Abstract

 Purpose. The purpose of the article is to substantiate the need to use marketing management tools to increase the competitiveness of the enterprise and create a model of interaction of tools in the implementation of marketing strategies.
 Methodology / approach. The research was conducted on the base of sociological methods by means of statistical questioning of 200 respondent-entrepreneurs, owners, or runners of small business in the Western Region of Ukraine. Using the analysis of variance, the authors of the article studied variation of the results of the sociological investigation on marketing management tools, used for implementation of different strategies of business development. The factorial analysis was used to describe the factor structure of the marketing management tools. The calculations are made with application of the software Statistica 8. 
 Results. Substantiation of the use of marketing tools to increase the competitive advantage of enterprises based on the results of the conducted sociological interviewing of 200 respondent-entrepreneurs, owners or managers of small and medium-sized businesses. Referring to the results of the factorial analysis of marketing management tools, used for implementation of different strategies of business development, the researchers specify three factors. 
 Originality / scientific novelty. For the first time, the model of interaction of marketing management tools in the context of implementation of marketing strategies is formed, and it is investigated a structure of marketing tools at implementation of various strategies of business development to increase competitiveness of the enterprises.
 Practical value / implications. The main purpose of using marketing management tools is determined, which will allow enterprises to coordinate their marketing activities, optimally allocate resources at all its stages and, as a result, will directly influence the formation and increase the level of competitiveness. The research results can be applied at enterprises of the Western region of Ukraine to provide substantiation of management decisions regarding improving competitiveness on the basis of marketing management.
Highlights
Introduction and review of literatureUnder the conditions of dynamic changes in the different fields of business, efficiency of enterprises’ activity is determined by their financial-economic prospects, profitability and competitiveness
Substantiation of the use of marketing tools to increase the competitive advantage of enterprises based on the results of the conducted sociological interviewing of 200 respondententrepreneurs, owners or managers of small and medium-sized businesses
The structure of marketing management tools is based on three factors: branding, marketing accounting, and reputation (1); advertising, PR technologies, and market monitoring (2); pricing policy and franchising (3), which together cover 89.5 % of the total variation of the results under the correlation of factors with the components of the tools (0.695–0.955; р < 0.05)
Summary
Under the conditions of dynamic changes in the different fields of business, efficiency of enterprises’ activity is determined by their financial-economic prospects, profitability and competitiveness. 2016) indicated that after the trials of the global financial crisis, current structural and economic crisis, and widespread development of the Internet, the competitiveness of enterprises has become primarily determined by the ability to optimize internal business processes and sales flows. In such conditions, marketing investigations are of great importance. Application of marketing tools is much wider than the functional activity and assumes the features of the priority branch of knowledge and skills of entrepreneurs
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