THEORETICAL FOUNDATIONS OF ENTERPRISE STRATEGIC MARKETING

Анотація

In the article the enterprise strategic marketing the theoretical bases are considered.The scientific foundations of the economic category the essence "strategic marketing" are generalized and the organizational and economic features of the use of strategic marketing in the enterprise management system are revealed.It is investigated that the implementation of the modern marketing paradigm is objectively conditioned by the promotion of strategic marketing as the most important function of the enterprise management system.It is stated that strategic marketing is a process of assessing the impact of external factors, the choice of strategic position in the market, taking into account the goals and the development adequate response models to the influence of external and internal factors, in order to develop strategic decisions that ensure the target position in the market.The importance and place of the strategic marketing system as central in the strategic management of the enterprise is substantiated.The principles of strategic marketing are defined: scientific and analytical prediction, accounting and coordination of external and internal factors of development, compliance of tactics and management of the enterprise, certainty of strategy and organization of strategic control.As the main elements of the strategic marketing system, the author has identified the following subsystems: analytical, planned, functional, controlling.It is established that the most important component of the analytical and planning subsystem of strategic marketing in the stages of goal setting and situational analysis is the analysis of the strategic situation in which the enterprise is located.The elements of strategic marketing planning and the methods and models used in this process are identified.It is substantiated that within the system an enterprise strategic marketing the tasks of developing a marketing strategy are solved, including strategic analysis of environment, market, competition and business factors, identifying tendencies of business development, setting goals of the enterprise and its economic units, choice of target market strategies, defining marketing goals and positioning programs.The role of the enterprise strategic marketing is formulated and principles of its realization are defined.Generalized tasks that solve the strategic marketing of the enterprise.

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