Essence, Role and Characteristics of the Product in the Enterprise’s Marketing Activities

The process of managing marketing activities at the enterprise is a complex process of planning and organizing the company’s marketing activities with the aim of meeting the needs of consumers of goods and services, as well as obtaining the greatest profit on this basis. The process of managing the marketing activities of a business entity can be defined as the analysis, planning, implementation and monitoring of the implementation of relevant marketing programs aimed at creating, maintaining and expanding profitable relations between the enterprise and its customers. The purpose of the research is to substantiate the theoretical and research practical aspects of managing the marketing activities of the enterprise in conditions of competition.