1.1. Fair - an independent trade format, which is a time-limited, as a rule, periodically recurring trade or trade and festive event, organized in a predetermined place (at the fairground), with a set time and period, as well as frequency (for regular fairs) , where many sellers (fair participants) offer goods (works, services) to buyers in accordance with the type (specialization) of the fair.

The key difference between fairs and other trade formats(except for retail markets) is the presence at one fairground of many independent small business entities and citizens who are the owners of the goods, which sell homogeneous groups of goods, competing with each other.

This circumstance enables the consumer to choose the best price, bargain or purchase goods at a significant discount at the end of the fair. For this reason, the larger the fair, that is, the more trading places with homogeneous groups of goods at the fair, the higher the competition and the lower retail prices, which is confirmed by practice. And vice versa: the smaller the fair and the less competition between sellers of homogeneous groups of goods on it, the worse the assortment, the higher the prices and the lower the quality of customer service.

These circumstances should be taken into account when organizing and hosting fairs.

1.2. Fair trading is an essential element of a normal economy and a comfortable environment (both for entrepreneurs, including manufacturers, and for citizens).

Fairs are an effective business incubator - that is, an infrastructure that allows minimal cost and risks for a novice entrepreneur to open a trading business, and for a small manufacturer - to open or expand production with guaranteed sales. In this regard, fairs are an important infrastructure for supporting small and medium-sized businesses.

There is no allocation required for the fair land plot and registration of land and legal relations, since the fair can be organized at any suitable site, primarily in public areas - squares, streets, squares, boulevards, parks, etc.

Each new fair allows you to involve in the trade products produced near locality. This allows small producers to apply technologies that increase the shelf life of products to a lesser extent. Accordingly, the quality of food is improved.

Fairs form a certain socio-cultural environment and increase the attractiveness and comfort of the city for both tourists and its residents. Developed street trade and fairs, including, are an integral element of a modern comfortable city, including large cities and metropolitan areas. The historical centers of the world's cities, places of mass visits by tourists and residents cannot be imagined without the widespread fair trade, including products of folk art crafts, crafts, textile products, food products, including authentic local products, as well as a variety of outlets fast food(fast food). Therefore, it is wrong to perceive fairs solely as a way to meet the needs of citizens for food without the most important cultural and aesthetic component of the fairs.

A number of products, primarily fresh vegetables, fruits, berries, are traditionally better sold outdoors (with the exception of areas with very unfavorable climatic conditions). In the European part and in the south of Russia, consumers traditionally prefer to purchase fresh fruits and vegetables at fairs, open market areas and from stalls.

At fairs, especially in terms of agricultural products, goods are usually sold without packaging, by weight. This reduces the cost of goods, reduces the costs of the manufacturer, but also allows you not to use various means and preservatives to increase the shelf life of products and bring the products to the buyer as fresh as possible.

The money earned by traders at fairs is not withdrawn from the country or region, but is spent in the places of their residence and work. The purchase of goods is made, in most cases, from local manufacturers or wholesalers. That is, the money generated by fair trade remains in the economy of the city or region, making several turns in it, due to which the maximum stimulating effect is achieved. The money earned by large trading structures, especially international ones, is withdrawn from the regional economy and works for the economy of other regions or countries.

1.3. Depending on the frequency of the fairs, they are divided into regular fairs and one-time fairs.

Regular fairs are fairs that are held regularly (with a certain frequency) at a certain fairground. Due to the regular nature of placement on a certain site for quite a long time, regular fairs are an important element of the local trade infrastructure.

Regular fairs include: weekend fairs, other weekly fairs, seasonal and other fairs with a fixed frequency, as well as permanent fairs.

Regular fairs are a constant and stable sales channel for manufacturers, and also provide a stable opportunity for small business.

Weekly fair, including a weekend fair - a fair held on a weekly basis, for example, on Fridays - Sundays, or on a different schedule.

One-time fairs do not have an established regularity. These include, in particular, festive, seasonal and thematic fairs, if they are not of a regular nature.

Festive and thematic fairs - fairs dedicated to state, religious holidays, solemn and memorable dates, as well as other socially significant events (for example, the beginning or end of school year, elections to the bodies state power And local government), cultural events, folk festivals.

1.4. Depending on the product specialization, fairs can be of general specialization (universal fairs) and specialized ones.

At universal fairs, a wide range of goods of different product groups is sold. These include, in particular, weekly fairs.

Specialized fair - a fair held, as a rule, regularly at regular intervals, or one-time, at which many sellers offer buyers goods (works, services) determined by the specialization of the fair.

Specialized fairs, in particular, include:

Agricultural (food) fairs - fairs where agricultural products and foodstuffs are sold;

Sales fairs certain types goods (honey fairs, fish fairs, book fairs, etc.);

- "flea markets" - fairs for the sale of antiques, vintage, antiques, antiques, folk crafts and art crafts;

Vernissages - street exhibitions and sales of paintings, works of art, objects of art and folk art;

Garden fairs - fairs for the sale of seedlings, country and garden plants and accessories;

Any other thematic fairs.

1.5. Fair trading has unique features that distinguish it from other trading formats. The non-stationary, easily erected nature of the placement of trade facilities (trays) that form the fair allows organizing trade at almost any site and vacating them, if necessary, as soon as possible.

Due to the low cost of holding the fair, it is possible to quickly engage a significant number of organizers and participants trading activities and provide a significant increase in distribution channels food products, primarily domestic and local producers.

Creating conditions for the development of regular fairs is an important measure that can improve the situation for all market participants:

For consumers - increasing the economic and physical accessibility of food products, especially local production, a variety of assortment;

For manufacturers - the presence of a distribution channel for products. For the products of small and medium-sized industries, farms and households, fairs are one of the few, and sometimes the only, way to the consumer. Such manufacturers cannot and should not work with retail chains;

For merchants and organizers of fairs - the opportunity to open and develop their business. Moreover, in fair trade, sometimes the manufacturer and seller are one person, which is especially characteristic of representatives of farm and personal subsidiary farms, as well as in the sale of products of folk arts and crafts. In this case, the successful sale of manufactured products motivates to increase production, which has a positive effect on increasing the level of entrepreneurial activity among the population.

Authorized bodies state authorities and local governments should provide maximum assistance to expand fair trade, especially regular fairs, as a way to involve small producers and farms in the turnover, ensure the growth of entrepreneurial activity and self-employment of the population, as well as an effective factor for optimizing and curbing retail prices.

For small producers, the real possibility of guaranteed and convenient marketing of products is a fundamental factor necessary for functioning and growth. Only if this factor is much greater than today, the number of small producers will move into the category of medium-sized ones, and medium ones - into the category of large ones.

INTRODUCTION

A progressive form of wholesale purchases of goods is the conclusion of contracts for the supply of goods at wholesale fairs. The conclusion of contracts for the supply of goods at such fairs ensures free market relations and commercial initiative of producers of goods and consumers. At wholesale fairs, the influence of trade organizations on the production of goods in terms of their assortment and quality is enhanced, the process of concluding contracts is accelerated, since suppliers and buyers are in direct contact, which is quite convenient for both parties. For large companies, participation in wholesale fairs significantly increases the volume of sales of goods and services, as well as the number of contracts for the supply of products, most of which are carried out directly at the exhibition stands of companies.

aim term paper is the study of the concept and essence of fairs, its purpose, the process of preparation and conduct.

The objectives of the course work are:

• 1. Consider the essence and forms of fair trade;
• 2. To study the role of wholesale fairs in the procurement work;
• 3. Reveal the modern concept of fairs;
• 4. Study the types of wholesale fairs;
• 5. Conclusion of contracts at wholesale fairs.

The subject of the activity of the fairs is the provision of a range of services to participants for the conclusion trade deals, establishing business contacts, streamlining the process wholesale trade, as well as analysis and preparation of market information.

ESSENCE AND FORMS OF FAIR TRADE

Wholesale fairs and their role in the procurement of goods

Fair trade has ancient historical roots. Simultaneously with the formation and development of market relations, fair and exhibition activities developed. The most important period in the development of fairs and exhibitions is the first half of the 12th century. At this time, fairs were widespread in France, England, Switzerland, the Roman Empire. Until that time, in the major centers of the Middle East, local fairs were held during major religious holidays.

The progressive development of industrial production, the improvement of communication facilities, the increasing use of the possibility of concluding sales transactions based on samples instead of the previously carried out direct sales of goods placed large enterprises in places of trade, predetermined further development fair and exhibition activities.

Such activity became especially active in the 19th century. During these years, world exhibitions began to be held. The first of them took place in 1851 in London. It was followed by an exhibition in Paris in 1867, at which about 52 thousand exhibitors were represented (an Exhibitor is a participant in an exhibition). In 1879 the World Exhibition took place in Philadelphia.

At the end of the XIX century. Fair activities have reached a wide development in many countries of the world, including Russia. In 1886, the All-Russian Exhibition took place in Nizhny Novgorod. This exhibition, which lasted 120 days, featured 9,700 exhibitors in 172 covered pavilions.

Wholesale fair - an event at which goods, services and (or) information are demonstrated and distributed, which takes place at clearly defined dates and with a certain frequency.

Main characteristic features wholesale fair are:

• 1. Wholesale of goods according to the presented samples.
• 2. Frequency of holding.
• 3. Establishment of certain terms and a certain place for all participants.
• 4. Simultaneous mass participation of sellers and buyers.

Wholesale of goods according to the presented samples is one of the main advantages of fairs over other forms of wholesale of goods.

The fair is managed by the fair committee. The main participants are sellers (traders) and buyers. In contrast, in exhibitions, the main participants are the exhibitors.

The subject of the fair is the provision of services to participants in the conclusion of trade transactions, the regulation of wholesale trade, the analysis of demand and supply of products. Wholesale fairs are very diverse in terms of the nature of their activities, economic significance, volume of trade, etc. In the diversity and variety of wholesale fairs, their essence and features are manifested. Currently legal status fairs and the procedure for their holding are not regulated by a separate law.

The fair is organized at a specified place and for a certain period of time in order to conclude sales contracts for the exhibited samples and to form regional, interregional and interstate economic relations.

After this stage, for a certain period of time, a fair is held in a certain place, during which direct links are established between sellers and buyers, as well as intermediary organizations, numerous contractual and economic relations are established in a short time, sales and supply issues are resolved, sales and purchases are carried out. goods, samples of a large number of goods from various sectors of the economy are demonstrated.

The signs of wholesale fairs are as follows:

• 1) episodic;
• 2) pre-established dates for holding fairs;
• 3) a specific venue for the fair;
• 4) conducting trade in the form of open public auction;
• 5) trade in goods is carried out according to samples, standards, certificates, catalogs and descriptions.

Benefits of fairs:

• - create prerequisites for so-called "random" meetings;
• - provide direct communication;
• - save time for buyers and sellers;
• - present the goods in their natural state;
• - provide the buyer with the opportunity to compare similar products with regard to the commercial conditions of its sale, quality, price, etc.;
• - contribute to the information exchange mechanism;
• - inform their participants about trends in technology development, etc.;
• - should be easy to remember, be limited to specific topics and be intelligible and acceptable.

The organization of accounting and control over bulk purchases is a very significant part of commercial activity. The purpose of operational accounting and control of bulk purchases is the implementation of daily monitoring of the progress of suppliers of supply contracts to ensure timely and uninterrupted receipt of goods in the agreed assortment, proper quantity and quality.

Accounting for the fulfillment of supply contracts can be carried out in special cards or journals, which record information about the actual shipment and receipt of goods, as well as cases of violation of contracts by suppliers. All this is necessary for the timely presentation of claims to suppliers. Therefore, the actual task of commercial work is the mechanization and automation of accounting for deliveries using a computer (electronic computer or just a computer) and other modern computer equipment. The successful implementation of the procurement work is facilitated by the development of a commercial apparatus operational plans procurement, providing for the amount of goods, the timing of the conclusion of contracts, as well as the coordination and clarification of specifications and shipment of goods, responsible persons for the procurement.

The main method of organizing the wholesale of goods at fairs is the exhibition and sale of goods according to the samples presented. Samples of goods are delivered to the fair by the supplier enterprises at their own expense.

The management of the wholesale fair is carried out by a permanent fair committee, which includes responsible representatives of state authorities and trade management, industrial enterprises - manufacturers of goods, commercial structures- buyers, etc. Decisions of the fair committee on issues within its competence are strict for the participants of the fair.

Fair guide and their functions:

• 1. Fair committee
• - determines the dates and venue of the fair;
• - creates the working bodies of the fair (directorate, arbitration, a group (bureau) for accounting contracts and other bodies necessary to fulfill the tasks facing the fair), approves their leaders and composition;
• - determines the schedule of meetings between suppliers and buyers;
• - approves the estimate of income and expenses of the fair, the amount of funds for its holding and the sources of their receipt;
• - order, mode of operation of the fair;
• - resolves disputes arising from the conclusion, amendment and termination of contracts, including when agreeing, amending and clarifying specifications for contracts, or entrusts the resolution of such disputes to the arbitration of the fair committee and in these cases approves arbitration decisions after the expiration of the period for appeal and considers complaints against his decisions.

Decisions of the fair committee are documented in protocols signed by the chairman of the fair committee or his deputy.

• 2. Fair Directorate
• - manages a group (bureau) for accounting contracts, conducts organizational, advertising and commercial activities related to the preparation and holding of the fair (rental of premises and retail space, their equipment and design, preparation of the necessary documentation, accommodation of participants, advertising of goods, equipping with office equipment and ACS, definition of work regulations, etc.);
• - ensures the reception and storage of samples and models of goods presented at the fair, provides technical assistance to the fair participants in concluding contracts, and maintains the necessary reports.
• 3. Group (bureau) for accounting contracts
• - conducts the necessary accounting documentation and registers contracts concluded at the fair;
• - analyzes the course of concluding contracts and agreeing specifications, prepares, on behalf of the fair committee or the fair management, relevant analytical reports, notes, proposals.
• 4. Fair committee arbitration
• - provides legal services to the fair;
• - advises fair participants on legal issues;
• - considers pre-contractual disputes arising at the fair.

When organizing fair trade, it is customary to distinguish three main stages of its implementation, such as preliminary, organizational and final:

1. Preliminary stage.

Includes decision-making and preparation of an order to hold a wholesale fair. On this stage a fair committee is created and a working group is formed, which develop regulations on holding the fair and send letters to potential participants with absolute information about the conditions for participating in the fair. Working group also designs other promotional materials such as invitation cards, promotional booklets, guest cards, etc. An advertising brochure is published with detailed information about the conditions for participation in the fair, i.e. the cost of participation with and without exhibits, the price of renting pavilions, the cost of placing advertising materials, etc. For a certain period before the opening, the participants of the fair pay a registration fee and fill out an application for participation, in which they provide information about themselves and their details, requirements for placing expositions, etc. The main source of income from the fair is participation fee, rental of space for the exposition, transport , rental of storage facilities, implementation of loading and unloading and forwarding operations, technical and information-commercial consultations and provision of additional services.

2. Organizational stage.

It consists in the preparation of an advertising catalog, which includes all participants of the fair who have submitted applications. In addition to the exhibitors, the catalogs also publish other new promotional scientific and scientific and technical information about other progressive companies in Russia and the world, about their experience corresponding to the profile and theme of the fair. This stage also includes operational work on the accommodation of participants, organizing their leisure time, holding auctions, presentations and various other events.

3. Final stage.

It involves summing up the results of the fair, highlighting both positive and negative aspects in its work. The generalized results of the analysis of the conjuncture of trade in the goods of the assortment of the fair, proposals for the production of goods, etc. are presented to interested organizations and trade management bodies in order to take measures to the most profound satisfaction of consumer demand.

There are also requirements for organizing fairs and selling goods at them, they are taken from federal law"About the basics state regulation trading activities in Russian Federation"(see appendix No. 1)

1. Exhibition and fair trade: organizational stages 1

Concept of exhibition, fair. Types of fairs and exhibitions. 2

Budgets of fairs and exhibitions. 7

Organizational stages of fairs and exhibitions. 9

2. The concept of flexible and rigid organizational structures, the need to adapt marketing organizational structures to changes in the external and internal environment. 11

Bibliography. 19

1. Exhibition and fair trade: organizational stages.

Concept of exhibition, fair. Types of fairs and exhibitions.

Exhibition- one of the organizational events to promote the product with a predetermined number of participants, the date and place of the event. A modern exhibition is not only an effective means of marketing, it is the most important means of communication and information exchange. It is associated with all marketing tools, so participation in the exhibition serves to achieve a wide variety of entrepreneurial goals - it allows you to simultaneously implement communicative, pricing, marketing, and product policies of the enterprise. Exhibitions serve to achieve a wide variety of business goals. Exhibition marketing means that these goals can be achieved more rationally, because exhibitions have a multifunctional value.

There are several classifications of exhibitions. By composition of participants: global, international, regional, national, local. According to the purposes of the event: trade and educational. According to the presented exhibits: for industry-wide and specialized various types activities (for example, an international air show, a specialized exhibition of jewelry "Bizhorka" in Paris, and the like).

Exhibitions, unlike fairs, are more prestigious. At exhibitions, they not only demonstrate goods and offer services, but also conclude agreements on sales, long-term cooperation and partnership, that is, the main emphasis is on the payback of the exhibition directly during its operation or in the near future after its completion. Unlike traditional exhibitions, it is currently used new form its holding - an exhibition-sale, which is arranged directly in the store or in another place of sale.

Fair (from German Jahrmarkt - annual market)- an organized, periodically functioning market for various goods; one of the organizational measures to promote a product, in which the demonstration of a product is combined with its sale. Currently, most often the fair is considered as a short-term event, periodically held, as a rule, in the same place, in order to attract a significant number of firms (exhibitors) of one or more industries, presenting samples of their products (exhibits) for their demonstration, familiarization and conclusion of commercial transactions. The fair is widely used to promote new products. Transactions at the fair are carried out for real goods and, as a rule, take place in conditions of intense competition. For the fair, a special infrastructure is being created, including exhibition premises, representative offices of organizations, a reference and information service, communication facilities, as well as social facilities. It is possible to combine the goals and objectives of the fair and the exhibition, in this case exhibitions-fairs are held.

Exhibition and fair trade is a trade in which its main purpose is to advertise and familiarize potential consumers with new products in order to determine real supply and demand, takes an active part in the formation commodity market, rationalization of economic relations. Exhibition and fair trade interacts with the system of commodity exchanges - after testing new products on them, information about its offer to the market should be sent to commodity exchanges.

Exhibition activity is a compass at the moments of making key decisions, when developing a company's behavior policy, creating its image, image, carrying out advertising companies. Exhibition activities play an important role in shaping the "correct" perception of a company, its goods or services. It allows you to use all possible ways to capture the market and achieve optimal results. It should be noted that the exhibition activity has a number of subtle points, special conditions, priorities and rules. Since many managers encounter them in the process of preparing for the exhibition, but attach little importance, often the expected result from the exhibition turns out to be lower (or even contrary to what was planned).

In order to somehow navigate the many fairs held in the world, you need to give at least an approximate classification of them. This classification can be carried out on several grounds. However, most often when classifying fairs (as well as exhibitions), the following are taken into account:

• frequency of holding;
• composition of the proposed exhibits;
• nature of trading operations;
• scope;
• purpose of the event.
• taking into account the frequency of fairs and exhibitions, they usually consider:
• periodic fairs and exhibitions;
• annual fairs and exhibitions;
• seasonal fairs and exhibitions.

The frequency of fairs and exhibitions depends mainly on the type of exhibits on offer. If, for example, we are talking about fashionable clothes, then such exhibitions and sales are organized two to four times a year, while the demonstration and sale of certain industrial products can be carried out at intervals of two to five years. In the latter case, they talk about periodic fairs and exhibitions, that is, about such events that are held every two to three years or after a longer interval of time. Depending on the composition of the exhibits, fairs and exhibitions are usually divided into:

• universal;
• diversified;
• industry;
• specialized.

Universal fairs and exhibitions have received their greatest development in the 20s of the XX century. They are one of the forms of demonstrating the state and development of the national economy over certain time intervals. In this traditional form, universal fairs and exhibitions lost their significance in the mid-60s. If they are held at the present time, then mainly in developing countries.

The most developed form of universal fairs are diversified events. They usually present exhibits of firms that are part of several, usually related, industries.

A special case of intersectoral events are specialized fairs and exhibitions. Such events are specialized in terms of the goods, ideas or services exhibited at them and are focused mainly on certain segments of buyers and consumers.

The next main factor that is usually taken into account when classifying fairs and exhibitions is the nature of the trading operations performed during them. With this in mind, they usually distinguish:

• fairs and exhibitions of consumer goods;
• fairs and exhibitions of industrial products;
• fairs and service exhibitions.

Obviously, in each such event, the following are considered as exhibits, respectively: consumer goods (clothes, shoes, cosmetics); industrial products (machines, machines, equipment); services (stomatology, tourism, etc.).

The next important factor that is usually taken into account when classifying fairs and exhibitions is their scope. With this in mind, fairs and exhibitions are divided into:

• regional;
• national;
• international.

Regional fairs and exhibitions are usually; local events involving mainly small firms representing one or more industries.

The structure of such fairs and exhibitions is typical for similar interregional events. However, more than large firms, and the radius of coverage of participants in such events is wider than in similar regional events.

An even wider range of participants is inherent in national fairs and exhibitions. The latter appeared in France at the end of the 19th century. and are kind of calling card states. Such fairs and exhibitions can be held both within the state and abroad. Their main purpose is to demonstrate and stimulate sales of goods, ideas and services produced by firms in various industries. National economy of this state.

International fairs and exhibitions can be held both within the state and abroad. The organization of such events involves the participation of companies from different countries in their work, and it is usually considered that a given fair or exhibition is international if at least 10-15% of its exhibits belong to companies foreign countries. Finally, fairs and exhibitions can be classified according to the purpose of their holding. This approach allows fairs and exhibitions to be divided into:

• trading;
• fact-finding;

The essence of each of the last classes of fairs and exhibitions is determined by their direct name.

So, as a result of considering possible approaches to the classification of fairs and exhibitions, their separate groups can be distinguished, characterized by the commonality of certain factors. At the same time, each of the fairs or exhibitions belonging to a particular class has its own characteristic and individual parameters that change over time.

The above classification of fairs and exhibitions is certainly not exhaustive. It is given in order to give a more complete description of the ongoing events, called fairs and exhibitions, and take this into account when choosing the most appropriate fairs and exhibitions for each specific company to participate in their work.

Budgets of fairs and exhibitions.

After the goals have been formulated and the method of participation of the company in the work of a particular fair or exhibition has been justified, it is necessary to draw up an estimate of costs, which should determine possible costs due to participation in the work of this event, allowing to achieve these goals. The amount of such costs depends on what goods are exhibited at the fair or exhibition: consumer goods or industrial products. With this in mind, it is believed that the total cost of participating in a fair or exhibition should be about 6-10 times the rent, and for consumer goods, the total cost is about six times the rent, while for industrial products, it can reach ten times the cost of rent. In general, the costs associated with the participation of the company in the work of a fair or exhibition include 9 main cost items:

• monetary contribution of the fair or exhibition;
• expenses for the creation and maintenance of the stand;
• costs of exhibits, their transportation, storage and insurance;
• expenses for personnel employed both in preparing for the fair or exhibition, and participating in its work;
• expenses for advertising and public relations due to participation in the work of a fair or exhibition;
• expenses for receiving visitors;
• expenses for dismantling, transportation and storage of exhibits;
• costs for marketing research and data processing after the fair or exhibition.

Taking into account the above directions of costs, the company calculates them element by element and makes an estimate for each specific fair or exhibition. Naturally, these costs are different for each specific event. At the same time, practice shows that in most cases more than half of all costs fall on the production of a stand and rent. The fact that a significant part of the costs falls on the manufacture of the stand is quite justified.

A booth that is not properly designed can cause a negative attitude both towards it and the exhibit as a whole. The cost of creating and designing a stand must be reasonable and sufficient.

It is also very important to provide means to organize the work of the staff at the proper level, as well as to carry out the necessary advertising and public relations. It is the latter that is designed to create increased attention to the participation of the company in the work of the fair or exhibition and provide the necessary communications sufficient to achieve the formulated goals. Note that in most cases, thanks to communications during fairs and exhibitions, up to 70% of the company's needs for information necessary for solving marketing problems are satisfied.

So, the funds allocated by the company for participation in the work of a particular fair or exhibition must be reasonable and sufficient to achieve the formulated goals. These funds should be used in the best possible way both during preparation for participation in a fair or exhibition, and during the work of the selected event.

Organizational stages of fairs and exhibitions.

At first glance, there is nothing complicated in holding an exhibition. But in fact, this is a huge preparatory work hidden from the eyes, the collection of analytical and statistical information, the preparation necessary equipment and others.

When organizing exhibition and fair trade, there are three stages:

2. Organizational stage consists in the preparation of an advertising catalog, including all participants of the fair who have submitted applications. In addition to the exhibitors, the catalogs also publish other latest promotional scientific and scientific and technical information about other leading companies in Russia and the world, about best practices that correspond to the profile and theme of the fair or exhibition-sale. This stage also includes operational work on the accommodation of guests, organizing their leisure time, holding daily demonstration fair trades, presentations, etc.

3. The final stage includes summarizing the results with highlighting the positive and negative aspects at the fair. This stage is the basis for making strategic decisions on the future of fair trade.

2. The concept of flexible and rigid organizational structures, the need to adapt marketing organizational structures to changes in the external and internal environment.

Organizational structures can be of two types: "rigid" (mechanical) and "flexible" (organismic). The rigid structure has the following features:

• the scope of duties of employees is clearly defined by the contract;
• increased centralization and specialization of power;
• the worker is not required to perform the work, provided by the post;
• there are many formal instructions.

Such organizational structures are effective in a stable external environment. In a changing environment, "soft" structures are more appropriate. They are less specialized in comparison with rigid ones, decentralization of powers prevails in them. The scope of duties of employees is defined approximately, and the employee is obliged to perform any work related to the main one. The content of the work is constantly changing, and the management is waiting for suggestions from the performers to improve the work. There are few formal instructions in "soft" structures, and relations between employees are better. The "softness" of the organizational structure provides a favorable climate for innovation and promotes the promotion of new ideas.

Marketing is integral part the life of society. It is connected with all fields of activity, and therefore it is necessary to know as much as possible about its laws and specifics.

Achieving the goals of any enterprise depends mainly on three factors: the chosen strategy, organizational structure and how this structure functions.

The organizational structure of marketing activities in an enterprise can be defined as the structure of the organization on the basis of which marketing is managed, in other words, it is a set of services, departments, divisions, which include employees engaged in a particular marketing activity.

The marketing structure is critical to the successful implementation of the marketing concept. There is no universal scheme for the organization of marketing, since it covers a wide range of activities and functions that take place in the implementation and use of the market philosophy of business organization, the main principle of which is consumer orientation - the study and satisfaction of his needs and desires.

For the implementation of the whole range of works and functions in the field of marketing, for their organization and coordination in business structures, groups, departments, services and marketing management are created, depending on the degree of integration and coverage of the marketing concept of the divisions of the enterprise. Such formations serve as a connecting link between jobs (activities) and employees, establishing the appropriate way of interaction between employees both within their own unit and the forms of relations with adjacent units of the enterprise and subjects of the determining environment. In this context, organizational education acts as a system of a certain organizational structure.

Organizational structures for enterprise management are usually created on the basis of existing structures. In the process of forming the management structure of an enterprise operating on the principles of marketing, the following main issues facing them should be resolved first of all:

• essence of long-term and short-term goals, marketing strategy to achieve these goals;
• the number of personnel required to ensure the functioning of the structure with the appropriate definition business qualities, the level of training and competence of these people;
• adjustment of local automated networks and automation managerial work;
• security financial resources necessary for the profitable operation of the enterprise.
• The choice of the organizational structure of a business unit depends on many factors. The most important factors are:
• type of organization (enterprise) in which the unit is created;
• the type of strategy followed by the enterprise;
• the level of the existing projected division of labor in the unit (service);
• type of departmentalization of the main functions and works; availability and development of technological and functional links with related departments of the enterprise;
• the presence of connections with the external environment;
• existing norms of manageability and controllability;
• the level occupied in the management hierarchy; the degree of centralization and decentralization in decision-making;
• the necessary level of differentiation and integration of this unit in the process of its interaction with related departments (groups) of the enterprise.

When developing an organizational structure, it is necessary to take into account the level of division of labor in the enterprise and its divisions. This is due to the fact that it is possible to change the specialization of work, both in terms of functions and in terms of their specific application and the solution of individual tasks.

The organizational structure covers a certain number of departments, jobs and personnel. With an increase in the number of subordinates, the number of interpersonal communications increases, for example, between a leader and a subordinate. An excessive increase in the number of subordinates and the number of units creates unfavorable conditions for the manageability of the organizational structure. In order to avoid unmanageability of the organizational structure, the scale of manageability and control of the organization is optimized. By achieving the optimal combination of the number of subordinates and levels of hierarchy, the most rational organizational structure is formed.

Significant factors influencing the choice of the organizational structure of marketing and the decision on the appropriateness of its application are the awareness of the role and importance of the philosophy of marketing for the enterprise, the attitude to marketing as modern concept management by management and all employees of the enterprise. It should be borne in mind that marketing is a function and philosophy of entrepreneurship, the organization of all enterprise activities in market conditions. As an entrepreneurial philosophy, marketing requires a customer-focused strategy and tactics of the business. It obliges all departments, all employees of the enterprise to participate in the process of meeting these needs. in the conditions of the market and democracy of relations between subjects marketing system success comes to an enterprise when it sets a goal to study the needs of customers and produces products that best meet the needs of consumers.

Therefore, all employees of the enterprise must understand the philosophy of marketing and strive to achieve the common goal determined by this philosophy.

There are several orientations of organizational structures of marketing services in the enterprise. The most common of them - functional, product, regional and segment.

Functional Orientation organizational structures marketing service applies if the number of goods sold by the enterprise is small, and the number of markets does not exceed four or five. In this case, specialists subordinate to the marketing director perform certain functions and carry personal responsibility for a specific area of ​​work. If you arrange these positions according to the decision tree (collection of information, setting goals, planning tactics, operational activities), then you can provide work for five specialists: market research, marketing planning for each of the products, demand generation and sales promotion, product distribution and sales, service support. At the same time, it is easy to determine the flows of movement of the initial and control information. The relationship between the employees of the marketing service is clear and does not give rise to contradictions between them.

However, with the expansion of the range of products, difficulties arise in determining those responsible for success and failures in commercial work, in assessing the effectiveness of various promotional activities for each product, and there are problems with making decisions about entering the market with goods. When the number of goods and markets exceeds seven or nine per person, there is a real danger of their uncontrollability. In such a situation, it is desirable to transform a structure with a functional orientation into a commodity one.

Product Orientation The organizational structure of the marketing service consists in the fact that for each product or group of similar products a special marketing manager is appointed, to whom the managers for demand generation and sales promotion, product distribution and sales, and service support are subordinate. In addition, the manager for demand formation and sales promotion reports to the general manager for demand formation and promotion, and for a certain product (group of goods), a market research manager is appointed to provide information to the main manager for market research, subordinate to the marketing director. Through the general manager for market research, the initial information goes to marketing - managers for goods (groups of goods).

With such a marketing organization, specialization occurs and it becomes possible to coordinate the efforts of individual employees in line with the overall goals and objectives of the enterprise. Product orientation most clearly shows its positive properties when the requirements for advertising, sales and service organization, packaging, etc. vary significantly for each product. The disadvantage of this orientation is that there are many overlapping (in a functional sense) departments.

Regional orientation The organizational structure of the marketing service is similar in structure to the commodity one, but here the division is taken as a basis not by goods, but by markets. This principle is the basis of marketing if the company operates in a large number of markets, and the range of goods is not too large or fairly of the same type.

Regional orientation allows you to more deeply study the needs of buyers; national, political, economic and other features of the regions; generate demand and stimulate sales; take into account regional peculiarities when developing appearance goods, their packaging, etc. The shortcomings of this marketing organization are the same as in the commodity organization.

In an effort to minimize disadvantages and take advantage of product and regional orientation, some businesses are resorting to segment (directed to the buyer) orientation marketing service, which consists in the fact that with each specific segment potential buyers(regardless of the geographic market this segment is in) an individual specialist works. With such a very complex organization, better coordination of departments and services of the enterprise can be ensured.

To carry out marketing activities, temporary organizational units can be created in the form of target work teams or risk groups, which make it possible to flexibly and quickly solve extraordinary complex tasks and tasks of increasing novelty. Unlike others structural divisions they are independent in operational work and the choice of ways to solve problems.

When justifying the orientation of marketing services, it is necessary to take into account the requirements for their functioning. The created structures should provide flexibility, adaptability and mobility of the system; direct and feedback between marketing functional services general enterprise management; the relative simplicity of the structure; compliance of the structure of the marketing service with the degree of its effectiveness and the volume of sales of the enterprise, the specifics of the range of products and services, the number and volume of sales markets and their characteristics.

Test.

A. Observation

B. Excitation

B. Persuasion

D. Distribution

Purpose of advertising- push its consumers to make a decision to purchase the advertised services and convince them that the advertised product (or service) is necessary for the consumer according to different reasons. In other words, the most important goal of advertising is persuasion, which results in the emergence of consumer interest in the brand and sale.

Correct answer: V.

Bibliography.

1. Gusev E.B., Prokudin V.A., Salashchenko A.G. Exhibition activity in Russia and abroad. - M.: Publishing and Trade Corporation "Dashkov and Co", 2004
2. Philip Kotler "Principles of Marketing" second European edition, 2000
3. Khrutsky V.E. " Modern Marketing", 2000
4. Marketing: Textbook edited by G.A. Vasiliev. M .: UNITY-DANA, 2005
5. Kotler F. Marketing management: Analysis, planning, implementation, control. St. Petersburg: Peter, 2005
6. Marketing: Textbook edited by A.N. Romanov. M .: UNITY-DANA, 1995
7. Pankrukhin A.P. Marketing - 3rd ed. - M.: Omega-L, 2005. - 656 p.
8. Mikhaleva E.P. Marketing. -M.: Yurayt-Izdat, 2010. - 224 p.

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"fair" is a form of trade. From ancient times, merchants carried their goods to the safest places for trading. There, where trade duties and requisitions were the least. Periodic congresses of merchants with their goods for wholesale sale in Europe have been known since the tenth century. This is how world-famous fairs arose and exist in Krakow, Vienna, Lyon, Bristol, Magdeburg, Cologne, Frankfurt am Main, Gale, Leipzig and other cities. What is a fair for Russia?

This is not just a way of organizing trade, this is tradition, this is history, this is a holiday.

The purpose of the

At first glance, the purpose of the fair is the same as that of trading market. To see the differences, you need to appreciate the scale. The service area of ​​the market is local. The coverage areas of the fair are extensive. This may not be one city or region, but regions, federations, an international zone.

Depending on the status of the participants and organizers, the goals of the fairs are also different. This includes expanding trade, improving pricing policy, promoting and distributing goods, familiarizing as many participants as possible with their activities and achievements, and ensuring the effectiveness of their entrepreneurial work in the future. What is a fair? It is also a very convenient, and most importantly, promising way to establish multilateral communication ties, to conclude long-term agreements between reputable participants and entire countries. All the goals of its participants are subordinated to one global goal of the entire fair. From short term to long term.

Frequency

Trading in the wholesale markets is carried out almost daily with the display of any available from the seller and on the basis of an open auction with the buyer. Fairs are organized periodically. They may be seasonal. For example, if it is a fashion fair for the sale of outerwear, then it is logical that the fur coat fair is held in the winter. Agricultural fairs are held closer to autumn on certain dates or once or twice a year. For example, honey fairs are organized after the honey harvest in late June and early August. It is important that the goods at the fair should have an increased consumer interest from the buyer. But for industrial products, exhibitions and fairs are sometimes held at intervals of up to five years. The goods on them may be absent in the full volume of sales. But an exhibit (a working sample) and a catalog with a full description, with technical and operational data must be submitted. What is a services fair can be assessed by the list of these services in the presentation of the fair. Such fairs are organized mainly in the form of stands and expositions of exhibiting companies.

Sales volumes

On wholesale market it is possible to trade in a single product or in small batches of goods and services that immediately get to the buyer as a result of an oral transaction with the seller. At fairs-sales, contracts of sale are mainly concluded for the wholesale supply of goods or services. The owner of this batch of goods may not formally change for some time. Rules, norms and requirements for trading in the markets are regulated by special authorities of the area where the market is located. In order to understand what a fair is and to assess its scale and volume, it is important to note that special rules for traders and buyers are being developed for trading at the fair. To resolve disputes, special bodies are created and normative legal acts are adopted.

Human factor

It is important for any fair The work of the organizers of the exhibition, representatives of exhibitors, trained personnel determines whether the goal of the fair will be achieved, the quality of its holding. This is a kind of advertising that attracts visitors, future potential participants of the fair. The results of the last fair are the foundation of the future.

Industry and specialized

In addition to these classifications, fairs are functional and sectoral, universal and specialized. A typical trade fair is the fur fair. For Russia, this is not a new phenomenon. Russia has been trading in furs and products from them since ancient times.

On the modern fur market, the Novotorzhskaya Yarmarka enterprise - it's a renewal of tradition. Starting with the name, which contains the common Slavic name of the market - bargaining. The word "new" emphasizes the modernity of the fair and trade methods. Here, enterprises from all over Russia present modern models of sheepskin coats and fur coats made of mink, beaver, astrakhan fur, raccoon, sheepskin, nutria. Shows of the latest developments are always organized at the exhibition. And this, as you know, is the simplest and least expensive way to evaluate consumer demand and put the new product into production. Works in St. Petersburg and others largest cities Russia in the most comfortable and modern commercial buildings. The fair always amazes with a huge assortment. Because it directly and exclusively works with many fur enterprises in Russia and the world. And not everyone is able to cooperate with the Novotorzhskaya Fair and meet the requirements for product quality. Employees of the company monitor all technological processes each company whose products they present at the fair. The company's technical control specialists check each product for compliance with the GOSTs of Russia and the requirements of the Customs Union. Novotorzhskaya fair has a strong position. It is prestigious to be her partner, because the main goal of the creators and managers of the exhibition is: "A happy buyer in a new fur coat."

For a huge army of fans of natural fur products, this is a holiday for which they are preparing and looking forward to.

Wholesale fairs and exhibitions act as organizers of trade, which can be considered as a periodically operating market organized in a certain place, in certain time and for a certain period. They provide a good opportunity for sellers to present their product and get acquainted with the products of competitors, and for buyers - about the market for a particular product, the conditions for its purchase.

The main tasks of wholesale fairs includes:

the opportunity for wholesalers and retailers to purchase goods to meet the demand of their customers;

the formation of economic relations for the supply of products and the conclusion of supply contracts, as well as the promotion of business contacts;

study of supply and demand for specific products and market research;

strengthening the impact of consumers on improving the quality of products, expanding its range and introducing new, most progressive types of products into production;

promotion of new products to the market through promotional activities, familiarization of customers with prototypes of products, identification of potential demand.

Fairs are different in nature and purpose. Depending on the duration of work, they can be permanent and intermittent. The latter are arranged with a certain frequency, approximately at the same time.

Depending on the product specialization, there are specialized and universal fairs. Specialized wholesale fairs are held with the participation of a certain group of sectors of the national economy. They offer products of one or more related product groups. A large number of manufacturers and wholesalers take part in universal fairs, in this case a wide range of food and non-food products is offered.

On a territorial basis, they distinguish international, republican, regional and interregional fairs. Foreign firms can act as participants in international fairs along with domestic producers and wholesalers. Domestic manufacturers and wholesalers participate in the republican fairs, and domestically produced goods are offered. Regional and inter-regional fairs, which are of local importance, usually offer products from local producers.

The Fair Committee and the Directorate of the Fair supervise the preparation and conduct of the Fair.

Fair committee is a collegial body and is elected by the participants themselves. Its functions include the following:

prior to the start of the fair, determines the composition of its participants, deals with advertising, and also solves all tasks related to the preparation of the fair;

during the work of the fair organizes meetings of its participants, manages the conclusion of transactions, while considering emerging disagreements;

after the fair, summarizes its results, reports to the organizers and develops activities that will improve the conduct of the next fairs.

Fair Directorate is executive body fair committee, and the director is usually a member of this committee. The tasks of the directorate include the operational management of the fair and the implementation of the decisions of the fair committee. The management takes responsibility for the entire economic side of the work of the fair, i.е. it determines the order of acceptance and shipment of exhibits, ensures their placement and safety.

For the successful work of the fair are created commissions and services among which may be transport, advertising and information, technical, legal, medical, financial, security. Depending on the range of services offered to participants by the organizers of the fair, other services may be created. In particular, if during the fair it is planned to hold competitions aimed at identifying the best examples goods, a tender commission is created.

The process of preparing and holding the fair quite complex and time consuming. In this case, three stages can be distinguished: preparatory; direct holding of the fair; summarizing.

Preparatory stage of the fair aimed at solving all organizational issues. First of all, at this stage: specific dates for the fair are determined, as well as its goals are determined and tasks are set; a fair committee is created and functions are distributed among its members; based on the existing database, the circle of possible participants is determined. The Fair Committee develops information messages and sends them to all interested enterprises and organizations. These messages usually indicate the time of the event and the subject, the registration fee, the cost of renting the area for the entire period of the fair, the cost of including information about the fair participant in official catalogs. At the preparatory stage, an enlarged estimate of income and expenses is also being developed. An important point preparatory phase advertising of the upcoming fair should be considered, because its success largely depends on this. At the last stage of this stage, exhibition areas, communications and storage facilities are prepared, expositions are mounted and exhibits are placed.

Any potential participant of the fair, before making a decision on the expediency of participation in it, should get an answer to the following questions:

whether the fair is regional or interregional in nature and how many potential buyers are expected;

whether the participation of representatives of foreign firms is expected;

whether the participant of the fair has the opportunity to adequately present their goods;

whether it is planned to prepare a catalog of the fair with the addresses of its participants and information about the products they offer

The purpose of the next stage is actually holding a fair. At this stage, one can distinguish critical tasks: registration of participants and their accommodation in hotels; providing means of transport, communications and catering; advertising and information about all events held at the fair; ensuring the conclusion of transactions and the resolution of possible disagreements.

Manufacturers and trade firms participating in the fair need to make full use of all opportunities to study the demand for their products. To do this, they must constantly conduct a survey of visitors to the stand. During this survey, which can be conducted either orally or through brief standard questionnaires, the opinion of buyers about the goods and wishes are clarified, aimed at further improving the quality and expanding the range. It is important to observe the behavior of competitors.

Summing up the results of the fair is the final stage of her work. The organizing committee draws up a report on the past fair, identifies its main shortcomings and highlights all the positive points. On this basis, proposals for improvement are developed, which should be used in the preparation and holding of the next fairs. Financial results are also summed up.

The results of the fair are summed up by its participants. To this end, the stand staff, who had direct contact with visitors, prepares a written report that reflects all the wishes of potential buyers regarding the range and quality of goods, as well as everything that interfered successful work and what should not take place during the next fairs. It is enough to simply calculate economic effect from participation in the fair.

Example 8.1. wholesale company that sells stationery, in November 2000 took part in the republican wholesale fair. IO m of exhibition space was rented, and for 5 days of work 220 thousand rubles were paid for it. During the fair, contracts were concluded with buyers for the supply of goods in the amount of 50 million rubles. With an average profitability of 12% of the turnover, the expected amount of profit is 6 million rubles, which indicates the expediency of participating in the fair.

In recent years, more and more widespread trade and industrial exhibitions, which aim to show the main scientific and technological achievements in individual industries. At these exhibitions, which may be organized by state and public organizations and enterprises of various forms of ownership, it is possible to make commercial transactions according to the exhibited samples. Such exhibitions can be short-term and long-term, as well as mobile and stationary. According to the Center for Exhibition Research, cited by R. Crandell, the cost of concluding a transaction with a client for goods purchased at an exhibition is 62% lower than those required to receive an order in a normal working environment.