Marketing business. Marketing in the modern world. Marketing strategies and marketing plan

Today it is impossible to find a single company that would not use in its activities. Everyone, from the individual entrepreneur to the international corporation, promotes their products or services in one way or another, builds relationships with their customers, and builds their image in the entrepreneurial marketplace.

The basics of marketing imply the existence of a goal, mission and strategy for the company. They are not always expressed in the form of written and official documents, but each owner always keeps in mind the way he wants to achieve. To better understand the functions of marketing, it is necessary to turn to the origins and find out what led to its formation.

Components of Marketing

If you look closely, the basics of management and marketing are very similar. This happened because of the commonality of the sciences that formed the foundation of their formation. Sociology, psychology and economics form the basis of marketing. Each of these areas has made a huge contribution to the formation of relations between the product, brand, company and consumer.

Social part of marketing

Social relations and well-being, which are studied by sociology, help marketers understand which goods society is already ready for, and which should be delayed. For this reason, there is a constant study of the life of society, its political, economic, religious and moral components. There is also a goal which is to create a positive image in the eyes and consumers. At the same time, its basis is the principle of attracting customers due to the popularity of the company and the trusting attitude towards it on the part of authoritative bodies and people.

Psychological component

The study of the behavioral factor formed the basis of Internet marketing. It is in this way that the user's behavior while visiting the pages of the site is analyzed with particular care, as well as how the information displayed there will correspond to his ethical standards and ideas. Most advertising campaigns are carried out taking into account the psychological characteristics of a particular

Economic part of marketing

Marketing, like any science, is subject to analysis. Any event carried out within its framework should give a positive financial result. It is its digital value that forms the basis of marketing in economic terms. To determine the effectiveness of an advertising campaign, economic formulas and postulates are used.

Thus, the foundations of marketing lie in social relations, emotional characteristics and economic benefits. To conduct effective advertising and image campaigns, it is necessary for each company owner, guided by these principles, to take the company to a new level, increase profits and win a good name for itself. The rule is simple: the profit received directly depends on the satisfaction of the end user.

Marketing is a type of human activity aimed at satisfying needs through exchange.

Marketing- a social and managerial process aimed at meeting the needs and requirements of both individuals and social groups through the creation, supply and exchange of goods and services.

Marketing is to profit from .

Marketing- a market concept for managing the production and marketing activities of an enterprise, aimed at studying the market and specific consumer needs.

What is marketing? Many people think that marketing is just sales. And this is not surprising: every day we are bombarded with hundreds of commercials, newspaper ads and sales messages. However, advertising and sales are nothing more than marketing components. They exist as two essential components of marketing.

Marketing is a process that consists in predicting the needs of potential buyers and in meeting these needs by offering appropriate goods - products, technologies, services, etc.

TO main types of marketing activities relate:

research (consumer, product, market);
R&D (coordinated with marketing activities);
planning;
price policy;
package;
complex of marketing communications (media advertising, public relations, sales promotion, direct marketing);
sales activities (work with the staff of the distribution network, training, control, organization of special sales systems, measures to optimize sales in the field, etc.);
development of a system for distributing goods to sales outlets;
international operations;
after-sales service.

Purpose of marketing

The goal of modern marketing is not a sale or by any means (including defrauding the buyer), but .

Purpose of marketing- attract new customers by promising them the highest value, and retain old customers by constantly satisfying their changing ones.

The main task of marketing Understand the needs and requirements of each market and choose those that their company can serve better than others. This will allow the company to produce higher quality products and thereby increase sales and increase its revenues by better meeting the needs of target customers.

Marketing begins long before a company has a finished product. Marketing begins with the fact that managers identify people, calculate their intensity and volume, determine the company's ability to satisfy them. Marketers continue to work on products throughout their entire life cycle. They try to find new customers and retain existing ones by improving the consumer properties of the product and using sales reports and feedback for this purpose. If the marketer has done a good job of understanding the needs of the customer, creating a product that meets the requirements of the buyers, setting a reasonable price, properly distributing the product and conducting an advertising campaign, then it will be very easy to sell such a product.

Marketing is the social and managerial process by which individuals and groups satisfy their wants and needs through the creation and exchange of goods of value.

To explain this definition, it is necessary to consider several concepts directly related to marketing:

- Feeling the need to meet basic needs
and - a specific form of satisfaction of human needs
demand - the need for certain goods, expressed in the ability of a person to acquire them
- assessment by the consumer of the ability of the product as a whole to satisfy his needs
- the act of acquiring some desired product for something offered by the other party.

Marketing Principles

In modern economic practice, the relationship of the organization with the majority of market entities should be based on the principles of marketing.

Basic principles of marketing:

Scientifically practical market research and production and marketing opportunities of the enterprise.
Segmentation. Its meaning lies in the fact that the company identifies for itself the most appropriate market segment (homogeneous group of consumers), in relation to which it will conduct market research and product promotion.
Flexible production and marketing response involves rapid change depending on changing market requirements, the elasticity of supply and demand.
Innovation involves improving and updating the product, developing new technologies, introducing new methods of working with consumers, entering new markets, updating advertising, new, new methods of marketing.
Planning involves the construction of production and sales programs based on market research and market forecasts.

Thus, marketing should be considered as economic, social, managerial and technological processes based on the following basic principles:

constant study of the state and dynamics of the market;
adaptation to market conditions, taking into account the requirements and capabilities of end users,
active formation of the market in the directions necessary for the organization.

Management of the organization's behavior based on the principles of marketing should ensure work in a dynamic, continuous (ring) mode, which ensures the organization's flexibility and adaptability to turbulent changes in the market environment.

The purpose of managing the organization's behavior based on the principles of marketing is to determine the promising areas of the organization's activities in the market that provide the organization's competitive advantages with minimal resources.

The main tasks of marketing:

Research, analysis and assessment of the needs of real and potential consumers of the company's products in areas of interest to the company.
Marketing support for the development of new products and services of the company.
Analysis, assessment and forecasting of the state and development of the markets in which the company operates or will operate, including research into the activities of competitors.
Formation of the assortment policy of the company.
Development of the company's pricing policy.
Participation in the formation of the strategy and tactics of the company's market behavior, including the development of pricing policy.
Sales of the company's products and services.
Marketing communications.
Service maintenance.

Functions and types of marketing

The main functions of marketing:

planning;
organization;
coordination;
motivation;
control.

Additional features unique to marketing:

comprehensive market research (detailed study);
analysis of production and marketing opportunities of the enterprise;
development of a marketing strategy and program;
implementation of commodity policy;
implementation of pricing policy;
implementation of marketing policy;
communication policy;
organization of marketing activities;
control of marketing activities.

Types of marketing

Depending on the scope and object of application, the following types of marketing are distinguished:

Domestic marketing: the sale of goods and services within the country.
Export Marketing: Additional Research into Foreign Markets and Distribution Services for Efficient Exports.
Import marketing: a special kind of market research to ensure high performance procurement.
Scientific and technical marketing is associated with the sale and purchase of the results of scientific and technical activities (patents, licenses).
Direct investment marketing: studying the conditions for investing capital abroad and attracting foreign investment.
International marketing: selling or buying a product from a national enterprise in another country.
Nonprofit Marketing: Creating a positive public opinion about specific individuals, organizations, places, or ideas.

Demand States and Marketing Challenges

Demand can be: negative, absent, hidden, falling, irregular, high-grade, excessive, irrational.

Negative demand caused by the negative attitude of buyers to a product or service. The task of marketing under these conditions is to analyze why the market dislikes the product, and whether the marketing program can change the negative attitude towards the product through its alteration, price reduction and more active promotion.

Lack of demand. Target consumers may not be interested in the product or indifferent to it. The task of marketing is to find ways to link the inherent benefits of the product with the natural needs and interests of the person.

Hidden Demand- this is when many consumers cannot satisfy their desires with the help of goods and services offered on the market (harmless cigarettes, more fuel-efficient cars). The task of marketing is to assess the size of the potential market and create effective products and services that can satisfy demand.

Falling demand. The task of marketing is to analyze the reasons for the decline in demand and determine whether sales can be stimulated again by finding new target markets, changing product characteristics, etc.

Irregular demand(fluctuations on a seasonal, daily and even hourly basis): - rush hours in transport, congestion of museums on weekends. The task of marketing is to find ways to smooth out fluctuations in the distribution of demand over time through flexible pricing, incentives, and other incentives.

Full demand. Such demand usually occurs when the organization is satisfied with its sales volume. The task of marketing is to maintain the existing level of demand, despite changing consumer preferences and increasing competition.

Excessive demand is when the level of demand is greater than the ability to meet it. The goal of marketing, referred to in this case as "demarketing", is to find ways to temporarily or permanently reduce demand, rather than eliminate it.

Irrational demand, i.e. demand for unhealthy goods and services; cigarettes, alcoholic drinks, drugs, etc. The task of marketing is to convince such amateurs to give up such habits.

What is marketing - definition, tasks and types. Fundamentals, principles and strategies of marketing. Concepts of marketing in the modern world

Hello dear readers! You are welcomed by the authors of the HiterBober.ru business magazine Alexander Berezhnov and Vitaly Tsyganok.

Today we will talk about such an important concept in entrepreneurial activity as "Marketing". In modern society, it is very common and is used mostly in business circles.

From the article you will learn:

What is marketing - definition, tasks and types;
Fundamentals, principles and strategies of marketing;
Concepts of marketing in the modern world.

After studying the information in the article, you will get a comprehensive understanding of marketing as a modern market phenomenon, as well as learn about the intricacies and features of this phenomenon and will be able to implement them in your business today.

1. What is marketing - definition, goals, objectives and functions

Having an idea of what marketing is and how it works is useful for private entrepreneurs, network moneymakers, applicants who want to study this science, and everyone who wants to understand how the modern economy works.

There are hundreds of definitions of marketing. We have selected the most accurate and understandable of them.

Marketing is a social and managerial process, the purpose of which is to satisfy the needs of individuals or social groups through the supply and exchange of services and goods.
Marketing is a market concept that governs the production and marketing of manufactured products.
Marketing– scientific and applied activity aimed at a comprehensive study of the market and individual consumer requests.

And the shortest definition: marketing - profit from meeting the needs of the consumer.

The word "marketing" in translation from English means "market activity". In a broad sense, this is a set of processes for the production, promotion and provision of products to consumers and management of customer relationships with the purpose of generating income for the organization.

Considering marketing as just advertising and the art of selling is not entirely true. Advertising and sales are only integral, but by no means the only components of marketing. The concept of marketing as a scientific discipline also includes such elements as pricing policy, consumer psychology research, work with market mechanisms and technologies.

Story

The first courses in the discipline, later called marketing, were taught at the beginning of the 20th century at US universities - Berkeley, the University of Michigan and the University of Illinois.

In 1926, the National Marketing Association was established in the USA. Later, similar organizations appeared in Europe, Australia, and Japan.

In the 20th century, marketing gradually became the philosophy and the main concept of management and economic theory. By the middle of the century, this science was combined with management theory, forming a new, primarily market-oriented discipline.

In addition to sales, marketing theorists and practitioners began to engage in detailed market analysis and the establishment of long-term economic ties with consumers. Even later, within the framework of marketing theory, such concepts as “market segmentation”, “customer lending”, and “after-sales service” arose.

Modern marketing is the strategic management of production, marketing, advertising and provision of goods to the consumer with the long-term goal of obtaining continuous benefits from economic relationships.

One of the main marketing tools is advertising. We have already written in detail in one of the previous articles.

Types of marketing activities, goals and objectives

The main types of marketing activities:

research of the market, goods, needs of buyers;
research and development work coordinated with marketing goals;
enterprise activity planning;
price policy;
creation of product packaging;
work with marketing communications - advertising, public relations, promotion, direct marketing;
sales - work with the distribution network, staff training, control, creation of special sales systems, optimization of sales in the field;
after-sales customer service.

Functions, tools and principles of marketing are constantly being improved and developed. It is a lively, relevant and highly profitable activity that employs millions of people around the world.

Aspiring entrepreneurs, sometimes without even knowing it, constantly use the developments and practices of marketing: the better they learn the basics of this science, the higher the productivity of their business will be.

The main goal of modern marketing is not the sale of goods and services in any way (including deception), but the satisfaction of the needs and needs of customers. In a narrower sense, marketing activities are aimed at attracting new consumers and retaining old ones by offering them higher consumer values and taking into account constantly changing demands.

The main task of marketing is to understand the needs of each market segment and choose those that a particular company can serve better than others. If this goal is achieved, the company will be able to produce higher quality products and increase its profits by satisfying the target group of customers.

More detailed marketing tasks:

Study of the needs of existing and potential clients of the company;
Development of new services and goods, taking into account consumer needs;
Assessment and forecast of the state of the market, including research into the activities of competitors;
Formation of the assortment;
Development of pricing policy;
Development of the company's market strategy;
Sales of products;
Customer service.

Proper marketing organization begins long before the company releases the finished product. To begin with, marketers determine the needs of potential customers, calculate the volume and intensity of these needs, and determine the company's capabilities.

Specialists continue to work on a specific product throughout the life cycle of the product. They are looking for new customer groups and try to retain old customers by studying sales reports, improving product features and getting feedback.

A good marketing campaign consists of the following steps:

proper understanding of customer needs;
creating a product that fully meets the needs of customers;
appointment of adequate cost;
effective advertising campaign;
correct distribution of goods at wholesale / retail outlets;
full customer service after the purchase.

With well-organized marketing, the product is sold very easily and brings maximum profit to the company.

2. Fundamentals and principles of marketing

In the modern economy, the relations of a commercial organization with market entities are based on the principles of marketing.

And these principles are:

Scientific and practical market research, the company's production capabilities and product distribution channels.
Segmentation. Identification of the most appropriate market segment - a homogeneous consumer group, in respect of which further research will be carried out to promote the product.
Well-established relationship between production and consumption. Flexible response of the company to changing market requirements, growth or decline in demand.
Innovation policy- continuous improvement and updating of goods, creation and implementation of the latest technologies, methods of interaction with consumers, updating advertising, finding new methods of marketing and channels for the movement of goods.
Planning– development of production programs and marketing methods in accordance with market research and economic forecasts.

Marketing should be perceived as a complex - economic, social, managerial and technological - process based on constant work to study the market and adapt the company's activities to its conditions.

Management of the company's strategy based on the marketing program (marketing mix) provides a dynamic and continuous operation that provides a quick response to changes in the market environment. The marketing department of the company fully manages its behavior in the market and determines the prospects for development.

Marketing Mix 4P - a well-known scheme that should help marketers develop a marketing mix. She specifies four areas that should be covered by the marketing program:

Product- everything that can be offered to the market for attention, acquisition, use or consumption that can satisfy some need. Can be a physical object, service, person, place, organization, or idea.
price- the amount of money or other value that the customer exchanges for the benefits of owning or using a product or service.
Promotion- actions that inform the target category of customers about the product or service, about its merits and incline to purchase.
place- all activities of the enterprise aimed at making a product or service available to the target category of customers.

In 1981, Booms and Bitner, developing the concept of marketing in the service sector, proposed to supplement the marketing mix with three additional P:

Marketing mix 7P (for the service sector):

On our own, we will also supplement this list with 3 more points:

People- all people directly or indirectly involved in the provision of the service, such as employees and other customers.
process- procedures, mechanisms and sequences of actions that ensure the provision of services.
physical evidence- the environment in which the service is provided. Actions that inform the target category of customers about the product or service, about its merits and persuade them to buy. Tangible items that help promote and deliver a service.

3. Types of marketing

There are many types of marketing, each with its own narrow goals and characteristics. The following classification is based on the characteristics of consumer demand.

In modern society, the word "marketing" can be heard on every corner, and even younger students are aware of what it is. Or do they just think? Many people equate marketing with advertising, but such an opinion is too superficial and does not capture the essence of the concept at all. Oleg Tinkov says that "the main thing is to submit it correctly, and then you can ask for any price." And first you need to understand what people want to receive? Marketing is precisely aimed at the development of the company by identifying and satisfying customer needs through its products.

Let's discuss what marketing is - types, tasks, examples, basic techniques and chips that contribute to the effective conduct of business.

What is marketing?

Marketing as a discipline appeared in the twentieth century at US universities. Over time, a new concept has gained wide popularity - marketing has become a kind of market-oriented philosophy, which, combined with management theory, is firmly entrenched in the business environment. What is marketing, if you try to explain in simple words and briefly? Today, there are many interpretations of the term in question. Let's dwell on the most accessible and understandable:

Marketing- this is a kind of managerial and social process, the main purpose of which is to satisfy consumer needs.
Marketing is a market philosophy that a company needs to manage the production and marketing of products and is aimed at a comprehensive analysis of a particular segment, as well as customer and buyer requests.

And the most vital definition: marketing is a way to make money by meeting and anticipating the needs of individuals or groups.

From English, the word "marketing" is translated as "market activity". If we give the broadest possible definition, then this is a complex of all production processes and stages of promoting a product and presenting it to customers.

Some perceive marketing simply as advertising or a kind of selling art, but such a view cannot be objective, since such components, of course, are part of the concept, but they are not at all the only ones. If we talk about marketing as a discipline, then it covers pricing policy, company image, numerous studies in the field of consumer psychology, key market mechanisms and other economic aspects.

Important: novice businessmen often do not even think that they constantly use marketing techniques, sometimes understandable on an intuitive level, but business productivity can be significantly increased if you thoroughly understand the topic and learn from someone else's experience. “I repeat to my managers many times: there are not enough brains to do better - copy from the leader!” - the words of the founder of the largest Russian retailer Eldorado.

The goal of today's marketing is to attract new customers and retain old ones by meeting their needs and keeping in mind the ever-changing economic and social situations.

Marketing tasks

Some people who are far from economics think that the main principle of marketing is formulated in the well-known expression “you can’t deceive, you won’t sell,” but this opinion has absolutely nothing to do with reality. Imagine that a company needs to sell a batch of goods of not very good quality. You can mislead customers, in other words, hang noodles on your ears that a certain washing powder, for example, washes everything, including rust, stains from bananas and felt-tip pens. Tempting, right? Those who wish will certainly be found, and the party will be sold out. Bottom line: deceived - sold. But... what's next?

Consumers will quickly discover that they have been taken for fools, and the powder is best thrown in a bucket as it only takes up space. Will they buy any more products from the enterprising company? It is unlikely, after all, few people step on the same rake a second time. It is also worth bearing in mind that in the modern world, notoriety spreads instantly - social networks are always at the service of society, and word of mouth still does not lose its laudatory or anti-advertising properties. That is, in the long run, the business will be unprofitable: you want to calculate, but there will be a loss. Marketing works differently, today it does not call for basing your business on deception, everything is completely different - you need to anticipate customer needs and offer something that you cannot refuse, otherwise the night's sleep will be lost. In simple terms and briefly, good marketing is when, at his request, they not only get a fish from the pond, but also fry it with onion rings, and then serve it according to all the rules.

Marketing activities are aimed at solving the following tasks:

A detailed study of the state of the market and consumer needs;
Adding new products and services based on an analysis of customer needs;
Forecasting market trends, as well as assessing existing and potential competitors;
Long-term and short-term planning of the company's development strategy;
Determining the range of products;
Development of an optimal pricing policy;
Creation of original packaging for the goods;
Implementation of an advertising campaign at all communication levels - advertising, press releases, direct marketing, promotion, etc.;
Search for sales channels and setting up their work - various trainings for employees, the introduction of a quality control system, the creation and optimization of specialized sales departments, etc. are appropriate here;
Post-sales customer support and service.

Thus, the main task of marketing is to determine consumer needs in any segment of the market and focus on those that the company in question can satisfy best of all. In simple terms and briefly, it is best to do what you do an order of magnitude higher than others. This simple idea can significantly reduce competition. The famous economist Peter Drucker formulated a wonderful rule: "You need to know and understand the consumer so well that the product or service suits him and sells itself." Therefore, it is extremely important to be at the right time in the right place, to catch the wave.

Types of marketing

Marketing is constantly evolving and improving, which means that it is quite logical that at the present time, many of its varieties can be distinguished. Let's discuss in more detail those that are based on the state of demand.

Conversion

This type of marketing is relevant when there is a negative demand for goods, that is, the market or most of it rejects certain goods and services. Doesn't this seem to happen? Nothing like that, negative demand, sometimes extending to entire groups of products, is a common thing for today's market situation. For example, vegetarians do not eat meat and do not buy it, some adherents of a healthy lifestyle do not purchase drugs in pharmacies, etc.

A good marketer in the absence of demand must develop a marketing plan that helps create a need for a product and is oriented to the future. How to do it? In short and simple words, then usually attention is focused on one of the following:

Re-release of goods- sometimes changes in the product are actually made, but not always. Sometimes re-release is just a way to serve the same dish with a new sauce. This is due to the fact that there are cases when potential consumers were simply not aware of the merits of the product or its properties and purpose.
Price reduction- trite, but it almost always works, because buyers have an idea: what if I don’t buy now, but tomorrow it will rise in price?
New promotion strategy- sometimes the problem of negative demand lies in unsuccessful advertising, which is easily solved by revising the way the product or service is presented to potential consumers.

Stimulating

This type is due to the fact that there is no demand for some goods - it is not negative or positive, it is trite and primitively absent. The task of marketers is to find a way to overcome the indifferent attitude of hypothetical consumers to the analyzed product. People are not interested in the goods, which means that this fact must be changed, awakening curiosity and the desire to become the owner of this thing. As a rule, such marketing is associated with the use of the following tools:

A dizzying price reduction at the stage of the release of the product to the market- the bottom line is that consumers are actually lured by low cost, they are given the opportunity to “taste” the product and realize its need and necessity. When the fish in the form of a happy buyer is already firmly on the hook, the price rises.
Unobtrusive information about the quality of the goods- sometimes potential buyers do not even know what kind of product they are offered. Of course, the gaps must be filled.
Stock- two for the price of one, the third as a gift and ... a short list will not work, you can continue it endlessly, because the imagination of marketers knows no bounds. This also includes a variety of programs with.
Tastings- of course, everyone will agree that it is better to try once than to hear, see or read a hundred times. Not everyone wants to buy a product, not knowing - is it really necessary, for example, this expensive water-repellent shoe polish or is life quite good with ordinary?

In order to correctly use promotional marketing, it is important to understand - why is there no demand for a product? In simple terms, the product has become irrelevant or it is slowly losing its attractiveness in the eyes of buyers for some reason. For example, outboard motors will not be bought in regions where there are no reservoirs, and snowmobiles - in the desert. Sometimes the market and potential consumers are simply not ready for the emergence of a new service or product. That is, to solve the problem, it is necessary to deal with its root cause, then it will be much easier to create an effective strategy.

Example: if we turn to history, the process of the appearance of the familiar tea bag is very interesting. It is believed to have originated completely by accident in 1904, thanks to merchant Thomas Sullivan, who decided to send out new varieties of tea in small silk bags to his regular customers so that they would appreciate the taste and want to buy a large jar. That is, Sullivan resorted to tasting, wanting to interest consumers in a new product. However, many customers simply did not understand that tea should be poured out of the bag, but brewed right along with it ... As a result, the merchant received not only many applications for the latest varieties of tea, but also delighted customers who demanded more and more bags.

Developing

If we talk about the demand for a product, then in this case it is hidden or just being formed, people have a need for a product or service, but they are not yet observed on the market. I want to lose weight, but I have no strength to give up cakes. One of the marketers caught this desire of many women, and, voila, low-calorie sweets went on sale. Well, which of the representatives of the beautiful half of humanity can resist a cake, on the packaging of which it is indicated in large letters that the cat cried calories and fats in a creamy madness?

In short, developmental marketing is focused on capturing potential demand - something is needed, it is simply necessary, but this is not yet sold, it has not been invented yet. For example, heavy smokers dream of cigarettes without harmful substances. This is how electronic substitutes appeared on the market, however, they do not satisfy all needs - people want real cigarettes that do not cripple their health. Dreams, but who knows?

Thus, developmental marketing is aimed at solving two problems:

Firstly, you should analyze the market in order to identify and identify hidden buying needs.
Secondly, it is important to make every effort to come up with and create a product or service that can satisfy the identified needs.

Example: many parents are faced with the fact that babies up to a year or two years old eat very poorly and reluctantly - in some families breakfast, lunch and dinner turn into an eternal struggle when stubborn airplanes fly into the mouth of a screaming child, repelled by a confident child's hand. The children are crying, the parents are hysterical - the little blood is starving. There is a demand. And Abbott came up with a great solution with PediaSure Little Eating, a one-meal replacement (due to its composition) that contains vitamins, minerals, and proteins, yet comes in a small, sweet-tasting drink bottle that any child is likely to enjoy.

Remarketing

This is re-marketing. It is used when there is demand for a product, but it is declining. Until recently, the goods were in great demand, but "everything flows, everything changes." Of course, marketers strive to return demand, but it is far from always possible to revive consumer thirst. In most cases, the following methods help:

Change of commodity characteristics. For example, there was a shampoo with zinc ions, suitable for everyone. Bought with a bang, but the competition does not sleep. Demand has dropped. Marketers advised to "update" the product - then it was decided to release two types of shampoo (for men and for women). A scientific basis was laid under this idea, and in general - men are from Mars, women are from Venus. Do not wash their hair with the same shampoo?
Advertising. It is logical that this is the engine of trade, so you can’t forget about advertising campaigns. Often, a familiar product is presented in a completely different way, thereby covering a new layer of consumers.
Discounts. An effective way, suitable for many cases, but it should be borne in mind that sometimes discounts do not help to attract buyers. Then you should remember the saying that you need to get off a dead horse as soon as possible.
Reorientation to other consumers. For some, the product is outdated, but perhaps its life cycle can really be extended, if you think about it?

Remarketing is now called the process when visitors return to the site. There are a huge number of ways to play catch-up with potential customers today - you need to choose the right one, focusing on a specific situation.

Demarketing

It is necessary in cases where demand significantly exceeds supply. Seems impossible? In vain, this occurs quite often, especially during periods. For example, in cold weather, electricity is consumed in huge volumes, which is fraught with problems with the power grid. It must be understood that marketers may seek to reduce demand both temporarily and permanently. However, more often than not, companies need some kind of head start to scale production or improve the process of providing services, etc. In simple terms, demand must be held back so as not to lose all customers.

Demarketing is carried out through the use of the following tools:

Increasing the price of a product or service- an excellent method that allows you to regulate the flow of customers.
Minimization of promotional activities- Hypothetical consumers know less, sleep better. Probably, everyone paid attention to the fact that some things are practically not advertised, since the demand for them is consistently high, and if it were even higher, it would hardly be satisfied.
Switching attention - buyers are trying to reorient to another product (similar or substitute).

Example: when the home Internet appeared, many people wanted to get their hands on this wonderful invention. Companies involved in servicing and connecting new subscribers are faced with the fact that the demand is huge, and there are simply no technical possibilities to make everyone happy. What happened? The price has gone up. Now everyone is used to the fact that using the World Wide Web costs inconspicuous pennies, and a couple of decades ago you had to pay a lot, which cut off a certain percentage of hypothetical customers. Note that with the increase in capacity, prices fell.

Synchromarketing

Necessary when demand fluctuates and needs stabilization. Typically, synchromarketing is applied to seasonally consumed products and services. In short and simple terms, it should smooth out changes in demand. There is practically no one in cafes and shops during the day on weekdays, since most people are at work. Shoppers are not overly interested in running to the store for a fur coat in the hot summer, eating ice cream in December, or skating in July. Now there is no shortage, so there seems to be no point in “preparing sleds in the summer”. And the goods are there, they do not disappear anywhere. What should businessmen do when the season is over? Or in the "dead" time? Use synchromarketing, aimed at holding a variety of events to smooth out the irregularity of demand. But how to do it? The buyer is an extremely fastidious creature, which is sometimes not easy to get interested, but modern marketers have come up with many ways:

Price differentiation. In short and simple words, the cost of a product or service depends on time: for example, you can play bowling on weekdays until 17:00 for 500 rubles per hour, and in the evening and on weekends you will have to pay 1000 rubles.
Discounts. Who hasn’t heard about seasonal promotions, when, for example, summer dresses and sundresses are actually given away in early autumn so as not to clutter up warehouses with goods? In the spring, you can buy skis, sleds, boots, etc. with a huge discount. The point is that in the off-season they carry out a large-scale discount campaign, selling absolutely everything that was produced, sewn and created. Just do not think that businessmen are trading at a loss - usually the markup on goods in the season is such that it allows you to sell the leftovers at a lower price without damage.
Promotions. They are often approached by those establishments and shops where demand fluctuates significantly during the day. For example, in many large supermarkets, pensioners are offered a discount until 11-12 noon, since there are few buyers at this time. Or gifts are given in pharmacies or a discount is made until 10 am for all customers.
Pre-order system. This synchromarketing tool is very popular in the tourism sector - many are ready to buy train tickets or a trip to the sea in advance so as not to worry about force majeure.
Transition to a new market. Someone is not sitting idly by, changing their place of deployment with a decline in demand or mastering new niches. For example, fruit and vegetable traders sell their goods to different countries, focusing on the season.

Example: in most cafes today you can see complex lunches or breakfasts on the menu. This is synchromarketing, because there are few visitors during the day - everyone is at work. But there is something people want. And to unwind during a legal break - too, so many people are happy to go to coffee shops and restaurants if they offer a quick and inexpensive lunch without wasting time choosing dishes.

supportive

It is used when (at first glance) everything is perfect with demand - it exists and completely suits the company's management, that is, the company is satisfied with the sales volume of its products. What else to dream about? Why marketing then? It is very important, because you can not rest on your laurels for long - the situation sometimes changes at lightning speed, so the state of affairs should be constantly monitored, having a strategic plan.

Supporting marketing is a set of activities aimed at maintaining the existing level of demand. The main tools include:

Monitoring competitors' prices;
Constant analysis of competitors (released goods in new packaging, modernized, etc.);
Determining the effectiveness of marketing campaigns and the feasibility of spending on them (can be tracked);
Formation of a positive perception of the brand;
Tracking changes in the behavior of the target audience;
Establishing and maintaining feedback with sellers (it is worth considering the possibility of implementing).

Reactive

This type is aimed at reducing demand, which is a negative phenomenon for society. That is why a few years ago advertising of tobacco products and alcohol disappeared from television, but a lot of social videos appeared, illustrating the harm of addictions. In some countries, the state has gone even further - it has obliged cigarette manufacturers to degrade their taste as part of the fight against smoking.

The goal of counter-marketing, in short and simple terms, is to reduce (or eliminate altogether) the consumer need for those products or services that are anti-social in nature.

Summing up

Marketing is an incredibly interesting area of consumer demand formation that allows you to show creativity and imagination. It will not work here just to follow the instructions, as, for example, when compiling. Marketers are truly creative people, able to capture the moods and desires of buyers.

They say that there are very few bad products, but many mediocre sellers. If you do not want to join their ranks, then you should not spare the time to learn the basics of marketing. It is hardly possible to overtake competitors by acting in a stereotyped way - sometimes a share of healthy skepticism is simply necessary, which means that each marketing "recipe" should be considered only within the framework of a specific situation.

04Feb

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

Today you will learn:

What relates to marketing, functions and types of marketing;
What are the marketing strategies in the enterprise, and what does the marketing plan consist of;
What is marketing in business and how to distinguish it from business to consumer;
What is it and how not to confuse it with a financial pyramid;
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:

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

When solving marketing problems, it is necessary to be guided by the following principles:

Studying the production capabilities of the enterprise;
The process of planning methods and programs for marketing a product or service;
Market segmentation;
Constant updating of goods and services, ways of their marketing, improvement of technologies;
Agile response of the organization to ever-changing demand.

Marketing Functions

Marketing performs a number of functions:

Analytical;
production;
Function of command and control;
Sales function (sales);
Innovative.

Analytic function involves the study of external and internal factors affecting the organization, the study of consumer tastes and the range of goods. It should be noted that it is necessary to analyze the internal environment of the organization in order to control the 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 purchase of material and technical resources necessary for the enterprise. In addition, the production function is understood as the management of the quality and competitiveness of the finished product or service, i.e., compliance with the quality of the product in accordance with established standards.

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

Sales function includes the pricing and commodity policy of the 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, it is necessary to apply the following marketing methods:

Market research:
Survey;
observations;
Methods of demand formation and sales promotion;
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 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	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	Absent	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 a new product or service that meets these 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 conduct pricing policy, stimulate 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 such tools as a sharp decrease 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 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, the Clear Vita ABE Anti-Dandruff Shampoo, based on the new Zinc Pyrithione formula and the unique Vita ABE formula, was first 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 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 involves the development of 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 is used for a long stay of the enterprise on the market for more efficient operation. 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:

Market research;
Assessment of the organization's capabilities;
Assessment of competitors' capabilities;
Setting goals for marketing strategy;
Research of market segments and consumer interests;
Positioning development;
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, an economic analysis, a marketing analysis, an assessment of production capacities, an assessment of portfolios and a SWOT analysis are carried out.

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

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. An assessment and analysis of the economic strategy and control instruments is carried out.

Summing up a little, we can conclude that the marketing strategy reflects a plan to achieve the goals of the company, which evaluates 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 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 the organization involves identifying strengths in order to become successful in the market.

Compile a SWOT analysis of the enterprise;

SWOT-analysis - This is a situational analysis that reflects the strengths and weaknesses, opportunities 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;

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);

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

After-sales 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 skills of employees, monitor their communication skills. In addition, it is 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 the marketing plan is simply necessary for the successful organization of the enterprise. This is a kind of map that helps you navigate the economy as a whole, conduct an efficient business and be competitive in the market, making 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 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 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 the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent earns active income from the volume of sales. And passive income is created by creating and actively developing a subnet 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 the 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 type of 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 a unified system for 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 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 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.