Shymko A. Management of marketing technologies at the retail trade enterprises

Thesis is devoted to theoretical and practical foundations of marketing management technologies at retail trade enterprises. The Thesis shows the essence of marketing technologies in the retail trade. Basic elements and prerequisites for the use of marketing techniques are under the consideration. Methodical approach to the management of marketing technologies at the retailers enterprises are developed, that determines the sequence of specific actions, operations and processes for the formation, implementation and evaluation of optimal for the given enterprise marketing technology. The given marketing technology takes into consideration the specific, opportunities and environmental factors and makes it possible to achieve profitability and efficient activity on the market. It is offered to apply situational approach to the management of marketing technologies that allows to make decisions based on the analysis of current market situation, to choose elements and marketing tools that meet current requirements in the best way. Scientific approaches of domestic and foreign scientists to assess the effectiveness of marketing techniques are analyzed. The method of marketing techniques evaluation based on the Balanced Scorecard by "Norton-Kaplan" is developed. It allows to use financial and non-financial indicators to identify those marketing technologies that have brought tangible results and those that have been invested, but for some reason hadn't brought the desired results. This method help to hold timely a set of measures to prevent ineffective marketing solutions, to direct employees to achieve their aim and to see a complete picture of the achievements of the company and to make decision on the future strategic direction. The analysis of the impact of marketing environment on the management of marketing techniques for retail enterprises in Ukraine has been conducted. Research of the use of marketing technologies by retailers that revealed their key features has been made. With the methodological principles the evaluation of the results of marketing techniques for retail enterprises had been conducted. Interrelationship between the productivity of marketing techniques and profitability of the company has been analyzed. The information received helped to develop a set of measures necessary to prevent the negative consequences of poor marketing techniques management at the retailers. The system of information software of marketing techniques management, consisting of several parts was offered: - internal and external information; informational database on marketing techniques; - database to determine the effectiveness of marketing techniques; - measures development to improve the management of marketing technology. This system allows to analyze the resource potential of enterprise and factors of macro-environment and, on this basis, allows using the database not only create and implement marketing techniques, but using a specially designed system of indicators to assess their performance and identify ways to improve. It is offered to make integrate marketing technologies, which means to combine together their individual elements with the purpose of complex effects on consumers and obtain economic and synergistic effects from the development and implementation of marketing technologies. A common methodological approach to marketing techniques integration based on the use of cross-marketing, which forecasts the combination of marketing technology elements by common objectives and methods of developing, or intended to address the same or similar marketing problems to maximize the performance of the available information, material, financial and intellectual resources. The method of allocation of marketing budget between marketing techniques based on the mathematical theory of portfolio management, which is to optimize the use of the mechanism of the investment portfolio, by given the criteria and the balance of profitability ratios and risks. The indicated model makes it possible to determine the optimal ratio of funds between certain marketing techniques within the marketing budget at the satisfactory degree of risk to maximize profitability level of retail enterprise.