Berezenskiy, A.

Vecherov, V.T.

English

Vecherov, V. T.

eLibrary National Mining University

Berezenskiy A.V.T. Vecherov, research supervisorNational Mining UniversityMARKETING PLANNING AT THE ENTERPRISEAs in art, and in business that seems right "on the surface, upon closerexamination is often misleading. Over the past ten-odd years of domesticcompanies, following the Western example, with the head left to the improvementof its management structure. If before the word "planning" led to a silentresentment and stable association with the legislative plans era command economy,now planning production and marketing came into use the vast majority of firms.Marketing planning is not a panacea for all ills beset the company in a fiercecompetitive environment. Nevertheless, it provides assurance that unforeseenchanges in the external environment will catch no surprise and managerial decisionmaking process will be complicated by the lack of important analyticalinformation.Preparing a Marketing Plan - a sort of foundation on which good governanceis built. With all the variety of environmental factors that hinder the process offorecasting, marketing plan becomes a powerful tool for analysis and control,allowing you to insure against possible instability and ensuring the long-termcompetitive advantages.In the marketing plan should be presented and reviewed the following points:1. General market objectives (the problem of meeting the needs of themarket).2. The objectives in the marketing (sales, market share, expansion of sales).3. The overall marketing strategy (policy positioning, product differentiation,taking into account the ratio "money").4. Specific marketing strategies in the context of the target markets for therule of four "P": Product, Price, Place, Promotion (product, price, location, meansof promotion).

MARKETING PLANNING AT THE ENTERPRISE

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MARKETING PLANNING AT THE ENTERPRISE

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