The methods to evaluate the effectiveness of marketing activities at an industrial enterprise
The article is devoted to the methodological problems of measuring the results of marketing activities and choosing the most appropriate methodological approach for assessing the effectiveness of marketing of an industrial enterprise. The comparative analysis of the existing methods of marketing activity efficiency assessment was performed. It is emphasized that in order to improve the efficiency of marketing and competitiveness of the enterprise, it is necessary to systematically assess the effectiveness of marketing activities, so there is an acute issue of measuring the performance of marketing departments. The analysis of the concept of marketing activity efficiency, which is understood by the authors as the ratio of the total discounted profit received from the implementation of marketing activities to the total discounted costs of implementation of these activities, was performed. The essence of different methods of marketing efficiency evaluation is considered. The authors have analyzed the current state of marketing subdivisions of industrial enterprises of the Republic of Tajikistan, revealed the general characteristics and peculiarities of their work. It is concluded that in relation to these enterprises, one of the main methodological approaches to assessing the effectiveness of marketing is a method based on a balanced scorecard. It is also noted that the principles of the method of balanced indicators system are taken into account in the model of evaluation of the marketing activity of the company based on the application of criteria of world quality awards and in the method of FOCs, which the authors recommend for evaluation of marketing efficiency of industrial enterprises of Tajikistan.