SOME ASPECTS OF THE MARKETING ACTIVITY OF THE ENTERPRISE IN MODERN CONDITIONS

Relevant in the study of this issue is the very role of marketing in the continuous activity of any organization. It is explained by the fact that many indicators of activity of the organization directly correlate with the level of marketing at the enterprise. Speaking of marketing activities at the enterprise, it is important to note the importance of marketing strategy, as a clear planning of activities with a consistent description of the application of tools, that can help the enterprise to achieve its goals. In this case, marketing strategy is a broad concept of how the product, price, promotion and distribution should function in a coordinated manner in order to overcome obstacles to the achievement of marketing objectives and the effective functioning of the enterprise as a whole. However, the analysis of some theoretical aspects of the formation of marketing strategy has shown that this issue is insufficiently studied. In view of this, marketing research cannot act as the main tool in the formation of marketing activity of the company, but can only indirectly influence the managerial decisions in the field of marketing. In the article some theoretical aspects of the given question are considered, the analysis of the concept “marketing strategy” by domestic authors is carried out. Key factors of the given definition are allocated, on the basis of it, the author makes an attempt to modernize the concept of “marketing strategy”. The author also considers and analyzes the stages of development and realization of marketing strategy of the enterprise, suggests to extend these stages for clarification of important aspects of marketing activity. It is important to note that today, functioning in modern market conditions, for any enterprise marketing and marketing strategy are indispensable tools for successful functioning.

enterprise, factors, stages, organization management, strategy, marketing, marketing strategy, strategic marketing, external environment, internal environment

Ponomareva N. D. Some aspects of the marketing activity of the enterprise in modern conditions. Business. Education. Law, 2022, no. 1, pp. 119—123. DOI: 10.25683/VOLBI.2022.58.150.