Classification of trade-marketing tools

Lesia Yuriivna Bohun, Svitlana Вorysivna Rozumeі, Iryna Volodymyrivna Nikolayenko


Introduction. The question of increase of the demand for goods is effectively solved with the help of industrial and intermediate enterprises interaction. During this interaction the trade-marketing tools are used. The concept trade-marketing is not enough investigated by Ukrainian scientists. This fact interferes the effective use of trade-marketing for the needs of market participants.

Purpose. The article aims to analyse the transformation of the concept «trade-marketing», improve the classification of tools of the system of trade-marketing and define the features of their use by industrial and intermediate enterprises.

Method. The general scientific and empirical methods have been used to achieve the tasks of the research. They are system method, method of generalising, method of classification, method of description.

Results. On the basis of analysis of modern economical literature the authors have generated their own definition of the concept «trade-marketing». It is based on the influence of the manufacturer and intermediary on the increase of demand of production. It also influences the formation of consumer loyalty to trademark due to effective interaction of all participants in the trading chain. The authors’ own classification of tools of trade-marketing has been worked out. The main criterion of this classification is a purpose-oriented enterprise audience. This classification will help industrial and trade enterprises more effectively use the system of trade-marketing means.


trade-marketing; buyer's loyalty; trade-marketing tools; merchandising; consumer; intermediaries

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Science Works Journal "Ekonomichnyy analiz"

ISSN 1993-0259 (Print)  ISSN 2219-4649 (Online) DOI: 10.35774/econa

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