Systematic marketing for everyone. Marketing system, its features What is system marketing
This book will allow you to build step by step basic system marketing in existing business or a starting project and increase sales by at least 30% already in the first season!
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The given introductory fragment of the book Systemic marketing using the example of clothing manufacturers (I. P. Pishchuk (Borodavko), 2018) provided by our book partner - the company liters.
Section 1. System marketing
The situation happening in the country now is a time of opportunity for those entrepreneurs who want to take their business to a new level. During the crisis of 2014/2015 and the post-crisis period, a lot has changed: weak players left the market, strong ones strengthened their positions, client flows were redistributed among those who remained working.
How, under the current conditions, can we take new positions in the market and increase sales?
The answer is simple - you need to set up a high-quality marketing system in your company.
Marketing and system marketing
Just 10 years ago in Russia, only sales department employees were involved in product sales. Later, we increasingly began to use the concept of “marketing.”
What does marketing do and how does it contribute to sales? Let's figure it out. After all, behind well-structured marketing in your company is not only sales growth, but also the development of the company itself.
When I conduct trainings or workshops for clothing manufacturers and designers, I always start with a definition. Its essence lies in a very simple phrase: marketing is everything that ensures the sale of products.
The second concept, more capacious, sounds like this: marketing is attracting, servicing, retaining and returning customers to business.
Those. working with clients at three levels of interaction, which are indicated in the wording itself.
Many Russian entrepreneurs see this work scheme like this (Fig. 1):
Figure 1. Levels of customer service in marketing
At first glance, everything is correct. But if you look at this diagram in a different form, the picture will change a lot (Fig. 2).
Figure 2. Levels of work with clients in systemic marketing and the foundation of the business
From Figure 2 it can be seen that work with a client can be carried out in a closed circuit, i.e. systematically. The experience of my clients and students has proven that such a scheme is more effective and economical for the business itself.
How does it work? You invest money in advertising and marketing and attract customers (this process is called lead generation). After a client contacts your company, you are engaged in servicing him - i.e. the client moves to the second level of interaction. Then your task is not to forget about him, but to keep him in business, return him for a repeat purchase, attract his friends and acquaintances to your company, and also engage in attracting new clients.
According to statistics, attracting new traffic to a business costs 11 times more than reselling to an existing client. Of course, in businesses there are exceptions when it is impossible to return a client for a second purchase, but this rarely happens.
It is precisely this cyclical work with the client that systemic marketing does. It allows clients attracted to the business to go “in circles” and at the same time bring new clients to the business.
There is one addition: all marketing cannot be in a company by itself. It must stand on a solid foundation - company positioning.
Majority Russian entrepreneurs does not develop positioning. And they work on a whim. This is where we get high competition in certain niches or segments and unmet demand in others, a lack of clear work goals, and sometimes disunity in the work of regional divisions. All this leads to the situation described in Krylov’s fable “When there is no agreement among comrades, their business will not go well...”
We'll talk more about positioning in Section 3.
Important! Availability and communication of positioning in the market to all employees of the company helps to solve dozens of issues related to how to develop the company. The result from introducing positioning into the company’s work will not take long! Proven by dozens of my students and clients.
Modern instruments marketing.
Previously, we looked at three levels of customer service:
– attraction;
- service;
– retention and return.
In the full list of current marketing tools that we analyze at the online training “System Marketing from A to Z” (www.asm5.ru/trening), there are more than 110 of them. Within the framework of this book, our task is to analyze those tools that are included in the so-called basic marketing system. They will be discussed in the following sections. We will look at business analysis tools, study positioning, and analyze assortment matrix and compilation marketing strategy for the season, and then we’ll move on to the tools of the three levels of working with clients.
At the end of this section, I invite you to fill out a simple checklist and evaluate the basic marketing system in your business (Fig. 3). This will allow you to understand the current situation in the company or project that you are planning to organize. Enter next to each tool in the appropriate column the rating that you think the tool is currently configured for, where 0 – the tool is not implemented, 1 – the tool practically does not work, 2-4 – your expert review and 5 – the tool works effectively. And in the last column, write the planned implementation/adjustment dates or some comments for yourself. If you do not understand the essence of the tool, then skip it or set it to 0. You can return to this checklist as you read the book.
Systematic definition of marketing
Four semantic loads or private complementary definitions of marketing were given in subsection. 1.1, which also provides a comprehensive definition. At the same time, marketing is a feedback control system, which, in essence, is a cybernetic control system, so the following definition can be proposed as a comprehensive system.
Marketing– the activity of an enterprise in managing the demand presented to it, aimed at achieving its own market goals based on meeting the needs of consumers, consisting in the formation of control actions by establishing and adjusting the levels of parameters of the marketing mix based on the results of monitoring the marketing environment and assessing the degree of achievement of set goals and objectives.
Unfortunately, translated publications do not always provide the opportunity to specify the conceptual apparatus in terms of the joint application of the categories of marketing and management. Thus, in the Russian edition of F. Kotler’s famous monograph “Marketing – Management” there are three consonant terms: marketing management, marketing management, marketing – management, and the first two terms are used almost as synonyms, and the third is contained only in the title of the cited publication. The first two terms will be specified to a certain extent below (see subsection 4.6).
Marketing System Flowchart
Marketing system is an open cybernetic control system with feedback. The control object itself high level is the consumer. To achieve the market goals of the enterprise, management is carried out according to the demand presented to the enterprise. The main blocks of the system where information is processed are controlling, monitoring, marketing research, and the formation of “4P” parameters.
A complete description of the marketing system from the perspective of cybernetics can be given on the basis of constructing a functional block diagram - a graphic model in the form of blocks and the relationships between them (Fig. 4.1).
Rice. 4.1.
A - market goals of the enterprise; IN – marketing environmental factors; 1 – deviations from goals; 2 – strategies and requirements for the marketing mix; 3 – state of the marketing mix; 4 – position of the enterprise in the market; 5 – consumer behavior; 6 – results for the marketing mix; 7 – achieved levels of set goals; OS - feedback
The scheme under consideration is such that the blocks indicate information transformation activities, and the relationships reflect information flows. Moreover, the blocks, except for the “Consumer” block, are not associated with any material object or subject, which is practiced in other types of schemes.
Blocks in the marketing system
Consumer in the marketing system
The consumer is the object of management at the highest level. The transition to relationship marketing (personalized marketing) emphasizes the fact that the consumer is the object of management. Naturally, consumers relate to the external environment where their General characteristics, but they are also an object of marketing, where signs are studied that characterize the consumer not as an element external environment, but as an object of control.
The success of an enterprise depends on how the consumer behaves, whether he will purchase the product, and whether he will make repeated purchases. As a result of the purchase of goods, consumers collectively determine the position of the enterprise in the market and are a source of revenue and profit for the enterprise. Management is carried out not by the consumer in general, but by his attitude towards the product, the intention to purchase the product and the implementation of this intention - the act of purchase. By coordinating the capabilities and needs of a set of potential consumers, demand is formed. This is precisely what the definition of marketing as demand management is based on.
In marketing, the impact on the consumer is carried out indirectly - through the parameters of the marketing mix. The definition of the marketing mix is known as a set of means of influencing consumers of the target market in order to evoke the desired response from them. In other words, it actually says that the consumer is a control object. Demand is a controlled process.
System blocks
Controlling is an activity to identify deviations from intended goals and causes of difficulties in the activities of an enterprise based on a comparison of planned and actually achieved indicator values. The comparison is carried out at two levels: at the level of the enterprise's market goals and at the level of direct control parameters planned directly in the marketing system. In the diagram fig. 4.1 in the form of a separate block reflects only controlling at one - the highest hierarchical level in the marketing system, when the achievement of goals is controlled. Controlling at the level of marketing mix parameters is not shown as a separate block in the diagram and is included in the “Development of marketing programs and control” block. Information flows 2 and 2 are associated with controlling at the level of the marketing complex. 6.
Marketing research, being integral part marketing, represent its intellectual, computational, information-analytical, logical block of the marketing system. Naturally, marketing research is solution-oriented practical problems, and research results are the basis for management. Detailed characteristics marketing research given in ch. 5.
Formation of marketing mix parameters“4P” includes the development of marketing programs, the actual formation of levels of parameters of the marketing mix in practice and control over them. Marketing program (see subsection 5.3) – regulations for the formation of specified levels of parameters of the marketing complex. Control consists of comparing the plan and results of the work planned in marketing programs.
Monitoring represents the regular collection and analysis of information about the state of the marketing environment and, most importantly, information about consumers in terms of their behavior, attitudes and intentions, socio-economic characteristics, transformation of needs and demand, attitudes towards the product and the brand, intentions to purchase the product, consumer preferences and other processes and phenomena. Changes in the observed parameters over time provide grounds for restructuring the marketing mix. Information flows are related to monitoring IN – marketing environmental factors, and 5 – consumer behavior.
- According to the author, instead of the long phrase “formation of levels of parameters of the marketing mix”, it is possible to use the term “marketing -mix".
Section 2. Marketing systems and characteristics
2.1. Marketing system.
2.2. Principles, goals, objectives and functions of marketing.
2.3. Characteristics of types of marketing.
2.4. Marketing complex.
2.5. Marketing environment.
2.1. Marketing system
The concept of a marketing system is particular in relation to general concept systems.
A system is a complex of subsystems, elements, components and their characteristics, the interaction between which and the environment determines the formation of a qualitatively new integrity.
Marketing is used regardless of the degree to which market relations are developed, since it acts as a real system that links internal and external activities firms, and also coordinates the interaction of all entities included in the marketing system.
The marketing system can be represented as a diagram shown in Fig. 2.1.
Marketing system– this is a set of socio-economic subjects (elements) of the market environment, each of which has independence and integrity, is in continuous interaction regarding the formation and development of demand for goods and services in order to make a profit and meet the needs of a partner in the existing chain of their communications.
The marketing system includes various elements, which include: suppliers, competitors, intermediaries, consumers and the enterprise whose activities are the subject of research or
analysis. The formation and functioning of a marketing system occurs in a certain environment, which is created under the influence of factors and conditions of the market space and disturbances from socio-economic, political, cultural, demographic and environmental factors. A developed market environment is a necessary prerequisite for the effective functioning of the marketing system.
Environment | |||||
Social |
|||||
Ecology | |||||
MARKET OF BUYERS | |||||
Policy | LABOR MARKET | Culture |
|||
CAPITAL MARKET |
|||||
MARKET OF FUNDS | |||||
Technology | Education |
||||
PRODUCTION |
|||||
MARKET CONSUMER- | |||||
Economy | SKY GOODS | Legal |
|||
INFORMATION MARKET |
|||||
COMPETITORS | |||||
Environment | |||||
Figure 2.1 – Marketing system. | |||||
Within a single enterprise, the following marketing systems are distinguished:
− marketing Information system;
− system of marketing means (marketing mix);
− marketing management system.
Marketing information system – a set of structures,
procedures and methods designed to systematically collect, analyze and use a firm's internal and external marketing information.
Marketing system (marketing mix) – a set of techniques and methods, specific tools that an enterprise uses to achieve its goal, solve relevant market problems and better meet the needs of target markets.
Marketing management system includes three interrelated elements: marketing planning, organization of marketing services and marketing control.
2.2. Principles, goals, objectives and functions of marketing
The following can be distinguished basic principles marketing:
1. Careful consideration of consumer needs, the state and dynamics of demand, conditions entrepreneurial activity.
2. Creating conditions for maximum adaptation of production to market requirements, to the structure of demand, based on a long-term perspective.
3. Informing potential consumers and influencing them using marketing tools.
Marketing goals are divided into five groups:
− market (market share, market conquest, identification of promising markets);
− marketing (creating the company’s image, measures to form public opinion, sales volume, profit volume, competitive fight);
− structural and managerial (improvement management structures);
− providing (pricing policy, sales promotion, consumer properties of goods, product distribution parameters);
− activity control.
− reducing excessive costs in market communications;
− elimination of unreliable goods;
− introduction of product packaging that would be environmentally friendly
ski requirements.
The marketing activities of an enterprise can be presented as a sequence of four stages, each of which includes a specific group of functions.
Stages of marketing activities (marketing functions):
1. Market opportunity analysis:
− analysis of marketing environment factors;
− planning, collection, processing, analysis of marketing information;
− market research;
− analysis of the competitive environment;
− study of consumer behavior;
− diagnostics of the company's microenvironment.
2. Selection of target markets:
− market segmentation;
− assessment of market segments;
− product positioning.
3. Development of a marketing mix:
− development of new products;
− determining the type of demand for a product;
− formation of competitive advantage;
− determining the stage of the product life cycle;
− development of a strategy for trademarks, packaging, and service;
− determination of pricing policy;
− determining the product distribution policy;
− determination of promotion (communication) policy.
4. Marketing Management
− making strategic marketing decisions;
− marketing planning;
− Creation organizational forms management;
− control.
2.3. Characteristics of types of marketing
The typology of marketing types is currently unsettled. However, we can distinguish the main types of marketing according to certain classification criteria (Table 2.2).
Table 2.2 – Classification of types of marketing
Classification sign | Types of Marketing |
|
1. Orientation of marketing activities | marketing, | focused on |
telnosti | ||
marketing aimed at |
||
consumer | ||
mixed marketing |
||
2. Scope of application | marketing of consumer goods |
|
th appointment |
||
marketing | industrial goods |
|
but-technical purposes (pro- |
||
thought marketing) |
||
trade marketing |
||
3. The period of time for which | strategic marketing |
|
marketing policy is being developed | ||
teak enterprise | ||
tactical marketing |
||
operational marketing |
||
4. Type of consumer demand | conversion |
|
stimulating |
||
remarketing |
||
synchromarketing |
||
developing |
||
demarketing |
||
Continuation of the table. 2.2 |
|
supportive |
|
opposing |
|
5. The applied management concept | industrial |
marketing activities | |
work at the enterprise | |
grocery |
|
sales |
|
market |
|
6. Degree of coordination of execution | integrated |
functions at the enterprise | |
non-integrated |
|
7. The ultimate goal of marketing | commercial |
activity of the enterprise | |
non-profit |
|
8. Product type | product marketing |
service marketing |
|
9. Level of tasks to be solved | micromarketing |
macromarketing |
|
10. Degree of differentiation of mar- | global |
keting functions | |
differentiated |
|
highly targeted marketing |
|
individual marketing |
|
11. Territorial feature | internal marketing |
international marketing |
|
Let's consider all of the listed types of marketing in more detail.
Depending from the orientation of marketing activities distinguish: product-oriented marketing; consumer-oriented marketing; mixed marketing.
Product oriented marketing applies when
The activity of an enterprise is aimed at creating a new product or improving an existing product. The main task in this case comes down to encouraging consumers to purchase new or improved products.
Consumer oriented marketing used if the enterprise’s activities are aimed at meeting needs directly emanating from the market. Here the main task marketing – studying potential needs, searching for a market “niche”.
Marketing activities focused on the product and consumer are called mixed marketing.
Depending depending on the scope of application distinguish: marketing of consumer goods; marketing of goods for industrial and technical purposes; trade marketing.
Marketing of consumer goods aimed at individual consumption. Despite the differences between individual categories of goods, all types of marketing of consumer goods are characterized by the following features:
− originality of demand (need);
− a large share of individuality in decision making;
− multi-stage indirect sales;
− anonymity of market contact.
Marketing of industrial and technical goods
(industrial marketing) is engaged in the sale of factors of production - investment goods. Features of marketing goods for industrial and technical purposes require taking into account the following factors:
− production necessity, i.e. demand and needs for final products(consumer goods), for the production of which an investment product is used;
− collectivity and formalization of decision-making in the field of acquisition of investment goods;
− relatively insignificant compared to consumer goods, number and high concentration of demand carriers;
− direct process of negotiations and transactions;
− special emphasis when using marketing tools (commercial credit, special terms of delivery and payments).
Essence trade marketing lies in treating the merchant not as a competitor and not as a partner in the distribution channel, but as an intermediary client.
The process of implementing the principles of trade marketing includes four main stages:
− needs analysis: understand the work patterns of traders and their expectations;
− segmenting merchants or identifying merchants with the same needs and expectations;
− selection of a target segment that is a priority for the manufacturer;
− development of an offer tailored to the target segment(s).
IN Depending on the period of time for which the enterprise’s marketing policy is being developed, they are distinguished: strategic marketing, tactical marketing, operational marketing.
Strategic Marketing – marketing, which develops and implements a general program of action for the enterprise for a period of more than 5 years; its goal is the efficient allocation of enterprise resources to reach the target market.
Tactical Marketing– a type of marketing whose task is to create a program of action for the enterprise on the market for a period of no more than 5 years.
Operational Marketing– marketing, which develops and implements marketing mix tools for a period of up to one year. At the operational level, current tasks posed by market conditions are solved. The absolute requirement is that even these short-term tasks should not conflict with long-term ones. strategic goals companies.
Demarketing is aimed at reducing demand for goods or services that cannot be satisfied due to an insufficient level of production capabilities and limited commodity resources. The main tools of demarketing are a significant increase in prices and the cessation of advertising work. Its goal is not to eliminate demand, but only to reduce its level.
Supportive Marketing used in conditions where demand is active and stable, then activities are carried out to support this nature of demand.
Adversarial Marketing is sold with the aim of ensuring the well-being of the consumer in the case when the product does not meet the requirements of scientific and technological progress, protection environment, rational use of material resources. Used when demand is considered irrational.
Depending on the applied marketing management concept howl activities at the enterprise The following types of marketing are distinguished: production, product, sales, market.
Production Marketing– marketing, which is considered
identifies the production process (production volumes, labor productivity, production costs) as the main way to achieve commercial success in the market; effective in a market where demand exceeds supply (producer market).
Product Marketing– marketing, which focuses the entrepreneur’s attention on quality, functional characteristics, product costs (product policy) as the main tool for achieving commercial success.
Sales Marketing– marketing, which uses a system of methods for selling goods and services as the main way to achieve commercial success in the market.
Market Marketing– marketing, which focuses the entrepreneur’s attention on better and more fully satisfying the needs of the market as the main tool for achieving commercial success.
IN depending on the degree of coordination of those performed at the enterprise functions distinguish between integrated and non-integrated marketing.
IN integrated marketing there is close coordination, coordination and coordination of all marketing functions enterprises.
IN non-integrated marketingall functions of marketing activities are carried out by various departments of the enterprise (sales departments, prices, technical information, advertising, etc.).
IN depending on the ultimate goal of marketing activities Enterprises differentiate between commercial and non-commercial marketing.
Marketing in the commercial field of activity or marketing commercial organizations those engaged in business activities with the aim of generating income (profit).
Marketing in the non-profit field of activity or marketing
ting non-profit organizations, or social marketing, concerned primarily with creating a positive public opinion towards a particular organization or individual.
IN Depending on the type of product, they are distinguished: marketing of goods and marketing of services.
Product Marketing explores the characteristics of the organization effective sales and ensuring the profitability of business activities of various types of enterprises, depending on the characteristics of the products.
Services marketing. Its object is services that have a number of features that are taken into account when conducting marketing research:
− abstractness, intangibility of the result;
− inability to store and store;
− only in exceptional cases the transported result;
− often one-time, individual provision;
− difficult to standardize result.
IN Depending on the level of tasks being solved, micro- and macromarketing are distinguished.
Micromarketing is a form of targeted marketing, the practice of tailoring products and marketing programs to the needs and wants of clearly defined and fairly narrow geographic, demographic and behavioral segments.
Problems macromarketing unlike problems micromarketing should be considered from the point of view of the interests of society and the country as a whole.
IN depending on the degree of differentiation of marketing functions tions are distinguished: global, differentiated, narrowly targeted marketing, individual marketing.
They are also targeted marketing strategies.
Global (undifferentiated, mass) marketing –
In its enlarged form, the marketing system includes the following:
1. A manufacturing enterprise whose functions include production of products.
2. A supplier company whose function is to provide the necessary resources for the production of products. It is better for the manufacturer if it is possible to use resources from different areas, then the supplier competes. If resources are scarce, then manufacturing enterprises have to compete.
3. Market. This is where supply and demand, buyer and seller, meet, where goods are exchanged for money, where the final result of marketing is manifested.
4. Mediator. These are organizations or people who are engaged in the exchange of goods, providing connections, insurance, labeling goods, identifying markets, etc. This includes transport, warehouses, wholesale and individual traders, and in foreign markets - sales agents, brokers, consignors, credit devices and more.
5. Competitors. These are enterprises (associations) that produce similar products (services). There is a distinction between functional competition, when different products can perform the same function; specific (for example, an electric or mechanical coffee grinder); intercompany, when products of the same type are produced, but at different enterprises. As a rule, competitors are associated with all of the above subsystems.
Finally, the marketing system also includes an internal sphere, which means a clearly defined group of people who show real or potential interest in the enterprise and can have a great influence on it. Among them there are organizations or people:
– interests that, in principle, coincide with the interests of the enterprise (banks, exchanges, financial departments, etc.);
– who may not show interest in the enterprise, but the enterprise is interested in their interests (mass media, commercial information publications, etc.);
– who show interest in enterprises, but in which the enterprise is not very interested (consumer organizations, mass buyers, legislative bodies, etc.).
All this taken together, with all the mutual benefits, is usually called a marketing system.
We know that marketing in one way or another affects the interests of everyone, be it a buyer, a seller or an ordinary citizen. But these people may have goals that contradict each other.
What should society expect from a marketing system? This question is relevant, because authorities at various levels are increasingly resorting to regulating the marketing activities of firms. In some cases, government intervention can literally go to extremes.
In India, some government officials would like to ban branding of sugar, soap, tea, rice and other basic goods everyday needs. They argue that branding, packaging and advertising raise the retail prices of goods.
In Norway, some government officials are advocating for a ban on personal ownership of certain “luxury goods” such as swimming pools, tennis courts, airplanes and luxury cars. In their opinion, Norway's resources are too limited to spend on such purposes. These officials advocate “collective consumption” of expensive goods and services.
In the early 1970s, the Federal Trade Commission adopted a number of measures to ensure “truth in advertising.” The advertising substantiation clause requires that firms be prepared to provide documentary evidence of any content contained in advertisement statements. The Corrective Advertising Regulation requires that a firm guilty of making a false statement spend 25% of its advertising budget on fact-finding messages. The counter-advertising provision makes it easier for groups opposed to the product (such as anti-smoking groups) to have access to the media to express their opinions.
The likely and ongoing tightening of marketing regulation on a global scale begs the most fundamental question: what is the true purpose of a marketing system? Four alternative answers are offered: achieving the highest possible consumption; achieving maximum customer satisfaction; presentation of the widest possible selection; maximizing quality of life.
Achieving the highest possible consumption
Many business leaders believe that the purpose of marketing is to facilitate and stimulate maximum consumption, which in turn creates the conditions for maximum growth in production, employment and wealth.
Behind all this lies the claim that the more people buy and consume, the happier they become. However, some doubt that the increased mass of material wealth brings with it more happiness.
Achieving maximum customer satisfaction
According to this point of view, the goal of the marketing system is to achieve maximum consumer satisfaction, and not the maximum possible level of consumption. Consuming more chewing gum or owning a larger wardrobe only means something if it ultimately leads to greater consumer satisfaction.
Unfortunately, customer satisfaction is difficult to measure. First, no economist has yet figured out how to measure complete satisfaction with a specific product or specific marketing activities.
Secondly, the direct satisfaction received by individual consumers from specific “goods” does not take into account “evil”, such as environmental pollution and damage caused to it.
Third, the degree of satisfaction experienced by the consumer of certain goods, such as products that symbolize social status, depends on how small a circle of other people own these goods. Consequently, it is difficult to evaluate a marketing system based on the satisfaction it brings to the public.
Providing the widest possible choice
Some market players believe that the main goal of the marketing system is to provide the greatest possible variety of products and provide the consumer with the widest possible choice. The system should give the consumer the opportunity to find products that best suit his taste. Consumers should be able to maximize their lifestyle and therefore experience the greatest satisfaction.
Unfortunately, maximizing consumer choice comes at a cost. First, goods and services will become more expensive, since greater variety will increase the costs of producing them and maintaining inventories. Higher prices will entail a reduction in real consumer incomes and consumption levels. Secondly, an increase in the variety of products will require more time and effort from the consumer to get acquainted with various products and evaluate them. Thirdly, an increase in the number of goods does not at all mean for the consumer an increase in the possibility of real choice. There are many brands of beer in the United States, and most of them taste the same. When within a product category there are many branded products with minor differences from each other, this situation is called branded abundance and the consumer is given an imaginary choice. And finally, consumers themselves do not always welcome a wide variety of products. Some people, when faced with an excess of choice in certain product categories, experience a feeling of confusion and anxiety.
Maximize your quality of life
Many people believe that the main goal of a marketing system should be to improve “quality of life.” This concept consists of: 1) quality, quantity, range, availability and cost of goods, 2) quality physical environment and 3) the quality of the cultural environment. Proponents of this view tend to evaluate a marketing system not only by the degree of direct consumer satisfaction it provides, but also by the impact that marketing activities have on the quality of the physical and cultural environment. Most agree that for a marketing system, improving the quality of life is a noble goal, but recognize that this quality is not easy to measure, and its interpretations sometimes contradict each other.
Many people think that marketing is only large companies in developed capitalist countries. In fact, it is used within and outside the business sector in all countries.
7.Marketing environment: concept, components
The company's marketing environment is a set of active subjects and forces operating outside the company and influencing the ability of marketing management to establish and maintain successful cooperative relationships with target clients. The marketing environment consists of a microenvironment and a macroenvironment. The microenvironment is represented by forces that are directly related to the company itself and its ability to serve clients, that is, suppliers, the company itself with its internal environment, marketing intermediaries, clients, competitors and contact audiences. The macroenvironment is represented by the forces of a broader social plan that influence the microenvironment, such as demographic, economic, natural, technical, political and cultural factors. Let us characterize each of the components of the marketing environment.
Table 1
Factors of the company's marketing environment and their characteristics
| Marketing environment factors | Characteristics of marketing environment factors |
| Microenvironment of Marketing | |
| 1. Company | The company's senior management financial service, R&D service, logistics service, production, etc. |
| 2. Suppliers | Business firms and individuals providing the company material resources necessary for the production of a specific product. |
| 3. Marketing intermediaries | Firms that help a company promote, sell and distribute its products to customers (resellers - wholesale and retail, specialist firms in organizing product distribution, agencies providing marketing services and financial institutions). |
| 4. Clientele | The main types of clients of the company are: consumer market, producers' market, intermediate sellers' market, market government agencies, international market. |
| 5. Competitors | The main types of competitors in marketing: desires-competitors (alternative consumer behavior options); product-generic competitors ( alternative ways satisfying any specific desire), product-species competitors (other varieties of the same product that can satisfy the specific desire of the buyer); competitor brands ( different brands of the same product, capable of satisfying consumer desires). |
| 6. Contact audiences | Any group that has an actual or potential interest in the organization or influences its ability to achieve its goals. Types of audiences: financial circles, media audiences, government audiences, civic action groups, local audiences (population), general public, internal audiences (own workers and employees). The contact audience can be beneficial (sponsors), desired (whose support the company is seeking) and undesirable (societies or consumer groups boycotting the company's products). |
| Macro environment of the company | |
| 1. Demographic environment | Population size, birth rate and mortality rate, age and sex composition of the population, urbanization process, population migration, changes in lifestyle family life(shredding family units, etc.), etc. |
| 2. Economic environment | Type of economy, income level and distribution, economic dynamics, industrial efficiency, financial dynamics, government intervention in the economy, external orientation (orientation to foreign market), investment orientation, socio-economic consensus and stability, current price levels, inflation processes, structure of consumer spending and savings, etc. |
| 4. Natural environment | Availability and scarcity of main types of raw materials, the threat of their (resources) exhaustibility, processes of rising energy prices, increased environmental pollution, public policy in the field rational use and reproduction of natural resources. |
| 5. Scientific and technical environment | State of technical and applied science, acceleration scientific and technological progress, the emergence of new opportunities (biotechnology, robotics, etc.), the dynamics of allocations for R&D, state control over the quality and safety of goods. |
| 6. Political environment | Legislation within the framework of business regulation, antimonopoly regulation, increasing requirements on the part of government agencies monitoring compliance with laws, politic system in the country (parties, movements, lobbyism, oligarchy), political and legal stability in the country. |
| 7. Cultural environment | Faith (religion and its significance in people's lives), art, morality, ethics, censorship, customs and traditions in the country, cultural institutions and their support from the state, etc. |
Thus, the marketing environment consists of areas in which the company must look for new opportunities and monitor the emergence of potential threats.
8. Marketing policy of the enterprise
As you know, the marketing policy of an enterprise includes product,
pricing, sales policy, as well as the policy of promoting goods on the market.
It is according to this scheme that the enterprise’s policy will be outlined: from choice
goods, determining its price, various marketing methods to the final stage -
product promotion, the stage at which the enterprise’s profit from
sales of goods.
Product policy of the enterprise.
At this stage, marketers, using market research, competitors and
consumers, develop an enterprise action program in the field
production of goods (they assume which goods will be used
maximum demand, meet the needs of the buyer, determine
its quality compared to competitors), establish rules for
creation of new products, predict life cycle goods. So, more
details about product policy.
Pricing policy of the enterprise
To the region pricing policy enterprises include wholesale and retail issues
prices, all stages of pricing, tactics for determining the initial product prices,
price correction tactics. By solving these questions, marketers establish
product at the most favorable price, which helps increase profitability
Sales policy of the enterprise
The product sales system is one of the most important in marketing policy.
enterprises. In sales policy, marketers address issues of choice
the most optimal sales channel, method of selling goods, which
effective use will undoubtedly increase the company's profits.
Marketing promotion of goods
Promotion means the totality various types activities
on communicating the benefits of a product to potential
consumers and stimulating their desire to buy it.
Modern organizations use complex communication systems to
maintaining contacts with intermediaries, clients, and various public
organizations and layers.
Product promotion is carried out through use in a certain
sales and public relations techniques.
9.Marketing Concepts– these are the starting positions that characterize active orientation market activity enterprises at various stages of its development. The concepts of production, commodity, marketing, consumer, as well as integrated, strategic and social orientation are highlighted.
1.The production concept was focused on reducing costs associated with the production of goods and increasing labor productivity.
2. Product marketing concept. Based on favorable attitude consumer to the product. The task was to produce as many goods as possible, and then by all means force the consumer to buy them (XIX-XX centuries).
3. The sales concept is based on the fact that buyers will buy the goods offered if they make some effort in the process of selling them.
All of these concepts stemmed from the need to solve production and sales problems. A fundamentally new stage was the focus on the needs of the buyer, on solving his problems (20-30s).
4.Consumer (market) concept of marketing (50s). It means, first of all, the subordination of production, trade and all other activities of the enterprise to the requirements of the market. This approach is based on identifying needs and real consumer assessments of the range and quality of goods, recognizing the need to adapt production and sales to these needs. The consumer becomes the main object of market activity, and now the enterprise proceeds from the fact that profit can only be made by creating and maintaining consumer satisfaction.
5.Integrated marketing. At the same time, it assumes a focus on New Product and on the consumer. This makes it possible to significantly reduce risk during production activities.
6.Strategic marketing, which is based on focusing on consumers and competitors. Its content is to satisfy the needs of consumers while simultaneously achieving superiority over competitors by creating a product with better quality parameters or setting a lower price.
7.The concept of public marketing. It is aimed at satisfying not only the individual needs of the individual, but also the entire society. There is a kind of coordination and linking of the enterprise’s profit, the needs of the buyer and the interests of society.
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| Determining the current situation (mission and content of the business) | | | Organization of the educational process. With problems. Most often they complain about the lack of a system in marketing. They mean different things, for example:
Marketing systematization is a big topic. In this post I'll go over the top. Where does systemic marketing live and how to see it. Where does system marketing live?First, I’ll tell you where systemic marketing doesn’t live. It doesn’t live in task managers (not even in Trello), certainly not in mail (even with fancy extensions) and chats (not even in Slack), not in analytics (even Universal) and not in CRMs (even in Amo). All these beautiful instruments are beads. Consistency in marketing is the strings on which these beads are strung. The beads are beautiful, but without strings they fall apart. As you know, strings are not as beautiful as beads. But without them there will be no beads, only a handful of multi-colored beads. In this post I'm talking about three boring ropes. In my opinion, systemic marketing lives in: (1) calendar, (2) signs, (3) reporting presentations. 1. CalendarWithout rhythm there is no song. Without a heartbeat there is no life. Without regular meetings on the calendar, there is no marketing.
If we lose rhythm, we lose life. And in marketing too. From here. Regular schedules are different. There are everyday routines (where you do your plan-dos), and there are analytical ones (where you do check-acts).
Remember the Deming cycle or PDCA. Everyone knows about household regulars. In the camp this is a line in the morning. There are planning meetings in factories. Scrum includes planning and stand-ups. Analytical regular periods are those in which you analyze what you did, how it moved you towards your goal, and what you are going to do differently. In Scrum, analytical regulars are shows and retrospectives. For system marketing This is not enough. They are reflected on at the level of projects and interactions. As a result, we know exactly what we have rolled out and in what case it is important to go to Masha. But we will not know whether our ship is sinking or how our actions help it stay on course. The most important analytical regular is the big strategic meeting. I haven’t yet seen anything better than the “khural” format, as Yandex came up with it. If only a khural tailored to the needs of our company. Khural is a regular meeting where we look at how we have progressed towards our goal and make course corrections. Before the khural, this is the picture in the minds of the marketing team.
“I understand the purpose of our marketing! This is money. Oh, and the brand! And the traffic still dropped. But we increased the conversion. I understand everything clearly. Seems." After the khural, the clouds in the marketing team’s head clear.
“I realized that we were behind. But this month they launched two successful projects and overtook the optimistic plan! But it’s too early to relax - we expect half of the annual revenue in the fourth quarter. The project we are currently working on will launch in September and will help us have a great season.” Start by holding a khural at least once a month. The consistency of your marketing will begin to revolve around it. And then check: turn off the khural, misunderstanding of what is happening will turn on. The clouds of routine cover the sky in a couple of months. I would like to describe the format of the khural in detail, but not today. Write in the comments if this is important. 2. SignsThe second rope of systemic marketing is signs. Tablets are a blank slate for any system. If you want consistency in marketing, get signs, don’t be shy. I'm a person from the creative planet who has pumped up his table muscle so much that you might think I'm an accountant. I even have signs that contain templates for other signs 😉 People don’t like signs because “why waste time filling them out, it’s better to do it.” I love signs because it's a way to provide snippets of information from different sources in a convenient format for reflection. What is important is not the tablet itself, but how you cut up the information so that later it is convenient for the brain to eat it. Here are just a few signs, without which I would not be able to make marketing systematic. - Marketing table. The main pack of spreadsheets for marketing. Team and roles. Expenses. Backlogs. Debugged (pocket). - Launch calendar. Allows you to enter the supersystem and soar above all the major tasks that are in task managers and which are not. Compact, it allows you to glance at all projects, the status of each, upcoming deadlines, gaps due to vacations and other risks. - Project plate. When I was leading projects, I immediately put up a sign for each one. Tabs: project products, calendar, roles, goals and metrics, content, risks, promotion and others. If there wasn’t this sign, I would forget to work out the risks, for example. - Platform. These are the channels for which you generate content. This is where they live: subscriber dynamics, content plans, themes, editorial policies, content types, funnels by channel, plan-fact by channel, and so on. Keep a sign for everything that needs systematization. Don’t forget to update them so they don’t smell like carrion. Ask the team for help, remind them. Create a READ ME tab and write the filling rules there. Fill in the numbers that are most important to you with your hands so you can touch them and load them into your brain. Become your marketing accountant. 3. Reporting presentationsReport presentations are unattractive work presentations. When a project or experiment is completed, the manager sends a reporting presentation to all interested parties. What problem do reporting presentations solve? Let's look at the PDCA cycle again.
The problem with this cycle is that it is usually under-twisted. That is, marketing looks like this.
I always think of it as a rotary knob that only clicks when turned fully.
The ultimate goal of this story is to put more new tools into your pocket.
Guys don’t finish PDCA because they are in a hurry to get going or because they don’t like to talk about a bad result.
So as not to be afraid, allow yourself to make mistakes when it comes to experiments. The reporting presentation is made according to a template and does not take much time. It is important to make an introductory slide about the details of the project, calculate traffic, conversion to emails and money, metrics for other important goals. Compare with what we planned to achieve and with the indicators of other similar projects. Make top products or content. Draw conclusions about the effectiveness of the project and what needs to be done differently next time, and what solutions should be used in the future. 
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