Punin Y. Marketing activity of the enterprise on the market of industrial goods

The dissertation is devoted to deepening of theoretic bases and working out of practical recommendations on efficiency increasing of marketing activities management of the enterprises on the markets of industrial goods. The conceptual and categorical apparatus of the investigated subject has been developed. The models of client’s interaction on these markets are systematized, which allowed to take into account the change of consumer behavior under the influence of modern Internet environment development. Based on the analysis of the level of development of marketing activities in the market of flexible packaging of Ukraine its instrumental features are determined for industrial manufacturers and distributors. Using a cluster analysis, a low level of application of Internet marketing in the investigated market was identified. The matrix of the strategy of Internet marketing choice is offered depending on the level of importance of the product for the buyer and the frequency of purchases. The necessity of applying the benchmarking approach in the processes of evaluating the effectiveness of Internet marketing tools is substantiated. Suggestions have been made to optimize the allocation of budgets among individual instruments based on the use of the multipurpose optimization model. A component structure of product management is proposed, taking into account the cross-functional nature of its application in order to achieve a synergistic effect on the marketing activities of an industrial enterprise in a dynamic market environment. The integral index of performance evaluation of the product manager is offered.