Types of marketing policy of the enterprise. Encyclopedia of Marketing

In most cases, the production and consumption of products do not coincide either in time or space. Therefore, no matter how varied consumer properties no matter how it has a finished product, the company can count on real commercial success only under the condition of rationally organized distribution and exchange of it (the product), i.e. sales .

Firms have alternatives in organizing the distribution of their product. At the same time, it is based on the fundamental orientation of satisfying the diverse needs of the end consumer (or on building such a distribution system that would be effective both for the company itself and for intermediaries) and the way it exists, considered as a set of actions to bring the product as close as possible to target group consumers (or vice versa, attracting consumers to the company's product). The choice of orientation and method of satisfying the needs of consumers is the essence of the firm's "policy" in the field of sales.

The marketing policy of a manufacturer of products should be considered as a purposeful activity, principles and methods, the implementation of which is designed to organize the movement of the flow of goods to the final consumer. The main task is to create conditions for the transformation of the needs of a potential buyer into a real demand for a particular product. These conditions include elements of marketing policy, distribution capital (sales, distribution of goods) along with the functions they are endowed with.

The main elements of the marketing policy are the following:

- transportation of products - its physical movement from the producer to the consumer;
- finalization of products - selection, sorting, assembly of the finished product, etc., which increases the degree of availability and readiness of products for consumption;
- storage of products - the organization of the creation and maintenance of its necessary stocks;
- contacts with consumers - actions for the physical transfer of goods, placing orders, organizing payment and settlement operations, legal registration transferring ownership of the product, informing the consumer about the product and the company, as well as collecting information about the market.

The positions occupied by firms in relation to sales have signs that allow classifying sales by type (table No. 1), .:

1. On the organization of the sales system:
1.1 Direct - the direct sale of the manufacturer's products to a specific consumer.
1.2 Indirect - use of independent resellers in the distribution channel.
2. By the number of intermediaries:
2.1 Intensive - a large number of wholesalers and various intermediaries.

Purpose: expansion of sales, bringing the product closer to the consumer

2.2. Exceptional - a small (or single) number of intermediaries.

Goal: Preservation of a prestigious image and control over the distribution channel.

Despite the fact that there are only two main classification features (the basis of the organization of the system and the number of intermediaries), relations between the manufacturer, resellers and end users can take on many types and forms. The most active role in these relations belongs to the manufacturer, which, when choosing a marketing system, first of all takes into account the risk factor of product distribution, and also evaluates the costs of sales and profit.

The direct marketing system provides for the direct sale of products to the final consumer. Accordingly, they are connected by a direct distribution channel. Its distinguishing feature is the ability for the manufacturer to control the way the product passes to the final consumer, as well as the conditions for its implementation. However, in this case, the firm incurs significant non-production costs due to the need to create expensive inventory. It spends a large amount of resources to carry out the function of directly bringing (selling) the goods to the end consumer, while assuming all the commercial risks of product distribution. At the same time, from the position of the manufacturer, the advantage of this form of marketing is its right to the maximum amount of profit that can be earned from the sale of manufactured products (services). The commercial benefit of a direct distribution channel is enhanced by the possibility of directly studying the market of their products, maintaining close relationships with consumers, conducting research to improve the quality of goods, influencing the speed of implementation in order to reduce the additional need for working capital.

Direct sales are carried out using the following belonging to the manufacturer:

- regional sales branches with a staff of qualified specialists who know the local market, competitors, able to offer the conditions for the sale of goods and services that meet the needs of consumers;
- sales offices or services without creating inventories with the functions of concluding transactions "on order", studying the market, maintaining contacts with consumers;
- special agencies with or without the right to conclude transactions, functional responsibilities which, among others, includes the demonstration of goods to the client;
- retail network(kiosks, shops, salons, etc.).

It also provides for the use of the media and personal contacts of the owner of the manufacturer with the end user.

In the case when the system provides for the participation of resellers in the sale and the difference between the producer and the end user is mediated, such a relationship is called indirect. Such channels are built on the experience of intermediaries and various forms cooperation with the trading network. Here, the company shifts a significant part of the distribution costs and the corresponding share of the risk to formally independent counterparties, reducing control over the movement of goods, and, as a result, cedes part of the commercial benefit to them.

When organizing an indirect distribution channel, there is a need to determine its length and width:

- channel length is the number of channel levels, that is, single-functional intermediaries;
- channel width - the number of intermediaries, conditionally located at the same level (Figure 1).

By the number of intermediaries at each level of channels, marketing can be intensive, selective or exclusive.

Obviously, as the goods move through the distribution channels with the participation of intermediaries, its physical movement may be accompanied by the transfer of the owner's rights. In this case, the completeness of the rights to the goods transferred to the intermediary, the form of transfer, the degree of his responsibility and risk are different. Accordingly, intermediaries are typified, and channels with their participation acquire a complex structure.

Figure 1- Example of the length of distribution channels

The most common types of intermediaries are:

- dependent sales agents, representatives, brokers acting on behalf of and at the expense of the client, specialize in concluding transactions between producers and consumers, receive remuneration in the form of a percentage of sales or commissions, bear minimal risk;
- distributors acting at their own expense, but on behalf of the manufacturer. They have the right to return the goods, receive compensation due to the difference in the prices of purchase and sale, bear the risk, of course, greater than dependent intermediaries, but less than dealers.
- dealers who become the owners of the goods, act at their own expense and on their own behalf, receive income from the difference in purchase and sale prices, bear the maximum risk.

Thus, the movement of goods (firms) of the manufacturer is an activity aimed at organizing the movement of the flow of goods to the final consumer, the purpose of which is to create conditions for the transformation of the needs of a potential buyer into a real demand for a particular product and obtaining highest profit businesses from selling their products.

The main goal of any company is to obtain the greatest profit, the maximum possible in specific conditions. Only when all manufactured products are sold in full on the most favorable terms, this goal can be considered achieved. The task is not easy, but quite solvable. For its implementation, a special marketing service is being created at enterprises. This structural unit has the following main functions:

Finding profitable clients.

Proposal and conclusion of supply contracts.

Sales of products.

Delivery of goods to the consumer.

The main one in this list is the sale of manufactured products, or, in other words, marketing issues. Therefore, the marketing policy is fundamental for solving the set tasks. Its development is very important for any organization, whether it be production, trade, or each of them tries to draw close attention to its product (service) of the largest number of consumers and sell it with maximum benefit for its enterprise. The sales policy reflects the immediate and long-term prospects, evaluates them and determines the main ways.

The main task that the marketing policy sets itself is to increase. This can be achieved in two ways:

Development of measures aimed at maximizing efficiency This refers to a comprehensive study of the need for goods, the planned distribution of the company's products between intermediaries and consumers, the direct organization of distribution channels for products and constant monitoring of the functioning of these channels.

Skillful management of the process of movement of the goods themselves. This includes the processes of storage of goods, their loading, transportation and delivery, as well as the control of all these processes.

It's not easy to make sure that your product is considered the best. The sales policy contains very specific measures, the implementation of which will achieve the goal.

The marketing policy of the company is developed by specialists on the basis of the conducted research and discussed at meetings. Here, the leaders of each section can express their opinion and make the necessary adjustments to the overall action plan. Together, we develop a strategy and tactics for solving the tasks set. Specialists work hand in hand with each other, constantly exchanging information. The draft policy of the enterprise for the sale of products is comprehensively considered, if necessary, supplemented, documented and approved by the management. The main principles of this document are that the actions of all sites and structural divisions firms were focused, coordinated, so that employees acted systematically, comprehensively and, if necessary, showed flexibility in resolving issues of revising their positions. A well-developed marketing policy allows the company to conduct rational and planned activities and, as a result, to receive the expected profits.

Considering the foregoing, we can conclude that the sales policy in marketing plays essential role. Indeed, only when an enterprise clearly knows who, where, when, how and how much goods it is ready to purchase, it can work productively. It's not enough just to sell a product. We need to do this as efficiently as possible. To expand the spheres of influence in the field of sales, additional forces are sometimes involved in the form of dealers. They are designed to maximize the geography of goods. The task is simple: the more people know about the product, the more likely it is to sell the product with the greatest profit.

Each enterprise chooses for itself the most appropriate way to achieve its goals. Here, both the specifics of the product and the capabilities of the company are comprehensively taken into account. All these questions are called upon to solve the specialized policy of the enterprise for the sale of manufactured products.

Sales policy is associated with the implementation in practice of the third element of the marketing mix (sales). It provides for determining where, to whom, how, through whom and under what conditions to sell goods . In other words, marketing policy implies the development and implementation of measures aimed at organizing the competitive movement of goods in space and time along the way from producer to consumer.

At the same time, one should distinguish marketing activities in general and sales policy in marketing. Sales policy covers only those activities that are related to sales promotion. While marketing activities generally include technological features of storage, delivery and preparation of goods for sale. This is the sphere of warehouse logistics, management and other disciplines, but not marketing.

Purchasing policy. In addition, we must not forget about the reverse side of the marketing policy - about purchasing policy . It provides for the solution of problems related to where, from whom, how, through whom and under what conditions to purchase goods . The same, but in reverse. Procurement policy implies the development and implementation of measures aimed at the selection of suppliers, optimal terms of supply and payment for goods.

The purchasing and marketing policy has common feature- in their totality, they reflect both the interests of the buyer and the interests of the seller in the distribution chain. In addition to common interests, there are natural contradictions between the participants in this chain. Everyone seeks to buy low and sell high, earning additional profit. This can be done only at the expense or with the help of your partner, another member of the distribution chain.

The task of marketing here is not only to realize their own interests, but also to take into account the interests of partners. The winner is the one who manages to build such relationships with partners, in which the realization of their interests will also imply the realization of their own interests.

For example, purchasing goods from one supplier can make the buyer dependent on him. This is a negative option, since the intermediary, realizing his interests, will be able to dictate the terms of supply and receive maximum profit. Alternatively, purchases are made from multiple suppliers, which reduces the risk of supply disruptions, forces suppliers to compete for orders received, and increases the profitability of transactions.

Or another example. The sale of goods by a supplier through one intermediary in the market (large wholesaler or retail chain) makes the supplier dependent on him. This is also a negative option, since the intermediary can also dictate the terms of supply and get the maximum profit. Another option: sales are carried out through several intermediaries and (or) different distribution channels, which allows the supplier to control the market, increase the profitability of sales and reduce dependence on partners.

Sales network. The sale of goods on the market implies the existence of distribution networks. These can be own, partner networks or networks jointly managed by several wholesalers. Generally sales network - this is trade infrastructure formed by its participants on the basis of mutual interest for the provision of goods and services to consumers or users of goods . Any sales network consists of distribution channels (distribution, distribution). Each of these channels has its own width, length and bandwidth.

1. Distribution channel width characterized by the number of independent participants in the distribution system at the next stages of distribution. How many intermediaries and methods of sale, such is the characteristic of the width of the distribution channel. For example, an enterprise sells goods through its distribution network, in bulk and delivers to independent distribution networks.

2. Sales channel length is determined by the number of intermediaries (levels of distribution channels) on the way of goods from the supplier to the consumer. At the same time, consumers in the distribution channel not included . For example:

Direct sales (single-level channel) operates without intermediaries, and the sale of goods is carried out directly to consumers at retail or through direct contacts with them. Direct marketing includes the sale of goods through its distribution network, direct contracts with buyers, as well as sales through advertisements.

Indirect sales (multi-level distribution channels) involves the organization of the sale of goods through independent intermediaries. If the seller combines the functions of several levels (for example, a manufacturer and a wholesaler), this does not affect the number of levels in the distribution channel. The level of the distribution channel is determined by the number of intermediaries on the way of goods from the supplier to the consumer. (See Attachment). So, a one-level distribution channel includes a supplier, a two-level one - a supplier and a retailer, a three-level one - a supplier, a wholesaler and a retailer, etc. In this case, the levels are considered towards the consumer. This means that a two-level distribution channel for a manufacturer can also be a one-level channel for a wholesaler.

3. Bandwidth distribution channels is determined by the volume of sales of goods through them per unit of time. Typically, different distribution channels target different segments of the consumer market. For example, sales through small wholesale markets, retail chains and independent retail stores. Each of these segments has its own competitive environment, its own customers and its own methods of promotion. And each of them has its own capacity, effective demand and overall profitability.

The decision to choose a sales network (product distribution channels) is carried out both on the basis of sales planning in target segment market, and on the basis of the targets of the company's management. Turning to intermediaries means for the supplier a loss of control over the process of product distribution (information about sales, consumers, competitors, promotion, sales promotion, etc.). However, the refusal to use intermediaries has its drawbacks: the need to create its own marketing infrastructure, problems with the assortment, etc. The task of marketing is to choose the lesser evil.

Intermediaries and contractors. The functioning of distribution channels implies the distribution of marketing functions and product flows between their participants. The key issue in organizing a distribution network is which of the participants in the distribution channels and to what extent will carry them out.

Any partners in the distribution chain create a lot of additional problems. They dictate the terms of supply, refuse to provide information about the market and competitors, increase selling prices for consumers. This begs the question: are intermediaries needed at all?

In general, the need to involve intermediaries (counterparties) in the distribution network is due to the fact that the supplier is unable to independently perform all the functions of promoting and marketing products. The functions of wholesale trade in the distribution channel are as follows:

1. Reducing the number of contacts . The marketing classic, F. Kotler, gives a very revealing diagram illustrating the advantages of trading through intermediaries (see Appendix). This diagram shows how the use of an intermediary allows three hypothetical suppliers to reduce the number of direct contacts with three consumers from nine (3x3) to six (3+3), and this is a significant savings in both money and time.

2. Economies of scale trading by grouping deliveries from many suppliers. So, for example, three out-of-town suppliers need three representative offices in the region and three wholesale warehouses. Whereas a local wholesaler can get by with one warehouse, receiving goods from all three suppliers at once, even if all three are competitors.

3. Reducing Functional Mismatch between orders and deliveries. The wholesaler purchases large consignments of goods, ensures their storage and breaks them into small consignments. Each manufacturer wants to ship goods by wagons and, according to an agreed schedule, effectively use production capacity and don't bother with small orders. On the other hand, every retailer wants to receive goods as needed and in small quantities, so as not to divert funds from circulation. Only a wholesaler who buys large lots at a big discount and resells them in small lots at a smaller discount can resolve this contradiction.

4. Product Range Improvement . It is extremely rare that one manufacturer and even a supplier (when it comes to imports) can independently provide a full range of goods for retail. Whereas retail trade is interested not only in the minimum price, but also in getting the necessary assortment in one place, quickly and immediately. A wholesaler can take a bucket from one place, a mop from another, and a rag from a third and offer them together to the buyer.

5. Service improvement suppliers through better local knowledge and related services. A wholesaler on the periphery knows better than a supplier (manufacturer) in Moscow financial condition retailers, their throughput and the nature of the activity. Only he knows which of the retailers can release goods on consignment, to whom - for sale with a deferred payment, and to whom - only for "live" money on prepayment. In addition, when purchasing goods from a supplier, he assumes all commercial risks (non-payments, falling demand, etc.).

Commercial distribution flows. The interaction between participants in the distribution channels forms commercial distribution flows as part of the overall distribution process. These streams are by no means synchronous and can even move in opposite directions. In general, five types of distribution flows can be distinguished in distribution channels:

1. Ownership flow implies the transfer of ownership of goods between participants in the distribution channel. Ownership is divided into three parts − possessions , orders and use property that can be transferred both together and separately. For example, the goods were paid for in advance, but not shipped (only the right of ownership was transferred to the buyer), which is extremely attractive for the supplier, but unattractive for intermediaries. Or, on the contrary, the goods came to the intermediary on a consignment basis (only the rights of use and disposal were transferred to him), which is extremely attractive for the intermediary, but unattractive for the supplier.

2. physical flow involves the physical movement of goods to the final consumer from the supplier through intermediaries. Here we can talk about the size of the lot (a lot and rarely or a little and often), shipping conditions (self-pickup, delivery by the seller’s transport to the buyer or to an intermediate warehouse), the choice of transport (aircraft, heavy vehicles, railway container or postal baggage car ). This is not about technical issues of supply chain organization (this is not marketing), but about using the company's capabilities in organizing the physical flow of goods distribution to obtain competitive advantage on the market.

3. order flow consists of orders received from buyers and intermediaries to the supplier. Marketing in this flow may be associated with the terms of delivery (a one-time batch or a long-term contract with a schedule of payments and shipment of goods), features of receiving and processing applications, and service support for sales. For example, firm "X", which sells office supplies, takes orders at branches, issues an invoice the next day, and releases the goods after payment. Her prices are lower than those of competitors, but the loss of time is at least 3 days. Another company "Y" combines an office and a warehouse, placing an order, accepting money and shipping goods at the same time (with cash payment) or independently delivers the goods on the day of receipt of non-cash payment by their own transport. At the same time, its selling prices are higher. Question: who will the corporate client choose?

4. financial flow implies the full range of fees, bills and commissions that move from the end user to the intermediaries and the supplier. This may be due to the forms of payment (barter, cash or bank transfer), payment methods (bank transfer, bank card, promissory note, etc.), payment terms (postpaid, deferred payment, prepayment), intermediary incentive systems. This is not about finance as such (this is the area pricing policy), but about the principles of their distribution in the distribution channels to stimulate sales activities.

5. information flows move in opposite directions: information about consumers moves towards the supplier, and information about promoted goods from the supplier through intermediaries is sent to consumers. On the one hand, the supplier is interested in bringing information about the product and its benefits to consumers. On the other hand, he is also extremely interested in obtaining information about the market (conjuncture, consumers and competitors). He can realize this interest through intermediaries, who already have enough worries, and they have many suppliers. The task of the marketing policy is to organize information flows in conditions of weak interest of counterparties.

Thus, the involvement of independent intermediaries carries both minuses and pluses in the organization of the sale of goods. Basic rule: the transfer of sales functions to counterparties is justified to the extent that they are able, due to their specialization, to perform these functions more efficiently and at lower cost . When resorting to the services of intermediaries, it should be remembered that the less they are, the more opportunities for operational control over the situation and sales management. However, on the other hand, the greater the supplier's dependence on intermediaries, which can result in a serious loss of profit.

Sales strategies in the market. Sales strategies in the market have two main recipients - buyers and counterparties (intermediaries). Accordingly, marketing strategies define either “rules for partners” or “rules for others”.

one." Rules for partners» are called upon to determine the principles, conditions and mechanisms for market coverage. The need for such rules is due to the fact that the activity of counterparties inevitably manifests itself through an increase in the final price of goods for consumers (due to cheating) or a decrease in supplier profits (due to wholesale discounts).

To control profitability in relationships with counterparties, it is used sales quotas when a “sales plan” is sent to counterparties, the failure to comply with which entails the termination of the contract. The purpose of sales quotas is to prevent the excess of the costs of maintaining sales channels (including in the form of lost profits) over the income from their activities.

In general, based on the characteristics of the marketing policy, three main strategies for market coverage can be distinguished:

BUT. Intensive marketing strategy means the use of the maximum number of resellers, regardless of the form of activity. An important advantage of the strategy is to maximize market coverage, and the disadvantage is that it makes it more difficult to control sales. The goods are encountered by the buyer at every step, but it is very difficult to control the turnover. For example, the implementation of chewing gum wherever possible.

B. Selective marketing strategy provides for an artificial limitation of the number of resellers, taking into account the type of consumers, the conditions of their service, organization after-sales service goods sold. For example, specialized trade sophisticated equipment or selling branded clothing in high-end boutiques. The advantage of the strategy lies in the total control of sales by the supplier, and the disadvantage is in the incomplete coverage of the market.

AT. Exclusive marketing strategy sold through exclusive distribution or franchise. In the first case, the market is assigned to an authorized dealer free of charge and a sales plan is sent to him. In the second case, the sales plan does not go down, and the dealer buys the right to exclusive trade in the market for certain period. For example, McDonald's franchises.

one." Rules for yourself» are designed to determine the methods of interaction with intermediaries (counterparties) within the distribution channels. Such interaction involves the use of two main types communication marketing strategies :

BUT. Push strategy is aimed at intermediaries to encourage them to include the supplier's products in their assortment and to make efforts to further their promotion to the market. Main methods: discounts, bonuses, commodity lending, joint events, etc. The more the supplier depends on the intermediary, the greater the share of the profit he will be forced to "pay" for his services.

B. Pull strategy is aimed at consumers in order to create such an attitude towards a product or brand that consumers will force the intermediary to include the product in the assortment on the terms of the supplier. Main methods: technical improvements, nationwide advertising campaigns etc. This is not only a highly effective, but also a high-cost strategy that only very successful companies can afford.

It is also possible to do without intermediaries, but this means that the supplier must take on additional sales functions (maintenance of sales personnel, opening representative offices, local inventory management, etc.), which will inevitably lead to an unjustified increase in distribution costs. It is much more efficient to build such relationships with contractors when they are directly interested in cooperation. This can be done either at your own expense (additional discounts, benefits, etc.), or at the expense of the consumer (if there is a steady demand for the product on the market).

The effectiveness of the marketing activity of the enterprise largely depends on how the sales network corresponds to the structure of the market. Accordingly, the strategic winner is not so much the one whose sales policy is aimed at developing relations with partners within the sales network (this is also important), but the one whose sales policy better meets the expectations of consumers. The main problem here is that the market determines the structure of the distribution network, and not vice versa. Adapting to the market is always easier than managing it.

The distribution system is one of the most important marketing policy enterprises. In the marketing policy, marketers touch upon the issues of choosing the most optimal distribution channel, the method of selling goods, which, when efficient use will undoubtedly increase the profit of the company.

Product distribution channels

One of the points of the company's marketing policy is the choice of the optimal distribution channel. The channel of sale (distribution) of a product is an organization or a person engaged in the promotion and exchange of a particular product (several groups of products) on the market.

The sale of products in most cases is carried out through intermediaries, each of which forms the appropriate distribution channel. The use of intermediaries in the sphere of circulation is beneficial, first of all, for manufacturers. In this case, they have to deal with a limited circle of stakeholders in the sale of products. In addition, the wide availability of goods is ensured when they move directly to the sales market. With the help of intermediaries, it is possible to reduce the number of direct contacts between producers and consumers of products.

Supply and marketing organizations, large wholesale depots, exchange structures, trading houses and shops. Among the main reasons for the use of intermediaries are the following:

the organization of the process of commodity circulation requires the presence of certain financial resources;

the creation of an optimal system of commodity circulation presupposes the availability of relevant knowledge and experience in the field of the market conditions for one's goods, methods of trade and distribution;

Intermediaries, thanks to their contacts, experience and specialization, make it possible to ensure the wide availability of goods and bring them to target markets.

Enterprises in a market economy pay considerable attention to the problems of optimizing the process of promoting goods from producer to consumer. Their results economic activity largely depend on how correctly the channels of distribution of goods, forms and methods of their sale are chosen, on the breadth of the assortment and the quality of the services provided by the enterprise related to the sale of products.

The distribution channel assumes and helps to transfer to someone else the ownership of a particular good or service on the way from the producer to the consumer. The distribution channel can also be interpreted as a way for the movement of goods from producers to consumers. Distribution channel participants perform a number of functions that contribute to the successful solution of marketing requirements. These should include such functions as: conducting research work, sales promotion, establishing contacts with potential consumers, manufacturing goods in accordance with the requirements of buyers, transporting and storing goods, financing issues, taking responsibility for the functioning of the distribution channel.

Distribution channels can be of three types: direct, indirect and mixed.

Direct channels are associated with the movement of goods and services without the participation of intermediary organizations. They are most often established between manufacturers and consumers who control their own marketing program and have limited target markets.

Indirect channels are associated with the movement of goods and services, first from the manufacturer to an unfamiliar intermediary participant, and then from him to the consumer. Such channels usually attract enterprises and firms that, in order to increase their markets and sales volumes, agree to give up many marketing functions and expenses and, accordingly, a certain share of control over sales, and are also ready to slightly weaken contacts with consumers.

mixed channels combine the features of the first two channels of distribution. Thus, enterprises of the machine-building complex make little use of the advantages of direct contacts with suppliers; they sell products through a system of intermediaries. There are also other state and commercial intermediary organizations and enterprises that guarantee a much larger range of supply and marketing services.

Thus, it can be seen that the firm requires considerable skill in pursuing its marketing policy. It should also be noted when it is important to develop your own trading network. This is advisable if the quantity of goods is large enough to justify the cost of organizing a distribution network with profit, if consumers are close enough to the company and their number is small, since the costs of organizing a network will be small if the product requires highly qualified after-sales service, etc.

Marketing Methods

It is not in vain that the concept of a product distribution channel was considered above. Correlating with this concept are the concepts of the length and width of the distribution channel.

The length of the distribution channel is the number of participants in the marketing process, that is, the number of intermediaries in the entire distribution chain. There are several levels of extension, the simplest of which are the following: manufacturer - retailer - consumer and manufacturer - wholesaler - retailer - consumer. This includes the concept of the wholesale method of distribution.

The width of the distribution channel is the number of independent objects of the marketing process at a certain stage, for example, the number of wholesalers of goods.

Wholesale method of selling goods

Wholesale trade covers essentially the entire set of commodity resources, which are both means of production and commodities. As a rule, in wholesale trade, goods are purchased in large quantities. Wholesale purchases are carried out by intermediary organizations for the purpose of subsequent resale to grassroots wholesale organizations, retailers. In most cases, wholesale trade is not related to the sale of products to specific end consumers, i.e. it allows manufacturers to market products through intermediaries with minimal direct contact with consumers. In the commodity market, wholesale trade is an active part of the sphere of circulation.

In addition, wholesale trade is an important lever for maneuvering material resources, helps to reduce excess stocks of products at all levels and eliminate the shortage of goods, and takes part in the formation of regional and sectoral commodity markets. Through wholesale trade, the influence of the consumer on the producer increases, there are real opportunities to achieve a match between supply and demand, to provide each consumer with the opportunity to purchase products within their financial capabilities and in accordance with their needs.

In turn, the manufacturer himself selects the consumer, which means that he himself must determine the range and volumes of products produced for the market based on the current situation.

Wholesale trade is a form of relations between enterprises and organizations, in which economic relations for the supply of products are formed by the parties independently. It influences the system of economic relations between regions, industries, determines the ways of movement of goods in the country, due to which the territorial division of labor is improved, and proportionality is achieved in the development of regions. For a rational distribution of the trading environment, wholesale trade must have specific data on the current state and future changes in situations in regional and sectoral markets. The main tasks of wholesale trade are:

marketing study of the market, supply and demand for products for industrial and technical purposes and consumer goods;

placement of production of goods in the range, quantity and quality required by the consumer;

timely, complete and rhythmic provision of goods in a wide range of intermediary, retail enterprises, consumers;

organization of storage of commodity stocks;

organization of systematic and rhythmic import and export of goods;

ensuring the priority of the consumer, strengthening its economic impact on the supplier, depending on the reliability of economic ties, the quality of the products supplied;

ensuring the stability of partnerships in economic relations, interconnection in all time categories (long-term, medium-term, current, operational);

organization of the systematic delivery of goods from the regions of production to the area of consumption;

widespread use of economic methods of regulation of the entire system of relationships between suppliers and intermediaries. consumers: reducing the total costs associated with the promotion of goods from manufacturers to consumers.

The participants of the latter are closely connected with the concept of wholesale trade, such as: broker, commission agent, dealer, sales agent. The wholesale method of distribution of goods is widespread in many countries of the world, and for intercountry trade it is, of course, the only one. From all of the above about wholesale trade, we can conclude that it belongs to indirect method marketing, a method in which producers use the services of various intermediaries to reach consumers.

Retail

In the process of product distribution from manufacturers to consumers, the final link that closes the chain of economic relations is retail trade. At retail material resources move from the sphere of circulation to the sphere of collective, individual, personal consumption, i.e. become the property of consumers. This happens through buying and selling, as consumers purchase the goods they need in exchange for their cash income. Here, starting opportunities are created for a new cycle of production and circulation, since the commodity is converted into money.

Retail trade includes the sale of goods to the population for personal consumption, organizations, enterprises, institutions for collective consumption or economic needs. Goods are sold mainly through retailers and Catering. At the same time, consumer goods are sold from the warehouses of manufacturers, intermediary organizations, company stores, procurement centers, workshops, ateliers, etc. Retail trade performs a number of functions:

explores the situation that has developed in the commodity market;

determines the supply and demand for specific types of goods;

searches for goods required for retail trade;

carries out the selection of goods, their sorting in the preparation of the required assortment;

pays for goods received from suppliers;

conducts operations for the acceptance, storage, labeling of goods, sets prices for them;

provides suppliers, consumers with forwarding, consulting, advertising, information and other services.

Retail trade, taking into account the specifics of customer service, is divided into stationary, mobile, parcel.

Stationary commercial network- the most common, includes both large modern, technically equipped stores, and stalls, tents, kiosks, vending machines. At the same time, self-service stores are distinguished, and which the buyer has Free access to goods. A variety of stationary trade are also stores of the "shop-warehouse" type; goods in them are not laid out on showcases, shelves, which significantly reduces the cost of their loading, unloading, stacking, so they are sold at lower prices. Such stores operate, as a rule, on the outskirts of large cities.

Stores selling goods from catalogs are being created. Such trade is based on the preliminary selection of goods. Catalogs can be issued to potential buyers who have visited the store or sent to them by mail. The buyer, having studied the catalogs, having selected the goods, sends an order indicating his details to the store by mail (or by teletype, telephone). The store decides to ship the goods to the buyer. If there is a showroom in the store, the buyer can make a remote order from the catalog or visit the store and personally select the product he needs.

Considerable potential has the organization of the sale of goods through vending machines. They are convenient because they can work around the clock, without sales staff. Machines are installed inside the store or outside it. The subject of trade is usually a certain range of consumer goods (drinks, sandwiches, chewing gum, cigarettes, stationery, postal envelopes, postcards, etc.).

The mobile trading network contributes to the approach of the goods to the buyer and its prompt service. This trade can be delivery using vending machines, trailer shops, as well as delivery using trays and other simple devices. A variation of this type of trade is the direct sale at home. At the same time, sales agents of manufacturers of marketing, intermediary and trading enterprises supply and sell products directly to the buyer.

Parcel trade is engaged in providing the population, enterprises, organizations book products, stationery, audio and video recordings, radio and television equipment, medicines. With the help of this form of trade, consumers can also receive certain products for industrial purposes (spare parts, tools, rubber products, etc.).

The structure of retail trade takes into account the assortment feature. Goods are usually combined into appropriate groups (subgroups) on the basis of production origin or consumer purpose. In retail trade, in this regard, there are different kinds shops.

Specialized stores are engaged in the sale of goods of one specific group (furniture, radio equipment, electrical goods, shoes, fabrics, clothing, milk, etc.).

Highly specialized stores sell goods that are part of a product group (subgroup) (men's clothing, work clothing, silk fabrics, etc.).

Combined stores carry out the sale of goods of several groups (subgroups), reflecting the commonality of demand or satisfying the corresponding circle of consumers (cultural goods, books, etc.).

Department stores sell products of many commodity groups in specialized sections.

Mixed stores sell goods of various groups, both food and non-food, without forming specialized sections.

So, the marketing policy of the enterprise is also aimed at improving the efficiency of the company, since in the field of marketing all marketing efforts to increase profitability are finally manifested, adapting the sales network to the consumer, the company has more chances to survive in the competition, it is in this area that the entrepreneur is closer to the buyer .

“Advertising is printed, handwritten, oral or graphic information about a person, product, service or social movement, openly issued by an advertiser and paid for by him with the aim of increasing sales, expanding clientele, obtaining votes or public approval.” AT modern conditions advertising is a necessary element of production and marketing activities, a way to create a sales market, an active means of fighting for the market. It is because of these functions that advertising is called the engine of trade.

As part of marketing, advertising should: firstly, prepare the market (consumer) for a favorable perception of a new product; secondly, to support the demand for high level at the stage of mass production of goods; thirdly, to promote the expansion of the sales market. Depending on the stage life cycle the scale and intensity of advertising, the ratio between prestigious advertising (advertising of the exporting company, the competence of its personnel, etc.) and commodity (i.e., advertising of a particular product) change; the way it is disseminated is also changing, its arguments are being updated, fresher, more original ideas are being picked up.

Although advertising costs are significant, especially when publishing ads in the foreign press, participating in exhibitions and fairs, etc., these costs are quite justified. First, the funds allocated for advertising are included in the calculation of the price of the goods, and the sale of their corresponding amount compensates for the costs. Secondly, without advertising, trade, as a rule, goes sluggishly, brings losses, often many times exceeding the cost of advertising. As international practice shows, advertising costs average 1.5-2.5% of the cost of industrial goods sold and 5-15% for household goods.

Preparation of promotional materials is a complex and responsible business that requires special knowledge and considerable practice. It is necessary to assimilate the truth that by the skill of advertising, the quality of advertising texts and photographs potential consumer makes the first impression of our exporting enterprise and involuntarily, subconsciously transfers his opinion about the quality of advertising to the goods we produce. To change this opinion better side, you have to spend a lot of labor and money. Therefore, advertising must be impeccable, otherwise it turns into its opposite - "anti-advertising".

It is necessary to resolutely refute the conventional wisdom that a good product does not need advertising. On the contrary, only a good, competitive product needs advertising, and the most intensive one, and product advertising Bad quality leads to huge economic costs and the loss of the good name of the enterprise. In this case, it will take years and millions to restore the reputation.

Personal selling

Personal selling refers to the oral presentation of a product with the aim of selling it in a conversation with one or more potential buyers. This is the most effective tool promoting a product at certain stages of its sale, especially to create a favorable attitude among buyers towards the offered products, primarily for industrial products. However, this is the most expensive promotion method. American companies spend three times more on personal selling than on advertising.

In our country, this method is currently compromised by representatives of various "wholesale companies". Representatives of the "Canadian Wholesale Company". There are notices on the doors of many institutions stating that representatives of the above and similar companies are not allowed to enter.

The marketing policy of an enterprise is a set of measures aimed at organizing the sale of goods. Sales network includes:

1) Wholesale and retail stores,

2) a system of warehouses where intermediate storage of goods is carried out,

3) maintenance points,

4) transportation.

Sales types

From a marketing point of view, the most important are the following differences between types of sales.

1. Marketing distinguishes between simple and complex sales. A simple sale is a sale that includes only two links: a manufacturer and an intermediary. An example of such a sale can be the activity of a villager on a personal plot: he grows vegetables or fruits, and then he sells them on the market

Complex marketing involves a longer pattern of movement of goods. In this case, there is cooperation with sales organizations, the enterprise can create own system wholesale and retail affiliates that deal with sales, etc.

2. Depending on whether intermediary firms are used, three main methods of marketing can be distinguished: direct, indirect and combined.

Direct sales assumes that the manufacturer offers its products to consumers directly, without resorting to independent intermediaries. The main positive feature of this type of marketing is that the manufacturer does not lose full control over the movement of goods and, if necessary, has the ability to adjust the process. In addition, this method of marketing is the least expensive, since the manufacturer does not need to maintain a special division or an independent company that will deal with sales.

Indirect marketing- is the sale, which is carried out with the help of independent intermediaries. The advantage of this type of marketing lies mainly in its efficiency. It is obvious that a professional, who also has the opportunity to constantly engage in any business, will do any business better. And therefore, from a certain point of view, the appeal to intermediary organization more profitable and expedient.

In particular, special intermediary firms have an established base retail outlets with which they work, and this is very important for direct access to the end consumer. Due to the fact that intermediaries have developed ties with retail trade, the rate of payback of the project also increases.

This form of marketing is more widespread than direct marketing. Studies have shown that about 2/3 of the export deliveries of cars and equipment from companies in developed Western countries are carried out in this way.

Combined sales, as its name implies, combines the two previous types of sales. In this case, the manufacturer either uses as intermediaries trade enterprises with mixed capital, which includes both the funds of the manufacturer and the funds of the trading company, or relies to varying degrees on direct and indirect sales.

The choice between distribution systems depends primarily on economic feasibility. As soon as the company began to make a profit, the question immediately arises of creating its own distribution network. In this case, it is necessary to look at whether it is possible to increase profits in this way, or whether it is better to invest the money earned in production.

It is clear that the second option - investing money in production - is more appropriate if, for example, the enterprise's rate of return is 25%, while the creation of a retail network can give only 10-13%. Obviously, it would be more reasonable in such a situation to refuse to create your own distribution network.

3. From the point of view of the composition of the marketing network, there are traditional, vertical and horizontal marketing systems.

The traditional distribution system brings together independent manufacturers, independent wholesalers and retailers. In this situation, the manufacturer offers goods that wholesalers and retailers trade organizations voluntarily, for their own benefit, decide to distribute to end users.

At the same time, each of the participants in the marketing system seeks to maximize its profit only in its own area of activity; otherwise, their behavior could well be called selfish. This is how most marketing systems are organized.

At vertical system sales, there are the same participants, but they do not pursue their own "selfish" goals, but strive for some common goals and results. This is possible in two cases:

a) if both the manufacturer and trading companies belong to the same owner. Such sales systems are usually called corporate. Often, manufacturers specifically create firms that will sell their goods; less often, trading firms create organizations engaged in production in order to be not only an intermediary, but also to offer their own goods on the market;

b) if manufacturing enterprises and trade organizations have concluded a cooperation agreement or adopted some documents coordinating their activities.

Within the framework of the horizontal system, several independent manufacturing enterprises are united, which intend to master the market. Such a marketing system is usually used when one enterprise does not have the resources necessary for market development (cash, experience, knowledge, etc.).

Finally, a multi-channel marketing system involves the use of several types of marketing, that is, it somehow combines the features of traditional, vertical and horizontal systems. It is clear that a sales system is multichannel if it combines the features of at least the two systems mentioned above (for example, an enterprise operates both through trading firms that it has created itself and through independent trade organizations.

The modern economy is characterized by the fact that the place of production and the place of consumption of the product do not coincide in time. In time, these processes also do not follow directly one after another. Eliminating the problems that arise for this reason requires a lot of money. In some cases, these costs require up to 70% of the retail price of a consumer product.

The task of distributing manufactured products must be expanded by the manufacturer in a rational way. This gives him a certain chance to stand out in relation to competitors.

The distribution system of goods is a key link in marketing and a kind of finishing complex in all the activities of the company in the creation, production and delivery of goods to the consumer. Actually, it is here that the consumer either recognizes or does not recognize all the efforts of the company as useful and necessary for himself and, accordingly, buys or does not buy its products and services.

But still, the sale of products must be considered as a constituent element of the marketing mix. Other components of the marketing mix are the product, price, and promotion system. Before making direct distribution of products, it is necessary to make sure that the product is of proper quality, at an acceptable price, and work has been done in the field of promotion measures.

There are several reasons that determine the role of marketing systems in the economy. One of them is a necessity. Of course, when it comes to selling a unique, specialized production line, both the seller and the buyer get along just fine without a dedicated marketing system. But the world lives in an era bulk goods, and buying them at the gates of a factory or company today is not very convenient.

The second reason is the struggle for the consumer's money. Living in abundance has led hundreds of millions of consumers around the world to believe that the convenience of purchasing a product is an essential part of a normal lifestyle. And this means that the consumer requires a good familiarization with the product set; minimum time to purchase goods; maximum convenience before, during and after the purchase.

All these requirements can be met by developing the sales network in every possible way, bringing its end points closer to the consumer, creating maximum convenience for him at these points. And if the firm managed to do this, it (ceteris paribus) attracted a buyer and achieved an advantage in the market struggle.

The next reason is rationalization production processes. Economists of the last century wrote about this role of the distribution network. Specifically, we are talking about the fact that there are a number of finishing operations of production, which are associated to a greater extent not with manufacturing, but with the preparation of goods for sale (sorting, packing, packaging). It is expedient to carry out all these operations already at the “factory-consumer” stage, that is, before transportation, in warehouses, in stores, in the pre-sale process; and the timeliness, quality and rationality of their implementation significantly depends on sales as such. Accordingly, the marketing system to a certain extent involves some (sometimes quite significant) "technological component". The above justifies this: the closer and closer the product comes into contact with the buyer, the more it makes sense to entrust the marketing service with its refinement and preparation for sale.

Firms have alternatives in organizing the distribution of their product. At the same time, it is based on the fundamental orientation of satisfying the diverse needs of the end consumer (or on building such a distribution system that would be effective both for the company itself and for intermediaries) and the way it exists, considered as a set of actions to bring the product as close as possible to target group of consumers (or vice versa, attracting consumers to the company's product). The choice of orientation and method of satisfying the needs of consumers is the essence of the firm's "policy" in the field of sales.

The main elements of the marketing policy are the following:

product transportation- its physical movement from the producer to the consumer;

product refinement- selection, sorting, assembly of the finished product, etc., which increases the degree of availability and readiness of products for consumption;

storage of products - the organization of the creation and maintenance of its necessary stocks;

contacts with consumers - actions for the physical transfer of goods, placing orders, organizing payment and settlement transactions, legal registration of the transfer of ownership of goods, informing the consumer about the product and the company, as well as collecting information about the market.

Types of intermediaries

As we have identified above, a key problem in the design of a distribution channel is the definition of its structure. The structure of the channel is materialized by choosing an intermediary or determining the composition of its participants. For example, the largest manufacturer of Russian SUVs, Ulyanovsk car factory(UAZ) after restructuring has 96 dealers in the regions Russian Federation and 18 in the CIS and non-CIS countries, to which UAZ makes quite serious demands.

Before justifying the conditions for choosing an intermediary in the distribution network, it is necessary to determine the existing or possible types of intermediaries.

It seems obvious that not all channel members contribute equally to successful economic ties and benefit equally from them. There are many varieties of intermediaries that do not lend themselves to an understandable and accessible hierarchical classification.

The most significant and important is the division of intermediaries on the basis of ownership of the goods and on the basis of "on whose behalf the trade is carried out." On this basis, intermediaries are divided into four main groups:

dealers;

distributors;

commission agents;

Brokers.

Dealers- wholesale, less often retail intermediaries that conduct operations on their own behalf and at their own expense. They purchase the goods under a supply contract, become the owners of the goods after paying for the delivery, and sell these goods to consumers.

Distributors- wholesale and retail intermediaries conducting operations on behalf of manufacturers and at their own expense. The manufacturer grants the distributor the right to sell their products in a certain territory and for a certain time. The distributor does not own the product. Under the contract, he acquires the right to sell it.

commission agents- wholesale and retail intermediaries conducting operations on their own behalf and at the expense of the manufacturer. The commission agent is not the owner of the product. For the services rendered, he is paid remuneration in the form of a percentage of the amount of transactions.

Brokers - intermediaries in the conclusion of transactions, bringing together counterparties Brokers are not the owners of the products, they do not dispose of the products. They act on the basis of instructions and facilitate the completion of the transaction; Remuneration is received only for the products sold.

On the basis of differentiation of functions in the presence / absence of ownership of the goods, intermediaries are divided into 14 groups. Here is their brief description.

Regular wholesalers run a full service business. This is usually an independent company that operates on a wholly owned basis in goods for consumers.

Manufacturing distributors differ from regular wholesalers in terms of the type of consumer. In this case, they are industrial organizations, public utilities, railways, service industry organizations, etc.

Suppliers of individual batches are engaged in large goods (coal, timber, agricultural products, Construction Materials etc.). The supplier of individual batches purchases such a batch in anticipation of a future order from the consumer. Once a buyer has been found, the supplier of the individual lot is fully responsible for the consignment until the consignment is received by the consumer. Single deal channels are often created to provide a one-time supply of equipment or purchase of goods. The famous purchase of wheat, carried out by the USSR in the 70s. The 20th century is a vivid example of such a channel.

Wholesalers of the "pay and take" type are common mainly in the food industry. They are not engaged in the delivery of goods, the retailer himself comes to them, selects the goods, pays for it and delivers it to his store.

Itinerant merchants specialize in high-margin goods. Sale and delivery in this case are combined. They buy goods from the manufacturer or intermediary, pay for it, load it into a car and deliver it to the place of trade.

Rack traders perform reliable installation of racks, the functions of delivery and sale of goods to a specific showcase, they perform in a store, a counter in the market.

Component wholesalers purchase goods from, for example, small farmers, sort and package them into large, economical shipments, deliver them to markets, and sell them in bulk.

Semi-wholesalers are wholesalers engaged in some form of retail trade.

Trade (sales agents) serve customers, replacing trade organizations, are not the owners of products, work for a commission.

Industrial agents are similar to trade agents. They differ in that they sell in a specific geographic area and, as a rule, serve several manufacturers of complementary (but not competing) products.

Commission merchants, unlike agents, usually serve a specific transaction. The broker acts as a catalyst for the transaction.

Auction companies are widely represented in the fruit, tobacco and livestock trade. They provide physical conditions for the sale of specific batches of goods (premises). Services are paid by the seller for each transaction in the form of a percentage of total cost fit.

Oil loading stations provide storage and physical distribution of reserves for the oil industry. Such enterprises may be owned by the refinery (in which case they act as sales divisions) or be owned by independent company and work independently.

The classification of intermediaries according to the degree of structuring on the basis of conscious interdependence aggregates all possible organizational forms of their existence.

The presence of intermediaries for single transactions is due to the fact that when concluding many transactions in business, it is implicitly assumed that business relationship sides is a one-time occurrence. Examples of channels for single transactions are real estate, buying and selling valuable papers, purchase industrial equipment non-expendable, such as manufacturing plants or technological complexes).

Ordinary intermediaries are a forced (formal, but not legalized) association of organizations related to each other by buying and selling products on the required conditions.

The main factor determining the duration and scale of transactions is the selling price.

The term "ordinary" in the name of such intermediaries reflects the wide distribution and typicality of this form of organization of business relations.

Most distribution channels contain elements of this organizational form. Specialized service providers of conventional intermediaries tend to work for one organization, are committed to it and show loyalty to it.

Types of marketing policy of the enterprise. Encyclopedia of Marketing

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