PROBLEMS OF THE USE OF THE MARKETING TOOLS AT THE ENTERPRISE

Abstract

The article defines, that today the industrial marketing is continuously developing because it is used by most enterprises as the leading tool for strengthening the competitiveness. Modern marketing tools allow implementing of the effective pricing policy, developing an assortment of products, satisfying of the workers’ interests, promoting of products effectively and improving marketing activities. Internal and external factors are determined, which influence on the selection of enterprises’ marketing tools: events in the political environment, political and legal factors, economic factors, activities of the competitors, suppliers, intermediaries, contact audiences as well as consumer behavior peculiarities, institutional factors, ecological factors, microenvironment, resourcing of enterprises, quality of management, technical and economic resources of an enterprise etc.