Formation of the Sales Strategy of Small Industrial Enterprises

Shpak Nestor O. () and Kyrylych Tamara Yu. ()
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Shpak Nestor O.: National University "Lviv Polytechnic"
Kyrylych Tamara Yu.: National University "Lviv Polytechnic"

Business Inform, 2013, issue 10, 258_266

Abstract: The article forms characteristic definitions of marketing sales channels, analyses advantages and shortcomings of such channels of distribution of products for small production enterprises, marks out a position of the wholesale market as a direct and indirect sales channel, and marks advantages and shortcomings of its use. It forms analytical representation of marketing costs for calculation of the forecasted profit as one of the important quantitative criteria for selection of the sales channel and improves methodical provisions on its calculation with consideration of production, marketing and logistics costs. It offers a scheme of making a managerial decision on selection of the best marketing strategy on the basis of diversification of marketing channels.

Keywords: diversification; marketing activity; sales strategy; marketing analysis; sales channel; intermediaries; small industrial enterprise; forecasted profit (search for similar items in EconPapers)
Date: 2013
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