TRADE MARKETING IN DISTRIBUTION CHANNELS

Abstract

In today's world, where the competition in the market is great, the role of trade marketing is becoming more and more important for success in many sectors of the national economy. In turn, the use of modern technologies in the field of trade significantly expands the possibilities and set of means that can be used in the formation of marketing channels. Thus, the role of trade marketing in modern distribution channels is growing significantly, since it is trade marketing that contributes to the optimization of interaction between manufacturers, distributors, retailers and other participants in the supply chain. Effective use of trade marketing helps maintain and develop effective distribution channels and ensure positive results in sales and brand support. The main goal of this work is to determine the features of using trade marketing tools to increase the efficiency of distribution channels. The main methods in the presented work are: analysis and synthesis to determine the features of trade marketing in the conditions of the development of modern technologies, changes in consumer behavior and the growth of competition; methods of induction and deduction to identify connections between existing tools of trade marketing, objects and subjects of their application; graphic method for visual display of presented research results. The paper considers the main aspects of the development of trade marketing as a knowledge system, and gives the evolution of trade marketing with a brief description of the stages. The sphere of trade is considered as the main field for the use of trade marketing tools. Systematization of trade marketing tools based on existing classifications by purpose and target audience is proposed. As a result, a range of trade marketing tasks was determined for each participant in the distribution channel based on a systematic approach. The system approach considers trade marketing tools as part of a complex system of interaction with all participants of the supply chain. It takes into account the interrelationships between different tools and their impact on all supply chains.