RESEARCH, DEVELOPMENT AND ELEMENTS EVALUATION OF MARKETING AND LOGISTICS SUPPORT OF ENTERPRISES IN PRODUCTION AND TRADE CHAINS [chapter]

S. V. Kovalchuk, Khmelnytskyi National University, K. L. Semenov, Khmelnytskyi National University
2020 Economic development: global trends and national peculiarities  
The relevance of the assessment of marketing and logistics support of enterprises in production and trade chains is argued in relation to its condition and level, development of enterprise processes in production and trade chains, systems of actions of organizational structures that embody marketing and logistics. The expediency and method of hierarchies' analysis in the marketing and logistics assessment of the enterprises is proved. The evaluation algorithm is based on a double
more » ... tics mix 5PR that allows determining both the security level and enterprises rating. The manifestation of dependence on the «pushing» or «pulling» systems is substantiated on the basis of enterprise processes identification in production and trade chains. The estimation of development directions of financial condition indicators as creation reflection and providing valuable commodities to consumers is offered. It is proposed to choose strategies for directing actions of organizational structures systems that provide marketing and logistics support to enterprises in production and trade chains, based on the developed matrix «SCE&SCR/level of demand certainty», which promotes effective interaction of marketing and logistics.
doi:10.30525/978-9934-588-61-7-35 fatcat:q55ehp4lkza6xa7oy6ja6vwkfe