SPECIFIC FEATURES OF MARKETING-MANAGEMENT IN THE TRAVELING INDUSTRY ENTERPRISES

Marketing management is the expression of the efforts of travelling industry enterprises to solve the problem of travelling product sales in order to make profit. This goal is based on a thorough knowledge of the existing and potential clients' needs, on adjustment of the travelling production to their needs, satisfaction and on the mutual linkage to the social requirements. The philosophy of the marketing management strategy stems in the idea: how to exist. Both general and specific goals of marketing management present the basis of the plan of a travelling industry product establishment. The situation marketing analysis comes out of data providing the basis of the research of marketing environment external factors. The internal factors analysis is rooted in identification of the travelling industry resourse profile, in determining strong and week sides of the enterprises and in the identification of specific priorites of the travelling industry enterprises. Conception and complexity together with the use of specific features of the travelling industry product are the basis and preconditions of a successful aplication and efficient use of marketing management in the practice of travelling enterprises.