Економіка, Маркетинг та менеджмент 
UDC 339.138  
Stetsenko V.А. 
THE MARKETING MIX EQUILIBRIUM IN THE DEVELOPMENT AND 
CONTROL MANAGEMENT STRUCTURE 
National University of Food Technologies, Ukraine, Kyiv,  
Volodymyrs’ka str., 68 
Summary. Derived indicator for the marketing mix equilibrium has been 
presented in the article along with improved classification of varieties of marketing 
control by means of equilibrium control. 
Keywords: the balance of marketing mix, business development, marketing 
control. 
Стеценко В.А. 
ЗБАЛАНСОВАНІСТЬ МАРКЕТИНГОВОГО КОМПЛЕКСУ В 
СТРУКТУРІ УПРАВЛІННЯ РОЗВИТКОМ ТА КОНТРОЛІ 
Національний університет харчових технологій, Україна, м. Київ, вул. 
Володимирська, 68 
Анотація. У статті розроблено показник збалансованості маркетингового 
комплексу, удосконалено класифікацію видів маркетингового контролю 
шляхом введення контролю збалансованості.  
Ключові слова: збалансованість маркетингового комплексу, розвиток 
підприємства, маркетинговий контроль. 
Стеценко В.А. 
СБАЛАНСИРОВАННОСТЬ МАРКЕТИНГОВОГО КОМПЛЕКСА В 
СТРУКТУРЕ УПРАВЛЕНИЯ РАЗВИТИЕМ И КОНТРОЛЕ 
Национальный университет пищевых технологий, Украина, г. Киев, ул. 
Владимирская, 68 
Аннотация. В статье разработан показатель сбалансированности 
маркетингового комплекса, усовершенствована классификация видов 
маркетингового контроля путем введения контроля сбалансированности. 
Ключевые слова: сбалансированность маркетингового комплекса, развитие 
предприятия, маркетинговый контроль. 
 
Introduction. Constant aggravation of competition contributes to find the ways 
for improving business activity at every stage and in every link of the business. The 
need to improve the planning, analysis and control of marketing activities is 
stipulated by its significant place in the interacting system of the business. 
Results. Pashchenko О.P. affirms that business development should be 
considered in the context of a composition of the business potential that is assets, 
productive, marketing and financial, etc. business strength[5].  
That is the overall business development is conditioned also by the development 
of its marketing activity, which is reflected in increasing the effectiveness of 
marketing investments. 
There are various methodological approaches for analyzing the effectiveness of 
marketing mix. 
In native science Shapran O.S has developed a dynamic indicator of the 
marketing balance condition ( DIMC ) which is a set of indexes organized in the 
weight and growth rate in such a way as the maintenance of this order in real 
dynamics provides the desired business performance[6]. 
Kapustina T.A proposed a model for the separate analysis of all marketing 
balance elements. The output provision of the developed model is that sales are 
directly dependent on the business marketing balance and that its different 
components affect the sales volumes with different strength[2]. 
However, the theoretical and methodological aspects of determining the 
effectiveness of marketing mix in today's conditions demand further developments 
and adjustments. 
In marketing theory the marketing mix is described as a balanced combination of 
controlled marketing elements which are used by the company to achieve its 
marketing goal in the target market[4]. Thus, the marketing mix contains manageable 
elements which can be directly generated and changed by the company during 
marketing activities, such as: to create a certain quality of the product, to set up the 
selling price of the goods, to determine the location and the form of their sale in the 
market and to create an appropriate promotion system. Thereby business expenses on 
each marketing mix item are directly related to the intentions of the company, its 
actual state in the market and external market factors. 
The result of marketing activities depends directly on the cost structure in the 
marketing budget. Determination of optimal ratio of the cost on marketing mix 
elements will conduce to obtaining the maximum effect from marketing activities and 
achieving marketing mix equilibrium. 
To determine the level of marketing mix equilibrium a coefficient of marketing 
mix equilibrium Kз  has been developed (the formula no.1): 
4433221nor1k kkkkkkkKз nornornor          (1) 
Where nk - is actual level of the expense ratio on the n-marketing component in 
the company, 
nnor
k  - an expense ratio on the n-marketing component under 
equilibrium distribution. 
The value of the coefficient marketing mix equilibrium varies between 0 and 1. 
Taking this into account it is proposed to divide the range into 4 equal parts (Table 1). 
Тable 1 
The Scale of marketing mix equilibrium coefficient values 
Equilibrium coefficient value Marketing mix equilibrium 
rating 
0<Kз≤0,25 The equilibrium level is high 
0,25<Kз≤0,5 The equilibrium level is moderate 
0,5<Kз≤0,75 The equilibrium level is low 
0,75<Kз≤1 The marketing mix is not balanced 
If the value of Kз  is zero, then marketing components’ expenses can be 
designated as completely balanced. The higher Kз value the lower the equilibrium 
level. 
After the marketing mix equilibrium indicator was incorporated into research 
methodology of marketing activity the need to update the classic attitude to 
marketing control by adding equilibrium control has been appeared. (Table 2). 
Table 2 
Types of marketing control* 
Type of control Target of control Methods 
Annual plans’ 
execution 
control 
To determine whether 
planned results have been 
achieved  
Marketing analysis 
Analysis of market share 
Comparison of costs and sales 
Financial Analysis 
Marketing evaluative analysis , etc.  
Returns control To determine for what 
purposes the company use 
money and where they have 
been lost  
Returns rate by 
- goods: 
- territories; 
- byers; 
- market segments; 
- distribution channels; 
- the size of channels; 
- and so on. 
Performance 
control 
To evaluate and improve the 
effectiveness of spending 
money and the impact of 
marketing expenses 
To evaluate the performance of the 
- sales staff; 
- advertisement; 
- sales promotion; 
- distribution; 
- and so on. 
Equilibrium 
control 
To analyze the rationality of 
funds distribution between 
marketing elements 
The analysis of the marketing mix 
equilibrium level. Determination of 
the integral equilibrium index 
Strategic 
control 
To clarify whether the 
company uses its maximum 
capacity as to the markets, 
goods and distribution 
channels 
Marketing effectiveness evaluation  
tools 
Marketing audit 
Marketing quality revision 
Ethical and social company’s 
responsibility revision  
* Developed by the author using papers [1], [3]. 
Annual plans’ control is aimed at assessing the annual indictors of the company 
performance and comparing it with the planned indicators. It provides versatile 
analysis of the company’s state: competitive market position, financial stability, 
marketing activities. It is implemented by managers of medium and high level. 
Returns control is the evaluation and implementation of corrective actions for 
the purposes of ensuring a profitability of various goods, territories, customer groups, 
distribution channels, activities in different markets. 
Marketing control of the company level is focused in general at obtaining the 
information which is necessary for evaluation of marketing activities’ effectiveness 
and making management decisions based on it. 
Strategic marketing control is a regular check of the compliance of the goals, 
strategic guidance, company’s programs and other strategic marketing decisions to 
marketing and tradable opportunities which have been already existed and those 
which are forecasted. 
Thus, as a result of the control activities the effectiveness of strategic and tactical 
marketing plans of the company is evaluated as well as achievements in the field of 
marketing activities, the «Prices - Costs - Income» ratio and the results of 
innovations, etc. 
Marketing control at the level of marketing department aims to evaluate the 
effectiveness of specific aspects of marketing activities during the short runs and 
evaluate the management competence of this unit for the long run. 
Primarily the equilibrium control provides identification and evaluation of the 
equilibrium of company’s marketing mix components. 
Resulting effect of the control is a corrective impact on the controlled factors 
and development of recommendations for the adaptation of company’s activity to 
marketing environment factors that are not controlled[1]. 
Conclusions: Development of marketing mix equilibrium indicator provides, 
firstly, the analysis of the distribution costs efficiency in the marketing budget, and 
secondly , the emergence of a new type of marketing control , thirdly , the possibility 
of making the most effective management decisions. All this contributes to the 
business development and improvement of its competitive position in the market. 
 
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