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MERICAN Journal of Public Diplomacy and International Studies
www.
 grnjournal.us 
 
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justifying the expediency and necessity of the production of a certain product based on the 
determination of existing or potential demand; 
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organization of scientific-research works that satisfy the needs of consumers; 
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production and financial organization planning; 
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formation and improvement of product marketing system; 
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ensure that all the company's activities, including operational management of various stages 
of the production process, after-sales service, are oriented towards the expansion and 
promotion of product sales. 
Marketing allows you to balance supply and demand, which is impossible without accurate 
demand forecasts based on consumer research. In addition to the research function, the 
application of the marketing approach to the company's activities facilitates product realization, 
including promotion, facilitation and regulation. Promotion is related to the need to create a 
consumer's desire for what the company offers, to design the product attractively and to promote 
it intensively. Assistance means ensuring the availability of goods for the consumer, for 
example, offering favorable credit terms, well-informed sellers. According to Bagiev GL,
 
According to JN Moiseenko, marketing as a company management system is designed to 
provide: 
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to have reliable information about the producer (seller) market, the structure and dynamics of 
needs and demand, consumer preferences; 
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creation of such a product, assortment that best meets the market requirements, which allows 
solving the consumer's problem more effectively than competitors; 
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to have the necessary influence on the consumer, on the market situation, to ensure the 
maximum possible control over the sale of products. 
For the purposes of marketing activities, a lot of attention is paid to the product or service, but 
considering the fact that marketing is focused on the consumer, it is necessary to quote the 
opinion of the founder of marketing, F. Kotler, who defines marketing as a type of human 
activity aimed at "satisfying needs and requirements through exchange". . The goals of using a 
product-oriented marketing approach in managing a company should be complemented by 
consumer-oriented goals, which are to achieve the following: the highest consumption, 
maximum consumer satisfaction, the widest choice, the highest quality of life. 
Using a marketing approach in managing a company requires a certain organizational structure, 
which should include marketing services. The company's activity is determined by the specific 
characteristics of its structure and size, as well as its scope of activity and the type of market 
served. 
In modern society, both in the country and abroad, against the background of the complex 
financial and economic situation, there is a sharp change in consumer demand, a change in the 
scale of production, and the genesis of various market factors. These conditions require the 
company to respond adequately by improving not only production and market activities, but also 
its management mechanism. In relation to the above, marketing planning should be flexible and 
dynamic; its structural elements - marketing plans are elastic only when they can change their 
organizational forms under the influence of internal and external factors. However, if the ability 
to change is built directly into the structure, 
The first step in marketing planning is to develop a marketing strategy. A marketing strategy is a 
general plan of marketing activities for a particular product. According to ZN Shuklina, strategy 
is the choice of the main directions of the company's development, the setting of a global goal 
with the further development of ways to achieve it. The most relevant strategies are pioneering 

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