Analysis Of Marketing Decision Impact On Business Results

Sales are an important part of business operations, sales process is actually the process of determined value, option value, provide value, from this enterprises transferring goods'business value, in exchange for value; consumer paid money in exchange for using value. From the perspective of business operation, the value that the enterprises change back is the foundation of business operation to continuation. Therefore, enterprises should stand in a strategic point of view to look at the entire sales process and sales process has been or will impact on the business, which is marketing decision-making.For most of enterprises, making sales decision is tacking our brains to make decisions by experienced managers'subjective experience. Undeniably, sometimes the experience judgment by an experienced leader will be very accurate, this is why many enterprises recruit professional managers with high salaries. However, this subjective decision-making method has its inherent shortcomings, which is the decision-making and low efficiency, high rate of wrong decisions. To address these shortcomings, people shift their eyes to the application of quantitative methods in decision-making on the implementation of effective sales forecast. With the development of modern information technology, are sales of data sales information are kept, this is also provided good data foundation for the quantitative analysis of sales decision. However, the coming problem is that enterprise sales process is a complex process which impact by multiple systems, many factors that affect the sale cannot be quantified, but the method of quantitative analysis hope that all relevant factors can be quantify and uniform dimension. In this condition, the application of quantitative analysis method had before the sale to set a series of hypothetical questions. This makes the sales decision which based on quantitative analysis deviates from the actual sales, and cannot give effective guidance to the making sales decision. With the development of management science, management scientists combined the advantages of two methods, provided a systems engineering methods that has subjective experience and objective data, it can make complement of the shortcomings from the two methods.Based on this consideration, this article use a widely used application of engineering methods for various industries - AHP (Analytical Hierarchy Process) level of analysis to establish marketing decisions impact on business performance analysis model, expected to use the model to assess the existing sales decision-making, analysis of advantages and disadvantages of marketing decisions, and help sales managers develop decision-making. AHP method can put the managers'judgment of the macroeconomic environment through expert scoring and the influence level of many factors that affect business performance into model, and then combined with the real sales data, to form a scientific decision making which combined with qualitative and quantitative. In the implementation process, AHP method need divide research questions into several levels, and finally get the total sort that the lowest level relative to the top level. Here is the hierarchy of the sales decision-making in this article:(1) Make the most top-level business performance, it is the goal layer. Because the purpose of business is to make the healthy development of enterprises so that operating performance may be raised.(2) The second criterion layer is placed on enhancing business performance of many factors, these is strong profitability, strong liquidity, development ability, good brand image, competitive ability and small operational risk. These factors include not only financial indicators but also non-financial indicators, so as to enable full enterprise performance evaluation.(3) The third level is sub-criteria layer, which placed on the development of enterprise marketing decisions that take into account many factors, can be simply described as pricing, marketing and quality of the three main aspects.(4) The bottom layer is program layer, arranged in a variety of marketing decisions to compare the combination.The final analysis and evaluation is merits or inferior of the business performance that program level relative to object level in the model, and provide guidance for enterprise managers to marketing decision making. The model solution process is a recursive processes, the first step is sort to criteria layer reference to objective layer, then sort to sub-criteria layer reference to criteria layer, next these three levels: objective layer, criteria layer and sub-criteria begin the total level sort, get the result of the sub-criteria sort relative to the objective layer. The second step reference sub-criteria layer, single-layer on the level of program layer. Finally, combined with the sort result of total levels in the first step and the result of single-sort in the second step, begin with the sort of the whole model, and then get hierarchy of the sales decision in program layer relative to the objective layer. The results obtained only a relative indicator, is the weight of the contrast between the sales decision-making of the program layer. But this is enough to illustrate that the level of sales programs to impact business performance, thereby provide a strong reference for enterprise to develop sales decision.Only a good theoretical model, if not used in daily business operations during the development of an enterprise does not help. In this paper, the last chapter is the key point of the article, the real analysis of the model, put some sales decision data into model from Enterprises Operating Simulation Platform, analysis the advantage and disadvantage of these sales decisions, then compare with the running results from the Enterprises Operating Simulation Platform. Article analysis the four different sales program in a rapid develop macro-market environment. First of all, the best marketing program is a high price, high quality, marketing investment sales program. Such high value-added products, products with high technical barriers cannot easily be imitated, corporate profits in a large space. Especially at this stage in our rapid economic growth, people see the quality and the brand of products become increasingly frenetic pursuit, develop a high quality and high property product has a great advantage of increasing product brand and enterprise brand, and also take advantage of increase the business performance. Thus, in the model analysis of this sales decision has given the highest weight of 0.526.Second, in a free competitive market environment, more intense competition, business development and marketing investment necessary to fully take into account of the input and output ratio, engaged in costing the least investment to achieve maximum results. This is suitable for most enterprises, so managers should assess the situation and balanced, based on the fundamental development of enterprises, optimizing management processes, appropriate research and development of product quality to meet consumer demand. Good product positioning, focus the key sales advertisement to achieve the best results. This sales decision will not be brought to the enterprise of monopoly profits, but is good for the development of enterprises and the business performance. Therefore, the model gives a good comparison of 0.204 at weight.Then, there is a "leading" enterprise in the industry, the suppression of prices of products, and companies cannot make the price of product itself. Therefore, enterprises must take a following strategy into the price, product price can only be equal to or slightly lower than the "leading" enterprise product prices, lower corporate profits. In the development of marketing strategy, to appropriate publicity and research and development, to keep their existing market share and defend their clients, to seek better development. This sales strategy could maintain company's business performance, but could not make it greatly improved, so in the model are only given the weight of 0.155. Finally, take the low-cost, low value-added sales route. Enterprises in order to control the product cost, little or no research and development, product quality very poor. The price has pressure by the enterprises in the industry, unhealthy competition.Although the company may dilute the fixed costs of unit by large sales scale, thereby reducing the total costs to get profit. However, such a sales strategy of the enterprise will get poor quality or poor service quality and affect the overall image of the enterprise. This marketing strategy is only focus on immediate profit, but it is not good for long-term development of enterprises. Therefore, the model gives only the minimum weight of 0.117.In Enterprises Operating Simulation Platform, it is based on stock price as the company's assessment of good or bad business, given in the evaluation of the order is A2 , A4 , A3 ,A1 . This order is consistent with the one that given by the model of sales decisions impact on business performance in this paper, and it is also meet the actual situation of enterprise development.