Essence and concepts of marketing activity. Consideration of questions of the theory of management-marketing - abstract Selection of target markets

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It is possible to distinguish a number modern definitions marketing: Marketing is the study of markets and the impact on them in order to facilitate the tasks facing economic actors. Marketing is a comprehensive system of activities for managing production and marketing activities based on market research, that is, it is a modern market concept for managing production and marketing. Marketing is social process, aimed at satisfying the needs and desires of individuals and organizations through the creation of a free competitive exchange of goods and services that form value for the buyer. Marketing is the most important function of the administration of the company, which consists in organizing and managing the entire range of business activities associated with identifying the purchasing power of the consumer and turning it into a real demand for a particular product or service. What is marketing?

Marketing is the art and science of choosing the right target market, attracting, retaining and increasing the number of customers by creating the confidence of the buyer that he represents the highest value for the company.

The use of the concept of marketing in enterprise management provides for two approaches Strategic Marketing– an analytical process aimed at monitoring market trends, consumer needs, searching for new potential markets or market segments, as well as new consumer needs Operational marketing is an active process aimed at achieving the planned sales volume of products in existing markets by using the tools of the marketing mix (commodity, price, marketing and communication policy)

Marketing management is (F. Kotler) The process of planning and implementing the concepts of pricing, promotion and distribution of ideas, goods and services, aimed at implementing exchanges that satisfy both individual and organizational goals

Market-oriented management (philosophy, management concept), the essence of which is the analysis, planning and implementation of activities aimed at interacting with market entities (consumers, distributors, competitors, socio-economic climate) through cross-functional coordination, as well as the formation of a certain culture in the organization Marketing management is (J.-J. Lambin)

market integration is taking place in Europe; in Europe there is a diversity of cultures and pluralism of opinions; European society has social responsibility;

Differences in the concepts of sales orientation and marketing Production Product Sales and promotion Profit as a result of more sales 1. The concept of sales orientation 2. The concept of marketing. Target market Consumer needs Integrated marketing Profit as a result of customer satisfaction. Starting point Focus Means Outcome

The concept of holistic marketing (components) Holistic marketing Integrated marketing: 4 P Relationship marketing: Customers, partners, distributors. Internal Marketing: marketing department, top management, other departments Socially responsible marketing: ethics, ecology, law, society

Macro-environment factors influencing the strategy ENTERPRISES E-POLITICAL-LEGAL ECONOMIC SOCIO-CULTURAL TECHNOLOGICAL E, R&D NATURAL INDUSTRY AND COMPETITIVE ENVIRONMENT PARTNERS ORGANIZATIONS (intermediaries, distributors) CONSUMERS SUPPLIERS AUTHORITIES Micro-environment (short-range) Macro-environment (short-range)

Marketing system at the enterprise Market environment Micro-environment factors Macro-environment factors Information system marketing. Internal reporting system System marketing research Marketing analysis system Needs analysis Attractiveness analysis Competition analysis Product portfolio analysis Strategy development Strategic marketing Operational marketing. Marketing plan (program) Product policy Price policy Communication policy Sales policy. Implementation and control over the implementation of plans

The marketing management process is an ordered sequence of stages and activities to identify demand, develop, manufacture, distribute and promote products that meet consumer needs. Main stages of the MM process: Analysis of market opportunities; Choice target markets; Development marketing strategy; Development of a marketing mix; Implementation of marketing activities and control over their effectiveness

Changes in marketing management in the 21st century. Transition from marketing in the marketing department to marketing throughout the organization; From the unit organization to the customer segment organization; From independent production to the purchase of an increasing number of goods and services; From working with many suppliers to "partnering" with a few of them; From maintaining old market positions to finding new ones; From the priority of tangible assets to the priority of intangible assets;

The main tasks of marketing management: 1. Development of marketing strategies and plans. 2. Development of knowledge about the market through the organization of MIS. 3. Formation of long-term relationships with buyers. 4. Creation market offers. 5. Delivering value. 6. Promoting value. 7. Ensuring long-term growth.

test questions: 1. What do you understand by the market: 1) dietary products, 2) sports clubs, 3) flour mills. 2. Define marketing in terms of: 1) action, 2) analysis, 3) culture in an organization. 3. Name a few modern products in which manufacturers have managed to reflect the unconscious expectations of buyers. 4. Choose any product, list its consumer properties, determine what needs it is intended to meet.

Discussion Topic By definition, marketing is about meeting the needs and desires of customers. Critics, however, argue that marketing is not limited to this, but creates needs and desires. Marketers encourage consumers to spend more money on goods and services they don't need. What is your opinion: does marketing form the needs and desires of consumers or just reflect the needs and desires.

Chapter 1 competencies:

As a result of studying Chapter 1, the student should:

  • know :
    • - the evolution of marketing concepts within the development economic system;
    • - modern concepts, tools and priorities of marketing management;
  • be able to :
  • - Express an opinion about the nature and need for marketing management;
  • - conduct comparative analysis stages evolutionary development marketing and marketing management;
  • - evaluate the emergence of tools marketing management;
  • own :
  • - marketing management tools;
  • - the ability to participate in the development of the concept of marketing management of organizations, plan and implement activities aimed at its implementation.

Organization marketing management concept

Forms, methods and technologies of marketing management in the practice of market participation Russian organizations are gaining more and more importance. In this regard, it is important to take into account the influence of market environment factors, to calculate economic feasibility commercialization of a new idea, predict entrepreneurial risks, determine the product positioning strategy, set an objective price for the product and ensure its adjustment to market changes, use effective marketing communications, as well as the best ways to bring the product to the market.

Marketing management is a philosophy of market participation aimed at activating entrepreneurial activity in order to meet the reasonable healthy needs of customers, their consumer needs. This philosophy is reflected in an individual approach, which is not only the ability to create integrated marketing programs, taking into account the capabilities and characteristics of each client, but also the ability to work ahead of the curve, introducing revolutionary projects and instantly responding to the needs of the product market.

The scientific formation of management, as well as marketing, was due to the scientific and technological revolution at the beginning of the 20th century in England, the USA. Technological progress, the development of productive forces, and other socio-economic and political conditions posed new problems for the theory and practice of management.

In the course of evolution within the framework of management science, various directions have emerged, and it has merged with other sciences close to it (sociology, psychology, ergonomics, mathematics, etc.). With the development of these sciences, entrepreneurs and scientists gained knowledge not only about the heterogeneous factors of the subject's environment in a competitive environment, but also about the possibilities for the most effective management of them in their own interests.

At the same time, there was a redistribution of the attention of scientists and practitioners-managers to the functional objects of management and the corresponding structures of the organization of the subject (production, finance, personnel, sales and marketing, procurement and supply, etc.). The turning point in the development of management was the unification of management theory and marketing theory, which gave rise to the market concept of management (marketing management).

Already in the mid-50s. In the 20th century in the USA and Europe, in the face of increasing competition, marketing, which by that time had an effective tool for influencing consumers, significantly expanded its influence and position in the theory and practice of management. So, one of the functional subjects of management - the sales department - is gradually transformed in the management structure into the marketing department, and later grows to functional management marketing.

The ongoing changes in the structure of management throughout the 20th century testify to the characteristic strengthening of the role of marketing in practical management and demonstrate their influence on the formation of marketing management concepts. “In management, often the dominance of marketing over production reduced the effectiveness of the latter,” wrote I. Ansoff. As a compensation, a “common marketing concept” emerged, which made it possible to balance the conflicting requirements of marketing and production.”

The formation of marketing as a concept of organizing entrepreneurial activity in a market environment could not take place in isolation from the formation of management theory and practice. Moreover, as the analysis shows, each stage in the development of marketing is clearly linked to economic prerequisites, a certain period in the development of management concepts.

The modern concept of marketing management is the result of many years of evolution in the views of entrepreneurs on their activities in the market and on the market itself, which occurs as a result of the development of the productive forces of society. The flexibility of this concept is manifested in an increase in the level of marketing - from “production improvement” through “intensification of commercial efforts” to “socio-ethical marketing” (Fig. 1.1).

On fig. 1.1 there are four successive phases, each of which corresponds to a certain stage in the development of the economic system: 1st phase - the industrial revolution; 2nd phase - the economic growth; 3rd phase - economy of abundance; 4th phase - post-industrial society (serviceization of the economy).

It should be noted that each of these phases corresponds to a special form of management decisions, which are distributed over the phases as follows: in the 1st phase - management decisions in relation to the means of production; at the 2nd phase - managerial decisions regarding distribution channels; on the

  • 3rd phase - management decisions regarding demand; on the
  • 4th phase - managerial decisions regarding resources. In this regard, marketing tasks from phase to phase also evolve. In addition, each phase corresponds to certain stages of marketing development.

Rice. 1.1.

Thus, the orientation towards production prevailed from the beginning of the 19th century. until 1920. However, even at the beginning of the third millennium, many enterprises retained a similar orientation. The leading goal of any enterprise in the 1st phase is the organization production activities focusing on effective use available funds. The role of marketing in the 1st phase is limited and passive, since it is mainly about maximizing the production of goods, minimizing costs, and increasing labor productivity.

In the 2nd phase (20-50s), the main task of marketing is to create an effective commercial organization (commodity and sales orientation) with active search and establishing markets for manufactured products, including through the involvement of intermediaries. The role of marketing is becoming less passive.

In the 3rd phase (50-80s), a holistic marketing organization, uniting within one general management all consumer decisions: product, distribution, price and promotion.

The 4th phase (1980s - present) marks the end of the prospect of unimpeded growth in the era of economic abundance. The role of marketing must evolve towards finding a balance between expressed and desired demand.

In other words, by the mid-1990s it becomes clear that time urgently requires the creation of a different marketing concept built on more progressive principles. Scientific research in the field of the relationship between man and nature has led to the need to create a special area of ​​marketing - social and ethical marketing. This concept requires a change both in the ratio social production and nature, and in the character, culture of consumption of the population.

The modern concept of marketing management is a socio-ethical concept. The formula for the social and ethical responsibility of business is: “Company profit = customer satisfaction + taking into account the interests of society.” It is clear from the formula that today the company's income depends on its ability to establish active contacts with customers by studying the market, creating effective distribution systems, promoting, and stimulating sales. A significant addition to these systems is the level of corporate culture and the social responsibility of each performer for the results of entrepreneurial work to society.

The concept of social and ethical responsibility proclaimed the priority of public interests over individual needs: the satisfaction of needs without prejudice to the interests of others. There is recognition social responsibility management and business both to society and to individuals working in the organization. In this regard, the importance of enterprises in the market is determined not only by the final commercial result, but also social orientation their activities.

Orientation to the commercial and social effect is reflected in the principles of social and ethical responsibility, the formulation of which shows the increased role of safe life, service quality, deductions for socially significant actions, the need to form an organization culture and social corporate responsibility.

The concept of marketing management of an organization is revealed in the form of a corporate system development document, which combines goals, objectives, principles and functions. The goals facing marketing management are the starting point for creating conditions for profitable business. Among the many target areas of marketing management, the following goals come to the fore:

  • 1) maximizing the degree of consumption satisfaction by synchronizing activities, sales volumes and service levels;
  • 2) ensuring a wide choice of goods and services in order to meet the material and spiritual needs of society in a timely and high-quality manner;
  • 3) maximizing the quality of life, the quality of choice based on the use of environmentally friendly production technologies, the sale of safe goods and services, the creation of a cultural environment;
  • 4) expansion of the strategic zone of market presence based on the intensification of sales and the use of virtual marketing opportunities;
  • 5) formation of a positive reputation and image as a result of achieving synergy from the integrated use of branding, merchandising, trade marketing, loyalty and partnership programs.

The development and adoption of effective planning and management decisions based on the principles of marketing management creates the prerequisites for increasing market share, expanding the strategic area of ​​market presence, providing high level competitiveness, selection of the target segment, management life cycle goods, adjusting prices to market changes, image-making of the organization, establishing partnerships.

The system of marketing management principles is a set of clearly formulated rules for developing a product niche, forming customer needs and determining the potential for unsatisfied demand. A principle is a basic provision that expresses a pattern and a guiding rule that determines the achievement of a goal.

important principles of marketing management are:

  • 1. The principle of market orientation, that is, the desire to sell only what society needs, and not to sell what has already been produced.
  • 2. The principle of unity of the business strategy and the tactics of its implementation through the observance of a clear sequence of operational management within the framework of organized research on market needs, the development of marketing programs until their actual implementation in accordance with the corporate mission.
  • 3. The principle of organizational behavior through the quality of execution of adopted strategies marketing activities; creation of a reliable system of goods distribution; entrepreneurial risk prevention, taking into account the service potential and corporate culture.
  • 4. The principle of profitability and efficiency with the allocation of evaluation competitive advantage in conditions of free enterprise and equal and mutually beneficial partnership.
  • 5. The principle of social orientation in order to timely form and identify unsatisfied demand in society, its harmonious development.
  • 6. The principle of an innovative approach to business and focus on the segment through the constant search for the idea of ​​a “market novelty product”, its commercialization and adaptation to the segment profile, the formation of a consumer culture.
  • 7. Definition principle key factors success, that is, basic internal and external conditions activities on which the market stability of the company depends.

The modern concept of marketing management is characterized by the following tasks:

  • 1. Carrying out market research to obtain a reliable information bank for a comprehensive assessment of market environment factors, market conditions and the level of competition, consumer behavior, partner loyalty.
  • 2. Development of corporate strategies with flexible use of portfolio matrices, strategies for attracting consumers, substantiation of a profitable target sales segment finished products, as well as operational strategies using marketing programs of pricing, product, marketing and communication policies.
  • 3. Use of advanced forms and methods of organization - franchising, outsourcing, emotional marketing, relationship marketing, fundraising, branding, merchandising, category management, exhibition marketing.
  • 4. Financial and cost analysis with the allocation of forecasting trends and patterns of the main indicators of marketing activities.
  • 5. Assessment of the commercial and social activity of a small enterprise, which allows making informed management decisions through marketing technologies based on a multivariate analysis of market stability, corporate responsibility and the level of organization culture, quality of customer service, participation in socially significant promotions.

Using Methods complex analysis key indicators of marketing technology management, problem solving selection of the most effective alternative technologies for commodity, marketing, pricing and communication policies by type economic activity in the field of small business.

The concept of marketing management, along with goals and principles, includes functions, that is, the “realization” of planned activities for the effective participation of the company in the market.

Functions of management marketing grouped into four blocks:

  • 1. Analytical (research) function: market research and selection of target markets, study of consumers, competitors, brand and product structure of the market, internal environment enterprises, product analysis in terms of customer satisfaction and market segmentation.
  • 2. Production (creative) function: development of market novelty goods, establishment of partnerships, organization of logistics, quality management and competitiveness of goods.
  • 3. The function of selling (selling) goods: generating demand and stimulating sales, the system of product distribution, positioning of goods, product policy, service system in favor of consumers, pricing policy.
  • 4. The function of management and control: planning (operational and strategic), information support for marketing activities, motivation, control.

From the point of view of the practical implementation of marketing in the activities of the organization, the concept under consideration makes it possible to understand that marketing management is a management system in which all elements are interconnected and interdependent (planning, organization, motivation, control, analysis, coordination).

In the context of improving market mechanisms, the importance of marketing management is steadily increasing. The concept of market management permeates all stages of the reproduction process: from the innovation of the idea of ​​a new product, its production, distribution to the final implementation, taking into account consumption. Despite the accumulated experience, all subjects of market turnover need to use specific marketing management tools.

  • Ansoff I. New corporate strategy. St. Petersburg: Piter, 1999. S. 40. 17
  • See: Sinyaeva I.M. Marketing in Commerce: Textbook / Ed.L. P. Dashkova. 3rd ed. M.: ITK “Dashkov i K°”, 2012.

Consists of performing a series of tasks to achieve the desired levels of sales for different markets(exchange with target markets).

There are five concepts that companies use to guide their marketing activities.

Production improvement concept

One of the oldest concepts adopted.

The company focuses its main efforts on decrease and increase in the scale of production, since the firm in this case believes that consumers will be more sympathetic to goods that are widely distributed and affordable.

This concept is used when the cost of goods is too high and a rational need is to reduce it and when the demand for goods significantly exceeds the supply. In this case, the organization is looking for ways to increase productivity.

This concept is very often used in queuing industries. Usually in public institutions. This concept is often accused of indifference to consumers. Setting a goal to reduce the cost of the organization, they forget about the interests of consumers, therefore, to minimize risks, the concept must be applied only with a significant excess over supply.

The most striking example of the implementation of the concept of improving production is the concept of Henry Ford, which consisted in debugging the production process of the Model "T" to such a state that the car could be available to a wide range of consumers.

Product Improvement Concept

The concept of product improvement is based on the assumption that the consumer will give preference to a product whose quality, properties and characteristics are constantly improving.

Therefore, the company should focus all its efforts on continuous improvement his products. Practice shows that this concept is not always rational. It sometimes turns into "marketing myopia." Manufacturers in pursuit of the quality and perfection of their products forget that buyers, when buying, first of all seek to satisfy their needs. For example, mousetrap manufacturers may forget that what customers want is not mousetraps, but rodenticides, and customers may not necessarily choose a technically perfect mousetrap. Maybe clients prefer chemicals or other means. If the product is technically perfect, but not visually attractive to consumers or does not fully satisfy their needs, then it will not receive the necessary popularity.

The concept of intensifying commercial efforts

This concept is followed a large number of companies.

The concept of intensifying commercial efforts is based on the belief of the company that consumers will not actively buy a product if they do not special measures to promote it to the market.

This concept is most often applied to passive demand goods - those that the buyer is unlikely to think about buying. In this situation, companies need to identify the circle of potential buyers and explain to them the benefits of their product.

Many companies use this concept during periods of overproduction. Their goal is to sell the produced goods, and not what the market requires.

Naturally, based on an aggressive sales strategy, it is associated with a lot of risk. It focuses on a one-time deal, rather than long-term mutually beneficial relationships with customers. He assumes that a client who was dissatisfied with the purchase will forget about the offense after a while and buy the product of this company again. But the statistics say otherwise. A satisfied customer talks about a product they like to an average of three of their friends, while a dissatisfied customer shares their disappointment with an average of ten.

Marketing concept

The concept of marketing assumes that the achievement of a company's global goals depends on determining the needs and demands of target markets and from being more efficient than competitors customer satisfaction.

The concept of marketing is often confused with the concept of commercial intensification. At the heart of the concept of intensifying commercial efforts is the movement from the inside out. It repels the interests of production. The main object of her attention is the product. The ultimate goal - profit by increasing sales is achieved through the sale and promotion of goods.

The marketing concept takes an outside-in approach. It is market driven, customer focused, and uses integrated marketing efforts to increase profits through customer satisfaction.

Entrepreneurs study the demands of the market and try to satisfy them as fully as possible. In this case, companies focus on consumers. But in most cases, consumers themselves do not know what they want. In this case, manufacturers have to identify the hidden needs of consumers and create products that can satisfy them. For example, how many of us 30 years ago needed mobile phones and 24/7 internet access.

The concept of socially ethical marketing

The concept of socially ethical marketing is that a company must determine the needs, needs and interests of target markets, and then Deliver superior customer value in more efficient ways than competitors that improve the well-being of not only the client, but society as a whole.

It can be recalled that the concept of marketing is focused primarily on the immediate needs of the market. It does not take into account the long-term well-being of the client. For example, restaurants fast food. The general opinion about their work was as follows: fast, tasty, inexpensive. However, there is a growing number of consumers and health organizations who believe that food in fast food restaurants is unhealthy. Therefore, while seeking to satisfy the needs of consumers, restaurants at the same time pose a threat to the health of their customers.

Such conflicts have led to the emergence of the concept of socially ethical marketing. This concept arrives marketers to strike a balance between three marketing goals:

  • Company profit
  • Consumer needs
  • Society interests

Previously, most companies made decisions based mainly on the company's immediate profit, but gradually companies began to realize the importance of long-term satisfaction and moved on to the concept of marketing. Today, more companies think about the interests of society when making decisions and apply the concept of socially ethical marketing.

Marketing is a system for organizing and managing the production and marketing activities of enterprises, studying the market in order to form and satisfy demand for products and services and make a profit. Experts put a double meaning in the term "marketing": this is one of the management functions, and an integral management concept in market conditions.

As a management function, marketing is no less important than any activity related to finance, production, research, logistics, etc. As a management concept (business philosophy), marketing requires a company to view consumption as "democratic » a process whereby consumers have the right to 'vote' for the product they want with their money. This determines the success of the company and allows you to optimally meet the needs of the consumer.

Since marketing is a way of persuading the masses to buy, most people mistakenly equate this concept with marketing and promotion. The difference is this: selling is mainly face-to-face contact - the seller is dealing with potential buyers. Marketing uses means mass media and other ways to grab the attention and convince a lot of people - people who may not have any direct contact with anyone in the salesman's company at all. Creating demand. Effective Tips and recommendations for marketing your products and services. 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 client so well that the product or service will exactly fit the latter and sell themselves / Berezin I.S. Marketing and market research. - Russian Business Literature, 1999.

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility in one universal definition to give a complete, adequate description of marketing to its essence, principles and functions. Basic principles follow from the essence of marketing. However, in domestic and foreign literature, the “principles of marketing” mean different things. Having considered the positions of various authors, comparing them, we single out the following fundamental principles:

  • 1. Careful consideration of the needs, state and dynamics of demand and market conditions when making economic decisions.
  • 2. Creation of conditions for the maximum adaptation of production to market requirements, to the structure of demand (and based not on momentary benefits, but on a long-term perspective).
  • 3. Impact on the market, on the buyer with the help of all available means, primarily advertising.

Marketing activity is a set of activities focused on the study of such issues as: Analysis of the external (in relation to the enterprise) environment, which includes markets, sources of supply and much more. The analysis allows you to identify factors that contribute to commercial success or create an obstacle to this. As a result of the analysis, a data bank is formed for making informed marketing decisions. Analysis of consumers, both actual (acting, buying the company's products) and potential (who still need to be convinced to become relevant). This analysis is to study the demographic, economic, geographical and other characteristics of people who have the right to make a purchase decision, as well as their needs in the broadest sense of this concept and the acquisition processes of both our and competing products. Studying existing and planning future products, that is, developing concepts for creating new products or upgrading old ones, including their assortment and parametric series, packaging, etc. Obsolete goods that do not give a given profit are removed from production and export. Merchandising and sales planning, including the creation, if necessary, of appropriate distribution networks with warehouses and shops, as well as agency networks. Providing demand generation and sales promotion (FOSSTIs) through a combination of advertising, personal selling, prestigious non-profit events (“public relations”) and various types of economic incentives aimed at buyers, agents and direct sellers. Security pricing policy which consists in planning systems and price levels for exported goods, determining the “technology” for using prices, loan terms, discounts, etc.

Satisfying technical and social norms of the country importing the goods of the enterprise, which means the obligation to ensure adequate levels of safety in the use of the goods and protection environment; compliance with moral and ethical rules; proper level consumer properties goods. Management of marketing activities (marketing) as a system, i.e. planning, implementation and control of the marketing program and individual responsibilities of each participant in the work of the enterprise, assessment of risks and profits, the effectiveness of marketing decisions.

To implement the above activities, it is necessary to take into account the large role of those on whom the effectiveness of the marketing strategy essentially depends, namely the marketing entities, which include manufacturers and service organizations, wholesale and retail trade organizations, marketing specialists and various consumers.

It is important to note that although the responsibility for the implementation marketing functions can be delegated and distributed different ways, in most cases they cannot be neglected at all, they must be carried out by someone. The marketing process begins with the study of the buyer and the identification of his needs, and ends with the purchase of the product by the buyer and the satisfaction of his identified needs.

The market in which marketing entities operate can be divided into a "seller's market", where the company sells its own products, and a "buyer's market", where it purchases the necessary production components. Thus, marketing is mainly beneficial to both sellers and buyers of goods. However, before establishing contacts with partners of interest, it is necessary to establish:

Is the other party interested in this;

Are there technical means communications (telephone, telefax) and the person responsible for communications.

Communication and business conversation with actual and potential partners is the most important part of marketing. Obviously, the type of marketing determines the way it is managed. Marketing management, as defined by F. Kotler, is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain profitable exchanges with target customers in order to achieve certain organizational objectives, such as making a profit, increasing volume sales, increase in market share, etc. / Kotler F. Marketing management - St. Petersburg: Peter Kom, 1998.-896.: Ill. /.

The task of marketing management is to influence the level, time and nature of demand in such a way that it helps the organization achieve its goals. Simply put, marketing management is demand management. There are five main approaches (concepts), on the basis of which commercial organizations carry out their marketing activities.

  • 1. the concept of improving production;
  • 2. the concept of product improvement;
  • 3. the concept of intensifying commercial efforts;
  • 4. marketing concept;
  • 5. the concept of social and ethical marketing.

The use of each of them is mandatory and, first of all, raises the question of what should be the balance of interests of producers, consumers and society as a whole. After all, quite often these interests come into conflict with each other.

  • 1. Production concept, or the concept of production improvement. Enterprises adhering to this concept have predominantly serial or large-scale production with high efficiency and low cost, and the sale of their products is carried out with the help of numerous trade enterprises. The main prerequisites for the existence of this concept of marketing activity management include the following: a) most of the real and potential consumers have low incomes; b) demand equals or slightly exceeds supply; c) there is a rapid decrease in high production costs (usually new products), leading to a larger share of the market.
  • 2. The main idea of ​​the concept of product improvement is to focus consumers on - those or other goods or services that, according to technical specifications and operational qualities are superior to analogues and thus bring more benefits to consumers. Manufacturers at the same time direct their efforts to improve the quality of their goods, despite higher costs, and, consequently, prices. The factors that support the existence of such a marketing concept include the following: a) inflation; b) monopolistic restrictions on the market; c) fast obsolescence goods.
  • 3. The marketing concept, or the concept of intensifying commercial efforts, assumes that consumers will buy the offered goods in sufficient volume only if the company has made some efforts to promote the goods and increase their sales. It should be borne in mind that, in practice, the implementation of the marketing concept is associated with the imposition of a purchase, and the seller strives to conclude a deal at all costs, and meeting the needs of the buyer is a secondary point. The concept of marketing can be effective for a long time, which is explained by the following reasons: a) many buyers believe that they are able to protect their interests; b) buyers who are dissatisfied with the purchase soon forget about their feelings of dissatisfaction and are unlikely to file a complaint with a society that protects their interests; c) there is always a sufficiently large number of potential buyers.
  • 4. The concept of marketing. This concept replaces the marketing concept and changes its content. The difference between the sales concept and the marketing concept is as follows: activities based on the sales concept start with the goods at the disposal of the company. At the same time, the main task is to achieve the volume of sales necessary to make a profit through various sales promotion activities. The activity based on the concept of marketing begins with the identification of real and potential buyers and their needs. The firm plans and coordinates the development of specific programs to meet identified needs.

The marketing concept is integral part a policy known as "consumer sovereignty", where the decision about what should be produced should be made not by the firm, not by the government, but by the consumers. This truth can be expressed in another definition of marketing: marketing is love for your neighbor, for which you receive a fee in the form of profit / Berezin I.S. Marketing and market research M.: Russian Business Literature, 1999.-416s./.

5. The socio-ethical concept of marketing, which is characteristic of the current stage of development of human civilization, is based on a new business philosophy focused on meeting the reasonable, healthy needs of solvent demand carriers. Its goal is to ensure long-term well-being not only a separate enterprise but also society as a whole. It is this kind of direction of the company's image that should attract buyers as a factor in the competitiveness of this company among the rest. The above concepts characterize various periods and major social, economic and political changes that have taken place in developed countries in the past century. The dominant trend of the changes that have taken place is the shift in emphasis from production and goods to sales, as well as to the problems facing consumers and society as a whole.