Вдосконалення системи управління маркетинговою діяльністю на підприємстві

Abstract

Вєкслєр Д.М. Вдосконалення системи управління маркетинговою діяльністю на підприємстві. У статті досліджено питання вдосконалення маркетингової діяльності підприємств. На основі розгляду наукових понять подано власне тлумачення визначенню «маркетингова діяльність». Окреслено основні шляхи підвищення ефективності маркетингової діяльності переробних підприємств та запропоновано заходи щодо удосконалення елементів маркетингу.

Д.М. Векслер. Совершенствование системы управления маркетинговой деятельностью на предприятии. В статье исследованы вопросы совершенствования маркетинговой деятельности предприятий. На основе рассмотрения научных понятий подано собственное толкование определению «маркетинговая деятельность». Определены основные пути повышения эффективности маркетинговой деятельности отечественных предприятий и предложены пути совершенствования элементов маркетинга.

D.M. Veksler. The Improvement of the Management System of Marketing Activities at the Enterprise. Alternatively to the standard issues, the article deals with the improvement of the marketing activities at the processing enterprises. The research focuses on the methodology of methods of the management system of the marketing activities at the processing enterprises. The object of the research is the management process of the marketing activities at the processing enterprises. The purpose of the article is to determine the management features of the marketing activities at the processing enterprises, as well as to develop ways to improve this marketing activity. Research methods. The following methods were used in the article: system approach, analysis and synthesis, and a graphical method. Research findings. As a result of the study, in order to determine the essence of the concept, the definitions given by various authors were explored in the article. The concept of "marketing management" is proposed to be considered as a modern type of activity aimed at coordination, arrangement and reconciliation of the actions of employees of all departments of the enterprise, ensuring marketing management at the entire business entity, i.e. such management, which is designed to achieving organizational objectives through customer satisfaction. A systematic approach is suggested to be applied to the definition of the term "marketing management", taking into account market research, sales and product promotion to the market, as well as the workflow of the marketing department. The results of the research made it possible to build a model of marketing management at the enterprise. Considering the current market situation, the recommendations for improving the fundamental marketing tools – product, product portfolio and price policy – have been elaborated for the enterprises to enhance their own marketing activities.