The main forms of wholesale trade are:

trade in wholesale markets;

wholesale shopping centers;

wholesale warehouses (bases).

Wholesale enterprises determine the forms of organization of their activities, guided by various factors. First of all, it depends on the specialization of the enterprise.

As noted earlier, wholesale trade is carried out by:

commodity producers;

wholesale commercial structures (enterprises specializing in servicing industrial enterprises; organizations purchasing goods for further resale, etc.);

authorized representatives of commodity producers and wholesale commercial structures;

exporters and importers of products;

intermediaries.

Naturally, the approach of each of the above enterprises to the choice of the form of their activities is different. However, it depends not only on the specialization of the enterprise. So, the specifics of the enterprise (i.e. trade in certain classes, groups, types of goods), financial potential, commodity turnover, market conditions in a certain territory, the availability of warehouse and retail space are also determining factors.

Commodity producers, in particular, choose the form of wholesale sales of products depending on the quantity, nature, range of products, etc. Thus, an enterprise that produces one type of product (for example, butter) and sells it in bulk lots often does not need to - sometimes it is enough just to transfer information about the sale of goods to potential buyers or intermediaries. And an enterprise that produces several types of products (for example, shoes), having equipped a showroom, can present samples of all available goods for sale.

Wholesale commercial structures specializing in the resale of goods of one group (for example, stationery) are interested in presenting the entire assortment to the buyer. For this, demonstration or trading rooms are equipped.

Some enterprises prefer trading floors, in which the goods are placed on the shelves prepared for sale in bulk lots and here is a sample of the presented goods with information about the goods.

Other enterprises choose to sell goods through warehouses. To do this, either on the territory of the warehouse or in another place, a showroom is equipped, in which samples of products sold are presented, where the buyer places an order. The seller's staff draws up the relevant documents and resolves the issues of order fulfillment.

Wholesale markets are preferred by those enterprises that specialize in the trade in food products. However, the choice of this form depends not only on the specifics of the enterprise, but also on the financial potential, commodity turnover, marketing strategy, etc.

Currently, catalog trade has already become widespread and electronic commerce is gaining popularity and economic attractiveness.

Let us consider the forms of wholesale trade in more detail.

1. Trade in wholesale markets.

The term "wholesale market" is used in two senses.

First, a wholesale market is understood as a legal entity that provides conditions for wholesale trade in a certain territory.

The second - the wholesale market means the place of trading operations.

It should be noted that at the federal level normative act, which determines the rules for trading in the wholesale food market, is the joint order of the Ministry of Agriculture and Food of Russia and Roskomtorg dated December 1, 1994 No. 292, 95, which approved the "Exemplary Rules for Trading in the Wholesale Food Market".

Both in the federal parliamentary act and in the draft law of the city of Moscow, the concept of "wholesale market" is used in two senses. In order to separate these concepts in this paragraph, we denote that the wholesale market is understood as the place of wholesale trading, and the concept of "wholesale market" "as an economic entity" will be replaced by the concept of "wholesale market administration".

As already noted, a number of enterprises carry out wholesale trade in wholesale markets. Consider the advantages of this form:

• one). In one place, goods of the same type are concentrated. Buying enterprises prefer to make purchases of goods in one place. The presence of one type of product in a particular wholesale market is a determining factor for making stable purchases of goods. This allows you to simplify and speed up the process of promoting goods.
• 2). Wholesalers are provided with a trading place in accordance with modern technologies trade. The company does not need to equip its own trading and showrooms - trading warehouses are already prepared for operation and equipped necessary equipment, it remains to conclude a lease agreement with the administration and pay the rent on time.

Rent of a trading place can be long-term or short-term.

In wholesale markets, there is also the possibility of one-time participation with daily payment of the cost of a trading place or a special market duty, differentiated by type of goods and paid on turnover. This form is attractive for enterprises selling seasonal goods; enterprises that want to sell small batches of goods.

3). Wholesalers are given the opportunity to temporarily store goods. As a rule, the seller leases out a trading place with a warehouse closed type, temporary storage facilities are provided for sellers of seasonal products. This saves the company from the constant export of unsold consignments of goods.

At present, wholesale markets are being “overgrown” with storage facilities operating in close proximity to the market territory. Moreover, the construction of new ones is carried out taking into account access to terminal complexes. The use of public warehouses allows you to reduce trade costs for the delivery of goods.

• 4). Auxiliary services operate on the territory of the wholesale market. This means that the issues of the delivery and unloading of goods within the markets, heat, energy and water supply, protection of the common territory, garbage and waste removal, provision of weighing instruments, communications are not resolved by the seller. These services are provided by the administration of the wholesale market and system-wide services.
• 5). Sellers and buyers are provided with information about market conditions and demand, both in this wholesale market and in other markets.

The collection, storage and transmission of market information (data on demand, supply, prices, quality, stocks of goods, exchange prices, exchange rates, regulatory framework, etc.) is carried out by the information service of the wholesale market.

6). Examination of quality and certification of goods on the spot.

A high place in the activity of the wholesale market is given to the system of certification and product quality control. Goods that have passed quality control are allowed for sale on the wholesale market, and such a test is provided by a specialized service of the wholesale market.

The following modes have been developed for the quality control system:

mode of "direct sale" - an examination of the accompanying documents is carried out to determine their compliance with established requirements, the admissibility of the right to sell, and product identification is established in the accompanying documents;

mode of "deferred sale" - with the consent of the customer, the product is tested for compliance with mandatory requirements in order to obtain documents giving the right to sell products under appropriate conditions and modes to make a decision on the sale of products;

"voluntary examination" mode - provision of additional examination of documents or additional tests of product quality indicators.

• 7). Wholesale market advertising. The administration of the wholesale market independently takes care of advertising the wholesale market as a place where buyers can purchase certain groups of goods.
• eight). Opportunity to combine wholesale and retail trade. It should be noted that the ideal model of the wholesale market does not provide for the implementation of retail trade. However, the rules of a specific wholesale market may provide for the allocation of special trading sections for retail trade, as well as set the time during which individuals are allowed to the wholesale market as buyers. Wholesale trade enterprises, selling goods to the population, increase their turnover.
• 9). In the wholesale market, there is a possibility to choose the scheme of relations between the seller and the buyer.

In accordance with the order of the Ministry of Agriculture and Food of Russia and Roskomtorg dated December 1, 1994 No. Nos. 292, 95 contracts concluded on the wholesale market are public, that is, those in which one party is always the seller who has assumed the obligation to sell goods to everyone who contacts him (clause 5.4). It follows that the price of a batch of goods with the same name from an individual seller, as well as other conditions of the public contract proposed by him in the wholesale market, should be the same for all buyers, except for cases when the law allows the provision of benefits to certain groups of buyers (clause 5.5).

The same document (clause 3.3) determines that wholesale trades are conducted, as a rule, on the basis of private relations between the seller and the buyer, in which the price and other terms of the transaction are determined on a bilateral basis through negotiations.

Currently, both schemes of contractual relations operate in the wholesale markets. Sellers determine the system of discounts depending on the size of the batch purchased by the buyer, that is, the prices for different batches of goods are not the same. In cases where the buyer requires a large consignment of goods, and the seller can provide it from his warehouse, the terms of the contract acquire some features, in particular, the price for the declared consignment of goods may change depending on transportation costs.

Under certain conditions, wholesale bidding may be conducted on the basis of an auction or competition. At auctions, the contract is concluded with the buyer who offered the highest price, and if competitive bidding is held, the contract is concluded with the buyer who fulfilled the conditions of the tender in the best way.

All the noted advantages of this form of wholesale trade are preferred by small and medium-sized enterprises specializing in the sale of goods in small lots. Commodity producers and large resellers participate in the auction through the scheme of authorized representatives or intermediaries.

However, for the possibility of carrying out its activities in the wholesale food market, and for the services provided by the administration of the market, the enterprise must pay the established fee in a timely manner. The proportionality of these payments and the costs that others would have to bear to realize all of the above benefits is the determining factor in choosing this form of wholesale trade.

It should not be forgotten that an enterprise engaged in wholesale trade in the wholesale market is entrusted with the performance of certain duties, which include:

carrying out its activities in accordance with the rules of trade established in this wholesale market;

ensuring the safety of the provided equipment;

compliance with the procedure and deadlines for reporting required for the information service of the wholesale market, etc.

2. Wholesale shopping malls.

Wholesale shopping center - a modern form of wholesale trade. This form of trading is often referred to as a "wholesale store". It is unlikely that the application of this concept is correct. The fact is that a “shop” is interpreted as “an enterprise producing retail trade or as a premises in which retail trade is carried out”, and the essence of a wholesale shopping center is the optimal combination of a store and a warehouse, which is expressed in providing the buyer with the opportunity to purchase wholesale lots on self-service principles. goods.

Let's explain with an example.

An enterprise engaged in wholesale trade in office equipment, stationery, equips a trading floor in which goods prepared for sale in bulk are placed on racks, shelves, showcases (that is, in appropriate packaging or containers) and a sample of the presented goods is displayed here with an indication detailed information about him. The buyer, on the basis of a visual acquaintance with the goods, independently forms his order.

This form of wholesale trade has its positive and negative sides. Benefits include:

• one). Opportunity to combine wholesale and retail trade. The essence of this advantage is to increase turnover by attracting various buyers. However, a prerequisite for the combination of wholesale and retail trade is the availability of a license (if it is provided for by the current legislation) or permission (patent) of the relevant authorities to carry out these types of trade. In addition, for retail trade operations, cash registers are required.
• 2). Increased purchasing power through the use of a self-service system. From the point of view of psychology, this system has important tools to influence the actions of the buyer. These tools are:

freedom of access to all goods available at the enterprise. The buyer has a feeling of a “pseudo-owner” of the goods, which is an additional factor in the realization of his desire to purchase the goods;

visual contact not only with the sample, but also with the batch of goods. Often, packaging or containers are already a symbol for the purchase of goods;

the ability to adjust the order based on the provided inventory;

minimum order execution time.

The time for preparing an order depends directly on the buyer. Personnel are involved only at the stage of documenting trade transactions and making settlements.

3). The control over the cash goods is partially carried out by the buyer himself. In practice, this is expressed as follows: suppose the buyer wants to purchase 100 packs of goods. However, this product is supplied in a quantity of 80 packs and there is no alternative product substitution. Asking for the missing quantity, the buyer notifies the maintenance staff of the shopping center, thereby performing the function of a "controller" of the seller's inventory.

In addition to the above advantages of this form of wholesale trade, the following should be added:

• a). The organization of a wholesale shopping center is associated with the cost of purchasing the appropriate equipment. Since wholesale shopping centers are built on a self-service system, along with the functionality of the equipment, presentability is also the main characteristic. As for the repair costs (major and current) of the retail space, it should be noted that they are much higher than, say, the equipment of a closed warehouse.
• b). Feature of wholesale shopping centers are organic product flows. This means that the seller presents a certain amount of goods on a certain trading area. If the buyer asks for a larger batch of goods than offered for sale, the enterprise does not always have the possibility of additional delivery of goods from the manufacturer. An enterprise that has chosen this form of wholesale trade needs to develop a clear policy in planning trade stocks.
• v). The complexity of conducting an inventory is one of the disadvantages of this form. In a retail space that is open to a large number of customers, it is difficult to conduct an inventory. To carry it out properly, it is necessary to restrict the access of buyers or stop it altogether.

This form of organization of wholesale trade is most attractive for small and medium-sized enterprises specializing in the sale of certain groups of goods in a large assortment. In particular, these are enterprises engaged in wholesale trade:

food, beverages and tobacco products (fruits and vegetables, dairy products, edible oils and fats, meat, fish products, confectionery, coffee, tea, cocoa, spices, cigarettes, tobacco, alcoholic and non-alcoholic drinks, etc. );

textiles, clothing, footwear;

household appliances, products and equipment (household furniture, household metal utensils, lighting fixtures and equipment, household radio-electronic equipment, musical instruments, glassware, porcelain, ceramics, stationery, cleaning products, etc.);

pharmaceutical and medical products, surgical and orthopedic instruments and devices, perfumes and cosmetics;

building materials, hardware, plumbing and heating equipment and auxiliary materials (paints, enamels, fittings, sheet glass, etc.).

3. Wholesale warehouses, bases.

This form of wholesale trade is preferred by medium and large enterprises. The volume of trade turnover of these enterprises in itself is an indispensable condition for the organization of wholesale warehouses and bases.

It should be noted that this form has several schemes. In this paragraph, all schemes are considered on the example of Moscow. This city was chosen as a demonstration of all the features characteristic of this form of trade organization. In the conditions of a particular city, individual features may not take place. Illustrations of the schemes are given in Appendix 1.

The showroom and the office are located at a territorial distance from the warehouse (as a rule, the office is in the city center, the warehouse is outside the city). This solution to the issue of organizing wholesale trade is justified by the following factors:

the coefficient of business activity in the city is significantly higher than on the outskirts;

the costs of renting or purchasing storage facilities within the city limits are much higher than the costs of organizing storage facilities outside the city or not on the outskirts. Moreover, the enterprise cannot always find the required area in the city center;

the saturation of traffic flows outside the city is much less, which, in turn, facilitates the passage of the buyer's transport to the warehouse;

truck access to the city center is limited. When organizing the flow of goods, the enterprise must provide for the possibility of delivering large consignments of goods, while observing the requirements of the city authorities (payment of the appropriate fee, execution of necessary documents, etc.).

Showroom, office and warehouse are one room (usually within the city). This scheme seems to be the most economical for medium-sized enterprises. to ensure their turnover is not required large areas. Among the features are the following:

the possibility of acquiring one room of the required area within the city. Ceteris paribus, the cost of maintaining one room is less than the cost of servicing several;

Efficiency of registration and execution of the order - the buyer does not bear additional transportation costs, the waiting time for the order is reduced;

simplification of workflow - there is no need to issue additional invoices, it is possible to re-register the order if it is changed by the client;

mobility in the management of the warehouse service to ensure commodity orders.

This scheme is a combination of Scheme 1 and Scheme 2, the essence of which is the presence of an operational warehouse and an office within the city and a main warehouse outside. This combination seems to be optimal for large trading enterprises.

The economic attractiveness of this scheme is expressed primarily in the fact that the company has the opportunity to provide goods to different categories of customers. So, if the buyer needs small lots of goods, the goods are released from the operational warehouse, while at the same time, the buyer who needs large lots of goods is serviced at the main warehouse.

It should be noted that the costs of the enterprise for the acquisition of storage space large area within the city and outside it are disproportionate. Often, the total cost of acquiring a warehouse within the city, which is necessary for storing a small batch of goods, and a warehouse adapted for storing large batches of goods, is much less than the cost of equipping one large warehouse.

In conclusion, we add that all of the above forms of wholesale trade can be used in combination. Thus, a large wholesale enterprise can carry out its activities through trading warehouses, wholesale shopping centers and wholesale markets.

Having described the main forms of organizing wholesale trade, I would like to consider the most common methods of wholesale of goods, which include methods of wholesale of goods from warehouses:

sale of goods with personal selection;

sale by written, telegraph, telephone and other orders;

sale through traveling dealers and mobile rooms of sale samples;

sale through auto warehouses.

Let's look at these methods in order:

1. The sale of goods with a personal selection of an organization or enterprise is practiced for goods of a complex assortment. Selection of goods is carried out in the halls of commodity samples. Here you have the opportunity to get acquainted in detail with the range of goods available on the basis by examining product samples, studying catalogs. In the halls of commodity samples, garments and knitwear, fabrics, hats and many other non-food and food products are exhibited. Goods are placed in groups and subgroups. Well-known and oversized items are not displayed in the product samples room, they must have stock lists and catalogs.

To place goods in the hall of commodity samples, wall and island slides, demonstration stands, display cases are used. The samples of goods laid out on them must be provided with labels indicating the name of the product, price, article number, as well as the name of the manufacturer.

The trade samples hall also houses the workplaces of merchants involved in the wholesale sale of goods. They advise buyers, accept applications from them for ordering goods, draw up a selection list or invoices, and study the demand of wholesale buyers.

2. The sale of goods by written, telegraphic, telephone and other requests is used when personal acquaintance with samples of goods is not required. This method of wholesale of goods is especially convenient when centralized delivery of goods to the retail network is widely used.

To facilitate the preparation of applications in stores for the importation of goods and to simplify their processing at wholesale enterprises, the bases carry out a preliminary distribution of application forms.

Merchants engaged in the wholesale sale of goods register buyers' applications in a special journal, check them in terms of their compliance with the concluded contract, clarify and draw up a selection list and an invoice.

Telegraph, telephone and telefax applications contain the same details as in written ones. They are subject to the same procedure for acceptance and execution as for written applications.

3. Sale of goods through mobile warehouses and traveling merchandisers.

Mobile warehouses are formed on the basis of covered vehicles. They are loaded with goods in accordance with the product range of stores where goods are delivered. Store employees get acquainted with the proposed range of goods, determine the need for them. The storekeeper accompanying the warehouse draws up an invoice and releases the ordered goods. They use mobile warehouses in the supply of individual small retail trade enterprises, while freeing store employees from the necessary trips to trading bases and significantly speeding up the delivery of goods to retail trade enterprises. Delivery of goods to the store is carried out in accordance with predetermined schedules.

With the help of traveling merchandisers (traveling salesmen), many non-food and food products can be offered to stores. To do this, traveling merchandisers are sent to various trading enterprises, where they get acquainted with the range of goods, find out the missing ones and accept applications for them. Merchandisers are provided with albums, catalogs and brochures for goods available in the warehouse.

4. Mobile rooms for commercial samples - specially equipped vehicles, equipped with the necessary commercial samples, catalogs, albums. A merchandiser is assigned to the room of mobile samples, whose duties include familiarizing store employees with samples of goods, assisting in the selection of the necessary goods, and accepting applications for their delivery.

Along with the sale of goods, wholesale enterprises provide their customers with wholesale trading services, which, according to their purpose, are divided into:

technological (storage, sorting of goods, their transportation, etc.);

organizational and advisory (consultations on marketing research, etc.).

INTRODUCTION

Wholesale trade is part of the market for goods and services, i.e. consumer market. Historically, it was the consumer market that first arose. These are commodity exchanges, many other forms of wholesale and retail trade, marketing and marketing organizations, etc. Historically, developing and improving as the objective economic conditions matured, the markets for factors of production were separated from the market for goods and services. This made markets smarter and more rational, more specialized, and therefore more perfect.

Relevance of the topic term paper"Organization of wholesale trade" is that on present stage development of the economy, in the conditions of the already relatively established economic ties and competitive environment, not only the general improvement of existing technologies for organizing wholesale trade becomes relevant, but also the introduction of new methods for promoting goods for the economy.

Wholesale trade as a market of resellers expresses the totality of economic relations of individuals and organizations that purchase goods for resale or leasing them to other consumers for their own benefit. The use of intermediaries is mainly due to their unsurpassed effectiveness in making the product widely available and reaching the target markets. Through their contacts, experience, specialization and scope, wholesalers offer the firm more than it can normally do alone.

The subject of the study is the process of organizing wholesale trade. The object of the study was the enterprise JSC "Adygeyatourist".

The purpose of the course work is to study the organization of the wholesale market. To achieve this goal, it is necessary to solve the following tasks:

Determine the value of wholesale trade;

To study the functions performed by the wholesale trade;

Familiarize yourself with the types of wholesale trade enterprises;

Research wholesaler marketing solutions;

Complete an individual task.

Research methods:

Analytical;

Comparative;

Poll method;

Estimated.

The study used the works of well-known Russian marketing economists, such as S.N. Vinogradova, G.Ya. Goldstein, A.N. Romanov, A.P. Gradov, R.A. Fatkhutdinov, V.M. Tarasevits, Z.A. Utkin, A.P. Durovich and others, as well as the results of studies by foreign economists M. Porter, F. Kotler, M. McDonald, J.Zh. Lambin, A. Diane and others.

THE SIGNIFICANCE OF WHOLESALE TRADE

The main participants in the commodity market - manufacturers, intermediaries, consumers of products - must be equal partners, which is manifested in such a form of commodity relations as wholesale trade, which can actively regulate the accumulation and movement of products in time and space. Wholesale trade is a form of relations between enterprises and organizations, in which economic relations for the supply of products are formed by the parties independently. It influences the system of economic relations between regions, industries, determines the ways of movement of goods in the country, due to which the territorial division of labor is improved, and proportionality is achieved in the development of regions. For a rational distribution of the trading environment, wholesale trade must have specific data on the current state and future changes in situations in regional and sectoral markets.

Historically, the process of development of the commodity economy contributed to the isolation of the sphere of circulation and the separation of intermediary industries in it - wholesale and retail trade. Wholesale trade precedes retail trade; as a result of wholesale sales, goods do not enter the sphere of personal consumption, they enter either industrial consumption or are purchased by retail trade for sale to the population. Thus, wholesale turnover is the total volume of sales of goods to manufacturing and trading enterprises, as well as intermediaries to other trading enterprises and legal entities for subsequent sale to the population or for industrial consumption. Wholesaling includes any activity of selling goods and services to those who purchase them for the purpose of resale or professional use. Wholesalers differ from retailers in the following ways:

The wholesaler pays less attention to promotion, store atmosphere, and the location of his outlet;

The wholesaler deals primarily with professional clients and not with end-users;

Wholesale transactions are usually larger than retail transactions;

The wholesaler's trading area is usually much larger than that of the retailer;

Legal regulations and tax policies differ between wholesalers and retailers.

Wholesale trade provides services to manufacturers of goods and retailers. As a result of its activities, the product approaches the consumer, but does not yet fall into the sphere of personal consumption.

The most important task of wholesale trade is to systematically regulate the product offer in accordance with demand. The objective opportunity to successfully solve this problem is due to the intermediate position of wholesale trade: a significant part of commodity resources is concentrated in it, which makes it possible not to be limited to passive operations, but to actively influence the sphere of production, retail trade and, through it, the sphere of consumption. Wholesale trade, like no other link associated with the sale of goods, is able to actively regulate regional and sectoral markets through the accumulation and movement of goods. This line of work should occupy a decisive place in all its activities. Wholesale enterprises are called upon to improve the links in the movement of goods, to develop centralized delivery and circular delivery of goods. Currently, along with the positive in the activities of wholesale enterprises, there are significant shortcomings. Often, the terms of delivery of goods are not observed, contractual obligations are violated in terms of the volume, assortment and quality of the goods supplied.

The efficiency of the functioning of the entire national economic complex, the balance of the domestic market, and the satisfaction of the growing needs of people largely depend on the work of wholesale trade. Under the new economic conditions, the scope of wholesale trade will be significantly expanded. The strengthening of the role of commodity-money relations is associated not only with the development of wholesale trade in consumer goods, but also with the transition to wholesale trade in means of production. These two forms are becoming the most important channels for the planned movement of material, technical and commodity resources. Wholesalers ensure the efficiency of the trading process. A small producer with limited financial resources is unable to create and maintain a direct marketing organization. Even with sufficient capital, the manufacturer prefers to allocate funds for the development of its own production, and not for the organization of wholesale trade. The efficiency of wholesalers is almost always higher due to the scope of operations, more business contacts in the field of retail sales and the availability of special knowledge and skills. Retailers dealing with a wide range of products usually prefer to buy the entire range of products from one wholesaler, rather than piecemeal from different manufacturers. Wholesale trade connects practically all sectors of the economy, all enterprises and organizations engaged in material production and commodity circulation. It includes the stages of promotion of goods from manufacturers to retailers, and in the case of trade in industrial and technical products - directly to consumer enterprises. There are the following forms of wholesale trade:

Direct links between manufacturers and buyers;

Through intermediary organizations and enterprises; commercial contacts of market participants .

Direct ties in economic relations between producers and buyers of goods are practiced during transit (carriage) deliveries of a batch of products.

Economic relations for the supply of products can be short-term up to a year and long-term. A quick change in the range of products, a high rate of renewal of its range, a one-time nature of consumption require short-term economic ties, but in most cases long-term ties are more economically feasible. In case of long-term economic relations, the supplier and the buyer are given the right to determine the range and types, delivery times, the quality of the products supplied, liability and material remuneration for fulfilling the terms of supply. Such connections provide the parties with direct contact, allow to interconnect the frequency of delivery, reduce the time for agreeing on the terms of the assortment, additional technical requirements. Consumers can encourage producers to produce high-quality products, and manufacturers interested in marketing products can provide various help and services to consumers.

The organization of direct long-term economic relations allows:

Release the parties from the annual drawing up of a supply contract (the contract is drawn up for several years);

Periodically adjust the assortment and quarterly delivery dates;

To work out the technology of manufacturing products and thereby improve its quality;

Coordinate production schedules with interested other enterprises;

Reduce the time for submitting specifications;

Reduce paperwork in the area of ​​circulation.

Wholesale trade through intermediary organizations and enterprises (wholesale stores and bases, small wholesale and company stores, etc.) is advisable for buyers who purchase products on a one-time basis or in volumes less than transit norms.

With warehouse space, warehouse technological equipment(racks, containers, bunkers, tanks, etc.) and lifting and transport vehicles (forklifts, cranes, conveyors, etc.), intermediary enterprises organize the acceptance, sorting, storage, and release of goods to customers. In addition, these enterprises provide customers with various services (product preparation and consumption, commercial information, transport, forwarding, leasing, etc.).

Commercial contacts of market entities are of several types.

a) Direct commodity exchange - barter transactions. In this case, agreements are used for the supply of a specific type of product from one enterprise to another, and vice versa. In barter transactions, as a rule, there is an exchange in kind. In the course of the sale of goods, competitive bidding may be appointed, while the sellers determine the terms of trade, give a description of the goods or services in writing. The buyer, having studied the proposals, chooses the best in his opinion.

b) Auction trading is becoming widespread, in which the seller, in order to obtain the greatest profit, uses the competition of buyers present at the sale. An auction sale can be carried out by a seller or an intermediary organization specializing in this type of trade. The auction offers goods both in large lots (wholesale trade) and individual items (retail trade). Public auctions are held at a predetermined time in a special place. The organization of the auction includes the preparation, inspection of goods by potential buyers, the actual auction, execution and execution of auction transactions.

c) A significant role in wholesale trade is assigned to the commodity exchange.

On the exchange, goods are sold without inspection, trade transactions are not concluded. Commodity exchanges carry out the purchase and sale of not goods as such, but contracts for their supply. At the same time, free purchase and sale of contracts is carried out (the buyer is free to independently choose the seller, the seller - the buyer). Transactions are concluded only by professional intermediaries - brokers. Basic market prices are set by the exchange quotation and are formed under the influence of real supply and demand ratios. The buyer gives the broker an instruction to complete an exchange transaction, which determines a specific product, its delivery time, and price.

d) The possibility of establishing commercial contacts between the manufacturer and potential buyers is created by wholesale fairs. The wholesale purpose of fairs is to establish direct business contacts between market entities (manufacturers, intermediaries, buyers) interested in the sale and purchase of specific commercial products.

Trade - this is the view entrepreneurial activity associated with the sale and purchase of goods and the provision of services to customers.

Wholesale

Definition, functions and classification of wholesale trade

Wholesale - this is the trade in goods with their subsequent resale or professional use.

Wholesale trade is the initial stage of the circulation of goods in their movement from producers to retailers or, in terms of means of production, to enterprises - consumers of products. Wholesale trade also includes the purchase and sale of agricultural products and raw materials. It is traditionally believed that wholesale trade is the sale of relatively large lots, and the division and sale of smaller lots that differ from standard sizes or quantity, - retail. The bulk of this work is done wholesale enterprises. Trading company - it's not only organizational structure, but also a property complex used by an organization for the sale and purchase of goods and the provision of trade services, which includes buildings, structures, equipment, inventory, goods, certain rights, debts, company name, trademarks, service marks, etc.

The main technological functions of wholesale trade are the concentration of products of various industrial and agricultural enterprises, their storage, sorting, the formation of an assortment set, and placement throughout the country, taking into account the specific needs of consumers. In Russia, the problem of northern delivery is especially acute, which is due to the fact that in the regions located in the Far North and the Far East, mass delivery of goods can be provided for a limited period of time of the year.

Wholesale trade in terms of its organization can be divided into three types: wholesale trade of manufacturers of products; wholesale trade of intermediary enterprises; wholesale trade carried out by agents and brokers. According to the assortment, wholesale trade of a wide profile is distinguished - more than 1 thousand items, limited - less than 1 thousand items, narrow - less than 200 items and a specialized assortment.

There are two main forms of wholesale trade: transit and warehouse. In the transit form, goods are delivered from the manufacturer to the retail network directly, bypassing the warehouse of the wholesale intermediary. It is used if intermediate processing of goods is not required: packaging, sorting, etc. In this case, the wholesaler has the opportunity to form an assortment immediately upon shipment of goods. When using this form, turnover is accelerated, logistics costs are reduced, and the safety of goods is increased.

In the warehouse form, a batch of goods from the manufacturer enters the wholesaler's warehouse, and then is distributed through various distribution channels to retail. In this case, the rhythm of supplying stores with small batches of goods improves, and it opens up the possibility of forming the product range required for each store. Therefore, despite the increased logistics costs, in this case, the needs of retailers in pre-sales preparation are better met.

Types of wholesale trade

The most common types of wholesale trade are: personal selection by the client or his representative of goods in the warehouse, selection of goods according to his written or telephone request, offering goods to customers through field sales representatives or by phone, using active phone calls, using B2B e-commerce tools, selling goods at wholesale exhibitions and fairs, auction wholesale etc. The choice of a specific type of trade is determined taking into account the characteristics of the product, current state market, competitive conditions, trade traditions of a given country or region, wishes of customers.

Wholesale trade with personal selection most often used when you need to quickly make a purchase, for example, when stocks are running out. At the same time, the client expects to form an assortment on the spot, choose new products, and receive discounts for pickup. This type trade opens up additional opportunities for the wholesaler: its marketers can test new products, conduct a survey of customers, take into account their comments. Such work is facilitated by the presence of a showroom, where the key products of the range, new products are demonstrated. In some cases, the personal selection of standard goods is organized in the form of self-service, and small-scale mechanization is used to move the selected goods. Payment for goods is made in cash (English) cash), the client loads and exports the goods (English) sapu) independently, so this type of trade is called "cash-and-carry". Shelf wholesale is also known (English) rack jobber), literally translated - "shelf rental". Large retailers provide the wholesaler with shelving or shelving space. The wholesaler at his own expense carries out the current filling of racks, as a rule, with simple goods and takes back unsold goods.

Wholesale by written or telephone orders is made on the basis of a pre-signed contract between the seller and the client. It stipulates the terms of payment, the size of the supplied consignments of goods, the rules for the formation of the application and all satisfactions. Delivery of goods to the store can be carried out by the transport of the wholesaler, the client or an independent carrier.

Wholesale through field sales representatives or phone to clients, experiencing the need for this type of goods, received wide use as the most active form of distribution in the wholesale sector. To do this, the wholesaler organizes an agency agency aimed at finding customers. Its employees maintain contacts with their customers, monitor the availability of goods on the trading floor of their stores, control the timeliness of payments for goods, etc.

For wholesale through active phone calls Traditionally, they organized dispatching rooms (today they are increasingly called call centers), where specially trained salespeople worked - telephone operators who transmitted the received information about orders to the sales department. Today, more and more often this work is transferred on a contractual basis to organizations specializing in such services. This interaction scheme is called outsourcing, and in recent years it has been widely used in practice. The wholesaler rents a call center and uses its staff as operators. The call center actually processes orders, and the wholesaler-tenant receives the finished result. He does not need to expand his own staff and spend money on additional communication lines. The main function of the call center is to sell, attract and serve customers without personal contact with them. The call center is becoming a key link in the business process and a tool for increasing the productivity of the personnel working with clients.

Wholesale trade using B2B e-commerce tools. The development of information technology has created the prerequisites for the emergence of e-commerce (from English e-coin merce) is an area of ​​the economy that includes all financial and commercial transactions carried out using computer networks, and the business processes associated with such transactions.

As a rule, e-commerce tools include: electronic information exchange (Electronic Data Interchange, EDI), electronic movement of capital (Electronic Funds Transfer, EES), electronic commerce (e-trade), electronic money (e-cash), electronic marketing (e-marketing), electronic banking (e-banking), electronic insurance services (e-insurance). Under the B2B or business-to-business scheme, an enterprise trades with another enterprise. This includes any interactions involving bulk deliveries of goods or similar order fulfillment.

Internet platforms make it possible to significantly simplify operations at all stages, make trading more efficient and transparent. Often in such cases, the representative of the customer's side has the ability to interactively control the order fulfillment process using the seller's databases.

Wholesale trade at exhibitions and fairs is very popular. Such events attract a large number of manufacturers, intermediaries and consumers, which makes it possible to conclude contracts for the supply of goods during their holding or immediately after completion.

Auction Wholesale is carried out with the help of auctions, which are periodically operating centers of intermediary trade in real goods with individual properties. Auctions are held national and international. The most common are auctions organized in the form of joint-stock companies. Often they monopolize trade in a certain type of product, for which they buy goods from manufacturers, setting purchase prices, and resell the goods to wholesale intermediaries, profiting from the price difference. Auctions also accept goods for resale from independent manufacturers on a commission basis. Large auctions have their own production for the completion of commodities. Bargaining auctions usually take place openly, directly with the participation of buyers. Open auctions specialize mainly in the trade of furs, animals, fish, tropical fruits, art objects. Other auctions are specialized brokerage firms that resell goods on a commission basis, receiving fees from sellers and sometimes buyers. Sellers and buyers themselves do not participate in such auctions, and their orders are carried out by brokers within the powers established by them. Sometimes such auctions are called closed. They specialize mainly in the trade of tea, tobacco, wool, less often - furs.

Typically, periodic auctions publish a bidding schedule or notify suppliers and traditional buyers in advance of the timing of the bidding. Before sale, goods are sorted into lots (lots) based on their quality. Each lot is assigned a number in which order it will be auctioned. Lots with a similar quality of goods are completed in larger lots - thongs. Upon completion of the sorting, the auction issues a catalog indicating the composition and lot numbers. Buyers arrive at auctions early to inspect the exhibited goods, mark the lot numbers of interest to them in the catalogs, and put down the prices they expect. The main stage of the auction is the auction, which is conducted by the auctioneer with his assistants. There are several ways of bidding: an auction with a price increase, with a price decrease. An auction with a price increase can be conducted overtly and covertly. With the public method, the auctioneer announces the number of the next lot, names the initial price and asks: "Who is more?" Buyers increase the price each time by an amount not lower than the minimum markup specified in the rules of the auction. Usually it is from 1 to 2.5% of the original price. If the next price increase is not proposed, the auctioneer after asking three times "Who is more?" strikes with a hammer, confirming that the lot has been sold to the last highest bidder. Auctioneer's assistants mark to which buyer and at what price a particular lot is sold.

In case of covert (silent) bargaining, buyers, after announcing the minimum price by the auctioneer, give him conventional signs of consent to raise the price by a fixed amount of the premium. The auctioneer announces a new price each time without naming the buyer. If the auctioneer asked three times "Who is more?" no one gives a prearranged signal, then the lot or thing is acquired by the buyer who gave the signal last. The secret conduct of the auction allows you to keep the name of the buyer secret. This auction procedure is often used in the sale of jewelry and art. Some auctions are held with a gradual decrease in the originally announced price at predetermined discounts. The consignment of goods is acquired by the one who is the first of the participants to say: "Yes". Most of the auctions, conducted with a decrease in prices, are automated. Each time a lower price is displayed on the scoreboard. The lot is bought by the one who first says "yes" or presses an electric button that stops the change of numbers on the scoreboard. The buyer is identified by a blocked light bulb at the place of the bidder. Automated bargaining is also used when prices rise, as prices increase, buyers release electric buttons. The product is purchased by the one who was the last to not release the button. Typically, auctions are fairly fast and about 300 lots can be sold per hour. With an automated method of bidding, especially for a fall, the number of lots sold per hour can be 1.5–2 times more. The execution of contracts is carried out by the administration of the auction on the basis of records made by the assistant auctioneer. Sellers of goods (consignors) and buyers sign standard contracts. The committents receive money for their goods, and the buyers pay the full amount of the price of the goods they bought or make advance payments and take the goods from the warehouses within the period established by the rules of the auction. Auctions, being commercial organizations, can lend to suppliers of goods by giving them cash advances. Buyers can receive goods from the auction through commercial credit, which is returned as the goods are sold or used.

The development of modern information technologies has led to the emergence online auctions, or online auctions. Unlike conventional auctions, online auctions are held remotely and can be entered through a website or computer program. The moment of the end of the online auction is predetermined by the seller himself when the goods are put up for auction. In conventional auctions, the struggle goes on as long as the rates rise. Often, online auctions include auctions that are not held on the Internet, but those who wish can bid via the Internet. Recently in the auction software payment systems and systems for user authorization are added. Today, the largest online auction in the world is eBay, with a turnover of several million transactions per day.

More recently, "Scandinavian auctions" began to appear on the field of Internet auctions in Russia - these are online auctions that offer buyers goods at low prices, 10-20% of their real market value, but require a fee for placing bids. The person who made the last bet wins. If the winner is insolvent, then the lot usually goes to the one who made the previous bid. It happens that if the lot is not redeemed by the winner, the auction is canceled, and the owner of the lot can put it up again.

Auction trade creates significant convenience for suppliers and buyers, reducing distribution costs and providing sales at prices close to optimal for a given region.

Exchange wholesale trade is conducted on a commodity exchange, which is a voluntary association of legal entities and individuals for open public trading in goods in a certain place, at a certain time, but according to pre-established rules. The main tasks and functions of the commodity exchange are: creating conditions for conducting exchange trading, registering exchange transactions, highlighting the demand and supply of goods, studying the factors affecting the dynamics of exchange prices, quotation and its publication. In this context, a quotation is the identification of prices for goods, taking into account supply and demand for a certain period or date, as a guide for sellers and buyers when making transactions. The commodity exchange operates on the basis of the charter, which determines the size of the authorized fund of the exchange, the procedure for adopting the rules of exchange trading, the procedure for admitting members of the exchange, their rights and obligations, the property liability of the exchange for the obligations of its members and the property liability of members for the obligations of the exchange. On the stock exchange, members of the commodity exchange, their representatives and visitors to the trades perform operations as participants in trading. Among the bidders, there are stock brokers who provide intermediary services for making exchange transactions to exchange members or clients at their expense, and exchange dealers who carry out exchange transactions on their own behalf and at their own expense. Members of the exchange are legal entities or individuals who have acquired the right to participate in trading and can dispose of it in the manner determined by the charter of the exchange. Persons who are not members of the exchange or its representatives, but who are allowed to make one-time exchange transactions on their own, are also allowed as trading participants. The subject of an exchange transaction is the conclusion of an agreement for the supply of goods admitted to trading by this exchange, as well as the right to buy or sell them. Exchange transactions can be made both with the goods available and with goods that will appear in the future (forward, futures, options and other transactions). The sale of goods on the exchange is carried out at a free price, established by agreement between the parties to the exchange transaction.

World practice has identified the following types of wholesale trade:

· trade through the wholesale purchasing network, which includes stock exchanges, fairs, auctions, wholesale food markets. Procures crops, raw materials and other goods to be stored, such as grain, cotton, wool, metals, scrap metal. It is necessary to constantly monitor changes in market conditions (exchanges, exhibitions, auctions) to reduce the risk associated with price fluctuations;

trade through direct industrial relations. It usually connects two consecutive stages of the production process, it is of particular importance in the trade in ferrous metals and steel;

wholesale trade in raw materials and materials. This type of wholesale trade, in turn, includes:

♦ wholesale trade with centralized delivery of goods. The wholesaler supplies goods to retailers and provides them with extensive services;

♦ wholesale trade with the receipt of goods from the supplier. The customer of the wholesaler, retailer or large consumer picks up the goods themselves;

wholesale trade (Cash and Carry) with cash payment before acceptance and transportation of goods by the buyer (wholesale trade in the form of self-service). This type of wholesale is made to regular consumers (retailers, owners of restaurants and canteens), who complete their orders in a warehouse in a self-service form. Payment for goods is made in cash (cash) the client loads and exports the goods (carry) independently (self-delivery). For example, a retailer can independently purchase the required daily amount of vegetables and fruits at the central market on a daily basis; restaurants perform a similar operation by purchasing batches of vegetables, fish, meat, etc. at the markets;

Wholesale from shelves (RackJobber). Large retailers provide the wholesaler with shelving or shelving space. The trader, at his own expense, carries out the current filling of the racks, as a rule, with simple goods and takes back unsold goods. In this way, he relieves the burden on the retailer and complements his assortment.

The assortment distinguishes the following types of wholesale trade:

· Wholesale of a wide range of goods. In a wide and in-depth range of different product groups, the consumer finds an offer that meets his demand, for example, wholesale of food products;

· Specialized wholesale trade. The wholesaler forms a small but in-depth range of goods of different quality of one product group and thus provides the consumer with a wide choice of goods.

Following the requirements of the commodity producer, the structure of the wholesale link develops on the basis of the allocation of its composition:

· enterprises specializing in wholesale trade, carrying out a full range of purchasing and marketing operations with the transfer of ownership of the goods to the wholesale link;

Intermediary wholesale structures that do not use in their activities, as a rule, the transfer of ownership of the goods to them (enterprises-brokers, sales agents, commission agents, etc.);

organizers of wholesale turnover who do not work with goods, but provide services for organizing the wholesale turnover of goods (fairs, commodity exchanges, auctions, wholesale markets).

In a real market environment, there are a number of varieties of enterprises that differ in specific organizational, technical and technological functions, and the scale of activity. The most significant include:

· commercial intermediary firms - wholesale enterprises engaged in wholesale trade at their own expense and with the attraction of loans both from their own warehouses and from the warehouses of manufacturers and other wholesale intermediaries;

Wholesale depots are enterprises that organizationally unite warehouses specialized in the technical characteristics of processed products, with unified energy, transport and other communications, as well as centralized forwarding, support services, management apparatus that organizes the storage and shipment of products;

commodity exchanges - organized markets for exchange goods with established rules for admission, fixed membership;

wholesale stores - wholesale enterprises that are as close as possible to the buyers of products;

Trading houses - brokerage firms that carry out transactions with real goods at their own expense or at the expense of manufacturers, consumers or other wholesale enterprises;

· fairs-exhibitions - short-term wholesale markets periodically organized in a specified place on the basis of inspection of samples of goods;

auctions - special markets created in certain places for the sale of goods with individual properties through public auction;

Brokerage firms (firms, brokers) - intermediary trade enterprises acting in the interests of their clients at their expense (receiving a commission for this) and in their own interests at their own expense;

· dealer offices (companies, dealers) - intermediary enterprises (legal entities or individuals) performing at their own expense and on their own behalf operations for the transfer of securities, currency and precious metals;

Table 5.3

Species diversity wholesale organizations

Wholesale is the sale and purchase of goods. Workers in this activity provide a link between producers and consumers. Sometimes a whole organization becomes a client of a wholesale enterprise. It is essentially both a buyer and a consumer. But most often there is one or more intermediate links. While the product has completed its entire journey from the wholesaler to the consumer, it usually passes through 2-3 intermediaries (retailers).

Wholesale marketing includes any type of activity related to the sale of services and products to people who will resell them or use them for personal or business purposes.

What is wholesale?

Wholesale trade is one of the types of economic activity that contributes to the establishment of links between suppliers and buyers. During their interaction, each has its own benefit. Buyers get an affordable product, sellers get a profit.

On the this moment wholesale trade is developing very rapidly, suppliers and their area of ​​activity are expanding day by day. This is due to constant profit, good income. In addition, the emergence of new suppliers is also beneficial for buyers, as the range and competition between them is growing. This invariably leads to a reduction in the cost of production and, as a result, a decrease in prices at the final outlets.

Wholesale does not have any fixed quantity of delivered goods. An agreement is concluded between the supplier and buyers, which indicates the amount and number of products. It can only be said unequivocally that trade is carried out in batches. Usually delivery is focused on the subsequent resale to the final buyer.

Wholesalers and their differences from retailers

A wholesaler is a company or an individual who carries out a related activity. It provides its services not only to retail organizations, but also to manufacturers and their sales offices.

The wholesale center and the people who carry out this activity differ from the retail ones in some characteristics:

• Advertising minimization. The wholesaler deals with professional customers who collect product information themselves. Only end users are interested in advertising.
• The maximum size of transactions, as well as a large trading area. In comparison with retailers, these parameters are several tens (or even hundreds) times higher.
• Different positions regarding legal norms and taxation by the state.

Sometimes manufacturers bypass wholesalers and sell goods on their own. But it is focused mainly on small businesses. Large manufacturers prefer not to waste time looking for customers.

Wholesale trade and its essence

The wholesale trade center initially interacts with manufacturers. He goes to the sales office, where he “picks up” a certain amount of products (sometimes all goods). Then he goes to retailers, we distribute the batch between them. Again, sometimes all the goods are taken by one representative or company. After that, the products are delivered directly to the sphere of personal consumption.

The most important task of this type economic activity is the regulation of supply and demand. Trading centers, in fact, can successfully cope with it, since they are the so-called intermediate link. Some of the goods they hold, then the demand for them will increase. Also, in order to increase the supply, the products are supplied to the market in abundance.

It should be noted that the activity of wholesale trade is significantly limited. It can only work with the data that is given to it. It cannot influence the sphere of production or final marketing. And certainly it does not have any direct impact on consumers.

Wholesale functions

Wholesale trade enterprises are sources of communication between individual regions of the country, and also in a global sense, they contribute to the interaction between states, both neighboring and distant. This is their main function. But there are also minor ones:

• Stimulation manufacturing enterprises regarding the creation of new products, the modernization of old models and the widespread introduction of modern technologies.
• Participation in the creation of a range of goods and services, monitoring the state of the market.
• Taking on business risk. Some items may become unmarketable. Therefore, there will be no demand for them among retailers. It will not be possible to return the invested funds.
• Organization of warehouse operations, provision of all conditions for the storage of certain products.

Finally, it must be pointed out that the wholesale trade in products is intended for one more function. She is engaged in the delivery of goods to the retail network. Otherwise, they will not see the end user.

Retail and customer service levels

Wholesale and retail trade are very similar. Both of these concepts imply that activities related to the sale will be carried out. But retail sales - the sale of products to end consumers who will use it for personal purposes, far from commerce.

In the activity under consideration, there are several levels of service:

1. Self-service. It implies that a person will independently choose goods and their names.
2. Free selection of products. Indicates that the consumer will be offered many goods of the same purpose, among them he will choose those that he likes best.
3. Limited service.
4. Full service (as, for example, in a restaurant).

There are a huge number of retail businesses. These include various shops, catering establishments and others.