JUSTIFICATION OF THE CHOICE OF A SALES MODEL IN RETAIL ENTERPRISES: A KEY ASPECT

Abstract

The article considers issues related to scientific and theoretical approaches to justifying the choice of a sales model at retail enterprises. The emphasis is on the importance of trade as a sphere of economic activity that plays an important socio-economic role in society. The importance of managing product flows and optimizing the sales process is highlighted. The content of research on the category of “sales management” is systematized using different approaches. Two groups of approaches to defining the category under study are identified: sales management as a process and sales management as an activity for organizing an effective sales system. The key characteristics of sales management in retail are established, which are based on sales functions and their key aspects in the studied area. The functions of trade are analyzed and key aspects of the direction of product flows to the end consumer are highlighted after the formation of the corresponding offer with a detailed description of the components. The author provides his own interpretation of the category of "sales management", which is considered in retail trade as a process of influencing the subjects and objects of the purchase and sale mechanism in order to achieve strategic and tactical goals within the framework of certain models. It is proved that to ensure sales efficiency, the choice of a model for exchanging goods and services between different subjects of commodity-money relations is important. Approaches to the concept of sales models are generalized. The models: B2C, B2B, B2G, C2C, C2B, D2C, their features are considered, the advantages and risks of application in practical activities are specified. Modern types of sales business models are highlighted. The choice of the optimal sales model takes into account the category of the trading enterprise, specialization and specifics of the activity, financial capabilities, the state of competition in the market and serves as a guarantee of increasing sales volumes and increasing the level of profitability of the activity and fulfilling the social function of trade in ensuring consumer demand for goods/services.