CHARACTERISTICS OF THE MARKETING COMPLEX IN THE FLEXIBLE TRANSPORT PACKING

Abstract

 The main feature of the industrial market is that it is a market for professional buyers and sellers. The market of  flexible packaging in Ukraine has its own peculiarities that should be taken into account by manufacturers and distributors in developing their marketing mix.

The purpose of the article is to characterize the features of the complex marketing of manufacturers and distributors of flexible transport packaging. In order to achieve this goal, the following main tasks were defined: to systematize the evolution of approaches to structuring the marketing complex and to describe its components for the segment of flexible transport packaging. In the course of the study, a dialectical method of scientific knowledge, analysis and synthesis, systemic generalization, statistical methods was used.

On the basis of the analysis of the marketing complex of the sample of manufacturers and distributors of flexible transport packaging, it was found that quite traditional types of products, methods of pricing, promotion and marketing are used. At the same time, differences in the marketing activities of producers and distributors are revealed. So distributors because of the less attractive price offer, more efforts are being made to improve their offer - propose more innovative and premium products, integrated solutions (equipment rental), deferral of payment, etc.