A Classification of Types of Merchandising

Abstract

The article is concerned with solving theoretical, methodological and applied issues of use of merchandising in the activities of retail trade enterprises in the face of increased competition in the consumer market of Ukraine. A classification of types of merchandising is systematized, closer defined and supplemented, due to the lack of a unified approach in the scientific literature to the systematization of classification features of merchandising, definition of and study on some of its types. A classification of types of merchandising is developed, which is adapted to the specifics of work and development of the national retail trade facilities and takes into account the peculiarities of functioning of this sub-sector of the market economy. The essence of types of merchandising is defined and a characterization of them is provided. The main instruments inherent in a particular type of merchandising are specified, the use of which will allow the retail trade facilities to respond expedite to changes in market conditions and to optimally combine the objectives and tasks of commercial activities of the trading enterprises with the needs of consumers. The developed classification will contribute to a better theoretical understanding of this marketing technology and will allow more efficient use of modern marketing instruments for sales management, distinguish between the advantages and disadvantages of their application in the retail trade enterprises, will help to increase sales volumes, gain the competitive advantages for retailers.

Keywords

• merchandising
• classification
• types of merchandising
• placement
• layout
• merchandising instruments
• retail trade facilities
• sales management