MARKETING ACTIVITIES POSITION IN TRADE ENTERPRISES ECONOMIC GROWTH PROVIDING

Abstract

The article shows that trading company duration and profitability in a particular market segment depends on the effectiveness of management decisions related to the intangible assets management within the marketing process. The purpose of the article is to develop a conceptual model of accounting and analytical system of a trading company management support with the marketing function implemented into all stages of the accounting and reporting process. Achievement of the goal set in the article is carried out with the help of general scientific and special methods of research, namely: dialectical approach, analysis and synthesis, systematization and generalization. The place of a trading enterprise marketing activity as a component of creative management activity is substantiated. The conceptual model of accounting and analytical support of a trading enterprise marketing activity management has been developed. Customers are divided into intermediate and end consumers who purchase and / or use the Company’s products or services. The product is used in the model to refer to the goods or services offered by the company. The provision of services relates to provision of goods and services to the customer, before and after the sale services. Accounting and financial reporting presented as the main communicator between a company’s business operations and results of its activities. With purpose of marketing activities costs documentation, it is proposed to construct the following documents: Order on marketing activities; Agreement of marketing services provision; Act of marketing services acceptance and transfer. It has been proven that the biggest contribution of the marketing function is to understand the relationship between consumer satisfaction and company’s revenue through the development and analysis of accounting and analytical information bases that will allow permanent monitoring the interconnection between the company’s financial results and consumer engagement efforts (branding, advertising) or efforts to maintain them (enhancement services, loyalty programs). In order to control each type of marketing sub functions within the marketing function, it is proposed to distinguish the following functional subspecies: analytical activities related to conducting market research; innovative activity aimed at developing and introducing a new product; sales activities that provide demand generation and sales promotion; organization and management of marketing activities.