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Marketing as an Instrument for Managing the Solvency of Trade Enterprises
Ostapenko T. M., Kubetska O. M., Antipova V. P.

Ostapenko, Tetiana M., Kubetska, Olha M., and Antipova, Victoria P. (2020) “Marketing as an Instrument for Managing the Solvency of Trade Enterprises.” Business Inform 11:442–447.
https://doi.org/10.32983/2222-4459-2020-11-442-447

Section: Management and Marketing

UDC 658.8:338:339.138

Abstract:
The article is aimed at studying marketing, marketing costs and marketing results, its modern instruments used in sales management, providing the achievement of the set goals, that is, meeting the need to generate income (profit) for the sale of goods and ensuring solvency of the enterprise. Marketing services, their importance for trade business in modern conditions of economic development are researched, as well as the main efficient marketing instruments are explored (marketing steps to increase sales), which are actively used by trading enterprises in the conditions of modernity. Significance of marketing, which served as the basis for the systematization of marketing costs in various forms of its organization, is considered. The indicators of performance, effectiveness and evaluation of marketing services (absolute amount of marketing costs, level of marketing costs, profitability of marketing costs, return to marketing costs on turnover of goods, pace of changes in marketing costs, absolute deviation of marketing costs, relative deviation of marketing costs) are generalized. The documentary registration of marketing services by groups (for the organization of marketing events and confirmation of the reality of incurring of costs) is summarized. The purpose, subject, object of marketing according to the managerial approach are defined and described in detail. The objects of marketing in solvency management are revenue centers (shops, other outlets and places of sale), wherein purchase, sale, and supplies are being materialized and positive factors for promoting customer needs, obtaining the highest trade income are being formed.

Keywords: trade, costs, marketing services, marketing result, marketing firms, solvency.

Fig.: 1. Tabl.: 3. Bibl.: 14.

Ostapenko Tetiana M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Analytical Economics and Management, Dnipropetrovsk State University of Internal Affairs (26 Haharina Ave., Dnipro, 49005, Ukraine)
Email: [email protected]
Kubetska Olha M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Analytical Economics and Management, Dnipropetrovsk State University of Internal Affairs (26 Haharina Ave., Dnipro, 49005, Ukraine)
Antipova Victoria P. – Masters Student, Oles Honchar Dnipro National University (72 Haharina Ave., Dnіpro, 49010, Ukraine)
Email: [email protected]

List of references in article

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Luhivska, O. P., and Luhivska, L. A. “Osoblyvosti upravlinnia vytratamy obihu torhovelnoho pidpryiemstva v umovakh transformatsiinykh protsesiv“ [Features of Cost Management Treatment of Commercial Enterprise in Conditions of Transformation Processes]. Naukovyi visnyk Poltavskoho universytetu ekonomiky i torhivli. Seriia «Ekonomichni nauky», no. 4 (2014): 54-59.
Lukan, O. “Analiz efektyvnosti marketynhovoi diialnosti pidpryiemstva“ [Effectiveness Analysis of Marketing at an Enterprises]. Visnyk Kyivskoho natsionalnoho torhovelno-ekonomichnoho universytetu. 2014. http://visnik.knute.edu.ua/files/2014/05/6.pdf
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Matiukh, S. A. “Eksportnyi marketynh yak instrument rozvytku zovnishnyoekonomichnoi diialnosti“ [Export Marketing as a Tool for the Development of Foreign Economic Activity]. Visnyk Khmelnytskoho natsionalnoho universytetu. 2010. http://journals.khnu.km.ua/vestnik/pdf/ekon/2010_6_3/139-142.pdf
Aloshkina, N. “Nehatyvnyi rezultat - tezh rezultat, abo Pro vytraty na marketynh“ [A Negative Result is Also a Result, or About Marketing Costs]. Podatky & bukhoblik. 2017. https://i.factor.ua/ukr/journals/nibu/2017/december/issue-100/article-32725.html
Osnach, O. F., Pylypchuk, V. P., and Kovalenko, L. P. Promyslovyi marketynh [Industrial Marketing]. Kyiv: Tsentr navchalnoi literatury, 2009.
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Slobodianiuk, N. O., and Semenivska, O. M. “Marketynh yak instrument pidvyshchennia efektyvnosti komertsiinoho banku“ [Marketing as an Instrument of Improving the Efficiency of Commercial Bank]. Hlobalni ta natsionalni problemy ekonomiky. 2016. http://global-national.in.ua/archive/14-2016/170.pdf
Starytska, O. P., and Starytskyi, T. M. “Innovatsiinyi marketynh yak instrument pidvyshchennia efektyvnosti funktsionuvannia pidpryiemstv“ [Innovative Marketing as a Tool of Improving the Enterprises Activities Efficiency]. Innovatsiina ekonomika, vol. 4 (2014): 244-250.
Sumtsova, O. “Marketynhovi posluhy: «bulo, bulo, ale…»“ [Marketing Services: "Was, Was, but…"]. Bukhhalter 911. 2017. https://i.factor.ua/ukr/journals/buh911/2017/september/issue-39/article-30620.html

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