MODERN APPROACHES TO MARKETING COMMODITY POLICY, ADVERTISING CREATIVE, MERCHANDISING AS A GUARANTEE OF EFFECTIVE MANAGEMENT

Abstract

The purpose of the study is to substantiate modern approaches to marketing product policy, advertising creativity, merchandising as a guarantee of effective management. The article defines the concept of marketing product policy, advertising creative and provides its own interpretation of the concept of "merchandising". The constituent elements of the mechanism of formation of marketing commodity policy are determined, the system of indicators which reflect the effectiveness of product positioning on the market, determine its place and role is substantiated. The result of the study is the author's conclusion that the knowledge of management of organizations and the conditions of their operation significantly affect the mechanism of formation of their strategic priorities, marketing product policy, advertising creativity and merchandising. The scientific novelty of the study is a comprehensive and systematic analysis of these issues, taking into account the peculiarities of marketing management. The proposed management approaches can be used by trading companies in the formation of marketing strategies, positioning of their products, merchandising, which determines their practical value. Organization of advancement in the places of sales $ one of important directions of communication activity from brand advancement. For the shop it is an increase possibility of demand on concrete brands and groups of commodities, as information, about products, got in place of sale directly influences on the conduct of buyers. On the basis of analysis of principles of visual merchandising the optimum going is determined near advancement of brand at the user market. Today, foreign and domestic retailers know what effect the effective use of merchandising tools can have. Up to 2/3 of all purchase decisions are made by consumers standing in front of the counter. The analysis of the received statistical data shows dependence of increase in level of sales on the average on 10 - 20% on effective and competent application of strategy of merchandising. The use of merchandising tools as effective management increases the competitiveness of the enterprise due to the rapid finding of goods by the buyer, the convenient location of trade equipment and service in the store. Also one of the requirements of merchandising is the quality of the product. Excellent quality of goods, their convenient location and favorable atmosphere of the store are one of the main criteria for the buyer's choice of place of purchase, and therefore the key to high competitiveness of the outlet. One way to increase the competitiveness of retailers is to influence the internal factors of competitiveness, which include the effective use of new technologies such as marketing and management technologies.