title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Kailas)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of a set of measures to improve the marketing activities of an enterprise (by the example of the Kailas company)
Creators: name: ÐÐ¸ Ð¥Ð°Ð¾ÑÐ½
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐµÐºÐ»Ð°Ð¼Ð°
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³-Ð¼Ð¸ÐºÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
marketing
advertising
marketing mix
marketing activities
marketing strategy

description: Ð¦ÐµÐ»ÑÑ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐµÐºÑÐ¸Ð²Ð½ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð´Ð»Ñ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ-ÑÐºÑÐ¿Ð¾ÑÑÐµÑÐ°, Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð¾Ð¿ÑÑÐ° ÑÐ°Ð±Ð¾ÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Kailas. Ð Ð°Ð±Ð¾ÑÐ° Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Kailas. ÐÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ: Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ñ Ð¸ Ð³ÑÑÐ¿Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸, Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ ÑÐ¸Ð½ÑÐµÐ·Ð° Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð¸Ð½Ð´ÐµÐºÑÐ½ÑÐµ Ð¸ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ, ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ Ð¸ Ð³ÑÑÐ¿Ð¿Ð¸ÑÐ¾Ð²ÐºÐ¸ Ð´Ð°Ð½Ð½ÑÑ, Ð¼ÐµÑÐ¾Ð´Ñ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ. - Ð¸Ð·ÑÑÐµÐ½Ñ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸; - Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð¾ ÑÐµÐºÑÑÐµÐµ ÑÐ¾ÑÑÐ¾ÑÐ½Ð¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Kailas Ð½Ð° Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð¼ ÑÑÐ½ÐºÐµ; - Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ñ Ð¸ ÑÐ·ÐºÐ¸Ðµ Ð¼ÐµÑÑÐ° Ð² Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Kailas; - ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸, ÑÑÐ¸ÑÑÐ²Ð°Ñ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÑ Ð±ÑÐµÐ½Ð´Ð° Ð¸ ÑÑÐµÐ±Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ°; - Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð¾ÑÐµÐ½ÐºÐ° ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ ÑÑÑÐµÐºÑÐ° ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð½Ð¾Ð³Ð¾ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¼Ð¾Ð³ÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÑÑÑÑ Ð² ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð¾Ð¹ ÑÑÑÐ°ÑÐµÐ³Ð¸ÐµÐ¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Kailas, ÑÐ»ÑÐ¶Ð¸ÑÑ Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°ÑÐµÐ»ÑÐ½ÑÐ¼ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð¾Ð¼ Ð´Ð»Ñ Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¿ÑÐ°ÐºÑÐ¸Ðº Ð² ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑÐ°Ñ, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐµÐ´Ð¾ÑÑÐ°Ð²Ð»ÑÑÑ ÑÐµÐ½Ð½ÑÐµ Ð¸Ð½ÑÐ°Ð¹ÑÑ Ð´Ð»Ñ Ð´ÑÑÐ³Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð² Ð¾ÑÑÐ°ÑÐ»Ð¸ ÑÐ²ÐµÑÐ¾Ð²ÑÑ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¹, ÑÑÑÐµÐ¼ÑÑÐ¸ÑÑÑ ÑÐ»ÑÑÑÐ¸ÑÑ ÑÐ²Ð¾Ñ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ. ÐÑÐ¸ ÑÐ°Ð±Ð¾ÑÐµ Ð½Ð°Ð´ ÐÐÐ  Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸: Microsoft Office, Ð² ÑÐ¾Ð¼ ÑÐ¸ÑÐ»Ðµ Microsoft Word Ð¸ Microsoft Excel. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð².
description: The aim of the graduate qualification work is to develop effective recommendations and strategies for improving the marketing activities of an exporting enterprise, based on analysis and study of the experience of the Kailas company. Research methods used: generalization and grouping, analysis and synthesis of information, index and statistical, competitive analysis, comparison and grouping of data, methods of economic efficiency. The main results of the graduate qualification work. - theoretical principles in the field of marketing activities have been studied; - analyzed the current state of marketing activities of the Kailas company in the international market; - identified the main problems and bottlenecks in the marketing strategy of the Kailas company; - a set of measures has been developed to improve marketing activities, taking into account the specifics of the brand and the requirements of the international market; - an assessment of the economic effect of the developed set of measures was carried out. The areas of the graduate qualification work results application: the results of the study can be used in managing the marketing strategy of Kailas, serve as educational material for studying marketing practices in universities, and also provide valuable insights for other companies in the lighting technology industry seeking to improve their marketing activities. Information technologies such as Microsoft Office, including Microsoft Word and Microsoft Excel were used while working on the graduate qualification work. Conclusions. Tasks have been solved, aim has been achieved, the areas of the results application have been determined