ЗАВДАННЯ МАРКЕТИНГОВОГО МЕНЕДЖМЕНТУ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

Abstract

The article discusses marketing management as a means of achieving the goals of a tourism enterprise. The essence of marketing management, its specificity and features, meaning and importance in achieving success on the market is revealed. An important role in the process of marketing management is assigned to the development of an effective marketing complex, the implementation of those tools that will correspond to the market situation and the goals and objectives set for the enterprise. In particular, we are talking about managing such elements of the marketing mix as product, price, distribution and promotion. Emphasis is placed on finding target markets, positioning the tourist product, formation competitive advantages and creating an effective marketing mix. The tasks that a tourism enterprise can solve with the help of marketing management are described. The role of the marketing information system, which provides the management of the tourism enterprise with operational, important and reliable information with acceptable costs, is determined. The need to conduct marketing research of target market subjects, in particular, consumers, suppliers, intermediaries, competitors, to develop on this basis forecasts for the development and sales of a tourist product is considered. An important role is given to the analysis of the competitive opportunities of the tourism enterprise, taking into account its resources. All this becomes the basis for the formation of the marketing strategy of the tourism enterprise. At the same time, important tasks are the management of personnel responsible for sales and marketing, as well as the development and application of a system for controlling the marketing activities of a tourism enterprise. This system should ensure the proper implementation of all intended marketing plans and programs, identify and prevent possible deviations, identify the need for corrections. Based on the defined tasks, the main stages of the marketing management process are revealed, the main actions to be taken at each of them are described. Thus, the main role of marketing management is reduced to the formation of an effective system that will optimally combine various means of marketing, will make it possible to take into account the requirements and needs of consumers, will provide significant competitive advantages and stable market positions of the enterprise.