Correlation of Logistics and Marketing Functions in Modern Russia

Abstract

Introduction Despite the fact that the general principles of business process management in the international arena as a whole do not differ from the principles of business process management on a national scale, of course, both of them have their own features, mainly related to marketing and logistics tasks. Development of marketing and logistics as a separate sphere and functions of production and treatment defines now, on the one hand, the need of a clear distinction, including the range of functional tasks, and on the other hand - the need for effective integration of these two areas. This task is complicated in the case of international business process management in the context of globalization as well as in case of different kinds of sanctions restrictions between countries. Solutions in logistics sphere do not focus on taking into account cultural, traditional and other features of a particular product market, which characterizes the national or local society, serious international marketing is necessary for this. In recent years, the interest of Russian companies in foreign markets has increased considerably, wherein to single out any particular area of interest is very difficult: software development companies and furniture manufacturers, suppliers of building materials and many others are aimed for going beyond the borders of Russia. As for their territorial preferences, they are also different: in addition to Europe, companies are interested in Asian and American countries (Guzelbaeva, 2011). Access to foreign markets for Russian businessmen is characterized by the need to develop new principles of business process management, to use new knowledge, to assess cultural and international values of different countries, to decide fundamentally new challenges of marketing and logistics. Rationale Correlation of logistics and marketing functions which consists in the rather simple phrase: Marketing creates support and increases the demand and Logistics provides it by creating of various systems and schemes of goods traffic (rival and non-rival form) and controlling their passage. At the same time, in terms of pricing, marketing and logistics need to move in the same direction: to establish the competitive price. Marketing strives to achieve this condition by examining the market (consumer preferences, the level of competitor's prices, price elasticity of demand, etc.), taking into account national peculiarities of the market, through the use of certain marketing tools (discounts, different > etc.). The Logistics is aimed to achieve this condition due to the standardization of production, elimination of redundant, duplicated operations, identifying and removing the various types of losses on the basis of new transportation technologies, storage, packaging, labeling and other processes of product distribution and optimization of resources movement of all kinds, i.e. by achieving saving effect. A number of foreign and Russian scientists have recently considered the questions of interconnection between business processes, marketing and logistics in terms of international business. From a practical point of view, Russian companies have long been in need of such solutions. For the last 2-3 years the number of companies which strive to carry out the study of foreign markets in order to reach them has increased, herewith the research increasingly involves the study of marketing and logistics experience of Russian companies-competitors that have already carried out deliveries abroad, as well as the analysis of companies' activity of the country the market of which should be explored. Unfortunately, the individual studies of this kind or made-to-order studies are very expensive, therefore small and medium sized business companies generally prefer to act intuitively, and more large companies study the secondary information and statistical analysis of foreign trade operations. …