Методики вимірювання ефективності статей маркетингових витрат на зовнішньоекономічну діяльність

Marketing expenses are one of the most important parts of the costs of enterprises’ activities in the implementation of foreign economic activities. However, in the conditions of a changing market environment, unstable demand and the search for ways to improve the efficiency of the enterprise, they are the first part of costs that are the subject to excessive reduction due to a lack of understanding of their importance and not being able to correctly assess the effectiveness of marketing investments. The article summarizes theoretical and methodological approaches to determining the effectiveness of marketing expenses in foreign economic activity in modern conditions. The article describes the methods used by scientists to analyze the effectiveness of marketing costs in foreign economic activity. Methods are arranged into groups: commonly used; measuring marketing costs in export efficiency; integrated modern methods. A detailed description is given, and the advantages and disadvantages of each method are determined. It is determined that approaches to evaluating effectiveness differ from marketing investments among foreign and domestic authors. If the former are focused on profitability and everything related to it, then the latter are focused on determining the contribution that marketing investments make not only at the level of the foreign market, but also in the context of the benefits that they bring to the functioning of the enterprise in the domestic market. It is determined that the use of a specific method depends on the specifics of the enterprise’s activities, the scale of foreign economic activity.