Класифікація показників результатів маркетингової діяльності

Abstract

Обґрунтовано необхідність класифікації показників результативності маркетингової діяльності через виокремлення універсальних критеріальних ознак. Визначено сутність поняття «критерій результативності» стосовно системи управління результативністю маркетингу. Наведено групи показників результатів маркетингової діяльності, що сформовані за критеріальними ознаками. Охарактеризовано групи показників результативності маркетингу за критеріями результативності й ефективності.

According to the results of the study conducted, it is proved that the use of an appropriate assessment system of results obtained and effects achieved plays an important role in the management of marketing performance, as in any other management process. In this aspect, when forming a successful marketing system, the key should be given to indicators and criteria allowing identifying problems and latent potential, both for marketing functions and for individual organizational systems and marketing subsystems performance, identifying critical areas in management system and developing a plan of action to improve performance on all aspects of marketing. The essence of “performance criterion” concept in relation to management system of marketing performance is determined based on the distinction between the notion of “criterion” and “indicator”. The results of literary sources study substantiate the need to systematize the marketing performance indicators by limiting the number and selecting the most important criteria attributes, which should be first taken into account in the process of choosing marketing strategies and making management decisions. Critical analysis of the essence of “efficiency” and “performance” concepts from the point of view of marketing, allowed to make the conclusion that performance is more elusive concept, and efficiency can be measured and expressed quantitatively by monetary evaluation of consumed resources and products produced and sold. In view of the abovementioned, it is offered to divide the indicators into groups of performance and efficiency (financial), allowing identifying the source of changes in the overall amount of the enterprise financial results and management effectiveness as a whole. In the context of the overall marketing performance, the characteristics of indicators groups reflecting the basic philosophy of the modern marketing concept are singled out and presented: market indicators; performance indicators of customer service; brand indicators. In summary, this classification can be used in studies of marketing results, analyzing and developing measures to achieve the desired results, it can be elaborated and clarified according to the study objectives and object.