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В монографии рассмотрены теоретические методологические и практические аспекты формирования механизма управления маркетинговой деятельностью малых консалтинговых фирм. В работе разработан метод определения эффекта от маркетинговой деятельности малых консалтинговых фирм, отличающийся учётом удовлетворённости работников, прибыли, удовлетворённости клиентов и рыночного влияния, что позволяет принимать более обоснованные и эффективные управленческие решения. Сформирован механизм управления маркетинговой деятельностью для рассматриваемых фирм, отличающийся выбором лучшего варианта деятельности на основе имитации различных возможных вариантов в условиях нестабильной внешней среды. Разработаны научно-практические рекомендации по реализации разработанного механизма с учётом особенностей рассматриваемых фирм. Монография предназначена для студентов, аспирантов, преподавателей экономических специальностей вузов, руководящих сотрудников малых консалтинговых фирм, широкого круга читателей, интересующихся вопросами формирования механизма управления маркетинговой деятельностью малых консалтинговых фирм.
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Table of Contents
- Step and repeat document 1
- Формирование механизма маркетингвой деятельности малых консал. фирм
- Russian Federation education & science ministry
- 1. FORMING MECHANISM OF MANAGING MARKETING ACTIVITY OF SMALL CONSULTING ORGANIZATION
- 1.3.2. Forming management parameters sets variants
- 1. FORMING MECHANISM OF MANAGING MARKETING ACTIVITY OF SMALL CONSULTING ORGANIZATION
- According to the pictures, in this case only active promotion allows positive profit – low promotion activity can ensure only zero profit. In this case workers and clients’ satisfaction do not depend on promotion activity.
- 5) If З(1,8)=0,3, then, according to pics. 2.12 and 2.13, active promotion also diminishes workers satisfaction and effect.
- 6) If variable costs are 50% of revenue, then, according to pics. 2.14 and 2.15, active promotion increases profit and effect.
- According to the pictures, such fixed costs lead to inevitable loss, but active promotion diminishes it.
- 9) If transaction costs on order rejection are not 0,2 per order (both higher or lower), then, according to pics. 2.20 – 2.23, active promotion worsens financial result and, consequently, diminishes effect.
- According to the pictures, in both cases active promotion diminishes profit and effect.
- Obviously, with maximally realistic initial data and considered minimal accepted volume figures step 15 human-days suggested mechanism usage gives no sufficient marketing effect. But in other initial data there are situations when mechanism usage give...
- Marketing effect absence in experiments can be caused by too high minimal accepted volume figures step. Minimal accepted volume figures 45 and more human-days mean rejecting practically all orders and thus have no practice mean. Simultaneously, the ma...
- Check results for these figures are in pictures 2.24 – 2.27.
- According to the picture, in considered case best minimal accepted volume is 12 human-days. This volume gives maximal workers satisfaction and profit. Clients’ satisfaction and market affect in this case are positive, but not maximal.
- In considered case maximal effect does not depend on orders execution regime, but single criteria depend. Regime Б gives higher workers satisfaction, but lower profit and clients’ satisfaction. Like in regime А, best minimal accepted volume is 12 hum...
- Best solution includes active promotion, orders execution regime Б and minimal accepted volume 9 human-days. In regime Б active promotion increases profit and combines maximal workers satisfaction and maximal clients’ satisfaction. All that compensat...
- Obviously, more precision defining minimal accepted volume with considered initial data gives effect 0,38, which is sufficiently higher than with accepting each existing order (0,3). I. e. such mechanism usage gives sufficient marketing effect. Mechan...
- Checking functioning model in a little initial data changes gives the following results.
- Pic. 2.29. aД=15 days, regime Б, high promotion activity
- According to the pictures, with minimal order time 5 days best minimal accepted volume is 6 human-days, and with minimal order time 15 days best minimal accepted volume is 15 human-days. Because decision precision is limited with step 3 human-days, in...
- 2) If most probable order time is 17 days, then, according to pics. 2.30 and 2.31, better is less active promotion.
- Pic. 2.30. mД=17 days, regime Б, low promotion activity
- Pic. 2.31. mД=17 days, regime Б, high promotion activity
- According to the pictures, with such flow structure active promotion does not increase workers satisfaction and profit, and only creates more dissatisfied clients, diminishing total effect.
- 3) If most probable order time is 27 days, then, according to pics. 2.32 and 2.33, better is less active promotion and minimal accepted order volume 12 human-days.
- Pic. 2.32. mД=27 days, regime Б, low promotion activity
- Pic. 2.33. mД=27 days, regime Б, high promotion activity
- According to the pictures, with such flow structure suggested solution increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients satisfaction.
- Pic. 2.34. bД=29 days, regime Б, low promotion activity
- Pic. 2.35. bД=29 days, regime Б, high promotion activity
- According to the pictures, with such flow structure active promotion only worsens results: creates more dissatisfied clients, diminishes workers satisfaction and nullifies positive profit.
- 5) If minimal relative existing orders labor is 70%, then, according to pics. 2.36 and 2.37, promotion activity does not sufficiently impact effect.
- Pic. 2.36. aα=70%, regime Б, low promotion activity
- Pic. 2.37. aα=70%, regime Б, high promotion activity
- According to the pictures, with such flow structure active promotion does not sufficiently impact best results.
- 6) If minimal relative existing orders labor is 90%, then, according to pics. 2.38 and 2.39, better is less active promotion and minimal accepted order volume 12 human-days.
- Pic. 2.38. aα=90%, regime Б, low promotion activity
- Pic. 2.39. aα=90%, regime Б, high promotion activity
- According to the pictures, with such flow structure suggested solution increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients satisfaction.
- 7) If maximal relative existing orders labor is 90%, then, according to pic. 2.40, minimal accepted order volume should be 12 human-days.
- Pic. 2.40. bα=90%, regime Б, high promotion activity
- According to the pictures, with such flow structure increasing minimal accepted order volume to 12 human-days does not diminish but increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clie...
- 8) If satisfied client communicates only 2 clients, then, according to pics. 2.41 and 2.42, promotion activity does not sufficiently impact effect.
- Pic. 2.41. Уa=2, regime Б, low promotion activity
- Pic. 2.42. Уa=2, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion does not sufficiently impact best results.
- 9) If dissatisfied client communicates only 6 clients, then, according to pics. 2.43 and 2.44, better is less active promotion.
- Pic. 2.43. Уi=6, regime Б, low promotion activity
- Pic. 2.44. Уi=6, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion sufficiently diminishes clients satisfaction and effect.
- 10) If dissatisfied client communicates 8 clients, then, according to pics. 2.45 and 2.46, promotion activity does not sufficiently impact effect.
- Pic. 2.45. Уi=8, regime Б, low promotion activity
- Pic. 2.46. Уi=8, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion does not sufficiently impact best results.
- 11) If number of workers is 4, then, according to pics. 2.47 and 2.48, better is less active promotion and minimal accepted order volume 12 human-days.
- Pic. 2.47. L=4, regime Б, low promotion activity
- Pic. 2.48. L=4, regime Б, high promotion activity
- According to the pictures, with such initial data suggested solution increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients satisfaction.
- 12) If number of workers is 6, then, according to pics. 2.49 and 2.50, better is regime А.
- Pic. 2.49. L=6, regime А, high promotion activity
- Pic. 2.50. L=6, regime Б, high promotion activity
- According to the pictures, with such number of workers regime А gives higher workers and clients satisfaction with the same profit and market affect.
- 13) If З(0,2)=0,1, then, according to pic. 2.51, minimal accepted order volume should be 12 human-days.
- Pic. 2.51. З(0,2)=0,1, regime Б, high promotion activity
- According to the picture, with such initial data increasing minimal accepted order volume to 12 human-days does not diminish but increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients ...
- 14) If З(0,6)=0,6, then, according to pics. 2.52 and 2.53, better is less active promotion.
- Pic. 2.52. З(0,6)=0,6, regime Б, low promotion activity
- Pic. 2.53. З(0,6)=0,6, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion diminishes workers satisfaction (obviously, with overloads) and effect.
- 15) If З(0,8)=0,9, then, according to pics. 2.54 and 2.55, promotion activity does not sufficiently impact effect.
- Pic. 2.54. З(0,8)=0,9, regime Б, low promotion activity
- Pic. 2.55. З(0,8)=0,9, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion does not sufficiently impact best results.
- 16) If З(0,6)=0,4, then, according to pics. 2.56 and 2.57, promotion activity also does not sufficiently impact effect.
- Pic. 2.56. З(0,6)=0,4, regime Б, low promotion activity
- Pic. 2.57. З(0,6)=0,4, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion also does not sufficiently impact best results.
- 17) If З(0,8)=0,7, then, according to pics. 2.58 and 2.59, better is less active promotion.
- Pic. 2.58. З(0,8)=0,7, regime Б, low promotion activity
- Pic. 2.59. З(0,8)=0,7, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion also diminishes workers satisfaction and effect.
- 18) If З(1)=1, then, according to pics. 2.60 и 2.61, promotion activity does not sufficiently impact effect. Besides that, in this case increasing minimal accepted order volume to 12 human-days also does not sufficiently impact effect.
- Pic. 2.60. З(1)=1, regime Б, low promotion activity
- Pic. 2.61. З(1)=1, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion does not sufficiently impact best results. Besides that, with increasing minimal accepted order volume to 12 human-days lower workers and clients satisfaction is compensated with highe...
- 19) If З(1,2)=0,7, then, according to pic. 2.62, minimal accepted order volume should be 12 human-days.
- Pic. 2.62. З(1,2)=0,7, regime Б, high promotion activity
- According to the picture, with such initial data increasing minimal accepted order volume to 12 human-days does not diminish but increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients ...
- 20) If З(1,4)=0,3, then, according to pics. 2.63 и 2.64, minimal accepted order volume also should be 12 human-days, and promotion activity does not sufficiently impact effect.
- Pic. 2.63. З(1,4)=0,3, regime Б, low promotion activity
- Pic. 2.64. З(1,4)=0,3, regime Б, high promotion activity
- According to the picture, with such initial data increasing minimal accepted order volume to 12 human-days does not diminish but increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients...
- 21) If workers vulnerability to overload is higher than in table 2.1, then there are situations when promotion activity does not sufficiently impact effect. Such situation example is in pics. 2.65 and 2.66.
- Pic. 2.65. З(1,6)=0,2, regime Б, low promotion activity
- Pic. 2.66. З(1,6)=0,2, regime Б, high promotion activity
- Similar situation is with З(1,8)=0,1.
- 22) If workers vulnerability to overload is less than in table 2.1, then there are situations when better is less active promotion and minimal accepted order volume 12 human-days. Such situation example is in pics. 2.67 and 2.68.
- Pic. 2.67. З(1,2)=0,9, regime Б, low promotion activity
- Pic. 2.68. З(1,2)=0,9, regime Б, high promotion activity
- Similar situation is with З(2)=0,2.
- 23) If З(1,4)=0,5, then, according to pics. 2.69 and 2.70, promotion activity does not sufficiently impact effect.
- Pic. 2.69. З(1,4)=0,5, regime Б, low promotion activity
- Pic. 2.70. З(1,4)=0,5, regime Б, high promotion activity
- According to the pictures, with such initial data active promotion does not sufficiently impact best results.
- 24) If З(1,6)=0,4, then, according to pic. 2.71, minimal accepted order volume should be 12 human-days.
- Pic. 2.71. З(1,6)=0,4, regime Б, high promotion activity
- According to the picture, with such initial data increasing minimal accepted order volume to 12 human-days does not diminish but increases workers satisfaction and profit, which, together with higher market affect, compensates some diminished clients ...
- 25) If variable costs are 70% of revenue, then, according to pics. 2.72 and 2.73, better is less active promotion.
- Pic. 2.72. cv=0,7, regime Б, low promotion activity
- Pic. 2.73. cv=0,7, regime Б, high promotion activity
- According to the pictures, this costs figure leads to inevitable loss, and only diminishing promotion activity allows diminishing loss without worsening other criteria and maximizing effect.
- 26) If fixed costs are 0,2 human-day price per day, then, according to pics. 2.74 and 2.75, better is less active promotion.
- Pic.2.74. cf=0,2, regime Б, low promotion activity
- Pic. 2.75. cf=0,2, regime Б, high promotion activity
- According to the picture, with such initial data less active promotion gives higher profit and effect.
- 27) And if fixed costs are 0,4 human-day price per day, then, according to pics. 2.76 and 2.77, company should diminish promotion activity or increase minimal accepted order volume to 12 human-days.
- Pic. 2.76. cf=0,4, regime Б, low promotion activity
- Pic. 2.77. cf=0,4, regime Б, high promotion activity
- According to the pictures, this costs lead to inevitable loss. There are 2 solutions, giving maximal effect with several criteria figures. Low promotion activity and minimal accepted order volume 9 human-days ensure minimal loss and relatively high wo...
- 28) If transaction costs on order rejection are 0,3 human-day price, then, according to pics. 2.78 and 2.79, promotion activity does not sufficiently impact effect.
- Pic. 2.78. cti=0,3, regime Б, low promotion activity
- Pic. 2.79. cti=0,3, regime Б, high promotion activity
- According to the pictures, with such costs active promotion does not sufficiently impact total effect: a little increasing workers satisfaction and profit is compensated with diminishing clients’ satisfaction.
- 29) If transaction costs on order accept are 0,5 human-day price, then, according to pics. 2.80 and 2.81, minimal accepted order volume should be 12 human-days, and promotion activity does not sufficiently impact effect.
- Pic. 2.80. cta=0,5, regime Б, low promotion activity
- Pic. 2.81. cta=0,5, regime Б, high promotion activity
- According to the pictures, with such initial data minimal accepted order volume 12 human-days gives much more profit, which, together with higher workers satisfaction and market affect, compensates some diminishing clients’ satisfaction. Promotion act...
- 30) If transaction costs on order accept are 0,7 human-day price, then, according to pics. 2.82 and 2.83, promotion activity also does not sufficiently impact effect.
- Pic. 2.82. cta=0,7, regime Б, low promotion activity
- Pic. 2.83. cta=0,7, regime Б, high promotion activity
- According to the pictures, with such costs active promotion does not sufficiently impact total effect: a little increasing workers satisfaction and profit is compensated with diminishing clients’ satisfaction.
- 31) If 30 days overload is possible, then, according to pics. 2.84 and 2.85, promotion activity also does not sufficiently impact effect.
- Pic. 2.84. be=30 days, regime Б, low promotion activity
- Pic. 2.85. be=30 days, regime Б, high promotion activity
- According to the picture, with such initial data active promotion does not sufficiently impact best results.
- 32) If with active promotion average time between orders is 6 days, then, according to pics. 2.25 and 2.86, such active promotion does not increase but diminishes effect.
- Pic. 2.86. λ=1/6 order per day, regime Б
- Comparing pics. 2.25 and 2.86 shows that such active promotion is worse than low active. Thus, if promotion cannot ensure average time between orders 7 days, then better is less flow intensity.
- 33) And if with active promotion average time between orders is 8 days, then, according to pic. 2.87, best is active promotion and minimal accepted order volume 12 human-days.
- Pic. 2.87. λ=1/8 order per day, regime Б
- According to the picture, with such flow intensity best is minimal accepted order volume 12 human-days. Its diminishing does not increase profit and increases workers and clients’ satisfaction not enough to compensate diminishing market affect.
- Thus, mechanism usage gives some sufficient marketing effect with both initial calculating data figures and a little their change. And even a little initial data change can change best solution.
- 2.3. Recommendations on entering management mechanism of marketing activities of small consulting organization
- According to pictures 2.24 – 2.87, best decision very depends on external and internal environment parameters.
- With most realistic mentioned parameters figures, maximal effect is got with active promotion, orders execution regime Б and minimal accepted order volume 9 human-days. This maximal effect is got with maximal workers and clients satisfaction and posit...
- But with other figures in many cases best are other solutions.
- Each consulting organization has own mentioned parameters figures, which can very differ from mentioned in example. Thus in particular situation best decision can be chosen with management mechanism, elaborated in the work.
- Entering mechanism includes the following actions: prediction method choice; defining and entering initial data; running program; work start.
- The research results were used in the work of Marketing Marketing Services LLC.
- The main provisions and recommendations contained in the work are introduced into the system of intra-firm management of the organization in part of promoting services, making decisions about accepting and rejecting orders, and managing the execution ...
- CONCLUSION
- REFERENCES
- Russian Federation education & science ministry
- Step and repeat document 1 5
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