FORMATION OF THE SYSTEM OF MARKETING PRODUCT POLICY

Abstract

It is established that companies use various concepts, approaches, and policies to develop product markets, among which the marketing product policy is of special significance. The components of the product policy are defined. The author proposes his definition of the essence of the product policy concept, which provides for consideration of the activity area as well as a set of tools (instruments) and methods (techniques) for the fulfilment of certain interests in order to achieve certain goals in a certain environment. The article examines the marketing mix that develops a number of marketing policies, namely: the element of the marketing mix - product ; the element of the marketing mix - price; the element of the marketing mix - place; the element of the marketing mix - promotion. The article systematizes the interpretation of the scientists with regard to the essence of the concept of a company's marketing policy in the market and identifies four main theoretical approaches, namely: process approach; management approach; instrumental approach; financial approach.  The functions of the marketing policy are specified. The marketing product policy is examined as a system, in which certain components operate, with each of them serving the respective process. The elements of consumer and trade marketing as well as assortment and pricing policies as the components of the marketing product policy are proposed.