MARKETING STRATEGIC PLANNING, PRICING, MARKETING OF EVENTS IN THE FIELD OF HIGH-TECH ENTERPRISES ENERGY SAVING

The creation of regional centers of standardization in the field of distribution and use of energy flows of an alternative type contributes to the consistency of the quality of energy supply and logistics services of high-tech enterprises (HTP) and housing and communal services (housing). The integrated combination of the latest forms of marketing communications and logistics service is based on the interaction and interpenetration of important types of marketing activities of industrial enterprises during the movement of resource flows in global and regional value chains focused on sustainable development. Logistics service contributes to a fuller adaptation of the vector of goods supply of enterprises to the demands of potential segments of the target market. Innovative and technological development encourages the constant improvement of means and methods of communication support of logistics services. The implementation of a set of business opportunities aimed at creating joint high-tech projects in the areas of technology transfer and commercialization of innovations is possible through the comprehensive integration of education, science and business. Theoretical and methodological components of marketing strategic planning, pricing, organization of marketing of energy saving events at high-tech enterprises were investigated. It is determined that the budgeting of marketing communications, taking into account the integrated application of unconventional marketing communications tools, pricing methods that focus on demand and competition, contributes to good training and clarification to social and economic agents, authorities, and the public. The feasibility of using innovative energy-saving technologies based on alternative energy sources is explained. It has been established that marketing energy-saving values of high-tech enterprises lie in the formation of marketing values for consumers, which creates competitive advantages in faster and more complete satisfaction of consumer needs. The concept of “marketing value” is developed, which reflects the impact of relational tools of cholistic marketing on communication support and logistical support for interaction with economic agents, stakeholders, consumers, which leads to the intensive formation of marketing values among noted interaction entities. Marketing communication motivational and behavioral components of high-tech enterprises are highlighted. The marketing activity of “BIZON-TEH 2006” enterprise was analyzed, which has many years of experience in the agricultural market of Ukraine, is included in the TOP-3 of the largest distribution of seeds and fertilizers.

Marketing

This chapter discusses several topics within the marketing discipline, from preparation and execution of a marketing plan and media plan to sales strategies for food and beverage products, services, and events. It offers the reader a broad understanding of sales and marketing in general, explains restaurant marketing's definition of the four Ps of marketing, eight Ps of restaurant marketing, emphasizes marketing strategic activities, and explains the concept of restaurant revenue management. It discusses a pricing strategy within the scope of a marketing plan development.

Setting Strategic Priorities of Floss Marketing Mix in SME “Raja Abon Makmur Lestari”, Pangkalpinang

Raja Abon Makmur Lestari (RAML) is a home industry that produces a various types of flosses both from animal and vegetable. In terms of marketing, the owner faces obstacle such as the fluctuated sales, lack of manpower, unachieved targeted turnover, as well as the high competitiveness in the industry. Thus, the marketing strategic is required to solve the issue. Marketing mix is one of the ways as the marketing strategic to create purchasing decision on the consumers. Case study was used as the approach of the study. The owner and the consumer were the respondent of the study. Quantitative strategic planning matrix (QSPM) was used as a data analysis method. It was used to determine marketing strategic priority based on the internal decision. The descriptive analysis was also used to evaluate the marketing mix. The study found that the marketing mix priority was put in order: promotion, product, place, and price. Furthermore, the priority of sub promotion mix was direct marketing, public relation, mass media and social media. The study was beneficial for the RAML to determine future marketing strategic so that the goals setting will be achieved effectively and efficiently.

IMPROVEMENT OF MARKETING STRATEGIC MANAGEMENT AT THE INDUSTRIAL ENTERPRISE

Purpose. Development of theoretical foundations and development of methodological recommendations for the formation and improvement of marketing management strategies in industrial enterprises, taking into account the specifics of their industry affiliation. Method. The study of the essence and components of strategic marketing management is based on the methods of systems analysis and synthesis. The analysis of the stages of formation of strategic marketing management at an industrial enterprise is carried out on the basis of structural and logical methods. Results. The approaches of different scientific schools to the formation of concepts of strategic management of marketing activities are analyzed. It is found out that strategic management of marketing activity uses methods of development of the general strategy which is a basis of certain functional strategies (marketing, production, financial, personnel, innovative), and mechanisms of their realization for the purpose of achievement of conformity of mission, the purposes and internal potential of the enterprise. external environment. The directions of formation of marketing management strategy at the coal mining enterprise on the basis of the carried-out researches are substantiated: definition of mission, the purposes and tasks of marketing at all levels of marketing management; substantiation of the strategy of partnership interaction. The stages of formation of marketing management strategy at the coal mining enterprise are offered. On the basis of the collected quantitative and qualitative data, with the use of the information received at filling in of the questionnaire and the analytical information the SWOT-analysis of marketing activity of mine is carried out. Based on the generalization of the analysis, it is appropriate to propose a general sequence of interaction strategy using the allocation of the integrator as a sequence of stages of strategy planning in the supply and marketing channels based on marketing partnerships. Scientific novelty. The stages of formation of marketing management strategy at an industrial enterprise are substantiated taking into account the specifics of its branch affiliation and strategy of interaction on the basis of allocation of the integrator enterprise and formation of marketing of partnership relations. Practical significance. The obtained results of the research determine the general directions of improvement of marketing strategic management at the industrial enterprise by definition of strategy formation stages of marketing and marketing of partner relations