Stock market fundamentals of management and marketing. Lectures on the basics of management and marketing. Laws and principles of management

MANAGEMENT - 1) a set of principles, forms, methods, techniques and means of managing production and production personnel using the achievements of management science. The main goal of management is to achieve high production efficiency, better use of the resource potential of an enterprise, firm, company; 2) management of an enterprise, company, governing body

The very concept of management in a sense close to the modern one (formerly it meant “the art of breaking horses”) appeared with the beginning of the industrial revolution of the 18th-19th centuries. in England. Owners of large enterprises could no longer competently manage such a number of subordinates alone and were forced to hire special people for this purpose - managers - professional managers who implement one or more management functions

Groups of such people occupying senior positions in the company are called management, which is similar in meaning to the Russian word “management”. The practical implementation of management functions by these individuals is also called management. Management can be considered in two aspects. On the one hand, this is the management of an organization operating in a market environment, associated with the need to make independent decisions in any unexpected circumstances, i.e. what, when and to whom to produce, how to plan, distribute and effectively use resources, using what procedures and methods to manage people.

On the other hand, management is the management of an independent type of activity, which does not necessarily involve the creation of an enterprise and the management of subordinates, for example, the organization of performances of pop stars, sports and public events, etc. The goal of management in both cases is the achievement by the object of management of a certain desired a state that is qualitatively or quantitatively different for the better from the existing one.

1. Production management ensures the effective implementation of the process of creating goods and services. It consists in determining: - the optimal volume and structure of product output; - technological process parameters; - rational loading of equipment; - arrangement of people; - organizing the supply of materials, raw materials, components, information to the places of their use; - ensuring timely repair of equipment, - prompt elimination of failures and malfunctions in the technological process, quality control, range of products and services;

2. Management of logistics and sales of finished products consists of organizing the conclusion of business contracts, purchasing, delivery and storage of raw materials, materials, components, manufactured goods, sending them to customers. 3. Management of innovations, that is, innovations, has as its object the process of scientific research, applied development, creation of prototypes and introduction of new products into production.

If the company has done a good job on such areas of marketing as identifying consumer needs, developing suitable products and setting appropriate prices for them, establishing a distribution system and effective incentives, then such products will no longer have problems with sales. As management theorist Peter Drucker states: “The goal of marketing is to make sales effort unnecessary. His goal is to know and understand the client so well that the product or service will exactly suit the latter and sell itself."

Marketing functions form the following concepts: need, requirements, demand, product, exchange, transaction and market. The original idea underlying marketing is the idea of ​​human needs. As society progresses, the needs of its members also grow. People encounter more and more objects that awaken their curiosity, interest and desire.

Manufacturers, for their part, take targeted actions to stimulate the desire to own goods. They try to form a connection between what they put out and people's needs. A product is promoted as a means of satisfying one or a number of specific needs. A marketer does not create a need, it already exists. People's needs are practically limitless, but a person purchases only those goods that give him the greatest satisfaction with minimal cost, time, and information costs.

Depending on the state of demand in the market, Conversion marketing is used in the absence of real demand. The task of marketing in this situation is to develop an action plan that will help generate demand for the relevant goods or services.

Promotional marketing is associated with the availability of goods and services for which there is low demand due to complete indifference or disinterest of consumers. The incentive marketing plan must take into account the reasons for this indifference and identify measures to overcome it. Remarketing revives demand during a certain period of decline in the life cycle of goods or services. Supportive marketing is used when the level and structure of demand for goods fully corresponds to the level and structure of supply. Synchromarketing is used in conditions of fluctuating demand. For example, seasonal goods.

Depending on the market coverage, Mass marketing involves targeting the widest possible range of consumers without taking into account the differences between them. (I produce what everyone needs) The goal of the enterprise is to set low prices as the costs of mass production and promotion are reduced. Concentrated (targeted) marketing is targeting a specific segment, trying to satisfy its needs as much as possible (Products for newlyweds). Advantages: maximum satisfaction of needs, used by small companies.

Differentiated marketing is the desire to capture a large part of the market as a whole and at the same time offer several varieties of the same product, which is distinguished by its consumer qualities and can satisfy the needs of many segments (Dairy company, products of different fat content, cheeses, cottage cheese, yoghurts). Benefits: satisfaction of needs.

Marketing as a concept of modern business.

The essence of marketing management.

Principles of marketing management.

Marketing, management.

The main element of marketing as a concept for managing the activities and development of an enterprise is market orientation, the subordination of all functions of the enterprise to the task of selling products. Marketing can be considered as a system of strategic management of all components of the production and economic activities of an enterprise, aimed at maximizing profits or realizing other goals of the enterprise by taking into account and actively influencing market conditions. The implementation of the marketing concept involves changing the organizational structure of the enterprise and applying specific principles of organization and management in its practical activities.

1. The principle of a systematic approach when analyzing and determining strategic directions for the development of an enterprise.

The basis of the systems approach as a methodology of scientific knowledge is the consideration of an enterprise as an organizational and economic subsystem operating within the framework of a more general economic system. In relation to an enterprise, we can distinguish different levels of systems of a higher rank: the system of industry enterprises, the economic system of a separate state. The systems approach focuses on revealing the integrity of the system, identifying all types of connections between its elements. The basic concepts of the systems approach used by marketing specialists are the concepts of “internal” and “external” environment.

2. Program-target planning of production and economic activities of the enterprise.

The program-target approach involves the interconnection of the goals of the enterprise and all its production and economic links, ensuring the overall focus of the goals on achieving the final result - the effective sale of products on the market.

The use of this principle is manifested, first of all, in the fact that the center of decision-making about the activities of the enterprise is transferred from production units to divisions that ensure sales of products. Focusing on ensuring long-term commercial success involves subordinating the short-term interests of the company to achieving a sustainable advantage in the market.

Thus, many foreign companies see market management as the main goal of their activities, rather than making short-term profits. The person pursuing the profit maximization strategy is simply an investor, but does not control the market.

The implementation of the set goals requires coordination of all aspects of production and economic activity, starting from the design stage of a new product and ending with its sales and direct service to the consumer.

3. Development of thinking in marketing categories among company employees.

The marketing concept can be implemented and used effectively only if all employees of the enterprise participate as stakeholders in its development and especially implementation. To give everyone the opportunity to really take part in the development of a new concept, the management of the enterprise must develop a system of interrelated measures to organize and stimulate the development of entrepreneurial initiative, activity, and offensiveness. The implementation of this marketing principle seems to be the most difficult task, but it requires a mandatory solution. Not the least role here is given to the system of stimulating the initiative of the company's employees.

1. Fundamentals of marketing activities. Principles, goals and concepts of marketing.

Marketing(from the English market - “market”) is the original unity of strict science and the ability to work effectively in the market.

Marketing is a unified complex of organizing the production and marketing of goods (services), aimed at identifying and satisfying the needs of a specific group of consumers in order to make a profit.

Marketing is a relatively young science (about a hundred years old), but this does not mean that before the recognition of this science, no one used its methods. This mainly happened on a subconscious level: from the moment the product and the market appeared, every merchant was interested in selling his product, using various attempts to promote it (advertising, customer research, etc.). Naturally, this was all at a primitive level. And only in recent decades has a new movement emerged in management science, with clearly defined boundaries, functions, goals, and methods, called “marketing.” This term first appeared at the beginning of the twentieth century. in the USA, and after only 15 - 20 years it penetrated and began to be actively used and developed in many countries around the world. Marketing begins its development in 1960–1970, influenced by both external and internal factors:

a) increased standard of living;

b) an increase in the share of disposable income;

c) improving the quality of social services provided;

d) development of communication systems (people actively begin to travel, bringing with them not only new goods, but also new needs);

d) the desire to spend your free time profitably.

In this regard, entrepreneurs begin to explore these factors in order to improve their products, increase sales and maximize profits. In these marketing programs, companies include measures to improve the quality of the product, its assortment groups, research of buyers, potential competitors, pricing policy objectives, ways and techniques of increasing demand, and much more.

Marketing is a unique philosophy of production, which is constantly subject to the market, political, economic and social influences. With a correct “understanding of the environment”, the ability to quickly respond to market changes, and the ability to accept flexibility in solving strategic and tactical problems, marketing can become the foundation for the long-term and profitable activities of any company.

The very essence of marketing contains certain concepts: need (need), request (demand), product and exchange. The initial component of human nature is need: the need for food, clothing, warmth, safety, etc., i.e. need is a person’s feeling of lack of something. But a need that has taken a specific form under the influence of the level of culture and personality of an individual is called a need. Needs are limitless, and therefore a person chooses only those that his financial capabilities allow him. The world of goods and services is designed to satisfy human needs.

A need backed by purchasing power is called demand. Demand is a variable quantity. It is influenced by factors such as price levels, income levels, fashion and many others.

Product- this is something that can satisfy a need (need) and is offered to the market for the purpose of sale.

Exchange is the act of receiving something in exchange for something.

The commercial exchange of values ​​between two parties is a transaction.

To complete a transaction, certain conditions must be met:

a) availability of transaction objects;

b) presence of subjects of the transaction;

c) determining the terms of the transaction;

d) determining the time and place of the transaction.

Any transaction takes place on the market. In modern society, the market is not necessarily a physical quantity (place).

From here the role of marketing for the economy– this is an increase in trade and market efficiency.

Marketing Principles

One of the foundations of the activity of any enterprise operating on the principles of marketing is the motto: “produce only what the market needs, what will be in demand by the buyer.” The main idea of ​​marketing is the idea of ​​human needs, which is the essence of this science. This implies basic principles, which include:

1) achieving the final justified result of the company’s activities;

2) taking over a certain market share in the long term;

3) effective sales of goods;

4) choosing an effective marketing strategy and pricing policy;

5) creation of market novelty goods that allow the company to be profitable;

6) constantly conduct market research in order to study demand for further active adaptation to the requirements of potential buyers;

7) use an integrated approach to linking the goals set with the available resources and capabilities of the company;

8) searching for new ways for the company to increase the efficiency of the production line, the creative initiative of staff to introduce innovations;

9) improving product quality;

10) cost reduction;

11) organize the supply of the company’s products in such a volume, at such a place and time that would most suit the end consumer;

12) monitor the scientific and technological progress of society;

13) achieve advantages in the fight against competitors.

Marketing experience and practice have clearly indicated that using only some components (product research or consumer research) does not give the desired result. Only an integrated approach gives results to an enterprise - it allows it to enter the market with its product and be profitable.

Marketing goals and objectives

Marketing is a social science, so it affects a great many people. For a number of reasons (education, social status, religious beliefs and much more), the attitude towards this discipline is ambiguous, giving rise to contradictions. On the one hand, marketing is an integral part of the life of a product, on the other hand, it carries a negative perception: it creates unnecessary needs, develops greed in a person, and “attacks” with advertising from all sides.

What are the true goals of marketing?

Many believe that the main goal of this science is sales and its promotion.

P. Drucker (management theorist) writes: “The goal of marketing is to make sales efforts unnecessary. His goal is to know and understand the client so well that the product or service will exactly suit the latter and sell itself.”

This does not mean that sales and promotion efforts are no longer important. Most likely, they become part of the marketing activities of the enterprise to achieve the main goal - maximizing sales and profits. From the above we can conclude that marketing is a type of human activity that is aimed at satisfying human needs and wants through exchange.

So, the main goals of marketing are the following.

1. Maximization possible high level of consumption - firms are trying to increase their sales, maximize profits using various methods and techniques (introduce fashion for their products, outline a sales growth strategy, etc.).

2. Maximization consumer satisfaction, i.e. the goal of marketing is to identify existing needs and offer the largest possible range of homogeneous goods. But since the level of consumer satisfaction is very difficult to measure, it is difficult to evaluate marketing activities in this area.

3. Maximize choice. This goal follows and is, as it were, a continuation of the previous one. The difficulty in realizing this goal is not to create branded abundance and imaginary choice in the market. And some consumers, when there is an excess of certain product categories, experience a feeling of anxiety and confusion.

4. Maximizing quality of life. Many are inclined to believe that the presence of an assortment of goods has a beneficial effect on its quality, quantity, availability, cost, i.e. the product is “improved”, and therefore the consumer can satisfy his needs as much as possible and improve the quality of life. Supporters of this view acknowledge that improving the quality of life is a noble goal, but at the same time, this quality is difficult to measure, which is why sometimes contradictions arise.

Marketing tasks:

1) research, analysis, assessment of the needs of real and potential buyers;

2) marketing assistance in developing a new product (service);

3) provision of service;

4) marketing communications;

5) research, analysis, assessment and forecasting of the state of real and potential markets;

6) research of competitors’ activities;

7) sales of goods (services);

8) formation of assortment policy;

9) formation and implementation of the company’s pricing policy;

10) formation of a company's behavior strategy.

Marketing functions

The general functions of marketing are management, organization, planning, forecasting, analysis, evaluation, accounting, control. Specific functions are: studying the market, consumers and demand, environmental research, implementing the company’s product policy, organizing service, maintaining pricing policy, product distribution, maintaining and stimulating demand, etc.

Marketing functions are the interconnection of activities.

The functions of marketing arise from its principles and there are the following widows:

1) analytical– this is a comprehensive analysis of micro and macro environments, which includes analysis of markets, consumers, demand, competitors and competition, as well as products;

2) production– this is the production of new goods that meet the ever-increasing demands of consumers and includes the organization of production of a new product, the organization of supply and quality management;

3) sales- this is a function that includes everything that happens to a product after its production, but before consumption begins, namely: organization of product distribution, organization of service, organization of demand formation and sales promotion, formation of product and pricing policy;

4) managerial: searching for possible ways to develop the enterprise’s activities, especially in the long term, i.e. organizing strategy and planning, information management, organizing communications;

5) control.

Marketing concept

At one time, Professor of Marketing at Northwestern University in the USA F. Kotler gave the concept of “marketing concept”, defining it “as a relatively new approach in business activity, where the key to achieving the organization’s goals is identifying the needs and requirements of target markets and ensuring the desired satisfaction with more effective and in ways that are more productive than competitors.”

In other words, F. Kotler defines the essence of the marketing concept using expressions like: “Find needs and satisfy them,” “Love the customer, not the product,” “Produce what you can sell instead of trying to sell what you can produce.” ", "Doing everything in our power to maximize the value, quality and satisfaction of every customer dollar spent." In other words, the main object of the marketing concept is a comprehensive study of the company’s clients with their requests, needs and wants. The company must conduct all its activities with the expectation of maximum customer satisfaction, in return receiving an appropriate profit.

According to F. Kotler, the core of the marketing concept is focusing on the needs, requests and demands of customers, maximizing consumer satisfaction to achieve the main goal of the company.

Thus, the starting point of the concept is the theory of consumer sovereignty. F. Kotler, conducting research and also relying on marketing concepts taken in a historical context, identified five global, basic concepts on the basis of which any company interested in making a profit conducted (is and will conduct) its activities.

1. Improvement of production: The main idea of ​​this concept is that consumers choose (buy) those goods that they know and that suit them at a price. Therefore, firm managers must first improve production and then improve the efficiency of the distribution system. This concept works in the following situations: when there is a shortage of a certain product in the market and when the cost needs to be reduced to increase demand.

2. Product improvement: this concept begins to “work” only after the implementation of the first one - production.

The essence of the concept of “product improvement” is that consumers will purchase only those products that have the best properties and the best quality characteristics. And most importantly, the product must be improved according to the opinions and wishes of customers.

When implementing this concept, one condition must be met - the market must be saturated with this type of product. If this condition is not met, then there can be no talk of any quality.

3. Intensification of commercial efforts: This concept is that consumers will not buy goods in sufficient quantities for the organization until the latter takes appropriate measures to stimulate demand and sales. This is a situation when a product is present on the market in the required quantity and with the appropriate quality, but such an aspect appears as the factor of “intensification of commercial efforts”, i.e. the company must make its product not only accessible and of high quality, but also show it to the consumer, that the possession of this product is prestigious and distinguishes it from the surrounding reality. The emphasis is placed on the psychological factor, “processing the consumer” to strengthen his well-being.

4. The concept of marketing itself or targeted marketing: it is not only about identifying the needs and requirements of customers, but most importantly - providing them with more desired satisfaction than competitors.

In the words of F. Kotler, this is explained in the aphorism: “Find the needs or create the client’s needs and satisfy them,” that is, in order to increase demand, it is necessary to come up with some kind of “know-how” for the product, it is necessary to distinguish it from the mass of goods, so that you “want to buy” it.

5. The concept of social and ethical marketing: F. Kotler considers it the most modern. The main goal of this concept is that for the company the main task should not be the fulfillment of all the conditions reflected in the above concepts, but should be the preservation and strengthening of public well-being, as well as the well-being of each individual client (consumer). The difference between social and ethical marketing and previous concepts is that any company, satisfying any needs, must act taking into account the long-term benefit of society. And it is precisely this direction of the company’s image that should attract buyers as a competitive advantage among many other organizations. And also this concept must be balanced in all three factors: the profit of the company, consumer needs and the interests of society.

Marketing subjects

Marketing subjects are understood as manufacturers and service enterprises, wholesale and various trade organizations, marketing specialists, as well as various consumers.

Each of them has their own main functions.

1. Manufacturer or service enterprises - firms that produce goods or provide services.

2. Wholesale organizations - firms that purchase products for resale in retail.

3. Various organizations sell goods to end consumers.

4. Marketing specialists perform certain marketing functions.

5. The consumer purchases products for his personal consumption.

It is important to note that usually one entity cannot undertake all marketing functions due to the fact that it does not have sufficient financial resources; often does not produce appropriate products; has no desire to carry out marketing activities; sizes do not allow and much more.

By marketing object we mean the main categories and market factors:

1. Product (service), i.e. everything that can satisfy a need or need and is offered to the market for the purpose of acquisition, consumption or use;

3. Offer;

6. Consumer;

7. Seller;

8. Deal;

9. Need, need.

Types of Marketing

1. Conversion. This type is associated with negative demand. Negative demand is a situation when all or many consumers in the market reject a particular type of product (service). For example, vegetarians exhibit negative demand for animal products, etc.

The main objective of this type of marketing is to develop a specific plan that will help generate demand for such goods, with a possible development perspective.

2. Stimulating.This type is associated with consumer indifference to certain goods. Indifference of lack of demand occurs, firstly, when a product loses its value in the eyes of buyers; secondly, the goods have no value in this market; thirdly, when the market is not ready for the appearance of this product. The main objective of marketing is to stimulate demand through certain methods.

3. Developmental, associated with the beginning of the formation of demand for goods.

The main task is to identify potential demand and create an appropriate product.

4. Remarketing is the search for new ways of marketing in order to create a new life cycle for a product for which demand has fallen.

5. Synchromarketing designed to change the structure of demand. So, for example, in relation to theaters, which are rarely visited on weekdays, but are crowded on weekends. To solve this problem, synchronous marketing can suggest either advertising those performances that take place on weekdays, or increasing the price of admission on weekends.

6. Supportive is marketing focused on maintaining the existing full demand by maintaining the required sales volume, stimulating sales activities, and controlling costs.

7. Demarketing is marketing that solves the problem of excessive demand by increasing the price of a product, stopping sales promotion, etc.

8. Opposing designed to eliminate or reduce the demand for goods that harm public welfare (alcoholic beverages, tobacco products).

Who monitors the production of the product and its quality? Who is responsible for the successful operation of the entire enterprise?

If the enterprise is small, then all the listed functions are performed by its owner himself - the owner. If the enterprise grows, then the owner can no longer cope with all the affairs and needs an assistant. In a large company, all affairs are managed by a manager.

Manager is a specialist in the management of production and circulation of goods, a hired manager.

However, the positions of managers in large enterprises vary, forming a kind of pyramid, at the base of which are low-level managers, then middle managers and, at the very top, senior managers.

Low level manager- head of a section, workshop or foreman - directly supervises the workers and is responsible for the work of his department.

Middle manager- deputy director for production, or finance, or supply, or sales, etc. - manages lower-level managers and controls the work of his section.

Finally, senior manager, or in English, a top manager - by title the general director, president (or vice president) or chairman of the board of the company - manages middle managers and is responsible for the work of the entire enterprise.

Now that we know who runs the enterprise, let's find out what management is.

Management- this is the activity of organizing and coordinating the work of an enterprise.

In the broad sense of the word, management refers to the direct management of an organization, the science of management, and a group of people - a team engaged in management.

What are the functions of management?

Currently there are four functions management- organization, planning, direction and control.

Organization- this is the distribution of work among people or individual groups and the coordination of their activities. In other words, this is the determination of the structure of the enterprise, the identification of individual divisions, departments or workshops and the distribution of workers among these divisions in accordance with their qualifications.

Planning- setting goals and determining ways to achieve these goals. Planning is ongoing. Distinguish short and long term planning. Long-term planning is often called strategic planning because it defines the goals and objectives of the company for the long term. It is carried out by senior managers who have a complete picture of the enterprise’s activities. Based on long-term plans, current (short-term) plans are developed - for one to two years and operational plans (for a quarter, a month, a decade).

Management- is creating conditions and desire for people to work together to achieve the company's goals. Good management means making employees feel invested in their work, appreciating the work of the best people, and ensuring their career growth. This management function is sometimes called motivation, because incentives or motives for work can be very different - high wages, good working conditions, opportunities for promotion, proximity to home, etc.

Control- this is a check of the company’s activities on the way to its goal and correction of deviations from its goals.

Now let’s assume that the company has an excellent production system and produces a high-quality product. Questions arise: where and how to sell this product? Does the consumer need it? Are there many or few products produced? What price should I set? Marketing will help us figure this out.

Marketing- activities for the development, production and marketing of products based on a preliminary study of market needs. The main goal of marketing is to adapt production to market requirements in order to better satisfy needs and make profits. It is not for nothing that there is a formula that helps to understand the essence of marketing: “Produce what can be sold, and not try to sell what can be produced.”

Marketing became widely used in the 20s. XX century in the United States, large businesses that were best positioned to conduct market research and actively influence market demand. Nowadays there is not a single entrepreneur who does not know what marketing is and does not apply it to some extent.

Usually isolated three basic principles marketing: market research, market penetration and development of sales strategy, market impact.

Market research- the starting point of any marketing actions. Every entrepreneur, before producing any product, must find out whether the consumer needs this product, whether it is even on the market, at what price it is sold, how many competitors produce it and how strong they are. Only by collecting the necessary information and analyzing it can you make a decision on the production of a particular product.

Market penetration and sales strategy development- the most important principle, because it involves not only developing the characteristics of a product or service and determining the price for them, but also the choice of sales channels and types of advertising. In American literature, this principle was called “four pi”, because all the main words reflecting this principle in English begin with the letter “p” - product (product), price (price), distribution (place), sales promotion (promotion).

Product must satisfy human needs both in quality and in appearance, packaging, after-sales service, if we are talking about technically complex goods.

Price must take into account the costs of producing a given product and profit, as well as market factors - supply and demand, the need for a given product by the consumer, attachment to a particular brand, etc. If an entrepreneur produces goods that are already on the market, then he sets prices approximately the same . After all, if he sets prices higher, then no one will buy from him. But if he produces goods of higher quality, then the higher price will be justified

Spreading - these are the distribution channels that the entrepreneur chooses. Typically, a novice entrepreneur who does not yet have enough funds gives his products to intermediaries for sale, but he always strives to have his own retail outlet, which makes it possible to directly communicate with consumers of the products and take into account their wishes. Large corporations have a well-established distribution system for their products, including transportation to remote markets and storage of product inventories.

Sales promotion mainly related to advertising. The attitude towards advertising in society is not clear, so we invite you to compare two points of view on its meaning. First: advertising is not only useless, but also manipulates the consumer, is often based on false information, increases the cost of goods, and also forces buyers to pay high prices for low-quality goods. Second: advertising is necessary because it provides useful information about the product and its price, helps the consumer make a rational choice, and helps promote new products. Which position would you support?

V. MARKETING BASICS

1. Essence, goals, basic principles and functions of marketing

According to the definition of the American scientist F. Kotler marketing- a type of human activity aimed at satisfying needs and wants through exchange.

The original idea underlying marketing is the idea satisfying human needs and requirements(physical needs and needs for food, clothing, warmth, safety, social needs and requirements, the need for knowledge and self-expression, etc.). People's needs are limitless, but the resources to satisfy them are limited. So a person will choose those goods that give him the greatest satisfaction within his capabilities.

Demand is a need backed by purchasing power. It is not difficult to list the demand of a particular society at a particular point in time. However, demand is not a reliable indicator because it changes. Changes in choice are influenced by both price changes and income levels. A person chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

Human needs, wants and demands are satisfied by products. Under goods in a broad sense, can be understood as anything that can satisfy a need or want and is offered to the market for the purpose of attracting attention, acquisition, use or consumption.

Exchange is the act of receiving a desired object from someone and offering something in return.

Market in marketing it is understood as a set of existing and potential consumers of a product (sales market).

A key aspect of marketing is mindset. He suggests that when making marketing decisions, a manager should look at everything through the eyes of the consumer. Therefore, these solutions must be those that the consumer needs and wants.

The American Marketing Association (AMA) defines marketing as follows:

Marketing is the process of planning and executing the conception, pricing, promotion and sale of ideas, goods and services through exchanges that satisfy the goals of individuals and organizations.

There are four components to this definition:
1) management action (foresight, goal setting and planning, meeting demand);
2) a set of controlled elements of marketing activities (product (intention), price, distribution (sales) and promotion);
3) objects with the help of which demand is satisfied and goals are achieved (goods, services, ideas, organizations, people, territories);
4) method of satisfying demand (exchange).

Thus, the previous definition can be briefly expressed as follows: “Marketing is the management of satisfying demand through trade.”

Marketing goals can be:
– maximum consumption;
– achieving maximum customer satisfaction;
– providing the widest possible choice;
– maximum improvement in quality of life.

From the point of view of enterprise management, the following marketing goals can be distinguished:
– increase in income;
– growth in sales volumes;
– increase in market share;
– creation and improvement of the image, fame of the enterprise and its products.

Marketing management refers to the analysis, planning, implementation and control of activities designed to establish and maintain exchanges with target customers in order to achieve certain enterprise goals.

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