УПРАВЛІННЯ ТА ОРГАНІЗАЦІЯ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

Abstract

The article discusses marketing management as an effective tool for influencing the economic development of a tourism enterprise. Prerequisites and factors for the use of such tools are presented. The essence of marketing management, its components are revealed. Attention is paid to the management of such processes as: improvement and development of tourism products or services; effective pricing; formation of sales channels, selection of intermediaries and establishment of work with them, management of distribution channels; formation of a promotion complex, which includes a wide range of activities (advertising, sales promotion, personal sales, PR events, participation in exhibitions, etc.). The functions of marketing management are considered, such as: market analysis, planning, organization, motivation and control of marketing activities. The role of the marketing organization of the tourism enterprise is defined, which includes two aspects: determining the place of marketing structures in the organizational structure of the tourism enterprise; the organization of the marketing structures of the tourism enterprise itself. The importance of the organizational structure of the marketing activity of a tourism enterprise is considered. The principles of marketing organization of a tourism enterprise are considered. The observance of which should ensure the effective implementation of marketing functions and tasks. A properly constructed system of marketing information plays a special role in the organization of marketing of a tourist enterprise, which should include a list of sources of obtaining marketing information, defined methods and procedures of marketing research, features of the organization of information collection and processing, etc. The structure of the marketing information system, which includes four components: a system of collecting internal information, a system of collecting current external marketing information, a system of special marketing research, and an analytical system is considered. As a result, it should provide the management of the tourism enterprise with timely and reliable information for making informed management decisions.