The abstract on a theme of master’s work

• Introduction
• Theme urgency
• The scientific importance of work
• Practical value of results of work
• The basic results
• The basic part
• Concepts and kinds of economic efficiency
• Identification the companies businesses
• The analysis and the forecast of branch tendencies. Search of perspective products and technologies
• Estimation of marketing activity of the enterprise
• Technique based on calculation of dynamics of indicators
• The conclusion
• The literature

Introduction

Marketing activity is a necessary component at each big enterprise which works in market conditions and is compelled to struggle for the part of the market and the buyer which aspires to receive competitive positions in the market and successfully to do the business. Each modern company has in the strategy of development – the marketing plan. Therefore very much the great value is given to an estimation of efficiency of marketing activity of the industrial enterprise.

Theme urgency

The theme urgency consists in necessity of an estimation of efficiency of marketing activity at each enterprise. Because marketing activity and its result directly is connected with sale of production and the enterprise income. Marketing expenses can be big enough, therefore it is necessary to count and to know accurately what effect for the enterprise will bring certain marketing actions.

The scientific importance of work

Work solves a problem of difficulty of an estimation of marketing actions as in a complex and on separate elements of the marketing program. As now there is no uniform confirmed approach to definition of marketing efficiency.

Practical value of results of work

Practical value of the given work is working out and an economic substantiation of a technique which will allow to estimate and optimise expenses on marketing activity of the enterprise.

The basic results

The technique of an estimation of efficiency of marketing activity of the industrial enterprise is developed.

The basic part

Concepts and kinds of economic efficiency

The term "effect" in a translation from Latin means "result". Also, the category "efficiency" can be interpreted as "productivity". The term effect matters result, a consequence of change of a condition of the certain object caused by action of the external or internal factor. If to spend mathematical analogy the effect is a delta, a gain of some variable or its difference of the previous and following values. It is clear, that value of this delta can be both positive, and negative or in general zero. Similarly before and the effect can be as positive when changes are useful, and negative when changes are destructive, or zero when changes are not present. However, last case namely when zero, it is possible to consider result in concrete conditions either positive, or negative effect and separately not to consider.

Thus, exists as objective change of a condition of certain system (object), and its estimation. This estimation can have quantitative and qualitative character. We have already resulted a typical example of quality standards, having divided set of effects on positive and negative. As to quantitative pricing it is carried out by means of various quantity indicators which can be divided on two big groups: partial and the general.

Hence, actually production efficiency definition consists in an estimation of its results. Volumes of made production in natural or cost (for wholesale prices or under the cost price) expression or profit can be such results. But the in itself size of these results does not give possibility to do conclusions about efficiency or an inefficiency of work of the enterprise as it is not known, by what price the received these results. From here for reception of an objective estimation of efficiency of the enterprise it is necessary to consider also an estimation of those expenses that these or those results have given the chance to receive. Manufacture process is carried out through a combination of factors, that it define: means of labour (fixed capital), subjects of work (circulating capitals), a labour (manpower). Besides, essentially manufacture is influenced by a financial condition of the enterprise, and also certain organizational, administrative, technological and other advantages that are displayed as immaterial resources. Therefore for an estimation of expenses logically to take an estimation of all listed resources. Proceeding from it it is possible to make such definition of efficiency: efficiency of the enterprise represents a complex estimation of end results of use of the cores and circulating capitals, labour and financial resources and immaterial actives for the certain period of time. [1]

As the most important indicators of economic efficiency of a social production the capital intensity and a capital intensity serve labour input.
The task of definition of efficiency arises in different situations, and its rational decision in concrete conditions provides application of these or those approaches or techniques. It is possible to allocate such general directions on which efficiency is defined. [2]

Identification the companies businesses

Redundancy of an industrial infrastructure and actives, limitation of financial and human resources, and also gradual loss of competitiveness of production of the industrial enterprises of the CIS countries conducts to necessity of radical reorganisation of the enterprises and concentration on the most competitive бизнесах.
Prime step to the given direction - allocation not profile for the enterprise бизнесов which auxiliary and procuring manufactures concern. Destiny of these бизнесов, in the presence of possibility of acquisition of production made by them in cooperation (transfer on outsourcing), - allocation and the subsequent sale. The given scenario is not realised only in case production of auxiliary and procuring manufactures has or production of the basic business can have stronger competitive position in the market, rather than.
The second step - identification and comparison of competitiveness of the cores businesses.

But even after the cores бизнесы have been identified, there can be a problem: the business classified on the above-stated matrix at the enterprises on the post-Soviet territory can not have anything the general with similar business "to world measures". So, for example, in the world there are no manufacturers, whether which hydraulic career dredges delivered to the consumer only. Caterpillar, Liebherr, Komatsu, O&K, Hitachi carry out complex deliveries of the equipment for open mountain workings out: dredges, loaders, dump-body trucks, graders, scrapers, other technics. And at the comparable prices the probability of acquisition of separately taken dredge at the manufacturer from the CIS aspires to zero. However, the set example concerns already a following stage of works - to a stage of the strategic analysis and the competitiveness forecast бизнесов. [3]

The analysis and the forecast of branch tendencies. Search of perspective products and technologies

At carrying out of the analysis of branch tendencies it is important not to become isolated on the analysis of tendencies in the traditional markets: for the majority of manufacturers of an industrial output of the CIS countries this post-Soviet territory. It is possible to result set of examples when technologies actively used in the CIS countries, зарубежом are superseded for a long time more modern and effective. For example, practically anywhere in the world (except for only several countries) for open mountain workings out rope career dredges are not got. From the end 70х years, it is technics it is gradually superseded by hydraulic dredges. Or other example - agricultural tractors: in the world the share of catarpillars in park does not exceed 10 % and this technics is used at work in specific soil-climatic conditions, on the big spaces or in the countries with a mountainous lay of land. However, for example, in Russia the share of catarpillars in park makes about 40 %. There is a natural question: demand in Russia on caterpillar a tractor in the long term will be how much mass 5-10 years and whether has sense now to do the rate on this technics? Probably, it is more rational to consider catarpillars as "milk cow", in parallel investing in workings out of wheel tractors or concentrating on other perspective niches for catarpillars - for example, the road-building technics, first of all, бульдозерной. [3]

The competitive position of the company in the market is defined by degree of conformity of production of company KFPR - to key factors of decision-making by the buyer about purchase. Analyzing degree of conformity of production of the company and production of competitors КФПР, taking into consideration a current share of the company in the market, it is possible to predict accurately change of a competitive position of the company and to make purposeful efforts on strengthening of a position of the company in the market.
On the other hand, analysis КФПР in the different markets, allows to identify the target markets for the company. We will consider, for example, the markets for manufacturers of the metallurgical equipment and КФПР on each of these markets. 2 basic markets are allocated: complex (factory) and specialised (knots and separate kinds of the equipment) deliveries. [4]

Estimation of marketing activity of the enterprise

Estimation of efficiency of marketing activity – the important component of work of any marketing subsection. Marketing subsections of the enterprise – one of the key centres who are responsible for preparation of essentially important decisions for the company and other involved subsections co-ordinating activity. It defines especial importance of the control and increase of efficiency of marketing function.
In a spectrum of the basic components within the limits of an estimation of efficiency of marketing activity are included:

• Calculation of dynamics of indicators that profitableness of commercial activity of the economic subject and its competitiveness characterise
• Estimation of performance of functions of marketing in following directions: marketing researches, segmentation of the market and goods positioning, the analysis of the organisation of marketing, marketing planning, working out of a complex of marketing. [5]

Technique based on calculation of dynamics of indicators

During calculation of this technique following indicators will be calculated:

• Part of profit on commercial activity of the enterprise;
• Volume of shipped production;
• Volume of demand for enterprise production (capacity of the market);
• Expenses of service of marketing;
• Factor of competitiveness of the enterprise.

The part of profit of the enterprise from commercial activity is a defining indicator at an estimation of quality of the organisation, functioning and management of marketing system as the purpose of any commercial enterprise consists in maximisation of profit received by it.

Indicators of demand for production of the enterprise and size of its actual shipment during the certain period of time allow to define ability of the enterprise completely to satisfy demand of consumers, that in the conditions of the market also becomes one purpose from the basic priorities of the company.
The analysis of expenses of service of marketing is necessary for comparing with the above-named indicators for an estimation of adequacy of means that are spent, to financial results of commercial activity.
The estimation of profitableness of commercial activity of the enterprise is expedient for spending on the basis of definition of factor of competitiveness.
Following criteria of an estimation of competitiveness of the enterprise for such indicators are spent:

1. Competitiveness on a product:
Factor of a market part
Factor of preselling preparation
Factor of change of a sales volume

2. Competitiveness under the price:
Price level factor

3. Competitiveness on product finishing to the consumer:
Factor of finishing of a product to the consumer

4. Competitiveness by criterion of advancement of a product:
Factor of advertising activity

The conclusion

For a full most exact estimation of marketing activity of the company it is recommended to use the developed author's technique of the given work.

The literature

1. Маркетинг: Учебник для вузов/ Эриашвили Н., Ховард К., Цыпкин Ю.А. и др.; Под ред. Эриашвили Н.Д. – 2-е изд., перераб. И доп. – М.: ЮНИТИ-ДАНА, 2000, – 623 с.
2. Голубков Е.П. Маркетинговые исследования теория, методология и практика. – 2-е издание, переработанное и дополненное. – С.: Издательство «Финпресс», 2000. – 464 с. – (Маркетинг и менеджмент в России и за рубежом).
3. Белиевский И.К. Маркетинговое исследование: информация, анализ, прогноз. Учеб. Пособие, – М.: Финансы и статистика, 2000., – 320 с.
4. Оцінка ефективності маркетингови програм/ Савчук В., Дудаєва О.//Екон. України. -2005. -№1. – С. 47-52.
5. Макаренко М.В. Підвищення конкурентоспроможності промислової продукції шляхом застосування ефективної маркетингової концепції збуту/ Макаренко М.В. //Актуальні проблеми економіки. -2008. -№1. С.26-34.
6. Маркетинг менеджмент. Научное издание / Под ред. Туган-Барановского М., Балабановой Л.В. — Донецк: ДонГУЭТ, 2001. — 594 с.
7. Моисеева Н.К., Конышева М.В. Управление маркетингом: теория, практика, информационные технологии: Учеб. пособие / Под ред. Моисеевой Н.К. — М.: Финансы и статистика, 2002. — 304 с.
8. Ассэль Генри. Маркетинг: принципы и стратегия: Учебник для вузов. — М.: ИНФРА-М, 1999. — 804 с.