Marketing strategy of the enterprise and the principles and factors of its formation | Статья в журнале «Молодой ученый»

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Marketing strategy of the enterprise and the principles and factors of its formation / А. А. Атаева, С. М. Атаева, С. А. Амансахедова [и др.]. — Текст : непосредственный // Молодой ученый. — 2023. — № 15 (462). — С. 160-161. — URL: (дата обращения: 02.10.2023).

Keywords: marketing strategy, manufacturing enterprises, market communication.

During the period of happiness of the stable state, under the wise leadership of the President, our independent, permanent neutral state of Turkmenistan is confidently moving towards new heights of development. Ensuring Turkmenistan's more confident integration into the world community and increasing its competitiveness is one of the priority directions of state policy. The national education and science system plays an important role in the implementation of these tasks.

The forward-looking policy of our National Leader conditions the rapid development of our society and state, and the increasing prestige of our dear Motherland in the international space.

One of the main priorities of the state policy implemented by the President is to further strengthen the technical and economic capacity of our independent country, to develop science in order to increase its intellectual capacity.

The great attention paid by the leader of the country to the comprehensive development of the national economic sectors and the specific tasks he sets for the sectors are a clear path for the prosperity of the economy in the future.

Of course, the development of the national economy at such a pace requires attention and effective work in market relations. Achieving high results in market relations can be solved only by a correct and complete understanding of the market system, high-quality and efficient performance of market-oriented work.

The competitiveness of the products produced in the manufacturing enterprises of Turkmenistan is increasing day by day, and the demand for them is increasing in the domestic and foreign markets. Many of our goods labeled «made in Turkmenistan» find their place in foreign markets as temporary goods. In order to act in such a situation, there is a need to set up marketing activities in the context of market relations.

Improper execution of the resulting buying action, i.e. trading execution, can lead to lower results. That is why it is imperative for every business and industry leader to address marketing. Of course, the period of transition to a market economy of our state has a unique feature, that is, the system of our markets is fundamentally different from other foreign markets. Accordingly, in our case, a special way of working with the market should be chosen. In this regard, it should be taken into account that, when implementing Marketing work, consideration of our nationality, cultural, historical, economic, political, climatic conditions and morals of our people is one of the main requirements of market participants.

Marketing is a philosophy of business, the main task of which is to identify the needs of buyers, target markets and satisfy those needs with the products of the production enterprise, and to force every professional to think about such concepts as «consumer», «market».

Marketing is a socio-economic phenomenon of management, with the help of which people satisfy their needs by producing and exchanging products. This phenomenon consists of the following concepts: need, demand, demand, product, exchange, transaction, market.

A need is a feeling of needing something, whatever it is. Therefore, the primary function of marketing is to identify, manage and satisfy a need.

A demand is a need that has a specific form. For example, a person who comes to eat food first says if I eat something, then comes a specific form, if I have breakfast, and finally, more specifically, if I buy an apple. Each person meets this requirement according to his/her own situation, and many conditions affect it, for example, cultural, historical, geographical, etc.

Desire is a specific need and demand related to purchasing power. People look at their options and satisfy their needs and requirements by purchasing those goods.

A product is anything offered on the market for purchase, use, or consumption to satisfy human needs.

Exchange is the taking of a desired product by offering something else instead. For example, one person can get something from another person that he doesn't have (a farmer plants tomatoes, another plant melons, and the two exchange and satisfy their needs. In trade, this exchange is done by exchanging the product for money between the seller and the buyer)..

A transaction is a trade operation carried out by the agreement of two parties (the terms of the trade, the term, and the place of sale are agreed upon).

In the marketing concept, a market is a set of sellers and buyers of any existing or future product, and a place where a contract is reached between them. Marketing does not necessarily mean that the market is physically located. Broadband media are used without buyers to advertise, display, or accept orders.

Modern marketing requires more than just producing a good product, pricing it attractively, and making it accessible to target customers. Businesses need to communicate with their customers. There should be no surprises in the composition of the communication.

To ensure effective communication, businesses hire advertising agencies to design effective announcements, sales promotion professionals to design incentive programs, and public opinion specialists to build the company's image. Businesses teach their salespeople to be open-minded and aware of all circumstances. For most businesses, communication is not a priority, where how much and how to consume desired products is a priority.

Modern enterprise marketing manages a complex network of communications. He himself communicates with his brokers, buyers and various complexes.

Consumers communicate verbally with each other and with other communication groups. At the same time, each group maintains a communicative relationship with the others. The marketing communication mix consists of four main influencing factors.

A market communicator must have a clear understanding of his target audience before starting work. It can be created by potential buyers of the enterprise's goods, current buyers, and individuals who make decisions and influence their adoption. A community may consist of individuals, groups of individuals, specific sets of relationships, or a large population. Decisions about what to say, how to say it, when to say it, where to say it from, and on behalf of whom to say it will have a definite impact on the target group.

After identifying the target audience, the marketer must determine what kind of response they want to achieve. It is a high impact purchase here. But buying is the result of a long process of making decisions about it. A market communicator needs to know where his target audience is at that time and how to move it.


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Ключевые слова

marketing strategy, manufacturing enterprises, market communication
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