Fedotova I. Automobile transport enterprise marketing activity management

Object of research: process of the automobile transport enterprises marketing activity; the purpose of work: deepening of theoretical bases and development of the methodical recommendations on perfection of marketing activity management of the АТЕ; a technique of research and equipment: methods of theoretical generalization, supervision, abstraction, formalization, analysis; special research receptions: methods of rating estimation, theory of fuzzy sets, expert estimations, selective supervision, matrix method, method of the theory of probabilities and check of statistical hypotheses; theoretical and practical results: the methodical approach to definition of the generalized qualitative estimation of mutual relation level of the АТЕ with the services consumers is offered, have received the further development representation of the АТЕ marketing activity as object of management as set of traditional, internal and interactive marketing processes, the management system of the АТЕ marketing activity as theproblem-oriented contour, it is advanced: methodical maintenance of choice of the automobile transport services key consumers, methodical bases of a quantitative estimation of the automobile transport services consumers’ loyalty with application of the theory of fuzzy sets; the practical value of the received results will be, that introduction of the developed methods, methodical approaches and recommendations allows to increase a management efficiency by marketing activity of the АТЕ; a subject and degree of introduction: the development are introduced into practical activity Joint-Stock Company «АТП-16363», Kharkov, Joint-Stock Company «АТП-16361», Kharkov; sphere of use: activity of the automobile transport enterprises, educational process.