Репозиторий Университета

© Springer Nature Switzerland AG 2020. The author considers an important problem of using the Huff model for obtaining quantitative estimates of trade turnover of the shopping center. The aim of the article is to identify the actual limitations of the specified model, which when conducting a practical assessment of potential trade turnover of large objects of commercial real estate in a significant way affect the quantitative results of the calculation and the quality of the conclusions. In accordance with the goal, the author solved the following tasks: –economic and mathematical structure of the Huff model is considered; –the calibration parameters of the model are revealed, the accuracy of which determines the accuracy of calculations and the correctness of conclusions; –an algorithm for estimating the potential trade turnover of the trading center based on a combination of the Huff model and econometric methods is constructed. The hypothesis of the research: For correct application of the Huff model in practice it is necessary to use econometric methods of estimation of calibration parameters. The article shows that the evaluation of calibration parameters of the model significantly affects the accuracy of the evaluation. As a result, the necessity of using empirical data and constructing econometric model based on them is proved by obtaining accurate quantitative estimates. The author presents the algorithm of correct estimation of potential trade turnover of the shopping center using econometric estimation of parameters of the Huff model, empirical and expert data and a calculation example. Conclusions on the use in practice of the Huff model with its methodological and actual limitations are formulated.

Under the modern market conditions, the process of development of the methods for the combined rehabilitation of the patients is becoming increasingly more complicated. For the reduction of potential risks and leveling the factors responsible for the uncertain market situation influencing the creation of new methods, it is necessary to carry out the full-scale pilot studies with the use of the marketing analysis methods. The objective of the present work was to create and elaborate the rationale for the graphological structure (the scheme) of the process of exploratory research with a view to the development of the combined rehabilitation methods as exemplified by phyto- and physiotherapeutic modalities. The work is based on the application of the existing approaches to the structural, comparative, systemic, and situational analyses. The proposed graphological structure (scheme) of the exploratory research process consists of 6 stages. Its distinctive features are as follows: a fractional stage by stage evaluation of a variety of issues including the study of physical factors, characteristic of the means of herbal medicine with special reference to the mechanisms of their production and application under the current market conditions, monitoring the marketing environment with the constant focus on the trends and behavior of the target market, the parallel pursuing of serial studies with the application of the iterative procedures; the use of the previously created data bank to expand medical services at the stages of development and maturation of the life cycle, the evaluation of the possibility of establishment of the industry of parapharmaceutical products.