Формування маркетингової складової механізму господарювання підприємств харчової промисловості

Abstract

У статті розкрито поняття потенціалу маркетингу та розроблено пропозиції щодо формування маркетингової складової механізму господарювання підприємств харчової промисловості.В статье раскрыто понятие потенциала маркетинга и разработаны предложения по формированию маркетинговой составляющей механизма хозяйствования підприємств харчової промисловості.Research of conceptual marketing foundations, its types, functions and principles in the theory and practice of food industry management shows that today marketing is an integral part of the mechanism of management of all subjects of economic relations. The potential of marketing on industrial enterprises is a possibility and ability of the enterprise to implement conscious, deliberate and purposeful economic activity by studying, forecasting, support and forming of its internal and external environment. An effective realization of marketing's potential is possible in case of using marketing as a tool to provide optimal directions of enterprises development. The creation of effective industrial enterprises is a perspective direction of economic development of the national economy subjects. To improve the effectiveness of operation of a new business, reduce costs and minimize risk it is proposed to use marketing as a compulsory component of the enterprise creation process. Consideration of application forms of marketing shows that the activity of each production enterprise is influenced by the objective conditions of need for marketing, due to which the effectiveness of marketing differs for different enterprises. Due to understanding of this dependence we have proposed a mechanism for determining of need for marketing, which allows to determine the rational use forms of marketing and its performance as well as the required amount of resources of the enterprise for marketing activities.