INFLUENCE OF MARKETING COMMUNICATION ON FINANCIAL RESULT OF INDUSTRIAL ENTERPRISE

Abstract

The influence of marketing communications on the financial result of the industrial enterprise is investigated. The content of the concept of "financial result", which occupies a central place in the management system and characterizes all aspects of the financial and economic activity of the enterprise, is considered. The financial result in the form of profit serves the main purpose of the company's existence in the market and one of the key indicators that determines the effectiveness of its activities. The functions of financial results of the enterprise are listed. Listed traditional and non-traditional communications that affect the positive financial performance of the enterprise. The model of the influence of marketing communications on the financial result of the industrial enterprise due to the components of the communicative and economic effect, which allows to trace the influence of each measure of marketing communications on the financial result of the industrial enterprise as a whole, is proposed. Marketing communication measures lead to a communicative effect, which is expressed in several ways: informing the target audience; formation of a certain opinion about the company and its products; mobilizing consumers and buyers for certain actions; increase of the level of active popularity of the enterprise; establishment of stable positive associations; increase consumer loyalty and brand recognition of the manufacturer. A positive communicative effect leads to an economic effect: an increase in the market share; increase in goods turnover; increase in the number of orders; increase of venture capital. In turn, the components of the economic effect lead to an increase in the company's profit, which ensures the financial result of its activities. The criteria for defining the effect of introducing traditional and non-traditional communication marketing measures are summarized.