MARKETING MANAGEMENT ON THE BACKGROUND OF ENTREPRENEURIAL ACTIVITY IN UKRAINE

Abstract

The article is devoted to topical questions of realization of marketing management on a background entrepreneurial activity in Ukraine. Marketing management is the process of planning and realization of conceptions of pricing, advancement and distribution of ideas, commodities and services, sent to realizations of exchanges, that satisfy both individual and organizational aims. Marketing management is based on functions of management, including ideas, commodities, services as basic categories, its main task lies in achievement of feeling of satisfaction of all parties of exchange. The conception of strategic marketing is based on effective allocation of limited resources in the process of transformation of marketing information into marketing actions. Development and bringing a new commodity or a service to the market are conditioned by such factors: by necessity to protect a company from the consequences of inevitable process of aging of commodities, caused by a competition or obsolescence. Decline of profitability of commodities that produce, or services that give, it is possible to compensate in a long-term plan only due to introduction of a new commodity (service) that would have demand for a consumer. Manufacturing of a new product or a service to the assortment is needed for defence of the facilities already inlaid in a company; by necessity to extend a production more rapid rates, than it maybe at the narrow range of goods that produce, distribute a commercial risk on more wide spectrum of commodities and services, to diminish influence of competition on the separate sphere of activity of company; - by necessity to provide quicker and gradual increase of the general profitability of company, expressed by attitude of profit toward the inlaid capital, by maintenance and increase of competitiveness, more rational use. Planning of assortment entails coordination of a whole number of associate types of activity: scientifically technical researches and development of market, organization of motion of a commodity, sales and advertisement promotion researches. Maximal efficiency is arrived at not so due to optimization of every element separately, as by the sum of component parts.