ACTIVIDAD DE APRENDIZAJE 1

APROXIMACIN A LOS DIAGNSTICOS DEL COMPLEJO DE

COMERCIALIZACIN DE LA EMPRESA INDUSTRIAL

APPROACH TO DIAGNOSTICS OF MARKETING COMPLEX OF INDUSTRIAL

ENTERPRISE
Tatiana Maksimova, Elena Shapran Volodymyr Dal East-Ukrainian National
University, Lugansk, Ukraine
The development of the economic system in Ukraine and competition relations
between its subjects needs the decision of tasks, among which the question of
diagnostics of enterprises marketing activity occupies the special place. Its basic
content is an estimation of the state of economic subjects in the conditions of
incomplete information with the purpose of exposure of problems and perspective
directions of their decision, and also consequences of acceptance of current
administrative decisions. There are a few scientific works of domestic scientists,
devoted to this problem. Fewness of such researches does not allow talking about
the presence of the unique approach to diagnostic activity of enterprise. Actuality of
this question is confirmed also by the fact that the determination of current status of
subject of economic activity depends on working of plan package,
recommendations, and procedures, directed on the improvement of this state or
warning of unfortunate events for its functioning. Especially it concerns to
diagnostics of marketing complex of enterprise, concrete content of which is, in
particular, the authentication of the real state and properties of analysable object,
that is the marketing complex; exposure of changes in consisting of object of the
sentinel measuring; establishment of basic factors, which caused these changes,
and accounts of their influence; development of recommendations in relation to the
improvement of this state
RESUMEN EN INGLES
The process of commercialization of an industrial product must meet several
expectations to keep moving forward. And this, at times, means being able to solve
very technical doubts about such decisive issues as the savings in production costs
or the company's workplace safety policy.
The emotional component with which advertising agencies usually work remains in
the background and here the singularity is not in the form but in the bottom: in the
capacity that we have to convince our industrial potential clients of our service of our
product Va To make life easier and, more importantly, over the money making more
money. Or, what comes to be the same, increase our ROI.
Industrial marketing needs actions that increase the visibility of the company and its
industrial products. But it must do so among those who are specifically interested in
what remains; They understand the value of the product. But this alone is not
enough. Faced with emotional marketing that focuses on immaterial values, in
industrial marketing its rational basis is based. That is why marketing strategies can
not be geared to intangibles. They should be result oriented.