Open AccessECONOMIC PRINCIPLES OF EFFECTIVE MARKETING ACTIVITY OF A MANUFACTURING ENTERPRISE
Author(s) -
Polina Sokol,
Maryna Ihnatova,
Olga Pivovarova
Publication year - 2021
Publication title -
ìnfrastruktura rinku
Language(s) - English
Resource type - Journals
ISSN - 2519-2868
DOI - 10.32843/infrastruct55-22
Subject(s) - business , marketing strategy , marketing , profitability index , production (economics) , marketing management , revenue , digital marketing , marketing effectiveness , return on marketing investment , marketing research , industrial organization , process management , economics , microeconomics , accounting , finance
The article outlines the main directions of marketing activities of the production enterprise. The effectiveness of marketing activity of a business entity from the point of view of economic indicators is investigated. Finds that the formation of a set of indicators is the basis for the analysis of efficiency, which allows a phased evaluation of strategy implementation and helps to find answers about further actions in a competitive environment. The analysis of recent researches and publications has been carried out and it has been discovered that today there is a lask of unified approach and appropriate methods for assessing the effectiveness of both marketing activity in general and its individual structural elements. Theoretical approaches to the category of "efficiency" of marketing, which characterizes the competitiveness of the production enterprise, are considered. It is proved that marketing activity is characterized not only by the ratio of the obtained financial results but also the other factors of internal and external marketing environment that may have an impact on the end results (for example, sales volume, revenue, profitability, ets.). Features of marketing communications of the enterprise are considered. Competitive advantages and disadvantages of the presented real enterprise are determined. The process of determining the effectiveness of marketing activity is substantiated, revealing the main indicators that influence its level. The economic position of the production enterprise in a competitive business environment is justified. The directions and measures to improve the marketing activities of the production enterprise are proposed. The conclusion is made that the calculation of a complex indicator of the effectiveness of marketing activities of a company is a significant direction in assessing the state and level of development of the marketing complex at the enterprise. The indicator allows it to quickly detect and eliminate deviations in the achievement of goals and tasks, which, accordingly, affects the overall efficiency of the enterprise's production and economic activity.