Candidate of Economic Sciences, Associate Professor, Department of Marketing, Trade and Customs, V.I. Vernadsky Crimean Federal University 

norma2007@meta.ua 

Sevastopolskaya St., 21/4, 295015 Simferopol, Russian Federation 

Elena Nikolaevna Bobarykina 

Candidate of Economic Sciences, Associate Professor, Department of Marketing, Trade and Customs, V.I. Vernadsky Crimean Federal University 

elena_bobarykina@mail.ru 

Sevastopolskaya St., 21/4, 295015 Simferopol, Russian Federation 

Abstract. The purpose of the research is to study the marketing activities of a trading enterprise as the most important condition for its effective operation in the relevant commodity market. The marketing activity of trade enterprises in the alcohol market differs significantly from the market activity of other enterprises because: it is the market for a specific, socially dangerous product; this market is subject to strict state regulation; the special information system EGAIS is used in the alcohol market; advertising and measures to promote alcohol products in consumer markets are practically prohibited by current legislation. The feature of the alcohol market in the Republic of Crimea is its own production of wines based on autochthonous varieties of grapes and cognacs. At present, 31 enterprises produce wine production in the Crimea, 26 of them have grape processing and bottling lines for finished products. The common problems of producers and the whole market of alcoholic products in Crimea are: a high degree of dependence on import of cognac spirits and wine materials; unsatisfactory physical and moral condition of technological equipment of wineries. Taking into account underdeveloped logistics infrastructure restricting the access of the products of the industry to the markets of mainland Russia the problems mentioned above reduce the competitiveness of the Crimean wine industry. The main reason for price distortions in the trade of alcohol products in the Crimea is the activity of distribution companies, through which all products pass, even those produced in the Crimea. Direct supplies of wine and liquor producers to small wholesale and retail trade organizations are not available. The management of retail trade enterprises in the market of alcoholic production of Crimea is offered to realize such marketing measures, as special actions for the constant consumers. The policy of high trade mark-ups will reduce the attractiveness of the trading enterprise among consumers. 

Key words: marketing, retail, alcohol products, local market, commodity policy, pricing policy, trade mark-up.