The classic definition of marketing. Kinds and types of marketing: no boring theory. What is marketing

Marketing- satisfaction management. What other definitions of marketing exist?
Gathered a collection of definitions of marketing. The only thing left to do is to choose a definition of marketing that corresponds to the internal idea of ​​this science, which will be useful to you "in life", which will be easier to work with. Some of the collected definitions are author's, some are folk. If you know the author - let me know, I will mark the copyright holder under the statement.

So what is marketing?

Selling is what you do personally, one on one. Marketing is selling through the system."
Robert Kiyosaki,businessman, investor, writer (quote from his book Rich Dad's Guide to Investing).

Marketing- satisfaction management. (P. Chernozubenko);

Marketing is all business, considered from the point of view of its final result, i.e. from the point of view of the consumer (P. Drucker);

Marketing is a type of human activity aimed at satisfying needs and requirements through the exchange (Kotler F. Fundamentals of Marketing);

Marketing is the art and science of choosing the right target market, attracting, retaining and increasing the number of customers by creating the confidence of the buyer that he represents the highest value for the company, as well as an orderly and purposeful process of understanding consumer problems and regulating market activities (F. Kotler);

Marketing - type of human activity aimed at satisfying needs and requirements through exchange (Philip Kotler);

Marketing - this is a movie that main character- product (Jack Trout);

The goal of marketing is to make sales efforts unnecessary. Its goal is to know and understand the customer so well that the product or service will fit the customer exactly and sell itself. (P. Drucker.)

Marketing is the process by which a firm establishes constructive and fruitful relationships with the environment in which it sells its goods and services. (IBM company)

Marketing is the anticipation, management and satisfaction of demand for goods and services, organizations, people, territories and ideas through the exchange (J.R. Evans and B. Berman);

Marketing- activities aimed at identifying and satisfying the needs and desires of consumers through the process of exchange (G. Assel);

Marketing- the art and science of finding, retaining and nurturing clients;

Marketing- system of management, regulation and market research (I.K. Belyaevsky);

Marketing is the transformation of consumer requests into real goods. Marketing is a kind entrepreneurial activity, aimed at closing deals through the development of a new product, its preparation and subsequent consumption.

Marketing is a type of human activity aimed at making exchanges, the purpose of which is to satisfy needs and make a profit.
Marketing - this is the implementation of business processes in the direction of the flow of goods and services from the producer to the consumer

Marketing - is a management process that identifies, anticipates and satisfies customer requirements while respecting the principles of efficiency and profitability (public institute marketing, UK);

Marketing- "is the process of planning and implementing the idea, pricing, promotion and implementation of ideas, goods and services through exchange that satisfies the goal individuals and organizations (definition adopted by the American Marketing Association (AMA) in 1985);

Marketing- this is the implementation of business processes in the direction of the flow of goods and services from the producer to the consumer. (American Marketing Association (AMA));

Marketing there is where the principle of "learn to act" is adhered to. (Armand Diane Market Academy. Marketing);

Marketing(English marketing, from market - market), one of the management systems of a capitalist enterprise, which involves careful consideration of the processes taking place in the market for making economic decisions. (TSB)

Marketing(from English marketing - sale, trade in the market) - management of the creation of goods and services and the mechanisms for their implementation as a single complex process;

Marketing- this is the study of markets and the impact on them in order to facilitate the tasks facing economic entities;

Marketing- the process of coordinating the capabilities of the company and the needs of the consumer;

Marketing is a sale to the client of a standard of living (Paul Mazur);

Marketing is a million and one things you do to help sell a product (Bob Zack);

Marketing- understand the client, see the goal, achieve it, always remembering that in the end the wallet should get fat (Sergey Vasiliev);

Marketing is an attempt to imagine what people want in order to give it to them (Shelley Lazarus);

Marketing- this is one of the tools of evolution on the scale of the market (Anatoly Matveev);

Marketing is the creative creation of long-term mutually beneficial relationships between objects and subjects of the market (Alexander Khoroshilov);

Marketing- it's a relationship (Alexander Khoroshilov);

Marketing- these are contacts (Alexander Pavlov);

Marketing- it is a solution to the problems of your customers with profit for yourself (Rendell Chapman);

Marketing is about stimulating behavior, economically beneficial for the one who stimulates it (Richard Buchanan);

Marketing is the anticipation, management and satisfaction of demand for goods and services, organizations and people, territories and ideas through the exchange (Evans and Berman);

Marketing- this is all that sellers do not have time to do, do not want or cannot (Igor Mann);

Marketing is simply a civilized form of warfare in which battles are most often won with words, ideas, and logical thinking (Albert Emery);

Marketing is everything and everything is marketing (Regis Mackenna);

Marketing- is to do so that they buy and then thank ;

Marketing is a business philosophy that puts customers at the center of business strategy (Prabhu Gunthari);

Marketing- it is profitable for the company to meet the needs of other people;

Marketing is a business philosophy (J.-J. Lambin and others);

Marketing is a commercial sense elevated to a method (A. Diane);

Marketing - floor o supreme management function (D. Kostyukhin);

Marketing is love for customers(paraphrased: "I never did marketing. I just never stopped loving my customers" (Cino Davidoff);

Marketing is ego money, which are made from the air in which ideas soar (Igor Klimanov);

Marketing is your own common sense plus other examples (Andrey Pozdnev);

Marketing is the study of markets and impact on them in order to facilitate the tasks facing economic entities;

Marketing is the art and science of finding, retention and cultivation of customers;

Marketing is the activity of a market entity, aimed at the implementation of interaction with other market entities.

Marketing is the ability to sell effectively.

Marketing- managing the satisfaction of demand through trade.

Marketing is the sale of goods that are not being returned to customers who are returning.

Marketing is foresight, management and satisfaction of demand for goods, services, organizations, territories and ideas through the exchange (Joel Evans, Barry Berman).

Marketing is the process of identifying, predicting and creating customer needs and desires and organizing all the company's resources to satisfy them with a large overall profit for the company and the consumer. (Bernie Goodrich, USA, 1960);

Marketing- this is the extraction of profit from the satisfaction of the consumer;

Marketing- is the process of coordinating the capabilities of the company and the needs of consumers;

Marketing is a social and managerial process by which individuals and a group of people, through the creation of products and their exchange, get what they need (E. P. Golubkov);

Marketing- it's sales tomorrow;

Marketing- establishing the relationship between the activities of the consumer, the activities of the seller and the activities of the manufacturer (Sergey Bezzubtsev);

Marketing- this is intelligence of the consumer's brain about his needs tomorrow, as well as determining the volume of future consumption (Rais Gareev);

Marketing- this is what prevents financiers from living in peace, because they constantly do everything that, from their point of view, should not be done (Andrey Eremichev);

Marketing is a set of actions that lead to an increase in the company's profit in the future (Anna Chernobyl);

Marketing- this is a strategy and tactics of survival in the market, which, if erroneous, lead to death (Alexey Shpagin);

Marketing is any action you take to acquire or retain a customer (Rick Prendell);

Marketing- a set of tools that allows you to formalize an understanding of what the company does as a whole and how to adjust the work of all its parts to increase the efficiency of its functioning in the future (Sergey Myzdrin);

Marketing- this is a set of all actions aimed at identifying, shaping, satisfying or suppressing the needs of the consumer in order to make a profit (Konstantin Edensky);

Marketing- find a need and satisfy it (Oleg Makarov);

Marketing- all activities of a company that is market-oriented (Lolita Volkova);

Marketing is a constant search and implementation of opportunities to create additional (new) value in the market (Andrey Eremichev);

Marketing is our everything (Victor Shikov);

Marketing - this is a set of measures in the field of research of the trade and marketing activities of an enterprise to study all the factors that affect the production process and the promotion of goods and services from producer to consumer (V. E. Khrutsky);

Marketing - it is an expression of a market-oriented managerial style of thinking that is characterized by creative, systematic and often aggressive approaches (Dichtl and X. Hershgen);

Marketing - it's kind economic activity, consisting in the promotion of goods and services from the producer to the consumer;

Marketing is the search for such market niches and business lines in which the company will be the first, and the implementation of such ideas and opportunities that will make the company a leader in an era of deadly competition (Igor Klimanov);

Marketing - belief system, coordination function various aspects commercial activities, a complex of interrelated elements business activity, a business philosophy, the purpose of which is to mitigate the crises of overproduction, and finally, the process of balancing supply and demand;

Marketing - ensuring the development and existence of the company (Zoya Tajieva);

Marketing- these are grouped and thought-out moves (strategy), as a result of which recognition will increase or sales will increase (Elbrus Gasanov);

Marketing- is the alignment of the resources of the organization with the needs of the market (B. Solovyov);

Marketing- studying markets and influencing them in order to facilitate the solution of problems facing economic entities (Igor Berezin);

Marketing- is the satisfaction of the consumer in order to mutually extract the maximum profit;

Marketing is taking action aimed at achieving the goals of the organization by anticipating the needs of the buyer or client and directing the flow of goods and services that satisfy these needs from the producer to the buyer or client (E. Jerome McCarthy);

Marketing- this is the activity of the producer, aimed at establishing, strengthening and maintaining beneficial exchanges in order to achieve its goals;

Marketing- is the process of planning and implementing the idea, pricing, promotion and implementation of ideas, goods and services through exchange that meets the goals of individuals and organizations;

Marketing - analysis and forecasting of the market situation in order to guide production and ensure the best economic conditions sales of manufactured products (T. Ryabova and E. Strelkov);

Marketing- this is the process of planning and implementing the concept, pricing policy, promotion and dissemination of ideas, goods and services through exchange in order to mutually satisfy the goals of the individual and the organization;

Marketing is the anticipation, management and satisfaction of demand for goods, services, organizations, people, territories and ideas through exchange.

Marketing is complex activity to create and promote the optimal product to the optimal segments.

Marketing is the process of planning and designing, promoting and realizing ideas, goods and services through exchanges that meet the goals of individuals and organizations (American Marketing Association).

Marketing - is the science of behavior that seeks to explain the relationships that arise in the process of exchange (S. D. Hunt).

Marketing - it is a social process aimed at satisfying the needs and desires of people and organizations by providing a free competitive exchange of goods and services of value to the buyer (J.-J. Lambin).

Marketing - it is a process of organizing production, promotion and marketing of products aimed at the current and future success, based on an understanding of the situation and processes occurring on the market, and built taking into account the establishment of an optimal balance of interest of all its participants (Pavel Weinstein);

Marketing - removal of barriers that prevent the consumer from buying goods (works, services) from us, and not from competitors (Dmitry Semenov);

Marketing- this is the input of correct data into the market system to obtain the planned result in accordance with the laws of operation of this system, called the laws of marketing (Alexander Belanov);

Marketing - the process of identifying, maximizing and meeting consumer demand for the company's products;

Marketing - the aspect of business activity that directs the flow of goods and services from the producer to the consumer or user;

Marketing - this is such a philosophy, strategy and tactics of participants in market (exchange) relations and interactions, when the effective satisfaction of requests and the resolution of consumer problems lead to the success of organizations and benefit society;

Marketing - is the delivery of the right product to the right place in right time at the right price in the right quantities, colors, shapes and delivering the right information to the buyer.

Marketing - it's the art of the possible (Igor Kachalov).

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

Marketing - is the process of anticipating the needs of potential buyers and meeting those needs by offering appropriate

Wandering the net or just communicating with colleagues, I encountered a complete or partial misunderstanding of many business processes, and first of all, marketing. I decided to express some thoughts on this issue, to reveal the most important points relying more on their personal practice, as well as the practical results of other companies. In general, I believe that marketing (as well as management in general) is not a science that can be learned from books. Some basic knowledge- Yes. But still - only experience .... So…

Despite the fact that this topic is now devoted great amount sites, literature and articles, words like “segmentation”, “positioning”, “branding”… sound at every turn, most people do not have a clear idea about this concept. Let's go back to the classic definitions:

"Marketing is the art and science of choosing the right target market, attracting, retaining and increasing the number of customers by creating the confidence of the buyer that he represents the highest value for the company, as well as "an orderly and purposeful process of understanding consumer problems and regulating market activities" (founder marketing theory by Philip Kotler).

"Marketing is the implementation of business processes in the direction of the flow of goods and services from the producer to the consumer. (American Marketing Association (AMA))".

"Marketing- one of the management systems of a capitalist enterprise, which involves careful consideration of the processes taking place in the market for making economic decisions. The purpose of marketing is to create conditions for adapting production to social demand, market requirements, to develop a system of organizational and technical measures to study the market, intensify sales, increase the competitiveness of goods in order to maximize profits. The main functions of marketing: study of demand, pricing issues, advertising and sales promotion, planning product range, sales and trade operations, activities related to the storage, transportation of goods, management of trade and commercial personnel, organization of customer service. (BSE)".

It seems right, smart and all that .. but as for me - completely incomprehensible. And it is in consequence of such "smartness" that many refer marketing to one of the extremes:

Extreme one: "Magician and sorcerer, savior on a white horse." When EVERYTHING is bad for a company, management decides to invest heavily in marketing (or advertising, identifying them). At the same time, some eminent specialist or a whole consulting group, which rummages through documents for a month, sticks its nose everywhere and, as a result, in a month gives a report on 120 sheets (which was written on the last night for 15 minutes according to the template by a student), receives a fee and calmly leaves. What happens to the company, we will not consider, very much if. But the bottom line is the perception of marketing as magic wand, which can quickly and easily save any business.

Extreme two: "Good boy / girl, let him be a marketer." Unfortunately, it's more common. Someone's relative, or just a brand new person who needs to be attached somewhere, but nowhere. Often, such a marketing specialist has only the title of the position, otherwise he performs various assignments or something else.

What is marketing in my understanding? Initially, the goal of marketing was to "shove" the product to the buyer. In fact, a kind of sales-manager of a wide scale. If a simple sales sells a specific product to a specific person, then the marketer should have sold the product in general to buyers in general. However, over time, this position has changed, and modern marketers must make sure that buyers WANT to purchase our product.

To do this, marketing has diverged into a marketing mix complex, or, as it is also called 4P (four Pis):

product– the product itself (its quality, characteristics, service);

price- price, and everything connected with it (payment terms, discounts, dividing customers into classes);

place– points of sale (distribution channels, logistics, merchandising).

I will write more about 4P later. In the meantime, I would like to note that such an approach, on the one hand, secured low-quality marketers, and on the other hand, greatly complicated their task. I'll show you two examples:

Example “What can I do…?”

Why such low sales this quarter?

– What can I do, look at what a low-quality product we have? Competitors have much better materials, newer materials and in general ...

A month has passed.

- We have changed the technology, now our products are made from environmentally friendly materials, more functional and work perfectly ... why are sales so low?

- Did you see the price? How can we sell so much at these prices?

A little more time passed.

– Our price is 15% lower than competitors, and the quality is much higher. Where is the profit?

- And what do you want? How can I do such things with such a budget? How do people find out about us? You have seen that competitors do not get off television, there are big boards all around. And what can we do? Distribute flyers?

So now what? We went through all the channels, TV, Radio, Magazines, newspapers… Why did the profit grow by only 3%?

– Distributors refuse to work with us. They say that we have a great product, and the price suits them, but they have tough contracts with our competitors. They can’t refuse them and take our goods… We have to wait until the end of their contract…

– You know… the market is already in decline in this segment… It makes no sense to deal with this product, it would be necessary to bring something new to the market. Seen competitors offer new model. If we start developing now, then in half a year we can offer a new model ... ..

Example "Give me a foothold...and a budget"

– You know, I studied the market, and I can say that this month we will have a low sales volume.

- But why?

- At such a price, our intermediaries do not want to take such a product and, accordingly, sell it to customers.

– But what to do?

- There are several options. We can reduce the price, say, by 20%, then we will be cheaper than our competitors by 7%, which will become attractive. The quality can be improved. It will take a month and a half, and xxx money. You can try to negotiate with distributors and dealers by offering them individual discounts or bonuses (for example, whoever sells product A gets a discount on product B, which flies with a bang). Can launch a large scale advertising campaign which will add value to the product.

- And what do you suggest?

- Given the changes in the market, I would suggest that we modernize the product. It's already obsolete anyway. And in parallel with this, launch powerful advertising. After all, the product is new, consumers may not know how good it is. At the same time, I would limit the upper limit of the markup of intermediaries.
How long does it take to prepare a plan?

- I think the main ideas and figures will be in a week.

- Well, in 2 weeks the board of directors (meeting), get ready for this time.

- Of course ...

Well, in short, what I wanted to say about what marketing is.

I'll be posting the following threads soon:

What should a marketer know?

– marketer vs manager;

Do you need marketing for a small company?

- 4P: Is it all that difficult?

- online marketing.

Definitions

There are many definitions of marketing in the literature:

Most researchers agree that marketing is a process. It starts with a study of the target market segment for which the company is going to work. Marketers determine potential demand and its size (capacity of the market segment), that is, they identify buyers whose needs are not sufficiently satisfied or who have an implicit interest in certain goods or services. Segmentation of the market and the selection of those parts of it that the company is able to serve in the best way is carried out. Plans are being developed for creating and bringing products to the consumer, as well as a marketing mix strategy (Eng. marketing mix) impact on demand through the product, price, distribution channels and methods of promoting the product. They create a marketing audit system that will allow evaluating the results of ongoing activities and the degree of their impact on consumers.

Marketing Principles

Marketing adheres to the following five basic principles:

1. the production and sale of goods must meet the needs of buyers, the market situation and the company's capabilities;
2. full satisfaction of the needs of customers and compliance with the modern technical and artistic level;
3. presence on the market at the time of the most effectively possible sale of products;
4. constant updating of manufactured or sold products;
5. unity of strategy and tactics for quick response to changing demand.

Functions, concepts and goals of marketing

Usually the content of marketing is identified with sales and its promotion, advertising. However, in fact, sales is one of the functions of marketing and often not the most essential. If a firm has done a good job on such sections of marketing as identifying consumer needs, developing suitable products and setting an appropriate price for them, establishing a distribution system and effective incentives, then such products will no longer have sales problems, unless the firm operates in a highly competitive market. . According to the classics of management theory, ideally, the goal of marketing is as follows:

"One of the leading management theorists, Peter Drucker, puts it this way: “The goal of marketing is to make marketing efforts unnecessary. His goal is to know and understand the client so well that the product or service will fit the latter exactly and sell themselves. ”.

- Fundamentals of Marketing, Philip Kotler.

All this does not mean that sales and promotion efforts lose their importance. These functions become part of a larger marketing mix, that is, a set of marketing tools that need to be harmoniously linked together in order to achieve maximum market impact. In general, marketing is a human activity, one way or another related to the market.

Marketing functions form the following concepts: need, needs, demand, product, exchange, transaction and market.

The basic idea behind marketing is the idea of ​​human needs.

Need- a feeling of lack of something. The needs of people are diverse and complex, but in general their number is finite, in contrast to needs. Here are the basic physiological needs for food, clothing, warmth and security; and social needs for spiritual intimacy, influence, and affection; personal needs for knowledge and self-expression. Most of these needs are determined by the original components of human nature. If the need is not satisfied, the person feels unsatisfied and seeks either to find an object that can satisfy the need, or try to drown it out.

The second initial idea of ​​marketing is the idea of ​​human needs.

It is not difficult to list the needs of a particular society at a particular point in time, while the society could plan production volumes for next year, based on the set of requests of the previous one. Something like this happened with the planning of production in the USSR. However, requests are an unstable indicator. People get bored with the things that are current and look for variety for the sake of variety. In the 90s, down jackets came into fashion, for which people abandoned previously used clothes, then they also abandoned down jackets.

A change in choice may also be the result of a change in prices or income levels. A person usually 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.

see also

see also other audio articles

see also other audio articles

• Content marketing
• Idea Marketing
• Product Marketing
• Territory marketing
• Marketing of personalities
• Organization Marketing
• Marketing activities
• Neuromarketing

Analysis methods (marketing models)

Marketing models are used not only for marketing analysis, but also for communication between the marketing department and other departments:

Notes

Literature

• Armstrong G., Kotler F. Introduction to Marketing = Marketing: An Introduction. - 8th ed. - M .: "Williams", 2007. - S. 832. - ISBN 0-13-186591-9
• Bronnikova T. S., Chernyavsky A. G.

F. Kotler

Marketing is a type of human activity aimed at meeting the needs and requirements through the exchange

Definition of Marketing

according to G. G. Abramishvili

Today, marketing is a kind of business philosophy.

Definition of Marketing

from Braverman A. A.

At the macro level, marketing acts as a tool for shaping the market environment. At the micro level, marketing acts as a tool for embedding enterprises in the emerging market environment and, most importantly, is a means (often decisive) that ensures investment attraction.

Definition of Marketing

according to the American Marketing Association

Marketing is the process of planning and executing the idea, pricing, promotion and implementation of ideas, goods and services through an exchange that satisfies the goals of individuals and organizations.

Definition of Marketing

by Evans J.R.

Marketing is the anticipation, management and satisfaction of demand for goods, services, organizations, people, territories and ideas through the exchange

Definition of Marketing

according to Pashkus Yu.V.

Marketing is a complex concept. It includes all activities related to the exchange between people or countries, aimed at satisfying the needs and desires of consumers.

Definition of Marketing

by Schwalbe H.

Marketing is the sum of all activities within the framework of the trade policy in order to create, maintain and expand the market.

Definition of Marketing

Nischlag R., Dichtl E., Hersten H.

Marketing is a consistent orientation of all directly or indirectly related to the market solutions to the needs of buyers. Marketing today is understood as a market-oriented, entrepreneurial mindset that is creative, systematic, and sometimes also aggressive.

Definition of Marketing

Lambert J

Marketing is both a business philosophy and an active process. Marketing is a social process aimed at satisfying the needs and desires of people and organizations by providing a free competitive exchange of goods and services of value to the buyer.

Definition of Marketing

Golubkov E.P.

Marketing is the process of matching a company's capabilities with consumer needs. Marketing, according to its broadest understanding, is a social and managerial process by which individuals and groups of people, through the creation of products and their exchange, get what they need.

Definition of Marketing

Department of Marketing SPbGUEF

Marketing is the philosophy and tools of interaction between economic entities of the socio-economic system regarding the study, creation, reproduction and satisfaction of the demand of end consumers, their needs for goods and services in order to make a profit or achieve other results.

Definition of Marketing

Roger L.W.

Marketing does not begin where production ends; on the contrary, its task is to determine the nature and scale of production, as well as ways to profitably use the firm's production capacity and engineering capabilities, taking into account sales prospects. In other words, marketing decisions precede production and investment decisions. Marketing can be defined as the leading area of ​​economic management, whose function is to organize and manage the entire set of activities related to the transformation of the purchasing power of consumers into an effective demand for a specific product or service, as well as bringing this product or service to the final or intermediate buyer, to meet the company's established rate of return or other goals

Definition of Marketing

Maffert H.

The modern generalized and at the same time broad interpretation of marketing identifies marketing with any form of exchange between two participants in the transaction. Marketing is a market-oriented management of an enterprise, which consists in planning, coordinating and controlling all activities of an enterprise related to existing and potential markets.

Definition of Marketing

District W.

Marketing can also be defined as an activity involving the recognition of needs, the creation of goods and services that satisfy these needs, as well as the formation, and hence the expansion of demand for these goods and services.

Definition of Marketing

Levit T.

Marketing should not be equated with the sale of goods. If the function trading system is to convince the buyer to buy what has already been produced, the task of marketing is to supply the market with the product that the consumer really needs. Sales efforts are focused on the needs of the seller, while marketing is focused on the needs of the buyer. Sales efforts are concerned with the needs of the seller to turn his product into cash, while marketing is the concern with satisfying the needs of the customer through the product and a number of factors related to the creation, delivery and, finally, consumption of this product.

Definition of Marketing

Kulakov S.N.

essence modern marketing: it is an entrepreneurial activity that turns the needs of the buyer into the income of the enterprise

Definition of Marketing

Danilov-Danielyan V.

Everything that is the object of this discipline is a certain projection of entrepreneurial activity on the axis of the market

Not so long ago, we launched a team new project. And the final vision was different for everyone.

Someone saw that at the exit we would teach marketing, someone said that it was in pure form PR training.

And that means different approaches and methods. But, it is we, professional marketers, who see the difference, and even then it is small. For the rest, marketing and PR are one and the same.

That is why I decided to write an article in which I can sort everything out on the shelves about the functions of marketing, its tasks and goals. What is it, how is it connected and what is responsible for what. And all this in plain language.

About marketing. in detail

If you ask any person who is not related to this profession what marketing is, then with a probability of 95% he will answer that this is advertising.

It's yes and no. Depending on which side to approach. To help you navigate the difference between the three concepts, we wrote an article

I strongly advise you to read it, since we will not dwell on their differences. Let's talk about the definition of marketing.

Marketing(classical formulation) is a type of human activity aimed at meeting needs, needs through exchange (c) F. Kotler.

But personally, I like a different definition of marketing that briefly looks at the discipline from a business perspective. And this is closer to the practices to which we brazenly refer ourselves.

Marketing It is about profiting from customer satisfaction.

In fact, it is in this short interpretation that the key understanding of why marketing is needed for any organization lies.

That is, marketing is not about how to sell this or that product. And about how to find consumers who need this product, determine their number and the volume of goods that they need.

And the functions and principles of marketing complete all this charm. Well, let's deal with everything in more detail.

Marketing Goals

Peter Drucker (management theorist) says: “The goal of marketing is to make selling unnecessary.

His goal is to get to know and understand the customer so well that the product or service will definitely sell itself.”

And he deciphers his definition with the following phrase: “If we turn off the phone, barricade the door and shoot back from buyers, they will still make their way and ask to sell them our goods.”

Returning to the study of the essence and purpose of marketing. Marketing consists of 5 groups of goals, which in turn are also divided into different sub-goals.

I warn you right away, it looks scary, but it is impossible to become a professional without a boring theory:

• Market targets:

1. Increase in market share;
2. Development of new markets;
3. Weakening of competitors' positions in the market;

• Specific marketing goals:

1. Creation of a company;
2. Creating high customer satisfaction;
3. Increasing profitability marketing activities;

• Structural and managerial goals:

1. Giving organizational structure flexibility;
2. Achieving more complex strategic goals;

• Supporting goals:

1. Price policy;
2. Service policy;

• Control Goals:

1. Control of current activities;
2. Strategic planning;
3. Current financial activity.

So, what is next?

And, to be honest ... I understood all this about 10 times. Therefore, let's understand in more detail, with an emphasis not on high words, but on greater applicability to business.

I found 4 endpoints that answer the question “What are marketing goals?” in the most complete and detailed way.

And at the same time they are applicable to the economy, the market, the company and the consumer. Thus, the goals of marketing activities include:

1. Profit maximization. Probably one of the most global goals that every enterprise faces.

   Its main task is to increase the consumption of goods to the maximum by all possible ways and marketing tools, as this will lead to an increase in production and, as a result, an increase in profits and the company as a whole.

2. Consumer care. It is achieved due to the fact that the buyer, purchasing the goods of the company, becomes more and more satisfied.

   As a result - an increase in the frequency of purchases of goods, as well as an increase in it. In other words, one of the main goals of marketing in an organization is to become a company with a high .

3. Providing a choice. This goal not suitable small companies, since its essence is the expansion of the product line within one company.

   Thanks to this approach, large companies manage not only to satisfy the buyer due to a large selection, but also to achieve the 1st goal in the form of profit maximization.

4. Improving the quality of life. On the one hand, this is a very noble goal of the marketing system, which includes: the release of quality products, a wide range of products and, of course, all this at an affordable cost.

   That is, thanks to this whole complex, the consumer can satisfy his needs, and thereby improve the quality of his life.

   On the other hand, the quality of life is very difficult to measure, so this goal is one of the most difficult to achieve.

I think it's more clear. In addition, it is very difficult to imagine a company that was equally able to achieve these 4 goals.

And this is due to the fact that they are mutually exclusive, and their uniform achievement is impossible. But even if these goals are decomposed and simplified, it will turn out:

• Increasing the income received by the company;
• Growth in sales of manufactured products;
• Increasing the company's market share;
• Improving the company's image.

Here! Such goals are understandable, they depend on specific goals that can be assessed and measured.

In addition, they are quite easy to plan, as it is possible to make calculations and make an analysis.

For example, we take into account all these indicators when we conduct. True, the goal that we close in it, as a rule, is one - to increase income.

Of course, the goal must be approved by all the heads of departments, who through it will be able to determine its reality.

And do not forget that when developing marketing goals, you need to provide (material /) for those who managed to achieve them.

And also have people responsible for achieving them, as well as include specific deadlines. And this is sometimes even more difficult to do than to set the goal itself.

Tasks

Remember I wrote that on the way to marketing goals there are various tasks. So, the objectives of marketing is to influence the level, time and nature of demand for the benefit of the business.

That is, the local task of marketing is demand management. But globally, the tasks of marketing in an enterprise are already divided into 2 areas:

1. Production. Produce what will be sold, not sell what is produced.
2. Marketing. Studying the market, consumers and ways of influencing them.

Within these two directions, there is a much larger list of tasks that need to be implemented in order to achieve these two directions. Get ready for another block of boring but important information:

1. Research, analysis and study of consumers and company products;
2. Development of new services or products of the company;
3. Analysis, evaluation and forecasting of the state and development of markets;
4. Development of the company's product range;
5. Development of the company's pricing policy;
6. Participation in the creation of a strategic company, as well as tactical actions;
7. Realization of products and services of the company;
8. Marketing communications;
9. After-sales service.

And again, not very clear the first time. Some research, communications, services, and so on.

Deputy language in general. Let's tell everything in simple terms what you will need to do to solve the main tasks in marketing:

1. Create a strategic action plan. This implies the creation of an action plan both for the next year, with detailed steps, and a plan for the development of the company for 3-5-10 years.
2. Analyze the market situation. And do it not periodically, but constantly.

   And also you have to keep track of what you are not only producing now, but also can produce in the future.

3. Track the "mood" of consumers. We can say that it is to ensure that it only grows.

   To do this, you need to engage in reputation management. Or in simple words, work with future and current reviews.

4. Monitor the work of your competitors. Track their work, conduct, and also disassemble their goods into pieces. After all, competition is the engine of development. And then either you or you.
5. Work with . This will not only increase the efficiency of your employees and their work, but will also give the word about your company as a “very enviable employer”. It's worth a lot these days.
6. Engage in product promotion. To do this, you use any of the hundreds of . If we consider all the possibilities, then they will be calculated somewhere in 1000 ways.
7. Track marketing trends. So you can use current trends to improve your company and influence the growth of sales of your products.

And here I have bad news for you. All these goals and objectives, and even more so, one marketer will not solve.

Since the development of these actions requires the involvement of specialists from the entire company (managers, accountants and even call center managers).

Therefore, stock up on the patience and time of various personnel in your company to think through and work out the marketing tasks.

Functions

As you already understood, there are two main areas in the marketing tasks of an enterprise: production and sales.

And based on these tasks, four main functions of marketing are distinguished. The functions of the marketing system can be considered separate areas of marketing activity.

Depending on the specifics of the company, it is determined which marketing functions should be used and which should not. To general functions marketing includes:

• Analytical function of marketing. This function allows you to find out the market capacity and study consumers in detail, as well as find out all the information on competitors.

1. Studying the company itself
2. Market and consumer research
3. Studying competitors
4. Studying counterparties
5. Studying goods

• Production function of marketing. This function allows you to optimize the release of products or the process of providing services through the emergence of new technologies and improving the quality of the final product.

1. Development of new technologies
2. Production of new goods
3. Reducing the cost of goods
4. Improving the quality of finished products

• Sales function of marketing. This function allows the company not only to produce products, but also to optimize its sales by combining the work of the warehouse, logistics and transport department.

1. Service organization
2. Expansion of the product line
3. Price policy
4. Implementation of the marketing policy

• Function of management and control. This function allows you to rationally use existing and future resources, control the operation of the enterprise, and organize business processes on it.

1. Communication policy
2. Organization of marketing activities
3. Control of marketing activities

I will tell you a little secret: all the listed goals, tasks and functions are basic and have not changed for many decades.

That is what you need to focus on. This may be a focus on customer loyalty or product expansion.

But marketing tools are constantly changing and supplementing. But this is a topic for a completely different article.

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Briefly about the main

Most likely you have one question in your head. Why do I need this theory if, for example, I am a small entrepreneur who makes tea and coffee in a popular shopping center?

Okay, let's take an example. You think in terms of scale - you bought 10 kilograms of coffee for 15 thousand, ground it and sold it for 50 thousand rubles. Hurray, in the pocket of 35 thousand. Do the same, multiply.

This is all good, but what if tomorrow a competitor appears nearby who understands the basic principles of marketing and his ultimate goal is not just to make 35 thousand rubles from 10 kilograms of coffee, but to open his own network of small coffee houses.

And it begins to work not like most competitors, by reducing the cost of goods while maintaining product quality, but also to expand the range, working on customer focus and customer loyalty.

And also introducing small chips, from a series of cool coffee stickers and other things.

How long do you think your business will last with the appearance of such a thinking competitor?

The answer to the question: “Why do we need marketing?” - is obvious. Therefore, studying the basics is necessary not only for large businesses, but also for small entrepreneurs.

Moreover, you don’t have to go far for an example, quite recently a client came to us who ignored marketing, and as a result, a new competitor “pulled off” half of it in 2 years client base. It's a shame, but who is to blame, if not him.