Terentieva N. Improving of the Management of Sales Activity of Machine-building Enterprises

Object: process of management of sales activity of machine-building enterprises. Purpose: research and development of theoretical, methodological and practical principles for improving of the management efficiency of sales activity of the machine-building enterprises in the Zaporizhzhia region. Research methods: method of generalization of scientific experience and terminological analysis, analysis and synthesis, induction and deduction, system approach, statistical method of data processing, grouping method, comparison method, method of system analysis, coefficient method, expert estimation method, rating method, method of comparison and logical generalization, method of generalization of the results of the conducted research, graphical method. Improved: methodical approach to establishing a sequence of the effectiveness assessing of sales activity, which includes research, analytical, operational, improving and strategic stages; a methodology of forming a marketing strategy of sales activity that involves the use of the Shell / DPM matrix; methodical approach to the estimation of the efficiency of sales activity using economic-mathematical modelling, taking into account the structure of sales costs; marketing mechanisms of sales management of industrial enterprises that take into account the goods through the prism of quality indicators, the presence of a trademark, after-sales service and service provision; got further development: the essence of the concept of "sales activity"; theoretical approaches to the disclosure of the economic category "sales system" of the industrial enterprise; definition of the essence of the interpretation of the concept of "sales"; the principles of management of sales activity of industrial enterprises, which are generalized taking into account the well-considered choice of commodity policy strategies, the orientation towards the achievement of the final result, the market monitoring and research of its changes, the systemic provision of resources, the interconnection of economic relations between structural subdivisions. Scope of application: machine-building enterprises.