Marketing mechanisms for improving the efficiency of industrial enterprises

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Authors:

O.Yu.Mohylevska, Cand. Sc. (Econ.), Assoc. Prof., orcid.org/0000-0001-8482-7950, Kyiv International University, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

L.V.Romanova, Dr. Sc. (Econ.), Prof., orcid.org/0000-0003-2292-6616, Interregional Academy of Personnel Management, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.; This email address is being protected from spambots. You need JavaScript enabled to view it.

V.P.Zalizniuk, Cand. Sc. (Econ.), orcid.org/0000-0002-7014-0207, Interregional Academy of Personnel Management, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.; This email address is being protected from spambots. You need JavaScript enabled to view it.

N.V.Коvalenko, Cand. Sc. (Econ.), Assoc. Prof., orcid.org/0000-0001-8011-1373, National Aviation University, Kyiv, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

S.M.Demydiuk, Cand. Sc. (Econ.), orcid.org/0000-0001-7911-7460, Academician Stepan Demianchuk International University of Economics and Humanities, Rivne, Ukraine, e-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.

Naukovyi Visnyk Natsionalnoho Hirnychoho Universytetu. 2020, (1):165-170
https://doi.org/10.33271/nvngu/2020-1/165

 повний текст / full article



Abstract:

Purpose. The paper deals with the problems of formation and application of marketing mechanisms to increase the efficiency of industrial enterprises. Under the current economic conditions of the development and course of globalization processes, ensuring the effective activity of leading industries and their subordinate enterprises is a matter of extreme topicality and urgency. Timely and purposeful use of marketing mechanisms in the business activity of an enterprise is the key to its progressive development.

Methodology. In the course of the works, the methods of theoretical generalization, comparison, synthesis, analysis were used to reveal the general principles and to determine the basic categories of the study.

Findings. The application by industrial enterprises of an integrated approach based on the close interaction of market mechanisms and the production process with mandatory relying on modern marketing mechanisms is necessary to increase their efficiency. Increased competition caused by globalization processes is forcing industrial enterprises to improve their performance and manage their monitoring in order to influence the competitiveness of their products. Under the current conditions of development, there is a need to intensify marketing mechanisms in the activities of industrial enterprises, which will lead to the acquisition of leadership positions in the market and provide competitive advantages in it. The analysis of scientific publications made it possible to systematize approaches to gaining competitive advantages. It is established that in order for marketing mechanisms for improving the efficiency of industrial enterprise operation to give maximum effect, it is advisable to apply innovation. It was analyzed how marketing and organizational innovations were implemented at industrial enterprises. It is established that flexible production systems with the use of marketing approaches should play a key role in ensuring the economic process and organization of production at an industrial enterprise.

Originality. The scientific research conducted reveals the need to find and propose marketing mechanisms to improve the efficiency of industrial enterprises, which is especially relevant in the context of economic and political instability and the uncertainty of environmental factors. The results of the research made it possible to determine the stages of application of the innovation profile in these marketing mechanisms. Based on the analysis of innovation activity of industrial enterprises, it is determined that the problems of inhibiting innovative progress relate not only to technical or technological processes, but also to marketing approaches and mechanisms for organization of production and sales of products. The information obtained serves as a catalyst for defining a comprehensive approach based on the close interaction between market mechanisms and the production process, with mandatory relying on modern marketing mechanisms.

Practical value. The results of the study can be used by practitioners, scientists, government officials to apply marketing mechanisms and a systematic approach in managing and organizing production at industrial enterprises, which will influence the improvement of the competitiveness of the Ukrainian industry as a whole.

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ISSN (print) 2071-2227,
ISSN (online) 2223-2362.
Journal was registered by Ministry of Justice of Ukraine.
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