home Exchange rates Moscow regional youth conference “Professional and career growth of youth - prospects and realities. Increasing the competitiveness of small businesses in the field of wholesale trade Krokhin Alexander Gennadievich

Moscow regional youth conference “Professional and career growth of youth - prospects and realities. Increasing the competitiveness of small businesses in the field of wholesale trade Krokhin Alexander Gennadievich

Methodological seminars on employment issues for graduates of institutions vocational education Moscow region

The Regional Center for Career Guidance and Employment of the Moscow State Educational Institution held two methodological seminars on employment issues for graduates of vocational education institutions in the Moscow region.

At the first seminar, the main audience of which were representatives educational institutions higher and secondary vocational education, the results of monitoring employment and career promotion for graduates conducted by the Regional Center for Career Guidance and Employment were discussed.

The seminar was opened by the Vice-Rector for educational work and international cooperation, candidate of legal sciences, candidate of historical sciences, professor Klychnikov Vladimir Mikhailovich. In his opening remarks Vladimir Mikhailovich noted social significance solutions to these issues for graduates and the need to effectively solve them in conditions market competition.

Further regulations of the seminar included presentations by employees Regional center career guidance and employment at Moscow State Educational Institution.

Deputy Director of the Regional Center for Career Guidance and Employment, Moscow State Educational Institution Bashmakov Danil Valerievich made a presentation on the topic “ Employment analysis system for graduates of vocational education institutions" The report presented existing systems assessment of the employment results of graduates and presents the conceptual provisions that served as the basis for the Regional Center for Career Guidance and Employment monitoring of the employment of educational institutions of secondary and higher vocational education.

Speech by Deputy Director of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Bashmakov D.V.

The results of this monitoring and the conclusions they lead to were discussed in the speech of the director of the Regional Center for Career Guidance and Employment of the Moscow State Educational Institution Krokhin Alexander Gennadievich. In the final part of the report, Alexander Gennadievich presented for discussion prepared proposals aimed at improving the employment results of graduates.

Speech by the director of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Krokhin A.G.

The discussion turned out to be very lively; it was noticeable that the seminar participants did not remain indifferent to the problems being solved, which can rightfully be described as complex and contradictory.

After the discussion, the participants were offered a report from a researcher at the Regional Center for Career Guidance and Employment at Moscow State University Orlova O.V. on the topic “The role of sociological and socio-psychological monitoring research in the process of promoting the employment of university graduates”, in which Olga Vladimirovna shared her experience career guidance work with students.

Report by O.V. Orlova, a researcher at the Regional Center for Career Guidance and Employment at Moscow State Educational Institution.

The second methodological seminar was devoted to the results of monitoring professional competencies graduates of educational institutions of higher professional education, in accordance with the principles of international studies of the quality of education AHELO and PIAAC, conducted on the basis of universities in the Moscow region by the Regional Center for Career Guidance and Employment of the Moscow State University. Representatives of educational institutions of higher professional education in the Moscow region took part in it.

At this seminar, methods for conducting international studies to assess the competencies of AHELO and PIAAC university graduates were presented, the classifications of general competencies used in these studies, which are used to assess the quality of education, were disclosed, examples were given test tasks.

Researcher at the Regional Center for Career Guidance and Employment, Moscow State Educational Institution Chernenko Olga Vasilievna made a report on the results of monitoring of professional competencies of university graduates in the Moscow region, carried out in accordance with the principles of international studies AHELO and PIAAC. In her presentation, Olga Vasilyevna demonstrated the distribution structure of graduates regarding the level of development of several general competencies.

Researcher at the Regional Center for Career Guidance and Employment at Moscow State Educational Institution Chernenko O.V. reports the results of monitoring the professional competencies of university graduates in the Moscow region

Final word delivered by the director of the Regional Center for Career Guidance and Employment, Alexander Gennadievich Krokhin, in which he presented a number of recommendations aimed at improving the quality of education in the context of globalization.

Participants of the seminar on the results of monitoring employment and promoting the career of graduates

The organizers express their deep gratitude to all participants of the seminar for their active work in discussing the recommendations, as well as those additional offers, which were made by them during the seminar.

Participants of the seminar on the results of monitoring the professional competencies of university graduates in the Moscow region

Young Elektrostal teacher Nikita Kholin became the winner of the V competition “Pedagogical Debut 2019” in the “The Beginning of the Beginning” category.
Newspaper News of the week
10.12.2019 “The All-Russian campaign “100 points for Victory” has started in the Moscow region. The event opened in the city.
Ministry of Education
10.12.2019

December 18, 2012 The Moscow Regional Youth Conference took place " Professional and career growth of youth - prospects and realities", organized by the Free Economic Society of the Moscow Region and Moscow State Regional University (MGOU).

About 100 senior students, teachers and university scientists took part in the conference.

The rector of Moscow State University, Ph.D., addressed the participants with a greeting. P.N. Khromenkov. Pavel Nikolaevich noted that the employment of university graduates is a priority, and expressed the hope that such conferences will be useful for both students and representatives of state and legislative authorities, employers, allowing them to coordinate joint efforts to employ young people at enterprises in the Moscow region.

The keynote address at the conference was given by V.B. Krymov- President of Volny economic society Moscow Region, Chairman of the Committee on Economics, Entrepreneurship and Investment Policy of the Moscow Regional Duma, Doctor of Economics. In his report, Vyacheslav Borisovich focused on the main stages of building a specialist’s career and shared valuable advice with students on how to achieve success in the labor market. Vyacheslav Borisovich's speech caused a heated discussion, and the students did not let him leave the podium for a long time, asking more and more questions.

Also speaking at the conference were:

L.V. Varukhina– head of the Territorial body Federal service state statistics for the Moscow region. Lyubov Vasilievna shared with students interesting information about the socio-demographic situation in the Moscow region.

S.I. Kvasov- Head of the Department of Employment Assistance and Social Payments of the Committee on Labor and Employment of the Moscow Region. Sergei Ivanovich's speech was with special interest was accepted by students as it was replete with information about employment opportunities in the Moscow region, providing specific figures on the number of vacancies and wages.

A.G. Krokhin, director of the Regional Center for Career Guidance and Employment, which since 2008 has been helping Moscow State University graduates find their place in life, spoke after Sergei Ivanovich and based his report on the information provided by his colleague on vacancies and wages. « Without further ado, what is your expected salary on your resume?"- Alexander Gennadievich addressed the audience. – “ From 50 thousand rubles“said several people from different parts of the hall at once. For comparison: average salary for a legal assistant, where you can easily get a job without work experience, in the Moscow region is 12 thousand rubles, lower economic positions start with a slightly higher amount. “Now tell me,” asked Krokhin, “which of you, for the expected 50 thousand, can offer the employer something else besides basic university knowledge, who, for example, is fluent in English? And who, fluent in English, can at least verbally communicate in one more foreign language? “In response to the first question, 11 hands went up in the hall where 70 people were sitting. In response to the second - two.

At the end, the floor was given to graduate students who shared their plans and prospects for building a career as a teacher, scientist or entrepreneur in the Moscow region. The interest that shone in the eyes of the speakers allows us to express the hope that each of them will achieve success on their chosen path.

Concluding the conference and summing up its results, the rector of the Moscow State University thanked all those present for their fruitful work and expressed the hope that such meetings would be regular and no less productive.

480 rub. | 150 UAH | $7.5 ", MOUSEOFF, FGCOLOR, "#FFFFCC",BGCOLOR, "#393939");" onMouseOut="return nd();"> Dissertation - 480 RUR, delivery 10 minutes, around the clock, seven days a week and holidays

240 rub. | 75 UAH | $3.75 ", MOUSEOFF, FGCOLOR, "#FFFFCC",BGCOLOR, "#393939");" onMouseOut="return nd();"> Abstract - 240 rubles, delivery 1-3 hours, from 10-19 (Moscow time), except Sunday

Krokhin Alexander Gennadievich. Increasing the competitiveness of small businesses in the field wholesale trade: Dis. ...cand. econ. Sciences: 08.00.05: Moscow, 2002 174 p. RSL OD, 61:03-8/1255-6

Introduction

Chapter 1. The current state of small trade entrepreneurship in Russia 9

1.1. Main types of small businesses 9

1.2. The role of small business in the economy of developed countries 17

1.3. Dynamics and sectoral composition of small enterprises in Russia 27

1.4. Business activity 40 small trade businesses at the present stage

Chapter 1 Conclusions 47

Chapter 2. Theoretical aspects of personal selling for small wholesale businesses 50

2.1. Factors for increasing the competitiveness of small wholesale trade enterprises 50

2.2. The influence of the characteristics of wholesale trade on marketing policy small 75 wholesale trade enterprises

2.3. The essence and role of personal selling in the marketing policy of small wholesale enterprises 92

Chapter 2 Conclusions 104

3.1. Key Stages of the Personal Selling Process 106

3.2. Results of the practical implementation of the developed methodology in 137 activities of small wholesale trade enterprises in Moscow

Conclusion 150

List of used literature 156

Applications 170

Introduction to the work

Relevance of the research topic. Transition to market relations V Russian economy is associated with certain difficulties: the decline in production continues, the structural restructuring of the economy is being carried out at a slow pace, and scientific and technological progress has slowed down significantly.

At the same time, the formation of the foundations market economy accompanied by the inevitable creation of entrepreneurial structures. The reality of this process is generally recognized, but an unambiguous attitude towards it has not yet developed. Despite all the undeniable importance of small business for the Russian economy, its absolutization is just as dangerous as its underestimation.

The small business sector performs a number of important functions in the country's economy: firstly, it provides the necessary mobility in market conditions; secondly, it serves as a testing ground for testing and testing new ideas, products or services; thirdly, small business creates the conditions necessary for the market of competition, the diversity of its forms, etc. The widespread development of small businesses makes it possible to create additional jobs, which is important given the existing unemployment; replenish consumer market goods and services; form a layer of owner-entrepreneurs, etc.

During recent years The small business sector has expanded significantly, and its role in the Russian economy has increased largely due to the liberalization policy economic activity. Today in Russian Federation there are about 850 thousand small businesses. The lack of real financial and economic support from the state makes survival a problem internal matter every company.

Under such circumstances, the lack of a clear line of market behavior, marketing strategy turns out to be disastrous for a small wholesale trade enterprise, often leading to problems with solvency and high costs, ultimately threatening the very existence of the enterprise. Therefore, there is an objective need to anticipate

4 make changes to external environment, independently develop a marketing policy, i.e. study the competitive environment, identify customer needs, position themselves in the market, determine sales priorities, etc. One of the main components of marketing policy for wholesale trade enterprises is certainly the system of product promotion. In this regard, of great scientific interest is the determination of the most rational organization a promotion system that takes into account the objective limitations of a small wholesale trade enterprise and allows you to achieve maximum results.

Problems of entrepreneurship, marketing and management in small businesses, as well as the main aspects of personal selling, are reflected in the works of such Russian scientists as Bagiev G.L., Blinov A.O., Lapusta M.G., Naumov V.N., Pankratov F.G., Popov E.V. and others, as well as foreign marketers Machado R., Futrell C., Chandezon J., Deyan A., Stevens N., His-rick D., Hopkins T. et al.

Research has shown that the principles and methods of organizing the promotion of goods and services recommended in the literature are, as a rule, aimed at medium and large enterprises with wide possibilities, as in financially, and in terms of selecting appropriate personnel. Large scale sales promotion campaigns cannot be used by small businesses. The promotion system at small wholesale trade enterprises has significant differences from the similar process at medium and large enterprises.

Thus, the relevance, national economic significance, unresolvedness of a number of problems and the need to develop and create a system for promoting goods of small wholesale trade enterprises, which allows increasing their competitiveness in modern conditions, determined the choice of topic, its purpose, objectives, main directions of research and content of the dissertation work.

Goal of the work consists of developing methodological recommendations for increasing the competitiveness of small businesses in the field of wholesale trade when using personal sales in the field of promoting goods by small businesses in modern conditions.

To achieve this goal, it was necessary to solve the following tasks:

analyze current state small trade entrepreneurship in Russia;

identify factors for increasing the competitiveness of small wholesale trade enterprises;

determine the place of marketing in the system of ensuring the competitiveness of small wholesale trade enterprises;

reveal the essence and role of personal sales in the marketing policy of small wholesale trade enterprises;

to develop an algorithm for personal sales by sales agents of small wholesale enterprises, taking into account the specifics of the industry and the size of the enterprises.

Object of study are small wholesale trade enterprises operating in a competitive environment.

Subject of research is the process of using personal selling in the promotion of goods by small wholesale enterprises.

Theoretical and methodological basis of the study The basis was the works of domestic and foreign experts on the problems of entrepreneurship, management and marketing of small enterprises.

The initial sources of information were special literature on the problem under study, data from the State Statistics Committee of the Russian Federation on the activities of small enterprises, regulatory materials, survey results of small wholesale trade enterprises, and other sources.

As research tool Was used statistical methods small business market research, methods economic analysis activities of small wholesale trade enterprises, method expert assessments, method of observation, survey, classification.

Scientific novelty consists of comprehensive study theoretical aspects increasing the competitiveness of small businesses in the field of wholesale trade and developing methodological provisions and practical recommendations on the implementation of the personal selling process in the field of promotion of goods by small wholesale trade enterprises.

Main scientific results the work is as follows:

the state of small business, in particular, small wholesale trade enterprises at the present stage, is analyzed;

factors for increasing the competitiveness of small wholesale trade enterprises are shown, taking into account the adaptation of a small enterprise to changes in the external environment;

the place of marketing as a leading direction in the strategy for ensuring the competitiveness of small wholesale trade enterprises has been determined;

the experience of specialists in the field of personal sales is summarized, their essence is revealed and their role in the marketing policy of small wholesale trade enterprises is determined;

a scheme for personal sales by sales agents of small wholesale trade enterprises has been proposed, taking into account the specifics of the industry and the size of the enterprises;

Based on the proposed scheme, an algorithm of actions of a sales agent was compiled with a description of the functions at the main stages of the personal selling process.

Practical significance of the work. The methodological recommendations, principles and methods of promoting goods using

7 The formation of personal sales allows a small wholesale trade enterprise to determine its competitive strategy, reorganize the product promotion system and marketing policy as a whole in accordance with the accepted concept of enterprise development; increase the efficiency of a small wholesale trade enterprise through the targeted use of sales agents; timely clarify and adjust the personal sales process in accordance with changes in the competitive environment.

Approbation of work. The main provisions of the dissertation were reported, discussed and received positive assessment at scientific, practical and methodological conferences at the Moscow Pedagogical University and the Moscow Institute of Economics, Management and Law in 2000-2002. The theoretical and methodological provisions of the dissertation were used in educational process Moscow Pedagogical University. Some results of the work were implemented at small wholesale trade enterprises Gefe-ststroy LLC and Miracle and K LLC.

Publications. The main provisions of the study are reflected in four publications, with a total volume of about two pp.

Structure of the dissertation. The dissertation includes an introduction, three chapters, a conclusion, a list of references and appendices.

In the introduction, the relevance of the research topic is substantiated, the goal is set, the objectives are formulated, the object and subject of the research are defined, the scientific novelty and practical significance of the work are formulated.

The first chapter, “The current state of small trade entrepreneurship in Russia,” describes the main types of small businesses, shows the role of small businesses in the economies of developed countries, examines the dynamics and sectoral composition of small businesses in Russia, and analyzes the business activity of small trade businesses at the present stage.

In the second chapter, “Theoretical aspects of personal selling for small wholesale enterprises,” factors for increasing competitiveness are studied.

8 profitability of small wholesale trade enterprises, determined the influence of the characteristics of wholesale trade on the marketing activities of small wholesale trade enterprises, summarized the experience of foreign specialists in the field of personal sales and showed their role in the marketing policy of small wholesale trade enterprises.

The third chapter, “Methodological recommendations for the use of personal sales by small wholesale trade enterprises,” examines the main stages of the personal sales process, taking into account the specifics of the industry and the size of the enterprise, and also provides the results of the implementation of the developed methodology in the activities of small wholesale trade enterprises in Moscow.

Main types of small businesses

In our country, small business is attracting attention in connection with the transition to a market economy. Without small business, a market economy is unable to function or develop. The formation of small business is one of the main problems of economic policy in the context of the transition from an administrative-command economy to a normal market economy.

We can highlight the following functions of small business in a market economy, which determine the importance and need for the development of this form of management.

Firstly, small business, quickly responding to changes in market conditions, gives the economy the necessary flexibility, quickly satisfies existing demand, since it is the most adapted to changing conditions and new scientific and technical requirements of production.

Secondly, small business mobilizes the financial and production resources of the population (including raw materials and labor), which would not be used in the absence of small business. Small enterprises occupy an area of activity that is traditional only for them, in which large enterprises rarely intervene. Typically this is a production using primarily manual labor. This includes handicraft types of work, folk crafts, and similar types of activities. In addition to preserving national culture, such enterprises provide high artistic and professional excellence, high-quality training of specialists with much more diverse abilities and skills than workers in mass assembly line production. With good supply organization necessary materials home-based enterprises and sales of manufactured products, such structures provide significant returns. Particularly relevant today is the problem of using the multi-billion dollar savings of the population, which lie as “dead” weight. The introduction of this entire money supply into circulation would be a serious incentive for the development of the country's economy (in particular, the financial and credit system).

The next important function is the formation of a competitive environment, which is of particular importance for our highly monopolized economy. Among the enterprises that produce up to 100% of the products of their industry, one can single out manufacturers of long-distance diesel locomotives, electric locomotives, flax and potato harvesters, trolleybuses, etc. Small business, due to the large number of its constituent elements, is practically not amenable to monopolization, unlike large corporations. With narrow specialization and use latest technology small businesses act as a serious competitor, undermining the monopoly positions of large companies.

The role of small businesses in achieving a breakthrough in a number of ways is also important. the most important areas scientific and technological progress. Experience shows foreign countries, a significant part of innovations appears in small firms.

Fifthly, small businesses help solve the employment problem. Currently, serious structural changes in the Russian economy are accompanied by the massive release of workers from dying enterprises, their retraining and attraction to new jobs in emerging industries.

Small innovative enterprises can attract qualified specialists from the scientific and technical intelligentsia. With the current government policy in the field of science and education, the threat of loss of Russia's scientific and technical potential cannot be ruled out. This applies to employees of a huge number of scientific and industrial organizations, enterprises and institutions, work in which in former times was prestigious and well-paid. For staffing similar enterprises carried out mass training of specialists at a fairly high level by international standards, and suddenly workers were no longer needed due to the disappearance of government orders (primarily for defense products), the loss competition With foreign manufacturers behind domestic market etc.

The most important task in relation to this category of the population is to find an acceptable form of activity for them, worthy of their primary importance for the country. The solution to this problem is associated with the search for new forms of labor organization in the field of scientific and technical creativity, in particular, with small business.

Sixthly, small businesses have ample opportunities to solve local market problems. By meeting the demand for simple, low-cost goods and services, it, on the one hand, helps reduce inequality and expands choice for low-income consumers. On the other hand, by providing livelihood to more people than large corporations, small businesses promote the dissemination of knowledge and skills. Thus, it is carried out social function small business.

Seventh, small business is the fundamental basis for the formation of the “middle class” and, consequently, the weakening of the tendency towards social differentiation. The middle class is usually understood as a combination of different layers of small and medium-sized entrepreneurs, a vast layer of highly qualified employees and independent professionals (for example, lawyers).

And finally, small businesses can quickly and efficiently adapt, take risks boldly, and have less impact on the environment.

The listed properties of small business make its development an essential factor and integral part reforming the Russian economy.

This refers to the formation of a regulated, socially oriented market mechanism, overcoming the existing crisis state production, stabilizing the economy and preparing the basis for its rapid and sustainable growth in the future.

The role of small business in the economy of developed countries

The small and medium-sized enterprise sector plays a significant role in almost all developed countries, providing up to 40-60% of the total national product and complementing the economic functions of large businesses.

In world practice, there is no uniform definition of a small enterprise. For example, 75 countries use more than 50 different statistical indicators that characterize small businesses. Qualitative criteria are widely used, such as personal management of the enterprise; direct personal contact of management with staff, clients, suppliers; independence; severe dependence on nearby markets and sources of raw materials, etc.

However, in foreign statistics, to determine whether an enterprise belongs to the small business sector, two main quantitative indicators are used: the number of personnel and the volume of capital turnover (sales).

The US Federal Small Business Act (adopted in 1953) establishes that a small business is a firm with one or more owners, with no more than 500 employees, no more than 5 million dollars in assets, and no more than 2 million annual profits. .dollars. The US Small Business Administration sets the following criteria for industry: the number of employees is up to 500 people, in certain industries - up to 750 people.

In Japan, in industries such as mining, transport, construction, manufacturing, communications, credit, public utilities, finance and insurance, real estate transactions - the number of employees in a small enterprise should not exceed 300 people. In wholesale trade - up to 100 people, in retail - less than 50 people. Commerce, services - up to 5 employees.

In the European Union, since January 1, 1995, small enterprises include enterprises if they do not exceed the following indicators: number busy workers up to 50 people; annual turnover less than 4 million euros; the balance amount is less than 2 million euros.

The International Organization for Economic Co-operation and Development (OECD), which includes economically highly developed countries, defines enterprises with up to 19 employees as “very small”; up to 99 people as “small”; from 100 to 499 people as “medium” and over 500 people as “large”.

According to company law in the UK, a small business must meet two of the following criteria: a turnover of no more than 2.3 million euros; assets no more than 1.5 million euros; average number employing up to 50 people. At the same time, in the manufacturing industry, an enterprise with total number employees up to 200 people.

In France, small enterprises are considered to be enterprises in which the number of employees does not exceed 100 people and the annual turnover before taxes, estimated at the time of closing the final balance sheet, is less than 200 million francs. Moreover, in different sectors of the economy, the size of a company is assessed differently. If in agriculture And Food Industry firms with more than 200 employees are considered large, while in the equipment manufacturing industry, firms with up to 500 employees are classified as small enterprises. In general, the following classification of enterprises is proposed for France: the smallest - up to 10 employees, small enterprises - 10-100 employees, medium-sized enterprises - 100-500 employees, large enterprises - over 500 employees.

In Germany official definition There is no concept of a small enterprise, however, in accordance with the classification of the Federal Ministry of Economy, firms with up to 50 employees and an annual turnover of less than 1 million marks are classified as small. Small enterprises, as defined by the Ministry of Economy, are firms that are managed by legally independent owners who are directly involved in production, who fully assume economic risk and finance their activities, as a rule, without borrowing funds.

In Italy, companies with a number of employees from 1 to 19 are classified as small, from 20 to 99 - small, from 100 to 499 - medium.

Average enterprise Western Europe has only 6 employees, and the average small enterprise has 4 people. Small and medium business provides more than 70% of the total number of jobs. The number of small enterprises is more than 1 million, medium-sized - about 70 thousand. The average number of employees in Western European enterprises is reflected in Table 2.

Factors for increasing the competitiveness of small wholesale trade enterprises

In order to determine the methodology for increasing the competitiveness of small wholesale trade enterprises, it is necessary to first give general characteristics this industry.

Wholesale trade is “a collection of organizations that purchase or store goods and resell them retail trade, others trade organizations and/or consumer organizations."

Wholesale trade enterprises are engaged in reselling (redistributing) produced or repurchased goods, bringing them to the retail network, which then sells them to end consumers (individuals and legal entities).

The number of links in the distribution chain depends on the product being distributed and is the result of the interaction of factors such as, for example, the need for widespread distribution of the product and the limit of its possible increase in price when passing through several intermediaries.

The variety of forms of wholesale trade enterprises is illustrated in the Appendix. Wholesalers, by connecting the manufacturer and the end consumers, ensure the efficiency of the trading process. To do this, wholesalers must perform one or more of the following functions, which are presented in table 13 ".

Marketing function as such, it is most pronounced among independent wholesale traders, while it is practically absent among exchanges and wholesale markets. From dealer organizations and regional distributors large manufacturers marketing activities is centralized in the manufacturing company itself, and all wholesale and sales structures implement the strategy defined in the central marketing service.

For independent wholesalers who acquire ownership of goods for the purpose of subsequent resale, the basis for assessing the profitability of wholesale operations is the trade margin, the size of which reflects the percentage of the wholesaler’s profit in the price of the goods. The peculiarity of this group of wholesalers is that they are absolutely free to make decisions regarding the choice of products, their buyers and suppliers. Based on this, such an enterprise faces the need to independently develop a marketing policy, i.e. study the competitive environment, identify needs

buyers, positioning in the market, determining sales priorities, etc. Therefore, it should be noted that due to their independent position in the market, the enterprises of this group implement their own marketing strategy.

The sphere of wholesale trade as a specific marketing environment has a number of features that fundamentally distinguish it from other sectors of the economy.

Firstly, on wholesale market a special subject appears - the wholesale consumer. Being a reseller of goods offered by a wholesale trade enterprise, he actually acts not so much as its partner or competitor, but rather as an intermediary client delivering the goods to the end consumer.

The wholesale consumer is fundamentally different from the final consumer. If the latter purchases a product in order to use it for its intended purpose, to satisfy some of his needs with its help, to realize consumer values, then for a wholesale consumer who buys a product for the purpose of resale, everything is much more complicated.

Consumer behavior wholesale buyer is expressed in finding, evaluating and using a wholesaler to provide basic and related products, the entire range of services and consulting services for its sale and use, that is, in the end, the wholesale consumer receives not so much a product as a business, an opportunity to make a profit. If we define the usefulness of a product for the final consumer as the ability to satisfy any need in accordance with the purpose of the product, then the usefulness of a product for a wholesale consumer is the ability to generate income in the process of resale.

The wholesale consumer has a number of characteristics, the most important of which are: - lesser degree of independence. Due to the fact that the ultimate goal of the wholesale consumer is success in entrepreneurial activity, he is forced to “look around” both at suppliers and at the consumer market (correlate supply conditions and preferences of end consumers); - tendency to specialize in certain areas product groups; - predominance of meaning economic characteristics goods over consumer ones. For a wholesale consumer, the profitability of operations with a product is much more important than its quality, safety, ease of use - these characteristics interest him only in connection with the need to satisfy customer requests; - the presence of own costs due to business and wholesale consumption. These costs are not limited to the cost of purchasing goods. This includes other types of costs associated primarily with the maintenance warehousing, transportation, administrative costs. Successful activity is possible only if there are sufficient financial resources, allowing not only to make purchases, but also to conduct trading business with all the required attributes, including, of course, marketing activities.

The overwhelming number of small wholesale trade enterprises act in the market in two roles at once, being both sellers and wholesale consumers. On the one hand, they deliver the goods to retail network, on the other hand, they implement it themselves wholesale purchases Thus, their marketing activities are divided into two components - sales organization and procurement optimization.

Key Stages of the Personal Selling Process

Classic approaches to personal selling are based on the assumption that the sales agent and the buyer act with opposite goals, to force the client to buy the product or service offered. However, this method is not suitable for small businesses, because the main desire of the organization, taking into account current market development trends, is to acquire the maximum number of regular customers and establish a connection with the buyer. Having direct contact is the main thing competitive advantage at the present stage. At Japanese enterprises, for the first time, the principle of evaluating sellers not by sales volume, but by the number of regular customers they had was introduced. That is why main goal The sales agent is the solution to the buyer's problem, which allows not only to conclude a deal, but also to create the foundation for a long-term relationship.

During the personal selling process, a small wholesaler's salesperson should focus primarily on how his product can help the buyer generate additional profit. Together with the buyer, he tries to find ways to achieve this additional profit. The salesperson needs to focus on how he can provide the greatest possible win towards achieving the buyer's aspirations. And as business today becomes ever more complex, the sales agent is required to be able to study the diverse interests of buyers and, if possible, deal with as many of them as possible.

For example, when selling to retailers, it is not uncommon for the salesperson to stubbornly believe that the buyer's attention is focused on whether the product he or she has purchased will sell well. However, retailers' interests are often more complex. They may need to determine how the product will affect their inventory, how it will affect their purchasing budget, how reliable the proposed replenishment plan is, etc.

The modern buyer is becoming increasingly sophisticated, not only in terms of products, but also in terms of selling style. Clients desire and increasingly demand sales agents who are customer-focused. Therefore, if a small wholesale business wants to guarantee its success in today's and especially tomorrow's market, the best way is to build a product promotion system based on personal selling.

Every sale starts with a search. potential clients. This search may or may not be based on recommendations.

Naturally, it is easiest to complete a transaction with a recommended buyer. As a matter of fact, a sales agent needs only half the time to sell his product to already recommended, correctly assessed clients than to those whom the organization has indicated and with whom he will have a long time to work.

The following buyer characteristics can easily be turned into a huge advantage when collecting potential referral data:

If the sales agent's work procedure requires a return visit to the buyer (for example, to install equipment or conduct a seminar for staff), it is necessary to ask the client to whom he told about his purchase;

If the sales agent does not visit clients after they have made a purchase, you need to ask them which of their friends might be interested in the purchase, to whom he plans to tell about it. (In other words, who is he going to brag about the purchase to? Of course, the word “brag” is never uttered.)

In other words, the point is that it is necessary to force the buyer to focus on those of his friends who would be interested in the purchase that he just made. Once the client has a mental picture of these people, the sales agent will find that it is not difficult to obtain information from him that can later be used to make a reliable recommendation.

Of course, recommendations are the easiest type of work with promising buyers. Referred clients are people who have already accepted a sales agent. Now all he has to do is introduce them to his product or service, knowing that customers need this product or service and they can afford it.

Unfortunately, a sales agent does not always work with recommended buyers. A more common situation is when a sales agent is forced to look for promising clients without having the necessary “tips.”

There are a number of ways to find new customers without recommendations, which can be divided into two groups (see Figure 8).

Dissertation: contents author of the dissertation research: candidate of economic sciences, Krokhin, Alexander Gennadievich

Introduction

Chapter 1. Current state of small trade entrepreneurship 9 in Russia

1.1. Main types of small businesses

1.2. The role of small business in the economy of developed countries

1.3. Dynamics and industry composition of small enterprises in Russia

1.4. Business activity of small commercial businesses 40 at the present stage

Chapter Conclusions

Chapter 2. Theoretical aspects of personal selling for small 50 wholesale enterprises

2.1. Factors for increasing the competitiveness of small enterprises 50 wholesale trade

2.2. The influence of the characteristics of wholesale trade on the marketing policy of 75 small wholesale trade enterprises

2.3. The essence and role of personal selling in the marketing policy of 92 small wholesale trade enterprises

Chapter Conclusions

3.1. Key Stages of the Personal Selling Process

3.2. Results of the practical implementation of the developed methodology in 137 activities of small wholesale trade enterprises in Moscow

Dissertation: introduction in economics, on the topic "Increasing the competitiveness of small businesses in the field of wholesale trade"

Relevance of the research topic. The transition to market relations in the Russian economy is associated with certain difficulties: the decline in production continues, structural restructuring of the economy is being carried out at a slow pace, and scientific and technological progress has slowed down significantly.

At the same time, the formation of the foundations of a market economy is accompanied by the inevitable creation of entrepreneurial structures. The reality of this process is generally recognized, but an unambiguous attitude towards it has not yet developed. Despite all the undeniable importance of small business for the Russian economy, its absolutization is just as dangerous as its underestimation.

The small business sector performs a number of important functions in the country's economy: firstly, it provides the necessary mobility in market conditions; secondly, it serves as a testing ground for testing and testing new ideas, products or services; thirdly, small business creates the conditions necessary for the market of competition, the diversity of its forms, etc. The widespread development of small businesses makes it possible to create additional jobs, which is important given the existing unemployment; replenish the consumer market with goods and services; form a layer of owner-entrepreneurs, etc.

In recent years, the small business sector has expanded significantly, and its role in the Russian economy has increased, largely due to the policy of liberalization of economic activity. Today there are about 850 thousand small enterprises in the Russian Federation. The lack of real financial and economic support from the state makes the problem of survival an internal matter for each company.

Under such circumstances, the absence of a clear line of market behavior and a marketing strategy turns out to be disastrous for a small wholesale trade enterprise, often leading to problems with solvency and high costs, ultimately threatening the very existence of the enterprise. Therefore, there is an objective need to anticipate changes in the external environment, to independently develop a marketing policy, i.e. study the competitive environment, identify customer needs, position themselves in the market, determine sales priorities, etc. One of the main components of marketing policy for wholesale trade enterprises is certainly the system of product promotion. In this regard, it is of great scientific interest to determine the most rational organization of the promotion system, taking into account the objective limitations of a small wholesale trade enterprise and allowing to achieve maximum results.

Research has shown that the principles and methods of organizing the promotion of goods and services recommended in the literature are focused, as a rule, on medium and large enterprises with ample opportunities, both financially and in terms of recruiting relevant personnel. Large scale sales promotion campaigns cannot be used by small businesses. The promotion system at small wholesale trade enterprises has significant differences from the similar process at medium and large enterprises.

Thus, the relevance, national economic significance, the unresolved nature of a number of problems and the need to develop and create a system for promoting goods of small wholesale enterprises, which allows them to increase their competitiveness in modern conditions, determined the choice of topic, its purpose, objectives, main directions of research and the content of the dissertation work.

The purpose of the work is to develop methodological recommendations for increasing the competitiveness of small businesses in the field of wholesale trade when using personal sales in the field of promoting goods by small businesses in modern conditions.

To achieve this goal, it was necessary to solve the following tasks:

Analyze the current state of small trade businesses in Russia;

Identify factors for increasing the competitiveness of small wholesale trade enterprises;

Determine the place of marketing in the system of ensuring the competitiveness of small wholesale trade enterprises;

Reveal the essence and role of personal sales in the marketing policy of small wholesale trade enterprises;

To develop an algorithm for personal sales by sales agents of small wholesale enterprises, taking into account the specifics of the industry and the size of the enterprises.

The object of the study is small wholesale trade enterprises operating in a competitive environment.

The subject of the study is the process of using personal selling in the field of promotion of goods by small wholesale trade enterprises.

The theoretical and methodological basis of the study was the works of domestic and foreign specialists on the problems of entrepreneurship, management and marketing of small enterprises.

The research tools used were statistical methods of researching the small business market, methods of economic analysis of the activities of small wholesale trade enterprises, the method of expert assessments, the method of observation, survey, and classification.

The scientific novelty lies in a comprehensive study of the theoretical aspects of increasing the competitiveness of small businesses in the field of wholesale trade and the development of methodological provisions and practical recommendations for the implementation of the personal selling process in the field of promoting goods by small wholesale trade enterprises.

The main scientific results of the work are as follows:

1. the state of small business, in particular, small wholesale trade enterprises at the present stage, is analyzed;

2. factors for increasing the competitiveness of small wholesale trade enterprises are shown, taking into account the adaptation of a small enterprise to changes in the external environment;

3. the place of marketing has been determined as the leading direction in the strategy for ensuring the competitiveness of small wholesale trade enterprises;

4. the experience of specialists in the field of personal sales is summarized, their essence is revealed and their role in the marketing policy of small wholesale trade enterprises is determined;

6. a scheme for personal sales by sales agents of small wholesale trade enterprises is proposed, taking into account the specifics of the industry and the size of the enterprises;

7. Based on the proposed scheme, an algorithm of actions of a sales agent was compiled with a description of the functions for the main stages of the personal selling process.

Practical significance of the work. The methodological recommendations, principles and methods of promoting goods using personal sales developed in the dissertation allow a small wholesale trade enterprise to determine its competitive strategy, reorganize the system of product promotion and marketing policy as a whole in accordance with the accepted concept of enterprise development; increase the efficiency of a small wholesale trade enterprise through the targeted use of sales agents; timely clarify and adjust the personal sales process in accordance with changes in the competitive environment.

Approbation of work. The main provisions of the dissertation were reported, discussed and received a positive assessment at scientific, practical and methodological conferences at the Moscow Pedagogical University and the Moscow Institute of Economics, Management and Law in 2000-2002. The theoretical and methodological provisions of the dissertation were used in the educational process of the Moscow Pedagogical University. Some results of the work were implemented at small wholesale trade enterprises Gefe-ststroy LLC and Miracle and K LLC.

Publications. The main provisions of the study are reflected in four publications, with a total volume of about two pp.

Structure of the dissertation. The dissertation includes an introduction, three chapters, a conclusion, a list of references and appendices.