Vares A. Mechanisms of marketing logistics in control of purchasing-marketing activity of firm

Object of research - the processes of a marketing logistics originating at the enterprise, and also at his partners: the suppliers and partners on sales. The purpose of research the development of mechanisms of management of marketing activity of the enterprise on the basis of the concept of a marketing logistics. Methods dialectic method of knowledge of a real fundamental positions of an economic theory, laws of functioning of market economy, modern theory of management, methods of system dynamics, methods of economic-mathematical modeling. Results - the necessity of combined use of marketing and logistics methods of management of the enterprises at stages of sales and purchases is justified; the new concept of a marketing logistics based on methodology of viable systems of an item is developed Bira; the mechanism of coordination of operations in a circuit of deliveries is developed at the expense of sharing by the participants of the information about demand and his modifications in current of allchannel of distribution; the mechanism of return by the marketing intermediaries of non-realized production to the enterprise - supplier is developed on the basis of the conclusion of the compensatory contracts; the mechanism of supplement of short-deliveries is developed in case of short-delivery of production or resource; the compensatory mechanism of maintenance of flexibility and stability of the enterprise to modifications of an economic medium is offered; the method of an estimation of efficiency of functioning of a system of a marketing logistics is developed. Novelty - the concept of a marketing logistics supposing integration of marketing and logistics methods not only in an orb of distribution of production, but also in an orb of purchases of resources, necessary for the enterprise, that allows to reduce costs of the enterprise by realization of operations on purchase and sales of production; the mechanism of supplement of short-deliveries in case of short-delivery of production or resources, thatallows to avoid the fines for default of contracts; a method of an estimation of efficiency of functioning of a system of a marketing logistics permitting to evaluate expediency of use of various variants of a logistics system on the basis of the analysis of all aspects of its(her) activity both to realize a choice of an optimum alternative and to choose most effective; mechanisms of coordination in a circuit of deliveries at the expense of sharing by the participants of the information about demand and his modifications, that allows to maximize the incomes of the participants; The mechanism of return by the marketing intermediaries of non-realized production to the supplier on the basis of the conclusion of the compensatory contracts, that ensures mutually advantageous distribution of the income between the participants of a circuit of deliveries. Area of use - branch.