Development of Alternative Areas of Budgeting as a Way of Marketing Management
Journal Title: Економічний часопис Східноєвропейського національного університету імені Лесі Українки - Year 2018, Vol 1, Issue
Abstract
The article discusses the essence of budgeting. It is emphasized that in budgeting there is a transition from traditional budgeting to new, alternative lines of budgeting. Through the study of various sources, it has been investigated that traditional budgeting in the use process has had many shortcomings, which sometimes led to the rejection of its use (unrealistic strategic indicators, the variability of the macroeconomic environment, deterioration of corporate culture during the competition for the budget). Analyzed alternative approaches to traditional budgeting. In particular: Rolling forecast, Last year plus percentage, Bottom up, Top down, Activity based budgeting, Zero based budgeting, Demand pull, Driver-based planning. Also, attention is paid to such methods of budgeting, as budgeting on the basis of priorities, conference decisions, budgeting on the basis of performance, participation in the budget, budgeting with limited resources. It is concluded that all these new directions of budgeting combine the basing on a marketing approach in which strategic decisions of organizations and enterprises are based on the study of the needs of consumers of goods and services. Also, there are mechanisms where end consumers are the ones who make final decisions about directing funds and resources. This made it possible to assume the application of another approach to marketing budgeting as a management technology, designed to develop and implement the strategic objectives of an enterprise or organization aimed at shaping and meeting the needs of consumers.
Authors and Affiliations
Nataliia Rudyk
Keywords
Related Articles
- EP ID EP409787
- DOI 10.29038/2411-4014-2018-01-69-74
- Views 122
- Downloads 0
Buyer Behavior Model as a Prerequisite for a Marketing Strategy for Forming Consumer Loyalty
The purpose of the article is to investigate the most widespread patterns of buying behavior that are found in scientific literature, and to offer their vision of a buyer behavior model as a prerequisite for a marketing...
The Analysis of the Transparency of the Ownership Structure of Commercial Banks in Ukraine
The article presents the results of the analysis of the transparency of the ownership structure of commercial banks in Ukraine. It has been determined that opaque structures of ownership of commercial banks have negative...
GROWING THE ROLE OF FINANCIAL AND ENVIRONMENTAL INSTRUMENTS IN THE WORLD AND NATIONAL ECONOMIES: THE PROBLEM OF THE CHOICE FOR UKRAINE
The socio-economic mechanism for implementing international environmental agreements does not yet ensure the achievement of the goals set for them in the future. At the same time world and Ukrainian scholarly literature...
STATISTICAL INVESTIGATION OF WOOD EXPORT IN UKRAINE
In this article absolute and relative export indicators of Ukrainian goods are analysed in general, as well as wood and wood products are examined in particular. The share of wood and wood products export in total export...
Transport Services for Tariff Gas and its Distribution Among Gas Distribution Enterprises in Ukraine
The paper studied the formation of tariff for the services of natural gas transportation and distribution of its gas distribution companies in Ukraine. Determined that the market development of natural gas transportation...