Coordinated production and trade processes at the enterprise, which bring significant profit, are impossible without a productive marketing organization. The main goal that the sales department in each organization should set for itself is the optimal choice of sales options taking into account the planned sales volumes in a particular market segment.
Thus, the profit is achieved by satisfying solvent consumer demand, taking into account their own economic interest.
The role of sales in market conditions
Simplistically, it can be said that marketing is a directed activity for the sale of finished products, which includes many diverse functions.
- Effective study of needs and consumer preferences.
- If necessary, it is the distribution network that helps to adjust production processes aimed at improving the quality characteristics of the goods. In addition, its pre-sale preparation is being improved (appearance and properties of packaging, sorting, packaging and much more).
- The maximum approximation of all product features to the taste preferences of consumers allows the manufacturer to significantly increase their competitiveness in the market.
- An optimal sales system determines the best performance of the production process. This ultimately brings the greatest profit.
Features of the marketing policy in the sale of means of production
Organization of sales involves, first and foremost, the successful promotion of manufactured products or purchased goods on the market and the clear organization of mutual settlements for them. The market system of relations determines an individual approach to the entire system of building production relations and personal contacts with consumers. The most important role is played by the specialization of personnel engaged in marketing activities in the sale of specific products (to a greater extent this applies to high-tech and previously unknown goods).
The sales system of consumer goods has significant differences from the sale of means and commodities. In the latter case, the entire infrastructure consists of a relatively small number of informed consumers. The result of close relationships between manufacturers and customers is a certain type of contractual relationship, as well as a pricing system with a fairly fixed percentage of profit. With this option, the sales market to increase sales requires regular visits to regular customers who have a potential interest and have great knowledge about the product and its use.
The relationship of consumer market entities
Sales is a system of relationships between entities operating in the commodity-monetary areas of exchange to satisfy their commercial needs. In this system, the object is a product, and market entities are sellers and buyers, as well as a variety of intermediaries that help accelerate the functioning of all commodity-production relations. The main task of competitor analysis is to obtain the necessary data in order to provide advantages in this area.
The choice of optimal solutions
When researching the strengths and weaknesses of rivals, they study the market segments they occupy. When considering the reaction of consumers to the means used by competitors, the following is carried out: analysis of product improvements, pricing policies, trademarks and advertising companies, the development of related services, and more. Very carefully studied the material, financial and labor capabilities of opponents and the organization of management of production and trade activities. As a result, there is a choice:
- optimal options for achieving the most favorable position in the market;
- strategic areas of pricing to gain a competitive advantage;
- trends in the quality of products, goods and services.
Exploring potential
In addition to the study of competitors, a thorough study is necessary to expose the market for the sale of goods, the motivation of consumer behavior within it and the factors that determine their actions, as well as the structure and nature of consumption and consumer demand. The actual result of such an analysis is the identification of specific types of customers, the development of models of their behavior in various situations and the expected indicator of demand. The best way to reduce commercial risks is to obtain a product that most closely matches the needs of customers.
When detailing the work on predicting market preferences, it is necessary to group all consumers and choose the most suitable segments for which the marketing policy of the enterprise will be aimed. Given that sales is one of the main functions of marketing, it is the strategic development of the tasks and methods for solving them that increase the ability to control the consumption process. This is done by adjusting the purchasing preferences and consumer properties of the goods.
Product sales and promotion
Sales promotion is carried out using appropriate exposure methods, accelerating and reinforcing the interest of individual segments of the commodity exchange market.
Sales can be increased by encouraging people to buy due to:
- preferential pricing and stocks;
- demo shows;
- distribution of probes, samples and coupons;
- proposals for the return of funds spent;
- bright and attractive packaging materials;
- organization of various contests and offset coupons;
- premium product offers and more.
Sales Growth Policy
The stimulation of the trading sector is due to the use of offsets for the purchase, distribution of free goods under certain conditions, conducting joint promotions and dealer contests. The interest of the sales and production staff in the organization is achieved by introducing premium and competitive programs, as well as holding conferences.
To stimulate resellers, goods are easily recognizable, they are given a memorable image. The manufacturer is trying to increase supply volumes and increase the interest of agents in active sales.
The choice of the best levers of influence on the consumer largely depends on the specific situation, but the accuracy and adequacy of marketing research can significantly increase the likelihood of gaining a leading position in the market for goods. Highly effective sales are a combination of the most effective methods for the sale of consumer goods, ensuring the competitiveness of the company.