FORMATION OF THE SYSTEM OF MANAGEMENT OF THE PERFORMANCE OF MARKETING ACTIVITY OF AGRARIAN ENTERPRISES ON THE BASIS OF A SYSTEM OF BALANCED INDICATORS

Abstract

Introduction. In an unstable market environment, it is quite difficult to objectively evaluate the effectiveness of marketing activities for agricultural enterprises using traditional methodological approaches. We believe that now there is a need to develop methodological approaches that will help to establish the relationship in the marketing management system, taking into account the changing market conditions and the resource potential of the agricultural enterprise. Methods. The following methods are used to achieve this goal, namely: methods of monographic comparative analysis and specific methods in the field of analysis of theoretical and analytical foundations of marketing activities to determine the strategic prospects of marketing activities, identify effective measures to improve marketing activities in agricultural enterprises. Research methods are based on theoretical developments and scientific tools, which includes analysis and evaluation of formulated methodological approaches to assess the effectiveness of management of marketing activities of agricultural enterprises on the basis of quantitative and qualitative indicators. The research methodology also provides for the generalization of scientific sources that explore the rational aspects of management and increase the effectiveness of marketing activities of enterprises in the agricultural sector of Ukraine. Results. Theoretical approaches to understanding the management of enterprise marketing activities are summarized, and the distinction and fundamental relationship between the categories «marketing performance» and «marketing efficiency» are established. It has been found that the main purpose of these categories is to achieve the desired results, in which the achievement does not take into account the method and the costs incurred, and the efficiency takes into account the way with the resources expended. The formation of a holistic system for managing the effectiveness of marketing activities is achieved through synchronization of the process of influencing marketing tools in order to create an overall synergistic effect. We have developed a balanced system of indicators of the enterprise to evaluate the effectiveness of marketing activities of the enterprise, which considers the specific activity and business orientation of the agricultural enterprise. It is proved that, depending on strategic goals, business orientations of agrarian enterprise are determined, which set the future vector of business development, therefore marketing activity should promote business development. Discussions. Promising areas of further research are the development of methods for analyzing the cost-effectiveness of marketing activities in the agricultural sector. Keywords: management, marketing complex, business orientation, strategic goals, performance, efficiency, production resources.