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Liburkina L. M.

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The Marketing Management Process of Passenger Vehicle Rental Companies
Zviagintseva O. B., Dumenko K. M., Melenchuk T. M., Verlanov O. Y.

Zviagintseva, Olga B. et al. (2025) “The Marketing Management Process of Passenger Vehicle Rental Companies.” Business Inform 7:578–587.
https://doi.org/10.32983/2222-4459-2025-7-578-587

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.656.1

Abstract:
The article highlights and analyzes the specific features of the marketing management process at enterprises that provide passenger vehicle rental services in Ukraine, namely, an analysis of the passenger vehicle rental market in Ukraine under the influence of the internal and external environment of transport enterprises, the identification of target groups of consumers of passenger vehicle rental services, and the development of a marketing complex for vehicle rental enterprises. The aim of the article is to outline ways to simplify the marketing activities of enterprises providing passenger vehicle rental services, taking into account the marketing features of such enterprises and services. In the process of writing the article, methods of analyzing secondary information about the passenger vehicle rental market in Ukraine and the world were used, as well as ways to develop components of the marketing management process for lessor enterprises, namely, reports of independent consulting companies, forums of lessees and lessors of passenger vehicles, blogs of representatives of rental service enterprises, etc. Also, methods of collecting and analyzing primary marketing information – observations, expert assessments, in-depth interviews with participants in the vehicle rental market were used. The result of the scientific research is to provide potential and existing representatives of the passenger vehicle rental market – lessor enterprises – with methodological recommendations on marketing management at such enterprises, taking into account their marketing characteristics and features. In the future, it is advisable to conduct a more in-depth and thorough analysis of each component of the marketing management process of enterprises providing the passenger vehicle rental services to increase the efficiency of this process for these enterprises.

Keywords: marketing management process, passenger vehicle rental services, passenger vehicle rental market.

Tabl.: 4. Bibl.: 15.

Zviagintseva Olga B. – Doctor of Sciences (Economics), Associate Professor, Professor, Department of Management and Finance, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]
Dumenko Kostyantyn M. – Doctor of Sciences (Engineering), Associate Professor, Professor, Department of Engineering Technologies, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]
Melenchuk Tetyana M. – Doctor of Sciences (Engineering), Professor, Professor, Department of Engineering Technologies, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]
Verlanov Oleksandr Yu. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Finance, Pylyp Orlyk International Classical University (2 Kotelna Str., Mykolaiv, 54000, Ukraine)
Email: [email protected]

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