Determining the effectiveness of enterprise marketing based on the 4p`s model

Abstract

Globalization of markets is accompanied by the increasing competition between enterprises. In this environment, the results of the economic-commercial activities of enterprises strongly depend on the effective-ness of their marketing. The latter, in its turn, largely depends on the distribution of the finances, intended for marketing strategy’s improvement, among the main marketing mix components, i.e. product, price, promotion and place (channels). The analysis performed shows that 32 percent of all financial resources should be allocated to product, 24 percent – to price, 23 percent – to promotion and 21 percent – to place.