Rinkodaros komplekso sąnaudų struktūros optimizavimas kaip verslo tvarios plėtros priemonė

Abstract

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.