The economic content of product sales and the process of its regulation

The subject of the study is the economic content of product sales and the process of its regulation.
The purpose of the study is to reveal the meaning of the concepts «sales», «sales management»,
«sales policy», «sales regulation», «sales regulation mechanism».
Research methods. The dialectical method of scientific cognition, the method of analysis and
synthesis, the comparative method, the method of generalization of data are used in the work.
Results of work. The paper presents the most important components of the strategic direction of
Ukraine’s economic course. An interpretation of the concept of «sales» is given. The concepts of sales are
considered, in particular: functional, institutional, commodity, system. The content of the concepts «product
sales management», «sales policy», «sales regulation», «sales regulation mechanism» is revealed.
Conclusions. In order to develop the theory of product sales regulation, the concepts of «sales»,
«sales management», «sales policy», «sales regulation», «sales regulation mechanism» have been
developed. Under market environment conditions, «sales» is seen as a set of actions associated
with the aim to promote of finished products to the consumer and meet the needs of the latter.
Sales management is a regulatory process of influencing the sales activities of economic entities in
order to streamline it and increase efficiency. It is determined that the sales policy is a strategy of
purposeful influence on the sales process at the macro and micro levels, creating conditions for its
optimal passage and improvement. Sales regulation is a sphere of purposeful influence of the market
and the state on the behavior of economic entities in order to ensure the priorities of sales policy.
Under the mechanism of regulation of sales should be understood a holistic system consisting of
interdependent subsystems: criteria for evaluating sales activities; elements of the sales process that
are influenced by regulatory factors; resources and incentives through which influence is exercised;
methods of evaluation and making management decisions to achieve the main goal – to meet the
needs of consumers. The elements of this mechanism are the object of regulation – the process of
selling products; and regulatory entities – businesses, consumers and the state.