Abstract
The work covers the theoretical and methodological foundations of marketing for an export-oriented enterprise. At the present stage of development of the economy, the use of marketing tools in activities is a powerful means of increasing the enterprises` competitiveness, strengthening adaptive characteristics when external conditions and market conditions change. Consumption volumes are the driving force of the production activity of the enterprise, affecting the nomenclature, range and scale of production. The introduction of the marketing concept, which focuses on the production of products that are in the market demand, stimulates the production of products needed by the consumer. Theoretical and methodological issues of marketing aimed at restricting the demand for irrational demand products (opposing marketing) attract the attention of scientists and practitioners. At the same time, the choice of the topic was due to insufficient research of this scientific problem as a whole and its relevance for the economy of Ukraine, especially in the context of the development of cooperation with the European Union. A detailed study of the tools of opposing marketing allows export-oriented enterprises to ensure the profitability of commercial and marketing activities, while the harmful effects of the consumption of goods of irrational demand determine the feasibility of research and analysis of the conditions and their consumption motivation. The demand for these products is undesirable; therefore, countermeasure marketing at the state level is controlled by the relevant organizations. In this study, attention is paid to the analytical and regulatory aspects of determining the current state and trends of marketing support for the tobacco industry enterprises activities. The features of a complex of marketing support formation of their activities in the conditions of risk and uncertainty are determined.
Highlights
Marketing should be taken as a study of customer needs, characteristics of consumer demand, work with target segments to generate potential demand
Tobacco products as goods are characterized by specialty of implementation, which is used in the development of the marketing complex, namely, social and ethical marketing in the tobacco market
Effective marketing provides the groundwork for a profitable enterprise; while the marketing complex forms an individualized system, which affects the performance of the enterprise through the product, price, place and promotion
Summary
Marketing should be taken as a study of customer needs, characteristics of consumer demand, work with target segments to generate potential demand. - determination of the formation specifics of a marketing complex for irrational demand goods producers , in particular: the establishment of legislative restrictions on tobacco advertisements in EU countries; justification of the model creation of a marketing information system in the enterprise. The aim of the study is to develop a methodological approach and practical recommendations for finding and implementing ways to improve the marketing mechanism of an export-oriented enterprise under conditions of risk and uncertainty of the market of goods with irrational demand. The solution of the set tasks was carried out using the following methods: theoretical generalization – to study and systematize theoretical approaches for the definition and justification of the problem studied; analysis and synthesis – to determine the object and subject of research; graphic; mathematical statistics – when establishing the dependence of the integral performance index of the marketing complex; method of multi-criteria optimization – when modeling the costs of implementing the marketing complex in a particular market
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