Kuzmynchuk N., Doctor of Economics, Professor, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0002-9844-3429
e-mail: nkuzminchuk@ukr.net

Kutsenko T., PhD of Economics, Associate Professor V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0001-7800-2987
e-mail: chkutsenko@gmail.com

Terovanesova O., PhD of Economics, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine;

ORCID ID: 0000-0001-9323-8699
e-mail: shurochka363@gmail.com

Kulinich A., student of the Faculty of Economics, specialty marketing,  V. N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000-0002-1286-2383
e-mail: anna.kulinich19@gmail.com

A Comprehensive Approach to Managing the Marketing Activity of a Logistic Enterprise: Financial Aspect

Abstract. Introduction. The basis for the development and successful operation of the enterprise is the marketing activities of the enterprise, namely in its financial aspect. Marketing activities is the activities of the enterprise in the market, which takes into account the needs of goods and services, the state of demand, the market situation, existing and potential customer requirements.

Purpose. Consider the theoretical aspects of marketing activities of the enterprise, namely its financial aspect. Determine the need for marketing activities. Prove that in today’s market optimal and effective marketing activities are one of the priority areas. Justify what a logistics company is and how marketing activities can be applied to it, namely its financial aspect.

Results. When the theoretical aspects of the marketing activities of the enterprise were considered, namely its financial aspect, it became clear that this is the basis for the development and successful operation of the enterprise. Marketing activities are necessary for the growth and stability of the business. In today’s market, optimal and effective marketing activities are one of the priority areas for a company operating in the field of logistics to be able to operate successfully and successfully. It is substantiated what a logistics company is and how marketing activities can be applied to it, namely its financial aspect. The use of financial, dynamic and matrix analysis to improve the economic development of the enterprise operating in the field of logistics is proposed. SWOT and PEST analyzes for a logistics company were conducted, its dynamics and structure of logistics costs were considered and also integrated indicators of reliability of the logistics system of the transport industry.

Conclusions. Marketing activity is an activity carried out by a company to stimulate the purchase or sale of a good or service. Marketing includes advertising, sales and delivery of products to consumers or other businesses. And to increase confidence in the marketing function, marketers need to be familiar with accounting and financial conditions, processes and deadlines. They need to understand them and use this knowledge properly through operational and numerical marketing tasks that must be clearly performed.

Keywords: marketing activity; enterprise; marketing activity management; financial analysis; matrix analysis; marketing concept; logistics enterprise.

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