Methodological approach to a company’s marketing mix equation determining

Economic Annals-XXI: Volume 134, Issue 9-10(2), Pages: 22-25

Citation information:
Stetsenko, V. (2013). Methodological approach to a company’s marketing mix equation determining. Economic Annals-XXI, 9-10(2), 22-25. https://ea21journal.world/index.php/ea-v134-06/

Viktoria Stetsenko
PhD Student,
National University of Food Technologies
68 Volodymyrska St., Kyiv, 01601, Ukraine
stetcenkovika@mail.ru

Methodological approach to a company’s marketing mix equation determining

Abstract. Introduction. Continual intensification of competitive struggle in business stipulates necessity to increase effectiveness of marketing activities which, in its turn, leads to searching of new methods of marketing complex analysis and management. The purpose of this paper is to work out methodology of marketing mix equation level identifying. Results. The complex of factors which influence costs distribution between marketing mix elements were identified and a scheme of costs allocation in marketing budget was developed. Functional dependencies segregation by costs of marketing mix separate elements and enterprise’s profit were substantiated. A model of optimal balance between costs for marketing elements in marketing budget identification was proposed, and its preserving would facilitate achieving enterprise’s marketing mix and goals coherence. A methodological approach to calculate an indicator of enterprise’s marketing mix equation level was worked out, as well as a range of coefficient’s valuations from 0 «absolute equation of marketing mix» to 1 «unbalanced marketing mix». Conclusion. Proposed methodology makes it possible to provide deeper marketing activity analysis and facilitates costs planning optimization in marketing, which leads to future increase of income for 1 UAH of spent marketing resources.

Keywords: Marketing Mix; Elements of Marketing Mix; Marketing Mix Equation; Marketing Budget

JEL Classification: C10; L10; M30

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Received 08.07.2013