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What marketing basics do you need to know? Marketing in the modern world M marketing what

Marketing is the art of transforming the needs of people and organizations for goods and services of a certain type into consumer demand. By and large, he solves the same problems as business; he is the soul of business. Like any other art, marketing requires mastery of certain techniques. Without this, any business is sooner or later doomed to failure.

What does marketing study?

Marketing studies the state of affairs in the market, the presence of supply and demand for a particular product, pricing policy and, of course, ways to increase demand for the goods and services offered by the company. Marketing is needed not only to sell a product, but also to satisfy the needs of consumers, to create products that people want to see on the shelves.

Marketing Objectives

In business, marketing can solve the following problems:

identifying the needs of consumers in the company’s field of activity;
development new products in accordance with these needs;
market research and forecasting its development, taking into account the actions of competing companies;
formation of an optimal assortment and prices for products;
creating, maintaining and increasing demand for the company’s products, successful marketing of these products.

Types of Marketing

Currently, there are about twenty types of marketing, each of which has its own arsenal of methods and means.

Direct marketing. Its very name implies the use of a direct, undisguised offer to buy a specific product or use a specific service. In other words, direct marketing – This is an open offer addressed to potential buyers. It can be carried out by mailing catalogs, price lists, and offers to purchase goods. Such offers can also be made over the phone. If catalogs are distributed not by mail, but by courier or other means, this is also considered direct marketing. The most aggressive of direct marketing techniques is direct selling through door-to-door salesmen.
A good alternative to a catalog is marketing kit. This is a selection of materials about the manufacturing or selling company. A marketing kit can contain the history of the company, ideally a legend about it, a story about the team that works to create the product and about the product itself, its features and benefits, areas of application and methods of use, as well as other information that may interest potential partners or clients. Of course, it must include information about the company’s address, its management and other official data. It would be a good idea to add here information about awards, certificates and other documents that positively characterize the organization as a socially responsible company. By the way, the marketing kit can also contain the product catalog itself. All this can be collected in one brochure, or issued as separate booklets and leaflets, putting everything in a beautiful folder, decorated with a company label.
Strategic Marketing Marketing is a higher level of marketing based on long-term planning, focused on creating goods or services that have high customer value. It is based on forecasts compiled taking into account materials obtained during market research. A good marketer not only sells, he comes up with what people want to buy. Therefore, the marketing department is engaged not only in sales, but also in market research, forecasting and planning. His tasks include defining the company's mission, creating a strategy, and forming a portfolio of goods and services that are in higher demand than existing competitors.
Personnel Marketing – this is a special area of marketing that is usually dealt with personnel services. We cannot write off the most important resource, without which there can be no production, sales, or profit. This resource is human, the most complex and unpredictable. Personnel decide a lot even in conditions market economy. Successful selection of personnel, “infection” of their general idea, the company’s mission, stimulation of their work play a significant role in shaping the image of the organization, increasing labor productivity, and in the successful implementation of the strategy. Personnel marketing allows you to satisfy the enterprise’s need for human resources and the needs of the enterprise’s employees themselves.
Direct marketing- that's more broad concept direct marketing. It also involves direct work with the target audience to expand sales markets, but the boundaries of interaction in this case expand, including not only the final buyer, but also distributors. Direct marketing and direct marketing are often combined into one type of marketing. As already mentioned, it is carried out through personal selling, offering goods and services by telephone or mailing lists, and distributing catalogs. Direct offers of goods and services through social networks or “shopping on the couch” also belong to direct marketing. For greater effectiveness, they use a consistent series of direct influence measures on the client: first, they send him an offer by mail, then they call him on the phone to find out his opinion about the proposed goods and terms of purchase, and only then the seller makes a personal visit to the buyer to show and sell the products that interest the client. .
Marketing complex (marketing mix) is a set of techniques and means characteristic of different types marketing, which are used in combination. It is often called mixed marketing. Combining various tools (development of products that are interesting to consumers, pricing, methods of sales and promotion of goods) allows you to build a flexible strategy and quickly adapt to changes in the market. The marketing mix is often called the “4p” complex: product, price, place, promotion.
Many people probably had to purchase goods for a certain amount in a store and receive a coupon for a discount or a gift to another store. This is an example cross marketing, which is based on a one-time or long-term merger of two non-competing companies: a bank and an electronics store, and an enterprise for the production of construction and finishing materials, grocery store and organizations selling cosmetics or household chemicals. It is beneficial for the client to purchase one product and receive a related product at a discount. Organizations also benefit from such an association: since the client has used the goods or services of one of the two cooperating companies, then the likelihood is that he will purchase another product he needs in this case at a discount from another partner company.
Conversion Marketing used in cases where demand for a product is below zero. That is, when potential consumers not only do not purchase a product or service, but are also willing to pay in order not to receive it. An example would be dental services. Many people, especially if they had to visit this doctor in Soviet times, agree to bravely endure toothache, just to avoid ending up in the dentist’s chair. Conversion marketing was able to break this prejudice by convincing potential clients that dentistry does not hurt, and healthy teeth are beautiful and prestigious. Conversion marketing is about turning negative demand into positive demand.
Viral Marketing is a collective name for promotion technologies that can quickly increase the number of people reached by advertising. Thanks to people’s desire to share interesting information, the audience that watches a video, launches a game, listens to or reads a message about a product or service grows like a snowball. The dissemination of information on social networks based on the principle of “word of mouth” resembles an epidemic, hence the name of the type of marketing. An example of viral marketing would be inviting friends to play a game to get some bonuses. By posting a message on our page that we have made a successful purchase in an online store, by liking a picture containing hidden advertising, or by sending a friend a link to a funny commercial, we become participants in viral marketing. So a creative video posted on YouTube will not cost much, but can attract huge amount clients. The most difficult thing here is to generate an idea; the rest will be done by social network users free of charge and with pleasure.
Social Marketing– this is not the promotion of goods or services, but of any social values or behavior patterns. Television advertising “Call Your Parents” and outdoor roadside advertising urging drivers to slow down so as not to hit a child are typical examples. social marketing.
Differentiated Marketing is a type of marketing aimed at narrow segments target audience with specific needs. You can interest them only in products specially developed for them, which will not be in demand among other consumers. Differentiated marketing is more expensive than usual, but the returns are higher. An example of such marketing is the release of shampoos for different hair colors in different colors, but made in the same style of packaging: especially for red hair, especially for blond hair, especially for dark hair.
Incentive Marketing is marketing that is used in the absence of demand for a product or service with the aim of its appearance. First of all, they find out the reasons why the product is not in demand. Perhaps the consumer does not know about it or does not know enough. Other reasons may be high price, unattractive packaging, or the availability of a more convenient or multifunctional similar product from competitors. The goal of incentive marketing is to eliminate these causes. This can be done by sharply reducing prices, increasing advertising, increasing people's awareness of the product, improving packaging and other methods.
With development information technology gained considerable popularity digital marketing. This is email marketing that works in two directions: push (push) and pull (pull). The process of “pushing” is expressed in sending spam. You can “pull” towards yourself in different ways: placing a banner on a popular resource on the Internet, publishing news on the company page with keywords, which are often typed in search engines.
Guerrilla Marketing– This is one of the most low-cost and common types of marketing. Its essence is to tell about yourself and the product, to make the brand recognizable without investing money in expensive advertising. Using cheap or even free channels for transmitting information (enclosing a price list in a package with an ordered product, posting advertisements in shop windows, handing out advertising business cards at the checkout) is one way guerrilla marketing. Placing a bright, memorable company label on packaging, and giving customers calendars with an image of this label will also help make the product recognizable at a minimum cost. The company’s participation in organizing public events indicating its name on a poster with the names of partner companies, holding competitions and lotteries, tastings, consultations and other local events will also allow the company to become widely known and reduce advertising costs. Publication of an article about the company in the press can also bring considerable benefits.
Event Marketing– the main direction of guerrilla marketing, when a company creates an event (presentation, exhibition, prize draw among buyers) or participates in a major event of a district, city or regional scale.
Adversarial Marketing– these are actions aimed at eliminating the demand for one or another product, usually harmful to health. An example of this is the placement of frightening pictures and warning notices on cigarette packs.
Targeted Marketing – It is a marketing activity aimed at one or more market segments to the exclusion of others. In other words, efforts are concentrated at one point. May meet concept "concentrated marketing" it's just another name for targeted marketing.
Mass Marketing– is the release of products for a wide range of consumers, suitable for almost everyone. It is opposed to differentiated and targeted marketing. The product is positioned as universal. The most common mass marketing tools are television advertising and radio advertising. This helps sell goods in large volumes, but, as a rule, at a low price.
Internal Marketing is an integral part of personnel marketing. Its tools include the creation of a corporate style, corporate etiquette, and the formation of internal corporate traditions.
Trade Marketing This is one of the most common types of marketing. It is aimed at promoting goods in the retail chain. To the tools trade marketing These include promotions with gifts for first customers or those who have made a purchase for a certain amount, prize draws among product buyers, presentations, tastings, and distribution of flyers before entering the store. Trade marketing is often called trade marketing, but in fact trade marketing has a wider field of activity. It involves working not only with the end buyer, but with all participants in the trading chain.

How marketing should work (video)

Marketing strategy

It is necessary to solve marketing problems in a comprehensive manner, using several types of marketing at once, skillfully combining various tools. Moreover, this should be done not haphazardly, but rationally, with a good understanding of why this or that type of marketing is chosen, why certain tools are preferred. A marketing strategy will help streamline the marketing process and act purposefully.

Marketing strategy is the basis of all marketing activities, a set of activities and directions of marketing activities, developed on the basis of studying market conditions and predicting the actions of competitors, based on the company’s capabilities and other important parameters. It should be the starting point in the work of any enterprise.

It's hard to believe, but until recently, most businesses did not have marketing departments. In the United States and other Western countries, marketing departments have grown out of divisions of sales departments. In many Russian companies, the positions “head of the marketing and advertising department” are still found, that is, the fashionable word was simply introduced into the name of a long-existing unit.

Marketing departments are developing so rapidly that they often become larger in staff and/or costs than sales departments - the main breadwinners of the company.

Having encountered marketing for the first time and begun to apply it in professional activities, it is then difficult to imagine how it was possible to do without it before. For example, a company wants to create new product. A study is conducted that answers the question: “does the buyer need this product?” Next, you need to find out the real and potential market share of this product, the price situation, the number and characteristics of competitors. Finally accepted positive decision. Now the question arises about appearance product, its name, packaging, type of packaging, etc. etc. For each item, a market research of potential buyers is conducted. The next stage is product advertising. We came up with an advertising move and studied its perception by the buyer. We released the product on the market - we studied the opinion of wholesalers, the reaction of buyers, the distribution of the product on the market, etc., etc., etc. To exaggerate, before making any decision, it is necessary to conduct a study that will show the current state of the market, prospects for its development and give recommendations on how to act to achieve your goals.

Today in Russia there are not only marketing departments at enterprises, but also independent research companies that offer their services for market research. For many managers, the question is still relevant: what is better: to have their own marketing department or periodically order research from third-party organizations.

The main arguments given by supporters of carrying out research only by their own employees

	Marketing company
- competence of employees in this area (who can better know the specifics of the enterprise and its clients)	- incompetence of universal marketers
- availability of confidential intra-company information (the most valuable information is never taken outside the company)	- inaccessibility of confidential internal information
- respect for confidentiality by employees (the employee depends on the company, he has already been verified and is trustworthy)	- the possibility of reselling research results to competitors
- objectivity of its employees (the employee is interested in the prosperity of the enterprise)	- possibility of manipulation of results
- low final cost of the research (after completing the research, employees can be transferred to another area of work)	- high cost of research

The main arguments given by supporters of conducting research only in specialized marketing companies

Marketing company	Internal marketing department of the enterprise
- high professionalism of marketers in conducting research and analysis (for successful research you need not so much to know the technological process, but to own sources of information and methods of its processing and analysis)	- insufficient professionalism of employees, often busy with other things
- compliance with confidentiality by the company (even suspicion of double play will eliminate the company from the market forever)	- the possibility of reselling research results to competitors (you can leave for another company with a promotion)
- objectivity of marketers (they do not know the client’s expectations)	- high probability of manipulation of results (affected by “corporate opinion” - general expectations, mood, beliefs)
- low final cost of the study (the work is completed quickly, there is no need to pay salaries all year long)	- high cost of research (salaries to the department must be paid all year, as well as rent, taxes, etc.

The same arguments are used by opposing sides with equal success.

A small survey conducted by N.V. Dolgopolova, head of the marketing department of the State Unitary Enterprise “State Laser Center “Raduga”” among fellow marketers of “problem” state unitary enterprises, showed that the proposal to attract external consultants is most often perceived by management as a manifestation of the incompetence of its own specialists. A priori, it is believed that in-house specialists should conduct any research faster, cheaper and of better quality than external ones. As a result, it is a common practice to create your own analytical reports based on incomplete or unreliable information, but consistent with corporate ideas.

In December 2001, a discussion was held on the functions of the marketing department in the enterprise. In the table we present the opinions of real experts - heads of marketing departments of enterprises and employees marketing companies(34 specialists from Moscow, Omsk, Yekaterinburg, Novosibirsk, Kazan, St. Petersburg, Kyiv took part in the discussion).

There were no objections to the fact that every modern enterprise should have at least one marketing specialist on staff. The main controversy was caused by the question of whether enterprise specialists should conduct the entire volume of research themselves, or their role is only to control the activities of external performers. And the whole complex research work- from primary data collection to analysis - should be outsourced to specialized marketing agencies. As usual, there is no clear recipe.

When making a decision, you need to remember the central role of the marketing department in the enterprise and the entire range of issues that its employees deal with. The marketing department develops a strategy for the production and sales of products, prepares information for management about the market situation for decision-making, coordinates the actions of all other departments (production, sales, finance, etc.), and provides support to the sales department in promoting products.

Most enterprise marketers admitted that they spend no more than 15–20% of their working time directly on market research; the rest is taken up by other tasks, including sales and advertising. This means that the agency will complete the research at least 5 times faster than an in-house specialist! And this is a very important indicator for any market where the situation is changing rapidly.

There are three main criteria for determining how to organize marketing research - on your own or with the help of research companies: the ratio of the volume of work and human resources, cost-benefit ratio and competence of research companies.

Here is an approximate, far from complete, list of work required to conduct research: development of a research program; identifying sources of information and acquiring statistics; recruiting interviewers, training them and developing questionnaires; operational management of information collection: the need to constantly communicate with a large number of counterparties; processing of received data; writing an analytical report; preparation and presentation of the report.

It is very difficult for a person who also has other responsibilities to complete the above amount of work at the proper level of quality and within the given time frame. Thus, to conduct a study it is necessary to take special person, and, most likely, relieve him of other responsibilities during this time. If such a person can be found and occupied while the research is completed, then the issue of workload is not a determining factor for the company in deciding whether to do the research itself or outsource it to other companies.

Regarding the cost-benefit ratio. Let's say we are conducting research for an architecture and construction company. Getting one client for such a company can recoup all the research costs. On the other hand, this one client will probably come to this company anyway. Well, what if he doesn’t come and current clients leave? Can a research company guarantee results? The answer is no, you may already be doing everything right. Can you guarantee yourself that you are doing everything right?

In almost all investment projects, money should not be spared on research. Typically, investments in equipment, real estate, hiring people, etc. by an order of magnitude more costs for marketing research. At the same time, even if you have a person who can conduct marketing research, do not be lazy, go to several research companies, maybe they will seem more competent to you. The cost of incompetence may be too high.

Of course, employees in a company know the specifics of their activities much better (at least, that is what is commonly believed). But do you really think that it is absolutely impossible for an outsider to understand it at a level that would allow him to pose questions correctly? In addition, the customer approves the research program, which includes a list of results and methods by which these results will be obtained.

There are organizational issues that a research company will most likely be able to resolve better: more efficient and convenient work with interviewers, well-functioning control of work, a convenient questionnaire, a convenient and strict structure for presenting data in the final analytical report, etc. This is due to the availability of ready-made forms that make the work faster and better. And this is only because the research company regularly “makes headway” and improves its work. There's another one important point, which determines competence: a marketer in a research company works with statistics from different markets. This develops an outlook that is difficult to acquire while working in one company; and this allows you to look at things very soberly from the outside (which is one of the main arguments in favor of conducting research “with the wrong hands”).

For marketing research, two principles must apply: 1) the cost of information should not exceed the benefits received from its use, 2) the quality of information must correspond to the purpose and objectives of the research.

Results

Every company should have its own marketer, but only a few very large companies can afford to maintain a department to handle the full range of work, including research. Main function of the marketing department medium-sized company- setting research goals and objectives, implementing the enterprise’s marketing strategy, collecting and processing current information. The main function of a small firm marketer is setting research goals and objectives and implementing the enterprise’s marketing strategy.

The size of the marketing department very much depends on the size and scope of the enterprise itself. The larger the range of products you have, the more competitors, the greater the role advertising plays, the larger the internal marketing department should be. It makes sense for every company to use the services of external analysts. Any investment project requires the joint work of internal and external analysts.

04Feb

Hello! In this article we will talk about marketing in simple words– what it is, why and how to use it in an enterprise.

Today you will learn:

What relates to marketing, functions and types of marketing;
What are the marketing strategies in an enterprise, and what does it consist of? marketing plan;
What is marketing in business, and how to distinguish it from business for the consumer;
What is it and how not to confuse it with a financial pyramid;
What is Internet marketing and its advantages.

The concept of marketing: goals and objectives

There are at least about 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

Explaining in accessible language, marketing - This is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers view marketing as a business philosophy, that is, the ability to study the market, the pricing system, predict and guess customer preferences, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that the purpose of marketing at the enterprise is to meet customer needs.

And the famous economic theorist Peter Drucker notes that the main goal of marketing is to know the client so much that the product or service can sell itself.

To achieve the organization's goals, marketing activities involve solving the following tasks:

Detailed market research, in-depth analysis of customer preferences;
A thorough study of the pricing system in the market and development of the organization’s pricing policy;
Analysis of competitors' activities;
Creating a range of goods and services for the organization;
Release of goods and services that meet demand;
After-sales service;
Marketing Communications

When solving marketing problems, you must be guided by the following principles:

Studying the production capabilities of the enterprise;
The process of planning methods and programs for marketing a product or service;
Market segmentation;
Constant updating of goods and services, ways of selling them, improvement of technologies;
Flexible response of the organization to constantly changing demand.

Marketing functions

Marketing performs a number of functions:

Analytical;
Production;
Management and control function;
Sales function (marketing);
Innovative.

Analytical function involves the study of external and internal factors influencing the organization, studying consumer tastes and the range of goods. It is worth noting that it is necessary to analyze internal environment organizations in order to control competitiveness in the market.

Production function includes the development and development of new technologies, organization of production of goods and services, organization of procurement of material and technical resources, necessary for the enterprise. In addition, the production function refers to quality and competitiveness management finished goods or services, i.e. maintaining the quality of the product according to established standards.

Control and monitoring function ensures the planning and forecasting process at the enterprise, the organization of the communication system, information support and risk management.

Sales function includes the pricing and product policy of the organization, provides a system of product distribution and expansion of demand.

Innovative feature in marketing, plays the role of developing and creating a new product or service.

To solve problems and achieve set goals in marketing activities, it is necessary to apply following methods marketing:

Studying the market situation:
Survey;
Observations;
Methods of generating demand and stimulating sales;
Analytical methods:
Analysis of the external environment of the organization;
Consumer analysis;
Analysis of existing products;
Planning the range of future products;
Development of pricing policy;
Information methods:
Advertising;
Personal selling;
Propaganda;
Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and meeting his needs.

Types of Marketing

Depending on demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

Type of marketing	State of demand	Task	How to solve the problem
Demarketing	High	Reduce demand	1. Increase the price
Conversion Marketing	Negative	Create demand	1. Development of a plan for promoting a product or service 2. Re-release of goods 3. Cost reduction
Incentive Marketing	Absent	Stimulate demand	The reasons for the lack of demand must be taken into account
Developmental marketing	Potential	Make potential demand real	1. Determine customer needs 2. Create new product or service that meets these needs
Remarketing	Decreasing	Restore demand	Look for ways to revive demand again
Synchromarketing	Hesitates	Stimulate demand	1. Adjust the price (lower if necessary) 2. Promotion of a product or service
Supportive Marketing	Corresponds to offer	Stimulate demand	Correctly conduct pricing policy, stimulate sales, conduct advertising, control costs
Adversarial Marketing	Irrational	Reduce demand to zero	Stop releasing the product

Demarketing - a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing in the cold season, when the need for electricity increases significantly. Since this can negatively affect the entire electrical grid system, very expensive equipment may fail, marketing workers develop programs to reduce demand or redirect it.

Conversion Marketing – a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan for promoting a product or service, lower prices or re-release the product. To promote a product or service when demand is negative, advertising and PR campaigns are used.
Incentive Marketing used when there is no demand. It is necessary to stimulate demand, taking into account first of all the very reason for the lack of demand.

There may be no demand for products if:

The product is not relevant on the market;
The product loses its value;
The market is not ready for the emergence of a new product or service;

To interest the buyer and increase demand, the company uses tools such as sharp decline the cost of a product or service, strengthening advertising activities, using trade marketing methods, etc.

Developmental marketing – a type of marketing in which potential demand must be converted into real demand. That is, you should determine the needs of customers and create a new product or service that meets these needs.
Remarketing used in situations where demand needs to be revived. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo based on the new zinc pyrithione formula and the unique Vita ABE formula was created for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of Clear Men and Clear Woman shampoos.
Synchromarketing – a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The tasks of synchromarketing include smoothing out irregular demand by establishing flexible prices and various ways of promoting products. This type of marketing is usually used in case of seasonal demand or any other cyclical fluctuations, as well as when climatic factors, which greatly influence demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants during the day at a reduced price. Since there are much fewer visitors during the day than in the evening, daytime prices are therefore lower than evening prices.
Supportive Marketing An organization uses it when demand matches supply and it is necessary to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to conduct a correct pricing policy, stimulate sales, conduct advertising, and control costs.
Adversarial Marketing is used when there is constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter-marketing tools are used on products such as alcohol and tobacco products.

Depending on market coverage There are mass (undifferentiated), concentrated (targeted) and differentiated marketing.

Undifferentiated Marketing Concept involves a product intended for all market segments. Product differentiation is not carried out; products are sold at low prices.

With concentrated marketing the situation is the opposite. Products or services are intended for certain group clients.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing Strategies and Marketing Plan

There are 2 levels of marketing at an enterprise:

Tactical;
Strategic;

Tactical, or in other words, operational marketing involves developing short-term plans to achieve the organization's goals.

Strategic Marketing aimed at developing long-term prospects for the enterprise’s operation in the market. That is, the internal capabilities of the organization are assessed on the influence of the external market environment.

Marketing strategies are classified into the following groups:

Market expansion strategy;
Innovation strategy;
Diversification strategy;
Reduction strategy.

Market expansion strategy otherwise called a concentrated growth strategy. That is, the company's strategy is aimed at horizontal development, conquering a larger part of the market in the fight against competitors, and improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization’s activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of “survival” in the market with a certain type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy used when an enterprise remains on the market for a long time for more efficient operation. An organization may undergo reorganization or liquidation.

Marketing strategies are also distinguished by market coverage:

Mass (undifferentiated) marketing strategy;
Differentiation strategy;
Individualization strategy;

Mass Marketing Strategy aimed at the entire market as a whole. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating new designs, etc.

Consumer Personalization Strategy aimed at only one market segment. The advantage is achieved through the originality of a product or service for a specific target group clients.

Developing a marketing strategy consists of seven stages:

Market research;
Assessment of the organization's capabilities;
Assessing competitors' capabilities;
Setting marketing strategy goals;
Research of market segments and consumer interests;
Positioning development;
Conducted economic assessment strategies.

Stage 1. An analysis of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors is carried out.

Stage 2. To assess the capabilities of an enterprise, economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis are carried out.

Stage 3. Includes an assessment of the organization's competitiveness. Strategies of competitors, strengths and weaknesses, ways to establish superiority over competitors.

Stage 4. At the next stage, the goals of the marketing strategy are established.

Stage 5. Includes research into customer needs and methods and time to market.

Stage 6. Specialists receive certain recommendations for enterprise management.

Stage 7. An assessment and analysis of economic strategy and control tools is carried out.

To summarize, we can conclude that a marketing strategy reflects a plan to achieve the company’s business goals, which evaluate production capabilities and financial budget organizations.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the goals and objectives of the organization’s marketing, as well as marketing strategies, which will be used in practice.

To specify the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

The principle of rolling planning;
Principle of differentiation;
The principle of multivariance;

Rolling planning principle applied depending on the market situation. This principle involves introducing adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so amendments and adjustments to the plan are required annually in order to be competitive.

Principle of differentiation assumes that an established product or service may not appeal to everyone. Therefore, using this principle, it is possible to reorient to serve any category of consumers selected according to certain criteria.

The principle of multivariance involves the development of several marketing plans simultaneously for all possible situations.

The structure of the marketing plan is as follows:

Determine the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

Compile a SWOT analysis of the enterprise;

SWOT-analysis is a situational analysis that reflects the strengths and weaknesses, capabilities of the organization, as well as threats under the influence of internal and external environmental factors.

Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

Development pricing strategy organizations;

Selection of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

Scheme for selling a product or service;

Here it is necessary to highlight the product sales channels, whether they work effectively, in what quantity and how they are implemented in the organization.

Implementation tactics and sales promotion methods;

At this point, it is necessary to decide on methods for selling goods or services that could be successfully used both in short term, and in the long term.

Policy after sales service;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the skills of employees, monitor their communication skills. In addition, it is worth providing certain guarantees and additional services your customers and compare them with your competitors.

Conducting an advertising campaign;

Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

Thus, it should be concluded that a marketing plan is simply necessary for the successful organization of an enterprise. This is a kind of map that helps to navigate in general in the economic sphere, to lead effective business and be competitive in the market, receiving high profits.

Business Marketing or B2B Marketing

Marketing in business or otherwise they call it marketingB2 B (business-to-business, business for business) is determined How business relations between industrial enterprises in a market where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features And characteristic features:

Demand for business activities stems from consumer demand;
An organization purchases a product or service to achieve its goals. That is, a business purchase is targeted in nature rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, consumer purchase is emotional in nature;
Volume of goods or services purchased. An enterprise buys goods and services not individually, but in tens and hundreds of pieces, that is, it makes large purchases;
The risk of buying a business is much higher than buying an ordinary consumer. The profit of the organization depends on this;
Business purchases are made by professionals in their field. The purchasing decision is made by several specialists in this field;
In B2B marketing, the seller knows the buyer's needs better and interacts closely with him;
The company that makes a business purchase hopes for further cooperation with the seller. Therefore, the provision of guarantees, service and installation plays a significant role here.

Network Marketing

Network Marketing (MLM - multi level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and transferred from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new people to the company sales agents.

The business plan of an MLM company assumes that distributors:

Have you used this product yourself?
Sold the product to customers;
They attracted other sales agents to create a network of business entrepreneurs.

The manufacturer himself is responsible for organizing delivery. He ensures that the goods are delivered to the distributor's home. For effective work of sales agents, master classes and seminars are provided to develop sales skills and achieve success in their business.

For the entrepreneur network marketing is an attractive business because it does not require experience or a large initial investment in capital.

For the buyer network marketing also looks like advantageous side, since truly responsible MLM companies provide quality products and a guarantee for them. In addition, before purchasing a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. Active income the agent receives for the volume of sales. A passive income is created through the creation and active development of a subnetwork of distributors.

However, although at first glance, network marketing seems to be an attractive business, in addition to its advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to MLM business you can use the following methods:

Look for partners among your surroundings;
Look for partners among your friends and acquaintances;
to promote products;
Look for partners through social networks;
Meet new people and attract them to this type business.

When it comes to network marketing, there is an immediate association with such a definition as a financial pyramid, the activities of which are prohibited in the Russian Federation.

The main difference between network marketing and financial pyramids is that the profit received by MLM companies is divided between distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of people attracted and their contribution to a non-existent product.

Additionally, network marketing can be distinguished from financial pyramid availability:

Marketing plan;
Company guidelines and articles of association;
The products themselves;
Training systems.

The financial pyramid does not have a specific marketing plan; it is very confusing and incomprehensible. The company's management is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of questionable products. There is also no training system provided or it costs a certain amount of money, for which they issue cheap advertising brochures.

Network marketing provides training for sales agents free of charge, or training CDs, books or videos on the Internet are issued for a symbolic amount.

Vivid examples successful development network marketing companies are Amway, Avon, Oriflame, Faberlic and Mary Kay.

To summarize, we can conclude that network marketing is aimed at promoting a product and rewarding the distributor for the work done, and the main goal of a financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for promoting goods and services.

Internet Marketing represents the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to a website or blog, who in the future will become buyers of certain goods and services.

Tools for increasing sales of goods and services and increasing website traffic are:

Helps to create and strengthen relationships with a specific target group that is subscribed to the newsletter.

Traffic arbitrage – purchasing and resale of traffic at a higher cost;

Internet marketers face the following challenges:

Promote products and services using;
Create interesting content for the target audience;
Process the information received;
Monitor the operation of the site;
Maintain the company's image on the Internet;
Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing includes strategies such as:

Viral marketing;
Comprehensive online marketing;

Viral Marketing is the most challenging yet most rewarding online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is used using:

Use of videos;
Use of online games;
Use of the company website;
Writing a provocative article that can cause resonance and will be discussed among users;

Effective work and success can be obtained by combining viral marketing on social networks with advertising.

The main advantages of viral internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require any special expenses. The Advertising Law does not apply to viral advertising. That is, there is no censorship or any restrictions, which makes Internet marketing freer.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the supplied material may be distorted.

Comprehensive Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

Strengthening traditional marketing;
Processing all market segments;
Advertising profit reports;
Sales control in branches;
Construction unified system promotion of a product or service;
Telephony construction;
Sales training;

Under PR (PR) means increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps increase company revenue, attract potential customers, and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

Large target audience coverage;
Obtaining information at home;
Low advertising costs.

Conclusion

In conclusion, I would like to say that marketing is a very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply this or that marketing strategy, you can remain competitive in the market for a long time, while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.

In this article, we will explain what marketing is in simple words, and what the difference is between marketing and sales. We will also look at how to properly organize marketing so that it works for the benefit of the business, and not against it.

And let's start with the main question - what is the difference between marketing and sales?

What is marketing in the simplest terms?

Recently I noticed that many entrepreneurs do not understand what marketing actually is (even if they have been in business for a very long time).

They often confuse marketing with “sales.” As a result, they work ineffectively with both. They force sales people to do marketing, and vice versa - they hire a marketing director and try to force him to increase sales volumes.

Business textbooks are largely to blame for this situation, which for some reason consider it their duty to write “marketing and sales” on every second book - as if they are exactly the same thing. And it’s difficult for residents of the post-Soviet space to understand the difference between two such subtle entities.

If we talk specifically about marketing, our entrepreneurs’ understanding of this section of business is often limited to “marketing research” - collecting focus groups, organizing calls to the target audience with stupid questions (such as “will you buy our product or not”).

In fact, the difference between marketing and sales is the same as between opera and operetta. I will try to explain this difference using a simple example.

Do you want apples or potatoes?

Imagine this situation. You have a red apple and you want to make money by selling it. To do this, you approach people on the street and offer them to buy your apple. At first, these people cannot understand why they need your apple. And you start telling them how healthy this fruit is. There is a lot of iron and other healthy substances. In addition, this apple is very tasty, sweet and juicy.

Thus, you try in every possible way to convince passersby you come across to buy your apple. This is sales.

Now let's imagine a different situation. You still walk the streets and pester people, but this time you don’t have an apple. You approach passers-by and ask them a simple question - what would they like to buy? Maybe they want apples? Or maybe bananas? Or maybe even potatoes? Based on their answers, you choose what exactly you need to offer these people.

That is, you will no longer need to convince them that your product is necessary and useful. They will want to buy it themselves, and all you have to do is supply it in the right quantity. This is what marketing is.

I think now you understand the difference. And the question arises - what is more important for business - marketing or sales?

What is more important - marketing or sales?

There are two answers to this question. The first is a quick one, that marketing and sales are like the chicken and the egg. And it is impossible to say what is more and what is less important. But there is another, longer answer. It will help you determine which area you need to pay more attention to in your specific situation.

Why do sales people and marketers hate each other?

If we return to the “classical” organization of work of sales and marketing departments in Russian businesses, then these two sections often turn into swan, crayfish and pike. Each of them pulls business in their own direction.

Traditionally, sales people hate marketers, and vice versa. Both of them can be understood. Imagine yourself in the place of a sales manager. You need to call customers every day and offer them your company's products. And every day you get rejected.

They tell you: “We don’t need this” or “it’s too expensive” or “we’re not satisfied with the conditions.” But you cannot offer them another product, or reduce the price, or change the terms of delivery - because you are limited by the conditions that marketers have set for you.

And you think - why do we offer people something they don’t need? The marketers got it wrong. Or another thought: “If our product were cheaper, then it would be much easier to sell it. And these greedy marketers and directors still can’t get enough!”

By the way, it could easily turn out that there are no “marketers” in the company at all. And then all the anger of salespeople is directed at the one who formally performs the functions of the marketing director - the owner or manager of the business. After all, it is he who makes the decision - what to sell, at what price and to whom? So he is a marketer.

And this attitude, of course, is not good for business.

Circular scheme of marketing and sales

Let me draw a little diagram to make it clearer how marketing and sales interact (or how they should theoretically interact). But first, a little explanation of the diagram.

Working with our potential and actual clients goes in circles.

Circle #1 - the largest circle is people who are simply about us know. Either they heard the name of our company somewhere, or saw an advertisement where we offer certain products.

This is the largest part of our audience.

Circle #2 -(smaller circle) are those who not only know about us, but also trust us. They heard from friends that our products are of high quality. Someone recommended us to them, or they read our materials about the product, and they themselves came to the conclusion that we are experts in the market and can be trusted.

Next comes an even narrower one Circle #3- these are people who have already paid us something. Moreover, it is not always about money. If a person left us his email in the subscription, or his phone number, or subscribed to our public page on a social network, he also became part of a narrower circle. But in the classical sense, yes, this circle is already connected with money and primary sales.

Here we are already dealing with the so-called “core” of our target audience. That is, these are people who are already very loyal to us, and we have the opportunity to touch them again and again.

The smallest Circle #4 - this is the "kernel core". That is, these are people who not only bought something from us once, but made repeated purchases. Thus, they became our regular customers. This is what it looks like on the diagram.

So marketing handles the first two circles and sales handles the other two. The money of any business is always in the “core” (in those circles where people paid us the first and subsequent times). And the larger this core, the more money your business and you personally will have.

But the size of the core directly depends on the size of the outer circles (that is, on the reach of the potential audience).

When sales are useless

If we compare business with military operations, then I would call sales people soldiers, and marketers generals (pardon me, if you are a sales person). It is marketers who are (ideally should be) involved in strategic planning, expanding market coverage, and creating the ideal offer for the target audience.

Accordingly, in my opinion, marketing is more important than sales. But they also have more responsibility. And the sellers who make complaints to marketers can be understood. Of course, salespeople will never be happy because they will always have to deal with rejections and dissatisfied customers (no matter what perfect offer the marketing geniuses above come up with).

And if you are running a business, then if I were you, I would spend about 80% of my time on marketing tasks:

Creating content to attract new audiences;
Close work with existing clients to improve your commercial offer;
Social marketing to increase brand awareness;
and so on...

I even wrote a separate article in which I explain (opens in a new tab). I recommend reading it.

When marketing fails

Despite all of the above, marketers should listen very carefully to the opinions of salespeople. You can build as many beautiful marketing strategies and theories as you like, but only sales can give a true answer to the question whether people will buy a product from you or not.

Just as generals are completely helpless without their soldiers, marketers are helpless without their salespeople (pardon me, if you are a marketer). It would be a big mistake to believe that you just need to create a name for yourself through content marketing, and people will rush to you to buy all your products and services.

Proper marketing can only facilitate the subsequent stage of sales, but cannot replace it. For example, I described in detail what the universal sales formula consists of and what role content plays in it. Read it and a lot will become clearer to you.

If you are a sales marketer...

It often happens that one person performs the functions of both a salesperson and a marketer. That is, he first comes up with what he will sell and to whom, and how he will attract these people, and then he actually catches these people and begins to persuade them to buy his product.

And here two situations may arise, each of which is bad in its own way.

All business people can be divided into two large groups. We will conditionally call the first “Saviors”, and the second - “Terminators”. The first are confident that you need to “work well, and people will come to you.” They also believe that “ good product doesn’t need advertising,” and they like to boast that they don’t do any promotion at all, and that clients “come from somewhere themselves, probably everyone enthusiastically recommends me to each other.”

The latter approach the business issue more practically. They sell like jackhammers, sparing neither women nor children, and completely regardless of whether their product is needed by those to whom they sell it. They are not at all picky about their money. Their main task is to buy it now, and then at least the grass won’t grow.

Accordingly, the former sit without money for a very long time, and often “die” in poverty, never waiting for their word of mouth to reach a sufficient number of clients. And the latter earn money at first, but quickly remain without money in the future, when bad rumors begin to spread about them due to the fact that they sold people something they don’t need.

Extreme cases are rare, and most people simply have some bias in one direction or another (personally, I have a clear bias towards “rescue”). But it is still incredibly difficult for one person to organically combine a savior-marketer and a terminator-seller.

This is why marketing and sales should ideally be handled by different people. And people need to be selected correctly. Otherwise, the marketer will suffer by gently inviting people to buy something from him (so gently that most will not even understand that they were offered to buy something). And the sales person will burn out doing something that, in his opinion, does not promote the business at all and does not lead to money.

As a result, I would like to advise you not to try to choose what is more important - marketing or sales, but to do both, but in the right order and with the help of the right people.

Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (extract from personal experience in 10 years =)

See you soon!

Yours Dmitry Novoselov

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

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

Today we will talk about such an important concept in entrepreneurial activity as "Marketing". IN modern society, it is very common and is used mostly in business circles.

From the article you will learn:

What is marketing - definition, objectives and types;
Fundamentals, principles and strategies of marketing;
Marketing concepts in the modern world.

After studying the information in the article, you will get a comprehensive understanding of marketing as a modern market phenomenon, and you will also learn about the intricacies and tricks of this phenomenon and will be able to implement them in your business today.

1. What is marketing - definition, goals, objectives and functions

Having an idea of what marketing is and how it works is useful for private entrepreneurs, network money makers, applicants who want to study this science, and everyone who wants to understand how the modern economy works.

There are hundreds of definitions of marketing. We have selected the most accurate and understandable ones.

Marketing there is social and management process, the purpose of which is to satisfy the needs of individuals or community groups through the offer and exchange of services and goods.
Marketing is a market concept that governs the production and marketing of manufactured products.
Marketing– scientific and applied activities aimed at a comprehensive study of the market and individual consumer needs.

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

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

Considering marketing simply advertising and the art of sales is not entirely true. Advertising and sales are integral, but far from the only components of marketing. The concept of marketing as a scientific discipline also includes such elements as pricing policy, research into consumer psychology, work with market mechanisms and technologies.

Story

The first courses in the discipline, later called marketing, were taught at the beginning of the 20th century at US universities - Berkeley, the University of Michigan and the University of Illinois.

In 1926, the National Marketing Association was created in the USA. Later, similar organizations appeared in Europe, Australia, and Japan.

In the 20th century, marketing gradually became a philosophy and a core concept of management and economic theory. By the middle of the century, this science merged with management theory, forming a new, primarily market-oriented discipline.

In addition to sales, marketing theorists and practitioners began to engage in detailed market analysis and the establishment of long-term economic ties with consumers. Even later, within the framework of marketing theory, such concepts as “market segmentation”, “customer lending”, “after-sales service” arose.

Modern marketing is strategic management production, marketing, advertising and provision of goods to the consumer with the long-term goal of obtaining ongoing benefits from economic relationships.

One of the main marketing tools is advertising. We have already written in detail in one of the previous articles.

Types of marketing activities, goals and objectives

Main types of marketing activities:

market research, products, customer needs;
scientific and development work coordinated with marketing purposes;
enterprise activity planning;
pricing policy;
creation of product packaging;
work with marketing communications– advertising, public relations, promotion, direct marketing;
sales – work with the distribution network, personnel training, control, creation of special sales systems, optimization of local sales;
after-sales customer service.

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

Beginning entrepreneurs, sometimes without even knowing it, constantly use the developments and practices of marketing: the better they study the basics of this science, the higher the productivity of their business will be.

Main goal modern marketing– not the sale of goods and services in any way (including deception), but the satisfaction of the needs and wants of customers. In a narrower sense, marketing activities are aimed at attracting new consumers and retaining old ones by offering them higher consumer values and taking into account constantly changing demands.

The main task of marketing is to understand the needs of each market segment and select those that specific company can serve you better than others. If this objective is accomplished, the company will be able to produce higher quality products and increase its profits by satisfying its target customer group.

More detailed marketing tasks:

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

Proper marketing organization begins long before the company releases finished product. To begin with, marketers determine the needs of potential customers, calculate the volume and intensity of these needs, and determine the company’s capabilities.

Specialists continue to work on a specific product throughout life cycle goods. They look for new customer groups and try to retain existing customers by studying sales reports, improving product features and establishing feedback.

A good marketing campaign consists of the following steps:

correct understanding of customer needs;
creating a product that fully meets the needs of customers;
assigning an adequate price;
effective advertising campaign;
correct distribution of goods among wholesale/retail sales points;
full customer service after making a purchase.

With well-organized marketing, the product is sold very easily and brings maximum profit to the company.

2. Fundamentals and principles of marketing

In modern economics, relationships commercial organization with market subjects are built on the principles of marketing.

And these principles are:

Scientific and practical market research, the company's production capabilities and product distribution channels.
Segmentation. Identification of the most acceptable market segment - a homogeneous consumer group, in relation to which further research will be carried out to promote the product.
Well-established relationship between production and consumption. Flexible company response to changing market requirements, growth or decline in demand.
Innovation policy– continuous improvement and updating of products, creation and implementation latest technologies, methods of interaction with consumers, updating advertising, finding new sales methods and channels for the movement of goods.
Planning– development of production programs and methods of marketing products in accordance with market research and economic forecasts.

Marketing should be perceived as a complex - economic, social, managerial and technological - process based on permanent job to study the market and adapt the company’s activities to its conditions.

Management of the company's strategy, based on the marketing program (marketing mix), ensures work in a dynamic and continuous mode, ensuring a quick response to changes in the market environment. The company's marketing department completely manages its behavior in the market and determines development prospects.

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

Product- anything that can be offered to the market for attention, acquisition, use or consumption that can satisfy some need. Can be a physical object, service, person, place, organization or idea.
Price- the amount of money or other valuables that a customer exchanges for the benefits of owning or using a product or service.
Promotion- actions that inform the target category of customers about a product or service, its advantages and persuade them to purchase.
Place- all actions of an enterprise aimed at making a product or service available to the target category of customers.

In 1981, Booms and Bitner, developing the concept of marketing in the service sector, proposed supplementing the marketing mix with three additional Ps:

Marketing mix 7P (for the service sector):

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

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

3. Types of marketing

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