ASSESSMENT OF THE MARKETING SYSTEM OF MACHINE-BUILDING ENTERPRISES
We constantly need information to make decisions about the development of the production structure, including on the state of the market. The process of providing the organization with information about the market and the market with information about the organization and its products is ensured by the crea-tion and operation of the marketing system in the enterprise. The relevance of the study is due to the fact that the state of the marketing system is an important fac-tor in increasing both the level of the innovative potential of the enterprise and the competitiveness of the enterprise in the global market. Therefore, it is neces-sary to systematically assess the state of the marketing system`s activity. This will make it possible to realize the existing problems and threats, promptly and reasonably develop a set of measures to improve the efficiency of the enterprise`s innovation activities. The conducted studies show that at the present time there has not been a properly developed scientific and methodological toolkit for as-sessing the marketing system of the machine-building enterprise; a small amount of work has been devoted to this problem. In this regard, the purpose of the study is to develop a method for assessing the marketing system of the machine-building enterprise. The study is based on the method of expert assessments us-ing ten-point scales, which characterize the state of a separate sub-process of the marketing process. The results of the work are to develop a model that allows as-sessing the work of the marketing system of the machine-building enterprise. De-veloped scales, underlying the assessment model, are presented as a sample of the expert sheet. The model was tested using the example of machine-building en-terprises of the Orenburg region. The recommendations for improving the effec-tiveness of the marketing system of the enterprise that has received the lowest expert rating are given. According to the results of the study, experts assessed the state of marketing at the studied enterprises at the level of 6-8 points out of ten possible, which determines the availability of reserves for development.
Keywords: innovative potential, engineering enterprises, state of marketing, marketing system, scale, model, expert assessment.
Highlights:
there is a need to study the processes of the enterprise from the standpoint of recent advances in the theory and methodology of management science;
literature and scientific research allow developing a model for assessing the marketing system based on the understanding of the structural content of enter-prise management;
determining the state scales of marketing management sub-processes helps to form a system for assessing the level of development of marketing activities of enterprises;
the use of marketing management sub-processes state scales makes it pos-sible to determine the level of development of marketing activities of several en-gineering enterprises and to make recommendations for their improvement.
Julia Yu. Lashmanova, Candidate of Economics, Associate Professor of the De-partment of Accounting, Analysis and Audit of Orenburg State University.