Use of marketing principles and tools by a government customer

Abstract

Purpose: the purpose of the study was to study and summarize the features of marketing activities in the field of state order as a specific procurement activity, on the one hand, and on the other hand, as a special type of economic activity of the state and its structures. Discussion: the public procurement system is an important part of the work of the state mechanism, which allows all its functions and tasks to be realized. However, when entering the market of goods, works and services as a major buyer (customer), the state must adapt to market laws and realities for the sake of preserving the positive characteristics of the existing economic system and economic situation. The most important tool for such adaptation is marketing as a set of concepts, methods and ways of managing thr activities of the organization in market conditions. Results: the main characteristics of the procurement system for meeting state needs, the tasks of the contract system and the principles of its functioning were considered to substantiate its specificity as a special economic activity. The authors identified a number of features that are integrated, objectively inherent in this activity properties, which made it possible to conclude that the adaptation of theoretical concepts and practical tools of classical marketing to the needs of the state is inevitable. The tasks and functional areas of marketing in the sphere of state order are also formulated, based on the classical "commercial" understanding of the meaning of the enterprise's work in market conditions, but taking into account the peculiarities of the functioning of the state as a market entity. Particular attention is paid to the available options for the distributing of marketing functions among officials involved in the procurement system. The general conclusion is made that the possibilities and methods of using marketing technologies by the state customer are determined by the peculiarities of the functioning of the state within the framework of the economic system, as well as the public procurement market itself.