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Marketing policy of the company, its elements. Theoretical foundations for the formation of the marketing policy of the enterprise Types of marketing policy of the enterprise

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 the era of mass 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 the rationalization of 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.

The fourth reason is the problem of the efficiency of market behavior and the development of the firm. The most important thing in knowing and satisfying the needs of consumers is to study their opinion about the company's products, competing products, problems and prospects for the life and work of consumers. Who and where can do it most effectively? The answer of world practice is unequivocal: first of all, this can be done where the company is in direct contact with the consumer, that is, in the sales system. And this should be done by the personnel employed in this system.

As one of the most important conditions for the promotion of their employees on the administrative ladder, many firms call their work in the sales system, and directly in the sphere of selling goods to the buyer.

These reasons are enough to understand how important the sales subsystem is in marketing and why, in conditions of abundant markets, huge amounts of money are spent on it.

In Russia, the sales system is at a transitional stage of development, which greatly complicates sales in the market of our country. It is usually characterized by the following features:

poor channel management;

incomplete fulfillment of obligations within the channel;

decisions are made on each transaction separately as a result of ongoing negotiations;

frequent violation of "contractual" obligations.

Firms have alternatives in organizing the distribution of their product. At the same time, it is based on the fundamental orientation to satisfy the diverse needs of the end consumer (or to build 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 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 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.

The positions occupied by firms in relation to sales have signs that allow classifying sales by type (table 1.1).

Table 1.1. Classification of sales types

1.2. Indirect - the 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. Selective - limiting the number of intermediaries.

Goal: Achieve high sales volume while maintaining control over sales capital.

Manufacturer

"The fire must be aimed, and the gun must match the type of target."
Napoleon Bonaparte

Distribution systems, or distribution channels, are the path that goods take from the manufacturer to the final consumer.

There are various distribution channels, and the manufacturer has the right to choose. He can sell goods directly to customers through traveling salesmen, as well as through direct delivery of goods by mail, by orders taken by phone or through the Internet store. Products can be supplied to retailers, who in turn sell them to end consumers, or to wholesalers, from whom the goods go to retailers and on to buyers.

The manufacturer needs to make a competent and rational choice of distribution channels, which depends on the various characteristics of the manufacturer, buyers, goods and is carried out between direct and indirect channels.

Direct marketing (zero level distribution channel) does not imply the presence of intermediaries, because the sale of goods is carried out directly to consumers on the basis of direct contacts with them. Direct marketing also includes the sale of products through its own distribution network, as well as sales through advertisements in the media. This option is most often used in the sale of goods for industrial purposes, less often - consumer goods.

Indirect sales (multi-level distribution channel) involves the sale of goods through intermediaries. Allocate one-, two- and three-level channels. A quantitative characteristic of the distribution channel, along with its length, is its width - the number of intermediaries (wholesale and retail) at any stage of the sale of the enterprise's products (for example, the number of all wholesale firms that purchase goods from the manufacturer). For example, the largest manufacturer of Russian SUVs, Ulyanovsk car factory after restructuring, it has 96 dealers in the regions of the Russian Federation and 18 in the CIS countries and far abroad, to which UAZ makes quite serious demands.

There is an opportunity not only to choose distribution channels, but also to combine them or create your own. It is known that some companies producing women's cosmetics do not use the existing distribution channels, but build their distribution networks on the principle of personal sales from hand to hand, the so-called Multi-Level Marketing (MLM), or network marketing.

When building its sales, the manufacturer must clearly understand the priority of certain channels, determine their optimal configuration in terms of width and depth.

The distribution channel should correspond to the type of product, its market positioning and have the maximum possible coverage of target consumer groups.

If several channels are used to sell products, then conflicts in their work must be avoided. Often there is a situation when the manufacturer independently conducts active trading operations in the region at very low prices, thereby demotivating intermediaries. He actually competes with them for access to the consumer and deprives intermediaries of the opportunity to promote the product with the trade margin that they expect.

The second important aspect of marketing policy is the choice of intermediaries. If the manufacturer prefers this distribution channel, he should define the relationship with intermediaries as exclusive, selective or intensive.

Exclusive a marketing policy means that only one dealer in a given geographic area is allowed to sell a given manufacturer's products. Often, car dealers enjoy the exclusive right to sell in their regions. Large holdings, such as OAO NTMK, supply products exclusively through a trading house. This enables the main producers of the holding to focus their efforts on production, and the trade operator - on the sale of products.

When selective marketing policy, the manufacturer chooses a limited number of intermediaries to promote their product in a given territory. Many sports goods and clothing are sold this way.

Cigarette manufacturer British American Tobacco (BAT) had five main distributors in 1997; in 2001 this list was reduced to three wholesalers, and in 2002 to two. Reducing the number of intermediaries allows BAT to manage the distribution channel and achieve high sales performance.

manufacturer choosing intensive marketing policy, trying to find as many intermediaries as possible to promote their product, as do, for example, milk companies.

The choice of specific intermediaries is an important point in building a marketing policy. Remember the story that was reported in the press in the early 90s. The largest domestic truck manufacturer KamAZ delivered a batch of its trucks to Poland. The Poles immediately resold them to South Korea at a price twice that requested by KamAZ. South Korea, after a small cosmetic refinement of the trucks, resold them to Latin America at a cost one and a half times higher than the Polish one. As a result, KamAZ, due to the wrong choice of an intermediary, missed at least 3/4 of its profit.

To increase sales efficiency, it is necessary to evaluate intermediaries. The assessment is carried out in several directions.

Image
Ask yourself the question: “Does the buyer have the same image ideas about the manufacturer and the intermediary?” It is inappropriate to try to promote an exclusive product aimed at high-income consumer groups through networks or intermediaries that are positioned as selling a cheap product aimed at low-income consumer groups, or vice versa. For example, the sale of expensive jewelry through a network of railway kiosks.

A sad example is the history of Herbalife. The unsuccessful entry into the nutritional supplement market through network marketing ended up discrediting not only the distribution channel itself, but also the entire products of the company, which was subsequently forced to reposition its trademarks at great cost.

Opportunities
Namely: access to regional sales markets; coverage of target consumer groups; possible sales volume. Often a situation arises when a manufacturer is unable to access a certain range of intermediaries due to their weakness: low sales volumes, lack of representation in certain regions (districts) and, most importantly, poor contact with target groups of buyers. The opposite situation is when the intermediary's capabilities are significant: the market coverage is too large and irrational, the manufacturer is not able to ship the required volumes, ensure product recognition (brand).

State of Development
Solvency, the need for additional working capital, the volume of warehouse space, the number of vehicles, the number and qualifications of sales personnel, partners and counter-partners, technical equipment.

Requirements and conditions for the work of intermediary companies.
The typical conditions of the intermediary's activity, peculiarities of logistics, its requirements in terms of terms and volumes of deliveries should be taken into account. This analysis will make it possible to unify relations with intermediaries and develop the most attractive offer for them. In case of significant discrepancies between the positions of the intermediary and the manufacturer, having generalized information, it is easier to find a compromise. In some cases, it is necessary to give in to the demands of intermediaries, in others - to justify your tough position.
Sadly ended the promising cooperation of the European furniture company (EMK, Saratov region) with the giant IKEA. After the crisis of 1998, the Swedish corporation was the largest and practically the only sales channel for EMK, so the Saratov furniture makers agreed to all the conditions put forward by the partner (reduced prices). Orders from IKEA were received until 2001, but then the Swedes refused to renew the contract with the supplier. After some time, EMK went bankrupt and soon came under the control of Shatura, located near Moscow.

Competition between intermediaries
There are unique intermediaries that can demonstrate high efficiency and meet all the wishes of the manufacturer. Thus, food manufacturers seek to get into retail chains that provide good coverage of the target group of consumers, have high throughput and an appropriate image. But in this case, the retail chain puts forward a number of serious requirements for the supplier, offering, among other things, to pay for the placement of goods in the supermarket halls at rates that depend on the occupied rack space.

The manufacturer must “exploit” competition, if any, between intermediaries at the same level of distribution. Giving preference to some group of suppliers, the manufacturer is inevitably positioned as a network partner, dealer, etc. On the one hand, this makes it difficult to expand the number of intermediaries, on the other hand, it makes relations more durable and long-term. The element of competition between intermediaries for the right to sell the manufacturer's goods allows for a more stringent marketing policy.

The image, capabilities and state of development of the intermediary should correspond to the strategic objectives of the manufacturer and assume the maximum effect both in terms of reaching target groups of consumers and in terms of sales volumes.

The third most important aspect of the marketing policy is the rules of interaction with intermediaries. First of all, they must be formalized and unchanged for quite a long time. Frequent changes in the rules of interaction with intermediaries are a demotivating factor for them. Among other things, both parties incur additional costs due to the disorder of the relationship. We are talking about an increase in the time for negotiating, and about delays in shipment and payment, and about the inevitable switching between intermediaries. For the manufacturer, this means the loss of a customer and, as a result, the cost of finding a new one. According to a study published in the Harvard Business Review, a 5% increase in the number of repeat customers leads to a 15-30% increase in profits. Modern methods of increasing customer loyalty and building long-term partnerships will help not only significantly increase current profits, but also make the business much more sustainable in the long term.

Terms and conditions of payment
The manufacturer determines the terms of payment according to the degree of rigidity: from 100% prepayment and shipment no later than, for example, 2 months to the most mild option: the transfer of products for sale and payment upon completion. As you can see, the range of possible options is large and the decision on the feasibility of one or another option depends on a number of essential conditions and should be correlated with the strategic objectives of the manufacturing company. Full prepayment not only increases the requirements for the intermediary, implies the presence of significant working capital, reduces the volume of sales, does not allow effective use of some distribution channels, but in some cases is simply impossible. However, this method allows you to reduce receivables to a minimum. Barter relations, according to experts, are not optimal and do not contribute to increasing the efficiency of marketing policy. However, non-monetary forms of payment are used as a means of maintaining output in inefficient industries and as a way to divert enterprise income into the shadows. As a result, the company actually improves its real financial and economic situation, although not entirely by market or legal means. Non-monetary transactions are blamed on enterprises, since they are beneficial only to the producers themselves, but not to the state, shareholders and society as a whole. The real financial and economic situation of enterprises is positively affected only by effective demand for manufactured products. Neither barter, nor bills of exchange, nor offsets have ever helped companies improve their position. Moreover, they negatively affected their condition.

Conditions and order of deliveries (delivery logistics)
The range of options here is also large, ranging from “self-delivery from Nizhny Tagil” to well-organized deliveries using optimal transport schemes: choosing the cheapest delivery methods, minimizing empty trips, using appropriate transport containers, meeting delivery deadlines, which is especially important when organizing delivery small batches of perishable goods to a large number of outlets. Quite often, the delivery of goods is an accompanying service that increases the attractiveness of the supplier.

Maintenance, service and warranty requirements
Legal support of work with intermediaries. Some types of goods need additional services related to the specifics of the consumption of this product. First of all, we are talking about pre-sales preparation, service, warranty and post-warranty service. The manufacturer must ensure the formation of the infrastructure by entrusting the performance of such services to intermediaries, specialized service companies or creating their own service networks. Ancillary services include design, erection and dismantling services, as well as financial services such as sales on credit. To do this, it is not necessary to divert your own working capital, you can use the services of specialized companies, such as leasing, insurance, banks.

Changes in the sales policy of OAO UAZ in 2001 were aimed at forming a network of regional dealers. Certification of dealer sites began, which made it possible to consider the products of UAZ OJSC not as a car, but as a product that is a “car + pre-sales service + warranty repair + post-warranty service and a certain level of service”. Despite the decline in production in real terms, sales revenue increased by 8% compared to the level of 2000.

Relationship between sales and motivation of intermediaries
We are talking about the pricing and communication policies of the manufacturer. Often, pricing does not occur systematically, but almost randomly. In the worst case, the price is pegged to the industry average or calculated using a simple cost + profit formula. When calculating prices, it is necessary to take into account a number of conditions: the life cycle of the product, its uniqueness, value for the consumer, brand awareness, competitor prices, availability of additional supporting services. In addition to the basic cost of the product, it makes sense to talk about differentiated prices for groups of goods. Often the product range is expanded to offer the buyer a number of related products, i.e. assortment policy.

Price differentiation implies the ability to sell a particular product either at an average price, or at a lower price, or at a price higher than the average price. The manufacturer, by varying prices, can attract an additional number of buyers. In this regard, it is important to divide the product into the main and additional, the cost of which differs with a minus or plus from the average market. A good example is the sale of Gillette razors. The machine costs about $3-5 at retail, and the company may lose (including all the costs of production and promotion) on the sale of each of them. A pack of disposable blades for this machine costs $4-10. The average man uses 1 machine and several packs of blades per year. Losses from the sale of each machine are compensated tenfold by the profit from the sale of blades.

Usually, such schemes develop spontaneously in the markets, but often the manufacturer can dictate the conditions for creating such schemes and, depending on his strategy, decide which product group he intends to make a big profit from, and which one to sacrifice for the sake of increasing sales and turnover.

The second type of differentiation is discounts for volume, payment period, surcharges for urgency of delivery. The calculation of a rational price for a product requires taking into account many factors, and the cost must be differentiated.

The implementation of a communication policy requires financial and human resources. We are talking about creating intangible assets, and not about simply informing customers or information support for sales. A product that is recognizable in the market is more likely to reach the end consumer. If the manufacturer pays tribute to the communication policy, then the intermediary will spend less effort and money on promoting the product through the channel and, accordingly, receive more profit.

The manufacturing company must create a recognizable trademark(brand); form a positive image of the company in the eyes of partners, customers, various organizations (PR); carry out activities aimed at additionally attracting customers to your product (promotions, tastings, presentations, etc.). This is sales promotion.

In most cases, the production and consumption of products do not coincide either in time or space. Therefore, no matter how diverse the consumer properties of the 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 to satisfy the diverse needs of the end consumer (or to build 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 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 transactions, legal registration of the transfer of ownership of the goods, 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, the functional duties of which, among others, include 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 consumer is mediated, such a relationship is called indirect. Such channels are built on the experience of intermediaries and various forms of 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 a 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 distribution channels with the participation of intermediaries, its physical movement may be accompanied by the transfer of ownership 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 making deals between producers and consumers, receive remuneration in the form of a percentage of sales or commission, bear minimal risk;
  • - distributors acting at their own expense, but on behalf of the manufacturer. They have the right to return the goods, they are rewarded by the difference in the prices of purchase and sale, they 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 specific product and to obtain the greatest profit of the enterprise from the sale of its products.

The system of distribution of goods is one of the most important in the marketing policy of the enterprise. In the marketing policy, marketers touch upon the issues of choosing the most optimal distribution channel, the method of selling goods, which, if used effectively, will undoubtedly increase the company's profit.

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 can act as intermediaries. 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. The results of their economic activities largely depend on how correctly the channels for distributing goods, the forms and methods of their sale, on the breadth of the range and quality of the services provided by the enterprise related to the sale of products are chosen.

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 goods require highly skilled after-sales service and 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 grass-roots wholesale organizations and 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 businesses, 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 the indirect method of marketing, a method in which manufacturers 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. In retail trade, 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 retail and catering establishments. 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 in 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 with book products, stationery, audio and video recordings, radio and television equipment, and 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, various types of stores operate.

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 from many product 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.” In 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 maintain demand at a high level at the stage of mass production of goods; thirdly, to promote the expansion of the sales market. Depending on the stage of the life cycle of a product, the scale and intensity of advertising, the relationship 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 goods sold. industrial purpose 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, based on the skill of advertising, the quality of advertising texts and photographs, a 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 for the better, you will have to spend a lot of work 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 advertising a product of poor quality leads to huge economic costs and 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 for promoting a product at certain stages of its marketing, especially for creating 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" have already become the talk of the town. There are notices on the doors of many institutions stating that representatives of the above and similar companies are not allowed to enter.

Marketing policy - a system of decisions that is made by the seller in order to implement the chosen strategies and obtain the greatest effect on the sale of goods.

The marketing policy of a manufacturing enterprise is a set of principles and approaches to the formation and functioning of the marketing system and a variety of organizational forms and methods of marketing. The marketing system (marketing system) of a manufacturing enterprise is the various marketing entities in their organizational and legal relationships in the process of functional activities for the marketing of goods of a manufacturing enterprise.

Sales policy is aimed at defining, shaping and implementing the effective operation of the entire sales system; forms and methods of marketing, organization of a network of channels for marketing the goods of a manufacturing enterprise in relation to certain markets and specific consumers. The corporate mission and marketing strategy of a manufacturing enterprise should be guided by certain forms and methods of marketing, and the development of a marketing policy means under the ultimate goal the determination of the optimal directions (channels), means and organization necessary to ensure maximum efficiency of the targeted sales process.

Marketing policy can be divided into three closely related stages.

Preparatory stage- the one that precedes the direct distribution of goods and the sale of goods to end customers. The degree of thoughtfulness and quality of work performed at this stage largely determine the success or failure of all subsequent marketing activities. At this stage, the following activities are carried out:

– planning and development of a strategy for the implementation of the marketing policy;

- calculation (forecasting) of sales volumes, in accordance with a specific place of distribution of consumers and a certain time period (quarterly or monthly);

- determination of the most appropriate means of delivering goods to wholesale depots, warehouses, and stores;

– creation or selection of distribution channels, determination of building a network of sales points (retail stores);

– conducting research and selection of wholesalers, distributors and agents.

The stage of specific activities for the organization of the system of physical movement of goods from the manufacturer to the destinations (wholesaler's warehouses, retail stores, end customers).

Stage of organization of marketing activities, i.e. work with end customers who purchase goods moved within the channel. .

The marketing policy development stage is preceded by an analysis and evaluation of the effectiveness of the existing marketing system as a whole, as well as its individual distribution channels and subjects, including an analysis of the compliance of the marketing policy pursued by the enterprise with specific market conditions and the strategic direction of development. At the same time, the entire complex of factors that determine the size and nature of sales should be subject to analysis: the correct choice of the market and measures to create demand; the accuracy of timing and methods of entering the market; the effectiveness of the selected forms and methods of marketing and organization of the marketing network and its individual channels; the effectiveness of means and activities to promote sales, and so on.

The development and justification of the marketing policy of a manufacturing enterprise involves solving issues and choosing in terms of:

- commodity policy;

– assortment policy;

- pricing policy;

– communication policy;

– distribution policies;

- service policy.

The development and justification of a marketing policy in relation to a particular product (group of products) involves the solution of the following main issues related to the definition and choice:

– target market(and its segments);

- marketing systems: forms, methods and specific distribution channels;

– how to enter the market;

– time to market;

- systems (organizations and means) of distribution and distribution;

- systems (forms and methods) of sales promotion;

– organization of sales and service (pre- and after-sales).

The marketing policy of each enterprise is of great importance in its marketing activities. It is the sales system that concentrates the main result of the marketing carried out. Insufficient efficiency of sales activities can threaten the existence of the entire company as a whole.