An integrated approach to the calculation of mechanisms promoting the products by means of internet technologies
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2015, Vol 3, Issue 72
Abstract
The purpose of the article is to create an integrated approach to evaluating the effectiveness of mechanisms for the promotion of commercial enterprises using Internet technology in their marketing activities. The article investigates indicators the effectiveness of mechanisms of promotion products to retail establishments to assess the impact of mechanisms on the internal environment of the company and its environment. Formed an integrated approach to calculating the effectiveness of the mechanisms of promotion by means of Internet technologies. Improved interpretation of the term "promotion mechanism", provided the author's definition in the article. Consider the concept of economic efficiency as the ratio of the result or effect, in terms of value from available resources (material, labor, financial, information, etc.) and the cost to achieve these results using two types of indicators - direct and inverse coefficients. The functioning of the mechanisms of promotion provided by the use of resources in the form of fixed assets, working capital, labor and so on. Relationship promote products, its sales and expression efficiency measures to advance through the scope and effectiveness of marketing necessitates data analysis components by grouping parameters in functional blocks according to systems that collectively provide work and determine the effectiveness of the mechanisms of promotion. The combination of evaluation criteria of functional components of the Internet projects account for correlation processes and promote sales by means of Internet technologies. Author singled out a number of species of the effect of the implementation of innovation, which depend on the nature of costs and benefits. Among them are economic effect as well as financial, communication, logistics, resource, scientific, technical, social, environmental effects. This approach allows processes to assess the functioning of Internet projects and reflect the impact of the mechanisms of promotion to the internal environment of the company and its environment when planning, adjusting and implementing marketing policy. Analysis of mechanisms promoting food conducted by a system of indicators, taking into account the relationship of processes and promote sales. The approach provides group performance in a number of functional blocks of evaluation systems that evaluate the effectiveness of possible mechanisms to promote enterprises to identify the reserves for the implementation of Internet technologies. Given the trends in the spread and development of information technology in the world, it can be argued that the prospects for further research requiring analysis and elaboration of effective mechanisms for implementing Internet technology commercial enterprises. The article substantiates that the application of the proposed approach will allow companies to determine the effect of mechanisms to promote the use of Internet technology to the internal environment of the company and its environment when planning, adjusting and implementing marketing policy. The main scientific position paper can be used in the practice of retailers.
Authors and Affiliations
Olena Shovkova
Keywords
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