Efficiency of application of the concept of intensification of commercial efforts (sales concept of marketing) at the enterprise

Abstract

The article examines the structure of the company's product sales channels, defines the main economic indicators of the company's activity by types of products, which are sold through various product sales channels. The assessment of the conceptual nature of the enterprise's marketing activity was carried out in order to improve the concept of intensification of commercial efforts or the sales concept of marketing, and the results of a strategic assessment of the direction of the enterprise's development were summarized. The results of the study showed the problems faced by producers in the field of selling agricultural products. Decisions made in the field of product promotion consist of choosing a sales system, sales form and distribution channels. Enterprises form their sales concept of marketing based on various approaches, which is confirmed by the studied detailed structure of the company's product sales channels. It was determined that the basis of the enterprise's production and sales concept should be a marketing program, which is built on certain directions and positions that allow enterprises to function successfully on the market. The end result of the outlined direction of development of the enterprise's marketing, which the subjects of market relations follow in today's market conditions, is the chosen concept of management, in particular, the concept of intensification of commercial efforts. The solution of the scientific problem takes place in the study and generalization of the theoretical and practical tasks of the formation of economic measures regarding the economic justification and effectiveness of the creation of organizational and economic measures aimed at improving the sales concept of marketing. The purpose of the article is to clarify the theoretical issues of economic substantiation and the effectiveness of creating organizational and economic measures from the plan of improving the sale of products of agricultural enterprises. When writing the scientific article, the following tasks were set: to evaluate the current state of the production and marketing activities of agricultural enterprises; to develop specific proposals aimed at the effectiveness of creating organizational measures with the provision of improvement of the intensification concept of commercial efforts. Keywords: marketing, sales, sales channels, sales concept of marketing, concept of intensification of commercial efforts, sales channels, enterprise development strategy.