prof. dr. Karolina ILIESKA, PhD ^

Abstract. The main challenges for marketing during impact of the pandemic on companies’ success are market analysis and knowledge for customer satisfaction. The goal of the market analyses is to define accurately the needs, motives and the behavior of the customers so that it can determine the product requests and services if there are any, as well as their quantity. The quantitative marketing develops new methods for data analyzing. These methods should reveal the relations among latent variables and directly measurable variables, on the other hand. These relations are formalized by models of causality.

Satisfying customers is one of the main objectives of any companies. The message is obvious – satisfied customers improve business and dissatisfied customers impair business. Customer satisfaction is an asset that should be monitored and managed just like any physical asset. Therefore, the companies that hope to prosper will realize the importance of this concept, especially during pandemic.

Keywords: marketing, pandemic, companies, success, knowledge, market, customer, satisfaction