Koyuda V., Mazko T. Grouping of indicators for diagnostics marketing system enterprise

Abstract

Consider the types of diagnostics and conditions of use, depending on the purpose, focus, results and features of specificity and diagnostic facility – the marketing system as a subsystem of enterprise marketing activities. The proposed specific types of diagnostic marketing system enterprise (MSE) with the following features: functional (the direction); аnalysis –  assessment – predict (the process) based on express diagnostics, fundamental and complex diagnostics (by purpose). Examined key aspects of diagnostics MSE as the implementation process based components of the MSE (object, subject, mechanism) for the recommended diagnostic objects (OD): product, price, distribution, promotion (marketing as complex) and proposed in the fifth OD organization of marketing companies. This necessitates the use of appropriate tools (arsenal of techniques, methods and ways of others for processing and for the necessary calculations) and the corresponding sequence as components of diagnostic MSE methodical approach and use the results to improve its functioning and development for the future. Feasibility diagnostic of the MSE due to the presence of a database which is necessary for analysis – assessment – predicting the MSE within marketing activities and therefore grounded approach to the formation of the group as compared to the object diagnostics marketing system enterprise. According to the requirements of MSEs as a subsystem of marketing activities, the indicators subject to the conditions and principles held by the selection of parameters and units are recommended for analysis – assessment MSE forecasting as a basis for the formulation of conclusions, recommendations and propositions for improving the functioning of MSEs and the development and adoption of marketing management solutions. It singles out 25 indicators in five groups per unit, containing quantitative and qualitative indicators and fully meet modern requirements of forming a database (complexity, richness versatility, agility, efficiency, openness, flexibility, accessibility, awareness) for calculations organizing, summarizing, etc. and using their results in the diagnostic of the MSE within the marketing activities of the enterprise.