МЕТОДОЛОГІЯ ФОРМУВАННЯ ФІНАНСОВО-ЕКОНОМІЧНОГО СКЛАДНИКА МАРКЕТИНГОВИХ ПРОЦЕСІВ У КОМЕРЦІЙНІЙ ДІЯЛЬНОСТІ

Abstract

The article emphasizes that the formation of the financial and economic component of marketing processes is based on the media plan. A special place in the analysis of marketing processes in commercial activities is given to economic analysis of marketing activities. The analysis of the basic methods of formation of the budget for marketing activity is carried out. It is concluded that the achievement of a systematic and clear idea of financial and economic indicators in marketing processes (activities) is achieved through the use of tabular data presentation. Depending on the analytical content, there are tables that reflect the characteristics of marketing processes on the following grounds: the dynamics of the studied cost indicators, subprocesses and results, structural changes in indicators, the relationship of cost indicators and results in different areas of marketing, the results of calculating factors on the results of marketing activities, the method of calculating reserves, and summarized results of the analysis of activities. Methods of deterministic factor analysis reveal the relationship of the resulting factors with decisions related to marketing processes, namely with pricing decisions and various marketing costs. Heuristic methods of analysis (namely the method of expert evaluations) of marketing activities are used to determine targets and the significance of deviations, to form a set and select indicators to assess the costs, subprocesses and results of marketing activities. The method of marginal analysis is a method of assessing and justifying the effectiveness of management decisions in the commercial sphere on the basis of the causal relationship between sales, profits and costs. The objects of marginal analysis can be both individual marketing activities and marketing functions, as well as marketing activities in general. The description of methods is given, their features, advantages and disadvantages of use are specified. Ways to determine the minimum and optimal size of the marketing budget are studied separately. It is advisable to use mathematical models to determine the optimal financial and economic component of marketing processes. This will allow you to calculate the optimal cost with a high probability.