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A Classification of Types of Merchandising
Grygorenko T. M.

Grygorenko, Tetyana M. (2020) “A Classification of Types of Merchandising.” Business Inform 5:511–515.
https://doi.org/10.32983/2222-4459-2020-5-511-515

Section: Management and Marketing

UDC 339.138

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.

Bibl.: 9.

Grygorenko Tetyana M. – Candidate of Sciences (Economics), Associate Professor, Department of Enterprise Trade and Logistics, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

List of references in article

Burlitska, O. P., and Koroliuk, T. M. “Komunikatsiina skladova merchandaizynhu ta osnovni yoho vydy“ [Communication Component of Merchandising and Its Main Types]. Naukovyi visnyk Uzhhorodskoho universytetu. Seriia «Ekonomika», no. 1 (2013): 65-68.
Guzelevich, N. Yu. Fokusy merchandayzinga [The Tricks of Merchandising]. St. Petersburg: Piter, 2010.
Kanayan, K., and Kanayan, R. Merchandayzing [Merchandising]. Moscow: RVPkholding, 2003.
Kapinus, L. V., and Semenenko, K. Yu. “Vydy merchandaizynhu: sutnist ta klasyfikatsiini oznaky“ [Types of Merchandising: Essence and Classifications]. Naukovyi visnyk Khersonskoho derzhavnoho universytetu. Seriia «Ekonomichni nauky». 2014. http://www.ej.kherson.ua/journal/economic_06/111.pdf.
Melnyk, I. M., and Khomiak, Yu. M. Merchandaizynh [Merchandising]. Kyiv: Znannia, 2009.
Novatorov, Ye. V., and Shcherbachuk, V. P. “Vizualnyi merchandaizynh yak efektyvnyi marketynhovyi instrument dlia zbilshennia prodazhu v rozdribnii torhivli“ [Visual Merchandising as an Effective Marketing Tool to Increase Sales in Retail]. Marketynh posluh, no. 1 (2012): 68-75.
Savenko, I. V., Kapinus, L. V., and Skryhun, N. P. “Vykorystannia instrumentiv merchandaizynhu v diialnosti internet-mahazyniv“ [The Use of Merchandising Tools in the Activities of Online Stores]. Aktualni problemy ekonomiky, no. 5 (2013): 125-132.
Send, H. A. Pryntsypy merchandaizynha [Principles of Merchandising]. Mynsk: Hrevtsov Pablisher, 2008.
Dankeieva, O. M. “Systema upravlinnia merchandaizynhom u rozdribnykh torhovelnykh merezhakh“ [Merchandising Management System in Retail Chains]: avtoref. dys. … kand. ekon. nauk : 08.00.04, 2019.

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