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There are more than a hundred different concepts of marketing, the most concise and complete of which include:

The concept of marketing is a type of human activity aimed at meeting needs and requirements through exchange (F. Kotler).

The concept of marketing is the anticipation, management and satisfaction of demand for goods and services, organizations, people, territories and ideas through the exchange (Evans and Berman).

The concept of marketing is a system of management, regulation and market research (IK Belyaevsky).

Marketing, according to its broadest understanding, is a social and managerial process through which individuals and groups of people, through the creation of products and their exchange, get what they need (E. P. Golubkov).

Marketing is the process of planning and inventing, pricing, promoting and realizing ideas, goods and services through an exchange that satisfies the goals of individuals and organizations (American Marketing Association (AMA)).

Marketing is to understand the client, to see the goal, to achieve it, always remembering that in the end the wallet should get fatter (Sergey Vasiliev).

Marketing is simply a civilized form of warfare where most battles are won with words, ideas and trained thinking (Albert W. Emery).

Marketing is a market philosophy, strategy and tactics of thinking and action of the subjects of market relations: not only manufacturers and intermediaries in commercial activities, but also consumers, as well as suppliers, practical economists, scientists, entire organizations, up to government bodies (A.P. Pankrukhin).

Mamrkemting (from English marketing - sale, trade in the market) is organizational function and the totality of processes for creating, promoting, delivering a product or service to customers and managing customer relationships for the benefit of the organization. In a broad sense, the objectives of marketing are to identify and satisfy human and societal needs.

The concept of marketing is mistakenly identified by many with advertising and sales. It is explainable. With the transition to market relations, television and street advertising, newspaper advertisements, mailing lists, etc. are constantly pouring in on us. They are always trying to sell us something.

Many are surprised to learn that the most important element of marketing is not sales at all. Sales, according to F. Kotler, is only the tip of the marketing iceberg. Sales is one of the many functions of marketing, often not the most essential. This does not mean that sales and promotion efforts are losing their importance. The point is that they become part of a larger marketing mix, i.e. a set of marketing tools that need to be harmonized with each other in order to achieve maximum impact on the market. Among the tasks of marketing are the identification of consumer needs, the development of suitable products and the establishment of an appropriate price for them, the establishment of a system for their distribution and effective stimulation. If the marketing service of an enterprise, a firm has done a good job, then there will be a demand for goods. P. Drucker, a well-known marketing theorist, puts it this way: The goal of marketing is to make sales efforts unnecessary. Its goal is to know and understand the client so well that the product or service will fit the client exactly and sell itself. F. Kotler gives the following definition of marketing: Marketing is a type of human activity aimed at meeting needs and requirements through exchange. Therefore, marketing functions are associated with the concepts: needs, needs, requests, product, exchange, transaction and market. Therefore, it will not be superfluous to recall what meaning these concepts carry.

The underlying premise behind the marketing pyramid is the idea of ​​human needs.

Need a feeling of a lack of something. Human needs are varied and complex. Here are the basic physiological needs for food, clothing, warmth and security; and social needs for spiritual intimacy, influence, and affection; and personal needs for knowledge and self-expression. These needs are not created, but are the original components of human nature. If the need is not satisfied, the person feels destitute and unhappy. And the more this or that need means to him, the deeper he worries. A dissatisfied person will do one of two things: either he will look for an object that can satisfy the need, or he will try to drown it out.

The second premise of marketing is the idea of ​​human needs.

Need- a need that has taken a specific form in accordance with the cultural level and personality of the individual. A hungry inhabitant of the tropics needs the fruits of tropical trees, a city dweller - a meat pie, etc. Needs are expressed in objects that can satisfy the need in a way that is inherent in the cultural structure. this society. As society progresses, so do the needs of its members. People are faced with more and more objects that awaken their curiosity, interest and desire. Manufacturers, for their part, take targeted actions to stimulate the desire to own goods. They are trying to form a connection between what they produce and the needs of the people. A product is promoted as a means of satisfying one or a number of specific needs. The marketing agent does not create a need, it already exists.

The needs of people are almost unlimited, but the resources to meet them are limited. So a person will choose those goods that will give him the greatest satisfaction within his financial capabilities.

Demand is a need backed by purchasing power. A person chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

Human needs, wants and demands suggest the existence of goods to satisfy them.

Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption. All products that can satisfy this need are called the product range of choice. The more fully the product corresponds to the desires of the consumer, the more successful the manufacturer will achieve.

The moral is that manufacturers should find the consumers they want to sell to, find out their needs, and then create a product that satisfies those needs as best as possible. The concept of a product is not limited to physical objects. A commodity can be called everything that is capable of providing a service, i.e. satisfy the need. In addition to products and services, these can be individuals, places, organizations, activities, and ideas.

Marketing takes place when people decide to satisfy their needs and wants through exchange.

Exchange- the act of receiving from someone the desired object with the offer of something in return. Of all the ways to meet needs, exchange has the greatest advantages. Under him, people do not have to encroach on the rights of others, do not have to depend on someone's charity. They do not have to produce any essential item on their own, regardless of whether they know how to do it or not. You can focus on creating things that they have mastered the production of, and then exchange them for the right items made by others. As a result, the total production of goods in society increases. Exchange is the basic concept of marketing as a scientific discipline. But the exchange, its implementation, depends on the agreement between the parties on its terms. If an agreement is reached, we can conclude that as a result of the exchange, all its participants benefit (or at least do not suffer damage), since each of them was free to either reject or accept the offer.

Thus, for a voluntary exchange to take place, five conditions must be met:

• 1. There must be at least two parties.
• 2. Each side must have something of value to the other side.
• 3. Each party must be completely free to accept or reject the proposal of the other party.
• 4. Each party must be sure of the expediency or undesirability of dealing with the other party.

These five conditions only create the potential for exchange. Whether it will take place depends on the agreement between the parties on its terms.

If the exchange is the basic concept of marketing as a scientific discipline, then the basic unit of measurement in the field of marketing is the transaction.

Transaction is a commercial exchange of value between two parties. It presupposes the presence of at least two value-significant objects and the coordination of the conditions, time and place of its commission.

As a rule, the terms of transactions are supported and protected by customs, traditions, legislation, the implementation of which is ensured by the relevant public institutions and state structures. If there are no customs and traditions necessary to maintain a certain type of transactions, then the market mechanism will not work in the sphere of these transactions. Legislation and the institutions that provide it, state structures can form appropriate customs and traditions if they satisfy the needs of participants in transactions.

A transaction must be distinguished from a transfer. The transfer is one of the forms of exchange and refers to gifts, subsidies, charity events. The one who gives the gift is counting on one or another benefit (good disposition towards himself, getting rid of feelings of guilt, etc.) or wants to put the other party in a position of obligation. Individuals and organizations accepting donations need to understand the reciprocity underlying the behavior of donors and strive to secure the benefits they seek. If the interests of the donors are forgotten or no gratitude is shown to them, then the assistance will soon stop.

The concept of a deal is related to the concept of a market.

Market is the totality of existing and potential buyers of the product. There are three different ways people meet their needs. The first way is self-sufficiency, when everyone can independently obtain everything they need for themselves. The efficiency of such activities is very low. The second way is a decentralized exchange, when each person considers everyone else as potential buyers. It is very difficult and inefficient in terms of exchange. The third way is centralized exchange. A new face appears on the scene - a merchant. He is an intermediary between producers and buyers. The manufacturer supplies specific goods, and the merchant exchanges them for whatever is needed. Thus, for the purchase of goods offered by others, the buyer deals with one merchant, and not with many individuals. The appearance of a merchant drastically reduces the total number of transactions required to carry out an exchange in some given volume. The merchant and the centralized market increase the trade and operational efficiency of the economy.

As the number of individuals and transactions increases, so does the number of merchants and markets. In a developed society, the market is not a specific place where buyers and sellers meet and transact. The transaction can be completed without entering into direct contact with the buyer. For example, a firm advertises a product on television, collects orders from customers over the phone, and mails out products. AT modern economy markets are formed for various goods, services and other objects of value. For example, the labor market is made up of people willing to offer their labor in exchange for wages. In order to facilitate the functioning of the labor market around it, various intermediary organizations and job counseling firms spring up and multiply. The money market is another important market that makes it possible to borrow, lend, save money and guarantee its preservation. With its help, resources are reallocated from less efficient operating enterprises and entrepreneurs to operate more efficiently.

The exchange process requires work. Anyone who wants to sell needs to find buyers, identify their needs, create appropriate products, promote them on the market, store them, transport them, negotiate prices. The basis of marketing activities is product research and development, communication, distribution, pricing, and service deployment.

Marketers distinguish two types of markets: the seller's market and the buyer's market. A seller's market is one in which sellers have more power and where buyers have to be the most active players in the market. This is a market for the shortage of goods and services, which is most typical for the command and control of the economy. A buyer's market is a market in which buyers have more power and where sellers have to be the most active market participants.

Market segment- is a large, well-defined group of buyers within the market with similar needs and characteristics, in contrast to other target market groups.

Suppliers- subjects of the marketing system, whose function is to provide partner organizations and other companies with the necessary material resources.

Competitors- legal or individuals competing, that is, acting as a rival in relation to others business structures or entrepreneurs at all stages of organization and implementation entrepreneurial activity.

Intermediaries (Distributors)- legal or individual individuals who help manufacturing organizations to promote, deliver to consumers and sell their products.

Consumers- legal, individual individuals or their potential groups, ready to purchase goods or services on the market, and having the right to choose a product, a seller, to present their conditions in the process of purchase and sale.

Assortment (Assortment, range)- the composition of products sold by the company by groups, types, types, varieties, sizes and brands. It differs in breadth (the number of product groups) and depth (the number of models, brand types in each group).

Brand (Brand) A mark, symbol, word or combination thereof that helps consumers to distinguish the goods or services of one company from another. The brand is perceived as widely known trademark or a company occupying in consciousness and psychology consumer segments a special place from the mass of their own kind.

Competitive benefits- factors that determine the superiority of the company over competitors, measured economic indicators such as: additional profit, more high profitability, market share, volume of sales.

Macroenvironment- factors influencing the microenvironment of the company. These include: demographic, economic, natural, scientific and technical, political and cultural.

Company microenvironment (Microenvironment)- factors closely related to the company and affecting its ability to serve target customers. It includes: the company itself, intermediaries, suppliers, competitors, target consumers and contact audiences.

Marketing tasks derived from the goals and represent a set of sequential actions that the company must perform in order to achieve the intended results.

The main tasks of marketing:

• 1. Research, analysis and assessment of the needs of real and potential consumers the firm's products in areas of interest to the firm.
• 2. Marketing support for the development of new products and services of the company.
• 3. Analysis, assessment and forecasting of the state and development of the markets in which the company operates or will operate, including research into the activities of competitors.
• 4. Shaping assortment policy firms.
• 5. Development of the firm's pricing policy.
• 6. Participation in the formation of the strategy and tactics of the company's market behavior, including the development of pricing policy.
• 7. Sales of products and services of the company.
• 8. Marketing communications.
• 9. Service.
• 10. Research of activity of competitors.

There are also tactical marketing tasks that change depending on various factors, such as demand. Demand can be: negative, absent, hidden, falling, irregular, high-grade, excessive, irrational.

• 1. Negative demand is caused by the negative attitude of buyers towards a product or service. The task of marketing under these conditions is to analyze why the market dislikes the product, and whether the marketing program can change the negative attitude towards the product through its alteration, price reduction and more active promotion.
• 2. Lack of demand. Target consumers may not be interested in the product or indifferent to it. The task of marketing is to find ways to link the inherent benefits of a product with the natural needs and interests of a person.
• 3. Latent demand is when many consumers cannot satisfy their desires with the help of goods and services offered on the market (harmless cigarettes, more economical cars). The task of marketing is to assess the size of the potential market and create effective products and services that can satisfy demand.
• 4. Falling demand. The task of marketing is to analyze the reasons for the decline in demand and determine whether sales can be stimulated again by finding new ones. target markets, changes in product characteristics, etc.
• 5. Irregular demand (fluctuations on a seasonal, daily and even hourly basis): - rush hours in transport, congestion of museums on weekends. The task of marketing is to find ways to smooth out fluctuations in the distribution of demand over time through flexible prices, incentives, and other incentives.
• 6. Full demand. Such demand usually occurs when the organization is satisfied with its sales volume. The task of marketing is to maintain the existing level of demand, despite changing consumer preferences and increasing competition.
• 7. Excessive demand - this is when the level of demand is higher than the ability to satisfy it. The task of marketing, referred to in this case as "demarketing", is to find ways to temporarily or permanently reduce demand, rather than eliminate it.
• 8. Irrational demand, i.e. demand for unhealthy goods and services; cigarettes, alcoholic drinks, drugs, etc. The task of marketing is to convince such amateurs to give up such habits.

The main functions of marketing are:

• 1. Analytic function.
• 2. Production function.
• 3. Sales function (sales function).
• 4. The function of management, communication and control.

Analytical function includes the following sub-functions: study of the market, goods, consumers; analysis of internal and external environment enterprises. The production function consists of the following subfunctions: organizing the production of new goods and new technologies, organizing the logistics of production, managing quality and competitiveness finished products. The marketing function is the organization of the sales and distribution system, the formation of demand and sales promotion and the organization of the service. The function of management, communication and control is associated with the creation organizational structures management, planning, communications and control organization.

Introduction

marketing history development

Marketing is, first of all, an entrepreneurial activity related to the promotion of goods and services from the producer to the consumer. Modern experts in the field of economics consider it in a broader sense - as a business philosophy that determines the strategy and tactics of a firm (enterprise) in a competitive environment.

How economic concept and special kind entrepreneurial activity, marketing arose at the turn of the nineteenth and twentieth centuries. This was a kind of response to the need to solve the increasingly complex problems of implementation in the conditions of the development of large-scale production and the growing competition of the market. There was a need to master new, more efficient methods of market activity, when the “consumer market” began to replace the “seller's market”.

Our country has switched to a market way of economic development. Among the terms characterizing the market economy, a special place belongs to the word "marketing". In just a few years, it has turned from a “bourgeois stepson” into a prestigious and necessary reality. The widespread use of marketing has given rise to many different definitions of it. But in all definitions, the words “consumer”, “exchange”, “activity” are necessarily present. It is they who form the foundation of marketing, the main formula of which is "Produce what is sold, and not sell what is produced."

Marketing is a diverse activity where psychological, social, moral, financial and economic processes are intertwined.

Marketing is one of the most important types of economic and social activities however, it is very often misunderstood. The purpose of marketing is to improve the quality of goods and services, improve the conditions for their purchase, which in turn will lead to an increase in the standard of living in the country, an increase in the quality of life.

The purpose of the course work is to study the history of marketing development.

In accordance with the goal, the following tasks were defined:

To study the essence, goals, objectives and functions of marketing;

Consider the history of the development of marketing abroad;

Consider the history of marketing development in Russia;

Explore state of the art marketing in Russia.

The object of research is marketing.

The subject of the research is the history of marketing development.

The information base of the study is a set of special and scientific literature; economic research on this topic; reference and periodic literature on the research topic.

The structure of the course work consists of an introduction, two chapters, a conclusion, a list of references.

Theoretical basis marketing

The Essence of Marketing

The emergence of marketing as a specific management system, a method for solving production and market problems is nothing more than a response of an economic unit to the processes taking place in the world - as a complication of the processes of production and sale of goods, fierce competition, frequent shifts in the nature and structure of the market economy. demand, its market fluctuations.

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility in one universal definition to give a complete, adequate description of its essence, principles and functions. About 2000 definitions have now been put forward, each of which considers one or another side of marketing or gives an attempt at its complex characteristics.

The word "marketing" is derived from the English "market" - the market and in translation means "market".

According to the United States Institute of Marketing: marketing is a management function that organizes and directs the commercial activities associated with assessing and converting a customer need into an effective demand for a specific product or service in order to achieve the intended profits or other goals set by the firm.

As defined by the American Marketing Association, marketing is the process of planning and managing product and service development, pricing, product promotion, and distribution so that the variety of benefits thus achieved results in the satisfaction of the needs of both individuals and organizations.

A prominent American marketing scientist Philip Kotler gives the following definition: marketing is a type of human activity aimed at satisfying needs and requirements through exchange.

According to the definition of the League of German Scientists: marketing is a system of commodity-money relations.

Marketing is a complex of organizational and technical functions of an enterprise related to the sale of goods and services.

Marketing is a system of measures to study the market and actively influence consumer demand.

According to the definition of the Academy of Management of the Russian Federation: marketing is a system of measures for studying the market, managing the production of competitive goods and services and their effective marketing in order to make a profit or other commercial effect.

Modern marketing concept.

Successful activity in the markets requires, on the one hand, an increase in the competitiveness of products based on the achievements of science and technology, and, on the other hand, a systematic improvement in the forms and methods of commercial work. These two interrelated factors ultimately determine the level economic efficiency activities.

In contrast to the previously dominant approach, when the marketing links were tasked with selling already manufactured products, the concept of marketing assumes that economic decisions should be based not so much on production possibilities as on market requirements. Therefore, the management process begins with a thorough analysis of the market, its conjuncture, current and future needs, and the activities of competing firms. On this basis, a marketing program is developed, promising areas of investment and marketing activities are determined. In other words, marketing means the close interaction between the spheres of production and circulation, which contributes to the efficiency of commercial operations.

The essence of marketing lies in the fact that the activities of the company in the market 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 range of products that 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.

From the essence of marketing follow the basic principles, which include:

1. Focus on achieving the final practical result of production and marketing activities.

2. Concentration of research, production and marketing efforts on the decisive areas of marketing activity.

3. The focus of the enterprise is not on the momentary, but on the long-term result marketing work. It requires special attention to predictive research, development of market novelty products based on their results, providing highly profitable economic activity.

4. Application in unity and interconnection of the strategy and tactics of active adaptation to the requirements of potential buyers with simultaneous targeted impact on them.

The principles of marketing are the initial provisions of the enterprise's market activity, which provide for knowledge of the market, adaptation to the market and active influence on it.

The principles of marketing determine the general direction of the goals of the enterprise in the field of marketing.

Introduction

1. History of origin and school of marketing

2. Essence and functions of marketing

3. Modern marketing concepts

4. Development of marketing in Russia

conclusions

Bibliographic list

Introduction

Marketing is a phenomenon of the 20th century. It owes its origin to economic science. Marketing developed as a form of applied economics.

Today's world is a world of dynamics and speed. In order to survive in it, it is necessary to change with it and constantly acquire new knowledge, skills and abilities. As consumers, it is the knowledge of marketing that allows us to behave more intelligently. 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 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.

The main goal of the socio-economic reforms being carried out in modern Russia is to build an open market-type economy in the country. For the successful development of such an economy, it is necessary that the main reference point for the production and sale of goods be the needs and demand of specific consumer groups. Effective work in the domestic and foreign markets requires knowledge and consideration of objective market laws, the ability to organize the regular receipt and prompt use of market information, the ability to increase the competitiveness of one's products, etc. All these are elements of marketing - one of the most effective concepts of the market economy. It is on the basis of the results of marketing activities that most commercial operations in the world market are carried out. The growth in the importance of marketing on a global scale is evidenced, in particular, by the results of special studies, according to which more than 75% of commercial failures in the world market occur for reasons related to errors in marketing activities, and only less than a quarter of them are due to other reasons. Each product certainly requires promotion on the market, which means the need for high-quality and original advertising, various promotions that promote the product. In addition, it is desirable for an enterprise to have the widest possible network of retail sales or a network of intermediary organizations, unless, of course, it is engaged in very large and expensive production. Such a network should have a high level of service, as today's buyer is accustomed to quality service and a wide range of additional services. And only by fulfilling all these requirements, the company can count on the fact that it will be able to take a firm place in the heart of the buyer. At the same time, one should not forget about the effectiveness of market behavior and the development of the company. The most important thing in knowing and satisfying the needs of the buyer is to study his opinion about the company's products, competing products, problems and prospects for the life and work of consumers. Only having this knowledge can satisfy the needs of consumers to the fullest extent. And this is precisely what the firm should be doing within the distribution system - where it is closest to the buyer.

The purpose of the course work is to study the theoretical foundations of marketing.

In this term paper the following tasks were considered:

the history of the emergence and school of marketing;

essence and functions of marketing;

modern marketing concepts;

history of marketing development in Russia.

1. History of origin and school of marketing

There are many positions as to when exactly marketing originated. Everything depends on the accepted point of reference, on the quality of the exchange activity, the "purchase and sale" of goods, which is recognized as a sufficient argument for the assertion: marketing was born!

One of the radical points of view is that its first elements, such as oral advertising, the coordination of forms of exchange, inevitably arose as soon as humanity began to free itself from the isolation of a subsistence economy and forms of trade appeared.

There are literary sources that attribute the emergence of marketing to more specific events, for example, the opening in Japan in the middle of the 18th century of the predecessor of the department store, whose owner Mitsui was the first to introduce the principle of ordering the most hot goods, began to use advertising stands and product quality assurance.

The position that draws attention to the fact that since the beginning of the 20th century at US universities in Harvard, Illinois, and Michigan, courses of lectures on marketing problems have been given is not unreasonable.

Finally, it is difficult to object to those who associate the practical implementation of marketing with the activity of J. Ford, who raised the concept of so-called mass marketing as a banner.

Marketing theory used the achievements of many previous economic doctrines, including mercantilism (XVII century), according to which the welfare of the people is created not by production, but by foreign trade th, due to which there is an accumulation of capital within the country.

According to many experts, marketing theory itself originated in the USA in the second half of the 19th century. This is not surprising: in a country that has not experienced the devastating effects of wars on its territory for more than two centuries, the maturation of markets and the creation of conditions for a full-scale demand for marketing went most intensively. The economic crises of that time forced American scientists to talk about the "chronic problem of production" and the discrepancy between the system of circulation of goods and services that existed at that time and the increased demands for organizing the marketing of products.

There are three main stages in the formation and development of marketing.

The first major stage in the evolution of marketing is usually denoted by the boundaries from the beginning of the 20th century to the mid-1930s. Marketing developed especially rapidly in the USA after the Great Depression of 1929-1933. At that time, there was an active search for means of anti-crisis regulation, both at the state level and at the level of individual and well-known firms: General Electric, General Foods, McDonald's, Ford enterprises, etc., and then marketing as an independent type of activity has spread to enterprises in Europe and Japan.

At the same time, marketing was understood either as a theory of the movement of goods and services between organizations, enterprises and individuals, or as a complex of enterprise functions for marketing products. Only the Great Depression, and even then not immediately, dissuaded the commanders of the economy from their initial attitude about the priority of production, which was recommended to be served by separate and marketing tools. At this time, two concepts appeared successively: the improvement of production and the improvement of the product.

The beginning of the second stage period in the development of marketing dates back to the mid-1930s, the end - to the mid-1980s. This is due to the transition of economically developed countries from the industrial to the post-industrial period. The latter is characterized by the fact that production ceases to be mass, large-scale, and is increasingly focused on the individualized needs of consumers, markets are becoming more and more differentiated, the possibilities for reducing costs at enterprises are limited, the number of small enterprises is growing, the role of scientific and technical information is significantly increasing, etc.

Under these conditions, it became clear that the profit of the enterprise depends not only and not so much on cost reduction. own production, but to a large extent on how much attention is paid to researching the market and competitors, the quality of the product and organizing its successful promotion to the market. Therefore, the essence of the second stage is the formation of a complex of marketing actions with a focus first on the sale, then on the consumer (the concept of intensifying commercial efforts and the general concept of marketing, the marketing mix).

The third qualitative stage in the development of marketing began around the mid-1980s. and continues to the present. Modern marketing is implemented in the concepts of strategic, socially oriented (socio-ethical), individual marketing, relationship marketing, marketing of large social communities - meso - and megamarketing.

The consumer ceases to be the only center of the universe in marketing. There is a reorientation towards a combination of taking into account the interests of producers, consumers and society as a whole. The goal is to achieve the desired satisfaction of target customer groups in more efficient (than competitors) ways while maintaining or strengthening the long-term well-being of the consumer and society as a whole. The means to an end is a balance of three factors: the firm's profits, consumer needs, and the public interest.

Our knowledge of market activity should be based on the main provisions of modern marketing. How complete system activity of the enterprise in the market, it will have an increasing influence on the development of entrepreneurial philosophy and methodology.

Firstly, marketing creates a new way of thinking and managing an enterprise (firm). It forms as a system of thought, i.e. a set of mental attitudes aimed at optimal adaptation of specific goals and real possibilities for achieving them, at an active search for a systematic solution to emerging problems.

Secondly, marketing also creates a new mode of operation of the enterprise in the market. A holistic methodology of the market activity of an enterprise (firm) is being formed, revealing its principles, methods, means, functions and organization.

Until 1950, none of the scientists even put forward the idea that there are different schools in marketing. Marketing thought was "monolithic". There were no different theories of marketing, and there were no conflicting approaches to teaching it. It was in the 1950s that such schools and approaches began to take shape. First, the traditional and expansive interpretations of the subject began to differ. Secondly, the management approach finally stood out, which began to differ in the first place active use, the so-called marketing complex. Supporters of this approach argued that by deliberately manipulating the elements of the marketing mix - product, price, distribution channel and sales promotion, one can achieve the intended results, i.e., giving different meanings variables, you can reach the desired constant.

Gradually, several more or less independent directions took shape in marketing, which were called schools. American experts believe that today at least six different trends, six schools of marketing should be singled out.

The emergence of one of these schools - the school of macromarketing - is closely related to attempts to assess the role of business in society. The negative attitude of social forces towards such phenomena of the American economy as the military-industrial complex, the big industrial "brotherhood" with its anti-social philosophy, has generated an increased interest in marketing specialists in ensuring the interests of society as a whole. For the first time, the final criterion for evaluating the market activity of a firm - profit maximization - was questioned. It was the specialists of this school who, considering the long-term and short-term "results" of the market operations of various firms, came to the conclusion that the former had priority over the latter, from which the conclusion that it was necessary to put public interests at the forefront of entrepreneurial activity followed.

The consumerism school has evolved as research into the market environment has grown. And although in marketing the "pioneer" of the problems of social insecurity of consumers was Ralph Nader, who wrote the book "Danger at any speed", in economics the need to protect consumers in the framework of the theory of "general welfare" was first discussed by J. Schumpeter, J. Keynes and F. Modigliani two decades before. This school emphasizes in marketing the need to provide truthful advertising, rejection of too aggressive marketing tactics, guarantees of the safety of manufactured products and full provision of necessary information to consumers, based on the fact that without this the average consumer is not able to independently make a competent, only correct choice of what to buy. really necessary. Proponents of this approach clearly come to the conclusion about the need for state intervention in market relations in order to protect the interests of consumers.

The emergence of a school of systems approach in marketing thought is associated with the desire to use methods of quantitative analysis of market phenomena in marketing. In the works of Lancaster, who used the economic theory of relative utility, and Becker, who built his systems approach on the basis of the limited resource of time, this aspiration is gaining recognition and popularity for the first time. In the future, representatives of the school develop marketing theory mainly in the direction of simulation modeling, using the interdependence between supply and demand. Later, already in the second half of the 70s - the first half of the 80s, representatives of the school tried to bring their models closer to the consumer. The models are based on the family budget or the typical behavior of the buyer in various situations.

None of the marketing theories in the entire history of its development has, perhaps, enjoyed the same popularity among specialists as the theory of consumer behavior. A number of researchers have achieved great success in this area, thereby causing the separation of this current of marketing thought into a separate school. Among them are J. Howard, J. Sheth, P. Bliss, R. Blackwell, D. Collet and others. behavioral principles underlying marketing activities. The main issues of scientific research of supporters of this current in marketing thought are the loyalty of buyers to trademarks or brand names, factors influencing the formation of consumer attachments and decision-making on the purchase of goods, the causes of changes and national differences in consumer behavior, as well as the processing of information about consumer behavior.

Unlike the previous school, the behaviorist school focuses on the principles and nature of behavior not of individual consumers, but of entire organizations. As a rule, certain types of behavior of organizations in the market are associated by supporters of this current of marketing thought with distribution channels of goods. The distribution system in each given country, according to the representatives of the school, is practically not subject to change, therefore, it is necessary for organizations searching for new markets for their goods to adapt to a particular distribution system. In addition, representatives of this school are also interested in the behavior of organizations in terms of intermediary functions, i.e. the object of study is the intermediary organizations themselves in different markets, in other words, personalized channels for the distribution of goods.

Marketing planning has been counting its history almost from the very beginning of the existence of the subject. However, the focus of a separate trend in marketing thought is the strategic management of a company in connection with the dynamic changes taking place in the market, is relatively recent - this is perhaps the youngest, but increasingly popular school. Especially popular is the strategic planning of a firm's adaptation to changing conditions as corporate planning is separated from the planning of the activities of a strategic link or division in a business.

2. Essence and functions of marketing

The term "marketing" arose in the practice of enterprises and in economic literature at the end of the 19th century in the United States of America. Translation from English "market" means the market, and "ing" - activities in the market. Marketing is one of the fundamental activities in the modern market.

The market is understood as economic relations arising in connection with the exchange of goods and services, as a result of which demand, supply and price are formed.

Demand is a need backed by purchasing power. However, demand is not a reliable indicator, as it changes. Changes in choice are affected by both price changes and income levels. A person chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

Offers - the desire and ability of producers (sellers) to provide goods for sale on the market at every possible price at any given time. The ability to provide goods is associated with the use of limited resources, so this ability is not so great as to satisfy all the needs of all people, because the total needs, as you know, are unlimited.

Prices are a flexible tool and at the same time a rather powerful lever for managing the economy, although their real possibilities of influencing the economy in general and the standard of living in particular are much less than the hopes placed on prices and on the price mechanism by people. Price is a historical category that arose and formed in the process of the birth and development of exchange.

Marketing as a process of promoting goods and services through exchange has taken shape since the birth of commodity production. The further development of exchange led to the separation of trade from production and the separation of the merchant class.

Marketing really presupposes the existence of the market in its full structural scope, serves its development and is inseparable from the complex problems of supply, demand and prices. One way or another, it has as its initial object of attention the production and commercial activities of the enterprise and numerous intermediaries on the way of promoting goods to the market, to the final consumer. At the same time, which is very important, it is aimed at effectively meeting the specific needs of target consumer groups (with benefits for manufacturers, intermediaries and, of course, consumers).

Marketing is a very multifaceted phenomenon. This is a market philosophy, strategy and tactics of thinking and actions of subjects of market relations: not only manufacturers and intermediaries in commercial activities, but also consumers, as well as suppliers, practically economists, scientists, entire organizations, up to government bodies. Marketing can be defined as a scientific and applied discipline, as a type of professional activity as a management system, as a way of thinking, a style of behavior, an approach to solving problems, a complex specific functions etc. A simple analysis and taking into account the characteristics and requirements of the market situation will be the first stage of marketing, but, ultimately, it cannot help but face the problems of forecasting and active demand formation. Marketing is dynamic, changing depending on the scope of its application, time of action, parameters of the surrounding market environment and, of course, on the interests of target consumer groups. Marketing cannot be a set of recipes, a mosaic of activity skills, it is productive only if it is complex and, moreover, systematic.

To date, there are already many options for defining the concept of "marketing". Foreign and domestic marketers agree that attempts to formulate one or even several definitions of marketing are obviously not constructive, since they can limit the scope of further study of the category of marketing.

Over a long period of application of marketing, many theoretical authors define it differently. For example, the American scientist and economist Philip Kotler, a graduate and supporter of the ideas of the Chicago School of Economics, gives the following definition: "Marketing is a type of human activity aimed at meeting needs and requirements through exchange. A similar definition is present in the work of P.S. Zavyalov and V. E. Demidova: "Marketing is a system of organization and management of all parties business activity firms - from the very first sketches of the design and technology of a new product to its delivery to the buyer and subsequent maintenance.

marketing marketing planning Russia

This definition has the same drawback as that of F. Kotler. In both cases, the specialization of the types of design, economic, production, marketing and financial activities firms.

Marketing is a kind of human activity to ensure the correspondence between production and consumption, followed by bringing the produced goods and services to consumers in order to achieve the set goals. This definition emphasizes the very essence of marketing: to produce only what can be realized, i.e. production must match consumption. At the same time, the manufacturer (seller) in each specific period of time pursues a certain (different) goal of its activity.

There are many other important definitions of marketing, but the above definitions are enough to understand its essence (F. Kotler counted about 2000 definitions of marketing).

Marketing is essentially viewed from four perspectives:

as an ideology modern business;

as a marketing research system;

as a system for managing the sale of products;

as a set of measures to create demand and stimulate sales.

Marketing, one way or another, affects the interests of everyone, whether it be a buyer, manufacturer, seller or an ordinary citizen. But these people may have goals that contradict each other. The goals of marketing activities can be grouped into the following areas:

the purpose of commercial activity is to obtain a certain profit for a certain period.

actually marketing goals associated with attracting the interest of consumers to this type of product and service.

goals in the field of distribution of products and services are associated with the possibility of optimal distribution of products and services over time periods along the entire chain of the logical system from production to their sale.

goals in the field of sales of products and services are associated with the most efficient execution of orders, advertising, sales promotion, reduction of non-production costs through the use of specialized transport.

Marketing functions are a set of activities related to market research, assortment development, the formation of product distribution channels to the market, advertising and sales promotion, as well as management and control. Each of these functions is important, but only in close relationship with each other can they successfully implement the principles of marketing. Ultimately, they can be divided into four groups, shown in the figure.

Figure - Marketing functions

The analytical functions of marketing include:

) The study of consumers.

) Study of the brand and product structure of the market.

) Analysis of the internal environment of the organization.

Market research is carried out according to such criteria as its geographical location, capacity, specification, number of competitors, the state of supply and demand for a product that the company intends to produce (or even produces) and offer for sale. In any market there are many consumers who may be interested in the products or services of the enterprise (company). And here the main thing is to determine your group among them, i.e. to segment the market. Each enterprise has its own methods of marketing research in this area. But the general is the study: first, the structures of consumers - by quantity, if they are individual buyers, and by size, if they are firms, by age and gender, educational qualification, social position, and secondly, consumer requests - the volume of purchases, the reaction to the emergence of new products and price changes.

Then you need to study commodity structure market, in order to determine the existing range and determine whether there is a product similar to the one that the company intends to offer, as well as what are the standards, norms, and quality requirements for goods in the market.

At the same time, competing companies are being studied: the product offer and demand for their products, the sales system, and the forecast for the future in terms of product competition.

As a result of the implementation of the marketing function of this group, the niche of the enterprise in a particular market is determined.

The production functions of marketing include:

) Production of new goods; development of new technologies. Here we are talking about making decisions regarding the development and production of such goods that will be accepted by the market, that is, consumers are in demand.

It is necessary to conduct a clear segmentation of consumers. This allows you to purposefully organize the production of competitive goods in the required volume and in compliance with the optimal shipment plan. The production of market novelty goods allows the company to be a monopolist in the market for a long period of time, which contributes to higher profits.

) Logistics. At this stage, procurement of material and technical resources is carried out. The developed system has a significant impact on the timing production process, reduces overhead costs, which reduces the cost of production, and this is very important for establishing the optimal price for the product.

) Managing the quality of finished products, and its competitiveness. General concept"competitiveness" is revealed through such indicators as product quality (compliance with certain standards) and its usefulness for consumers, on the one hand, and the total costs of the consumer (the price of the product and the cost of its operation during its service life), on the other hand.

The result of the implementation of all these marketing functions should be the release of competitive products of the required range.

Distribution and marketing functions cover everything that happens to the product after its production, i.e. It's about bringing it to market. Market impact, which is one of the fundamental principles of marketing, aims to promote the successful sale of goods. To do this, you need to organize your own distribution channel goods, which means the totality of physical and legal entities who take ownership of goods (services) at the stage of their promotion from producer to consumer. They are divided into direct and indirect.

Through direct channels, goods (services) are promoted without the participation of intermediaries, that is, directly from the sales department to the consumer. In this case, the company itself carries out a marketing program for sales, maintains contact with the client, therefore, trading margins and remuneration due to trading enterprises and intermediaries are excluded.

By indirect channels promote goods (services) through trade (tents, shops) or an intermediary. The first case involves wholesale and retail trade. This method of sales is optimal if the company does not occupy a dominant position in the market, and the trader has sufficient experience and capabilities in the field of trade, has influence on the market. The second option involves the sale of products through intermediaries, sales representatives and brokers.

Particular attention is paid to transportation - the physical movement of the product from the place of production to the consumer. Moreover, it is necessary to move not only the product, but also the resources for its production from the places of their receipt to the enterprise. Transportation ensures the usefulness of the goods in terms of location, time and form. Economics experts argue that these three utility categories are very important in producing a product that has economic value. The product must be in the place where it is needed, when it is needed, and in the required shape.

Storage system must meet three requirements: safety, reliability and economy. The premises where products are stored must have special equipment.

Commodity policy involves the implementation of certain actions to effectively form an assortment that meets the standards that are accepted on the market, with minimal production costs. It must be developed based on a thorough knowledge of the market and on the optimal consideration of the capabilities of the company itself. Such information is obtained as a result of the analytical function of marketing.

Management functions of marketing involve, first of all, the organization of planning economic activity enterprises and production management. In the process of this activity, the general strategy of the enterprise is determined, and tactical (operational) tasks are formulated.

In operational planning short-term action programs and budgets are drawn up, taking into account the current goals of the enterprise. They are a guideline for all its divisions and provide for planning:

product range - determining the need for goods and groups of potential consumers, assessing competitiveness, updating the range and modifying goods, developing packaging;

marketing and distribution - selection of distribution channels, assessment of transportation and storage needs, branded trade, turnover, inventory levels, after-sales service;

financial indicators - marketing costs, price (demand, costs, competitors), income from marketing activities;

staffing - placement of management personnel and specialists, training and retraining of personnel, attracting consultants, studying the experience of other enterprises.

3. Modern marketing concepts

Marketing management is based on a number of conceptual approaches. Marketing concepts are the initial provisions that characterize the active orientation of the market activity of an enterprise at various stages of its development.

The modern concept of marketing is that all activities of the enterprise (scientific and technical, production, marketing, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production to meet these requests. Marketing means developing, producing and marketing something for which there is really a consumer demand. When implementing the concept of marketing, the emphasis on making economic decisions is shifted from the production links of the enterprise to the links that feel the pulse of the market. Marketing service is think tank, a source of information and recommendations not only for the market, but also for the production, scientific, technical and financial policy of the enterprise. Here, on the basis of a thorough analysis of the state and dynamics of demand and business conditions, the question of the need, prospects, and profitability of the production of a particular product is decided.

The concept of manufacturing excellence comes from the fact that they will be sympathetic to goods that are widely available and affordable. Therefore, the organization should focus on improving production, increasing its economic efficiency, reducing the price of products and distribution systems. The leading means of achieving the goal were recommended to increase the scale of production and reduce the cost of production. Henry Ford, for example, sought to bring the production of the Model "T" to perfection - so that the cost of the car would decrease and it would become available to the maximum number of consumers. Ford joked that he could offer customers a car of any color, as long as it was black. This concept in practice is still flourishing in the field of budgetary, social services, having shifted to where marketing did not exist at all before - to the sphere of non-commercial relations. The negative features and consequences of using this concept are indifference to the needs of consumers, the depersonalization of consumers, goods, and firms.

The concept of product improvement is based on the belief that some consumers are interested in products that meet the highest quality and have the best performance. The main object of attention was the product, according to the principle: the main thing is the mousetrap (and not the problem of getting rid of mice). Marketing efforts focused on improving the quality of goods, the main means of achieving the goal was the modernization of manufactured goods. The sphere of existence of marketing has shifted somewhat to where it was no longer a purely industrial, but a completely technocratic approach that dominated. The negative features and consequences of the implementation of such a strategy can be considered marketing myopia, omission from the view of the problems and needs of the client, design possibilities, packaging, prices. For example, Coca-Cola, focusing entirely on its soft drinks, has overlooked the growing popularity of coffee shops and bars that sell fresh juices, i.e. those markets that will ultimately encroach on the "soda" market. The managers of these organizations too often look in the mirror instead of looking out the window. Many managers of various companies believe that product orientation ensures constant updating of technologies, because technological superiority is the basis of business success.

The concept of intensified sales effort states that consumers will not buy enough of a firm's products if the firm does not make significant marketing and promotional efforts. The most worthy end goal of a firm and its marketing is to make a profit by increasing sales. The focus is on the sales process. The main content of marketing is taking care of the needs of the seller to turn his goods into cash. The leading means of achieving the goal are sales efforts and sales promotion measures, "hard" sales in order to force a purchase to be made immediately, on the spot. Most often, this concept is applied to the so-called passive demand goods, those that the buyer is unlikely to think about buying (for example, an encyclopedia or insurance). According to this concept, consumers must be persuaded to make a purchase, and therefore every company should have at its disposal an arsenal of tools for marketing and promotion of goods and stimulation of purchases.

The concept of intensifying commercial efforts is also practiced in the non-profit sector. Political Party, for example, energetically "sells" his candidate to the voters as a professional who will cope with existing problems better than others. Many companies resort to the concept of intensifying commercial efforts during periods of overproduction. Their goal is to sell what they have, not to produce what the market demands. Naturally, marketing based on an aggressive selling strategy comes with a lot of risk. It focuses solely on the act of selling itself, and not on creating long-term and profitable relationships with customers. It assumes that buyers who have agreed to purchase the product will be satisfied with it. Most studies show that a customer will not buy again a product they are not satisfied with. Worse still, a satisfied customer shares a product they liked with an average of three people they know, while a dissatisfied customer shares their disappointment with an average of ten.

The concept of pure marketing requires consumer orientation: to produce only what can be sold. A company's achievement of its goals depends on determining the needs and demands of target markets, as well as on satisfying consumers more effectively than competing companies. Oddly enough, but this approach has only recently begun to be used in entrepreneurial practice.

Many prosperous and widely famous companies work on the basis of the concept of pure marketing. For example, such as Procter & Gamble, Marriott, Nordstrom, McDonald's.

McDonald's Corporation, a network of catering establishments where the main dish is a hamburger, is a true marketing professional. With 18 thousand branches in 90 countries, where in general, sales of $ 23 billion are made in a year of work, every three hours in Somewhere in the world, McDonald's Corporation opens a new restaurant. The reasons for this state of affairs lie in a clear focus on marketing: McDonald's knows how to serve visitors and how to respond to changing consumer demands. Ray Kroka, a 52-year-old salesman for milkshake machines, is expressed in the motto of the McDonald's corporation, which sounds like Q.S.C. & V. - quality, service, cleanliness and value. Visitors enter a spotlessly clean room and are greeted by a friendly service staff, they quickly get delicious food, which they eat right there or take it away in a pretty package. There are no jukeboxes and payphones in McDonald's premises, so teenagers do not "hang out" there. There are also no cigarette vending machines and newspaper racks. McDonald's are family-style restaurants, and children especially like them. In addition to these efforts, each McDonald's restaurant takes part in various social events.

The concept of general marketing, which turns into the concept of marketing mix, the achievement of the ultimate goal - making a profit - is directly linked to the main condition: effective satisfaction of consumer needs. The main content of marketing activities is to take care of meeting the needs of the consumer through the product and a number of factors associated with the creation, supply and consumption of this product. Means to achieve the goal - complex marketing efforts (marketing mix). This type of marketing still dominates in areas where there is work with consumer goods produced by large companies.

The concept of strategic marketing focuses marketing efforts on a long-term perspective and, in essence, is a constant and systematic analysis of market needs, leading to the development of effective products designed for specific groups of buyers and having special properties that distinguish them from competing products and thus create a sustainable competitive advantage for the manufacturer. advantage.

The concept of socially ethical marketing provides for the satisfaction of healthy and reasonable needs, protection environment, increasing the role of public interests, maintaining a balance of interests throughout the entire technological chain from the use natural resources before consumption of the final product. The campaign first identifies the needs and interests of target markets, and then provides consumers with the highest customer value in ways that support (or even improve) the well-being of the customer and society. The concept of socially ethical marketing is the most advanced of all the previous ones.

This concept is based on three fundamental ideas:

meeting the healthy and reasonable needs of consumers;

achievement of the main goal of producers, taking into account the interests of society as a whole;

ensuring environmental protection.

As an example, The Coca-Cola Company, a corporation that produces soft drinks that consumers love, has won everyone's trust. However, some consumer groups and environmentalists have expressed concern that the company's drinks are low in nutritional value, can damage teeth, contain caffeine, and cans and glass bottles, in which these drinks are sold, represent an environmental problem.

These kinds of complaints led the company to adopt the concept of socially ethical marketing. This concept encourages marketers to strike a balance between the three goals of marketing: campaign profit, consumer needs, and the public interest. In the past, most companies made marketing decisions based primarily on the company's short-term profits. Gradually, however, campaigns began to realize the importance of long-term satisfaction of consumer needs, and thus moved on to the concept of marketing. Today, more and more campaigns think about the public interest when making marketing decisions.

The concept of holistic (holistic) marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence.

Holistic marketing recognizes that everything is important in marketing and, as often happens, an extended, integrated approach is needed.

The concept of holistic marketing includes four categories of marketing: internal, integrated, socially responsible and relationship marketing. Holistic marketing provides results, not the illusion of understanding and control.

Thus, holistic marketing is an approach that attempts to recognize and balance the various competencies and complexities of marketing activities.

On the communications spectrum, holistic marketing occupies the higher levels. Holistic marketing does not limit the content of communications either to individual details and characteristics of a product or service, or even to some complexes of ideas. The content of communications becomes the whole world in which the business lives, including the personalities of managers and employees. Holistic marketing communicates this world to customers in its complexity, richness and diversity. On the other hand, in holistic marketing, we turn our communications not to individual human needs or even to some generalized values, but to the unified personality of the client in its complexity, richness and individuality. We do not try to look for points of control over the consumer, we do not seek to find his "button", but we create conditions for cooperation and co-creation with him.

Holistic marketing is primarily a special, holistic way of thinking, and not a set of specific recipes and technologies. Any business can use its powerful and yet little explored potential, but for this you need to learn how to act, not trying to understand and control everything around. It's not easy, but don't be scared.

It is important to emphasize that marketing specialists choose the most appropriate approach for the organization, based on the specifics of the proposed product, the characteristics of the market, consumers, etc. .

4. Development of marketing in Russia

The period from 1880 to October 1917 can be considered the first stage in the development of marketing in Russia. Since at that time there was a rapid development of the industrial potential of Russia on the basis of entrepreneurship. During this period, elements of marketing were widely used in the practice of Russian entrepreneurship (they used printed and wall advertising).

There was no complete marketing system in Russia. Separate problems of marketing are considered within the framework of other economic disciplines that were taught in commercial schools.

But in 1917, the development of the theory and practice of marketing in Russia was almost completely interrupted, since for five years there was a shortage of almost all goods in the country, and a significant part of industrial capacity was destroyed. It was connected with the first world war, two revolutions of 1917, civil war. During these years, a rigid distribution system of "war communism" existed in the country.

With the advent of the NEP era, a new stage in the development of marketing in Russia takes place. The content of the NEP is the replacement of the surplus tax in kind in the countryside, the use of the market and various forms of ownership, the attraction of foreign capital in the form of concessions, and the implementation of monetary reform (1922-1924). In industry, trusts were created - associations of homogeneous or interconnected enterprises that received complete economic and financial independence, up to the right to issue long-term bonded loans. The trusts themselves decided what to produce and where to sell their products. The enterprises that were part of the trust were removed from the state supply and switched to purchasing resources on the market. The law provided that "the state treasury is not responsible for the debts of trusts." The sale of finished products, the purchase of raw materials, materials, equipment was carried out on a full-fledged market, through channels wholesale trade. There was a wide network of commodity exchanges, fairs, trade enterprises. A private sector emerged in industry and commerce: some state enterprises were denationalized, others were leased out; private individuals were allowed to create their own industrial enterprises.

The Market Institute appeared in Moscow, the first institution in Soviet Russia to study marketing. N.D. Kondratiev created the theory of "Business Cycles", the first scientific work on marketing. The scientific school created by Kondratiev spoke out against the illusion of permissiveness in the economy, gave a detailed criticism of voluntarism in planning and the emerging administrative-command system. The first attempts to calculate price indices were carried out by the staff of the institute.

Since 1929, the development of marketing in Soviet Russia again comes long break. A rigid command and distribution system is being introduced in the country, and a general shortage of goods accompanying it appears. There is no place for marketing in these conditions. The period during which even the word marketing itself was forgotten lasted until the end of the 50s.

With the onset of the "Khrushchev thaw", practical marketing in Russia did not revive, but still appeared new aspect. A new stage in the development of Russian marketing began in the late 60s - early 70s and is associated with the so-called "détente of international tension." During this period, the Soviet economy needed the active development of international economic relations for the sale of its products (primarily raw materials and energy consumers) and the purchase of consumer goods and food. The 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. But it should be noted that they began to train specialists only in international marketing. Domestic marketing specialists began to be trained first abroad, then in Russia.

Nevertheless, within the USSR, in essence, there was no need for marketing, since under the conditions of a directive planned economy, the postulate of a balance between production and consumption was declared. Therefore, the only areas where relatively timid attempts were made to conduct market research were foreign trade.

In developed market countries, the need for marketing usually arose as industry after industry approached the "point of marketing" - a situation when the supply of goods and services for the first time began to exceed the already formed demand, i.e. as the market reaches a state of "satiety".

Our society has approached the need for marketing from a different point of view - from the side of empty wallets of people who have gone beyond the poverty line and debtor enterprises put "on a file cabinet"; this situation, when the rate of decline in effective demand is significantly higher than the rate of decline in production volumes (in price terms).

With the beginning of the reforms, M.S. Gorbachev in 1985-1986, a new stage in the development of Russian marketing begins. First of all, activities in the field of international marketing have 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. The all-Union association "Soyuzexpertiza" begins to check the consumer qualities of export and import goods on commercial terms.

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.).

In 1988, the Central Committee of the CPSU and the Council of Ministers of the USSR recognized the need to create and develop specialized marketing services in ministries and departments, associations, enterprises and organizations, promptly respond to consumer demand, radically improve the appropriate training, retraining and advanced training of personnel .

For the Russian economy, the beginning of the 90s. became a turning point, since this period is closely connected with the abandonment of the old administrative-command forms of management and the transition to new, market forms. In this regard, domestic enterprises faced problems, the solution of which largely determines the efficiency of both their direct activities and the entire economy of the country.

Russia's movement towards a market economy and the exit of commodity producers to international markets required careful study foreign experience and use, the most acceptable for our country of its elements.

The role of marketing in Russian economy increases with the development of scientific and technological progress. Despite the fact that the domestic market is still underdeveloped and has such negative features as a low level of infrastructure, low product quality and high prices, lack of a developed competitive space, there are undoubtedly certain shifts in this area. The general level of development of Russian industry should also be taken into account. Under these conditions, it is not possible to blindly copy foreign experience and simply transfer it to Russian soil. Marketing activities in our country has its own characteristics.

In the domestic market, domestic enterprises (firms) often build a marketing strategy on the product already available to the enterprise. And in this case, no special costs are required for "pushing" the product to the consumer, associated with a complex promotional activities, personal discounts, stimulation of artificial obsolescence of used products. Advertising is most often purely informational in nature, since spurring demand can lead to the opposite effect (here one should take into account Russian mentality). However, the ideas of some business leaders about the possibility of achieving sales growth and maximizing profits are just illusions, and they will soon be dispelled.

High prices and the need to sell low-quality goods ultimately completely relax enterprises: any incentive to improve their products and replace outdated technology with a more advanced and efficient one is lost. Enterprises receive distorted assessments of the nature and properties of their own products, are misled about the real state of the needs of buyers. As a result, the backlog from the level achieved by advanced companies that are under severe competitive pressure immediately widens. This, in turn, forces enterprises to refuse to enter world markets and leads to a huge increase in the cost of acquiring the latest technologies abroad.

A qualitatively new stage in the understanding of marketing activities is associated with the transition of our country to market relations. Today, many people are interested in marketing, and first of all practitioners. Various kinds of commercial schools and courses are being created where marketing is studied. A number of universities have begun training specialists in marketing for sectors of the national economy. The Marketing Association was formed.

Ministry of Education and Science

State educational institution

higher vocational education

"St. Petersburg State

University of Engineering and Economics"

Department of Marketing and Project Management

S.V. Kudryavtseva

MARKETING

Lecture notes

Specialty 080505 - Personnel Management

St. Petersburg

Introduction

Topic 2. The subject of marketing

Topic 3. Functional marketing tools

Topic 4. Organization and application of marketing management

Test tasks

Conclusion

Bibliography

Terminological dictionary

After studying the materials of the chapter, you will be able to:

Define marketing and talk about its role in the economy

Understand the basic concepts, structure and logic of the course

Compare Marketing Management Approaches

Understand the evolution of marketing development.

Marketing is an applied economic discipline that explores and explains exactly how decisions should be made at all stages of design, development, transportation and sale of a product, in order to fully take into account the fundamental fact that all these processes take place in a market economy and only the final success in the market can ensure the effectiveness of all business activities.

The contours of the conceptual system of marketing begins to acquire under the influence of the consequences of the global economic crisis of 1929-1932. The emergence of the so-called basic concepts, which became the basis for the subsequent development of marketing up to the present day, dates back to the same time. During this period, three fundamental approaches to the organization of marketing activities were formed that make up its foundation: functional, institutional and commodity.

The functional approach is based on an element-by-element analysis of the marketing activities of the enterprise, namely, wholesale, transportation and storage. The main emphasis is placed on intra-company planning.

The institutional approach puts at the forefront of marketing activities the final sale of manufactured products, its retail sale. In this case, the focus is on working with the retailer (so-called "merchandising").

The commodity approach is based on a thorough study of consumer preferences, taking into account which the development of products and their modernization is carried out.

At the second stage of the evolution of marketing, the formation of the so-called consumer marketing began. The initial thesis of this direction of marketing development was the idea that consumers inevitably prefer products with higher quality indicators, but at the same time they strive to acquire not so much the product itself as a thing, but the consumer utility that is embodied in it. Hence, the main thing in substantiating decisions on the production of a particular product is a deep, comprehensive study, first of all, of the consumer, his needs and requests, as well as the conditions and factors under the influence of which they are formed and developed.

At the same time, all the previously mentioned three approaches to the organization of marketing activities - functional, institutional and product - were integrated into a single whole, and an understanding of marketing as a system emerged, covering all types of enterprise activities related to the production of products and its promotion from producer to consumer. A new element of marketing has appeared, such as marketing research which later became the basis of all marketing activities.

A new qualitative turn took place in the 1950s and 1960s, when, having overcome post-war difficulties, the economically developed countries entered a new stage of development. Marketing began to be seen as a wider process than intra-company planning and even than the strategy and tactics of the economic behavior of the enterprise. It was during this period that it began to be perceived as a "philosophy of business" and, in general terms, the modern concept of marketing was formed. Marketing has been recognized large corporations, which led to major changes in the structure of intra-company management. The main one is the creation of special marketing services and the transfer of sales management functions to the head of the marketing department.

The development of the so-called "management marketing" belongs to the same period, the essence of which is to spread the principles of marketing to all levels of enterprise management from top to bottom. Methodologically, the main achievement of this stage should be considered the emergence of the concept of the process and structure of marketing, as well as the development of methods for complex market research.

At the same stage, international marketing began to take shape, which is also called global marketing. It became especially widespread in the 80s in connection with the intensification of international trade, the development of tourism and other forms of cooperation between various countries.

At the same time, the development of marketing theory went along the line of applying a systematic approach to the organization of marketing activities. In terms of system analysis, marketing is considered in two aspects: as a management subsystem within an enterprise, the functioning of which provides a link between the producer and the consumer - micromarketing, and as a subsystem within society, through which market management is achieved in order to meet the needs of end consumers - macromarketing. The latter is a fundamentally new direction, shifting the center of gravity from studying the problems of a single firm to analysis. social system within which it operates. This was the impetus for the emergence of a number of new approaches to marketing activities: social marketing, consumerism, behaviorism and strategic planning.

The meaning of social marketing is a significant expansion of the scope of marketing activities. Its subject is not only the market, but also socio-political activity. The purpose of social marketing is the creation, implementation and control of programs aimed at increasing the attractiveness of a social idea (idea marketing), cultivating certain norms and behavioral skills (for example, an anti-smoking campaign), etc. Social marketing is the use of marketing techniques for non-commercial purposes.

Consumerism aims to create and implement a consumer protection system.

Behaviorism is a branch of marketing that specializes in the study psychological aspects consumer behavior in the process of choosing and purchasing goods, identifying their motivations and preferences. Associated with the development of behaviorism is the development of one of the essential tools marketing - market segmentation, which will be discussed in more detail later.

The content of strategic planning (strategic marketing), in which many theorists and representatives of the business world at one time saw the pinnacle of marketing, taken into account when making any management decision, consists in studying the relation external factors and internal resources, capabilities of the firm. Strategic marketing is one of the priority areas of modern marketing and, according to experts, will remain of paramount importance in the future.

The combination of all these areas forms the basis modern concept marketing, which is methodological basis practical marketing, or marketing as a mode of action, which is understood as a specific way of organizing the economic activity of an enterprise, based on the integration and coordination of all functions for identifying and assessing market needs, transforming this knowledge into specific products, generating demand and promoting goods from the manufacturer to the end consumer .

Practical marketing acts as essential function enterprise management, closely linked with management. It is assumed that the development of the theory and practice of marketing and management follows the path of their convergence, i.e. interpenetration.

The third stage of marketing evolution (1971-1990) turned it, in essence, into the doctrine of modern business, its philosophy, the main means of communication between the company and its environment, into a complex systemic activity.

During this period, marketing began to be considered from the standpoint of system analysis based on the general theory of management. Marketing is gradually becoming one of the main elements of corporate strategic management, which, penetrating all the activities of the company, is aimed at its adaptation to the external economic and political environment. Marketing activity turns from a one-way connection of an enterprise with sales markets into a closed cycle, into a dialogue between a company and a buyer.

Most mistakenly equate marketing with sales and promotion. Whereas marketing is just one of its many functions, and sometimes not the most significant. One of the leading management theorists, Peter Drucker, puts it this way: “The goal of marketing is to make sales efforts unnecessary. Its goal is to know and understand the customer so well that the product or service will fit the customer exactly and sell itself.” This does not mean that sales and promotion efforts are losing their importance. Rather, it is about becoming part of a larger “marketing mix,” that is, a set of marketing tools that need to be harmoniously connected with each other in order to achieve maximum market impact.