Potapova A.
Nadtoka T.
Donetsk National Technical University

Chemical industry is one of the major and dynamically develops industries in a world economy, which is conditioned wide introduction of innovations, appearance of new markets and new spheres of using the chemical products. An economy of Ukraine is extraordinarily export-oriented (an about 50% industrial production is export, and a part of chemical industry of it is 12-15%). As chemical industry has a substantial influence on economic development of the state, it is necessary to provide effective realization of the made products. Actuality of it is also underlined by modern state of industry which decreased the production and realization of products for different reasons. It needs to form an effective sale policy, which will includes the aims of enterprise, requirements and interests of buyers, market condition, influencing of external and internal factors.

A sale policy is a complex of principles, methods and measures which are used guidance for organization and management sale activity of enterprise with the purpose of providing of effective sales of goods within the limits of certain markets of targets.

The basic parts of sale policy is:

• marketing strategies of sales (especially in part of positioning which makes the argumentation of sales partly);
• regulation policy (especially in part of sales promotion, that also behaves to the argumentation);
• price policy;
• policy of division;
• policy of the commercial crediting;
• collection policy under which principles are implied in a sphere debtor debt liquidation;
• policy of transporting;
• organizational aspects of sale;
• policy of forming of demand and sales promotion (advertising, service, commercial crediting, discounts).

It should be noted that all elements of sale policy are interdependent . The action of one instrument can considerably promote an action other, what can provide a sinergeticheskiy effect. That is why the construction of sale policy of any enterprise must be carried out on principles of approach of the systems.

By basic factors which influence on forming of modern sale policy of coke and chemical industry of Ukraine followings: specific of technological process and shipping of commodity, entering of Ukraine to WTO, growth of competition from the side of countries which develop quickly (China), modern financial crisis.

Study of magazines and other sources which light the state of coke and chemical industry allowed to find out the problems of coke and chemical industry of Ukraine. The most actual of them is an uncompetitiveness of products which is produced, as a result of absence of modern technologies, out-of-date system of organization of sale activity, weak application of marketings methods of promotion the products. In addition, a no less important problem is to, that absence of the personal circulating funds at domestic enterprises hampers the process of retooling of production in a part of update of capital assets. It does not allow enterprises to make high-quality, competitive in the world market products and thus to pursue an effective external economic policy.

In general, chemical complex needs modernization, innovative orientation in the activity. In work presented suggestion on creation of marketing department of enterprise and forming an effective sale policy of enterprises of chemical industry taking into account benefits and threats of membership of Ukraine in WTO.

The growth of the chemical industry after the financial crisis, we also need an activation of the «State program of development of the chemical industry during 2005-2011», which needs tor realize the complex of measures to create the modern chemical complex, able to innovative, competitive and ecologically safe development in the conditions of integration and globalization of economy of Ukraine.

An effective sale policy of enterprice can brings f success on every stages of it development.