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The organization of production - AS Kurochkin
5.3. product sales organization
The role and value of sales
In conditions of market relations radikalnoe reforming the Ukrainian economy (privatization of state assets, liberalization of economic enterprise and so on.) Made domestic business leaders take a fresh look at the role of marketing. As noted by D. Sachs, "the basic idea of a market economy is to ensure that the people exercise their own choices - what to buy, where to work, how to place their savings, and the company under this option are adjusted" [31].
Adapts to the purchasing power of buyers demand helps enterprise market-oriented marketing service. More specifically, sales activities, market-oriented. Market shifts entrepreneurial focus, and together with them and the costs of producers with production problems purely technical nature to the marketing problems.
sales problems in developed countries with a significant simplification are as follows. According to calculations of P. Drucker, of every dollar spent by consumers on goods, 50 cents to one degree or another connected with the sale. This is confirmed by the steady increase in the cost of this type of activity [29].
For industrialized countries, sales activity is not only and not so much in selling the finished products, but in the orientation of production to meet customer demand effective; active work in the market for the maintenance and development of the demand for the company's products; organization of effective distribution channels and promotion of products.
Such cost center displacement trends with actual production in sales are also seen in the Ukrainian economy. This is because the bulk of the selling expenses associated with the organization of moving goods to market.
Foreign economists to give a definition of the concept of sales: Product sales is a chain linking the company-producers and consumers through intermediates: marketers, resellers buying initiators [5].
Ukrainian Market analysis gives grounds are more likely to assume that the main reason for the market crisis is a non-conjugated range of manufactured products with the structure of consumer demand. In domestic producers are still prevalent desire to sell what can be sold. Therefore, for a large part of domestic producers all the more urgent problem of marketing orientation, rather than marketing ideology. Comparative evaluation of sales and marketing enterprise orientations given in Table. 20.
The essence of marketing orientation of marketing services
Based on the economic - realism, we note that a significant number of Ukrainian producers are still drawn to the sales orientation. it
due to the following reasons:
• producers are forced to focus on the product rather than on the needs of consumers, because they have very limited investment opportunities;
Table 20
COMPARATIVE EVALUATION sales and marketing orientation COMPANIES
Enterprise option | Feature orientation |
||
marketing |
marketing |
||
Focusing |
Product |
The needs of consumers |
|
commercial range of goods |
Narrow |
Wide |
|
Manufacturing process |
Hard |
Flexible |
|
Packaging of goods |
Tool Storage Product |
Generating means demand |
|
Production of a new product |
determine industrials |
determine marketing |
|
Price policy |
Spending rates |
Prices of market equilibrium |
|
The competitiveness of the goods |
Mainly price competition |
Non-price forms of competition prevail |
|
Planning |
Mostly short-term |
Mostly long-term |
|
Sale |
Sale that is made |
It produces what is sold |
|
A method of achieving |
Maximizing profits by increasing sales |
Achieving profitability due to meet demand |
• a wide range of goods available in the presence of flexible production, the introduction of which is constrained by technical and technological backwardness;
• transformation of the goods package in demand means possible to create the packaging industry for the production of packaged goods;
• to production program determined marketers not only need flexible production, but also the presence of significant production reserves, including reserves of production capacity, financial resources, and others.
To get a better idea about the essence of the sales orientation of producers, consider the concept and content of the marketing activity, formed in the CIS countries. Under the sales activity is understood as the process of moving the finished product on the market and the organization of commodity exchange in order to extract the business profits. In this case, the finished products are meant for the enterprise produced products, works and services that can be offered on the market as commodities.
Sales Goals derived from the goals of the company, among which currently prevailing objective of maximizing profits. Given the practice of extracting speculative profits (sometimes by criminal), we emphasize that the profit obtained from the sales activity, the nature of a business. Achieving this goal is possible by the successful solution of the following main tasks in the field of marketing activities:
• capacities are optimally loaded due to customers' orders;
• rationally selected channels promotion of goods;
• Minimize the total cost in the economic cycle of the product, including the cost of after-sales service and customer service.
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