Scientific Bulletin of the Odessa National Economic University 2015, 10, 188-197
Open Access Article
Frolova Larysa
Doctor of Economic Science, professor of the Department of Enterprise Economy, Donetsk National University of Economics and Trade named after Mykhayilo Tugan-Baranovsky. E-mail:larisa.frolova@mail.ru
Natorina Alona
Senior Lecturer of the Department of Marketing and Management, Donetsk National University of Economics and Trade named after Mykhayilo Tugan-Baranovsky. E-mail:alyonanatorina@rambler.ru
Frolova L/, Natorina A., (2015) The conceptual state about the choice of enterprise commodity marketing strategy. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 10(230), pp. 188-97.
In the article the conceptual model of the decision on the choice of commodity marketing business strategy, which consists of three structural components - theoretical information, analytical and organizational support, the practical realization, is justified. The system of principles where the principles of customer focus and interoperabilitythe are played key role underlies the basis of the conceptual model. It is suggested to consider a decision on the choice of a marketing strategy for the commodity as a corporate asset in accordance with what is a list of its characteristics. The mechanism of decision-making on the choice of a marketing strategy of commercial enterprise is created, it provides the implementation process of decomposition that takes into account the factors of marketing macro and microenvironment, consumer preferences in the market, the effectiveness of the subsystems of the enterprise and enhances the company effectiveness.
strategic management, marketing commodity business strategy, business strategy, strategic direction.
JEL classification: М31
UD classification: 33.01:[658-048.58: 005.21: (339.138:658.62)]