Marketing distributive and sales policy: research of essence, role and importance

Abstract

In current conditions the industrial product's market characterizes by a significant increase in competition. It requires all its subjects not only react quick to changes in the environment, but also apply appropriate management tools for more flexible response. Problems of good's distribution (or sales) require increased attention, because they are very effective solution to retain existing and attract new customers.The aim of this article. The aim of this article is to deepen the theoretical foundations of marketing industrial policy based on the approach to systematize and clarify the economic essence of marketing distribution and sales policies, to research the functional content and to prove the role and importance of marketing distribution policies for different functional levels of management.Research results. The article systematizes the definitions of marketing distribution policy. In this case, the existing interpretation of the author's concept divides into groups.The first is the sale approach. The main objective is to meet the needs of the consumers in the distribution, including the physical distribution, that direct moving goods from producer to buyer, and marketing component, which ensures the achievement of sales targets.The second is the distribution approach. The main task of marketing distribution policy is to develop a set of measures and the operations that involve planning, organization, management and control of the products' movement to consumers.The third is the logistics approach. The main characteristic is the physical movement of goods, in accordance with the logistical requirements for product, place, time, conditions and price movements. Also it aims to meet the requirements for economies of scale logistics activities through the harmonization of transaction units packaging, storage, cargo handling and transportation of products.The author proposes own definition, which is formed on the association of isolated approaches. Thus, marketing distribution policy is a set of measures and the operations aimed at the effective planning, organization, management and control of products delivery and services to customers to meet their needs and receive profits according to logistic regulations.The tasks of marketing distribution policy were defined. Among the logistical tasks the author creates an integrated system of regulation and control of trade and traffic flows that accompany it (financial, information, etc.). it would ensure …