Sales in Marketing: the essence, functions and types
Journal Title: Visnyk Ternopilskoho natsionalnoho ekonomichnoho universytetu - Year 2016, Vol 3, Issue
Abstract
In the article, the essence of selling and viewpoints of other authors on this issue are considered. It is noted that some definitions of selling mentioned in the literature have a number of inaccuracies. Therefore, the author offers her own definition of the selling concept. It is pointed out that there are differences between selling, sales and realizations of goods. It is also emphasized that in the chain from the production of goods to their availability to consumers, the selling acts as the first stage, the sales act as the second stage and the realization closes the process. It is noted that the selling process occurs between producers and consumer-enterprises, producers and intermediary trade organizations, and between producers and end consumers (through their branded stores). It is stressed that purchases and sales that take place within the distribution channels are not considered to be traded by manufacturers.Aparticular attention is paid to the point of sale in the marketing system, and its importance is emphasized. It is concluded that marketing activities are subordinated to the objectives of selling, and the latter determines the scope of the former. The paper covers the major functions of selling, such as meeting consumer needs, returning production costs and providing conditions for further successful business operations. A thorough consideration is given to the classification of selling. The author indicates a set of features that determine types of selling, specifically selling functions, commitment of sellers, the duration of contacts with consumers, stages of selling and its amount. The article also focuses attention on the fact that small-scale selling is simple, small in number and performed only once. On the other hand, big-scale selling is seen as one that can establish long-term relations with customers. In conclusion, the practical importance of this classification is highlighted.
Authors and Affiliations
Olha Diachun
Keywords
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