Chapter 2 Aims and Objectives of the Project In this chapter… Developing the project brief Assessing the need to develop the project Describing the required project deliverables Determining the assumptions The success or failure of each project depends on how well it performs

Define goals and objectives The goal is very important because it defines the structure of the entire document. Ask yourself the question “Why do I need this presentation?” Answer it and proceed to further actions. You must clearly understand why and for what you bring

Introduction

The market is a complex phenomenon that develops in accordance with economic laws and has a complex hierarchically structured structure. The market involves millions of legal and individuals entering into a sale-purchase relationship.

Marketing 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, it serves to “more and more fully meet the ever-growing”, but not very specific needs of the masses, but is aimed at effectively satisfying the specific needs of target consumer groups.

Marketing is a very multifaceted phenomenon. This 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, economists, scientists.

Therefore, marketing plays an important role in modern society, and is also the most important part of the organization of the marketing activities of the enterprise.

For a favorable organization of the enterprise, it is necessary to correctly and clearly define goals and correctly evaluate and develop strategies that contribute to the successful development of the enterprise.

This term paper is: the study of the goals and strategies of marketing and the analysis of the marketing activities of the enterprise MUP "Aleksandrovsky bakery".

To achieve this goal, it is necessary to solve the following tasks:

1. Study the goals of marketing and their classification;

2. To study and reveal the concept of marketing strategy;

3. To study the main types of marketing strategy;

4. Conduct a systematic analysis of the activities of the enterprise MUP "Alexandrovsky bakery".

In the process of writing this course work used educational and periodic literature.

In this regard, the object of study of this course work is the enterprise MUP "Alexander Bakery".

The subject of the research is the marketing activity of the enterprise MUP "Alexandrovsky bakery".

Goals and marketing strategy

Marketing goals and their classification

The practical type of marketing used by the firm is determined by its goals.

The overall goal of marketing is to ensure that the demand of consumers presented in the market is met, and through this, to obtain the maximum possible profit.

The main task of marketing is to understand the needs and requirements of each market and choose those that their company can serve better than others. This will allow the company to produce higher quality products and thereby increase sales and increase its revenues by better meeting the needs of target customers.

Marketing begins long before a company has a finished product. Marketing begins with managers identifying needs people, calculate their intensity and volume, determine the company's ability to meet them. Marketers continue to work on products throughout its life cycle. They try to find new customers and retain existing ones by improving the consumer properties of the product and using sales reports and sales reports for this purpose. feedback. If the marketer has done a good job of understanding the needs of the customer, creating a product that meets the requirements of the buyers, setting a reasonable price, properly distributing the product and conducting advertising company, then selling such a product will be very easy.

Main marketing goals can be formulated as follows:

Achieving the highest possible high consumption.

Many business leaders believe that the main purpose of marketing is to facilitate and stimulate the highest possible consumption, which in turn creates the conditions for maximum growth in production, employment and wealth. Behind the rationale behind this goal lies the claim that the more people buy and consume, the happier they become. “The more, the better,” is the battle cry. However, some doubt that the increased mass of material goods brings with it more happiness. Their motto is "less is more" and "a little is great."

2. Achieving maximum customer satisfaction.

According to the following point of view, the goal of marketing is to achieve maximum consumer satisfaction, and not the maximum possible level of consumption. Maximum consumption of one product and possession big goods means something only if it leads to greater consumer satisfaction. Unfortunately, customer satisfaction is difficult to measure. First, no economist has yet figured out how to measure overall satisfaction with a particular product or a particular marketing activity. Second, the immediate satisfaction that individual consumers derive from particular "goods" does not take into account "evils" such as pollution. environment and the damage it causes. Third, the degree of satisfaction experienced by the consumer of certain goods, such as status items, depends on how few others have those goods. Therefore, it is difficult to evaluate the marketing system based on the indicators of satisfaction that it brings to the public.

3. Providing the widest possible choice.

Some marketers believe that the main goal of the marketing system is to provide the greatest possible variety of goods and provide the consumer with the widest possible choice. The system should give the consumer the opportunity to find products that best suit his taste. Consumers should be able to improve their lifestyle as much as possible, and therefore get the most satisfaction.

Unfortunately, maximizing consumer choice comes at a cost. First, goods and services will become more expensive as big variety will cause an increase in the costs of their production and maintenance of stocks. Higher prices will lead to a decrease in real incomes of consumers and the scale of consumption. Second, increasing the variety of products will require more time and effort on the part of the consumer to become familiar with and evaluate different products. Thirdly, the increase in the number of goods does not at all mean for the consumer an increase in the possibility of a real choice.

4. Maximize the quality of life.

Many believe that the main goal of a marketing system should be to improve the "quality of life". This concept is made up of:

1) the quality, quantity, range, availability and cost of goods, 2) the quality of the physical environment and 3) the quality of the cultural environment. Proponents of this view tend to evaluate the marketing system not only by the degree of direct consumer satisfaction it provides, but also by the impact that marketing activities have on the quality of the physical and cultural environment. Most agree that for a marketing system, quality improvement life is the goal noble, but recognizes that this quality is not easy to measure, and its interpretations sometimes contradict each other.

Many people think that marketing is only for large companies in the developed capitalist countries. In fact, it is used within and outside of business in all countries.

The global goals of marketing as an integral part of the market mechanism include the following requirements:

* make the market orderly (obeying certain rules), "transparent" (allowing to evaluate its state, parameters and development trends) and predictable (providing the ability to predict its changes);

* limit the spontaneity of the market by regulating some market processes;

* make competition orderly, subject to certain restrictions, exclude the possibility of unfair competition;

* subordinate production and trade to the requirements of the market, i.e. the interests of the consumer;

* to develop and introduce into market activity the principles of scientifically based technology of commodity circulation and distribution (distribution);

Each firm, acting on the market, develops its own system of goals (a tree of goals), which is laid down as the basis of a marketing strategy. The final goals are singled out (usually it is either the capture of a certain market share, or the sale of a certain volume of goods, or the receipt of a certain amount of profit), as well as intermediate goals. The achievement of the first (as the reader probably noticed, interconnected) determines the development of the company, its commercial success, and the place it will take in the market. The second - are the means to ensure the possibility of achieving the final goals.

Marketing (according to V. Blagoev) is a system of actions that includes research, analysis, planning, implementation and control of programs designed to study consumer demand and create, operationally manage the production and sale of products and values ​​that satisfy consumers more qualitatively in order to guarantee the achievement goals of the respective organization. Of course, marketing implies that the entrepreneur must give up some of his market sovereignty, but it reduces the level of risk, allows the use of collectively accumulated experience and, ultimately, provides some guarantee of success. Due to

This increases the role of marketing, which is justified in Scheme 1. .

Scheme 1. The role of marketing in business

Marketing fits into the market mechanism, allowing you to optimize the mutual search for the seller and the buyer, stimulate demand, use price and other market instruments as a regulator of market processes, and orient production to the interests of the market. Thus, marketing reduces the degree of spontaneity in the development of the market. It forms a system for studying and forecasting the market, ensuring its "transparency" and predictability of development.

The modern concept of marketing is the orientation of the entrepreneur to the consumer. There are also five basic marketing concepts that are closely related to goals:

1. The concept of improving production.

Firms that adhere to this concept believe that their prosperity in the market is associated with low prices for own goods, so they are constantly improving production to reduce costs and maintain low prices.

The concept of product improvement.

Firms believe that the consumer prefers only high quality goods, and try to produce those.

The concept of intensifying commercial efforts.

It is used by firms that produce goods of passive demand, as well as in those conditions when supply exceeds demand. There is aggressive advertising and pressure on the consumer.

The concept of marketing itself.

Before starting production, firms study the needs of the market, and only then proceed to organize it. Their motto is "The customer is always right".

The concept of social and ethical marketing.

Firms that adhere to this concept are trying to achieve harmony between the producer, consumer and society, i.e. the company tries its best to create a good image in the eyes of the public. This concept is becoming more popular, and many firms are following it.

To produce and sell everything that is in demand and can be sold is the main principle of marketing.

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

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

Marketing is to profit from .

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

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

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

To main types of marketing activities relate:

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

Purpose of marketing

aim modern marketing is not a sale or by any means (including defrauding the buyer), but .

Purpose of Marketing- attract new customers by promising them the highest value, and retain old customers by constantly satisfying their changing ones.

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

Marketing begins long before a company has a finished product. Marketing begins with the fact that managers identify people, calculate their intensity and volume, determine the company's ability to satisfy them. Marketers continue to work on products throughout their entire life cycle. They try to find new customers and retain existing ones by improving the consumer properties of the product and using sales reports and feedback for this purpose. If the marketer has done a good job of understanding the needs of the customer, creating a product that meets the requirements of the buyers, setting a reasonable price, properly distributing the product and conducting an advertising campaign, then it will be very easy to sell such a product.

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

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

• - Feeling the need to meet basic needs
• and - a specific form of satisfaction of human needs
• demand - the need for certain goods, expressed in the ability of a person to acquire them
• - assessment by the consumer of the ability of the product as a whole to satisfy his needs
• - the act of acquiring some desired product for something offered by the other party.

Marketing Principles

In modern economic practice, the relationship of the organization with the majority of market entities should be based on the principles of marketing.

1. Scientifically practical market research and production and marketing opportunities of the enterprise.
2. Segmentation. Its meaning lies in the fact that the company identifies for itself the most appropriate market segment ( homogeneous group consumers), in relation to which it will conduct market research and product promotion.
3. Flexible production and marketing response suggests rapid change depending on changing market requirements, elasticity of supply and demand.
4. Innovation involves improving and updating the product, developing new technologies, introducing new methods of working with consumers, entering new markets, updating advertising, new, new methods of marketing.
5. Planning involves the construction of production and sales programs based on market research and market forecasts.

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

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

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

The purpose of managing the organization's behavior based on the principles of marketing is to determine the promising areas of the organization's activities in the market, providing competitive advantages organizations with minimal resources.

The main tasks of marketing:

• Research, analysis and assessment of the needs of real and potential consumers the firm's products in areas of interest to the firm.
• Marketing support for the development of new products and services of the company.
• 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.
• Formation of the assortment policy of the company.
• Development of the company's pricing policy.
• Participation in the formation of the strategy and tactics of the company's market behavior, including the development of pricing policy.
• Sales of the company's products and services.
• Marketing communications.
• Service maintenance.

Functions and types of marketing

The main functions of marketing:

• planning;
• organization;
• coordination;
• motivation;
• control.

• comprehensive market research (detailed study);
• analysis of production and marketing opportunities of the enterprise;
• development of a marketing strategy and program;
• implementation of commodity policy;
• implementation of pricing policy;
• implementation of marketing policy;
• communication policy;
• organization of marketing activities;
• control of marketing activities.

Types of marketing

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

1. Domestic marketing: the sale of goods and services within the country.
2. Export Marketing: Additional Research into Foreign Markets and Distribution Services for Efficient Exports.
3. Import marketing: a special kind of market research to ensure high performance procurement.
4. Scientific and technical marketing is associated with the sale and purchase of results scientific and technical activities (patents, licenses).
5. Direct investment marketing: studying the conditions for investing capital abroad and attracting foreign investment.
6. International marketing: selling or buying a product from a national enterprise in another country.
7. Nonprofit Marketing: Creating a Positive public opinion in relation to specific persons, organizations, places or ideas.

Demand States and Marketing Challenges

Demand can be: negative, absent, hidden, falling, irregular, high-grade, excessive, irrational.

Negative demand caused by the negative attitude of buyers to 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.

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 the product with the natural needs and interests of the person.

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

Falling demand. The task of marketing is to analyze the reasons for the decline in demand and determine whether sales can be stimulated again by finding new target markets, changing product characteristics, etc.

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 pricing, incentives, and other incentives.

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.

Excessive demand is when the level of demand is greater than the ability to meet it. The goal of marketing, referred to in this case as "demarketing", is to find ways to temporarily or permanently reduce demand, rather than eliminate it.

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

Marketing as a concept of market management

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

And yet it is the marketing departments, more than any other departments, that care about the customers. Creating and satisfying a customer is the essence of today's marketing theory and practice.

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

Today, marketing is widely used in all countries of the world. Most of the states of Northern and South America, Western Europe and Southeast Asia have widely developed marketing systems. Even in Eastern Europe and the former Soviet republics, where the very word "marketing" sounded unusual until recently, significant political and social changes created the conditions for the introduction of marketing. Economic and political figures in most of the countries of the former socialist bloc tend to learn everything about modern marketing practice.

You already know a lot about marketing because it is all around you. You see the results of marketing - this is an abundance of goods on store shelves. Marketing is advertising that fills TV screens, magazines, newspapers and even penetrates into your mailbox. At home and at school, at work and during leisure time - marketing is everywhere, no matter what you do. Marketing is something more that the attentive buyer can notice. Behind him is a vast network of people who are busy fighting for your attention and money. In the manual you will find a more complex, scientific definition of the basic concepts and practices of modern marketing. In this chapter, we will start by defining marketing and its fundamental concepts; find out what philosophy underlies the theory and practice of marketing; Let's discuss some of the major challenges that marketing faces as it develops.

What is marketing

What does the term "marketing" mean? The goal of modern marketing is not to sell on the principle of "you can't cheat - you won't sell," but to satisfy customers. Some people think that marketing is just advertising and selling. And no wonder: every day we are bombarded with hundreds of television commercials, newspaper ads, sales letters and sales messages. Someone is always trying to sell us something. It seems that not only death and taxes have become inevitable, but also sales.

Therefore, it will probably surprise you if we say that selling and advertising is just the tip of the marketing iceberg. While these two components are essential, they are nothing more than parts of the marketing mix and often not the most important. If a marketer has worked hard to understand the needs of the customer, created a product that is of the highest customer value, charged a reasonable price, distributed the product correctly and advertised it effectively, then it will be very easy to sell such a product.

Everyone has heard of the so-called hot goods. When Sony created its first Walkman, Nintendo introduced its first game console, and The Body Shop launched its unique cosmetics, orders for these products were huge. This is due to the fact that companies managed to offer the "right" goods. Not just products that many would like to buy, but products that open up new opportunities. Peter Drucker, one of the leading management theorists, states: "The goal of marketing is to get to know and understand the customer so that the product or service exactly meets his requirements and sells itself."

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

Markets

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

Rice. Market Relations

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

The modern economy is based on the division of labor, in which each producer specializes in the production of a certain product, receives money for this and buys everything necessary for production with them.

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

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

In business, the term "market" is used to refer to a group of consumers grouped together in some way. We can mention, in particular, the demand market (one of these markets is created, for example, by consumers who care about their health and want to receive exclusively high quality goods); commodity markets (for example, the consumer electronics market); demographic markets (for example, teenagers or "baby boomers" - people born in the 50s during the "baby boom", that is, a sharp increase in the birth rate in the United States); geographic markets (United States of America or Western Europe). This concept is used not only to refer to specific consumer groups. For example, the labor market is made up of people who offer their labor in exchange for wages or goods. Various organizations, including employment agencies and recruitment consultants, appear in the labor market with the aim of facilitating its functioning. Of great importance are financial markets because people have needs such as borrowing and lending, saving and saving their money.

Modern Marketing

The concept of markets finally brings us to a more complete definition of marketing. Marketing means the management of the market for the purpose of exchanging to meet the needs and demands of man. So we're back to our definition of marketing as the process by which individuals and groups get what they need and want by creating and exchanging goods and customer value with one another.

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

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

Rice. The main actors and forces in the system of modern marketing

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

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Marketing is a social science and therefore affects a great many people.

The main objectives of marketing are as follows.

1. Maximization of the highest possible level of consumption - firms are trying to increase their sales, maximize profits using various methods 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 widest possible range of 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, so sometimes contradictions are born.

Marketing Tasks:

1) research, analysis, assessment of the needs of real and potential buyers;

2) marketing assistance in the development of a new product (service);

3) provision of after-sales service;

4) marketing communications;

5) research, analysis, evaluation and forecasting of the state of real and potential markets;

6) research activities of competitors;

7) sale of goods (services);

8) formation of assortment policy;

9) formation and implementation of the company's pricing policy;

10) formation of a strategy for the behavior of the company.

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  Goals and tasks marketing. Marketing It is a social science and therefore affects a great many people. Main goals marketing are the following.


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  Assortment policy in marketing
  Goals and tasks marketing.


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  Assortment policy in marketing. A product range is a group of products that are closely related to each other by similar principles of functioning ... more ».
  Goals and tasks marketing.


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  Goals and tasks marketing. Marketing It is a social science and therefore affects a great many people.
  Main classification marketing on priority tasks. 1. Differentiated.


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  Assortment policy in marketing. A product range is a group of products that are closely related to each other by similar principles of functioning ... more ».
  Goals and tasks marketing.


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  Goals and tasks marketing.
  Principles and functions marketing. One of the foundations of any enterprise operating on the principles of marketing, is the motto "to produce only what the market needs, what will be demanded by the buyer."


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  Assortment policy in marketing. A product range is a group of products that are closely related to each other by similar principles of functioning ... more ».
  Goals and tasks marketing.


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  Assortment policy in marketing. A product range is a group of products that are closely related to each other by similar principles of functioning ... more ».
  Goals and tasks marketing.


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  Assortment policy in marketing. A product range is a group of products that are closely related to each other by similar principles of functioning ... more ».
  Goals and tasks marketing.


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  Essence and tasks international marketing. Tasks facing international marketing, more complex than in domestic markets because it faces at least two levels of uncertainty.

Found similar pages:10

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

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

And that means different approaches and methods. But, it is we, professional marketers, who see the difference, and even then it is small. For the rest, marketing and PR are one and the same.

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

About marketing. in detail

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

It's yes and no. Depending on which side to approach. To help you navigate the difference between the three concepts, we wrote an article

I strongly advise you to read it, since we will not dwell on their differences. Let's talk about the definition of marketing.

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

But personally, I like a different definition of marketing that briefly looks at the discipline from a business perspective. And this is closer to the practices to which we brazenly refer ourselves.

Marketing It is about profiting from customer satisfaction.

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

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

And the functions and principles of marketing complete all this charm. Well, let's deal with everything in more detail.

Marketing Goals

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

Its goal is to get to know and understand the customer so well that the product or service will definitely sell itself.”

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

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

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

• Market targets:

1. Increase in market share;
2. Development of new markets;
3. Weakening of competitors' positions in the market;

• Specific marketing goals:

1. Creation of a company;
2. Creating high customer satisfaction;
3. Increasing the profitability of marketing activities;

• Structural and managerial goals:

1. Giving organizational structure flexibility;
2. Achieving more complex strategic goals;

• Supporting goals:

1. Price policy;
2. Service policy;

• Control Goals:

1. Control of current activities;
2. Strategic planning;
3. Current financial activity.

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

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

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

1. Profit maximization. Probably one of the most global goals that every enterprise faces.

   Its main task is to increase the consumption of the product to the maximum by all possible ways and marketing tools, as this will lead to an increase in production and, as a result, an increase in profits and the company as a whole.

2. Consumer care. It is achieved due to the fact that the buyer, purchasing the goods of the company, becomes more and more satisfied.

   As a result - an increase in the frequency of purchases of goods, as well as an increase in it. In other words, one of the main goals of marketing in an organization is to become a company with a high .

3. Providing a choice. This goal is not suitable for small companies, since its essence is the expansion of the product line within one company.

   Thanks to this approach, large companies manage not only to satisfy the buyer due to a large selection, but also to achieve the 1st goal in the form of profit maximization.

4. Improving the quality of life. On the one hand, this is a very noble goal of the marketing system, which includes: quality products, a wide range of products and of course all this at an affordable cost.

   That is, thanks to this whole complex, the consumer can satisfy his needs, and thereby improve the quality of his life.

   On the other hand, the quality of life is very difficult to measure, so this goal is one of the most difficult to achieve.

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

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

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

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

In addition, they are quite easy to plan, as it is possible to make calculations and make an analysis.

For example, we take into account all these indicators when we conduct. True, the goal that we close in it, as a rule, is one - to increase income.

Of course, the goal must be approved by all the heads of departments, who through it will be able to determine its reality.

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

And also have people responsible for achieving them, as well as include specific deadlines. And this is sometimes even more difficult to do than to set the goal itself.

Tasks

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

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

1. Production. Produce what will be sold, not sell what is produced.
2. Marketing. Studying the market, consumers and ways of influencing them.

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

1. Research, analysis and study of consumers and company products;
2. Development of new services or products of the company;
3. Analysis, evaluation and forecasting of the state and development of markets;
4. Development of the company's product range;
5. Development of the company's pricing policy;
6. Participation in the creation strategic company, as well as tactical actions;
7. Realization of products and services of the company;
8. Marketing communications;
9. After-sales service.

And again, not very clear the first time. Some research, communications, services, and so on.

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

1. Create a strategic action plan. This implies the creation of an action plan both for the next year, with detailed steps, and a plan for the development of the company for 3-5-10 years.
2. Analyze the market situation. And do it not periodically, but constantly.

   And also you have to keep track of what you are not only producing now, but also can produce in the future.

3. Track the "mood" of consumers. We can say that it is to ensure that it only grows.

   To do this, you need to engage in reputation management. Or in simple words, work with future and current reviews.

4. Monitor the work of your competitors. Track their work, conduct, and also disassemble their goods into pieces. After all, competition is the engine of development. And then either you or you.
5. Work with . This will not only increase the efficiency of your employees and their work, but will also give the word about your company as a “very enviable employer”. It's worth a lot these days.
6. Engage in product promotion. To do this, you use any of the hundreds of . If we consider all the possibilities, then they will be calculated somewhere in 1000 ways.
7. Track marketing trends. So you can use current trends to improve your company and influence the growth of sales of your products.

And here I have bad news for you. All these goals and objectives, and even more so, one marketer will not solve.

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

So be patient and time various personnel Your company to think over and work out the marketing tasks.

Functions

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

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

Depending on the specifics of the company, it is determined which marketing functions should be used and which should not. To general functions marketing includes:

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

1. Studying the company itself
2. Market and consumer research
3. Studying competitors
4. Studying counterparties
5. Studying goods

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

1. Development of new technologies
2. Production of new goods
3. Reducing the cost of goods
4. Improving the quality of finished products

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

1. Service organization
2. Expansion of the product line
3. Price policy
4. Implementation of the marketing policy

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

1. Communication policy
2. Organization of marketing activities
3. Control of marketing activities

I will open to you little secret: all the listed goals, tasks and functions are basic and have not changed for many decades.

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

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

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Briefly about the main

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

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

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

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

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

How long do you think your business will last with the appearance of such a thinking competitor?

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

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