Partner relationship assessment methodology

Abstract

The mechanism of marketing activity of an enterprise that implements a specific policy of interaction with partners takes into account the specifics of the organization of such interaction, defined by the regulatory field of the relevant market. This approach is defined by the functioning of a set of structural elements as the organization of a single mechanism. But, in turn, corresponds to the goal orientation of the economic mechanism of the enterprise, that is, the structure and internal processes that occur in the system of marketing relationships of the enterprise, and the enterprise as a whole must be mutually consistent. In the conditions of high level of instability and uncertainty of the market it is necessary to constantly develop and improve the mechanisms for enhancing stability, effective management of enterprises, forming new relationships. Increasing the potential for interaction in today's socio-economic environment requires the expansion of a methodological apparatus and tools to study the relationship between counterparties. The theory and methodology of marketing activity is built around the measurement of the effectiveness of the interaction of actors, because marketing is increasingly seen as a process of interaction. This approach describes and defines the laws under which the mechanism of interaction of market entities operates, the nature of which determines the level of viability and competitiveness of the company, and relations at different levels of interaction are far from homogeneous. The organizational mechanism for conducting the research of the system of relations with the counterparties has been developed and the universal method of estimating the satisfaction of the counterparties and the system of interaction with them has been improved. To increase the degree of involvement of all divisions of the enterprise in the achievement of the common goal - to strengthen the relationship with counterparties and the corresponding increase of profit in the results of business agreements with them, it is proposed to bring the results of the study to the management of all services of the enterprise and to use as planned indicators in the further work of the services.