The relationship between logistics and trade marketing in FMCG companies

Zhandos Kegenbekov, Алима Алипова, Alina G. Bidasheva Bidasheva

2021

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DOI 10.37890/jwt.vi69.221
Data confidence 85 high
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Abstract

Logistics and marketing are usually concerned with satisfying the needs and wants of customers, respectively through their supply and demand functions in the marketplace. In order for organizations to successfully provide more value to customers, it is necessary to combine logistics and marketing functions. Globally, the importance of transport in every nation's economy is increasing every year, as its level of development has a major impact on the competitiveness of a nation's economy. The relevance of the study is that the relationship between logistics and marketing is crucial to serve FMCG market customers. A successful relationship between logistics and marketing, represents a source of competitive advantage to provide better customer service while keeping the cost of goods low. This paper presents the theoretical basis for the logistics organization of Kazakhstan's FMCG market. The current situation of domestic FMCG trade is presented and the contribution to the country's GDP is described. The main aspects and functions of logistics and marketing for finding joint areas and conflicts are also given. The principles of market supply chain management are described, the integration of logistics and marketing is analyzed using the concepts of trade marketing in distribution systems of modern companies as an example, and the logistics approach to trade and marketing activities is described. An important outcome of the analysis is the definition of marketing logistics as a source of competitive advantage, together with a description of digital marketing logistics technologies and the risks of their application.