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Krokhin Alexander Gennadievich Improving the competitiveness of small businesses in the field wholesale trade: Dis. ... cand. economy Sciences: 08.00.05: Moscow, 2002 174 p. RSL OD, 61:03-8/1255-6

Introduction

Chapter 1. The current state of small commercial business in Russia 9

1.1. Main types of small businesses 9

1.2. The role of small business in the economy of developed countries 17

1.3. Dynamics and sectoral composition of small enterprises in Russia 27

1.4. Business activity subjects of small trade business 40 per present stage

Chapter 1 Conclusions 47

Chapter 2 Theoretical Aspects of Personal Selling for Small Wholesalers 50

2.1. Factors for increasing the competitiveness of small wholesale enterprises 50

2.2. The impact of the features of wholesale trade on marketing policy small 75 wholesalers

2.3. The essence and role of personal sales in the marketing policy of small wholesale enterprises 92

Chapter 2 Conclusions 104

3.1. Key steps in the personal selling process 106

3.2. The results of the practical implementation of the developed methodology in 137 activities of small wholesale enterprises in Moscow

Conclusion 150

List of references 156

Applications 170

Introduction to work

Relevance of the research topic. The transition to market relations in the Russian economy is associated with certain difficulties: the decline in production continues, the restructuring of the economy is being carried out at a slow pace, and scientific and technological progress has slowed down significantly.

At the same time, building the foundations market economy accompanied by the inevitable creation of entrepreneurial structures. The reality of this process is generally recognized, however, an unambiguous attitude towards it has not yet developed. For all the undeniable importance of small business for the Russian economy, its absolutization is equally dangerous as underestimation.

The small business sector performs a number of important functions in the country's economy: firstly, it provides the necessary mobility in market conditions; secondly, it serves as a testing ground for testing and testing new ideas, goods or services; thirdly, small business creates the necessary conditions for the market of competition, the diversity of its forms, etc. The wide development of small business makes it possible to create additional jobs, which is important given the existing unemployment; replenish the consumer market with goods and services; form a layer of business owners, etc.

In recent years, the small business sector has expanded significantly, and its role in the Russian economy has increased largely due to the liberalization policy. economic activity. To date, in Russian Federation there are about 850 thousand small enterprises. The lack of real financial and economic support from the state makes the problem of survival internal affairs every company.

4 make changes in external environment, independently develop a marketing policy, i.e. study the competitive environment, identify the needs of customers, position themselves in the market, determine sales priorities, etc. One of the main components of the marketing policy for wholesalers is certainly a system for promoting goods. In this regard, of great scientific interest is the definition of the most rational organization a promotion system that takes into account the objective limitations of a small wholesaler and allows you to achieve maximum results.

The problems of entrepreneurship, marketing and management in small business, as well as the main aspects of personal sales are reflected in the works of such Russian scientists as Bagiev G.L., Blinov A.O., Lapusta M.G., Naumov V.N., Pankratov F.G., Popov E.V. and others, as well as foreign marketers Machado R., Fatrell C., Chandeson J., Deyan A., Steven N., Hisrick D., Hopkins T. and others.

Studies have shown that the principles and methods recommended in the literature for organizing the promotion of goods and services are focused, as a rule, on medium and large enterprises with wide possibilities, as in financial plan, as well as in terms of the selection of appropriate personnel. Large-scale sales promotion campaigns cannot be used by small businesses. The promotion system at small wholesale enterprises has serious differences from a similar process at medium and large enterprises.

Thus, the relevance, national economic significance, the unresolved number of problems and the need to develop and create a system for promoting the goods of small wholesale enterprises, which makes it possible to increase their competitiveness in modern conditions, determined the choice of the topic, its purpose, tasks, main directions of research and the content of the dissertation work.

Objective consists in developing methodological recommendations for increasing the competitiveness of small businesses in the field of wholesale trade using personal sales in the field of promoting goods by small businesses in modern conditions.

To achieve this goal, it was necessary to solve the following tasks:

analyze the current state of small commercial business in Russia;

identify factors for increasing the competitiveness of small wholesale enterprises;

determine the place of marketing in the system of ensuring the competitiveness of small wholesale enterprises;

reveal the essence and role of personal sales in the marketing policy of small wholesale enterprises;

to develop an algorithm for the implementation of personal sales by sales agents of small wholesale enterprises, taking into account the specifics of the industry and the size of enterprises.

Object of study are small wholesale enterprises operating in a competitive environment.

Subject of study is the process of using personal selling in the promotion of goods by small wholesalers.

Theoretical and methodological basis of the study were the works of domestic and foreign experts on entrepreneurship, management and marketing of small businesses.

The initial sources of information were the special literature on the problem under study, the data of the State Statistics Committee of the Russian Federation on the activities of small enterprises, regulatory materials, the results of a survey of small wholesale trade enterprises, and other sources.

As research tool statistical methods were used to study the small business market, methods economic analysis activities of small wholesale enterprises, method expert assessments, method of observation, survey, classification.

Scientific novelty consists of a comprehensive study theoretical aspects increasing the competitiveness of small businesses in the field of wholesale trade and developing methodological provisions and practical advice on the implementation of the process of personal selling in the field of promotion of goods by small wholesalers.

Main scientific results works are as follows:

analyzed the state of small business, in particular, small wholesale enterprises at the present stage;

the factors of increasing the competitiveness of small wholesale enterprises are shown, taking into account the adaptation of a small enterprise to changes in the external environment;

the place of marketing as a leading direction in the strategy for ensuring the competitiveness of small wholesale enterprises was determined;

the experience of specialists in the field of personal sales is summarized, their essence is revealed and their role in the marketing policy of small wholesale enterprises is determined;

a scheme for the implementation of personal sales by sales agents of small wholesale enterprises is proposed, taking into account the specifics of the industry and the size of enterprises;

on the basis of the proposed scheme, an algorithm of actions of a sales agent was compiled with a description of the functions for the main stages of the personal selling process.

The practical significance of the work. Developed in the thesis guidelines, principles and methods of promoting goods using

7 The concept of personal selling allows a small wholesaler to define its competitive strategy, reorganize the system of product promotion and marketing policy as a whole in accordance with the accepted concept of enterprise development; improve the efficiency of a small wholesale enterprise through the targeted use of sales agents; timely clarify and adjust the process of personal sales in accordance with changes in the competitive environment.

Approbation of work. The main provisions of the dissertation were reported, discussed and received a positive assessment at scientific, practical and methodological conferences at the Moscow Pedagogical University and the Moscow Institute of Economics, Management and Law in 2000-2002. Theoretical and methodological provisions of the dissertation were used in educational process Moscow Pedagogical University. Separate results of the work were introduced at small wholesale enterprises Gefeststroy LLC and Miracle and K LLC.

Publications. The main provisions of the study are reflected in four publications, with a total volume of about two pp.

Dissertation structure. The dissertation includes an introduction, three chapters, a conclusion, a list of references and applications.

In the introduction, the relevance of the research topic is substantiated, the goal is set, the tasks are formulated, the object and subject of the research are defined, the scientific novelty and practical significance of the work are formulated.

The first chapter "The current state of small commercial enterprises in Russia" characterizes the main types of small enterprises, shows the role of small businesses in the economies of developed countries, considers the dynamics and sectoral composition of small enterprises in Russia, analyzes the business activity of small commercial enterprises at the present stage.

In the second chapter, "Theoretical Aspects of Personal Selling for Small Wholesale Enterprises," the factors of increasing competitiveness are studied.

8 the profitability of small wholesale enterprises, the influence of the characteristics of wholesale trade on the marketing activities of small wholesale enterprises is determined, the experience of foreign specialists in the field of personal sales is summarized and their role in the marketing policy of small wholesale enterprises is shown.

The third chapter "Methodological recommendations for the use of personal sales by small wholesale enterprises" considers the main stages of the personal sales process, taking into account the specifics of the industry and the size of the enterprise, and also presents the results of the implementation of the developed methodology in the activities of small wholesale enterprises in Moscow.

Main types of small enterprises

In our country, small business attracts attention in connection with the transition to a market economy. Without small businesses, the market economy is unable to function or develop. The formation of a small business is one of the main problems economic policy in the transition from the administrative-command to a normal market economy.

We can single out the following functions of small business in a market economy, which determine the importance and necessity of developing this form of management.

Firstly, small business, quickly responding to changes in market conditions, gives the economy the necessary flexibility, promptly meets the existing demand, since it is the most adapted to changing conditions and new scientific and technical requirements of production.

Secondly, small business mobilizes the financial and production resources of the population (including raw materials and labor), which would not have been used in the absence of small business. Small enterprises occupy a traditional area of activity only for them, in which large enterprises interfere extremely rarely. Usually this is a production using mainly manual labor. This includes handicraft types of work, folk crafts, similar activities. In addition to preserving the national culture, such enterprises provide high artistic and professional skills, high-quality training of specialists with much more diverse abilities and skills than workers in mass conveyor production. With a good organization of supply necessary materials enterprises "at home" and marketing of manufactured products, such structures give a significant return. Particularly relevant today is the problem of using the multi-billion dollar savings of the population, lying "dead" weight. Introduction to circulation of all this money supply would become a serious incentive for the development of the country's economy (in particular, the financial and credit system).

The next important function is the formation of a competitive environment, which is of particular importance for our highly monopolized economy. Among the enterprises that produce up to 100% of the products of their industry, one can single out manufacturers of long-distance diesel locomotives, electric locomotives, flax and potato harvesters, trolleybuses, etc. Small business, in view of the multiplicity of its constituent elements, is practically not amenable to monopolization, unlike large corporations. With narrow specialization and use latest technology small business acts as a serious competitor, undermining the monopoly positions of large companies.

The role of small business in the implementation of a breakthrough in a number of important areas is also important. scientific and technological progress. As experience shows foreign countries, a significant part of innovations appears in small firms.

Fifth, small business helps to solve the problem of employment. At present, serious structural changes in the Russian economy are accompanied by a massive layoff of workers from moribund enterprises, their retraining and attraction to new jobs in emerging industries.

Small innovative enterprises can attract qualified specialists of the scientific and technical intelligentsia. With the government's current policy in the field of science and education, the threat of loss of Russia's scientific and technical potential cannot be ruled out. This applies to employees of a huge number of scientific and industrial organizations, enterprises and institutions, work in which in former times was prestigious and well paid. To staff such enterprises, mass training of specialists of a fairly high level by world standards was carried out, and suddenly workers were no longer needed due to the disappearance of the state order (primarily for defense products), the loss of competition with foreign manufacturers per domestic market etc.

The most important task in relation to this category of the population is to find for them an acceptable form of activity worthy of their paramount importance for the country. The solution to this problem is connected with the search for new forms of labor organization in the field of scientific and technical creativity, in particular, with small business.

Sixth, small business has ample opportunities in solving the problems of the local market. By satisfying the demand for simple, low-cost goods and services, it, on the one hand, reduces inequality and expands choices for poor consumers. On the other hand, by providing a livelihood for more people than large corporations, small businesses contribute to the dissemination of knowledge and skills. Thus, it is carried out social function small business.

Seventh, small business is the fundamental basis for the formation of the "middle class" and, consequently, the weakening of the tendency inherent in the market economy to social differentiation. The middle class is usually understood as the totality of different layers of small and medium-sized entrepreneurs, an extensive layer of highly qualified employees and independent professionals (for example, lawyers).

And, finally, small businesses can quickly and efficiently rebuild, take risks boldly, and have less impact on the environment.

The listed properties of small business make its development a significant factor and integral part reforming the Russian economy.

This refers to the formation of a regulated, socially oriented market mechanism, overcoming the existing crisis state of production, stabilizing the economy and preparing the basis for its rapid and sustainable recovery in the future.

The role of small business in the economy of developed countries

The small and medium-sized business sector plays a significant role in almost all developed countries, providing up to 40-60% of the total national product and supplementing economic functions big business.

In world practice, there is no single definition of a small business. For example, in 75 countries, more than 50 different statistical indicators characterizing small enterprises are used. Qualitative criteria are widely used, such as personal management of the enterprise; direct personal contact of management with staff, customers, suppliers; independence; rigid dependence on nearby markets and sources of raw materials, etc.

However, in foreign statistics, two main quantitative indicators are used to determine whether an enterprise belongs to the small business sector: the number of employees and the volume of capital turnover (sales).

The U.S. Federal Small Business Act (adopted in 1953) establishes that a small business is a firm with one or more owners, employing no more than 500 people, with assets not exceeding $5 million and annual profits not exceeding $2 million. .dollars The US Small Business Administration for industry sets the following criteria: the number of employees is up to 500 people, in some industries - up to 750 people.

In Japan, in industries such as mining, transport, construction, manufacturing, communications, credit, utilities, finance and insurance, real estate transactions - the number of employees in a small enterprise should not exceed 300 people. In wholesale - up to 100 people, in retail - less than 50 people. Commerce, services - up to 5 employees.

In the European Union, since January 1, 1995, enterprises are considered small enterprises if they do not exceed the following indicators: the number of employees is up to 50 people; annual turnover less than 4 million euros; the balance amount is less than 2 million euros.

The International Organization for Economic Cooperation and Development (OECD), which includes economically advanced countries, defines enterprises with up to 19 employees as "very small"; up to 99 people as "small"; from 100 to 499 people as "medium" and over 500 people as "large".

Under company law in the UK, a small business must meet two of the following criteria: a turnover of no more than 2.3 million euros; assets not exceeding 1.5 million euros; average population employing up to 50 people. At the same time, in the manufacturing industry, an enterprise with a total number of employees up to 200 people is considered small.

In France, small businesses are those where the number of employees does not exceed 100 and the annual turnover before taxes, estimated at the time of closing the final balance sheet, is less than 200 million francs. Moreover, in different sectors of the economy, the size of the firm is estimated differently. If in agriculture and Food Industry firms with more than 200 employees are considered large, while in the equipment manufacturing industry, firms with up to 500 employees are classified as small enterprises. In general, the following classification of enterprises is proposed for France: the smallest - up to 10 employees, small enterprises - 10-100 employees, medium-sized enterprises - 100-500 employees, large enterprises - over 500 employees.

In Germany, there is no official definition of the concept of a small enterprise, however, in accordance with the classification of the Federal Ministry of Economy, small firms are those with up to 50 employees and an annual turnover of less than 1 million marks. Small enterprises, as defined by the Ministry of Economy, are firms run by legally independent owners who are directly involved in production, who fully assume the economic risk and finance their activities, as a rule, without attracting credit.

In Italy, companies with 1 to 19 employees are classified as the smallest, from 20 to 99 as small, from 100 to 499 as medium.

The average enterprise in Western Europe has only 6 employees, and the average small enterprise - 4 people. Small and medium business provides more than 70% of the total number of jobs. The number of small enterprises is more than 1 million, medium - about 70 thousand. The average number of employees in enterprises in Western Europe is shown in table 2.

Factors for increasing the competitiveness of small wholesale enterprises

In order to determine the methodology for increasing the competitiveness of small wholesale enterprises, you must first give general characteristics this industry.

Wholesale trade is "a set of organizations that purchase or store goods and resell them retail, others trade organizations and/or consumer organizations.”

Wholesalers are engaged in the fact that they resell (redistribute) produced or repurchased goods, bring them to a retail network, which then sells them to end consumers (individuals and legal entities).

The number of links in the distribution chain depends on the product being distributed and is the result of the interaction of factors such as, for example, the need for a wide distribution of the product and the limit of its possible appreciation when passing through several intermediaries.

The variety of forms of wholesalers is illustrated in the Appendix. Wholesalers, by linking the manufacturer and end users, ensure the efficiency of the trading process. To do this, wholesalers must fulfill one or more following functions, which are presented in table 13 ".

The marketing function as such is most pronounced in independent wholesalers, while it is practically absent in stock exchanges and wholesale markets. Dealer organizations and regional distributors major manufacturers marketing activities is centralized in the manufacturing company itself, and all wholesale-selling structures are pursuing a strategy defined in the central marketing service.

For independent wholesalers who purchase goods for the purpose of subsequent resale, the basis for assessing the profitability of wholesale operations is the trade margin, the amount of which reflects the percentage of the wholesaler's profit in the price of the goods. The peculiarity of this group of wholesalers is that they are absolutely free to make decisions regarding the choice of products, their buyers and suppliers. Based on this, such an enterprise is faced with the need to independently develop a marketing policy, i. study the competitive environment, identify needs

customers, position themselves in the market, prioritize sales, etc. therefore, it should be noted that due to their independent position in the market, the companies of this group implement their own marketing strategy.

The sphere of wholesale trade as a specific marketing environment has a number of features that fundamentally distinguish it from other sectors of the economy.

Firstly, a special entity appears on the wholesale market - the wholesale consumer. Being a reseller of goods offered by a wholesaler, he actually acts not so much as his partner or competitor, but as an intermediary client delivering goods to the final consumer.

The wholesale consumer is fundamentally different from the final consumer. If the latter acquires a product in order to use it for its intended purpose, to satisfy some of its requests with its help, to realize consumer values, then for a wholesale consumer who buys a product for the purpose of resale, everything is much more complicated.

The consumer behavior of the wholesale buyer is expressed in the search, evaluation and use of the wholesale seller to provide the main and related products, the entire range of services and consulting services for its sale and use, that is, in the end, the wholesale consumer receives not so much a product as a business, the opportunity to make a profit . If we define the utility of a product for the end consumer as the ability to satisfy any need in accordance with the purpose of the product, then the utility of the product for the wholesale consumer is the possibility of earning income in the process of resale.

The wholesale consumer has a number of characteristics, the most important of which are: - a lower degree of independence. Due to the fact that the ultimate goal of the wholesale consumer is success in entrepreneurial activity, he is forced to “look back” at both suppliers and the consumer market (correlate the conditions of supply and the preferences of end consumers); - propensity to specialize in certain product groups; - predominance of meaning economic characteristics goods over consumer goods. For the wholesale consumer, the profitability of operations with the goods is much more important than its quality, safety, ease of use - these characteristics are of interest to him only in connection with the need to satisfy the needs of buyers; - the presence of own costs due to doing business and wholesale consumption. These costs are not limited to the cost of purchasing goods. This includes other types of costs associated primarily with the maintenance of storage facilities, transportation, administrative expenses. Successful activity possible only if there are sufficient financial resources, allowing not only to carry out purchases, but also to conduct trading business with all the required attributes, including, of course, marketing activities.

The vast majority of small wholesale enterprises act on the market in two roles at once, being both sellers and wholesale consumers. On the one hand, they deliver goods to retail network, on the other hand, they themselves carry out wholesale purchases Thus, their marketing activities are divided into two components - sales organization and procurement optimization.

Key steps in the personal selling process

Classical approaches to personal selling are based on the assumption that the sales agent and the buyer act with opposite goals, in order to force the client to buy the offered product or service. However, this method is not suitable for small enterprises, because the main aspiration of the organization, given the current market development trends, is to acquire the maximum number of regular customers establishing a relationship with the buyer. Direct contact is key competitive advantage at the present stage. For the first time, Japanese enterprises introduced the principle of evaluating sellers not by sales volume, but by the number of regular customers they have. That is why the main goal of a sales agent is to solve the problem of the buyer, which allows not only to conclude a deal, but also to create the foundation for long-term relationships.

In the personal selling process, the salesperson representing the small wholesaler should focus primarily on how their product can help the customer generate additional profits. Together with the buyer, he tries to find ways to achieve this additional profit. The sales agent needs to focus on how he can provide the maximum possible gain towards achieving the buyer's aspirations. And as business becomes ever more complex today, the sales agent needs to be able to explore the diverse interests of buyers and handle as many of them as possible.

For example, when selling to retailers, it is not uncommon for the salesperson to persistently believe that the buyer's attention is focused on whether the product he has bought will sell well. However, the interests of retailers are often more complex. They may need to determine how this product will affect their assortment, how it will affect their purchasing budget, how reliable the proposed restocking plan is, and so on.

The modern shopper is becoming increasingly sophisticated, not only in terms of products, but also in terms of selling style. Customers desire and increasingly require sales agents who are focused on the buyer. Therefore, if a small wholesaler wants to ensure its success in today's and especially tomorrow's market, the best way is to build a promotion system based on personal selling.

Any sale begins with the search for potential customers. This search can be carried out on recommendations or in the absence of such.

Naturally, it is easiest to make a deal with a buyer who has been recommended. As a matter of fact, it takes a salesperson only half the time to sell his product to already recommended, correctly priced customers, than to those who are indicated by the organization, and with whom there is still a long time to work.

The following characteristics of buyers can easily be turned into a huge advantage when collecting data on possible referrals:

If the sales agent's procedure requires a return visit to the customer (for example, to install equipment or conduct a seminar for staff), it is necessary to ask the customer to whom he told about his purchase;

If the sales agent does not visit customers after they have made a purchase, you need to ask them which of their friends might be interested in the purchase, to whom he is going to tell about it. (In other words, to whom he is going to brag about his purchase. Of course, the word "boast" is never pronounced).

In other words, the bottom line is that you need to get the buyer to focus on those of their friends who would be interested in the purchase that they just made. As soon as the client mentally imagines these people, the sales agent will be convinced that he does not special work get information from him that can later be used for a reliable recommendation.

Of course, recommendations are the easiest way to work with prospective buyers. Referrals are people who have already accepted a sales agent. Now he only has to attach them to his product or service, while it is known that this product or service is needed by buyers, and they can afford it.

Unfortunately, the sales agent does not always work with recommended buyers. More often there is a situation when a sales agent is forced to look for promising clients without having the necessary “leads”.

There are a number of ways to find new buyers without referrals, which can be divided into two groups (see Figure 8).

Thesis: content author of the dissertation research: candidate of economic sciences, Krokhin, Alexander Gennadievich

Introduction

Chapter 1. The current state of small commercial business 9 in Russia

1.1. Main types of small enterprises

1.2. The role of small business in the economy of developed countries

1.3. Dynamics and sectoral composition of small enterprises in Russia

1.4. Business activity of small commercial enterprises 40 at the present stage

Chapter Conclusions

Chapter 2. Theoretical aspects of personal selling for small 50 wholesalers

2.1. Factors for increasing the competitiveness of small enterprises 50 wholesale trade

2.2. The influence of wholesale trade features on the marketing policy of 75 small wholesalers

2.3. The essence and role of personal sales in the marketing policy of 92 small wholesalers

Chapter Conclusions

3.1. Key steps in the personal selling process

3.2. The results of the practical implementation of the developed methodology in 137 activities of small wholesale enterprises in Moscow

Thesis: introduction in economics, on the topic "Improving the competitiveness of small businesses in the field of wholesale trade"

Relevance of the research topic. The transition to market relations in the Russian economy is associated with certain difficulties: the decline in production continues, the restructuring of the economy is being carried out at a slow pace, and scientific and technological progress has slowed down significantly.

At the same time, the formation of the foundations of a market economy is accompanied by the inevitable creation of entrepreneurial structures. The reality of this process is generally recognized, however, an unambiguous attitude towards it has not yet developed. For all the undeniable importance of small business for the Russian economy, its absolutization is equally dangerous as underestimation.

In recent years, the small business sector has expanded significantly, and its role in the Russian economy has increased largely due to the policy of liberalization of economic activity. To date, there are about 850 thousand small enterprises in the Russian Federation. The lack of real financial and economic support from the state makes the problem of survival an internal affair of each company.

Under such circumstances, the lack of a clear line of market behavior, a marketing strategy turns out to be disastrous for a small wholesale trade enterprise, often leads to problems with solvency and high costs, ultimately endangering the very existence of the enterprise. Therefore, there is an objective need to anticipate changes in the external environment, independently develop a marketing policy, i.e. study the competitive environment, identify the needs of customers, position themselves in the market, determine sales priorities, etc. One of the main components of the marketing policy for wholesalers is certainly a system for promoting goods. In this regard, it is of great scientific interest to determine the most rational organization of the promotion system, taking into account the objective limitations of a small wholesale trade enterprise and allowing to achieve the maximum result.

Studies have shown that the principles and methods recommended in the literature for organizing the promotion of goods and services are oriented, as a rule, to medium and large enterprises with ample opportunities, both financially and in terms of recruiting appropriate personnel. Large-scale sales promotion campaigns cannot be used by small businesses. The promotion system at small wholesale enterprises has serious differences from a similar process at medium and large enterprises.

Thus, the relevance, national economic significance, the unresolved number of problems and the need to develop and create a system for promoting the goods of small wholesalers, which allows them to increase their competitiveness in modern conditions, determined the choice of the topic, its purpose, objectives, main directions of research and the content of the dissertation work.

The purpose of the work is to develop guidelines for improving the competitiveness of small businesses in the field of wholesale trade using personal sales in the field of promoting goods by small businesses in modern conditions.

To achieve this goal, it was necessary to solve the following tasks:

Analyze the current state of small commercial business in Russia;

To identify factors for increasing the competitiveness of small wholesale enterprises;

Determine the place of marketing in the system of ensuring the competitiveness of small wholesale enterprises;

To reveal the essence and role of personal sales in the marketing policy of small wholesale enterprises;

To develop an algorithm for the implementation of personal sales by sales agents of small wholesale enterprises, taking into account the specifics of the industry and the size of enterprises.

The object of the study is small wholesale enterprises operating in a competitive environment.

The subject of the study is the process of using personal sales in the field of promotion of goods by small wholesalers.

The theoretical and methodological basis of the study was the work of domestic and foreign experts on the problems of entrepreneurship, management and marketing of small enterprises.

As a research tool, statistical methods for studying the small business market, methods for economic analysis of the activities of small wholesale enterprises, the method of expert assessments, the method of observation, survey, and classification were used.

The scientific novelty consists in a comprehensive study of the theoretical aspects of increasing the competitiveness of small businesses in the field of wholesale trade and the development of methodological provisions and practical recommendations for the implementation of the process of personal selling in the field of promotion of goods by small wholesalers.

The main scientific results of the work are as follows:

1. analyzed the state of small business, in particular, small wholesale enterprises at the present stage;

2. the factors of increasing the competitiveness of small wholesale enterprises are shown, taking into account the adaptation of a small enterprise to changes in the external environment;

3. the place of marketing is determined as the leading direction in the strategy for ensuring the competitiveness of small wholesale enterprises;

4. the experience of specialists in the field of personal sales is summarized, their essence is revealed and their role in the marketing policy of small wholesale enterprises is determined;

6. a scheme for the implementation of personal sales by sales agents of small wholesale enterprises is proposed, taking into account the specifics of the industry and the size of enterprises;

7. On the basis of the proposed scheme, an algorithm for the actions of a sales agent was compiled with a description of the functions for the main stages of the personal selling process.

The practical significance of the work. The methodological recommendations, principles and methods of promoting goods using personal sales developed in the dissertation allow a small wholesale trade enterprise to determine its competitive strategy, reorganize the system of product promotion and marketing policy as a whole in accordance with the accepted concept of enterprise development; increase the efficiency of a small wholesale trade enterprise through the targeted use of sales agents; timely clarify and adjust the process of personal sales in accordance with changes in the competitive environment.

Approbation of work. The main provisions of the dissertation were reported, discussed and received a positive assessment at scientific, practical and methodological conferences at the Moscow Pedagogical University and the Moscow Institute of Economics, Management and Law in 2000-2002. The theoretical and methodological provisions of the dissertation were used in the educational process of the Moscow Pedagogical University. Separate results of the work were introduced at small wholesale enterprises Gefeststroy LLC and Miracle and K LLC.

Publications. The main provisions of the study are reflected in four publications, with a total volume of about two pp.

Dissertation structure. The dissertation includes an introduction, three chapters, a conclusion, a list of references and applications.

Methodological seminars on the employment of graduates of institutions vocational education Moscow region

The Regional Center for Career Guidance and Employment of Moscow State Educational Institution held two methodological seminars on the issues of employment of graduates of vocational education institutions in the Moscow region.

At the first seminar, the main audience of which were representatives educational institutions higher and secondary vocational education, discussed the results of monitoring the employment and promotion of the career of graduates, conducted by the Regional Center for Career Guidance and Employment.

The seminar was opened by the Vice-Rector for academic work and international cooperation, candidate of legal sciences, candidate of historical sciences, professor Klychnikov Vladimir Mikhailovich. In his introductory remarks Vladimir Mikhailovich noted social significance solving these issues for graduates and the need for their effective solution in the conditions of market competition.

The further agenda of the seminar included speeches by employees of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution.

Deputy Director of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Bashmakov Danil Valerievich made a presentation on The system for analyzing the employment of graduates of vocational education institutions". The report presented the existing systems for assessing the results of the employment of graduates and presented the conceptual provisions that served as the basis for the Regional Center for Career Guidance and Employment to monitor the employment of educational institutions of secondary and higher professional education.

Speech by the Deputy Director of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Bashmakov D.V.

The results of this monitoring and the conclusions they draw were discussed in the speech of the director of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Krokhin Alexander Gennadievich In the final part of the report, Alexander Gennadievich submitted for discussion prepared proposals aimed at improving the results of graduates' employment.

Speech by the Director of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Krokhin A.G.

The discussion turned out to be very "live", it was noticeable that the participants of the seminar did not remain indifferent to the problems being solved, which can rightfully be characterized as complex and contradictory.

After the discussion, the participants were offered a report by the researcher of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Orlovoi O.V. on the topic “The role of sociological and socio-psychological monitoring studies in the process of promoting the employment of university graduates”, in which Olga Vladimirovna shared her experience of career guidance with students.

Report of the researcher of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Orlova O.V.

The second methodological seminar was devoted to the results of monitoring the professional competencies of graduates of educational institutions of higher professional education, in accordance with the principles international studies the quality of education AHELO and PIAAC, conducted on the basis of universities in the Moscow region by the Regional Center for Career Guidance and Employment of Moscow State Educational Institution. It was attended by representatives of educational institutions of higher professional education of the Moscow region.

At this seminar, methods for conducting international studies to assess the competencies of graduates from AHELO and PIAAC universities were presented, the classifications used in these studies were disclosed general competencies, by which the quality of education is assessed, examples are given test items.

Researcher Regional Center for Career Guidance and Employment of Moscow State Educational Institution Chernenko Olga Vasilievna made a presentation on the results of the monitoring of the professional competencies of graduates from universities in the Moscow region, carried out in accordance with the principles of AHELO and PIAAC international studies. In her presentation, Olga Vasilievna demonstrated the structure of the distribution of graduates in relation to the level of formation of several general competencies.

Researcher of the Regional Center for Career Guidance and Employment of Moscow State Educational Institution Chernenko O.V. reports on the results of monitoring the professional competencies of graduates of universities in the Moscow region

The closing remarks were made by the Director of the Regional Center for Career Guidance and Employment Alexander Krokhin, in which he presented a number of recommendations aimed at improving the quality of education in the context of globalization.

Participants of the seminar on the results of monitoring the employment and career promotion of graduates

The organizers would like to express their gratitude to all participants of the seminar for their active work in the discussion of the recommendations, as well as those additional proposals that were made by them during the workshop.

Participants of the seminar on the results of monitoring the professional competencies of graduates of universities in the Moscow region

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December 18, 2012 the Moscow Regional Youth Conference " Professional and career growth of young people - prospects and realities”, organized by the Free Economic Society of the Moscow Region and the Moscow State Regional University (MGOU).

The conference was attended by about 100 senior students, teachers and university scientists.

The rector of Moscow State Educational Institution, Ph.D. P.N. Khromenkov. Pavel Nikolaevich noted that the employment of university graduates is a priority, and expressed the hope that such conferences would be useful both for students and representatives of state and legislative authorities, employers, allowing them to coordinate joint efforts to find employment for young people at enterprises in the Moscow region.

The keynote speaker at the conference was V.B. Krymov- President of Volny economic society Moscow Region, Chairman of the Committee on Economics, Entrepreneurship and Investment Policy of the Moscow Regional Duma, Doctor of Economics In his report, Vyacheslav Borisovich drew attention to the main stages of building a career as a specialist and shared valuable advice with students on how to achieve success in the labor market. Vyacheslav Borisovich's speech caused a heated discussion, and the students did not let him leave the podium for a long time, asking more and more questions.

The conference also featured:

L.V. Varukhin- Head of the Territorial Body of the Federal State Statistics Service for the Moscow Region. Lyubov Vasilievna shared with students interesting information on the socio-demographic situation in the Moscow region.

S.I. Kvasov- Head of Employment Assistance Department social payments Committee for Labor and Employment of the Moscow Region. Sergei Ivanovich's speech was received with particular interest by the students, as it was replete with information about employment opportunities in the Moscow region, with specific figures on the number of vacancies and wages.

A.G. Krokhin, Director of the Regional Center for Career Guidance and Employment, who since 2008 has been helping graduates of the Moscow State University find their place in life, spoke after Sergey Ivanovich and built his report based on the information provided by a colleague on vacancies and wages. « Without being cunning - what is the expected salary you designate in your resumes?- Alexander Gennadievich turned to the audience. - " From 50 thousand rubles", - several people from different parts of the hall said at once. For comparison: the average salary of a legal assistant, where you can easily get a job without work experience, in the Moscow Region is 12 thousand rubles, lower economic positions start with a slightly higher amount. “Now tell me,” Krokhin asked, “which of you, for the expected 50,000, can offer the employer something else besides basic university knowledge, who, for example, is fluent in English? And who, fluent in English, can at least verbally communicate in one more foreign language? » In response to the first question, 11 hands went up in the hall where 70 people were sitting. In response to the second - two.

At the end, the floor was given to graduate students who shared their plans and prospects in building a career as a teacher, scientist or entrepreneur in the Moscow region. The interest that sparkled in the eyes of the speakers allows us to express the hope that each of them will succeed on the chosen path.

Concluding the conference and summing up its results, the rector of Moscow State University thanked all those present for the fruitful work and expressed the hope that such meetings would be regular and no less productive.

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