title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¸ ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð¹ ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development of a marketing mix at the enterprise of retail trade
Creators: name: Ð¡Ð¾ÐºÐ¾Ð»Ð¾Ð²Ð°, ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: ÐºÐ¾Ð¼Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
ÑÐ¾Ð·Ð½Ð¸ÑÐ½ÑÐµ ÑÐ¾ÑÐ³Ð¾Ð²ÑÐµ ÑÐµÑÐ¸
ÑÐ¾ÑÐ³Ð¾Ð²Ð°Ñ ÑÑÐ»ÑÐ³Ð°
ÑÐ¾Ð²Ð°ÑÐ½Ð°Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ°
ÑÑÐ¸Ð¼ÑÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ ÑÐ±ÑÑÐ°
ÐºÐ¾Ð½ÑÐ°ÐºÑÐ½ÑÐ¹ Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»
Ð¼Ð°ÐºÑÐ¾ÑÑÐµÐ´Ð°
Ð¼Ð¸ÐºÑÐ¾ÑÑÐµÐ´Ð°
ÑÑÐ¼
ÑÐµÐ½Ð¾Ð²ÑÐµ Ð¼Ð¾Ð´Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸
marketing mix
retail chain stores
trade service
commodity policy
sales promotion
contact personnel
macroenvironment
microenvironment
ctm
price modifications

description: ÐÐ±ÑÐµÐºÑÐ¾Ð¼ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐÐ Â«ÐÐ¸ÐºÑÐ¸ Ð®Ð³Â».
Ð¦ÐµÐ»ÑÑ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ ÑÐ²Ð»ÑÐµÑÑÑ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ°ÑÐ¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ð¸ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹, Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð½ÑÑ Ð½Ð° ÐµÐ³Ð¾ ÑÐ»ÑÑÑÐµÐ½Ð¸Ðµ. 
ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÐ½ÐºÐ° Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²ÑÑ ÑÐ¾Ð·Ð½Ð¸ÑÐ½ÑÑ ÑÐµÑÐµÐ¹ Ð²ÑÑÐ²Ð¸Ð», ÑÑÐ¾ Ð³Ð»Ð°Ð²Ð½ÑÐ¼Ð¸ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ°Ð¼Ð¸ Ð´Ð»Ñ ÑÐµÑÐ¸ Â«ÐÐ¸ÐºÑÐ¸Â» ÑÐ²Ð»ÑÑÑÑÑ ÑÐ¾ÑÐ³Ð¾Ð²ÑÐµ ÑÐµÑÐ¸ Â«ÐÑÑÐµÑÐ¾ÑÐºÐ°Â», Â«ÐÐ°Ð³Ð½Ð¸ÑÂ» Ð¸ Â«SparÂ». ÐÐ»Ð°Ð²Ð½ÑÐ¼Ð¸ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸ÑÐ¼Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ ÑÐ²Ð»ÑÑÑÑÑ: ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸Ñ Ð½Ð° Ð¿ÑÐ¾Ð´ÑÐºÑÐ°Ñ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ Ð¸Ð»Ð¸ Ð¿ÐµÑÐµÑÐ¾Ð´ Ð½Ð° Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ñ Ð´Ð¸ÑÐºÐ°ÑÐ½ÑÐµÑÑ ÑÑÐµÐ´Ð¸ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»ÐµÐ¹ Ð¸ Ð½Ð°ÑÐ°Ð»Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¿ÑÐ¾Ð´ÑÐºÑÐ¾Ð²Ð¾Ð¹ Ð¾Ð½Ð»Ð°Ð¹Ð½-ÑÐ¾ÑÐ³Ð¾Ð²Ð»Ð¸ ÑÑÐµÐ´Ð¸ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð¾Ð² Ð² ÑÐ¾ÑÐ¼Ð°ÑÐµ Â«Ñ Ð´Ð¾Ð¼Ð°Â». 
ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¾ÑÐ³Ð¾Ð²Ð¾Ð¹ ÑÑÐ»ÑÐ³Ð¸ Ð¿Ð¾ÐºÐ°Ð·Ð°Ð», ÑÑÐ¾ Ð¿Ð¾ÐºÑÐ¿Ð°ÑÐµÐ»Ð¸ ÑÑÐ¸ÑÐ°ÑÑ Ð¾Ð±ÑÐ·Ð°ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÑÐ»ÑÐ³Ñ Ð¾Ð½Ð»Ð°Ð¹Ð½-Ð·Ð°ÐºÐ°Ð·Ð° Ð² Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ðµ Ð¸ Ð¿ÑÐ¸Ð²Ð»ÐµÐºÐ°ÑÐµÐ»ÑÐ½Ð¾Ð¹ ÑÑÐ»ÑÐ³Ñ ÑÐ°Ð¼Ð¾Ð²ÑÐ²Ð¾Ð·Ð° ÑÐ¾Ð²Ð°ÑÐ° Ð¸Ð· Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð°. ÐÑÐµÐ½ÐºÐ° ÑÐµÐ½Ð¾Ð²Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ Ð¿Ð¾Ð·Ð²Ð¾Ð»Ð¸Ð»Ð° Ð²ÑÑÐ²Ð¸ÑÑ, ÑÑÐ¾ ÑÐµÐ½Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð½Ð°ÑÐ¾Ð´ÑÑÑÑ Ð½Ð° Ð¾Ð´Ð½Ð¾Ð¼ ÑÑÐ¾Ð²Ð½Ðµ Ð¸Ð»Ð¸ Ð½Ð¸Ð¶Ðµ ÑÑÐ¾Ð²Ð½Ñ ÑÐµÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾Ð². ÐÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÐ¼Ð¸ ÑÐ±ÑÑÐ¾Ð²Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾, ÑÑÐ¾ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ñ ÑÐµÐ°Ð»Ð¸Ð·ÑÐµÑ ÑÐ²Ð¾Ð¸ Ð¿Ð¾ÑÑÐ°Ð²ÐºÐ¸ Ð´Ð²ÑÐ¼Ñ ÑÐ¾ÑÐ¼Ð°Ð¼Ð¸ Ð¾Ð´Ð½Ð¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾ â ÑÑÐ°Ð½Ð·Ð¸ÑÐ½Ð¾Ð¹ Ð¸ ÑÐºÐ»Ð°Ð´ÑÐºÐ¾Ð¹, Ð° Ð² Ð°ÑÑÐ¾ÑÑÐ¸Ð¼ÐµÐ½ÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ð¾ 2 Ð¼Ð°ÑÐºÐ¸ Ð¡Ð¢Ð, Ð´Ð¾Ð»Ñ Ð¿ÑÐ¾Ð´Ð°Ð¶ ÐºÐ¾ÑÐ¾ÑÑÑ Ð¸ Ð¾Ð±ÑÐµÐ¼ Ð¾Ð±Ð¾ÑÐ¾ÑÐµ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ ÑÐ¾ÑÑÐ°Ð²Ð¸Ð»Ð° 8,7% Ð² 2018 Ð³Ð¾Ð´Ñ. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Ð²ÑÑÐ²Ð¸Ð»Ð¾, ÑÑÐ¾ ÑÐµÑÑ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÑ Ð¿Ð¾ÑÑÐ¸ Ð²ÑÐµ Ð²Ð¸Ð´Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð´Ð»Ñ ÑÐ²Ð¾ÐµÐ³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ, Ð° ÐµÐµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÑÑ Ð² Ð´Ð°Ð½Ð½Ð¾Ð¼ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ð¸ ÑÐ²Ð»ÑÑÑÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ñ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð¼ Ð³ÐµÐ¹Ð¼Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¸. ÐÑÐµÐ½ÐºÐ° Ð°ÑÐ¼Ð¾ÑÑÐµÑÑ Ð¼Ð°Ð³Ð°Ð·Ð¸Ð½Ð° Ð²ÑÑÐ²Ð¸Ð»Ð°, ÑÑÐ¾ ÑÐµÑÑ Ð½Ðµ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÑ Ð´Ð¾Ð¿Ð¾Ð»Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÑ ÑÑÑÐµÐºÑÐ¾Ð² Ð´Ð»Ñ ÐµÐµ ÑÐ»ÑÑÑÐµÐ½Ð¸Ñ, Ð° Ð² Ð¾Ð±Ð»Ð°ÑÑÐ¸ ÐºÐ¾Ð½ÑÐ°ÐºÑÐ½Ð¾Ð³Ð¾ Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»Ð° Ð½ÐµÐ¾Ð±ÑÐ¾Ð´Ð¸Ð¼Ñ Ð´Ð¾ÑÐ°Ð±Ð¾ÑÐºÐ¸.
ÐÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð½Ð° Ð¿ÑÐµÐ´Ð¼ÐµÑ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ 3 Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¸ Ð¾ÑÐµÐ½ÐµÐ½Ð¾ Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¿Ð¾ÐºÐ°Ð·Ð°ÑÐµÐ»Ð¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð¿ÑÐ¸ÑÑÐ¸Ñ.
description: Object of a research is JSC Â«Dixy SouthÂ».
The purpose of final qualification work is the analysis of use of tools of a complex of marketing at the enterprise and development of the actions directed to its improvement. 
The analysis of the market of grocery retail chains revealed that the main competitors for DixÑ network are retail chain stores Â«PyaterochkaÂ», Â«MagnetÂ» and Â«SparÂ». The main trends in the market are: economy on food or transition to shops discounters among buyers and the beginning of development of grocery online trade among shops in a format "at the house". 
The analysis of trade service showed that buyers consider obligatory service of the online order in shop and attractive service of shipment at own expense of goods from shop. Assessment of the price policy allowed to reveal that the prices of the company are at one level or lower than the price level of competitors. Features of marketing policy is that the company realizes the deliveries by two forms at the same time â transit and warehouse, and in assortment of the company 2 STM brands which share of sales and a total turnover of the company made 8.7% in 2018 are submitted. The research of communication policy of the company revealed that the network uses almost all types of advertizing for the advance, and its feature in this direction are marketing actions with a gamification element. Assessment of the atmosphere of shop revealed that the network does not use additional effects for its improvement, and in the field of contact personnel completions are necessary.
Were offered and analysed regarding efficiency of 3 marketing actions and their influence on key indicators of economic activity of the enterprise is estimated.