Marketing as an Instrument for Managing the Solvency of Trade Enterprises

The article is aimed at studying marketing, marketing costs and marketing results, its modern instruments used in sales management, providing the achievement of the set goals, that is, meeting the need to generate income (profit) for the sale of goods and ensuring solvency of the enterprise. Marketing services, their importance for trade business in modern conditions of economic development are researched, as well as the main efficient marketing instruments are explored (marketing steps to increase sales), which are actively used by trading enterprises in the conditions of modernity. Significance of marketing, which served as the basis for the systematization of marketing costs in various forms of its organization, is considered. The indicators of performance, effectiveness and evaluation of marketing services (absolute amount of marketing costs, level of marketing costs, profitability of marketing costs, return to marketing costs on turnover of goods, pace of changes in marketing costs, absolute deviation of marketing costs, relative deviation of marketing costs) are generalized. The documentary registration of marketing services by groups (for the organization of marketing events and confirmation of the reality of incurring of costs) is summarized. The purpose, subject, object of marketing according to the managerial approach are defined and described in detail. The objects of marketing in solvency management are revenue centers (shops, other outlets and places of sale), wherein purchase, sale, and supplies are being materialized and positive factors for promoting customer needs, obtaining the highest trade income are being formed.