FEATURES OF THE FORMATION OF THE MARKETING POLICY OF THE HOTEL INDUSTRY
The purpose of the article is to determine the peculiarities of the formation of the marketing policy of enterprises of the hotel industry in Ukraine. The essence and structure of the marketing policy of enterprises are considered, stages of formation of marketing policy are defined. It is proved that the marketing policy includes a wide range of activities, and it is unlawful to identify it only with price policy. The development of marketing policies is necessary in order to ensure the effectiveness of the activities undertaken by the enterprise. And the formation of a marketing policy as a process depends on the organization of marketing at the enterprise, its goals and objectives
The marketing policy tools are listed. The process of formation of marketing policy, which is carried out in three stages, is considered.
It is noted that the marketing policy includes a wide range of activities, and it is unlawful to identify it only with price policy. Practitioners who want to have a clear course in a volatile market environment should develop a comprehensive document "Marketing Policy", which should include the section "Enterprise Price Policy". It is in the latter that the justification of price changes in the general framework of market behavior of the organization should be given.
Thus, modern hotel enterprises, aimed at long-term and sustainable activities, should plan their marketing policies in order to cover all areas of its operation in the market according to the set goals, taking into account changing environment conditions.
Magaletskiy, A.V. (2011) Formuvannya marketingovoї polіtiki pіdpriєmstv gotelnogo gospodarstva: avtoref. dis. ... kand. ekon. nauk : 08.00.04; Kiїv. nats. torg.-ekon. un-t. Kiїv, 22.
Matsekha, D. S., Buriy, S. A. (2014) Marketing u sferі gotelno-restorannogo bіznesu ta turizmu. Vіsnik Khmelnitskogo natsіonalnogo unіversitetu, 5, 2, 43-47.
Polіtika ekologіchnogo menedzhmentu v sistemі upravlіnnya pіdpriєmstvom gotelnogo gospodarstva (n.d.). Retrieved from: http://www.confcontact.com/2017-ekonomika-i-menedzhment/8_lashko.htm
Yankovska, G.V. (2019) Marketingovі komunіkativnі strategії pіdpriєmstv gotelnogo gospodarstva: avtoref. dis. ... kand. ekon. nauk : 08.00.04; Kiїv. nats. torg.-ekon. un-t. Kiїv, 24.
Zhdanova, O.S. (2009) Osoblivostі formuvannya marketingovoї polіtiki promislovikh pіdpriєmstv. Vіsnik KhNU, 6, 3, 65.
Skladovі suchasnoї marketingovoї polіtiki rozpodіlu produktsії pіdpriєmstva (n.d.). Retrieved from: http://www.economyandsociety.in.ua/journal/4_ukr/20.pdf
Marketingova polіtika (n.d.). Retrieved from: https://inconsulting.com.ua/uk/inshi-poslugi/marketingov-poslugi/market-politika-ua.html
Obolentseva, L. V., Kolesnikov, O. M. (2013) Konspekt lektsіy z distsiplіni «Marketing turizmu» (dlya studentіv 4 kursu dennoї formi navchannya napryamu pіdgotovki 6.020107, 6.140103 «Turizm») ; Khark. nats. akad. mіsk. gosp-va. Kharkіv : KhNAMG, 87.
Nechiporuk, S. V. (2012) Formuvannya marketingovikh strategіy pіdpriєmstv gotelnogo gospodarstva na osnovі іnstrumentіv kontrolіngu: avtoref. dis. ... kand. ekon. nauk : 08.00.04; PVNZ "Єvrop. un-t". Kiїv, 20.
Danilenko, M. І. (2016) Іnternet-marketing pіdpriєmstv gotelnogo gospodarstva : avtoref. dis. na zdobuttya nauk. stupenya kand. ek. nauk : spets. 08.00.04. Kiїv, 24.
The authors who publish in this collection agree with the following terms:
• The authors reserve the right to authorship of their work and give the magazine the right to first publish this work under the terms of license CC BY-NC-ND 4.0 (with the Designation of Authorship - Non-Commercial - Without Derivatives 4.0 International), which allows others to freely distribute the published work with a mandatory reference to the authors of the original work and the first publication of the work in this magazine.
• Authors have the right to make independent extra-exclusive work agreements in the form in which they were published by this magazine (for example, posting work in an electronic repository of an institution or publishing as part of a monograph), provided that the link to the first publication of the work in this journal is maintained. .
• Journal policy allows and encourages the publication of manuscripts on the Internet (for example, in institutions' repositories or on personal websites), both before the publication of this manuscript and during its editorial work, as it contributes to the emergence of productive scientific discussion and positively affects the efficiency and dynamics of the citation of the published work (see The Effect of Open Access).