Маркетинговий менеджмент у діяльності підприємств

Abstract

У статті розглянуто процедури маркетингового менеджменту, які застосовуються в діяльності підприємств, конкретизовано їх суть. З’ясовано, що в умовах конкурентного середовища прибутковість підприємств може забезпечуватися його управлінням, яке базується на засобах маркетингу. Обґрунтовано, що системне застосування комплексу складових маркетингу в основному впливає на привернення уваги споживачів до товару та підприємства. Ключові слова: маркетинговий менеджмент, сегменти ринку, комплекс маркетингу, структура підприємства, інформаційна система, програма, контроль, планування.

The aim of the article is to examine the specification and marketing management procedures applied in the activities of businesses; disclosure of the impact of management based on marketing tools; study the role of the systemic use of the complex components of marketing to attract the attention of consumers to the product and the company. Market economic conditions give rise to a competitive environment in which there is a struggle between the manufacturers for selling their products. To this aim, producers must be of interest to consumer goods. One of the factors to solve this problem is to ensure the management of business entities in using marketing tools. The task is – the conquest of certain market segments. Therefore, management of the company, first of all, should be directed to the study of consumer demand. In accordance with consumer needs goods are produced, real prices are determined, an effective marketing is organized. Communication activities include the possibility of using advertising, promotion, personal selling, sales promotion, public relations. It have been disclosed procedures through which companies use marketing management in its activities: analysis of internal and external environment; the formation of an information system; selection of target market segments; development of the marketing mix; organization of the planning system; the construction of the company's organizational structure; formation programs; control software. It has been determined that in the competitive environment of the enterprise's profitability may be provided by its management, which is based on the marketing media. The influence of systemic use marketing mix components to attract the attention of consumers to the product and the company has been grounded. Scientific novelty is the integrated use of certain marketing management procedures at the company in a competitive environment, that allows to produce products to meet the needs of consumers, to implement them and make a profit. The results of scientific research can be used in the formation of the organizational structure, establishing in it the control-based marketing tools. Keywords: marketing management, market segments, marketing mix, corporate structure, information systems, software, control, scheduling.