THEORETICAL AND PRACTICAL ASPECTS OF EVALUATION OF THE ENTERPRISE MARKETING ACTIVITY EFFICIENCY
Journal Title: ЕКОНОМІЧНИЙ ДИСКУРС - Year 2018, Vol 1, Issue 2
Abstract
Introduction. Theoretical and practical aspects for evaluating the efficiency of sales activities of the enterprise are the main tool for managing the economic activity of the enterprise, which confirms the relevance of the research and requires the identification of factors that significantly affect the volume of selling products. Methods. General scientific and special methods of system’s and structural analysis and synthesis have been used in this study for the identification of interconnected components of sales activities, correlation and regression analysis has been used to determine the correlation between the proceeds from sales and the average inventory cost. Results. Theoretical research revealed the factors influencing the efficiency of a business entity, among which a special place belongs to sales activities. It is shown that the indicators for evaluation of the sales activity efficiency should include sales, profitability of production, average cost of inventories, the rate of inventory turnover, turnover and the proportion of unsold products in the value of the commodity mass. The practical testing of the theoretical principles for the sales activities efficiency estimation, based on the results of the economic activity of a large engineering enterprise, is carried out. In this case, the analysis showed low results of the sales activity, but this fact does not prevent the enterprise from making profit and having a stable profit from the sales of products. The correlation analysis revealed a significant correlation between the sales proceeds and the average cost of inventory; it is proved that the variation of sales proceeds depends by 78.6 % on the variation in the average inventory cost and by 21.4 % on other factors. Discussion. The results obtained should be taken into account in the formation of sales policies by any industrial and manufacturing enterprises in Ukraine, since the current emphasis of the sales promotion policy is wrongly shifted only toward the study of market conditions, demand, and competition. However, the management of the inventory balance has a significant impact on the proceeds from sales, which requires the further formation of measures aimed at optimizing the inventory.
Authors and Affiliations
Natalia Yashkina
Keywords
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