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The theoretical foundations of marketing briefly. Theoretical foundations of marketing

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There are more than a hundred different marketing concepts, the most concise and complete of which include:

The concept of marketing is a type of human activity aimed at satisfying needs and wants through exchange (F. Kotler).

The concept of marketing is the anticipation, management and satisfaction of demand for goods and services, organizations, people, territories and ideas through exchange (Evans and Berman).

The concept of marketing is a system of management, regulation and market research (I.K. Belyaevsky).

Marketing, according to its broad understanding, is a social and managerial process through which individuals and groups of people, by creating products and exchanging them, receive what they need (E. P. Golubkov).

Marketing is the process of planning, executing, pricing, promoting, and selling ideas, goods, and services through exchanges that satisfy the goals of individuals and organizations (American Marketing Association (AMA)).

Marketing is to understand the client, see the goal, achieve it, always remembering that in the end the wallet should get fatter (Sergey Vasiliev).

Marketing is simply a civilized form of warfare, where most battles are won by words, ideas and trained thinking (Albert W. Emery).

Marketing is a market philosophy, strategy and tactics of thinking and action of subjects of market relations: not only producers and intermediaries in commercial activities, but also consumers, as well as suppliers, practical economists, scientists, entire organizations, even government bodies (A.P. Pankrukhin).

Mamrkemting (from the English marketing - sales, trade on the market) is an organizational function and a set of processes for creating, promoting and providing a product or service to customers and managing relationships with them for the benefit of the organization. In a broad sense, the objectives of marketing are to identify and satisfy human and social needs.

Many people mistakenly equate the concept of marketing with advertising and sales. It is explainable. With the transition to market relations, we are constantly bombarded with television and street advertising, newspaper advertisements, mailings, etc. - They are always trying to sell us something.

Many people are surprised to learn that the most important element of marketing is not sales at all. Sales, according to F. Kotler’s definition, is only the tip of the marketing iceberg. Sales is one of many marketing functions, often not the most essential. This does not mean that sales and promotion efforts lose their importance. The point is that they become part of a larger marketing mix, i.e. a set of marketing tools that must be harmoniously linked with each other to achieve maximum impact on the market. Marketing tasks include identifying consumer needs, developing suitable products and setting appropriate prices for them, establishing a system for their distribution and effective incentives. If the marketing service of an enterprise or company has done a good job, then there will be demand for the goods. P. Drucker, a famous marketing theorist, puts it this way: The goal of marketing is to make sales efforts unnecessary. His goal is to know and understand the client so well that the product or service will precisely suit the client and sell itself. F. Kotler gives the following definition of marketing: Marketing is a type of human activity aimed at satisfying needs and wants through exchange. Therefore, marketing functions are associated with the concepts: needs, demands, requests, goods, exchange, transaction and market. Therefore, it will not be superfluous to remember what meaning these concepts carry.

The basic premise behind the marketing pyramid is the idea of human needs.

Need- a sense of a person's perceived lack of something. People's needs are varied and complex. Here are the basic physiological needs for food, clothing, warmth and safety; and social needs for spiritual intimacy, influence and affection; and personal needs for knowledge and self-expression. These needs are not created, but are the initial components of human nature. If the need is not satisfied, the person feels destitute and unhappy. And the more this or that need means to him, the more deeply he worries. An unsatisfied person will do one of two things: either he will search for an object that can satisfy the need, or he will try to drown it out.

The second basic premise of marketing is the idea of human needs.

Want- a need that has taken a specific form in accordance with the cultural level and personality of the individual. A hungry resident of the tropics needs the fruits of tropical trees, a city dweller needs a meat pie, etc. Needs are expressed in objects that can satisfy the need in a way that is inherent in the cultural structure of a given society. As society progresses, the needs of its members also grow. People encounter more and more objects that awaken their curiosity, interest and desire. Manufacturers, for their part, take targeted actions to stimulate the desire to own goods. They try to form a connection between what they put out and people's needs. A product is promoted as a means of satisfying one or a number of specific needs. A marketer does not create a need, it already exists.

People's needs are almost limitless, but the resources to satisfy them are limited. So a person will choose those goods that will give him the greatest satisfaction within the limits of his financial capabilities.

Demand is a need backed by purchasing power. A person chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

Human needs, wants and demands suggest the existence of products to satisfy them.

Product- anything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption. All products that can satisfy this need are called the product range of choice. The more fully a product corresponds to the desires of the consumer, the more successful the manufacturer will be.

The moral is that manufacturers should find the consumers they want to sell to, figure out their needs, and then create a product that satisfies those needs as best as possible. The concept of goods is not limited to physical objects. A product can be called anything that can provide a service, i.e. satisfy the need. In addition to products and services, these may include persons, places, organizations, activities and ideas.

Marketing occurs when people decide to satisfy their needs and wants through exchange.

Exchange- the act of receiving a desired object from someone and offering something in return. Of all the ways to satisfy needs, exchange has the greatest advantages. With it, people do not have to infringe on the rights of others, they do not have to depend on someone else's charity. They do not have to produce any essential item on their own, regardless of whether they know how to do it or not. They can focus on creating things they are good at making, and then swap them out for needed items made by others. As a result, the total production of goods in society increases. Exchange is the core concept of marketing as a scientific discipline. But the exchange, its implementation, depends on the agreement between the parties on its terms. If an agreement is reached, it can be concluded that all participants benefit (or at least are not harmed) as a result of the exchange, since each of them was free to either reject or accept the offer.

Thus, for a voluntary exchange to occur, five conditions must be met:

1. There must be at least two parties.
2. Each party must have something that is of value to the other party.
3. Each party must be completely free to accept or reject the other party's proposal.
4. Each party must be sure of the advisability or undesirability of dealing with the other party.

These five conditions create merely the potential for exchange. Whether it will take place depends on the agreement between the parties on its terms.

If exchange is the basic concept of marketing as a scientific discipline, then the basic unit of measurement in the field of marketing is the transaction.

Transaction is a commercial exchange of value between two parties. It presupposes the presence of at least two value-significant objects and agreement on the conditions, time and place of its implementation.

As a rule, the terms of transactions are supported and protected by customs, traditions, and legislation, the implementation of which is ensured by relevant public institutions and government agencies. If there are no customs and traditions necessary to support a certain type of transaction, then the market mechanism will not work in the sphere of these transactions. Legislation and the institutions that support it and government agencies can form appropriate customs and traditions if they satisfy the needs of the parties to transactions.

A transaction must be distinguished from a transfer. Transfer is a form of exchange and concerns gifts, subsidies, and charitable events. The one who gives the gift expects one benefit or another (goodwill towards himself, relief from guilt, etc.) or wants to put the other party in the position of obligation. People and organizations that accept donors must understand the reciprocity underlying donor behavior and strive to provide the benefits that donors seek. If the donors' interests are forgotten or shown no appreciation, the aid soon ceases.

The concept of a transaction is related to the concept of a market.

Market is a collection of existing and potential buyers of a product. There are three different ways people meet their needs. The first way is self-sufficiency, when everyone can independently obtain everything they need for themselves. The effectiveness of such activities is very low. The second way is a decentralized exchange, where each person considers everyone else as potential buyers. This is very difficult and ineffective in terms of exchange. The third method is centralized exchange. A new face appears on the scene - a merchant. He is an intermediary between producers and buyers. The manufacturer supplies specific goods, and the merchant exchanges them for whatever is needed. Thus, to purchase goods offered by others, the buyer deals with one merchant, and not with many individuals. The appearance of a merchant sharply reduces the total number of transactions necessary to carry out exchange in any given volume. The merchant and centralized market increase the trading and operational efficiency of the economy.

As the number of individuals and transactions increases, the number of merchants and markets increases. In a developed society, a market is not a specific place where buyers and sellers meet and transact. The transaction can be completed without entering into direct contact with the buyer. For example, a company advertises a product on television, collects orders from customers by telephone, and sends out products by mail. In the modern economy, markets are formed for various goods, services and other objects of value. For example, the labor market consists of people willing to offer their labor in exchange for wages. To facilitate the functioning of the labor market, various intermediary organizations and employment consulting firms are emerging and multiplying around it. The money market is another important market that provides the opportunity to borrow, lend, save money and guarantee its preservation. With its help, resources are redistributed from less efficiently operating enterprises and entrepreneurs to those operating more efficiently.

The exchange process takes work. Anyone who wants to sell needs to look for buyers, identify their needs, create appropriate products, promote them to the market, warehouse, transport, and negotiate prices. The basis of marketing activities is product research and development, establishing communication, organizing distribution, setting prices, and deploying service.

Marketers distinguish two types of markets: a seller's market and a buyer's market. A seller's market is a market in which sellers have more power and where buyers are the most active market participants. This is a market for shortages of goods and services, which is most typical of command-and-control economic management. A buyer's market is a market in which buyers have more power and where sellers have to be the most active market participants.

Market segment is a large, clearly defined group of buyers within a market with similar needs and characteristics, unlike other target market groups.

Suppliers- subjects of the marketing system, whose function is to provide partner organizations and other companies with the necessary material resources.

Competitors- legal entities or individuals who compete, that is, acting as rivals in relation to other business structures or entrepreneurs at all stages of organizing and carrying out business activities.

Intermediaries (Distributors)- legal entities or individual individuals who help manufacturing organizations promote, deliver to consumers and sell their products.

Consumers- legal entities, individual individuals or their potential groups who are ready to purchase goods or services on the market and have the rights to choose a product, a seller, and present their conditions in the purchase and sale process.

Assortment, range- composition of products sold by the company by groups, types, types, grades, sizes and brands. It differs in breadth (number of product groups) and depth (number of models, brand types in each group).

Brand- a sign, symbol, words, or combination thereof that helps consumers distinguish the goods or services of one company from another. A brand is perceived as a well-known trademark or company that occupies a special place among its peers in the minds and psychology of consumer segments.

Competitive benefits- factors that determine a company’s superiority over its competitors, measured by economic indicators such as: additional profit, higher profitability, market share, sales volume.

Macroenvironment- factors influencing the microenvironment of the company. These include: demographic, economic, natural, scientific and technical, political and cultural.

Microenvironment of the company- factors closely related to the company and affecting its ability to serve target customers. It includes: the company itself, intermediaries, suppliers, competitors, target consumers and contact audiences.

Marketing Objectives are derived from goals and represent a set of sequential actions that a firm must perform in order to achieve intended results.

Main objectives of marketing:

1. Research, analysis and assessment of the needs of actual and potential consumers of the company's products in areas of interest to the company.
2. Marketing support for the development of new products and services of the company.
3. Analysis, assessment and forecasting of the state and development of markets in which the company operates or will operate, including research into the activities of competitors.
4. Formation of the company’s assortment policy.
5. Development of the company's pricing policy.
6. Participation in the formation of the strategy and tactics of the company’s market behavior, including the development of pricing policy.
7. Sales of the company's products and services.
8. Marketing communications.
9. Service.
10. Research of competitors' activities.

There are also tactical marketing objectives that change depending on various factors, such as demand. Demand can be: negative, absent, hidden, falling, irregular, full, excessive, irrational.

The main functions of marketing are:

1. Analytical function.
2. Production function.
3. Marketing function (sales function).
4. Management, communication and control function.

The analytical function includes the following subfunctions: study of the market, product, consumers; analysis of the internal and external environment of the enterprise. The production function consists of the following subfunctions: organizing the production of new goods and new technologies, organizing logistics for production, managing the quality and competitiveness of finished products. The sales function is the organization of a sales and distribution system, the formation of demand and sales promotion and the organization of service. The function of management, communications and control is associated with the creation of organizational management structures, planning, communications and control organization.

On the one hand, the word “marketing” comes from the English “market” - market, sales, trade, and in its most general form means “some activity related to the market.” On the other hand, as a socio-economic phenomenon, marketing is still very young: it is a little less than 150 years old. Therefore it is not surprising

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Theoretical foundations and concepts of marketing

Course of lectures on the discipline “Marketing”

for students of economic specialties

Topic 1. Theoretical foundations and concepts of marketing

1. Socio-economic content, specificity and evolution of marketing.

2. Goals, objectives, functions and principles of marketing.

3. Basic elements of the marketing mix.

4. Basic marketing concepts.

The purpose of the lecture: to study the basic concepts of marketing, the essence of marketing activities, the prerequisites for its development and the mechanism of implementation.

Key concepts: marketing, need, need, exchange, request, market.

The essence of marketing is that a company should produce only what will definitely be sold by a client or a specific market segment. Marketing is based on the original idea: to produce what the buyer demands and what can satisfy his needs, requirements and demands, and at the price that he is willing to pay.

Marketing -

The process of marketing activities consists of analyzing the market opportunities of the enterprise, developing measures for selecting target markets and the marketing mix and auxiliary marketing systems.

elements: product, price, distribution, promotion, each of which has its own characteristics and ensures the company’s market success.

2. How does the sales concept differ from the concept of target marketing?

Describe the elements of the marketing mix.

Topic 2. Marketing research

1. The concept of a marketing information system and its components.

2. The essence, principles, directions of marketing research.

3. Rules and procedures for marketing research.

4. Methods and tools for data collection in marketing research.

The purpose of the lecture: to study the essence, methods and tools of marketing research, the stages of conducting research on marketing problems.

Marketing research is an activity that connects the marketer with consumers, customers and the public through information. Information is used in this case to identify and define marketing opportunities and problems, to develop, improve and evaluate marketing actions; to track the results of marketing activities; as well as to improve understanding of the marketing management process.

Marketing research is the collection, processing and analysis of data with the aim of reducing the uncertainty involved in making marketing decisions. The market, competitors, prices, consumers, and internal potential of the enterprise are subject to research. Information support is provided by desk and field research, as well as various sources of information (internal and external, own and paid, etc.).

The rules for conducting marketing research have been enshrined by the International Chamber of Commerce and the European Society for Public Opinion and Marketing Research in the International Code of Activities for Marketing Research since 1974.

The marketing research procedure consists of the following stages:

1. Development of the research concept.

2. Obtaining and analyzing empirical data.

3. Formulation of main conclusions and presentation of research results.

Marketing research methods consist of qualitative and quantitative. Data collection methods include survey, observation, experiment and focus groups. Marketing research tools include questionnaires, mechanical devices, and technical means.

1. Name the main areas of marketing research.

3. What qualitative research methods are used in marketing?

1. Concept and components of the marketing environment.

2. Microenvironment and its components.

3. Research of the internal environment of the enterprise.

4. Media environment and types of contact audiences.

The purpose of the lecture: to study the components of the marketing environment, factors of the microenvironment, macroenvironment and media environment, to determine the degree of its influence on the development of the company’s marketing activities.

Key concepts: marketing environment, microenvironment, macroenvironment, media environment, controlled and uncontrollable factors.

The marketing environment consists of a macro and micro environment. The macro environment is those factors that surround the company and influence its functioning. The macroenvironment consists of six main factors: demographic, economic, natural, scientific and technical, political and socio-cultural.

All factors of the macroenvironment are interconnected and it is important to analyze them comprehensively. At the same time, not all factors of the macro-environment of marketing affect the activities of enterprises, firms and companies in the same way. The organization itself must determine which macroenvironmental factors have a strong influence on its activities, and which factors pose a potential threat to the prospects for its development.

The marketing microenvironment is those marketing forces that are directly related to the company's activities. Marketing microenvironment factors can be divided into two: direct and intermediate groups. The main components of the intermediate microenvironment are buyers, competitors, intermediaries and suppliers.

Marketing media environment – factors of the marketing environment that can influence the relationship between the company and society. These include contact audiences and the media.

In marketing theory there are also concepts of controlled and uncontrollable factors. Controllable factors are those controlled by the firm and its marketing employees.

Thus, a company in the market operates under the influence of various macro- and microenvironmental factors, which largely determine the nature of the strategy and tactics, forms and methods of its activities.

Control questions:

1. Describe the factors of the macroenvironment.

2. Name the microenvironmental factors.

3. What uncontrollable factors of the marketing environment affect the activities of firms and companies?

Topic 4. Consumer behavior in product markets

1. Concept and classification of needs and types of consumers.

2. Features of purchasing behavior of end consumers.

3. Modeling of purchasing behavior of consumer organizations.

The purpose of the lecture: to study the essence of consumer behavior, the main approaches to its study and the characteristics of the behavior of various types of consumers.

Key concepts: consumer behavior, needs, culture, purchasing decision-making process, end consumers, consumer organizations.

There are several theories of consumer behavior: behaviorism, theories of motivation by A. Maslow, O. Allen, Z. Freud, D. Schwartz, etc.

Needs can be classified on a variety of grounds: by object: material and spiritual; by subject: personal and public; by level of abstraction: abstract and concrete; in relation to the production process: economic and non-economic; by relevance: primary, secondary, remote.

Marketing mix factors are a powerful stimulus influencing the purchasing decision, but are not sufficient for the consumer to make the final choice. It is also influenced by psychological, socio-cultural and situational factors.

Psychological factors include motivation, personality type, perception, values, beliefs, attitude and lifestyle.

Socio-cultural factors include personal influence, reference groups, family, social classes, culture and subculture.

By the early 80s, the most important factor influencing consumer behavior was the situational approach, which included the purpose, place and time of purchase, temporary effect, physical environment and previous experience.

The study of all factors influencing consumer behavior, purchasing motives, and product perceptions help marketers model the purchase decision-making process. The following steps are considered: problem awareness, information search, evaluation of alternatives, purchase decision, post-purchase behavior.

supplier.

The purchasing decision-making process in consumer organizations is more rational in nature compared to the behavior of final consumers. This is due to the subordination of the purchasing process to the needs of specific production. However, it is not completely rational, since decision-making is made by people - specific specialists who have certain psychological characteristics.

1. How do primary and secondary motives influence the purchasing process?

2. What factors influence consumer behavior?

3. How are consumer rights protected in the Republic of Kazakhstan?

Topic 5. Market segmentation

1. Classification and methods of analysis of commodity markets.

3. Basic principles of market segmentation for the consumer and industrial markets.

4. The process of positioning a product on the market.

The purpose of the lecture: to study the essence and methods of segmentation, signs and criteria for segmenting various types of markets.

Key concepts: segmentation, segment, principles and criteria of segmentation, positioning, market capacity, market share.

An in-depth study of the market presupposes the need to consider it as a differentiated structure depending on consumer groups and consumer properties of the product, which is determined by the concept of market segmentation. Segmentation is carried out with the aim of maximizing consumer needs for various products, as well as rationalizing the enterprise’s costs for developing products, their production and sale.

The process of dividing consumers (market) into groups based on differences in needs, characteristics and behavior is called market segmentation.

A market segment is a group of consumers of goods or firms that have relatively similar characteristics and respond similarly to certain incentives and marketing elements.

A necessary condition for segmentation is the heterogeneity of customer expectations and purchasing states. There are criteria and principles (signs) of segmentation.

The segmentation criterion is a way of assessing the validity of choosing a market segment, and the segmentation principle is a way of identifying a given segment in the market. The criteria for segmentation are: the materiality of the segment; segment availability; measurability; compatibility of the segment with the market of its main competitors; profitability; the company's performance in this segment; controllability.

Principles of segmenting the consumer goods market: demographic (age, gender, migration flows, population size, nationality, etc.), geographical (region, district, etc.), behavioral (value system, reasons for shopping, status user, intensity of consumption, degree of commitment, degree of buyer readiness to perceive the product, attitude towards the product), psychographic (lifestyle, personality type, social status, acquired experience).

The market segmentation process consists of several stages:

1. formation of segmentation signs;

3. interpretation of the obtained segments;

4. selection of target market segments;

5. product positioning.

After determining the target market segment, the enterprise must decide on the positioning of the product, that is, on ensuring the competitive position of the product in the market. Product positioning is a logical continuation of finding target segments, optimal placement of the product in the market space, giving the product unique properties and competitive advantages.

A firm's market share is the estimated volume of sales of a firm's product in a given market. Otherwise, the rate of control of a certain market share for various marketing efforts. Market share reflects a company's position in the market and is a key factor in achieving a leading position and determining the degree of market control.

Control questions:

1. What is the purpose of market segmentation?

2. How can you characterize the target market during the period of marketing orientation toward mass production?

3. Reveal the essence of building a typology of consumers?

Topic 6. Product in the marketing system

1. The concept of goods in economic theory and marketing.

3. The concept of the product life cycle.

The product is the main element of the marketing mix and the success of the company in the market depends on how correctly the product policy is implemented. A product acts in marketing as a set of consumer properties - certain quality characteristics and values that can satisfy the needs of their owner. The use value of a product is expressed in turn in properties associated with the environment of the product. The product as an element of the marketing mix is presented as follows: product by design, product in actual execution, product with reinforcement. A product, by design, is a set of functional characteristics that can satisfy a consumer need. A product in actual execution is a product surrounded by a marketing mix. A reinforced product is expressed in the organization of effective service throughout the product life cycle.

In marketing, the following classification of goods is accepted: traditional, services, non-traditional. Traditional goods include consumer and industrial goods.

Along with traditional goods, there are services that have a number of characteristics: intangibility, non-storability, and inseparability from the production process. These characteristics influence the creation of a services marketing mix. Non-traditional goods include people, places, ideas, territories, since the principles and marketing mix are also applicable to these categories of goods, taking into account their specifics.

The life cycle characterizes the dynamics of sales volumes and profits from the moment a product enters the market until it leaves the market. The life cycle can be successful (traditional), consisting of four stages: introduction, growth, maturity, decline. Other interpretations of the phases are also possible, when rapid growth, initial maturity, stagnation, and exit from the market are added, but these substages characterize the division of the main four stages and do not fundamentally affect the classical concept.

At each stage, the company, as a rule, makes a certain set of decisions about the marketing mix, focusing mainly on product policy and assortment management. In the process of life cycle management, product positioning occurs for each subsequent flow of buyers, each subsequent segment and market.

From a marketing point of view, a product may be new both in relation to the market and to the company itself, as well as to the industry. In the first case (the “old product – new market” strategy), innovation does not directly concern the product, so by new product we will mean either a completely new product that has no analogues, or an updated existing product. A product that has no analogues , thanks to the invention), or without changing the properties and characteristics of the product itself (by improving the external design, packaging, color scheme, etc.).

The model of the process of creating a new product consists of nine stages: determination of development directions, generation of ideas, selection of ideas, development and testing of the concept, development of a marketing strategy, economic analysis, creation of prototypes, test marketing, commercialization.

Control questions:

1. What is the essence of the product concept in marketing?

2. How can you characterize the life cycle of goods?

3. What is the new product development model?

Topic 7. Product policy in marketing

3. Labeling and packaging of goods.

4. Concept and methods for determining the competitiveness of a product.

The purpose of the lecture: to determine the essence, goals and objectives of developing a product policy, labeling and packaging of goods, development and management of brands.

When developing a product policy, the main problems are: innovation (creating new products or updating existing ones); ensuring the quality and competitiveness of goods; creation and optimization of product range; questions about trademarks; creation of effective packaging (for relevant types of products); product life cycle analysis and management; positioning of products on the market.

A product range is a collection of goods formed in various ways: for a specific area of application, for sale in a certain price range, for sale in specific sales channels, for a certain category of consumers. By differentiating one product, you can create an assortment group. The sum of assortment groups is called product range.

The formation of an assortment can be carried out in the following ways: creation of a product line, differentiation of goods for specific market segments, diversification and development of a product range. Assortment management is expressed in its optimization by influencing the main characteristics of the assortment - breadth, depth, richness and harmony. Latitude is the sum of its constituent product groups. Assortment saturation is the total number of all produced (sold) goods. Assortment depth is the degree of differentiation of each product or each type of product. Harmony characterizes the degree of homogeneity of the assortment in relation to the preferences of the end consumer, reseller, and the nature of the production process. Assortment optimization is a continuous process of implementing product policy. The optimal assortment usually contains products at different stages of the life cycle.

Control questions:

1. What is the essence of commodity policy?

2. How can you characterize the assortment?

3. What does assortment optimization consist of?

Topic 8. Pricing policy in marketing

1. The concept of price, its functions, types of prices and their characteristics.

2. Factors affecting pricing.

3. Analysis of the pricing process.

4. Pricing policy.

The purpose of the lecture: to study the concept of price, its functions in the marketing mix, to analyze the pricing process.

Key concepts: price, pricing, economic value, pricing policy, strategy.

The key issue in marketing is to achieve maximum consumption (purchases) by customers at the optimal price and given costs of manufacturing and marketing the product, allowing them to receive long-term profits in the required quantities. But to achieve this goal, marketing must determine the totality of the advantages of the product chosen as the object of the company’s activity as a result of studying consumers (the market), select a technology for its production and sale that ensures the given costs. The totality of the advantages of a product ensures its sale and is assessed in monetary terms in the form of a price sufficient to cover the costs of development, production and delivery of the product to the final or intermediate consumer, as well as to obtain the intended profit.

is defined differently and sometimes differs significantly from the marketing approach.

The buyer's perception of the economic value of a product depends on the ability of marketing to provide such a combination of quality, usefulness of the product, its price and the organization of advertising that would give the product the greatest attractiveness in the eyes of the consumer at a given price, ensuring sufficient profit for the company. It is no secret that in the conditions of the Kazakhstan market, price plays a decisive role when choosing a product along with quality indicators (durability, efficiency, ease of consumption, reliability, safety, design, speed, etc.), pre-sale and after-sale service.

As a rule, the following price functions are distinguished: accounting, redistribution, incentive, regulatory, and the function of balancing supply and demand.

Pricing methods include: cost methods, value-based and competitive.

Typically, price calculation consists of a number of successive steps. determining the goals and objectives of pricing; determining demand for goods and services; estimation of production costs; analysis of prices and quality of competitors' products; selection of pricing method; determining the initial price; setting the final price.

Pricing policy defines the general principles that a company intends to adhere to in setting prices for its goods and services. Based on the company's pricing policy, pricing strategies are developed. The pricing strategy defines a set of practical factors and methods, procedures and activities by which the accepted principles are implemented in practice.

Control questions:

1. What determines the place and role of pricing in the marketing system?

3. What methods of determining prices for goods exist?

Topic 9. Sales policy in marketing

1. Distribution channels: concept, meaning, functions.

3. Wholesale trade, its essence and significance.

The purpose of the lecture: to study the essence of distribution of goods and product distribution, methods of distribution of goods.

Key concepts: distribution, sales, product distribution, distribution channel, marketing intermediaries, wholesale trade, retail trade.

Product marketing is an integral element of a company's marketing mix designed for a specific target market. Implementing the sales strategy of any enterprise involves solving two main issues: choosing a distribution channel; managing the physical promotion of a product through a channel.

activities of an enterprise in a market economy.

A distribution channel is a set of marketing intermediaries, as well as the relationships between them regarding the physical promotion of a product and the transfer of legal ownership of this product from the manufacturer to the consumer.

The importance of distribution channels in the product distribution system is determined by the utility (temporary, territorial and actual utility) that they create for the consumer, as well as the functions they perform.

Main functions of distribution channels: conducting research and development work; organization and promotion of sales; auxiliary functions (sorting, standardization, financing, insurance, etc.); information functions (providing information to participants in distribution channels); risk taking (taking responsibility for the functioning of the channel).

These functions are implemented through the activities of the main subjects (participants) of distribution channels - marketing intermediaries.

Marketing intermediaries are organizations and individuals who help move a product from the point of production to the point of consumption.

Depending on the participation of intermediaries, distribution channels can be of three types: direct, indirect and mixed.

Direct channels associated with the movement of goods and services without the participation of intermediaries (producer-consumer).

Indirect channels associated with the movement of goods and services first from the manufacturer to an unfamiliar participant - an intermediary, and then from him - to the consumer (manufacturer - intermediary - consumer).

It is advisable to use product distribution when there is a high concentration of the market in one area (direct sales), and a scattering of consumers in another and little demand for products of one product item (indirect).

Distribution channel level

The length of the channel is determined by the number of intermediate levels present in it. Most common . From the manufacturer's point of view, more levels limit the ability to control the distribution channel.

Depending on the intensity of distribution, that is, on how saturated the market is with a given product, sales can be intensive, selective and exclusive.

As noted above, a correctly selected distribution channel can improve the efficiency of product distribution.

product distribution systems, you can offer better service or goods at a lower price, thereby attracting additional customers.

The product distribution system consists of the following main elements: order processing; warehousing; maintaining inventory; transportation.

The main methods of distribution of goods are wholesale and retail trade. At the same time, wholesalers and retailers are important participants in the distribution channel.

Wholesale trade covers all activities associated with the sale of goods in large quantities to those who purchase them for resale or professional use.

Retail trade covers all activities of selling goods or services directly to the public for personal consumption.

Control questions:

1. What is the importance of sales as one of the elements of the marketing mix?

2. Name the functions of distribution channels.

3. What basic methods of distribution of goods do you know?

1. Model of the marketing communication process, its elements and stages.

3. Concept, functions, areas of application, methods of public relations.

4. Sales promotion: concept, features, types.

The purpose of the lecture: to study methods of marketing communications, to determine the place of marketing communication policy in the marketing mix.

Key concepts: marketing communications, advertising, public relations, sales promotion, personal selling, promotion.

Modern marketing requires not only the production of high-quality goods and the establishment of acceptable and affordable prices for target consumers. Companies must also convey information to their customers, i.e., engage in promotion.

Product promotion is understood as a set of various types of activities to convey information about the merits of a product to potential consumers and stimulate their desire for it. The role of promotion is to establish communications with individuals, groups of people and organizations through direct (for example, advertising) and indirect (for example, the interior of a store, bank) means in order to ensure sales of the organization's products.

The main components of the marketing communications system are: advertising, sales promotion, public relations and personal selling.

According to the American Marketing Association, advertising is “any” form of non-personal presentation and promotion of ideas, goods and services, paid for by a clearly identified customer and serves to attract the attention of potential consumers to the object of advertising, using the most effective techniques and methods taking into account a particular situation .

Sales promotions are activities designed to increase short-term and immediate sales.

Sales promotion methods can be applied in three main areas: to stimulate the trade sector (intermediaries); to stimulate company employees involved in sales; to stimulate buyers.

Methods of stimulating intermediaries are: providing free shipments of goods; providing special discounts; joint advertising; trade competitions and awards; cash bonuses, gifts, additional vacations, competitions; provision of free samples, bonuses, price discounts, coupons, free testing and inspection of the product. presentation of goods, money back guarantee, sale of goods on credit, use of packaging, competitions and games.

Public relations (PR) is any communication carried out with the aim of creating prestige and ensuring favorable treatment on the part of everyone on whom the success of the company depends: its own employees, clientele, authorities, the public, the general population. PR is a broad concept that refers to the overall image of a company or the impression it makes. This is a systematically planned activity aimed at the opinions and attitudes of persons of interest to the company, its stability and sales of products. The main task of all efforts in this area is to establish an atmosphere of trust and understanding.

Personal selling, as one of the components of the marketing communications mix, is designed to ensure the formation of favorable ideas about the product and encourage potential buyers to purchase it. It provides for direct (individual) contact between representatives of the manufacturer and the end consumer. At many stages of the buying process (especially at the stage of formation of consumer preferences and beliefs), personal selling is the most effective means of influencing the consumer.

Control questions:

1. Describe the main elements of marketing communications.

2. Name the main means of advertising distribution.

3. What methods of stimulating consumers do you know?

Persuasive advertising acquires particular importance at the growth stage, when the company faces the task of creating selective demand. This advertising gradually, consistently forms consumer preferences that accompany the perception of the image of the company and its products.

Currently, there is a wide variety of means of advertising distribution. The most acceptable for practical purposes of implementing the marketing concept may be the following classification:

Advertising activities can be carried out independently by the company or commissioned by advertising agencies. There are two main types of advertising agencies: full-service and part-time advertising agencies. The activities of agencies have certain specifics.

Topic 12. Marketing planning and control

1. Role, advantages, levels of development of marketing plans

2. Classification of marketing plans.

3. Methods and stages of marketing planning.

5. Marketing control.

Purpose of the lecture: to study and understand the role of marketing planning, types and types of plans, methods and stages of planning.

Key concepts: planning, forecasting, marketing budget, marketing control.

One of the main goals of marketing is to establish the maximum possible consistency and proportionality in the activities of the company. The main task is to reduce the degree of uncertainty and risk in the activities of the enterprise and ensure the concentration of resources on the selected strategic directions of development of the enterprise. Achieving this goal is impossible without comprehensive and thoughtful planning.

Marketing plays an important role in shaping the development strategy of an enterprise, but one should not forget about the analysis of the enterprise’s own resources, its capabilities and shortcomings. In the current situation, enterprises have virtually no analytical service that would be responsible for regularly conducting self-analysis of the enterprise’s activities.

The significantly changed external environment in connection with the republic's transition to market relations required domestic enterprises to use a flexible strategy. Therefore, those enterprises that were able to take into account the changes taking place and develop flexibility have significantly succeeded. Having overcome the complexity of the adaptation period and identified the ability to develop in the context of a general economic downturn, they are currently implementing a growth strategy. Thus, strategic planning makes it possible to successfully implement such promising areas of activity of management personnel as the development and application of new organizational structures, adaptation of known management principles for the development of various strategies for market behavior.

Marketing planning objectives should be characterized by:

1. specificity and measurability;

2. reachability;

3. orientation in time;

4. selectivity;

5. participation of employees in their production.

In marketing practice, various

The “fixed percentage” method is the deduction of a certain share from the previous or expected sales volume;

The method of “matching competitors” is built on the basis of taking into account the practices and level of marketing costs of competing enterprises, adjusted for the balance of power and market share;

Maximum expenditure method – constant increase in marketing expenses;

The method of linking goals and objectives is to calculate marketing costs taking into account the constant revision of the goals.

None of the above methods are universal or perfect.

To achieve the objectives of marketing and, therefore, the enterprise, marketing activities must be controlled in an effective manner. There are three main :

2. Profitability control.

3. Strategic control.

Changes occurring in the firm's macro and microenvironment require changes in the firm's marketing objectives, strategy and implementation programs. This type of control is called strategic control. For this purpose, a marketing audit is used.

The purpose of a marketing audit is to determine from a marketing perspective to what extent the enterprise operates effectively in the market. In the final part of the study, short- and long-term recommendations are developed to improve the company's marketing activities.

1. Name the basic principles of planning in marketing.

2. What impact can factors in the external environment in which the enterprise operates have on planning?

3. Justify the importance of feedback in the marketing control system.

Topic 13. Strategic planning in marketing

1. The meaning and essence of strategic planning.

3. Models used to develop marketing strategy.

4. Stages of developing a strategic plan for an enterprise.

Strategic marketing planning is understood as the process of developing specific strategies that contribute to achieving the goals of the enterprise on the basis of maintaining a strategic fit between them, its potential capabilities and chances in the field of marketing.

1. Conducting a situational analysis.

3. Defining a marketing strategy.

4. Improving the implementation program.

5. Development of a marketing budget.

6. Exercising control.

changes.

To achieve the set goals, a marketing strategy is used, which is closely related to the overall strategy of the enterprise. Marketing strategy is fundamental medium- and long-term decisions that provide guidelines and direct individual marketing activities to achieve set goals.

The main basic directions of the enterprise’s marketing strategy are:

Diversification strategy - mastering the production of new goods, as well as expanding its activities to completely new areas not related to the main activities;

Internationalization strategy – development of new and foreign markets.

As part of the general strategy, more specific private strategies are developed.

There are four main approaches to marketing strategy planning: I. Ansoff's product/market opportunity matrix, the Boston Consulting Group matrix, the profit impact of market strategy (PIMS), and Porter's general strategic model. Through all of these approaches, an organization evaluates and utilizes all of its capabilities, products, and activities. Based on these assessments, the enterprise's efforts and resources are allocated, and appropriate marketing strategies are developed.

Topic 14. International marketing

2. International marketing environment.

3. Development of international marketing strategies.

4. International marketing mix.

Key concepts: international marketing, export, import, international trade, global marketing, branding.

The participation of the country, as well as enterprises and organizations in the international market is caused by various reasons, in particular due to: the need to purchase goods not produced by domestic producers; strong competition in the domestic market and business opportunities abroad; the presence of unused production capacity among domestic manufacturers; opportunities to access certain know-how abroad; instability of purchasing power and exchange rate of the national currency; desire to conquer a new “niche” abroad.

The listed reasons may be the initial ones for the emergence of motives that determine the purpose and main tasks of international marketing:

Ensuring effective international activities;

Creation or expansion of a sales network;

Increasing the reliability of business activity in conditions of unstable exchange rates;

Stimulating, encouraging and promoting foreign investment;

Reducing tax-related costs.

Subtypes of international marketing.

Marketing national (internal);

International Marketing;

Marketing is global.

transportation, marketing, service, advertising.

In international trade, every commodity exporter faces the difficult task of rationally forming a product range. A product for export must take into account as much as possible the geographical, psychological, historical, social, and economic positions of foreign buyers. Each type of product included in a wide and varied range of products must be brought to the attention of potential foreign buyers. In practice, an appropriate means of information about a product was formed - labeling, i.e. applying conventional drawings, symbolic, digital, alphabetic signs to products, packaging, tags.

A trademark has acquired particular importance in international trade, the main commercial purpose of which is to indicate the high quality of the product offered and to inspire the trust of a foreign buyer. Through the trademark, the manufacturer seeks to gain a high reputation in the international market, showing high responsibility for the entire contract. For a foreign buyer, a trademark is a motive for purchase, a kind of guarantee of the quality of the product.

1. List the prerequisites for the emergence of international marketing.

2. Name the subtypes of international marketing.

3. Name the main forms of entering the international market.

Topic 15. Marketing of services and non-profit activities

1. Concept, main characteristics, classification of services.

2. Specifics of developing a services marketing mix.

3. Marketing in the field of non-profit activities.

4. Marketing of organizations, its elements.

The purpose of the lecture: to form a holistic understanding of the features of marketing services and non-profit activities.

Key concepts: marketing of services, marketing mix of services, non-profit organization, marketing of non-profit organizations.

One of the areas of development of the modern economy over the past three decades is the rapidly expanding service sector. Experts argue that adapting marketing in the service sector requires the use of three more “Ps” of marketing: personnel (people), physical evidence (physical evidence), and method of offering services (process).

Marketing in the service sector includes not only external and internal, but also interactive marketing. External marketing determines the company's efforts to prepare, price, distribute, and offer services to consumers. Internal marketing determines the training and motivation of company employees to improve the quality of customer service. Interactive marketing determines the ability of staff to serve the client.

A service is any activity or benefit that one party offers to another that is intangible and does not result in ownership of anything. Services have four main qualities that distinguish them from goods: intangibility of services, impossibility of storing services, inseparability of production from consumption, variability

for the development and composition of a marketing mix for services.

do not seek financial gain. However, marketing approaches are especially important for non-profit organizations.

The features of non-profit marketing include the following:

Nonprofit marketing is concerned with organizations, places and ideas, as well as products and services;

More complex marketing goals, since success or failure cannot be measured in purely financial terms;

The benefits of non-profit marketing are often not related to consumers paying for services and goods;

Nonprofit organizations may be expected or required to serve economically disadvantaged market segments.

Non-profit organizations usually have two categories of clients - consumers and those who finance the activities of such organizations - authorities or sponsors. Non-profit marketing goals should determine the number of clients to be served, the volume of services provided, their quality, and the amount of budgetary or sponsorship funding.

Marketing of organizations. Often organizations engage in marketing to “sell” themselves. Organizational marketing is an activity undertaken to create, maintain or change the attitudes or behavior of target audiences towards specific organizations.

celebrity marketing and political candidate marketing.

Place marketing. People who are looking for new apartments or choosing vacation spots are familiar with place marketing. Place marketing is an activity undertaken to create, maintain or change attitudes and behavior regarding specific places.

Housing marketing involves the development and active offering of housing for sale or rental.

Marketing of investments in land property includes development and sale of land plots. Land dealers in different countries are developing complex marketing programs to interest potential investors in the proposed sites.

Marketing of vacation spots aims to attract vacationers and tourists to resorts, specific cities, and regions of the country. It is handled by travel agencies, airlines, hotels, and government agencies. But in a number of places they are trying, on the contrary, to carry out demarketing.

character. This area is called public marketing.

Public marketing is the development, implementation and monitoring of programs aimed at achieving the perception of a public idea. To achieve the proper response from the target group, they resort to market segmentation. They study consumers, develop programs and communications. They develop techniques to facilitate assimilation and incentives, and use the techniques of exchange theory.

Control questions:

1. What is included in the concept of “service”, the qualitative differences between a service and a product?

2. What signs of classification of services do you know?

The term “marketing” is based on the word “market”, which means “market”. Therefore, marketing is often understood as a philosophy of management and management in a market environment, proclaiming the orientation of production to meet the needs of specific consumers. Marketing, according to its broad understanding, is a social and managerial process through which individuals and groups of people, through the creation of products and their exchange, obtain what they need. This process is based on the following key concepts: need, desire, demand, product, exchange, transaction, market. Need is a need, a need for something that requires satisfaction. When a person is unable to satisfy some need, he either replaces it or reduces the level of his requests. The concept of needs underlies theories of motivation (Freud, Maslow, etc.), including those that determine consumer behavior in the market. It is often said that the main task of marketing is to find a need and satisfy it.

A desire is a need that has taken a specific form in accordance with the cultural level and personality of the individual. Sometimes called a specific need. For example, the general need for food is transformed into a more specific need for fruit, which, in turn, resulted in a specific need, desire, to buy apples. Moreover, in different regions and countries, common needs are transformed into a wide variety of desires, determined by cultural, historical, geographical and other factors. Residents of different countries satisfy the same need for food by consuming various food products. Consumers living in the same country and experiencing the same need can satisfy it by purchasing different goods.

Demand is a desire, a specific need, supported by purchasing power. Given given resource capabilities, people satisfy their needs and desires by purchasing products that bring them the greatest benefit and satisfaction.

A product is anything that can be offered on the market for purchase, use or consumption in order to satisfy certain needs. A product is anything that can satisfy some need (physical objects, services, people, organizations, activities, ideas). In marketing literature, the English term “product” is often translated as goods. However, we must remember that a product (goods) is a physically tangible product, the category of which does not include, for example, services, ideas, organizations. Considering that in the domestic literature the term “product” is widely used in these publications where the meaning is not distorted, the terms “product” and “product” are used as synonyms.

Exchange is the act of obtaining a desired product from someone by offering him something in return. To carry out an exchange, the following conditions must be met: there must be at least two parties; each party must have something that could be of value to the other party; each party must want to make an exchange with the other party; each party must be free to choose whether to enter into an exchange or not; each party must be able to communicate and deliver their product. Compliance with these conditions makes the exchange possible, and whether it takes place or not depends on whether the parties have come to an agreement and whether they are ready to conclude a deal.

A transaction is a trading operation between two parties, including at least two subjects of interest and an agreement on the conditions, timing and place of its implementation. There are two types of transactions: a monetary transaction, when products are exchanged for money, and a barter transaction. The transaction requires the fulfillment of the following conditions: the presence of at least two products of interest for mutual exchange; agreed conditions, time and place of its execution.

A market in a marketing sense is a collection of existing or potential sellers and buyers of some products; it is a place where transactions are made. It is on the market that the product produced and the labor expended on it prove their social significance and gain recognition among consumers. In modern society, a market does not necessarily have a physical location. To demonstrate a product, advertise it, and receive orders, modern means of communication are widely used, without physical contact with customers. In marketing, the market also refers to the totality of consumers of a certain product; they say - the market for metal, grain, etc. Market segmentation is often carried out based on this principle.

Thus, needs result in specific desires, which, taking into account financial opportunities, are transformed into market demand for specific products; an exchange takes place between the producer and the consumer, formalized in the form of a specific transaction. It follows that marketing directs the economy to satisfy the many, ever-changing needs of millions of consumers.

In other words, marketing is a management philosophy, a direction for its implementation, when solving consumer problems by effectively satisfying their needs leads to the success of the organization and benefits society. (Here and below, the term “organization” is used as a generalized term characterizing all forms of group organization of purposeful activities of people (individual enterprises, firms, government agencies, hospitals, etc.).

At the level of individual business entities, marketing is defined as an integral system designed to plan the range and volume of products, determine prices, distribute products between selected markets and stimulate their sales, so that the resulting variety of benefits leads to the satisfaction of the interests of both producers and consumers . This definition has a fairly broad meaning, since it also covers the activities of non-profit organizations. Thus, marketing is the activity of an organization in the interests of its customers.

In a narrower, entrepreneurial sense, for commercial organizations whose management has declared profit as the main goal of their activities, and this is not always the case, marketing can be understood as a system for managing the production and sales activities of an organization aimed at obtaining an acceptable amount of profit through accounting and active influence on market conditions.

From the above it follows that the variety of areas of application of marketing also determines its many definitions.

It seems that the following definition of marketing can be proposed as a fairly general one. Marketing is a type of human activity to satisfy the demand for tangible and intangible social values through mutually beneficial exchange. Marketing is the process of planning and executing the concept, pricing, promotion and implementation of ideas, goods and services through exchanges that satisfy the goals of individuals and organizations (definition adopted by the American Marketing Association (AMA)).

Marketing is viewed in the same way as the management activity of an enterprise (organization), aimed at identifying, preventing and satisfying consumer needs in the most rational way.

“Marketing is the anticipation, management and satisfaction of demand for goods, services, organizations, people, places and ideas through exchange” (definition by Evans and Berman). “Marketing is a type of human activity aimed at satisfying needs and wants through exchange” (Kotler’s definition). Thus, marketing is simultaneously a system of thinking and a system of action. Let us explain the content of the marketing concept by considering its principles. The following basic principles of marketing can be distinguished:

The greatest misconception of managers focused only on the development and production of new products is the statement, using a figurative comparison, that if an original, very effective mousetrap was invented in a laboratory, then the market itself will pave the way for this laboratory. Developing and producing effective new products is certainly one of the main challenges for most organizations. However, an equally important task is their successful promotion to the market.