Economic science/6.Marketing and management

Ph.D. in Economics Sviridova О.V.

Volodymyr Dahl East Ukrainian National University

Іnstruments of interaction of an enterprise – producer of a market attraction and its recipients

Modern forms of interaction that are necessary for the realization of as large as possible quantity of interests of a company and forming effective relationships with various economic agents are characterized by strength and multiple-variability. Market interaction with a large variety of subjects of internal and external business environment composes the content of economic, financial, production, social life of a company: shareholders, owners, staff personnel, customers, competitors, suppliers, intermediaries, creditors, information and consulting firms, trade unions, government agencies, non-governmental and aboveorganizations and others. Despite the possibility of direct or indirect influence over the activity of an enterprise, all of these entities enter into a relationship with a view to the possibility of realization of self-interests, which depends on a balanced social and economic policy of a company concerning a corporate image of a company, its investment and marketing attraction, an attractiveness of its employees in particular. According to that these groups of interesants can be defined as recipients, and an own enterprise as a producer of a market attractiveness.

An interaction between the producer of the attractiveness and its recipients can be both on informal and formal meetings with using various tools such as individual meetings, conferences, seminars, public hearings and roundtable discussions, advisory committees, participation in multilateral forums, membership and participation in the work of groups, that are organized within the community and other associations, interactive forums and more. Involvement of economic agents to the interaction is interactive. Its essential feature is that it involves bilateral communication.

It should be emphasized that a search for new forms and instruments of interaction with economic agents is not a new research trend, this are familiar processes that certainly need to be developed. We can give an example of some of the tools of interaction of a company -producer of the attractiveness and its recipients (table 1).

Тable 1.

Іnstruments of interaction realization

Group of economic agents - recipients of the attractiveness	Іnstruments of interaction
Shareholders / owners	Annual report, meetings, presentations, corporate website, accounting reports, participation in conferences
Employees	Meetings, seminars, corporate events, corporate intranet portals, corporate publications, surveys, collective agreements, codes of ethics, educational trainings
Consumers / clients	Corporate website, contact center, questioning, presentation, annual report, book of proposals, responding to complaints, consultations, negotiations and interviews
Partners	Consultations, corporate website, annual report, participation in conferences, negotiations, business meetings
Investors	Annual Report, meetings, presentations, corporate website, accounting reports, participation in conferences, meetings, publications in mass media
The authorities	Consultations, seminars, round tables
Local communities	Conferences, roundtables, social and charitable programs, media publications

The use of various forms and instruments of interaction in their activity is important not only for commercial structures, but also for non -profit and government organizations, authorities and bodies of local self government. The cooperation of authorities with business, social, scientific, cultural, religious organizations and associations bring significant benefits in the planning and implementation of any social and economic projects. Thus, publications in the mass media, television and radio programs, electronic means of communication, interviews, public hearings, short term or long-term workshops with the involvement of partners and experts, reports, press conferences, "round tables", teaching seminars, discussions, consultations, research and more are the instruments of informing and interaction with economic agents.

Thus, the interaction of the producer of the attractiveness is the construction of honest relationships with all economic agents -recipients, which includes:

a balanced account of opinions and expectations of the interaction’s subjects;

a change in perceptions and expectations of economic agents, influence on their attitudes through persuasive communication and initiatives that leads to a change of the attractiveness of a company -producer;

a mutually profitable cooperation ;

a following the changes in the beliefs of economic agents- recipients of the attractiveness of a company.

The study of essence, kinds and subclasses of a market interaction allows to confirm that a company trying to realize the diversity of their own interests and maximize the effectiveness of exchanging resources, enters into numerous forms of a market interaction. As a rule, there are no clear boundaries of this range, because the final configuration of the market interaction is formed based on the specific character of relationship with every company. You can talk about a relatively stable list of characteristics that are used in the analysis and management decision- making at the beginning of market interactions concerning the estimation of the attractiveness of a company as a participant of one or another subclass of a market interaction.

The vast majority of the characteristics from the similar list is borrowed from other areas of business analysis of a company, in other words the estimation of the attractiveness of a company as a partner in a market interaction is based on traditional indicators of the effectiveness of the functioning and development of a company (income, profitability, reliability of supply, etc.). Simultaneous creating the most useful kinds of interaction with different market subjects requires from a company a compliance of not separate, broken indicators, but forming an integral characteristics of a company – the market attractiveness. A problem of market attractiveness management of an industrial enterprise is a quite difficult in organizing respect challenge that requires thorough scientific research and development of appropriate methodologies.

Literature

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2. Golubyev А. V., Poltinina О. P. Methodological approach to the estimation of the innovation attractiveness of enterprises under today's conditions of development of the economy of Ukraine [Electronic resourse] / Golubyev А. V., Poltinina О. P. –– Access mode: http://www.rusnauka.com/26_NII_2009/Economics/52110.doc.htm]

3. Diagnostics of the condition of an enterprise: Theory and practice [Теxt] : monograph / [А. Е. Voronkova, R. З. Vecherkovski, D. К. Voronkov and others]; за ред. А. Е. Voronkova. – Kh. : INZHEK, 2008. – 520 p.