Purpose. To develop models describing forms of organization of production activity in terms of probabilistic nature of demand and determine their being effected by strategies of marketing interaction with the product consumers. Methodology. The theoretical models were based on classic models of mass service, methods of sales planning, and studies on rational strategies of marketing interaction of a consumer of limited-demand products, the need in which is of probabilistic nature. Such parameters as maximum (peak) involved production capacity and maximum warehouse capacity required in terms of predicted production volumes are taken as the criterion of effect of a strategy of the manufacturer-consumer marketing interaction. Findings. Certain dependences have been obtained making it possible to calculate the maximum (peak) involved production capacity depending on the predicted production volume, warehouse capacity, and organization of production activity of an enterprise. It has been shown that the organization of marketing interaction between a manufacturer and a consumer of limited-demand products, the need in which is of probabilistic nature, on the basis of marketing partnership strategy helps reduce considerably the peak loads of production facilities and warehouse capacity, which is necessary to maintain production activity of an enterprise. Originality. On the basis of a mass service theory, a form of organization of production activity of an enterprise is substantiated that manufactures goods of differentiated need and limited demand of probabilistic nature. It has been proved that a current marketing strategy of interaction between a manufacturer and consumer of such a product influences considerably the organization of production activity of an enterprise-manufacturer. A form of organization of production activity of an enterprise has been substantiated; in terms of organization of interaction with a consumer on the basis of marketing partnership relations, it helps reduce significantly the peak loads of production facilities and the involved warehouse capacity to store ready-made products. Practical value. The obtained results can be applied to plan the forms of organization of production activity of an enterprise that manufactures limited-demand products, the need in which is of differentiated nature, and to substantiate rational marketing interaction with a consumer of such kind of product.

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