A Methodology for Evaluating the Efficiency of the Enterprise’s Marketing Activities
Authors: Pivavar I. V., Ponomarenko O. O., Lisna I. F.
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The article analyzes the methodology for evaluating the efficiency of the enterprise’s marketing activities. The economic effect of marketing activities is the ultimate economic result of the implementation of relevant marketing activities (effect, impact, effectiveness and others), planned and expected for a single actor in the market relations. Economic efficiency is a derivative of achieving a positive result of implementing the marketing solutions at optimal spendings of material and financial resources, taking into account the performance of planned tasks on turnover and profit. Thus, the formation of a marketing information system at enterprise becomes a necessary and imperative condition for planning, implementing and evaluating the efficiency of marketing activities (when applying any of the methodical approaches described), functioning of which should meet the various operational needs of the economic, production-technical, other marketing solutions, but also the development of marketing measures. The article describes two types of designing the economic-mathematical models. First, there is a necessity to be aware of purely economic issues and to have a mastery of statistical methods of information processing, nonetheless the deep special knowledge of the complex mathematical instrumentarium is required. Secondly, in order to identify regularities of the dynamics of changes in the factors under research over a certain period, as well as the nature of influence of these changes on effective estimates, it is necessary to build dynamic series, an obstacle for which often is the limitations of the necessary information, expressed in the absence of large dynamic series. And thirdly, it takes time to create such a model, while the market situation changes quite quickly, that is, it may happen that the factors influencing performance may change, and hence the nature of the relationship between function and argument, when referring to a static model. In practice, when designinig a model, researchers typically select the number of factors and the grade of complexity of the model on the basis of specific requirements (priorities and evaluation criteria).