Coursework: Wholesale turnover concept and essence. Features of the organization of wholesale trade processes Wholesale trade turnover at a trading enterprise

Wholesale - the distribution of goods for further processing and retail, but not to the final consumer.

The main tasks of organizing the processes of a wholesale trade enterprise are:

• - search for suppliers of goods, their purchase from manufacturers, delivery and storage for buyers;
• - formation of a trade assortment in accordance with the requirements of retail enterprises;
• - providing enterprises-manufacturers with the sale of their goods;
• - marketing research for manufacturers of goods and retail trade enterprises, information service.

Under market conditions, wholesale trade provides for the needs caused by differences in commodity exchange, and organizes the movement of goods in the sphere of circulation, which is necessary due to the uneven distribution of production and consumption over the periods of the year and regions.

Data on the sale on the wholesale market of individual consumer goods are given in table. 2.1.

Table 2.1

Sale of consumer goods in the wholesale market

Type of consumer goods	Industrial enterprises and organizations	Organizations wholesale trade
	in % of total (100%)
Meat and poultry
Sausages
Canned meat
Butter animal
Fatty cheeses (including cheese)
Margarine products
Sunflower oil
Confectionery
Pasta

For any economic system intermediaries are needed, the role of which is performed by wholesale trade. Instead of one-time deliveries, it has the ability to organize multiple deliveries from one manufacturer, as it attracts several consumers to participate in transactions at the same time, separated by the scale of purchases and distances.

With the help of wholesale trade, the economic integration of the territory takes place and the role of spatial factors is reduced. Wholesale trade provides the relationship between partners in the supply of products and finding distribution channels. It regulates the level of social necessary costs through pricing and ensures the rational functioning and structural changes economic systems. The production assortment in the wholesale trade is transformed into a trade one. Commodity stocks are formed, storage is provided, finalization is carried out, bringing goods to the required quality, their packing, packaging.

As a result, the material costs associated with the storage and formation of an assortment of goods are reduced, especially in seasonal production and consumption. Without wholesale trade, suppliers and consumers will have to enter into several transactions instead of one - with an intermediary (Figures 2.4 and 2.5).

Rice. 2.4.

Rice. 2.5.

Everyone will have to take on a number of functions that are not characteristic of him for the storage and assembly of resources. With huge territorial, quantitative and volumetric differences in the characteristics of sales, this leads to an increase in costs, a slowdown in the circulation process and a decrease in production efficiency as a whole.

Wholesalers often finance the manufacturer by providing an order for a batch of products with a guarantee of its sale and paying in advance for a part of the purchased batch. Wholesale trade finances retail enterprises by selling goods with deferred payment. The role of wholesale trade is determined by the level of customer service, which includes the speed of order fulfillment, the willingness to take back the delivered goods, the variation in the size of the delivery lot, the mode of transport, the highly efficient service of a well-established warehouse network, the availability of sufficient inventory and the level of selling prices.

Intermediaries more effectively perform special distribution functions (operational, logistical and providing). Operating functions include the processes of purchasing goods, reselling and the risk associated with the storage of goods. Logistics functions include product picking, storage, presentation to customers, and delivery to consumers. Providing functions create conditions for information support of the market, marketing communications and business lending.

The development of trade and intermediary organizations is carried out in a complex solution of general problems of the economy and the sphere of circulation, which involves taking into account a number of organizational and economic factors (Fig. 2.6).

Rice. 2.6.

Factors efficient operation wholesalers include the availability of goods, reliability, stability, efficiency and cost-effectiveness of supply.

Availability It assumes that the product can be presented for trade at any necessary moment, regardless of its novelty, popularity and place of production. Reliability characterizes the supplier's mobility, his readiness to quickly respond to changes in supply and demand.

Stability ties implies customer confidence in the quality of the goods supplied, compliance with the terms of delivery. Efficiency provides for minimum terms for the implementation of orders and compliance with agreements, and economy- acceptable prices for goods, on the basis of which it is possible to ensure profitability economic activity. The presence of these characteristics in the wholesale trade allows you to establish long-term commercial relations as a solid basis for long-term business activities.

Intermediation is also associated with intermediate consumption, born of the final demand of individual consumers for a product in which the product is included as a component material or packaging. With regard to consumers - processing and mining enterprises - we often encounter the manifestation of the effect acceleration, when small changes in final demand are reflected in much larger quantities in intermediate demand, especially if several stages in the organization of processing and production are required.

The growth in demand for cheese increases not only its production at dairy enterprises, but also increases orders for the supply and, accordingly, milk production in farms. They change the feed ration of animals, which means that feed production is affected. Additional equipment is needed - bathtubs, cheese makers, presses. Consequently, machine-building production is expanding, and it needs special metal, components, etc. Thus, the circle of enterprises of various industries is captured.

Wholesale functions can be performed by distributors, sales agents, commission agents, commodity brokers, sales organizations. There are universal, specialized, independent and dependent intermediaries, commission agents, dealers, attorneys. To universal distributors are intermediaries. They carry out the whole complex of functions of organizational and commercial activities. These are the purchase of goods, transportation, storage, the transformation of the production range into a trade one, consumer lending, advance payments to suppliers, and advertising of goods.

Specialized intermediaries focus their activities on individual functions of establishing economic ties. According to the accepted classification commission agents search for partners, conclude contracts on their own behalf, but do not purchase products that do not change ownership. According to the results of the sale, settlements with them are carried out at commission rates depending on the turnover. Dealers usually products are purchased with varying degrees of prepayment and sold at prices from which they form their own income.

Attorneys- these are entrepreneurs acting on the basis of an agency agreement, when sellers or buyers involve intermediaries in transactions on behalf and at the expense of the principal. The manufacturer reimburses all expenses of the attorney for the fulfillment of his obligations and pays him the appropriate remuneration. Agents do not have ownership of the goods sold.

Independent intermediaries act as buyers of goods on the basis of a sales contract with a full range of trade and intermediary services. Dependent intermediaries are authorized sales agents working on the basis of fixed-term and open-ended labor agreements. Dependent intermediaries include brokers - entrepreneurs who are looking for sellers and buyers, bring them together, but do not participate directly in the transaction.

In the material supply system, there are effective commercial centers. Here, on a paid basis, resources are exchanged between enterprises, unnecessary equipment is sold, deals are concluded for the production and supply of non-traditional products, it turns out advertising services. There are supply bases and wholesale shops in the cities. They are designed to supply enterprises with products of any assortment, accept orders for the supply of lots of various sizes, and organize the delivery of resources from other bases, depending on the nature of the order and the urgency of its execution.

An example of a wholesaler is Fleming, a food wholesaler with 5,000 different stores. Its trade turnover is 6 billion dollars. in year. In Russia, on the basis of another company - Master Foods - a set of chocolate products of any assortment and mass of a one-time batch is compiled. This allows it to generate daily sales of $1.5 million.

The forms of organization of wholesale trade include trading house, commodity exchange, auction and fair.

The trading house is characterized by conducting large-scale commercial transactions directly with the existing goods. A commodity exchange is a commercial enterprise where transactions are simultaneously carried out for the sale and purchase of contracts for goods that are usually not available, but will be produced and delivered in the future, after a certain time.

The exchange operates on strictly defined days with a fixed start and end time. The structure of the exchange includes operational information and expert departments (to familiarize visitors with the procedure for conducting transactions, market conditions, price dynamics, consultations, etc.), brokerage (intermediary functions), quotation commission (determination of reference prices and market conditions), auction department ( sale of goods at public auction).

For the implementation of exchange transactions, an exchange bulletin is published, which, along with the information board, is a source of commercial information and reflects the results of the price quotation of the past exchange day. It contains data on the lower and upper price of transactions for each type (group) of goods, a typical (reference) price and market conditions. The current price for goods is set at the conclusion of transactions in the process of public auction in compliance with certain rules. When buying, prices are not called lower, and when selling - above the proposed level.

The subject of exchange transactions, as a rule, are contracts, and not the goods themselves. Distinguish spot (spot) and future (future) transactions. The former are concluded for real goods in stock, on the way, ready to be shipped, for use, the latter for disposal (for example, next year's harvest, which depends not only on the organization of agricultural work, but also on weather conditions). The final price may be lower (if there is an excess) or higher (if there is a shortage) of the purchase price. In futures transactions, the seller sells the contract for the product, fearing a price decrease in the future, and the buyer, expecting their increase, purchases it for subsequent resale or processing.

Auction - a method of selling products by one seller to several buyers in separate batches or single copies from a public auction at free prices based on the competitiveness of buyers. Individual entrepreneurs and entire enterprises that have submitted an appropriate application take part in the auction as buyers and sellers. Information about the products offered at the auction (technical and economic characteristics, release date, quantity, initial price) is given in a specially compiled catalog. Bidding begins with the announcement of the original auction price. The highest bidder is declared the buyer of the auction products.

The form of creating economic ties is the conclusion of contracts as a result of the demonstration of the free sale of products at wholesale fairs. This is a periodically operating market where the product is simultaneously demonstrated, advertised and sold. Commercial and industrial exhibitions are designed to show scientific and technological achievements. They can be short-term, mobile and permanent. Here commercial transactions are made according to the exhibited samples.

Wholesale trade as mediation includes the following elements: search for a counterparty, preparation and execution of a transaction, lending to the parties, forwarding operations, cargo insurance, customs formalities, promotional activities, Maintenance. Trade and intermediary organizations can also perform production operations for the processing of purchased and sold goods (for example, the manufacture of ice cream, sausages and other products).

The number of operations and the sequence of their execution depend on the size of the consignments of goods and the types of vehicles by which they are delivered.

If the process of wholesalers includes storage operations, then the structure of the technological process in general view can be represented as follows (Fig. 2.7).

Operations for the receipt of goods are the initial stage of the technological process. In the presence of railway sidings, wagons, gondola cars, platforms, tanks, containers are fed to the warehouse branch from the railway station. A place for unloading vehicles, mechanization, labor, pallets for storing and moving goods is being prepared. The received goods can be sent in transit to the consumer or unloaded, accepted and moved, depending on its readiness.

Unloading is carried out in compliance with the rules for conducting loading and unloading operations. When unloading from railway cars, the integrity of both the cars themselves and the locking and sealing devices is checked. Then the wagon is opened, the incoming cargo is inspected (marking, appearance, no bias). The cargo is unloaded with stacking on pallets and trolleys. The number of shipping items is checked, the batches are delivered for acceptance.

When delivering goods by car the condition of the car body is checked, the serviceability of the seal and compliance with

Rice. 2.7.

vice specified in the bill of lading. The state of packing and its compliance with the special marking on the container, the integrity of the container and packaging are checked. Stowing, moving goods to the storage area is underway.

Upon receipt of cargo in a damaged wagon (with locking and sealing devices) or a container, the weight and number of cargo items are checked. In case of non-compliance with the data specified in the transportation document, a commercial act is drawn up.

Acceptance of goods in terms of quantity and quality involves checking the fulfillment by suppliers of contractual obligations in terms of quantity, assortment, quality and completeness with registration of acceptance and acceptance of goods for accounting. Acceptance is carried out by financially responsible employees on time.

Goods accepted in terms of quantity and quality, if necessary, are placed in containers, packaged and moved to the storage area. To ensure the safety of goods, it is of great importance to develop a rational scheme for the placement of goods, assigning various groups, subgroups and names of permanent storage places to goods and indexing (conditional digital designation storage areas for goods).

The placement scheme and the choice of storage equipment are predominantly influenced by the method of stacking goods (stacked and shelved), the specifics of the stored goods. In practice, the following are used: storage of goods according to the principle of uniformity, depending on their size and weight; separate storage of goods of increased and reduced consumer demand, as well as specific goods.

Operations for the storage of goods involve their rational placement and the creation of the necessary conditions of detention. Placement depends on the storage method. Requirements for storage conditions require compliance with temperature, humidity and other mandatory conditions established by standards, specifications and sanitary regulations. Maintaining the necessary conditions is ensured by regular inspection, cleaning, disinfection and other actions that reduce losses from damage, fight, shrinkage and other causes.

Operations for the release of goods include the selection of goods, their acquisition and packaging, paperwork, transfer to the expedition, loading and dispatch of finished goods for further sale. On vacation selection goods are kept individually (at the request of each buyer) and comprehensively (simultaneously for several buyers). Location on staffing the selected goods after the control reconciliation of invoices are packed (stacked) separately for each consumer (retail store). Shipment documents (packing list) are drawn up and enclosed when registering containers.

Ready-to-ship item after necessary work after sorting and picking, they are moved to an expedition for shipment to consumers in accordance with applications and contracts by various modes of transport or self-delivery by the consumer.

The expedition conducts route picking of consignments of goods, taking into account the best use of transport and minimum mileage, as well as operational accounting of received goods. From the expedition, the goods are moved to the loading area, from where they are delivered to consumers.

Questions for self-examination

• 1. What is the task of organizing a wholesale enterprise?
• 2. What are the forms of organization of wholesale trade?
• 3. What includes manufacturing process wholesale business?
• 4. Describe the order of acceptance of goods at the wholesale enterprise.
• 5. What are the features of storage and distribution of goods at a wholesale enterprise?

The transition of trade enterprises to the market concept of development changed the assessment of their target function, which affected the system economic indicators characterizing the economic process. First of all, this refers to the indicator of retail turnover.

As the authors of the textbook "Economics and organization of the activities of a trading enterprise" note [Economics and organization of the activities of a trading enterprise: Textbook / Edited by A.N. Solomatina - 2nd ed., revised and additional - M .: INFRA - M, 2004 S. 182] - market methods economic management objectively led to the rejection of the primacy of the indicator of trade, and made it possible to move on to managing the trading process based on economic regulators (prices, taxes, etc.). main goal trade enterprises is now to maximize profits, and trade acts as the most important and necessary condition without which this goal cannot be achieved. Since a trading enterprise receives a certain amount of income from each ruble of goods sold, the problem of profit maximization necessitates a constant increase in the volume of trade as the main factor in the growth of income and profit.

The process of moving goods from production to consumers is called distribution. The organization of an effective, rational system of goods distribution on a national scale is the most important task of wholesale trade. The fewer intermediate links in the process of moving goods, the shorter the path of movement of goods and the shorter the delivery time.

The organization of the wholesale purchase and sale is one of the essential functions wholesale trade since, in the process of the social division of labor, it has isolated itself into an independent sub-branch of trade. When contacting product manufacturers, wholesalers act as representatives of demand, and when offering goods to buyers, they act on behalf of manufacturers.

The specialization of wholesale trade in the performance of the contact function provides significant savings in distribution costs, which leads to a decrease in the number of contacts. As a result, the buyer, i.e. retail trade, saves time, as it is freed from purchases from many manufacturers, reduces material costs associated with storage, the formation of an assortment of goods and their delivery. It is a well-known fact that wholesale inventory is much cheaper than retail inventory.

Income from wholesale activity enterprises are made up of the difference between the price of purchasing goods from the manufacturer and the price of selling the goods to the buyer or the wholesale margin (surcharge). At present, the value of the margin is set on a contractual basis between the seller and the buyer.

An additional source of income for a wholesaler may be payment for the services it provides to its customers (for example, in practical activities wholesale firms often finance the manufacturer by providing him with an order for a certain product with a guarantee of its sale, and at the same time, in the form of an advance, they pay for a part of the ordered batch of products; as for retail organizations, here too wholesale enterprises provide financing by selling goods with deferred payment). But main function The wholesale enterprise is the sale of goods to customers, therefore, the volume of these sales, or wholesale turnover, characterizes the volume of activity of the enterprise as a whole.

As you can see, wholesale trade is assigned one of the important roles in a market economy, and the main indicator of wholesale trade is wholesale turnover.

Wholesale turnover is the sale of goods in large quantities legal entities by bank transfer, for the further sale of these goods or processing.

The composition of the wholesale turnover includes: the sale of goods from wholesale depots to retail trade enterprises, enterprises Catering, small wholesale trade organizations, manufacturing companies.

The sale of goods to industrial enterprises is included in the wholesale turnover, provided that finished products these enterprises will not return (enter) to the wholesale base. The wholesale turnover does not include the movement of goods within the wholesale base from one warehouse to another, as well as the return to the base of goods previously sold to the buyer.

According to the forms of sale of goods, the entire wholesale turnover is divided into warehouse and transit.

Warehouse turnover is formed by selling goods from the warehouse of the wholesale base. So they sell goods of a complex assortment that require picking, refinement, sub-sorting, - garments, shoes, goods for household, cultural and sports purposes, etc., as well as goods of a simple assortment packed at bases - salt, sugar, etc. In other words, wholesalers transform the industrial supply of goods into assortment groups corresponding to the demand of individual buyers. The need for this function is especially relevant in modern conditions, when, due to the development of specialization, production is effective only with the release of mass batches of goods, and consumption is increasingly characterized by an increase in the range with small volumes of purchases of individual goods.

Transit turnover is formed from goods shipped by suppliers directly to the retail network, bypassing the warehouses of wholesale bases. Or otherwise - the sale of goods directly to the buyer without the delivery of goods to the wholesale base.

If the wholesale base participates in the calculations, i.e. pays these goods to the supplier, and then receives money from the buyer, then such transit is called paid. Kazarskaya N.I. in her textbook gives a different definition - transit turnover with participation in settlements (with investment of funds) - the base pays off with suppliers for shipped goods and presents invoices for payment to retail organizations and enterprises [Economy of a trading enterprise / Textbook for merchandisers / Kazarskaya N .I., Lobovikov Yu.V. - 3rd edition, translated and before - M .: Economics, 2003. S. 101]. This type of transit is now rarely used.

If the wholesale base is only an intermediary and does not participate in the calculations, such transit is called unpaid. According to N.I. Kazarskaya - transit turnover without participation in settlements (organized) - settlements for shipped goods are carried out directly between suppliers and the organization retail. Wholesale bases are not included in the calculations. They establish links between suppliers and buyers, agree on specifications, organize control over the progress of shipment.

When analyzing and planning economic activities, the bases use:

for a general assessment of the work of the base - gross wholesale turnover;

for the analysis and planning of commodity stocks - warehouse turnover;

to calculate quality indicators as a percentage of turnover (wage fund, cost level, profitability) - turnover with the participation of the base in the calculations, i.e. warehouse turnover plus transit turnover with participation in settlements.

Wholesale enterprises can sell goods to budget enterprises and organizations (schools, hospitals), this turnover is considered small-scale wholesale and refers to retail turnover.

Since the turnover is an indicator that reflects the most important final result of the economic activity of a trading enterprise, its comparison with the amount of resources expended (labor, material, financial) will give an idea of ​​the effectiveness of their use, since in a generalized form, the efficiency indicator is the ratio of result and costs.

A specific feature of the organization of activities in commercial enterprise consists in the fact that here not only the process of movement of goods from the sphere of production to the sphere of consumption is carried out, but also there is a change in the forms of value. Therefore, trade requires a competent organization of both the trade and the technological process.

The technological process includes a set of successively interconnected methods, techniques and labor operations aimed at preserving the consumer properties of goods and accelerating the bringing of goods to trading network and consumers. The technological process ensures the processing of flows, starting with the receipt of goods in the store and ending with their complete preparation for sale. The technological process includes such operations as acceptance of goods in terms of quantity and quality, storage, packaging and packaging of goods, their movement and display in trading floors shops, etc.

The scheme of the trade and technological process in the wholesale trade is shown in Figure 3.

Rice. 3. Commerce - technological process in wholesale trade.

As can be seen from Figure 3, the trade and technological process in the wholesale trade includes the receipt of goods, during which the acceptance in terms of quantity and quality and the unloading of goods take place. The trading process provides a change in the forms of value. The peculiarity of this process lies in the fact that the subject of labor here is not only goods, but also buyers. Store employees sell goods and serve customers, and customers participate in the trading process. Providing direct delivery of goods to consumers, the trading process also includes such types of organization of commercial activities as studying the demand of the population, forming an assortment and advertising goods, providing customers with additional services, current replenishment of goods, etc.

Organizational forms of wholesale trade

Wholesale trade connects practically all sectors of the economy, all enterprises and organizations engaged in material production and commodity circulation. It includes the stages of promotion of goods from manufacturers to retailers. There are the following forms of wholesale trade:

direct links between manufacturers and buyers;

through intermediary organizations and enterprises;

· commercial contacts of market participants.

Direct ties in economic relations between producers and buyers of goods are practiced during transit (carriage) deliveries of a batch of products.

Economic relations for the supply of products can be short-term up to a year and long-term. A quick change in the range of products, a high rate of renewal of its range, a one-time nature of consumption require short-term economic ties, but in most cases long-term ties are more economically feasible.

The organization of direct long-term economic relations allows:

· release the parties from the annual drawing up of the supply contract (the contract is drawn up for several years);

periodically adjust the range and quarterly delivery times;

· to work out the manufacturing technology of products and thereby improve its quality;

Coordinate production schedules with interested enterprises;

· to reduce terms of submission of specifications;

Reduce paperwork in the area of ​​circulation.

Wholesale trade through intermediary organizations and enterprises (wholesale stores and bases, small wholesale and company stores, etc.) is advisable for buyers who purchase products on a one-time basis or in volumes less than transit norms.

Commercial contacts of market entities are of several types. So, at present, direct commodity exchange is very common - barter deals. In this case, delivery agreements are used. specific type goods from one company to another, and vice versa. Gets widespread auction trade, in which the seller, in order to receive highest profit uses the competition of buyers present at the sale. A significant role in wholesale trade is given to the commodity exchange. Commodity exchanges carry out the purchase and sale of not goods as such, but contracts for their supply. At the same time, free purchase and sale of contracts is carried out (the buyer is free to choose the seller, the seller - the buyer). The possibility of establishing commercial contacts between the manufacturer and potential buyers creates wholesale fairs. The wholesale purpose of fairs is to establish direct business contacts between market entities (manufacturers, intermediaries, buyers),

interested in the sale and purchase of specific commercial products.

Direct form of wholesale sales of goods

Sales of products- is its sale in order to convert goods into money and meet the needs of consumers. Product sales is part of marketing, its effectiveness depends on advertising work, market research and product range planning.

Operations of direct wholesale of goods are carried out by manufacturers without the involvement of intermediaries. Direct sale of goods is now very widespread.

The direct form of sale of goods has a number of advantages. Firstly, with this form, the manufacturer can better study the market of their goods, maintain close cooperation with the main consumers. Secondly, scientific research aimed at improving the quality of products is being carried out. Thirdly, direct wholesale of products speeds up the sales cycle and, consequently, the turnover of capital, which allows you to increase the total amount of profit.

At the same time, the direct form of selling goods increases the costs of the manufacturer, since he is forced to create expensive stocks of goods, ensure their storage and sale to specific consumers. Therefore, only large competitive enterprises are able to independently sell their products. Direct sale of industrial goods can be carried out through its own regional sales branches. With the help of these branches, the manufacturer has the opportunity to store products and control the process of its implementation. Regional sales branches become a means of direct influence on the market, while part of the trading profits receive industrial enterprises(firms). Sometimes manufacturers organize a warehouse of their products with the consumer. As a rule, this method of selling industrial products is common in developed countries in cases where a customer purchases products from a supplier for more than $100,000 annually.

In addition to sales branches, manufacturers can sell their products through their own sales offices, which are usually located in production facilities and do not create stocks.

AT Russian Federation direct wholesale sales of products are carried out through the sales departments of manufacturing enterprises and very rarely through wholesale sales bases created at manufacturing enterprises. Individual enterprises sell goods through their retail network.

Industrial enterprises (firms) acquire ownership of stores for several reasons. First, the sale of products through independent wholesale organizations very expensive. Secondly, with the help of their own stores, industrial enterprises study the market, explore new forms of trade and technical services. Third, own network retail stores extremely facilitates the formation and use in practice of a trial market to test and study the demand for new products.

In the direct form of selling goods, direct marketing (direct marketing) and telephone marketing are used.

Direct Marketing- this is direct work with customers, regular contacts of manufacturers with their clientele. Phone marketing- Dealing with clients by phone. Moreover, requests can be received by phone not only about the goods and services of the company, but also about subsequent maintenance.

Commercial form of indirect wholesale of goods

Commercial form of wholesale sales of goods includes two ways of implementation:

through independent wholesalers;

through agents

brokers.

The form of indirect wholesale of goods includes the following types (methods) of marketing or market coverage strategies:

· intensive;

selective (selective);

exclusive distribution and franchise;

targeted;

not targeted.

Intensive marketing means connecting to the marketing program all possible marketing intermediaries, regardless of the form of their activity. This type of marketing is practiced in Western countries for consumer goods, as well as branded branded goods. The advantage of this type is the presence of a very dense sales network, and the disadvantage is the existence of a large number of small buyers and complex control over their ability to pay.

Selective (selective) marketing provides for limiting the number of intermediaries depending on the possibilities of servicing, providing spare parts, and creating repair shops. Most often, such sales are used for expensive, prestigious goods.

Exclusive distribution and franchising is a way for a manufacturer to reach the market through only one trader (firm). The trader is obliged not to sell goods of a competing brand, to implement the policy of the manufacturer. Franchise - provides for long-term contractual relations between the manufacturer and the firm (franchisor) that sells goods in a limited area.

Targeted marketing includes a set of marketing measures aimed at a specific group of consumers.

Non-targeted marketing contains marketing activities addressed to all potential consumers. This type of marketing requires large advertising costs.

The best form of organizing economic relations of wholesale enterprises with serviced trading enterprises for the sale of goods are contracts for the sale of goods, contractual relations are the best forms of communication with a stable relationship between wholesale bases and their customers. Prior to the transition to market relations, the contractual relations of wholesale depots with a serviced retail network were of a formal, ineffective nature. Accounting for the implementation of these contracts by retail enterprises was practically not carried out, the issues of supplying goods to the retail network were resolved at the discretion of the wholesale depots. As a rule, retail trade enterprises did not impose penalties on wholesale links, fearing to ruin relations.

Market relations have led to fundamental changes in contractual relations between suppliers and buyers of goods. Wholesale depots and buyers of goods have become independent, equal partners, guided in economic relations solely by their own interests and financial gain. Buyers of goods have the right to freely choose suppliers and determine the forms of economic relations with them themselves. In case of one-time, episodic purchases of goods from suppliers, buyers, at their discretion, can purchase goods without concluding contracts on the basis of orders (bids) submitted by them by agreement of the parties by issuing payment documents. Sales contracts are concluded with stable economic relations between the parties and fairly large regular volumes of deliveries. The contract of sale should provide for the quantity, assortment and delivery time of goods, the delivery procedure, the quality and completeness of goods, and the property liability of the parties. In particular, it is important to stipulate in the contracts the procedure for submitting applications for the current delivery of goods, the responsibility of wholesalers for each case of failure to fulfill an application for delivery to stores of goods provided for by the assortment list, as well as the responsibility of retailers for each case of non-submission or late submission of an application for delivery ( delivery) to goods stores. The contract should provide for the possibility of centralized delivery of goods in a sorted form directly to retail trade enterprises, the procedure for personal selection of goods from the supplier, the procedure for settlements, prices, the procedure for providing wholesale trading services, their cost and other conditions.

Rice. four. Scheme of organization of workflow in wholesale trade with the participation of a wholesale enterprise in the calculations.

Wholesale of goods, in contrast to retail, is the sale of goods to wholesale buyers (enterprises). The result of such a sale is expressed by a certain amount of wholesale turnover, one of the main indicators of the activity of the base. Wholesale of goods can be carried out in two forms - in transit, when the wholesale base sells goods without bringing them to their warehouses, and by selling goods from their warehouses.

The result of these forms of sale will be a wholesale transit turnover and, accordingly, a wholesale warehouse turnover. In the wholesale turnover of trading bases, the prevailing specific gravity accounts for the wholesale and warehouse turnover. The transit turnover of wholesale depots, in turn, is subdivided into turnover with participation in settlements (paid or with an investment in base own funds) and without participation in settlements (unpaid, organized).

During transit with participation in settlements, the base pays the supplier the cost of the shipped goods, which it then receives from its customers. When transiting without participation in settlements, the supplier presents invoices for payment not to the wholesale base, but directly to the recipient. When organizing a transit turnover, the wholesale base performs an intermediary role between the supplier and the recipient. However, she concludes contracts with the supplier and recipient, presents orders (orders), monitors the implementation of contracts.

The labor intensity of the transit turnover is much lower than the warehouse turnover, therefore, with relatively high transit margins (markups), it is beneficial for wholesale depots. wholesale buyers contracts with bases should provide for the possibility of transit deliveries of goods and the size of transit margins (markups).

The basis for the transit shipment of goods is an order that is issued by a wholesaler and addressed to a specific supplier (manufacturer), and a copy is sent to the buyer - the client of the base. An order for several consignees is called a distribution order.

Orders for the first quarter are usually attached to the contract, and for subsequent quarters they are submitted by the buyer within a certain period before the start of the corresponding quarter. Copies of orders are sent to all consignees. Orders and orders are issued according to uniform forms containing the correspondent (details of the supplier and buyer, the basis of the order, the name of the payer) and the invoice (name of the product, quantity, price, amount, etc.) parts.

Rice. 5 Scheme of the movement of goods in the wholesale trade

In case of wholesale warehouse turnover, the following methods of wholesale sale of goods from warehouses are used: by personal selection of goods by buyers; by written, telephone, telegraph, teletype, telefax requests (orders); through traveling merchandisers (traveling salesmen) and mobile rooms for commercial samples; through auto warehouses; postal parcels. The sale of goods with personal selection is practiced, as a rule, for products of a complex assortment (fabrics, garments, knitwear, haberdashery, etc.), when the choice of styles, patterns, colors requires the participation (familiarization) of a representative of a cooperative or store. To create convenience for buyers in the selection of goods, the wholesale bases of consumer cooperation organize the wholesale sale of goods through the halls of commodity samples. The Commercial Samples Hall is the commercial center of the modern base. It concentrates the main work related to the organization of the sale of goods: familiarizing buyers with samples of goods available in warehouses, as well as with new goods, drawing up relevant documentation for the sale in the operational accounting of goods. Here, the workplaces of merchandisers with the necessary organizational and technological equipment are highlighted.

In the halls of commodity samples, there are also workplaces for commodity salesmen and invoicers, who, depending on the specialization of warehouses, are formed into the corresponding departments and groups. The sales manager, together with the representative of the buyer, on the basis of familiarization with product samples and selection by the buyer of goods, draws up an order (selection sheet) in triplicate for the selection of goods in the warehouse, which they both sign. One copy of the order is transferred to the buyer for control, the other for issuing an invoice, the third to the warehouse for individual selection and preparation of goods for release. To account for the movement of goods, merchants-sellers fill out cards for quantitatively sum accounting, which are summarized in file cabinets for each product group.

The sale of goods by written, telegraphic and telephone requests without preliminary personal selection is carried out for goods of a simple assortment or well-known goods of a complex assortment.

Applications received at the base by mail or telephone are registered in a special journal, checked in terms of compliance with the concluded contract and transferred for execution. It is recommended to draw up applications on forms of the established form, printed and sent to buyers.

Separate wholesale bases organize sending parcels with various non-food products to the population or shops through post offices. This form of trade is carried out according to special catalogs, which give a description (description) of the goods sent by parcels, as well as the conditions for their payment and ordering.

Sending parcels of goods directly to the public is called individual or retail mail order. Individual parcel trade has great prospects for its development, especially for serving residents of small villages and remote settlements where there is no stationary retail trade network.

Wholesale bases may apply other forms and methods of wholesale. In the conditions of market relations, individual wholesale enterprises organize and retail sale goods to the public through own stores(tents) or use auto shops. In these cases, wholesale bases are actually transformed into wholesale and retail enterprises (firms) or trading houses.

Services provided by the wholesale base to their customers, as a rule, must be paid. Specific amounts of payment for services should be established in the contracts concluded between the wholesaler and customers. They should reflect the costs of these services, taking into account their labor intensity and ensure the normal profitability of these operations, and economically interest wholesale enterprises in providing services to their customers. Consequently, the income of the wholesale enterprise consists of the sale of goods - trade allowances and fees for wholesale trade services.

Thus, the organization and technology of the wholesale sale of goods is the most important object of commercial and marketing activities firms.

Establishment of economic relations with buyers of goods;

organization and technology of wholesale;

Organization of accounting and replenishment of stocks;

With the optimal implementation of all these areas, the successful operation of a wholesale company is possible.

As a result of studying chapter 7, the student should:

know

• what is marketing in wholesale trade as a sector market economy;
• basic concepts, goals, objectives, principles, areas of application, objects, subjects of wholesale trade;

be able to

• Participate in the development of the marketing strategy for the company wholesale sales, plan and implement activities aimed at its implementation;
• select suppliers and resellers;
• develop a plan for the purchase of goods for enterprises of various sectors of the economy;
• determine the volume of purchases and sales of goods;

own

Analytical methods for evaluating the effectiveness of commercial activities at wholesale enterprises.

Socio-economic content of wholesale trade

From the point of view of marketing, the role of wholesale trade is to meet the needs of retail enterprises as much as possible, to supply them with the necessary goods in certain volumes and on time. Usually located in large settlements(cities), wholesale companies are also well aware of the needs of end customers. Therefore , they are able to organize powerful marketing support for retailers on their own or with the help of a product manufacturer .

As modern experience shows, wholesale companies in most cases carry out marketing functions better than the manufacturer, since they have well-established ties with retail trade, as well as a good warehouse and transport base. Today, wholesale companies provide their customers not only with goods, but also with a wide range of related services: advertising at the point of sale, organization of sales promotion events, delivery of goods, pre-sale preparation, including packing and packaging of goods under the brand name of a retailer or network. In the market of technically complex goods, wholesale companies, with the support of manufacturers, organize service centers.

Since the activity of any intermediary increases the cost of goods, the task of the wholesale link in the distribution system is to form a minimum wholesale margin (due to the rationalization of trade and logistics operations) or to add additional value to the product for the buyer, who will perceive the set price as fair.

Solving the problem of satisfying the interests of manufacturers, on the one hand, retail trade and end customers, on the other, has led to a variety of methods and forms of wholesale trade.

The freely emerging market situation requires a wide range of trading enterprises that differ from each other in terms of the number of employees, types of activities, specialization, etc. This chapter discusses theoretical aspects operation of wholesalers.

Wholesale- a set of economic, organizational and legal relations between counterparties in the conditions of free choice of partners in the purchase and sale various kinds products in large quantities.

Wholesaling includes any activity of selling goods or services to those who purchase them for the purpose of resale or professional use. From the position of a manufacturing enterprise, wholesale trade is an important distribution link that solves its marketing tasks. From the point of view of marketing, the role of wholesale trade is to meet the needs of retail enterprises as much as possible, supplying them with the necessary goods in certain volumes and on time.