Синергія складових логістичної системи та маркетингу

Abstract

UK: Розглянуто канали збуту для підприємств сільськогосподарського машинобудування України. Вказано на недоліки їх організації та перспективи вирішення проблеми через забезпечення єдиної системи логістики та маркетинг. Обґрунтовано, що реалізація функцій логістики потребує використання практичних методів маркетингу та об`єднання маркетингу групи підприємств. RU: Рассмотрены каналы сбыта для предприятий сельскохозяйственного машиностроения нашей страны. Отмечены недостатки их организации и перспективы решения проблемы путем обеспечения единой системы логистики и маркетинга. Обосновано, что реализация функций логистики требует использования практических методов маркетинга и объединения маркетинговых мероприятий группы предприятий. EN: Sales channels for enterprises of agricultural mechanical engineering of Ukraine, marketing of industrial enterprises are considered. It is indicated that there are independent independent sales channels. Independent intermediaries provide logistics for the goods of several enterprises. Channels of the company are organized and provided by the marketing department. The shortcomings of the organization of the channels and the prospects of solving the problem by providing a unified system of logistics and marketing are noted. It is substantiated that the implementation of the functions of logistics requires the use of practical marketing methods and the integration of marketing activities of a group of enterprises. Examples of the use of service companies in the chain of commodity circulation are given. The names of transport agencies, warehouse agencies, firms that conduct market research, financial agencies, insurance companies. . These channels require systematization and precise regulations to avoid high costs. The implementation of logistics functions requires the use of practical, sound marketing methods. The author's scheme of synergy of the components of a unified logistics system and marketing of agricultural machinery enterprises is presented. The scheme defines a significant list of logistics functions. He points out the power of its influence on the process of product promotion, as the defining link of the marketing complex. They can be implemented to the fullest extent provided a professional approach, specialization, an integrated approach to the formation of a common Vertical marketing systems exist in the practice of Western countries. These are associations where the relationships of the subjects are formed in the corresponding contracts. This circumstance is appropriate to use in developing a model of consolidated marketing organizations. Sales problems could be solved by associations of producers and sellers. They must be professional marketing agencies, perform the functions of organization, marketing, logistics and conclusion of transactions. Certain organizations exist at the state level. They provide for regulation by the state. The subject of their activities is raw materials, and not technical products. Consolidated marketing can serve as a logistical support for the products of agricultural machinery enterprises.methodology.