Концептуальні підходи до маркетингової діяльності
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Файли
Дата
2018
Автори
Кобець, Д.Л.
Kobets, D.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті розглядаються погляди зарубіжних і вітчизняних вчених на сутність маркетингу та його роль в
економічних процесах суспільства, сформульовані підходи до його визначення. Визначено стадії розвитку періоду
становлення маркетингової практики. Розглянуто базові концепції та запропонована концепція сучасного маркетингу.
Наведені передумови, необхідні для реалізації сучасної маркетингової концепції.
Enterprises in modern globalizing economy have to carry out their productive and commercial work in disadventurous competitive environment. To survive in this environment and achieve market success, they must use marketing opportunities. Exactly on the basis of marketing activities are conducted most commercial transactions on the world market. However, not all Ukrainian industrial enterprises use this market mechanism in their work, resulting in determination their market attitudes and, as a consequence to withdrawal from the market. As a result the improvement of the system of enterprise management on the basis of marketing principles is especially relevant, it can have the significant impact on ensuring of strategic approach in industrial activities. In the article is considered views of foreign and national scientists on marketing nature and role in economic processes of society, formulated approaches to its definition. Research of interpretations (marketing) definition allows to conclude, that the main about it remains, that it is fulfilling dual and complementary role: on the one hand - through and comprehensive market research, demand, needs, orientation productive and commercial work on their satisfaction, and on the other hand active effect on the market, the existing demand on the formation needs and consumer preferences. Identified the stages of development the establishment period of marketing practice. It is proved, that marketing can take various forms, however there will always remain tension between organizational form of marketing management and the elements of creativity. Considered the basic concepts and introduced the concept of modern marketing. In traditional economy, oriented on the sale, enterprise produce goods, which they, taking into account competition and using the marketing policy tools, are trying to sell the potential buyers, amended, that cover their spending and get the profit. Traditional, oriented on the sale management concept, which at Ukrainian enterprises replaced marketing concept, does not meet the conditions of modern dynamic economy, which is developing in conditions of intensive competition. Unlike from basic concept the vision of modern marketing is oriented not only on existing product range (the opportunities of the enterprise), but also on the problems and needs of real and potential consumers in the selected market segment. Essentially, the concept of modern marketing - is a relatively new entrepreneurial philosophy, oriented on needs and demands of consumers(clients), structured around integrated marketing, targeted to ensure satisfy of consumers as a framework for achievement the enterprise goals. Marketing as an enterprise philosophy reflects the commitment of enterprise to the theory and practice of consumer's sovereignty. The enterprise produces , what is necessary for the consumer and gets the profit because of the most complete meet of its need. In the article are given a background needed to implement modern marketing concept. Implementation of marketing concept is impossible without organizing marketing activity, which is formation of structural and process management of marketing activity, which is made the general orientation on the consumer and the market of various parts of enterprise, implements maybe the best in terms of plan strategic coordination of individual marketing tools, also provides the greatest possible flexibility and readiness for innovations. While it is necessary to remember not only of best enterprise structure (hierarchical organization), overcoming contradictions and inconsistencies in the work of enterprise entities, but also of maximum orientation on to the consumer, flexible organization all processes at the enterprise - from purchasing and supply to marketing and research and development processes. Exactly therefore can be considered that suggested concept of modern marketing, the best corresponds to contemporary needs of industrial enterprises.
Enterprises in modern globalizing economy have to carry out their productive and commercial work in disadventurous competitive environment. To survive in this environment and achieve market success, they must use marketing opportunities. Exactly on the basis of marketing activities are conducted most commercial transactions on the world market. However, not all Ukrainian industrial enterprises use this market mechanism in their work, resulting in determination their market attitudes and, as a consequence to withdrawal from the market. As a result the improvement of the system of enterprise management on the basis of marketing principles is especially relevant, it can have the significant impact on ensuring of strategic approach in industrial activities. In the article is considered views of foreign and national scientists on marketing nature and role in economic processes of society, formulated approaches to its definition. Research of interpretations (marketing) definition allows to conclude, that the main about it remains, that it is fulfilling dual and complementary role: on the one hand - through and comprehensive market research, demand, needs, orientation productive and commercial work on their satisfaction, and on the other hand active effect on the market, the existing demand on the formation needs and consumer preferences. Identified the stages of development the establishment period of marketing practice. It is proved, that marketing can take various forms, however there will always remain tension between organizational form of marketing management and the elements of creativity. Considered the basic concepts and introduced the concept of modern marketing. In traditional economy, oriented on the sale, enterprise produce goods, which they, taking into account competition and using the marketing policy tools, are trying to sell the potential buyers, amended, that cover their spending and get the profit. Traditional, oriented on the sale management concept, which at Ukrainian enterprises replaced marketing concept, does not meet the conditions of modern dynamic economy, which is developing in conditions of intensive competition. Unlike from basic concept the vision of modern marketing is oriented not only on existing product range (the opportunities of the enterprise), but also on the problems and needs of real and potential consumers in the selected market segment. Essentially, the concept of modern marketing - is a relatively new entrepreneurial philosophy, oriented on needs and demands of consumers(clients), structured around integrated marketing, targeted to ensure satisfy of consumers as a framework for achievement the enterprise goals. Marketing as an enterprise philosophy reflects the commitment of enterprise to the theory and practice of consumer's sovereignty. The enterprise produces , what is necessary for the consumer and gets the profit because of the most complete meet of its need. In the article are given a background needed to implement modern marketing concept. Implementation of marketing concept is impossible without organizing marketing activity, which is formation of structural and process management of marketing activity, which is made the general orientation on the consumer and the market of various parts of enterprise, implements maybe the best in terms of plan strategic coordination of individual marketing tools, also provides the greatest possible flexibility and readiness for innovations. While it is necessary to remember not only of best enterprise structure (hierarchical organization), overcoming contradictions and inconsistencies in the work of enterprise entities, but also of maximum orientation on to the consumer, flexible organization all processes at the enterprise - from purchasing and supply to marketing and research and development processes. Exactly therefore can be considered that suggested concept of modern marketing, the best corresponds to contemporary needs of industrial enterprises.
Опис
Ключові слова
маркетинг, маркетингова діяльність, концепції маркетингу, маркетингова інформаційна система, маркетинг-менеджмент, маркетингові дослідження, marketing, marketing activity, marketing concept, marketing information system, marketing management, marketing research
Бібліографічний опис
Кобець, Д.Л. Концептуальні підходи до маркетингової діяльності [Текст] / Д. Л. Кобець // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 88-93.