Let’s look into the marketing information necessary for taking decisions. Necessary information Strategy development Market capacity and its dynamics, the Production program forming product price and packaging which will appeal to the consumers The product price expected by the consumers Financial strategy and sensitivity towards it, which prompts the consumers to buy the product Place of living of the consumers, place of Distribution strategy purchasing of the product Source of information for the buyers, the Product promotion strategy “language” they speak Necessity of accompaniment and service, HR management strategy volumes of the sales Conclusions and suggestions. The table outlines only the basic issues which are essential for the development of effective strategies. In fact there are much more issues and the exhaustive list can be made only for a specific situation. Nevertheless the information available testifies to the fact that “marketing” approach to strategic planning makes up the basis of successful future. Literature: 1. Peter Druker, Management: Tasks, Responsibilities and Practices (New York: Harper & Row, 1973),ch.7.]. 2. Cotler F., Keller К.L., Marketing management. Express course. Third edition. – SPB .:St. Petersburg, 2008. – 480 p. 3. Campbell D., Stonehouse D., Houston B. Strategic Management – М.: «Publisher’s Prospect», 2003. – 336 p. 4. Minzberg., Alstrand B., Lempel D. Strategy Schools.–: St. Petersburg, 2000.– 336 p. 5. Minzberg G., Quin J. B., Goshal. Strategic process. – St. Petersburg, 2001. – 688 p. 6. Ostashkov А. V. Marketing : manual. / А. V. Ostashkov –Penza, 2005. – 303 p, 7. Sladkevich V. P. Strategic management of organizations: textbook for university students.—К.: Publishing House «Personal», 2008. — 496p. 8. Law of Ukraine «About the Fundamentals of National Security of Ukraine»
Boris Struk PhD Student, Volyn Institute for Economics & Management Ukraine. Lutsk Marketing as the basis of Strategic Planning Summary The article highlights the issue of availability of the output information for strategic planning. The necessity of having marketing information for making effective strategic decisions and their further implementation are also outlined.
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