Marketing - social and managerial process aimed at meeting the needs and requirements as individuals and community groups through the creation, supply and exchange of goods and services.
Marketing - the profit from the customer's satisfaction.
Marketing - market management concept of the supply activities of the company, aimed at studying the market and specific customer needs.
What is marketing? Many people believe that marketing is just advertising and sales. This is not surprising: every day we are bombarded by hundreds of commercials, newspaper ads and messages about sales. However, advertising and sales - is nothing more than components of marketing. They exist as two integral components of marketing.
Marketing - a process that consists in anticipating the needs of potential customers and to meet these needs by offering the goods - products, technologies, services, etc.
The main types of marketing activities are:
research (customer, product, market share):
R & D (coordinated with marketing activities):
range of marketing communications (advertising in the media, public relations, Sales promotion, direct marketing):
marketing activities (work with the staff of the distribution network, training , supervision, organization of special sales systems: measures to optimize the sale on the ground, etc.):
development of the distribution system of goods on the sales units:
The purpose of marketing
The purpose of modern marketing is not selling a product or service in any way (including cheating the buyer), and customer satisfaction.
The purpose of marketing - to attract new clients by promising them higher customer value, and retain existing customers, meeting their ever changing needs.
The main task of marketing - to understand the needs and requirements of each market and select those that their company can serve better than others. This will allow the company to produce products of higher quality and thus increase sales and improve their income through better meet the needs of target customers.
Marketing begins long before the company has a finished product. Marketing begins with the fact that managers identify the needs of people calculate their intensity and volume, determine the company's ability to meet them. Marketers continue to work on the product throughout its life cycle. They are trying to find new customers and retain existing ones, improving the quality of goods and using for this purpose the sales report and feedback. If the marketer have done well - correctly understood the needs of the client, created a product that meets the requirements of customers, has appointed a reasonable price, right product distributed and spent an advertising company, then sell such a product will be very easy.
Marketing - it is a social and managerial process by which individuals and groups of individuals meet their needs and requirements through the creation of products that have use value and exchange.
To explain this definition is necessary to consider several concepts directly related to marketing:
need - a sense of the need to meet the basic needs
needs and requests - a specific form of the satisfaction of human needs
demand - demand for certain goods, expressed in a person's ability to acquire them
goods and services
customer value - the ability of a consumer product evaluation as a whole to meet its needs
exchange - the act of acquisition of a desired item to something proposed by the other party.
principles of marketing
In modern economic practice relationship with the majority of the organization of market should be based on the principles of marketing.
The basic principles of marketing:
Scientific and practical market research, production and marketing capabilities of the enterprise.
Segmentation. Its meaning lies in the fact that the company identify for themselves the most appropriate market segment (homogeneous group of consumers), in respect of which, and will conduct market research and sales promotion.
Flexible response involves the production and marketing of rapid change, depending on the changing requirements of the market, demand and supply elasticities.
Innovation involves the improvement and updating of the goods, the development of new technologies, the introduction of new ways of working with customers, entering new markets, updating of advertising, new product distribution channels, new marketing techniques.
Planning involves the construction of production and marketing programs based on market research, and market forecasts.
Thus, the marketing should be viewed as an economic, social, administrative and technological processes based on the following principles:
constant study of the status and dynamics of the market:
adaptation to market conditions, taking into account the requirements and capabilities of end-users,
actively shaping the market for organization directions.
Behavior management organization based on the principles of marketing should provide work in a dynamic and continuous (ring) mode that provides the flexibility and adaptability of the organization to the turbulent changes in the market environment.
The purpose of controlling the behavior of the organization based on the principles of marketing - to identify promising areas of the organization in the market, providing competitive advantages of the organization with minimal resources.
The main tasks of marketing:
The research, analysis and evaluation of the needs of existing and potential consumers of products of the company in the areas of interest to the firm.
Marketing support for the development of new products and services company.
Analysis, evaluation and prediction of the state and development of the markets in which it operates or will operate the company, including a study of the activities of competitors.
Formation of assortment policy of the firm.
Development of pricing policy of the firm.
Participation in the formation of the strategy and tactics of the market behavior of the firm, including the development of pricing policies.
Sales of products and services company.
Functions and Marketing
The main functions of marketing:
Additional features unique to marketing:
a comprehensive study of the market (a detailed study):
analysis of production and marketing capabilities of the enterprise:
development of marketing strategies and programs:
implementation of commercial policy:
implementation of pricing policies:
implementation of marketing policy:
organization of marketing activities:
control of marketing activities.
Types of marketing
Depending on the scope and object of the application, the following types of marketing:
Internal marketing: the sale of goods and services within the country.
Export marketing: a further study of foreign markets and marketing services for the efficient export.
Import Marketing: A special type of market research to provide highly efficient procurement.
Scientific and technical marketing associated with the sale and purchase of scientific and technical activities (patents, licenses).
Marketing Direct Investment: study of the conditions of investing abroad and attracting foreign investment.
International marketing: the implementation of sales or purchase of goods in the national enterprise of another country.
Marketing in non-profit activities: creating a positive public opinion against specific individuals, organizations, places or ideas.