home Accounting Marketing - what is it in simple words? Marketing in the modern world What does marketing deal with?

Marketing - what is it in simple words? Marketing in the modern world What does marketing deal with?

In modern society, the word “marketing” can be heard on every corner, and even primary schoolchildren are aware of what it is. Or do they just think so? 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 present it correctly, and then you can ask for any price.” First you need to understand what people want to get? 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 tricks that contribute to effective business.

What is marketing?

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

Marketing- this is a certain managerial and social process, the main goal of which is to satisfy consumer needs.
Marketing is a market philosophy necessary for a company to manage the production and sales of products and aimed at a comprehensive analysis of a specific segment, as well as the needs of clients and customers.

And the most vital definition: marketing is a way to make money by satisfying 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 art of selling, but such a view cannot be objective, since such components, of course, are part of the concept, but they are not the only ones. If we talk about marketing as a discipline, it covers pricing policy, company image, numerous studies in the field of buyer psychology, key market mechanisms and other economic aspects.

Important: Beginning businessmen often don’t even think about the fact that they constantly use marketing techniques, sometimes understandable on an intuitive level, but business productivity can be significantly increased if you thoroughly delve into the topic and adopt other people’s experience. “I repeat to my managers many times: if you don’t have the brains to do something better, copy it 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 existing ones by meeting their needs and taking into account the constantly changing economic and social situations.

Marketing Objectives

Some people who are far from economics think that the main principle of marketing is formulated in the well-known expression “if you don’t lie, you don’t sell,” but this opinion has absolutely nothing in common with reality. Let's imagine that a company needs to sell a batch of goods that are not of very good quality. It is possible to mislead customers, in other words, to make people believe that a certain washing powder, for example, removes everything, including rust, stains from bananas and felt-tip pens. Tempting, right? There will certainly be those who want it, and the lot will be sold out. Result: 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 bin as it only takes up space. Will they buy any more of the enterprising company's products? It’s unlikely, after all, few people step on the same rake a second time. It is also worth keeping in mind that in the modern world, bad fame 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 term, 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 client needs and offer something that cannot be refused, otherwise a night's sleep will be lost. To put it in simple words and briefly, good marketing is when for a client, at his request, they not only take fish out of 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:

Detailed research of the market state and consumer needs;
Adding new products and services based on an analysis of customer needs;
Forecasting market trends, as well as assessing existing and possible competitors;
Long-term and short-term planning of the company's development strategy;
Determination of product range;
Development of optimal pricing policy;
Creation of original packaging for goods;
Implementation of an advertising campaign at all communication levels - advertising, press releases, direct marketing, promotion, etc.;
Searching for sales channels and setting up their work - various trainings for employees, implementation of a quality control system, 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 market segment and focus on those that the company in question can satisfy better than all others. To put it in simple words and briefly, it is best to do what you can do an order of magnitude better 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 in the right place at the right time, to catch the wave.

Types of Marketing

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

Conversion

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

A good marketer, when there is no demand, must develop a marketing plan that creates a need for the product and is future-oriented. How to do it? Briefly and in simple words, attention is usually focused on one of the following:

Re-release of goods- sometimes changes in a product are actually made, but not always. Sometimes a 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- trivial, but it almost always works, because buyers have the thought: what if I don’t buy now, but tomorrow the price will rise?
New promotion strategy- sometimes the problem of negative demand lies in unsuccessful advertising, which is easily solved by revising the ways of presenting a product or service 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 simply and simply does not exist. The task of marketers is to find a way to overcome the indifferent attitude of hypothetical consumers towards the product being analyzed. People are not interested in the product, which means we need to change this fact, awakening curiosity and the desire to become the owner of this thing. As a rule, such marketing involves the use of the following tools:

A dizzying price reduction at the stage of releasing a product to the market– the point is that consumers are actually lured by low prices, given the opportunity to “try” the product and realize its usefulness 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 qualities of the product– sometimes potential buyers don’t even know what kind of product they are being offered. Of course, the gaps need to be filled.
Stock- two for the price of one, the third for free and... the list cannot be short, it can be continued endlessly, since the imagination of marketers knows no bounds. This also includes various 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 purchase a product without knowing whether, for example, this expensive water-repellent shoe polish is needed at all, or is life quite good with ordinary things?

To use incentive marketing wisely, it is important to understand why there is no demand for the 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, boat motors will not be purchased in regions where there are no bodies of water, and snowmobiles will not be purchased 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 a problem, you need to understand its root cause, then creating an effective strategy will be much easier.

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

Developmental

If we talk about the demand for a product, then in this case it is hidden or is just emerging; people have a need for a product or service, but they are not yet visible on the market. I want to lose weight, but I don’t have the strength to give up cakes. One of the marketers caught this desire of many women, and, voila, low-calorie sweets went on sale. Well, who among the representatives of the fair half of humanity can resist a cake, on the packaging of which it is indicated in large letters that the cat cried out of calories and fat in the cream madness?

In short, developmental marketing is focused on capturing potential demand - something is needed, simply necessary, but it is not being sold yet, 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 harm their health. Dreams, but who knows?

Thus, developmental marketing is aimed at solving two problems:

Firstly, the market should be analyzed in order to identify and identify hidden consumer 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 children under one or two years old eat very poorly and reluctantly - in some families, breakfast, lunch and dinner turns into an eternal struggle, when persistent airplanes fly into the mouth of a screaming child, pushed away by a confident child’s hand. Children are crying, parents are hysterical - the little blood is starving. There is demand. And the Abbott company has proposed an excellent solution - the PediaSure Maloyezhka product, which replaces (due to its composition) one meal and contains vitamins, minerals and proteins, but at the same time is a small bottle with a pleasant-tasting drink that any child is likely to enjoy.

Remarketing

This is repeat marketing. 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 restore demand, but it is not always possible to revive consumer thirst. In most cases, the following methods help:

Changes in product characteristics. For example, there was a shampoo with zinc ions that was suitable for everyone. I bought it with a bang, but the competition is not asleep. Demand has fallen. Marketers advised to “update” the product - then it was decided to release two types of shampoo (for men and for women). There was a scientific basis for this idea, and in general - men are from Mars, women are from Venus. Shouldn't they wash their hair with the same shampoo?
Advertising. It is logical that this is the engine of trade, so it is impossible to forget about advertising campaigns. Often, a familiar product is presented in a completely different way, thereby reaching a new layer of consumers.
Discounts. An effective method, suitable for many cases, but it is worth keeping in mind that sometimes discounts do not help attract buyers. Then you should remember the saying that you need to get off a dead horse as soon as possible.
Refocusing on other consumers. For some, the product is outdated, but perhaps its life cycle can actually be extended, if you think about it?

Remarketing is now the process of bringing visitors back to a website. Today, a huge number of ways to play catch-up with potential clients have been invented - you need to choose the right one, focusing on a specific situation.

Demarketing

Necessary in cases where demand significantly exceeds supply. Seems impossible? In vain, this happens quite often, especially during periods. For example, in cold weather, electricity is consumed in huge quantities, which can lead to problems with the power grid. We must understand that marketers can seek to reduce demand, either temporarily or permanently. However, most often companies need a kind of head start in order to scale production or improve the process of providing services, etc. In simple words, demand must be contained 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 to regulate the flow of customers.
Minimizing promotional activities- Hypothetical consumers know less and sleep more soundly. Probably everyone has noticed 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 - they try to reorient buyers 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 enormous, but there is simply no technical ability to make everyone happy. What happened? The price has increased. Now everyone is accustomed to the fact that using the World Wide Web costs pennies, but a couple of decades ago you had to pay a lot, which cut off a certain percentage of hypothetical clients. Note that as capacity increased, prices fell.

Synchromarketing

Necessary when demand fluctuates and needs stabilization. Typically, synchromarketing is used for seasonal products and services. To put it briefly and in simple words, 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. Buyers are not too interested in running to the store to buy a fur coat in the hot summer, eating ice cream in December, or ice skating in July. Now there is no shortage, so there seems to be no point in “preparing a sleigh in the summer.” But the goods are there, they don’t disappear anywhere. What should businessmen do when the season is over? Or in “dead” time? Use synchromarketing aimed at carrying out a variety of activities to smooth out irregularities in demand. But how to do this? The buyer is an extremely picky creature, and it is sometimes difficult to interest him, but modern marketers have come up with many ways:

Price differentiation. In short and in 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 for free at the beginning of autumn, so as not to clutter up warehouses with goods? In the spring you can buy skis, sleds, boots, etc. at a huge discount. The point is that in the off-season they conduct a large-scale discount campaign, selling off absolutely everything that was produced, sewn and created. Just don’t think that businessmen are trading at a loss - usually the markup on goods during the season is such that it allows them to later sell off the remaining balances at a lower price without damage.
Promotions. They are often contacted by those establishments and stores where demand fluctuates significantly throughout the day. For example, many large supermarkets offer pensioners a discount until 11-12 noon, since there are few buyers at this time. Or pharmacies give gifts or give discounts until 10 am to all customers.
Pre-order system. This synchro-marketing tool is very popular in the tourism industry - many are ready to buy train tickets or sea trips in advance so as not to worry about force majeure.
Transition to a new market. Some people do not sit idly by, changing their location with the decline in demand or exploring 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 set lunches or breakfasts on the menu. This is synchromarketing, because during the day there are few visitors - everyone is at work. But people want to eat. And to unwind during a legitimate break, too, which is why many 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 satisfies the company’s management, that is, the enterprise is satisfied with the volume of sales of its products. What else can you dream about? And why then marketing? It is very important, because you can’t “rest on your laurels” for long - the situation sometimes changes at lightning speed, so the situation should be constantly monitored by having a strategic plan.

Supportive 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 (products released in new packaging, modernized, etc.);
Determining the effectiveness of marketing campaigns and the feasibility of spending on them (can be tracked);
Formation of positive brand perception;
Tracking changes in the behavior of the target audience;
Establishing and maintaining feedback with sellers (it is worth considering the possibility of implementation).

Opposing

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

The goal of counteractive marketing, in short and in simple words, is to reduce (or completely eliminate) the consumer need for those products or services that are antisocial in nature.

Let's sum it up

Marketing is an incredibly interesting area of creating consumer demand, allowing you to show creativity and imagination. Here you won’t be able to simply follow the instructions, as, for example, when compiling. Marketers are truly creative people who are able to capture the moods and desires of customers.

They say that there are very few bad products, but many incompetent salespeople. If you don’t want to join their ranks, then don’t waste your time learning the basics of marketing. It is unlikely that you can overtake your competitors by acting in a stereotyped manner - sometimes a dose of healthy skepticism is simply necessary, which means that each marketing “recipe” should be considered only within the framework of a specific situation.

What is marketing - definition, objectives and types. Fundamentals, principles and strategies of marketing. Marketing Concepts in the Modern World

Hello, dear readers! Welcome to the authors of the business magazine HiterBober.ru Alexander Berezhnov and Vitaly Tsyganok.

Today we will talk about such an important concept in business 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, objectives and types;
Fundamentals, principles and strategies of marketing;
Marketing concepts in the modern world.

After studying the information in the article, you will get a comprehensive understanding of marketing as a modern market phenomenon, and you will also learn about the intricacies and tricks 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 money makers, 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 ones.

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 activities aimed at a comprehensive study of the market and individual consumer needs.

And the shortest definition: Marketing – making a profit from satisfying consumer needs.

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

Considering marketing simply advertising and the art of sales is not entirely true. Advertising and sales are integral, but far from the only components of marketing. The concept of marketing as a scientific discipline also includes such elements as pricing policy, research into consumer psychology, and 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 created in the USA. Later, similar organizations appeared in Europe, Australia, and Japan.

In the 20th century, marketing gradually became a philosophy and a core concept of management and economic theory. By the middle of the century, this science merged 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 establish long-term economic ties with consumers. Even later, within the framework of marketing theory, such concepts as “market segmentation”, “customer lending”, “after-sales service” arose.

Modern marketing is the strategic management of production, market, advertising and provision of goods to the consumer with the long-term goal of obtaining constant 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

Main types of marketing activities:

market research, products, customer needs;
scientific and development work coordinated with marketing purposes;
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, personnel training, control, creation of special sales systems, optimization of local sales;
after-sales customer service.

Marketing functions, tools and principles are constantly being improved and developed. It is a vibrant, relevant and highly profitable activity that engages millions of people around the world.

Beginning entrepreneurs, sometimes without even knowing it, constantly use the developments and practices of marketing: the better they study 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 wants 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 select those that a particular company can serve better than others. If this objective is accomplished, the company will be able to produce higher quality products and increase its profits by satisfying its target customer group.

More detailed marketing tasks:

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

Proper organization of marketing 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 entire product life cycle. They look for new customer groups and try to retain existing customers by studying sales reports, improving product features and establishing feedback.

A good marketing campaign consists of the following steps:

correct understanding of customer needs;
creating a product that fully meets the needs of customers;
assigning an adequate price;
effective advertising campaign;
correct distribution of goods among wholesale/retail sales points;
full customer service after making a 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, relations between a commercial organization and market entities are built 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 acceptable market segment - a homogeneous consumer group, in relation to which further research will be carried out to promote the product.
Well-established relationship between production and consumption. Flexible company response to changing market requirements, growth or decline in demand.
Innovation policy– constant improvement and updating of products, creation and implementation of the latest technologies, methods of interaction with consumers, updating advertising, finding new sales methods and channels for the movement of goods.
Planning– development of production programs and methods of marketing products 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), ensures work in a dynamic and continuous mode, ensuring a quick response to changes in the market environment. The company's marketing department completely manages its behavior in the market and determines development prospects.

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

Product- anything 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 valuables that a customer exchanges for the benefits of owning or using a product or service.
Promotion- actions that inform the target category of customers about a product or service, its advantages and persuade them to purchase.
Place- all actions of an 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 supplementing the marketing mix with three additional Ps:

Marketing mix 7P (for the service sector):

On our own behalf, we will also add 3 more points to this list:

People- all people directly or indirectly involved in the provision of the service, for example, employees and other clients.
Process- procedures, mechanisms and sequences of actions that ensure the provision of services.
Physical Evidence- the setting, the environment in which the service is provided. Actions that inform the target category of customers about a product or service, its advantages and persuade them to purchase. Material items that help promote and provide a service.

3. Types of marketing

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

You read books, articles. Take part in discussions.

And you always come across some marketing words whose meaning is a mystery to you.

Well, there is such a horde of people who love to show off with words that can be understood by a maximum of 30% of readers.

We ourselves have sometimes encountered words that frankly put us into a stupor. And we felt stupid...

But... This is more a question for those who use them and why, if he understands that the “smart word” will be incomprehensible to the majority. After all, the gratitude and sympathy of the public cannot be earned by such a show off.

However, for our part, we decided to prepare a selection of abstruse and pretentious marketing words and present simple folk explanations for them, devoid of encyclopedia style.

These will be words that are often found in various sources - both in English and Russian.

By the way, if you notice that some newfangled word is missing from the list, write about it in the comments and provide its decoding.

So, meet 50 newfangled marketing words and expressions:

We hope that this selection has brought some clarity, opened your eyes to something, and will be useful in your work and communications.

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

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

Marketing is making a profit from.

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

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

Marketing is a process that involves predicting the needs of potential buyers and satisfying 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, trainings, control, organization of special sales systems, measures to optimize local sales, etc.);
developing a system for distributing goods to sales points;
international operations;
after-sales service.

Marketing Goal

The purpose of modern marketing is not a sale or in any way (including deceiving the buyer), but .

Marketing Goal- attract new clients by promising them the highest quality, and retain old clients by constantly satisfying their changing needs.

The main task of marketing- Understand the needs and demands of each market and select 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 income by better satisfying the needs of target customers.

Marketing begins long before the company has a finished product. Marketing begins with managers identifying people, calculating their intensity and volume, and determining the company's ability to satisfy them. Marketers continue to work on products throughout their entire life cycle. They try to find new consumers and retain existing ones by improving the consumer properties of the product and using sales reports and feedback for this purpose. If a marketing specialist has done a good job - correctly understood the client's needs, created a product that meets the buyers' requirements, set a reasonable price, distributed the product correctly and carried out an advertising campaign, then selling such a product will be very easy.

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

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

- a sense of need to satisfy basic needs
and - a specific form of satisfying human needs
demand - the need for certain goods, expressed in a person’s ability to purchase them
- the consumer’s assessment of the ability of the product as a whole to satisfy his needs
- the act of purchasing some desired product for something offered by another party.

Marketing Principles

In modern economic practice, the organization’s relationship with the majority of market participants should be built on the principles of marketing.

Basic principles of marketing:

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

Thus, marketing should be considered as an economic, social, managerial and technological process 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 consumers,
active formation of the market in the directions necessary for the organization.

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

The goal of managing the behavior of an organization based on the principles of marketing is to determine promising areas of the organization’s activity in the market that provide the organization’s competitive advantages with minimal expenditure of resources.

Main objectives of marketing:

Research, analysis and assessment of the needs of actual 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 markets in which the company operates or will operate, including research into the activities of competitors.
Formation of the company's assortment policy.
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 company products and services.
Marketing communications.
Service maintenance.

Functions and types of marketing

Main functions of marketing:

planning;
organization;
coordination;
motivation;
control.

Additional features unique to marketing:

comprehensive market research (detailed study);
analysis of the production and sales capabilities of the enterprise;
development of marketing strategy and program;
implementation of product policy;
implementation of pricing policy;
implementation of sales 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: sales of goods and services within the country.
Export Marketing: Additional research into overseas markets and sales services for effective exports.
Import marketing: a special type of market research to ensure highly effective purchasing.
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 purchasing goods from a national enterprise of another country.
Nonprofit Marketing: Creating positive public opinion about specific individuals, organizations, places, or ideas.

Conditions of demand and marketing tasks

Demand can be: negative, absent, hidden, falling, irregular, full, excessive, irrational.

Negative demand caused by a negative attitude of buyers towards a product or service. The task of marketing in these conditions is to analyze why the market dislikes the product, and whether a marketing program can change the negative attitude towards the product by redesigning it, lowering prices and more active promotion.

Lack of demand. Target consumers may be uninterested or indifferent to the product. The task of marketing is to find ways to link the inherent benefits of a product with the natural needs and interests of a 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 economical cars). The task of marketing is to estimate 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 drop in demand and determine whether it is possible to stimulate sales again by finding new target markets, changing product characteristics, etc.

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

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

Excessive demand- this is when the level of demand is higher than the ability to satisfy 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 challenge of marketing is to convince such hobbyists to give up such habits.

In the classical sense, marketing is a market concept for managing the production, sales and scientific and technical activities of a capitalist company, which involves careful consideration of social demands, through which demand for goods or services is predicted and then expanded. In other words, in the constant struggle for the survival and prosperity of market activity, marketing acts as a unique tool used for the correct selection of the target market, promotion, and distribution of ideas, goods, services that meet the needs of consumers, in order to obtain maximum profit. We have given you the most common understanding, since there is no single and specific interpretation of the definition of marketing. There are many expositions because it is a diverse concept.

Marketing cannot be precisely defined

First of all, the definition of marketing is known as a business philosophy used by companies of a commercial and non-profit nature, aimed at identifying the needs of society.
On the other hand, it is applied at the regional and state level, carrying a social resonance, merging together the demands of society and its economic response in order to satisfy them. Based on this, an adequate definition of marketing should not be limited only to goods, because its objects also include individual territories, people, organizations, and ideas. What marketing is is not easy to define in your own words. Therefore, putting together such numerous and ambiguous interpretations, it would be more correct to say that marketing is a complex socio-economic phenomenon, formed as a result of the evolutionary development of various marketing concepts.

Where did marketing originate?

Marketing emerged at the beginning of the 20th century. Its formation was influenced exclusively by economic science and its aspects, such as mediation, market, exchange, commerce, trade, utility, specialization. Although marketing was not immediately noticed in world practice, oddly enough, it became one of the key factors in the development of many ancient civilizations. Marketing is the result of many years of evolution of views, tasks and efforts made to develop successful market activities. The original marketing forms have their origins in ancient Rome, but perhaps even earlier; the exact place of origin has not been established.

The history of marketing

According to historical data manifestation of marketing was seen in Japan in 1650. In Tokyo ancestor of the Mitsui clan opened the first large department store, where he promoted his policy, which is now actively used. Mr. Mitsui was guided by the needs of customers, purchasing only popular and high-quality goods from suppliers. In addition, he tried to expand the range, and also introduced refunds for returned purchases.

But it is still generally accepted that time The formation of marketing begins in the West in the middle of the 19th century. The prerequisites were a “wild market” and the fact that only the state exercised control over it. Then the first person who identified marketing as the main task when building a business was designer Cyrus McCormick. This made his company, International Harvester, a success. And also his merit was the identification of basic directions.

After this, active promotion of marketing as a science and art began. Already in 1910, R. Butler University of Wisconsin introduced full courses in marketing methods. Then came the active development and formation of marketing in commodity markets as a scientific and applied discipline. So, in 1926 in the USA a meeting of teachers on marketing and advertising (AMA) appeared. Over time, similar associations began to arise in other countries. Based on all this, we can say that marketing appeared and developed in the USA at the turn of the 19th - 20th centuries, and it became a leader in the world economy only in the 50s.

The evolution of marketing

Formation of marketing in stages

The history of marketing can be divided into stages:

History of marketing development in Russia

In the Russian Federation, marketing began to be actively used at the beginning of the 20th century. The Soviet economy did not consider marketing as a science and had a negative attitude towards it. Especially when a strict command and distribution system was introduced in the country in 1929. The first steps towards marketing began only in the late 60s, when the economy needed strong international connections. Since without foreign trade knowledge all movements were in vain, this contributed to the study of marketing science.

Along with development, our own research was carried out. And after economic reforms in the 1990s, the active introduction of marketing as a tool began. Nowadays, absolutely all service sectors know what marketing is and marketing activities in the country. It is not only large in scope, but deep in the areas and applications of individual marketing tasks that no longer have anything in common with other countries.

Different Types of Marketing

What is marketing like?

Marketing is divided into types, depending on the type of product:

Services Marketing.
Marketing of industrial products.
Marketing of consumer goods.

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

Marketing Goals

We have already discussed the concept of “marketing” and what it is; now we need to understand what goals it pursues. There is an opinion that the main goal of marketing is sales and its stimulation. It seems that science is aimed at promoting goods, but it carries negative features in that it creates unnecessary needs, develops greed in the buyer, and “attacks” with advertising from all sides. This opinion is erroneous, as theorist P. Drucker said: “The purpose of marketing is to determine what society needs, only then will the product sell itself without unnecessary effort.” This means that the goals of marketing are to create and increase demand, develop plans for the company’s work, increase sales volumes and attract new consumers.

Principles/objectives

Marketing is defined as the formation and application of a strategy to promote something. Since people look for benefits in products, the success of long-term cooperation lies precisely in offering products that satisfy the desires of consumers. Therefore, marketing begins, first of all, with identifying the target market and its needs, and ends with schemes for arranging goods on store shelves. It is through principles that its main features are expressed, as well as its essence as a management system. Since the essence of science is the idea of human needs, the following principles follow:

Before producing, the company conducts a thorough study of customer needs, and the reference book of the Ministry of Labor of the Russian Federation states that marketers:

As practice shows, only an integrated approach gives effective results to a company, allowing it to find a place in the market and become in demand for its products.

Marketing is characterized by a constant search for new forms; its functions, tools, principles do not stand still, they are improved and developed.

Types of Marketing

There are many types of internal marketing that depend on a specific situation in terms of demand. The following classification of marketing has its own characteristic features and narrow goals:

Network marketing

Any means are good to increase sales. Today, Internet marketing is very popular, despite the fact that it is the youngest type of marketing. Any organization has its own portal, where it also successfully advertises its products, thereby increasing brand awareness and customer loyalty to the company, services, and products. To achieve success, use all available promotion channels. They are:

In a word, all these actions are Internet marketing. Promotions are carried out only by specialists who, using modern technologies, study the preferences and tastes of the target audience. Its tools themselves study the search queries, links followed, clicks, visited pages of each potential client, and adapts to them.

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