KEY ASPECTS OF THE INTERACTION SYSTEM OF LOGISTICS AND MARKETING

Abstract

In the modern economy, various management methods are used in the management of market entities. One of the most important issues that managers of enterprises must solve is the need to coordinate the activities of suppliers, manufacturers, consumers, representatives of transport organizations, etc., as a whole. A promising approach to solving this issue can be the use of logistics concepts. Currently, logistics acts as a connecting link between various elements of the production process of one company, between partner companies, and, ultimately, between the seller and the buyer. In turn, the fast conditions of the market environment force companies to include marketing in all directions of their activity, in general, and in elements of logistics, in particular. Marketing in its modern forms is a complex and somewhat controversial phenomenon. Under the influence of marketing, there is a modification of tasks of intra-firm management, as well as the theory and practice of intra-corporate planning, including logistics activities. Each enterprise, considering the specifics of its activity, must develop a mechanism for the convergence of marketing and logistics to achieve a synergistic effect manifested in the creation of increased product value in the consumer's perception. The primary function of marketing combines it with logistics. It makes it possible to fully exist in market relations- the interaction between the manufacturer, seller, and consumer, which is aimed at obtaining profit. A market without marketing and logistics does not exist because they always specify demand management, which includes studying the needs of different categories of people and enterprises, analyzing marketing actions aimed at adapting to existing demand or manipulating it according to the laws of marketing and economic theory. Logistics implements the demand formed by marketing, and the product distribution system shows how these two sciences are intertwined, being equal parts. Marketing discovers the consumer's needs and desires, and logistics allows you to implement ideas and satisfy the buyer.