Logistikos ir marketingo ryšys paskirstant prekes

Abstract

Article titled “Relationship of Logistics and Marketing in Distribution of Goods” deals with the functions of distribution and marketing logistics, their significance in the process of product realisation. In publications on marketing, the issues of distribution of goods are interrelated with the marketing logistics, which is defined as solutions and actions associated with the physical movement of goods from the manufacturer to the consumer. However, before starting the delivery of goods, the following actions should be performed: orders are to be processed, selected, batches of the goods requested are to be assembled, the goods are to be properly packed, and larger shipment quantities and consignment documents are to be prepared. All this is dealt by the marketing logistics, which covers a considerably greater scope of operations than marketing logistics. Overview of the functions of the distribution logistics, which are far broader than the marketing logistics enables to conclude that a marketing complex element – distribution – performs only one function, i.e. selection of a distribution channel.
The article reveals the substance of international distribution logistics, necessity of its improvement for the development of the distribution system in the European Union market. Since long ago large trade companies of Western Europe have developed a supply logistics system coordinated on the international scale. The national and international trade is transiting to the supply of supermarkets via their own distribution channels instead of direct supply. With the expansion of supermarket networks in Lithuania this supply tendency is likely to be characteristic to the national market and outside its territory in the near future. All those things are interrelated with the development of the distribution system.
Aiming to improve the customer service, the distribution logistics is to meet the requirements of the supply flexibility and complexity of flows of materials and goods. The article deals with the structure of the international distribution system and efficiency factors of the distribution logistics: delivery time, delivery reliability and delivery flexibility.