Ravikovich I. Marketing activity of trade enterprises and its activity evaluation

The object of research is a process to ensure effective operation and development of enterprises. The research aim is to ground theoretical and methodological principles of marketing activities, develop practical recommendations for evaluating the effectiveness of marketing activities of trade companies in Ukrainian market of building materials. In the course of the dissertation general scientific and special research approaches were used for solving the set tasks. The most important scientific results obtained by the applicant personally are: the factors of the development of building materials market in Ukraine were grounded and defined, the model of evaluating the effectiveness of marketing activities in the strategic perspective was suggested, method of performance evaluation of marketing activities was improved. Scientific novelty of research results is as follows: the concept-category set of evaluating the effectiveness of marketing activities was improved; theoretical positions to implement the evaluation of marketing activities of trade companies were generalized ; there was determined the essence of marketing synergies effect of marketing complex implementation, a carrier of which is the value of trade mark. The practical significance of the given results is that the basic scientific elaborations brought to the level of methodological generalizations and applied recommendations that makes it possible for trade companies to update marketing activity and evaluate its efficiency.