COMPONENT MANAGEMENT OF SALES ACTIVITIES OF THE ENTERPRISE

The article investigates the components of sales management of an industrial enterprise. In the study of the theoretical foundations of sales management of the enterprise was considered the semantics of the concept of «sales», «sales management». The principles, functions and components of the sales management system were studied. Because of research of semantics of concept of «management of sales activity», the following generalizations are made: 1. The study of the concept of «sales management» in the works of most domestic scientists is focused on the study of the function of organizing the process of movement of goods from producer to consumer. 2. When studying the category of «sales management», almost all scientists emphasize the interpretation of the concept of «sales» and its elements. 3. In the works there is no study of the sales management system in the general management system of the enterprise. Therefore, we propose to consider the system of promotion of manufactured products on the market (formation and maintenance of demand, receipt and processing of orders, equipment for shipment to consumers, as well as shipment and delivery) and planning and organization of payments. In accordance with the defined purpose and content of the studied concept, the main functions of the sales management process were considered: forecasting and planning, organizational and coordination, stimulation and motivation; monitoring and control. Having analyzed the main categories of sales management, we have clearly outlined the principles of quality implementation of the sales process: compliance of goods with the needs and demands of consumers and market requirements; infrastructural and information-analytical support of sales activity; selection of optimal sales channels in terms of efficiency and profitability, as well as staffing and financial support of the sales system.