Management of marketing system of the enterprise – subject of FEA (based on data of PE “Dogoda”, Poltava)
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Дата
2020
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Назва журналу
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Назва тому
Видавець
KNUTE
Анотація
Relevance of research. One of the most important intangible assets of the
enterprise is marketing, it can be implemented as a management philosophy by not
all companies. Marketing is the process used to determine what products or
services may be of interest to customers and the strategy to use in sales,
communications and business development.
Based on this, special scientific interest should be shown in the study of
manufacturing enterprises of the furniture market, as such, whose activities are on
the border between production and services. The current problems of the furniture
industry in the crisis period are unstable exchange rates, declining demand for
products, rising prices for materials, components and blanks, energy and new
equipment, non-repayment of debts by customers, high rents, lack of credit
resources.
Analysis of recent research and publications. Problems of marketing
activities of industrial enterprises have been studied in the works of many
Ukrainian and foreign scientists. Some aspects of this topic are covered in the
works of domestic researchers Gerasymchuk V.P., Kardash V.K., Balabanova L.
A., Brindina O.P. and others. Among foreign scientists, the works of E. Golubkov,
I. Egorov, I. Rybalchenko, A. Varlamova, A. Insects, and others deserve attention.
Theoretical and methodological approaches to the choice of strategies for the
development of marketing activities of the enterprise are covered in the works of
leading foreign and domestic scientists, including: Ansoff I.V., Bozhkova V.V.,
Garkavenko S.S, Ilyashenko S.M, Kovtun O.I., Kotler F., Kudenko N.V,
Laburtseva O.I, Lamben Z.A., Porter M., Strickland A.A, Thompson A.S,
Fathutdinov R.A and other. However, the issues of practical use of modern Internet
technologies in the practice of the furniture company, the issue of assessing the
product portfolio of the company and choosing the optimal strategy for the
development of each unit of production taking into account their competitiveness
are not enough researched
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