ОЦІНЮВАННЯ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА НА ЗАСАДАХ ХОЛІСТИЧНОГО МАРКЕТИНГУ

Abstract

The article is devoted to the consideration of the use of the concept of holistic marketing in the activities of companies. The conditions of operation of modern enterprises are given. The need to take into account constant changes in consumer interests and requests is substantiated. This can be done by comprehensive coverage of one's own activities for proper and effective functioning in market conditions.Examples of companies that have market success due to the use of marketing as a holistic business function that covers all its components at the same time are given. It is proven that their activity is based on a symbiosis of integrated marketing, internal marketing, relationship marketing and socially responsible marketing. Each component of the holistic concept of marketing is considered. It has been confirmed that in modern market conditions, holistic marketing is a quality tool for conducting effective marketing activities of companies. Methodical principles of using various marketing tools for evaluating each component of holistic marketing are proposed. Approaches to evaluating the development of long-term trust relations of the enterprise with partners and consumers are presented. Factors affecting the state of the client base when choosing a partner are named. It can be competence, a high image, a wide and diverse assortment, market position. Reliability, commitment to fair trade principles, trust, adherence to the principles of transparency and honesty are factors influencing the continuation of cooperation. The stability of the company's relations with key customers and consumers was assessed. The use of elements of socially responsible marketing is analyzed. The areas of social responsibility on the part of the company in relation to domestic and foreign partners, stakeholders, consumers, and society as a whole have been clarified. The need to consider the environmental consequences of companies' activities in the context of social responsibility has also been proven. The tools of integrated and internal marketing of the enterprise are considered. Evaluation indicators of each component of holistic marketing are proposed. A scale was developed for interpreting the results of calculations to determine the level of use of holistic marketing elements in the activities of enterprises (high, medium, low).