Matviyets Olga, Candidate of Economic Sciences, Senior Lecturer of International Economic Relations Department, Khmelnytskyi National University, Khmelnytskyi, Ukraine

e-mail: olrebak@ukr.net

Koshivska Maryna, Master Student of Economic Sciences of International Economic Relations Department, Khmelnytskyi National University, Khmelnytskyi, Ukraine

ORCID ID: 0000-0001-5986-8697
e-mail: mkoshivska@gmail.com

Sales management as part of economic activity of enterprise

Introduction. The article deals with the concept of “sales activity”. The theoretical aspects of the industrial enterprise marketing and their features are revealed, it is offered to search the optimal strategies for entry into foreign markets. In this article the system is examined system and problems of industrial enterprises marketing are investigated, the place of management of marketing activity in the enterprise management system is defined. It is determined that the formation of effective administrative decisions on marketing activity involves systematic use of certain functions of management – planning, organization, motivation, control, analysis and coordination.

Purpose. The purpose of the study is to identify the functions and principles of the industrial enterprises marketing, as well as the influence of the sales management strategy on the efficiency of economic activity of the enterprise as a whole.

Results. Currently, the enterprise is not enough to make product, it needs to distribute it rationally through the distribution channels. In order to face the increased competition on market economy, the enterprise need to plan sales of new and previously released products. Sales activity is the exchange of goods or services for money, or, in other words, the sale of goods or services. The main elements of the sales management of the enterprise includes transportation, product storage, its implementation and service.

The marketing consists of analysis of consumers, searching for new customers and meeting their needs, markets choice and increasing the profitability of sales. A well-thought-out management vision prepares the company for the future, defines the company’s place on the market. Strategy development and forecasting is one of the main functions of the sales service in the organization of its work.

The marketing effectiveness depends on the organization of interaction with other components of the enterprise – marketing, logistics, service. In many respects it depends on the choice of intermediaries in promoting products to the consumer.

Conclusions. The sales policy of the company is aimed at increasing its efficiency. It can also be noted that sales management is a complex, multifaceted process and requires constant analysis and improvement.

Key words: sales management; marketing; industrial enterprise; management system; strategic orientation.

References:

1. Sheremetynska,V. (2016). “The management of sales activities of the enterprises-subjects of foreign economic activity in present conditions”, available at: http://www.economy.nayka.com.ua/?op=1&z=4732 (Accessed 22 October 2018).
2. Dubivka, D. V. (2013). “Distribution in the system of the enterprise management”, available at: http://www.economy.in.ua/pdf/2_2013/26.pdf (Accessed 02 October 2018).
3. Balabanova, L. V. (2002), Marketynh [Marketing], Donets’k, Ukraine.
4. Kliuchnyk, A. V. (2014), “Theoretical analysis of the concept of «sales» and its functions”, Naukovyj visnyk Khersons’koho derzhavnoho universytetu. Seriia : Ekonomichni nauky, vol. 6, pp. 188–191.
5. Baranovskyy, S. Y. (2002), Upravlenye sbytom, BHTU, Mynsk, Belarus.
6. Kamilova, S. R. (2012). “The management of sales activities”, available at: http://jrnl.nau.edu.ua/index.php/PPEI/article/view/337 (Accessed 02 October 2018).
7. Hamalij, V. Romanchuk, S. and Fabrika, I. (2012), “Modern problems of marketing policy of Ukraini an enterprises”, [Online], vol. 8, available at: http://www.kntu.kr.ua/doc/zb_22(2)_ekon/stat_20_1/02.pdf (Accessed 02 October 2018).
8. Ayrapetov, O. R. (2013). “Trends of development of sales activity at the enterprise”, available at: https://www.science-education.ru/ru/article/view?id=9483 (Accessed 02 October 2018).
9. Kotler, F. (2014), Osnovy marketinga [Marketing Essentials], Izdatel’skij dom “Vil’jams”, Moscow, Russia.
10. Burcev, V. V. (2007). “Internal control marketing activities of enterprises in modern conditions of managing”, Management in Russia and Abroad, vol. 05 (43), pp. 139–145.
11. Khrupovych, S. Ye. (2016). “Theoretical basis of sales activity enterprises”, available at: https://goo.gl/T8eYnz (Accessed 02 October 2018).
12. Ivanochko, I. V. (2017). “The features of the mechanism formation of management sales activity at enterprises”, available at: http://global-national.in.ua/archive/18-2017/41.pdf (Accessed 02 October 2018).
13. Hnylyanska, L. Y. (2014). “Organization of sales activity of the enterprise”, available at: http://ena.lp.edu. (Accessed 02 October 2018).
14. Spillecke, S. B. and Brettel, M. (2013). “The impact of sales management controls on the entrepreneurial orientation of the sales department”, European Management Journal, 31, iss. 4, pp. 410-422. https://doi.org/10.1016/j.emj.2012.07.002 (Accessed 02 October 2018).
15. Fine, L. M. (2007). “Selling and sales management”, Business Horizons, vol. 50, iss. 3, pp. 185-191. https://doi.org/10.1016/j.bushor.2007.01.001 (Accessed 02 October 2018).
16. Matiş, E. and Matiş, A. (2014). “Sales Management Strategies Implemented by the International Financial Groups”, Procedia Economics and Finance, vol. 15, pp. 1130-1137. https://doi.org/10.1016/S2212-5671(14)00567-X (Accessed 02 October 2018).

Received: 08 October 2018

matviyets.pdf

Size: 0.38 Mb

Download Now!1335 Downloads