Consideration of questions of the theory of management-marketing - abstract. Essence and concepts of marketing activities Implementation of marketing activities

Marketing, considered until the mid-80s only as a way of distributing and selling goods, became a brake in the conditions of developed competition, the formation of a network of markets for goods and services, the creation of communicative relationships in the system of interaction between the subjects of the marketing system. The requirement of environmental friendliness and social orientation of marketing processes has further limited the use of the marketing orientation of the concept of marketing management. This means that along with the sub-functions of sales, advertising, distribution and pricing in the field of marketing activities, an integrating function of marketing has emerged and formed - the management of the entire marketing system at each hierarchical level of the functioning of the economy.

Marketing management is a management activity related to the implementation of planning, organizing, coordinating, controlling, auditing and stimulating activities to intensify the process of formation and reproduction of demand for goods and services, increasing profits.

Marketing management is a philosophy and a means of intensifying marketing activities, the main purpose of which is not just sales and sales promotion, but demand management.

At the same time, marketing management is a purposeful activity associated with the process of ensuring sustainable competitive advantages of an enterprise in the market, which includes such stages as analysis environment, situational analysis and forecast of the market and the possibilities of the organization's potential, development of goals and strategies for behavior in the market. planning marketing goals and tactics of the organization's behavior in a particular situation, developing a marketing mix plan, implementing this plan, i.e. organization, management, control over the implementation of marketing activities and evaluation of the results of marketing activities.

Marketing management as a function should be considered not only in relation to the tasks within the marketing process, but also with the tasks of managing people and teams responsible for achieving the goals of the enterprise.

Thus, marketing management integrates the functional and institutional meaning of managing marketing activities at any hierarchical level of the socio-economic system.

In a functional sense, marketing management is considered as an activity or process of formation, organization (for example, planning) of a decision and then its implementation (for example, its execution or control).

In an institutional sense, marketing management is a guiding force that, on the basis of the legal and organizational powers distributes between individual employees or groups of employees orders and tasks that are subject to mandatory execution. A manager or a group of managers acts as a guiding force. In this case, management is considered as the leadership of an enterprise, department, or some other management structure of this company. The main factors that shape the marketing management environment are culture, politics and structure.

The process of marketing management as a process of solving problems in the field of demand management with the help of measures to intensify marketing activities involves the implementation of a certain policy, which includes situational analysis, setting goals, developing strategies, choosing means of regulation and analyzing the result.

Marketing culture is a set of values ​​and norms that form and accompany marketing activities, expressed in the marketing philosophy and way of thinking.

The concept of marketing management is defined as a system of basic ideas, tools and analysis entrepreneurial activity and environment, strategy formation and control. Thus, the main elements of the concept of marketing management are:

Problem Solving Process in Marketing Management

Process steps

Process objects

Planning

Situational analysis: chances/dangers, environment. Strengths and weaknesses of entrepreneurship

Working hours, ecology. Marketing, personnel

Goals: Desired State

Strategies: Opportunity Focus

Cost coverage, market share, turnover. Cooperation, leadership in prices

Implementation

Means of implementation: implementation, coordination, optimization

The control

Results: efficiency, adaptability, flexibility

Development time, employee satisfaction, share of equity

1) entrepreneurship, environment - structure, culture, politics, resources, markets, industries, competitors;

2) policy formulation - concept, model, goals, strategies;

3) policy implementation - plans, budget, marketing activities;

4) verification and control of policy - results, processes, prerequisites for objective and subjective changes.

The structure determines the internal order of any system and organization, which involves the installation of works and forms of specialization, centralization and decentralization in solving emerging problems. The structure forms jobs and positions. The formation of jobs and positions can be carried out by direction (for example, purchasing, logistics, sales, marketing) or by objects (for example, product, market, group of buyers, region). The use of the first feature leads to the formation of a functional structure, and the second feature to a divisional structure. If both signs are used, then a hybrid management structure is formed. Justification, selection and use of organizational structures in the marketing management system are essential components of the complex of marketing tasks.

Marketing management as a function of entrepreneurial activity acts as a regulator of causal relationships between supply and demand based on continuous monitoring of consumer behavior and a mechanism for adapting an enterprise to an ever-changing economic market environment. Thanks to its epistemological beginning and communicative orientation, marketing management mediates the motivation for the interaction of an enterprise in a competitive struggle to maximize its profits and at the same time ensures the maximization of the social product. In this regard, marketing management can be effective if it is focused on the consumer and the environment, on coordinating the strategic and tactical activities of the marketing plan.

At the stage of analysis, possible strategic and tactical problems of the behavior of the elements of the marketing system are investigated: the environment, the buyer, competitors, trade. The result of the analysis should be the strengths and weaknesses of the enterprise in the current market situation, i.e. we need to answer the question: where are we?

The forecasting stage involves considering relative marketing factors to discover the chances of the enterprise in the future. It examines trends in the behavior of buyers and competitors, as well as the development of the market and sales in the expected environment. Thus, at this stage, one should answer the question: how will the development of market relations take place?

At the stage of strategic marketing, long-term goals and strategies of the enterprise as a whole and marketing are substantiated. At the same time, attention is paid to the size of the market and the choice market segments. The issues of developing programs and marketing tools, as well as the ways of the enterprise's behavior with competitors and trade organizations are considered. At this stage, the concept of the organization's behavior in the market is being worked out, i.e. the answer to the question is formed: what do we want to achieve?

Marketing activities within the framework of short-term, tactical marketing decisions are developed at the stage of operational marketing planning. Taking into account the goals of the tactical behavior of the enterprise in the market, they develop a marketing mix. Thus, they answer the question: what activities should be selected from the possible variation of the ingredients of the marketing mix recipe (product, distribution, price, advertising, etc.)?

At the last stage - the implementation of marketing mix strategies and activities - considers considerations regarding the effectiveness of the organization process, the concept of management and control over the implementation of strategies. At this stage, the following questions should be resolved: have the goals of the enterprise been achieved? What activities are needed to adapt supply and demand?

F. Kotler defines the marketing management process as follows: "The marketing management process consists of: 1) analysis of market opportunities, 2) selection of target markets, 3) development of a marketing mix, 4) implementation of marketing activities" .

Within the framework of the above approaches and characteristics of the marketing management process, the following areas of activity can be distinguished, management decisions marketing management in the field of marketing:

a) the concept and elements of the marketing information system, the state of the organization of marketing intelligence and benchmarking, the level of support for marketing decisions, the system marketing research;

b) external environment marketing - factors of the microenvironment and the macroenvironment of the enterprise;

c) consumer markets and customer behavior -- model research buying behavior, factors influencing the behavior of buyers and the process of making their decision to purchase;

d) markets business organizations and the behavior of buyers-organizations - the study of the industrial market and the market of public institutions;

e) competitors - identifying competitors, establishing their number and potential opportunities, determining competitor strategies and their goals, assessing strengths and weaknesses competitors, developing a model of interaction with competitors, choosing a strategy to target customers or competitors;

choice of target markets:

a) measurement and forecasting of market demand;

b) identification of market segments and substantiation of target markets;

development marketing strategy:

a) substantiation of marketing strategies for differentiation and forecasting of the marketing offer;

b) determining the significance and selection of suppliers, identifying potential competitive advantages, choosing communication measures for positioning the enterprise, choosing tools for competitive differentiation;

c) creating marketing strategies for market leaders, innovators, followers and niche owners;

d) development of strategies for the global market; assessment of the global marketing external environment, the decision to enter foreign markets, the decision on the marketing program and organizational structure marketing services;

e) development of pricing strategies and programs: setting and adapting prices, choosing a decision on how to react to price changes;

development, testing and launch of new products and services:

a) generating ideas, evaluating them, developing and testing the concept of updating the product;

b) development of goods, organization of market testing and the process of commercialization of goods, study of the process of recognition of goods by the buyer;

c) product life cycle management;

d) product range management;

e) service business management: classification of existing and promising services, analysis of the characteristics of services, development of a marketing strategy for an enterprise in the service sector, management of services corresponding to the product;

selection and management of distribution channels for goods and services:

a) choice of decision on the structure of the channel;

b) choice of channel management decision;

c) analysis of the dynamics of the marketing channel;

d) study of the process of interaction (cooperation, conflict, competition) in the system of channels for the distribution of goods;

e) management of retail and wholesale trade, organization of sales personnel;

management of communication processes in the marketing system:

a) development of strategies for communication and promotion of goods, substantiation of an effective communication algorithm;

b) development of an effective system of interaction with partners, consumers and competitors;

c) development of optimal solutions for multimedia campaigns: approval of advertising goals, decision-making on the advertising budget, choice of advertising media, evaluation of advertising effectiveness;

d) development of direct marketing programs, sales optimization and public relations;

organization, implementation, evaluation and controlling of marketing decisions and programs:

a) organization of the company;

b) organization of marketing;

c) evaluation of the effectiveness of marketing decisions;

d) control and audit of marketing activities: control over the implementation annual plans, control of profitability, control of efficiency, strategic control, organization of audits of marketing activities.

As you can see, marketing management forms a complex of long-term and short-term (operational) management influences (decisions) on all departments and persons interacting in the field of marketing, and the implementation of the influences ensures the intensification of marketing efforts to achieve marketing goals and thereby the planned results of the enterprise.

Management influences in the marketing-management system differ in directions. They can be directed to the object, process and functions.

Any element of the marketing system can act as an object: a buyer, a manufacturer, a product, an intermediary, a competitor. Each direction of impacts includes target groups and the results of these impacts. So, when directed at an object (for example, a product), a group of influence on the product is formed, which can have such results as improving the consumer properties of the product, improving its quality, improving the style and image of the product, reducing or increasing the price of the product, withdrawing the product from the market and etc. Directions of influences on the process and functions are formed similarly.

Management influences in the marketing management system

Direction of impact

Object of influence

Impact results

per object

Buyer

Intermediaries

Competitors

Improvement of consumer properties of goods; improving the quality of goods; change in style and brand of goods; price reduction

Growth in the number of consumers; change in the structure of retail and wholesale trade; sales of related products in the service sector

Development of own logistics system; transfer of goods distribution functions

Increasing the organization's market share; improvement of quality indicators; productivity growth

per process

Economic forces

Psychological factors

Social factors

Formation of a new policy in the field of investment, product diversification, strengthening of investment policy

Improvement of relations with the buyer and the personnel of the organization

Formation of the image of a new product

Increasing job satisfaction, growth wages, tax cuts, taking into account the social orientation of the market

On function

Planning

Control

Control and accounting

Planning new methods of strategic and tactical planning

Using Positive Management Practices

Implementation of audits, creation of an integrated accounting system

Application of situational analysis

Planning and implementation of managerial influences are specified in the development of marketing strategies and marketing policy of enterprise management. The marketing-mix complex and methods of motivation (stimulation) of all subjects included in the marketing-management system act as tools for developing a marketing-management strategy and tactics. The integration of marketing and management creates a managerial component of the effect in the structure of the synergistic effect of marketing. Thus, along with the effect of the orderly impact of all subjects of the marketing system that arises in the process of meeting the needs and requirements of the consumer, an additional effect is manifested from the creation and streamlining of the marketing management system. This effect is expressed in the accelerated achievement of marketing goals by increasing the level of organization, planning, coordination and control of all activities related to the intensification of the enterprise's marketing policy.

The tasks of marketing management in this case are: the development of a promising and tactical marketing policy of the enterprise, the organization of management of marketing programs, means of labor and labor relations in the field of marketing. Depending on the characteristics of the basic strategy, market conditions, the business industry and the state of environmental factors, an appropriate marketing mix model is selected, and a set of measures is developed to motivate the marketing service staff and part-time marketers.

It is possible to distinguish a number modern definitions marketing: Marketing is the study of markets and the impact on them in order to facilitate the tasks facing economic actors. Marketing is integrated system measures for the management of production marketing activities, based on market research, i.e. it is a modern market concept of production and marketing management. Marketing is a social process aimed at satisfying the needs and desires of individuals and organizations through the creation of a free competitive exchange of goods and services that create value for the buyer. Marketing is the most important function of the administration of the company, which consists in organizing and managing the entire range of business activities associated with identifying the purchasing power of the consumer and turning it into a real demand for a particular product or service. What is marketing?

Marketing is the art and science of choosing the right target market, attracting, retaining and increasing the number of consumers by creating the confidence of the buyer that he represents highest value For the company

Using the concept of marketing in enterprise management provides for two approaches Strategic marketing is an analytical process aimed at monitoring market development trends, consumer needs, searching for new potential markets or market segments, as well as new consumer needs Operational marketing is an active process aimed at achieving the planned volume product sales on existing markets by using the tools of the marketing mix complex (commodity, price, marketing and communication policy)

Marketing management is (F. Kotler) The process of planning and implementing the concepts of pricing, promotion and distribution of ideas, goods and services, aimed at making exchanges that satisfy both individual and organizational goals

Market-oriented management (philosophy, management concept), the essence of which is the analysis, planning and implementation of activities aimed at interacting with market entities (consumers, distributors, competitors, socio-economic climate) through cross-functional coordination, as well as the formation of a certain culture in the organization Marketing management is (J.-J. Lambin)

market integration is taking place in Europe; in Europe there is a diversity of cultures and pluralism of opinions; European society has Social responsibility;

Differences in the concepts of sales orientation and marketing Production Product Sales and promotion Profit as a result of more sales 1. The concept of sales orientation 2. The concept of marketing. Target market Consumer needs Integrated marketing Profit as a result of customer satisfaction. Starting point Focus Means Outcome

The concept of holistic marketing (components) Holistic Marketing Integrated Marketing: 4 P Relationship Marketing: Customers, Partners, Distributors. Internal marketing: marketing department, top management, other departments Socially responsible marketing: ethics, ecology, law, society

Macro-environment factors influencing the strategy ENTERPRISES E-POLITICAL-LEGAL ECONOMIC SOCIO-CULTURAL TECHNOLOGICAL E, R&D NATURAL INDUSTRY AND COMPETITIVE ENVIRONMENT PARTNERS ORGANIZATIONS (intermediaries, distributors) CONSUMERS SUPPLIERS AUTHORITIES Micro-environment (long-range) Macro-environment

Marketing system at the enterprise Market environment Factors of the microenvironment Factors of the macroenvironment Information system of marketing. Internal reporting system Marketing research system Marketing analysis system Needs analysis Attractiveness analysis Competition analysis Product portfolio analysis Strategy development Strategic marketing Operational marketing. Marketing plan (program) Product policy Price policy Communication policy Sales policy. Implementation and control over the implementation of plans

The marketing management process is an ordered sequence of stages and activities to identify demand, develop, manufacture, distribute and promote products that meet consumer needs. Main stages of the MM process: Analysis of market opportunities; Selection of target markets; Development of a marketing strategy; Development of a marketing mix; Implementation of marketing activities and control over their effectiveness

Changes in marketing management in the 21st century. Transition from marketing in the marketing department to marketing throughout the organization; From the unit organization to the customer segment organization; From independent production to the purchase of an increasing number of goods and services; From working with many suppliers to "partnering" with a few of them; From maintaining old market positions to finding new ones; From the priority of tangible assets to the priority of intangible assets;

The main tasks of marketing management: 1. Development of marketing strategies and plans. 2. Development of knowledge about the market through the organization of MIS. 3. Formation of long-term relationships with buyers. 4. Creation of market offers. 5. Delivering value. 6. Promoting value. 7. Ensuring long-term growth.

test questions: 1. What do you understand by the market: 1) dietary products, 2) sports clubs, 3) flour mills. 2. Define marketing in terms of: 1) action, 2) analysis, 3) culture in an organization. 3. Name a few modern products in which manufacturers have managed to reflect the unconscious expectations of buyers. 4. Choose any product, list its consumer properties, determine what needs it is intended to meet.

Discussion Topic By definition, marketing is concerned with satisfying the needs and desires of customers. Critics, however, argue that marketing is not limited to this, but creates needs and desires. Marketers encourage consumers to spend more money on goods and services they don't need. What is your opinion: does marketing form the needs and desires of consumers or just reflect the needs and desires.

Marketing is a system for organizing and managing the production and marketing activities of enterprises, studying the market in order to form and satisfy demand for products and services and make a profit. Experts put a double meaning in the term "marketing": this is one of the management functions, and an integral management concept in market conditions.

As a management function, marketing is no less important than any activity related to finance, production, research, logistics, etc. As a management concept (business philosophy), marketing requires a company to view consumption as "democratic » a process whereby consumers have the right to 'vote' for the product they want with their money. This determines the success of the company and allows you to optimally meet the needs of the consumer.

Since marketing is a way of persuading the masses to make a purchase, most mistakenly equate this concept with sales and promotion. The difference is this: selling is mainly face-to-face contact - the seller is dealing with potential buyers. Marketing uses the media and other means to grab the attention and convince many people - people who may not have any direct contact with anyone from the marketer's company at all. Creating demand. Effective tips and tricks for marketing your products and services. One of the leading management theorists, Peter Drucker, puts it this way: The goal of marketing is to make sales efforts unnecessary. Its goal is to know and understand the client so well that the product or service will exactly fit the latter and sell themselves / Berezin I.S. Marketing and market research. - Russian Business Literature, 1999.

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility in one universal definition to give a complete, adequate description of marketing to its essence, principles and functions. Basic principles follow from the essence of marketing. However, in domestic and foreign literature, the “principles of marketing” mean different things. Having considered the positions of various authors, comparing them, we single out the following fundamental principles:

• 1. Careful consideration of needs, the state and dynamics of demand and market conditions when making economic decisions.
• 2. Creation of conditions for the maximum adaptation of production to market requirements, to the structure of demand (and based not on momentary benefits, but on a long-term perspective).
• 3. Impact on the market, on the buyer with the help of all available means, primarily advertising.

Marketing activity is a set of activities focused on the study of such issues as: Analysis of the external (in relation to the enterprise) environment, which includes markets, sources of supply and much more. The analysis allows you to identify factors that contribute to commercial success or create an obstacle to this. As a result of the analysis, a data bank is formed for making informed marketing decisions. Analysis of consumers, both actual (acting, buying the company's products) and potential (who still need to be convinced to become relevant). This analysis is to study the demographic, economic, geographical and other characteristics of people who have the right to make a purchase decision, as well as their needs in the broadest sense of this concept and the acquisition processes of both our and competing products. Studying existing and planning future products, that is, developing concepts for creating new products or upgrading old ones, including their assortment and parametric series, packaging, etc. Obsolete goods that do not give a given profit are removed from production and export. Merchandising and sales planning, including the creation, if necessary, of appropriate distribution networks with warehouses and shops, as well as agency networks. Providing demand generation and sales promotion (FOSSTIs) through a combination of advertising, personal selling, prestigious non-profit events ("public relations") and various economic incentives aimed at buyers, agents and direct sellers. Ensuring a pricing policy, which consists in planning systems and price levels for exported goods, determining the “technology” for using prices, loan terms, discounts, etc.

Satisfying the technical and social norms of the country importing the goods of the enterprise, which means the obligation to ensure the proper levels of safety in the use of the goods and environmental protection; compliance with moral and ethical rules; the proper level of consumer properties of the goods. Management of marketing activities (marketing) as a system, i.e. planning, implementation and control of the marketing program and individual responsibilities of each participant in the work of the enterprise, assessment of risks and profits, the effectiveness of marketing decisions.

To implement the above activities, it is necessary to take into account the large role of those on whom the effectiveness of the implementation of the marketing strategy essentially depends, namely the subjects of marketing, which include manufacturers and service organizations, wholesalers and retailers. trade organizations, marketers and various consumers.

It is important to note that although the responsibility for performing marketing functions can be delegated and distributed different ways, in most cases they cannot be neglected at all, they must be carried out by someone. The marketing process begins with the study of the buyer and the identification of his needs, and ends with the purchase of the product by the buyer and the satisfaction of his identified needs.

The market in which the subjects of marketing operate can be divided into the "seller's market", where the enterprise sells own products, and a "buyer's market" where it acquires the required production components. Thus, marketing is mainly beneficial to both sellers and buyers of goods. However, before establishing contacts with partners of interest, it is necessary to establish:

Is the other party interested in this;

Are there technical means of communication (telephone, telefax) and the person responsible for communication.

Communication and business conversation with actual and potential partners is the most important part of marketing. Obviously, the type of marketing determines the way it is managed. Marketing management, as defined by F. Kotler, is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain profitable exchanges with target customers in order to achieve certain organizational objectives, such as making a profit, increasing volume sales, increase in market share, etc. / Kotler F. Marketing management - St. Petersburg: Peter Kom, 1998.-896.: Ill. /.

The task of marketing management is to influence the level, time and nature of demand in such a way that it helps the organization achieve its goals. Simply put, marketing management is demand management. There are five main approaches (concepts) on the basis of which commercial organizations carry out their marketing activities.

• 1. the concept of improving production;
• 2. the concept of product improvement;
• 3. the concept of intensifying commercial efforts;
• 4. marketing concept;
• 5. the concept of social and ethical marketing.

The use of each of them is mandatory and, first of all, raises the question of what should be the balance of interests of producers, consumers and society as a whole. After all, quite often these interests come into conflict with each other.

• 1. Production concept, or the concept of production improvement. Enterprises that adhere to this concept have predominantly serial or large-scale production with high efficiency and low cost, and the sale of their products is carried out with the help of numerous trade enterprises. The main prerequisites for the existence of this concept of marketing activity management include the following: a) most of the real and potential consumers have low incomes; b) demand equals or slightly exceeds supply; c) there is a rapid decrease in high production costs (usually new products), leading to a larger share of the market.
• 2. The main idea of ​​the concept of product improvement is to focus consumers on certain goods or services that are superior to analogues in terms of technical characteristics and performance and thereby bring more benefits to consumers. Manufacturers at the same time direct their efforts to improve the quality of their goods, despite higher costs, and, consequently, prices. The factors that support the existence of such a marketing concept include the following: a) inflation; b) monopolistic restrictions market; c) fast obsolescence of goods.
• 3. The marketing concept, or the concept of intensifying commercial efforts, assumes that consumers will buy the offered goods in sufficient volume only if the company has made some efforts to promote the goods and increase their sales. It should be borne in mind that, in practice, the implementation of the marketing concept is associated with the imposition of a purchase, and the seller strives to conclude a deal at all costs, and meeting the needs of the buyer is a secondary point. The concept of marketing can be effective for a long time, which is explained by the following reasons: a) many buyers believe that they are able to protect their interests; b) buyers who are dissatisfied with the purchase soon forget about their feelings of dissatisfaction and are unlikely to file a complaint with a society that protects their interests; c) there is always a sufficiently large number of potential buyers.
• 4. The concept of marketing. This concept replaces the marketing concept and changes its content. The difference between the sales concept and the marketing concept is as follows: activities based on the marketing concept start with the goods at the disposal of the company. At the same time, the main task is to achieve the volume of sales necessary to make a profit through various sales promotion activities. The activity based on the concept of marketing begins with the identification of real and potential buyers and their needs. The firm plans and coordinates the development of specific programs to meet identified needs.

The concept of marketing is an integral part of the policy known as "consumer sovereignty", where the decision about what should be produced should be made not by the firm, not by the government, but by consumers. This truth can be expressed in another definition of marketing: marketing is love for your neighbor, for which you receive a fee in the form of profit / Berezin I.S. Marketing and market research M.: Russian Business Literature, 1999.-416s./.

5. Socio-ethical concept of marketing, characteristic for modern stage development of human civilization, is based on a new philosophy of entrepreneurship, focused on meeting the reasonable, healthy needs of carriers of effective demand. Its goal is to ensure the long-term well-being of not only the individual enterprise, but society as a whole. It is this kind of orientation of the company's image that should attract buyers as a factor in the competitiveness of this company among the rest. The above concepts characterize various periods and the main social, economic and political changes that have taken place in developed countries ah in the past century. The dominant trend of the changes that have taken place is the shift in emphasis from production and goods to sales, as well as to the problems facing consumers and society as a whole.

The principles of marketing and the history of its development

AT modern world marketing is faced not only by company executives and employees of marketing services, but also by any person, wherever he is. Looking through a newspaper, website or TV program, people see advertisements (printed, online, television), rush to buy fashion items on sale, and office equipment - during the period New Year's discounts. Every consumer is influenced by marketing every day: when choosing products in a store, a travel agency, a school for a child, a dental clinic, a place of work or a car. Consumers study reviews of goods, services, companies on websites and forums, share their consumption experience, participate in focus groups and other market research. And it's all marketing!

Marketing is so multifaceted that it is quite difficult to unambiguously define its essence, for example, there are several hundred definitions of marketing, each of which reveals this concept to varying degrees.

Definitions this concept were given both in the homeland of marketing - in the USA, and in Europe, Japan, Russia, by such authors as F. Kotler, W. Wong, J. Saunders, G. Armstrong, E. Raye, J. Trout, S McCormick, P. Drucker, C. L. Keller, J.-J. Lambin, I. Kunde, B. Boume and J. Bitner, A. Morita, N. Kapo, A. P. Pankrukhin, V. V. Kevorkov, S. V. Leontiev, A. S. Sozinov, etc.

Here are some definitions of marketing.

Marketing- this is a scientifically based system for meeting certain needs in the field of market relations.

Marketing - it's kind human activity, aimed at meeting needs and requirements through exchange.

Modern marketing there is all the economic activity of the enterprise, aimed at the production of products that are in demand, or bringing all the resources of the enterprise into line with the requirements and opportunities of the market for profit.

Marketing - it is a social process aimed at satisfying the needs and desires of individuals and groups through the creation, supply, and free exchange of goods and services of value.

Marketing - this is the management of the production and marketing activities of the organization, which is based on a constant comprehensive analysis of the market.

Marketing is a system of management, regulation and market research.

Marketing- is the process of planning and practical implementation of the development of ideas, goods and services, pricing them, stimulating their sale and distribution for the implementation of an exchange that satisfies the goals of individuals and organizations.

The American Marketing Association defines marketing as the activity, set of organizations, and processes for creating, communicating, delivering, and exchanging offerings that matter to customers, customers, partners, and society as a whole.

The Russian Guild of Marketers develops this definition: "Marketing is a management system for the development and promotion of goods and services that have value for the consumer, manufacturer and society as a whole on the basis of complex analysis market".

The presented definitions characterize the essence of marketing with varying degrees of detail. In general, marketing is presented as a cyclical process of identifying and evaluating the target market, real and potential needs of consumers, retaining and attracting consumers based on the formation of an offer of tangible value for them. The authors of the textbook adhere to a concise and at the same time capacious definition: marketing is a system of studying and regulating the market, focused on the consumer .

The marketing approach underlies the market activity of all modern and developing organizations from international to individual entrepreneurship. The marketing approach to management is characterized by flexibility in response to changes in the market situation, consistency, internal integration of functional areas, orientation to the needs and market conditions. As a type of managerial activity of a market participant, marketing is aimed at market success through harmonization of relations with the consumer, which requires knowledge and satisfaction of the needs of the latter.

Widespread in market activities commercial organizations received a different approach, which is often mistaken for marketing and which has fundamental differences from him (Table 1.1). This is marketing (production and marketing) approach, in which the company, without spending any effort on studying the market and consumer needs, produces goods using proven technology, minimizing production and sales costs. The sales orientation of a business is associated with the need to constantly stimulate demand through aggressive sales measures (psychological pressure, discounts, bonuses), but consumers quickly acquire "immunity" to this kind of influence. The marketing approach can be justified in monopolistic or low-competition markets: for example, markets for products and services of state (budgetary) enterprises and institutions, the production of highly specialized products. However, in highly competitive markets, especially markets for consumer goods of daily demand, this approach is detrimental to the company, can lead to problems not only development, but also sales, as consumers have the opportunity to choose those products that better suit their specific tastes and needs. .

Table 1.1. Comparative characteristics of marketing and sales approaches

A distinctive feature of marketing business development management is a deep knowledge of the market, and first of all the consumer. Marketing allows identify and evaluate the needs of consumers, form ways to meet them and address interaction with consumers.

Example 1.1

At the end of 2009, Perekrestok's databases contained completely useless purchase data for almost 2 million cardholders. In 2010, Perekrestok turned to the British agency EUS for help. Analysts divided buyers into six groups depending on the average check and the number of visits per month. The results of the analysis surprised everyone: 4.3% of all cardholders of the Perekrestok Club, belonging to the group of the most loyal customers, give the network 24% of the turnover from the purchases of the Club Perekrestok members (in turn, all holders of these cards provide networks about 50% of the total turnover). These data formed the basis for the development of 10 targeted marketing campaigns addressed to individual groups of customers, which were aimed not at retaining the most loyal, but at increasing sales from the average loyal customers of the most numerous category of the Perekrestok Club (47% of all cardholders).

Result: 26% increase in sales among the same Perekrestok Club cardholders in 2011.

The attitude to the consumer as the main source of success allows, in contrast to the approach that cultivates marketing levers of success, plan income, long-term and optimal for any market conditions. The goal of any business is a long-term stable (or increasing) profit. The long-term goal of the organization coincides with the overall market goal marketing goal.

The purpose of marketing is to make sales efforts unnecessary, to know and understand the customer so well that the product or service will fit the latter exactly and sell itself. From here marketing motto: to produce not what the company can, but what the market requires, as well as to form new needs.

At a certain stage of the company's development, one (or several) medium-term or short-term goals may become a priority (Table 1.2).

Table 1.2. Marketing Goals

An organization can achieve its goals only if its marketing activities adhere to a number of principles:

• production planning is based on knowledge of the needs, market situation and capabilities of the company;
• effective sale of goods on target markets in the planned volumes and within the scheduled time;
• adaptability to changing needs, impact on the formation and stimulation of needs;
• ensuring the long-term profitability of the organization, taking into account scientific and technological progress and etc.

High level of customer satisfaction - conceptual framework development of companies in a competitive market. Also important managerial, psychological, creative and other aspects of marketing business management. The above principles are implemented through the implementation by the marketing department of the organization of a number of marketing functions, the content of which directly depends on the object of marketing (Table 1.3).

Table 1.3. The main marketing functions of the company

The company analyzes the market and demand, segments the market and selects the most promising and profitable segments, after which the development of a market offer, its positioning, bringing it to the consumer through work with intermediaries and distribution networks, as well as marketing communications. The implementation of marketing activities in the described areas depends on the internal capabilities of the company. In the process of assessing the internal environment of the company, the tasks of information support for marketing activities, organizing a system of strategic and operational planning, developing a marketing plan and organizing a system of marketing control and audit are solved. The implementation of these functions ensures the maximum possible stabilization of the company's activities, the regularity of its development and the achievement of its goals.

Modern stage marketing development as a science and practice is the result of its evolution during the XX-XXI centuries. Under the influence of the socio-economic development of countries and the consumer market, the concept of marketing and approaches to the marketing activities of organizations have changed. With a certain degree of conventionality, the development of marketing can be represented as conceptual time stages of improving its theory and technologies, each of which in its own way solved the problem of improving business efficiency and the quality of consumption (Table 1.4).

Table 1.4. Stages of evolution of the concept and approaches to marketing