Year of Graduation
Methods for Assessing Long-Term Results of Marketing Activities
Faculty of Management
Master's thesis "Methods of evaluation of the long-term results of marketing activity"Currently, most companies consider that marketing is the cause of additional costs. Executives for achieving success on the market focus on the profits and the increase of market share. However, in the rapidly changing and increasingly competitive environment it is possible to succeed in meeting the needs and desires of the client, and establishing long-term relationships with them. Therefore, companies need to rethink the role of marketing in the organization.The aim of this work is to study the modern methods of measuring long-term results of marketing activities and their practical application by Russian companies. To accomplish this goal the following objectives are formulated:1. Analyze existing methods for assessing long-term results of marketing activities;2. Determine the long-term marketing metrics based on a comparative analysis of approaches to assess the marketing activities;3. Consider the specifics of using marketing metrics in companies from trade industry;4. Analyze the use of marketing metrics in Russian companies on the basis of quantitative research;5. Examine the features of the application of marketing metrics in the evaluation of marketing activities in the long-term period by the example of Russian company from trading industry and, therefore, provide recommendations.The subject of this study are the methods of evaluation the long-term marketing activities. The object of research is Russian companies.During the study were used the secondary and primary information. Secondary information was obtained by theoretical review on the subject. The basic methods of assessing long-term results of marketing activities were examined. Then, marketing indicators used in practice by companies were considered. Among them, therefore, the metrics of long-term marketing performance have been selected. Further, the specifics of using different metrics in retail companies were analyzed. Definitely in trading industry success of the company depends from satisfaction the needs and requirements of the client. Therefore, further, the deeper analysis is conducted in this industry.The methodology of the study is based on the data of the research project "Contemporary marketing practices", in which were conducted quantitative and qualitative studies. Quantitative research sample is 303 managers. To begin with, an analysis of the quantitative study of Russian companies from trading industry was conducted for the use of indicators in the evaluation of marketing activities. The obtained results require further clarification and explanation of the reasons why the trade companies use certain indicators of marketing activities. Therefore, further qualitative research is held by the survey method in the form of in-depth interviews by the example of Russian company that is a leader in the retail market. According to the research results, the recommendations were formed for the company.Results on the basis of quantitative and qualitative studies show that for companies most important is the use of short-term metrics in the evaluation the marketing activity. Organizations do only the first attempts towards the development of relationship marketing, using the methods of direct marketing, internet marketing. However, managers do not try to use quality marketing metrics aimed at finding and explaining the reasons for the client's behavior and his/her relation to the product / brand. . Therefore, Russian companies need to understand that only by using long-term marketing metrics customer behavior can be predicted, the client’s needs will be satisfied, and as a result, all this will have a positive impact on the financial results of the company.