Abstract: The object of this research is the commercial block of the food industry. The subject of this research is the process of interconnection between sales and marketing of food companies. The goal consists in the analysis of the main schemes of interaction between sales and marketing. The author carefully examines the existing interaction schemes, describing their advantages and disadvantages. Particular attention is paid to the integration of marketing into the system of sales management, where marketing is not fully integrated into sales, rather marketing functionality is separate from sales and integrated into other divisions or is fully stand-alone. The method of partial integration of marketing into sales is based on the search for optimal solutions in pricing of the assortment, development of new products, as well as formation of incentive system for employee of the departments of sales and marketing. The results of this research solve an important task for the companies – to properly coordinate the interaction between sales and marketing, eliminate conflicts on various levels, as well as create a clear structure of operation for both departments to improve the bottom line. The scientific novelty of this research lies in systematization and generalization of the methods of interaction between sales and marketing.

Abstract: The object of this research is the active customer base of a food company. The subject of this research is the unregulated active customer base of food companies. The goal lies in the development of technique for studying the active customer base. The author carefully examines such instruments as systematization of the active customer base, presentation of assortment at the sales outlet, as well as ABC analysis of sales outlets. Special attention is given to the instrument of certification of the points of sale, which reveals their potential. An important aspect is the combination of ABC analysis and certification results with construction of recommendation matrix in coordinating the active customer base. Research methodology includes the following stages: systematization of active customer base; presentation of products at the points of sale; ABC analysis of the sales outlets by tonnage; certification of sales outlets; combination of ABC analysis on tonnage and certification. The results of this work help to efficiently manage the active customer base and influence the tonnage and profit ratio. The author recommend applying this research in food companies. The scientific novelty lies in systematization and synthesis of methods and techniques for studying clients of the companies. Food companies, which are both, production and trade. The author’s special contribution consists in the formation of classification matrix of sales outlets and recommendation matrix for each point of sale via combining the ABC analysis and certification of sales outlets.