THEORETICAL AND METHODOLOGICAL APPROACHES TO DETERMINING THE ESSENCE OF THE MARKETING PROCUREMENT OF AN INDUSTRIAL ENTERPRISE

Abstract

Considering the growing role of procurement marketing in modern conditions, associated with the trend of reducing the number of suppliers and forming closer relationships with them, establishing long-term cooperation agreements, and coordinating actions toward mutual targets in managing material flows, there has been a justified need to enhance theoretical and methodological approaches to determine the essence and essential elements of procurement marketing. The concept of 'procurement marketing' has been defined. Specifically, it aims to promptly ensure the continuity of production processes by establishing long-term partnerships with suppliers and managing the logistics of resource provision. The advisability of implementing the procurement marketing in the construction of the procurement system of an industrial enterprise was substantiated, stemming from the necessity to rationalize the resource procurement process and maximize its efficiency. The main tasks of procurement marketing are analysed, such as determining the enterprise’s needs for resources, ensuring optimal conditions for organizing procurement, searching for new sources of supply, updating the range of procurement, adjusting their scope if necessary, searching for possible substitute goods and ensuring their procurement opportunities, and forming partnerships with suppliers. Implementing these tasks enables the performance of the main functions of procurement marketing aimed at meeting the needs of the final consumers of the enterprise. The main functions of procurement marketing are defined, including studying the market of raw materials and materials, determining the need for resources, forming a plan for procurement and orders, selecting suppliers, entering into contracts with them, monitoring the implementation of procurement, ensuring the storage of resources, and the directions of their provision. The concepts of ‘purchase marketing’ and ‘purchase logistics’ were compared, and their common and distinctive features were determined. It was established that it is necessary to adhere to the principles of openness and transparency, ensure maximum cost-effectiveness, and monitor compliance with procurement procedures to achieve the goal of procurement marketing.