Інтегральна модель оцінки впливу комплексу маркетингу на результати діяльності торговельних підприємств

Abstract

Обґрунтовано необхідність оцінки впливу маркетингу на загальну результативність підприємств. Досліджено проблеми побудови комплексного підходу до оцінки впливу результатів маркетингового процесу на ефективність діяльності підприємств. Запропоновано інтегральну модель оцінки впливу комплексу маркетингу на результати діяльності торговельних підприємств, реалізація якої дозволяє приймати стратегічні рішення з оптимізації маркетингової діяльності за кожним елементом маркетинг-міксу.

According to the results of a study of the business activity of organizations, a stable relationship between the degree of marketing use and financial indicators has been proved, and therefore, the impact of the marketing process on the overall efficiency of an enterprise requires measurement. An analysis of the existing methodological approaches has led to the conclusion that the lack of a single integrated approach to assessing the impact of the marketing process results on the enterprise’s activity results is a consequence of a number of difficulties related to the specifics of marketing. Using existing developments in the field of studying this issue, it is proposed to assess the contribution of marketing to overall performance through a set of performance indicators for each retail outlet marketing tool. For a comprehensive assessment of the impact of marketing using an integrated model, it is planned to take into account for trading enterprises a system of performance indicators for each of the five elements of the marketing mix. The results of this assessment are used to adjust marketing tactics and strategies, to optimize the marketing plan, as well as to predict the marketing impact on the activities of the enterprise when modeling various scenarios. In order to understand the nature of the influence of marketing components on the enterprise’s results formation, the groups of values of integral indicators, the use of which will describe managerial decisions aimed at improving the enterprise’ s effectiveness in a strategic perspective adequately , have been identified. Examples of strategic decisions to optimize marketing activities at various levels of the integral indicator have been given. It is concluded that the proposed model is universal and it can be applied to enterprises of other industries after some adaptation to the specifics of their activities.