ЕКОНОМІЧНІ ПІДХОДИ ДО ФУНКЦІОНУВАННЯ СИСТЕМИ МАРКЕТИНГУ НА ПРОМИСЛОВИХ ПІДПРИЄМСТВАХ

Abstract

The article examines the current issues of organizing marketing activities and the functioning of modern marketing systems at industrial enterprises. The main goal of marketing activity of industrial enterprises is determined. Based on this, the authors formulated the task of marketing industrial enterprises. The content of the enterprise's marketing activity is defined and all its modern components are described in detail. The structural approach to the economic description of the process of managing the marketing activity of an industrial enterprise is applied, its main stages are indicated. The article pays considerable attention to the description of the economic reasons that necessitate the introduction and use of modern methods and means of marketing. Also, the components and specific functional tasks that marketing activities must perform to ensure a sufficient level of competitiveness of domestic industrial enterprises are given. The stages of the formation of the marketing system and its management at the enterprise are disclosed. Separately, the authors substantiated the understanding that precisely the system (complex) approach to marketing management of an industrial enterprise involves the use of various economic tools in the management process. It has been specified which main marketing tools should be used in the work of industrial enterprises. The author paid considerable attention to the study of the main elements of the marketing management system of an industrial enterprise. The main features are determined and the content of the forms of manifestation of the main features of the formation of marketing systems at industrial enterprises in the modern conditions that have developed on the market have been investigated. A new tool - 3D-marketing is singled out as the latest tool of marketing activity of an industrial enterprise. The author cited the main areas of application of 3D marketing, the undeniable advantages of its use, the peculiarities of the impact on the consumer, as well as the characteristic features that distinguish it from traditional marketing tools. The author schematically described the organization of functioning of marketing systems at domestic industrial enterprises. The article also indicates the prospects for the development of marketing of domestic industrial enterprises.