Diagnostic of building enterprises marketing microenvironment in Ukraine

Olha Seleznova
PhD in Economic, Associate Professor, Department of Marketing, Odessa State Academy of Civil Engineering and Architecture, E-mail:olya-v2001@rambler.ru

Cite this article:

Seleznova, O. (2015), Diagnostic of building enterprises marketing microenvironment in Ukraine. Ed.: M. Zveryakov (ed.-in-ch.) and others [Diahnostyka marketynhovoho mikroseredovyshcha budivelnykh pidpryiemstv Ukrainy; za red.: М. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin (ISSN 2313-4569), Odessa National Economic University, Odessa, Issue 3, No. 58, pp. 206–213.

Abstract

The article presents diagnostic of building enterprises marketing microenvironment in Ukraine. Personal questions are developed and a survey of the subjects of the construction industry, according to the constituent elements of marketing microenvironment, is conducted. Approaches to conducting marketing activities at the enterprises, namely the vision of the place and the tasks performed by the marketing department, are studied. The analysis of support and maintenance of contacts with suppliers is made. The characteristics of the interaction of enterprises with customers, research competitors, relations with contact audiences of construction entities are summarized. Conclusions and recommendations on the further marketing activities for enterprises in the market are formulated.

Keywords

constructing company; marketing activity; marketing microenvironment; suppliers; competitors; contact audience; clients.

JEL classification: М310

UD classification: 339.13

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