Pipenko I. Management of the marketing possibilities of the automobile enterprise

The research object is a process of forming and use of marketing possibilities of motor transport enterprise. The purpose is deepening of theoretical bases development of methodical and practical recommendations from the management of motor transport enterprise marketing possibilities.Methods - structurally linguistic and etymologic analysis; approach of the systems; methods of generalization, supervision, comparison, abstracting, formalization; methods of structural design of IDEF0; decoupling; Pareto; concessions; selective supervision; questionnaire questioning; matrix method; vehicle of mathematical game theory.The practical value of the got results consists in that their realization will allow to the enterprises of motor transport to carry out the estimation of marketing possibilities, find out the state of co-operating with the subjects of environment of direct surroundings; to form strategies of the use of marketing possibilities.Degree of introduction - the basic methodical and applied results of dissertation are inculcated in practical activity of motor transport enterprises of Ukraine. The row of the offered positions of dissertation was used in an educational process Kharkov national motor-car-road to the university. Scientific novelty of the got results - the methodical going is offered near determination of marketing possibilities of enterprise, which is based on maximization of accordance of requirements of subjects of environment of direct surroundings and suggestion of ATP due to the cyclic redistribution of the use of certain efforts in obedience to the elements of marketing complex; classification of objects of the system of marketing researches of enterprise, which is built on the sign of aggregate of forces and factors which operate outside an enterprise and influence on his functioning is improved, and, unlike existing, examines a market as aggregate of relations of enterprise with every constituent him marketing environment; concept "marketing possibilities of enterprise", which, unlike existing, determines that their origin predefined by the process of co-operation of enterprise with all possible subjects of environment of direct surroundings; model of process of forming of marketing possibilities of enterprise as to the object of management which exposes an order and maintenance of co-operation of ATP with the subjects of environment of direct surroundings in obedience to the elements of complex of marketing of sphere of services on the basis of process approach with the use of methodology of structural analysis of IDEF0; got subsequent development control system by marketing possibilities of enterprise on the basis of selection purposeful to the contour from forming and use of marketing possibilities of enterprise on the whole and ground of typical works in relation to providing of his effective co-operating with the subjects of environment of direct surroundings; lassification of the states of co-operation of enterprise with the subjects of environment of direct surroundings after signs is a presence of marketing possibilities of enterprise, which is founded on his suggestions, and degree of satisfaction of requirements of subjects; scientifically methodical recommendations from forming of strategies of the use of marketing possibilities of enterprise, which foresee the order of determination of possibility of transition of interactive sides in the desired state, realization of the developed typical strategies and establishment of them optimum parameters on the basis of tool of mathematical game theory.Industry of the use is activity of motor transport.