Abstract

The aim of the article. The aim of this article is to characterize basic personnel analysis methods, to propose own criteria which help to perform complex personnel evaluation by different departments. The results of the analysis. This article is based on the investigation of specialized literature regarding different personnel evaluation methods. Implementation of marketing concept in business requires corresponding service that examines marketing environment, analyzing market situation. It provides advice for successful existence in the market. Such functions must be performed by marketing department. Marketing department with other divisions forms an integrated process which aims to meet the market demand. Managers and leading specialists of marketing must satisfy the general requirements (competence, the ability to manage themselves, skills to solve problems, ability to train employees, etc.). Besides, they must satisfy a number of specific requirements that are specific. These requirements include: systematic knowledge, erudition, high analytical quality, communication, and diplomacy, ability to predict the situation and to make an effective decisions, ability to resolve conflicts. Personnel evaluation methods are divided into objective and subjective. Narrative techniques are dominated among objective. These methods can be used in various forms: as appliances of arbitrary description, structured descriptions, self-evaluation, and evaluation of defined objectives and in critical cases. Subjective methods usually cover comparative techniques that give relative knowledge: ranking, paired comparison and theoretical distribution. Complex methods combine several techniques that can’t be attributed only to the objective or only to the subjective methods. For example, sheet valuation, “model 360°”, personal portfolio. Authors suggested the following criteria of personnel evaluation: evaluation of marketing services; evaluation of individual elements of marketing mix; personnel evaluation of marketing department; evaluation of personnel effectiveness. Conclusions and directions of further researches. Basic methods of personnel evaluating are researched and criterial framework to evaluate the functioning of the marketing department is proposed in the article. Testing of the obtained results in practice can be the basis for the further research.

Keywords: personnel evaluation, marketing service, marketing service estimation criteria, methods of personnel evaluation, personnel evaluation process

JEL Classification: С13, M31.

Cite as: Bilovodska O. & Кyrychenko, T. (2014). Criteria of enterprise marketing service base forming. Marketing and Management of Innovations, 2, 71-80. https://doi.org/10.21272/mmi.2014.2-06

This work is licensed under a Creative Commons Attribution 4.0 International License

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