Evaluation and Improving of Marketing Activities Effectiveness of Enterprises

The uncertainty and dynamism of the market is growing, the influence of economic, political and social factors on the activity of the enterprise are increasing. Therefore the management must constantly take into account the factors of the external and internal environment, their direction of influence on economic activity on the way to achieve the set goals. Marketing activity is one of the most important directions of strategic management, because competently developed actions and measures in the field of marketing allow to increase competitiveness in the market, respectively, to increase the market share and expand the boundaries of target segments, to form a positive image of the enterprise and maintain a business reputation. That is why the scientific research is relevant nowadays. There is the need for further research and the formation of effective measures to increase the effectiveness of enterprises' marketing activities. The purpose of scientific research is to develop a scientific and methodological approach to evaluation and improving of marketing activities effectiveness of enterprises. The following methods have been used to solve the tasks: comparative analysis, synthesis, systematization and generalization, economic and statistical (definition of integral indicator of marketing activities effectiveness), logical generalization and system approach (formation of a system of measures to increase the marketing activities effectiveness of enterprises). In the article, the authors have developed a scientific and methodological approach to evaluation and improving of marketing activities effectiveness of enterprises. The authors have indicated the particular indicators for the evaluation of the effectiveness of the marketing mix elements. They have formed a system of measures for improving the marketing activities effectiveness of enterprises. The author's research methodological approach to evaluation and recommendations on improving the marketing activities effectiveness of enterprises can be applied in practice of enterprises, authorities (for example, to formulate a strategy for the development of a region, industry or enterprises), etc. Prospects for further research in this area are to study the factors that influence on the adoption and implementation of marketing strategy effectiveness of enterprises in the modern conditions of management.