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MARKETING APPROACH AS A SYSTEM-COMPLEX SOLUTION OF PROBLEMS IN COMPETITIVENESS OF ENTERPRISES

Title:



MARKETING APPROACH AS A SYSTEM-COMPLEX SOLUTION OF PROBLEMS IN COMPETITIVENESS OF ENTERPRISES

Authors:



Fedorova, Tetiana

Bibliographic description:



Fedorova, T. (2019) Marketynhovyi pidkhid yak systemno-kompleksne vyrishennia problemy pidvyshchennia konkurentospromozhnosti pidpryiemstv [Marketing approach as a systemcomplex solution of problems in competitiveness of enterprises]. Sotsialno-ekonomichni problemy i derzhava [Socio-Economic Problems and the State] (electronic journal), Vol. 20, no. 1, pp. 63- 77. Available at: http://sepd.tntu.edu.ua/images/stories/pdf/2019/19ftvpkp.pdf

Issue Date:



31-may-2019

Submitted date:

march-2019

Publisher:



Ternopil Ivan Puluj National Technical University

DOI:


https://doi.org/10.33108/sepd2019.01.063


UDC:



65.012.1:658.8

JEL: 

D21
D41

Keywords:

enterprise competitiveness
factors of influence
marketing approach
marketing tools
market
bakery enterprises

Pages: 


14

First page: 


63

Last page:



77

Abstract:



The article investigates and groups the scientific achievements of foreign and domestic scientists on the issues of competitiveness of enterprises and factors influencing its level. On the example of the bakery enterprises, a system of factors influencing the level of competitiveness of enterprises was formed. The importance of the marketing approach to increasing the competitiveness of enterprises was determined. The components of the marketing offer of bakery products and the influence of these elements on the consumer's choice are indicated. The effectiveness of using marketing tools to promote products on the market is substantiated. The types of differentiations are analyzed and the most optimal for baking enterprises is determined. The price aspect of marketing tools is investigated. Proven use of the marketing approach contributes to increasing the competitiveness of enterprises, to develop an effective commodity policy, to establish communication with the consumer and expand the markets for products.

ISSN: 

2223-3822

Copyright owner:



Scientific Journal "Socio-Economic Problems and the State", 2019

References: 

1. Azoyev, G. L. (2000.) Konkurentne preimuschestva firmyi [Competitive advantages of the firm. Scientific publishing house]. M .: JSC "Printing house" Novosti ". p. 256.
2. Grechanik, N. Yu. (2006) Teoretichni osnovi konkurentsiyi u rinkoviy ekonomitsi [Theoretical Basis of Competition in a Market Economy]. All-Ukrainian Scientific and Production Magazine: Innovative Economy. No. 2. Рр. 228-237.
3. Mazaraki, A. A. (2010) Torgovelne pidpriemstvo: strategiya, politika, konkurentospromozhnist [Trading Company: Strategy, Policy, Competitiveness] K.: Vt.: KNTUE. P. 383.
4. Milevsky, S. V. (2007) Modeli analIzu ta upravlinnya konkurentospromozhnistyu promislovih pidpriemstv [Models of Analysis and Management of the Competitiveness of Industrial Enterprises]: View. KhNEU. P. 156.
5. Pavlova, V. A. (2010) Rozrobka modeli viboru konkurentnoyi strategiyi promislovogo pidpriemstva [Development of a model for choosing a competitive strategy for an industrial enterprise]. Economics and management of the enterprises of the machine-building industry: problems of theory and practice. No. 1 (9). pp. 5-17.
6. Plotnitsina, T. M. (2010) Osnovnyie problemyi i vozmozhnosti prakticheskoy otsenki konkurentosposobnosti predpriyatiya [The main problems and possibilities of practical assessment of the competitiveness of the enterprise]. Vesna TSTU. Vol. 16. no 2. pр. 465-473.
7. Soloviev, I. А. (2008) Agromarketing: sistemna metodologiya, realizatsiya kontseptsiyi [Agromarketing: system methodology, implementation of the concept]: [monograph]. Kherson: Oldi Plus,. Р. 344C.
8. Fatkutdinov, R. A. (2005) Strategicheskaya konkurentosposobnost [Strategic Competitiveness]. M .: ZAO Publishing house "Economics". Р. 504 p
9. Fedorova, T. V. (2014) Strategichne upravlinnya konkurentospromozhnistyu hlibopekarskih pidpriemstv [Strategic management of the competitiveness of bakery enterprises]. Scientific journal: Young Scientist. no. 8 (11), part 2. pр. 53-56.

Issue type:



Article

Appears in Collections:

 

Scientific Journal "Socio-Economic Problems and the State", Vol.20, No.1
Scientific Journal "Socio-Economic Problems and the State", Vol.20, No.1

 

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