MECHANISMS FOR IMPROVING THE MARKETING ACTIVITY OF THE ENTERPRISE

The article identifies the essence of marketing management. It is determined that marketing planning is a necessary element of the control system. Implementing marketing activities is an objective necessity of scientific, technical, and industrial orientation and sales activities of the enterprise, considering market demand, needs, and requirements of consumers. Here, the trend towards the planned production organization for improvement is reflected, and the efficiency of the enterprise's operation in general and its business divisions in particular is constantly strengthened. Marketing the activity of the enterprise is aimed at establishing a sufficiently justified, considering the current market demand and, most importantly, long-term (strategic) goals, ways to achieve them, and natural sources of resources and economic activity, determine the assortment and quality of products, its priorities, optimal structure production, and desired profit. The main task of marketing management is to synchronize the management process elements of the marketing complex so that each of them fulfills its functional purpose simultaneously, contributes to increasing the effectiveness of the remaining elements, and thus increases the synergistic effect. Marketing as a primary function of managing an enterprise (firm) in market conditions offers the entrepreneur manager some proven recipes for achieving positive economic activity results in market segments with minimal risk. This is primarily a certain sequence of analytical work, access to the most favorable target market segments, and the formation of variable factors in the interests of the enterprise's external environment, including consumer behavior and obstruction by permitted activity methods. The management functions of marketing activities at the enterprise are organization, planning, and execution control. Development and implementation of marketing measures require the creation of auxiliary marketing systems. These include, in particular, the marketing planning system, the marketing service organization system, and the marketing control system.