ESTABLISHING THE ESSENCE OF THE NOTION «MARKETING STRATEGY OF A SEPARATE KIND OF BUSINESS»

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ESTABLISHING THE ESSENCE OF THE NOTION «MARKETING STRATEGY OF A SEPARATE KIND OF BUSINESS»

Journal Title: Економіка транспортного комплексу - Year 2018, Vol 31, Issue

Abstract

The process of forming a marketing strategy in modern scientific literature is considered rather widely, but despite the considerable amount of scientific works and the existence of significant re-sults, the problem of forming a marketing strategy for a separate kind of business in Ukrainian en-terprises, which is one of the components of the marketing activities of the enterprise, cannot be considered finally resolved by this time. To date, there is no clear definition of the concept of «strategy of marketing of a separate kind of business». The scientific works of foreign and domestic authors in the field of marketing strategy have been analyzed in the article. The meaning of the word «notion» has been considered to solve the problem. Then it was decided to use a systematic approach, an important aspect of which is the development of a new, unified and more optimal approach to knowledge, with the guaranteed objective to obtain the most complete and integral view of the problem. Based on this, the place of the marketing strategy of business in the general strategy of the enterprise has been determined. This allowed further consideration of the issue at the empirical level, based on existing definitions in the wide sense of the «marketing strategy» and, in the specific sense, «the marketing strategy of a separate kind of business». Definition of the no-tion at the theoretical level has been carried out on the basis of key elements of the definition of the strategy itself. These include: idea, intentions and end results. On the basis of the selecting three elements, the main characteristics that have to be used in constructing a new concept, taking into account all the disadvantages of the authors before, have been formed from the general list of fea-tures. The essence of the key notion of marketing strategy of a separate kind of business has been established. It involves the study of opportunities on the basis of strategic management, forming goals and tasks, the plan of actions of a separate organizational unit, the target market, which are implemented through a set of marketing tools: the development of manufacturing process, the im-pact on buyers, quality of product or service, competitive advantages, to achieve marketing goals. The proposed definition will allow further detailed consideration of the problem of forming market-ing strategy for a separate kind of business.

Authors and Affiliations

BRUSENTSEVA M.

Keywords

EP ID EP393430
DOI -
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