Interaction of marketing and logistics activities of enterprises in the context of the challenges of the modern business environment of Ukraine

Abstract

In the article, the directions of implementation of marketing and logistics activities in relation to increasing the control of the enterprise over the subjects and conditions of its external microenvironment were determined. Marketing was presented as a system of information interaction of the enterprise with the external environment, and logistics was presented as a system of establishing business relations with the external environment by constructing logistics chains. For both types of activity, the impact on the external microenvironment comes down to stimulating the desired behavior of subjects with whom the enterprise interacts with the help of informational, organizational and economic levers. The content of logistical support of the enterprise’s marketing activities based on the "7Ps" concept was detailed. It is shown that the support involves, among other things, the use of logistics services resources to perform specific marketing tasks. The content of marketing and logistics measures aimed at ensuring the sustainability of business in an unfavorable business environment in both cases is reduced to the formation of alternative options for resource provision of the corresponding type of activity, optimization of costs and diversification of goods/markets. The study was conducted of the dynamics of changes in the share of relevant types of economic activity in the total volume of products sold, the profitability of operational activities, assessment of changes in the business situation in the field of services, the volume of sold innovative products, costs for innovations. The results show the sufficient potential of the relevant components of the market infrastructure in terms of supporting domestic business entities, and indirectly indicate the sufficient potential of marketing and logistics activities of Ukrainian enterprises in terms of ensuring economic activity in the conditions of an unfavorable business environment.