MARKETING IN MARKETS FOR GOODS AND SERVICES. MARKETING STRATEGIES AND MARKETING ACTIVITIES OF ECONOMIC ENTITIES

In the conditions of dynamically changing external environment and high competition, marketing becomes a key tool to ensure sustainable development of economic entities. This article is devoted to the study of marketing in the markets of goods and services with a focus on the development and implementation of marketing strategies. The purpose of the work is to analyze the actual approaches to the formation of marketing strategies, as well as to study the specifics of marketing activities of different types of economic entities – from small businesses to large corporations. The article considers the main elements of strategic marketing, including market segmentation, positioning, selection of target audiences and formation of competitive advantages. Special attention is paid to the integration of digital technologies into marketing activities, which is especially relevant in the context of the transformation of consumer behavior. It also analyzes real examples of effective application of marketing strategies at different stages of the product life cycle and in different industries. On the basis of the analysis, recommendations for improving the effectiveness of marketing in modern conditions are proposed, including the need to adapt strategies to regional market peculiarities, the use of digital analytics tools and the formation of sustainable communications with consumers. The results of the study can be useful for both the scientific community and practitioners engaged in the development and implementation of marketing solutions in the sphere of goods and services.