THE MAIN ASPECTS OF THE DEVELOPMENT OF MACHINE-BUILDING COMPANY PRODUCT POLICY AS AN IMPORTANT ELEMENT OF ITS MARKETING

Abstract

The article argues methodical recommendations on the development of product policy the introduction of which at the enterprises of mechanical engineering will provide an integrated approach to the analysis of increase of competitiveness, prospects of commodity range and efficiency of the whole activity of an enterprise. The theoretical importance of the results of the study consists in developing theoretical bases of food marketing and staging the use of the suggested tools if life cycle and branch specifics of goods taken into account. The study considers single directions of product policy development and their connection with the strategy of searching for prospect goods and markets. The conditions necessary for producer’s product policy development are stated.