Інтегрований підхід до формування логістики на підприємствах торгівлі

Abstract

Розкрито суть маркетингової логістики як інтегрованого явища маркетингу та логістики. Досліджено роль маркетингу і логістики в процесах роздрібної та оптової торгівлі. Обґрунтовано використання маркетингу і логістики в електронній комерції як основного фінансового інструменту. Розглянуто CRM-систему як засіб розвитку електронної комерції.

Modern markets of goods and services are mostly focused on the client, because of current globalization processes. That’s why minimization of costs of goods and services, without losing its quality has a great importance. Analysis of recent researches shows that a significant part of goods’ costs receive on the way from a producer to a consumer. The indicator of the transport costs' share in the final goods' value in Ukraine is considerably higher than in the EU countries and the USA. This proves the necessity of logistics costs' optimization for minimization the final value of goods and services, while using markiteng for meeting the needs of the consumer with a high quality. Marketing Logistics becomes an effective tool for saving and receiving additional profits for wholesale, retail and e-business . E-business is an integrated manifestation of wholesale and retail trade . It increased the degree of logistics' significance and expands the logistics chain, including a customer into it. Due to the great importance of logistics in the development of the trade enterprises, they must use marketing and logistical approach for building a competitive business.