BUSINESS INFORM №11-2016

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67

Section: Management and Marketing
UDC 658.8:640.432
Zhehus O. V., Mykhailova M. V., Afanasieva O. P.
Evaluating the Marketing Activities of the Restaurant Business Enterprises (p. 403 - 408)
Bearing in mind the necessity to quantify the marketing activities of the restaurant business enterprises, a scientific-methodical approach has been developed, which is based on use of the proposed scoring system for evaluating parameters of the performance data of these enterprises. The practical use of the developed methodical approach has provided to determine that for the most of the studied restaurant business enterprises of city of Kharkov their marketing activity is of average level, and only for 28% of the economic entities of the restaurant business (dominated by restaurants) this activity is fairly high. According to the results of a correlation analysis, the dependency of results of activity of a restaurant business enterprise on the level of its marketing activities has been proved, while direct strong impact is caused by the commodity and communication policy and significant impact is caused by the organizational factors, marketing and communication policy, as well as staff and level of service.
Keywords: marketing, marketing activity, restaurant business, service of restaurant business
Fig.: 2. Tabl.: 2. Formulae: 3. Bibl.: 9.

Zhehus Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Mykhailova Mariia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of marketing and business, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]
Afanasieva Oksana P. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Zhehus, Olena V., Mykhailova, Mariia V., and Afanasieva, Oksana P. (2016) “Evaluating the Marketing Activities of the Restaurant Business Enterprises.” Business Inform 11:403–408.

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