ВПЛИВ МАРКЕТИНГОВОГО СЕРЕДОВИЩА ПІДПРИЄМСТВА НА ПРОЦЕС РОЗРОБЛЕННЯ МАРКЕТИНГОВОЇ ПОЛІТИКИ РОЗПОДІЛУ
INFLUENCE OF ENTERPRISE’S MARKETING ENVIRONMENT ON PROCESS OF MARKETING DISTRIBUTION POLICY DEVELOPMENT

Summary/Abstract: While developing marketing distribution policy of an enterprise, it is necessary to consider many factors. Purpose.The aim of the article is to find out ties and interrelations between marketing distribution policy of the enterprise and its internal and external environments in order to find factors which promote or constrain development of marketing distribution policy. Result. According to the aim, there have been analyzed intra-enterprise and microenvironment factors influencing the development and realization of marketing distribution policy; a reverse impact of marketing distribution policy on the enterprise internal subsystems is shown. There have also been defined that subsystems of enterprise promote formation of marketing distribution policy as a set of aspects of its manifestation; and factors of microenvironment specify them according to current market conditions, actions of competitors, intermediaries and other participants. Conclusions. As a result, it is proposed that permanent monitoring of enterprise internal and external microenvironment to be carried out and the place of marketing distribution policy to be analyzed, this being the first stage of developing and implementing a system of marketing distribution policy management

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