Стратегічний маркетинг як основа ефективного функціонування компанії
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Файли
Дата
2018
Автори
Остапчук, О.В.
Романова, А.В.
Ostapchuk, O.
Romanova, A.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
Для ефективного функціонування компанії обов’язковим є використання стратегічного маркетингу. На ринку існує
велика кількість конкурентів, тому необхідно покращувати маркетингову діяльність компанії та технологію розвитку
продукту саме за допомогою стратегічного маркетингу, а саме – розробити набір стратегій. Стратегія визначається як
комплексний план діяльності компанії, який розробляється на основі науково обґрунтованого підходу та визначається для
досягнення поставлених цілей та завдань. Маркетингова стратегія базується на дослідженнях зовнішнього та внутрішнього
середовища компанії, а також на слабких та сильних сторонах власної діяльності та діяльності конкурентів. Для оцінки
ефективності маркетингової стратегії використовуються комплексні методи, а саме якісні оцінки.
For effective operation of the company the use of strategic marketing is mandatory. There are a large number of competitors in the market, and therefore, it is necessary to improve the marketing activities of the company and the technology of product development precisely with the help of strategic marketing, namely, to develop a set of strategies. The strategy is defined as a comprehensive plan of the company's activity, which is developed on the basis of a scientifically grounded approach and is defined for the achievement of the set goals and objectives. The marketing strategy is based on research on the external and internal environment of the company, as well as on the weak and strong sides of its own activities and activities of competitors. The main task of strategic marketing is to formulate an adequate strategy, which is built in conditions and taking into account the unpredictability of the development of events, should be associated with future prospects, takes into account the phased deployment of activities, the presence of intermediate goals at each stage, and links these stages and objectives to the same the basis for decision-making, takes into account the real availability of resources and the potential for obtaining them. The essence of the strategy is to determine the competitive choice, which allows the company to focus resources to address the priorities that provide the benefits of the company. The development and implementation of a marketing strategy is an important issue in the company's business, which affects not only the successful activity of the company, but also its existence in general. The main task of the marketing strategy is to ensure the most efficient use of all kinds of resources and opportunities of the company, as well as marketing tools and scientific and production potential. In order to assess the effectiveness of a marketing strategy, comprehensive methods, namely, qualitative estimates, are used.
For effective operation of the company the use of strategic marketing is mandatory. There are a large number of competitors in the market, and therefore, it is necessary to improve the marketing activities of the company and the technology of product development precisely with the help of strategic marketing, namely, to develop a set of strategies. The strategy is defined as a comprehensive plan of the company's activity, which is developed on the basis of a scientifically grounded approach and is defined for the achievement of the set goals and objectives. The marketing strategy is based on research on the external and internal environment of the company, as well as on the weak and strong sides of its own activities and activities of competitors. The main task of strategic marketing is to formulate an adequate strategy, which is built in conditions and taking into account the unpredictability of the development of events, should be associated with future prospects, takes into account the phased deployment of activities, the presence of intermediate goals at each stage, and links these stages and objectives to the same the basis for decision-making, takes into account the real availability of resources and the potential for obtaining them. The essence of the strategy is to determine the competitive choice, which allows the company to focus resources to address the priorities that provide the benefits of the company. The development and implementation of a marketing strategy is an important issue in the company's business, which affects not only the successful activity of the company, but also its existence in general. The main task of the marketing strategy is to ensure the most efficient use of all kinds of resources and opportunities of the company, as well as marketing tools and scientific and production potential. In order to assess the effectiveness of a marketing strategy, comprehensive methods, namely, qualitative estimates, are used.
Опис
Ключові слова
стратегія, стратегічний маркетинг, маркетингова стратегія, trategy, strategic marketing, marketing strategy
Бібліографічний опис
Остапчук, О.В. Стратегічний маркетинг як основа ефективного функціонування компанії [Текст] / О. В. Остапчук, А. В. Романова // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 5, т. 2. – С. 121-124.