Formation of marketing strategies of the enterprise: theoretical and methodological aspects

• Isaev A.A.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia

The absence of a common view on the content of the terms “marketing”, “marketing strategy”, as well as the algorithm for the formation of an optimal marketing strategy is stated.

The main reason for this is the etymological approach to the interpretation of the concept of “marketing”. The peculiarity of this approach is that it reveals the content of the concept, relying solely on the etymology of the word “marketing” (activity in the market). However, a more profound approach is more productive. This approach reveals the content of the concept of “marketing” by identifying the causes that led to the introduction of practical and scientific revolution of this concept. Obviously, the emergence of the concept of “marketing” was preceded by the activity of producers in selling their products on the market, which was not always economically successful. In this regard, the competitiveness of products depends on the buyers making a purchasing decision. According to the emotional theory of sales, the buyer chooses a product on the market that, at the same price, is able to satisfy more customer needs in comparison with competing products (which results in the buyer having stronger positive emotions). According to the author, “marketing” is the development of the idea of a competitive “integrated product” based on market research.

The author’s interpretation of the term “marketing strategy” as a macromodel (general plan) of the manufacturer’s activity on the formation of a corresponding marketing product in the long-term perspective is offered. An algorithm for selecting a set of marketing strategies for the enterprise (product, price, sales, communication) is developed, the feature of which is the dominance of product strategies. For practical purposes, the Matrix “the stage of the life cycle of the product” - “marketing strategies” for this “main product”.

Keywords: marketing, marketing strategy, algorithm for formation of marketing strategy.