Assessment of the enterprise marketing performance
-
DOIhttp://dx.doi.org/10.21511/ppm.15(4).2017.01
-
Article InfoVolume 15 2017, Issue #4, pp. 1-16
- Cited by
- 1180 Views
-
225 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Nowadays, the Ukrainian economic system is facing difficulties because of country’s integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological approaches to assessing both the quantitative and qualitative results of an enterprise’s marketing performance. It is determined that in the current context of the national economic system, the operation of business must include the actions directed to mutually agreed economic, image-building, informational, environmental, and social goals. In this regard, the concept of marketing strategy of an enterprise’s functioning and development in a volatile environment based on the system-based and situational approach is developed, and the assessment tools to evaluate marketing strategy performance are proposed (marketing performance evaluation model based on sales revenue index; forecasting the amount of profit from participation in international business processes; plan of actions in cases of forecasting the profit from participation in international business processes taking into account the effectiveness of marketing strategies realization; PSR-FM method that allows to integrate evaluation results of customers’ perceptual and transactional loyalty). The approaches to assessing the effectiveness of the enterprise’s marketing strategy development allow to analyze both the marketing performance of an enterprise at large and the specific marketing initiative regardless of area of economic activity.
- Keywords
-
JEL Classification (Paper profile tab)М11, М31
-
References21
-
Tables4
-
Figures2
-
- Figure 1. Parameters and methods for estimating the consumer loyalty via PSR-FM method
- Figure 2. Model of enterprise profit forecasting depending on the effectiveness of the marketing strategy
-
- Table 1. Adapted Scandinavian “map of the market”
- Table 2. Analytical support for implementation of enterprise loyalty programs
- Table 3. Segmentation of consumers
- Table 4. Segments of consumers
-
- Africa Makasi & Krishna Govender (2017). Sustainable marketing strategiesin the context of a globalized clothing and textile (C&T) sector in Zimbabwe. Problems and Perspectives in Management (open-access), 15(2-1), 288-300.
- Azarnoush, Ansari, & Arash, Riasi (2016). Modelling and evaluating customer loyalty using neural networks: Evidence from startup insurance companies. Future Business Journal (open-access), 2(1), 15-30.
- Curtis, T., Abratt, R., Rhoades, D. L., & Dion, P. (2011). Customer Loyalty, Repurchase and Satisfaction: A Meta-Analytical Review. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior.
- Honti, L. (1984). Marketing Strategy as a means of improving competitiveness. Marketing Hungury, 3, 15-19.
- Ina, Garnefeld, Andreas, Eggert, Sabrina, V., Helm, & Stephen, S. Tax (2013). Growing Existing Customers’ Revenue Streams Through Customer Referral Programs. Journal of Marketing (open-access), 77(4), 17-32.
- Jamal, Hosseini Ezzabadi, & Mohammad, Dehghani Saryazdi (2013). Impacts of Knowledge Management on Customers loyalty: System Dynamics Approach.
- Makhitha, K. M. (2016). Do small craft businesses need strategic marketing to survive? Investment Management and Financial Innovations (open-access), 13(2-2).
- Mazaraki, A. A., Dubovyk, T. V. (2015). Інтернет-маркетингові комунікації в програмах е-лояльності споживачів [Internet-marketynhovi komunikatsii v prohramakh e-loialnosti spozhyvachiv]. Aktualni problemy ekonomiky, 12, 423-429.
- Mohamed Zaki, Dalia Kandeil, Andy Neely, & Janet, R. McColl- Kennedy (2016). The Fallacy of the Net Promoter Score: Customer Loyalty Predictive Model. Cambridge Service Alliance.
- Net Promoter Network.
- Nor Asiah Omar, Rosidah Musa, Che Aniza Che Wel, & Norzalita Abd Aziz (2012). Examining the Moderating Effects of Programme Membership Duration in the Retail Loyalty Programme: A Multi Groups Causal Analysis Approach. World Applied Sciences Journal (open-access).
- Noskova, E. V., & Romanova, I., M. (2015). Evaluation of Customer Loyalty to Different Format Retailers. Journal of Internet Banking and Commerce.
- Olefirenko, O. (2016). Methodic tools to optimize marketing expenses of the innovatively active industrial enterprises in Ukraine. Problems and Perspectives in Management, 14(1), 44-50.
- Olefirenko, O., Shevliuga, O. (2017). Commercialization of innovations: peculiarities of sales policy at innovation active enterprise. Innovative Marketing, 13(2), 6-12.
- Оценка качества услуг с применением CSI [Otsenka kachestva uslug s primeneniem CSI]. Website ‘GenskayFormula.com’.
- Porter, M. E. (1980). Competitive Strategies: Techniques for Analyzing Industries and Competitors (248 р.). N.Y.: Free Press.
- Kerr, R. (1991). Knowledge-Based Manufacturing Management: Applications of Artificial Intelligence to the Effective Management of Manufacturing Companies (156 р.). Sydney: Addison Wesley Publishing.
- Robert East, JenniRomaniuk, & Wendy, Lomax (2011). The NPS and the ACSI: A Critique and an Alternative Metric. International Journal of Market Research.
- Starkie, D. (2008). Aviation markets: studies in competition and regulatory reform. British Library Cataloguing in Publication Data Starkie, D. N. M. (David Nicholas Martin).
- The American Customer Satisfaction Index.
- Valentina, Stan, Barbara, Caemmerer, & Roxane Cattan-Jallet (2013). Customer Loyalty Development: The Role Of Switching Costs. The Journal of Applied Business Research.