СтаттяЗовнішня публікація1 січня 2018 р.

MAIN STRATEGIES FOR THE DEVELOPMENT OF MARKETING COMMODITY POLICY

A.I. AvramenkoOlha Kuchkova

Анотація

The article reviews theoretical approaches to the definition of the essence of the category of marketing commodity policy. The task, structure and main components of the commodity policy in the modern economic conditions are defined. The main objectives of marketing commodity policy are analyzed. The strategy of changes in the management of marketing commodity policy of the enterprise is proposed, namely: strategy of support, strategy of modification and strategy of restoration, which will promote increase of competitiveness of goods, product portfolio of the enterprise, and its image. Marketing commodity policy consists of three parts: product development (creation of a new product or modification of existing ones); Service maintenance (ensuring the stability of the relevant characteristics of the goods in demand, especially important is the product quality control at all stagesfrom design to sale) and elimination (goods removal from production).

Класифікація

Домен

Social SciencesLife Sciences

Галузь

Economics, Econometrics and FinanceAgricultural and Biological Sciences

Підгалузь

General Economics, Econometrics and FinanceGeneral Agricultural and Biological SciencesEconomics and Econometrics

Тема

Economic Issues in UkraineAgriculture Market Analysis Ukraine★Economic and Business Development Strategies

Ідентифікатори

DOI: 10.32434/2415-3974-2018-8-2-104-109

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