ВПЛИВ МАРКЕТИНГУ НА ВИЯВЛЕННЯ ТА ПРОТИДІЮ ЗАГРОЗАМ ЕКОНОМІЧНІЙ БЕЗПЕЦІ ПІДПРИЄМСТВ ЛЕГКОЇ ПРОМИСЛОВОСТІ УКРАЇНИ

Abstract

The article defines the role and importance of marketing and marketing component of economic security of the enterprise from the standpoint of ensuring its functioning in the transformation of the business environment due to large-scale Russian invasion of Ukraine. The results of the study determine the essence of economic categories and outline the degree of destructive impact on economic security of each of these factors, in particular: threats, challenges, risks, dangers. The types of threats to the economic security of the enterprise from the standpoint of marketing are identified. The need to use marketing to identify and monitor threats to the economic security of the enterprise by developing an appropriate system. The expediency of application and gradual filling of the system of marketing monitoring of threats to economic security is substantiated and the basic requirements to its functioning are determined. Such a system should include: formation of criteria for economic security of the enterprise, study of the business environment of its operation, diagnosis of threats to economic security of the enterprise from a marketing standpoint, development of measures to counter identified threats or minimize their negative impact on economic security and assess the effectiveness of countering threats economic security of the business entity. The significance of the influence of industry affiliation of enterprises on its economic security is determined, as a result of which the characteristics and prospects of light industry development in Ukraine are given, and it is concluded that , is a crucial factor in the development of the national economy as a whole. In the context of the study of the peculiarities of the functioning of light industry enterprises, the need to characterize the factors of external and internal influences that shape the environment of enterprises, as well as to determine their impact on economic security of economic entities.