: potrošači, konkurenti i elementi marketing okruženja. Stepen njihovog uticaja se može odrediti primenom modernih instrumenata za prognoziranje, u okviru PEST - analize i input-output analize.