(Management of Marketing Activities at “DK Elektro-Zakhid” Limited Liability Company)
Students Name: Chaus Roman Ihorovych
Qualification Level: magister
Speciality: Management of Organizations and Administration (by economic activities)
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2020-2021 н.р.
Language of Defence: англійська
Abstract: The marketing management process is a consistent set of marketing actions aimed at implementing marketing functions and principles, as a result of which the needs of consumers must be identified and met, and the firm must receive the expected profit. Management of marketing activities at the enterprise is a system of different types of activities that represent a wide range of strategic and tactical measures, interrelated and aimed at effective implementation of market activities of the enterprise and achieving its main goal - meeting the needs of consumers of goods and services. on this basis the greatest profit. This concept takes into account the complexity of the marketing management process, its purpose and essence, it emphasizes the systemic nature of this process, because marketing management must be carried out systematically and comprehensively [1]. Internet technologies are becoming increasingly important and organically complement traditional marketing communications. Research on the problems of marketing management, in particular digital marketing, has been reflected in the works of many scientists. F. Kotler, G. Katarjaya and J. Setyavan presented the concept of "Marketing 4.0", which presents the latest approaches to the digital economy [1]. O .. Kary and E. Krykavsky [2] identified the features of the transformation of marketing in the context of the diffusion of digital technologies. O. Prosovych, Y. Botsman [3] studied the features, advantages and disadvantages of using the marketplace. S. Ilyashenko [4] considered the peculiarities of the classification of marketing innovations. N. Chukhray [5] presented the features of marketing activities in domestic industrial markets and substantiated the most effective tools of B2B marketing. The object of the study is the process of managing the marketing activities of LLC "DK Elektro-Zakhid". The subject of the study are the principles, methods and tools for managing the marketing activities of LLC "DK Elektro-Zakhid". The purpose of this master’s qualification work is to develop areas for improving marketing activities at the enterprise "DK Elektro-Zakhid". the creation and implementation of a new effective marketing strategy. The results of the study. According to the literature review, when conducting marketing activities in the market of industrial products, the company must take into account the specifics of such goods, the peculiarities of activities and consumer needs, which are business entities. The main differences of marketing activity in the markets of industrial goods (B2B) and goods for final consumers (B2C) are given. According to the results of calculations, it was found that the net income from sales of products of LLC «DK Elektro-Zakhid» in 2018 compared to 2017 decreased by 277.1 thousand UAH. or 2.2%, and in 2019 compared to 2018. net income decreased by UAH 588.7 thousand. or 4.7%. Net profit of LLC «DK Elektro-Zakhid» in 2018 compared to 2017 increased by 78.6 thousand UAH., Which is 7.15%, in 2019 compared to the previous year decreased by 310.9 thousand UAH, or by 26.39%. The analysis of sales and marketing activities helped to investigate the main problems in the promotion and marketing of enterprise products. In particular, it was found that the company irrationally allocates financial resources for advertising. The actual tools of marketing activity which are best suited for LLC «DK Elektro-Zakhid» are offered. It is analyzed and suggested which media indicators should be taken into account for LLC "DK Elektro-Zakhid", taking into account the specifics of work in the B2B sector. This has made it possible to increase the effectiveness of online advertising and increase online sales. Proposals for improving the marketing strategy of the enterprise have been developed. The investment project is substantiated and its efficiency is evaluated. Keywords: marketing management, online marketing, industrial marketing, marketing strategy. References. 1) Kotler F., Katarjaya G., Setyavan Yi (2018). Marketing 4.0. From traditional to digital. K., KM-BOOKS, 208 p. 2) Karyy O., Krykavskyy Y. (2016). Transformation of marketing in the era of digitization: particularities of digital marketing. Selected aspects of management of contemporary enterprises: monografia / red. scientific A. Barcik, H. Howaniec, Z. Malara. Bielsko-Biala: Academy of Engineering and Humanities in Bielsko-Biala. Pp. 7–15. 3) Prosovich OP, Boatswain Yu.S. (2018) Marketplace as an effective digital marketing tool. Bulletin of the National University "Lviv Polytechnic". Series "Problems of Economics and Management". 5 (897), 32-38. DOI10.23939 / semi2018.01.032 4) Ilyashenko SM Rud MP (2018) Features of the classification of marketing innovations. Bulletin of KSU. Series: economic sciences. 3 (30), 114-120 5) Chukhrai NI (2013) Industrial marketing in modern economic conditions / NI Chukhrai // Bulletin of the National University "Lviv Polytechnic". Problems of Economics and Management, 754, 92-98. ?