ABSTRACT
The marketing department of an enterprise is responsible for the positioning of products and services in the market in a proper manner. The task of the marketing management is to communicate the added value of the services and products of the company to the customers, build up further relationships with them and ensure that they are satisfied. When realising the marketing planning, the marketing department should take into account the other departments within the enterprise such as management, purchasing, production, planning, finance and administration. There are few markets without competitors. Competition in the market keeps the suppliers sharp, due to this they wish to better respond to the needs of the customers and position themselves more strongly with regard to the others. The enterprise obtains insight into the market players involved, such that the enterprise can promptly respond to the reactions of these players.
