The effectiveness of marketing in commerce, The methodology for calculating key performance indicators (KPI) of marketing in commerce - Marketing in commerce

Chapter 10. The effectiveness of marketing in commerce

10.1. Methodology for calculating key performance indicators (KPIs) of marketing in commerce

A comprehensive economic analysis of key performance indicators (KPIs) of marketing in commerce is presented as a system of interacting blocks. This analysis assumes the study of marketing processes and phenomena of the commercial entity in the interrelation and interaction with various factors that contribute to the growth of production and increase the efficiency of the enterprise. To do this, use all available information (normative, accounting, operational, analytical, planning, reporting, etc.) about the organization's activities in interaction with technical, social and organizational factors.

Elements of the system for analyzing the key performance indicators (KPI) of marketing in commerce can be presented (Figure 10.1) in the form of four modules: analysis of the efficiency of commodity (production) policy, analysis of the efficiency of marketing policy, analysis of the effectiveness of price policy, analysis of the effectiveness of the communication policy .

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Elements of a system for analyzing key performance indicators of marketing technology management in commerce

Fig. 10.1. Elements of a system for analyzing key performance indicators for marketing technology management in commerce

Each of the above modules can in turn be detailed on blocks. The first module "Analysis of the impact of commodity technologies on the formation of consumer value (PC)". can be broken down into such components as analysis of the impact of URMT innovations, analysis of the impact of the URMT service, analysis of the impact of URMT packaging, analysis of the impact of URMT branding, analysis of the impact of the URMT brand, analysis of the influence of the URMT range, analysis of the impact of other URMTs on the consumer value . In this block, the influence of managerial decisions in the field of commodity marketing technologies on the formation of consumer value is determined.

The analysis of the effectiveness of commodity marketing technologies (E) is carried out according to the formula

where Shl - the cost of marketing technology, rubles.

(- the technology of the commodity policy of the organization (management decision on innovations in assortment management ((, (), branding (.)), implementation of brand policy (4), packaging of goods ((.), maintenance ((6 ), other technologies (I)),

X (- profit from the sale of each (-technology, rubles.

n - the number of marketing (-engineering;

Y (- the coefficient of significance of an individual marketing (-technology in the creation of consumer value, in total is 1.

If in the accounting period E changes in the direction of increase, then the role of marketing commodity technologies increases in the creation of the consumer value and income base of the organization, which allows identifying key success factors (KFU) in the marketing field under consideration.

The second module "Analysis of the impact of pricing policy on maintaining the value of consumers (PCs) & quot; is directly connected with the current activity of a small organization in setting the price and adapting it to market changes and can be divided into the following component parts: analysis of the URMT of price calculation taking into account production costs, analysis of the price setting URMT taking into account the reputation of a small organization, competitor, URMT analysis of differential pricing, URMT analysis taking into account the geographic service area, analysis of the URMT price determination taking into account the market environment.

The algorithm for calculating the effectiveness of price technology (ETSP) can be defined in the following general form:

Where Зм - expenses for marketing technologies, rubles.

d - the technology of the price policy of a small organization (managerial decision taking into account the costs of production (r), taking into account the reputation of a small organization (r2), taking into account the competitor's price (g.), differentiated pricing (r4), taking into account geographic service area (g), taking into account the market environment (g6), other g-technologies (gn));

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X; - profit from the sale of each g-technology, rubles.

n - the number of marketing g-technologies;

Y; - the coefficient of significance of an individual marketing g-technology in maintaining consumer value, in total is 1.

The higher the ETSP, the greater the place of g-technology in the key success factors for creating an organization's revenue base and significantly affect the degree of maintaining the consumer value of the product (service).

In the third module, "Analysis of the impact of marketing technologies on the preservation of consumer value (PC)". such blocks of analysis as the analysis of the URMT for the organization of commodity circulation, the analysis of the URMT for the selection of intermediaries, the analysis of the URMT for the creation of the sales department, the analysis of the URMT for the organization of electronic commerce (the transition from offline to online), analysis

URMT for participation in the fair-exhibition, analysis of URMT for merchandising, analysis of URMT for participation in vertical or horizontal integration with large participants of the distribution channel.

Analysis of the effectiveness of marketing technologies (E) can be carried out using the following formula:

where 3 - the cost of marketing technology, rubles.

в - the technology of the marketing policy of a small organization (management decision on the organization of commodity circulation (i1), the choice of intermediaries (I,), the organization of electronic commerce (transition from offline to online) participation in the fair-exhibition (54), merchandising .), participation in vertical or horizontal integration with large participants in the distribution channel (56), other i-technologies (5p));

Хя - profit from the realization of each i-technology, rubles.

n - the number of marketing i-technologies;

Uch - the coefficient of significance of an individual marketing i-technology in preserving the consumer value, in total is 1.

If it increases in the time period, the role of i-technologies in the creation of the income base of a small organization is strengthened by preserving the consumer value of the product (service), and the structure of the key success factors of a small organization is changing, given the growing role of marketing marketing technologies.

In the last, fourth, module "Analysis of the impact of communication technologies on the increase of consumer value (PC)". are reflected: the analysis of the URMT for the choice of type, frequency, the force of the impact of advertising, the analysis of the URMT for establishing public relations, the analysis of the URMT on the organization of electronic commerce (the transition from offline to online), the analysis of the URMT for participation in the fair, personal marketing, analysis of the URMT for placement of communication on packaging, analysis of URMT for sales promotion.

Separate discussion blocks 3.4 (4.3) "Analysis of the URMT for organizing e-commerce (transition from offline to online)" and block 3.5 (4.4) "Analysis of the URMT for participation in the fair-exhibition". From the circuit in Fig. 10.1 shows that both units are located in the third and fourth modules. On the one hand, e-commerce contributes to the expansion of the strategic zone of market presence, the growth of sales, on the other - establishes a two-way communication between a small organization and the consumer, which stimulates the increase in consumer value. In the communication policy, just as in the marketing policy, management decisions on the organization of exhibition marketing are singled out.

The analysis of the effectiveness of communication technologies (E) can be performed using the following formula:

where 3 - the cost of marketing technology, rubles.

k - the technology of the communication policy of a small organization (management decision on the choice of type, frequency, force of the impact of advertising (A ^), the establishment of public relations (/ c,), the organization of electronic commerce (the transition from offline to online) ), participation in the fair-exhibition (A: 4), personal marketing (A :.), placement of communication on the packaging (A: 6), sales promotion (A: _), profit from other A-technologies (A: n));

Хк - profit from realization of each А: -technology, rubles.

n - the number of marketing A: -technologies;

Uk is the coefficient of significance of an individual marketing A: technology in increasing consumer value, in the total amount of 1.

The higher the AE, the more important are the k-technologies in increasing the consumer value of the product (service) and creating the revenue base of a small organization.

The integral key indicator of the effectiveness of marketing technologies in the sphere of commerce is of practical importance, the algorithm of which is calculated below:

where Zi - the cost of marketing technology, rubles.

m - marketing technology of a small organization (.-technology);

Hee - profit from marketing technologies in the field of commodity, sales, price and communication policy, rubles.

n - the number of marketing technologies;

Ui - the coefficient of significance of an individual marketing technology in solving a specific corporate task of forming a consumer value, in total is 1.

Positive dynamics of the indicator indicates the emergence of key success factors and the effective management of marketing technologies.

All the modules considered and the integral key indicator are related to both internal and external analysis and are closely related.

Based on the evaluation of the effectiveness of management of marketing technologies, it can be concluded that, depending on the industry, unique marketing technologies that influence the formation of consumer value and change in the income of the organization are singled out. So, in the sphere of production, the main management decisions in the field of marketing technologies are: maintenance of service, assortment management, pricing taking into account production costs and competitor's prices; selection of intermediaries, participation in the fair-exhibition and promotion of sales.

In the construction industry in small business, the following marketing technologies are distinguished: the choice of the location, the quality of execution, the establishment of prices taking into account the market environment and the competitor's prices, establishing public relations (PR) in cooperation with government officials and investors.

In retailing, marketing technologies for assortment management are defined; implementation of branded policies; sales promotion; conducting personal marketing; participation in the fair-exhibition; choice of the type, frequency, force of the impact of advertising; merchandising; organization of e-commerce (transition from offline to online); the establishment of a price taking into account the market environment and the reputation of a small organization; on maintenance of service and so forth.

In the wholesale trade, the key marketing technologies are: the choice of market partners, integration with the manufacturer, the formation of an assortment taking into account the life cycle, the provision of additional services, the establishment of prices and its adaptation to the changes, personal marketing, the promotion of resellers.

In the sphere of rendering social and cultural services, the most important marketing technologies are: choice of location, repertoire policy, holding competitions and seminars, working with clients, promoting sales, etc.

The methodology of calculating the key performance indicators (KPI) of marketing in commerce allows you to determine the aggregate of marketing actions on the part of the organization that form and support the consumer value and income base of the organization.

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