MANAGEMENT OF MARKETING RISKS OF THE ENTERPRISE AT DIFFERENT STAGES OF THE PRODUCT LIFE CYCLE

The article examines approaches to understanding marketing risks and characterizes marketing risks by elements of the marketing complex. Risk can be considered as a consequence of decision-making in conditions of incomplete, inaccurate or contradictory information, that is, in conditions of uncertainty or incomplete certainty. As a result of a detailed analysis of approaches to determining the essence of marketing risks, a proper definition of «marketing risk» was determined, which provides an integrated system of uncertainties and potential threats arising in the field of marketing activities of the enterprise. Marketing risk includes threats of full or low sales of products, demand mismatch, loss of profit due to non-use of market opportunities, risk of price changes for goods and components. The causes of marketing risks are substantiated and it is determined that product risks in marketing activities can be classified into risks arising from the development of a new or change to an existing product (innovation risk) and risks arising at various stages of the product life cycle. The main types of marketing product risks are defined and management solutions for their minimization (strategies) are proposed at various stages of the product life cycle: introduction, growth, maturity and decline.