ОСОБЛИВОСТІ ФОРМУВАННЯ МАРКЕТИНГОВОЇ ПОЛІТИКИ ПІДПРИЄМСТВ ГОТЕЛЬНОГО ГОСПОДАРСТВА

Abstract

The purpose of the article is to determine the peculiarities of the formation of the marketing policy of enterprises of the hotel industry in Ukraine. The essence and structure of the marketing policy of enterprises are considered, stages of formation of marketing policy are defined. It is proved that the marketing policy includes a wide range of activities, and it is unlawful to identify it only with price policy. The development of marketing policies is necessary in order to ensure the effectiveness of the activities undertaken by the enterprise. And the formation of a marketing policy as a process depends on the organization of marketing at the enterprise, its goals and objectives The marketing policy tools are listed. The process of formation of marketing policy, which is carried out in three stages, is considered. It is noted that the marketing policy includes a wide range of activities, and it is unlawful to identify it only with price policy. Practitioners who want to have a clear course in a volatile market environment should develop a comprehensive document "Marketing Policy", which should include the section "Enterprise Price Policy". It is in the latter that the justification of price changes in the general framework of market behavior of the organization should be given. Thus, modern hotel enterprises, aimed at long-term and sustainable activities, should plan their marketing policies in order to cover all areas of its operation in the market according to the set goals, taking into account changing environment conditions.