ОСОБЛИВОСТІ СТИМУЛЮВАННЯ ЗБУТУ НА ТОРГОВЕЛЬНОМУ ПІДПРИЄМСТВІ

Abstract

This article is devoted to the problem of sales management, which is relevant for all business entities of the modern market economy. Much attention is paid to the marketing component of the enterprise, in particular, stimulating sales, its essence and role in the mechanism of enterprise management .Today, the dynamics and qualitative changes in the marketing of the enterprise are characteristic, which causes the constant increase of environmental requirements to the effectiveness of economic transformations in management systems, sanation and reorganization of material and technical support and is aimed at intensifying organizational development of the enterprise. Generalization of the marketing sphere in the direction of promotion of goods and services, which is in the phase of intensive development and dynamics, was carried out. It is proved that this is based primarily on increased competition among manufacturers, which forces entrepreneurs to look for new ways to attract and capture the attention of consumers, and, as a result, increase sales. It is substantiated that the sales incentive system is a powerful tool for ensuring the stability of the enterprise in the conditions of development of the modern market and aggravation of competition. It is important to offer such conditions of management in order to achieve an increase in profitability indicators that characterize the overall economic efficiency of the enterprise and its competitiveness. The essence of the category "sales promotion" from different positions is revealed. The description of the interpretation of the algorithm of stages of development of the sales incentive plan is given. Features, advantages and disadvantages of stimulating sales have been identified. Measures and directions of effectiveness of increasing sales stimulation at a trading enterprise are proposed. Effective sales promotion, integrating into the marketing of a particular product, thanks to the tasks being solved, is one of the most important elements of the promotion complex. The article indicates the techniques and tools of sales promotion, which have their pros and cons. The results of their analysis affect the actions of the consumer, turning him from a potential into a real buyer.