3. The stage of the organization the actually selling activity, I.E. Work with the buyers, paying the goods.

Basic element of seling policy realization is physical distribution.

Physical distribution in marketing is the system which provides delivery of the goods to places of sale during precisely certain time and with as much as possible high degree of service of buyers refers to.

Functions the Physical distribution channels Эрмакбаева Рахат Фахриддинқызы

· Distribution and selling

· Marketing researches

· Purchases of promotion

· Pricing

· Planning a product

· Service of consumers

Type of marketing channel

1. Intensive distribution - Where the majority of resellers stock the 'product' with convenience products, for example, and particularly the brand leaders in consumer goods markets (price competition may be evident).

2. Selective distribution - This is the normal pattern (in both consumer and industrial markets) where 'suitable' resellers stock the product.In this case retailers can keep the competitors products in their outlets e.g. furniture etc.

3. Exclusive distribution - Only specially selected resellers or authorized dealers (typically only one per geographical area) are allowed to sell the 'product'. In this retailers are restricted to keep only one manufacturer's products, e.g. exclusive outlets of cars, apparels and jewelry, etc.

35. Structure and levels of distribution channels and selling. Сағат Шапағат Жомартқызы

Channels of distribution can be three kinds: direct, indirect and mixed.

Direct channels are connected with moving the goods and services without participation of the intermediary organizations.

Indirect channels are connected with moving the goods and services all over again from the manufacturer to the unfamiliar participant-intermediary, and then from it - to the consumer.

The mixed channels unite features of first two channels of good moving.

Levels of marketing channels:

Direct level (zero): the manufacturer - the consumer

Single-level: the manufacturer - the retail dealer - the consumer

Two-level: the manufacturer - the wholesale dealer - the retail dealer - the consumer

Three-level: the manufacturer - the wholesale dealer - fine by the gross dealer - the retail dealer - the consumer

Four-level: the manufacturer - the wholesale dealer - the wholesale dealer - fine by the gross dealer - the retail dealer - the consumer

Types of intermediaries:

Jobber, Brokers, Dealers, Institute of agents

Functions of distributing are carried out by wholesale and retail trade.

Wholesaling - activity on moving significant amounts of the goods from the manufacturer to the consumer using it in the industrial purposes, or to a business concern getting the goods for resale.

Retailing - the activity assuming sale of the goods to end users for their private use.

36. System of marketing communications Садиков Сейілхан Оралбекұлы

Communications of firm-commodity producer are indispensable condition of its normal functioning.

Marketing communications of firm is a complex influence of firm on internal and environment with the purpose of creations of favorable conditions for stable profitable activity in the market.

The main making system of the marketing communications of firm is a system of formation of demand and stimulation of selling, (SFD) i.e. all system of the measures directed on formation of demand and stimulation of selling in interests of the manufacturer at the simultaneous account of requirements of the market and the consumer.

SFD renders communication is commercial effect [2]. Owing to information influence of means SFD potential and real buyers perceive the goods as possessing high consumer in cost (value). Consequence of information influence is the commercial effect.

SFD conditionally shares on two stages. At the first stage when the firm enters into a market with the new goods, measures on formation of demand (MFD) are prevailing. On the second stage when the buyer has already familiarized with consumer properties of the goods and is going to make repeated purchases of the given goods or its analogues-competitors, actions on stimulation of selling are prevail.

The Basic tendencies of development of marketing communications:

• Interactivity of new communication channels (advertising by inquiry);

• Maintenance c the help of new means to databanks of the big capacity in various areas (about the offered goods, the prices, their characteristics, etc.)

• Higher selectivity of the communications (association of opportunities of phone, the TV, a computer, etc.)

37. Means of marketing communications. The Role of advertising in system of the communications.

Саттар Камила Әлжанқызы

The Communication complex is made with advertising, personal sales, public relations, stimulation of sales. Communication influence and reception of the counter information from a target audience is carried out by means of these tools.

Advertising is a process of paid distribution of the information with the purpose of promotion of the goods, services of the concrete manufacturer through any customer at their expense by attraction of attention and interest of the potential buyer.

Personal sale is a communications with an output on concrete clients which purpose - to induce the client to make immediate decision and simultaneously to receive the information for firm.

Public relations are the directed actions creating an atmosphere of understanding and mutual trust between firm and various audiences. The purpose of the communications - to provide encouragement of actions of firm.

Stimulation of sales is all temporary and usually local measures supplementing advertising both personal sale and directed on increase of sales of a concrete product.

Except for above-named it is possible to note and such means of the direct communications as exhibitions, fairs, interiors, telemarketing, global information-electronic systems.

38. Advertising Сәбден Ақтолқын Мырзақасымқызы

The Purpose of advertising - achievement of desirable reaction in behavior of the consumer and economic interest.

The maintenance of advertising - commercial propagation of the goods and services.

Efficiency of advertising is shown in formation of the positive attitude of consumers to the enterprise and its production.

Elements of advertising

• Informing;

• Belief;

• A reminder;

• The advertising focused for an image

Informing - is aimed at creation of knowledge of mark or the goods in the target market, Acquaintance of consumers with the schedule of work of trading agents.

The belief-is aimed at achievement of preference of mark, adherence to it, creation of readiness of the consumer to a meeting with agents.

The reminder - is directed on maintenance of adherence to mark, recognition of mark and an image of the goods.

The basic marketing strategy of advertising.

1. Strategy of "news" - information loading. It is used by leaders of the market at deducing the new goods for formation of primary demand.

2. Strategy of "logic" are focused on increase of knowledge of the goods, it узнавание and storing. Use for maintenance of demand for branded production.

3. Strategy of "image" is focused on fastening of the positive attitude in the trade mark. Use for strengthening positive image.

The Basic function of advertising consists in preparation of consumers for purchase of the goods by their support through the certain stages with a set of actions accompanying them. Stages and preparations of consumers are resulted in

39. Forms and kinds of advertising. Сатыбалды Гульфайруз Полатқызы

Forms of advertising

· Printed advertising

· Advertising in press

· Audiovisual advertising

· радио-and television advertising

· Computer advertising

Kinds of advertising

· The outdoor advertising

· Post advertising

· Advertising souvenirs

· Oral advertising

There are various channels for distribution of advertising in the target market:

• Electronic means (radio, TV, video, audio);

• Direct advertising (by mail)

• Advertising in press;

• Printed advertising (prospectuses, catalogues, booklets, leaflets, cards, calendars);

• Screen advertising (cinema, slides, a multiscreen);

• The Outdoor advertising;

• Advertising on transport;

• Advertising on a place of sale (a show-window, a signboard, tablets and shops, packing).

At a choice of channels of the message following criteria can be used:

• Availability of the channel;

• Scope of a target audience;

• Presence of alternative channels;

• The Degree of trust to the concrete channel;

• Frequency of advertising influence;

• Expenses and efficiency of advertising.

40. Personal sales, public relations, stimulation of selling.

Сейдуалы Бағдат Мұратұлы

Personal (personal) sales

Personal sales serve as one of the major factors influencing on efficiency of promotion programs of consumer goods (PLG), and a primary factor - promotions of the industrial goods (PIG). Systems of promotion PLG and PIG differ among themselves.

Basic elements of personal sales are: conducting business negotiations, presentations, telemarketing, multilevel marketing, etc.

The budget of personal sales is defined by quantity of sales representatives for promotion of production of the enterprise on the market.

Management of personal sales is reduced to acceptance of some decisions:

• Definition of areas of activity and number of the trading personnel;

• The organization of management by the trading personnel;

• Planning sales;

• Development of schedules of visiting and routes;

• A choice of modern technology of personal sales;

• Training the trading personnel;

• Definition of the budget of personal sales.

Stimulation of selling of the goods covers questions of a choice of various forms a short-term influence on buyers, trading intermediaries for attraction of their attention to promotion and purchase of production of the enterprise.

41. The choice of target group and definition of problems of stimulation are connected basically with necessity of increase in sale of the goods during the certain periods (for example, deducing on the market of new production, trial sales, intensity of consumption, etc.)

Сейіткерім Бекжан Тұрғараұлы

To means of stimulation of sales for buyers concern:

• Distribution of samples of the goods;

• Games, competitions, lotteries;

• Industrial exhibitions and fairs;

• Discounts from the price;

• Clubs of consumers;

• Demonstrations of techniques, are equipped I;

• Long-term programs, etc.

To means of stimulation of selling for trading intermediaries concern:

• Premiums and gifts;

• Trading premiums;

• Indemnifications of expenses па advertising;

• Prizes, souvenirs;

• Trading brochures and i.e.

43, competitive strategies Юнусметова Шохрибану Сидикматовна

For the decision of the problems in sphere of competitive position of the enterprise are used:

• The general competitive matrix;

• Model of competitive forces;

• Matrix of competitive advantages;

• Model of reaction of competitors.

According to the general competitive matrix of M.Porter competitive advantage of the enterprise in the market can be is provided by three basic ways:

• Grocery leadership

• Price leadership

• Leadership in a niche