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Starting to study the discipline “Marketing", students, as future specialists of economic specialties, should proceed from the fact that the formation of a market system of management in Ukraine necessitates the transformation of the principles, forms and methods of enterprise management, requires the introduction of new approaches, the experience of which has been accumulated in countries with developed market economies, to achieve the goals set.

In conditions of instability, crisis, increased risk in activities, increased competition in the market, marketing becomes almost the only mechanism that will help the company to realize new opportunities, survive and develop. To maintain, strengthen and grow the company's position in the market, managers and specialists must master marketing, acquire marketing intuition, and master marketing technologies.

Marketing at the present stage is a multidimensional concept, a multidimensional phenomenon.

It is necessary to focus on the fact that marketing is:

- Market management philosophy. Today, marketing should be considered as a theory and practice of managing the production and sale of goods and services, which is focused on the needs and demand of consumers, their fullest satisfaction, and ensures profitable business. Enterprise management should be based on system, situational, program-target approaches that marketing provides. Therefore, each specialist must be able to clearly assess the market situation, its possible consequences, and adjust the company's strategy and tactics in time.

- Strategy and tactics of thinking and actions of subjects of market relations. From the perspective of modern management, managing an enterprise means being able to develop a strategy and tactics for its activities based on a rational combination of the needs of the external environment and internal capabilities of the enterprise. This makes it necessary to switch to marketing as a new basic management concept.

- One of the most dynamic areas of economic activity. Marketing has been around for just over 100 years, but its content has changed significantly over that time. At first it was considered as a marketing activity, then as a management process, and at the present stage it is a social and managerial process aimed at meeting the needs of individuals and individual groups through the creation, supply and exchange of goods that have value.

- Type of professional activity. In the conditions of the formation of a market economy, there is a need not only to train marketing specialists, but also new requirements are imposed on specialists in economic specialties . They must be highly qualified, with new economic thinking, possess modern methods of production and commercial activities, be creative in solving market problems, adapt to changes in the marketing environment in a timely manner and ensure the profitable operation of the enterprise with a focus on market needs.

- A set of specific functions. Despite the fact that today there are different views on the number and content of marketing functions, it is possible to generalize its 4 functions: marketing research, development and planning of the range and quality of products, distribution and sales, advertising and sales promotion.

- Methodology of market activity, which determines the strategy and tactics of the enterprise in a competitive environment. The methodological foundations of marketing are General scientific, analytical, predictive methods, methodological techniques borrowed from other Sciences, a set of technologies that are inherent in marketing.

- Science of the market, market activity. The market, its main elements, and its mechanism are studied in many disciplines. Therefore, the discipline "Marketing "is associated with such General scientific and special disciplines as" Political economy"," macroeconomics"," Microeconomics"," Informatics and computer technology"," Econometrics"," Sociology"," General theory of statistics"," Socio-economic statistics"," enterprise Economics"," Management"," Economic analysis"," commodity science","Economic history".

- Scientific and applied discipline. The study of the discipline “Marketing " is due to the increased importance of marketing training of specialists in economic specialties in market conditions. Students should know that management and marketing are considered in the practice of enterprises in isolation from each other. But they don't contradict each other. Thus, if management sets goals, generates resources, and evaluates performance, then marketing should be considered as a means to achieve certain goals. In other words, marketing management should be used in practice.

Thus, in modern conditions, it is necessary to master marketing and acquire the skills to use it in the practice of enterprises.


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