METHODOLOGICAL PRINCIPLES OF MERCHANDISING IN THE SALES MANAGEMENT SYSTEM

In a market economy, consumer behavior plays an important role in the outcome of sales processes, the management of which should be aimed at increasing sales through the use of modern methods and tools used in trade of world economic systems. Therefore, much attention should be paid to the place of merchandising in the system of marketing communications, the application of its measures in sales management, because each product that wants to occupy a niche in a competitive environment, as a result of which the product will stand out among others. to buy. Yes, merchandising is an integral part of the marketing communications system, makes products desirable for potential buyers, and fits perfectly into modern trends, trends and directions of marketing communications in a competitive market environment. The purpose of the article is to substantiate the importance and integrality of merchandising in the system of marketing communications, to consider examples of its correct application and to prove that marketing and merchandising are interdependent in their functional purpose. The task of the research is to consider the significance and harmony of the art of merchandising in the system of marketing communications, and to prove its necessity in sales processes at the enterprise in the conditions of market competition. The object of research — measures, methods, tools of merchandising in the system of marketing communications. The subject of the research is the analysis of measures of sales management processes in the marketing system of Tommy Hilfiger store. As a result of this study, the place of merchandising in the system of marketing communications is determined and improved, the main tools and measures of merchandising among sales management processes and its need for integrated application in the system of marketing communications are identified. The concept of merchandising is revealed and its inseparable connection with marketing is proved. It is established that merchandising in sales management is a system of organizing a favorable business environment for the sale of products, combined with the technique of encouraging consumers to purchase the product.