MARKETING ACTIVITIES OF TRADE INTERMEDIARIES IN THE ENERGY-SAVING PRODUCTS MARKET

Abstract

The article analyzes the consequences of damage to and destruction of Ukraine’s energy infrastructure caused by military actions, as well as the directions of state policy in the field of building thermal modernization. In particular, it examines policy priorities aimed at improving the energy efficiency of buildings at both local and national levels, the comprehensiveness and integration of approaches to thermal modernization, and the formation of a favorable market environment for large-scale building retrofitting. Given the need to enhance energy efficiency, including energy saving in buildings for both individuals and legal entities, the study substantiates the expediency of intensifying the marketing activities of intermediaries in the energy-saving products market in order to reach a broader range of consumers. The elements of marketing activity of LLC “MIZOL”, one of the leading suppliers of building materials and energy-saving solutions, are analyzed, with particular attention to its product and distribution policies. The impact of marketing activities on the company’s financial performance in this market is assessed using a lagged economic and mathematical model that evaluates the influence of selling expenses, including marketing costs, on sales revenue. Based on the cross-correlation function, it is determined that the greatest impact of selling expenses on the sales revenue of LLC “MIZOL” should be expected in the current period, as well as after four and eight periods. The study reveals the presence of residual autocorrelation in the constructed lag model. To estimate the parameters of the model with autocorrelated residuals, the Aitken method was applied, which is based on adjusting input data taking into account the covariance of residuals. The statistical significance of the constructed model was verified using the coefficient of determination, as well as the Fisher, Durbin–Watson, and von Neumann tests. Based on the lag model, it is established that a 1% increase in selling expenses leads to a 0.92% increase in the sales revenue of LLC “MIZOL”, ceteris paribus, which indicates the necessity of intensifying the company’s marketing activities in the energy-saving products market.