ТРЕЙД-МАРКЕТИНГ И НОВЫЕ ИНСТРУМЕНТЫ СТИМУЛИРОВАНИЯ СБЫТА В ДЕЯТЕЛЬНОСТИ ПРЕДПРИЯТИЙ

Abstract

The market is a constant battle between enterprises, in which the winner will be the one who effectively plans, implements and measures the results of marketing activities. To get more profit and to meet the customers' needs, it is advisable to use a trade marketing mechanism. The issue of increasing the demand for goods is quite effectively resolved through the interaction of production and intermediary enterprises using trade marketing tools. This concept is insufficiently studied by Russian scientists, which makes it difficult to fully use it for the needs of market participants. The purpose of the article is an in-depth analysis of the conceptual and categorical apparatus of “trade marketing”, as well as transformation and improvement of the classification of tools of the trade marketing system and determination of the features of their use by production and intermediary enterprises. Basing on the analysis of modern economic literature, the authors have formed their own definition of the concept “trade marketing”. It is based on the manufacturer's and the intermediary's influence on the increase in demand for products, as well as on forming end consumer's loyalty to the brand through the effective interaction of all participants in the trade chain. The most relevant trade marketing tools used by marketing agencies and domestic scientists are considered. The existing approach to the classification of trade marketing tools has been expanded. We have developed our own classification of trade marketing tools, the main criterion of which is the target audience of the enterprise. The proposed classification will help industrial and trade enterprises to use the system of trade-marketing means more efficiently.