Management of the structure of marketing - practical necessity not solved in theory

Abstract

Marketing is constantly concerned with the following problems - what amount of funds reaches maximum marginal effect and what the optimal structure of expenditures on separate marketing means should be. Moreover, nowadays it is increasingly important to reach business sustainability. The paper proposes means of solving the problem integrating these questions - how to achieve the maximum marginal marketing funds efficiency with optimal funds distribution among separate marketing means. Employing adequate investment portfolio conception and decision idea, an algorithm for selection of rational marketing means mix structure, at the same time considering 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 expenditures utility or effect. This allows outcome evaluation according to three characteristics - the extent of the effect, risk of possible set of effects and reliability of every possibility of the effect.