Моделювання ефективності маркетингової діяльності для підприємств роздрібної торгівлі

Abstract

Розвинуто методичні підходи до оцінювання ефективності маркетингової діяльності шляхом її моделювання на основі методу аналізу ієрархій. У процесі моделювання отримано модель ефективності маркетингової діяльності та її складових, що дозволить вирішувати різні завдання маркетингового аналізу на стратегічному, оперативному, тактичному рівнях. Отримані моделі сприятимуть обґрунтованому вибору пріоритетів управління маркетинговою діяльністю підприємства.

For the purposes of marketing activities management there is a need to develop methodological tools of marketing analysis, including assessment of marketing effectiveness. Marketing effectiveness is supposed to be a comprehensive description of the results and effects of the company marketing which reflects the relationship between its organization, implementation and impact of marketing activities on the behavior of the target group of consumers considering resources, optimality spent to achieve this goal in the implementation of the chosen marketing strategy. Its constituent elements are strategic, consumer and economic efficiency, which together produce a synergistic effect of marketing effectiveness. The purpose of the article was to develop methodological approaches to the evaluation of marketing efficiency in retail trade through its simulation based on using the hierarchy analysis method. Due to the multiplicity and diversity of tasks and aspects of marketing activity its simulation was carried out, selecting and justifying parameters that form its structure; their importance and relationship was defined in order to obtain adequate assessment of marketing effectiveness. The hierarchical structure of marketing efficiency is represented by four levels of hierarchy, for each of them subcriterias, local and global priorities were defined. According to research the marketing efficiency models and their components were defined: strategic, consumer, economic efficiency, and a model of marketing activity evaluation. Using them in marketing analysis system will monitor and determine the effectiveness of marketing at the strategic, operational and tactical levels, promoting more effective management for realization of marketing tasks and achieving goals. Using analytic hierarchy has helped to solve important tasks of marketing effectiveness assessment, optimize the structure and parameters of marketing efficiency; determine the ponderability of its components; form a model for determining marketing efficiency of four hierarchy levels; receive comprehensive and more reasonable assessment of retailers' marketing effectiveness; avoid distortion of the real situation and increase the validity of the results; set priorities of managing marketing effectiveness and its components.