Механізм оцінювання ефективності використання маркетингових ресурсів на торговельному підприємстві

Abstract

Проведено аналіз методик із оцінювання маркетингових ресурсів та рівня їх використання. Запропоновано механізм оцінювання складових маркетингових ресурсів та визначення потенціалу маркетингових ресурсів торговельного підприємства. Розроблено методичний підхід для визначення інтегрального показника ефективності використання маркетингових ресурсів на торговельному підприємстві.

The development of marketing potential of trade enterprises depends on the level of use of marketing resources. Possession of high-quality resources increases the chances of the enterprise of success in the changing marketplace. That is why there arises the problem of evaluating efficiency of marketing resources in the process of the formation of marketing potential at trade enterprises to ensure a long-term competitive advantage at a retail market. The aim of this article is to analyze the methods for evaluating effectiveness of using marketing resources. The results of the research should offer a mechanism for assessing the components of marketing resources and determine the potential marketing resource of a trade enterprise, and develop methodological approach for the integral evaluation of effective use of resources at a marketing trade enterprise. Taking into the consideration research work of many scientists, the article presents the methods of evaluating marketing potential and the mechanism of the diagnosis of the components of marketing resources to identify potential marketing resource of a trade enterprise. To justify the methodology of integral efficiency assessment of using resources of a trade enterprise, the authors developed a system of indicators, which are included in the matrix model. The presented matrix method for the evaluation of the efficiency of marketing resources at trade enterprises (the relationship of functional blocks: "marketing resources → marketing costs → economic results"), will provide a generalized description of the level of marketing potential and create informational background for the development and making managerial decisions in the process of forming marketing potential at trade enterprises in the scheduled period.