The optimization of marketing costs’ structure as a prerequisite for business sustainable development
The idea of quantitative measurement of sustainability is revealed in this article. This idea is based on outlining the possibility of the event or the process, taking into account both possibility of efficiency and reliability of effectiveness. For the selection of appropriate compositions of effic...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius Gediminas Technical University
2013-03-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/BTP/article/view/8567 |
| _version_ | 1797333118496014336 |
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| author | Indrė Lapinskaitė Aleksandras Vytautas Rutkauskas |
| author_facet | Indrė Lapinskaitė Aleksandras Vytautas Rutkauskas |
| author_sort | Indrė Lapinskaitė |
| collection | DOAJ |
| description | The idea of quantitative measurement of sustainability is revealed in this article. This idea is based on outlining the possibility of the event or the process, taking into account both possibility of efficiency and reliability of effectiveness. For the selection of appropriate compositions of efficiency and reliability for a particular subject an adequate idea of the utility function was used. Markovitz random field makes it possible to optimize the allocation of existing resources for the marketing costs between the components of marketing structure. Technically, the task is formulated as formulation of an adequate investment portfolio with investment assets by choosing 5P elements of marketing structure components ensuring the transformation of used investment to marketing capability ensuring assets. Based on the principles of stochastic informative expertise, the indicators of effectiveness of before mentioned assets were obtained, describing how invested units of input transforming the single P component of marketing costs adequacy to the final business results. Also affinities and differences of sustainability’s concepts are pointed out.
Rinkodaros sąnaudų struktūros optimizavimas kaip verslo plėtros tvarumo prielaida
Santrauka
Straipsnyje atskleista tvarumo kiekybinio matavimo idėja, grindžiama įvykio ar proceso galimybės nusakymu, atsižvelgiant į galimybės efektyvumą ir jo patikimumą. Deramų konkrečiam subjektui efektyvumo ir patikimumo kompozicijų parinkimui taikyta adekvati naudingumo funkcijos idėja. Markovitzo atsitiktinio lauko modelis sudaro galimybes optimizuoti turimus išteklių, skirtų rinkodaros sąnaudoms, paskirstymą tarp rinkodaros struktūros komponentų. Techniškai užduotis suformuluota kaip adekvataus investicinio portfelio sudarymas, investiciniais aktyvais pasirenkant 5P rinkodaros struktūros komponentų elementus, užtikrinančius naudotų investicijų virsmą rinkodaros veiksnumą užtikrinančiais aktyvais. Remiantis stochastiškai informatyvios ekspertizės principais, buvo gauti paminėtų aktyvų efektyvumo rodikliai, nusakantys, kaip investuo-tieji sąnaudų vienetai transformuoja atskirų P komponentų rinkodaros sąnaudų atitiktį galutiniams verslo rezultatams. Kartu atkreiptas dėmesys į darnos ir tvarumo sąvokų bendrumus ir skirtumus.
Reikšminiai žodžiai: darna, tvarumas, rinkodaroskomplekso elementai, GVPĮ, optimalus išteklių paskirstymas, stochastinis optimizavimas. |
| first_indexed | 2024-03-08T07:59:13Z |
| format | Article |
| id | doaj.art-f7efe67c175a4bb8b12851f7d6793555 |
| institution | Directory Open Access Journal |
| issn | 1648-0627 1822-4202 |
| language | English |
| last_indexed | 2024-03-08T07:59:13Z |
| publishDate | 2013-03-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Business: Theory and Practice |
| spelling | doaj.art-f7efe67c175a4bb8b12851f7d67935552024-02-02T12:55:58ZengVilnius Gediminas Technical UniversityBusiness: Theory and Practice1648-06271822-42022013-03-0114110.3846/btp.2013.09The optimization of marketing costs’ structure as a prerequisite for business sustainable developmentIndrė Lapinskaitė0Aleksandras Vytautas Rutkauskas1Vilnius Gediminas Technical University, Vilnius, LithuaniaVilnius Gediminas Technical University, Vilnius, LithuaniaThe idea of quantitative measurement of sustainability is revealed in this article. This idea is based on outlining the possibility of the event or the process, taking into account both possibility of efficiency and reliability of effectiveness. For the selection of appropriate compositions of efficiency and reliability for a particular subject an adequate idea of the utility function was used. Markovitz random field makes it possible to optimize the allocation of existing resources for the marketing costs between the components of marketing structure. Technically, the task is formulated as formulation of an adequate investment portfolio with investment assets by choosing 5P elements of marketing structure components ensuring the transformation of used investment to marketing capability ensuring assets. Based on the principles of stochastic informative expertise, the indicators of effectiveness of before mentioned assets were obtained, describing how invested units of input transforming the single P component of marketing costs adequacy to the final business results. Also affinities and differences of sustainability’s concepts are pointed out. Rinkodaros sąnaudų struktūros optimizavimas kaip verslo plėtros tvarumo prielaida Santrauka Straipsnyje atskleista tvarumo kiekybinio matavimo idėja, grindžiama įvykio ar proceso galimybės nusakymu, atsižvelgiant į galimybės efektyvumą ir jo patikimumą. Deramų konkrečiam subjektui efektyvumo ir patikimumo kompozicijų parinkimui taikyta adekvati naudingumo funkcijos idėja. Markovitzo atsitiktinio lauko modelis sudaro galimybes optimizuoti turimus išteklių, skirtų rinkodaros sąnaudoms, paskirstymą tarp rinkodaros struktūros komponentų. Techniškai užduotis suformuluota kaip adekvataus investicinio portfelio sudarymas, investiciniais aktyvais pasirenkant 5P rinkodaros struktūros komponentų elementus, užtikrinančius naudotų investicijų virsmą rinkodaros veiksnumą užtikrinančiais aktyvais. Remiantis stochastiškai informatyvios ekspertizės principais, buvo gauti paminėtų aktyvų efektyvumo rodikliai, nusakantys, kaip investuo-tieji sąnaudų vienetai transformuoja atskirų P komponentų rinkodaros sąnaudų atitiktį galutiniams verslo rezultatams. Kartu atkreiptas dėmesys į darnos ir tvarumo sąvokų bendrumus ir skirtumus. Reikšminiai žodžiai: darna, tvarumas, rinkodaroskomplekso elementai, GVPĮ, optimalus išteklių paskirstymas, stochastinis optimizavimas.https://journals.vgtu.lt/index.php/BTP/article/view/8567sustainabilitymarketing mix elementsFMCGoptimal resource allocationstochastical optimization |
| spellingShingle | Indrė Lapinskaitė Aleksandras Vytautas Rutkauskas The optimization of marketing costs’ structure as a prerequisite for business sustainable development Business: Theory and Practice sustainability marketing mix elements FMCG optimal resource allocation stochastical optimization |
| title | The optimization of marketing costs’ structure as a prerequisite for business sustainable development |
| title_full | The optimization of marketing costs’ structure as a prerequisite for business sustainable development |
| title_fullStr | The optimization of marketing costs’ structure as a prerequisite for business sustainable development |
| title_full_unstemmed | The optimization of marketing costs’ structure as a prerequisite for business sustainable development |
| title_short | The optimization of marketing costs’ structure as a prerequisite for business sustainable development |
| title_sort | optimization of marketing costs structure as a prerequisite for business sustainable development |
| topic | sustainability marketing mix elements FMCG optimal resource allocation stochastical optimization |
| url | https://journals.vgtu.lt/index.php/BTP/article/view/8567 |
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