РЕЗУЛЬТАТИВНІСТЬ УПРАВЛІННЯ РИЗИКАМИ У МАРКЕТИНГУ ПІДПРИЄМНИЦЬКОЇ ДІЯЛЬНОСТІ

Abstract

The theoretical issues of risk management in marketing as the basis for the development of the enterprise are investigated. The scientific content and essence of risks in marketing entrepreneurial activity is revealed. The problems of marketing risks development are stated and the main problems are outlined: unsuccessfully chosen strategy of marketing ideas, the image of the enterprise, low demand for marketing and limited funds. In modern conditions of constant competition, it is not enough to create the goods better or by the rules, it is necessary to learn how to sell them correctly. Today, the company that is focused on the needs of customers, long-term cooperation and mutually beneficial relationships wins. But even so, relationships with suppliers, competitors, intermediaries and consumers are associated with uncertainty and risk, and the prehistoric level of adaptation of enterprises to the unstable influence of the external environment does not allow a primary response to market needs. Therefore, the issue of risk management in business marketing is becoming extremely popular, as they seek to ensure the continued growth and development of the business. Risk management in marketing is an integral part of the evaluation of marketing research, which is associated with the planning and manifestation of market structure, that is, an assessment of the current market situation, which shows the coincidence of situations on which depends and in which manifestation of profitability. As a result of coordinating and regulating the processes of influencing risk in marketing product policy, company management must evaluate marketing efforts, risk prevention and, above all, to outline constructive measures to stimulate the work of marketers, depending on the quality of performance of professional duties, namely the validity of the chosen strategies, methods of sales, methods of advertising campaigns, active participation in social campaigns for positioning and promotion of products, services of enterprises in the interests of society. Thus, it is clarified that the risk in marketing should be interpreted as a separate function of marketing management, due to the uncertainty of internal and external factors of the enterprise in making marketing decisions, which provides a special procedure for the identification, assessment, selection and use of methods of exposure to risks, separation of risks and control results. The practical implementation of this capability does not require much additional effort from the company's marketers. Standard methods of risk assessment can be successfully used to identify and assess marketing risks without any special modifications. The main thing at the initial stage of risk management is to fix the existing marketing risks and determine the methods of impact on them.