Marketing Tools for Forming Product Policy Influence

Abstract

Objective: is to study consumer behavior and marketing complexes that arise in the processes of managing marketing activities in enterprises related to car production

Methods: General and modern marketing concept, relationship marketing philosophy, integrated marketing philosophy, internal marketing philosophy, performance marketing philosophy concept were used.

Implications of the study: Developing a structured procedure for tailored marketing planning and the importance of weaknesses and strengths within the elements of the consumer-sales mix for automotive businesses.

Conclusion: The strengths and weaknesses of the enterprise were analyzed to increase the realization of the product. Marketing is a purposeful activity conducted by organizations and enterprises to facilitate exchange and sales in market conditions. It aims to enhance efficiency and effectiveness in marketing activities, making a product more marketable by understanding and meeting consumer demand in terms of quality and quantity. This involves producing goods based on consumer demand and introducing them into the market environment. Additionally, aspects such as transportation, pricing, warehousing, and providing services to consumers including both pre-sales and after-sales services are considered crucial for success in marketing endeavors. Decisions in these areas are facilitated by the justification of the marketing mix. Product policy forms a significant part of these decisions.