The concept for forming approaches to evaluation of the sales activities of the enterprise

The marketing activity of a commercial enterprise is its key business process, since not only the fulfillment of contractual obligations, but also the preservation of the contingent of consumers depends on the correct, high-quality and timely delivery of products to the consumer. It has been determined that the emphasis only on the evaluation of sales effectiveness is an obstacle to obtaining a high result of economic activity. The article reveals the concept for the formation of approaches to assessing the marketing activities of an enterprise. It is proposed to carry out an assessment in the context of three approaches: 1) an approach that uses quantitative and qualitative assessments; 2) an approach that allows you to evaluate the external and internal environment of marketing activities; 3) an approach that evaluates the processes of marketing activities via the Internet and in real activities. These approaches should be applied in relation to the four elements of marketing: refinement, storage and transportation of products, contacts with consumers.