ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ
The conducted studies show that during 2016—2021 there was a positive trend in the growth of wholesale turnover in Ukraine. But in 2022, as a result of military operations on the territory of Ukraine, this dynamic may be disrupted. In 2021, in the structure of wholesale trade in Ukraine by type of g...
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| Дата: | 2022 |
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V. Mamutov Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine
2022
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| Онлайн доступ: | https://economiclaw.kiev.ua/index.php/economiclaw/article/view/1094 |
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| Назва журналу: | Economics and Law |
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Economics and Law| _version_ | 1856543645875830784 |
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| author | Kuzo, N.Je. Kosar, N.S. |
| author_facet | Kuzo, N.Je. Kosar, N.S. |
| author_sort | Kuzo, N.Je. |
| baseUrl_str | |
| collection | OJS |
| datestamp_date | 2022-11-07T10:54:05Z |
| description | The conducted studies show that during 2016—2021 there was a positive trend in the growth of wholesale turnover in Ukraine. But in 2022, as a result of military operations on the territory of Ukraine, this dynamic may be disrupted. In 2021, in the structure of wholesale trade in Ukraine by type of goods, the share of non-food products exceeded the share of food products by 5.41 times, while imported products prevailed. The use of modern marketing concepts will help domestic wholesale intermediaries to adapt to wartime conditions, provide the population of Ukraine with food and non-food products, and support the country's economy. The article presents the main decisions of the wholesale intermediary on the components of the marketing mіx and identifies the specifics of their implementation in the conditions of martial law. Within the limits of the marketing product policy, it means reducing the number of assortment groups, determining the products that are in the greatest demand; reduction of the share of imported goods; determination of the most valuable services from the point of view of customers; if necessary, search for opportunities for additional purchases of goods through the conclusion of one-time commercial contracts. Within the scope of optimizing the price policy, it is said about conducting negotiations with producers regarding the establishment of preferential prices by an intermediary; reduction of the trade allowance for essential goods; study of the influence of factors of the marketing environment on the level of prices of goods; the possibility of use in the short-term period for the purpose of ensuring survival; conducting poly commodity price policy. The formation of the marketing and sales policy of the wholesale intermediary should involve the search for new customers primarily by interactive channels; association with competitors and other interested entities in the field of goods sales; determination and agreement of the most favorable conditions for trade partners; search for new potential suppliers; optimization of logistics costs; business relocation to the central or western regions of Ukraine. As part of the marketing communication policy, wholesale intermediaries must ensure that it is carried out jointly with manufacturers of goods; actively use sales promotion measures; to help the Armed Forces and volunteer organizations; conduct a search for new customers using mail, telephone, and the Internet, providing for the limited use of personal selling.
REFERENCES1. Mazaraki A.A., Bohoslavets H.M., Trubei O.M., Nosulich A.M. Optova torhivlia v Ukraini. Kyiv, 2016. 208 p. [in Ukrainian].2. Markina I.A., Voronina V.L. Rozvytok torhivli v Ukraini: diahnostyka stanu, tendentsii ta perspektyvy. Naukovyi visnyk Uzhhorodskoho natsionalnoho universytetu. Seriia: Mizhnarodni ekonomichni vidnosyny ta svitove hospodarstvo. 2018. Iss. 21. Ch. 2. P. 27—33 [in Ukrainian].3. Tymchyna A.I. Rozvytok hurtovoi torhivli na rynku spozhyvchykh tovariv Ukrainy. Naukovyi visnyk Poltavskoho universytetu ekonomiky i torhivli. 2012. No. 1 (52). P. 201-207 [in Ukrainian].4. Bohoslavets H.M., Trubei O.M. Problemy ta perspektyvy rozvytku pidpryiemstv optovoi torhivli Ukrainy. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia: Ekonomichni nauky. 2014. Iss. 5 (2). P. 28—32 [in Ukrainian].5. Koshelok H.V. Suchasnyi stan ta perspektyvy rozvytku optovoi torhivli. Intelekt XXI. 2018. No. 1. P. 80—85 [in Ukrainian].6. Rakhman M.S., Prus D.V. Analiz rynku optovoi torhivli Ukrainy. Biznes Inform. 2020. No. 7. P. 154–160. https://doi.org/10.32983/2222-4459-2020-7-154-160 [in Ukrainian].7. Dyma O.O. Analiz tendentsii u rozvytku poserednytskykh orhanizatsii. Zovnishnia torhivlia: ekonomika, finansy, pravo. 2014. № 4 (75). P. 72-82 [in Ukrainian].8. Zemliakov I.S. Analiz marketynhovoi diialnosti optovykh torhovelno-poserednytskykh pidpryiemstv. Efektyvna ekonomika. 2010. No. 11. URL: http://www.economy.nayka.com.ua/?Op=1&z=458 [in Ukrainian].9. Timofieiev I.K. Analiz marketynhovoi diialnosti optovykh pidpryiemstv. BIZNES-NAVIHATOR. 2017. No. 1 (40). P. 9—13 [in Ukrainian].10. Marketynhova diialnist pidpryiemstv: suchasnyi zmist. Za zah. red. N.V. Karpenko. Kyiv, 2016. 252 p. [in Ukrainian].11. Bahorka M.O., Kadyrus I.H., Yurchenko N.I. Marketynhovi pidkhody v upravlinni zbutovoiu diialnistiu optovykh torhovelnykh pidpryiemstv. Pidpryiemnytstvo i torhivlia. 2021. No. 28. P. 8—14. https://doi.org/10.36477/2522-1256-2021-28-01 [in Ukrainian].12. Hotra V.V., Tovt S.A., Tovt D.I. Rol marketynhu v systemi optovoi torhivli. URL: https://dspace.uzhnu.edu.ua/jspui/bitstream/lib/28247/1 [in Ukrainian].13. Trishkina N.I. Shliakhy udoskonalennia torhovelno-poserednytskoi diialnosti v Ukraini. Infrastruktura rynku. 2016. Iss. 2. P. 209-213. URL: http://www.market-infr.od.ua/journals/2016/2_2016_ukr/43.pdf [in Ukrainian].14. Optova torhivlia. Ofitsiinyi sait Derzhavnoi sluzhby statystyky Ukrainy. URL: http://www.ukrstat.gov.ua [in Ukrainian].15. Borshchevskyi V., Kuropas I., Mykyta O. Ekonomika viiny ta povoiennyi ekonomichnyi rozvytok Ukrainy: problemy, priorytety, zavdannia. Hromadskyi prostir. 13.04.2022. URL: https://www.prostir.ua/?news=ekonomika-vijny-tapovojennyj-ekonomichnyj-rozvytok-ukrajiny-problemy-priorytety-zavdannya [in Ukrainian]. |
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| format | Article |
| id | oai:ojs.economiclaw.kiev.ua:article-1094 |
| institution | Economics and Law |
| language | Ukrainian |
| last_indexed | 2025-09-24T17:24:17Z |
| publishDate | 2022 |
| publisher | V. Mamutov Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine |
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| spelling | oai:ojs.economiclaw.kiev.ua:article-10942022-11-07T10:54:05Z WHOLESALE TRADE IN UKRAINE: MAIN TRENDS OF DEVELOPMENT AND FEATURES OF MARKETING DECISIONS OF SUBJECTS UNDER THE CONDITIONS OF MARITAL LAW ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ Kuzo, N.Je. Kosar, N.S. The conducted studies show that during 2016—2021 there was a positive trend in the growth of wholesale turnover in Ukraine. But in 2022, as a result of military operations on the territory of Ukraine, this dynamic may be disrupted. In 2021, in the structure of wholesale trade in Ukraine by type of goods, the share of non-food products exceeded the share of food products by 5.41 times, while imported products prevailed. The use of modern marketing concepts will help domestic wholesale intermediaries to adapt to wartime conditions, provide the population of Ukraine with food and non-food products, and support the country's economy. The article presents the main decisions of the wholesale intermediary on the components of the marketing mіx and identifies the specifics of their implementation in the conditions of martial law. Within the limits of the marketing product policy, it means reducing the number of assortment groups, determining the products that are in the greatest demand; reduction of the share of imported goods; determination of the most valuable services from the point of view of customers; if necessary, search for opportunities for additional purchases of goods through the conclusion of one-time commercial contracts. Within the scope of optimizing the price policy, it is said about conducting negotiations with producers regarding the establishment of preferential prices by an intermediary; reduction of the trade allowance for essential goods; study of the influence of factors of the marketing environment on the level of prices of goods; the possibility of use in the short-term period for the purpose of ensuring survival; conducting poly commodity price policy. The formation of the marketing and sales policy of the wholesale intermediary should involve the search for new customers primarily by interactive channels; association with competitors and other interested entities in the field of goods sales; determination and agreement of the most favorable conditions for trade partners; search for new potential suppliers; optimization of logistics costs; business relocation to the central or western regions of Ukraine. As part of the marketing communication policy, wholesale intermediaries must ensure that it is carried out jointly with manufacturers of goods; actively use sales promotion measures; to help the Armed Forces and volunteer organizations; conduct a search for new customers using mail, telephone, and the Internet, providing for the limited use of personal selling. REFERENCES1. Mazaraki A.A., Bohoslavets H.M., Trubei O.M., Nosulich A.M. Optova torhivlia v Ukraini. Kyiv, 2016. 208 p. [in Ukrainian].2. Markina I.A., Voronina V.L. Rozvytok torhivli v Ukraini: diahnostyka stanu, tendentsii ta perspektyvy. Naukovyi visnyk Uzhhorodskoho natsionalnoho universytetu. Seriia: Mizhnarodni ekonomichni vidnosyny ta svitove hospodarstvo. 2018. Iss. 21. Ch. 2. P. 27—33 [in Ukrainian].3. Tymchyna A.I. Rozvytok hurtovoi torhivli na rynku spozhyvchykh tovariv Ukrainy. Naukovyi visnyk Poltavskoho universytetu ekonomiky i torhivli. 2012. No. 1 (52). P. 201-207 [in Ukrainian].4. Bohoslavets H.M., Trubei O.M. Problemy ta perspektyvy rozvytku pidpryiemstv optovoi torhivli Ukrainy. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia: Ekonomichni nauky. 2014. Iss. 5 (2). P. 28—32 [in Ukrainian].5. Koshelok H.V. Suchasnyi stan ta perspektyvy rozvytku optovoi torhivli. Intelekt XXI. 2018. No. 1. P. 80—85 [in Ukrainian].6. Rakhman M.S., Prus D.V. Analiz rynku optovoi torhivli Ukrainy. Biznes Inform. 2020. No. 7. P. 154–160. https://doi.org/10.32983/2222-4459-2020-7-154-160 [in Ukrainian].7. Dyma O.O. Analiz tendentsii u rozvytku poserednytskykh orhanizatsii. Zovnishnia torhivlia: ekonomika, finansy, pravo. 2014. № 4 (75). P. 72-82 [in Ukrainian].8. Zemliakov I.S. Analiz marketynhovoi diialnosti optovykh torhovelno-poserednytskykh pidpryiemstv. Efektyvna ekonomika. 2010. No. 11. URL: http://www.economy.nayka.com.ua/?Op=1&z=458 [in Ukrainian].9. Timofieiev I.K. Analiz marketynhovoi diialnosti optovykh pidpryiemstv. BIZNES-NAVIHATOR. 2017. No. 1 (40). P. 9—13 [in Ukrainian].10. Marketynhova diialnist pidpryiemstv: suchasnyi zmist. Za zah. red. N.V. Karpenko. Kyiv, 2016. 252 p. [in Ukrainian].11. Bahorka M.O., Kadyrus I.H., Yurchenko N.I. Marketynhovi pidkhody v upravlinni zbutovoiu diialnistiu optovykh torhovelnykh pidpryiemstv. Pidpryiemnytstvo i torhivlia. 2021. No. 28. P. 8—14. https://doi.org/10.36477/2522-1256-2021-28-01 [in Ukrainian].12. Hotra V.V., Tovt S.A., Tovt D.I. Rol marketynhu v systemi optovoi torhivli. URL: https://dspace.uzhnu.edu.ua/jspui/bitstream/lib/28247/1 [in Ukrainian].13. Trishkina N.I. Shliakhy udoskonalennia torhovelno-poserednytskoi diialnosti v Ukraini. Infrastruktura rynku. 2016. Iss. 2. P. 209-213. URL: http://www.market-infr.od.ua/journals/2016/2_2016_ukr/43.pdf [in Ukrainian].14. Optova torhivlia. Ofitsiinyi sait Derzhavnoi sluzhby statystyky Ukrainy. URL: http://www.ukrstat.gov.ua [in Ukrainian].15. Borshchevskyi V., Kuropas I., Mykyta O. Ekonomika viiny ta povoiennyi ekonomichnyi rozvytok Ukrainy: problemy, priorytety, zavdannia. Hromadskyi prostir. 13.04.2022. URL: https://www.prostir.ua/?news=ekonomika-vijny-tapovojennyj-ekonomichnyj-rozvytok-ukrajiny-problemy-priorytety-zavdannya [in Ukrainian]. Проведені дослідження свідчать, що упродовж 2016—2021 рр. в Україні існувала позитивна динаміка величини оптового товарообороту. Проте 2022 р. унаслідок воєнних дій на території України така динаміка може порушитися. Установлено, що використання сучасних концепцій маркетингу допоможе вітчизняним оптовим посередникам адаптуватися до наявних умов, підтримати економіку країни та продовольчу безпеку. Наведено основні рішення оптового посередника за складовими комплексу маркетингу та визначені особливості їхньої реалізації в умовах воєнного стану. V. Mamutov Institute of Economic and Legal Research of the National Academy of Sciences of Ukraine 2022-10-19 Article Article application/pdf https://economiclaw.kiev.ua/index.php/economiclaw/article/view/1094 10.15407/econlaw.2022.03.106 Economics and Law; No 3 (66) (2022): Economics and Law; 106 - 114 Экономика и право; No 3 (66) (2022): Economics and Law; 106 - 114 Економіка та право; No 3 (66) (2022): Economics and Law; 106 - 114 2523-4838 1681-6277 10.15407/econlaw.2022.03 uk https://economiclaw.kiev.ua/index.php/economiclaw/article/view/1094/1053 |
| spellingShingle | Kuzo, N.Je. Kosar, N.S. ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ |
| title | ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ |
| title_alt | WHOLESALE TRADE IN UKRAINE: MAIN TRENDS OF DEVELOPMENT AND FEATURES OF MARKETING DECISIONS OF SUBJECTS UNDER THE CONDITIONS OF MARITAL LAW |
| title_full | ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ |
| title_fullStr | ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ |
| title_full_unstemmed | ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ |
| title_short | ОПТОВА ТОРГІВЛЯ В УКРАЇНІ: ОСНОВНІ ТЕНДЕНЦІЇ РОЗВИТКУ ТА ОСОБЛИВОСТІ МАРКЕТИНГОВИХ РІШЕНЬ СУБ’ЄКТІВ В УМОВАХ ВОЄННОГО СТАНУ |
| title_sort | оптова торгівля в україні: основні тенденції розвитку та особливості маркетингових рішень суб’єктів в умовах воєнного стану |
| url | https://economiclaw.kiev.ua/index.php/economiclaw/article/view/1094 |
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