ASSESSMENT OF EFFICIENCY OF ENTERPRISE MARKETING COMMODITY POLICY
Abstract
Marketing is the way in which an enterprise achieves its goals. An important tool for marketing activities of the enterprise is product policy. The economic importance lies in the fact that skillful management of marketing product policy will allow the company to survive in conditions of fierce competition and become an effective enterprise. From the social point of view, assortment management shapes consumers 'tastes, generates needs, and vice versa, consumers' tastes and needs greatly influence marketing product policy.
The purpose of the study is to substantiate the effectiveness of the evaluation of marketing product policy of the enterprise.
It is determined that when making decisions about expanding and reducing the product range it is necessary to monitor changes in external (level of competition, demand, product life cycle) and internal (financial and economic) indicators that determine the effectiveness of marketing product policy, both before and after decision.
It is substantiated that the indicators that in addition to their direct purpose can also be used to address the expansion, as well as reduction of product range include: revenue from sales of goods and services, profit, profitability, turnover, marginal revenue and product competitiveness. Methods for determining the partial and integrated indicator for assessing the effectiveness of marketing product policy of the enterprise is proposed, the features of application for different types of economic activity are highlighted.
The defined list of indicators is not exhaustive. There are a number of indicators, factors that can influence decisions on removal or inclusion of commodity positions in the assortment policy of the enterprise. Situational analysis of the composition of indicators will be the direction of further research.
Downloads
References
Aaker, D. (2002). Strategic market management. Saint Peterburg: Piter. (in Russian)
Gerasimyak, N. V. (2012). The main aspects of the formation of marketing product policy of enterprises. Bulletin of Khmelnytsky National University. Economic sciences, 1(2), 60-62. (in Ukrainian)
Golovatskaya, L. V. (2011). Commodity policy in the marketing management system. Scientific notes [of the Ukrainian Academy of Printing], 4(37), 111-116. (in Ukrainian)
Gretton, L. (2005). Living strategy. How to put people at the center of corporate problems. Dnepropetrovsk: Balance Club. (in Russian)
Derzhavska, A. V. (2018). Evaluation of the effectiveness of product strategy. Modern problems of economy and entrepreneurship, 22, 153-157. (in Ukrainian)
Hare, T. A., Tarlopov, I. O., & Pilipenko, O. O. (2006). Enterprise marketing management. Donetsk: Yugo-Vostok. (in Ukrainian)
Kislova, O. M. (2009). Multidimensional analysis of sociological information: essence, classical methods and intellectual technologies. Bulletin of VN Kharkiv National University Karazina, 881, 98-102. (in Ukrainian)
Komarnytsky, I. M., & Tsar, G. V. (2011). Theoretical principles of marketing management at the enterprise. Marketing and innovation management, 2(3), 116-120. (in Ukrainian)
Kravchuk, G. V. (2006). Regional marketing in the management system of economic processes. K.: National Aviation University. (in Ukrainian)
Krykavsky, E. (2007). Marketing product policy: textbook. Rivne: Publisher O. Zen. (in Ukrainian)
Kuzmin, O. E., & Petryshyn, N. Ya. (2008). Evaluation of economic efficiency of achieving strategies of machine-building enterprises. Finance of Ukraine, 9, 103-110. (in Ukrainian)
Makogon, Y. V., & Korzh, M. V. (2009). Marketing policy in the system of managing the competitiveness of industrial products: a monograph. Kramatorsk: DSEA. (in Ukrainian)
Mnykh, O. B. (2009). Marketing in the formation of the market value of the machine-building enterprise: theory and practice: a monograph. L.: Lviv Polytechnic University. (in Ukrainian)
Pavlenko, A. F., Voychak, A. V., Kardash, V. Ya., & Pilipchuk, V. P. (2005). Theory and practice of marketing in Ukraine: Monograph. K.: KNEU. (in Ukrainian)
Sytnytsky, M., Varava, Y. (2012). Strategic marketing planning of processes of promotion of innovative products on the market. Bulletin of Taras Shevchenko National University of Kyiv, 136, 50-54. (in Ukrainian)
Usyk, S. P. (2011). Evaluation of the effectiveness of marketing activities of domestic enterprises. Economy and state, 5, 33-38. (in Ukrainian)
Yaremenko, S. S. (2012). Marketing communication activity of an industrial enterprise. Bulletin of the International Nobel Economic Forum, 1(5), 2, 441-448. (in Ukrainian)
Gontareva, I., Babenko, V., Yevtushenko, V., Voloshko, N., & Oliynyk, Y. (2020). Efficiency of Information Management and Analysis for Industrial Entrepreneurship. Journal of Information Technology Management, 12(3), 4-13. doi:10.22059/JITM.2020.76288.
Gontareva, I., Borovyk, M., Babenko, V., Perevozova, I., & Mokhnenko, A. (2019). Identification of efficiency factors for control over information and communication provision of sustainable development in higher education institutions. WSEAS Transactions on Environment and Development, 15, 593-604.
Perreault, W., Сannоn, J. P., & MсСarthy, E. J. (2009). Essentіals оf Marketіng (12th ed.). McGraw-Hill Education.
