Фроленкова, Н. А. та Frolenkova, N. A. (2021) МЕНЕДЖМЕНТ НА РИНКУ ТОВАРІВ І ПОСЛУГ: ОСОБЛИВОСТІ РИНКОВИХ ПРОЦЕСІВ ТА СУЧАСНА ІНФРАСТРУКТУРА. Вісник Національного університету водного господарства та природокористування (4(96)). с. 366-376.

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Анотація

Сучасний ринок мінливий, висококонкурентний та багатоформатний. Це вимагає від бізнес-структур впровадження інноваційних технологій менеджменту на ринку, ведення підприємницької діяльності в нових перспективних формах. У статті визначені основні види ринкових процесів на ринку товарів і послуг. Зокрема: оптова та роздрібна торгівля, ярмарки та виставки, біржі, аукціони, тендери, електронна комерція, персональний продаж, лізинг, франчайзинг. Охарактеризовано їх особливості, структурні елементи, переваги, недоліки і перспективи розвитку.

Title in English

GOODS AND SERVICES MARKET MANAGEMENT: FEATURES OF MARKET PROCESSES AND MODERN INFRASTRUCTURE

English abstract

The modern market of goods and services is characterized by a large number of competitors, changing conditions, a high degree of risk. Prospects for development and stability of the organization in such conditions depends on the correctly chosen strategy of positioning and development, as well as the chosen methods of management. The choice of types of market processes, which include forms of business activity, sales channels, target consumer, elements of market infrastructure, has a decisive influence on the success of business structures in the market of goods and services. The article identifies the main types of market processes in the market of goods and services, their features, structural elements, advantages, disadvantages and prospects. The most popular types of market processes are wholesale and retail trade, which occupy a large market share. In big business, stock trading and auctions are gaining popularity. Fairs and exhibitions are temporary, but very effective types of market processes that allow you to intensify activities. Personal selling is a format of trade, which is necessary when working with goods of non-mass demand, individual goods. E-commerce is an opportunity for companies to significantly expand the market, conduct effective market research and automate their activities. Franchising is a modern form of business organization that allows an entrepreneur to get a ready-made working business model and a promoted brand. This is an innovative format that is rapidly gaining popularity in Ukraine. The type of market processes such as leasing is being actively implemented, which allows to reduce the initial investment in business creation and expand the material base. The choice of forms of activity by the organization depends on many factors and determines its prospects and profitability.

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