The basics of the marketing activities of the enterprise

Kostakova, Lina and Костакова, Ліна Дмитрівна (2018) The basics of the marketing activities of the enterprise. ВІСНИК Донецького національного університету економіки і торгівлі імені Михайла Туган-Барановського (1(68)). pp. 30-38. ISSN 2079-4819

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Abstract

The essence of sales activity of the enterprise is determined. Described systems and distribution channels. Classification of functions of channels of sale of enterprise is conducted. Studied the stages of planning marketing activities of the enterprise. Definition of the main purpose of the marketing activities of the enterprise. The characteristic of commodity, assortment, service and communication policy of the enterprise is presented. The main tools of communication policy are described. The factors influencing the efficiency of the product and assortment policy of the enterprise are considered. Within the framework of communication policy, an international network of Internet has been assessed. The role of advertising budget for the process of sales of enterprise products has been clarified.The relationship between the costs of advertising, income and profit of the enterprise is determined. The methods of calculation of the advertising budget are investigated. Grounded models of marketing communications and identifies their influence on the management decisions regarding the allocation of the advertising budget in certain are. In the aspect of marketing activity, strategic guidelines and tactical decisions are identified.

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