Practical tools for solving the main tasks of marketing of business organization
The urgency of setting the main marketing objectives of a business organization: the correct choice of markets and market segments and achieving the target market share. The purpose of the research is defined in the form of consideration of author’s practical methodical approaches to the solution of the main marketing tasks of the business organization. Three necessary and sufficient conditions for the choice of the target market are determined: sufficient market capacity, acceptable competition and satisfactory average industry profitability. The values of market and market segment attractiveness factors and problems associated with their estimates are indicated. The typology of the markets based on the degree of their attractiveness is offered. The expansion of the traditional marketing complex as a tool to achieve the target market share of the company is justified. It is proposed to consider four areas (quantity, range, quality and price) for the three factors of the marketing mix (product, sales and promotion). Set