PLANNING OF ENTERPRISE OUTPUT DEMAND IN CASE OF CHANGING MARKETING COSTS ON THE MARKET OF FOOD INDUSTRY
Sales volumes planning for domestic food industry enterprises requires constant increase of the efficiency of marketing costs usage. The goal of the research is to assess the effectiveness of marketing costs usage and to determine its relationship with the level of demand for products of an enterprise in order to form a marketing budget at food industry enterprises. Research methodology: S-curve demand planning for effective marketing cost distribution; expert survey of specialists at enterprises responsible for strategic planning necessary for calculation of planned indicators for products demand. The results of the research: a methodological approach to assessing the effectiveness of marketing costs usage, based on a logistic curve, which establishes the relationship between the planned budget for marketing and the level of demand for products for strengthening of control over the achievement of enterprise goals, is proposed.
JEL Codes: D22, D61, L66, M31.
Article in: English
Published on-line: 2018-09-24
Keyword(s): demand, demand planning, marketing, marketing costs, food industry
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Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355
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