Functional aspects of enterprise marketing activity management

Seleznova, O.; Kozlovtseva, V.; Bondar, V.; Gordiichuk, Ye.

Functional aspects of enterprise marketing activity management

Файли

Knowledge_management_competence_21_Seleznova.pdf(989.42 KB)

Дата

2021

Автори

Анотація

The work reveals the functional aspects of the marketing activity management system of enterprises. Various approaches to definition of stages of process of formation of marketing activity of the enterprise are investigated. The algorithm of forming the functional structure of marketing activity management of an enterprise is offered. The main components of the algorithm are revealed: determining consumers' needs, purpose and sphere of functioning of the enterprise; carrying out preliminary researches of marketing environment (macro- and micro-environment); establishing mission, vision, values, principles of the enterprise; checking mission to the needs and possibilities of the enterprise; current marketing researches and compiling marketing information system; compiling a SWOT-analysis of the enterprise, identifying key factors for the success of the enterprise, creating stable over time excellent benefits; positioning of the enterprise and its assessment from the standpoint of consumers; developing options for market behavior; choosing a marketing strategy; checking the strategy for compliance with market conditions; developing a plan of marketing activities (strategic, tactical and operational) with details of communication activities of the enterprise; administrative measures to manage the marketing activities of the enterprise (determination of positions and functions of employees; determination of organizational and communication structure;distribution of powers and tasks; formation of a system of labor incentives and staff motivation; definition of control indicators, control over performance of duties); analyzing and auditing marketing activities; evaluating results and comparing with planned indicators; identifying problem areas and implementing corrective measures.

Опис

Functional aspects of enterprise marketing activity management / O. Seleznova, V. Kozlovtseva, V. Bondar, Ye. Gordiichuk // Knowledge management competence for achieving competitive advantage of professional growth and development: сollective monograph / еds. D. Atstaja, V. Koval. – Riga, Latvia, 2021. – Р. 324–340 : fig. – Ref.: 22 tit.