What is marketing - a complete overview of the concept, its definitions, functions and types in simple words from practitioners. Why are marketers needed? Why do you need a marketer in a company

Small businesses in their marketing activities often miss a lot milestones associated with the company's marketing. For example, they find a targetologist and launch advertising campaigns in in social networks. Or a context specialist. And launch ads in the search. What is wrong with this approach?

To bookmarks

The risk of wasted budget is very high!

Why is diving necessary? Study the product and target audience. What exactly do you sell? What customer problem are you solving? Why do customers choose you and not others? How are you different from others? Who is your buyer? What are his motives for purchasing your product? Why does he choose you? Where does the customer go if they don't buy from you? And many other questions.

To use the right words, convey exactly those thoughts that will influence the client's choice in your favor. In any ad, you are competing for the audience's attention and trying to gain credibility. How to do it? This is what marketing is for.

A marketer is needed for:

Decide on target audience

Form competitive advantages and USP

Develop a persuasion scheme for a potential client

Implement it all on the landing page (landing page, website or social networks) by yourself or with the help of contractors

Set up data collection on the site (application and call forms, analytics, goals, events)

Set the right goals for professionals

You must know and understand what indicators affect your business. If we consider the Internet, then for example this is the number of people who come to the site from one source or another, how many of them fill out an application, call. How to increase their number, what affects it?

These are questions for the marketer. The target or context specialist is responsible for traffic. And what happens to him next is your concern. Therefore, the model with payment for the result is not so popular.

Because this very result depends on many factors, most of which a narrow specialist cannot influence.

A marketer is needed for:

analyze each acquisition channel

understand page conversion and how to increase it

Give tasks to narrow specialists to adjust advertising campaigns

Sooner or later, the usual tools will exhaust themselves and you will need to look for new ways to attract customers. Who will be doing this? Who evaluate their profitability and effectiveness for your business.

A marketer is needed for:

Search and testing of new communication channels

Scaling successful channels

Of course, these are simplified examples. From business to business, the range of tasks will differ, but in general it is clear that you cannot do without a marketer. Or it will all fall on the shoulders of the leader.

04Feb

Hello! In this article we will talk about marketing in simple words- what is it, why and how to apply it in the enterprise.

Today you will learn:

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

The concept of marketing: goals and objectives

There are at least 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

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

In a broad sense, many marketers consider marketing as a business philosophy, i.e. the ability to study the market, the pricing system, predict and guess the preferences of customers, 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 purpose of marketing in the enterprise is customer satisfaction.

And the well-known economic theorist Peter Drucker notes that the main goal of marketing is to get to know the client so that the product or service can sell itself.

To achieve the goal of the organization, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. Careful study of the pricing system in the market and development of the pricing policy of the organization;
3. Analysis of competitors' activities;
4. Creation of a range of goods and services of the organization;
5. Release of goods and services corresponding to demand;
6. Service maintenance;
7. Marketing communications

When solving marketing problems, it is necessary to 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 their marketing, improvement of technologies;
5. Agile response of the organization to ever-changing demand.

Marketing Functions

Marketing performs a number of functions:

1. Analytical;
2. production;
3. Function of command and control;
4. Sales function (sales);
5. Innovative.

Analytic function involves the study of external and internal factors influencing the organization, the study of consumer tastes and the range of goods. It should be noted that it is necessary to analyze internal environment organizations in order to control competitiveness in the market.

production function includes the development and development of new technologies, the organization of the production of goods and services, the organization of the procurement of material and technical resources, necessary for the enterprise. In addition, the production function refers to the management of quality and competitiveness. finished goods or services, i.e. maintaining the quality of the product according to established standards.

Command and control function ensures the process of planning and forecasting at the enterprise, the organization of the communication system, Information Support and risk management.

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

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

To solve problems and achieve goals in marketing activities the following marketing methods should be applied:

• Market research:
• Interview;
• observations;
• Methods of demand formation and sales promotion;
• Analytical methods:
• Analysis external environment organizations;
• 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 the satisfaction of his needs.

Types of marketing

According to demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

Type of marketing	State of demand	A task	How to solve the problem
Demarketing	High	Lower demand	1. Raise the price
conversion marketing	Negative	Create demand	1. Development of a plan for promoting a product or service 2. Re-release of goods 3. Cost reduction
promotional marketing	Missing	stimulate demand	Reasons for lack of demand must be considered
Developmental marketing	Potential	Make potential demand real	1. Determine the needs of buyers 2. Create new product or a service that meets those needs
Remarketing	Decreases	Restore demand	Look for ways for a new revival of demand
Synchromarketing	fluctuates	stimulate demand	1. Adjust the price (lower if necessary) 2. Promotion of a product or service
Supportive Marketing	Corresponds to the offer	stimulate demand	Properly lead pricing policy, promote sales, conduct advertising, control costs
Counter marketing	Irrational	Reduce demand to zero	Stop product release

• 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 during the cold season, when the demand for electricity increases many times over. Since this can negatively affect the entire power grid system, and very expensive equipment can 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 to promote a product or service, lower prices or re-release the product. To promote a product or service with negative demand, advertising and PR are used.
• promotional marketing used when there is no demand. It is necessary to stimulate demand, taking into account the very reason for the lack of demand in the first place.

There may be no demand for products if:

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

In order to interest the buyer and increase demand, the company uses tools such as a sharp decrease in the cost of a product or service, promotional activities, application of trade marketing methods, etc.

• Developmental marketing - a type of marketing in which potential demand must be turned into real. That is, it is necessary to determine the needs of buyers and create a new product or service that meets these needs.
• Remarketing used in a situation where you need to revive demand. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into a product or service. For example, Clear Vita ABE Anti-Dandruff Shampoo was first created with the new Zinc Pyrithione formula and the unique Vita ABE formula 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 shampoos Clear Men and Clear Woman.
• Synchromarketing - a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The task of synchromarketing is to smooth out irregular demand by setting flexible prices and various ways to promote products. This type of marketing is usually used in case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that strongly affect demand. A striking example of the use of synchromarketing is the offer of various set meals and business lunches in cafes and restaurants during the day at a reduced price. Since there are much fewer visitors during the day than in the evening, therefore, daytime prices are lower than evening ones.
• Supportive Marketing an organization uses when demand matches supply and needs to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to correctly conduct a pricing policy, stimulate sales, conduct advertising, and control costs.
• Counter marketing It is used when there is a 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.

Based on market coverage There are mass (undifferentiated), concentrated (target) and differentiated marketing.

The concept of undifferentiated marketing involves a product designed for all market segments. Product differentiation is not carried out, products are sold at low prices.

With concentrated marketing the situation is reversed. Goods 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 in an enterprise:

• Tactical;
• Strategic;

Tactical, or otherwise, operational marketing implies the development short term plans to achieve the goals of the organization.

Strategic Marketing is aimed at developing long-term prospects for the operation of the enterprise in the market. That is, the internal capabilities of the organization to influence the external environment of the market are evaluated.

Marketing strategies are classified into the following groups:

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

Market expansion strategy otherwise called the strategy of concentrated growth. That is, the company's strategy is aimed at horizontal development, conquering most of the market in the fight against competitors, 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 particular 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 for a long stay of the enterprise on the market for more effective work. The organization may reorganize or liquidate.

Marketing strategies are also distinguished by market coverage:

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

Mass Marketing Strategy directed to the whole market. 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 a new design, etc.

Consumer individualization strategy directed at only one segment of the market. The advantage is achieved by the originality of the product or service for a specific target group of customers.

The development of a marketing strategy consists of seven stages:

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

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

Stage 2. To assess the capabilities of an enterprise, 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. The next step is to set the goals of the marketing strategy.

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

Stage 6. Specialists receive certain recommendations for managing the enterprise.

Stage 7. Evaluation and analysis in progress economic strategy and control tools.

Summarizing a little, we can conclude that marketing strategy reflects a plan to achieve the goals of the company, which evaluates 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 goals and objectives of the organization's marketing, as well as marketing strategies that will be applied in practice.

To concretize 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;
• The principle of differentiation;
• The principle of multivariance;

Rolling scheduling principle applied depending on the market situation. This principle involves the introduction of adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so every year it is necessary to make amendments and adjustments to the plan in order to be competitive.

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

The principle of multivariance provides for the development of several marketing plans at the same time for all possible situations.

The structure of the marketing plan is as follows:

• Define the mission of the organization;

The mission of an organization is to define strengths to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis is a situational analysis that reflects the strengths, weaknesses, opportunities of an organization, as well as threats influenced by internal and external factors environment.

• 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;

• Choice 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 distribution channels for products, whether they work effectively, in what quantity and how they are implemented in the organization.

• Implementation tactics and methods of sales promotion (marketing);

In this paragraph, it is necessary to determine the methods for the sale of goods or services that could be successfully used both in short term, as well as in the long term.

• After-sales policy;

Here we need to constantly improve the after-sales service system. The level of service should be compared with competitive enterprises, improve the skills of employees, monitor their communication skills. In addition, it is worth providing certain guarantees and Additional services to their customers and compare them with their 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 the marketing plan is simply necessary for the successful organization of the enterprise. This is a kind of map that helps to navigate the economy as a whole, to efficient business and be competitive in the market, earning high profits.

Marketing in business or B2B marketing

Marketing in business or otherwise it is called marketingB2 B (business-to-business, business to business) is determined how business relationship 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 a market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristics:

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

• Have you used this product yourself?
• Selling a product to customers;
• Involved other sales agents to create a network of business entrepreneurs.

The manufacturer is responsible for organizing delivery. It ensures that the goods are received by the distributor at home. For the effective work of sales agents, master classes, seminars are provided to develop sales skills and achieve success in their business.

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

For the buyer network marketing also looks good, as truly responsible MLM companies provide quality products and a guarantee for them. In addition, before buying a product, the consumer receives all necessary information about him and receives the goods at home.

Network marketing provides for active and passive income. The agent earns active income from the volume of sales. BUT passive income is created through the creation and active development of a subnetwork of distributors.

Nevertheless, at least at first glance, network marketing is seen as an attractive business, in addition to advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

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

• Look for partners among your surroundings;
• Look for partners among the environment of your friends and acquaintances;
• to promote products;
• Search for partners through social networks;
• Meet new people and involve them in this species business.

When it comes to network marketing, then immediately there is an association with such a definition as a financial pyramid, the activity of which is prohibited on the territory of the Russian Federation.

The main difference between network marketing and financial pyramids is that the profits of MLM companies are divided among distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of attracted people 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;
• The management and articles of association of the company;
• the products themselves;
• Learning systems.

The financial pyramid does not have a specific marketing plan, it is very confusing and incomprehensible. The management of the company 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 dubious products. Also, there is no training system or it costs a certain amount of money, for which cheap advertising brochures are issued.

In network marketing, training of sales agents is provided for free, or for a symbolic amount, training disks, books, or videos on the Internet are issued.

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

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

Internet Marketing

Internet marketing is currently a relevant innovation for the promotion of goods and services.

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

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

Tools to increase sales of goods and services and increase the number of site traffic are:

Helps to create and strengthen relationships with a specific target group that subscribes to the newsletter.

• Traffic arbitrage - buying and reselling traffic at a higher cost;

Internet marketers are faced with the following tasks:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the received information;
• Monitor the operation of the site;
• Maintain the image of the company 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 involves strategies such as:

• Viral marketing;
• Integrated online marketing;

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

Viral attraction of people is applied with the help of:

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

Efficient work and success can be obtained by combining viral social media marketing with advertising.

The main advantages of viral Internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require special expenses. The Advertising Act does not apply to viral advertising. That is, there is no censorship, no restrictions, which makes internet marketing more free.

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

Integrated 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 of all market segments;
• Advertising profit reports;
• Sales control in branches;
• Building unified system promoting a product or service;
• Construction of telephony;
• Sales training;

Under publicityPR) refers to increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps to increase company revenues, attract potential clients 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 coverage of the target audience;
• Getting information at home;
• Small 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 this or that marketing strategy, you can stay 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.

Surely you have met such people who work effortlessly, and everything they come up with flies like hot cakes. Those who spend considerable resources on building a marketing system in business always want to ask these lucky ones: “How do you do it? How much do you spend on advertising? And the answer most often sounds: “Why do I need advertising: it sells itself!” My teacher for marketing research I liked to say that if everything is already sold, marketing is not needed. Let's see how true this statement is.

Marketing is not promotion or advertising

Advertising is any communication that we carry out for the direct sale of our product. The advertisement will be a post on the social network with the call “Come to the training!” and a TV commercial promising "My yogurt is the best!"

In a situation where “everything is already on sale,” advertising is really not needed. When production capacities are fully loaded, there is an opportunity for growth: you can increase production, expand product line and so on. And with growth, advertising support may be required. But here and now it is not needed.

BUT promotion- these are actions aimed at maintaining your brand as a whole. This includes speaking at conferences, interviews, publications in some publications, blogging, and so on.

Even if everything is sold here and now, promotional actions are most likely justified as an investment in future sales. You don't need a promotion if you're suffocating under a flood of applications and your problem is small opportunities. Simply put, you cannot and do not want to make more product or provide more services. And if you wanted to, you would expand production - which means you would need support in the form of promotion and advertising.

Marketing is a broad concept.

Marketing is needed to understand what product A will be and how much it can cost. Come up with such discounts that they are in favor of profit. Or vice versa, you have to raise the price. You need to come up with product B and make it so that after buying product A, the client automatically buys B. Creating product packaging also applies to marketing. Packaging can be both tangible and intangible (descriptions and evidence for sale). It will not be superfluous to build an affiliate system in order to sell your product by proxy. And you also need to understand what prevents your client from choosing you, talking about himself in such a way that “superfluous” ones, not your clients, do not come. All this is marketing.

Does anyone really need marketing?

I believe that strong intuitives, who are not interested in achieving any specific indicators in their business or private practice, do not need special marketing actions.

Strong intuits are precisely those who "sell themselves." It seems to me that this is a special talent - to feel your client and intuitively do exactly what the client needs, and exactly the way it is needed.

If this is you, then maybe you don't need to bother yourself with marketing in order not to frighten off inspiration. After all, it is known that when trying to complicate things, simple intuitive solutions can suffer. And using inspiration and a sixth sense as fuel, you can make successful projects without a “smart” marketing basis.

On one condition - I mentioned it above - if you do not have clear quantitative goals in your project and there is no task of growth in business.

For example, if you make handmade jewelry (teach English via Skype, conduct psychological consultations), all this is sold by word of mouth, through acquaintances, feeds you enough to make you happy and carefree, and you do not have a goal to build a project that brings, say, passive income, when you may need separate marketing tools (for example, you go to make a convenient website or competently manage social networks), then you don’t need to build a system. And so there is something to eat.

Note that I am not saying that such intuitive projects without KPIs (target indicators) are bad. It's great, actually. I believe that it is not the person who serves the business, but the business person. And if you personally are happy in your business, then why load this happiness from above. I myself periodically dissuade me from going to trainings exactly for this reason.

In other cases, as soon as you set out to make a business, grow a private practice into some kind of stable and profitable system, develop a freelance project, marketing is your first and best friend.

The main thing to remember is that marketing is not general advertising or senseless and merciless promotion. This is the construction of such a system (from scratch, from the foundation, from getting to know yourself and the client, from carefully thinking through the product, and so on), in which even advertising may be superfluous. As a last resort, you will know which buttons to press so that the marketing system you have created works stably.

Marketing management in an enterprise is the planning and organization of marketing activities to achieve the goals and objectives of the company.

In this article, we will talk about the role marketing plays in the life of an enterprise, how the marketing management process is built, and why all this is needed.

Why marketing is needed, and what is its role in managing an organization

Why is it so important to any business? Many people associate marketing with advertising. But in fact, this concept is much broader.

In short, marketing is the organization of production and marketing of products based on the study of market needs. Therefore, marketing includes a whole range of activities:

• Planning
• Organization
• Pricing
• Product development
• Promotion
• Sales to buyers

Marketing allows you to understand what the market needs. And then - how to give the market desired product while maintaining the competitiveness of the company and making a good profit.

To determine what goods the company will produce, to whom and how to sell, what price to set - all these are the tasks of marketing. Plus analytical work to identify and improve strengths. Based on marketing data, decisions are also made to close unprofitable and unclaimed product lines.

Marketing decides key tasks, which determine the vector of enterprise development.

What is marketing management

Marketing management is a complex of all marketing activities (analysis, planning, organization and control). Two main goals:

• Establish and maintain contacts with consumers
• Realize the achievement of company objectives

The main task of marketing management is to ensure the profitability of production and bring profit to the company. Achieve a strong position in the market among competitors.

How to manage marketing? Control concepts according to Kotler

Philip Kotler
Philip Kotler identifies 5 basic concepts on the basis of which commercial enterprises conduct their marketing activities.

1. The concept of production improvement. According to this concept, consumers will be more inclined to buy goods that are widely available and affordable. Therefore, the enterprise should focus all its efforts on improving the efficiency of production and the distribution system. Cheaper goods - more demand.

2. The concept of product improvement. Consumers will be better off buying products that offer the most high quality, properties and characteristics. With this concept, all efforts should be directed to the continuous improvement of products. Flawless goods - high demand.
The concept of intensifying commercial efforts. In order for consumers to buy, you need to make efforts in the field of marketing and sales promotion. Strong advertising campaigns - more sales.

3. The concept of intensifying commercial efforts. In order for consumers to buy, you need to make efforts in the field of marketing and sales promotion. Strong advertising campaigns - more sales.

4. Marketing concept. To achieve the goals of the enterprise, it is necessary to determine the needs and requirements of the market (potential consumers). And meet those needs in effective ways. More efficient than those used by competitors. Give the consumer what he needs.

5. The concept of social and ethical marketing. Based on a new production philosophy. The main idea of ​​the concept is to take care of safety environment. Therefore, the main tasks of the company: to make a profit, satisfy the interests of consumers and satisfy the interests of the whole society. Give the consumer what he needs + improve the welfare of society.

All these concepts are a kind of evolution of approaches to marketing activities. AT modern marketing certainly need to bet on the last two concepts. That is, to produce only those goods that the market needs. This means that they will definitely be sold. And it is desirable that production brings as little harm to the environment as possible.

The “stamp the goods, and then somehow sell” approach does not work now. Works - taking care of consumers and their needs.

Marketing Management Process: 4 Steps

To survive in the competition, the company must offer consumers valuable products. The following chain works: a valuable product → consumers are willing to buy → the company makes a profit.

Marketing management is necessary in order to:

• Determine what the market needs
• Give the market the right product and make a profit

The marketing management process consists of four steps:

1. Analysis of market opportunities.
2. Selection of target markets.
3. Development of a marketing mix.
4. Implementation of the marketing concept.

Now let's take a closer look at what each stage is needed for and what it consists of.

1. Analysis of market opportunities

At this stage, the company must study the markets and understand how they are suitable for the implementation of its plans. It also includes an analysis of new markets and a discussion of marketing opportunities.

Marketing Opportunity- an attractive direction in which the company can get competitive advantage. Exactly matches the goals and resources of the company.

2. Selection of target markets

Studying current demand conditions and predicting future performance. If the indicators and demand forecast in specific markets suit the company, these markets are selected as target markets. A company can choose one or more markets as a target.

At this stage Special attention also given, which the company plans to bring to market:

• What properties should the product have?
• Which of the properties are priority for consumers
• Is there a demand for specific combinations of properties
• Create a fundamentally new product or produce a product similar to existing solutions on the market

3. Development of the marketing mix

The marketing mix is ​​all the ways in which a company can manage the demand for a product. The basic marketing mix model is represented by the 4P formula: Product, Price, Promotion, and Place.


product(product) - what and how the company offers consumers. In what form the product will be sold, in what packaging, etc.

price(price) - setting the price that consumers will be willing to pay for the product. It is important that the price matches the value of the product for consumers. If the price is too high, consumers will go to competitors.

Promotion(promotion), or methods of stimulating demand. Determining the ways in which the company will inform consumers about the benefits of the product. What advertising channels should be used, what to base advertising campaigns on, what advantages of the product to focus on.

place(distribution) or marketing. Determination of the best options for product distribution. Selection of wholesalers and retailers, solution of questions of logistics and storage of goods.

4. Implementation of the marketing concept

The key points of this stage are the creation of a planning and control system. A planning system is needed for:

• Analysis of the company's activities
• Search for strong products and development of their production
• Reducing or closing the production of weak goods that do not bring sufficient profit

On the basis of analytical information, a marketing strategy is developed, which is aimed at achieving the company's goals and methods of control over its implementation are determined.

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Conclusion

Marketing management in any company is an important process that solves key tasks:

1. Market analysis. Demand, consumer segmentation, everything about the needs of the market.
2. Direction of work. What to produce so that customers are satisfied and the company makes a profit.
3. Competitiveness. How to outperform competitors by developing new products or focusing on a different market segment.
4. Efficiency of production and business processes. How to organize the activities of the company in order to successfully complete all marketing tasks.
5. Distribution of resources. Strong directions - to strengthen, weak - to cut off.

5681

Marketing is a process that allows you to anticipate the needs of customers, conduct advertising companies and improve production in order to increase sales.

In my practice, I use two concepts:

• Marketing is selling a product
• Marketing is about meeting consumer needs

You can also say that marketing is a strategy for quickly changing sales tactics in response to changing consumer demand.

Should I study marketing?

Of course yes. By studying marketing, we determine the needs (needs) of consumers and find the most effective algorithms for fulfilling them.

Here are a couple of examples from my own life:

My friend graduated from the university with a degree in marketing. After talking about my business, he immediately offered several effective ways income increase. At first I did not hear him, because he is just a boy who has just finished his studies and still has no experience at all. But after almost two years, he discovered that only now he began to understand how right he was.

Three years ago, I told a friend about blogging. He listened and developed his algorithm for promoting blogging in the market. Without thinking twice, he carried out his idea. The result exceeded all expectations. With no understanding of SEO and the psychology of blogging, he was able to sell information for hundreds of thousands of dollars. Watching my friend from the side, I realized that I really lack the knowledge that is given in higher educational institutions.

Marketing needs to be learned - it's a science.

Of course skills good seller help to find extraordinary ways to increase sales, but why reinvent the wheel when smart people, has already been invented and put into production.

My Marketing Articles:

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Some concepts revealing the principles of marketing

This topic is very voluminous, so in this article I will describe only some of the concepts of marketing:

Need- a person's feeling of lack of something.

Need- the need of a person, which has taken a specific form. Many people confuse need with need, and because of this, they miss out on significant sales of goods.

For example, a person has a need for clean, healing water. The supplier of mineral water believes that the consumer needs it mineral water and makes deliveries. But the consumer chooses the water of competitors, as it is cheaper and possibly not worse. Thus, the supplier was trying to solve the need, not the needs, and because of this he lost the fight for the buyer.

Demand is need + purchasing power. There are many factors that affect purchasing power, and the least of them is the financial side. The need is not only for filling the need, but also for quality characteristics, such as reliability, environmental friendliness, aesthetics, etc.

Product- anything that can fulfill human needs or needs. Goods can be not only physical or intellectual objects. It can also be the replacement of one idea with another.

Exchange It is the foundation on which marketing is built.

An exchange always has the following properties:

Exchange participants must be at least two

Each participant must have a product that another participant needs

In the conventional sense, one has money, the other has goods. This type of exchange is called Deal .

Market- this is potential buyers goods. Given that potential buyers exist in almost all areas of human life, it can be argued that there are a large number of markets that provide all the needs of people, i.e. there is a market food products, market, education market, real estate market, tourism market, etc.

Outcome

Even with a basic understanding of marketing, sellers can develop their own schemes for promoting goods and services in order to make a profit.

Therefore, the more you learn about marketing, the easier it will be for you to sell and the more you can earn.

Many aspiring entrepreneurs are faced with the problem of not being able to set the right price for their goods or services. I can give them only one advice - study marketing.

In future articles, I will definitely talk about the formation of the market, prices and consumer demand. Announcements for these articles will be displayed on this page above, in the section " My Marketing Articles»