Маркетинговий вимір механізмів логістичної взаємодії у ланцюгах товарних ринків

• Date: 2021
• Main Authors: Нікішина, О. В., Тараканов, М. Л.
• Format: Article
• Language: Ukrainian
• Published: Odesa National University of Technology 2021
• Online Access: //journals.ontu.edu.ua/index.php/fie/article/view/2039
• Journal Title: Food Industry Economics

The article substantiates the theoretical provisions of the implementation of the marketing component in the formation of mechanisms of logistic interaction in the system of product markets. The content ofthe «7R» concept has been clarified in the direction of differentiating logistics services into «active» and«passive». The «active» services include such services as the required product (right product), the specifiedquantity of the product, (right quantity), the specified delivery time of the product (right time), the requiredlevel of costs for the delivery of the product (right cost). Each of the listed services orients the logistics resource towards servicing one of the parameters of goods movement in the market. The rest of the services the required place of supply (right place) and the required consumer (right customer) - are referred to as«passive» components of the «7R» concept due to the fact that they set target sales parameters (commod ity, geographic), but do not provide their logistic implementation. The conclusion has been made about theexpediency of introducing the concept of «7R» as a component in the theory of logistics marketing.In relation to contracting tools, centralized contractual forms of logistics interaction in combinationwith the use of logistics outsourcing tools have been identified as a priority. Attention has been focused onensuring the same level of service for commodity deliveries between the links that operate in the outsourcingmode and the rest of the participants in the commodity circulation. An organizational chart of selective interaction between an outsourcer and a commodity producer has been proposed on the basis of the priority ofthe marketing component of the service concept of logistics marketing.New areas of the use of marketing in the processes of logistic interaction in relation to the stages ofthe product life cycle have been proposed. In relation to the stage of bringing goods to the market, directionsof strengthening the role of the marketing component in reducing the time of trial deliveries by selecting retailchains based on the criterion of interest in diversifying the product range have been determined. For the m aturity stage, attention has been focused on strengthening measures to counter competitors, in particular, byensuring the stability of relations between producers and wholesalers and retail chains. At the recessionstage, alternative options for logistic interaction were proposed in order to optimize the declining sales whileminimizing the risks of premature complete abandonment of the goods.