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Monitoring the Efficiency of the Use of Marketing Potential of Enterprise in a Changing Economic Policy
Ponomarenko O. O., Lisna I. F., Pyvavar I. V.

Ponomarenko, Oleksandr O., Lisna, Iryna F., and Pyvavar, Iryna V. (2021) “Monitoring the Efficiency of the Use of Marketing Potential of Enterprise in a Changing Economic Policy.” Business Inform 10:375–386.
https://doi.org/10.32983/2222-4459-2021-10-375-386

Section: Management and Marketing

UDC 367.546

Abstract:
The article analyzes the peculiarities of organization of monitoring the status and efficiency of the use of the marketing potential of enterprise in the conditions of changeable economic policy. It is identified that the main task of carrying out a set of procedures for monitoring the marketing potential of enterprise is to form a proper information provision for the process of strategic management of the enterprise’s marketing activity on the basis of modeling possible alternatives to development and timely identification of the need for changes in economic activity. The main elements of the system of monitoring the marketing potential of enterprise are a certain sum of approaches to determining the essence of this system, methods and methodology of its development, as well as the implementation of measures for its introduction. During the monitoring, the actual financial and economic status is analyzed, the value and trends of deviations from the forecasts that constitute the basis for the plans of economic activity of the enterprise in the formation of competitive advantages are defined. In the future, in accordance with the previously identified patterns and specific dependencies, the consequences of changes for the implementation of the process of monitoring the marketing potential of the enterprise are determined. The results of identifying flaws and shortcomings in the monitoring process are used to assess the level of its organization and determine the efficiency. Errors and shortcomings should be corrected during the next cycle of preparation and use of the monitoring system at the enterprise. To do this, at the end of the accounting period, the main directions of improvement of this system are established, a set of measures is developed to eliminate the identified shortcomings.

Keywords: marketing, monitoring, marketing potential, marketing efficiency, marketing information, competitive environment.

Fig.: 1. Tabl.: 2. Bibl.: 9.

Ponomarenko Oleksandr O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Public Administration, Public Administration and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Lisna Iryna F. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Pyvavar Iryna V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Public Administration and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

Ponomarenko, V. S. et al. Ekonomika pidpryiemstva: kompetentnist i efektyvnist rozvytku [Enterprise Economics: Competence and Efficiency of Development]. Kharkiv: Vyd. KhNEU, 2013.
Ponomarenko, V. S. Stratehichne upravlinnia pidpryiemstvom [Strategic Enterprise Management]. Kharkiv: Osnova, 1999.
Otenko, I. P. Metodologicheskiye osnovy upravleniya potentsialom predpriyatiya [Methodological Foundations of Enterprise Potential Management]. Kharkiv: Izd. KhNEU, 2004.
Kotler, F., and Keller, K. Marketing menedzhment [Marketing Management]. St. Petersburg: Piter, 2018.
Evans, Dzh. R., and Berman, B. Marketing [Marketing]. Moscow: Sirin, 2002.
Porter, M. Yu. Konkurentsiya [Competition]. Moscow: Vilyams, 2002.
Dey, D. Strategicheskiy marketing [Strategic Marketing]. Moscow: EKSMO-Press, 2002.
Pyvavar, I. V., Ponomarenko, O. O., and Lisna, I. F. “Metodyka otsinky efektyvnosti marketynhovoi diialnosti pidpryiemstva“ [Methodology for Evaluating the Efficiency of the Enterprise's Marketing Activities]. Biznes Inform, no. 9 (2019): 345-354. DOI: https://doi.org/10.32983/2222-4459-2019-9-345-354
Lisna, I. F., Pivavar, I. V., and Ponomarenko, O. O. “Marketing Research and Marketing Planning at Macro and Micro Levels“. Biznes Inform. 2018. https://www.business-inform.net/export_pdf/business-inform-2018-11_0-pages-333_339.pdf

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