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    Importance of the enterprise's brand and image for implementation of this activity
    (Maltepe Üniversitesi, 2018) Iastremska, Olena; Iastremska, Olesia; Sigaieva, Tetiana
    The artcile considers the necessity of the formation of an effective image and brand for the successful work of the enterprise. The conditions of their formation, main actions and characteristics were introduced. It is recommended to conduct the budget of expenses of the marketing department for the formation and maintenanceof the effective image and brand. The main tools for forming the image and brand of the enterprise are the integrated marketing communications. It was suggested, for the succesful formation of the image and brand, to determine the information that may be of the interest to the representatives of the external and internal environment of the enterprise,to develop the measures for forming the positive image of the enterprise, to integrate the program of stereotyping the positive image of the enterprise with the aim to achieve the positive image and effective brand. They influence affirmatively the inflow of the financial resources of the enterprise and its competitiveness. In this case, the enterprise will be able to realize the accepted strategies of its development.
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    Marketing tools of tourism products promotion
    (Maltepe Üniversitesi, 2019) Iastremska, Olesia
    One of the most important tasks of marketing is creating demand and sales promotion in order to increase sales, improve the efficiency and profitability of the market. Modern marketing tools more than developing a good product, setting it attractive prices and brings it to the target market of consumers. Marketing tools of promotion tourism products are advertising, personal selling, sales promotion and public relations. Advertising allows the seller to repeat the message over and over again. Personal sales relations, arising in the process, can develop into a deep personal friendship. Personal selling is the most expensive tools of promotion, such as a commercial request costs for industrial company. Sales promotion includes a set of tools such as coupons, contests, awards, etc. Sales promotion can be used to enhance the supply of goods and improve the declining sales. Public relations - communication with the general public – have several advantages. Public relations can achieve multiple purposes that is beyond the power of the sales staff and advertising specialists. Thus, all considered instruments of marketing must be used in a complex for advancement of tourist products and enterprises.