Rinkodaros komplekso sąnaudų struktūros optimizavimas kaip verslo tvarios plėtros priemonė

Abstract

Business development and marketing interactions and especially a quantitative evaluation of the direct relation and feedback becomes a crucial problem in forming rational marketing and business development budgets. The formulation of the mentioned problem, analysis and decisions most often are implemented on the basis of the business development and marketing projects. For a long time marketing has dispensed with quantitative and optimization researches. It was caused by the fact that empirical experience, as well as marketing departments’ perception was discovering the sources of effectiveness, that were guaranteeing an increasing financial efficiency of marketing. However, with the expansion of globalization, local sources – the only sources that are known to local marketers – deplete. Thus, global competitiveness develops forces searching for the methods of marketing subsystems’ interaction in order to achieve the integrated effect of the marketing system. There is a need for marketing, as well as for other business components to form a cost-benefit budget and search for the methods and means of budget optimization. This is a complex problem, because marketing does not possess a common concept of how to measure the effectiveness of the separate marketing means. The same could be applied to the main means of the marketing complex structure – price, product, place, promotion, as well as to the detailed elements composing these means. Quantitative evaluation of the efficiency of these complexes and the optimal distribution of funds among them should become a strategic marketing efficiency development provision.Marketing is constantly concerned with the following problems: which amount of funds gives the maximum marginal effect and what should be the optimal structure of expenditures on separate marketing means. Moreover, nowadays it is increasingly important to reach business sustainability. The paper proposes the means of solving the problem by integrating these questions – how to reach the maximum efficiency of marginal marketing funds with an optimal distribution of funds among separate marketing means. Invoking the conception of adequate investment portfolio, an algorithm for selecting a rational structure of marketing means with regard to marketing developed utility and costs has been proposed. Product, price, promotion and place (4P), as the components of the marketing means mix, are analysed as related marketing means which, in turn, are converted into expenditure utility, or effect. This allows outcome valuation according to three characteristics – the size of the effect, the risk of a possible set of effects, and the reliability of every possibility of the effect. The efficiency of the marketing means, as well as of the marketing budget becomes an important business efficiency premise, and the analysis of this efficiency should become the underlying marketing and finance analysis. The management of the stochasticity of the marginal costs marketing mix means develops premises of business development projection in general, with consideration of the growing extent, its risk and reliability. The idea of adequate investment portfolio is directly applicable to the optimization of the marketing complex structure. Imitative technologies have provided possibilities of solving complex stochastical programming tasks in the real time and at the desired precision. Modern expert systems, allowing commensuration of the efficiency, riskiness and reliability indices, were used for business development and marketing processes interaction and a quantitative concretization of dependencies.