Экономические науки/6. Маркетинг и менеджмент

N. Solomianiuk

Associate Professor, National University of Food Technology, Ukraine

the Planning of TRADE-Marketing Charges are on the Enterprises of Food Industry in Ukraine

The results of analysis in the theoretical labours and professional publications testify to the underexploitation fundamentally of the important questions related to the features of planning for the charges on marketing. Typically, the marketing costs of the most Ukrainian companies include fixed amounts of payments to promote products in retail chains. Thus other possible items of expenses are not planned taking into account a possible market situation, or not examined in connection with the insufficient financing. Lack of the attention by enterprises with respect to planning marketing costs necessitates a detailed study of the characteristics their formation in the course in the business

The effectiveness of the marketing plan on the enterprise depends on how the company is focused at achieving the strategy. Any tactical actions of the companies should be preceded by a clear definition of the objectives. In the modern economic conditions of the most Ukrainian companies are indicated about the insignificant marketing budgets to promote their products and services compared to the international companies.

Development of market relations in Ukraine predetermines the height of requirement in accounting information necessary for a management an enterprise. Organization and management play the processes at economy of charges an important role creation in business competitiveness. Management marketing charges on the Ukrainian enterprises of food industry is by the important means of construction the system of analysis charges, taking into account the strategic and tactical marketing planning. It is a difficult process, that envisages not only the self-weighted classification but also systematic monitoring of actual charges and their possible adjustment under act of internal and external factors, and also features of mechanisms the trade-marketing.

In practical activity all charges related to advancement of product and brand are marketing. In the field of trade activity the enterprises of food industry are envisage realization of complex of measures : analysis of the state affairs on market, research in industries of pricing, influence on the value of service, adjusting of communications and other. Actual in this aspect is a question about price politics of trade networks in relation to the grant of marketing services fpr the suppliers.

Any actions of commodity producer in the process of planning the charges on marketing must be based on the concrete costs of concrete market. Testify to the far of marketing, informative, advertisement and other services that is given by the trade company of Ukraine and range of their prices (tab. 1).

Table 1

A cost of marketing services for a commodity group is a grocery on trade company

Service	Unit	Cost of marketing services, UАН
		NOVUS	METRO	AUCHAN
1	2	3	4	5
Determination the volumes of sales, bits and pieces of products, dynamics of sales	Commodity position, apiece	100-250	-	-
	Commodity position, %	500-1000	-	-
Marketing research: field questionnaire relation and loyalty of consumers	200 respondents 1 question/ 1 respondent	10000-15000 50	- -	- -
Placing of commodity on an additional place	Piece of equipment	350-4000	500-5000	1500-4000
Placing of informative materials	А4	50-1000	100-2000	50-1000
1	2	3	4	5
Placing of promoters	2 man/1 day	400	300	-
Placing of advertisement is in an action newspaper	1 block	5000-40000	3000-50000	4000-30000
Introduction to the registration database	1 Commodity position,/1 TP	500	1000	2000

Source: improved by the author

From a table. 1 evidently, that, depending on positioning of trade object at the market, amount of trade points on territory of Ukraine, their geographical location price politics is determined. The trade network of NOVUS offers to Customer marketing researches and grant of the sales given on volumes. Other networks at the market of concentrate the services in the direction of possible registration the space of trade point, placing of promoters and additionally proposed commodity. In practical activity mostly a marketing budget is planned on the basis of aims and tasks the achievement of that is determined alongside tactician. Charges on realization offered tactician fold a total budget to that commodity producers add 5-10 % of reserve.

Planning of complex the trade-marketing measures, in opinion of author, it is necessary to carry out taking into account the lump sum of expense part, namely:

are the monthly/every quarter withholdings, set by contractual relations that is determined on the basis of statistical data of past periods taking into account the rates of market and stake enterprise development on him (on the whole and concretely on every contractor);

are reserve charges in case of disparity plan and actual indexes.

Also planning of marketing charges on an enterprise in practical activity becomes complicated by high probability of economic changes the consequences of that can be considerably represented on their forming. However, grouping of reasons the charges on classification signs allows clearly to define a sequence and necessity of their consideration in a budget.