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\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430: \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430 \u0434\u0456\u044f\u043b\u044c\u043d\u0456\u0441\u0442\u044c, \u043d\u0435\u0441\u0442\u0430\u0431\u0456\u043b\u044c\u043d\u0456 \u0440\u0438\u043d\u043a\u043e\u0432\u0456 \u0443\u043c\u043e\u0432\u0438, \u0456\u043d\u0442\u0435\u0440\u043d\u0435\u0442-\u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, COVID-19.<\/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>\nThe article considers the main elements of marketing activities of enterprises and analyzes the concept of their development in accordance with modern unstable market conditions. In particular, the division of elements of marketing activities of enterprises into elements of macro- and micro-environment. The micromarketing environment is the part of the environment in which the company operates directly during marketing activities. It has a direct impact on day-to-day business and consists of various business-specific elements that can affect day-to-day operations and business performance in a shorter period of time, including suppliers, intermediaries, shareholders, customers, employees, competitors and contact audiences. The macromarketing environment is a set of factors that have an external indirect influence on the activities of companies, including marketing, which are not directly controlled by it. Changes in the macro environment can contribute to market growth and identify certain opportunities and threats for the company \u2013 this necessitates the systematic monitoring of these changes. The macromarketing environment is represented by the following elements: social, economic, technological and political and legal factors. After analyzing the concept of development of the main elements of marketing activities of enterprises in accordance with the current unstable market conditions, it is concluded that the pandemic in the marketing macro environment has undergone fundamental changes, the consequences of which will be heard for decades. From an economic point of view, the world economy has suffered greatly. Replacing the impact of austerity regimes, Covid-19 shut down entire sectors, forced industries to move almost entirely online, and radically changed the nature of consumer spending, leading to the closure of some grocery stores, while online entertainment organizations prospered greatly. increased demand. The pandemic has reduced tax revenues and increased spending, causing financial stress, especially in low-income countries where budget constraints are higher and tax systems still need to be improved. During the quarantine, there were economic shocks due to labor shortages due to disease, rising mortality and fear-induced behavior.<\/p>\n
Keywords: marketing, marketing activities, unstable market conditions, Internet marketing, COVID-19.<\/p>\n
References<\/strong><\/p>\n\n- Steve Dunne.A Perfect Storm: The Macro Forces Impacting Global Companies. URL: https:\/\/blog.workday.com\/en-us\/2020\/a-perfect-storm-the-macro-forces-impacting-global-companies.html. (data zvernennia: 8.05.2020).<\/li>\n
- Melnyk M.I. Klasyfikatsiia biznes-seredovyshcha: systemnyi pidkhid Rehionalna ekonomika, 2008, 2 s.251-260, s.251.<\/li>\n
- Kotler F. Osnovy marketynhu. Korotkyi kurs. M.: Vydavnychyi dim “Viliams”, 2007. 656 s.<\/li>\n
- Butenko N.V. Marketynh: Pidruchnyk. K.: Ataka, 2006, 2008. 300 s.<\/li>\n
- Marketynh: Pidruchnyk \/ V. Rudelius, O.M. Azarian, N.O. Babenko ta in .; K .: Navchalno-metodychnyi tsentr \u00abKonsortsium Iz udoskonalennia menedzhment-osvity v Ukraini\u00bb. 2008 648 s.<\/li>\n
- Kuzmyna, E. E. Marketynh: uchebnyk y praktykum dlia akademycheskoho bakalavryata. Moskva: Yzdatelstvo Yurait, 2016. 383 s.<\/li>\n
- Steve Dunne. A Perfect Storm: The Macro Forces Impacting Global Companies. URL: https:\/\/blog.workday.com\/en-us\/2020\/a-perfect-storm-the-macro-forces-impacting-global-companies.html. (data zvernennia: 8.05.2020).<\/li>\n
- Coronavirus: Ventilator built by Airbus and F1 approved. URL: https:\/\/www.bbc.com\/news\/business-52309294 (data zvernennia: 10.05.2020).<\/li>\n
- Coronavirus: Louis Vuitton owner to start making hand sanitizer. URL: https:\/\/www.bbc.com\/news\/business-51868756 (data zvernennia: 15.05.2020).<\/li>\n
- This is how coronavirus could affect the travel and tourism industry. URL: https:\/\/www.weforum.org\/agenda\/2020\/03\/world-travel-coronavirus-covid19-jobs-pa ndemic-tourism-aviation (data zvernennia: 10.05.2020).<\/li>\n
- Hongwei He, Lloyd Harris. The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research. 2020. 116. C 176\u2013182.<\/li>\n
- Paul Talbot. How COVID-19 Is Changing The Language Of Marketing. URL: https:\/\/www.forbes.com\/sites\/paultalbot\/2020\/05\/21\/how-covid-19-is-changing-the-language-of-marketing\/?sh=7dd3b418386c (data zvernennia: 20.06.2020).<\/li>\n<\/ol>\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\/8369"}],"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=8369"}],"version-history":[{"count":6,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/8369\/revisions"}],"predecessor-version":[{"id":12532,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=\/wp\/v2\/posts\/8369\/revisions\/12532"}],"wp:attachment":[{"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=8369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=8369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.khnu.km.ua\/vestnik\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=8369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 163-169. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>4, \u0422\u043e\u043c 3, 2020 (28<\/strong>4)<\/strong><\/p>\n