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Enhancing the role of commercial mediation in the global financial crisis by bringing goods from producer to consumer has put before heads of trading companies not only the task of self-evaluation, identify internal resources to improve, but the analysis of the external environment, including the study of the competition. The reasons for the rapid development of trade is the relative "lightness" of entering the industry and the establishment of trade firms, rather than the establishment and development of industrial production. The desire of businessmen for quick profits orients them to invest their capital in this trade, but not in production. Play an important role determinants of consumption goods, namely, market size, consumer demand for quality, changes in demand. Ability to specialists trading company in direct contact with consumers, gives them an advantage over the manufacturers of products to be more responsive to changes in demand. Industrial enterprise to respond to consumer demands, it is necessary to change the production technology, buy other commodities, materials, components, increase the level of experts, etc., and a trading firm should only change the supplier of finished products. Since the trading company is a member of a distribution channel, it performs a series of functions such as transportation, "division", storing, sorting, establishment of contact, information, brokerage firms provide customers additional services due to its proximity, easy mode, speed of delivery, credit, service, guarantees issued.

Evolution of sales development in recent years, sharply increased competition between intermediaries. Initially, in Russian conditions, special development was competition between intermediaries at different levels of the network, ie, vertical competition. There were several moments, one of which is to maximize profits without taking into account the interests of other members of the sales channel, as well as the inability to coordinate a distribution channel. Depending on the nature of the interaction with the mediators are two types of vertical organization of indirect sales channels: the traditional and coordinated.