Definition of the marketing management categorical apparatus
The article is devoted to the identification of the categorical apparatus of marketing management. It is shown that the role of marketing management under modern conditions is difficult to overestimate due to the need of building an effective communication with consumers. It is established that the...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Zhytomyr Polytechnic State University
2020-06-01
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| Series: | Економіка, управління та адміністрування |
| Subjects: | |
| Online Access: | http://ema.ztu.edu.ua/article/view/207993/208176 |
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| Summary: | The article is devoted to the identification of the categorical apparatus of marketing management. It is shown that the role of marketing management under modern conditions is difficult to overestimate due to the need of building an effective communication with consumers. It is established that the key to building an effective and rational system of marketing management is a clear identification of main categories in a given sphere. It is substantiated that the basic concept of marketing management is actually the «marketing» category, and currently there is a significant number of approaches to determination of the content of this concept. Based on the analysis of existing approaches to the interpretation of the concept, the authors’ interpretation of marketing as a complex management activity aimed at realizing the public and corporate interests of the enterprise by building an effective system of communication with stakeholders of the business entity, primarily consumers is proposed. The system of the main categories in the context of marketing management is considered. The system includes actually the marketing, the object of influence of marketing activities (consumers, buyers, customers), as well as marketing tools (marketing mix). The difference between the concepts of «a consumer», «a buyer» and «a customer» from the standpoint of the business entity is outlined. The implementation of the impact on consumer needs, as well as the construction of a communication system is carried out through appropriate marketing tools use. The concept and content of the marketing mix as of one of the key categories of marketing management are defined. The key components of the marketing mix are identified according to the classical 4P approach and to the 7P approach. It is determined that the main elements of the marketing mix are product, price, place, and promotion. |
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| ISSN: | 2664-245X 2664-2468 |