FEATURES OF MANAGEMENT OF MARKETING ACTIVITIES OF THE ENTERPRISE IN THE CONDITIONS OF THE PANDEMIC
Abstract
The article examines the theoretical aspects of managing the marketing activities of the enterprise in modern business conditions and under the influence of the Covid-19 pandemic. Based on the study of "marketing management" concept, key approaches and emphases to its provision were identified. The article investigates the model of management of marketing activities of the enterprise, taking into account the needs of the modern market and the goals of achieving the effectiveness of marketing and activities of the enterprise as a whole. Marketing is considered an important component of the enterprise, and therefore in the management process, it is important to understand the functional tasks of the subsystem of marketing management, the principles of marketing management. The key factor influencing marketing concepts and business development models in general is the Covid-19 pandemic. The marketing management process should consider the dynamic change in consumer behavior. The article identifies key trends in the development of the concept of marketing under the influence of the pandemic, among which the authors noted: there was a limitation of the horizon of a long-term vision of consumer behavior and reorientation to online activities; changing the style of communication between producer and consumer; price instability in the markets of most products; change of logistics supply chains, both at the procurement stage and at the supply stage. Businesses need a combination of: Long-term and short-term plans for marketing activities; Expanding the range of market research methods and marketing activities; Taking into account the results of marketing activities in improving business models of enterprise development. The article also identifies the features of the current stage of marketing development, under the influence of which there is a change in the model of the marketing system. Based on the generalization of the factors of marketing development and the main trends, the authors identified the main marketing models, including digital, situational, and individual-oriented marketing.
References
Абрамович І.А., Воловик Д.В. Маркетингова діяльність підприємства та контроль за її реалізацією. Агросвіт. 2020. № 10. С. 52–57.
Бабко Н.М., Квятко Т.М., Дузькрятченко В.В., Микитась А.В. Особливості маркетингової діяльності компанії в умовах пандемії коронавірусу. Університетські наукові записки. 2020. № 3–4(75–76). С. 86–92.
Данько Т.П. Управление маркетингом : Учебник. Изд. 2-е, перераб. и доп. Москва : ИНФРА-М, 2001. 334 с.
Дашевська Т.Ш., Павленко І.І. Поняття та суть маркетингу в діяльності підприємств. Вісник УНУ. Економічні науки. 2015. № 3. С. 92–94.
Котлер Ф., Боуэн Дж., Мейкенз Дж. Маркетинг. Гостеприимство. Туризм : учебник. Москва : Юнити-Дана, 2012. 1071 с. URL: https://tourlib.net/books_tourism/kotler_tourism_01.htm.
Маказан Є.В. Сучасні маркетингові принципи управління підприємством. Вісник Приазовського державного технічного університету. 2019. Вип. 31, Т. 2. С. 49–54.
Палка І.М. Вдосконалення системи управління маркетинговою діяльністю на підприємстві. Ефективна економіка. 2015. № 11. URL: http://www.economy.nayka.com.ua/?op=1&z=4498
Петруня Ю.Є., Петруня В.Ю. Маркетинг. Дніпропетровськ : Університет митної справи та фінансів, 2016. 362 с.
Райко Д.В. Модель управління маркетингом у системі менеджменту промислового підприємства. Маркетинг і менеджмент інновацій. 2015. № 1. С. 107–123.
Руделіус В., Азарян О.М., Виноградов О.А. Маркетинг : підручник. Київ : Навчально-методичний центр “Консорціум із удосконалення менеджмент освіти в Україні”, 2009. 231 с.
Старостіна А.О., Черваньов Д.М., Зозульов О.В.. Маркетинг : навчальний посібник. Київ : Знання-Прес, 2002. 191 с.
Chaffey D. Digital Marketing; Pearson: London, UK, 2019.
Churwiruch N., Jhundra-Indra P., & Boonlua S. Marketing Innovation Strategy and Marketing performance: a conceptual framework. Allied Academies International Conference. Academy of Marketing Studies, 2015; 20 (2):82–93.
Dash G., Chakraborty D. Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19. Sustainability. 2021; 13(12):6735. DOI: https://doi.org/10.3390/su13126735
Diez-Martin F., Blanco-Gonzalez A., Prado-Roman C. Research Challenges in Digital Marketing: Sustainability. Sustainability 2019; 11:2839.
Hurbyk Yu.Yu., Kychak Yu.S. (2020). Traktuvannia poniattia «marketynh»: poliaspektnyi pidkhid [Interpretation of the concept of «marketing»: a multifaceted approach]. The 8th International scientific and practical conference «Modern science: problems and innovations» (October 18–20, 2020) Stockholm, SSPG Publish, pp. 389–392.
Kamel A.E. The impact of Covid-19 pandemic on marketing philosophy. Delta University Scientific Journal. Volume 4 Issue 1 April (2021).
Kohli S., Timelin B., Fabius V., Moulvad Veranen S. How COVID-19 is changing consumer behavior – now and forever. McKinsey&Company. URL: http://surl.li/apqsi
Kotler P., Armstrong G., Harris L. C., & He H. (2019). Principles of Marketing (European Edition). London: Prentice Hall.
Abramovich I.A., & Volovik D.V. (2020) Marketynhova diyalʹnistʹ pidpryyemstva ta kontrol za yiyi realizatsiyeyu [Marketing activities of the enterprise and control over its implementation]. Agrosvit, 10 (1), 52–57.
Babko N.M., Kvyatko T.M., Duzkryatchenko V.V., & Mikitas A.V. (2020). Osoblyvosti marketynhovoyi diyalʹnosti kompaniyi v umovakh pandemiyi koronavirusu [Features of the company's marketing activities in the context of the coronavirus pandemic]. University Scientific Notes, 3–4 (75–76), 86–92.
Danko T.P. (2001) Upravleniye marketingom: Uchebnik. [Marketing Management: A Textbook]. Moskva: INFRA-M, 334.
Dashevskaya T.Sh., Pavlenko I.I. (2015) Ponyattya ta sut marketynhu v diyalnosti pidpryyemstv [The concept and essence of marketing in the activities of enterprises]. Bulletin of the UNU. Economic Sciences, 3(1), 92–94.
Kotler F., Bowen J., Mackenzie J. (2012) Marketing. Gostepriimstvo. Turizm : uchebnik [Marketing. Hospitality. Tourism: a textbook]. Moscow: Unity-Dana, 1071. URL: https://tourlib.net/books_tourism/kotler_tourism_01.htm
Makazan E.V. (2019) Suchasni marketynhovi pryntsypy upravlinnya pidpryyemstvom [Modern marketing principles of enterprise management]. Bulletin of the Azov State Technical University, 31(2), 49–54.
Stick I.M. (2015) Vdoskonalennya systemy upravlinnya marketynhovoyu diyalʹnistyu na pidpryyemstvi [Improving the management system of marketing activities at the enterprise]. Efektyvna ekonomika, 11(1). URL: http://www.economy.nayka.com.ua/?op=1&z=4498
Petrunya Y.E., & Petrunya V.Y. (2016) Marketynh [Marketing]. Dnipropetrovsk: University of Customs and Finance, 362.
Raiko D.V. (2015) Modelʹ upravlinnya marketynhom u systemi menedzhmentu promyslovoho pidpryyemstva [Marketing management model in the management system of an industrial enterprise]. Marketynh i menedzhment innovatsiy, 1(1), 107–123.
Rudelius V., Azaryan O.M., & Vinogradov O.A. (2009) Marketynh: pidruchnyk [Marketing: textbook]. Kyiv: “Konsortsium iz udoskonalennya menedzhmentosvity v Ukrayini, 231.
Starostina A.O., Chervanyov D.M., & Zozulov O. V. (2002) Marketynh: navchalʹnyy posibnyk [Marketing: a textbook]. Kyiv: Knowledge Press, 191.
Chaffey D. (2019) Digital Marketing; Pearson: London, UK.
Churwiruch N., Jhundra-Indra P., & Boonlua S. (2015) Marketing Innovation Strategy and Marketing performance: a conceptual framework. Allied Academies International Conference. Academy of Marketing Studies, 20 (2), 82–93.
Dash G., & Chakraborty D. (2021) Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19. Sustainability, 13(12), 6735. DOI: https://doi.org/10.3390/su13126735
Diez-Martin F., Blanco-Gonzalez A., Prado-Roman C. (2019) Research Challenges in Digital Marketing: Sustainability. Sustainability, 11(1), 2839.
Hurbyk Yu.Yu., Kychak & Yu.S. (2020) Traktuvannia poniattia «marketynh»: poliaspektnyi pidkhid [Interpretation of the concept of «marketing»: a multifaceted approach]. The 8th International scientific and practical conference «Modern science: problems and innovations» (October 18–20, 2020) Stockholm, SSPG Publish, 389–392.
Kamel A.E. (2021) The impact of Covid-19 pandemic on marketing philosophy. Delta University Scientific Journal. Volume 4 Issue 1 April 1(1).
Kohli S., Timelin B., Fabius V., & Moulvad Veranen S. How COVID-19 is changing consumer behavior – now and forever. McKinsey&Company. URL: http://surl.li/apqsi
Kotler P., Armstrong G., Harris L. C., & He H. (2019) Principles of Marketing (European Edition). London: Prentice Hall.
