THE EFFECTIVENESS OF THE 7P MARKETING COMPLEX IN FORMING COMPETITIVE ADVANTAGES OF ENTERPRISES
Abstract
The purpose of the article is to assess the effectiveness of the 7P marketing complex in forming and strengthening the competitive advantages of enterprises based on the analysis of the interaction of marketing mix elements and their impact on the market positions of enterprises. The research methodology is based on a functional approach, which includes an analysis of literary sources, methods for assessing the effectiveness of marketing strategies, and a comparative analysis of the impact of the elements of the 7P complex on the competitiveness of enterprises. An abstract method was used to identify key success factors, as well as content analysis to assess the strengths and weaknesses of the application of 7P in various sectors of the economy. Using the logical method, approaches to the practical use of 7P marketing in modern enterprises were generalized. The article investigates the effectiveness of the 7P marketing complex in the process of forming competitive advantages of enterprises. The key elements of the marketing mix that most significantly affect the differentiation of enterprises in a competitive environment are identified. The role of key factors of the marketing mix system in the formation of stable market positions of business entities is considered. The features of the adaptation of 7P in various sectors of economic activity are analyzed and their functional specificity is determined. The need to ensure a personalized approach to customers and the integration of digital technologies into marketing processes for making strategic decisions is proven. Methods for assessing the effectiveness of the application of 7P are investigated, which ensure the growth of the efficiency of the functioning of enterprises in the market. Mechanisms for optimizing marketing strategies to enhance the competitiveness of business entities are identified, which are based on the analysis of market trends and the flexibility of marketing management. Practical recommendations are proposed for increasing the efficiency of using the 7P marketing complex at enterprises through the implementation of innovative approaches and their adaptation to changes in the market environment.
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