RESEARCHES MARKETING AND LOGISTICS SOFTWARE COMMERCIAL ENTERPRISES UNDER THE AUSPICES MANUFACTURER IN UKRAINE

The development and increased competition in Ukraine forces manufacturers pay more attention creating effective marketing and logistics systems, which enable manufacturing plants to achieve the appropriate level of competitiveness and to implement marketing and logistics to its own management system. Therefore, the development of theoretical and methodological bases of formation and implementation of marketing and logistics support is a factor of increasing the efficiency of industrial and commercial activiti es of industrial enterprises and gaining relevance. The introduction of modern management techniques in various areas of economic activity causes a significant expansion of marketing tasks and justifies the need for multiple analyses of solutions in choosing potential partners. Thereby the requirements determine the forms of cooperation within the channels of distribution through which the product gets to the final consumer are increasing. All aspects of logistics of goods movement have three features that are characterized in the article. The system of logistic service operates in cycles and the cycle consists of phases. Lately there is a tendency to reduce the cycle of logistics service that provides a significant competitive advantage. Focusing on the fundamental methodology of marketing as market concept of management and marketing, in the article was analyzed sales function that is directed to on creation the effective sale network for maintenance of competitive production enterprises and realization of them with a most benefit. There was investigated the essence conceptions of marketing and logistics, as well as their integration, that often becomes a field searches for new possibilities and also chances to increase values and effects related to the activity of productive enterprises at the dynamic market. Such scientists as Ph. Kotler and M. Christopher paid the attention to interpretation of the concept “Marketing logistics” . Retail trade objects that work under an aegis of a producer are the corporate network of shops and brand name shops were investigated. The basic functions of marketing logistics such as treatment of orders, warehousing and management by supplies and transporting were analyzed. It is concluded that modern productive enterprises are the whole supply chain of deliveries, or include a few links of chain of deliveries. Proposed directions will assist the receipt of positive results of providing of competitiveness of industrial enterprises.