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31THE ROLE OF INTERNATIONAL MARKETING LOGISTICS IN THE SYSTEM OF INTERNATIONAL TRADE
Kholmamatov Diyor Haqberdievich
Independent Researcher of Samarkand Institute of Economics and Service, PhD e-mail: [email protected] Rakhmatov Farkhod teacher of Kattakurgan service technical school
Abstract: International marketing logistics plays an important role in the adaptation of domestic goods to international markets, including the markets of goods and services of the Eurasian Economic Union. This thesis presents the role of international marketing logistics in the organization of international trade, practical proposals for its development in Uzbekistan.
Keywords: International marketing logistics, physical distribution, international market, order acceptance, storage, warehouse, distribution channels.
Introduction. International marketing logistics is one of the unique problems related to marketing in the adaptation of national goods and services to the markets in access to international markets. All processes related to the distribution of goods in international markets are carried out through international marketing logistics.
For developed market relations, the processes of marketing and logistics integration, which form the interaction of two management concepts, are becoming more relevant. The interaction of marketing - as a market-oriented management concept and logistics - as a flow-oriented management concept creates opportunities to increase the material and informational usefulness and value of the product being valued by the buyer or customer.
Literature review. With the formation of modern concepts of marketing in the mid-1990s, the term "marketing logistics" began to be used in theoretical scientific sources.
F. Kotler (1998) emphasizes that the strategic problems of brand distribution, which is an important component and element of marketing, are related to logistics and marketing [3]. Bagiev G.L. (1998) introduced the term marketing logistics into its glossary of marketing.
Marketing logistics has been interpreted as a method of ensuring the compatibility of marketing activities with logistics in optimizing all types of flows [1]. Dwilinski (1998) describes marketing logistics as a system of movement of goods in the shortest possible time and at the lowest prices, using appropriate means of transport, ensuring the timely delivery of goods ordered in logistics and marketing sequence [2].
Ryszard Barcik and Marcin Jakubiec (2013) use marketing logistics as a system of marketing-mix (brand policy, price policy, sales policy, promotion policy) and logistics-mix (transportation, warehousing, inventory, packaging, ordering and
service) has shown in its research that it serves a high level of customer satisfaction
[4].
A.A.Trifilova and A.N.Voronkov (2011) use marketing logistics from the primary source of material flows (raw materials, spare parts, materials) to production, planning the physical distribution of the finished product, delivery of finished products to effectively meet the needs of consumers and describes it as an operational management activity [5]. In the production, sale and delivery of products to the place of consumption, wholesalers meet their needs through the most efficient storage, customer service through marketing logistics [5].
Adaptation to international markets, including the adaptation of the European Economic Union to markets for goods and services, today remains one of the main areas of activity of international marketing logistics.
International marketing logistics is a cognitive operation of organizing the activities of supply chains in the international commodity movement, managing and planning the flow of products and goods. It is a process that involves crossing at least one of the international borders [6].
Analysis and results. Marketing logistics deals with the delivery, planning and control of the flow of goods, information from the manufacturer to the market and marketing materials. The main agenda is to meet the requirements to satisfy customers with satisfactory benefits.
The task of firms and their divisions, which manage the various flows from suppliers to end consumers, is to coordinate the actions of suppliers, purchasing agents, manufacturers, marketers, product distribution channel participants, and buyers. The functions and objects of marketing logistics management as functional management are as follows:
• sales forecasting;
• distribution planning;
• production planning;
• procurement of raw materials and supplies;
• incoming traffic flows,
• company warehouses, reception, packaging; factory storage,
• shipping;
• outgoing traffic flows;
• customer orders;
• delivery and service.
Marketing logistics includes all activities that have a targeted impact on the markets - due to the high level of supply, the constant availability of supply and the appropriate presentation of goods to maintain and develop the market share of a particular company.
Marketing logistics focuses on the physical distribution of products from production to the customer and at the same time in the direction of goods controlled by enterprises. Both paths are interconnected, not by force. Customers can be private sales professionals and end users involved in the distribution route (indirect sales).
Physical distribution is one of the most complex functions of marketing logistics, which includes the processing and management of commodity flows, as well as information flows related to the movement of goods. Physical distribution as components includes:
• reserves;
• transportation of goods;
• storage;
• loading and unloading operations;
• package.
Objectives of marketing logistics:
• ensuring constant readiness to supply goods or expand services;
• ensuring the competitiveness of goods or services;
• Constantly seek new markets and strengthen their position in old markets;
• ensuring the transportation of goods to the destination;
• Improving delivery conditions;
• Establishing stable relationships with consumers;
• control over the execution of procurement orders;
• Establishment of new warehouses in consumer markets;
• meeting the urgent needs of consumers;
• creation and maintenance of the required level of reserves (TMZ);
• Ensuring maximum service.
In short, the implementation of the concept of international marketing logistics of modern business leads to increased competitiveness of domestic goods from international markets. At present, competition is growing not between individual goods, but between their distribution channels. International marketing logistics is an important tool in achieving a sustainable competitive advantage, ensuring the competitiveness of product distribution channels.
Conclusion. While marketing solves the problem of creating a sales system in each distribution area, the task of logistics is to attract intermediaries or ensure the flow of goods through the distribution network. We have developed the following proposals and recommendations for the development of international marketing logistics in the purchase and sale of wholesale goods:
1. To develop international marketing logistics, it is necessary to establish an integrated business cooperation in the "manufacturer-wholesale-retail" chain. Each business entity participating in this chain combines marketing and logistics functions to study the needs of end consumers, increase the consumer value of goods, storage in the distribution system, delivery, transportation, etc.
2. To theoretically and scientifically substantiate the transition of competitive marketing from goods to customers, from functions to processes, from operations to relationships, from resources to knowledge, from profit to efficiency, from enterprise to distribution channels as a result of the application of international marketing logistics.
3. In order for local enterprises to gain a competitive advantage, it is necessary to create a business process model of international marketing logistics.
4. Establishment of wholesale and distribution centers in free economic zones, small industrial zones, large industrial zones. It would be expedient to develop a mechanism for joint implementation of marketing and logistics functions in wholesale organizations and enterprises in these centers.
5. It is necessary for local enterprises to open warehouses, transport corridors and trade houses on an international scale when launching their goods on the international market.
List of used literature
1. Багиев Г.Л. Маркетинг: словарь и библиография. - СПб: Изд-во СПбГУЭФ, 1998. - 74 с.
2. DWILINSKI, L., 1998: Wstçp do logistyki, Oficyna Wydawnicza PW, Warszawa.
3. Kotler, P. (1998) Marketing Management: Analysis, Planning, Implementation, and Control. 9th Edition, Prentice Hall, Upper Saddle River.
4. Ryszard Barcik, Marcin Jakubiec (2013). Marketing logistics. https://docplayer.net/4272544-Marketing-logistics-bielsko-biala-poland-email-rbarcik-ath-bielsko-pl-bielsko-biala-poland-email-m-jakubiec-ath-bielsko-pl.html
5. Трифилова А.А., Воронков А.Н. Маркетинговая логистика. Учебное пособие. Нижегород. гос. архит.-строит. ун-т - Н. Новгород: ННГАСУ, 2011. -83 с.
6. International_Logistics_Management.pdf.
7. Selvam.M Professor of International business and commerce, Alagappa University.
8. http://www.eco99international.com/book/book-00-some-studies/research-papers-my-students/ logistics/ conclusion-logistics.
