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METHODOLOGICAL APPROACHES TO ASSESSING MARKETING ACTIVITIES IN INDUSTRY

Author (s)

Rizokulov A.T.

Abstract

The article substantiates that in modern conditions it is relevant and timely to consider the methodological foundations of conducting marketing research in industry and its implementation in practice. Marketing is considered as an integral component of enterprise management, which is of key importance in expanding the competitive advantages of economic entities in any economy based on market principles of management. It is argued that marketing research can be divided into two groups based on its objectives: one-time and ongoing. It is also substantiated that measuring marketing activity is a difficult undertaking. Several methodological approaches to evaluating marketing activities, existing in both science and practice, are highlighted. The main objectives of measuring an enterprise's performance before and after conducting marketing research are defined. The methodology based on calculating the competitiveness coefficient of marketing activities is analyzed. The composition of qualitative and quantitative indicators of marketing performance is examined. Some difficulties in using the methodology for assessing the competitiveness coefficient of marketing activities in the Sughd region are substantiated. Recommendations are provided for the application of a comprehensive integrated approach to calculating marketing performance indicators.

Keywords

marketing, industrial enterprises, assessment of marketing activities, methodological approaches, qualitative and quantitative indicators, competitiveness coefficient

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