Does not apply to marketing purposes. Theoretical foundations of marketing activities in an enterprise

For any enterprise there are three options for operating in the market.

The first option is the so-called " mass marketing"when an enterprise offers the same product or service to all consumers, without taking into account some differences in their requirements. The most striking illustration of the use of mass marketing is the words of Henry Ford that every buyer has the opportunity to purchase a car "of any color, provided that this color is black." Mass marketing is possible in conditions where:

• there is a shortage (at least minor) in the market;
• buyers are price sensitive and have a fairly low solvency.

At the same time, to benefit from a mass marketing strategy, your business must have the ability to produce large quantities of goods (to achieve economies of scale) and also have reliable access to raw materials. The main benefits of mass marketing are low production costs, the ability to keep low prices and low marketing costs. However, this option also has dangers - loss of the market due to a sharp change in tastes, fashion, technology, as well as a lack of skills in working with several groups of buyers with different needs. It should be noted that today there are practically no markets left in which mass marketing can be successfully applied.

The second option is " concentrated marketing"when an enterprise selects one group of buyers with similar needs and produces a product or provides a service that best suits the needs of this particular group. However, the product may not satisfy the requirements of all other groups of buyers. In order to adhere to a concentrated marketing strategy, an enterprise must find a sufficient large group buyers with the same tastes, relatively low sensitivity to price, who pay great attention to the quality of the product or service and have a high solvency. To use a concentrated marketing strategy, an enterprise must have some know-how: produce non-standard products that competitors cannot quickly copy. As a rule, this strategy is chosen by enterprises with limited production capacity. The advantages of concentrated marketing are the ability to charge an inflated price for your products due to their uniqueness, as well as relatively low marketing costs. The main danger for businesses that focus on concentrated marketing is that they become dependent on the group of customers they serve, from unexpected changes in their tastes and preferences.

And finally, the third option - " differentiated marketing", when an enterprise focuses on several groups of buyers and adapts its product/service to the requirements of each group. This model of behavior is advisable to use in saturated markets where there is no obvious shortage, in conditions of high competition. To use this model, an enterprise must have flexible organizational and production structure. The main advantage of this option is that, focusing on different groups consumers, risks can be minimized, therefore, the enterprise will have high market stability. Disadvantages include high marketing and production costs, the impossibility of economies of scale, and the need to develop your own strategy for each group of buyers.

Thus, an enterprise can target the entire market at once, one or several consumer groups. Since you have already conducted a SWOT analysis, you have a sufficient level of knowledge about the market, consumers, competitors, and the capabilities of your company to choose from three possible options for operating in the market the one that will be most effective in your situation.

A group of consumers that has similar needs and responds in a similar way to marketing stimuli (advertising, public relations, etc.) is a market segment. In order to apply concentrated or differentiated marketing, an enterprise must first divide the market into segments and select the most attractive ones.

To divide the market into segments, it is necessary to select so-called “segmentation variables”. This may be geographical location, gender and age of buyers, family composition, income level of buyers, sought benefits when purchasing, purchasing behavior and many other parameters. For example, buyers of billiard equipment can be segmented by purpose of purchase (for themselves or for an organization), by income level (high, medium), and by degree of professionalism (professional, amateur, beginner). At the same time, it is necessary that the variables chosen for segmentation really make it possible to identify groups of buyers that are significantly different from each other. These variables may be different for different products. For example, there is no point in segmenting car buyers by hair color, but shampoo manufacturers successfully use this criterion when producing shampoos for blond hair.

After you have identified the segments, you need to collect information about the representatives of each segment - who they are, what they need, etc. Once you have gathered this information, you can begin to select the segment (or segments) you want to target. In order for a segment to be sufficiently attractive for an enterprise, it must meet the following conditions:

• Be measurable: it must be possible to clearly define the boundaries of the segment and assess its capacity and potential;
• Be of significant size to enable the company to achieve planned financial results in terms of turnover and profit;
• Be reachable - consumers within the same segment must be similar enough to each other so that they can be offered the same marketing program;
• Be stable: The needs of the customers who make up a given segment should remain relatively constant for a sufficiently long time.

When choosing a target segment(s), you can be guided by the following criteria:

• segment size (determined by the amount of demand, which is calculated based on the number of consumers, the frequency of consumption of a given product and the amount of consumption per capita);
• the presence of competitors and the level of competition in this segment;
• compliance of the enterprise’s products with the requirements of this segment; availability of the enterprise resources and technologies necessary to work in this segment;
• segment potential (how the segment will develop in the future).

Having segmented the market and selected the target segment (or segments), you can answer the first question: who are the buyers of the company's products and services. Next, you should determine why consumers should buy your company’s products, how they differ from the goods and services of your competitors, in other words, what is their distinctive advantage.

Positioning: What makes you different?

Positioning is the actions of an enterprise aimed at creating a certain image of a product or the enterprise itself in the minds of consumers.

For successful positioning, it is necessary to base it on the distinctive advantage of the product or enterprise. A differentiating advantage is something that a company or one of its products has that its target consumers really want and that its competitors do not yet have.

In other words, to discover a distinctive advantage, you need to find a characteristic that:

• your product has;
• needed by customers;
• not found in competing products.

To do this, make a list strengths your product (service) or enterprise. For example, this could be a long shelf life (for milk) or 24-hour operation (for a store). Then check whether your competitors have these advantages (this is where the results of a SWOT analysis come in handy again). Cross out all the strengths that not only you, but also your competitors have - they are not suitable for the role of a distinctive advantage. Next, you need to check whether your unique strengths are needed by your customers.

If you do not find a characteristic that satisfies all three conditions for a distinctive advantage, you can do one of two things. The first way is to take a strength of your product that consumers need but that competitors' products have (but don't emphasize) and make it your "differentiating advantage." The second way is to take a unique strength of your product that is not currently important to consumers (but meets general market trends), and through advertising, sales promotion and public relations, convince consumers of the importance of this parameter, thus making it your differentiating advantage . An example here is the company Jonson&Jonson, which did this when promoting skin care products in the “pH 5.5” series. Before this advertising appeared, consumers were not interested in the acidity level of products, but now the inscription “corresponds to the natural pH level” can be found on every second cosmetic product.

Having chosen the target segment and determined what can become the basis for positioning, you can proceed to setting the goals of your enterprise.

Enterprise goals: direction of movement

The goal of an enterprise is a desired state that can be achieved through the coordinated efforts of all employees in a given period of time.

It is customary to distinguish between 3 types of goals: short-term (set for up to 1 year), medium-term (from 1 to 3 years) and long-term (over 3, sometimes over 5 years). However, long-term planning makes sense only in conditions of a stable economy, when there is a high probability that the situation will not have time to change radically during this time. In our opinion, it is too early to move on to long-term planning in our conditions, so we will consider only short-term planning. However, the processes of setting goals for 1, 3, 5 years or another period are not fundamentally different from each other.

The system of enterprise goals can be depicted in the form of the so-called. "goal tree". The top is the main goal of the entire enterprise for the period under consideration (in our case, a year). Next, the main goal is decomposed (broken down) into the goals of the functional divisions of the enterprise - the goals of the production department, the goals of marketing, the goals of the sales department, etc. These goals are formulated in such a way as to ensure the achievement of the main goal. Moreover, each “branch” of this tree describes not the way to achieve the main goal, but a specific end result expressed by some indicator. Next comes a further decomposition of goals within each division: for example, marketing goals can be divided into sales, promotion, product development, research, etc. goals. Detailing can be continued up to specific tasks, which are placed in front of each employee.

Goal setting can occur in the following directions:

For example, a company selling billiard equipment can develop in several directions:

• increasing its share in the billiard equipment market in the region where it already operates (old product - old market);
• offering new goods and services on the market of a given region, for example, opening your own billiard rooms (new product - old market);
• searching for new markets: selling billiard equipment in other regions or to other groups of buyers than those with which the company currently works (old product - new market);
• offering new products and services in new markets; for example, the opening of billiard clubs in other regions (new product - new market).

To ensure that goals do not remain only on paper, they must meet several important requirements.

• Goals must be extremely specific. So much so that all people involved in the process of achieving them understand what they are.
• Goals should be measurable so that you can know that they have been achieved. It can be very useful to highlight not only final, but also intermediate evaluation criteria in order to be able to check how far you have progressed in achieving your goal.
• Goals should be achievable from the point of view of external factors and internal resources. When setting goals, you must feel that it is possible to achieve them within the specified time frame. And at the same time, they must be difficult enough to require effort to achieve them.
• Goals should relate with other, more general goals, as well as with the strategic goals of the enterprise, and work to achieve them.
• For each goal there must be temporary s e frames. It is necessary to determine the deadline, both for the final result and for intermediate ones.
• Goals should be flexible, they need to be installed in such a way that they leave room for their adjustment in accordance with changes occurring in the external environment of the company.

There are two main methods of formulating goals: authoritarian and expert.

Using authoritarian method Formulation of goals The head of the company sets goals individually. He can request the information he needs and/or listen to the opinions of specialists, but he will make the decision independently. The effectiveness of this method of formulating the goals of an enterprise depends on the competence of its first person.

Using expert method goals are formulated by a group of managers and/or specialists of the enterprise. As a result of group discussion, the main problems of the enterprise and ways to solve them are identified. The advantage of this method, in addition to the opportunity to look at the problems of the enterprise from various angles and find out the opinions of all interested parties, is also that with participation in defining goals, possible conflicts between management employees are eliminated and their motivation to achieve their goals increases. However, in a large team it is not always possible to come to a common opinion; in any case, the process of setting goals in this case may be somewhat delayed.

Summary

With this article you can answer three questions:

• what consumer group are you going to work for?
• what strengths of your products should be emphasized and reinforced in the minds of consumers;
• what goals your company is going to achieve over the next year.

To answer the first question, you need to choose one of three options for working in the market: mass marketing (trying to please all buyers at once), concentrated marketing (working for one group of buyers) or differentiated marketing (working for several groups of buyers). If you have chosen the second or third option, you need to divide the market into segments and evaluate each of them. And choose one or more to work with.

To answer the second question, you need to find a quality of your product (or enterprise) that consumers would need, but that competitors’ products lack. This quality will become your distinctive advantage, due to which the company will be able to compete in your chosen market.

To answer the third question, you need to establish the main goal of your enterprise for the coming year, formulate the goals of each department (or employee - it all depends on the size of the enterprise), the achievement of which will contribute to the achievement of the main goal, then continue to decompose the goals.

Goals may relate to:

• operation of your enterprise in an old market with an existing product;
• working in a new market with an existing product;
• working in an old market with a new product;
• work in a new market with a new product.

Your business goals should be specific, measurable, achievable, related to each other, within a specific time frame, and flexible. You can set the goals of the enterprise yourself or with the help of department heads and/or specialists.

In the next article, we'll move on to developing a marketing program for your business.

The following materials were used in preparing the article:

1. Westwood J. Marketing plan. - St. Petersburg: Peter, 2001. - 256 p.
2. Dibb S., Simkin L., Bradley J. Practical guide on marketing planning. - St. Petersburg: Peter, 2001. - 256 p.
3. Zavgorodnyaya A.V., Yampolskaya D.O. Marketing planning. - St. Petersburg: Peter. 2002. - 352 p.
4. Kotler F. Marketing management. - St. Petersburg, Peter Kom, 1998. - 896 p.

F. Kotler identified marketing as a separate specialty. He also gave a definition of new science.

Classic interpretation by F. Kotler, professor, founder of marketing theory: marketing is a type of human activity aimed at satisfying needs through exchange. What marketing is, oddly enough, is often known today only by people directly related to this field of activity. And non-specialists sometimes have rather vague ideas about this area of ​​​​work. In addition, it can be said that marketing in a broader sense is a business management philosophy according to which solving problems and satisfying customer needs will lead to the marketing goal - the commercial success of the company - and benefit society.

It is obvious that, despite the huge number of interpretations of this term, they are all close in meaning. It is not enough to just know the meaning of the word “marketing”. Its definition will be incomplete if the marketing complex is not separately identified. It includes everything that a company can do to increase demand for its goods and services. Kotler defines the marketing mix as a set of controllable and predictable marketing variables, the combination of which an enterprise uses to obtain the desired response from the target market. The components of the marketing mix include price, product, distribution policy and sales promotion. These 4Ps typically reflect trade marketing. The definition of the marketing mix for the service sector will be broader. It includes people, processes and the physical environment.

Marketing Goals

Marketing Objectives

• An integrated approach to market research and achieving the company’s stated goals. Commercial success is ensured by using all the tools of the marketing mix.
• Identification of unsatisfied consumers and potential demand.
• Assortment planning and pricing policy formation.
• Development of a set of measures to satisfy the current demand for goods and services to the maximum possible extent.
• Development of measures to optimize management.
• Formation of demand.
• Planning and implementation of sales policy.

Marketing functions

• Analytical function. Includes the study of internal and external environment companies. This is market analysis, its structure and dynamics; studying the work of competitors and intermediaries; analysis of consumer behavior and product suppliers.
• Product-production function. It involves the creation of a new product that fully reflects the needs of the market and has a fairly high competitiveness through studying the market environment.
• Sales function. The marketing system is responsible for creating certain conditions for the sale of the product so that it is always in the right place, in required quantity and at a certain time. Examples of viral marketing in social networks, for example, can be one of the ways to market a product.
• Management, communication and control function needed to ensure a reduction in the degree possible risk and uncertainty in the economic activities of the enterprise. This also includes monitoring the implementation of medium- and long-term plans.

Strategy Development

Marketing strategies are those developed on the basis of studying consumer demand, the behavior of competitors and the conjuncture of the direction of the enterprise’s activities at a certain point in time, which allow solving the fundamental problems of the company, based on available resources in a changing market situation.

Elements of strategy

Any marketing strategy consists of the following elements:

• Marketing plans regarding potential consumer markets.
• Justification of the effective position of a product or company in the market.
• Market dynamics forecast.
• Analysis of the potential sales market.
• Analysis of enterprise competitiveness.

Marketing strategies will be effective when they take into account many indicators, such as: analysis of the sales market, external environment, and enterprise.

Implementation of a marketing strategy includes the following stages

• Comprehensive analysis of the enterprise.
• Potential market analysis.
• Assessing the potential of an enterprise in a specific market.
• Industry research.
• Comprehensive analysis of competitors.
• Analysis of the possible influence of external factors on the project.
• Marketing audit of the internal environment.
• Conducting and monitoring marketing activities.

The marketing strategy of each enterprise depends on its goals (retaining or conquering a market segment, product policy, demand generation). Depending on the need to maintain your part of the market or conquer a new segment, strategies of retention, offensive and retreat are distinguished. The attacking strategy involves the company taking an active position in increasing market share. Retention strategy is responsible for the firm maintaining its market share. The retreat strategy, as a rule, is forced and consists of gradually winding down business in this segment.

In this article we will take a detailed look at the goals and functions of marketing and describe its essence. Today these topics are very relevant, because market economy is actively developing, satisfying new needs of people. The market does not stand still, and marketing develops along with it.

Marketing principles are the fundamental circumstances, provisions, and requirements that underlie it. They reveal the purpose and essence of this type of activity. The main goal of marketing is to ensure that the production of services and goods is focused on demand, on the consumer, and on matching production capabilities with market requirements.

The need and objectives of marketing

The necessity of a marketing approach for any enterprise is undeniable. There will be negative demand in the market if the majority of consumers are not satisfied with the quality of services or goods and even agree to some costs in order not to buy them. The purpose of marketing is to analyze the current situation and try to understand whether marketing tools can change negative consumer attitudes towards a given product by reducing prices and stimulating sales. Consumers with latent demand may feel the need for services and goods that are not currently available on the market. In this case, the goals and principles of marketing are aimed at assessing the size of this potential market segment in order to create services and products that satisfy demand.

A situation of complete absence or decrease in demand

An example of a complete absence or decrease in demand is a situation in which target consumers are not interested in the product. In this case, the marketer's task is to provide its benefits based on the interests and needs of the person. Any enterprise will sooner or later be forced to face a problem when a certain product ceases to be in sufficient demand. The goal of marketing is to maintain the existing level of market demand, despite increasing competition and consumer preferences, which are so volatile today.

The main principles of marketing based on its essence

The following main principles of marketing are identified in accordance with its essence.

1. Careful consideration of the dynamics and state of demand, needs and market conditions. Often consumers don't know what exactly they want. They only want to solve their problems as best they can. Therefore, one of the main tasks of marketing is to understand what consumers really want.

2. Conditions should be created for maximum adaptation to the structure of demand and the requirements of the production market at the enterprise, based on a long-term perspective, and not on short-term gain. Modern concept Marketing is to ensure that the company’s activities (production, scientific and technical, sales, etc.) are based on knowledge of demand, as well as its changes in the future. One of its goals, moreover, is to identify unsatisfied demands and orient production towards their satisfaction.

Marketing is the development, production and then marketing of something for which there is actually consumer demand. The system makes the production of certain goods functionally dependent, first of all, on requests. It requires producing them in the volume and range that the consumer needs. The center of decision-making in the implementation of this concept is shifted from production links to those who feel the pulse of the market. The think tank, source of recommendations and information is the marketing service, not only of market, but also of financial, scientific, technical and production policy of enterprises. Based on an in-depth analysis of the dynamics and state of demand and business conditions, the issue of profitability, prospects and the need to produce a certain product is resolved here.

3. Impact on the buyer, the market through advertising and all others available funds. Gunther von Brieskorn, a marketer from Western Germany, characterizing the principles and content of marketing in one of his lectures, argues something like this. In his eyes, the market is a sea, on the waves of which consumers find themselves. Their behavior is characterized mainly by the vector of their needs, which undergoes frequent changes. At the same time, the market is our boss and, when going to see it, we should be well prepared. The consumer is our king and we must fulfill any of his demands.

General Marketing Concept

The general concept of marketing can be described in the following way: a general cash flow necessary for the operation of the enterprise and to meet future needs. The task of marketing is to ensure that both, meeting on the market, are able to most fully realize their needs and goals. In other words, marketing is the process of matching consumer demands and firm capabilities. Its result is the provision of goods to consumers that satisfy people's needs, and the profit the company needs to exist, as well as better meet consumer needs in the future.

What should be the goals of marketing activities?

Marketing objectives are the basis of marketing activities. However, they do not necessarily have to be commercial. Marketing goals should be formulated in such a way that they can be expressed quantitatively. For example, you should increase the share of the product in the local market by the end of the year from 10 to 15% or get a 30% profit. The more clearly the goals and objectives of marketing are formulated and communicated to each employee, the more benefits the marketing service will bring.

Goal groups

His goals are divided into 5 groups.

1. Market (market conquest, market share, identification of promising markets) goals and objectives of marketing.
2. Goals can be strictly marketing (formation public opinion, creating a company image, competition, profit volume, sales volume).
3. There are also structural and management goals aimed at improving the management structure of the company.
4. It is also possible to highlight the supporting goals and functions of marketing (sales promotion, pricing policy, product distribution parameters, consumer properties of the product).
5. Another goal is to control the activities of the company.

The following guidelines should be followed when developing your marketing goals. It should be as simple as possible, measurable, achievable, mobilizing, controllable, focusing attention, approved by the organization, ranking. Marketing goals should provide certain incentives for those who manage to achieve them, have people responsible for achieving them, and also include precise deadlines.

Types of marketing depending on the goal

The following types of marketing are distinguished depending on the goal:

• consumer (consumer goods);
• industrial marketing (production goods);
• international;
• consumer-oriented;
• service, product or product oriented;
• non-profit (activities of organizations and enterprises that do not aim to make a profit for themselves personally);
• social (collection various methods implementation public organizations and state social programs);
• micromarketing (activities of individual companies);
• marketing as a state activity carried out in the market sphere.

What marketing principle can be considered fundamental?

The essence of marketing philosophy lies in its principles. The fundamental one puts the focus not on the ambitions and needs of the producer of services and goods, but on the needs and demands of the consumer. This is the main goal of marketing. However, this declaration, very nice, could not be realized if all the other principles of marketing that determine its technology and management of its activities were not aimed at its implementation. Thus, thanks to them, the main goal of the marketing concept is realized.

Basic principles of marketing

Let us note some of them, the most established.

1. Concentrating the enterprise's resources on the production of such services and goods that are actually needed by consumers in the market segments chosen by the enterprise.
2. Understanding the quality of services and goods as the extent to which they satisfy the needs for them. Therefore, unnecessary services (goods) cannot be considered quality. In addition, any difference in the quality of one service or another from another is not significant in itself, but depending on how significant the need that the service characteristic seeks to satisfy, the measured property.
3. Consideration of needs in a broad rather than narrow sense, including beyond the framework of known, traditional ways of satisfying them.
4. Focus on reducing overall consumer costs, as well as taking them into account in pricing, in other words, dominating the consumer’s selling price over the selling price.
5. Preference for a method that actively generates demand and anticipates it, rather than reactive.
6. The predominance of orientation towards the long-term perspective.
7. Continuous collection of information on market reactions and conditions and analysis of the data obtained.

Specifics of open and closed marketing systems

Describing the essence and goals of marketing, we will indicate their specifics in open and closed systems. In open marketing systems, every new contract, agreement, act of exchange that was completed in line with marketing must bring income and/or other additional benefits to society as a whole, and not just to direct participants (if not to the whole society, then at least significantly wider groups and strata than the participants in a particular transaction themselves). Thus, marketing goal setting includes an external effect, a socially significant one - externality. In closed systems, the self-development of systems and the stability of their existence depend on the presence of internal competition, as well as isolation from external competitors.

We hope that now you have become closer to the concept of marketing. Marketing goals, as you can see, are quite broad, and their implementation is important for every enterprise.

Marketing is a social science and therefore affects a great many people.

The main objectives of marketing are the following.

1. Maximization is possible high level consumption - firms are trying to increase their sales, maximize profits with the help of in various ways and methods (introduce fashion for their products, outline a sales growth strategy, etc.).

2. Maximizing consumer satisfaction, i.e. the goal of marketing is to identify existing needs and offer the largest possible range of homogeneous goods. But since the level of consumer satisfaction is very difficult to measure, it is difficult to evaluate marketing activities in this area.

3. Maximize choice. This goal follows and is, as it were, a continuation of the previous one. The difficulty in realizing this goal is not to create branded abundance and imaginary choice in the market.

And some consumers, when there is an excess of certain product categories, experience a feeling of anxiety and confusion.

4. Maximizing quality of life. Many are inclined to believe that the presence of an assortment of goods has a beneficial effect on its quality, quantity, availability, cost, that is, the product is “improved”, and therefore, the consumer can satisfy his needs as much as possible and improve the quality of life. Supporters of this view recognize that improving the quality of life is a noble goal, but at the same time, this quality is difficult to measure, which is why sometimes contradictions arise.

Marketing tasks:

1) research, analysis, assessment of the needs of real and potential buyers;

2) marketing assistance in developing a new product (service);

3) provision service;

4) marketing communications;

5) research, analysis, assessment and forecasting of the state of real and potential markets;

6) research of competitors’ activities;

7) sales of goods (services);

8) formation of assortment policy;

9) formation and implementation of the company’s pricing policy;

10) formation of a company's behavior strategy.

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  Goals And tasks marketing. Marketing is a social science, so it affects a great many people. Main goals marketing are the following.


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  Goals And tasks marketing. Marketing is a social science, so it affects a great many people.
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  Principles and functions marketing. One of the foundations of the activities of any enterprise operating on the principles marketing, is the motto “to produce only what the market needs, what will be in demand by the buyer.”


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  Essence And tasks international marketing. Tasks facing international marketing, more complex than in domestic markets because it faces at least two levels of uncertainty.

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04Feb

Hello! In this article we will talk about marketing in simple words– what it is, why and how to use it in an enterprise.

Today you will learn:

1. What relates to marketing, functions and types of marketing;
2. What are the marketing strategies for an enterprise, and what does a marketing plan consist of?
3. What is marketing in business, and how to distinguish it from business for the consumer;
4. What is it and how not to confuse it with a financial pyramid;
5. What is Internet marketing and its advantages.

The concept of marketing: goals and objectives

There are at least about 500 definitions of marketing. Often, with such an abundance of definitions this concept, it’s hard to understand what relates to marketing.

Explaining in accessible language, marketing - This is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers view marketing as a business philosophy, that is, the ability to study the market, the pricing system, predict and guess customer preferences, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that the purpose of marketing at the enterprise is to meet customer needs.

And the famous theorist economist Peter Drucker notes that the main objective marketing - to know the client so much that the product or service can sell itself.

To achieve the organization's goals, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. A thorough study of the pricing system in the market and development of the organization’s pricing policy;
3. Analysis of competitors' activities;
4. Creating a range of goods and services for the organization;
5. Release of goods and services that meet demand;
6. Service maintenance;
7. Marketing Communications

When solving marketing problems, you must be guided by the following principles:

1. Studying the production capabilities of the enterprise;
2. The process of planning methods and programs for marketing a product or service;
3. Market segmentation;
4. Constant updating of goods and services, ways of selling them, improvement of technologies;
5. Flexible response of the organization to constantly changing demand.

Marketing functions

Marketing performs a number of functions:

1. Analytical;
2. Production;
3. Management and control function;
4. Sales function (marketing);
5. Innovative.

Analytical function involves the study of external and internal factors influencing the organization, studying consumer tastes and the range of goods. It is worth noting that it is necessary to analyze the internal environment of the organization in order to control competitiveness in the market.

Production function includes the development and mastery of new technologies, organizing the production of goods and services, organizing the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, that is, maintaining the quality of the product in accordance with established standards.

Control and monitoring function provides the planning and forecasting process at the enterprise, organization of the communication system, information support and risk management.

Sales function includes the pricing and product policy of the organization, provides a system of product distribution and expansion of demand.

Innovative feature in marketing, plays the role of developing and creating a new product or service.

To solve problems and achieve set goals in marketing activities, it is necessary to apply the following marketing methods:

• Studying the market situation:
• Survey;
• Observations;
• Methods of generating demand and stimulating sales;
• Analytical methods:
• Analysis of the external environment of the organization;
• Consumer analysis;
• Analysis of existing products;
• Planning the range of future products;
• Development of pricing policy;
• Information methods:
• Advertising;
• Personal selling;
• Propaganda;
• Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and meeting his needs.

Types of Marketing

Depending on demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

• Demarketing – a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing in the cold season, when the need for electricity increases significantly. Since this can negatively affect the entire electrical grid system, very expensive equipment may fail, marketing workers develop programs to reduce demand or redirect it.

• Conversion Marketing – a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan for promoting a product or service, lower prices or re-release the product. To promote a product or service when demand is negative, advertising and PR campaigns are used.
• Incentive Marketing used when there is no demand. It is necessary to stimulate demand, taking into account first of all the very reason for the lack of demand.

There may be no demand for products if:

• The product is not relevant on the market;
• The product loses its value;
• The market is not ready for the emergence of a new product or service;

To interest the buyer and increase demand, the enterprise uses tools such as a sharp reduction in the cost of a product or service, increased advertising activities, the use of trade marketing methods, etc.

• Developmental marketing – a type of marketing in which potential demand must be converted into real demand. That is, you should determine the needs of customers and create a new product or service that meets these needs.
• Remarketing used in situations where demand needs to be revived. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo based on the new zinc pyrithione formula and the unique Vita ABE formula was created for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of Clear Men and Clear Woman shampoos.
• Synchromarketing – a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The tasks of synchromarketing include smoothing out irregular demand by establishing flexible prices and various ways of promoting products. This type of marketing is usually used in the case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that greatly influence demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants during the daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, daytime prices are therefore lower than evening prices.
• Supportive Marketing An organization uses it when demand matches supply and it is necessary to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to conduct a correct pricing policy, stimulate sales, conduct advertising, and control costs.
• Adversarial Marketing is used when there is constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter-marketing tools are used on products such as alcohol and tobacco products.

Depending on market coverage There are mass (undifferentiated), concentrated (targeted) and differentiated marketing.

Undifferentiated Marketing Concept involves a product intended for all market segments. Product differentiation is not carried out; products are sold at low prices.

With concentrated marketing the situation is the opposite. Products or services are designed for a specific group of customers.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing Strategies and Marketing Plan

There are 2 levels of marketing at an enterprise:

• Tactical;
• Strategic;

Tactical, or in other words, operational marketing involves developing short-term plans to achieve the organization's goals.

Strategic Marketing aimed at developing long-term prospects for the enterprise’s operation in the market. That is, they are assessed internal capabilities organization on the influence of the external market environment.

Marketing strategies are classified into the following groups:

• Market expansion strategy;
• Innovation strategy;
• Diversification strategy;
• Reduction strategy.

Market expansion strategy otherwise called a concentrated growth strategy. That is, the company's strategy is aimed at horizontal development, conquering a larger part of the market in the fight against competitors, and improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization’s activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of “survival” in the market with a certain type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy used when an enterprise remains on the market for a long time for longer efficient work. An organization may undergo reorganization or liquidation.

Marketing strategies are also distinguished by market coverage:

• Mass (undifferentiated) marketing strategy;
• Differentiation strategy;
• Individualization strategy;

Mass Marketing Strategy aimed at the entire market as a whole. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating new designs, etc.

Consumer Personalization Strategy aimed at only one market segment. The advantage is achieved through the originality of a product or service for a specific target group of customers.

Developing a marketing strategy consists of seven stages:

1. Market research;
2. Assessment of the organization's capabilities;
3. Assessing competitors' capabilities;
4. Setting marketing strategy goals;
5. Research of market segments and consumer interests;
6. Positioning development;
7. An economic assessment of the strategy is being carried out.

Stage 1. An analysis of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors is carried out.

Stage 2. To assess the capabilities of an enterprise, they carry out economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis.

Stage 3. Includes an assessment of the organization's competitiveness. Strategies of competitors, strengths and weak sides, ways to establish superiority over competitors.

Stage 4. At the next stage, the goals of the marketing strategy are established.

Stage 5. Includes research into customer needs and methods and time to market.

Stage 6. Specialists receive certain recommendations for enterprise management.

Stage 7. An assessment and analysis of economic strategy and control tools is carried out.

To summarize, we can conclude that a marketing strategy reflects a plan to achieve the company's business goals, which evaluate the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the organization’s marketing goals and objectives, as well as marketing strategies that will be applied in practice.

To specify the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

• The principle of rolling planning;
• Principle of differentiation;
• The principle of multivariance;

Rolling planning principle applied depending on the market situation. This principle involves introducing adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so amendments and adjustments to the plan are required annually in order to be competitive.

Principle of differentiation assumes that an established product or service cannot be liked by everyone. Therefore using this principle, it is possible to reorient to serve any category of consumers selected according to certain criteria.

The principle of multivariance involves the simultaneous development of several marketing plans for all possible situations.

The structure of the marketing plan is as follows:

• Determine the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis is a situational analysis that reflects the strengths and weaknesses, capabilities of the organization, as well as threats under the influence of internal and external environmental factors.

• Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

• Development of the organization's pricing strategy;

• Selection of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

• Scheme for selling a product or service;

Here it is necessary to highlight the product sales channels, whether they work effectively, in what quantities and how they are implemented in the organization.

• Implementation tactics and sales promotion methods;

At this point, it is necessary to decide on methods for selling goods or services that could be successfully used both in the short term and in the long term.

• After-sales service policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the qualifications of employees, and monitor their communication skills. It is also worth providing certain guarantees and additional services to your customers and comparing them with your competitors.

• Conducting an advertising campaign;

• Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

Thus, it should be concluded that a marketing plan is simply necessary for the successful organization of an enterprise. This is a kind of map that helps you navigate the economy as a whole, conduct an effective business and be competitive in the market, receiving high profits.

Business Marketing or B2B Marketing

Marketing in business or otherwise they call it marketingB2 B (business-to-business, business for business) is determined How business relations between industrial enterprises in a market where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristic features:

• Demand for business activities stems from consumer demand;
• An organization purchases a product or service to achieve its goals. That is, a business purchase is targeted in nature rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, consumer purchase is emotional in nature;
• Volume of goods or services purchased. An enterprise buys goods and services not individually, but in tens and hundreds of pieces, that is, it makes large purchases;
• The risk of buying a business is much higher than buying an ordinary consumer. The profit of the organization depends on this;
• Business purchases are made by professionals in their field. The purchasing decision is made by several specialists in this field;
• In B2B marketing, the seller knows the buyer's needs better and interacts closely with him;
• An enterprise that makes a business purchase hopes for further cooperation with the seller. Therefore, the provision of guarantees, service and installation plays a significant role here.

Network marketing

Network marketing (MLM - multi level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and transferred from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company assumes that distributors:

• Have you used this product yourself?
• Sold the product to customers;
• They attracted other sales agents to create a network of business entrepreneurs.

The manufacturer himself is responsible for organizing delivery. He ensures that the goods are delivered to the distributor's home. For effective work of sales agents, master classes and seminars are provided to develop sales skills and achieve success in their business.

For the entrepreneur network marketing is an attractive business because it does not require experience or a large initial investment in capital.

For the buyer network marketing also looks advantageous, since truly responsible MLM companies provide quality products and a guarantee for them. In addition, before purchasing a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent receives active income based on sales volume. And passive income is created through the creation and active development of a subnetwork of distributors.

However, although at first glance, network marketing seems to be an attractive business, in addition to its advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to an MLM business, you can use the following methods:

• Look for partners among your surroundings;
• Look for partners among your friends and acquaintances;
• to promote products;
• Look for partners through social networks;
• Meet new people and attract them to this type of business.

When we're talking about about network marketing, then an association immediately occurs with such a definition as a financial pyramid, the activities of which are prohibited on the territory of the Russian Federation.

The main difference between network marketing and financial pyramids is that the profit received by MLM companies is divided between distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of people attracted and their contribution to a non-existent product.

In addition, network marketing can be distinguished from a financial pyramid by the presence of:

• Marketing plan;
• Company guidelines and articles of association;
• The products themselves;
• Training systems.

The financial pyramid does not have a specific marketing plan; it is very confusing and incomprehensible. The company's management is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of questionable products. There is also no training system provided or it costs a certain amount of money, for which they issue cheap advertising brochures.

Network marketing provides training for sales agents on a free basis, or training CDs, books or videos on the Internet are issued for a symbolic amount.

Vivid examples of the successful development of network marketing are the companies Amway, Avon, Oriflame, Faberlic and Mary Kay.

To summarize, we can conclude that network marketing is aimed at promoting a product and rewarding the distributor for the work done, and the main goal of a financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for promoting goods and services.

Internet Marketing represents the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to a website or blog, who in the future will become buyers of certain goods and services.

Tools for increasing sales of goods and services and increasing website traffic are:

Helps create and strengthen relationships with certain target group, who has subscribed to the newsletter.

• Traffic arbitrage – purchasing and resale of traffic at a higher cost;

Internet marketers face the following challenges:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the information received;
• Monitor the operation of the site;
• Maintain the company's image on the Internet;
• Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing includes strategies such as:

• Viral marketing;
• Comprehensive online marketing;

Viral Marketing is the most challenging yet most rewarding online marketing strategy. It is focused on creating so interesting information, which everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is used using:

• Use of videos;
• Use of online games;
• Use of the company website;
• Writing a provocative article that can cause resonance and will be discussed among users;

Effective work and success can be achieved by combining viral marketing on social networks with advertising.

The main advantages of viral internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective because it does not require special costs. The Advertising Law does not apply to viral advertising. That is, there is no censorship or any restrictions, which makes Internet marketing freer.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the supplied material may be distorted.

Comprehensive Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

• Strengthening traditional marketing;
• Processing all market segments;
• Advertising profit reports;
• Sales control in branches;
• Building a unified system for promoting a product or service;
• Telephony construction;
• Sales training;

Under PR (PR) means increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps increase company revenue, attract potential customers, and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

• Large target audience coverage;
• Obtaining information at home;
• Low advertising costs.

Conclusion

In conclusion, I would like to say that marketing is a very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply a particular marketing strategy, you can remain competitive in the market for a long time while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.