BASIC ASPECTS OF MANAGING ENTERPRISE MARKETING POLICY IN THE CONTEXT OF MARKETING

Abstract

In today's unstable global environment, the formation and implementation of enterprise market policy is supported by a variety of tools. This study emphasizes marketing tools, the dominant role of which is justified by the essential similarity between marketing per se (identified with market activity) and market policy (which ensures the implementation of this activity). The methodological basis of marketing tools is defined by marketing analysis, which allows for the study of market needs to maximize consumer satisfaction and ensure the conditions for maximizing profits from entrepreneurial activity, and, in general, to conduct research across the entire range of marketing subject areas of an economic entity. The enterprise's market behavior models and corresponding market policy priorities are consistently interconnected. This is determined by the logic of the law of dialectics, which governs the transformation of quantitative changes into qualitative ones. The determinants of market policy formation and implementation act as catalysts for this transition. The formation and implementation of a catering enterprise's market policy is carried out using a variety of tools. The study focuses on marketing instruments, the dominant role of which is justified by the essential closeness of marketing as such (identified with market activity) and market policy (ensuring the implementation of this activity). Customer satisfaction is strictly individual, dependent on personal motives and interests. It can and should be improved through a range of activities focused on understanding customer needs and developing the company's value proposition to meet them. This principle is consistent with the company's market policy priorities, based on its customer-focused market behavior model. It is noted that the priority model of an enterprise's market behavior is defined as a consumer-oriented model, which transforms profit generation from the enterprise's goal to the result of satisfying consumer needs. This type of market policy fosters a qualitatively new attitude toward the consumer as the company's most valuable asset, which leads to a justified increase in consumer loyalty, trust, and commitment to the company and, consequently, guarantees stable sales and profit growth. The models of a company's market behavior and the corresponding market policy priorities are consistently interconnected. This is determined by the logic of the law of dialectics, which governs the development of the consumer market, regarding the transition from quantitative to qualitative changes.