Abstract
The key marketing tools in business management have been identified. It has been proven that marketing plays an extremely important role in providing the effectiveness of enterprises’ functioning. Marketing has been considered as an activity which is aimed at identification and satisfaction of consumers’ needs. It has been stated that the rational use and combination of marketing tools form an important prerequisite for the sustainable and effective functioning of business subject. The key marketing tools have been defined and grouped according to their spheres of use. Three main groups of marketing tools have been proposed: market and environment of functioning analysis tools; tools for formation of activity strategy; formation of a communication policy tools. The brief description of the main marketing tools has been provided. The importance of the rational and efficient use and combination of marketing tools has been proven.
Highlights
Providing the stability of functioning and development of business plays an extremely important role under conditions of globalization and competition aggravation in terms of ensuring the rationality, efficiency and effectiveness of managerial decisions
Under conditions of competition intensification, which is due to both the competitors number growth and decrease of solvent demand, the issues of sales organization play an important role in shaping the principles of business subjects stable functioning and development
The mentioned causes the importance of rational organization of sales as of a business management component
Summary
Providing the stability of functioning and development of business plays an extremely important role under conditions of globalization and competition aggravation in terms of ensuring the rationality, efficiency and effectiveness of managerial decisions. It should be mentioned, that the special emphasis shifts to the issues of products sales organization, as even the most effective production will not provide the economic activity profitability in the absence of effective sales system. Insufficient level of sales activity organization leads to the accumulation of unsold products at warehouses of economic entities, as a result – to distraction of funds from the turnover, to corresponding slowdown of the invested capital turnover and negative. The use of marketing tools in business management stands as important, if not crucial, element of effective management system of any business subject
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