МЕТОДИЧНІ ПІДХОДИ ДО ОЦІНКИ ЕФЕКТИВНОСТІ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ БУДІВЕЛЬНИХ ПІДПРИЄМСТВ
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2017, Vol 1, Issue 2
Abstract
Nesterenko S.A. Methodical approaches to the assessment of the effectiveness of marketing activities of construction enterprises. Under modern market conditions the enterprises have faced the necessity to form a holistic, scientifically based marketing management system. This is especially evident in the ambiguity of the interpretation by the scientists the methods of marketing management system building and functioning as well as the formation of a complex of interrelated indices of its effectiveness. Today one of the main problems is the system of marketing activity indices. The complicated task at an enterprise is the evaluation of marketing effectiveness, since it is not always possible to represent the quantitative effect in the case of applying marketing measures. Under the conditions of uncertainty and constant changes in the external environment, the question concerning determining the effectiveness of marketing activity as an instrument for improving and increasing the managerial efficiency remains relevant for an enterprise. The assessment of the effectiveness of organizational forms and labor conditions is determined by the opportunity to provide an economical, optimal, reliable and active response to the demand and supply at the market, as well as to pursue an optimal marketing policy. At the same time it is necessary to study the experience of the competitors and partners, as it is necessary to ensure a continuous process of improving the marketing activity of an enterprise. Thus, the efficiency of an enterprise’ marketing activity functioning should be evaluated by an indicator that characterizes the full satisfaction of the consumers’ needs provided that the potential of the enterprise is used rationally. In order to improve the system of management and to accept the operational and strategic management decisions that are implemented in practice under current conditions, it is necessary to formulate the methods for assessing the effectiveness of marketing activity of building enterprises. The analysis should be carried out from the position of the systematic approach, the main principles of which are complexity, continuity and firmness of purposes. This will enable to characterize the current condition of marketing activity the most fully and effectively and to define the directions of its further development.
Authors and Affiliations
С. А. Нестеренко
Keywords
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