Logistics and marketing support of innovative development of the enterprise [Articol]

Abstract

The review of the main functions of marketing, logistics, and also their general functions is carried out in the article. For the analysis of interaction of marketing and logistics the concept of marketing and logistic «mix» is studied. Interaction of marketing and logistics of each its element is analyzed. The definition of marketing and logistic system is also offered in the article, the mechanism of calculation of its formation costs is considered. The general costs for formation of marketing and logistic system of the enterprise should include the detailed structure of the current expenses and possible capital expenditures which are necessary for implementation of technological process of marketing and logistics in relation to a concrete situation and a condition of the marketing environment. The general marketing expenses consist of the expenses necessary for the organization and carrying out marketing actions of commodity, communicative, price and marketing mixes. Logistic expenses include a complex of costs for organization and service of all components of «a logistic mix»: purchasing, transport, warehouse, production, distributive and information logistics. Efficiency of marketing and logistic system depends on the size of the effect gained thanks to reaching the main goal of marketing and logistic system and on the size of the general costs for creation and operation of this system.