INFORMATION PROVISION OF STRATEGIC MARKETING FOR REALIZING THE DEVELOPMENT POTENTIAL OF COMMERCIAL ENTERPRISES IN THE CONDITIONS OF SECURITY CHALLENGES
DOI:
https://doi.org/10.31891/mdes/2022-5-25Keywords:
consumer value, market opportunities, operational and strategic marketing, digital marketing, value-oriented approachAbstract
The author's position regarding the information support of the formation and implementation of the marketing strategy, which should be based on the approaches of value-oriented management to determine the directions and tools for the development of the market opportunities of the trading enterprise in the conditions of permanent security challenges, is substantiated. The author's interpretation of the essence of the development potential of a trade enterprise is given. Emphasis is placed on the fact that the development potential of a trade enterprise illustrates its opportunity and ability to increase its presence on the market, which is manifested in the growth of sales volume and acceleration of turnover. The tasks of strategic and operational marketing from these positions are highlighted and a model of substantiation of the development of new market opportunities in the strategic marketing system of a trade enterprise is developed. It is emphasized that the activity of a trade enterprise in the conditions of security challenges related to war is deteriorating due to the narrowing of consumer demand. And the development of market opportunities requires another functional and competent filling of the marketing toolkit - the use of specific information technologies to influence the market. Their cognitive component should be able to minimize the risks of consumers refusing to purchase non-essential goods, transferring their consumer value to another plane of perception. The set of modern digital marketing tools for the implementation of the tasks of forming and developing the market potential of trading enterprises from the standpoint of a value-oriented approach is characterized.
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