Chapter 2 Goals and Objectives of the Project In this chapter ... Developing the project assignment Assessing the need for project development Describing the required project outcomes Determining the assumptions Success or failure of each project depends on how responsive it is

Define Goals and Objectives The goal is very important as it defines the structure of the entire document. Ask yourself the question “Why do I need this presentation?”, Answer it and proceed with further actions. You must clearly understand why and for what you are citing

Solutions to typical marketing tasks

Marketing workshop with solutions for students.

Objective 1. The retailer bought in bulk 500 pairs of women's shoes at a price of UAH 150. for a couple. I sold part of the shoes for 200 UAH. for a couple. With sales deteriorating at the end of the winter season, he reduced the price of the product by 20% and sold the last 200 pairs of women's shoes. Production costs for the purchase of goods and their implementation amounted to 2000 UAH.

Define:

· Wholesale cost of goods;

· The new selling price of the remainder of the goods;

· The amount of proceeds from the sale of the entire consignment of goods (in UAH);

· Profit from the sale of the entire consignment of goods.

Determination of the wholesale cost of goods

500 pairs х150 UAH = 75 000 UAH

· Determination of the volume of sales of goods for 200 UAH. for a couple:

300 x 200 = 60,000 UAH.

Determination of the new sales price of the remainder of the goods:

UAH 200 x 0.8 = 160 UAH. for a couple

Determination of the volume of sales of the remainder of the goods at a reduced price:

200 pairs х160 UAH. = 32 000 UAH.

Determination of the volume from the sale of the entire batch of goods:

60,000 + 32,000 = 92,000 UAH.

Determination of profit from the sale of the entire consignment of goods:

92,000-75,000-2,000 = 15,000 UAH.

Objective 2. You are the head of the marketing department of the Porcelain Factory OJSC. It is planned to sell individual sets of sets in Western Europe. With production costs equal to UAH 30. for one set, the goods are planned to be sold for 80 UAH. for one service.

A wholesale independent reseller distributes services for UAH 100. for a unit. The planned sales volume is 4,000 sets per year, provided that the manufacturer undertakes to spend 30,000 UAH on advertising.

The sales agent agrees to work for 7% (at a price for a service equal to UAH 100), but he can only cover 65% of the wholesaler's market.

Determine the profit of the manufacturer, wholesaler, sales agent and mail services.

1. Determine the manufacturer's profit:

We determine the cost of services:

4000 pcs. x UAH 30 = 120,000 UAH;

We determine the selling price:

4000 pcs. x 80 UAH = UAH 320,000;

We determine the profit:

320,000 - 120,000 - 30,000 = 170,000 UAH.

2. Determine the wholesaler's profit.

We determine the amount of implementation:

4000 x 100 = 400000 UAH;

We determine the profit of the wholesaler:

400,000 - 320,000 = 80,000 UAH.

3. Determine the profit of the sales agent.

Let's determine how many sets are sold:

4000 x 0.65 = 2600 pcs;

We define the volume of the agent's sales:

2600 x 100 = 260,000 UAH;

We determine the income from sales:

260,000 x 0.07 = UAH 18,200.

4. Determine the income of mail from services.

We determine the number of services to be sold by mail:

4000 - 2600 = 1400 pcs;

We determine the price of mail services:

1400 x 10 = 14000 UAH.

Objective 3. Determine the break-even point of the joint JSC being created with the attraction of foreign capital and innovative technologies, if:

· The cost of production without the cost of raw materials and materials is Cn = 600,000 UAH;

· Cost of raw materials and materials purchased in Ukraine (taking into account transportation costs) - Мс = 300000 UAH;

· The cost of components supplied by foreign partners (taking into account transport costs) –Mi = 500000 UAH;

· The cost of products that will be exported to the country of a foreign partner is equal to (including delivery costs) Qi, 1 = UAH 400,000;

· The cost of products that will be exported to third countries (including delivery costs) is:

Qi, 2 = 1200 thousand UAH;

The cost of products that will be sold at domestic market(including transportation costs)

Color = 600,000 UAH.

Approximate calculation without loss joint venture we carry out according to the formula:

Define:

· Production cost of products;

· Cost from sale;

· Profit from sales.

We determine the production cost of products:

C = Cn + Ms + Mi = 600,000 + 300,000 + 500,000 = 1.4 million UAH.

We determine the cost from the sale:

D = Tsn, 1 + Tsn, 2 + Tsv = 400 thousand UAH + 1200 thousand UAH + 600 thousand UAH =

2200 thousand UAH

We determine the profit from the sale:

Pr = D-S = 2.2 million UAH - 1.4 million UAH = 0.8 million UAH.

Task 4. The construction company carried out marketing research and found that in order to maintain positions in this market, it is necessary to increase the productivity and reliability of the manufactured goods - technological equipment for consumers.

The marketing department set standards for these indicators and set the task to predict the cost of new equipment if:

The cost of old equipment -

Сс = 5.2 thousand c.u .;

Performance of old equipment -

PS = 16 thousand pieces. parts per year;

Index of productivity growth of new equipment - ;

Reliability of old equipment -

Reliability of new equipment

An increase in labor productivity at an enterprise - an equipment manufacturer:

Ptr = 3% per year.

Predict with a parametric method

cost and productivity of new equipment.

thousand cu;

thousand pcs. parts per year

Task 5. Carry out a strategic forecast and analysis of the activities of a joint joint stock company with the attraction of foreign capital and innovative technologies for at least five years (initial data and calculation should be carried out in tabular form), if:

· The invested capital of the foreign partner is 40% of the total capital;

· Deductions to the reserve fund Fr = 0.2 million UAH.

Deductions to the enterprise development fund are

Fr. p. = 0.04 million UAH;

Deductions to the fund social development is equal to

FS. R. = 0.032 million UAH

Table 2.1

Initial data and forecast of the joint venture

Task 6. It is necessary to determine the future value of the deposit and the amount of interest for the entire investment period under the following conditions:

· The initial cost of the deposit is P = 10,000 UAH;

· The interest rate used in calculating the amount of compound interest is set at a = 10% per quarter;

· The total investment period is T = 1 year, n = 4.

When calculating the future amount of the deposit in the process of increasing it at compound interest, use the formula:

Sc = 1000 * (1 + 0.1) 4 = 1464.1 UAH.

Р - the initial cost of the deposit;

P = 1000 UAH.

a = 10 - the interest rate used in calculating the sum of the added interest, in shares;

n = 4 the number of investment periods.

Task 7. You have deposited PV = 100 US dollars in the bank at 3% per month.

Determine how much profit you will have by the end of the year.

FV = PV + (i + i) n

PV is the initial amount of the deposit;

FV is the future value;

n = 12 - the number of periods that are analyzed;

FV = 1000 * (1 + 0.03) 12 = 1343.9 $

Problem 8. To assess suppliers A, B, C, D, the following criteria were used: price (0.5), quality (0.2), reliability of supply (0.3). The weight of the criterion is indicated in brackets. Evaluation of suppliers based on performance in the context of the listed criteria (ten-point scale) is shown in Table 2.2.

Which supplier should be preferred when renewing a contractual relationship?

Table 2.2

Supplier evaluation for price, quality and reliability

Problem 9. The firm "Zarya" puts on the market products A. The production capacity and capabilities of the company allow it to manufacture these products in the amount of 800 thousand pieces. in year. At the same time, three more enterprises - the company's competitors - produce the same products.

This year the company "Vympel", having manufactured 800 thousand pieces. products A, could not sell 100 thousand pieces that are in the warehouse finished products of this company.

Define:

· The most effective production program of product A for the given market conditions, taking into account the demand of buyers;

· The need for material for the manufacture of product A in the next (planned) year, if it is known that the manufacture of this product requires materials M1, M2, M3, and the established technology of the Vympel company provides for the consumption rates of these materials per product in quantities, respectively, 20 kg / piece, 25 kg / piece, 15 kg / piece

1. Determine the most effective production program for the given market conditions A.

When determining the production program of products A that is most acceptable for market conditions, one should take into account:

v customer demand for these products;

v products in stock, not sold in previous periods

W = 700 thousand pieces - 100 thousand pcs. = 600 thousand pieces, where W is the volume of production.

2. Determination of the need for material for the manufacture of a product A.

The need for materials is determined in natural units by multiplying the consumption rates of each material by the volume of production:

For material М1:

V1 = 20 kg / pc. * 600000 = 12000 t.;

For material M2:

V2 = 25 kg / pc. * 600000 = 15000 t.;

For material M3:

V3 = 15 kg / piece * 600000 = 9000 tons, where V is the material requirement

Answer:

· The most effective program for the given market conditions provides for the release of a product in the amount of W = 600 thousand pieces,

The need for materials, taking into account the above production volumes of products A, is:

For material М1 - V1 = 12000 t.

For material M2 - V2 = 15000 t.

For material M3 - V3 = 9000 t.

· Actual sales of goods in April amounted to UAH 460 thousand;

· Trade markup - 15%;

· The trading company has a single day off per week.

2. Determine the increase in one-day sales:

thousand UAH in a day;

Increase in one-day sales

18.8 - 15.6 = 3.2 thousand UAH. in a day;

Additional volume of production

3.2 * 17 = 54.4 thousand UAH;

· additional income

thousand UAH

8.16 - 2.65 = 5.51 thousand UAH;

Problem 11. Trade enterprise purchased 400 units of goods for 90 UAH. per unit and sells at a price of UAH 100.8.

Define: how many units of products she needs to purchase in order to keep the gross profit at the same level while reducing the sales price of one product by 5%:

the operating profit of the enterprise?

1. Determine the purchase cost of the entire product

90 x 400 = 36000 UAH.

2. Determine the proceeds from sales

100.8 x 400 = 40 320 UAH.

1. Determine the operating profit of the enterprise

40320 - 36000 = 4320 UAH.

2. Determine at what price the goods were sold

100.8 x 0.95 = 95.76 UAH.

3. Determine the number of products that need to be purchased to save profits

400320: 95.76 = 421 units. products.

Answer: the production profit of the enterprise is equal to UAH 4320;

when the price per unit of the product is reduced by 5% and the operating profit is maintained at the same level, it is necessary to purchase 421 products.

Problem 12. In the process of monitoring the implementation of plans, the marketing service established that it was planned to sell 2,600 pieces of products per year at a price of UAH 12.5 / piece. In fact, 2,750 pieces of products were sold at a price of 12.2 UAH / piece.

Determine the volume of sales of products and the proceeds associated with the additional sale of products at a reduced price.

1. Determine the cost of products at the planned price

12.5 x 2600 = 32500 UAH.

2. Determine the actual cost of production

12.2 x 2750 = 33 550 UAH.

3. Determine how much the sales target is overfulfilled

33550 - 32500 = 1050 UAH.

4. Determine the loss of revenue due to a decrease in price

(12.2 - 12.5) x 2750 = - 825 UAH.

· The volume of sales of products is UAH 33550;

· Proceeds associated with the additional sale of products at a reduced price is 1050 UAH.

Problem 13. The trading company is holding an exhibition. Actual turnover a month before the exhibition amounted to 480 thousand hryvnyas, a month after the exhibition - 560 thousand hryvnias. UAH 2700 was spent on events related to the exhibition. The trade markup is 18.5%. The trading company has one day off per week.

Determine the effectiveness of the trade show.

Determine the volume of sales on the day before the exhibition

480: 26 days = 18.5 thousand UAH.

Determine the sales volume on the day after the exhibition

560: 26 = 21.5 thousand UAH.

Determine the increase in sales per day associated with the exhibition

21.5 - 18.5 = 3 thousand UAH.

Determine the increase in sales per month

3 х 26 days = 78 thousand UAH.

We determine the trade markup (in UAH) and the effectiveness of the sales exhibition

thousand UAH;

14.43-2.7 = 11.73 thousand UAH.

Answer: the efficiency of the sales exhibition is UAH 11.73 thousand.

Problem 14. A situation arose before a commercial enterprise: either to set up the production of components by ourselves, or to purchase from the manufacturer with the following initial data:

· Fixed costs amount to UAH 8.8 thousand;

· Unit variable costs - 40 UAH / piece;

· Price for 1 item - 44.5 UAH / piece;

· The required quantity - 1700 pcs.

· The cost of purchasing parts from another supplier is:

Z pok = C * X = 44.5 UAH / piece * 1700 = 75650 UAH.

where: Z pok - the cost of purchasing parts from another supplier;

P is the price per unit of production;

X is the required number of parts per year.

The costs of producing components on our own are:

Z production = Const. + Ud. lane * X = 8.8.

Z production = 8800 UAH + 40 UAH / piece * 1700 = 76800 UAH,

where: Post. - fixed costs;

Ud. lane - unit variable costs.

Let us determine the number of parts at which the cost of purchasing parts will be equal to the cost of production on our own:

C * X = Const. + Ud. lane * X

X = Post / C-Ud. per. - break even.

.

Answer: it is advisable for the enterprise to purchase component parts, since the costs of production on its own will pay off with a quantity of 1956 pieces, and the enterprise needs only 1700 pieces.

Problem 15. Table 2.4 shows different kinds costs associated with the functioning of distribution systems, depending on the number of warehouses included in this system.

Determine the optimal number of warehouses in the distribution system.

Table 2.4

Distribution system costs depending on

from the number of warehouses

All calculations are carried out in table. 2.5

Table 2.5

Calculation of distribution system costs

with a different number of warehouses

Answer: The optimal number of warehouses is 4 (four), since the total costs associated with the operation of the system are minimal with such a number.

Problem 16. The trading company has 6 stores on the territory of the district, for the supply of which you can rent a warehouse at one of the points:

A, B, C or D; the turnover of stores (tons / month) and the distance from each of them to points A, B, C and D are shown in the table. Where should you rent a warehouse?

Solve the problem using the criterion of minimum transport work for the delivery of goods to stores.

Table 2.6

Initial data for task 16

Table 2.7

Calculation of the location of the warehouse

Answer: The warehouse should be rented at point A, since the value of transport work is minimal (966 t / km / month).

Problem 17. Determine the price of a new product, if the price of an analogue is equal to 780 UAH, the number of points for the basic product is 344, and for the new one - 366 points

Using the parametric method to determine the price of a new product, we determine the amount of hryvnia per point.

UAH / point

The price of a new product will be 2.29 * 366 points = 838 UAH.

Answer: the price of a new product is UAH 838.

Problem 18. According to the technical and economic parameters, assess the competitiveness of the Sirius and Purga refrigerators using the indicator where .

Table 2.8

Initial data for problem 18

K = 300 - 200 = 100 units;

K = 300 + 200 = 500 units;

C = 100-120 = -20 UAH;

C = 100 + 120 = 220 UAH;

Problem 20. The labor intensity of all repairs of the production line of the enterprise is tp = 18750 man / hours, the effective fund of the working time of one worker per year is Fr. v. = 1840 hours.

Determine the average number of repair workers, which is required for the repair of all types of repair of the production line, if the planned implementation of the norms per shift is Rв. n. = 108%.

people

Problem 21. A 5th grade piecework worker produced 110 tons of products per month. Daily production rate - 4 tons. tariff rate- 8.96 UAH The bonus is 50% of piecework earnings.

Determine the monthly wages of the piece worker.

We determine the piece rate for 1 ton of manufactured products:

Determine piecework earnings

2.24 * 110t. = UAH 246.4

Determine the total earnings:

246.4 + (246.4 * 0.5) = 369.6 UAH.

Answer: a piece-worker's monthly wage is UAH 369.6.

Problem 22. The Azimut enterprise - 04/10/03 imported excisable goods from Estonia into Ukraine, the customs value of which is US $ 8000.

The duty paid on the import of goods is 2%, customs duty- 0.2%, excise duty - 30%.

Set the total amount of payments if the NBU exchange rate for this date is 5.50 UAH. for one US dollar.

1. Determine the customs value

8000 * 5.5 = 44 thousand UAH.

2. Determine the customs fee

3. Determine the state fee

4. Determine the excise tax

44000 * 30/100 = 13200 UAH .

5. Determine VAT

(44000 + 13200 + 880) * 20/100 = 11616 UAH.

6. Determine the total amount of payments

88 + 880 + 13200 + 11616 = 25784 UAH.

Answer: the total amount of payments is 25784 UAH.

Problem 23. Determine the coefficient of defectiveness of a batch of shoes, if the batch quantity is 200 pairs, and only 10% was taken for verification. The results of checking the quality of shoes are shown in table 2.9.

Table 2.9

Shoe quality test results

1. Find the sample size

n = 0.1 * 200 = 20 pairs.

2. Determine the defectiveness of a batch of shoes

.

Answer: defectiveness of a batch of shoes is 7.5%

Problem 24. Determine the competitiveness of the Ukrainian forage harvester "Polesie" in comparison with "Maral-150", using the data in Table 2.10, provided that the overall indicator for standard parameters is equal to Iн. n. = 1.

The calculation of the integral indicator of the level of competitiveness (IC) of the goods is carried out according to the formulas:

Table 2.10

Technical and cost parameters

forage harvesters

* The cost of the Polesie combine is conventionally taken per unit.

Answer: The Polesie forage harvester is competitive compared to Maral-150 and can be exported to other countries.

Problem 25. For a commercial enterprise three technologies have been proposed for introduction into production.

Determine which of them will be the most profitable (data are shown in table 2.11), using the formula for the profitability index

Table 2.11

Initial data for problem 25

Answer: the most cost-effective will be the first technology.

Problem 26. In the domestic market, the price for W = 5 thousand pieces. goods consisted of:

· Fixed costs Ps = 6 thousand UAH;

· Variable costs Pe = 15 thousand UAH;

· Profit (20%) of total costs.

Determine the price of a unit of goods, which has developed in the domestic market.

1. Determine the total costs of the enterprise for the manufacture of 5 thousand pieces. goods

Ppol. = Ps + Pe = 6 thousand UAH + 15 thousand UAH = 21 thousand UAH.

2. Determine the planned profit

Ppr = Pkol * 0.2 = 4.2 thousand UAH.

3. Determine the price of a consignment of goods

Tspart = 21 + 4.2 = 25.2 thousand UAH.

4. Determine the unit price

Answer: the price of a unit of goods, which has developed in the domestic market, is 5.04 UAH.

Marketing Problem with Solutions - Workshop - 3.9 out of 5 based on 17 votes

For a specific product or product group, the product manager is responsible. It also formulates specific product marketing services for functional marketing services and monitors their implementation. Their implementation is possible on the basis of internal cost accounting. Used by organizations producing diversified products.

Functional-product-market organization is an organizational structure of marketing management, in which the functional marketing services of an enterprise develop and coordinate the implementation of some common goals and objectives of marketing for the enterprise. At the same time, the managers responsible for operating in those markets are responsible for developing and implementing marketing strategies and plans for specific markets. They can also formulate tasks for the functional marketing services of the enterprise in the field of marketing activities in certain markets and monitor their implementation. Product managers are responsible for the development, release, and marketing of specific products or product groups. They can also formulate tasks for the functional marketing services of the enterprise in the field of marketing certain products and monitor their implementation. Before making decisions on the development and release of software

So, since the marketing manager is responsible for promoting as much of a product to the market as possible, he tends to make it easier for himself by promoting the product at the lowest possible price.

Sales orientation and marketing are by no means synonyms, but antonyms. It is reasonable to assume that the need for marketing is eternal. But the job of marketing is to minimize it. The goal of marketing is to achieve such levels of knowledge and understanding of the needs and requirements of customers so that your products and services are vital for them and the product sells itself.8

The market is in a state of negative demand when the majority of consumers do not accept this product and even agree to make some sacrifices in order to avoid purchasing it (various kinds of vaccinations, treatment at the dentist, surgery to remove the gallbladder). It is clear that employers show negative demand when hiring people with convictions or alcohol addictions. The task of marketing in this situation is to analyze the reasons for the rejection of the product by the market, as well as to find out the possibilities of creating a marketing program (involving a new product design, lower prices and more positive promotion) that can change a negative attitude to a more favorable one.

Many consumers have urgent needs that cannot be met by any of the existing products on the market (latent needs for healthy cigarettes, more security of living and more effective types fuel). Here the marketing task is to assess the size of the potential market and organize the development of products and services that can meet consumer demand.

Significant efforts by marketers are aimed at reducing the consumption of products that are harmful to human health. Campaigns of this type are carried out on cigarettes, alcohol, drugs, firearms, pornographic films and excessive childbearing. In this case, the task of marketing is to use methods such as disseminating information about possible negative consequences, sharp price increases and restricting access, to reduce the level of consumption habitual for people.

The concept of life cycle cycle most adequately interprets the dynamics of the product and the market. As a planning tool, the concept allows the company's management to define the main marketing objectives at each stage of the cycle and develop alternative marketing strategies. As a control tool, it allows you to evaluate the effectiveness of the release of goods in comparison with similar products produced in the past. For predictive purposes, this concept is of little use, since the sales stories are too varied, and the duration of each stage varies within a fairly wide range.

A product does not have to be of the highest technical quality level to be successful in the market. There are situations when a product that meets world standards from a technical point of view will not find active sales in a particular market. The task of marketing is to form an image of quality for different consumers and in different sales markets.

Stage one - RESEARCH AND DEVELOPMENT. The life of a product begins long before its birth as a product - in ideas, designs, developments. The role of marketing at this stage is to accompany the process of creating a product from an idea to its implementation into a product. For this, through marketing, it is studied whether the consumer needs this product what a potential consumer is, what market can you expect when implementing an idea If the answer is favorable, then they begin to translate the idea into a draft design. For an enterprise, this stage of creating a product is only costs and possible future income. The marketing task is also to explain to potential consumers how a new idea embodied in the product being created can benefit them.

Careful consideration in making economic decisions of the needs of customers, the state and dynamics of demand and market conditions, which implies a good knowledge of the market situation regarding the existing and forecast value of demand, activities in the market of competitors, behavior in the market of consumers and their relationship to the products of this organization and its competitors. At the same time, consumers often do not know well what they want, so one of the main tasks of marketing is to understand what consumers want.

This can explain the fact that in the definition of a commodity the author tried to push off from the definition formulated in the labor theory of value, since it very succinctly and clearly emphasizes the role of labor in creating a commodity. In modern definitions, which are more closely related to the theory of marginal utility, the participation of labor in the creation of a product is not always visible. And this circumstance, as it seems to the author, is extremely important and not only for the Russian economy. The fundamental importance of this circumstance is due to the fact that in the minds of the citizens of the country, imperceptibly for them, there has been a certain transformation of the ideas of national economy. So, in particular, many of young people sincerely believe that the main determining factors in the development of the national economy, the country's economy are such structures as banks, stock exchanges, etc., completely unaware that these structures are intended only to mediate the production of products. and no more. These structures are intermediaries, without industrial organizations they have nothing to do. After all, any goods and services, it must be admitted, are still produced. Without their preliminary production, no exchange is possible and intermediaries simply become unnecessary. The desire to emphasize the dominant role of production - factories and factories in their traditional existence - including in the structure of new tasks for Russia, which include marketing tasks, and determined this approach to the presentation of educational material.

Vegetarians, for example, are carriers of negative demand for meat and meat products. The task of marketing in such a situation is to develop measures for the emergence and development of demand for this type of product in areas where a large number of vegetarians live.

At the same time, the market is a certain social institution in which the interaction of the consumer and the buyer is carried out for a mutually beneficial exchange. This is theoretically speaking. In practical terms, the market is the existing and potential buyers of a certain product in this place at this time. Demand management is one of the most important marketing tasks, which is solved using methods for researching market capacity and its features and using various forms of marketing.

Answers to the questions posed will allow you to orient the final product of the project to the most promising consumers interested in it and to prepare the conditions for the implementation of the product at the subsequent stages of the project. Further, at the pre-investment stage, marketing tasks include forecasting market conditions, developing a marketing plan and strategy.

A project is a set of tasks or activities related to the achievement of a planned goal, which usually has a unique and non-recurring nature. Almost all managers, at least from time to time, are assigned to lead projects. Such a need arises, for example, when creating new production facilities or technological processes. In enterprises focused on performing work in the form of projects, for example, in construction companies, software firms, project management is the main form of planning and control of the current activities of the firm. This form of management is often applied in other areas of the organization, and not just in the field of production. For example, in marketing, projects include conducting an analysis of consumer demand, introducing a new product to the market, and campaigning to increase sales.

At an enterprise that manufactures products famous brand, as a result of calculating the profitability of products, a table is drawn up (Fig. 58). It can be seen that direct costs associated with advertising and support for the sale of a certain product have been subtracted from SP I. And if for the second product SP I has a positive value, then SP II is negative. For each of the three products, the marketing department has a dedicated product manager. The task of the product manager is to ensure that his product, if possible, has positive values ​​of coverage and looks good at all stages in trade, advertising, production, packaging, as well as when purchasing raw materials and materials for it. Product managers are primarily responsible for planning and managing the use of advertising funds and supporting activities. They justify event planning with appropriate budgets.

1. Objective - market share, sales impact, change in revenue, segment activity, marketing policy.

Initial data:

Table 1.1

1. Calculate and enter the missing data in table 1.1.
2. Determine the market shares of the Dp enterprise and all competitors of Dk.
3. Determine the change in the market share of the enterprise ΔД.
4. Calculate the factorial influence of the enterprise's proceeds ΔДп and ΔДк.
5. Assess the impact of the sale of products of the enterprise and its competitors on the market share of the enterprise.
6. Calculate the change in proceeds from the sale of products of the enterprise ΔВп and its competitors ΔВк in the market as a whole and in each market segment.
7. Determine the influence of the activity of each segment on the change in the market share of the enterprise ΔДп1, ΔДп11, ΔДп111 and competitors ΔДк1, ΔДк11, ΔДк111.
8. Give recommendations on changing the marketing policy of the enterprise in each segment of the car production.

Solution of the marketing problem:

1. Let's calculate the missing data using the formulas:

Sales volume = Σ [Segments ...] number

Revenue = Sales volume * Price

[Segment ...] = [Segment ...] qty * Price

All competitors = Σ [K ...]

Whole market = P + All competitors

We bring them into table 1.2 Table 1.2

2. Determine the market shares of the enterprise Dp and all competitors Dk, calculating them by the formula:

D = Vn / (Vn + Vk)

where Bp and Bk are the market earnings of the enterprise and competitors, respectively.

Thus, the market share of the company and competitors in the reporting period (1) and the base period (0) will be equal to:

In the base period:

ΔДп0 = 741775.38 / 2638746.88 = 0.281

ΔДк0 = 1896971.50 / 2638746.88 = 0.719

In the reporting period:

ΔDp1 = 984538.00 / 3110396.68 = 0.317

ΔДк 1 = 2125858.68 / 3110396.68 = 0.683

3. Determine the change in the market share of the enterprise,

which is calculated by the formula: ΔD = D1 - D0:

ΔD = 0.317 - 0.281 = 0.036

4. Let's calculate the factorial influence of the enterprise's proceeds ΔДп according to the formula:

ΔДп = 0.5 * [ΔД + (Vp1 / (Vp1 + Vp0)) - (Vp0 / (Vp0 + Vp1))]

ΔДп = 0.5 * = 0.0595

and competitors ΔДк according to the formula:

ΔДк = 0.5 * [ΔД + (Vp0 / (Vp0 + Vp1)) - (Vp1 / (Vp1 + Vp0))]

ΔДк = 0.5 * = -0.0235

5. Let us estimate the influence of the sale of products of the enterprise and its competitors on the market share of the enterprise using the following matrix:

The influence of the sale of the company's products on the market share of the enterprise (ΔД)

Conclusion: Thus, after conducting factor analysis (ΔДп> 0, ΔДк<0, ΔД>0), we can conclude that the market share of the enterprise has changed as a result of more active sales of the enterprise's products.

6. Let's calculate the change in proceeds from the sale of products of the enterprise ΔВп and its competitors ΔВк in the market as a whole and in each market segment based on the calculated data of Table 1.

ΔВп = ΔВп1- ΔВп0

ΔВк = ΔВк1- ΔВк0

ΔVp = 984538.00 - 741775.38 = 242762.62

ΔVp1 = 352682.00 - 303021.69 = 49660.31

ΔВп11 = 418761.00 - 242281.62 = 176479.38

ΔVp111 = 213095.00 - 196472.07 = 16622.93

The company's revenue in the entire market increased by UAH 242,762.62 thousand. mainly due to an increase in revenue in the second segment.

ΔВк = 2125858.68-1896971.50 = 228887.18

ΔВк1 = 651939.09 - 705540.28 = -53601.19

ΔВк11 = 718504.95-383743.36 = 334761.59

ΔВк111 = 749884.29 - 807687.86 = -57803.57

The revenue of competitors in the market as a whole increased by UAH 228,887.18 thousand.

7. Let us determine the influence of the activity of each segment on the change in the market share of the enterprise ΔДп1, ΔДп11, ΔДп111 and competitors ΔДк1, ΔДк11, ΔДк111 according to the formulas:

ΔДп1 = ΔДп * (ΔВп1 / ΔВп) = 0.0595 * (49660.31 / 242762.62) = 0.012172

ΔДп11 = ΔДп * (ΔВп11 / ΔВп) = 0.0595 * (176479.38 / 242762.62) = 0.0433

ΔДп111 = ΔДп * (ΔВп111 / ΔВп) = 0.0595 * (16622.93 / 242762.62) = 0.0041

The sum is: 0.0595

The change in the market share of the company was significantly influenced by the increase in revenue in segment 2, which resulted in an increase in the share in this segment.

ΔДк1 = ΔДк * (ΔВк1 / ΔВк) = -0.023 * (- 53601.19 / 228887.18) = 0.0056

ΔДк111 = ΔДк * (ΔВк111 / ΔВк) = -0.023 * (334761.59 / 228887.18) = -0.0353

ΔДк11 = ΔДк * (ΔВк11 / ΔВк) = -0.023 * (- 57803.57 / 228887.18) = 0.0061

The sum is: -0.023

The market share of competitors increased due to an increase in revenue in the 3rd segment.

Output of the task:

In the first segment, as can be seen from the results of proceeds, those cases are characterized when marketing research was carried out and marketing efforts were directed to ensure a positive economic effect from the proposed product (cars). However, in order to increase revenue, it is necessary to increase the cost of an advertising campaign.

The situation in this segment is more favorable than in the other two. It is characterized by high degree sales and low competition. But in order for this niche to remain with the enterprise, it needs constant monitoring of the situation in the market of competitors, the influence of the internal and external environment on the functioning of the enterprise.

As a result of the data obtained, we can conclude that the third segment of the market is characterized by lower activity than the other two. As a result, the company needs to carry out marketing activities, the result of which will be a positive financial effect. Which can be:

• advertising in the media;
• system of discounts;
• sale of cars on credit;
• development of a new car model.

Also, the way out may be the rejection of this segment, if the share of competitors is still higher.

• Marketing research;
• Then it is necessary to conduct a wide advertising campaign, which will tell about all the advantages of this particular car;
• carrying out various actions;
• selling on credit to young families can also be very effective;
• development of a more comfortable and modern car, the design of which must be entrusted to specialists;
• development of cars for different groups of people, which will allow reaching more consumers and, depending on the results of marketing research, it will be possible to offer other activities.

Marketing problem with solution # 2.

Based on the data given in the table, calculate the forecast of the effectiveness of the proposed marketing service for the structure of the enterprise and draw conclusions. The intermediate results of the calculation of cost intensity, profitability and profitability are presented graphically.

Table 2.1. Indicators of the enterprise.

Solution of the marketing problem number 2:

To determine the effectiveness of the functioning of the marketing service, you can use the following indicators:

1. Cost intensity = Cost / total sales. Let's designate this indicator as Z.

Z (2000) = 1892/358900 = 0.005 UAH / UAH.

Z (2001) = 3145/456800 = UAH 0.007 / UAH.

Z (2002) = 2987/375900 = 0.008 UAH / UAH.

Z (2003) = 4589/589600 = 0.008 UAH / UAH.

Z (2004) = 3789/548900 = 0.007 UAH / UAH.

Z (2005) = 2987/635800 = 0.005 UAH / UAH.

Z (2006) = 1945/468700 = UAH 0.004 / UAH.

A graphical depiction of the cost intensity of the marketing service.

2. Profitability, let us designate this indicator through P (UAH / person).

P = profit / headcount of marketing service

Let's calculate these indicators:

P (2000) = 465,800 / 12 = 38816.7 UAH / person

R (2001) = 558900/10 = 55890 UAH / person

P (2002) = 436,800 / 16 = 27,300 UAH / person

P (2003) = 635900/14 = 45421.4 UAH / person

P (2004) = 628400/18 = 34911.1 UAH / person

P (2005) = 756400/20 = 37820 UAH / person

R (2006) = 568,400 / 7 = 81,200 UAH / person

Let's build a graph of the profitability of the marketing service.

3. Let's calculate the profitability indicator, let us designate this indicator as R (%).

R = Profit / Cost of Marketing Service

R (2000) = 465800/1892 = 246.19%

R (2001) = 558900/3145 = 177.71%

R (2002) = 436800/2987 = 146.23%

R (2003) = 635900/4589 = 138.57%

R (2004) = 628400/3789 = 165.85%

R (2005) = 756400/2987 = 253.23%

R (2006) = 568400/1945 = 292.24%

Let's build a graphical display of the costs of the marketing service.

Conclusion of the marketing task:

As a result of the calculations, it was revealed:

1. The indicator of profitability in 2001 compared to 2000 increased by UAH 17073.3 / person or by 44%. In 2002, compared with 2000, this indicator decreased by 11516.7 UAH / person. or by 29.67%, and compared with 2001 decreased by 28590 UAH / person. or 51.2%. In 2003, the profitability indicator increased by UAH 6604.7 / person or by 14.5% compared to 2000, and increased by UAH 18121.4 / person or by 66.4% compared to 2002. In 2004 the profitability indicator decreased by UAH 3905.6 per person in comparison with 2000. and amounted to 10.1% of the level of 2000, and compared with 2003 decreased by 10510.3 UAH / person. or 23.4%. In 2005, the profitability indicator compared to 2000 decreased by 996.7 UAH / person. or by 2.57%, and compared with 2004 increased by 2908.9 UAH / person, or 8.3%. In 2006, compared to 2000, it increased by 42383.3 UAH / person, or by 109.19%, and compared to 2005, increased by 43380 UAH / person, or by 114.7%.

2. At the same time, the indicator of cost intensity in the same period behaved differently. In 2000, it amounted to UAH 0.005 / UAH. In 2001, it amounted to UAH 0.007 / UAH, that is, it increased by UAH 0.002 / UAH, or 40%. Such an increase in cost intensity occurred due to the conduct of marketing research and the development of a new type of product, which in the future will give a positive economic effect... In 2002, compared to 2000, this indicator increased by UAH 0.003 / UAH, or by 60%, which means that the spending of funds by this service has increased and negatively affects the financial results of the enterprise. In 2003, this indicator increased by UAH 0.003 / UAH, or by 33.3% compared to 2000, and compared to 2002, it remained unchanged. In 2004, the indicator of cost intensity compared to 2000 decreased by UAH 0.002 / UAH, or by 40% from the level of 2000, and compared to 2003, this indicator decreased by UAH 0.001 / UAH, or by 12.5 %, this indicates a decrease in the spending of funds by this service and has a positive effect on the financial result of the enterprise. In 2005, the indicator of cost intensity was equal to the indicator of 2000, while in comparison with 2004 it decreased by UAH 0.002 / UAH, or by 28.57%. In 2006, this indicator decreased in comparison with 2000 by UAH 0.001 / hryvny, or by 20%, and in comparison with 2005, it also decreased by UAH 0.001 / hryvny, i.e. by 20%. Thus, it is clearly seen from the graph that the cost intensity indicator tended to increase from 2000 to 2003, and from 2003 to 2006 the indicator decreased to UAH 0.004 / UAH, that is, it decreased compared to 2000 by UAH 0.001 / UAH. ...

Even if the cost intensity increased, it must be borne in mind that if funds were allocated for marketing research, development or improvement advertising campaign, the development of new packaging, then in the end these measures had a positive financial effect for the enterprise, which can be seen from the 2006 cost-intensity indicator. But it does not hurt to conduct an independent audit of the spending of funds by this marketing service, which will reveal deviations in their use from the planned ones.

3. The indicator of profitability combined with the indicator of cost intensity gives an indication that the given marketing service was performing ineffectively in 2002 and 2003. In 2000, her work was stable, as this year's figure was higher than in 2001-2004. There was some recession from 2000 to 2003, and then from 2003 to 2006 there was a sharp rise. In 2000 this figure was 246.19%. In 2001, compared to 2000, it decreased by 68.48%. In 2002, the profitability indicator decreased by 99.96% in comparison with 2000, and in comparison with 2001 decreased by 31.48%. In 2003, compared to 2000, this indicator decreased by 107.62%, and since 2002 decreased by 7.66%. In 2004, this indicator decreased by 80.34% compared to 2000 and increased by 27.28% compared to 2003. In 2005, the profitability indicator, this indicator increased in comparison with 2000 by 7.04%, and in comparison with 2004 increased by 87.38%. In 2006 this indicator increased by 46.05% compared to 2000 and compared to 2005 - by 39.01%.

The decline in profitability prior to 2003 means that the firm was taking steps to improve the efficiency of the service.

In general, to improve the efficiency of the functioning of this service, the following measures can be proposed:

• to reduce part of the marketing service personnel by hiring highly qualified specialists and whether to improve the qualifications of existing employees. It is also necessary to consult a psychologist for the employees of the enterprise in order to raise the corporate spirit and reveal the hidden potential. There is also a need to introduce bonuses and incentives for workers with a parallel introduction of sanctions;
• it may be necessary to change the marketing strategy of the enterprise;
• it is necessary to computerize this service in order to increase the efficiency of its work;

Marketing problem number 3 with a solution

It is necessary to assess the degree of risk of an enterprise entering the market with a new product using the available data. To propose measures to stabilize the activity of the enterprise.

Table 4.

The solution of the problem:

To assess the degree of risk of a company entering the market with a new product, it is necessary to use formulas.

Р = ∑ Кр, where

P - the degree of risk of the company,

Кр - coefficient of the enterprise functioning efficiency.

Let's calculate the required indicators:

1. Liquidity ratio (K liqu.):

K liqu. = (∑ Working capital - Stocks) / ∑ Current debt,

where Stocks are made up of IBE and materials.

Liquidity 2005 = (169.5 - (35.4 + 6.5)) / 49.7 = 2.57

K liquor 2006 = (211.03 - (46.12 + 10.54)) / 63.71 = 2.42

2. Capital ratio (K cap.):

K cap. = ∑ Liabilities of the company / ∑ Equity

K cap. 2005 = (32.0 + 32.7) / (74.0 + 32.7 + 14.3) = 64.7 / 121.0 = 0.535

K cap. 2006 = (41.89 + 42.8) / (74.0 + 42.80 + 18.6) = 84.69 / 135.4 = 0.625

3. Ratio of gross profit (K gross. App.):

K shaft. approx. = ∑ Gross profit / ∑ Sales volume,

where Gross profit = (Price * Quantity) –VAT + OPF.

K shaft. approx. 2005 = ((110.6 * 0.1311) -

(110,6*0,1311)/6+43,0)/110,6=0,498

K shaft. approx. 2006 = ((138.61 * 0.16381) - (138.61 * 0.16381) / 6 + 55.41) / 138.61 = 0.536

4. Coefficient of profitability of production (K rent. Pr.-va):

To rent. pr.-va = ∑ Gross profit / ∑ Equity.

To rent. pr-va 2005 = 55.083 / 121.0 = 0.455

To rent. pr-va 2006 = 74.332 / 135.4 = 0.549

5. Ratio of return on assets (K rent. Act.):

To rent. Act. = ∑ Net profit / ∑ Assets,

where Net profit = Gross profit - Profit tax (25%),

∑ Assets = Non-current assets + Bills received + Accounts receivable for goods, works, services + Accounts receivable + Current financial investments + Deferred expenses.

To rent. Act. 2005 = (55.083- (55.083 * 0.25)) / 192.3 = 0.215

To rent. Act. 2006 = (74.332- (74.332 * 0.25)) / 251.74 = 0.221

6. Coefficient of efficiency of working capital (K rev. Wed-in):

To turn. Wed-in = ∑ Sales volume / ∑ Own working capital,

where ∑ Own working capital = Bills received + Accounts receivable for goods, work, services + Accounts receivable + Current financial investments + Deferred expenses.

To turn. Wed-in 2005 = 110.6 / 162.1 = 0.682

To turn. Wed-in 2006 = 138.61 / 212.09 = 0.654

Let's estimate the degree of risk in 2006:

P = (2.57 + 0.535 + 0.498 + 0.455 + 0.215 + 0.682) = 4.955

Let's estimate the degree of risk in 2005:

P = (2.42 + 0.625 + 0.536 + 0.549 + 0.221 + 0.654) = 5.005

Output of the task:

As a result of the data obtained, we can conclude what situation the company will face when entering the market with a new product, and in what year it is probably less risky to do this. To do this, you need to compare 2005 and 2006.

The liquidity ratio in 2006 compared to 2005 decreased by 0.15. The capital ratio decreased by 0.06. The gross profit ratio increased by 0.09. The production profitability ratio increased by 0.094. The return on assets ratio increased by 0.006. The coefficient of efficiency of working capital decreased by 0.028. The data show that the position of the enterprise in 2006, although not significantly, but still improved in comparison with 2005.

The risk coefficient is quite high both in 2005 and in 2006, it left 4.955 and 5.005, respectively, and is in the range from 1 to 30 and in 2006. The firm has a high degree of risk of entering the market with a new product. In this case, additional attraction is required financial resources at high interest rates or at a large amount of real estate collateral, which is also not very convenient for a company. When entering the market with a new product and not properly considering the needs of consumers or the strategies of competitors, the firm may lose market share or be absorbed by competitors. If the enterprise, through the introduction of new technologies, managed to attract additional consumers, this will further increase the volume of sales, increase the production of goods, which will help stabilize the financial condition of the enterprise and expand its market share.

Solved problem 4 on marketing

Estimate the market demand for audio cassettes and the purchasing power index of the population in two regions based on the following data (Table 4). Draw conclusions.

Table 4.

The solution of the problem:

The market demand for audio tapes and the purchasing power index of a given region can be determined using the following formulas:

1. Market demand for audio cassettes = Population of the region * Average per capita disposable income * Average share of spending on audio equipment in the share of spending on household appliances * Expected share of spending on audio cassettes in the amount of spending on audio equipment, where

1.1 Average per capita disposable income = Average salary - Income tax - Expenses for food, housing;

1.2 Average share of expenditures on audio equipment as a share of expenditures on household appliances = Expenses on audio equipment / expenditures on household appliances;

1.3 Expected share of audio cassette expenditure in audio equipment expenditure = expected audio cassette / hardware expenditure;

X1, X2, X3 are the coefficients determined experimentally and statistically from the available data on purchases of goods in the region;

аі - the share of disposable income of the population of the region in the disposable income of the population of the country = Average per capita disposable income / Average disposable income of the population of the country;

ві - the share of retail sales in that region in the total amount of retail sales of the country = Sales in this area / Total retail sales of the country;

сі - the share of the region's population in the total population of the country = Population of the region / Total population of the country;

Donetsk region.

Per capita disposable income = Average salary - Income tax - Costs for food, housing = 1234.5 - (1234.5 * 0.13) - 369.6 = 704.41 UAH.

Average share of spending on audio equipment in the share of spending on household appliances = 115.4 / 365.6 = 0.316

Expected share of expenses on audio cassettes in the amount of expenses on audio equipment = 65.3 / 115.4 = 0.566

Market demand for audio cassettes = 1254.6 * 704.41 * 0.316 * 0.566 = 158064.48 thousand people

ai = 704.41 / 458.74 = 1.536

bi = 12568.3 / 78956.2 = 0.159

ci = 1254.6 / 47856.3 = 0.026

D = 0.18 * 1.536 + 0.36 * 0.159 + 0.25 * 0.026 = 0.276 + 0.057 + 0.0065 = 0.34%

In this area, one can expect 0.34% of the total retail sales of audio cassettes in the country.

Kiev region.

Per capita disposable income = Average salary - Income tax - Costs for food, housing = 1578.7 - (1578.7 * 0.13) - 589.6 = 783.87 UAH.

Average share of spending on audio equipment in the share of spending on household appliances = 215.4 / 415.5 = 0.518

Expected share of expenses on audio cassettes in the amount of expenses on audio equipment = 84.6 / 215.4 = 0.393

Market demand for audio cassettes = 1458.8 * 783.87 * 0.518 * 0.393 = 232788.814 thousand people.

Purchasing Power Index:

ai = 783.87 / 458.74 = 1.709

bi = 18978.5 / 78956.2 = 0.240

ci = 1458.8 / 47856.3 = 0.030

D = 0.26 * 1.709 + 0.23 * 0.240 + 0.29 * 0.030 = 0.444 + 0.055 + 0.009 = 0.508%

In this area, 0.508% of the total retail sales of audio cassettes in the country can be expected.

Conclusion on solving the problem:

As a result of solving this problem, we can conclude that there are more potential buyers of audio cassettes in the Kiev region (the market demand for audio cassettes in the Kiev region amounted to 237,788.814 thousand people exceeds the market demand for audio cassettes in Donetsk region 158064.48 thousand people), which is directly related to with a larger population in the Kiev region.

The calculation results indicate that in the Donetsk region one can expect about 0.34% of the sales volume of audio cassettes of the total value in the country, in the Kiev region this figure was 0.508%.

Since the demand for audio cassettes is higher in the Kiev region, it means that it is necessary to direct the company's activities to this area... But to achieve the maximum positive financial result it is necessary to start marketing research to study all the nuances of the market. After that, in the Kiev region, organize marketing activities that will contribute to a rapid increase in sales, and in the future, to maximize profits.

It is possible to hold promotions that will draw attention to the product; advertising company that will give all necessary information consumers about the product; system of discounts for the complete conquest of the market

Marketing Objective 5 - Pricing with Solution

You are a marketer of the agricultural cooperative "Chimeria". The board of this cooperative gave you the task to develop a pricing policy for the Jerusalem artichoke culture based on a break-even analysis and earning a target profit. To this end, make the necessary calculations and make proposals on the feasibility of the production of Jerusalem artichoke agricultural. cooperative.

Initial data:

The total cost of 1 centner of Jerusalem artichoke is 20% higher than the production cost.

Procedure for solving the problem:

a) Z1ga = Zn + Zuper * Y;

b) Spr = Z1ga / Y;

c) Wed = Spr * 1.2;

d) Cr = Cp + Pmin; Cr - Wed + PC;

e) P1ga = P1c * U

Problem 6on marketing. The topic is the calculation of the marginal, technical and target prices for the goods.

Using the methodology for calculating prices set forth in the book by J. Lamben (Strategic Marketing. European Perspective. St. Petersburg. Science) calculate the marginal, technical and target price of the product.

Prices calculated on a cost basis, without explicitly considering market factors, are referred to as “cost outgoing prices”. There are three types of such prices, each of which meets specific goals for covering costs and profitability.

· Initial data of the marketing task:

Production capacity of 180,000 items

Invested capital (К) UAH 240,000,000

Expected profitability ® 10%

Direct costs (С) ​​1050 UAH / item

Fixed costs (F) 90,000,000 UAH / year

Sales forecast (Q) 120,000 products

Pessimistic forecast of 90,000 products

Optimistic forecast of 150,000 products

Procedure for solving the problem:

· Price Limit:Р = С = 1050 UAH / item

· Technical price:Р = С + F / E (Q) = 1050 + 90,000,000 / E (Q), Р1 = 2050 UAH Р2 = 1800 UAH Р3 = 1650 UAH

· Target price: P = C + F / E (Q) = 1050 + r * K / E (Q), P = 1050 + 90,000,000 / E (Q) + (0,1) * (240,000,000) / E (Q), P1 = UAH 2317 Р2 = UAH 2000 Р3 = UAH 1810

· Setting sales price:Р = 1950 UAH / item.

· Profitability threshold by sales volume: Qn = F / P - C = 90,000,000 / 1950 - 1050 = 100,000

· Profit margin: CAn = F / P - C / p = 90,000,000 / 0.46 = UAH 195,652,174

Marketing Challenge # 7 with Solution

Based on the data given in the table, calculate the forecast of the effectiveness of the functioning of the proposed marketing service for the structure of the enterprise and draw a conclusion. The intermediate results of the calculation of cost intensity, profitability and profitability are presented graphically.

Table 1. Indicators of the enterprise.

Solution of the problem for the marketing service:

Marketing service can be assessed by the following indicators:

1) Cost Intensity = Marketing Service Cost / Sales Volume

2000 Ze = 2458/584100 = 0.0042

2001 Ze = 3458/480700 = 0.0072

2002 Ze = 2789/584200 = 0.0048

2003 Ze = 3789/468600 = 0.0081

2004 Ze = 1568/794100 = 0.0019

2005 Ze = 4578/618900 = 0.0073

2006 Ze = 1789/825300 = 0.0022

2) Profitability = Profit / Headcount of Marketing Service

2000 Pr = 459200/8 = 57400 UAH / person.

2001 Pr = 389400/10 = 38940 UAH / person.

2002 Pr = 459,800 / 12 = 38,316.67 UAH / person.

2003 Pr = 396 400/18 = 22022.22 UAH / person.

2004 Pr = 589400/16 = 36837.5 UAH / person.

2005 Pr = 389400/12 = 32450 UAH / person.

2006 Pr = 479600/15 = 31973.33 UAH / person.

3) Profitability = (Profit / Cost of Marketing Service) * 100%

2000 Rn = (459200/2458) * 100% = 18681.86%

2001 Рн = (389400/3458) * 100% = 11260.84%

2002 Рн = (459800/2789) * 100% = 16486.19%

2003 Рн = (396400/3789) * 100% = 10461.86%

2004 Рн = (589400/1568) * 100% = 37589.29%

2005 Рн = (389400/4578) * 100% = 8505.89%

2006 Рн = (479600/1789) * 100% = 26808.27%

Conclusion: Depending on the results carried out, it can be concluded that the cost intensity of the marketing service can be reduced by lowering the cost of the marketing service. Also, the fewer people in the marketing service, the more profitable it becomes, for example, as in 2000. 8 people worked and with a profit of 459,200 UAH. they received UAH 57,400 each. per person. A more cost-effective marketing service can become with less marketing service costs.