home Ideas Marketing, stages of its development and place in the modern organization. Thesis: Development of a marketing management system in an enterprise Marketing management or marketing management

Marketing, stages of its development and place in the modern organization. Thesis: Development of a marketing management system in an enterprise Marketing management or marketing management

Marketing management is the most important functional part common system enterprise management, which is aimed at achieving consistency of the internal capabilities of the enterprise with the requirements external environment to secure profit.

The internal capabilities of the enterprise is its material and intellectual potential.

The external environment represents the actions of competitors, as well as economic, social, political and other conditions for the development of the market and consumer demand regulated by the state.

Marketing management is considered in three directions:

Marketing Management

1. Marketing management (management of the enterprise). This direction involves the management of the organization's activities, which meets the requirements of the market.

The transition to marketing management of an organization is a qualitatively new state, when in its activities it not only relies on its internal capabilities, but also takes into account external conditions.

Any organization must be able to identify emerging market opportunities and cannot forever rely solely on its current products and markets. The organization's capabilities and their implementation largely depend on how it uses its competitive advantages.

Marketing activity management is aimed at solving the following issues:

what to produce (quantity and quality of goods);
with what costs (resources);
how to produce (using what technology);
who should produce (performers);
when to produce (terms);
where to produce (place);
to whom to sell (consumers);
how to sell (range, packaging, price, sales, advertising, etc.).

The organization should search for new opportunities systematically, carefully monitoring changes in the market, visiting specialized exhibitions, studying competitors' products, etc. Particular attention should be paid to improving the technical and consumer parameters of products. Prices should take into account not only their own production costs, but also the price level of competitors, the state of demand for goods, and others.

The mechanism of marketing management of an organization provides for the development of its communicative links with the market (direct and reverse). The organization not only sends goods to the market and receives money back, but also sends to the market and receives back marketing information, which forms the basis for making many management decisions in the enterprise: production, financial, marketing, administrative, etc.

Marketing function management

This direction is one of the most important functions of the organization in the conditions of market activity, which is closely related to the production and marketing, supply, financial, administrative and other functions of the enterprise.

Control marketing function is carried out on the basis of interaction: marketing information systems (MIS), organizational, planning and control mechanisms that ensure the relationship of the enterprise with the market.

Marketing information systems(MIS) consists of internal reporting information of the enterprise; external information published in the press; information analysis systems; research information generated on the basis of marketing research by the organization itself or by a specialized external organization.

The organizational mechanism of marketing involves streamlining the tasks, powers and responsibilities of marketing services in the implementation of the strategic goals of the enterprise.

Marketing planning is carried out by developing a set of long-term (strategic) and current plans: at the level of an organization (association, corporation); at the business line level of the organization; at the level of an individual product, market or distribution channel.

Marketing control is carried out by periodic checks marketing activities organizations either on their own or by attracting specialized firms (marketing audit).

Effective management of the marketing function involves bringing all the resources of the organization in line with the requirements and opportunities of the market for profit. The organization must produce products that can be sold profitably. Therefore, the task of marketing is to identify, quantify and realize the potential of the organization in the market. This can be done only in cooperation with all its functional divisions on the basis of the development of strategic and operational plans for market activity. At the same time, marketing remains the coordinating role.

Demand management.

The essence of this area of marketing management is to create and meet the demand of potential buyers. To manage marketing means to “make a market”, “make a demand”.

Essentially, marketing management is demand management. It is aimed at solving the problem of influencing the level, time frame and structure of demand in such a way that the organization achieves its goal.

The demand management mechanism is based on the use of a set of specific tools and tools. These tools include: product, selling price, position, promotion.

The product (goods) is the most important marketing tool. The organization must clearly understand what product is needed by consumers, what are their requirements, how to increase the usefulness of the product for the consumer, how to distinguish its own product from other products, etc.

Selling price is the sale price set by the organization, which will cover all costs and make a profit. But the price cannot differ significantly from the prices of competitors for similar products. It is important to take into account the state of demand for the goods.

Position is the place and conditions for the sale of goods. For a product to become useful to the consumer, it must be in the place and exactly when the consumer needs it. Various channels are used to deliver goods to the market, various intermediaries are involved, conditions are created for a quick meeting of the goods with the consumer (buyer).

Promotion is one of the key marketing tools that allows you to actively influence consumers. Promotion (or sales facilitation) makes extensive use of advertising, promotion, building a positive image, etc.

A certain combination of marketing tools aimed at achieving the goals of demand management is called the marketing mix, which includes: product mix; contractual mix; communicative mix; distribution mix.

marketing mix, being integrated program measures to promote goods from the seller to the consumer, acts as a tool for the optimal allocation of resources in the marketing and management planning system. At the same time, the demand and supply of goods on the market are constantly coordinated with the help of marketing research and monitoring of compliance with actual indicators. entrepreneurial activity planned settings.

When developing a marketing mix, the following principles should be considered:

consistency, i.e., matching each variable with other variables. For example, high-quality goods correspond to high-quality advertising, high-quality service and high-quality product packaging;
a balanced approach, i.e. research and consideration of market sensitivity to changes in market conditions. For example, if the market is sensitive to the quality of the product, then in advertising it is advisable to give a detailed description of the qualitative advantages of the product;
accounting for changes in the organization's cost structure. This principle requires adherence to budgetary discipline and complexity in planning the structure of the marketing mix.

The responsibility for the formation of an effective marketing mix (marketing efforts) as a mechanism for managing demand lies with a specific product manager. He uses it when working in the target market with a specific product, product group, product line.

Marketing Management- is the process of analyzing, planning, organizing and controlling activities to establish and maintain contacts with target consumers and achieve the objectives of the organization, for example, increase revenues, increase sales points, expand market share. The main task marketing management- profit and profitability of the organization in a competitive environment. With this in mind, the goal marketing management - this is a search for such a number of customers that is necessary in order to sell all the products. At the same time, it is necessary not only to create and expand demand, but also to change it or even reduce it.

Marketing Management Concepts

Several concepts have been developed, adhering to which, organizations fulfill their goals and objectives in the field of marketing and stimulating demand for the product or service offered.

The concept of product improvement. The main idea of this concept is to focus consumers' attention on goods or services that are qualitatively different from their counterparts and thus more beneficial to the consumer. At the same time, manufacturers focus their efforts on improving specifications and operational qualities, despite the increasing costs, and, consequently, the cost of production. This concept assumes that the customer will prefer a higher quality and better performing product. In this case, the company should focus on improving the product.

The concept of production improvement. According to this concept of marketing management, the buyer prefers affordable products that have a small price. Manufacturers who adhere to this concept have mostly batch or assembly line production with acceptable quality and low cost. The sale of finished products is carried out in many trade organizations. This concept assumes that enterprises will improve the production process, as well as reduce costs and increase labor productivity. This concept is suitable for producers who are focused on long-term growth prospects and operate under minimal social and political control.

The concept of intensifying commercial efforts (sales concept). This concept assumes that in order to increase sales, it is necessary to take certain actions to promote the products, as well as to expand the demand for it. Organizations that adhere to this concept of marketing management believe that consumers do not have a pronounced need to purchase a product and therefore sales and promotion must be organized. The main disadvantage of this concept is that the interests of the consumer are relegated to the background, and the main thing is the sale of their goods. Such a policy of the company can significantly reduce its market share in this segment.

Marketing concept. This concept is the opposite of marketing. It prioritizes the needs of consumers and is designed to meet the needs and size of the market. According to this concept, the company strives to meet the needs of a certain group of consumers, and understands that in order to do the job, it is necessary to create an entire marketing system. The marketing service of the company is subject to constant evaluation and monitoring. It is expected that the results marketing plan lead to customer satisfaction and repeat purchases.

The concept of social and ethical marketing. It is based on a new manufacturing philosophy that aims to satisfy healthy, natural needs, and use more practical ways to meet those needs. The main idea of this concept is to keep environment in the conditions of modern life, when the ecology of the planet is deteriorating, natural resources are being reduced, and the population is increasing. When developing this concept, three factors were taken into account: making a profit, satisfying consumer needs and the interests of the whole society as a whole. The result of a combination of these factors can be an increase in sales and, accordingly, the profit of the company.

Marketing Management Process

For all organizations, without exception, the effectiveness of the marketing department is important, since the relevance of the work of the entire company depends on it.

Process marketing management consists of analysis market opportunities, selection of target markets, development of a marketing mix and implementation of marketing activities:

Marketing is present in everyone's life. For the successful operation of the enterprise, it is necessary to choose the right marketing management strategy, as well as clearly plan this process. The task of marketing is to produce goods and services that satisfy the needs of the whole society. The effectiveness of the chosen concept can be determined by analyzing goals achieved, the main of which are the expansion of demand, the diversity of the goods offered, which can satisfy the widest range of people's needs, the improvement of the living standards of individuals and society as a whole. The relevance of marketing and the interest in its effective management are most enhanced with an increase in the number of organizations that create similar products aimed at satisfying the same needs, that is, in a competitive environment, when marketing is a key link to making a profit.

INTRODUCTION

The relevance of the chosen topic lies in the fact that in the conditions of acceleration and complication of the processes taking place in the market, the enterprise needs to develop qualitatively new methods for solving emerging problems of a managerial and other nature. In the business activities of the company, problems constantly arise due to the expediency of better meeting the needs of existing and potential buyers in necessary goods. The problem of the strategic success of an enterprise, the creation and retention of competitive advantages is one of the most urgent. Marketing is intended to contribute to the solution of such problems, as the basis for increasing the efficiency of a trading enterprise.

Marketing is one of the most important economic and social activities, yet it is very often misunderstood. The purpose of marketing is to improve the quality of goods and services, improve the conditions for their purchase, which in turn will lead to an increase in the standard of living in the country, an increase in the quality of life.

The next stage of development Russian economy brought the enterprise to the realization of the problem of the need practical application marketing principles in their daily activities. However, this requires not only trained specialists, but certain efforts to create management structures whose task is to plan, organize and control marketing activities at the enterprise.

PROBLEMS OF MANAGEMENT OF THE MARKETING PROCESSES OF THE ENTERPRISE

Marketing, stages of its development and place in a modern organization

As a theoretical concept and special kind commercial activity marketing originated at the beginning of this century in the United States. In 1902-1910, a course in the organization and methodology of marketing operations was introduced into the training program for future businessmen at the leading US universities - Harvard, Pennsylvania, Pittsburgh, Wisconsin. In 1908, the first commercial research firm was founded, specializing in the study of problems related to marketing, and in 1911 a number of the largest monopolies at that time introduced a special link into the management apparatus - the marketing department. At the same time, the first studies by R. Butler, A. Shaw, P. Cherington, T. Beckman, A. Marshall and others appeared in the USA, which determined the content of the concept of “marketing”. The management strategy required the concentration of all the various functions and operations in the hands of a single body - the marketing department. It is the brain center of the corporation, a source of information and recommendations for decision-making on many issues of the production, financial, marketing activities of the company.

The main activities of the marketing apparatus are the study of demand, the adaptation of production to the requirements of the market and the active influence on it. In marketing as a way of organizing and managing production and marketing activities, the achievements of a number of areas of scientific knowledge have been applied and developed: social psychology, economics, management theory, mathematical statistics, programming, etc. The principles of marketing have been adopted by the vast majority of industrial, commercial , transport, insurance and banking monopolies of the United States, leading firms in Western Europe and Japan. By the mid-1960s, more than 80% of the 500 largest corporations The United States built its activities in accordance with the goals and principles of marketing. Marketing is a kind human activity to meet the demand for tangible and intangible, social values through mutually beneficial exchange. Thus, marketing is both a system of thought and a system of action. As you know, the classification of periods of market development and marketing in countries with developed market relations includes several stages.

The first period, dating back to the 1950s in Western Europe, was distinguished by the fact that, as a rule, supply did not have time to satisfy demand. It was about a post-war economy with pronounced signs of a deficit in the distribution system. Bottleneck management accounted for the optimization of the production process (including the process of acquiring resources). At the stage of orientation to production, the main emphasis in management was placed on the economical production and distribution of products. Customer opinion as well as market development trends were secondary factors. Gradually, the role of the product as one of the marketing tools began to be realized. In the second phase of the period under review, marketing placed particular emphasis on the product and its characteristics. The quality of the product and the creation of its additional functions began to be seen as a priority in the field of product development. To implement this function, the necessary reorganization is carried out in the production management system in general and in the personnel management policy in particular. In this phase there was a surge in technological development. Innovation, improvement and positive product changes characterize this stage. Management proceeded from the fact that the perfection of the operational properties of the product is the main criterion when buying it by the client. At the same time, the process of improving and improving the consumer characteristics of a product was often a kind of end in itself, since the opinion of consumers of the created product was still not taken into account to an insufficient extent. With the transition from a scarce society to a so-called surplus society, there was also a transition of the market from the stage of a “seller's market” to the stage of a “buyer's market”, with all the ensuing consequences for the producer / seller, and supply begins to exceed demand. With the systematic and regular manifestation of signs of market saturation, a reorientation to the sales area became necessary. Strong emphasis on classic marketing complex is a hallmark of this period. To promote the product and stimulate sales, such tools as the advantages of price, delivery conditions and product quality are used. Marketing management was also distinguished at this stage by the aggressive use of such a marketing tool as advertising. In addition, special emphasis was placed on the organization of the sales system. It was believed that the more organized and branched out the marketing system with the required degree of intensity promotions the more product you can sell. A good example of this stage are such actions as the “exchange” of a product available to the consumer for new product with a surcharge ( this system currently used in a number of Russian enterprises e.g. in the furniture business). In the next phase of the development of the market and marketing, other factors were included in the process of enterprise management: the whole complex associated with the market came into focus. In this phase, the final reorientation to the sales market took place. In addition, the specific needs and wishes of the consumer have risen to the same level as the factors influencing the success of the enterprise.

Marketing has become a general and central management concept, containing the function of coordinating all market activities of the enterprise. The slogans were: "Customer in the center of work" and "Produce only what the consumer needs." State modern society and the market, as part of it, on the one hand, as well as new methods of managing the market activity of an enterprise, as a reaction to obvious market development trends, on the other hand, necessitate the refinement of the above classification, as well as the need to identify a new stage in the development of the market and methods of influence on it from the enterprise. The beginning of this stage dates back to the middle - the end of the 80s, when in countries with developed market economies there is a clear formation of a new management concept based on the maximum orientation of the entire enterprise to the market in the broadest sense of the word. Called integration marketing, in the 90s this concept, for the most part, took shape in single system. The very fact of its emergence and further distribution was a kind of response to the difficulties that the market faced during this period. The 1980s is when some writers began to talk about the inefficiency of traditional marketing tools. The framework conditions of the period of integration marketing are characterized by the following features. First, technological progress has reached an unprecedented level and its results have left a significant imprint on essentially all spheres of human activity. Despite the obvious potential of this level of information technology development, such a situation meant and means at the same time a certain risk associated primarily with the correct distribution of investment funds. Secondly, the intensification of competition is obvious - among other things, also as a result of the globalization of the economy. Thirdly, there are significant changes in consumer behavior. Their sophistication and experience, as well as a wider choice, force the enterprise to look for new ways to build relationships with its consumer. According to the changes in the framework conditions, the approach to marketing has also changed.

Modern marketing (Fig. 1) is not only a market-oriented way of thinking and acting, but also the coordination of all processes and circumstances, without exception, one way or another connected with the market or society.

At this time, the point of view on marketing as the main science of management in market conditions and a kind of foundation for all market activities of an enterprise was strengthened. Orientation to a management system based on the principles of integration marketing is the hallmark of this, the fifth, according to our classification, period. At this stage of development, it is realized that long-term success in the market is guaranteed by establishing long-term balanced relationships (ie, relationships in which mutual interests are satisfied) between the enterprise and all involved groups of influence. Creating and maintaining competitive advantages in these conditions requires special efforts, including the availability of additional reserves, both tangible and intangible. Due to the limited availability of material and intangible resources marketing faces new challenges - cost reduction by optimizing its own work, reducing production costs, as well as finding and using new potentials. Enterprise management based on integration marketing has become more actively involved social factor in the process of making managerial decisions. Environmental, social, political and ethical aspects, as well as the development trends of society as a whole, could not but be reflected in the management system at advanced enterprises. Under these conditions, the quality of goods and services produced and the competitiveness of the enterprise become synonymous. competitiveness of economic entities, entrepreneurs, when their independent actions effectively limit the ability of each of them to influence general terms and Conditions the circulation of goods in this market and stimulate the production of those goods that are required by the consumer; competitive, rival relations between two or more economic entities economic activity, manifested in the form of the desire of each of them to bypass the others in achieving a common goal, to get a higher result, to push the opponent back. Competition - is a special kind of honest economic struggle, in which, in the presence of basically equal chances for each of the claiming parties, the more skillful, enterprising, capable side wins; Marketing is the most “sore” place for most Russian enterprises. The problem of producing a product fades into the background, and the ability of an enterprise to sell its products is the most important indicator for potential investors. Many enterprises are taking steps to reorganize or re-create the enterprise marketing system. Before the theorists and practitioners of marketing, time sets the task of how to implement certain marketing constructions in practice. The crisis of 1998 gave domestic producers a chance not just to survive, it laid the foundations for the possible long-term and progressive development of enterprises - since with domestic market in fact, many of the largest foreign players left. Demand for domestically produced products has increased significantly. As the devaluation effect was exhausted, it became more and more obvious that competition in the markets of industrial products was becoming more and more aggravated, both on the part of domestic and foreign manufacturers.

In search of effective tools to strengthen their own market positions, an increasing number of manufacturers come to the need to develop their own long-term development programs and are increasingly turning to the concepts of strategic industrial marketing. The facts presented and available in modern world experience effective management sectors of production related to the satisfaction of demand, clearly show that without marketing to create a self-regulatory system that quickly and adequately responds to changes in the situation on consumer market, is simply impossible. Usually these are measures of an organizational and managerial nature, which, if implemented purposefully, will allow the enterprise to significantly increase the efficiency of the marketing and sales service. Of course, it would be desirable to conduct a detailed market research, determine the potential of various consumer groups, assess the company's capabilities and competitive advantages, and develop a new marketing strategy that takes into account these advantages and market potential. This work can be carried out more effectively with the participation of management consultants. It is necessary to appoint those responsible for the implementation of the main functions of the marketing system, give them authority and resources, determine the criteria for evaluating the effectiveness of their work and responsibility. The system of remuneration for employees of the marketing and sales department should be related to the results of the company's activities in the market.

It is possible, especially at the beginning of the development of the concept of marketing, to confuse such completely different, but interconnected concepts as “marketing management” and “marketing management”. In order to avoid such confusion, it will not be superfluous to “dot all the j, and identify what is marketing management and what is marketing management.

So, “marketing management”, or “marketing management” is such a management that allows you to achieve the goals of the organization in obtaining the intended amount of profit due to its full focus on the consumer, on the ever more complete satisfaction of his needs and requirements. .

The American Marketing Association, according to F. Kotler, understands marketing management as "the process of planning and implementing a pricing policy, promoting and distributing ideas, products and services, aimed at making exchanges that satisfy both individuals and organizations." Such activities of organizations are carried out in a certain environment, the elements of which interact with each other. In many of his books, Kotler uses the same scheme to explain the subjects interacting in the market, which, with some modifications, is shown in Fig. 4.

Organizations in the structure of marketing management tasks should also provide for those that are aimed at meeting the needs of all market entities, except perhaps competitors (therefore, there are no connecting arrows between the enterprise and competitors). Suppliers, interacting with enterprises (manufacturers of products, services), must receive their benefits and be satisfied with communication with them, as, indeed, the enterprises themselves must be satisfied with communication with suppliers. The same applies to intermediaries. Only with mutually beneficial relationships with these two groups of market entities can an enterprise achieve mutually beneficial relationships with end consumers, which, in fact, is the essence of marketing management. Such mutually beneficial relationships have to be established by market entities under constant, not always predictable, but almost always in the complete absence of any opportunities for a beneficial impact on it, the pressure of various circumstances of the external environment, represented in Fig. 4 by dotted arrows.

Rice. 4

The two categories -- marketing management and organizational cultures -- are closely related. Moreover, the dependence is such that marketing management also requires a marketing organizational culture. Foreign companies also did not immediately come to the idea of marketing management.

The emphasis on the managerial aspect of marketing is a relatively new phenomenon. Until recently, marketing was not seen as managerial activity, but rather as a set of social and economic processes. The managerial approach to the study of marketing arose in the 50s and 60s. Its founders, including F. Kotler, define marketing management as a decision-making process based on borrowed from economics, psychology, sociology and statistics of analytical foundations. Gradually, marketing management is gaining recognition as a function of business activity, which is the development of a more traditional approach known as sales management, when special attention is paid to product development and planning, pricing problems, promotion and distribution of goods.

The evolution of the views of foreign companies on the place and role of marketing in the structure of other management functions (or, in other words, other management objects) is well shown by Kotler in one of his books.

If the main objects of management in enterprises are such as marketing, production, finance, human resources, then the change in the attitude of the management of enterprises to marketing looks like it is presented in the figures below.

On fig. 9 and presents, in fact, marketing management. As we can see, the path to it could not be easy and short. Such a role of marketing is possible only with a marketing organizational culture, when each employee of the organization is fully aware that the overall success of the enterprise in the market depends, among other things, on his personal relationship with the end consumer, even if he does not have direct contacts. Dibb S., Simkin L. Practical guide on market segmentation / Per. from English. St. Petersburg: Peter, 2001.

F. Kotler constantly emphasizes that marketing management, since it is focused on creating and strengthening mutually beneficial relationships with the consumer, has nothing more than market demand management as its main goal. And since demand is a very dynamic category, i.e. is subject to rapid changes, the importance and significance of the conceptual approaches of marketing management for enterprises can hardly be overestimated. In practical terms, demand management involves constant marketing work with two groups of buyers - permanent and new.

Using strategies aimed at attracting new customers and making deals with them, companies do everything possible to retain existing customers and maintain an ongoing relationship with them. Why is there such a focus on customer retention? In the old days, companies operated in an extensive economy, and the rapid development of markets made it possible to use the so-called leaky bucket approach in marketing. The expansion of markets meant the continuous emergence of a large number of new consumers. Companies were able to constantly replenish the marketing "bucket" with new customers, without worrying that the old ones leave the "bucket" through the "leaky bottom". Today, however, companies are facing new realities, both in the economy and in marketing. Demographic changes, slowing economic growth, more sophisticated methods of competition, excess production capacity in many sectors of the economy - all these factors lead to the fact that new customers are becoming less and less. Many companies are now vying for shares in declining or declining markets. Therefore, the cost of efforts to attract new customers increases. More specifically, it costs five times more to acquire a new customer than it does to retain a satisfied customer.

In order to retain the former customer, it is necessary to constantly ensure the high consumer value of the product (service) and its maximum satisfaction. Without marketing management, this is impossible. If the attitude to marketing at the enterprise corresponds to the one shown in fig. 8 and 9, then we can talk about improvement, and if, as in Fig. 4, then only about the transition to the concept of marketing management (graphically depicted in Fig. 9 of the same digression).

Thus, marketing management is such a process of situation analysis, planning, implementation of plans and control, which is based on the principles of a mutually beneficial exchange for all participants, bringing, in addition to economic benefits, a sense of complete satisfaction to each of them. Marketing management is the highest form of marketing in general.

Marketing management usually includes such procedures as the development of marketing plans, the design and development of the structures of marketing departments, including the development (improvement) of documents regulating their activities, the preparation and planning of marketing research, and the coordination of non-marketing activities. departments in solving marketing problems.

Of course, marketing management should include everything that leads to the coordinated activities of departments and individual employees of the enterprise's marketing services: orders, orders, instructions, etc.

In other words, marketing management is everything that is aimed at streamlining and coordinating actions, and not only actions, but also thoughts, ideas of employees of both marketing and non-marketing divisions of enterprises that provide marketing management of their activities, those. management that aims to achieve organizational goals by solving customer problems.

This traces the relationship between marketing management and marketing management. Establishing such a relationship is certainly not easy. But if the enterprise succeeds, success in the market is guaranteed to it. Establishing such a connection requires the use of certain methodological techniques by managers, many of which are still waiting to be developed, so this part is marked as a problem area.

It has already been mentioned above that marketing itself is a management function. A function in management should be understood as a set of interrelated tasks. And since several fairly independent blocks of interrelated tasks can be distinguished in the marketing structure, that is, it is quite reasonable to talk about the functions of marketing itself.

On fig. 10 highlights three enlarged functions of marketing. These include market research, production of goods in accordance with the results of this research and marketing.

Rice. ten

This diagram shows four global marketing functions. The fourth is the function of management and control (actually, marketing management). The purpose of Fig. 8. consists in explaining the very nature of marketing, its content and no more. But since marketing itself needs to be managed, that does not require any special evidence. Zavgorodnyaya A.A., Yampolskaya D.O. Marketing planning. St. Petersburg: Peter, 2002.

Domestic enterprises had and still have a clearly defined production orientation. Obviously, at the beginning of the reform, some changes took place among their traditional buyers. The enterprises knew nothing about these changes and, which is typical for many enterprises at the beginning of reforms, they did not even try to find out. Created goods, services, and then wondered why no one buys? This is the main feature of industrial orientation. To avoid such situations at domestic enterprises, they can be offered to change their orientation from production to marketing.

For this you should:

· create a marketing department (service) with a clearly defined structure of functional tasks;

· to rethink and change the philosophy of production interaction between managers of different levels of enterprise management in accordance with the requirements of marketing orientation;

· conduct a thorough study of the market for its boundaries, needs, requirements, requests, consumer values, quality;

· to choose the concept of management of production and marketing of this product. Market research results may suggest it.

Perhaps the concept of improving production is quite suitable, then the efforts of managers, specialists and workers should be directed to improving technologies, reducing production costs and prices. If it's not just about prices (or not at all about prices), then the concept of product improvement or the concept of integrated marketing can obviously help. The latter, of course, is more reliable and better, but it will also require large expenditures for implementation. However, the results may be more tangible than with the concept of product improvement. As for the concept of socially ethical marketing, it is not suitable for every enterprise.

Thus, the problems of many domestic enterprises (naturally, not all) lie in the lack of effective and efficient marketing in their activities. Transfer of the enterprise management system from production to marketing orientation, as required market economy will certainly solve these problems completely, although not immediately. Positive examples of such a reorientation are quite convincingly demonstrated by some Russian enterprises.

Many people think that marketing is mainly about advertising and sales. However, this is not the case. And the management of Russian enterprises, when creating their own marketing services, needs to keep this in mind.

You can complete the disclosure of the conceptual and conceptual aspects of marketing management with the following conclusions:

Marketing is “a type of human activity aimed at meeting the needs and needs of people through exchange”, it is “anticipating, managing and satisfying demand for goods, services, organizations, people, territories and ideas through exchange”, this is production what people will certainly buy, rather than trying to sell what the enterprise is capable of producing.

· The replacement of planned management mechanisms by market ones, carried out in the course of economic reform, unequivocally presupposes the creation and development of marketing services at Russian enterprises.

· Marketing as a concept of enterprise management, focused on mastering the market, originated abroad, and, consequently, in the course of economic reform, it is necessary to convert it into the structure of the Russian mentality and infrastructure.

The functional area of marketing consists of three large functional blocks:

· market research;

production of products corresponding to the structure of requests;

The evolution of marketing concepts can be traced in the direction from improving production to production and marketing with the aim of simply increasing its volume and reducing costs to taking into account in the consumer properties of the product not only the needs and needs of people (“integrated marketing”), but also the requirements of society in general for the protection of the environment, moral and moral foundations.

The main function (purpose) of marketing is to know the true needs and - based on the latest achievements in the field of science, technology, technology - to create new needs that satisfy the old needs at a higher consumer level. If the study of needs and requirements is necessary for marketers to improve (develop) the consumer properties of the product, then the study of requests allows you to plan (determine) production volumes. The study of goods contributes to the development of their consumer properties, exchange and transaction procedures, and increased sales efficiency. The orientation of the activities of enterprises to the needs of consumers is the essence of marketing management, which is based on marketing organizational cultures.

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

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

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

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

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

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

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

Marketing solves the key tasks that determine the vector of enterprise development.

What is marketing management

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

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

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

How to manage marketing? Control concepts according to Kotler

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

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

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

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

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

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

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

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

Marketing Management Process: 4 Steps

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

Marketing management is necessary in order to:

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

The marketing management process consists of four steps:

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

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

1. Analysis of market opportunities

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

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

2. Selection of target markets

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

At this stage, special attention is also paid to, which the company plans to bring to the market:

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

3. Development of the marketing mix

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

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

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

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

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

4. Implementation of the marketing concept

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

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

Based on analytical information, a marketing strategy which is aimed at achieving the goals of the company and determines the methods of control over its implementation.

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Conclusion

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

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