ТАВРІЙСЬКИЙ ДЕРЖАВНИЙ
АГРОТЕХНОЛОГІЧНИЙ УНІВЕРСИТЕТ
ІМЕНІ ДМИТРА МОТОРНОГО
Tsatu logo DMYTRO MOTORNYI
TAVRIA STATE
AGROTECHNOLOGICAL UNIVERSITY
ISSN: 2524-0714

Please use this identifier to cite or link to this item: http://elar.tsatu.edu.ua/handle/123456789/6288
Title: Сутність та особливості маркетинового планування конкурентоспроможності продукції
Other Titles: Essence and features of marketing planning of product competitiveness
Authors: Шквиря, Наталя Олександрівна
Шквыря, Наталья Александровна
Shkvyria, Natalia
Keywords: маркетингове планування
конкурентоспроможність продукції
стратегічне маркетингове планування
етапи маркетингового планування
маркетинговий план
marketing planning
product competitiveness
strategic marketing planning
stages of marketing planning
marketing plan
Issue Date: 2016
Series/Report no.: Збірник наукових праць Таврійського державного агротехнологічного університету (економічні науки);№ 3 (32) (С. 146-152)
Abstract: UK: Розглянуто сутність та переваги маркетингового планування конкурентоспроможності продукції. Визначено етапи маркетингового планування конкурентоспроможності продукції. Запропоновано маркетинговий інструментарій для кожного етапу. EN: Formulation of the problem. To be competitive companies must implement a series of measures as part of a marketing plan. Particularly important issue of competitiveness in the strategic aspect in the changing internal and external environment. Results of the study. The theoretical and methodological foundations of marketing planning product competitiveness are shown in the article. Determined that the marketing planning process - it is streamlined set of steps and actions related to the environmental situation analysis, goal setting marketing development plan, marketing plan implementation, supervision over the implementation of the marketing plan. Marketing planning company includes developing specific strategies that promote the objectives of the enterprise by supporting strategic fit between them, its potential in marketing. The advantages of marketing planning product competitiveness are revealed. The strategic marketing planning competitiveness is proved. Strategic marketing planning competitiveness is a set of actions aimed at creating and retaining competitive advantage of products produced in the long time. Methodology of strategic marketing planning based on competitiveness is developed. The stages of marketing planning product competitiveness are determined. A key set of marketing tools that can be used at various stages of marketing planning is proposed. Conclusions. Availability and increasing competition in many product markets is to strengthen the role of marketing in all processes of the enterprise, including planning measures to improve product competitiveness.
URI: http://elar.tsatu.edu.ua/handle/123456789/6288
Appears in Collections:кафедра Маркетинг

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