ЕКОНОМІЧНА ОЦІНКА МАРКЕТИНГОВОЇ СТРАТЕГІЇ МУНІЦИПАЛЬНОГО ТРАНСПОРТУ

Abstract

Increasing globalization is leading to increased competition among businesses, which need to pay more attention to the needs of markets and customers. From the point of view of efficiency of activity of the enterprise it means increase of a role of marketing strategies of the enterprise. Despite the fact that the company is the main economic unit of the country, the problems of enterprise marketing are not given due attention both from a theoretical and practical point of view. The main conclusion based on the results of the analysis of publications is that the issues of the impact of economic analysis and evaluation of the effectiveness of marketing strategy in municipal transport enterprises are absent. The purpose of the article is to analyze the existing tools for conducting an economic assessment of the marketing strategy implemented at municipal transport enterprises. Quantifying the effectiveness of a system requires that it be described by a set of criteria. The choice of criteria is not a trivial task, because the system of a marketing enterprise is multifaceted. All these aspects should be turned into criteria. To do this, the system should be classified, ie grouped by their common features. Analysis of the literature on the problem shows that there are a large number of different classifications. This variation can be explained by the fact that the classification uses different characteristics of the system, such as the nature of the system, its management, the type of relationships between components, general characteristics of the system, relationship with the goal, complexity, variability, implementation, environmental relations, mathematical models used to describe the system, physical and other characteristics, level of organization, etc. Implementation of an effective marketing policy of municipal transport enterprises is a necessary condition for their successful operation, regardless of the size of the business. Carefully designed marketing strategies not only optimize the process of updating services, pricing policy, but also determine the business course of the enterprise. Ukrainian enterprises are actively implementing marketing technologies, although there are a number of difficulties for municipal transport enterprises that hinder this process.