FUNCTIONAL ASPECTS OF THE MARKETING MANAGEMENT SYSTEM OF CONSTRUCTION ENTERPRISES

Abstract

The work is devoted to the problem of formation and development of marketing in Ukraine. To reveal the eight stages of the marketing market, under the process of enterprise marketing management analysis, planning, implementation and supervision of activities that have a program, strengthen and promote beneficial exchange with targeted purchases.
Based on the conducted research, it can be concluded that theoretical approaches to the formation of management of marketing activities of enterprises continue their development in the work of scientists. The central place in this issue is occupied by management functions: planning, organization and control of marketing activities of economic entities.
It is clear that real estate requires significant financial resources, and geomarketing helps developers allocate their budgets more effectively by identifying areas with high potential, conducting personalized marketing activities tailored to specific areas of a city or region or demographic group, increasing the relevance of messages for buyer results or future ones. tenants
An assessment of the riskiness of construction in the regional markets of Ukraine was carried out. There are three levels of risk. Seven regions have the highest degree of risk (Zaporizhia, Kirovohrad, Mykolaiv, Sumy, Kharkiv, Kherson, Chernihiv regions). Vinnytsia, Zakarpattia, Ivano-Frankivsk, and Lviv regions can be classified as regions with a certain high level of risk, where the recovery has already begun, which has worsened both the increase in real estate prices and the recovery of most of the objects. Other regions are in the zone of comparative risk, it is expected that the drop in sales volumes here will be from 74% in the city of Kyiv to 99% in the Rivne region. If the development company already has facilities for these purposes, then it is possible to recommend the restoration and the implementation of stimulating requests for marketing activities, and if the construction of the facilities is only planned, then a thorough market study and risk assessment should be carried out.
The proposed indicators can provide construction enterprises with a comprehensive understanding of the effectiveness of their marketing activities. Adapting the choice of indicators to the specific goals and strategies of the enterprise is crucial for accurate performance diagnosis and continuous improvement