MARKETING - LOGISTICS MANAGEMENT OF BUSINESS STRUCTURES

Abstract

At the current stage of market relations, for both large and small enterprises, logistics is a way to optimize the process of production of goods and services. The article outlines the directions of effective business management based on the interaction of marketing and logistics, reveals the interrelationships between logistics and marketing in the conditions of economic development and studies the peculiarities of the mechanisms of economic activity with the combined use of logistics and marketing tools. It is noted that the defining goal of business logistics is the maximization of benefits for all participants in the process of transportation of materials, production of goods and consumption of finished products. It is indicated that the goal of the marketing and logistics strategy should be to find the maximum improvement of this ratio in comparison with competitors. The main aspects of the interaction of marketing and logistics within the framework of specific organizations are highlighted, according to which logistics is perceived as the second half of marketing. The concepts of "seven R" and "seven R" are analyzed and significant differences between them in use are indicated. The relationship between logistics and marketing can be presented in the form of a scheme of interaction of marketing and logistics mixes with an orientation towards satisfying consumer requests. It is noted that such integration should take place at all hierarchical levels in strategic and operational aspects, and this will guarantee a full expansion of the marketing concept of meeting the needs of the "7R" client with a corresponding logistics concept in the form of the "7R" formula. The synergistic effect is defined as the result of an organized interrelationship of marketing and logistics, which is characterized by the achievement of the company's goals due to coordinated work in all directions and at all stages of work with the product, which allows to organize the availability of the right product for the consumer, which meets all his needs, at the right time in the right place. The formation of a system of interaction between marketing and logistics, which would meet the capabilities and requirements of small business enterprises, becomes one of the most important factors contributing to obtaining high results of the company's activities.