ORIENTATION OF ENTERPRISES ACTIVITIES ON THE MARKETING CONCEPT

Abstract

The article is devoted to the substantiation of expediency of directing the activity of enterprises to the concept of marketing and making appropriate adaptive changes in the management to improve their functioning in the conditions of rapid changes in the environment. It is noted that the marketing concept should be considered as a scientific system of views on the production of goods and services that provide mutual benefit to producers, sellers and end consumers. It is proved that the choice of concept depends on many factors, so the task for companies is a qualified review of various concepts and determination the most effective for application. The need to take into account the type of market and changes in the conditions of enterprises activities in the organization of marketing is indicated. It is substantiated that in modern conditions the marketing concept considers it as a separate function and as a business philosophy, as a way of thinking and a direction of actions on achievement of the certain purposes and market tasks. On this basis, it is recommended to consider the concept of marketing as a modern system of management, the main advantages of which are the stability of profits, skillful use of enterprises resources and market opportunities, unification of all departments to meet consumer needs and achieve market goals. The importance of stimulating creative nature in marketing activities is indicated, for which the company needs to provide a systematic and comprehensive study of the market situation, create an appropriate information base, develop strategic plans and ensure their implementation, supported by quality distribution of powers and financial resources. It is also proposed to apply the system of decision substantiation at the level of senior management using examples of world experience and decision making theory.