Academic literature on the topic 'Marketing development of trade and intermediary enterprises'

The article considers the peculiarities of the formation of marketing channels for the distribution of agricultural products PF and identifies strategic directions for their development. The urgency of studying this issue is due to ambiguity in the development of sales activities of PF, on the one hand, their role in shaping the supply of agricultural products, and on the other - complicated sales process and lack of appropriate distribution infrastructure, which does not contribute to their effective development. It is proved that the absence of a single conceptual apparatus for the definition of the distribution channel and the composition of its functions significantly complicates the interaction of scientific developments and practical approaches to the organization of distribution of agricultural products. It is reasonable to consider under the marketing channel an orderly sequence of organizations that perform one or more functions necessary to ensure the ability to purchase products by the end consumer in a convenient place, time, in the required quantity and quality at minimal cost. The main difficulties in organizing the supply of agricultural products PF on the basis of a survey of rural households, including the following: lack of planning in production and marketing activities, episodic and spontaneous trade, its toning, lack of long-term cooperation with processing enterprises, lack of civilized infrastructure and distribution. The peculiarities of the functioning of the main channels of distribution of agricultural products of PF - trade and intermediary structures, retail and food markets, places of spontaneous trade, dairy and meat processing enterprises, procurement organizations are highlighted. The main difficulties in the development of economic relations of farms with processing enterprises and procurement organizations are substantiated: low prices, lack of partnerships that would provide "supplier development", not an objective definition of quality, and so on. In order to support targeted sales activities by peasant households, tools have been proposed to stimulate the development of sales marketing cooperatives, local wholesale and distribution centers with units for the organization of agricultural products from PF and to establish scientific and advisory support for business-type sales activities. higher agricultural education and a network of regional research centers. Key words: marketing distribution channels, personal peasant economy, agricultural products, elements of distribution infrastructure.

Currently one of the most urgent tasks of improving conditions for the formation of economic development is to create a developed logistic infrastructure. However, the views on the nature and composition of the logistics infrastructure are contradictory, and the composition of the organization’s logistics infrastructure is not sufficiently systematic, mainly in terms of the environment. Specifying the nature and components of the logistics infrastructure business in Ukraine, we believe, will help create a system model of the logistics of a particular company and requires further research.The purpose of the research is to clarify the essence of the category "enterprise’s logistic infrastructure", the composition of its objects and the detailing of these objects for Ukrainian organizations Research methods are: specification; monographic method; critical analysis, synthesis. We believe that the logistics infrastructure of the company is a combination of external and internal objects that form the mechanism of movement of material and associated with them flows from producer to consumer.Given this definition, the objects of the external and internal logistic infrastructure of the organization can be grouped according to their functional roles. Among the objects of external logistic infrastructure of the organization offered are: objects of institutional regulatory infrastructure (the legislature, executive and judiciary and local authorities dealing with transport and road facilities, Tax, Sanitary Inspection Service, standards bodies and metrology, etc.); objects of trade and intermediary infrastructure (trade exchanges, trading houses, broker, agency, commission, company, wholesale markets, retail stores, etc.); financial and credit facilities infrastructure (banks, insurance companies, leasing companies, currency exchanges, etc.); infrastructure facilities personnel (labor exchange, employment agencies, employment centers, etc.); objects of social infrastructure (international and domestic logistics association Chamber of Commerce, the Ukrainian Union of Industrialists and Entrepreneurs, the Central Union of Consumer Societies of Ukraine, Association of International Freight Forwarders of Ukraine, the International Road Transport Union, etc.); objects of engineering infrastructure (producers and service center for technical devices used in logistics activities, vehicles of different types and purposes, handling equipment and handling machinery, commercial and technological equipment, office equipment, devices communications, safety and fire safety, cargo terminals, transport and public warehouses, packaging enterprises, etc.); objects of foreign infrastructure (customs services, trade representative of State, World Trade Center, etc.); objects of information infrastructure (enterprise communications, information and telecommunications networks, support services company for the development and implementation of software, etc.); facilities of infrastructure advisory (consulting firms, accounting firms, legal counseling centers, etc.); objects of innovation infrastructure (research organizations and design offices involved in the development of new types of packaging, design and handling equipment handling machinery, more efficient and economic, marketing firms that study and predict the markets of logistics products and services, logistics firms who develop optimal routes of passenger and freight transport, warehouse design rational processes of cargo, etc.). The company may have its own logistics infrastructure facilities, and can use appropriate objects of other companies and organizations. Globalization of logistics activities and implementation of Ukrainian economy capacity need to make further scientific and applied research aimed at developing complex measures to create advanced and efficient logistics infrastructure on the base of system approach at micro and macro levels.

China Internet plus agriculture was first put forward in 2015 by the Chinese government’s work report, laying the foundation for the development of Internet plus agriculture and promoting the rapid growth of e-commerce marketing of agricultural products. The combination of agricultural product marketing and e-commerce effectively reduces the intermediate links of agricultural product sales. Many e-commerce professional villages have sprung up in some rural areas across the country, and the number of rural e-commerce stores has continued to grow. At this stage, rural e-commerce has become a new way of agricultural trade, and rural e-commerce has formed a unique rural e-store. At present, the e-commerce market share of agricultural products in rural stores is very large, and its advantages are favored by the government, scientific research institutions, and agricultural products processing enterprises. However, with the gradual development of rural e-commerce, it has also encountered many difficulties. Based on this point, this study applies deep learning and data mining to optimize e-commerce marketing. First, with the growth of the online scale of agricultural product transaction data, the creation of traditional shallow model cannot meet the needs of online data processing. Therefore, this study decides to use the deep learning theory for optimization. It has excellent performance in the technical fields of big data processing and image and voice processing and has strong construction ability, which can effectively represent the characteristics of the model. Combined with the characteristics of e-commerce agricultural products processing and consumer practice, this study designs and develops a new customer value evaluation model based on data mining and e-commerce agricultural products value characteristics in the field of e-commerce. By combining deep learning and data mining technology, this study applies it to the field of e-commerce, so as to promote the transformation of marketing optimization.

The market is a constant battle between enterprises, in which the winner will be the one who effectively plans, implements and measures the results of marketing activities. To get more profit and to meet the customers' needs, it is advisable to use a trade marketing mechanism. The issue of increasing the demand for goods is quite effectively resolved through the interaction of production and intermediary enterprises using trade marketing tools. This concept is insufficiently studied by Russian scientists, which makes it difficult to fully use it for the needs of market participants. The purpose of the article is an in-depth analysis of the conceptual and categorical apparatus of “trade marketing”, as well as transformation and improvement of the classification of tools of the trade marketing system and determination of the features of their use by production and intermediary enterprises. Basing on the analysis of modern economic literature, the authors have formed their own definition of the concept “trade marketing”. It is based on the manufacturer's and the intermediary's influence on the increase in demand for products, as well as on forming end consumer's loyalty to the brand through the effective interaction of all participants in the trade chain. The most relevant trade marketing tools used by marketing agencies and domestic scientists are considered. The existing approach to the classification of trade marketing tools has been expanded. We have developed our own classification of trade marketing tools, the main criterion of which is the target audience of the enterprise. The proposed classification will help industrial and trade enterprises to use the system of trade-marketing means more efficiently.

Introduction. The question of increase of the demand for goods is effectively solved with the help of industrial and intermediate enterprises interaction. During this interaction the trade-marketing tools are used. The concept trade-marketing is not enough investigated by Ukrainian scientists. This fact interferes the effective use of trade-marketing for the needs of market participants. Purpose. The article aims to analyse the transformation of the concept «trade-marketing», improve the classification of tools of the system of trade-marketing and define the features of their use by industrial and intermediate enterprises. Method. The general scientific and empirical methods have been used to achieve the tasks of the research. They are system method, method of generalising, method of classification, method of description. Results. On the basis of analysis of modern economical literature the authors have generated their own definition of the concept «trade-marketing». It is based on the influence of the manufacturer and intermediary on the increase of demand of production. It also influences the formation of consumer loyalty to trademark due to effective interaction of all participants in the trading chain. The authors’ own classification of tools of trade-marketing has been worked out. The main criterion of this classification is a purpose-oriented enterprise audience. This classification will help industrial and trade enterprises more effectively use the system of trade-marketing means.

The article deals with the problem of identification and search of the future-oriented directions of intermediary business development in Ukraine in the conditions of transformation processes in the national economy. The article describes the essence of trade and intermediary activity, outlines the main components and represents the content of trade and intermediary transactions. On the basis of the general analysis of theoretical and practical works on the implementation of trade and intermediary activities, the main problems that impede the development of intermediary business in Ukraine are identified. It is noted that it is expedient to use the formulated signs and principles for the organization of trade and intermediary activities. The prospects of using the newest marketing tools (neuromarketing) in the trade-intermediary business are described. It is noted that it is necessary to improve the normative base, that now inhibits the development of trade and intermediary activities.

Strict policy control and real estate market downturn affects large-scale real estate enterprises performance. We surveyed large Chinese real estate enterprises and the internal factors that affect their competitiveness. Verified by the hierarchical regression and structural equation modelling approach, the results mainly show that profitability, capital ability, management and operation ability, human resource ability, brand name, and innovation ability play positive roles in the competitiveness of large real estate enterprises. Management and operation ability plays an intermediary role between human resources and the improvement of competitiveness. Real estate enterprises’ capital sources play an intermediary role between brand names and the improvement of competitiveness. Moreover, landbank area and quality and sales are three major factors that impact the competitiveness improvement of real estate enterprises, while the ability for marketing innovation and the payment collection of enterprises has a relatively small impact. All in all, this paper provides practical implications concerning factors that affect the competitiveness of large real estate enterprises. The findings are helpful to improve the sustainable development of real estate enterprises in the future. As research on factors that affect large-scale real estate enterprises is scarce, this study aims to fill this gap.

Introduction. One of the prerequisites for deciding on foreign economic activity (FEA) is its effectiveness. It is determined by comparing the economic result (profit, revenue) with the costs incurred by the enterprise to obtain such a result. Analysis of the effectiveness of foreign trade by the company provides an opportunity to make an informed management decision in the field of exports: which product is better to sell abroad, with which counterparties it is more profitable to cooperate, in what quantity, on what terms. The purpose of the paper is to study the main problems of improving the efficiency of exports of domestic enterprises, providing recommendations on the technology of finding intermediaries. Results. Many problems can arise when a company aims to increase the efficiency of its exports. The focus was on the problem of low efficiency of exports due to inflated prices for the services of intermediaries in foreign markets. The recommended technology of search and involvement of intermediaries was provided, which consists of the following stages: determining the purpose of finding an intermediary, determining the resource capabilities of the enterprise (personnel, financial, material), determining the type of intermediary (distributor, agent, representative, etc.), determining evaluation criteria, search for intermediaries on Internet resources (Europages, SME Internationalization Portal, etc.) or through own contacts, evaluation and comparison of intermediaries according to previously defined criteria and choosing one of them, meeting with an intermediary in the context of foreign business travel or video communication and discussing all the details of the agreement, signing the contract with the mediator and starting work with him. Conclusion. Implementation of the proposed recommendation will have a positive impact on the enterprise and will achieve the following effects: economic, due to reduced costs of sales, marketing, transportation, which will pass to the intermediary, as well as due to increased sales by increasing the company's visibility in foreign markets; social, due to the reduction of the burden on employees of sales and marketing departments, as some of their responsibilities will be transferred to the intermediary.

With the development of knowledge-based economy,knowledge is increasingly becoming important resource of enterprises to maintain a competitive advantage and sustainable development. In this paper, we pay more attention to the knowledge trading of tourism enterprises, supposing that knowledge buyer (the tourism enterprise which needs knowledge) prefer to trade knowledge with knowledg seller (the tourism enterprise which owns knowledge) through intermediary (intermediary is often the knowledge-service corporate). Finally, the contract model of knowledge trading is construted and analyzed. It is pointed out that on the condition of contract knowledg etrading, the revenue of knowledge buyer and seller will increase if the knowledg service corporate pay more attention to observing the uncertainty factors, and then the revenue of knowledg service corporate is closely related with the factor β*.

This article has launched a research on the development direction of the marketing model of foreign trade enterprises in the new era, including changes in marketing channels, adjustments in marketing methods, and research and development of new technologies. The following strategies are adopted: research to organize basic information, improve the processing effect of business work, improve the corresponding marketing management system, and continuously improve the marketing management concept. The purpose is to improve the practicality of marketing models and accelerate the economic development of foreign trade enterprises.

Дипломна робота на тему: «Удосконалення маркетингової діяльності в забезпеченні конкурентоспроможності підприємства» містить 114 сторінок, 30 таблиць, 11 рисунків, 3 додатки. Перелік посилань нараховує 43 найменування. Метою роботи є розробка шляхів удосконалення маркетингової діяльності підприємства у сучасних умовах ринкового становища України. Методи дослідження. У процесі дослідження шляхів удосконалення маркетингової діяльності торгово-посередницького підприємства застосовувалися: методи економічного і статистичного аналізу, групування, графічного моделювання організаційних структур, метод порівняння, метод експертних оцінок і графічний метод. Результати дослідження були дослідженні та прийняті до розгляду підприємством «КОНТЕ Україна» для забезпечення удосконалення використання маркетингової діяльності, цим самим забезпечивши зростання конкурентоспроможності підприємства. Результати впровадження дослідження апробовано на: Міжнародній науково-практичної конференції «Науково-технічний розвиток: економіка, технології, управління», а також на міжнародній науково-практичної конференції «Тенденції розвитку економіки у 2018 році: аналітичний та теоретико-методологічний аспекти»
Diploma work on the topic: «Improvement of marketing activity in ensuring the competitiveness of the enterprise» contains 114 pages, 30 tables, 11 figures, 3 applications. The list of references has 43 titles. The purpose of the work is to develop ways to improve the marketing activity of the enterprise in the current conditions of the market situation in Ukraine. Research methods. In the process of studying the ways of improving the marketing activities of the trade and intermediary enterprise used: methods of economic and statistical analysis, grouping, graphical modeling of organizational structures, the method of comparison, the method of expert evaluations and the graphical method. The results of the study were investigated and taken into consideration by KONTE Ukraine Company in order to improve the use of marketing activities, thus ensuring the growth of the competitiveness of the enterprise. The results of the research implementation were tested on: International scientific and practical conference "Scientific and technological development: economy, technology, management", as well as at the international scientific and practical conference "Trends in the development of the economy in 2018: analytical and theoretical and methodological aspects"

У роботі розглянуто роль маркетингової діяльності у функціонуванні вітчизняних підприємств; надано характеристику основним підходам до визначення ефективності маркетингової діяльності підприємства; проаналізовано значення маркетингової діяльності в роботі торгівельно-посередницьких підприємств. Надано організаційно-економічну характеристику підприємства «Т-Парфюм»; досліджено маркетингове середовище компанії «Т-парфюм»; охарактеризовано складові комплексу маркетингу компанії «Т-парфюм». Розроблено заходи з удосконалення маркетингової комунікативної політики компанії «Т-парфюм»; запропоновано рекомендації щодо активізації збутової політики компанії «Т-парфюм»; надано пропозиції щодо активізації заходів з підвищення ефективності особистих продажів компанії.
The role of marketing activity in the functioning of domestic enterprises is considered in the paper; description of the main approaches to determining the effectiveness of marketing activities of the enterprise; the importance of marketing activity in the work of trade and intermediary enterprises is analyzed. Organizational and economic characteristics of "T-perfume" enterprise are given; investigated the marketing environment of "T-perfume" company; The components of the marketing complex of the company are characterized. Developed measures to improve marketing communication policy of "T-perfume" company; recommendations for activation of "T-perfume" sales policy were offered; suggestions were made to step up activities to improve the personal sales of the company.

A retail enterprise is a business organisation that sells goods or services directly to consumers for personal use. Retail enterprises such as supermarkets enable customers to go around the shop picking items from the shelves and placing them into their baskets. The basket of each customer is captured into transactional systems. In this research study, retail enterprises were classified into two main categories: centralised and distributed retail enterprises. A distributed retail enterprise is one that issues the decision rights to the branches or groups nearest to the data collection, while in centralised retail enterprises the decision rights of the branches are concentrated in a single authority. It is difficult for retail enterprises to ascertain customer preferences by merely observing transactions. This has led to quantifiable losses. Although some enterprises implemented classical business models to address these challenging issues, they still lacked analytics-based marketing programs to gain competitive advantage. This research study develops an intelligent analytics-based (ARANN) model for both distributed and centralised retail enterprises in the cross-demographics of a developing country. The ARANN model is built on association rules (AR), complemented by artificial neural networks (ANN) to strengthen the results of these two individual models. The ARANN model was tested using real-life and publicly available transactional datasets for the generation of product arrangement sets. In centralised retail enterprises, the data from different branches was integrated and pre-processed to remove data impurities. The cleaned data was then fed into the ARANN model. On the other hand, in distributed retail enterprises data was collected branch per branch and cleaned. The cleaned data was fed into the ARANN model. According to experimental analytics, the ARANN model can generate improved product arrangement sets, thereby improving the confidence of retail enterprise decision-makers in competitive environments. It was also observed that the ARANN model performed faster in distributed than in centralised retail enterprises. This research is beneficial for sustainable businesses and consideration of the results is therefore recommended to retail enterprises.
Computing
M Sc. (Computing)