ECONOMIC AND MARKETING ASPECTS OF THE FUNCTIONING OF SMALL ENTERPRISES

Abstract

The purpose of the study is to effectively ensure and improve the marketing management of small businesses and to substantiate a methodical approach to the choice of strategies in the formation of commodity, price and product distribution policies in enterprises. The following general and applied research methods were used in the research process: analysis and synthesis, deduction and induction were used to determine the economic and marketing factors affecting the functioning of small businesses; systematization and generalization to calculate the performance of marketing department at small business enterprises; expert assessments — in determining the factors of influence on the internal and external environment of a small enterprise; monographic methods — for in-depth study of tasks; abstract-logical methods — for theoretical generalization of research results and formulation of conclusions and proposals.
 The aim of the study is to analyze the situation with the organization of small business and the peculiarities of its doing. In order to improve the economic and marketing mechanisms of functioning of small businesses, a methodology for creating conditions for effective business activities of business entities, overcoming difficulties and solving problems related to lack of knowledge and experience of doing business, providing opportunities to obtain loans and necessary information, contributing to job creation, overcoming disparities in regional economic development, increasing export opportunities for small businesses, increasing production and its restructuring, to facilitate access of small businesses to modern innovative technologies, improvement of marketing and creating marketing department in the company, the definition of the main functions of the functioning of this structure. Certain scientific developments concerning the substantiation of economic and marketing aspects of the functioning of small enterprises can be used for further scientific developments in this area, as well as in the practical activity of enterprises to evaluate their innovative, financial, marketing potential and formulate development strategies.