THEORETICAL ASPECTS OF IMPLEMENTATION MARKETING POLICY OF THE ENTERPRISE

Abstract

Marketing policy is a critically important element of enterprise management that allows you to adapt to rapid changes in market conditions, effectively interact with consumers and achieve competitive advantages. The article describes the essence of the concept of "marketing policy". In our opinion, the essence of the enterprise's marketing policy consists in the development and implementation of a system of measures aimed at achieving the enterprise's goals by satisfying the needs and requests of consumers. And it includes a set of interconnected actions that allow the enterprise to orient its activities to the market, with the aim of creating and maintaining competitive advantages. Marketing policy includes, in accordance with the marketing mix (4P), four components, in particular: product (including product range, quality and design, packaging and labeling, branding, service), price (including price strategy, pricing, discounts and promotions , settlement terms), place of sale or distribution of goods (including distribution channels, logistics and distribution, market coverage, franchising and partnership), promotion (including advertising, PR (public relations), sales promotion, digital marketing). The research shows the process of implementing the marketing policy at the enterprise, which includes three complex stages, in particular: 1) the research stage, which includes market research, market segmentation and setting SMART goals; 2) the stage of formation of marketing strategies, which includes the development of such strategies as product, price, distribution and promotion; 3) the stage of monitoring and evaluation of results, which includes evaluation of effectiveness, analysis of obtained results and adjustment of marketing strategies. Effective implementation of marketing policy requires coherence and integration of all elements of the marketing mix. This allows enterprises to adapt to changing market conditions, effectively satisfy the needs of consumers and achieve their strategic goals.