Open AccessMARKETING ACTIVITY AS A WAY TO INCREASE THE COMPETITIVENESS OF SMALL ENTERPRISES
Author(s) -
Hanna Temchenko,
Olga Bondаrchuk,
Kateryna Astafieva
Publication year - 2021
Publication title -
ìnfrastruktura rinku
Language(s) - English
Resource type - Journals
ISSN - 2519-2868
DOI - 10.32843/infrastruct52-20
Subject(s) - marketing management , marketing , business , marketing strategy , marketing research , return on marketing investment , business marketing , digital marketing , marketing mix
The process of marketing development in small businesses is associated with the formation of their management concepts, which are closely related to product consumers. The basis for the effective functioning of the marketing system in the conditions of small businesses is an integral scheme of organizing the marketing management system based on the influence of factors of the competitiveness of enterprises.The article deals with the main issues of improving the management of the marketing system in the context of conducting business activities by small enterprises. Today, the practice of management and the practice of sales activities is overloaded with a large number of approaches and expert opinions on the management of the marketing complex in modern market conditions of management. However, most of the questions remain rhetorical, and all views are purely advisory in nature.The lack of a comprehensive nature in the development and implementation of concepts, marketing strategies that meet the requirements of an innovative economy makes the process of marketing and sales of finished products time-consuming and quite multi-aspect. Taking into account all aspects and factors of the competitive environment of small enterprises, the necessity and expediency of the development and implementation of a marketing ideology of management based on the concept of integrated marketing is substantiated.The study considers the basic marketing factors of influence from the point of view of enterprise competitiveness. The substantiation of the development of the competitiveness potential of a small enterprise is given. The necessity of marketing management of competitiveness, which is based on the use of tools for assessing small businesses, has been proved.The advantages of marketing management based on the concept of relationship marketing for small businesses are considered.Analysis and generalization of the results of the study made it possible to form an integral scheme for organizing a system for managing the marketing activities of a small enterprise. The paper proposes an innovative model for managing the marketing system in small businesses, which consists of three components: integrated, intra-organizational and marketing interaction, as well as an algorithm for its use based on the use of integrated marketing.