pobierz - Wydział Nauk Ekonomicznych SGGW w Warszawie

• development of information technology and teleinformation;• development of logistics centers, which take over the function of wholesaledistribution;• development of network forms of retailing;• development of direct marketing;• establishment of distribution centers, which are created by manufacturers.Despite the adverse changes resulting from the reduction of the wholesaledistribution channels the company undertake a wide range of innovative marketingstrategies. These activities are diverse in nature and depend on the form and position inthe market wholesaling industry.The major strategic changes in wholesale businesses include:• mergers and acquisitions;• network forms of wholesale trade;• creation of trademarks;• international expansion;• sales of the system.Marketing management in retail trade is also a complex process like any othercompany. In large retail units of strategic marketing activities are developed andimplemented at three levels:• company/group;• at the level of individual companies forming chains;• at the level of business units operating in a specific local market.The main criteria for the classification of marketing strategies in retail tradecould include :• the evolution of changes in retail trade;• key determinants of business entities;• organizational form of the trade;• geographical coverage.According to the theory of retail change can be divided into four main subjectsto which the retail trade:• natural selection;• the theory of wheel detail;• the theory of the accordion;• life-cycle theory of retail institutions.All these theories are based on similar assumptions, which indicate theimportance of changes in the environment influence the development of the retail trade.Ability to adapt to these changes, most of which were economic and social, isa necessary condition for the existence of the market.According to T. Wanat determinants of trading companies is:23