MARKETING OF COMPETITIVENESS OF THE ENTERPRISE
Abstract
Purpose – the aim of the article is the consideration of concepts and constituent elements of marketing system of enterprise competitiveness. Methodology of research. Theoretical and methodological basis of the study is the provision of economic theory, scientific works of domestic and foreign scholars on the issues of marketing and competitiveness of enterprises. The following methods are used in the study: dialectical method of knowledge – in substantiating the concept of marketing competitiveness of the enterprise; theoretical generalization and comparison – for the development of conceptual apparatus and marketing research and enterprise competitiveness; abstract and logical – in theoretical generalization of the nature and methods of marketing management mechanisms of enterprise competitiveness. Findings. The content of the concept of marketing and competitiveness of the enterprise is revealed. It is determined that marketing involves the development of individual marketing efforts for each segment of the market, study the needs of different target groups and the formation of a special offer for each target market, using different advertising messages and ways to move goods in each segment. The basic tasks of marketing competitiveness of the enterprise are substantiated. Originality. The classification of marketing concepts is substantiated. The basic principles of marketing competitiveness of the enterprise in the market are distinguished. Practical value. The obtained scientific position and results of research are the basis for solving practical aspects for the formulation of the main objectives in marketing and sales in the form of strategic goals, initiatives and key performance indicators. These results will help to ensure: the effective of choice concepts, types of marketing, tools implementing of marketing activities, creating the optimal size of the marketing budget and an adequate level of control over its use. Attention is paid to the management of enterprise competitiveness. The main marketing tools that will improve the quality of products and, consequently, increase competitiveness and end financial results of the enterprise are considered.
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