WHOLESALE TRADE IN UKRAINE: MAIN TRENDS OF DEVELOPMENT AND FEATURES OF MARKETING DECISIONS OF SUBJECTS UNDER THE CONDITIONS OF MARITAL LAW

Section Economics: Economic and Legal Problems of Sustainable Development

Abstract

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.

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