Evaluation of the Effectiveness and Efficiency of Marketing in the System of Reforms in the Management of Enterprises

Marketing productivity models provide a common conceptual framework for future research. These models also define a common conceptual framework for the creation of instrumental models for marketing productivity management. At the same time, it is necessary to further study the most important relationship of marketing results with financial indicators and indicators of performance evaluation of the enterprise as a whole. The development of these models is associated with the creation of more complex systems that reflect the relationship of indicators at the level of management. Marketing productivity models form the conceptual framework for the transition to a more realistic level. This is the level of management of marketing efficiency, ie the area of creating models of management of marketing results. Following the logic of productivity (marketing actions - marketing results - financial results - business results), as well as the need to consider it in two dimensions, we can move on to the creation of operational models of marketing efficiency.

ANALYSIS OF FACTORS AFFECTING THE PERFOMANCE OF SMALL TRADERS IN SURAKARTA

The aim of the research is to know : 1) The influence of product to marketing productivity, 2) The influence of price to marketing productivity, 3) The influence of place to marketing productivity, 4) The influence of promotion to marketing productivity, 5) The stimulant influence of product, price, place and promotion to marketing productivity. The location of search in Jongke Traditional Market, Surakarta in year 2005/2006. The population of research is all of small seller in Jongke Market. The sample takes by the proportional random sampling with count of respondent is 50 small seller. Data can found by the questionare with the validity dan reliability test. The data analyze, using statistic data analyze with multiple regression technique and do it with SPSS program. The result of research conclude that : 1) There are the significant influence between product with marketing productivity, 2) There are the significant influence between price with marketing productivity, 3) There are the significant between place with marketing productivity, 4) There are the significant influence between promotion with marketing productivity, 5) There are the significant simultant influence between product, price, place, and promotion with marketing productivity. Keywords: marketing mix, marketing performance, small traders, tradition market