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бизнеса и информационных
технологий №
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tensiala Rossii
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sia]. M. N. Mechikov, N.A. Novikov. Vestnik of the Siberian Institute of business and information technology. 2015.
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________________________________________________________________________________________________
MARKETING ACTIVITY OF RUSSIAN INDUSTRIAL ENTERPRISES IN TERMS OF IMPORT
Maria N. Mechikova,
Associate Professor, Taganrog Institute named after A. P. Chekhov (branch)
Rostov State Economic University (RINH)
Abstract.
In modern Russian conditions the marketing activity of industrial enterprises is a decisive tool in the
competition, providing conditions for realization of demands of consumers in terms of import.
The relevance of improvement of marketing activity of industrial enterprises is determined primarily by the
orientation of industrial enterprises to the satisfaction of the first needs of consumers. Marketing activities should
contribute to the successful solution to the seemingly mutually exclusive tasks: to increase the flexibility of production
to quickly change the range of products in accordance with customer requests and at the same time to quickly
implement new techniques and technology.
The basis of the marketing activity of industrial enterprise are: market research, development of programs for the
creation and production of the product, establishing communications, pricing, organization and sales promotion,
deployment services etc. Marketing is usually considered in three phases of marketing strategy, management system
and organizational-technical measures. All these aspects form a coherent system, functioning in the sphere of practical
activities of enterprises in which priority is given to the needs of buyers and demand pull.
Implementation of a complex of marketing communications, representing a wide spectrum of interactions with
suppliers, customers, media, including advertising, sales promotion, personal selling and public relations, will improve
the effectiveness of the promotion of new industrial product to the market.
The research consists of theoretical foundations of marketing activities, explains the importance of marketing
activities in the development of the domestic industry, explores the basic elements of complex marketing
communications of industrial enterprises, proposals are being formulated for improvement of its effectiveness, we study
the features of marketing of industrial enterprises of Rostov region in terms of import.
This article may have theoretical and practical-applied meaning, but contained in it the information can be used
in the work of territorial management bodies, as well as Russian and foreign industrial enterprises.
Key words:
marketing activity, industry, industry, production, import substitution, Russia, Rostov Region.
.
________________________________________________________________________________________________
Сведения
об
авторе
:
Мечикова Мария
Николаевна
–
кандидат
экономических
наук
,
доцент
,
доцент
кафедры
экономики
и
предпринимательства
Таганрогского
института
имени
А
.
П
.
Чехова
(
филиал
)
Ростовского
государственного
экономического
университета
(
РИНХ
) (
г
.
Таганрог
,
Российская Федерация
), e-mail:
mashanovi@yandex.ru.
Статья поступила
в
редакцию
30.01.2017.