Визначення цілей управління результативністю маркетингу на засадах сталого розвитку підприємства

Abstract

Розкрито зміст процесу формування маркетингових результатів як частини загальної системи господарювання на підприємстві. Наведено групи маркетингових результатів, що сформовані за ієрархічним принципом. Обґрунтовано взаємозв’язок пріоритетів сталого розвитку підприємства та цілей управління результативністю маркетингу. Охарактеризовано групи цілей результативності маркетингу за критеріями пріоритетності.

By the results of the conducted research in economic literature concerning determination of the essence of marketing activity, the authors offer to consider the process of forming marketing results as a part of the general system of management, which is connected with making decisions on the achievement of their necessary level for the solution of strategic objectives of the enterprise. Decision-making concerning formation of marketing results and their realization lie in managing marketing performance. It is proved that in the system of managing marketing effectiveness, the groups of marketing results are formed by hierarchical principle from simple to difficult, namely: functional and process results, indicators of marketing efficiency, market indicators of activity. By the results of studying literary sources, regarding main model of the major criterion function of modern business, interrelation of the priorities of sustainable development of the enterprise and purposes of the performance of marketing management is proved. It is found that achievement of the desirable results satisfying interests of the enterprise owners is to be followed by the realization of the sustainable development priorities due to the fact that achievement of sustainable development priorities of the enterprise will assist development of the enterprise in the long term. Achievement of sustainable development priorities of the enterprise will promote sustainable development of society. Considering this, formation of sustainable development priorities of the enterprise through their inclusion in the number of purposes, realization of which is useful to the society by ecological and social criteria is the base for definition of the purposes of managing marketing performance. This is the background for characterizing purposes of marketing effectiveness by criteria of priority. It is summarized that obtaining of the planned marketing results in the form of commercial (market) and noncommercial (ecological and social) indicators of the enterprise activity on the one hand, provides the most attractive competitive position of the enterprise in the market in the long term, and, on the other hand, provides formation of integrated effectiveness in the form of business value increase at the expense of marketing sources that provides sustainable development of the enterprise and retention of owners in this branch of economy.