MARKETING TOOLS FOR PROMOTING PRODUCTS ON THE MARKET
DOI:
https://doi.org/10.31891/mdes/2023-8-5Keywords:
competitiveness, competitive positions, enterprise management, strategizing, development policy, marketing tools, promotion and sales of productsAbstract
The study revealed the relevance of the problem of forming and implementing marketing tools for promoting the company's products to the market. The purpose of the research is to improve methodical approaches to planning and implementation of marketing tools for promoting the company's products to the market. Effective promotion of products to the market is based on careful planning and strategic management of marketing tools, the implementation of which is aimed at ensuring high competitiveness of the company's products. The advantages of the formation and implementation of marketing tools for promoting the company's products to the market have been determined. The purpose of the strategy and policy of management of the marketing tools for promoting products to the market is substantiated. The means of control of the implementation of the strategy and policy of management of the marketing toolkit of promoting products to the market have been determined. The conditions for achieving the goal and objectives of the management policy of marketing tools for promoting the company's products to the market are indicated. A set of modeling principles for the implementation of marketing tools for promoting the company's products to the market has been developed and their characteristics have been provided. The phasing of the process of analyzing strategic alternatives and choosing a strategy for managing marketing tools for promoting the company's products to the market is summarized. The components are identified and a description of the functional strategies focused on the implementation of the plan of measures to promote the company's products to the market for each of the areas of activity (marketing, production, commercial, innovative, financial activities, personnel policy, etc.) is provided.
References
Bilen'kyj, O. Yu. (2015). Analysis of the competitive strategies of TNCs in the context of globalization of economic activity. Economic analysis. Vol. 2. pp. 36-41.
Vasyltsiv, T. G., Yaroshko О. R. (2018). Financial security of the enterprise: place in the system of economic security and priorities of strengthening at the post-crisis stage of economic development. Scientific Bulletin of LTEU of Ukraine. Vol. 21.2. pp. 132-136.
Diachenko, T. A. (2015). Competitive strategies of industrial companies that provide repair services. Biznes Inform. Vol. 6. pp. 150-154.
Yankovyj, O.H. (2013). Competitiveness: assessment of the level and areas of improvement. Atlant. Odesa. Ukraine.
Lupak, R. L., Didych, А. М. (2017). Economic bases of ensuring the competitiveness of the enterprise in market relations. Scientific Bulletin of LTEU of Ukraine. Vol. 20.6. pp. 248-252.
Panasenko, D. (2008). Systematic approach to competitiveness indicators. Formation of market relations in Ukraine. Vol. 3. pp. 19-24.
Rodionov, P. Yu. (2015). Features of the development strategy of the enterprise in terms of the information economy. Scientific Bulletin of Uzhhorod National University. Vol. 1 (42). pp. 64-68.
Romanko, O. P. (2009). Determinants of competitiveness of machine!building enterprise. Actual problems of economy. Vol. 3. pp. 113-126.
Frolova, T. O. (2009). Corporate strategy global investment business. Effective economy. URL: http://www.economy.nayka.com.ua/?op=1&z=1130&p=1
Tsyhanok, O. O. (2009). Analysis of the position of the company in the competition for the method of competitive advantage. Actual problems of economy. Vol. 9. pp. 155-162.
Cherep, A. V. (2012). Methodological approaches to assessing the competitiveness of enterprises. Innovative economy. Vol. 8 (34). pp. 77-79.
Chumak, L. F. and Harkava, L. V. (2013). Key aspects of the competitiveness of enterprises. Biznes Inform. Vol. 1. pp. 212-215.
Vasyltsiv, T. G., Lupak, R. L., Kunytska-Iliash, M. V. Strategic approaches to the effective use of intangible assets as a condition for strengthening the competitiveness of enterprise. Scientific Bulletin of Polissya. № 2 (14). pp. 8-15.
