Fergana polytechnical institute faculty management in production department "economy" methodological instruction

Lesson number 8. Sales policy.
Issues for discussion
Economic, social and political significance of trade. Distribution and stages of trading. vertical marketing system. Use of funds. Wholesale and retail trade. Distributor, dealer and broker. Sales promotion. New types of sales.
Key Concepts
To begin with, it should be understood that the ideal sales strategy does not exist at all. Alas. For some, one strategy will bring millions of profits, while for another it will lead to bankruptcy.
I also want to note that there are many factors that affect the success of the strategy, but the main one is the type of market in which you work. And there are four parameters by which it is customary to divide markets:
• Predictability - in other words stability;
• Unpredictability – ie instability;
• Plasticity - the ability of players to influence the market;
• Aggressiveness - competition in the market. These parameters form five main market types:

Predictable and non-plastic. In this market, everything has long been settled and formed, it is difficult to influence it, but everything is stable. There is a big effect on the scale of the business here. For example, the automotive market;
1. Predictable and flexible. In this market, players independently form the demand for products. Here, market players create ecosystems for other enterprises in their industry. For example, the pharmaceutical market;
2. Unpredictable and non-plastic. A market in which you don’t understand where it is moving, and at the same time, it is extremely difficult to influence this movement. Players in this market are flexible, constantly looking for new approaches. For example, the clothing market;
3. Unpredictable and plastic. This is a market that can be formed, but it is very difficult to predict how successful this will be. Here companies are engaged in the development of innovative products. For example, IT-sphere;
4. Super aggressive. This is a market of great competition, it is also called the “sandbox market”. There is no leader in this market and everything is very fickle. Players in this market are trying to take a share and keep it.
For example, grocery shopping. This information is not for fun. And all because, depending on the market, a sales strategy will be built.
Task 1. There are several characteristics of market representatives working as intermediaries between the manufacturer and the buyer, namely:
they receive goods on a consignment basis from manufacturers, collect goods from local markets and organize sales;
Usually they do not help in sales and promotion, but provide credit, storage and delivery, and also represent the sales staff;
Тhey can act within the scope of the auction. Specify the name of such an intermediary.