{"id":21870,"date":"2021-01-30T09:22:33","date_gmt":"2021-01-30T07:22:33","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=21870"},"modified":"2024-12-30T04:46:53","modified_gmt":"2024-12-30T02:46:53","slug":"21870","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=21870","title":{"rendered":"\u041a\u043e\u043d\u0446\u0435\u043f\u0442\u0443\u0430\u043b\u044c\u043d\u0456 \u0437\u0430\u0441\u0430\u0434\u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0433\u043e \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e\u043c"},"content":{"rendered":"

<\/p>\n

\u041a\u041e\u041d\u0426\u0415\u041f\u0422\u0423\u0410\u041b\u042c\u041d\u0406 \u0417\u0410\u0421\u0410\u0414\u0418 \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u041e\u0413\u041e \u0423\u041f\u0420\u0410\u0412\u041b\u0406\u041d\u041d\u042f \u041f\u0406\u0414\u041f\u0420\u0418\u0404\u041c\u0421\u0422\u0412\u041e\u041c<\/p>\n

CONCEPTUAL PRINCIPLES OF MARKETING MANAGEMENT OF THE ENTERPRISE<\/p>\n

\u00a0<\/em><\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 362-365. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 3, 2020 (28<\/strong>4)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong><\/p>\n

\u041a\u0415\u041b\u041c\u0410\u041d\u041e\u0412\u0418\u0427 \u041e.
\n\u0425\u043c\u0435\u043b\u044c\u043d\u0438\u0446\u044c\u043a\u0438\u0439 \u043d\u0430\u0446\u0456\u043e\u043d\u0430\u043b\u044c\u043d\u0438\u0439 \u0443\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442
\nA. KELMANOVICH
\nKhmelnitskyi National University<\/p>\n

DOI<\/strong>:<\/strong>\u00a0<\/span>https:\/\/www.doi.org\/10.31891\/2307-5740-2020-284-4(3)-63<\/a><\/p>\n

\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received : 17.07.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed : 28.09.2020<\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u0441\u0438\u0441\u0442\u0435\u043c\u0430 \u043c\u0435\u043d\u0435\u0434\u0436\u043c\u0435\u043d\u0442\u0443, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0435 \u0443\u043f\u0440\u0430\u0432\u043b\u0456\u043d\u043d\u044f \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u043e\u043c, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u044f, \u0441\u043b\u0443\u0436\u0431\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0443, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0439 \u043f\u043b\u0430\u043d.<\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 The article analyzes the scientific approaches to the disclosure of the essence of marketing management of the enterprise with a separate specification of the term “marketing management”. It is determined that marketing management is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain profitable exchanges with target customers in order to achieve certain objectives of the organization, such as profit, sales growth, increase share market. The necessity of providing the corresponding interrelations of marketing with other functional elements of the enterprise management system taking into account the peculiarities of its activity is proved. The role of planning in marketing management of the enterprise is detailed. The main directions in which the management of marketing activities at the enterprise is carried out: the formation of the marketing mix, management of the marketing department, internal marketing. The tools used by marketers to capture the target segments of the product market are identified. Emphasis is placed on the importance of employee motivation in order to increase the effectiveness of marketing in the management system of the business entity. The basic processes of marketing management at the enterprise are specified.
\nKey words:<\/strong> management system, marketing management of the enterprise, marketing strategy, marketing service, marketing plan.<\/p>\n

References<\/strong><\/p>\n

1. Marketynhovyi menedzhment: pidruchnyk \/ F. Kotler, K. L. Keller, A. F. Pavlenko ta in. \u2013 K. : Vydavnytstvo \u00abKhimdzhest\u00bb, 2008. \u2013 720 s.
\n2. Chaika I. P. Suchasna kontseptsiia marketynhovoho upravlinnia diialnistiu pidpryiemstva \/ I. P. Chaika \/\/ Ekonomichnyi analiz: zbirnyk naukovykh prats. \u2013 2017. \u2013 T. 27. \u2013 \u2116 1. \u2013 S. 257\u2013262.
\n3. Naumova O. E. Upravlinnia marketynhom v systemi menedzhmentu pidpryiemstva \/ O. E. Naumova \/\/ Suchasni problemy ekonomiky i menedzhmentu : tezy dopovidei mizhnar. nauk.-prakt. konf. (m. Lviv, 10\u201312 lystopada 2011 r.). \u2013 Lviv : Vydavnytstvo Lvivskoi politekhniky, 2011. \u2013 S. 106\u2013107.
\n4. Ass\u044dl H. Marketynh: pryntsyp\u044b y stratehyia : [uchebnyk dlia vuzov] \/ H. Ass\u044dl ; per. s anhl. \u2013 2-e yzd. \u2013 M. : YNFRA-M : NFPK, 1999. \u2013 803 s.
\n5. Konopliannykova M. A. Upravlinnia marketynhovoiu diialnistiu: poniattia, pryntsypy, pidkhody \/ M. A. Konopliannykova \/\/ Hlobalni ta natsionalni problemy ekonomiky. \u2013 2017. \u2013 Vyp. 17. \u2013 S. 332\u2013336.
\n6. Tkach O. V. Marketynhovyi menedzhment u diialnosti pidpryiemstv \/ O. V. Tkach, I. F. Balaniuk, Yu. S. Kopchak, S. I. Balaniuk \/\/ Naukovyi visnyk Uzhhorodskoho universytetu. Seriia : Ekonomika. \u2013 2016. \u2013 Vyp. 1(2). \u2013 S. 291\u2013296.
\n7. Rossokha V. V. Marketynhovyi menedzhment v systemi upravlinnia pidpryiemstvom \/ V. V. Rossokha \/\/ Ahroinkom. \u2013 2012. \u2013 \u211610-12. \u2013 S. 108\u2013112.
\n8. Shulha L. V. Systema marketynhovoho menedzhmentu pidpryiemstva \/ L. V. Shulha, I. O. Tereshchenko, V. Yu. Horilei \/\/ Ahrosvit. \u2013 2019. \u2013 \u2116 18. \u2013 S. 63\u201367.<\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[48],"tags":[],"_links":{"self":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/21870"}],"collection":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=21870"}],"version-history":[{"count":2,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/21870\/revisions"}],"predecessor-version":[{"id":21872,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/21870\/revisions\/21872"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=21870"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=21870"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=21870"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}