ПІДХОДИ ДО ОЦІНЮВАННЯ ЕФЕКТИВНОСТІ ВИКОРИСТАННЯ ІНСТРУМЕНТІВ МАРКЕТИНГУ ПІДПРИЄМСТВ

Abstract

A wide variety of tools presents marketers with a difficult choice and formation of an optimal and effective set of marketing tools. An important task is the process of evaluating the effectiveness of the use of marketing tools at all stages of operational activity – from product development, pricing, customer search and sales and after-sales service to bringing the product to the market and supporting its sale with various marketing communication tools. Through a critical analysis of scientific sources and their own experience, the authors singled out three scientific and methodological approaches to evaluating the effectiveness of the use of enterprise marketing tools – financial-economic, market and combined. The financial and economic approach involves the formation and calculation of a set of financial and economic indicators of the company’s activity, which characterize the effectiveness of the use of marketing tools from the company’s point of view (the company’s internal environment). The market approach involves the formation and calculation of market indicators and indicators of consumer satisfaction, which characterize the effectiveness of the use of marketing tools from the point of view of the perception and reaction of the market and consumers (the external environment of the enterprise). Combined approach involves comprehensive consideration of the internal and external environment of the enterprise’s functioning by determining the integral indicator. The basis for distinguishing approaches was the theory of marketing concepts, which is based on the priority consideration in the production and economic activities of enterprises of orientation or on production and own product policy, or on consideration of the needs of the market environment. Based on the concept of considering the marketing activity of the enterprise as a complex of interrelated elements of the marketing mix, it is proposed to evaluate the effectiveness of the use of marketing tools to use a set of indica- tors that allows to comprehensively assess the effectiveness of organizing all areas of the marketing activity of the enterprise (marketing product and price policy, product distribution policy and promotion) from the position of “producer-consumer”.