Actual problems of innovative economy

The journal is added to the the List of printed scientific professional publications in the field of economic Sciences by the Ministry of education and science of Ukraine from 11.07.2016 No. 820
The journal is indexed in the International Scientific Center of Index Copernicus International

Formation of commodity distribution policy in integrated structures.

УДК 658.8:658.11

DOI: https://doi.org/10.36887/2524-0455-2019-4-14

МАНДИЧ Олександра Валеріївна
доктор економічних наук, професор, Харківський національний технічний університет сільського господарства імені Петра Василенка
ORCID ID: 0000-0002-4375-2208
НАУМЕНКО Інна Вікторівна
кандидат економічних наук, Луганський національний аграрний університет
ORCID ID: 0000-0003-0849-0510
РОМАНЮК Ірина Анатоліївна
кандидат економічних наук, Харківський національний технічний університет сільського господарства імені Петра Василенка
ORCID ID: 0000-0002-9257-2043

Abstract

The article highlights the relevance of studying the marketing policy of product distribution for the work of integrated structures in a market economy. It is determined that the role and importance of marketing policy in the distribution of integrated structures is to ensure the functioning of distribution channels aimed at ensuring the availability of goods and services that meet customer demand for range, quality and price, as well as a high level of service; improved marketing links (both internal and external), proposals to create an effective information and management system of market regulation, which will reduce the length and width of distribution channels and reduce the use of resources of both enterprises and the country as a whole. It is substantiated that the marketing policy of distribution of goods is the basis of business and the core of any business projects, plans and long-term schemes for the development of marketing activities. In this regard, a scheme representing the marketing policy of product distribution as an integrator of production and market has been developed, its role and significance for different functional levels of government: business, regional and national. It is determined that in addition to economic importance, marketing policy in the distribution of integrated structures also has a social vocation, which today is associated not only with reducing the time, effort and money of consumers to purchase the necessary and quality goods and services. It is established that when deciding on distribution channels, domestic producers, first of all, must take into account a number of factors influencing the choice of intermediaries, and the effectiveness of domestic producers depends not only on the correct choice of distribution systems, but also largely on the marketing approach. in the management of the formed distribution channels. It is determined that marketing management provides domestic producers with effective planning of various activities, including the use of new technologies in distribution policy, which allows to enter foreign markets.

Key words: marketing, marketing policy, distribution of goods, components, distribution channels, marketing tools, integrated structures, commodity producers.

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The article was received 19.04.2019