In the conditions of global challenges, the problem of justified management decision-making, information and analytical support for forecasting marketing results is becoming increasingly relevant for enterprises operating in the conditions of a market economy. The purpose of the article is the methodical justification of building a model that allows forecasting the costs of marketing communication appeals of an enterprise to achieve the desired market share based on data on the market share of the totality of enterprises in the industry, activity costs and the specific weight of the costs of communication appeals in the total amount of expenses. According to the well-known Weinberg model in the theory of marketing analysis and forecasting, as a factor characteristic that should determine the size of the marketing communications budget, an indicator reflecting the ratio of the share of marketing communications costs in the total amount of costs of the investigated company and the company of the competitor, which is the leader in terms of market share, was chosen. The company's share on the market was chosen as an effective indicator. The presented model building and forecasting algorithm was developed on the basis of the application of a formalized method and regression analysis, which made it possible to analytically describe the statistical correlation dependence between the variation of the resulting and factor characteristics and to evaluate the adequacy of the obtained linear pair model on the basis of variance analysis. Regression analysis was carried out using the available toolkit of the Excel spreadsheet analysis package. The approach to building the Weinberg model substantiated in the article can be easily implemented in practice to analyze the results of the company's marketing activities and develop and forecast the marketing communications budget to achieve the desired market share. The practical significance of using the proposed model in practice is to ensure an increase in the efficiency of costs directed to communication activities in marketing in order to achieve the desired marketing results and strengthen the company's position on the market.
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