METHODS OF ASSESSING THE EFFICIENCY OF MARKETING ACTIVITY

Аннотация

A R T I C L E I N F O. In this article, the methods of evaluating the Keywords: Marketing, marketing effecriveness of marketing. Activities are goal, marketing tools, marketing highlighted, and a brief scientifice information is types, qualitative method, given to them. The article also reflects the quantitative method, sociological relationship between the main goals of method, regressive and correlation. marketing and the main goals of the film. Маркетинг, цель маркетинга, В данной статье освещены методы оценки задачи маркетинга, виды эффективности маркетинговой деятельности маркетинга, качественный метод, и дана краткая научная информация о них. В количественный метод, статье также отражена взаимосвязь между социологический метод, основными целями маркетинга и основными регрессивный и корреляционный целями компании. метод. Introduction: In the conditions of today's rapidly developing market economy, with the rapid change of the external environment and the complexity of the market activity of enterprises, business processes, meeting the needs of consumers, improving the quality of service on every front, including constantly monitoring and evaluating the effectiveness of marketing services is important. Evaluating the effectiveness of marketing in the activities of enterprises has become a difficult task, the impact of the services provided to consumers through the services of the marketing department cannot always be measured, and the results created do not give clear results. Despite the fact that marketing experts have paid enough attention to the problems of enterprise efficiency and marketing service efficiency, there is still no clearly structured model, method and system of indicators that allows evaluating marketing activity. Literature analysis: As a result of our research, taking into account the evaluation of the effectiveness of marketing activities, Peter Doyle came to the following conclusion: "Effectiveness connects the results with costs, it is an internal indicator, it is easy to measure if necessary and there is an opportunity to improve it. The concept of efficiency is related to satisfying the needs of consumers and is an external indicator. It is difficult to measure and Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2024 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 305 International Journal of Economy and Innovation | Volume 35 | Gospodarka i Innowacje takes a long time to implement. Marketing (English: market - "market", "movement in the market", "activity") is a form of organization and management of the production and sale of goods by the enterprise. The term "marketing" was introduced into use in the 60s of the 19th century by McCovern. Marketing scholar Philip Kotler defines marketing as "the science and art of studying, creating, and delivering value to profitably satisfy existing market needs." "Marketing is managing and meeting demand for goods, services, organizations, territories, and ideas." Joel Evans, Berman, USA 1987 "Marketing is identifying, predicting and creating consumer needs and wants. It is the process of organizing all the company's resources to satisfy the company and the consumer with the greatest benefit." American economist Bernie Goodrich, Marketing is the process of creating, communicating, delivering, and exchanging value propositions for customers, clients, partners, and society. Marketing identifies unmet needs and wants. It defines and measures the size of the identified market and profit opportunities. Simply put, marketing is identifying a gap, problem, or shortage in the market and providing the right solution to it. Every organization, company should use marketing. Marketing is the main cornerstone for the development of businesses. The purpose of marketing: it is clear from the above points that marketing is not a set of measures aimed at selling products, but it is a much broader concept that covers all aspects of business management. They believe that the goal of marketing is the maximum growth of production and the main factor in the enrichment of the enterprise is the promotion of high consumption. In other words, the more people buy and consume, the happier they are. However, some people doubt the idea that an increase in material wealth is a sign of achieving great happiness. Therefore, the goal of marketing is not only to achieve the maximum possible consumption. MARKETING DUTIES Produce the product Selling the product release Measures to influence 1. Quality Study the market the market 2. Costs 3. Requirements Organization of the seller Trade Demand Advertising Offer Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2023 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 306 International Journal of Economy and Innovation | Volume 35 | Gospodarka i Innowacje Analysis