ОСНОВИ КОНЦЕПЦІЇ МАРКЕТИНГОВОГО МЕНЕДЖМЕНТУ ДЛЯ БУДІВЕЛЬНИХ ПІДПРИЄМСТВ

Abstract

This article examines the notion of marketing management in order to identify the components of micro- and macro environment of the existing construction enterprises. Relevant issue before the construction enterprises is the use of tools of the concept of marketing management that allows taking into account the risks as a manufacturing company, and the company providing services. The aim of the article is to investigate the peculiarities of micro-macro environment in the implementation of marketing management in the construction enterprises. In order to achieve the set goal the research of scientific works of both foreign and domestic scientists on the issues of integration of management and marketing functions at construction enterprises with the aim of increasing their competitiveness was carried out in the work, ensuring survival in an unstable environment and increasing the level of customer orientation of enterprises. Also, analyzing the work of experts, it was found that the use of marketing management is attractive to construction companies that use innovative technology and technology. It was found that the implementation of marketing management on the building enterprises will allow to narrow the features of the market activities with the elements of the internal environment. The line of behavior in the market for construction companies is difficult because of the wide range of works that are provided to the customer, such as: the quality of service, after the implementation of service, the provision of complementary services, etc. Regarding the complexity of implementation of the tasks that faces marketing management executives must clearly determine the compliance of the key components of the internal environment to the goals set.