The scientific problem of assessing the effectiveness of market promotion of new products consists of several aspects. We have noted that the discussion in this area is being conducted to a greater extent in the vector of determining the tools for measuring communication effectiveness rather than economic performance, which traditionally relies on a comparison of additional revenues and incurred costs. It was also determined that in conditions when the factors of marketing effectiveness are numerous and their management contributes to the growth of the economic results of the enterprise, the problem of analyzing communication effectiveness is relevant because it implements the tasks of achieving customer loyalty and retention, and allows you to manage customer experience. It was revealed that there is an objective need to differentiate assessment tools for different functional areas of marketing and for different business models. Therefore, a set of key indicators and criteria for assessing the communication effectiveness of promoting goods to the market cannot be universal, but require adaptation. Based on these arguments, the tools proposed in the article for assessing the effectiveness of market promotion of new products for small businesses are relevant. The methodology is based on the identified specific features of small enterprises in comparison with larger firms in terms of their market activity and promotion. As a result, the authors substantiated such indicators of market promotion efficiency as the level of consumer awareness of a new product, the level of acceptance of a new product, the level of customer satisfaction, the share of new customers, the duration of the stage of introduction of a new product, for which threshold values of efficiency depending on the stage of the life cycle of innovation. A scale is proposed for converting indicator values into points, which allows us to obtain an integral indicator. As a result, conclusions were drawn about the improvement and further development of the promotion system.
The scientific problem of assessing the effectiveness of market promotion of new products consists of several aspects. We have noted that the discussion in this area is being conducted to a greater extent in the vector of determining the tools for measuring communication effectiveness rather than economic performance, which traditionally relies on a comparison of additional revenues and incurred costs. It was also determined that in conditions when the factors of marketing effectiveness are numerous and their management contributes to the growth of the economic results of the enterprise, the problem of analyzing communication effectiveness is relevant because it implements the tasks of achieving customer loyalty and retention, and allows you to manage customer experience. It was revealed that there is an objective need to differentiate assessment tools for different functional areas of marketing and for different business models. Therefore, a set of key indicators and criteria for assessing the communication effectiveness of promoting goods to the market cannot be universal, but require adaptation. Based on these arguments, the tools proposed in the article for assessing the effectiveness of market promotion of new products for small businesses are relevant. The methodology is based on the identified specific features of small enterprises in comparison with larger firms in terms of their market activity and promotion. As a result, the authors substantiated such indicators of market promotion efficiency as the level of consumer awareness of a new product, the level of acceptance of a new product, the level of customer satisfaction, the share of new customers, the duration of the stage of introduction of a new product, for which threshold values of efficiency depending on the stage of the life cycle of innovation. A scale is proposed for converting indicator values into points, which allows us to obtain an integral indicator. As a result, conclusions were drawn about the improvement and further development of the promotion system.