Оцінювання ефективності маркетингової стратегії на етапах життєвого циклу вартісно-орієнтованого підприємства

Abstract

Розкрито концепцію, зміст та принципи оцінювання ефективності маркетингової стратегії відповідно до етапу життєвого циклу вартісно-орієнтованого підприємства. Обґрунтовано застосування відповідних показників та методів оцінювання ефективності маркетингової стратегії на цих етапах. Встановлено відповідність між характером маркетингових стратегій та етапами життєвого циклу підприємства.

The conception, content and principles of evaluation of efficiency of the marketing strategy is revealed according to the stage of life cycle of values-driven enterprise. Application of the appropriate ratings and methods of the evaluation of efficiency of the marketing strategy on these stages is justified. Correspondence between the nature of marketing strategies and the stages of the life cycle of enterprise is established. The life cycle of the enterprise is the consequence of development strategy its administration has chosen. Marketing strategy allows to take into account the features of the life cycle of the product at different stages of the life cycle of enterprise as much as possible in the light of the life cycle of the market. Evaluation of the effectiveness of the marketing strategy of enterprise will enable to choose an appropriate corrective measures at these stages as well as allocate the resources of an enterprise in an optimally way in order to increase its value. This article is devoted to the formation of the general concept of evaluation of the effectiveness of the marketing strategy of values-driven enterprises at different stages of its life cycle. The possibilities of the evaluation of the effectiveness of marketing strategy is studied depending on the stage of the life cycle of enterprise. The content and principles of the evaluation of the effectiveness of marketing strategy at the different stages of life cycle of the values-driven enterprises are elected. The possibilities of reorganization values-driven enterprise by improving effectiveness of its marketing strategy are analyzed.