УПРАВЛІННЯ ЗБУТОВОЮ ДІЯЛЬНІСТЮ ПІДПРИЄМСТВА НА ЗАСАДАХ КОНЦЕПЦІЇ ІННОВАЦІЙНОГО МАРКЕТИНГУ

Abstract

new products in the process of creating and distributing improved or fundamentally new innovative tools, forms and methods of marketing the of consumers. proved that the formation of the marketing complex is based on knowledge of consumer needs and production technology, is a good opportunity for the manufacturer to achieve performance: profitability, high sales, increased sales, attracting a wider range of customers. For commodity producers in the market, the ability to restructure is important, taking into account all the opportunities for development that arise when market requirements change, as well as the ability to find timely ways to meet consumer needs, faster than competitors. Measures to improve the functioning of the marketing service at the enterprise are proposed. Given the existing problems of marketing, tasks have been formed to determine the directions of their solution, among the main ones are: active study of market capacity for products, sales promotion; formation of demand for products, development of the promotion network, optimization of the system of price discounts; search for new markets and consumers; implementation of a new product policy, development of schemes for obtaining orders, forecasting prices for goods; analysis of competitors and development of programs to increase the competitiveness of the enterprise and its products; implementation of an active communication policy; assessment of resource and production capabilities of the enterprise, creation of flexible financial schemes of settlement with consumers; analysis of the ratio of the share of income received as a result of marketing activities and the costs associated with them; achieving economic effect due to the implementation of the concept of marketing.