Evaluation of marketing activities of industrial enterprises using a balanced system of indicators
DOI:
https://doi.org/10.35774/visnyk2021.02.103Keywords:
marketing activities, marketing efficiency, marketing service, marketing management, balanced scorecard.Abstract
Introduction. Of great importance is the compatibility of a balanced system of indicators of marketing activities (BSIMA) with existing systems of indicators used in other departments of the enterprise. Thus, it is necessary to ensure that the objectives of the BSIMA coincide with the objectives defined in other systems. In addition, it is necessary to ensure that the indicators of BSIMA do not contradict the indicators that are set in other systems at the same level or the system of marketing indicators of other divisions of the enterprise or the system of indicators of other functional areas.
The use of a balanced system of indicators, including for the assessment of marketing activities, implies that in each case can be used more or less prospects (areas for assessing the effectiveness of marketing activities) with a change in their content. This is due to the fact that the components of a balanced scorecard must be designed to meet the requirements of a wide variety of enterprises and industries. However, these components are a model, not a dogma. There is no mathematical theorem that can prove that the four components of a balanced scorecard are necessary and sufficient. It is much more important in each case to check which prospects are the most significant.
The purpose of the study is to analyze the methods of evaluating the effectiveness of marketing and justify on their basis a systematic approach that takes into account the main aspects of marketing activities and allows for a comprehensive assessment.
Research methods. The article uses general and special methods of cognition, namely: induction and deduction (in the study of theoretical and methodological foundations for the analysis of marketing activities of industrial enterprises); system analysis (to determine the set of methodological tools and practical techniques used to make management decisions in the process of industrial enterprises); dialectical method (deepens the knowledge of processes in their close relationship and constant development); graphic method (representation of the studied phenomena and processes in the form of illustrations).
Results. In the course of the research it is proved that the system of indicators of efficiency of marketing activity of the industrial enterprise should include the factors which are allocated as key for marketing activity of the enterprise. In this case, the key performance indicators are selected on the principle of harmony and balance, ie balance. In this case, the role and importance of the concept of a balanced scorecard increases.
The study of the concept of a balanced scorecard, including for the evaluation of marketing activities, suggests that in each case can be used more or less prospects with a change in their content. Of great importance is the compatibility of a balanced system of indicators of marketing activities with existing systems of indicators used in other divisions of the enterprise.
Discussion. In the future research it is planned to develop a complex system of indicators of results and factors of marketing activity. Without taking these factors into account, it is not possible to understand what the end results have been. Also with the help of this system of indicators it is possible to assess at an early stage how successfully the marketing strategy of the enterprise.
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