Principles, goals and functions of marketing. Purpose, essence, functions and basic principles of marketing Basic concepts in financial marketing

Modern concept marketing and its scope.

Marketing is an activity aimed at satisfying needs through exchange. Marketing is a social and managed process by which an individual or group of people get what they need.

Marketing activities cover:

Market areas: commodity, monetary and financial, labor;

Types of goods: material goods and services (types of activity);

Types of consumers: end consumers, consumer enterprises;

Sectors of business: industry, agriculture, trade, construction, transport, banks, insurance, domestic services, sports, culture, education, etc.;

Market areas: internal, external.

Along with entrepreneurship, the principles and methods of marketing are widely used in non-commercial activities(idea marketing, place marketing, person marketing, organization marketing, etc.)

2. What is the "marketing mix" or leverage of marketing influence on the market.

The marketing mix is ​​a set of tools, parameters, by manipulating which marketers try to satisfy customers in the best possible way. Model "4P" - product- everything that can be offered to the market for attention, acquisition, use or consumption that can satisfy some need. price- the amount of money or other value that the customer exchanges for the benefits of owning or using a product or service.

Promotion- actions that inform the target category of customers about the product or service, about its merits and incline to purchase.

place- all activities of the enterprise aimed at making a product or service available to the target category of customers.

"7P"=4P+People,process,physical evidence

People- all people directly or indirectly involved in the provision of the service, such as employees and other customers.

process- procedures, mechanisms and sequences of actions that ensure the provision of services.

physical evidence- the environment in which the service is provided. Actions that inform the target category of customers about the product or service, about its merits and persuade them to buy. Tangible items that help promote and deliver a service.

The specific content of the marketing mix depends on the characteristics of the market (industry) and the product (for example, on the duration of its life cycle), the capabilities of the company itself - for example, on the size of the marketing budget, the experience of the marketing department staff and other factors.

Marketing concepts.

The concept of marketing is a system of basic views, provisions and tools of marketing activities that are used to achieve the company's goals - making a profit and meeting the needs of the end consumer.

There are five main concepts marketing activities:

Production improvement concept is based on the premise that consumers will buy goods that are widely available and affordable, hence management should focus on improving production and distribution. The concept of production improvement finds application in two situations: when the demand for a product exceeds supply and when the cost of the product is too high, that is, it needs to be reduced, which requires an increase in labor productivity.

Product Improvement Concept consists in the assumption that consumers will buy products of the highest quality, with the best performance and characteristics, therefore, the organization should focus its efforts on continuous product improvement

Business Intensification Concepts is that consumers will not buy enough of an organization's products unless it makes significant marketing and promotional efforts. They constantly use this concept for everyday goods, the purchase of which the buyer does not think for a long time. In these industries, various methods have been developed and perfected to identify potential buyers and “hard sell” goods to them.

Traditional Marketing Concept implies a focus on the needs and requirements of customers, supported by a comprehensive marketing effort aimed at creating customer satisfaction.

concept socially ethical marketing suggests that it is necessary to understand the needs and needs of consumers and to provide satisfaction in an efficient and productive way, however, it is also necessary to ensure the well-being of the consumer and society as a whole. This concept requires the firm to link in its marketing policy three factors: making a profit, satisfying the needs of consumers and improving the general well-being of people.

Analysis of variance

Analysis of variance- (statistical method) establishes the dependence of the observation results on different, simultaneously acting factors, and allows you to select the most significant of them, discarding the insignificant ones. It is used to confirm or refute the fact of the influence of the studied factor on certain economic indicators, for example, advertising on sales.

SWOT matrix

SWOT analysis

The name of the analysis of strengths, weaknesses, opportunities and threats - SWOT analysis, comes from the abbreviation of the words:

strengths- strength, strengths; Weaknesses- weakness; Opportunities- capabilities; treats- Threats.

SWOT analysis is a fairly simple and popular technique that allows you to evaluate the consequences of your decision, in making which you are guided by knowledge and understanding of the surrounding situation.

every marketer involved in making strategic decisions owns this technique.

SWOT analysis methodology

The analysis is carried out according to the following scheme:

1. Expert articulation of your strengths and weaknesses are internal factors.

2. Describing opportunities and threats- which are external factors, which are based on the situation outside the company, the business environment of the company. Threats are: social; economic; technological; political; environmental; competition.

3. We rank the strengths and weaknesses, opportunities and threats according to the degree of influence on the company, throwing out the far-fetched.

4. We bring everything into a SWOT matrix (into a table).

5. We analyze the effect of factors

6. Having finished with the description and marketing analysis, define strategy, based on the results of the description above, using the strengths, and compensating for the shortcomings of your (company).

SWOT matrix

All data is summarized in one table, consisting of 4 main fields: strength, weakness,
opportunities and threats. Such a table is also called a SWOT analysis matrix.

Marketing and its essence.

The main task of the marketing system is to adapt the activities of entrepreneurs to market requirements.

Marketing is a type of human activity aimed at meeting the needs of consumers through exchange.

Goals and principles of marketing.

The main purpose of marketing is to connect the producer and the consumer, to help them find each other. The solution to this problem is related to goal setting.

Objectives in marketing can be classified as follows
way:

1) market - gaining a certain share or identifying promising markets;

2) marketing - creating the image of the company, measures to create a favorable attitude towards the company, sales, profits, competition;

3) managerial - improvement of the management structure;

4) providing - pricing policy, sales promotion, consumer characteristics of the goods;

5) control.

Marketing principles:

1) focus on a clear commercial result, which for a particular enterprise can be expressed in the acquisition of a certain market share, taking into account the timing, resource provision and responsibility;

2) an integrated approach to achieving the set goals based on needs analysis, market forecasting, product research, advertising, sales promotion;

3) maximum consideration of the conditions and requirements of the selected market with simultaneous targeted impact on it;

4) long-term goals aimed at goods that have fundamentally new consumer properties and ensure long-term commercial success;

5) adaptive entrepreneurship, providing a quick and effective response to changes external environment and the manifestation of initiative as a form of management of production and marketing of products.

Similar information.

Marketing is a connection between the producer and the consumer of a product, a way of establishing relationships between them. The main goal of marketing activities can be considered to attract new and retain old customers by satisfying their needs in the best possible way.

Company marketing goals

Definition 1

A goal is a specific quantitative or qualitative result that should be achieved by a certain point in time.

In accordance with the main goal of marketing activities, the following types of marketing goals can be distinguished:

• Market (conquest market shares or entering new markets).
• Marketing (creating the company's image, fighting competitors, measures to increase sales);
• Management (improving the organization's management structure);
• Providing (pricing, study of consumer characteristics of the product)
• Control

Marketing principles

Definition 2

A principle is a setting, a guiding rule, a provision for any activity.

The principles of marketing are the foundation of the activities of any organization and are based on the real behavior of people and organizations in the market. The main principles of the company's marketing activities are as follows:

1. Focus on commercial results
2. An integrated approach to achieving goals through needs analysis, market research and the use of marketing mix tools
3. Taking into account the market situation and consumer requirements, coupled with the impact on the market
4. Goal longevity
5. Adaptability, quick response to changing conditions market activity and consumer requests

Remark 1

Fundamental Principle marketing: "Do not try to sell what you managed to release, but produce what will certainly be bought from you."

These basic principles are the basis for the activities of any organization in a "buyer's market". There are also specific principles of marketing activities that are applied in a complex way. The use of such principles is typical for companies that consider marketing fundamental to their business. These principles resonate with the marketing tools and basic principles listed above and make up the following list:

• Market research
• Segmentation
• Flexible response
• Innovation
• Planning

Remark 2

These principles reflect the essence of marketing as a business philosophy, the application of which is aimed at achieving the best for the company. financial result by maximizing customer satisfaction.

Marketing Functions

Definition 3

Function is the work done by something; role, meaning.

Definition 4

Marketing functions - the main directions, the rules of the company, which reflect the essence marketing approach to business.

Based on the methodology of marketing as a market management philosophy, there are four main functions of marketing:

1. Analytic function
2. production function
3. Sales function
4. Command and control function

The analytical function of marketing is to collect information in order to use it to solve the company's problems. The analytical function includes the study of market conditions, the study of consumers and buyers of products, the analysis of players operating on the market (counterparties, competitors, intermediaries), the study commodity structure market and analysis of the internal environment of the organization, its organizational structure in terms of competitiveness in the presence market.

The production function of marketing is to ensure the production of the product and manage its quality. Within the same function is the process of creating new products that best meet the needs of consumers. The production function is to organize the production of new goods, logistics and quality management of finished products. The sales function of marketing, also called the sales function, is the organization of a system for the movement of a product from producer to consumer in accordance with the concept of the product life cycle.

Definition 5

Life cycle product - the period of time during which the product is on the market.

The sales function includes not only processes aimed at moving the product to the consumer, but also the organization of after-sales and other services, the conduct of targeted product and pricing policy.

The marketing function of management and control consists in organizing planning and information support for management by monitoring the fulfillment of the goals set by the organization. The organization of marketing control is the final link in the process of marketing activities and at the same time the initial stage for making new marketing decisions.

Remark 3

Marketing functions can be viewed as a cycle - the sequential implementation of activities to marketing analysis, production, marketing and control of results.

Marketing Principles- these are the basic foundations of marketing activities that reveal the essence and purpose of marketing. Fundamental Principle is the focus on the real requirements and desires of consumers. From this principle follow the following marketing principles.

• 1. Careful consideration in making business decisions of the needs of customers; deep and comprehensive research of the market, market environment, consumer motivations; identification of profitable segments; studying the behavior of competitors; analysis of production and marketing opportunities of the company.
• 2. Implementation strategic planning and forecasting the development of goods and markets. Taking into account this principle implies the maximum adaptation of production to the requirements and structure of demand, based on long-term prospects.
• 3. Active influence on consumer demand, the formation of consumer demand in accordance with the strategic goals of the company. Especially it concerns new products. Informing potential consumers and influencing them with the help of promotional tools in order to persuade them to purchase this product.
• 4. Implementation of innovations in production and marketing activities. This implies the constant updating of manufactured products, the development of more advanced technologies, the development of new areas of research and development, as well as the use of new forms and methods of entering new markets, sales promotion, the formation of new services in the management of the company, the identification of new distribution channels and sales network.

The principles of marketing determine the main activities of all participants in the creation, production and sale of products as a single agreed process.

Marketing is purposeful activity. Marketing begins with setting goals with their subsequent refinement based on marketing research.

Distinguish goals (tasks) of the company and marketing goals . They are interconnected, but correlate with each other as a subject and a method. Main company goals may be the following: making a profit; achieving market (or industry) leadership, increasing sales, etc. Clearly formulated goals predetermine the strategic directions of development, allow you to concentrate resources on these areas of activity and thereby strengthen the company's position in the market.

The goals of the company's activities are, as a rule, long-term, strategic. Marketing goals are specific, determined in accordance with the goals of the company and can be revised in connection with changes in the external and internal environment. Marketing formulates goals, the implementation of which ensures the achievement of the goals of the company. For example, a company sets the goal of achieving a certain rate of return on investment. Marketing Goals will be: expansion of sales of goods in a new market segment to a certain volume; gain advertising company through specific activities; change in pricing policy in a certain direction.

Marketing is complex systemic activity. This means that marketing is a system where all areas of activity are interconnected and interdependent, and this ensures the effective functioning of the enterprise in the market. The use of individual marketing activities (for example, needs analysis, studying product trends, etc.), as a rule, does not give significant positive results.

Marketing as system represents set of functions and subfunctions, affecting all areas of the enterprise.

Analytic function marketing involves the study of the market as such in the areas of production, marketing, advertising, pricing and other activities of the enterprise; consumer research; study of the corporate structure of the market; study of the commodity structure of the market; analysis of the internal sphere of the company.

production function includes the development of recommendations for the creation of goods; modeling of indicators of competitiveness of goods.

Sales function- aims to implement commodity policy; organization of sales and distribution systems; development of pricing policy; implementation of communications.

organizational function- this is the organization of strategic and current planning at the enterprise; creation of an information support system; organization of marketing control.

In this way, integrated marketing starts before the production process, its first function is analytical; affects the production of goods, which is based on innovation process consumer-oriented; is targeted, that is, aimed at certain groups of consumers with their needs and requirements; involves an analysis of the strengths and weaknesses of the organization to conduct a comprehensive market research.

The implementation of the marketing concept can have both positive and Negative consequences for customers and society. The question is what should be marketing system goals; can marketing meet the needs of all subjects of society? From the point of view of social significance, there are four alternative marketing goals:

• 1. Achieving the maximum possible consumption, which, in turn, creates conditions for the maximum growth of production, employment, wealth and welfare of society.
• 2. Achieving maximum consumer satisfaction, which is associated with improving the quality of goods and services and creating the highest consumer value.
• 3. Providing the widest possible choice of goods, i.e. the opportunity for the buyer to find what best suits his taste.
• 4. Maximizing the quality of life, which is determined not only by the quality, quantity, availability, variety of goods and services, but also by the quality environment. The means of achieving this goal is the practical implementation of the concept of social and ethical marketing.

An enterprise operating on principles modern marketing, achieves commercial goals through the integrated use of marketing, that is, combining into a single process of entrepreneurial, economic, production and marketing activities with a focus on consumer priorities.

The principles of marketing are the fundamental postulates on which this science rests. Knowing them, you will be able to properly build your work and achieve maximum profit.

What is marketing

Marketing can be considered by scientists and economists from several positions. So, some experts define it as a kind of action aimed at organizing commodity and monetary exchange between subjects. Also, marketing can be considered as a process that starts with an idea and ends with its implementation and receiving a certain amount of profit. So, we can say that the goal of marketing is to find the optimal balance between supply and demand, as well as the organization of production in accordance with these parameters.

Basic concepts

It is impossible to know the essence and principles of marketing without understanding its basic concepts and components, among which it is worth highlighting:

• exchange - a process during which the subjects transfer certain values ​​to each other;
• demand is the need for a certain amount goods that consumers are able to purchase at the moment;
• a product is an object or action that satisfies the needs of the buyer;
• a transaction is an exchange of material values, which implies the participation of funds;
• the market is the basic concept that implies the environment in which the buyer meets the seller;
• market segment - a group of consumers that has similar requests, needs, characteristics and solvency.

Basic Marketing Principles

In order to understand all the intricacies of marketing, for a start it is worth understanding its main positions. Only thanks to them you will be able to understand how the market functions and how its subjects interact with each other. Thus, the principles of marketing can be formulated as follows:

• the first and most important is that strategy and tactics must interact and work in the same direction;
• it is necessary to produce products in strict accordance with market conditions, as well as the structure of customer needs;
• the range of manufactured goods should be strictly justified from the point of view of economic feasibility;
• the level of technical development must be continuously improved in accordance with the growing needs;
• it is necessary to enter the market with this or that product at the very moment when there is an opportunity to get the greatest profit.

Marketing organization

In enterprises, the work of the marketing department can be organized in completely different ways. But the fundamental rules remain the same. The principles of marketing organization can be described as follows:

• consistency implies that marketing is a link in the overall structure, and not some separate service;
• planning, as well as adjusting production programs, should be carried out continuously as necessary, caused by changes in the external and internal environment;
• the plan of marketing activities should be multivariate and provide for various possibilities for the development of events;
• in the course of developing a marketing strategy, various methods and approaches should be used.

By following these marketing principles, you guarantee your company success and superiority over competitors. It is impossible to effectively conduct practical activities without first familiarizing yourself with the theory. Fundamental knowledge is the key to the success of an enterprise.

Principles and functions of marketing

If the principles form the basis of marketing and are mandatory, then the functions make it possible to understand what role this service performs in the enterprise. So, the following can be distinguished:

• the analytical function implies a continuous study of the situation both inside the organization and outside it;
• the productive function lies in the fact that the development and release of a new product begins only on the basis of the results of a comprehensive study of the market situation;
• the sales function implies the search for optimal markets for the sale of products, as well as the shortest and most profitable ways to deliver them to their destination;
• the function of management and control means that at all stages of marketing research, as well as production and marketing of products, continuous supervision by higher management should be carried out, according to the results of which the activity will be adjusted and directed in the right direction.

How marketing is managed

The principles of marketing management can be formulated as follows:

• The principle of mutual benefit lies in the fact that the interests of all participants in a commodity-exchange transaction must be observed to the same extent, but if this is not possible, then a compromise must be found. It is worth remembering that all market participants are equal and can put forward their own conditions.
• The principle of strategic orientation states that all marketing research and production processes should be aimed at the long term with the development of a detailed tactical plan in parallel. Also, this marketing program must be fully consistent with the overall goals of the enterprise.
• The principle of individualization of demand is manifested in the fact that for different groups consumers should be offered miscellaneous goods aimed at meeting the needs of a particular group. This concept also relates to market segmentation. This allows you to diversify the range of manufactured products or concentrate on the production of goods for a separate (target) consumer group.
• The principle of marketing integration is that in their activities firms should use all available mechanisms to research markets and promote their products.
• The principle of benchmarking is to constantly compare your company with the leaders in a particular industry. This is done in order to compare the main indicators and take measures to achieve the established level. It is allowed to adopt some of the mechanisms and methods used in their marketing activities from leading enterprises.

What is marketing research

Marketing research is a purposeful action to collect and analyze information to develop an enterprise strategy and tactics. During this process, the principles of marketing must be strictly observed.

Marketing research is carried out in several stages:

• setting goals and defining tasks to achieve them;
• development and clear detailing of the plan in accordance with which research activities will be carried out;
• implementation of the activity plan, which is manifested in the collection and analysis of information;
• preparation of reports on results.

Qualitatively conducted research is the key to the success of the enterprise.

One of the foundations of the activity of any enterprise operating on the principles of marketing is the motto "to produce only what the market needs, what the buyer will demand." The main idea of ​​marketing is the idea of ​​human needs, which is the essence of this science. From this follow the main principles which include:

1) achievement of the final justified result of the company's activities;

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

3) effective sale of goods;

4) selection of an effective marketing strategy and pricing policy;

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

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

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

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

9) improving product quality;

10) cost reduction;

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

12) tracking the scientific and technological progress of the society;

13) the desire to achieve advantages in the fight against competitors.

Marketing is a social science and therefore affects a great many people. The main objectives of marketing are as follows.

1. Maximize the highest possible level of consumption - firms try to increase their sales, maximize profits with the help of various ways and methods (introduce fashion for their products, outline a sales growth strategy, etc.).

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

3. Maximization of choice. This goal follows and, as it were, is a continuation of the previous one. The difficulty in realizing this goal lies in not creating branded abundance and imaginary choice in the market.

And some consumers, with an excess of certain product categories, experience a feeling of anxiety and confusion.

4. Maximizing the quality of life. Many tend to believe that the presence of a range of goods has a positive effect on its quality, quantity, availability, cost, i.e., the product is “improved”, and therefore, the consumer can satisfy his needs to the maximum, improve the quality of life. Proponents 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 are born.