Marketing efficiency: a spatial evaluation model

Abstract

The article addresses the issues of evaluating the effectiveness of business marketing, which is an essential process for understanding the feasibility of a marketing strategy, its prospects and shortcomings. There are many methods of evaluating marketing effectiveness, but not every method can identify and solve the problems of the company. The authors propose an approach according to which the effectiveness of enterprise marketing depends on the following factors: the speed of the company's reaction to the actions of competitors; the effectiveness of the company's funds used for marketing activities in the market; the price of the product and its competitiveness in the market. The article proposes an evaluation method that reflects marketing effectiveness as a space. It has been suggested to describe the state of marketing activity with the help of such quantitative indicators as the price of the goods, the cost of the marketing activities, the speed of the company's response to the actions of competitors. The importance of calculating quantitative indicators for evaluating the effectiveness of marketing activities has been outlined: the indicator of the growth of the market volume, the indicator of the growth of revenues from additional investment in marketing, the profitability of marketing expenses, the effect of the money spent. The paper identifies that existing methods of assessing marketing effectiveness are not universal. The article develops an approach to assessing the marketing effectiveness, which has been presented as a space of dependence of three factors that affect the marketing effectiveness of the company. It has been concluded that it is necessary to measure not only the economic efficiency of marketing expenditures, but also the indicators of the speed of the company's response to the actions of competitors, the cost of products, the costs spent by the company marketing activities.