EFFECTIVENESS OF MARKETING ACTIVITY OF AN ENTERPRISE IN CONDITIONS OF RISK
Journal Title: Міжнародний науково-практичний журнал Товари і Ринки - Year 2017, Vol 2, Issue 24
Abstract
Background. In conditions of uncertainty of processes occurring in the market environment of enterprises, when planning a marketing activity it is difficult to make confident conclusions about its expected efficiency. Therefore, in assessing the effectiveness it is advisable to take into account the risk. Analysis of recent research and publications has revealed that though there is a big amount of scientific works on the abovementioned topic, the issue of considering risk while planning the marketing effectiveness has not been studied enough. The aim of the article is to develop methodological approaches to considering risks in assessing the efficiency of the planned marketing activity of the enterprise as whole and individual marketing programs. Material and methods. Materials of scientific works are used. Methods applied: analysis and synthesis to determine marketing risks; statistical analysis to calculate risk indicators; logical to formulate recommendations for the selection of marketing programs. Results. The methodical approach to taking into account risk in the effectiveness estimation and efficiency of planned marketing activity of the enterprise is offered; an example of choosing the best one from alternative marketing programs is considered. Recommendations on risk taking in evaluating the efficiency of individual marketing projects are provided. Conclusion. Taking risk into account when assessing the efficiency of planned marketing activities will enable more reasonable marketing planning under uncertainty and will increase the firm’s resilience to the impact of risk factors.
Authors and Affiliations
Olena LABURTSEVA
Keywords
Related Articles
- EP ID EP299585
- DOI -
- Views 111
- Downloads 0
ECONOMIC EVALUATION OF PROCESSING OILSEED FLAX STEMS IN UKRAINE
Background. The absence of cheap domestic raw materials for light industry enterprises in Ukraine has led to a significant deterioration of its work in general and the decline of many industries. The organization of the...
СОРБЦІЙНІ ВЛАСТИВОСТІ ШКАРАЛУПИ КІСТОЧОК АБРИКОСА
Досліджено сорбційні властивості рослинних відходів харчової промисловості, зокрема шкаралупи кісточок абрикоса. Визначено сорбційну здатність рослинного матеріалу щодо метиленового синього та йонів важких металів (Fe3+...
FROST RESISTANCE ASSESSMENT OF CERAMIC TILES
Background. There are different points of view on the causes of the destruction of porous ceramic building materials in the process of operation in atmospheric conditions. Scientists dealing with this problem believe tha...
ВИРОБНИЦТВО ПРОДУКТІВ СПЕЦІАЛЬНОГО ПРИЗНАЧЕННЯ ДЛЯ ХВОРИХ НА ЦУКРОВИЙ ДІАБЕТ
Розглянуто стан та тенденції розвитку вітчизняного виробництва спеціаль¬них продуктів харчування для хворих на цукровий діабет. Проаналізовано основні функціональні складові цих продуктів та їхній вплив на організм людин...
Developing beverages with a high fit-factor.
Background. Nowadays approaches to the estimation of the nutrition diet are deprived of an objective, scientifically grounded criterion. Both domestic and foreign scientists have studied the generalizing criterion of the...