MARKETING ACTIVITY OF ENTERPRISES AS AN OBJECT OF CHANGE

Abstract

In the conditions of the formation of technological independence of Russia, the most important task is to ensure the market orientation of the production capabilities of domestic enterprises. The dynamic nature of the external environment of enterprises implies constant changes in the criteria of competitiveness and efficiency in their activities, which leads to the emergence of new business goals, new tools and methods of work, changes in the ownership structure, relationships, the development of new functions and directions, diversification and integration. Changing business goals requires the transformation of the marketing activity of the enterprise - the integration of marketing into the strategic management system, the creation of business value factors, the formation of market partner assets, the development of new directions, what makes the task of researching the marketing activities of an industrial enterprise as an object of change relevant. The article is devoted to the systematization of the objects of changes in the marketing activities of enterprises. The methodological basis is the traditional methods of scientific analysis, methods of economic and mathematical statistics, technical, economic and logical analysis, systematization and ranking. The systematization of objects and spheres of changes in the marketing activities of enterprises has been carried out. The presented systematization of the objects of changes in the marketing activities of enterprises allows us to develop general conceptual provisions of the methodology for managing changes in marketing activities, to specify the process of managing changes in order to increase the effectiveness of marketing activities directly at the enterprise.