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A Methodology for Evaluating the Efficiency of the Enterprise’s Marketing Activities
Pyvavar I. V., Ponomarenko O. O., Lisna I. F.

Pyvavar, Iryna V., Ponomarenko, Oleksandr O., and Lisna, Iryna F. (2019) “A Methodology for Evaluating the Efficiency of the Enterprise’s Marketing Activities.” Business Inform 9:345–354.
https://doi.org/10.32983/2222-4459-2019-9-345-354

Section: Management and Marketing

Article is written in Ukrainian
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UDC 367.546

Abstract:
The article analyzes the methodology for evaluating the efficiency of the enterprise’s marketing activities. The economic effect of marketing activities is the ultimate economic result of the implementation of relevant marketing activities (effect, impact, effectiveness and others), planned and expected for a single actor in the market relations. Economic efficiency is a derivative of achieving a positive result of implementing the marketing solutions at optimal spendings of material and financial resources, taking into account the performance of planned tasks on turnover and profit. Thus, the formation of a marketing information system at enterprise becomes a necessary and imperative condition for planning, implementing and evaluating the efficiency of marketing activities (when applying any of the methodical approaches described), functioning of which should meet the various operational needs of the economic, production-technical, other marketing solutions, but also the development of marketing measures. The article describes two types of designing the economic-mathematical models. First, there is a necessity to be aware of purely economic issues and to have a mastery of statistical methods of information processing, nonetheless the deep special knowledge of the complex mathematical instrumentarium is required. Secondly, in order to identify regularities of the dynamics of changes in the factors under research over a certain period, as well as the nature of influence of these changes on effective estimates, it is necessary to build dynamic series, an obstacle for which often is the limitations of the necessary information, expressed in the absence of large dynamic series. And thirdly, it takes time to create such a model, while the market situation changes quite quickly, that is, it may happen that the factors influencing performance may change, and hence the nature of the relationship between function and argument, when referring to a static model. In practice, when designinig a model, researchers typically select the number of factors and the grade of complexity of the model on the basis of specific requirements (priorities and evaluation criteria).

Keywords: marketing, marketing research, marketing planning, marketing information system, efficiency of marketing activity.

Fig.: 2. Tabl.: 1. Formulae: 2. Bibl.: 10.

Pyvavar Iryna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Public Administration, Public Administration and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Ponomarenko Oleksandr O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Public Administration, Public Administration and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Lisna Iryna F. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

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Moiseyeva, N. K. Marketing i turbiznes [Marketing and travel industry]. Moscow: Finansy i statistika, 2009.
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Lisna, I. F., Pivavar, I. V., and Ponomarenko, O. O. “Marketing Research and Marketing Planning at Macro and Micro Levels“. Biznes Inform, no. 11 (2018): 333-339.
Novikova, L. V., and Chernyshova, L. O. “Marketynhovi komunikatsii yak skladova marketynhovoi polityky pidpryiemstva na mizhnarodnomu rynku“ [Marketing communications as a component of enterprise marketing policy in the international market]. Biznes Inform, no. 11 (2018): 340-345.
Drobiazko, S. I. “Marketynhovi tekhnolohii vzaiemodii zi spozhyvachamy yak chynnyk zabezpechennia ekonomichnoi bezpeky pidpryiemstv“ [Marketing technologies of interaction with consumers as a factor of ensuring the economic security of enterprises]. Biznes Inform, no. 2 (2019): 302-307.
Orlov, P. A. “Vazhneyshiye faktory masshtabnogo povysheniya sotsialnoy otvetstvennosti subektov khozyaystvovaniya i ikh marketinga dlya effektivnogo sotsialno-ekonomicheskogo razvitiya stran“ [The most important factors of a large-scale increase in the social responsibility of business entities and their marketing for the effective socio-economic development of countries]. Ekonomika rozvytku, no. 3 (2017): 20-34.

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