Стратегія маркетингу логістичних послуг у підприємницькій діяльності: ціноутворення та політика розподілу

Abstract

В статті доведено, що маркетингова логістика – це планування, оперативне управління та контроль фізичних потоків матеріалів і готових продуктів, починаючи з місць виникнення потоків вихідної сировини, комплектуючих деталей і т. п. і закінчуючи доведенням кінцевих продуктів до споживачів, з метою найбільш ефективного задоволення їх запитів.

The article proves that marketing logistics is the planning, operational management and control of physical flows of materials and finished products, starting from the places of origin of flows of raw materials, components, etc. and ending with the delivery of final products to consumers, in order to most effectively meet their demands. Marketing logistics is based on combining the ideas of marketing and logistics, which addresses issues of marketing pricing and marketing policy distribution. Also here the tasks of assortment loading of production on the basis of the portfolio of orders formed by marketing services are solved, strategies of pricing and distribution of the goods are formed, technology of optimum movement of resources and products is defined, standard requirements to packing, quality of products are developed. resources, equipment and premises. Modern information technologies play a significant role in marketing logistics: computers, cash terminals; identical coding of goods; satellite tracking systems for transportation; electronic data exchange and money transfer. The cost of marketing logistics is up to 30-40% of the cost of finished products. A classification of logistics costs has been developed, which will serve as a basis for the development of methods to identify, evaluate, analyze, plan and reduce logistics costs in domestic enterprises. In addition, there is an opportunity to take a more reasonable approach to setting prices for logistics services and improve the marketing policy of distribution of enterprise products. The relationship between marketing and logistics, the use of which in practice allows to optimize the policy of marketing distribution of products and improve the strategic position of marketing pricing. The most significant differences between marketing and logistics are identified and classified.