Kosenko V. Commercial denotations in increasing the effectiveness of marketing activity of the food industry enterprises

The object of the study are the processes of generation, operation and efficiency of commercial designations in the marketing activities of enterprises. The subject of research are theoretical, methodological and practical aspects of commercial designations to improve the efficiency of marketing activities of the food industry. The thesis is devoted to the improvement of theoretical positions and development of scientific-methodical and practical recommendations for the effective application of commercial designations in the marketing activities of the food industry. The study used the methods of scientific research: epistemological and system analysis, induction and deduction, synthesis and comparison, classification, statistical analysis, empirical study, the graphical method of expert evaluation. Developed a classification framework and stages of implementation of commercial designations depending on the economic and legal provision that allowed to systematize existing commercial designations and determine the prospects for their use in accordance with the effective marketing of the company. Improved structural and logical sequence of improving the effectiveness of marketing activities of the enterprise by identifying indicators of control. Defined scientific and methodical approach to the introduction of commercial designations in the marketing activities of the food industry, based on the structuring of management decisions to build its own brand. Provided the use of matrix analysis to determine market positions trademarks food industry. Developed the scenario approach to inform management decisions to determine the positioning strategy, which is based on protecting the market position of the brand enterprises in the food industry. Basic theoretical positions, conclusions and proposals contained in the thesis, are scientific and practical value used ODO "Satanovskiy cannery" SE "Dvurechanskogo PKZ OSS", LLC "Volochysk Poultry Farm", LLC "TM Delight" Ukrainian Marketing Association, Khmelnytsky National University.