THE ROLE AND SIGNIFICANCE OF MARKETING IN THE PRODUCT POLICY OF THE ENTERPRISE

Abstract

Nowadays the salespeople widely use the marketing principles in their activity. In many Russian enterprises there already appeared marketing services and they are effectively functioning. At the same time the marketing principles have not become a real basis for effective management at the enterprise yet. With marketing tools the head of commercial enterprise or an employee of marketing department receive the necessary information about the products consumers want to buy and why they want, what price consumers are willing to pay. That implies the definition of market capacity, as well as determining the place where the sale of enterprise’s products can bring the greatest profit.