\u0410\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u043c\u043e\u0432\u043e\u044e \u043e\u0440\u0438\u0433\u0456\u043d\u0430\u043b\u0443<\/strong><\/p>\n\u00a0 \u00a0 \u00a0 \u0412 \u0441\u0442\u0430\u0442\u0442\u0456 \u0434\u043e\u0441\u043b\u0456\u0434\u0436\u0435\u043d\u043e \u0430\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u0456 \u043f\u0440\u043e\u0431\u043b\u0435\u043c\u0438 \u043e\u0446\u0456\u043d\u043a\u0438 \u044f\u043a\u043e\u0441\u0442\u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430 \u0432 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u043e\u043c\u0443 \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0456 \u0442\u0430 \u0440\u043e\u0437\u0440\u043e\u0431\u043b\u0435\u043d\u043e \u0430\u043b\u0433\u043e\u0440\u0438\u0442\u043c \u043e\u0446\u0456\u043d\u043a\u0438 \u044f\u043a\u043e\u0441\u0442\u0456 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0446\u0456\u0457 \u0432\u0438\u0445\u043e\u0434\u044f\u0447\u0438 \u0437 \u0432\u0435\u043b\u0438\u0447\u0438\u043d\u0438 \u0434\u0438\u043d\u0430\u043c\u0456\u043a\u0438 \u0437\u043c\u0456\u043d\u0438 \u0444\u0430\u043a\u0442\u0438\u0447\u043d\u043e\u0433\u043e \u043f\u0440\u0438\u0431\u0443\u0442\u043a\u0443 \u043f\u0440\u043e\u043c\u0438\u0441\u043b\u043e\u0432\u043e \u043f\u0456\u0434\u043f\u0440\u0438\u0454\u043c\u0441\u0442\u0432\u0430.
\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c, \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0447\u043d\u0438\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u0435 \u0441\u0435\u0440\u0435\u0434\u043e\u0432\u0438\u0449\u0435, \u044f\u043a\u0456\u0441\u0442\u044c \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0457 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0456\u0457, \u0434\u0456\u043b\u043e\u0432\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0430\u043a\u0442\u0438\u0432\u043d\u0456\u0441\u0442\u044c.<\/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 \u00a0The article examines the current problems of the essence of strategic and tactical marketing, their similarities and differences, highlights the structural elements of the management system of marketing activities of industrial enterprises in order to assess its effectiveness and efficiency.
\nThe article investigates the current problems of assessing the quality of marketing strategy of the enterprise in a competitive environment and developed an algorithm for assessing the quality of competition strategy based on the dynamics of changes in actual profits of industrial enterprises.
\nModern marketing methodology offers a wide range of approaches, methods and models that allow you to describe and evaluate the marketing activities of the enterprise, taking into account those factors that stand out as key to each method and model. In this case, some of them are able to reflect not only the parameters that fix the current state of the enterprise operating in a particular market space, but also to determine its dynamic characteristics, which is especially important in terms of developing adequate marketing decisions aimed at business development. by forming and building competitive advantages.
\nThe analysis of modern methods of evaluating the marketing activities of an industrial enterprise showed that, according to most researchers, ideally, performance indicators should meet certain requirements. These are: minimality, usefulness for forecasting, stability, applicability to compensation. But most importantly – the system of indicators of the effectiveness of marketing activities of industrial enterprises should include factors that stand out as key to the marketing activities of the enterprise. In this case, the key performance indicators (key success factors) are selected on the principle of balance.
\nKey words: marketing activity, strategic marketing, competitive environment, quality of marketing strategy, business marketing activity.<\/p>\n
References<\/strong><\/p>\n\n- Kochkina N.Yu. Upravlinna marketyngom : navch. posib. Kiev : \u00abNVP \u00abIntersevis\u00bb, 2019. 368 p.<\/li>\n
- Lamben Zh. Zh. Menedzhment, orientirovannyj na rynok: Per. s angl. \u2013 Sankt Peterburg : Piter, 2004. 800 p.<\/li>\n
- Antoniuk A.A. Vybir pidkhodiv do formuvannia pokaznykiv otsinky efektyvnosti marketynhovoi diialnosti na pidpryiemstvi. Derzhava ta rehiony. Ser.: Ekonomika ta pidpryiemnytstvo. 2007. \u21162. P.11\u201314.<\/li>\n
- Verba V. A, Hrebeshkov O. M. Suchasni metodychni pidkhody do otsinky efektyvnosti marketynhovoi diialnosti pidpryiemstva. URL: http:\/\/economica.org.ua\/2009\/efmarkdijaln\/<\/li>\n
- Herasymiak N. V. Teoretyko-metodychni pidkhody do otsinky efektyvnosti marketynhovykh zakhodiv promyslovoho pidpryiemstva. Ekonomichnyi chasopys-XXI. 2012. \u21165-6. P. 40\u201343.<\/li>\n
- Usyk S. P. Otsinka efektyvnosti marketynhovoi diialnosti vitchyznianykh pidpryiemstv. Ekonomika ta derzhava. \u21165. P. 33\u201338.<\/li>\n
- Shchur O. M., Kopets H. R. Udoskonalennia otsinky efektyvnosti marketynhovykh vytrat. Visnyk nats. un-tu \u00abLvivska politekhnika\u00bb. Lohistyka. 2013. \u2116 469. P. 333\u2013337.<\/li>\n
- Mykytyuk P. P., Tsetnar L. O. Tendentsii rozvytku modeliuvannia protsesu marketynhovykh komunikatsii pidpryiemstv-vyrobnykiv sportyvnykh tovariv. Ekonomichnyi prostir. \u2116 113. P. 206-219.<\/li>\n
- Mykytyuk P. P., Tsetnar L. O. Marketynhova otsinka rynku sportyvnykh tovariv u konteksti profesionalizatsii suchasnoho sportu. Hlobalni ta natsionalni problemy ekonomiky. 2016. Vyp. 13. P. 334\u2013338.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"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\/7408"}],"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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7408"}],"version-history":[{"count":5,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/7408\/revisions"}],"predecessor-version":[{"id":9249,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/7408\/revisions\/9249"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 37-41. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 3, 2020 (28<\/strong>4)<\/strong><\/p>\n