Theoretical and Methodological Aspects of Forming the Marketing Policy at Enterprises on the Market of Meat and Meat Products
Journal Title: Проблеми економіки - Year 2015, Vol 2015, Issue 2
Abstract
The aim of the article is development of theoretical and methodological provisions to form the marketing policy of enterprises on the market of meat and meat products. In the article the main theoretical approaches to the definition of "the enterprise marketing policy" have been systematized. The urgency of forming the marketing policy at the enterprises on the market of meat and meat products depending on the degree of the market development has been substantiated. There has been clarified the concept of the enterprise marketing policy as a form of operational marketing, which in contrast to the known interpretations makes provision for the choice and institutionalization of a certain integration of the group and intragroup tools of the marketing mix, corresponds to the chosen concept of marketing, the market type and the mission of the organization. According to the chosen model of the marketing mix "5P" the peculiar features of the marketing policy at different stages of development of the market of meat and meat products were described. The group and intragroup marketing policy tools for the enterprises on emergent markets and exclusive organic meat products have been determined.
Authors and Affiliations
Natalia Savitska, Oksana Afanasieva
Keywords
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