Korzh M. The Methods of the Functional Approach in a Sistem of Marketing at the Industrial Enterprise (on an example of joint-stock company "NKMZ")

An object of the research - enterprise of heavy mechanical engineering and production, let out by them, place of its operation. A purpose of the research - improvement existing and development new methods in sphere of the analysis of a level of competitiveness of industrial production on the basis of research of its functioning on places of operation. Methods and equipment of research: methods of the statistical analysis, economic-mathematical modeling, selective supervision, expert estimations, forecasting. The account of parameters of work of the enterprise on the basis of the developed methods of the analysis was carried out with use of computer facilities. The theoretical and practical significance of the results consist in development of the marketing concept at the modern enterprise in conditions of transition of Ukraine to the market relations, increase of the importance of the functional approach with research and analysis of production of industrial purpose, development of a technique of the analysis of competitiveness of production of industrial purpose in view of its specifity, which creates the preconditions for increase of accuracy of its account by research of functions, carried out by the machine, and in conformity with it of automatic selection of technical parameters. The scientific novelty of result of the research: the circuit of hierarchy of the factors influencing to the decision on a purбhase of an industrial product is developed; the complex parameter of competitiveness on technical and economic level of production of industrial purpose from a point is removed sight of the functional approach in marketing; the basic equation of functioning and final formula of account of competitiveness кранового of the equipment is removed. The field of application: industrial enterprises of various industrial branches, for personnel training in economic specialities.