Marketing functions, goals and objectives: a fun theory. What is marketing in simple words: types and functions, goals and objectives, strategies and plan Marketing concept of the market...

15.10.2023

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

Someone saw that at the end we would teach marketing, someone said that this was pure PR training.

And this means different approaches and methods. But it’s us, professional marketers, who see the difference, and even then it’s small. For the rest, marketing and PR are one and the same.

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

About marketing. Details

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

It's a yes and a no. It depends on which side you approach. To help you understand the difference between the three concepts, we have written an article

I highly recommend reading it, since we will not dwell on their differences. But let’s talk about the very definition of marketing.

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

But I personally like another definition of marketing that briefly looks at the discipline from a business perspective. And this is closer to the practices to which we impudently classify ourselves.

Marketing is making a profit from satisfying the consumer.

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

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

And all this beauty is completed by the functions and principles of marketing. Well, let's understand everything in more detail.

Marketing Goals

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

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

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

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

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

Market Goals:

Increasing market share;
Development of new markets;
Weakening the position of competitors in the market;

Actually marketing goals:

Creation of a company;
Creating high customer satisfaction;
Increasing the profitability of marketing activities;

Structural and management goals:

Giving the organizational structure flexibility;
Achieving more complex strategic goals;

Supporting goals:

Price policy;
Service policy;

Controlling goals:

Control of current activities;
Strategic planning;
Current financial activities.

So, what is next?

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

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

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

Profit maximization. Probably one of the most global goals that every enterprise faces.
Its main task is to increase the consumption of goods to the maximum using all possible methods and marketing tools, as this will lead to an increase in production and, as a consequence, an increase in profits and the company as a whole.
Caring for consumers. This is achieved due to the fact that the buyer, purchasing the company’s product, becomes more and more satisfied.
As a result, there is an increase in the frequency of purchases of the product, as well as an increase in its value. In other words, one of the main goals of marketing in an organization is to become a company with high .
Providing choice. This goal is not suitable for small companies, since its essence is to expand the product line within one company.
Thanks to this approach, large companies manage not only to satisfy the buyer due to a large selection, but also to achieve the first goal in the form of maximizing profits.
Improving quality of life. On the one hand, this is a very noble goal of the marketing system, which includes: the release of high-quality products, a large range of products and, of course, all this at an affordable cost.
That is, thanks to this entire complex, the consumer can satisfy his needs, and thereby improve the quality of his life.
On the other hand, quality of life is very difficult to measure, so this goal is one of the most difficult to achieve.

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

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

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

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

In addition, they are quite easy to plan, since it is possible to carry out calculations and analysis.

For example, we take all these indicators into account when we conduct. True, the goal we have in it is, as a rule, one – increasing income.

Of course, the goal must be approved by all department heads, who will be able to determine its reality.

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

And also have those responsible for achieving them, and also include specific deadlines for completion. And sometimes doing this is even more difficult than setting the goal itself.

Tasks

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

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

Production. Produce what will be sold, and not sell what is produced.
Sales. Studying the market, consumers and ways to influence them.

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

Research, analysis and study of consumers and company products;
Development of new services or products of the company;
Analysis, assessment and forecasting of the state and development of markets;
Development of the company's product range;
Development of the company's pricing policy;
Participation in the creation of strategic company, as well as tactical actions;
Sales of company products and services;
Marketing Communications;
After-sales service.

And again it’s not very clear the first time. Some kind of research, communications, services, etc.

Deputy language in general. Let's tell you everything in simple words, what you will need to do to solve the main problems within marketing:

Create a strategic action plan. This means creating an action plan both for the next year, with detailed steps, and a company development plan for 3-5-10 years.
Analyze the market situation. And do this not periodically, but constantly.
And you must also keep track of what you not only produce now, but also can produce in the future.
Track the “mood” of consumers. You could say this is to make sure that it only grows.
To do this, you need to engage in reputation management. Or in simple words, work with future and current reviews.
Monitor the work of your competitors. Monitor their work, carry out work, and also disassemble their goods into pieces. After all, competition is the engine of development. And here it’s either you or you.
To Work with . This will not only improve the efficiency of your employees and their work, but will also give your company a reputation as a “very enviable employer.” Nowadays this is worth a lot.
Promote products. To do this, you use any of the hundreds. If we consider all the possibilities, they will number somewhere in 1000 ways.
Track marketing trends. This way you can use current trends to improve your company and influence the growth of sales of your products.

And here I have bad news for you. All these goals and objectives cannot be solved by a marketer alone.

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

Therefore, be patient and have the time of various personnel of your company to think through and work out marketing tasks.

Functions

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

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

Depending on the specifics of the company, they determine which marketing functions need to be used and which not. General marketing functions include:

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

Studying the company itself
Market and consumer research
Studying competitors
Study of counterparties
Product research

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

Development of new technologies
Production of new products
Reducing the cost of goods
Improving the quality of finished products

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

Service organization
Expansion of the product line
Price policy
Implementation of sales policy

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

Communication policy
Organization of marketing activities
Control of marketing activities

I’ll tell you a little secret: all of the listed goals, objectives and functions are basic and have not changed for many decades.

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

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

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Briefly about the main thing

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

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

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

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

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

How long do you think your business will last if such a savvy competitor appears?

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

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

Marketing: lecture notes Loginova Elena Yurievna

5. 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 enterprise’s marketing activities 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 maximum 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, that is, 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 recognize 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.

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Define goals and objectives Goal is very important because it determines the structure of the entire document. Ask yourself the question “Why do I need this presentation?”, answer it and proceed to further actions. You must clearly understand why and for what you are bringing

In this article we will take a detailed look at the goals and functions of marketing and describe its essence. Today, these topics are very relevant, since the market economy is actively developing, satisfying all the new needs of people. The market does not stand still, and marketing develops along with it.

Marketing principles are the fundamental circumstances, provisions, and requirements that underlie it. They reveal the purpose and essence of this type of activity. The main goal of marketing is to ensure that the production of services and goods is focused on demand, on the consumer, and on matching production capabilities with market requirements.

The need and objectives of marketing

The necessity of a marketing approach for any enterprise is undeniable. There will be negative demand in the market if the majority of consumers are not satisfied with the quality of services or goods and even agree to some costs in order not to buy them. The purpose of marketing is to analyze the current situation and try to understand whether marketing tools can change negative consumer attitudes towards a given product by reducing prices and stimulating sales. Consumers with latent demand may feel the need for services and goods that are not currently available on the market. In this case, the goals and principles of marketing are aimed at assessing the size of this potential market segment in order to create services and products that satisfy demand.

A situation of complete absence or decrease in demand

An example of a complete absence or decrease in demand is a situation in which target consumers are not interested in the product. In this case, the marketer's task is to provide its benefits based on the interests and needs of the person. Any enterprise will sooner or later be forced to face a problem when a certain product ceases to be in sufficient demand. The goal of marketing is to maintain the existing level of market demand, despite increasing competition and consumer preferences, which are so volatile today.

The main principles of marketing based on its essence

The following main principles of marketing are identified in accordance with its essence.

1. Careful consideration of the dynamics and state of demand, needs and market conditions. Often consumers don't know what exactly they want. They only want to solve their problems as best they can. Therefore, one of the main tasks of marketing is to understand what consumers really want.

2. Conditions should be created for maximum adaptation to the structure of demand and the requirements of the production market at the enterprise, based on a long-term perspective, and not on short-term gain. The modern concept of marketing is that the company’s activities (production, scientific and technical, sales, etc.) should be based on knowledge of demand, as well as its changes in the future. One of its goals, moreover, is to identify unsatisfied demands and orient production towards their satisfaction.

Marketing is the development, production and then marketing of something for which there is actually consumer demand. The system makes the production of certain goods functionally dependent, first of all, on requests. It requires producing them in the volume and range that the consumer needs. The center of decision-making in the implementation of this concept is shifted from production links to those who feel the pulse of the market. The think tank, source of recommendations and information is the marketing service, not only of market, but also of financial, scientific, technical and production policy of enterprises. Based on an in-depth analysis of the dynamics and state of demand and business conditions, the issue of profitability, prospects and the need to produce a certain product is resolved here.

3. Influencing the buyer, the market through advertising and all other available means. Gunther von Brieskorn, a marketer from Western Germany, characterizing the principles and content of marketing in one of his lectures, argues something like this. In his eyes, the market is a sea, on the waves of which consumers find themselves. Their behavior is characterized mainly by the vector of their needs, which undergoes frequent changes. At the same time, the market is our boss and, when going to see it, we should be well prepared. The consumer is our king and we must fulfill any of his demands.

General Marketing Concept

The general concept of marketing can be characterized as follows: the total cash flow necessary for the operation of the enterprise and the satisfaction of future needs is sent to the manufacturer from the consumer. The task of marketing is to ensure that both, meeting on the market, are able to most fully realize their needs and goals. In other words, marketing is the process of matching consumer demands and firm capabilities. Its result is the provision of goods to consumers that satisfy people's needs, and the profit the company needs to exist, as well as better meet consumer needs in the future.

What should be the goals of marketing activities?

Marketing objectives are the basis of marketing activities. However, they do not necessarily have to be commercial. Marketing goals should be formulated in such a way that they can be expressed quantitatively. For example, you should increase the share of the product in the local market by the end of the year from 10 to 15% or get a 30% profit. The more clearly the goals and objectives of marketing are formulated and communicated to each employee, the more benefits the marketing service will bring.

Goal groups

His goals are divided into 5 groups.

Market (market conquest, market share, identification of promising markets) goals and objectives of marketing.
Goals can be strictly marketing (forming public opinion, creating a company image, competition, profit volume, sales volume).
There are also structural and management goals aimed at improving the management structure of the company.
It is also possible to highlight the supporting goals and functions of marketing (sales promotion, pricing policy, product distribution parameters, consumer properties of the product).
Another goal is to control the activities of the company.

The following guidelines should be followed when developing your marketing goals. It should be as simple as possible, measurable, achievable, mobilizing, controllable, focusing attention, approved by the organization, ranking. Marketing goals should provide certain incentives for those who manage to achieve them, have people responsible for achieving them, and also include precise deadlines.

Types of marketing depending on the goal

The following types of marketing are distinguished depending on the goal:

consumer (consumer goods);
industrial marketing (production goods);
international;
consumer-oriented;
service, product or product oriented;
non-profit (activities of organizations and enterprises that do not aim to make a profit for themselves personally);
social (a set of various methods for implementing social programs by public organizations and the state);
micromarketing (activities of individual companies);
marketing as a state activity carried out in the market sphere.

What marketing principle can be considered fundamental?

The essence of marketing philosophy lies in its principles. The fundamental one puts the focus not on the ambitions and needs of the producer of services and goods, but on the needs and demands of the consumer. This is the main goal of marketing. However, this declaration, very nice, could not be realized if all the other principles of marketing that determine its technology and management of its activities were not aimed at its implementation. Thus, thanks to them, the main goal of the marketing concept is realized.

Basic principles of marketing

Let us note some of them, the most established.

Concentrating the enterprise's resources on the production of such services and goods that are actually needed by consumers in the market segments chosen by the enterprise.
Understanding the quality of services and goods as the extent to which they satisfy the needs for them. Therefore, unnecessary services (goods) cannot be considered quality. In addition, any difference in the quality of one service or another from another is not significant in itself, but depending on how significant the need that the service characteristic seeks to satisfy, the measured property.
Consideration of needs in a broad rather than narrow sense, including beyond the framework of known, traditional ways of satisfying them.
Focus on reducing overall consumer costs, as well as taking them into account in pricing, in other words, dominating the consumer’s selling price over the selling price.
Preference for a method that actively generates demand and anticipates it, rather than reactive.
The predominance of orientation towards the long-term perspective.
Continuous collection of information on market reactions and conditions and analysis of the data obtained.

Specifics of open and closed marketing systems

Describing the essence and goals of marketing, we will indicate their specificity in open and closed systems. In open marketing systems, every new contract, agreement, act of exchange that was completed in line with marketing must bring income and/or other additional benefits to society as a whole, and not just to direct participants (if not to the whole society, then at least significantly wider groups and strata than the participants in a particular transaction themselves). Thus, marketing goal setting includes an external effect, a socially significant one - externality. In closed systems, the self-development of systems and the stability of their existence depend on the presence of internal competition, as well as isolation from external competitors.

We hope that now you have become closer to the concept of marketing. Marketing goals, as you can see, are quite broad, and their implementation is important for every enterprise.

Marketing is a type of human activity aimed at satisfying needs through exchange.

Marketing- a social and managerial process aimed at satisfying the needs and requirements of both individuals and social groups through the creation, supply and exchange of goods and services.

Marketing is making a profit from.

Marketing— a market concept for managing the production and marketing activities of an enterprise, aimed at studying the market and specific consumer requests.

What is marketing? Many people believe that marketing is just about sales. And this is not surprising: every day we are bombarded with hundreds of advertisements, newspaper advertisements and sales messages. However, advertising and sales are nothing more than components of marketing. They exist as two integral components of marketing.

Marketing is a process that involves predicting the needs of potential buyers and satisfying these needs by offering appropriate goods - products, technologies, services, etc.

TO main types of marketing activities relate:

research (consumer, product, market);
R&D (coordinated with marketing activities);
planning;
price policy;
package;
complex of marketing communications (media advertising, public relations, sales promotion, direct marketing);
sales activities (work with the staff of the distribution network, trainings, control, organization of special sales systems, measures to optimize local sales, etc.);
developing a system for distributing goods to sales points;
international operations;
after-sales service.

Marketing Goal

The goal of modern marketing is not a sale or in any way (including deceiving the buyer), but .

Marketing Goal- attract new clients by promising them the highest quality, and retain old clients by constantly satisfying their changing needs.

The main task of marketing- Understand the needs and demands of each market and select those that their company can serve better than others. This will allow the company to produce higher quality products and thereby increase sales and increase its income by better satisfying the needs of target customers.

Marketing begins long before the company has a finished product. Marketing begins with managers identifying people, calculating their intensity and volume, and determining the company's ability to satisfy them. Marketers continue to work on products throughout their entire life cycle. They try to find new consumers and retain existing ones by improving the consumer properties of the product and using sales reports and feedback for this purpose. If a marketing specialist has done a good job - correctly understood the client's needs, created a product that meets the buyers' requirements, set a reasonable price, distributed the product correctly and carried out an advertising campaign, then selling such a product will be very easy.

Marketing is the social and managerial process by which individuals and groups satisfy their needs and wants through the creation and exchange of goods that have consumer value.

To explain this definition, it is necessary to consider several concepts directly related to marketing:

- a sense of need to satisfy basic needs
and - a specific form of satisfying human needs
demand - the need for certain goods, expressed in a person’s ability to purchase them
- the consumer’s assessment of the ability of the product as a whole to satisfy his needs
- the act of purchasing some desired product for something offered by another party.

Marketing Principles

In modern economic practice, the organization’s relationship with the majority of market participants should be built on the principles of marketing.

Basic principles of marketing:

Scientifically practical market research and production and sales capabilities of the enterprise.
Segmentation. Its meaning lies in the fact that the enterprise identifies the most acceptable market segment (a homogeneous group of consumers), in relation to which it will conduct market research and promote the product.
Flexible response from production and sales involves rapid change depending on changing market requirements, elasticity of supply and demand.
Innovation involves improving and updating products, developing new technologies, introducing new methods of working with consumers, entering new markets, updating advertising, new, new sales methods.
Planning involves the construction of production and sales programs based on market research and market forecasts.

Thus, marketing should be considered as an economic, social, managerial and technological process based on the following basic principles:

constant study of the state and dynamics of the market;
adaptation to market conditions, taking into account the requirements and capabilities of end consumers,
active formation of the market in the directions necessary for the organization.

Managing the behavior of an organization based on the principles of marketing should ensure work in a dynamic, continuous (ring) mode, ensuring the organization's flexibility and adaptability to turbulent changes in the market environment.

The goal of managing the behavior of an organization based on the principles of marketing is to determine promising areas of the organization’s activity in the market that provide the organization’s competitive advantages with minimal expenditure of resources.

Main objectives of marketing:

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

Functions and types of marketing

Main functions of marketing:

planning;
organization;
coordination;
motivation;
control.

Additional features unique to marketing:

comprehensive market research (detailed study);
analysis of the production and sales capabilities of the enterprise;
development of marketing strategy and program;
implementation of product policy;
implementation of pricing policy;
implementation of sales policy;
communication policy;
organization of marketing activities;
control of marketing activities.

Types of Marketing

Depending on the scope and object of application, the following types of marketing are distinguished:

Domestic marketing: sales of goods and services within the country.
Export marketing: additional research into foreign markets and sales services for effective exports.
Import marketing: a special type of market research to ensure highly effective purchasing.
Scientific and technical marketing is associated with the sale and purchase of the results of scientific and technical activities (patents, licenses).
Direct investment marketing: studying the conditions for investing capital abroad and attracting foreign investment.
International marketing: selling or purchasing goods from a national enterprise of another country.
Nonprofit Marketing: Creating positive public opinion about specific individuals, organizations, places, or ideas.

Conditions of demand and marketing tasks

Demand can be: negative, absent, hidden, falling, irregular, full, excessive, irrational.

Negative demand caused by a negative attitude of buyers towards a product or service. The task of marketing in these conditions is to analyze why the market dislikes the product, and whether a marketing program can change the negative attitude towards the product by redesigning it, lowering prices and more active promotion.

Lack of demand. Target consumers may be uninterested or indifferent to the product. The task of marketing is to find ways to link the inherent benefits of a product with the natural needs and interests of a person.

Hidden demand- this is when many consumers cannot satisfy their desires with the help of goods and services offered on the market (harmless cigarettes, more economical cars). The task of marketing is to estimate the size of the potential market and create effective products and services that can satisfy demand.

Falling demand. The task of marketing is to analyze the reasons for the drop in demand and determine whether it is possible to stimulate sales again by finding new target markets, changing product characteristics, etc.

Irregular demand(fluctuations on a seasonal, daily and even hourly basis): - rush hours for transport, overload of museums on weekends. The task of marketing is to find ways to smooth out fluctuations in the distribution of demand over time using flexible prices, incentives and other incentive techniques.

Full demand. Such demand usually occurs when the organization is satisfied with its sales turnover. The task of marketing is to maintain the existing level of demand, despite changing consumer preferences and increasing competition.

Excessive demand- this is when the level of demand is higher than the ability to satisfy it. The goal of marketing, referred to in this case as “demarketing,” is to find ways to temporarily or permanently reduce demand, rather than eliminate it.

Irrational demand, i.e. demand for unhealthy goods and services; cigarettes, alcoholic drinks, drugs, etc. The challenge of marketing is to convince such hobbyists to give up such habits.

Marketing as a market management concept

All companies want to succeed. Many factors are important for the prosperity of a company: the right strategy, dedicated employees, a well-established information system, and accurate implementation of the marketing program. However, today's successful companies at all levels have one thing in common - they maximally consumer-oriented and all work is based on marketing. All of these companies are dedicated to one goal: understanding and meeting consumer needs in clearly defined target markets. They encourage every employee in their company to create the highest customer value by ensuring complete customer satisfaction. They know that only this approach will allow them to achieve the desired market share and profit.

Yet it is marketing departments, more than other departments, that care about consumers. Customer creation and satisfaction is the essence of today's marketing theory and practice.

Some people believe that only the work of large companies operating in Germany is based on marketing. In fact, marketing is the most important component of the success of any company, large or small, commercial or non-profit, national or international. In the business sector, marketing has found its application primarily in companies that produce packaged consumer goods, consumer durables, and industrial goods. In recent decades, service companies, especially airlines, insurance and financial institutions, have also begun to use marketing in their activities. Some professionals in private practice (lawyers, accountants, doctors, architects, etc.) also became interested in marketing and began to actively use its techniques. Marketing has become an integral part of the strategies of many non-profit organizations, including colleges, hospitals, museums, philharmonic societies and even churches.

Today marketing is widely used in all countries of the world. Most countries in North and South America, Western Europe and Southeast Asia have widely developed marketing systems. Even in Eastern Europe and the former Soviet republics, where the very word “marketing” sounded unusual until recently, significant political and social changes have created the conditions for the introduction of marketing. Economic and political leaders in most countries of the former socialist camp strive to study everything related to modern marketing practices.

You already know a lot about marketing – it’s all around you. You see the results of marketing - this is an abundance of goods on store shelves. Marketing is advertising that fills TV screens, magazines, newspapers and even penetrates your mailbox. At home and at school, at work and during play, marketing is everywhere, no matter what you do. Marketing is more than that, something an attentive buyer can notice. Behind him is a vast network of people vying for your attention and money. In the manual you will find a more complex, scientific definition of the basic concepts and practical techniques of modern marketing. In this chapter, we will begin by defining marketing and its underlying concepts; We will find out what philosophy underlies the theory and practice of marketing; Let's discuss some of the main challenges that marketing faces as it evolves.

What is marketing

What does the term "marketing" mean? The goal of modern marketing is not sales according to the principle “if you don’t lie, you don’t sell,” but customer satisfaction. Some people believe that marketing is just about advertising and selling. And no wonder: every day we are bombarded with hundreds of television commercials, newspaper advertisements, sales letters and sales messages. Someone is always trying to sell us something. It seems that not only death and taxes, but also sales have become inevitable.

So you might be surprised if we tell you that selling and advertising are just the tip of the marketing iceberg. Although these two components are very important, they are no more than components of the marketing mix, and often not the most important ones. If a marketer has worked hard to understand the customer's needs, created a product that provides superior customer value, charged a reasonable price, distributed the product correctly, and advertised it effectively, then selling that product will be very easy.

Everyone has heard of the so-called hot-selling products. When Sony created its first Walkman, Nintendo offered its first video game console, and The Body Shop released its unique cosmetics, these products received a huge number of orders. This is explained by the fact that companies managed to offer the “right” products. Not just products that many people would like to buy, but products that open up new opportunities. Peter Drucker, one of the leading management theorists, states: “The goal of marketing is to know and understand the customer so that the product or service precisely meets his requirements and sells itself.”

Thus, sales and advertising are only part of a rather complex "marketing mix" - a set of marketing tools that influence the market. We define marketing as the social and controlled process by which individuals and groups satisfy their needs and wants through the creation of products by and with each other. To explain this definition, we will consider the following concepts: , and ; goods; customer value, satisfaction and quality; exchange, transactions and relationships; market.

Markets

Market is a collection of existing and potential buyers of a product. These buyers have common needs or requests that can be satisfied through exchange. Thus, the size of the market depends on the number of buyers who need a product, have the resources to make an exchange, and are willing to offer these resources in exchange for the product they need.

Rice. Market relations

Initially, the term “market” meant a place where buyers and sellers could make their transactions (such a place was, for example, the central square of a settlement). Economists use the term "market" to mean a collection of buyers and sellers who engage in transactions for the purchase and sale of goods of a certain type; there is, for example, a real estate market or a grain market. Marketers, however, view sellers as representatives of production and buyers as representatives of the market. The relationship between production is shown in the figure above. Sellers and buyers are connected by four streams: sellers supply goods, services and messages to the market; in return, they receive money and information from buyers. The inner cycle shows the exchange of money for goods; external - exchange of information.

The modern economy is based on the division of labor, in which each producer specializes in the production of a certain product, receives money for it and uses it to buy everything necessary for production.

Consequently, the modern economy consists of many markets. The manufacturer turns to the resource market (raw materials market, labor market, foreign exchange market), acquires resources, turns them into goods and services, sells them to an intermediary, who sells them to the consumer. The consumer sells his labor and receives a salary for it, which he spends on paying for goods and services. The state also participates in market relations, and plays several important roles at once. It buys goods from markets for resources, producers and intermediaries; pays them; collects taxes from these markets (including the consumer market); provides necessary public services (provided by government agencies and public utilities). Thus, the economy of each country and the economy of the whole world is a complex set of markets that are interconnected by exchange processes.

The market is perceived not only as a place where seller and buyer actually meet. Thanks to modern means of communication and transportation, a merchant can freely advertise his goods on television in the evening, take orders from thousands of consumers over the telephone, and send goods by mail the next day without coming into physical contact with buyers.

In business, the term “market” is used to designate a group of consumers united along some characteristic. We can mention, in particular, the market of needs (one of these markets is created, for example, by consumers who care about their health and want to receive exclusively high-quality goods); product markets (for example, the consumer electronics market); demographic markets (for example, teenagers or “baby boomers” - people born in the 50s during the “baby boom”, i.e. a sharp increase in the birth rate in the United States); geographic markets (United States of America or Western Europe). This concept is used not only to refer to specific consumer groups. For example, the labor market consists of people who offer their labor power in exchange for wages or goods. Various organizations, including employment agencies and recruitment consulting firms, emerge in the labor market to facilitate its functioning. Financial markets are of great importance because people have needs such as borrowing and lending, saving and saving their money.

Modern Marketing

The concept of markets finally brings us to a more complete definition of marketing. Marketing means the management of the market for the purpose of carrying out exchanges to satisfy human needs and demands. So, we are back to our definition of marketing as the process by which individuals and groups obtain what they need and want through the creation of goods and consumer value and the exchange of them with each other.

Exchange processes do not occur on their own. Sellers must search for buyers, identify their needs, create quality goods and services, promote, store and deliver them. Product development, market analysis, communications, distribution, pricing and service are the main marketing activities. We are accustomed to thinking that marketing is mainly carried out by the selling side, but buyers, it turns out, also take part in it - when they are looking for new products at affordable prices. Purchasing agents are also involved in marketing, searching for sellers with whom they can make profitable deals. A seller's market assumes that the seller has more power and the buyer is a more active participant in the market. In a buyer's market, the buyer has more power and the seller must be an active participant in the market.

The figure below shows the main elements of a modern marketing system. In a standard situation, marketing involves serving the end consumer market in a competitive environment. The company and its competitors send their products and information about them to end consumers, either directly or through marketing intermediates (intermediaries). All actors in this system are influenced by the same environmental factors (demographic, economic, environmental, scientific and technical, political and legal, socio-cultural). We will take a detailed look at all the factors influencing decision making in marketing.

Rice. The main characters and forces in the modern marketing system

Each component of the marketing system contributes to the creation of customer value. Thus, a company's success depends not only on its own actions, but also on how well the needs of the end consumer are met by all links in the chain. IKEA would not be able to provide customers with the low prices it promised if its suppliers were selling products at exorbitant prices. And Toyota wouldn't be able to offer consumers high-quality cars if its dealers didn't provide excellent customer service.

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