Doctor of Science Sergeo Velesco

University of Applied Sciences

DEVELOPMENT OF MARKETING ACTIVITY OF THE ENTERPRISE IN MODERN CONDITIONS OF MANAGING

In modern market conditions most the enterprises work at a basis of the principles of marketing. The concept of marketing extended and proved the understanding that the production begins not with exchange, but with consumption.

To problems of determination of economic essence of marketing activity and management of this process much attention in the works was paid by such foreign and domestic scientists as E. Blocher, K. Chen [1], D. Hansen, M. Mowen, L. Guan, [4].

F. Kotler understood a kind of activity which by means of information connects manufacturing installations with consumers and the public as marketing activity.

Marketing activity is defined as system of actions which main objective is management of production and marketing activity of the enterprises through a research and the analysis of the market of functioning of the enterprises and a requirements satisfaction of consumers in the maximum volumes. It consists in transformation of constantly changing needs of people to additional benefits of the organization [1].

So, marketing activity is an administrative process of ensuring needs of consumers by creation of goods, consumer values and exchange of them. However, thanks to such factors as constant growth of expenses on advertizing activities, increase in requirements of consumers to qualitative and service, the role of effective marketing activity considerably amplifies of any enterprise.

Exactly thanks to marketing activity the enterprise has an opportunity to directly sell the made products or service, and to interest the consumer in need of its acquisition. For this purpose the company has to develop own marketing network, improve logistic management in the sphere of sale in order that the range and volume of production remained at the sufficient level in places of trade, and, therefore, production should always be available to consumers [2].

Product sales are impossible without formation of an effective market price policy, the grocery strategy, the organization of functioning of distribution channels of production for its receipt to the consumer, advertizing. Marketing activity consists of a complex of actions which directly influence on the level of sales volumes of goods, so, and on sales proceeds, on efficiency of activity, in general.

For development of marketing activity, namely a growth in volumes of product sales, sale needs to improve coordination with marketing intermediaries, the relations with consumers and the level of their knowledge, professional competence of managers, generally, competitiveness of business in this or that market.

In strategic development it is the most expedient to trade and industrial enterprises to be guided by creation of the complete vertically integrated structure that will allow to stir up considerably marketing activity and to increase competitiveness level in general. Integration of trade enterprises is considered as natural process of functioning of the competitive environment in trade.

In the modern market branch integration - "retail chain stores" which is characterized by linear chain type of association which consists of two or more same enterprises of one sphere of action is most urgent. For the Ukrainian market voluntary networks are rather perspective. An example of such network is the purchasing union which acts on the basis of combination of efforts of small retail chain stores for the centralized purchase of wholesale consignment of goods on in advance made contracts with suppliers, the general warehouse system, holding joint advertizing activities [3].

Growth of sales volumes is also possible by means of company trade. Interest of trade and industrial enterprises in creation of network of company shops gives the chance to pursue productive price, assortment, communication policy, to provide stable feedback with consumers. As a rule Ukrainian company trade is developed by the enterprises of the baking, dairy, meat, confectionery industry.

The list of references:

1. Blocher E., Chen K. H., Lin T. W. Cost management: A strategic emphasis. McGraw-Hill/Irwin. – 2008.

2. Velychko, O., Velychko, L., Ramanauskas, J. Transformation and development of production-logistics enterprises in Ukrainian agrarian sector. Management Theory and Studies for Rural Business and Infrastructure Development. – 2016. – Vol. 38. – No. 1. – P. 3–20.

3. Chakkol M., Johnson M., Raja J., Raffoni A. From Goods to Solutions: How Does the Content of an Offering Affect Network Configuration? / M. Chakkol, M. Johnson, J. Raja, A. Raffoni // International Journal of Physical Distribution. – 2014. – Vol. 44. – No. 1/2. – P. 132–154.

4. Hansen D., Mowen M., Guan L. Cost management: accounting and control. Cengage Learning. – 2007.