ДОСЛІДЖЕННЯ ЕФЕКТИВНОСТІ МАРКЕТИНГОВИХ СТРАТЕГІЙ В МАШИНОБУДІВНІЙ ГАЛУЗІ

The article examines the essence of marketing activities and research of domestic scientists in the field of mechanical engineering. The main functional areas that the company can use in the field of internal marketing are training, leadership and support, communication and internal dialogue, external communication, planning, promotion, use of technology, internal research. Mechanical engineering is an extremely important and complex intersectoral complex of Ukraine’s economy, which occupies a significant place in the formation and modernization of material and technical base, embodies the latest scientific and technological progress, provides the whole complex of mechanization and automation of production. Considering the marketing management system of a machine-building enterprise as part of a comprehensive management system, it is necessary to determine the need to assess the external and internal environment, the relationship between the elements of marketing management and structural elements of management. With the help of marketing services, the company provides the information needed for decision-making.A study of the volume of sales of the machine-building industry in 2017-2020 noted that in the last year, enterprises have suffered great damage, as it was necessary to get used to the new operating conditions due to coronavirus infection. The complex system of marketing activity of machine - building enterprises is investigated. A distinctive feature of the company’s marketing strategy is that it is long-term and is a means of achieving the company’s marketing goals; based on the results of strategic marketing analysis; has a certain subordination in the hierarchy of the company’s strategy; determines the market direction of the enterprise; is an integral part of the process of creating a company development strategy, which is associated with a certain logic, consistency and cyclicality