THEORETICAL ASPECTS OF MARKETING ACTIVITY OF THE ENTERPRISE FROM THE POINT OF VIEW OF IMPROVING ITS COMPETITIVENESS

Abstract

Today, in the economic space there is a very large number of organizations and enterprises, each of them is trying to occupy the highest positions in the market, the competition between them is increasingly intensifying and therefore the problem of increasing the competitiveness of enterprises in general and their goods and services, using the features of the marketing activities of enterprises, is simply extremely relevant. For effective functioning, further implementation of its activities, an enterprise must understand the level of competitiveness of its goods, services and the organization as a whole. Today marketing is given a special place, many companies and organizations owe their high level of efficiency and the ability to bypass other enterprises in the competition to marketing. The marketing activity of the company is quite diverse, it involves research and analysis of the market, identifying the preferences of the consumer audience, development, implementation and control of certain marketing activities. Marketing helps to find new solutions for the goals of the enterprise and to implement them. The article deals with the problem of increasing the competitiveness of enterprises in modern economic conditions, characterized by variability, rapid development, dynamism and the role of the marketing activity of an enterprise in the formation of its competitiveness. The functions of marketing, stages of marketing activities, their content and how they affect the activities of the enterprise have been investigated. It was revealed that marketing activities have a direct impact on the success of companies, because marketing contains a large bunch of processes that together aim to increase the attractiveness of an enterprise in the eyes of consumers, gain their loyalty, and satisfy their needs.