Segmentation of the market for industrial goods, along with common features with segmentation of the market for consumer goods, also has certain differences. The commonality is that the same factors are used as segmentation criteria - geographic, demographic, behavioral and psychographic. Fundamentals of economic theory: Method. allowance/under. ed. E.I. Lobkovich. - Mn.: Misanta LLC, 1995

The differences lie in the fact that the priority criteria for segmenting the market for industrial goods are factors such as the size of consumer enterprises, the structure of distribution channels, organizational forms of trade, equipment and procurement technology.

At the first stage of segmentation, it is important to differentiate buyers depending on the concentration of their warehouses and storage facilities. The size of the enterprise is a decisive factor in determining the frequency and size of product deliveries. The equipment and procurement technology used are of great importance. For example, containerization helps to increase the frequency and convenience of deliveries and expand the range of products supplied in the same packaging.

When choosing a supplier freely in a saturated market, a certain role is played by the individual properties of representatives of purchasing firms: age, gender, education, especially personal qualities that allow establishing trusting, friendly relationships between clients.

Selection of target market segments. Analysis of segmentation methods allows the company to select optimal segmentation criteria and divide the corresponding market according to them. To select a target segment, you should evaluate the potential benefits of using each KZ segments. There are three alternative approaches to identifying and satisfying a selected segment: mass (or undifferentiated) marketing, targeted (concentrated) marketing, differentiated (multiple segmentation) marketing.

Mass marketing tactics target a broad consumer market by offering one single product. The manufacturing firm believes that this market as a whole has similar desires regarding the characteristics of a given product and organizes mass production, distribution and promotion of the product to all buyers.

EXAMPLE One of the first to use mass marketing was Henry Ford, who produced and sold one standard model of the Model T automobile to large numbers of people at a reasonable price and exclusively in black. For a long time, the Coca-Cola Corporation produced only one type of drink for the entire market, hoping that it would attract everyone.

Basically, mass marketing was popular when mass production began, but recently it is used quite rarely in its pure form. This is due to increased competition, stimulating demand among various market segments, improving the quality of marketing research and improving segmentation methods.

The main argument in favor of mass marketing is that it can significantly reduce production costs and prices and maximize sales, usually within the national market. Using mass marketing, you can create a permanent, well-known image for yourself.

At the same time, to resort to this, the company must study a number of factors. Thus, the mass production of goods, their distribution and advertising require significant resources. In addition, with the mass sale of goods at all possible points, dissatisfaction may appear on the part of some participants in the distribution channel, if the company's products are sold in several nearby stores and it is difficult to convince store owners not to deal with competing products.

Target marketing is used when a seller segments the market and produces products based on one specific segment of consumers and accordingly develops a specialized marketing plan for this segment. http://orbook.ru/index-2386.htm

This approach is especially common among small or specialized firms, which can thrive even with limited resources and capabilities. A target marketing strategy is usually aimed not at maximizing sales, but at attracting a significant part of the selected segment at a reasonable cost. It is important that the company is able to better tailor its marketing program to the selected segment than its competitors do.

If there are two or more potential market segments, the firm, when choosing one of them, must take into account two important points: it is not at all necessary that the largest segment provides the firm with the best opportunities, because it may involve more intense competition or a higher degree of satisfaction with products competitors; A significantly smaller segment in which there is no competition may potentially be more profitable.

Choosing a target segment can help a firm maximize unit profits rather than total revenues since it targets a single segment. For example, there are a significant number of small firms producing beer and soft drinks that serve the needs of the local population. In addition, firms using targeted marketing can create separate niches for a specific brand.

This stimulates commitment to the goods sold and can be useful when a company creates and produces an entire product range under one brand name. An example of such targeted marketing is the activities of a Russian company that produces a fairly wide range of Baltika beer. Another example is the strategy of the American company House of Patu, which produces very expensive perfumes for very wealthy consumers.

The leading brand of this company, Joy, is the most expensive scent in the world, which is sold in a limited number of stores. At the same time, the company does not seek to expand the number of sales points in order to maintain its image of high prestige.

Target marketing is used by companies entering new markets with their products. This is what Volkswagen did when releasing its small cars on the American market.

This type of marketing involves an increased level of risk. The selected segment may not be the most successful in terms of consumer attitudes towards the company's products. Or it may happen that a serious competitor wants to enter this segment.

Given these considerations, many firms choose to diversify their activities into several different market segments. Differentiated Marketing. It allows a firm to combine the positive aspects of mass and targeted marketing, namely, targeting two or more segments with the development of different marketing plans for each of them.

This strategy is possible if the company produces a variety of products that are attractive to different market segments. Thus, the American company General Motors, working with a large number of market segments, achieves the same effect as with mass marketing. To meet the needs of this segment, it produces five brands of passenger cars (Cadillac, Buick, Oldsmobile, Pontiac, Chevrolet) and one brand of trucks. Perhaps these car brands will mean little to Russian citizens. But for Americans, each of these cars means both prestige and belonging to a certain professional or social group.

In some cases, firms use both mass marketing and targeted marketing, producing one or more brands aimed at a broad range of consumers and other brands targeting specific segments.

An example of this approach can be considered the activities of the Moscow enterprise AvtoZIL, which produces a range of consumer goods (refrigerators, microwave ovens, kitchen equipment, etc.) for a wide range of consumers and light-duty Bychok trucks for one specific market segment.

In recent years, the Coca-Cola Corporation has begun to use this approach, producing drinks in packages of various sizes to suit different market segments. This is due to increased competition among soft drink manufacturers. http://www.beltsymd.ru/students/marketing/rinok4.php

The use of differentiated marketing requires quite a lot of thought. It is necessary to ensure that the necessary resources and capabilities are available to implement such a strategy. It should be borne in mind that if all of the company's products are sold both under its own brands and under retail brands, then additional costs may be insignificant. For example, a firm may sell jeans under its own brand to affluent consumers who are loyal to the brand, and under store brands to consumers who take into account only functional needs and price.

Differentiated marketing can enable a firm to achieve many goals. Focusing on several segments allows you to maximize sales. This type of marketing is practiced by Procter and Gamble. It produces many brands of washing powder (Tide, Bold, Dash, Chir, etc.) for different types of washing machines and hand washing. By diversifying their activities, firms manage to minimize commercial risk.

Many sales organizations also see opportunities in differentiated marketing. It allows them to reach different consumer groups and ensures a fairly high degree of recognition of their brands. From the point of view of trading firms, there are also certain advantages in the need to provide retail space to display each size, package or brand of product.

When implementing differentiated marketing, you can get quite high profits, since the total profit is greater, the more segments the company serves. But the firm must spare no effort in developing a specific marketing plan for each segment and maintaining the distinctive characteristics of its products in each segment while maintaining their image.

A firm's reputation may suffer if it sells similar products and services to different segments at different prices under different brands and consumers become aware of it. This does not apply to a situation where the same brand of goods is sold at different prices in different areas of the city. For example, the difference in price for the same product in different places on one of the longest streets in Vienna, Marienhilferstrasse, reached 30%.

To better understand the basic principles of identifying the most attractive market segments, it is useful to use this example. An enterprise producing trucks wants to create a new product and, having studied the market situation and its capabilities, decides to master the production of light-duty trucks of any of three possible modifications: with gasoline, diesel and electric engines. Such trucks can find application in any of three markets: consumer, industrial and military. http://www.delprof.ru/

It is assumed that the company will initially want to concentrate its efforts on one single segment. And in order to decide which one, it is necessary to collect information about all nine market segments - sales volumes in monetary terms, expected sales growth rates, projected profit margins, level of competition, requirements for product distribution channels, etc.

Naturally, the segment that is characterized by a high level of current sales, high growth rates and profit margins, and weak competition can be considered the best. In reality, none of the segments fully meets all these requirements, so a compromise must be found.

If, for example, a company chooses the military market, it must clearly understand the level of requirements from the military and have some experience in this market.

If a firm chooses a consumer market to serve customers, it must take into account the stringent economic requirements imposed by operating in an urban environment.

Having chosen the most acceptable segment for itself, the company must outline ways to penetrate this segment. If it is already established, this means that there is competition in it and each of the competitors occupies a certain position within the segment. And knowing the positions of competitors, you can consider the issue of positioning your own products.

Product positioning refers to actions to ensure a product’s competitive position in the market and the development of an appropriate marketing mix.

If we assume that buyers of the target market are primarily interested in efficiency and service life (the number of kilometers a car travels before the first major repair), then by conducting a survey of potential customers and dealers regarding the perception of competitors’ cars in these parameters, we can obtain a positioning scheme. market industrial goods

What can the company do in this case? She has two possible ways to position her product.

The first way is to position yourself next to one of the existing competitors and begin to fight for market share. But this can be done if: firstly, the company can create a truck that is superior in quality to a competitor’s truck; secondly, the market turns out to be large enough to accommodate my second competitor; thirdly, the company has greater resources and organizational capabilities than its competitor. http://www.grandars.ru/student/ekonomicheskaya-teoriya/tovary-promyshlennogo-naznacheniya.html

The second way is to develop a truck that is not yet on the market, for example a truck that has a long service life and high efficiency. But before making such a decision, the company’s management must make sure that:

• · technical capabilities to create such a truck;
• · economic opportunities for creating such a truck within the planned price level;
• · a sufficient number of buyers who prefer such trucks.

If positive answers are received to all the questions posed, then the company has managed to find a free niche and can now begin a detailed study of the marketing complex associated with the creation and production of its products, setting prices for them, and choosing methods for their distribution and promotion.

Market segmentation is the division of the market into parts (segments), each of which is characterized by types of goods or marketing complexes, i.e. goods, prices, methods of distribution of goods and promotion of sales. Segments are designed for specific groups of buyers that differ in interests and purchasing capabilities, i.e. segmentation ensures the structuring of markets by groups of potential buyers and the types of goods intended for them. Thus, market segmentation always remains for any commodity-producing enterprise one of the main stages of action when creating new products and promoting old ones to the market. Therefore, this topic can be considered relevant in any conditions and at any time.

The purpose of this study is to briefly review the segmentation of industrial goods markets, its goals, objectives and types. This stated goal of the abstract involves the implementation of the following main tasks:

• · consideration of the concept of market segmentation, its goals and objectives;
• · consideration of types of segmentation in the industrial market, in particular benefit segmentation, behavioral and descriptive segmentation.

Thus, the object of this study is segmentation in the industrial market. Its subjects can be called the essential, target and specific characteristics and features of segmentation of the industrial market.

Goals and objectives of segmentation in the industrial market.

Market segmentation is a breakdown of the entire market into segments, each of which is characterized by individual types of goods, prices, methods of distribution of goods and promotion of sales. Segments are designed for specific groups of consumers, characterized by individual interests and purchasing capabilities. That is, the purpose of segmentation is to ensure the structuring of markets by groups of potential buyers and the types of goods intended for them, and the main task is to adequately divide the market into segments.

Market segmentation allows manufacturing firms to focus on supplying products and servicing those parts of the market that have the best ability to generate sales, revenues and profits. Carrying out marketing activities, the company should strive to identify and serve the most attractive market segments for different groups of buyers. The desire for market segmentation is the result of the gradual improvement of marketing, the transition from mass marketing to product-differentiated and targeted marketing. Conceptually, there are no fundamental differences between the segmentation of industrial and consumer goods markets, although the segmentation criteria used are quite different. Here, too, a distinction can be made between macro and micro segmentation. The macrosegmentation method is fully applicable, while the differences appear mainly at the microsegmentation level.

Segmentation by benefits.

As with consumer products, benefit segmentation is the most natural: it is directly based on the specific needs of the industrial buyer, which in most cases are expressed quite clearly. When applied to markets for industrial goods, this segmentation method boils down to classifying customers by type of production or end use of the product. Typically, different end users look for different benefits, functions, or performance indicators in a product. However, industrial products often have a very wide range of applications. Examples include:

• · PET preforms for 0.5l;
• · PET preforms for 1l;
• · Colored PET preforms.

Classification by type of production allows you to identify priority needs and determine the degree of their relative importance. As an example, consider the Nurpak company, which specializes in the production of all types of PET preforms. This is particularly the case for the following three applications, as shown in Figure 4

Figure 4 - Classification by type of production

The functions of an industrial product and its role in the client firm's production process, and therefore the industrial buyer's perception of the economic value of the product, depend on whether the product is a capital asset (turnkey plant, rolling mill, generator), auxiliary equipment (heater, truck, typewriter), semi-finished products (metal profiles, sheets) or components (electric motors, gearboxes), consumables (disposable devices, lubricants), primary raw materials (aluminum, coal), transformable materials (fertilizers, polyurethane foam) or services (engineering, waste disposal, equipment maintenance).

Let us add that in many industrial sectors sales are made on pre-orders with very detailed specifications. In such situations, it is ensured that the product precisely matches the specific needs of the client, i.e. The segmentation is perfect.

Descriptive and behavioral segmentation.

Demographic or descriptive segmentation relies on descriptive criteria of an industrial customer's profile. In essence, we are talking about the criteria of geographical location, size of the company, composition of shareholders, etc. Among these criteria, purchasing volume is often used as a basis for segmentation. Many firms create separate organizational structures for interaction with large and small clients. For example, the company itself handles large clients, while small clients are provided through distributors.

Behavioral segmentation is of great importance in industrial markets. Its task is to adapt the strategy of rapprochement with the industrial client, taking into account the structure and features of the functioning of the center that makes purchasing decisions. The concept of a purchasing center also provides that the degree of formalization of the purchasing process can vary significantly depending on the complexity of the decision being made and the structure of the organization.

For example, in some enterprises the purchasing process is highly centralized and there are strict decision-making rules, in other places, on the contrary, purchasing is decentralized, so that interaction with the client should be very close to work with small firms. The following characteristics of the center's work are also important: the motivation of its various members, the distribution of powers between the various functions represented, the degree of formalization and the duration of the decision-making process. These behavioral characteristics are not always directly observable and are therefore often difficult to define. However, as stated above, these concepts are very important for sales personnel to understand. Taking into account the complexity and diversity of possible bases for segmentation, at one time a segmentation procedure was proposed based on five groups of criteria, which operates on the principle of a nested hierarchy, similar to Russian nesting dolls. Moving from external to internal criteria, these groups are: environment, operational characteristics, procurement method, situational factors and characteristics of the buyer's personnel.

Table 1 - Hierarchy of segmentation criteria in relation to industrial markets

These groups of criteria are disclosed in Table 1. As you move into this hierarchical structure, the observability and stability of the segmentation criteria change. The authors of many books and monographs on industrial marketing recommend starting from the external levels, since here the data is more accessible and the definitions are clearer.

Market concentration (concentration of sellers or buyers) refers to the density of market structures and the combination of different shares of market agents in terms of supply and demand. A small number of firms on the market, and therefore their low density, indicates a high level of concentration of sellers. In the limiting case, the density is equal to unity, i.e. corresponds to a monopoly market. For a given number of firms in the market, the more they differ from each other in the volume of sales of goods, the higher the level of concentration of sellers in the market.

Similar dependencies are typical for assessing the concentration of buyers in the market. The fewer buyers in the market, the higher the level of their concentration. In the limiting case, the density of buyers is equal to unity, i.e. corresponds to a monopsony market. For a given number of buyers, the more they differ in the volume of demand, the higher the concentration of buyers in the market.

Methods for analyzing the evolution of the structure (from the position of concentration) for the market and production are different. In the first case, the focus is on competition and the potential for market capture. The second measures either the distribution of production entities by size or by geography. It can be assumed that in these conditions, the obvious directions of market evolution will be both the rapid growth in the number of new small companies, which include a single enterprise, and the further disaggregation of very large old production structures. Under equal conditions, this will lead to a further decrease in concentration, which is partly what is observed today.

Most of the work on organizing and conducting marketing research falls on the enterprise’s marketing department, but in some cases, research functions become the prerogative of other departments, such as the advertising department, economic planning department, R&D department and others. In practice, comprehensive research can be carried out jointly by several functional departments or by involving third-party specialized research firms operating in the marketing services market.

Any marketing research on the market of industrial goods is characterized by the presence of the necessary elements (Fig. 6.4).

Rice. 6.4. V

Marketing research in the TPP market involves carrying out similar stages as in the TCS market: identifying the problem and forming research goals; selection of information sources; collection of information; analysis of collected information; presentation of the results obtained (Fig. 6.5).

Rice. 6.5. V

But marketing research in the industrial market has its own characteristics that are determined by differences in the nature of markets and consumers, and in marketing approaches between industrial and consumer marketing.

Features of conducting marketing research on the market of industrial goods:

1 . There is a significantly greater need and attention for secondary data and expert assessments.

2 . A typical method of collecting primary data is a survey. Observations and experiments are used very rarely, since they are ineffective, despite the specifics of industrial consumers.

3. Industrial marketing research is characterized by systematic market research. Particular attention is paid to the study of the behavior of potential consumers and models of their decision-making process regarding the purchase of commercial and industrial enterprises.

4. Marketers at industrial enterprises work with a small amount of initial information, since consumer organizations are concentrated and their number is insignificant compared to final consumers. This allows for more qualitative (i.e., in-depth) surveys, although in some cases the results are more difficult to generalize.

5. Although industrial research is often based on secondary data, primary data is often collected to determine consumer organizations' attitudes toward a product, motivation for purchasing it, or organizational intentions.

A feature of marketing research in the industrial goods market is that the formulation of the research problem is often based on the general strategy of an industrial enterprise. Conducting marketing research at industrial enterprises should be cyclical in nature, since the complexity of the research itself often leads to the fact that a new problem for research arises even before the real result of the preliminary research is visible. The marketing process at an enterprise is continuous and covers all aspects of activity in the market, which determines the cyclical nature of the marketing research process (Fig. 6.6).

Rice. 6.6. V

According to the International Code, all marketing research activities consist of the objective collection and analysis of voluntarily obtained information about the market, consumers, goods and services and must be carried out on the principles of fair competition. The main requirements for industrial marketing research, which largely stem from generally accepted principles of marketing research in any market, are:

Marketing research must be conducted in accordance with the principles of fair competition, as well as in accordance with accepted standards;

Research must be systematic in order to be effective;

Marketing research is based on general scientific principles and fundamentals, it must be objective and accurate;

The success of any research depends on the trust in it that has developed in society;

Marketing research can be applied to any situation that requires information to make decisions;

Research is a multi-step process involving data collection, recording and analysis;

Data can come from the enterprise itself, or from a neutral organization or research specialists.

Thus, the management of an industrial enterprise that is actively conducting marketing activities can choose for itself the most optimal direction for carrying out marketing research, the results of which, subject to compliance with the relevant principles and requirements, will provide the necessary information for making informed management decisions.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar documents

Current aspects of the development of the industrial goods market, factors influencing it and assessment of the significance. Study of the current situation on the children's goods market. Marketing practice at the enterprise JSC "Zhivaya Voda" and its effectiveness.

test, added 09/26/2013


Definition of the concepts of “selection of target market segments” and “product positioning”. Basic principles and types of segmentation of consumer markets and markets for industrial goods. Features of the company's positioning of a new product on the market.

abstract, added 01/08/2012


Dividing the market into clear groups of buyers or segmentation - criteria and requirements for efficiency. Segmentation objects. Basic principles of segmenting markets for industrial goods. Selection of target market segments and product positioning.

course work, added 03/10/2009


Positioning methods for promoting products on the industrial market. Analysis of the marketing complex of the Baltkran LLC system. PEST analysis of favorable and unfavorable market trends. Economic justification for the proposed activities.

course work, added 03/21/2016


Patterns and features of the industrial market, directions and methods of consumer research on it. Factors influencing the decision to select a supplier when purchasing industrial goods. Modeling consumer behavior.

test, added 07/10/2009


The concept of market segmentation, its basic methods and principles. Signs of segmentation and ways of positioning goods, selection of target market segments. Existing market coverage strategies and the possibilities of their application, the procedure for segmenting.

course work, added 07/12/2010


Market segmentation criteria and approach to it. Requirements for effective segmentation. Principles of segmentation of consumer markets and markets for industrial goods. Market Reach Strategies. Identification of the most attractive market segments.

On industrial ( B2B) markets, marketing research in most cases is carried out to determine the main trends of the market and its volume, analyze the activities of competitors, the range of goods (services) and the dynamics of changes in their prices, assess sales and promotion, as well as to forecast demand. These studies are typical and are carried out regularly by the marketing department.

However, the company's marketing department B2B - the market can also conduct atypical research, which can be provoked by the following factors:

• 1) non-standard order;
• 2) exhibitions and seminars;
• 3) investment proposals for the purchase or sale of a business;
• 4) client’s refusal to cooperate;
• 5) an alternative proposal for the use of resources;
• 6) possible changes in legislation;
• 7) justification of business plans for half a loan;
• 8) other factors.

When conducting marketing research on the industrial market, it is necessary to understand a number of features of their implementation.

• 1. Small sample size. It is possible to conduct a complete study, since the general sample often does not exceed 400 companies.
• 2. Confidentiality of information. It is necessary to have access to specialists who have information on this market.
• 3. Reduced representativeness. Due to the difficulty of accessing information sources, the representativeness of the information received during the research process is reduced.
• 4. High cost of rewards for information received and limited time for obtaining it.
• 5. During the research process, it is not the subjective opinions of end consumers that are clarified, but the objective needs of buyers, based on the specific properties and characteristics of the product.
• 6. Places for conducting marketing research are not static: they can take place at exhibitions, seminars, conferences, etc.
• 7. The predominance of qualitative information over quantitative information, since quantitative data on the industrial market is accumulated almost exclusively by Rosstat.
• 8. In parallel with the given research, it is necessary to additionally analyze secondary sources with cross-sectional and complementary information.
• 9. A high degree of professional knowledge of specialists conducting research and deep knowledge of the market, which will ensure the reliability and depth of research.
• 10. Conducting marketing research on the industrial market can be perceived as competitive intelligence.

If a company working for B2B market, decides not to conduct marketing research independently, but to cooperate with a consulting agency, then you need to remember the importance of drawing up technical specifications. The terms of reference for conducting marketing research must necessarily contain: the object of research, main hypotheses, goals and objectives, research methodology (type of research, methods and place of collecting information), format of reporting documents, applications and timing of the research. An example of such a technical assignment is presented in Appendices 1 and 2 at the end of this textbook.

Important to remember!

The main methods of collecting information used in the market B2B, are the methods of an imaginary client, an imaginary supplier and expert assessments.

This is because competitors, buyers and suppliers will give more information if specialists pose as clients or suppliers because they are interested in attracting them. In the case of direct contact, some information may be hidden.

Main directions of research B2B -market are the following1 *URL: b2bresearch.ru/ru/2014-01-09-03-25-35/10.html.)):

• 1) market analysis, including:
  • trends and main trends in market development;
  • market capacity and direction of development dynamics;
  • market segmentation by main players; market segmentation (by product range, prices, etc.);
  • the relationship between supply and demand (the presence of seasonal fluctuations in demand);
  • market geography;
  • market volume (production + import - export) in monetary and physical terms, analysis of growth rates within the industry (in percentage by year), identification of growth points;
  • history and trends in industry development: analysis of technology development, speed of innovation, forecasting long-term market development trends;
• 2) competitive analysis, which includes:
  • description of the main players in the market (manufacturers and importers): their history in this segment, description of competitive methods, positioning directions;
  • comparative analysis and segmentation of the competitive environment, benchmarking, assessment of the company's competitive capabilities and development of methods for increasing the competitiveness of the enterprise;
• 3) consumer research primarily includes:
  • database analysis B2B consumers – contact information of consumers, areas of their activities are identified, decision makers are identified;
  • studying the model of consumer behavior and preferences, drawing up a structure for making a purchasing decision, analyzing factors for choosing a supplier, the level of satisfaction with working with current suppliers, methods and frequency of purchases, volume of consumption, consumer preferences: by assortment, prices, service, etc., and sources of information also used by consumers to make decisions;
  • the study of satisfaction and loyalty includes assessment of the activities of suppliers, unmet needs and desire to change suppliers, etc., as well as the formation of a consumer portrait and consumer segmentation;
• 4) " Mystery shopping used to assess the accuracy of staff compliance with established work regulations and technology of the sales/service process during initial (repeated) requests. It is used at the stage of assessing the initial call/communication to assess the speed of call, the form of presentation of the requested information (by phone), the quality of explanation of the terms of cooperation, commercial offers, the speed of submission/consideration of the application, its completeness and clarity of presentation.

It is also used to evaluate the work of a manager who communicates in terms of competence, independence in decision-making, politeness, speed of answering/resolving issues, assessing the appearance of staff, assessing the sales/service office, assessing the company’s competitive position in relation to the main market players;

• 5)analysis of distribution systems includes a description of distribution systems existing on the market, typical distribution channel structures, the number of intermediaries in the distribution network, standard operating conditions and mutual requirements of participants. As well as an analysis of the functions of intermediary companies, determination of markups for each link in the distribution chain, identification of factors influencing the distribution chain. The description of the main distributors is carried out in the direction of determining the volume of purchases, their seasonality, product range, requirements for suppliers, developing recommendations for optimizing the company's distribution system in the context of the market and competitive environment;
• 6) marketing price research involves the assessment of leading manufacturers and suppliers according to such parameters as: price segmentation, price dynamics, the presence and structure of markups, a system of discounts, etc.;
• 7) company image research involves assessing the reputation of the company and its brands by suppliers, distributors, consumers, etc.