GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL
The need to study the marketing potential of the enterprise has become an urgent scientific task, since understanding its main components and the level of its development in the dairy enterprise which determine the future directions of development of its marketing activity and allow to increase comp...
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| Дата: | 2019 |
|---|---|
| Автори: | , , |
| Формат: | Стаття |
| Мова: | English |
| Опубліковано: |
Zhytomyr Ivan Franko State University
2019
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| Онлайн доступ: | http://eui.zu.edu.ua/article/view/ISSN2410-3748-2019-2%2825%29-7 |
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| Назва журналу: | Economics. Management. Innovations |
Репозитарії
Economics. Management. Innovations| id |
oai:ojs.journals.uran.ua:article-190113 |
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oai:ojs.journals.uran.ua:article-1901132019-12-28T10:22:59Z GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL Pavlovska, Liudmyla Valinkevych, Nataliia Dobrovolska, Ella competitive position dairy enterprise marketing potential budget-free marketing phishing new marketing tools finalization of the sales system exclusion of risks co-marketing using. The need to study the marketing potential of the enterprise has become an urgent scientific task, since understanding its main components and the level of its development in the dairy enterprise which determine the future directions of development of its marketing activity and allow to increase competitive positions in the dairy market.Systematization of scientific views on the problem under study shows that in most cases the marketing potential reflects the existing level of marketing resources of the dairy industry, without considering the possibility of their increase and transformation in different market conditions of the environment.The concept of marketing potential of dairy processing enterprise as the ability of its marketing system to provide constant competitiveness of milk processing is based on: general quality management and organization of marketing of the enterprise; efficient use of human capital; application of modern marketing tools; rational use of available resources.It is suggested to represent the marketing potential of a dairy processing plant as an integral characteristic of its components providing marketing activities, namely the sum of organizational, human, material and information resources, raw materials, marketing tools and budget-free marketing. Its deeply researched the basic components of the budget-free marketing of a dairy processing enterprise, among which phishing, new marketing tools; finalization of the sales system; exclusion of risks; the use of co-marketing.One of the most important factors in the growth of the competitive position of dairy enterprises under the current economic conditions is the strengthening of its marketing potential, as an important tool for economic development, and in the case of insufficient financing, priority is given to budget-free marketing. Zhytomyr Ivan Franko State University 2019-11-12 Article Article Peer-reviewed Article application/pdf http://eui.zu.edu.ua/article/view/ISSN2410-3748-2019-2%2825%29-7 10.35433/ISSN2410-3748-2019-2(25)-7 Economics. Management. Innovations; No. 2(25) (2019) Економіка. Управління. Інновації; № 2(25) (2019) 2410-3748 10.35433/ISSN2410-3748-2019-2(25) en http://eui.zu.edu.ua/article/view/ISSN2410-3748-2019-2%2825%29-7/189994 Copyright (c) 2020 Liudmyla Pavlovska, Nataliia Valinkevych, Ella Dobrovolska https://creativecommons.org/licenses/by-nc-nd/4.0 |
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Economics. Management. Innovations |
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| datestamp_date |
2019-12-28T10:22:59Z |
| collection |
OJS |
| language |
English |
| topic_facet |
competitive position dairy enterprise marketing potential budget-free marketing phishing new marketing tools finalization of the sales system exclusion of risks co-marketing using. |
| format |
Article |
| author |
Pavlovska, Liudmyla Valinkevych, Nataliia Dobrovolska, Ella |
| spellingShingle |
Pavlovska, Liudmyla Valinkevych, Nataliia Dobrovolska, Ella GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL |
| author_facet |
Pavlovska, Liudmyla Valinkevych, Nataliia Dobrovolska, Ella |
| author_sort |
Pavlovska, Liudmyla |
| title |
GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL |
| title_short |
GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL |
| title_full |
GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL |
| title_fullStr |
GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL |
| title_full_unstemmed |
GROWTH OF COMPETITORY POSITIONS OF DAIRY INDUSTRY ENTERPRISES FOR ENHANCING OF MARKETING POTENTIAL |
| title_sort |
growth of competitory positions of dairy industry enterprises for enhancing of marketing potential |
| description |
The need to study the marketing potential of the enterprise has become an urgent scientific task, since understanding its main components and the level of its development in the dairy enterprise which determine the future directions of development of its marketing activity and allow to increase competitive positions in the dairy market.Systematization of scientific views on the problem under study shows that in most cases the marketing potential reflects the existing level of marketing resources of the dairy industry, without considering the possibility of their increase and transformation in different market conditions of the environment.The concept of marketing potential of dairy processing enterprise as the ability of its marketing system to provide constant competitiveness of milk processing is based on: general quality management and organization of marketing of the enterprise; efficient use of human capital; application of modern marketing tools; rational use of available resources.It is suggested to represent the marketing potential of a dairy processing plant as an integral characteristic of its components providing marketing activities, namely the sum of organizational, human, material and information resources, raw materials, marketing tools and budget-free marketing. Its deeply researched the basic components of the budget-free marketing of a dairy processing enterprise, among which phishing, new marketing tools; finalization of the sales system; exclusion of risks; the use of co-marketing.One of the most important factors in the growth of the competitive position of dairy enterprises under the current economic conditions is the strengthening of its marketing potential, as an important tool for economic development, and in the case of insufficient financing, priority is given to budget-free marketing. |
| publisher |
Zhytomyr Ivan Franko State University |
| publishDate |
2019 |
| url |
http://eui.zu.edu.ua/article/view/ISSN2410-3748-2019-2%2825%29-7 |
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