Formation of a marketing support complex for an export-oriented enterprise in conditions of risk and uncertainty

¹ Doctor of Economics, professor, Kremenchuk Mykhailo Ostrohradskyi National University, Ukraine
² PhD, associate professor, Affiliate «Kremenchuk institute of Higher Educational Establishment «Alfred Nobel University», Ukraine
³ PhD, associate professor, Kremenchuk Mykhailo Ostrohradskyi National University, Ukraine
⁴ PhD, associate professor, National Technical University «Kharkiv Polytechnic Institute», Ukraine

^* Corresponding author: 2nata.grishko@gmail.com

Abstract

The work covers the theoretical and methodological foundations of marketing for an export-oriented enterprise. At the present stage of development of the economy, the use of marketing tools in activities is a powerful means of increasing the enterprises` competitiveness, strengthening adaptive characteristics when external conditions and market conditions change. Consumption volumes are the driving force of the production activity of the enterprise, affecting the nomenclature, range and scale of production. The introduction of the marketing concept, which focuses on the production of products that are in the market demand, stimulates the production of products needed by the consumer. Theoretical and methodological issues of marketing aimed at restricting the demand for irrational demand products (opposing marketing) attract the attention of scientists and practitioners. At the same time, the choice of the topic was due to insufficient research of this scientific problem as a whole and its relevance for the economy of Ukraine, especially in the context of the development of cooperation with the European Union. A detailed study of the tools of opposing marketing allows export-oriented enterprises to ensure the profitability of commercial and marketing activities, while the harmful effects of the consumption of goods of irrational demand determine the feasibility of research and analysis of the conditions and their consumption motivation. The demand for these products is undesirable; therefore, countermeasure marketing at the state level is controlled by the relevant organizations.

In this study, attention is paid to the analytical and regulatory aspects of determining the current state and trends of marketing support for the tobacco industry enterprises activities. The features of a complex of marketing support formation of their activities in the conditions of risk and uncertainty are determined.