The pharmaceutical wholesale link has always played an important role in the development of the Russian pharmaceutical market and dominated the supply chain.

The most important task of wholesale trade is to systematically regulate product supply in accordance with demand. The objective possibility of successfully solving this problem is due to the intermediate position of wholesale trade: it concentrates a significant part of commodity resources, which allows us not to be limited to passive operations, but to actively influence the sphere of production, retail trade and, through it, the sphere of consumption.

Wholesale pharmaceutical market is a market for organizations and individual entrepreneurs purchasing pharmaceutical goods or services for their further use in the production process, resale or redistribution.

The subjects of the wholesale pharmaceutical market are direct producers and consumers of goods (retail trade and medical organizations), as well as a significant number of active intermediate links that establish business relationships between them.

These units include wholesale pharmaceutical organizations that provide services to both manufacturers and consumers of pharmaceutical products. Wholesale trade determines the structure and direction of commodity flows, ensuring acceleration of the process of movement of goods through distribution channels by transforming the production assortment into a retail one.

During the wholesale trade process, a pharmaceutical product may be sold several times. The need for wholesale trade is associated with factors such as:

• uneven distribution of pharmaceutical enterprises across the country;
• specialization of industrial enterprises in the production of pharmaceutical products of a narrow production range.

Wholesale trade is an important lever for maneuvering material resources, helps reduce excess stocks of pharmaceutical products at all levels of the sphere of commodity circulation and eliminate commodity shortages, and takes part in the formation of industry and regional pharmaceutical markets.

Through wholesale trade, the consumer’s influence on the manufacturer increases, and real opportunities arise to regulate supply and demand. Market demand forms, on the one hand, the flow of information from the consumer through trade to the manufacturer, and on the other, the flow of goods from the manufacturer through trade to the consumer. In this process, coordination between both flows must be achieved, and wholesale trade plays a decisive role.

Wholesale trade functions as a regulator of market demand and adaptation to consumer requirements, which ensures that it is filled with goods. General issues of the scope of activity of wholesale pharmaceutical organizations are regulated by Federal Law 61 “On the Circulation of Medicines”.

Pharmaceutical activities - activities that include wholesale trade in medicines,their storage, transportation and (or) retail trade in medicinal products, their dispensing, storage, transportation, and manufacturing of medicinal products.

Organization of wholesale trade of medicines - an organization engaged in wholesale trade of medicines, their storage and transportation.

Pharmaceutical activities can be carried out by drug wholesale trade organizations only if they have a license for pharmaceutical activities, and individuals can carry out pharmaceutical activities if they have a higher or secondary pharmaceutical education and a specialist certificate.

Order of the Ministry of Health and Social Development of Russia No. 1222n put into effect the Rules for the wholesale trade of medicines for medical use, which determine the procedure for the wholesale trade of medicines for medical use by manufacturers of medicines and organizations for the wholesale trade of medicines for medical use.

The rules are mandatory for all organizations, regardless of their legal form and form of ownership, when they carry out wholesale trade in medicines for medical use. Wholesale pharmaceutical organizations are a network of structural entities of all forms of ownership that carry out commercial intermediation between the production of pharmaceutical goods and retail trade.

Classification of wholesale pharmaceutical organizations

Since wholesale trade enterprises on the pharmaceutical market of the Russian Federation are represented by legally independent entities, then, according to international terminology, they can act as:

• distributor - receive ownership of the goods (have the right to sell, dispose and use);
• agent (specialized operator or distribution partner) - conduct the affairs of several enterprises, do not receive ownership of the goods, but can enter into transactions on behalf and at the expense of persons who have entered into an agency agreement with them.

Depending on a certain classification criterion, wholesale pharmaceutical organizations are divided into:

1. By scale and nature of activity:

• national, federal wholesale organizations - form distribution channels for large manufacturers of pharmaceutical products and create conditions for foreign suppliers to enter the Russian market;
• interregional and regional wholesale organizations complete the process of wholesale distribution of goods, purchase goods from federal-level pharmaceutical distributors and local manufacturers, and then deliver pharmaceutical goods to retail outlets.

2. By product specialization:

• specialized wholesale organizations carry out the purchase and sale of goods of one or several product groups, united by homogeneous consumer properties and purpose (for example, orthopedic goods);

If a wholesale organization specializes in trading a certain product, then it is called dealer, if it specializes in trading goods of a certain manufacturer - official dealer.

• highly specialized- carry out the purchase and sale of individual subgroups or even types of goods;
• universal wholesale pharmaceutical organizations carry out the purchase and sale of various groups of pharmaceutical and medical goods;

3. By role in wholesale trade and the nature of the transactions performed:

• independent wholesale organizations specializing in trading activities, carrying out a full range of purchasing and sales operations with the transfer of ownership of goods to the wholesale link;
• intermediary organizations who do not use in their activities the transfer of ownership rights to goods to them, but provide services to bring goods from the manufacturer to the consumer.

Functions of wholesale pharmaceutical organizations

The main goal of a wholesale trade enterprise is to achieve economic and marketing results by optimizing logistics interaction between subjects of the pharmaceutical market.

The functions performed by these enterprises, depending on the entity for which they are beneficial, can be conventionally represented as “forward” and “reverse” actions. If these functions are performed in relation to participants in the distribution channel located before a given wholesale enterprise in the logistics chain “manufacturer - final consumer”, then these are “reverse” actions, otherwise - “direct”.

The actions of only the “reverse” move are the functions of purchasing goods in volumes beneficial for the manufacturer, taking the risk (in connection with possible theft, damage, expiration of the shelf life, etc.) upon oneself, customs services, and responsible storage of goods.

The remaining functions (with the exception of the supply of goods in quantities and terms corresponding to the needs of the buyer and for the provision of management services) are characteristic of both the “reverse” and “forward” moves: storage of goods inventories in own and rented warehouses; transportation and forwarding of goods; lending (deferred payment); formation of product range; implementation of sales promotion measures; information and consulting services.

1. Distribution and sales— purchase of goods of a specialized production range from various manufacturers and assortment of assortments taking into account differentiated demand;
2. Accumulation and storage— accumulation of stocks of pharmaceutical products during a certain time interval between different seasons;
3. Organization of product distribution— overcoming space when the manufacturer of pharmaceutical products and the pharmacy organization are at a sufficient distance and shipment is carried out in large quantities (while the wholesale enterprise centrally delivers the goods to retail enterprises in small quantities);
4. Control— ensuring the quality of goods supplied to the retail organization;
5. Market regulation— equalization of prices due to purchases of large quantities of goods and obtaining significant discounts on purchased goods;
6. Credit— financing of retail enterprises in cases where the delivery of goods is carried out without payment and there is a time interval between delivery and payment;
7. Marketing— research and development of the market through advertising, marketing, pricing system due to attractive product packaging, etc.

Order No. 490

Course work

Topic: “The role and functions of wholesale trade in the development and strengthening of economic ties in the country’s domestic market”

Introduction........................................................ ................................ 4

1.1. The essence of economic relations.................................................... 7

1.2. The role of wholesale trade in the development of economic relations in the commodity market.................................................... ............................................. 12

2.1. Basic forms of organizing wholesale trade on the commodity market.................................................... ........................................................ ............... 22

2.2. The role and functions of wholesale trade in the wholesale services market 26

3.1. Basic and additional services.................................................. 34

3.2. The role of commercial structures in the development of economic relations.................................................... ........................................................ ........................... 35

Conclusion................................................. ............................... 38

Literature................................................. ........................... 40

Applications........................................................ ............................ 42

Introduction

Wholesale trade provides services to goods manufacturers and retailers. As a result of its activities, the product moves closer to the consumer, but does not yet fall into the sphere of personal consumption.

The most important task of wholesale trade is to systematically regulate product supply in accordance with demand. The objective possibility of successfully solving this problem is determined by the intermediate position of wholesale trade. It concentrates a significant part of commodity resources, which allows us not to limit ourselves to passive operations, but to actively influence the sphere of production, retail trade and, through it, the sphere of consumption.

Wholesale trade, like no other link associated with the sale of goods, is capable of actively regulating regional and industry markets through the accumulation and movement of goods. This area of ​​work should occupy a decisive place in all its activities. Wholesale enterprises are called upon to improve the chain of goods distribution, develop centralized supply and circular delivery of goods. Currently, along with the positive aspects, there are significant shortcomings in the activities of wholesale enterprises. Frequently, delivery deadlines for goods are not met, and contractual obligations regarding the volume, range and quality of goods supplied are violated.

The efficiency of the functioning of the entire national economic complex, the balance of the domestic market, and the satisfaction of the growing needs of people largely depend on the work of wholesale trade. Under the new economic conditions, the scope of wholesale trade will be significantly expanded. The strengthening role of commodity-money relations is associated not only with the development of wholesale trade in consumer goods, but also with the transition to wholesale trade in means of production. These two forms become the most important channels for the systematic movement of material, technical and commodity resources.

Wholesale trade plays a significant role in the system of economic relations between regions of the country, industries, manufacturers of goods and retail trade. For example, by purchasing flax from collective and state farms and selling it to textile industry enterprises, wholesale trade becomes a link between agriculture and industry. The further movement of the produced fabric, in particular its supply to garment workers, is also serviced by wholesale trade. Thus, it connects the textile and clothing industries. Finally, by selling ready-made clothing to retailers, wholesale trade enterprises maintain a connection between light industry and trade.

Carrying out economic relations with industry and agriculture, wholesale trade acts as a customer of consumer goods, its functions include the purchase and delivery of goods from manufacturing enterprises. It should be noted that it is designed to actively involve local commodity resources in trade turnover and conduct decentralized purchases of goods from various sources. By organizing the delivery of goods, trade controls whether the industry complies with contractual obligations to supply goods of the appropriate range and quality, strictly within the stipulated time frame. In the warehouses of wholesale enterprises, purchased goods are sorted and discounted if they do not meet the needs of customers or reduce their consumer qualities.

Hence, the question of the role of wholesale trade in the development and strengthening of economic ties in the country’s domestic market is still relevant.

The purpose of this course work is to study the role of wholesale trade in the development and strengthening of economic ties in the domestic market of the country.

The subject of the study is the wholesale trade market.

The main objectives of the course work are as follows:

1. Analyze the essence of economic relations;

2. Explore the role and functions of wholesale trade in the wholesale services market;

3. Analyze the role of commercial structures in the development of economic relations.

The work uses materials from periodical and specialized literature, and statistical data.

Chapter 1 Economic relations and features of their development

1.1. The essence of economic relations

In the context of the transition to predominantly economic methods of management and the formation of market relations, the dependence of the enterprise on higher authorities is reduced, the relative stability of the enterprise’s position in the past is also reduced, and uncertainty is felt in the market environment. This determines the development of new positive forms of interaction and behavior of managers, enhances adaptation in the external and internal environment, strategic orientation in the management of enterprises and organizations, the formation of new structures and forms of trade management.

On the difficult path to the market, economic relations have reached a point where the old structures inherited from vertical departmental systems can no longer fit in with the new economic mechanism, and new forms of management organization have not yet gained strength. From this contradiction arises today the task of a more decisive transition to new structures that provide diverse direct economic ties in the economy instead of rigid and standard vertical systems.

In the conditions of the presence of different forms of ownership and the absence of centralized capital investments in the sphere of circulation, state regulation of the formation and development of the material and technical base of trade acquires a special role. State financing has always played a decisive role in the development of industries in this sphere of commodity circulation. Despite the independence of privatized trade enterprises, without the active participation of the state in modern conditions, their further development is unthinkable, as well as the commissioning of newly built trade facilities and, as a consequence, their response to stimulating technical progress and increasing the efficiency of invested labor.

One of the important areas of implementation were recommendations for the organization and widespread distribution of clothing markets, and for the trade in food products - “super markets”, that is, large universal food stores with a wide selection of food products.

It should be noted that the weakening of state regulation, for a number of objective reasons, led to the disruption of economic ties between related enterprises located in the former Soviet republics; in fact, many of them ended up abroad.

During the reforms, wholesale enterprises, which played a huge role in organizing trade, were hastily liquidated. Wholesalers worked closely with industry, studied demand, and created seasonal stocks of goods. Today, unfortunately, the role of such an organizing link has been reduced. And very often in different regions of the country there is a shortage of certain goods. In addition, there was a shortage of working capital. In mutual settlements between enterprises, prepayment for products was introduced. The lack of free money in stores created a certain difficulty in the sale of products by manufacturers. This caused a sharp reduction in the total volume of production, including low-profit goods.

And although the role of wholesale enterprises in the consumer market infrastructure has now begun to increase, only a third of the goods receipts were sent through these enterprises to the retail trade network, however, the currently achieved level of development of the commodity market infrastructure does not meet the requirements of the free movement of goods. In some cases, there is a distance between business partners, the links in the process of circulation of goods increase, and distribution costs increase.

It would be rational to carry out further resuscitation of wholesale trade in accordance with the Concept for the development of wholesale trade in consumer goods, which is a key component of the formation of a general state trade policy in the domestic consumer market of Russia.

The system of state regulation of the development of wholesale trade should involve clear coordination of the activities of all executive authorities at the federal and regional levels. At the federal level, the main functions of executive authorities should be: general regulation of the activities of the wholesale chain, creating conditions for increasing the efficiency of its work, developing the main directions in its development, pursuing a procurement policy for government needs, etc. At the regional level, the main task of executive authorities should be to specify the application of general rules, taking into account the regional specifics of the development of wholesale markets for trade services, analyze the state of the market for trade services and trends in its changes, ensure the necessary competitive environment in the market, develop regional programs for the development of wholesale trade in consumer goods consumption, etc.

Regulation of wholesale trade must be carried out with the participation of antimonopoly authorities. By regulating the access to the market of new wholesale structures, these bodies will resolve issues of merger or disaggregation of the latter, carry out their certification, if necessary, determine the procedure for the participation of foreign investors, and formulate the necessary protectionist policies.

The mechanism of state regulation of trade activities can also be implemented using organizational and administrative methods of regulation. Through these methods, stable connections and relationships are formed in the management system of trading enterprises and organizations; provisions are being developed that establish the rights and responsibilities of departments, management staff and individual employees; administrative responsibility and control over trade rules are exercised; operational regulation of trade processes. Administrative regulation is implemented through the direct influence of managers on subordinates, higher management structures on lower ones in order to achieve results of economic activity.

This impact is manifested in a variety of administrative orders and regulations, in various regulations, instructions, regulations, standards and other official regulations that organizationally regulate the activities of subordinates.

A market economy in modern conditions necessitates the creation of a trade management structure based on private property. At the beginning of the reforms, trade management bodies collapsed under pressure from above, massive privatization of trade and public catering enterprises took place, trading was eliminated, and the teams of these enterprises acquired the status of a legal entity. New organizational and legal forms of enterprises and organizations were created, some of them, not having their own working capital, were unable to work in conditions of such independence (this was especially true for small enterprises) and found themselves on the verge of bankruptcy.

In the current conditions, the question has arisen about restoring the system of managing trade processes by influencing through licensing, certification of enterprises, services, state participation in the authorized capital of enterprises and trade organizations and restoring the role of wholesale trade in organizing the distribution of goods and supplying retail enterprises, working with subjects to identify the causes reduction in income, tax revenues, transfers to extra-budgetary funds, etc.

When creating a new system of state regulation of trade during the transition period of reforming the domestic economy, it is necessary to take into account that the excessively intensive use of economic methods weakens the effectiveness of market mechanisms and can cause the same harm to the economy as the desire for administrative methods.

The implementation of general and private management functions is associated with solving specific problems using certain management methods. Thus, to implement the marketing function, it is necessary to use methods for developing in-house marketing programs and development forecasts; for the planning function, a number of methods of analysis, planning and forecasting, etc. are performed.

Functions, management methods, economic levers and tools are interconnected into a single economic (economic) management mechanism at the organizational level.

Issues of economic activity are regulated, first of all, by the charter of a trading enterprise, a system of target indicators, internal standards and requirements on certain issues of the organizational, managerial, economic and financial activities of the enterprise.

In the transition from distributive and directive management to regulatory influence, the system of state regulation of trade should be built:

Firstly, taking into account the financial and economic independence (autonomy) of the organization and,

Secondly, based on the conditions of decentralization of management, delimitation of competence, powers and responsibilities between its various levels.

Improving the regulatory mechanism at the level of constituent entities of the Russian Federation and enterprises involves the transformation of management structures of trade based on a clear delineation of the functions of state regulation

1.2. The role of wholesale trade in the development of economic relations in the commodity market

The trade sector today is characterized by constant improvement of forms and technologies. And the wholesale segment is no exception. But if in Moscow some large retail grocery chains have announced their intention to work directly with manufacturers, without intermediary wholesalers, then Oryol wholesalers believe that only large retail chains can do this. In their opinion, regional chains and small retail enterprises are not able to bear the burden of logistics costs, so they will continue to use the services of wholesale divisions.
At the end of 2005, the turnover of wholesale trade in the Sverdlovsk region amounted to almost 583 billion rubles.

In terms of turnover of wholesale trade, public catering and services, the Sverdlovsk region occupies a leading position.

In terms of wholesale trade turnover, the Sverdlovsk region ranks fourth in the Russian Federation, second only to Moscow, St. Petersburg and the Moscow region. Wholesale trade turnover in 2005 amounted to almost 583 billion rubles, which is 1.4 times higher than in 2004.

In 2006, wholesale trade organizations in the Perm region significantly expanded the scope of their commercial activities. As a REGNUM correspondent was informed in the press service of the governor of the Perm Territory, according to the results of the 1st quarter of 2006, the wholesale trade turnover of wholesale trade organizations in the Perm Territory increased by 21% compared to the same period in 2005. and amounted to 46258.8 million rubles.

According to Permstat, in addition to wholesale trade organizations, business entities from other sectors of the economy were engaged in the resale of products purchased externally, taking into account which the total volume of wholesale trade turnover of enterprises (organizations) of all types of economic activity in the Perm Territory amounted to 54,033.1 million in January-March 2006 rubles, or 119.1% compared to the level of the 1st quarter of 2005.
Small businesses make a significant contribution to the formation of wholesale trade turnover in the Perm Territory. In January-March of this year, their share accounted for 63.1% of the total wholesale trade turnover in the region. Including wholesale trade organizations - 64.3%, enterprises (organizations) of other types of economic activity - 56.6%.
The wholesale trade turnover of organizations in all sectors of the economy of the Yamalo-Nenets Autonomous Okrug (Yamalo-Nenets Autonomous Okrug) in January-May 2005 increased by 16.5% compared to the same period in 2004 - to 22.364 billion rubles.

Wholesale trade turnover in Russia in January 2005 increased by 4% compared to January 2004 to 989.3 billion rubles, according to the materials of the Federal State Statistics Service. In January, 82.7% of wholesale trade turnover was formed by wholesale trade organizations, whose turnover increased by 5.2% compared to January 2004 and amounted to 818.5 billion rubles. The share of small wholesale trade organizations accounted for 48.3% of wholesale trade.

Wholesale trade turnover in 2004 amounted to 11,547.8 billion rubles, which is 14.7% higher than in 2003.

In the first half of 2006, the turnover of wholesale trade of wholesale trade organizations (except for trade in motor vehicles and motorcycles) amounted to 9286.9 million rubles, which is 8.1 percent more than in the first half of 2005.

The dynamics of wholesale trade turnover is characterized by the following table (Appendix 1).

In the first half of 2006, small enterprises formed 64.5 percent of the total turnover of wholesale trade organizations. In addition to wholesale trade organizations, resale of products is carried out by organizations of other types of economic activities, taking into account which the total turnover of wholesale trade in the first half of 2006 amounted to 12,664.7 million rubles, or 103.5 percent compared to the level of the first half of 2005.

Sales of certain types of goods by wholesale trade organizations (except for trade in motor vehicles and motorcycles) in the first half of 2006 are characterized by the following data (Appendix 2).

Inventories of individual goods in wholesale trade organizations (except for trade in motor vehicles and motorcycles) are given below:

(at the end of the month) (Appendix 3).

According to the results of a sample survey of the situation and business activity of wholesale trade organizations in the second half of 2006, the general economic situation of organizations compared to the first half of 2006 improved slightly. In the current quarter, 76 percent of respondents rate the economic situation as “satisfactory” and 13 percent as “unfavorable.”

An assessment of the main performance indicators of wholesale trade organizations in the second half of 2006 compared to the previous quarter is presented in the table (as a percentage of the number of surveyed organizations):

The largest wholesale trade turnover is accounted for by organizations with private ownership (82%). State-owned organizations account for 18 percent.

Of the total wholesale trade turnover of the surveyed organizations, 46 percent is the turnover of wholesale trade in food products, 14 percent - chemical products, waste and scrap, 4 percent - fuel, 6 percent - medical goods and cosmetics, 2 percent - machinery and equipment, 1 percent - building materials and timber.

The share of imports in the structure of wholesale trade turnover of the surveyed organizations in the second half of 2006 amounted to 9.5 percent.

The respondents’ assessment of the order portfolio (demand) was as follows (as a percentage of the number of surveyed organizations):

The majority of respondents (60%) believe that in the fourth quarter of 2006 the order portfolio will remain without significant changes, 24 percent expect it to increase.

Compared to the fourth quarter of 2005, managers of 58 percent of the surveyed organizations note an increase in the purchase price of goods (products) and 55 percent expect another increase in the purchase price. In the second half of 2006, compared to the previous half of the year, 53 percent of organizations increased the selling price, 40 percent left it unchanged. In the first quarter of 2007, 53 percent of respondents plan to further increase the selling price.

The level of warehouse inventories in the second half of 2006 was assessed by 82 percent of respondents as “normal.” The share of surveyed trade organizations assessing the level of inventories as “above normal” was 5 percent.

The main types of settlements with suppliers and buyers are shown in the table (in percentage):

Buyers of products are wholesale and wholesale intermediary organizations (38%), retail trade organizations (37%), manufacturing enterprises (12%) and individuals (4%).

Among the factors limiting the activities of wholesale organizations, the following are noted: insolvency of buyers (78%), lack of financial resources (76%), high transport costs (40%), unfair competition (38%), high taxes (36%), high rent (29%), high percentage of commercial loans (24%).

As of January 1, 2007, municipal and departmental boiler houses each had 15.1 thousand tons of coal and 11 thousand tons of heating oil, which is 0.2 and 9.9 percent less than as of January 1, 2006.

Fuel warehouses selling coal to the population and social organizations had reserves of 13 tons as of January 1, 2007, which corresponds to reserves as of January 1, 2006.

Coal and heating oil reserves in warehouses of wholesale organizations and consumers as of January 1, 2006:

The main reserves (22.5% of coal and 74.1% of heating oil) are concentrated in enterprises for the production and distribution of electricity, gas and water. Compared to January 1, 2005, their share in total coal reserves decreased by 5.3 percentage points, and in total fuel oil reserves increased by 9 percentage points.

Fuel reserves in warehouses of wholesale organizations and consumers

(at the beginning of the month; as a percentage of the corresponding date of the previous year)

Wholesale trade indicators for the first half of 2005

Source: Federal State Statistics Service

In the second half of 2006, the turnover of wholesale trade of wholesale trade organizations (except for trade in motor vehicles and motorcycles) amounted to 9286.9 million rubles, which is 8.1 percent more than in the first half of 2006.

State of wholesale trade in 2005 and 1st half of 2006 characterized by the following main results:

The share of wholesale trade in the formation of the gross domestic product of the Russian Federation increased in 2006. amounted to 14.% versus 14.0% in 2005.

For the development of wholesale trade in 2006. 23.1 billion rubles of investment in fixed assets were allocated (excluding small businesses), which is 45.1% higher than the 2005 level. (in comparable prices)

At the end of 2006 the volume of accumulated foreign investments in wholesale trade organizations carrying out foreign trade operations amounted to more than 14.3 billion US dollars, selling consumer goods - more than 5.5 billion US dollars, selling products for industrial purposes - more than 1.4 billion US dollars

There was a steady increase in wholesale trade turnover: in 2006 compared to 2005. the increase was 14.4% (in comparable prices), in the 1st half of 2006 compared to the corresponding period of the previous year 11.0%

Inventories in large and medium-sized wholesale trade organizations during 2006. were subject to minor fluctuations: the highest growth rate of inventory compared to the previous month was observed in April (108.2%), the lowest in May (95.4%)

The financial condition of wholesale trade organizations has improved somewhat in recent years - the balanced financial result obtained by wholesale trade organizations in industrial and technical products in 2006 was compared to the previous year increased by 56.9% and amounted to more than 27.7 billion rubles. The balanced financial result obtained by wholesale trade organizations in consumer goods increased 3.9 times and amounted to more than 330.2 billion rubles. In 2006 Compared to the previous year, the share of unprofitable large and medium-sized organizations in both the wholesale trade of industrial and technical products and the wholesale trade of consumer goods decreased - from 40.8% to 38.7% and from 35.3% to 30.9%, respectively. .

In January-March 2007 wholesale trade turnover amounted to about 5863.6 million rubles, or 119% of the corresponding period in 2006, in March 2007 - about 2665.3 million rubles, or 150%.

In March 2007, 79% of the wholesale trade turnover was formed by wholesale trade organizations, whose turnover amounted to about 2116.2 million rubles, or 151% by March 2006.

Coal and heating oil reserves in the warehouses of consumer enterprises, mining and fuel organizations as of January 1, 2007 amounted to about 301.1 and 11.2 thousand tons, respectively. Compared to April 1, 2006, coal reserves in the region decreased by 8%, heating oil - by 19%.

Fuel warehouses selling coal to the population and social organizations had reserves of 11.8 thousand tons as of January 1, 2007, which is 1.4 times less than a year ago.
In boiler houses operated by municipalities and in departmental boiler houses, coal reserves by the beginning of April 2007 amounted to about 166.3 thousand tons (2% less than at the beginning of April 2006).

In January-March 2007 wholesale trade turnover amounted to more than 5863.6 million rubles, or 119% of the corresponding period in 2006, in March 2007 - more than 2665.3 million rubles, or 150%.

In March 2007, 79% of the wholesale trade turnover was formed by wholesale trade organizations, whose turnover amounted to more than 2116.2 million rubles, or 151% by March 2006.

Chapter 2 The role of wholesale trade in the wholesale services market

2.1. Basic forms of organizing wholesale trade on the commodity market

Historically, the process of development of the commodity economy contributed to the separation of sulfur circulation and the separation of intermediary branches of wholesale and retail trade in it. Wholesale trade precedes retail trade; as a result of wholesale trade, goods do not pass into the sphere of personal consumption, they either enter industrial consumption or are purchased by retail trade for sale to the public. Thus, wholesale trade turnover represents the total volume of sales of goods to manufacturing and trading enterprises, as well as intermediaries to other trading enterprises and legal entities for subsequent sale to the population or for industrial consumption.

The functions of wholesale trade can be divided into two types: traditional, mainly organizational and technical (organization of wholesale purchase and sale, warehousing and storage of inventories, transformation of the range of goods, their transportation) and new ones that arise under the influence of market development.

The specialization of wholesale trade in performing the contact function (connection between the manufacturer of a product and the buyer) provides significant savings in distribution costs, which leads to a reduction in the number of contacts. As a result, the buyer (i.e. retail trade) saves time, is freed from purchasing from multiple manufacturers, and reduces material costs associated with storage, creating an assortment of goods and their delivery. One of the main functions of wholesale trade workers is to purchase goods.

A progressive form of wholesale purchases of goods is the conclusion of contracts for the supply of goods at wholesale fairs.

The sale and purchase of goods at wholesale fairs is one of the oldest forms of wholesale trade. Wholesale fairs were held back in the pre-revolutionary period, when Nizhny Novgorod, Kiev, Kharkov and other fairs were widely known. During the period of centralized administrative economy, wholesale fairs became widespread in the mid-60s. At that time, they had a positive, progressive meaning, as they allowed buyers to more freely purchase goods based on the samples presented, quickly formalize transactions with contracts, increase their influence on industry, and revived the spirit of competition between producers of identical goods. Subsequently, wholesale fairs acquired an increasingly administrative and directive character, they were organized by state governing bodies, the procedure for their holding was strictly regulated, the sale and purchase of goods distributed centrally, at fixed retail prices, prevailed, according to the plan for attaching buyers to suppliers.

In the context of the transition to market relations, wholesale fairs in their administrative and directive form lost their importance, since they did not ensure free market relations and commercial initiative of goods producers and consumers. During this period, new trade and intermediary structures and permanent commodity exchanges began to better meet commercial goals. However, due to some complexity of putting goods up for auction on a commodity exchange, wholesale fairs have not lost their importance, as we conduct wholesale auctions on a free market basis. Wholesale fairs of international or national scale, as well as wholesale fairs of regional significance, have prospects for development in a market economy. International companies (firms) suppliers of goods from near and far abroad take part in wholesale fairs of international or national importance. They are organized by government authorities, as well as large commercial structures. At local wholesale fairs, in contrast to permanent commodity exchanges for the trade of homogeneous standardized goods, purchase transactions are made; sale of complex assortment goods produced by local manufacturers. At such wholesale fairs, buyers make purchases of goods on the basis of individual selection, comparison, selection from the range of products of various manufacturers at free prices; are in direct contact. The work of the fair is managed by the fair committee, which can create working bodies of the fair (directorate, arbitration, contract accounting group, etc.).

In a number of developed market countries, wholesale markets play an important role, occupying a middle position between a wholesale fair and a commodity exchange. However, unlike the last two, the wholesale food market has its own warehouse. A type of wholesale market are small-scale wholesale warehouse stores, aimed primarily at small buyers of retailers. Small-scale wholesale warehouse stores have become widespread abroad and are called “keshandcarries”. They first appeared in the 30s, and their network is developing to the present day.

By territorial basis, suppliers of goods are local, extra-regional, republican and extra-republican. Wholesale enterprises often purchase goods from extra-regional and extra-republican suppliers, taking into account that not all regions and republics have developed the production of many goods and they have to be imported. Local suppliers often supply goods directly to retailers, bypassing wholesalers.

Suppliers also differ in their affiliation with a particular economic system. Suppliers belonging to the same system that includes wholesale buyers are called in-system, the rest are called out-of-system. According to the form of ownership, suppliers can be private, state, municipal, cooperative and other forms of ownership.

Rational economic ties must be established with suppliers of goods, mainly direct and long-term contractual relationships, allowing the purchase of goods directly from supplier-manufacturers on a stable long-term basis.

Commodity exchanges occupy a special place in wholesale trade. They are similar to trading houses where they sell anything, both wholesale and retail. Basically, commodity exchanges have a specialization: coal, oil, timber, grain, etc. Public exchange trading is based on the principles of a double auction, when increasing offers from buyers meet decreasing offers from sellers. If the bid prices of the buyer and seller coincide, a deal is concluded. Each contract concluded is publicly registered and brought to the attention of the public through the press and communication channels.

Price movement will be determined by the number of sellers willing to sell a product at a given price level and buyers willing to purchase a given product at this price level. A feature of modern exchange trading with high liquidity (a large number of sellers and buyers) is that the difference between the prices of offers for sale and purchase is 0.1% of the price level and lower, while on stock exchanges this figure reaches 0.5% of the price stocks and bonds, and in real estate markets - 10% or more.

2.2. The role and functions of wholesale trade in the wholesale services market

Wholesale trade plays an important role in the development of the circulation of consumer goods. By transforming the production assortment into a trade one, determining the structure and direction of commodity flows, acting in the market as an intermediary between industry and the retail trade level, wholesale enterprises and organizations thereby contribute to the harmonization of the country’s single consumer market.

Figuratively speaking, wholesale trade is the engine, the heart of the circulatory system of the economy. At the same time, she is the eyes and ears of its front line - retail. Wholesale trade has most strongly experienced the devastating consequences of command privatization, from which it has not yet been able to recover.

By the time of liberalization of economic relations, wholesale trade in Russia was a fairly powerful, stable and territorially uniform structure, which was characterized by the following main features:

Approximately equal provision of Russian regions with a specific composition of wholesale enterprises;

Rigid unification of product profiles of wholesale enterprises within regions;

Regulation of the work of regional wholesale enterprises from the center;

Limitation of the area of ​​activity of regional wholesale enterprises;

Centralized formation of the structure of economic relations of wholesale enterprises and their economic mechanism;

Priority development of state wholesale enterprises, which led to a high level of monopolization of the market for wholesale trade services.

As a result, an almost single-channel product distribution system was formed in Russia, which in many ways did not meet the requirements of market development.

A comparison of the quantitative parameters of the development of the domestic wholesale chain with similar indicators in leading market-oriented countries confirms this conclusion. If in Russia in the early 90s there were on average 20-25 wholesale structures per region of location (region, territory, autonomy), then in the USA - more than 8 thousand per state, in France - more than 10 thousand per state. one department, in the former Federal Republic of Germany - about 10 thousand per land.

The change in the guidelines for economic development in the country caused serious deformations in the development of wholesale trade.

The elements of stagnation in the national economy, which had been intensifying since the mid-80s, led to crisis phenomena in the wholesale sector in the early 90s. The downward trend in inventories at former state-owned wholesale enterprises continued.

The decisive factors in the growth of negative trends in the wholesale trading services market were:

Continued decline in the production of domestic goods;

Unregulated increase in selling prices by manufacturers in order to ensure their own financial condition against the backdrop of extremely weak efforts to reduce the cost of products;

Extremely high depreciation of investment funds in the consumer market and in the field of wholesale trading activities;

Almost complete depreciation of the own working capital of wholesale enterprises, which in the early 90s accounted for half of their payment resources;

The appearance on the market of a large number of private commission intermediaries in the process of moving goods to consumers, including with shadow capital, which led to inflated prices for goods;

The ineffectiveness of the state's tax policy, which focuses only on the officially registered part of the business sector in the wholesale services market, and therefore the size of the tax burden exceeds all acceptable limits.

In a market economy, the targets for the development of wholesale trade as an active commercial intermediary, which is a key link in the product distribution system, must undergo a radical change.

The goals for the development of wholesale trade should be:

Creation of a developed structure of distribution channels;

Maintaining the required intensity of goods flows;

Formation of reserve sources of financial support for the goods distribution process.

The functions of wholesale trade must change accordingly. On the one hand, they will become more complex, and on the other, they will become personified.

In relation to client-buyers, wholesale trade is designed to perform the following functions: assessment of needs and demand; transformation of the industrial assortment into a commercial one; concentration of commodity mass; storage of inventory; goods delivery; lending; information and consulting services.

In relation to customer-suppliers, the functions of wholesale trade include: concentration of commercial activities; supporting the process of transfer of ownership of goods; investment support for the product distribution process; minimizing commercial risk; marketing services.

The proposed target and functional reorientation of wholesale trade, a change in the guidelines of state policy for its development should contribute to the formation of civilized forms of wholesale trade. Incentives for the production of goods, the solution to painful problems of restoring economic ties, and interregional integration of the consumer market will largely depend on how wholesale trade is formed.

The long-term goal of the structural policy for the development of wholesale trade should be to ensure market diversity of structures engaged in wholesale trade activities, guaranteeing the filling of the consumer market with goods, their unhindered promotion through sales channels, stimulation of domestic producers, and increasingly full involvement of the country in the system of interstate relations.

The formation of organizational structures of wholesale trade is being built taking into account the deepening of recent trends towards the integration of production and sales of goods, the search for new forms of regional, interregional and interstate economic relations.

A feature of the structural policy for the development of wholesale trade in a market business model is the orientation towards a conditionally unstructured scheme of its organization.

This means that the previously dominant various types of standard solutions for organizing wholesale trade on the scale of the federation and individual regions, based on the principles of linear-functional interaction and subordination, cease to exist. The product specialization of a wholesale enterprise, the scope and zone of its activity, the level of autonomy of operation, and functional orientation become the exclusive competence of the enterprise.

An important feature of the state’s structural policy in the field of wholesale trade development should be to impart economic sustainability to the sub-industry itself based on the consistent development of both typical and species diversity of wholesale structures in the consumer market.

The typical diversity of wholesale structures is a consequence of the different scales of their activities. In this regard, wholesale enterprises at the national (federal) and regional (intraregional) levels should be distinguished.

Wholesale enterprises at the national (federal) level should be the core of the entire intra-industry structure of wholesale trade, guaranteeing its sustainability and strategic stability.

Wholesale enterprises at the national level sell goods to consumers throughout the country. Their main task is to create the necessary structure of distribution channels to serve large domestic producers, foreign manufacturers and suppliers of goods.

A group of enterprises on a national scale will be formed by enterprises that meet federal needs, wholesale structures of an interregional nature, serving the needs of the Far North, Far East and areas of early delivery, wholesale enterprises serving historically established centers for the production of certain goods (textiles, crystal, ceramics, viticulture, furniture and etc.).

The product range of these enterprises should be developed primarily within product groups that ensure the strategic stability of the consumer market (goods for federal needs, supplying special forces, hard-to-reach areas, areas for early delivery).

The most appropriate organizational and legal form of such enterprises may be open joint-stock companies with state participation in their authorized capital (not excluding more rigid forms - state concerns).

In the future, these enterprises will form the basis for the formation of trade, financial, industrial, trade and financial groups and transnational companies.

Wholesale enterprises at the regional level, due to the nature of their activities and place in the general system of commodity distribution, as a rule, complete the process of wholesale sales of goods.

Wholesale enterprises at the regional level purchase goods directly from commodity producers and from wholesale enterprises at the federal level, bringing them to any buyers in their area of ​​​​location. Their main task is to provide goods to regional commodity markets.

A group of enterprises at the regional level should be formed by both autonomous wholesale structures and sales divisions of industrial enterprises (wholesale manufacturer), as well as wholesale structures of large retail enterprises (wholesale retailer).

In organizational and legal terms, wholesale enterprises at the regional level can be and are actually created mainly in the form of business partnerships and joint-stock companies.

Various types of associations are becoming an effective tool for implementing the structural policy for the development of wholesale trade at the regional level. At the same time, associations are formed both in the form of chain wholesale trading companies and in the form of voluntary wholesale and retail chains.

The diversity of wholesale structures means that each type of wholesale enterprise can exist in several forms.

The basis for the variety of types of wholesale structures is the different motivation of the commodity producer for his choice of one or another method of promoting the product produced to the market.

The implementation of each of the possible models of behavior of a commodity producer requires the identification of the following types in the structure of wholesale enterprises:

Enterprises specialized in wholesale trading activities that carry out a full range of purchasing and sales operations with the transfer of ownership of goods to the wholesaler (independent wholesalers);

Intermediary wholesale structures that do not use the transfer of ownership of goods to them in their activities;

Organizers of wholesale trade.

The basis of the system of wholesale structures in the consumer market should be enterprises specializing in wholesale trade.

The main task of specialized structures should be to create in the middle level of commodity distribution the necessary conditions for entry into the market of mainly large commodity producers and retailers of consumer goods.

Among independent wholesalers there may be either wholesalers with a wide range of services provided or those with a limited range of services; both specialized in individual products and universal.

Intermediary structures - broker enterprises, agent enterprises - should occupy an independent role in the wholesale trading market.

Chapter 3 Services of wholesale trade organizations

3.1. Basic and additional services

The wholesale market is precisely designed to solve a problem such as bringing together a manufacturer and a seller. The wholesale market is an impressive area where many small and medium-sized manufacturers and buyers of their goods will converge. Based on the proposals, a price will be formed in one place, while intermediaries will actually drop out of this link. The consumer will only benefit from the creation of a food wholesale market.

Basic services include those services that are directly related to the activities of wholesale markets, namely storage of goods, warehousing, labeling, determination of the structure and direction of commodity flows.

One of the main trends of the past year is that additional services, such as delivery and forwarding, are becoming increasingly important in the wholesale market. More and more clients of trading companies are starting to use them, and this area is developing dynamically. For some, however, for example, regional or very small enterprises, this is not yet economically profitable, and they organize transport logistics on their own. Therefore, wholesale stores are still in demand, although perhaps to a lesser extent than it was a few years ago. These are normal trends, the market is developing.

Most clients understand that forwarding services ordered from large companies are more convenient for them. However, there is a certain inertia in the transition of all clients to this service.

Also, additional services include services such as packaging of goods, transportation of goods, delivery of goods and, if necessary, assembly, etc.

3.2. The role of commercial structures in the development of economic relations

The role of commercial structures undoubtedly takes place.

Wholesale intermediaries in a market economy acquire independent importance in the field of purchasing activities.

A distributor is a company that carries out sales on the basis of wholesale purchases from large industrial manufacturers of finished products. This is a relatively large company that has its own warehouses and establishes long-term contractual relationships with industrialists.

A brokerage firm is an enterprise that provides intermediary services to government and commercial structures in the acquisition, sale and exchange of goods. A broker (individual) is a trading intermediary in concluding transactions between buyers and sellers of goods on a commodity exchange. He acts on behalf of clients, receiving remuneration from them.

A dealer is a legal entity or individual who carries out exchange or trade intermediation at his own expense and on his own behalf. Income dealer are formed due to the difference between the purchase and sale prices of goods, currencies and securities.

An important intermediary element in purchasing activities are the organizers of wholesale trade: commodity exchanges, wholesale fairs, auctions, wholesale markets and other enterprises. The main task of these structures is to create conditions for organizing the procurement and sales activities of clients. However, they are not independent subjects of wholesale trade activities.

Wholesalers-traveling salesmen Primarily engaged in trade and delivery. They work with a limited range of goods that cannot be stored for a long time (usually milk, bread, snacks). Such companies make rounds of supermarkets, small grocery stores, hospitals, restaurants, factory and school canteens, and hotels. They sell their goods for cash.

Wholesalers-brokers They work in industries characterized by large volumes of cargo, in the coal, woodworking, and heavy engineering industries. They do not handle storage or delivery of goods. Having received an order, such companies select a manufacturer, who delivers their products directly to the buyer in accordance with a pre-concluded agreement. Assume title to the goods and risk from the moment the order is received until the end of delivery.

Wholesalers-exporters Serve retailers involved in the trade of food and pharmaceuticals, offering them mainly non-food products. The wholesaler-consignor sends a van to the store, his representatives equip the departments of toys, inexpensive books, household tools, cosmetic and medicinal products, etc. They themselves determine the prices for their goods, update them as necessary, equip display cases and displays inside the stores, keep records. Exporting wholesalers retain ownership of the product and bill retailers only for what is purchased by consumers. They carry out few promotional and sales promotion activities, since they deal mainly with products from well-known companies, which are already actively advertised.

Producer cooperatives are collectively owned by farmers and produce agricultural products for sale in local markets. At the end of the year, the cooperative's profits are distributed among its members. Often such cooperatives try to improve the quality of their products and create their own brand.

Catalog wholesalers send their catalogs to retail, manufacturing and non-manufacturing organizations. They deal mainly in jewelry, cosmetics, specialty foods, etc. The main customers of such a wholesaler are small commercial organizations located in nearby areas. They do not have a special staff of salespeople to work with. Completed orders are sent to customers by mail by car or other means of transport.

Brokers and agents do not assume ownership of the goods and perform only a few functions. Their main task is to facilitate purchases and sales, from which they receive a commission of 2-6% of the sale price. Typically specialize in certain types of products or customers.

The main function of brokers is to bring the buyer and seller together and help them come to an agreement. Brokers' services are paid by the hiring party. Brokers do not store and transport consignments of goods, finance, and do not assume any risky obligations.

Agents represent the interests of either buyers or sellers, but on a more permanent basis than brokers. There are several types of agents: manufacturers' agents, sales agents, purchasing agents and commission agents.

Conclusion

The essence of the trade sphere of activity is to maximally satisfy consumer demand for goods and services at a time convenient for the consumer, the required assortment and the required quantity. Wholesale trade is a catalyst for changes in production and consumption in the face of constantly changing market needs.

The number of wholesale trade enterprises is growing every year, which is associated with the expanding needs of consumers in the conditions of constant updating of the range of goods and services. These enterprises make a significant contribution to the distribution of the national product. They are full members of the business community in every region of the country. Many of them are geographically located near the main highways of the country, others concentrate their activities around seaports and airports.

In order to provide modern distribution centers with the necessary vehicles, large transport fleets are being created in many developing regions. Wholesale trade enterprises with a small scale of activity are entrusted with the functions of servicing specific consumers not covered by large wholesale companies.

Distributors are usually located in large population centers, from where they serve suburban rural areas that sometimes extend for many hundreds of miles. Distributors must have a good knowledge of the needs of regional markets in order to successfully carry out the functions of market circulation and distribution of goods.

Wholesale trade covers a wide market space, beginning with the completion of production of products by an industrial or agricultural manufacturer and ending with the sale and delivery of goods to retail chain enterprises, industrial consumers, government agencies, etc.

Literature

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Basic functions of wholesale trade

Wholesale trade plays an important role in a modern market economy. Its main task is the systematic regulation of product supply in accordance with market demand for goods and services. At the same time, it performs many functions. There is no single approach to identifying them. However, scientists agree that the main functions of wholesale trade include:

• the function of collecting and processing information about customers, market demand and supply;
• function of purchasing and forming a product range;
• the function of selecting, sorting and forming the most acceptable supply batches for the consumer;
• function of storage and warehousing of commercial products;
• transport function (often wholesale trade enterprises organize delivery of marketable products to the places of their sale);
• market distribution function (wholesale trade enterprises assume risks associated with possible theft, damage and obsolescence of goods inventories);
• function of market promotion of commercial products;
• supply and sales financing function;
• provision of consulting services.

The number of functions described above and the level of their implementation are determined by what particular form of wholesale trade is used.

Functions of wholesale trade at macro and micro levels

Among other things, the functions of wholesale trade are usually considered in relation to the macro and micro levels (Figure 1).

Figure 1. Functions of wholesale trade. Author24 - online exchange of student work

Note 1

The basic functions of wholesale trade performed at the macro level include functions of an integrating, evaluative, organizing and regulatory nature.

The essence of the integrating function of wholesale trade is to ensure relationships between partners in the supply of commercial products and finding distribution channels.

The evaluation function of wholesale trade is associated with determining, through pricing mechanisms, the level of socially necessary labor costs.

The organizing and regulatory functions of wholesale trade are based on the need to ensure the rational construction of the economic system.

Note 2

Speaking about the functions of wholesale trade at the micro level, it is customary to distinguish between the functions performed in relation to clients-buyers and in relation to clients-suppliers.

The functions performed by wholesale trade enterprises in relation to purchasing clients are associated with assessing demand and market needs, price smoothing, transforming the industrial assortment into a commodity one, accumulating and storing inventory, concentrating the mass of goods, refining and bringing goods to the required quality, prepackaging, packing , delivery of commercial products, lending, information and consulting services.

In this case, retailers, thanks to wholesale trade enterprises, free retailers from the need to purchase goods from multiple manufacturers. Among other things, there is a reduction in costs associated with storage, the formation of a product range and its delivery.

In the same case, if we are talking about functions in relation to customer-suppliers, wholesale trade ensures the concentration of commercial activities, supports the processes of transfer of ownership of goods, and also contributes to investment support for the processes of product distribution, provides marketing services and minimizes the commercial market.

Benefits and functional advantages of wholesale trade

For the retail sector, cooperation with wholesalers is particularly important. Wholesalers are needed by both manufacturers and buyers. Their activities ensure the efficiency of the trading process.

In the modern world, wholesale trade is one of the most effective ways to sell the products of commodity producers and purchase them by buyers. There are several main reasons for this:

• wide coverage of the trading area;
• large size of concluded transactions;
• high efficiency;
• concentration of commodity mass;
• market promotion of products.

Let's look at them in more detail.

Wholesale trade enterprises, due to the specifics of their activities, pay less attention to the location and stimulation of their trading enterprise. For the most part, such enterprises deal more often with retail customers in trade than with end consumers. This means that wholesale trade, as an area of ​​capital investment, often turns out to be more effective than retail trade - the trading area of ​​wholesale enterprises is wider, and the size of transactions is much larger.

There are certain differences between wholesale and retail trade in terms of legal and tax regulation.

Among other things, we should not forget that small producers with limited financial resources are often unable to create and maintain their own direct marketing system. As practice shows, most often such companies prefer to allocate funds not to organizing wholesale trade, but to developing production, and therefore resort to the services of wholesalers.

The profitability and efficiency of the wholesale trade sector is often significantly higher than retail sales. The reason for this is not only the scale of transactions, but also the presence of special knowledge and skills, as well as a large number of business contacts in the retail sector.

Finally, as practice shows, retail enterprises dealing with a wide range of products most often prefer to purchase the entire set from one wholesaler rather than purchasing parts from different manufacturers.

Note 3

Thus, commodity producers and retailers have every reason to cooperate with wholesale trade enterprises. Wholesale trade not only facilitates the process of promoting and selling products, but also creates convenience for large-scale purchases by retail trade enterprises.

The use of intermediaries in the sphere of distribution is primarily beneficial to manufacturers, since in this case they deal with a limited circle of people interested in selling the product. The number of direct contacts between the manufacturer and end consumers is reduced while ensuring wide market coverage. Large wholesale centers, small wholesalers, trading houses and shops can act as intermediaries. The use of intermediary structures is due to a number of reasons: the need to invest certain financial resources in organizing the distribution process; availability of knowledge and experience in the field of analysis of market conditions, trade and distribution methods to optimize the distribution network of the enterprise.

Thanks to established contacts with consumers and other market participants, intermediaries are able to ensure the availability of goods to a wide range of buyers and bring them to target markets. They eliminate long-standing gaps in time, place and ownership that separate goods and services from those who want to use them.

Intermediaries perform a number of important functions:

• 1) market research– determining customer preferences, collecting information about competitors;
• 2) sales promotion - creation and distribution of persuasive communications about the product;
• 3) establishing contact– establishing and maintaining connections with potential buyers;
• 4) product adaptation – customization of goods to customer requirements (sorting, installation, packaging);
• 5) conduct of negotiations - negotiation of prices and other delivery conditions;
• 6) organization of product distribution– delivery, warehousing and transportation;
• 7) financing– finding funds for lending to channel participants and covering the costs of its operation;
• 8) risk taking– accepting responsibility for bringing goods to end consumers.

The fulfillment of the first five functions contributes to the conclusion of a deal, and the remaining three - the implementation of already concluded deals. These functions can be performed either by an intermediary or by a manufacturer. However, if part of them is performed by the manufacturer, costs increase, and hence the price. The issue of the effectiveness of joint activities is related to how the manufacturer and intermediary distribute these functions among themselves. When transferring some functions to intermediaries, costs, and therefore manufacturer prices, are reduced. The effectiveness of the enterprise's distribution network depends on the efficiency of the distribution of functions inherent in the channel among its participants. Since the tasks performed by intermediary structures are varied, the following categories are distinguished: wholesale intermediaries, retailers, specialized intermediaries.

Wholesale intermediaries make a profit by buying goods at wholesale prices and selling them at a markup, while deducting distribution costs.

Retailers sell goods to end consumers for their personal, non-commercial use.

Specialized intermediaries They implement specific flows in the distribution channel and are usually not involved in production. These include: insurance companies; financial credit card companies; advertising agencies involved in promoting products to the market; logistics and transport companies; companies conducting market research.

Wholesale

Wholesale trade is the business activity of selling goods or services to those who purchase them for the purpose of resale to retail trade organizations or other wholesale organizations, but not to individual final consumers. Wholesale trade is an important part of distribution and solves many marketing problems. The role of wholesale trade is to maximally satisfy the needs of retail chains by supplying them with the necessary goods in certain volumes and on time. Usually located in large cities, wholesale companies know the needs of end customers well and can organize marketing support for retail trade. Experience shows that wholesale companies carry out sales functions better than manufacturers, since they have constant contacts with the retail network and have developed warehouse and transport facilities. Wholesale trade is an important lever for maneuvering material resources, helps reduce excess product inventories at all levels and eliminate commodity shortages, and takes part in the formation of regional and sectoral commodity markets. Through wholesale trade, the influence of consumers on producers is enhanced; in turn, the manufacturer himself chooses consumers. Wholesalers provide partners not only with goods, but also with a wide range of services: advertising at the point of sale; delivery of goods; pre-sale preparation, including packaging and packing; organizing sales promotion events. In the market for technically complex goods, wholesale firms organize service centers with the support of manufacturers. Wholesalers receive title to the product and physical possession of it; have warehouses for storing goods, often from several or many manufacturers; engage in product promotion; regulate problems of financing, orders and payments with their customers.

Wholesale intermediaries make a profit by buying goods at wholesale prices and selling them at a markup, while deducting distribution costs. The activity of any intermediary increases the cost of the goods. Therefore, the task of the wholesale link of the distribution system is to form a minimum wholesale margin (through the rationalization of trade and logistics operations) or to give the product additional value for the buyer who perceives the set price as fair.

Since the wholesale intermediary must satisfy the interests of manufacturers, retailers and final consumers, many methods and forms of wholesale trade have emerged.

Classification of wholesale trade. By breadth of assortment can be broad (1–100 thousand items), limited (less than 1000 items), narrow (less than 200 items) and specialized.

By delivery method Wholesale trade is divided into the following types: delivery by own transport, sale from a warehouse (pickup).

According to the degree of cooperation highlight: horizontal cooperation for joint procurement and organization of wholesale markets; vertical cooperation for sales purposes and competition with retailers for end-consumer markets.

By turnover size Wholesalers are divided into large, medium and small.

From the point of view of organizing wholesale trade There are three general categories: wholesale trade of the manufacturer, intermediary enterprises, carried out by agents and brokers.

Trade carried out by manufacturers through their own sales forces requires the creation of a subsidiary wholesale company. The activities of such a company are justified if the range and volume of products produced are sufficient for their profitable sale. Otherwise, it is advisable to transfer the functions of the wholesale link to independent companies. Manufacturer's sales representatives, agents, and brokers generally do not obtain title or physical possession of the product. They promote the product and negotiate terms of sale.

The choice of type of trade for a wholesaler is determined taking into account the desire and size (power) of the retail organization. Wholesale trade with personal selection is advisable when the retailer needs to make an urgent purchase (warehouse stocks are running out), select a “hot” assortment, get a new product for sale, and discounts for pickup. Personal selection is used when purchasing garments, fabrics, fur products, etc.

To demonstrate market novelty goods, the wholesaler often equips a demonstration or exhibition hall. During personal selection, a survey of visitors and testing of products can be conducted. The results should be taken into account during the procurement and sale of demonstrated products. For many standard products, personal selection is organized using self-service. The movement of selected products is carried out using small-scale mechanization: stackers, cargo trolleys, transport roller conveyors, etc.

Wholesale trade by written application or telephone is carried out on the basis of a pre-signed agreement between the seller and the buyer, which stipulates the terms of payment for the order. Delivery of goods to the store can be carried out by transport of a wholesaler or retailer. The reliability of the wholesale delivery system will determine whether the retailer will save time or whether the delivery speed will not suit him.

Wholesale trade with the help of traveling sales agents and managers has become widespread, being the most active form of distribution. A wholesale company organizes an agent network to find buyers - smaller wholesalers and stores. Traveling agents maintain contact with customers, monitor the availability of goods in the store’s sales area, their display, timely payments for goods, etc. Sales agents are usually assigned to a specific territory, a group of customers, or a product range.

Wholesale trade using telemarketing (calls from the office or sales department) requires the creation of a dispatch service and training of personnel in the skills of conducting telephone conversations. Dispatchers transmit the information received about potential buyers to the sales department. The dispatch service can accept orders from customers, conduct telephone surveys, and maintain sales statistics.

Wholesale trade at exhibitions and fairs allows you to conclude supply contracts during a visit to the exhibition by the buyer's representatives or conduct preliminary negotiations. The presence of a large number of professionals (manufacturers, intermediaries, consumers) at such events makes it possible to obtain the latest information about market conditions, new products, competitors’ achievements, etc. At exhibitions, it is advisable to conduct promotional campaigns aimed at consumers.

Wholesale intermediaries perform the following functions:

• purchase for consumers– forecasting demand and, based on analysis of the results, forming an assortment for consumers;
• sales and promotion for manufacturers– providing manufacturers with a sales force to reach retailers and business users. Retail operators and business buyers have more contact with wholesale intermediaries than with the manufacturer and trust them more;
• storage of stocks at low prices– reduction of inventories, warehouse investments and risk of suppliers and consumers;
• transportation – ensuring the fastest and most efficient delivery due to proximity to the manufacturer;
• breakdown of large parties – purchasing on an economical scale for onward distribution in smaller quantities to retailers and business consumers;
• provision of marketing information– manufacturers about consumer requests, competitors’ activities, industry trends; consumers – about new products;
• financing– providing credit to the manufacturer or consumers, buying products before selling them;
• risk taking– when transporting and storing products, the intermediary assumes the risk of damage, theft or obsolescence of the goods;
• managerial, methodological and technical services– a wholesale intermediary can conduct training for retail partners, provide methodological and technical assistance in setting up points of sale.

Types of wholesale intermediaries. All wholesale intermediaries can be classified according to the following criteria: form of ownership of intermediary structures; ownership of promoted goods and services.

By type of ownership of intermediary structures Wholesale intermediaries are divided into three groups: wholesalers owned by the manufacturer (distribution or sales service, manufacturer stores); independent wholesale intermediaries; cooperatives and retailer-owned purchasing offices.

The manufacturer can distribute products through its own sales departments, which provides direct control over supply. Such control is important for technical systems that require installation and maintenance; perishable goods; consulting services. In addition, the sale of high-value goods allows the manufacturer to profitably sell them directly to the end consumer.

The manufacturer's own wholesale sales structures include sales branches (sales), sales office, trade fairs, shopping centers.

Sales branch stores inventory and processes orders for goods, performs warehousing functions, and serves as a sales office for sales representatives in its territories. They dominate marketing channels selling machinery and equipment.

Sales office maintains no product inventory but serves as a regional office for the manufacturer's sales personnel. Being close to the consumer allows you to reduce sales costs and provide effective customer service.

Trade fair– periodic display by the manufacturer of its goods to wholesale and retail customers.

Shopping mall– provision by the manufacturer of space for permanent exhibitions of goods. In Moscow, such centers were opened by companies such as Sony, Samsung.

Ownership of promoted goods and services may remain with the manufacturer or be transferred to independent intermediaries.

Types of intermediaries. In relation to manufacturers, intermediaries should be divided into dependent and independent.

They purchase goods from manufacturers as their own for subsequent resale at an acceptable markup that covers their costs and generates profit (Fig. 5.2).

Rice. 5.2. Independent intermediaries

They do not purchase goods as their own, but receive commissions from manufacturers for the sale of products (Fig. 5.3).

Most wholesale companies promote products to the regions by creating a dealer network. Dealers are independent resellers authorized by one or a limited number of selling companies to provide support to end consumers. The regional dealer ensures regular purchases of goods and plans purchases and sales. The reduction in the number of dealers during the default period led to the fact that the most proactive and enterprising remained on the market. For example, a Moscow dealer company, representing a large foreign shoe retail chain, opened a store branch in one of the cities of Siberia, using its accumulated experience. Design of a new store, trade equipment, non-standard solutions for store presentation, concept

Rice. 5.3. Dependent Intermediaries

sales, used by a foreign manufacturer, allowed the company to attract the attention of local consumers, announce itself in the city as a representative of advanced technologies, and significantly increase sales. The dealer usually has a parallel business, focusing on different consumer segments, incurring its own costs for business development and receiving all the profits from sales.

Distributor- an individual or legal entity - a wholesale intermediary serving various industries, having warehouses and vehicles and carrying out commercial activities on its own behalf and at its own expense. Generalist distributors provide a specific geographic region with a greater variety and quantity of products. Specialized distributors distribute a narrow range of products and provide consumers with the necessary information. Generalist distributors are also called wholesalers, multi-product or wide-range distributors, and distributors with their own warehouse. Their advantages are: a wide range of goods, its availability; competitive pricing; established relationships with clients.

The reasons for the rapid pace of change in the activities of intermediaries are related to the increased volume of information and the speed of its transmission via the Internet and e-mail. Today it is necessary to adapt very quickly to new market conditions and a new type of consumer. Economic instability also makes it difficult for intermediaries to operate, forcing them to change their strategy in the market. For example, specialty distributors are looking to add new product lines to make their business less sensitive to changes in market conditions.

Wholesale traders are divided, depending on the range of functions they perform, into full-functional and limited-functional.

Full-featured wholesalers provide a full range of services for retail and business consumers. They are able to quickly deliver goods to consumers while minimizing inventories. A wholesaler has a staff of salespeople who contact retail consumers, arrange delivery, and provide credit to customers.

Full-function wholesalers primarily sell pharmaceuticals, groceries, and sell small machinery and equipment in the business goods market. Full-featured wholesalers include shelf wholesalers (rack jobbers).

Jobber- an intermediary in the market who, like a wholesaler, collects goods into a general category from a number of manufacturers and sells them to retailers. Jobbers store and supply goods (hygiene products, toys) to retailers, place them on shelves, design points of sale, set prices, and visit stores to replenish shelves with their goods.

Limited-functional wholesalers are divided into four categories: pay-and-collect wholesalers, truck-based wholesalers, short-haul forwarders, and mail-order wholesalers.

Wholesaler "pay and collect" (Cash & Carry) performs all wholesale functions, except financing and delivery, will sell goods of current demand to small stores and other retail outlets for cash. The client comes to pick up the goods himself, pays for it and takes it to his retail network. German network markup Metro Cash & Salu for goods for business buyers (cafes, small traders) is about 10%, while in large Russian chains for individual buyers it reaches 25-50 %.

Wholesaler on a truck engages in the sale of products with a limited shelf life (bread, milk, fruit, candy, etc.). We deliver goods in small quantities for cash to shops, cafes, and supermarkets.

Short-route forwarder accepts orders from consumers and forwards them to the manufacturer, who in turn forwards the ordered product to the consumer. The forwarder assumes ownership of the ordered goods, bears the risks for the period from the receipt of the order until the delivery of the products to the customer, but does not store or transport inventories. Operates in the sales market of bulky goods - timber, coal, etc.

Mail order wholesaler Distributes catalogs by mail or truck delivery that customers order by mail or telephone. Operates in the jewelry, cosmetics, and sporting goods markets.

Dependent wholesale intermediaries may take over the storage and transportation of products, but never take ownership of the goods. The main function is to bring the buyer and seller together.

Agents and brokers are divided into five groups: commission dealers, auction houses, brokers, sales agents, manufacturers' agents.

Commission merchants take physical possession of goods. They often take agricultural products from farmers, bring them to the market and sell them.

Auction house brings together buyers and sellers in one place, provides buyers with the opportunity to familiarize themselves with the product before making a specific offer on the terms of sale. Products of different price levels are also sold at online auctions. Trade through an auction house is used when selling art objects and furs.

Broker works mainly to bring the seller and buyer together and help in the negotiation process. Represents either the seller or the buyer, but not both. Receives payment from the client after the transaction is completed. Operates in industries where there are many small suppliers and buyers (real estate, securities markets). Since it is involved in one-time transactions, it cannot be an effective distribution channel.

When creating a stable distribution channel, a company can choose a sales agent or a manufacturer's agent as a partner.

Sales agent(sales agent) has the right to make decisions on prices, promotion of goods, and provides financial support to the manufacturer. Often he has the exclusive right to sell products, working as an independent marketing service, since he is responsible for the marketing program for the client company's product. This is usually due to the inability of the client or manufacturer to make sales. Works in the field of sales of products from the textile, engineering, and metallurgical industries.

Manufacturer's agents organize sales on the manufacturer’s terms (price, territory, delivery services and guarantees, commission percentage is specified in the contract). They serve representatives of small businesses who cannot maintain their own staff of regional salespeople. They work with several clients at the same time and are used to develop new markets. They sell furniture, clothing, electrical goods, etc.

Cooperatives and purchasing offices Owned by retail operators, they conduct wholesale sales on the market. Retail stores can join forces to organize joint purchases and form purchasing groups that include several stores. Such purchases provide cost savings due to the purchase of large quantities of goods. A group of retail stores can form a purchasing cooperative. Large retail chains create their own centralized purchasing offices to conduct direct purchases from manufacturers.

Under wholesale trade refers to any activity involving the sale of goods or services for their further resale or production use. In this case, a wholesaler can be either an individual or a company. It is only important that the main activity is wholesale trade.

The main functions performed by wholesale trade are:

Collection and processing of information about demand, buyers and offers;

Purchasing and formation of product assortment. A wholesaler has the opportunity to purchase a wide range of goods in large quantities from different manufacturers;

Selection, sorting and formation of the most acceptable shipments for the buyer. The wholesaler, on the basis of large shipments, forms small ones, if necessary, sorts them, packages them, etc.;

Warehousing and storage of goods;

Transportation of goods. Sometimes wholesalers provide direct delivery of goods to their places of sale;

Participation in promoting goods to the market;

Risk sharing. Wholesalers assume the risk of being responsible for theft, damage and obsolescence of inventory;

Financing of supplies and sales. This can be either an advance payment for the goods supplied to the manufacturer, or a loan to the seller or buyer;

Providing consulting services.

The number of listed functions and the level of their implementation depend on

2 .The essence and functions of retail trade. Retail Features.

Under retail trade refers to any activity involving the sale of goods and services to final customers who purchase them for consumption purposes.

The main functions of retail trade are determined by the need to create the most favorable conditions for potential buyers to satisfy their needs and requirements for individual goods. Products offered in retail trade must have the required quality indicators and be presented in the required assortment, in a certain place and at a time acceptable to the buyer. To achieve all this, retail ensures that the following main functions:

Determines real needs and requirements for goods;

Taking into account real needs, forms the range of goods and services provided, organizing deliveries from a wide range of suppliers;

Makes payments for received goods;

Carry out various operations for receiving, storing, labeling goods, setting prices for them;

Provides suppliers and buyers with freight forwarding, consulting, information and other services;

Participates in the promotion of goods to the market, which is ensured through advertising, sales promotion, as well as direct work of trade workers with customers.

64. Technologies for effective product sales. Methods of sales promotion. Advertising activity.

Stages of sales technology

Sales techniques, the stages of which involve working with clients, are different, ─ namely, practical application is provided by the manager’s approach to a potential buyer. The product seller must understand which technical technique is most effective at the moment of communication with a potential buyer.

Let us consider in tabular form the main stages of sales, these are::

Sales managers have their own slang stages of contact with the buyer; let’s look at how they complement the main stages and are part of them, namely:

To be “on the same level” with the client is when the product seller tunes in to the client, to also be able to reflect his speech patterns and behavior, to be open when the buyer talks, openly with the seller;

Make it clear to the potential buyer that you support him “on the same side with him,” respond to his request, do everything you can for him. This could be a price reduction or a change in delivery dates; if you are not competent, make it clear that you will definitely talk about this with management;

Non-verbal contact, at the level of a light touch on the hand or shoulder, defines the “magic of contact”; this method is especially effective in communication between different sexes;

“a compliment is always pleasant”, the method is received with a bang, a person is pleased that they speak well of him, about his appearance or abilities, one must have polite intonations, a pleasant smile, so that everything looks real, not “sycophancy”;

In a conversation about a product, everything suits the buyer, but its price causes a strong reaction; the “we offer a bonus” method can soften negative information; it works when the seller announced the price and immediately started talking about the bonus;

Having prior knowledge of the product, analyze possible questions, answer them and add them to your presentation;

The favorite tactic of all sellers, “yes, but,” is when you have to agree with the client on all issues, but justify your position with reason.

Each sales manager has his own ideas that he applies; these are just directions for creative work.

Sales promotion-; the use of various means of stimulating influence, designed to accelerate and (or) strengthen the market response. Incentives include: 1) consumer incentives (distribution of samples, coupons, money-back offers, packages sold at a discounted price);

2) stimulation of the trade sector (credits for purchases, provision of goods for free, credits to dealers for including goods in the range, joint advertising, issuance of bonuses, holding trade competitions for dealers);

3) stimulation of the company’s own sales personnel (prizes, competitions, sales conferences). The solution to the issues of stimulating the sale of goods begins with calculating the costs of motivation using one of the following methods:

1) the method of calculation from cash or the capabilities of the commodity producer;

2) the method of calculation as a percentage of the sales amount;

3) the method of competitive parity or equilibrium, reflecting the collective wisdom of the industry;

4) the method of calculation based on specific goals and objectives. Motivation includes all types of marketing logistics

Information support, market research, stimulation of increasing the competitiveness of goods, organization of the activities of all divisions of the logistics system from a marketing perspective, advertising, product distribution, marketing planning and control.
Source: https://znaytovar.ru/s/metody-stimulirovaniya-sbyta.html

Advertising activity is a type of non-personal form of communication. It is carried out with the help of the media. Advertising is designed to implement various objectives of enterprises (usually in the area of ​​increasing profits). Promotion paid from special funds is formed in such a way as to arouse maximum interest in the product or service of potential consumers. Advertising activities on the territory of Russia include, in addition to direct advertising in the media, etc., the distribution of souvenirs, printed publications, exhibitions and other events that raise the prestige of the manufacturer or product. All types of product promotion activities are designed to stimulate trade. - The organization of advertising activities, like any process, has its own functions: studying the demand for a product, determining its niche in the market; compiling a list of goods that need advertising; creating a campaign plan; working out the budget together with the advertising agency, determining the costs of all types of proposed promotions; concluding an agreement with advertisers, providing product samples, necessary information, data; technical consultations, development and editing of layouts, coordination of activities; payment of advertising agency bills. If an enterprise does not involve agencies in advertising, then it must work out the campaign independently, adhering to a similar plan. Only in this case will advertising activities be able to have a sufficient impact on the formation of consumer demand and the behavior of the purchasing audience. - To grow profits, it is necessary to structure promotion in such a way that it reaches as many potential buyers as possible. This cannot be achieved without studying demand and analyzing the target audience. Sun umbrellas will not be a success in Antarctica. Taking this into account, it is necessary that advertising activities be based on a scientific basis. The following types of activities are distinguished: Direct advertising. It can be posted in print media, the Internet, radio, etc. Sales promotion. The efforts that the manufacturer directs to intensify consumer demand. These could be competitions among sellers or buyers, discounts, gift promotions, prizes, sweepstakes. Building a public reputation. The efforts of manufacturers and sellers in this area should be aimed at creating in the minds of a buyer, client or potential business partner a stable positive image of a company (service, product), which can be an adviser and assistant for them. Radio and the press are not enough here; other, creative, forms of image creation will be required: exhibitions, festivals, etc. In the broadest sense, public relations events should cover public opinion and behavior, industrial and financial relations, relations with buyers, sellers, manufacturers, and even government (at least at the regional level). During this period, not just advertising, but propaganda is appropriate. Publications that are placed not on a paid site, but on an editorial site, responses in the press (Internet, television, etc.), fairs, creating/maintaining a company style and, above all, sponsorship work well. The authority of an enterprise is formed on the basis of the dissemination of information about the leading position of the company in the production or sale of goods, especially exclusive ones. The buyer must believe that the production of such goods requires complex multi-level research, highly qualified specialists involved in design and execution, and the latest, very complex technologies. Trademark development. Such organization of advertising activities will create an image of the enterprise, which, in turn, will lead to increased profits. Promotion should be carried out by specialists who have received special education.

Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.

Approval of texts, scripts, etc.; - payment.

3. Advertising distributor (advertising agencies): - maintain relationships with the media, placing orders with them and monitoring their implementation; - create advertising products based on orders received from advertisers, develop plans for complex advertising campaigns and other advertising events, using the potential of both creative and technical specialists; - conduct settlements with advertisers and the media; - cooperate with printing houses, studios, advertising factories, and freelance specialists.

An advertising message is a paid information message in any printed publication, intended to appeal to a mass audience with the purpose of informing, promoting, encouraging, and persuading them to purchase a particular product or service.

1. Informational texts - should be simple and concise.

2. Reminders - brief.

H. Suggestive texts must contain multiple repetitions of the product name.

4. Persuasive texts in an emotional form focus attention on the merits of the product.

1. Introduction

2. Situational analysis: - Problems of using advertising; - Favorable opportunities for using advertising;

3. Key strategic decisions: - Advertising goals; - The target audience; - Competitive advantages of the product; - Image and characteristic features of the product; - Product position.

4. Creative plan

5. Media plan

6. Communication plan: - sales promotion; - public relations; - direct marketing; - personal selling; - sponsorship, merchandising, packaging, point-of-sale advertising

7. Implementation and evaluation

Legislative basis:

According to Art. 18 of the Law “On Advertising”, social advertising represents public and state interests and is aimed at achieving charitable goals. The Federal Law “On Advertising” does not allow the use of unfair, unreliable, unethical and other types of illegitimate advertising.

66.Public relations. Functions and methods of public relations. Direct marketing. In-store and non-store form of direct marketing. The role of sales personnel in marketing communications.

Public relations is the activity of a company to establish relations with the public, with the necessary social environment, in order to form public opinion, direct the thoughts, feelings and behavior of certain groups of people to solve the problems of the company.

The private goals (tasks) of public relations are:

– formation of the company’s image; – ensuring the company’s communications with the media;

– work with the population; – work with public organizations; – work with authorities;

– work with partners and competitors; – public information; – probing public opinion; – tracking (monitoring) public opinion; – representation activities; – conflict prevention; – formation of a circle of “friends of the company”; – overcoming the company crisis; – sponsorship.

Goals of public relations. This is strengthening the position of an enterprise or organization in a market environment, increasing competitiveness and operational efficiency, creating and maintaining a positive image.

Functions and methods of public relations.

Direct marketing is the art and science of directly influencing consumers to sell a product or service and develop a direct relationship with the client.

Forms of direct marketing

The following forms of direct marketing exist: - direct marketing by mail; - catalog marketing; - telemarketing; - television marketing; - electronic commerce.

Store and non-store forms of direct marketing. The role of sales personnel in marketing communications.

67.. Planning of marketing activities, basic principles and objectives. Directions of marketing planning (product and production). Marketing program structure.

Planning is a type of activity related to setting goals and actions in the future. A plan for the optimal allocation of resources to achieve the goal.

Effective intra-company planning requires compliance with the following basic principles:

It must have the necessary flexibility and adaptability, i.e., respond in a timely manner to changes in the external environment of the enterprise;

Planning should be done, first of all, by those who will then implement the developed plans;

The level of competence in planning must correspond to the level of competence in relation to the management of enterprise resources.

Marketing planning is aimed at solving the following main problems:

Determination of goals (for example, differentiation of goods taking into account selected market segments, development of new products or markets, solving the problem of competitiveness, etc.), as well as the basic principles and criteria for evaluating the planning process itself;

Formation of the structure and reserves of private plans, the nature of their mutual connection (for example, linking plans for the sale of goods in individual market segments, sales and production activities of foreign branches and affiliates, etc.);

Determining the nature of the initial data necessary for planning (state and prospects of the market, current and expected future needs of end users of the enterprise’s products, forecast data on changes in the product structure of foreign markets, etc.);

Determination of the general organization of the process and planning framework (levels of competence and responsibility of managers, rights and responsibilities of organizational and structural divisions of the enterprise, etc.).

The planning procedure should be a dialogue between the highest levels of management, dealing with strategic problems, and the lower levels, solving tactical problems.

Directions of marketing planning (product and production)

The standardized (standard) structure of a marketing program contains:

Characteristics and forecast of development of the target market, including factors of the macro- and microenvironment of marketing; the market position of the company with the rationale for the choice of strategy and tactics of behavior in the target market; marketing complex with justification for developments in product, communication, sales, pricing and personnel policies; sources of funding for the program and control over it

implementation.

68.Organization of marketing service. Two levels of marketing service management. Problems solved by marketing services.

The formation of a marketing service is not a formal allocation of a special unit, but, first of all, a reorientation of its activities to the requirements of production and the market.

The marketing service does not appear immediately, but is formed gradually, gradually combining the main marketing functions, which were previously dispersed among separate departments (market research, advertising, assortment formation, trade, pricing policy, etc.)

Marketing services include two levels of management: 1) central marketing departments (departments); 2) operational departments (sectors).

In the general apparatus of enterprise management, central marketing services are not just divisions for servicing production and sales, but coordinating, planning and controlling bodies of strategic production and sales management. Marketing services not only regulate the sales of goods, but are also directly involved in managing the production programs of enterprises, depending on the specific requirements of consumers for their products.

The main task of the marketing service is to focus on the consumer, constantly monitor his needs, as well as analyze the activities of competitors: determining their strengths and weaknesses and possible market actions.

In the process of implementing marketing at an enterprise, the following tasks are solved: comprehensive market research; identifying potential demand and unmet needs; planning of product range and prices; development of measures to fully satisfy existing demand; sales planning and implementation; development of measures to improve management and organization of production.

The marketing service must determine areas for improving marketing activities, develop and achieve implementation of plans and programs for marketing activities; communicate marketing information to all departments of the enterprise.

69. Structures of marketing services (functional, product, geographic, consumer, matrix), their advantages and disadvantages. Basic requirements for building marketing services.

The functional organization of marketing is the simplest. Specialization, clear delineation of competencies, and standardization of management processes determine the high efficiency of this organizational structure. However, its effectiveness usually decreases as the range expands and the number of markets increases. Existing problems: coordination difficulties; the need to transfer the solution of problems beyond the scope of competence to senior management; lack of motivation among employees due to lack of understanding of the ultimate goal.

The product (commodity) organizational structure is characterized by the fact that the manager has the ability to coordinate and control all work on the product (group, family of products), knowing well its market opportunities. Disadvantages: high possibility of conflicts with unclear division of powers, product implementation by functional managers.

The geographical organizational structure allows us to specialize in certain territorial zones, knowing their consumers well. The disadvantage is the need for well-established coordination with other “geographical” divisions and functional services.

The main advantage of a market organizational structure is the concentration of market activities on target markets: the disadvantages are basically similar to those in the presence of a product (commodity) organizational structure.

The matrix organization of the marketing service is based on a systems approach and is characterized by structural flexibility when necessary to adapt to new operating conditions. Along with permanent functional departments in a matrix organizational structure, temporary project groups are created to solve specific problems. Project team leaders involve specialists from other departments located at different levels of the hierarchy to carry out work.

Basic requirements when building marketing services:

1. Flexibility, mobility, adaptability. These are qualities that are necessary not only for the marketing structure of the company itself, but also for its organizational and management mechanism as a whole. The marketing service is the “drive belt” that sets the rhythm of work required by the market for the entire company, giving it the features of flexibility and adaptability to changing market conditions. Flexibility is ensured by the ability of the organizational structure to promptly change its forms when strategic objectives change, and the ability to change must be built into the structure itself.

2. Simplicity of the marketing organizational structure is an indispensable condition for its effectiveness. The complexity of the structure always increases the cost of the management process, makes it more cumbersome, and therefore less susceptible to changes. Simplicity is also one of the conditions for the effectiveness of communications between divisions of the marketing service and the presence of a small number of its links.

3. Correspondence of the scale and complexity of the structure of the marketing service to the structural and spatial division of the organizational structure of the company, the characteristics of the profile of its activities, the nature of the strategic goals and the tasks corresponding to them.

4. Compliance of the organizational structure of marketing with the nature of the products produced, the breadth, completeness and depth of the assortment. This means that any organizational structure must include, to one degree or another, the commodity principle.

5. Orientation of the marketing organizational structure, with all its competitive differences, towards end consumers. Any organizational structure that does not adhere to this principle is ultimately doomed to failure.

6. Endowment of the marketing organizational structure with proper rights, including coordination ones, which allow it to integrate all economic activities of the company in order to achieve market goals.

70. Enterprise policy in the field of quality. Ways to improve product quality. Organization of quality control.

Quality Policy- the main directions and goals of the organization in the field of quality, officially formulated by top management.

The main goal of the policy Enterprises in the field of quality must ensure stable quality assurance of products and services that meet the requirements and expectations of consumers.

Quality Policy This is the fundamental basis from which the formation of a quality system begins. It is an element of the general policy of the enterprise (it includes economic, commercial, social, environmental and technical policies) and is approved by senior management. Its development and implementation is carried out independently by each enterprise.

The policy must be consistent with the supplier's organizational goals and objectives and the customer's expectations and needs.

The management of the enterprise must take all measures to ensure that the quality policy is understood, implemented and reviewed at all levels of the organization. The company's policy indicates that its management adheres to clearly defined approaches and principles, based, as a rule, on a certain philosophy of quality.

Documented and signed By the head of the enterprise, the quality policy provides an opportunity for all employees, as well as consumers and suppliers, to obtain a clear understanding of the official attitude of the enterprise management towards quality. It must be formulated in such a way as to relate to the activities of each employee, and not just the quality of the products or services offered by the enterprise. Its wording should be short and easy to remember. Examples of quality policies of various foreign companies and domestic enterprises are given below.

The standard requires that company management, along with the policy, define and document quality objectives and its commitment to quality.

The company's management must communicate the company's quality policy (as well as its obligations) to every employee of the company.

Control is the process of determining and evaluating information about deviations of actual values ​​from given values ​​or their coincidence and the results of analysis. You can control goals (goal/goal), progress of the plan (goal/will), forecasts (will/will), process development (will/is).

The subject of control can be not only executive activities, but also the work of the manager. Control information is used in the regulatory process. This is how they talk about the advisability of combining planning and control into a single management system (Controlling): planning, control, reporting, management.

Control is carried out by persons directly or indirectly dependent on the process. Verification (audit) is control by persons independent of the process.

The control process must go through the following stages:

1. Definition of the control concept (comprehensive control system “Controlling” or private checks);2. Determining the purpose of control (decision on the feasibility, correctness, regularity, effectiveness of the management process);3. Planning the test:

a) objects of control (potentials, methods, results, indicators, etc.); b) verified standards (ethical, legal, production); c) subjects of control (internal or external control bodies); d) control methods; e) volume and means of control (full, continuous, selective, manual, automatic, computerized); f) timing and duration of inspections; g) sequence, methods and tolerances of inspections.

4. Determination of actual and prescribed values.5. Establishing the identity of discrepancies (detection, quantification).6. Developing a solution, determining its weight.7. Documenting the solution.8. Meta-check (validation check).9. Communication of the decision (oral, written report).

10. Evaluation of the solution (analysis of deviations, localization of causes, establishment of responsibility, investigation of correction possibilities, measures to eliminate deficiencies).

Types of control are distinguished by the following characteristics:

1. According to the affiliation of the subject of control to the enterprise: internal; external;

2. Based on the basis for control:

voluntary; by law; according to the Charter.

3. By object of control: control over objects; control over results.

4. By regularity: systemic; irregular; special.

Quality control must confirm compliance with specified product requirements, including:

Incoming inspection (materials should not be used in the process without control; inspection of incoming product must comply with the quality plan, established procedures and may take various forms);

Intermediate control (the organization must have special documents recording the control and testing procedure within the process, and carry out this control systematically);

Final inspection (designed to determine the conformity between the actual final product and that provided for in the quality plan; includes the results of all previous inspections and reflects the conformity of the product with the necessary requirements);

Registration of control and test results (documents on control and test results are provided to interested organizations and individuals).

71. Marketing strategies. Development of an enterprise marketing strategy based on an analysis of the components of the organization's environment. Application of the SWOT analysis method to select a marketing strategy.

Marketing strategy should be understood as the process of planning and subsequent implementation of various activities in the field of marketing of an organization, which are aimed at achieving the goals set for the company. Since the marketing strategy is included as an integral element in the overall strategy of the company, it helps outline the main directions of the organization’s activities in the market space in relation to consumers and competitors. The development of a marketing strategy will be influenced by the main goals of the company, its current market position, the resource potential of the organization, an assessment of its market prospects and possible actions of competitors. The main goals of a marketing strategy are usually: increasing sales volume, which can happen in two ways: by increasing the flow of customers or the number of orders; increasing company profits; ensuring the attractiveness of products for a particular target audience; winning a larger share of the market space; achieving leadership positions in your market segment. The goals of the marketing strategy should not contradict the main mission of the company and the strategic goals of the business as a whole. Marketing strategies are also subject to all marketing activities of the company (advertising, public relations, sales organization, etc.). The application of a marketing strategy is the gradual implementation of an interrelated set of operational level strategies, which include sales, advertising, pricing, etc. strategies. In the modern world, companies often do not simply maintain or increase the share of the existing market, but search for new markets.

It is important to know that most of the data needed for market analysis (demand, prices, sales volume of goods, etc.) will be uncertain, and in the future they are possible to change, both for the worse and for the better. It is worth saying that predicting these processes requires a fairly large amount of data, which cannot always be collected, and management decisions have to be made under conditions of uncertainty. The risks of such decisions are high, since even for relatively small organizations, the manager’s intuition alone is not enough for successful actions in the market. This explains the need to use limited, “cheaper” options for developing strategies, such as SWOT analysis.

The task of SWOT analysis As an internal decision-making tool for an organization operating in a market with intense competition, it will identify problem areas in comparison with competitors, as well as opportunities and threats from the external environment. The results of this analysis will, first of all, be the basis for the development by leading specialists of the organization of an interconnected set of strategies, measures for competition, optimization of business processes, etc.

SWOT analysis - ϶ᴛᴏ determination of the strengths and weaknesses of an organization, as well as opportunities and threats emanating from its immediate environment (external environment):

Strengths - advantages of the organization;

Weaknesses - shortcomings of the organization;