Özet:

The purpose of the paper is to develop scientific and methodical approaches and proposals for improving the organization of marketing activity of the coal-mining enterprises of Ukraine in the conditions of instability in demand. Methodology. To achieve this goal used methods: statistical analysis, synthesis, comparison, structural and logical, expert evaluation, ranking. Results. Factors affecting the organization of the processes of sales activity of coal mining enterprises are revealed. Trends of the modern development of the domestic coal market in Ukraine are determined. The dynamics of marketing performance of coal mining enterprises is analysed. Proposals for improving the organization of marketing activity of the coal-mining enterprises are developed, principal among which are the formation and development of a system of contractual relationships with various categories of consumers of coal products; rationale for the creation of the syndicate as the organizational-economic mechanism of management of marketing activity of the coal-mining enterprises of various forms of ownership; formation of the methodical approach to the selection of an effective channel of coal sales; information support. Practical implications. The expected economic effect of the implementation of measures to improve the organization of marketing activity of the coal-mining enterprise is designed. It consists of cost savings on marketing by increasing the level of coherence between the enterprise and the loading and transport management at the conclusion of contracts for the provision of transport services; formation of optimal schedules of wagon movement; rational use of cars on duty; reducing maintenance time consumers of coal products. The introduction of a set of measures to improve the organization of marketing activity of enterprise through improving a service of various categories of consumers and improve the contractual relationships will contribute to the formation of evidence-based marketing strategy that will meet the requirements of modern management. Value/originality. The main idea of the study is to develop theoretical and scientific-methodical provisions and develop practical recommendations to improve the organization of marketing activity of the coal-mining enterprises of Ukraine.

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