DIAGNOSTICS OF THE EFFICIENCY OF ANTI-CRISIS MARKETING AT THE ENTERPRISE

Abstract

The necessity of applying the principles of anti-crisis marketing in modern conditions and diagnosing the effectiveness of its application within the concept of anti-crisis management is substantiated. The need to analyze the effectiveness of the marketing management subsystem in relation to other functional management subsystems is emphasized: production management, personnel management, financial management, innovation management. Indicators of the effectiveness of marketing activity are systematized, which are expedient to use when diagnosing the effectiveness of anti-crisis marketing at the enterprise. A form of semantic differential has been developed for evaluating the effectiveness of the implementation of anti-crisis marketing functions at the enterprise. Zones of marketing security and marketing threats are allocated in accordance with the likely results of the assessment. Correspondence of anti-crisis marketing functions to "zones" of marketing activity is determined. It is proposed to determine the effectiveness of anti-crisis marketing in three directions: the effectiveness of preventive marketing, the effectiveness of crisis marketing, and the effectiveness of post-crisis marketing. A system of indicators is proposed for evaluating the marketing stability of the enterprise within the framework of diagnosing the effectiveness of anti-crisis marketing. The block of quantitative indicators includes the level of profitability of the enterprise's marketing activities, the dynamics of changes in market share, the consumer satisfaction index, the consumer loyalty index, and the evaluation of the client's efforts. The block of quality indicators includes the speed, accuracy and timeliness of diagnosing crisis phenomena in the field of marketing, the effectiveness of using the marketing potential of the enterprise, the effectiveness of the implementation of anti-crisis marketing functions, the effectiveness of preventive marketing, the effectiveness of crisis marketing, the effectiveness of post-crisis marketing.