Implementation of the concept of relationship marketing in retail

Abstract

The article is devoted to the research of retail marketing from the positions and tasks of implementing the principles of the concept of mutual relations, which is focused on building a long-term partnership not only with consumers, but also with other market entities that form the microenvironment of the functioning of trade companies. The relevance of the chosen topic is dictated by the need to find ways to increase the competitiveness of retail companies through the use of modern marketing approaches, which are based on building a system of relationships through the formation of additional values for the subjects of interaction on the market, the end result of which is obtaining mutual benefits for each of the partners. A theoretical substantiation of the feasibility of developing and building partnership relations between retail companies and market entities is the purpose of the article. According to the results of the study, the concept of marketing in retail trade and trade marketing that is often identified with it, which involves the influence on all participants of the distribution channel and consumers, are distinguished. The essence of the modern concept of relationship marketing is considered, which makes it possible to assert the expediency of abandoning the use of stimulation as a tool of influence in favor of motivation as a process aimed not just at stimulation, but at the conditions for changing the intentions, attitudes, and opinions of the participants of the relationship. It is determined that the retail trade company with the set of elements of the marketing complex, expanded due to the added "partnership" tool, through the motivational field represented by controlled and uncontrolled parts, directs its efforts to market entities, such as consumers, suppliers, competitors, intermediaries, as well as contact audiences. It is noted that the motivational field should be understood as an environment formed from a set of all interests, motives and incentives that determine the mutual influence on the participants of the relationship, determining the goals and the set of actions related to their achievement. The desired results of the retail trade company's motivation of the participants of the relationship are determined and conclusions have been made regarding the feasibility of providing and benefits of partnership with such entities as suppliers and competitors