文章基本信息

标题：The Methods for Assessing the Efficiency of the International Marketing Strategy of a Consulting Company
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作者：Gron Oleksandra V. ; Harkusha Vladyslava O.
期刊名称：Bìznes Inform
印刷版ISSN：2222-4459
电子版ISSN：2311-116X
出版年度：2021
卷号：10
期号：525
页码：31-37
DOI：10.32983/2222-4459-2021-10-31-37
语种：English
出版社：Research Centre of Industrial Problems of Development of NAS of Ukraine
摘要：The article is aimed at exploring the features of the international market of consulting services in the sphere of technical design and engineering, analyzing the available methods for evaluating the efficiency of the international marketing strategy of a company and identifying the most relevant methods for assessing the marketing mechanism in the consulting industry. The analysis is carried out by comparing and collating the theoretical and practical results of specific criteria and methods, taking into account the specifics of the sphere of consulting, dynamism and variability of this market, which is growing rapidly and has the potential for further modifications. Trends and characteristic features of the international market of consulting engineering services are considered. The existing methods for evaluation of efficiency of the company’s international marketing strategy are analyzed and the most optimal methods are defined depending on the market in which the company operates, its internal resource capabilities and the strength of influence of environmental factors. As a result of the research, practical methods for evaluating the efficiency of the marketing strategy of a consulting company were systematized and the most efficient tools for assessing the feasibility, profitability, expedience of a particular international marketing strategy for a consulting company were specified, as well as a comprehensive strategic planning of international marketing activities was formed taking into account the peculiarities of the sphere of consulting on the basis of which the distinguished methods work. Prospects for further research are the analysis of batch methods of factor analysis, matrix regression analysis for modeling the relationships between latent variables of the marketing strategy and a more detailed assessment of its efficiency precisely for a consulting company on the international market.
关键词：маркетингова стратегія; оцінка ефективності стратегії; консалтингова компанія; міжнародний ринок