Service businesses need to be able to retain existing customers and attract new customers by building trust through variety and promotions. There are many ways to promote services. Some companies use no more than one strategy, while others may use a range of methods to achieve different marketing goals. Regardless of the size of your business or range of services, strong advertising strategies should help your company to strengthen your position and stand out from the competition.
Of course, many service businesses are small (for example, repair shops or hairdressers) and do not use formal promotion methods. There are also a huge number of companies in the professional business services (B2B) market, such as accounting and law firms who still think that using marketing in their practice is unprofessional. Despite this, it is advisable for you to understand that current trends cannot be ignored. It is necessary to build business plans and formulate ways to implement them.
It is necessary to understand and clearly define the goals of promotion
The objectives of the marketing strategy should be aimed at consumers: customers, intermediaries, employees or competitors. After formulating promotion goals, you should understand which ones you will bet on. These can be personal selling, active online and offline advertising, promotions and discounts for sales promotion, PR or direct marketing.
When designing a strategy, you should be able to answer the following questions:
- how your services should be perceived by the consumer
- what quality will be added to the service
- when the campaign should start
- how long will it last
- what benefit do you expect
- and how your strategy will be differentiated from those of your competitors.
It is necessary to understand the importance of the interaction of internal and external communications of the company
Conducting regular audits own company, confirming each time their strengths and by identifying flaws and threats from the market, you will keep your finger on the pulse of the business. Before starting the promotion, it is important for you to understand the path of the advertising message from the company to the consumer, to take into account the possibility of its distortion. Some of the clients misunderstood something. Some of the staff didn't say anything. All this is the result of the organization of internal and external communications within the company.
After deciding on the purpose of promotion, it is necessary to bring them to the staff of the enterprise. Each employee must understand their tasks in the promotion strategy you are implementing.
It is necessary to clearly formulate a promotion strategy
Entrepreneurs sometimes complain about the difficulty in differentiating their services. Indeed, a dentist may wonder how he can stand out from other excellent dentists. In this situation, at first glance, a tempting idea may arise - I will compete on price. But often this option ends badly for the business, as competitors can jump into this game and cut their prices. An alternative to price competition is to develop the most differentiated commercial offers, ways of providing services, visual differences of the brand and / or quality of service.
Offering a unique selling proposition to the market
The client's expectations are based on a package of basic, basic services. You can add an additional service function to this. For example, a cafe may offer free internet access and comfortable sofas for patrons. Be innovative when creating related services.
Ways to provide services
A service company can become more attractive if it adapts to the needs of customers and changes its work schedule or methods of service delivery, for example. If there are complaints about the speed of service, it is necessary to change the technology of service.
Business branding
Autonomous educational institution of higher professional education
Leningradsky State University named after A. S. Pushkin
TEST.
MARKETING.
Topic: Principles, functions and methods of marketing .
(question number 3)
Specialty "SKS and T" 607(5.5)
Completed by Ogneva O.A.
checked
St. Petersburg
Introduction…………………………………………………………………….…….3
1. Theoretical basis and essence of marketing…………………..…………5
1.1 History of marketing development in Russia……………………………………..5
1.2 The essence of marketing. Modern concept……………………………8
2. Basic principles of marketing…………………………………………….13
3. Marketing methods………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….
3.1 The main methods used in marketing………...…………………18
3.2 Method of focusing on a product, service, product…………………………..22
3.3 Expert Methods in marketing………………………………………….25
Conclusion………………………………………………………………………….31
List of used sources……………………………………………33
Introduction
Not a single, even the most faithful, business moves without advertising. Usually they think that a good thing and so it goes. This is the most wrong opinion. Advertising is the name of the thing. Advertising should endlessly remind about every, even wonderful thing. Think advertising!
Today we all need to understand marketing. Whether we're selling a car, looking for a job, raising money for a charity, or promoting an idea, we're marketing. We need to know what the market is, who operates on it, how it functions, what its needs are.
The market is a complex phenomenon that develops in accordance with economic laws and has a complex hierarchically built structure. The market involves millions of legal and individuals entering into a sale-purchase relationship. In the market, both in economic and geographical space, a huge mass of various goods exchanged for money moves. In order to understand the operation of the market mechanism, to understand what the market situation promises to the entrepreneur - profit or ruin, it is necessary to ensure the "transparency" (informativeness) of the market and predict its development. The entrepreneur is interested in limiting the fact that the market is ordered, and market operations are based on certain scientific principles that would optimize costs and plan appropriate profits.
Knowing marketing allows us to be smarter as consumers, whether it's buying toothpaste or a new car.
Marketing is one of the fundamental disciplines for market professionals such as retailers, advertisers, marketing researchers, new and branded product managers, and the like.
They need to know how to describe the market and break it down into segments; how to assess the needs, requests and preferences of consumers within the framework of target market; how to design and test a product with the consumer properties necessary for this market; how to convey to the consumer the idea of \u200b\u200bthe value of the product through the price; how to choose skilled intermediaries so that the product is widely available and well presented; how to advertise and promote a product so that consumers know it and want to buy it.
On the this moment there is a mass of all kinds of literature on marketing in Western countries, and a huge long-term experience has been accumulated on the functioning of the marketing system. But due to the fact that marketing in Russia functions in specific conditions, today there are very few monographs by domestic authors on marketing in which one could find competent, deeply thought-out, calculated proposals for creating a Russian marketing system that meets our Russian realities.
In this paper, an attempt is made to identify the basic principles of marketing, to consider the main patterns of the existence of marketing, and also to consider marketing methods in the Russian Federation.
1. Theoretical foundations and essence of marketing
1.1 History of marketing development in Russia
There are several periods in the development of Russian marketing.
1. 1880-1917 - the rapid development of the industrial potential of Russia on the basis of entrepreneurship. In practice Russian entrepreneurship This period used many elements of marketing. In particular, entrepreneurs made extensive use of print and wall advertising. A flexible pricing policy was pursued, various elements of sales promotion were used, and the packaging industry was developed. However complete system marketing in Russia did not exist.
2. The development of the theory and practice of marketing in Russia was almost completely interrupted in 1917.
3. From 1922 to 1928 - thanks to the NEP - entrepreneurship began to develop in Russia again, which needed the use of marketing. There were several scientific organizations dealing with marketing problems, in particular the Market Institute in Moscow. Resumed teaching elements of marketing in commercial schools.
4. Since 1929, the development of marketing in Soviet Russia again comes long break. The period during which even the word marketing itself was forgotten lasted until the end of the 50s.
5. With the beginning of the so-called "Khrushchev thaw", Soviet economists remembered marketing. The object of their study was the theory and practice of marketing with a developed market economy. Publications with an analysis of this experience appeared in the Soviet press. Almost one hundred percent of these publications gave an unambiguously negative assessment of the theory and practice of marketing. In publications, marketing was interpreted as a means of increasing the exploitation of workers, a way of exchanging consumers.
6. Late 60s - early 70s. - ignorance of the basics of marketing by foreign trade workers in Soviet Russia led to unfortunate failures in foreign trade. This prompted the top leadership of the country to start training domestic specialists who are proficient in marketing, to conduct their own scientific research in this area. They began to train specialists only in international marketing. Domestic marketing specialists began to be trained first abroad, then in Russia. Annually state system trained 200-300 marketing specialists. There are some specialized printed editions for international marketing.
7. In 1985-1986, activities in the field of international marketing intensified. In 1987, as part of the All-Union Association "Soyuzpatent" of the Chamber of Commerce and Industry (CCI) of the USSR, a consulting center was created to provide qualified marketing services to Soviet enterprises. Intermediary firms and commercial companies emerged with the share capital of Soviet organizations providing marketing services for the export of various, standard engineering products (cars, electric motors, tractors, etc.). On the basis of the All-Union Association "Vneshtorgreklama" of the Chamber of Commerce and Industry of the USSR, the All-Union Center for the provision of a range of advertising services was created.
If enterprises engaged in the production of goods for the foreign market were forced to engage in marketing, then enterprises oriented to the domestic market in marketing needed little. In 1988, the All-Russian Research Institute of Market Research and Demand conducted a survey that showed that 80% of the surveyed industrial enterprises did not study the market at all. Only 7% hold individual events no more than once every three years (mainly in the field of advertising, branded trade, new products, etc.). Of the businesses that did not engage in market research at all, 75% cited lack of interest as the main reason. Of these enterprises, 83% were firmly convinced that the study of the market and demand is the task of only trade. (4; p. 246)
However, against the backdrop of this generally unfavorable situation for marketing in the late 80s, there were some positive aspects. These positive moments are associated, first of all, with a decrease in the influence of the state on the economy, providing greater independence to enterprises.
Difficulties with sales forced the company to engage in market research and marketing of its products.
A somewhat more gratifying picture in the late 1980s was the advertisement. It was during this period that it began to develop rapidly in the domestic market. Advertising has penetrated the central and local television and radio, which have become, along with some central newspapers and weeklies.
8. At the turn of 1992 - 1993, changes took place in the Russian economy, which allow us to speak about the beginning of a new stage in the development of Russian marketing. On the one hand, Russia's macroeconomic indicators continued to deteriorate. But on the other hand, the reforms launched by the government of Y. Gaidar led to a qualitatively different character economic relations in Russian economy, and to the point where marketing becomes essential to most businesses.
9. Two main factors contributed to the development of marketing - a privatization and falling effective demand. The price liberalization initiated in January 1992 (excluding energy prices) resulted in the devaluation of the monetary savings of the majority of the population. The composite consumer price index for 1992 increased 26 times. About 40% of the population found themselves below the poverty level (on the consumer basket, which includes durable goods) and about 20% below the physiological minimum. Due to this, even with a decrease in production volumes, distribution channels were saturated with goods.
All these factors, plus the more real threat of bankruptcy (a presidential decree on bankruptcies was issued), forced enterprises to resort to marketing.
1.2 The essence of marketing. Modern concept
There are many definitions of the concept of marketing. The American Marketing Association gives this: The process of planning and inventing, pricing, promoting and realizing ideas, goods and services through exchange that meets the goals of individuals and organizations is called marketing.
Marketing is not a one-time event, but is a process unfolded over time, covering the entire sequence of actions - from the inception of an idea to implementation. The purpose of this process is to focus on meeting the goals of consumers.
The task of marketing is to study the needs and potential of the market and create new products that best meet the identified needs, both actual and potential.
Thus, marketing includes consumer analysis, focus on creating products that meet consumer needs, and developing solutions for adapting products when the market situation changes.
In a narrow sense, from the position of the head of a manufacturing organization, marketing is a system of activities that includes research, analysis, planning and development of projects designed to meet consumer demand, operational management of the production and sale of products that best meet consumer needs in order to ensure effective implementation results of the organization's performance and thus ensure the achievement of its organization's objectives.
The goals of this organization can be different: increasing profits or foreign exchange earnings, penetrating a new market, optimizing performance indicators, etc.
The concept of "market" leads us, finally, to the final concept of the cycle - "marketing". Marketing is a human activity, one way or another related to the market. Marketing is working with the market for the sake of making exchanges, the purpose of which is to satisfy human needs and requirements. The basis of marketing activity is such activities as product development, research, communication, distribution, pricing, service deployment.
Marketing activities should provide:
* reliable, reliable and timely information about the market, the structure and dynamics of specific demand, the tastes and preferences of buyers, that is, information about the external conditions for the functioning of the company;
* the creation of such a product, a set of products (assortment), which more fully meets the requirements of the market than the products of competitors;
* the necessary impact on the consumer, on demand, on the market, providing the maximum possible control over the scope of sales.
The marketing function includes an action that facilitates the process of marketing and selling products. The marketing function combines the following sub-functions:
· marketing research;
· planning of policy in the field of release and assortment of production;
· pricing;
promotion of goods;
merchandising and marketing;
marketing management.
Distinguish between domestic and international marketing. Domestic marketing includes local marketing, when a firm enters a local market with a product. National marketing involves the company going beyond the region where it is located, and activities throughout the country.
International Marketing starts with a simple export activity, then includes the creation of subsidiaries, branches, branches in foreign countries and ends with the creation international corporations with branches scattered all over the world.
The highest point in the development of international marketing is global marketing, which involves the free movement of goods, labor and capital around the world.
By type of activity are distinguished:
· innovative marketing (in the field of development and implementation of innovations, achievements of scientific and technological progress, know-how);
· industrial marketing(in the field of production and satisfaction of the need for industrial products);
service marketing.
The type of marketing is also determined by the state of demand. From this point of view, the following types of demand are distinguished: negative, hidden, falling, irregular, high-grade, excessive, irrational and lack of demand.
Marketing activity can be presented in the form of a constantly renewed marketing cycle. Any marketing activity on rank e tsya from information and analytical research, on the basis of which strategic and current planning is carried out, a program is developed to create and launch a new product on the market, channels for the movement of goods from the manufacturer to the consumer with the participation of resellers (distributors) are formed, an advertising campaign is organized and other actions are carried out to promote goods to the market, and finally, at the final stage, the effectiveness of marketing activities is evaluated (Fig. 1).
There is a sectoral differentiation of marketing, which, while maintaining the unity of its goals and principles, allows you to solve specific problems inherent in each sector of the economy and sphere of social life. Naturally, the features of the product created in the industry and the forms of its consumption affect.
Rice. 1 Stages of the marketing cycle
The following types of marketing can be named:
Production marketing (including industrial, construction, and rare), the main objectives of which are: finding a sales market, assessing its capacity, justifying a production and investment program, developing a new product that meets consumer requirements in terms of quality, self-certification and evaluation of the competitiveness of a product ;
Sales marketing, the main objectives of which include: distribution and formation of a distribution channel, organization of marketing and sale of goods, movement and storage of goods (logistics), study and forecasting of consumer demand, creation of a system of trading and post-trade service;
Marketing of the service sector, where the goals of production and trade marketing are combined (since the production, sale and consumption of services are concentrated in time and space), but at the same time there is its own specificity (the intangibility of services, the inability of services to be stored, etc.);
Marketing of an intellectual product (including marketing of an information product and information technologies), when the product may have an intangible form and special forms of its implementation and service are used;
International marketing, the subject of which is foreign economic activity;
Marketing of a financial and credit product and insurance business, as well as marketing of securities, the product of which are various forms of exchange and financial activities.
In addition, there is the marketing of some specific markets, in particular the labor market and the education market. Marketing techniques and methods extend to non-market areas, such as political life, social relations, art and culture.
2. Basic Marketing Principles
Marketing Principles - this is fundamental provisions, circumstances, requirements that underlie marketing and reveal its essence and purpose. The essence of marketing, as shown above, is that the production of goods and the provision of services must be oriented to the consumer, to demand, to the constant coordination of production capabilities with market requirements. In accordance with the essence of marketing, the following basic principles are distinguished:
1) produce only what the consumer needs;
2) enter the market not with the offer of goods and services, but with the means of solving consumer problems;
3) organize the production of goods after the study of needs and demand;
4) to concentrate efforts on achieving the final result of the production and export activities of the enterprise;
5) use the program-target method and an integrated approach to achieve the set goals, which involves the formation of marketing programs based on the use of a complex of marketing tools, their combinations, and not individual marketing actions, since only marketing tools taken in interconnection and interdependence can provide a synergistic effect ;
6) apply the tactics and strategy of actively adapting the production of goods to the requirements of the market with simultaneous targeted impact on it in order to cover all the links in the chain of promotion of goods to the consumer with marketing;
7) focus the activities of the enterprise as a whole and the marketing service in particular not on a momentary result, but on a long-term perspective of effective communications based on the implementation strategic planning and forecasting the behavior of goods on the market;
8) take into account the social and economic factors of production and distribution of goods at all stages of their life cycle;
9) remember the primacy of the market (but without opposing it) in relation to the plans of organizations and industries;
10) adhere to the interaction and intersectoral coordination of plans in order to balance supply and demand;
11) strive for activity, offensiveness, in certain situations, aggressiveness in the process of searching and forming competitive advantage and image of the enterprise or goods on the market.
Nozdreva R.B., Tsygichko L.I. note that “marketing is characterized by the following fundamental provisions, or principles:
1) deep and comprehensive scientific and practical research of the market and the economic situation, as well as the production and marketing capabilities of the enterprise;
2) market segmentation;
3) flexible response of production and marketing to the requirements of active and potential demand;
4) innovation;
5) planning” (9; p.8-9)
Here, the representation of the "basic principles of marketing" looks quite reasonable, but, again, the list is not complete enough and not entirely accurate: since the criteria for highlighting certain principles are not quite clear.
In the book: "All About Marketing: A Collection of Materials for Heads of Enterprises, Economic and Commercial Services ..." gives the initial definition of what "principles of marketing" are in general - these are "the main features of marketing as a system for managing trade and production activities"; it is determined what the principles of marketing are - they “reflect the essence of marketing, follow from its modern concept and imply the effective achievement of goals marketing activities»; finally, the “basic principles of marketing” themselves are listed, to which the authors include:
1) production of products based on accurate knowledge of the needs of customers, the market situation and the real capabilities of the enterprise;
2) the most complete satisfaction of the needs of the buyer, providing him with means or a set of means for solving specific problems (an alternative principle is the production of goods and services with the subsequent search for sales);
3) effective sale of products and services in certain markets in the planned volumes and on time;
4) ensuring the long-term effectiveness (profitability) of the production and commercial activities of the enterprise, which implies a constant backlog of scientific and technical ideas and developments for the production of market novelty goods;
5) the unity of the strategy and tactics of the manufacturer in order to actively adapt to the changing requirements of customers while influencing the formation and stimulation of needs (6; p.4)
So, if we analyze all the above definitions of the "basic principles of marketing" by different authors, then, as we see, these "principles of marketing" are not something sufficiently unified and well-established, and if we talk about the totality of the principles of marketing in general, then they In general, they carry a contradictory meaning, acquire, if we take the "systemic context" - each author has a contradictory character.
Nevertheless, if we proceed from the proposed “systemic context” of marketing principles, then it is easy to notice something in common in the presented definitions of the set of “basic marketing principles”, namely:
The need to know customers and their needs;
The need to know the market situation in a particular sector (segment) of the market;
The desire to satisfy the needs, requirements and demands of customers;
Availability of production flexibility based on precise knowledge target segment"their" market;
The need for innovation (for example, the creation of a new product);
The need for planning for different time horizons: building marketing programs in the long-term, medium-term, short-term aspects, planning their "linkage";
The need to implement the adopted marketing decisions (mainly short-term tasks to achieve the desired levels of sales in various markets);
Promotion of goods and services;
Implementation of various forms of information, persuasion or reminder of one's goods, services, company, brand, etc.
A sufficient number of “principles of marketing” are being “recruited” that need to be somehow identified and comprehended.
But the following questions may arise, for example: 1. Are there enough marketing principles highlighted? 2. What to do with those marketing principles that are not in the proposed list, but we can assume that they should be?
The answer to the first question posed boils down to the fact that we tried to offer the minimum necessary number of principles used in marketing activities in developed capitalist countries. The answer to the 2nd question posed boils down to the fact that almost any " new principle"marketing" can be either "integrated" into this list, or "added" to the existing ones.
Also, marketing uses the principle of rolling planning, which provides for the current sequential adjustment of indicators.
For example, if the program is drawn up for 5 years, then adjustments should be made annually, and for Russian conditions even more often, since political and economic instability are reflected in any market and the achievement of certain quantitative indicators (profit volume, market size, etc.). ) directly depend on constantly changing tax rates, inflation, payments wages in various regions social programs government, decrees on the prohibition of certain types of advertising, etc. Therefore, it is necessary to include in the plans some financial and resource "pillows" - reserve funds in case of unforeseen circumstances.
Another marketing principle is the principle of multivariance, which is used both in the development of marketing programs and in-house development plans, i.e., the relevant services prefer to prepare not one, but several options for a marketing program and plan (usually 3 options - the minimum or worst , optimal, most probable, and maximum or best).
Despite the variety of principles, marketing adherence to the following five main ones is accepted:
1) the production and sale of goods must meet the needs of buyers, the market situation and the capabilities of the company;
2) full satisfaction of the needs of customers and compliance with the modern technical and artistic level;
3) presence on the market at the time of the most effectively possible sale of products;
4) constant updating of manufactured or sold products;
5) the unity of strategy and tactics for a quick response to changing demand.
3. Marketing Methods
3.1 Basic methods used in marketing
In marketing, as in any other science, a certain set of methods is used. The method, as you know, is understood as a system of methods and techniques of a particular type of activity.
Many marketing methods are borrowed from other fields of knowledge . Especially from those such as sociology (questionnaires, "panel" surveys, etc.) and psychology (psychological tests, motivational analysis). In marketing research, anthropological methods have also been used, which allow, based on the knowledge of national cultures and the standard of living of different peoples, to better study the market environment.
In any case, there are specific approaches to organizing a marketing service in a company, and market research has become almost a separate, independent science. Also, approaches to planning all the company's activities in such a way as to maximize it have long been developed. market advantages. Unfortunately, many companies, not having the appropriate competence, are limited to sales and "some" advertising. This leads to instructive errors.
In marketing, general scientific methods are implemented that allow:
accumulate, systematize and analyze both secondary (obtained from other researchers and sources) and primary (obtained independently or by special order) information about the market, and, above all, about consumers, competitors, channels for promoting and marketing products, the state of the environment marketing environment and etc.;
Synthesize information, model situations, predict changes (including long-term ones), make an expert assessment of the prospects of certain decisions and actions, including strategy and tactics;
Experimentally obtain market estimates and look for optimal marketing solutions;
· in accordance with the information received, change practices, plan and adjust marketing activities, manage the institution, market behavior, influence the perception of the institution and its products by other market entities.
Marketing uses the information and methods of specific sciences and scientific disciplines, such as:
statistics (primarily statistical data government agencies and public organizations) - to assess the capacity of the market and its segments, the magnitude and trends in demand, etc.;
macro- and microeconomic analysis - to assess the state and prospects for the development of the market, the capabilities of competitors, promotion and sales channels, and their own capabilities educational institution and its partners;
· sociology - to identify and analyze the positions of specific consumer groups and social strata (contact audiences) on issues of interest;
Psychology and psychophysiology - for the same purposes, as well as to test and increase the effectiveness of advertising and other methods and methods of generating demand, influencing the perception of an educational institution by market entities, their decision-making in favor of choosing this institution and its educational institution;
Mathematics - to serve the processes of achieving these goals;
management theory - for the implementation of planning and forecasting, control, regulation, stimulation processes marketing work and all activities of an educational institution, as well as the behavior of market entities interacting with it.
In marketing, specific methods and groups of methods for generating new ideas are also used (in relation to marketing objects, assortment renewal, pricing and price adaptation, content and organization of communications, promotion and sales of goods and services on the market), expert evaluation, content analysis (primarily media), etc.
Most of the listed methods are methods used directly in the course of marketing research. Research accounts for a very significant portion (one-third to one-half) of all marketing activities and budgets. It is all the more important to plan them correctly.
Marketing as a philosophy, including the general orientation of market participants, principles of action and research methods, is implemented in its plans, programs and subprograms (for individual marketing functions), which in turn are long-term (for five or more years), medium and short-term (per year, broken down by quarters).
Marketing methods include:
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 and / 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.
Product distribution and sales planning, including the creation, if necessary, of appropriate distribution networks with warehouses and shops.
Providing demand generation and sales promotion through a combination of advertising, personal selling, non-commercial prestige 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 company's goods, which means the obligation to ensure the proper levels of product safety 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, execution and control of the marketing program and individual responsibilities each participant in the work of the enterprise, assessment of risks and profits, the effectiveness of marketing decisions.
The marketing process involves: the manufacturer of the goods; a marketing department that directly acts on the market (within the framework of our existing enterprise structures, such a department will have to be created); an intermediary (agent, dealer, wholesaler) that ensures the sale of the company's goods on the market (in certain cases, direct contact "marketing department - end consumer" is possible); collective consumer (organization-buyer of industrial goods); retailer (in the case of consumer goods); end consumer (in the case of individual consumer goods - an individual or family; in the case of industrial consumption goods - personnel directly using the product purchased by the collective consumer).
3.2 Method of orientation to a product, service, product
If you have made a great product or can provide the highest quality service, then you can consider that you have done half the work, but no more.
The process of introducing an innovation can only be considered complete when someone else, outside your firm, appreciates what you have done, considers the product or service produced as valuable and significant for their needs. This attitude to work can only manifest itself in the fact that this someone will buy your company's product. But you can buy only what you at least know about, only what you understand, whose merits you know, only what you know how to apply or use, only what you can get satisfaction from. thank yourself.
The newer, more technically perfect the product, the more innovation embedded in it, the more risk you expose yourself by selling your product.
The release of a fundamentally new product that has no close analogues requires a fundamentally new approach to marketing.
This is today one of the most important problems for ensuring the competitiveness of the company. So, for a new type of product, all previously prepared market surveys turn out to be completely unsuitable. After all, it is very difficult to find out from people how passionately they want to buy something that they have never seen before and have not yet needed. For example, the company, after many internal troubles, developed, manufactured and began to sell the product "Post it notes" (which is a pack of sheets for notes), equipped on one side with a thin strip of glue on top. These sheets are conveniently attached to any surface (a useful thing in office work). But the consumer can truly appreciate this product only by opening a pack of small sheets of paper. Only then will he realize that he literally cannot live without them.
Dupont Corporation, like most large companies industrial era, also adheres to the concept of marketing focused on a new product. Over the course of 25 years, at a cost of $700,000,000, she developed Kevlar, a fiber that is stronger than steel and yet more flexible. And only after creating this wonderful product, from which all consumers were supposed to be crazy, the company started looking for customers, determining ways of how to use it. The company's management sincerely believed that their approach, based on large investments and technological breakthroughs, aimed at the long term, would allow the company to succeed in the competition and take a prominent position in the market. In the early 1980s, however, Dupont Chairman Richard Heckert thought there might be another way to achieve this goal. He appointed a group of experts to look to universities and industry around the world for ideas on how best to organize marketing. Out of the group's research, a Dupont leadership document entitled "Strategic Marketing" was born, in which the second type of consumer-oriented marketing was recognized as more important. Usin Smith, international marketing project manager for Kevlar, says: “We tend to invent a product that we think is great and go, 'Hey, here it is! The whole world, hurry up to buy!” In other words, we are used to telling people, “Here is our answer. What will be the questions? Now we say: “Dear consumer, what do you need?” We now make what we can sell. Strategic marketing allows people to work closely with the consumer, to bring their requests and needs into Dupont's existing management system. The strategic marketing approach allows marketing professionals to work with the managers of the firm in one harness, as one team.
“This approach helped us with Kevlar as well. When we already had the product in our hands, our appeal to consumers: "What do you want, anything?" - meant a radical change in the tone of communication and completely changed the attitude towards us in the market. This approach was most directly manifested in production. "(11, p.154)
In the information age, for large firms, the key is not just the development of a fundamentally new product, but the creation of such a product or type of service that would initiate the formation of a new industry. Only in this case the company can count on an acceptable level of production costs and risk reduction.
Only in this case the first type of marketing, focused on the product, will be justified.
And yet, before using such a marketing method within an already established industry, an established market, before incurring production costs, looking for office space, you need to make sure that there are at least a few consumers in the market who want to buy what will be done .
You can reduce risk by first making sure that production increases sales. Then you can create a company, since the first cash has already appeared.
3.3 Expert methods in marketing
The information obtained in the process of an expert survey is not a ready-made expertise, it must be processed, and only after that it can be considered as a solution to the problem.
Most of the marketing phenomena and processes refer to semi-structured systems that cannot be unambiguously described and studied in a formalized way. When analyzing and forecasting such systems, one cannot do without the use of experts. It is here, more than anywhere, that their deep knowledge in this subject area and at the same time intuition based on experience are needed. Erudition is also of great importance, i.e. wide interdisciplinary knowledge of experts.
Expert methods of analysis and forecasting can be both non-formalized, creative, since the analysis procedures do not have clear algorithms and often the expert himself cannot “sort them out”, and “mildly formalized”, based on flexible algorithms.
Group methods for the formation of expertise are very diverse, we will describe the main ones:
1. Method of nominal groups. The method is a kind of transitional variety from an individual survey to a group one. When implementing this method, first, an individual survey of some experts is carried out, and then the results of these interviews are also discussed autonomously and independently of each other by other experts. Experts may agree or disagree with previously expressed opinions, it is necessary that criticism or expression of solidarity be clearly reasoned.
2. Brainstorm. The method is a joint face-to-face discussion of the problem by a group of experts. The method is implemented in two stages. The first stage is called the "conference of ideas", its duration is approximately 1-1.5 hours. During this stage, experts put forward various ideas regarding the interpretation of the analyzed situation and or the forecast of the development of the phenomenon. Ideas are recorded, but not discussed, not criticized. At the same time, ideas can be very different, including “crazy”. The main principle is: what more ideas, all the better. After a break, at the second stage, the ideas are discussed, evaluated, and those of them that are recognized as the most correct are selected. The final verdict on the issue can be adopted by explicit or implicit voting. The procedures for generating and discussing ideas can be more or less formalized.
3. Method "635". The method is a fairly formalized variation of the brainstorming method. This method implies the following regulation of the work of the expert team: the group consists of 6 people, each of whom within 5 minutes must put forward three proposals or make three hypotheses about some aspect of the problem being solved or the situation being analyzed. The ideas of each expert are entered into special forms, which are passed around. After all aspects of the task have been considered and all experts have had the opportunity to speak, there is a discussion and evaluation of solutions and the choice of the most correct one.
4. Critical attack ("carrying" attack). The method is also a variation of the brainstorming method, the fundamental difference is in the critical focus of the discussion. The implementation of the method includes several stages. At the first stage, each member of the expert group offers his own solution to the problem (his interpretation in the analysis of the situation) or his version of the development of events (in the forecast). The solution must be offered with detailed reasoning. Further, each expert should familiarize himself with the opinions of his colleagues and find and argue the maximum possible number of weaknesses in the proposed solutions. At the next stage, the experts come together and take turns discussing all the proposed solutions. The task of each author is to defend his version of the solution, the task of the opponents is to “smash it to smithereens”. Based on the results of the discussion, the experts choose the solution that caused the least criticism and was the most reasonable.
5. Expert focus. The method is one of the forms of joint face-to-face discussion of the problem. Experts comprehensively consider the situation under study, “focus” on it. The main goal is to identify the structure of this problem, to determine, if possible, all the factors that determine this situation, to establish the relationship between them. The discussion is more businesslike than in the classic version of brainstorming, that is, it takes place without excessive "nonsense".
6. Method of commissions. The method also consists in a joint discussion of the problem. The main difference from focusing is the desire to find out what the contradiction between the different options for the proposed solutions is, to find the maximum number of "points of agreement" and come to a consensus.
7. Solution integration method. The method is basically similar to the commission method, but more formalized. The method consists in developing a joint solution to the problem based on identifying the strengths of individual solutions and combining them. The method is implemented in several stages. At the first stage, the experts are presented with a problem, and they consider and solve it independently of each other. Then, in a pre-prepared form, the experts enter their individual decisions, i.e. interpretation of the analyzed situation or a forecast of the development of events. At the next stage, the experts jointly discuss the problem and all proposed solutions in order to identify the strengths of each individual solution, which are also recorded in the form. When presenting individual solutions, variations are possible - either each solution is presented by the author and argued in detail, or the anonymity of the decisions is observed in order to avoid pressure from authorities. Once all solutions have been discussed and the strengths of each have been identified, a synthesized solution is produced by combining the advantages of the individual solutions.
8. Business game. The method can be implemented in different forms. The most common form is modeling the analyzed processes and/or the future development of the predicted phenomenon in different versions and reviewing the data obtained. Development of a procedure for conducting a business game is enough difficult task and should be given serious attention. The following elements of the game should be clearly defined and formally described: goals and objectives, roles of participants, plot and regulations. An important stage of any business game is reflection - analysis of the course of the game and summing up. In this case, reflection consists not only in the analysis of the gameplay itself, but also in the analysis of the results of modeling the phenomenon under study.
9. Method of "court". The method is one of the business games. The discussion of the task is implemented in the form of a trial: a “trial on the problem” is modeled. A "lawyer", "prosecutor", "court", "jury" and other participants in the "process" are chosen. Everyone defends his point of view regarding the analyzed or predicted phenomenon, arguing his statements. The final verdict on the problem under study is determined in two stages: the voting of the "jury" and the concretization of the decision by the "judges".
10. "Consilium". Experts investigate the problem in the same way as doctors examine a patient: the “symptoms” of the manifestation of the problem are determined, the causes of the problem are revealed, an analysis is made, a “diagnosis” is made, and a forecast is given for the development of the situation.
11. "Collective notebook". The method is basically similar to the "individual notebook", but in this case, the notebooks are received by several experts, each of whom knows that he is a member of the expert group. It is possible that at the beginning of the work all the experts get together and they are told about the essence of the problem that has arisen and the task is formulated. Then each expert works with his notebook for a certain time (it is also possible that different experts focus on different sides of the problem). The second stage of the implementation of the examination is that the notebooks are collected, the information is systematized (by the research team or the head of the expert group), and then, in a face-to-face joint discussion of the accumulated and systematized material, the experts come to a solution to the problem.
12. Delphi method. The method is a remote and anonymous survey of the expert group in several rounds with the agreement of the experts' opinions. Experts are invited questionnaires on the problem under study. The degree of standardization of questions can be different (they can be both closed and open, imply both a quantitative and a qualitative answer). Variations are also possible in terms of argumentation and substantiation of expert assessments (which may or may not be mandatory). As a rule, the Delphi method is implemented in 2-3 rounds, and during repeated polls, experts are invited to get acquainted either with the opinions and arguments of each expert, or with an average rating. During the repeated rounds, experts can change their assessment, taking into account the arguments of their colleagues, or they can remain with the same opinion and express reasonable criticism of other assessments. There are various methods for matching expert assessments (taking into account (or without) the qualifications of experts (as weight coefficients), with or without discarding extreme assessments, and others). The Delphi method has very significant advantages, which sometimes make it indispensable. First, absenteeism and anonymity avoid the conformity or orientation towards authorities that could arise if the experts were brought together and they would have to publish their opinion. Secondly, experts have the opportunity to change their minds without the risk of "losing face". (10; p.458)
Marketing analysis and forecasting with the help of experts have both undoubted advantages and quite tangible bottlenecks. Among the advantages, one should especially emphasize the possibility of obtaining unique information that cannot be gleaned from any other sources. The problems of expert surveys are as follows:
1. The complexity of the organization of expertise: the selection of experts in sufficient quantity, quality and conduct a survey.
2. The complexity of the formation of the final examination: the coordination of the obtained data, their analysis and interpretation.
3. Possible subjectivity of experts: experts can be captivated by their ideas and be reluctant to revise their point of view, even if it is wrong.
4. Possible influence on the result of the chosen form of conducting an expert survey (with an open survey, the danger of conformism is high).
5. The high cost of conducting a survey, because both the remuneration of experts and the costs of organizing and conducting an examination are high.
Due to the high cost and complexity of conducting an expert survey, the choice of this method should be strictly justified. It makes sense to involve experts only to solve non-trivial large-scale problems that require an independent, objective assessment of the situation, as well as to develop solutions that cannot be obtained in any other way.
Conclusion
So, we are convinced that marketing is an integral part of the life of society. Marketing is related to all areas of our activity, and therefore, we need to know as much as possible about its laws and specifics.
I want to emphasize once again that market research is necessary, it allows not only to correctly bring a new product to the market, but also to assess the feasibility of this step: it is possible that the product will not be in demand on the market. Price wrong decision may be too high.
Marketing as a form of a program-targeted approach to the organization of the commodity-marketing activity of an enterprise fits quite organically into the emerging economic mechanism.
To implement these tasks, the enterprise must carry out the following activities:
Market research and its elements;
Development and planning of the assortment;
Formation of demand and sales promotion;
Planning and organization of trade and marketing activities.
Each of these functions is of great practical importance, and together they ensure the successful implementation of marketing principles.
The process of product assortment planning is an important stage of marketing activities. Correctly chosen assortment policy- one of the key success factors of the enterprise in market activity.
The use of marketing principles fundamentally changes the existing system, giving it completely new guidelines.
The new planning system should focus on the state of the market and the prospects for its development, on the requirements of customers, be based on the study of the product life cycle, management of the level of competitiveness, innovation policy, pricing policy.
To carry out the basic functions of marketing and coordinate the work of all other services of the enterprise, it is necessary to create a special unit, the number and structure of which depends on the nature of the goods produced, financial and human resources, etc.
For the fruitful implementation of marketing activities in the conditions of our country, there are still many the necessary conditions, for example: legislative acts on many aspects of entrepreneurship. However, individual marketing functions can already be applied today in the current market conditions - to organize a system of marketing research, accounting and analysis of product distribution, a rational sales system, to carry out advertising and promotional activities in order to gain a strong position in the market.
The practice of marketing has a great influence on people acting as buyers, sellers and ordinary citizens. As its goals, such as achieving the highest possible high consumption, achieving the maximum customer satisfaction, providing consumers with the widest possible choice, maximizing the quality of life. Many believe that the goal should be precisely the improvement of the quality of life, and the means to achieve it should be the application of the concept socially ethical marketing. Interest in this activity is growing as more and more organizations in the field of entrepreneurship, in the international sphere, realize how marketing contributes to their more successful performance in the market.
List of sources used
1. Aleshina I.V. "Consumer Behavior": Proc. allowance. - M.: FA-IR-PRESS, 1999. - 384 p.
2. Asaul A.N. Bagiev G.L., “Organization entrepreneurial activity". - St. Petersburg: 2001. - 231 p.
3. Bagiev G.L., Tarasevich V.M., Ann H. “Marketing”. - M.: Economics, 2001. -703 p.
4. Berezin I.S. "Marketing Analysis: Principles and Practice, Russian Experience". - M.: Eksmo Publishing House, 2002. - 400 p.
5. Bronnikova T.S., Chernyavsky A.G. "Marketing: Tutorial» - Taganrog: Publishing House of TRTU, 1999
6. "All about marketing": A collection of materials for business leaders, economic and commercial services. M. : Azimut-center, 1992. - 248 p.
7. Ilyin V.I. "Consumer Behavior" - St. Petersburg: 2000. - 224 p.
8. Kotler F. Fundamentals of marketing. Short course»: Per. from English. - M.: "Williams", 2007. - 656 p.
9. Nozdreva R.B., Tsygichko L.I. "Marketing: How to win in the market". - M.: FiS, 1991. - 304 p.
10. Pankrukhin A.P. "Marketing: a textbook for students" - M .: 2007. – 656 p.
11. Cherenkov V.I. International Marketing: Proc. allowance. - St. Petersburg: Society "Knowledge", 1998. - 400 p.
12. Khrutsky V.E., Korneeva I.V. " Modern Marketing: Handbook for market research "- Proc. allowance. - 2003. - 560 p.
Any enterprise is interested in the maximum level of liquidity of its products. But to have steadily growing sales in an ever-changing market is not easy. To withstand the onslaught of competition and timely respond to new trends, you need high-quality analytics.
Why marketing research is relevant
To begin with, it is worth noting the fact that given function(analytics, research) is one of the key tasks of the marketing department. At the same time, the research process itself should be understood as the collection of information related to the activities of the company. The data that was obtained should be evaluated within several key areas (promotion, product, buyers, price). The conclusions obtained as a result of such a study help to determine the most relevant direction for the development of the enterprise as a whole and its individual elements in particular. A competent and correct strategy is extremely important for the stable growth of the company. 
It should be understood that such a marketing analysis - these are not always time-consuming and complex studies, in the process of which significant resources are involved. Many medium and small firms can get fairly accurate analytics at a relatively low cost.
Determination of goals
Before gathering the information needed to qualitative analysis need to set specific goals. In other words, methods marketing analysis focused on specific tactical or strategic goals. The depth and scope of the research being conducted depends on which direction will be chosen as a guideline.
The goals set determine the form of the analysis: it can be descriptive, used to develop predictions, or identify causal relationships. The result of such work is the formation of a hypothesis, which can be characterized as an assumption concerning the essence and ways of solving the phenomena considered. 
The working hypothesis should provide the following indicators:
- testability of a reliable scientific assumption;
- its predictability;
- the ability to express key assumptions not only through logical conclusions, but also in the form of economic and mathematical constructions.
Research program
This term should be understood as a plan developed in order to get answers to the questions that the marketing analysis system includes. It allows you to link the material, time and other types of resources allocated for the implementation of the task.
The research program (plan) makes it possible to establish a system of indicators and determine a set of tools, as well as the information needs that are needed to obtain it.
Search for secondary information
Marketing analysis involves the study of two types of data: secondary and primary.
Secondary information refers to data that was previously collected for other purposes, but is still relevant in the format of the current study. As a key advantage of information of this type, one can determine their availability and low cost.
But such material also has disadvantages: since this information was collected to solve a different problem, its content is not always relevant. In other words, secondary information often turns out to be incomplete, outdated, not directly related to the current purpose, and unreliable.
When conducting a marketing analysis of an enterprise, the following sources can be used to obtain secondary data:
- bulletins of various organizations;
- mass media;
- statistical collections;
- websites of competing companies;
- publications by consulting and research firms;
- sectoral and thematic information resources;
- internal reports of the enterprise conducting the study;
- survey of company employees;
- information received from consumers, etc.
After collecting all the information of a secondary nature, it is necessary to conduct a thorough analysis of them and identify those that are most relevant for solving the current problem. The work with secondary data is completed with the final report.
Collection of primary information
Regarding the topic of primary data, it is worth noting that marketing research includes the collection of information in this category when secondary information is insufficient. At the same time, it is necessary to be able to collect information of the primary type, since in the CIS conditions it is rather difficult to gain access to industry and company information. Moreover, professionals have to deal with the lack of culture and developed marketing infrastructure in the country. In addition, many companies have not had time to accumulate such valuable experience in the use of marketing strategies.
Data collection methods
In the process of searching for primary information, three main tools are used:
- Experiment method. In this case, the information that a full-fledged marketing analysis requires is obtained by evaluating cause-and-effect relationships. During the experiment, one or more variable parameters are changed, after which the effect of the change on another element is recorded. An experiment should be understood as a field study with a change in specific parameters in a real market, as well as an artificial simulation of a specific situation. The value of this technique lies in the fact that with its help it becomes possible to determine the reaction of various groups of people, including potential buyers, to specific factors and their subsequent changes.
- observation method. This method of obtaining data can be described as one of the most cost-effective and affordable ways to collect information. Its use is relevant in the case when the impact on the respondent should be minimal. The essence of the observation itself, within the framework of achieving the goal of marketing analysis, is reduced to a descriptive study of data, during which the actions of the respondent are recorded without direct contact with him.
- Interview. This method of obtaining up-to-date information is one of the most common and universal. In this case, the marketer contacts directly with the respondents, with the goal of finding out their mood, opinion and specific facts. The survey can be conducted through a questionnaire, telephone conversation or through personal contact.
Qualitative Research
Marketing analysis also implies a type of information gathering, during which answers to the questions "why" and "how" are given. In this case, information is collected regarding the behavior, attitudes and opinions of a specific small group of people. The collected data, as a rule, is not quantified, but allows you to get a clear understanding of the way of thinking of the representatives of the target audience of a particular manufacturer. 
This information is especially relevant when developing trademarks, advertising campaigns and a new line of products. Qualitative research also helps to study the image of enterprises in detail. The main methods of such data collection include protocol analysis, in-depth interviews and focus groups.
In-Depth Interview
Considering the conduct of marketing analysis, it is worth paying more attention to this type of communication. This term should be understood as a semi-structured conversation with the respondent, which has a form that stimulates him to give detailed answers to questions raised by the interviewer.
A distinctive feature of this method of obtaining data is a free style of conversation on a topic that is relevant to the specialist conducting the study. In the process of such a conversation, a lot can be obtained from the respondent. useful information regarding his personal attitude to a particular brand, the reasons for buying a product and not only.
Dear friends! I, like you, am in ongoing process learning. I go to websites and read interesting articles. And I thought, why don't I show what I find interesting in my blog? For example, here are 7 marketing methods used in supermarkets. The article is taken from the Anatomy of Business website (link to the site and direct author's link to this article at the end)
Read this article and maybe you will have your own brilliant idea :) even if you are not related to supermarkets...
Marketing Technique #1 – Perception Depends on Price
You enter the store and the first thing that catches your eye is a designer bag for 1000 euros. What thought will come to mind? I am sure that many will think: “A thousand euros for some wallet? Oh really…". You will be surprised, and even outraged. Going further through the store you will no longer see such prices, and even vice versa. Bags will be 3-4 times cheaper, which is also not a small price. But somewhere in your subconscious, you will compare the first price you see and all the rest. This gives the impression that a bag for 300 euros is acceptable. Using this marketing method, stores can direct your thoughts in the right direction, and even lead to the right product to buy.
Marketing Method #2 - People are afraid of extremes
People don't want to feel poor when they buy the best cheap thing, but no one wants to understand that he was deceived by selling goods at an inflated price. As you understand, a person does not like extremes and is always looking for a middle ground.
Many stores use this mindset against the customers themselves, selling the product they need. This is a rather interesting marketing method, the effectiveness of which has been proven by several large studies.
In Poland, in order to confirm the effectiveness of this marketing method, one large supermarket conducted an experiment. 2 types of beer were put on the shelf - "Premium", the price of which was $ 4, and beer with the label "bargain purchase" - the price of $ 2.8. Oddly enough, but 90% of buyers chose premium, expensive beer. The next day, the "bargain" label was removed, and another beer was delivered to the shelf, priced at $1.6 a bottle. Now the percentage has changed. 70% of buyers preferred to take beer at $2.8, 20% took cheap beer, and the rest chose expensive beer.
On the third day, the prices changed again. It was decided to remove the cheapest beer, and put "super premium" at $5.5 per bottle. The experiment showed the same. Only 25% of people chose either the most expensive or the cheapest beer. Well, the main mass of buyers decided not to go to extremes and took the mid-price offer.
As we can see, this marketing method works. I gave only one experiment, but in fact there were many, in different countries, with various groups of goods and all kinds of price tags. One conclusion can be drawn - most of the buyers do not like extremes, while choosing average price. Knowing this feature, you can build your marketing plans and sell the product you need.
Marketing Method #3 - People Don't Know the Real Value of Things
In the store, put two combines nearby, the price of one is 3,000 rubles, and the second is 4,500. Their parameters should differ slightly, so that upon a cursory acquaintance, the buyer understands that it is not worth overpaying, but you need to take a cheaper, more profitable product. Believe that 95% of buyers will choose a combine for 3000 rubles, while they will think that they have done very well. bargain purchase, because there was a similar one nearby, only 50% more expensive.
A similar marketing method was implemented by Steve Jobs in 2010, when the first iPad was presented. A few months before the presentation and the start of official sales, many online publications, well-known magazines and newspapers made a small review of the future gadget, and also indicated that the price would be $1000. Every day, people were focused on the advantages of a new tablet, and they did not forget to repeat that such a miracle would not be cheap, so prepare at least a thousand dollars. What was the surprise of the whole world when it was announced at the presentation that the price of the tablet would be $499. Everyone unanimously said: “Yes, this is almost a gift for such a miracle of technology. You need to buy more than one." I am sure that the price was initially known, perhaps even cheaper, but a skillful marketing strategy and a well-thought-out pricing policy made it possible to sell 27% more tablets than expected in the first months.
Marketing Method #4 – People Are Predictable
Many marketing methods are based on the predictability of human behavior, on its basic instincts and desires. An experiment was conducted in one of the schools in England. In the dining room, salads and fruits were displayed on a lighted shelf, usually where chocolate or sweets are placed. They looked attractive, immediately forced to draw attention to themselves. As a result, the number of salad and fruit orders increased several times in a few days. This method of marketing works not only for children, but also for adults. Restaurateurs are trying to single out in some way, to provide on the menu more beautiful picture exactly the dish that they want to sell more. Therefore, if you go to a restaurant and see too intrusive menu items there, then know that this is what they want to feed you in the first place.
Marketing Method #5 – Fatigue, Stress, and Alcohol Work Wonders
When a person is tired, has drunk a little alcohol or is in a state of stress, then he cannot soberly assess the situation and take the maximum the right decision. It is in this state that people simplify the internal questions that accompany the purchase - “Do I need this?”, “Is the price too high?”, “Maybe look for a better offer”, etc. - all this is not there.
This behavior can be compared to meeting in a bar. You have already drunk a glass of wine, look at a stranger and think: “Hhhmm… not bad. You need to come and meet." Thoughts about the education and moral qualities of the interlocutor do not arise in your head, at the moment it does not matter.
So it is with buyers, when they are tired, many factors do not matter. Companies that use this marketing method are well aware that vending machines with coffee, water, various buns and snacks must be installed at the exit from large supermarkets. A person is tired, he wants to eat or drink, he does not look at the price, he buys everything.
Also, if you are planning a deal, but you see certain risks, then it is better to negotiate somewhere in an expensive restaurant where there will be wine or other alcohol. This will relax the potential partner a little, distract from unnecessary thoughts, and the outcome of the transaction may be for the better.
Marketing Method #6 - The Magic of the Numbers 9
It is the foundation of all marketing fundamentals. The magic of the price tags with the numbers nine is already known to many buyers, but they do not stop being led by this marketing method. You see a price tag of 49.99 rubles, while you perfectly understand that it is almost 50 rubles, but if after ten minutes you ask how much the product you bought cost, then the answer will probably be “Forty-something rubles”, but not “Almost fifty” . I am sure, reading these lines, many of you will think that this does not work with them, that they always adequately evaluate tricky prices with nines. Believe me, at this moment you may understand that 49.99 is almost fifty rubles, but the feeling remains on the subconscious that this price is more like 40 rubles. This method marketing has worked, is working and will continue to work. Me, you, and hundreds of millions of people around the world will still fall under the magic of the numbers 9 for a long time to come.
Marketing Method #7 - A Strong Sense of Justice
And the last method of marketing is based on a sense of justice that a person experiences. Nobody likes to be deceived, because we believe that we deserve to receive a product or service at an adequate, normal price. But what is the normal price? Many people don't know this. Then a person tries to find clues, certain signals from the surrounding measure, something that will tell whether this price is normal, whether he is being deceived.
A simple but very instructive experiment was conducted by professor of economics and psychology Dan Ariely. Dan is very famous person in his country, hundreds of people go to his lectures and seminars. One day, he announced to the students of a leading university that he would give them an exclusive lecture. The audience was divided into two parts - one was told that the lecture would be paid, and the second that they would receive a small reward if they came to listen to Ariely's speech.
Before the start of the lecture, both groups were told that the performance was free, that is, one should not pay anything, while the other would not receive anything for it. The students from the first group were delighted, and gladly stayed, because they believed that they were getting something worthwhile, valuable information, and even for free. From the second group, 95% of the students left, because they considered that they had been deceived, and were pulled to the lecture by force. Although both of them received the same information, at the same price. It all depends on our perception of the situation.
What is the normal price for a lecture given by a professor of economics and psychology? The students did not know this, and no one knows, perhaps the professor himself has no idea. How much should men's jeans cost? What is the price of a good cup of coffee? How much should a Greek salad cost? But who knows! In fact, people do not know what is the real or normal price of various goods and services. As a result, in order to draw some kind of conclusion for itself, the brain uses external prompts, visual images, emotions, price ratio, past experience. It’s not that the buyer can’t count or doesn’t know mathematics well, it just has nothing to do with it, marketing methods and various tricks come into play here.
Today we looked at 7 basic marketing methods. As you can see, they all work, many have been proven and more than once in practice. You just have to understand how these methods can be implemented within your business. Believe that marketing is a very entertaining science, and if you master the basics of marketing, constantly improve and develop your knowledge, then sales will go much better, you can always be one step ahead of all competitors.
Well, something like this :) DISCUSS? Write your opinions in the comments...
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