ХАРАКТЕРИСТИКА ЧИННИКІВ, ЯКІ ВПЛИВАЮТЬ НА МАРКЕТИНГОВІ ВЗАЄМОВІДНОСИНИ ТА КОНКУРЕНТУ МАРКЕТИНГОВУ СТРАТЕГІЮ

Abstract

The article is devoted to the characteristics of factors that affect marketing relationships and competitive marketing strategy. Every day, companies face the issue of paying close attention to the factors that affect marketing communication with the client, the formation of competitive advantages in the market, and the development of such a marketing strategy that would provide the company with a leading position in the market. The article defines the main principles of marketing relationships that underlie the marketing competitive strategy. If a company builds relationships with a customer based on these principles, the overall company wins, because this approach helps increase customer satisfaction, increase their trust in the brand, and reduce customer churn. The main types of marketing strategies used by companies in the market are defined: cost leadership strategy, differentiation strategy, focus strategy, aggressive strategy, defense strategy. In general, a marketing strategy is a plan of action developed by a company to ensure its competitive advantage in the market. The listed types of competitive marketing strategies prove that the choice of a competitive marketing strategy depends on many factors, such as the size of the company, its resources, market position, characteristics of the target audience and the actions of competitors. The classification of influencing factors aimed at the formation and maintenance of longterm relations between the company and clients has been carried out. Such factors are defined as: product or service quality, value for the client, satisfaction of the client's needs and expectations, communication, client service, trust and reputation, loyalty, technologies. Having analyzed the factors influencing marketing relationships and the competitor's marketing strategy, attention is focused on their positive impact on the company's activities. Keywords: marketing, marketing relationships, marketing strategies, influencing factors, company, strategy