Mykhaіlova M. Marketing planning in catering business enterprises

Object - the process of marketing planning at the enterprises. The aim - the development of theoretical statements and development of methodical and practical recommendations concerning marketing planning at the enterprises of catering business. Methods of the research - general scientific and special methods of the research: analysis, observation, comparison, ranking correlations of studying the experience of marketing activity at catering enterprises, interrogation, questioning, qualitative and quantitative analysis, economic and statistical methods. The results of the dissertation research are practical recommendations for the entrepreneurs in catering business, which allow actively provide marketing planning, carry out complex evaluation of marketing activity of catering enterprise and ensure the effectiveness of marketing activity. The author proposed scientific and methodical approach to the evaluation of the level of catering enterprise's marketing activity; the system of monitoring indicators of the results of marketing activity; methodical approach to the evaluation of the satisfaction level for customers of catering enterprises; the proposals concerning the formation of marketing policy of emotions, organization of the interior market in catering enterprises; the recommendations on the application of marketing innovations. Scientific novelty of the obtained results. Conceptual model of marketing planning at the enterprise; the model of marketing complex for catering enterprises with the "5P+E" configuration; scientific and methodical approach to the evaluation of the customers' satisfaction level; conceptual background of marketing activity monitoring at catering enterprises are improved. Conceptual structure of the planning theory in the part concerning the essence of the notion "marketing planning"; theoretical and methodical factors of marketing planning and the development of marketing program of catering enterprises; scientific and methodical approach to the evaluation marketing activity operation at catering enterprise were elaborated. The level of introduction - inculcated into manufacture and teaching process. The sphere of application - catering business.