МЕТОДИЧНІ ПІДХОДИ ДО ВИЗНАЧЕННЯ РЕЗУЛЬТАТИВНОСТІ УПРАВЛІННЯ МАРКЕТИНГОВОЮ ПІДСИСТЕМОЮ АГРОПЕРЕРОБНОГО ПІДПРИЄМСТВА

Abstract

Introduction. A study of the development stages of the marketing concept showed considerable progress in the understanding of effective tools and approaches to marketing policies, especially the concept of marketing partnerships. The issue of evaluating the effectiveness of relationship marketing remains without proper attention. So, today, there is a need for a holistic study of relationship marketing in the framework of the sectoral features, in particular agro-processing enterprises. The purpose of this article is to summarize the methodological approaches to the definition of a management performance of the marketing system of agro-processing enterprise. Results. The indicators of analysis and diagnostics of marketing activities of agro-processing enterprise have been systematized. The interdependence model of social and economic indicators of the results analysis of socio-ethical marketing implementation has been developed. The correlation between FAC and EVA in the framework of marketing agro-processing enterprise has been presented. The practical calculations in the article confirmed that the economic and social effects are dependent on each other. At the same time, if macroeconomic success causes social effects, then the picture is the opposite at the level of business entities: social achievements in the marketing field lead to an increase in the economic efficiency of the business. Conclusions. The presented methodological `toolkit for economic analysis of marketing performance creates prerequisites for developing a procedure for evaluating the state of marketing complex and improving its effectiveness. The selected set of indicators diagnostic of the marketing mix concept corresponds to the marketing activities of the company, adopted at the stage of strategic planning. A method of grouping selected indicators of diagnosis agro-processing enterprises takes into account the peculiarities of the enterprise development under certain assumptions changes in the external environment, in which it operates. Keywords: management, methodical approach, performance, the marketing system, agro-processing enterprise.