Управління маркетинговою діяльністю підприємства та напрями її удосконалення
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Файли
Дата
2019
Автори
Рзаєв, Г.І.
Корольчук, І.І.
Rzaev, H.
Korolchuk, I.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті розглянуто сутність управління маркетинговою діяльністю та її значення за сучасних умов. Окреслено риси
маркетингу в Україні. Обґрунтовано етапи розвитку маркетингу на підприємстві. Визначено напрями управління
маркетинговою діяльністю на підприємстві. Запропоновано напрями удосконалення маркетингової діяльності за сучасних
умов.
The article deals with the essence of marketing activity management and its importance in modern conditions. The purpose of the article is to investigate the essence of managing the marketing activity of an enterprise. Identification of marketing problems in Ukraine. Directions of improvement of marketing activity at the enterprise are substantiated. The features of marketing in Ukraine and the problems of development are outlined. Low solvency is emphasized. The lack of consumer awareness is emphasized. There was a low level of domestic industrial competition. Insufficient level of specialization of marketing specialists. The problem of pricing policy is emphasized. Non-regulation of the legal framework on consumer protection. Distrust of advertising. Unfair competition. The stages of development of marketing at the enterprise are outlined. The directions of management of marketing activity at the enterprise are determined. The expediency of formation of marketing mix, management of marketing service, internal marketing is emphasized. The stages of formation of marketing potential are highlighted. The structural analysis of economic activity of the enterprise is noted. The importance of supporting strategic motion vectors is emphasized. Emphasis is placed on the expediency of defining market positions. Emphasis is placed on the formation of information flows of evaluation of marketing potential. Highlights and generalizes approaches to managing marketing activities. The methods of estimation of marketing efficiency are considered. High-quality, quantitative, informative, sociological are highlighted. Directions of improvement of marketing activity under modern conditions are offered. The expediency of the analysis of marketing opportunities was noted. The importance of developing marketing strategies is emphasized. The urgency of developing marketing programs is emphasized. Improving the quality of marketing activity management will offer several benefits. Will lead to clear coordination of the directions of the enterprise. Defines and specifies the strategy of the enterprise and the objectives of its compliance. It will increase the level of competitiveness of the enterprise. To consolidate the position of the company in the market.
The article deals with the essence of marketing activity management and its importance in modern conditions. The purpose of the article is to investigate the essence of managing the marketing activity of an enterprise. Identification of marketing problems in Ukraine. Directions of improvement of marketing activity at the enterprise are substantiated. The features of marketing in Ukraine and the problems of development are outlined. Low solvency is emphasized. The lack of consumer awareness is emphasized. There was a low level of domestic industrial competition. Insufficient level of specialization of marketing specialists. The problem of pricing policy is emphasized. Non-regulation of the legal framework on consumer protection. Distrust of advertising. Unfair competition. The stages of development of marketing at the enterprise are outlined. The directions of management of marketing activity at the enterprise are determined. The expediency of formation of marketing mix, management of marketing service, internal marketing is emphasized. The stages of formation of marketing potential are highlighted. The structural analysis of economic activity of the enterprise is noted. The importance of supporting strategic motion vectors is emphasized. Emphasis is placed on the expediency of defining market positions. Emphasis is placed on the formation of information flows of evaluation of marketing potential. Highlights and generalizes approaches to managing marketing activities. The methods of estimation of marketing efficiency are considered. High-quality, quantitative, informative, sociological are highlighted. Directions of improvement of marketing activity under modern conditions are offered. The expediency of the analysis of marketing opportunities was noted. The importance of developing marketing strategies is emphasized. The urgency of developing marketing programs is emphasized. Improving the quality of marketing activity management will offer several benefits. Will lead to clear coordination of the directions of the enterprise. Defines and specifies the strategy of the enterprise and the objectives of its compliance. It will increase the level of competitiveness of the enterprise. To consolidate the position of the company in the market.
Опис
Ключові слова
маркетинг, маркетингова діяльність, місткість ринку, потреби ринку, конкурентоспроможність продукції, marketing, marketing activity, market capacity, market needs, product competitiveness
Бібліографічний опис
Рзаєв, Г.І. Управління маркетинговою діяльністю підприємства та напрями її удосконалення [Текст] / Г. І. Рзаєв, І. І. Корольчук // Вісник Хмельницького національного університету. Економічні науки. – 2019. – №5. – С. 195-198.