Determining the significance of the criteria describing enterprise marketing

Abstract

Enterprise performance largely depends on the effective enterprise marketing, which may be achieved only if the effective marketing management is used. The latter involves a possibility of quantitative evaluation of the state of an enterprise at any moment of lime. The number of the criteria describing the state of an enterprise is determined by the marketing mix, widely used in developing the marketing strategy, which includes such components as product, price, promotion and place. These criteria are in turn subdivided into subcriteria describing marketing activities. Enterprise marketing is characterized by a great number of various criteria, therefore, multicriteria evaluation methods are well suited for its quantitative evaluation. To use these methods, the significance and weights of the criteria should be known. Experts determine the criterion weight in two steps. First, the estimates elicited from experts are ranked and their consistency is checked, then, the weights of the criteria are determined. These methods are illustrated with case studies involving real calculations.