Course analysis of marketing activities

ntroduction 2
1. Theoretical bases of the organization of marketing activity of the enterprise 3
1.1 The essence and principles of marketing activities 3
1.2. Directions marketing activities 4
1.3. Process management of marketing activity of the enterprise 5
2. Analysis of the marketing activities of JSC "Russian Railways" 10
2.1. Brief description of the company 10
2.2. Analysis of the "Russian Railways" product policy 13
2.3. Analysis of customer segments 16
2.4. Analysis of the main competitors of the enterprise 17
2.5. The analysis of JSC "Russian Railways" pricing and marketing policy 22
3. Improvement of organization of marketing activities on the "Russian Railways" 25
3.1. Optimization of marketing activities of the enterprise 25
3.2. The effectiveness of the optimization of marketing activities. 29
Conclusion 31
References 33
Applications 35