DIRECTIONS FOR IMPROVING THE MANAGEMENT OF THE COMPANY'S MARKETING CHANNELS

Abstract

The article draws attention to the aspects of making the marketing activities of enterprises more effective, in particular, in terms of improving the system of promoting the enterprise's products (services) on the market. Based on these principles, the purpose of the research is to substantiate the directions for improving the management of the company's marketing channels. The role and significance of the functioning of effective marketing channels for the national economy and domestic product manufacturers is determined. Marketing channels, or in other words, channels of goods movement, market channels, etc., represent a system of intermediaries that ensure the promotion of products from the producer to the final consumer. Marketing channels have always played a very important role both in the economy and for manufacturers (importers) of products. In the conditions of the war, domestic marketing channels underwent significant deformations due to the cessation of product exports by air and restrictions on sea transport, difficulties in logistics and the switching of transport flows to the west of the country, large-scale military destruction of the transport, logistics and distribution infrastructure. Therefore, in a significant number of cases, domestic product manufacturers are forced to form new marketing channels or improve existing ones. In the current situation, enterprises have several alternatives in terms of forming more effective marketing channels: (1) market / independent form, (2) partnership form, (3) authoritarian form of relationship building. Each of these approaches has both advantages and inherent disadvantages. Therefore, taking into account their own financial and resource capabilities and strategies for business development, increasing the volume of production and sales of products, their distribution within the country and for export, enterprises - manufacturers must make decisions regarding the most optimal form of construction and development of marketing channels.

It is advisable to direct further research in this area to the further development of the methodology for analyzing the effectiveness of the functioning of the company's marketing channels.