MODERN METHODS AND STAGES OF PLANNING IN MARKETING ACTIVITIES

Abstract

The article examines modern marketing planning methods, their essence, and their connection to the key stages of developing a strategic marketing plan within an organization. A detailed analysis is provided of essential planning methods, including the analysis of external and internal factors, comprehensive market and consumer behavior research, market segmentation, identification of customer needs, product and service positioning, marketing strategy development, as well as progress assessment and evaluation of marketing performance. Special attention is given to the stages of marketing planning according to Philip Kotler’s approach, namely demand determination, competitive environment analysis, formation of socially oriented marketing strategies, selection of distribution channels, pricing policy establishment, and product promotion activities. The article explores the adaptation of these methods to the current economic conditions in Ukraine, characterized by high market dynamics, digitalization, socio-political challenges, and the need to enhance corporate social responsibility. It emphasizes that effective marketing planning is a crucial factor for improving enterprise competitiveness, optimizing resource utilization, and establishing stable market positions. Marketing management in Ukrainian enterprises is usually carried out by specialized marketing units or departments that perform a comprehensive and objective analysis of both the results of marketing activities and the overall efficiency of the enterprise. Such analysis includes an assessment of real production indicators, sales volumes on domestic and foreign markets, the level of consumer satisfaction, competitive advantages, and resource efficiency. The practical significance of the study lies in the proposed systematization of planning methods and stages, which can serve as a foundation for further scientific research and practical implementation in marketing management at Ukrainian enterprises, promoting their sustainable development amid contemporary challenges. The results of the study indicate that marketing planning methods directly correlate with the stages of forming an organization's strategic marketing plan. At each of these stages, specific goals and objectives are implemented, determined by the appropriate planning methods, which, in turn, provide a comprehensive approach to the development of the enterprise.