Маркетингові принципи й функції мережевого розвитку роздрібних торговельних підприємств

Abstract

Розглянуто специфіку маркетингових принципів і функцій мережевого розвитку роздрібних торговельних підприємств із метою підвищення ефективності їх діяльності; значення маркетингового управління, яке є новим стилем управління підприємством; подано характеристику завдань маркетингового управління й інструменти їх вирішення; наведено класифікацію мережевих підприємницьких структур; розглянуто завдання концепції маркетингу роздрібного торговельного підприємства.

The specificity of marketing principles and functions of network development of retail trade enterprises for increasing the retail trade enterprises efficiency is presented in the research paper. According to the author’s interpretation, marketing management is new proactive style of enterprise management, which provides the process of constant reproduction of sustainable competitive advantages with taking into account external and internal changes by forming marketing management corporate model, marketing monitoring and planning at the level of strategic business unit. The study of the marketing management evolution allows distinguishing its stages with the separation of pre-analytical stage, marketing tools formation stages, marketing management concepts development, marketing management formation as a specific management style; on its base it is important to formulate the conclusion about displacement of marketing management content priorities to marketing management at the enterprise from increasing role of external factors, in particular of structural nature external factors. Integrated use of marketing management tools in the enterprise’s activity is able to achieve its goal, which is providing the process of constant reproduction of sustainable competitive advantages and obtaining special income which is generated exclusively in the relations exchange process. The priority concept of marketing management in the trade sector should be the concept of relationship marketing, which allows studying the problems of development and competition of organizational forms such as network organizations, consortia and strategic alliances. The concept of retail trade enterprise marketing presupposes that the enterprise must be committed to the longterm success of its activities.