Strupynska N. Ensuring the marketing activities’ effectiveness of the industrial enterprise

Research object: marketing activities of industrial enterprises; research purpose: further development and improvement of theoretical foundations and methodical approaches to ensure the marketing activities’ effectiveness of the industrial enterprises considering economic and social purposes of management; methods of research and techniques : abstract-logical method, systematic approach, methods of analysis and synthesis, method of correlation and regression analysis, multivariate factor analysis, fuzzy logic theory, expert appraisal; theoretical and practical results: complex hierarchical system of indicators for quantitative evaluating the marketing activities’ effectiveness of machine building enterprise, the peculiarity is selected components and areas that consider the developed system of economic and social objectives of ensuring the marketing activities’ effectiveness and are characterized by partial indicators amalgamated into integral index by additive compression; methodical proposals to defining the scale ranges for evaluating the qualitative levels of marketing activities’ effectiveness of machine building enterprise, the difference of which is its identification for each component and overall, using the fuzzy logic theory; methodical approach to the formation of the program to ensure the marketing activities’ effectiveness of the enterprise, which, unlike existing, taking into account two conditions in correspondence with: objectives of the marketing strategy and sufficient investment resources to implement the program; the definition of the marketing activities’ effectiveness, the feature is its understanding according to the holistic concept as the ability of marketing actions and programs, that are aimed at meeting the needs and interests of the market players, to ensure the effectiveness of the enterprise’s functioning on the basis of consideration of programs and economic and social marketing goals; system of goals to ensure the marketing activities’ effectiveness, which unlike the existing taking into account the hierarchy of the overall objectives of the enterprise, disaggregated goals of the last level into two groups by elements of the marketing mix: economic (4P) and social (5P); methodical approach to determine the rational limits, excessing of which do not ensure the increasing of marketing activities’ effectiveness; subject and the degree of introduction: developments are implemented in practical work of GE "Factory "Electrovazhmash", GE "V.O.Malysheva Plant", HNEU at teaching of discipline the "Strategic management" "(training direction 6.030601 "Management"); the sphere of application: marketing activities of machine building enterprises, educational process.