Роль маркетингу в підвищенні результативності господарювання підприємств
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Файли
Дата
2018
Автори
Піскун, Д.Н.
Piskun, D.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
У роботі розглянуто підходи науковців до визначення маркетингу як системи управління та сукупності відповідних
процесів менеджменту підприємства. Розкрито напрями, які притаманні маркетингу безпосередньо на промисловому
підприємстві. Обґрунтовано значення маркетингу в системі управління підприємством та його взаємозв'язок із кінцевими
результатами діяльності. Наведено науково-методичні підходи, що застосовуються підприємствами для вирішення
маркетингових завдань. Досліджено маркетингове середовище та особливості проведення його аналізу в розрізі основних
чинників впливу. Розкрито сукупність принципів, які управлінський персонал може використовувати під час організації
маркетингу на промисловому підприємстві.
The paper considers the approaches of scientists to the definition of marketing as a management system and a set of relevant processes of enterprise management. The peculiarity of marketing is that its activities are geared to the needs. In particular, consumers 'needs are the main focus of enterprise owners' attention. The directions that are inherent in marketing directly on the industrial enterprise are revealed. The indicators on which the effectiveness of marketing activity can be determined is given. The importance of marketing in the enterprise management system and its interconnection and with the final results of activity is substantiated. The main consumer, on which industrial marketing is orientated, is an industrial enterprise, institution or person. The scientific-methodical approaches applied by the enterprises for the decision of marketing tasks are given. The marketing environment and peculiarities of its analysis in the context of the main factors of influence, level of marketing orientation of enterprises are investigated. All the diversity of factors can be divided into controlled enterprises, that is, those that the company is able to influence and those that the company has no ability to influence - uncontrolled. Reveals a set of principles that management should use the organization of marketing in the enterprise: dedication, clarity of organizational structure, structuring stages, flexibility, stimulating activity and creativity of workers, coordination. Depending on the extent of the spread of marketing principles in the activities of the company and the role of marketing in management decisions distinguish the following levels of marketing orientation of companies: full, partial, episodic. It was concluded that market research should be conducted in the early stages of the production process and be present in every subsequent stage of the life cycle of the product. Such an approach is a guarantee of success and an appropriate level of satisfaction of consumers' needs. The current marketing strategy and marketing analysis at the enterprise will enable to predict the parameters of the economic activity of the enterprise. The organization of the marketing service at an industrial enterprise requires the presence of specialists with sufficient professional skills.
The paper considers the approaches of scientists to the definition of marketing as a management system and a set of relevant processes of enterprise management. The peculiarity of marketing is that its activities are geared to the needs. In particular, consumers 'needs are the main focus of enterprise owners' attention. The directions that are inherent in marketing directly on the industrial enterprise are revealed. The indicators on which the effectiveness of marketing activity can be determined is given. The importance of marketing in the enterprise management system and its interconnection and with the final results of activity is substantiated. The main consumer, on which industrial marketing is orientated, is an industrial enterprise, institution or person. The scientific-methodical approaches applied by the enterprises for the decision of marketing tasks are given. The marketing environment and peculiarities of its analysis in the context of the main factors of influence, level of marketing orientation of enterprises are investigated. All the diversity of factors can be divided into controlled enterprises, that is, those that the company is able to influence and those that the company has no ability to influence - uncontrolled. Reveals a set of principles that management should use the organization of marketing in the enterprise: dedication, clarity of organizational structure, structuring stages, flexibility, stimulating activity and creativity of workers, coordination. Depending on the extent of the spread of marketing principles in the activities of the company and the role of marketing in management decisions distinguish the following levels of marketing orientation of companies: full, partial, episodic. It was concluded that market research should be conducted in the early stages of the production process and be present in every subsequent stage of the life cycle of the product. Such an approach is a guarantee of success and an appropriate level of satisfaction of consumers' needs. The current marketing strategy and marketing analysis at the enterprise will enable to predict the parameters of the economic activity of the enterprise. The organization of the marketing service at an industrial enterprise requires the presence of specialists with sufficient professional skills.
Опис
Ключові слова
маркетингова діяльність, система управління, промислові підприємства, результативність фінансово-господарської діяльності, принципи організації маркетингу, marketing activity, management system, industrial enterprises, efficiency of financial and economic activity, principles of marketing organization
Бібліографічний опис
Піскун, Д.Н. Роль маркетингу в підвищенні результативності господарювання підприємств [Текст] / Д. Н. Піскун // Вісник Хмельницького національного університету. Економічні науки. – 2018. – № 3, т. 1. – С. 205-208.