Akademik Məlumat İdarəetmə Sistemi
55th International Scientific Conference on Economic and Social Development, vol.2, no.4, pp.506-509, 2020 (Conference Book)
The role of marketing in adaptive management of enterprise and questions such as marketing as a manner of integrated activity in management of production and sale activity is clarified in the article. As we know, a product meeting the requirements of consumer in the condition of modern market shall be produced and availability of that product for consumer shall be provided. For this reason, distribution and sale function of marketing products shall be executed. The competitiveness of enterprises producing a product conforming to the requirements of consumer and achieving to effective distribution and sale of those products is higher. The channel of distribution and sale of products means the whole of natural and legal entities which take part in delivery of those products from manufacturers to consumers and rendering assistance in transfer of right to hold the products. The distribution of products is a type of activity prior to sale and this kind of activity is executed, the reserves of products are created in necessary points or its existence is provided. The sale of products from those points or trade “points” is provided. From this point of view, the distribution and sale of products such as separate types of activity are activities completing each other. The whole of enterprises and organization taking part in delivery of products from manufacturer to consumer forms the channel of distribution. The channel of distribution consists of two parts: physical distribution channels and sale channels. The feature of market, feature of product, factors in regard to feature of enterprise and amount of transport and purveyance costs affects to selection of sales channel. The delivery of products from manufacturer to the last consumer or intermediary enterprises is realized by means of their physical distribution. The operations such as rendering of services to buyers in the process of physical replacement of products, receipt and processing of orders, transportation of products, loading and unloading, keeping and use, creation of reserves and management are conducting.