Marketing concept of resource-saving mechanism mineral water market
The article outlines that the introduction and application of the marketing concept will enable to create an effective basis for management, business and production and marketing activities of the company both on the external and on the domestic markets. In the conditions of the market and the instability of the marketing environment, a marketing concept is proposed as a mechanism for regulating variable processes and providing possible positive economic outcomes. The significance of the marketing concept, in particular during the crisis periods, when it is very important for enterprises to optimize resources, strengthen their own positions in the food market, is. The article analyzes the features of marketing functions of the resource-saving mechanism of the mineral water market. The system interconnection of its tasks on the macro and meso levels is described, which allows to evaluate their development. The current state and dynamics of implementation of resource-saving projects in Ukraine are considered, which testify to the preconditions for the active use of mechanisms for resource saving management.