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Електронний архів Житомирського державного технологічного університету

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Title ?????? ???????????? ????????????? ????????? ????????????
?valuation of effectiveness of enterprise marketing strategy
 
Creator ???????, ?.?.
Polishchuk, I.R.
 
Subject ???????????? ?????????
????????????
???????????? ???????
SWOT-??????
marketing strategy
efficiency
marketing efficiency
SWOT analysis
 
Description ???????????????? ????? ??????? ?? ????????????? ???????? ??????????? ??????????????? ??????. ?????????????? ??????????? ???????????? ????????????? ????????? ?? ???????? ????????? ????? ??????? ?? ???????? ?????????? ???????????? ??????? ?? ????????????? ?????????????. ??? ?????? ???????????????? ????????????? ????????? ????????????? ????????????? ???????? ????????????? ???????? ?? ?????????? ??????? ?????? ?? ??????, ????????? ?? ???????????? ??????. ????????????? ???????????? ?????????? ????????????? ????????? ???????????? ?????????? ?????????? ????? ??????????: ??????????? ?????????????? ?? ??????, ??????, ??????? ?? ?????? ????; ?????? ????? ??? ?????????? ?????????; ??????? ????????; ?????????? ??????? ???????????? ?????????????? ?? ??????, ??????, ???????; ???????????? ???????; ?????? ????????????? ?????? ? ???????? ????????????, ???????????? ???????, ????? ???????????? ????????????? ???????. ????????? SWOT-?????? ????????????? ???????? ??????????? ??????????????? ?????? ?? ????????? ??????????? ??????? ?? ????????????? ?????????.
The current approaches to the marketing policy of baking industry
enterprises have been described. The feasibility of the use of marketing
strategies on life-cycle stages of the business and the way to achieve
competitive advantages in the studied enterprises have been analyzed. The
usage of ?marketing efficiency? indicator as the ratio of net income to
expenditure incurred on marketing activities have been proposed in order to
measure the impact of the marketing strategy. The efficient implementation
of the marketing strategy of the enterprise has been proposed to measure as
the combination of the following indicators: the accounts receivable for
goods, works and services at the end of a year; netincome from sales; gross
profit; the duration of turnover of accounts receivable for goods, works,
services; marketing expenditures; the share of marketing costs in costs of an
enterprise, marketing efficiency, the net efficiency of marketing activities.
The SWOT analysis of the marketing policy of baking industry enterprises
has been conducted and the priority areas for theirmarketing strategy have
been identified.
 
Date 2016-04-06T09:54:25Z
2016-04-06T09:54:25Z
2015
 
Type Article
 
Identifier http://eztuir.ztu.edu.ua/123456789/2582
 
Language uk
 
Relation ???????? ?????? ?? ??????????? ??????????????? ??????, ???????? ? ???????: ??????. ??????? ???????? ?????; ???.3(33)
 
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