CONCEPTUAL APPROACH TO THE IMPLEMENTATION OF CUSTOMER-ORIENTED MARKETING IN THE ACTIVITIES OF ENTERPRISES

The article is devoted to the substantiation and development of theoretical and methodological provisions and practical recommendations for improving marketing activities by introducing a customer-oriented approach at enterprises. The necessity and expediency of combining the provisions of other marketing concepts within the framework of the concept of "Customer-oriented marketing" has been proved. The author's definition of the concepts of "customer focus" and "customer oriented marketing" is formulated. It has been substantiated that customer focus is a strategy (approach), a tool (method) of management, a characteristic (result of activity). A matrix of correspondence between the methodological approaches of "customer-oriented marketing" and the components of the marketing complex has been developed. It has been proved that customer-oriented marketing involves changing the organizational structure of marketing management, approaches to strategic planning and methodological tools of marketing activities. It is argued that the toolkit of customer-oriented marketing should be based on a combination of principles and approaches, combined from the position of maximizing consumer value, using the toolkit of cognitive psychology. The types of loyalty are distinguished depending on the perception and behavior of consumers. When shaping marketing activities based on a customer-oriented approach, it is proposed to use the following tools: internal marketing, intramarketing, service standardization, kaizen, relationship marketing, point of contact management, service design. The elements of the internal marketing system have been structured, reflecting the various directions to which the activity of the enterprise should be directed.