Marketing - what is it in simple words? The history of marketing. Domestic and foreign founders of marketing The term marketing originated in

Who are they, the most famous marketers in the world who decide the fate of transnational corporations, raising them to the Olympus of fame or plunging them into oblivion? Below is a list of well-known marketers who, through their actions, managed to prove to the whole world what the ability to persuade is.

Sergio Ziman and the New Taste of America

Try to find at least one person who has not tried Coca-Cola. But few people know that once the legendary Coca-Cola, its creators seriously wanted to replace it with New Coke. It is at this point that we will meet Sergio Ziman, who in the 80s, as the company's chief marketer, was behind the launch of the famous failed campaign in the history of marketing. The new cola didn't even last three months. The original taste was returned after 77 days.

But Sergio did not lose his head and completely rebuilt the marketing organization, strengthening it in its role as a world leader. The Always Coca-Cola Campaign Increased Sales Growth by 50% in 5 Years - From 10 Billion Cases to 15 Billion Cases!

"Marketing is business and science, not magic."
Sergio Ziman

Howard Schultz and a cup of aromatic coffee

For many experienced professionals, when they mention the phrase “the most famous marketers,” the name of Howard Schultz involuntarily pops up. When Howard Schultz came to Starbucks, he forever changed the usual campaign for selling coffee to the global coffee chain, brought it out of losses and increased profits by 300%! How did he do it?

He launched a massive advertising campaign, carried out a technical update, and made some unusual decisions. For example, Schultz personally ordered reheated sandwiches to be removed from the menu because their smell overpowered the smell of coffee and doubled health insurance costs for employees.

Schultz today remains one of the main business media newsmakers and is constantly changing something, introducing new products. USA TODAY called him "Coffee Bill Gates". In 1997, Schultz published the famous book Pour Your Heart Into It: How Starbucks Built Cup by Cup.

“If you want to build a great enterprise, you have to muster up the courage. Dreaming about something small, you will never succeed at something big. For many people, a little is enough. But if you want the world to notice you, so that your creation lives for centuries, go for it.
Who needs a dream that you can reach with your hand?
Howard Schultz

Patrick Doyle and bad pizza

Domino's Pizza is the second largest pizza chain in the United States after Pizza Hut.

In 2010, the company released a sensational video in which marketers studied reviews of the company's product. The video contains the following phrases: “the worst pizza I have ever eaten”, “the crust tastes like cardboard”, “the sauce is like ordinary ketchup”, etc. other managers confessed how hard it was for them to hear all this, and there was information about new cooking technologies and pizza recipes that the company would now use to improve.

And it worked! Sales increased by a record 14.3%! One of the world's most famous marketers made a career and gained recognition by telling the truth. Isn't that what your mother taught you as a child?

"When you have nothing to say, speak the truth."
Patrick Doyle

Faberge and Easter eggs

The court jeweler of the Emperor of Russia, the King of Sweden and Norway, the King of Great Britain and the King of Siam, Carl Faberge, managed to create the largest jewelry company in Russia. Faberge was keenly aware of fashion and tastes and was ready to respond with supply to demand. Moreover, he did not wait for demand for his products, but created it.

A successful marketing idea came to Carl Faberge in 1883. He decided to create an Easter egg commissioned by Alexander III as a surprise for Empress Maria Feodorovna. After that, Faberge received an order to make an egg every year. A total of about 54 such eggs were executed. Only 45 have survived to this day. Most of them took about a year to make.

Also, as a leader, Carl Faberge had a rare ability to find and attract talented people to cooperation. The best masters of jewelry and stone-cutting worked for Faberge. Its employees were among the first artist-designers in the modern sense of the word.

"I have little interest expensive thing if its price is only that a lot of diamonds or pearls are planted.
Carl Faberge

Steve Jobs and an apple

According to Apple employees, the most terrible words for Steve Jobs, which he hated, were "marketing" and "brand". In his opinion, people associated these words with television and advertising. But Jobs believed that the most important thing was the attitude of a person to a product. Therefore, the word "brand" was perceived in the company as indecent.
But wait a second, isn't marketing what Apple does best? As the head of the company, could call this word abusive? Everything is simple.

Apple viewed its campaigns as an opportunity to tell consumers about its products through the lens of how their use could make life better. It was important that the marketing team worked very closely with the developers. This allowed marketers to understand what the developers wanted to achieve, their motivations, and how the product, in their opinion, was supposed to affect people's lives.

Thus, Steve Jobs became one of the most famous marketers in spite of his distaste for marketing. Such is the irony of fate.

"You can't just ask customers what they need, because by the time you do that, they'll want something new."
Stephen Paul Jobs

Nikolay Shustov and alcoholic drinks

The most popular advertising campaign in tsarist Russia was carried out by one of the best marketers Nikolai Shustov, while spending practically no ruble!

To completely capture the market for alcoholic beverages, he came up with a sophisticated marketing ploy. He hired people who went to bars, taverns, restaurants and demanded Shustov vodka. When they were refused, they started a fight. Naturally, information about the causes of the fights very quickly got into the newspapers, and after a few weeks all drinking establishments were selling Shustov alcoholic drinks.

They even began to compose songs and compose odes, glorifying various tinctures and liqueurs, cognacs and vodkas.

Albert Lasker and women who smoke

Thanks to Albert Lasker, we know when to chew and when to talk, what they do in Villabage and Villariba, what to drink and where to rest. Albert Lasker invented modern advertising. Once and for all... Who knows, today someone would remember WRIGLEY chewing gum, LUCKY STRIKE cigarettes, PEPSODENT paste and PALMOLIVE soap, if they didn't earn millions with the help of Lasker. No one before Lasker and after him managed to earn that kind of money from advertising.

Lasker liked to work with problem clients, which allowed him to use such an important tool in the advertising business - marketing research. Then no one thought about turning to statistics or interviewing neighbors.

Lasker understood that the only way to boost tobacco sales was by reaching out to an unreached audience. It was he who invented the smoking woman! Women smoked before him, but not like that. Units and only in certain places. Smoking was inappropriate. Lasker's wife smoked to lose weight, which gave him the idea. It was necessary to change the perception - to make the image of a smoker attractive. And he set to work.

The thinness that came into fashion was popularized, the romantic image of a beauty in a cloud of cigar smoke spread, and the healing properties of tobacco products were praised. All this was seen by millions of American women in advertising. He involved famous actresses, singers and athletes. As a result, American women, having come home, lit their first LUCKY STRIKE cigarettes with trembling hands.

“A product that cannot be sold without advertising cannot be sold profitably with advertising.”
Albert Lasker

The listed personalities once again make sure that marketing is a combination of science and art. Knowledge is a significant component of success, but it is also important to feel and develop a "marketing instinct" in oneself. Each of the aforementioned well-known marketers conducted research and analyzed the actions of competitors, knew everything about their target customer and could tell in detail the competitive advantages of the product. Yes, you can be, as they say, in the right place at the right time and win, but more often than not, success goes hand in hand with risk. Defeat or win. Do not be afraid to take risks: even if you lose, you can draw positive conclusions and succeed. And the stories described above are proof of that.

However, in addition to ups, there are also failures in history. One example was unsuccessful marketing campaign for the Zara brand.

Not so long ago, in 2014, Zara stunned consumers with the release of striped children's pajamas.

What was the catch? Cute children's pajamas resembled the uniform of concentration camp prisoners during World War II. The entourage was added by a yellow star on the chest, similar to the Star of David. In response to criticism from buyers, the brand had to withdraw the entire collection from stores with apologies, admitting that it was a coincidence. As it turned out, the designers were inspired by the "star of the sheriff" from the films about the Wild West.

In conclusion, I would like to say that the 7 marketers we wrote about above are far from the only ones known to the world thanks to successful marketing campaigns. Perhaps, being a simple consumer, not everyone knows the name of the genius who brought the marketing idea to life. But everyone can see, touch and feel the result. After all, all products with talented advertising campaigns have long been a part of life; they are trusted, they are familiar, they are exactly what the marketers of the project wanted to see them.

What famous marketers come to your mind? You are welcome in the comments.

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 of 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 are trying 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 marketing specialist has done a good job of correctly understanding the needs of the client, creating a product that meets the requirements of the buyers, setting a reasonable price, correctly distributing the product and conducting advertising company, then selling such a product will be very easy.

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.

Basic 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 of consumers), in relation to which it will conduct market research and product promotion.
3. Flexible production and marketing response involves rapid change depending on changing market requirements, the 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 that provide the organization's competitive advantages with minimal resources.

The main tasks of marketing:

• Research, analysis and assessment of the needs of real and potential consumers of the company's products in areas of interest to the company.
• 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.

Additional features unique to marketing:

• 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 the results of 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 about specific individuals, 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, and industrial goods. In recent decades, service companies, especially airlines, insurance and financial institutions, have also begun to use marketing in their activities. Some professionals with private practice(lawyers, accountants, doctors, architects, etc.) also became interested in marketing and began to vigorously use its techniques. Marketing has become an integral part of the strategies of many non-profit organizations, including colleges, hospitals, museums, philharmonic societies, and even churches.

Today, marketing is widely used in all countries of the world. Most countries in North and South America, Western Europe and Southeast Asia have well-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 gets 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 customer's needs, created a product that represents 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" products. 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 client 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 of a settlement). 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.

Consequently, the 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 by state institutions and public enterprises). Thus, the economy of each country and the economy of the whole world is a complex set of 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 of 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 such 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. Financial markets are important because people have needs to borrow and lend, to save and keep 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 value with each other.

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 used to think 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 at 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 factors. environment(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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Efficiently functioning enterprises increasingly use the so-called marketing concepts, marketing philosophy, marketing system, marketing thinking. Thus, the fundamental foundations of marketing are realized.

Translated from English the word " market" means market. Term "targeting" can be translated as "activity in the field of the market."

There are many scientific definitions of marketing, and their abundance is due to several reasons. One of them is the differences in the very approaches to marketing (Appendix 1). So, on the one hand, it is considered as a management concept (“way of thinking”), a kind of “philosophy” of entrepreneurship. This approach is based on the following basic principles: systematization in understanding the market and its elements; unconditional priority of the interests of the buyer; flexible adaptability to market requirements and active influence on it, etc.

Another common approach to marketing is to describe it as a "mode of action", i.e. as a system of practices and measures aimed at achieving success in the market.

In addition, marketing can be considered as a field of human knowledge, a science with a specific subject of research, an academic discipline, an area of ​​economic activity, specific function enterprises, etc.

The understanding of marketing has changed in the process of developing marketing activities. Usually it is implemented in such functions as market research and the study of customer behavior, the development of new products and the formation of the company's assortment policy, the development of pricing policy, the organization of a sales and distribution system for goods, the formation of a marketing communications system (primarily advertising), marketing management and etc.

The marketing theory used the achievements of many previous economic doctrines, including mercantilism (XVII century), according to which the well-being of the people is created not by production, but by foreign trade, due to which capital is accumulated within the country.

Actually the marketing theory arose in the USA in the second half of the 19th century; The economic crises of that time forced American scientists to talk about the “chronic problem of overproduction” and the discrepancy between the system of goods and services circulation that existed at that time and the increased demands for organizing the marketing of products.

The aggravation of the problem of sales took place against the backdrop of fundamental shifts in the market associated with the rapid development of monopolies. Under these conditions, much has changed in the sphere of circulation; the achieved scale of production allowed the monopolists to apply various methods of accounting for the capacity of the market, to carry out, within certain limits, its direct and indirect regulation.

Marketing as a theoretical concept was called upon to comprehend all these radical changes. But as soon as large firms got the opportunity to influence the market and the consumer to certain limits, to regulate the economic relations they enter into as suppliers of goods, a very specific task arose - to develop tools for such regulation.

First training courses marketing departments were opened in the 1901/02 academic year at the Universities of Illinois and Michigan in the USA. Although they were mostly descriptive, they were nevertheless singled out as an independent academic discipline from general economic theory and practice. The courses contained a description and description of the main methods of marketing activities of enterprises, operations of wholesalers and retailers. Particular attention was paid to the issues of advertising, the specifics of the sale of goods in various directions.

The popularity of the marketing course grew, and soon it became an integral part of the training program for future businessmen. In 1908, the first commercial marketing research firm was founded. In 1911, the first specialized marketing departments appeared in the administrative apparatus of large companies. In the 20s. In the United States, the National Association of Marketing and Advertising Educators was created, which then became part of the American Marketing Association, formed in 1937.

A qualitatively new round in the development of marketing, according to experts, falls on the 60-80s. This is due to the transition of economically developed countries from the industrial to the post-industrial period. The latter is characterized by the fact that production ceases to be mass, large-scale, and is increasingly focused on the individualized needs of consumers, markets are becoming more and more differentiated, the possibilities for reducing costs at enterprises are limited, the number of small enterprises is growing, the role of scientific and technical information is significantly increasing, etc.

Under these conditions, it became clear that the profit of the enterprise depends not only and not so much on cost reduction. own production, but to a large extent on how much attention is paid to researching the market and competitors, the quality of the product and organizing its successful promotion to the market.

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

Firstly, marketing creates a new way of thinking in the management of an enterprise (firm). It is formed as a system of thinking, i.e. a complex of mental attitudes aimed at the optimal adaptation of specific goals to the real possibilities of achieving them, at an active search for a systematic solution to emerging problems. This is an attempt to use available resources and the full potential of the enterprise (firm) is appropriate and subject to market requirements. The changes taking place in the way of thinking are clearly illustrated by the evolution of marketing concepts at various stages of its development.

Secondly, marketing also creates a new mode of operation of the enterprise in the market. A holistic methodology of the market activity of an enterprise (firm) is being formed, revealing its principles, methods, means, functions and organization. A product promotion system is being formed and developed, which uses a rich set of different techniques: improving the functions of the product, influencing the consumer, flexible pricing policy, advertising, efficiency of distribution channels, etc.

Currently, the marketing course is taught in almost all higher educational institutions countries with market economies. It is mandatory at universities, institutes, various business schools, etc., where marketing specialists are trained for many areas of entrepreneurial activity.

An active role in the promotion of marketing ideas is played by national and international associations, including Europoly, such as Uxson, Standard Oil, Siemens, General Electric, United Fruits, which share the world's

markets for factors of production, as well as markets for sales.

The process of concentration and centralization of industrial capital coincided with the strengthening of the role of banking capital in retail and wholesale trade. In large cities, many department stores, trade and parcel enterprises, trusts and firms uniting entrepreneurs appeared. The penetration of big capital into the sphere of marketing of goods is explained by the need to compete successfully with small retailers. In this struggle, a new tool appears - marketing. It is he who makes it possible to answer questions related to market analysis and forecasting.

In the XX century. marketing has gone through several stages in its development. Initially (until the 50s), the concept of marketing was built with an emphasis on products - grocery concept. This meant that all attention was concentrated only on the production of high quality goods, which were sold at relatively moderate prices. In this case, consumers independently made their choice among numerous analogues.

production concept, which replaced the grocery one, prioritized the availability of goods (products) for a wide range of consumers. It was based on two factors:

Efficiency of production of goods;

the efficiency of the distribution system.

In the 50-70s. arose the concept of active promotion of goods on the market. In order for consumers to buy goods in sufficient quantities, it was necessary to take additional measures (in other words, "to impose a purchase"), which included advertising, personal discounts from the price, artificial stimulation of the obsolescence of previously sold goods, etc. This concept was no longer clearly focused on meeting the actual needs of customers, it became a secondary point.

The transition to a new concept of marketing was not accidental, * because it fully contributed to the solution of the following tasks facing firms:

Ø development of goods that meet market demands;

Ш production of goods, taking into account the latest achievements of science and technology;

Ш optimal system of goods distribution;

W complex of services in the sale of goods and after-sales service.

The reorientation of firms to a new marketing concept is due to a number of reasons:

v an increase in the degree of risk (commercial, market) in the development of a new product model, its production and consumption, i.e. at all stages of the creation and movement of goods;

v expanding the range of goods, which required taking into account the needs of various categories of consumers, as well as factors such as climatic zones, ethnic traditions and habits, etc.;

v simultaneous entry into the market of many firms - producers of homogeneous goods, which gave rise to an aggravation of competition;

v increasing the pace of socio-economic and scientific and technological progress;

v the emergence of unforeseen situations in the markets that can lead the company to collapse.

In these conditions, a system was needed that combines approaches to research, development and sale of goods. Such a system in the 70-80-ies. marketing has become, orienting the company to success in the outside world, where it is necessary to reckon with three main factors: consumers, competitors and the external environment (legal, fiscal and tax systems).

So, the next stage in the development of marketing activities is characterized by the adoption of the concept of management, i.e. determining the interests of consumers and real assessments or assortment, quality and other parameters of products. Production is now tied more closely to identified customer needs. Companies constantly monitor public opinion, which evaluates their work to meet consumer needs and has a certain impact on it.

At this stage, the importance of marketing can hardly be overestimated, since the tendency to quickly update the range of products has intensified. The main problem of the market was the presence of a huge number of substitute products. In order to gain certain advantages over competitors, the company needs to prove to the buyer every time its desire for constant concern for its interests (or create the appearance of this).

Only the image of a company that keeps pace with the times and uses the latest achievements of science and technology, allows you to get high profits. As a result, entrepreneurs strive to put on the market as many products as possible, which, as a rule, differ from each other only by minor design modifications or have an updated design. Naturally, this enhances the role of marketing, especially its component - advertising, since it is necessary to convince the consumer of the actual changes in the product for the better and do everything possible to ensure that he refuses to use previously purchased products as "outdated" that have "technical shortcomings" or "out of fashion."

The appearance of new products on the market creates a certain inconvenience for a number of companies that have already seized leadership in this area and causes the need to protect themselves from competitors. The development and introduction of a new, commercially profitable product is a rather troublesome, long and very capital-intensive business, so that even the largest corporations cannot produce and offer completely new products to consumers too often. This is where marketing can come in handy, which will emphasize the enduring values ​​of traditional products.

Other important circumstances that increase the role of marketing in the economic life of firms are the changing nature of the market, as well as its oversaturation with high-quality and diverse goods. Under these conditions, mass production loses its advantages - lower cost and price of the final product. Yes, in the early 1970s. in many branches of Japanese industry, the upper limit of labor productivity was reached. At present, the share of mass production in total industrial production is only 25-30%. As a result, a transition is being made to a fundamentally different concept of the production process - work to order.

According to a senior consultant at the Japanese Sharp Corporation, today's consumers, among other things, want to buy products that allow them to express their individuality. This production concept, of course, involves an active search for the consumer and the identification of his requests, which could subsequently be satisfied as a result of using the latest advances in technology (flexible production systems, powerful computers, etc.).

Marketing was required by manufacturers of goods and as a kind of business philosophy, based on strict social and ethical feeds:

l honesty and respect for the opinions and requirements of consumers;

l decency of the company in relation to the consumer in case of claims;

l sequence in actions;

a high level of professionalism in their field.

Marketing as an economic phenomenon is characterized by two indicators:

b consistency, those. a systematic approach to technological and commercial processes - any object and subject of management in marketing are considered as elements of a large system;

b complexity, those. the ability to take into account all aspects and components of not only the marketing process, but also the conditions for its functioning.

With the fiercest competition, the market loses its randomness to a certain extent. The "invisible hand of the market" (A. Smith) regulates the operation of pre-established economic ties. In this case, a phenomenon called "consumer-king" arises. The competition for the consumer is intensifying, which forces marketers to deeply study specific potential consumers and market demands.

The global economy is characterized by increasing processes of internationalization of the entire economic life. In order to obtain a stable income, as well as maintain a competitive position, companies have to go beyond national markets, which requires them to carry out large-scale work to find out local characteristics, cultural and other traditions that are reflected in the products (its properties and appearance) . Any attempt to ignore this aspect of marketing can result in the company's commercial failure. For these reasons, the importance of marketing is growing.

In foreign markets, manufacturing firms cannot be limited to the simple sale of goods, their constant presence in the region where they sell products is necessary. This is especially important for those firms that produce industrial products or durable consumer goods. The success of the company is directly related to the creation of a customer service system that is able to quickly satisfy the needs of customers in services related to the operation of products. Only high quality service is the key to future development.

“Alien firms”, which are increasingly invading national markets, are included in competitive rivalry with national firms. In view of this, a clear understanding of what after-sales services should traditionally be provided to the public or industrial consumers is required. In such a situation, preliminary research and study of the organization of service have become essential. Naturally, all this is impossible without the use of marketing activities.

The value of marketing in the world economy is largely associated with the current stage of the scientific and technological revolution. The manufacturing process, as well as the final product, become more complex to the extent that the consumer is unable to distinguish between the firm's efforts to improve the quality of the product. For this reason, many companies have switched from the practice of further improving the quality of the product itself to improving the quality of customer service, which is associated with the sale of a particular product, which is reflected in the priorities of the market strategy of firms.

A survey of executives of the largest American companies showed that they consider the improvement of the quality of customer service to be the main link in achieving success. The second condition for achieving success, but with a significant lag, was the improvement in the quality of goods and labor productivity.

It is curious that in the early 60s. customer service as one of the elements of market competition policy was put by entrepreneurs in its importance only in fifth place, i.e. it was inferior to such elements as product development, sales planning, sales force management, and advertising. However, already in the early 70s. The relative importance of the elements of the product concept in conquering markets was distributed as follows: in the first place were technical innovations, in the second - services, and in the third - customer service.

However, there came a time when the degree of improvement of the product reached the point beyond which consumers could not recognize real changes. This circumstance demanded from firms a sharp increase in efforts in the direction of advertising. Only advertising can show the consumer the degree of modernization of products and convince him of the superiority of one product over another.

In the modern market, the consumer is offered a huge number of twin products at various prices. The company's profit largely depends not only on the ability to offer a lower price, but also on the characteristics of the goods sold, on the formed consumer preferences. It is the propensity of buyers to buy only the goods of certain firms that helps to divide the aggregate market into many segments, in each of which one or another firm can become a monopolist. To achieve a monopoly in the trade of a certain type of product and a sharp decrease in competitive rivalry, significant efforts are required, especially in advertising activities, aimed at creating a firm and corresponding trademarks or trade names of reputation in the market.

With the help of advertising, goods receive such an additional element of consumer properties of the product as prestige, fame. Companies that have carried out market segmentation research benefit. Their products are not subject to significant competitive pressure and are priced higher than others.

The policy of market segmentation also makes it possible, in conditions of mass production, to satisfy the needs of various categories of consumers without resorting to additional costs. Active advertising, modified appearance, the original distribution system (regular and branded stores, salons) contribute to giving the same product a different value, and ultimately help to set different prices for different (according to their purchasing power) consumer groups and increase the profits of companies.

Thus, we can conclude that within the framework of the world economy, the importance of marketing is great, since no firm can establish effective work in the market without using it.

04Feb

Hello! In this article, we will talk about marketing in simple terms - what it is, why and how to apply it in an enterprise.

Today you will learn:

1. What relates to marketing, functions and types of marketing;
2. What are the marketing strategies in the enterprise, and what does the marketing plan consist of;
3. What is marketing in business and how to distinguish it from business to consumer;
4. What is it and how not to confuse it with a financial pyramid;
5. What is internet marketing and its benefits.

The concept of marketing: goals and objectives

There are at least 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

Explaining in plain language marketing is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers consider marketing as a business philosophy, i.e. the ability to study the market, the pricing system, predict and guess the preferences of customers, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that purpose of marketing in the enterprise is customer satisfaction.

And the well-known economic theorist Peter Drucker notes that the main goal of marketing is to get to know the client so that the product or service can sell itself.

To achieve the goal of the organization, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. Careful study of the pricing system in the market and development of the pricing policy of the organization;
3. Analysis of competitors' activities;
4. Creation of a range of goods and services of the organization;
5. Release of goods and services corresponding to demand;
6. Service maintenance;
7. Marketing communications

When solving marketing problems, it is necessary to be guided by the following principles:

1. Studying the production capabilities of the enterprise;
2. The process of planning methods and programs for marketing a product or service;
3. Market segmentation;
4. Constant updating of goods and services, ways of their marketing, improvement of technologies;
5. Agile response of the organization to ever-changing demand.

Marketing Functions

Marketing performs a number of functions:

1. Analytical;
2. production;
3. Function of command and control;
4. Sales function (sales);
5. Innovative.

Analytic function involves the study of external and internal factors influencing the organization, the study of consumer tastes and the range of goods. It should be noted that it is necessary to analyze the internal environment of the organization in order to control the competitiveness in the market.

production function includes the development and development of new technologies, the organization of the production of goods and services, the organization of the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, i.e., compliance with the quality of the product in accordance with established standards.

Command and control function ensures the process of planning and forecasting at the enterprise, organization of the communication system, information support and risk management.

Sales function includes the pricing and commodity policy of the organization, provides a system of product distribution and expansion of demand.

Innovative function in marketing plays the role of developing and creating a new product or service.

To solve problems and achieve goals in marketing activities, it is necessary to apply the following marketing methods:

• Market research:
• Interview;
• observations;
• Methods of demand formation and sales promotion;
• Analytical methods:
• Analysis of the external environment of the organization;
• Consumer analysis;
• Analysis of existing products;
• Planning the range of future products;
• Development of pricing policy;
• Information Methods:
• Advertising;
• Personal selling;
• Propaganda;
• Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and the satisfaction of his needs.

Types of marketing

According to demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

Type of marketing	State of demand	A task	How to solve the problem
Demarketing	High	Lower demand	1. Raise the price
conversion marketing	Negative	Create demand	1. Development of a plan for promoting a product or service 2. Re-release of goods 3. Cost reduction
promotional marketing	Missing	stimulate demand	Reasons for lack of demand must be considered
Developmental marketing	Potential	Make potential demand real	1. Determine the needs of buyers 2. Create new product or a service that meets those needs
Remarketing	Decreases	Restore demand	Look for ways for a new revival of demand
Synchromarketing	fluctuates	stimulate demand	1. Adjust the price (lower if necessary) 2. Promotion of a product or service
Supportive Marketing	Corresponds to the offer	stimulate demand	Properly conduct pricing policy, stimulate sales, conduct advertising, control costs
Counter marketing	Irrational	Reduce demand to zero	Stop product release

• Demarketing - a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing during the cold season, when the demand for electricity increases many times over. Since this can adversely affect the entire power grid system, and very expensive equipment can fail, marketing workers develop programs to reduce demand or redirect it.

• conversion marketing - a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan to promote a product or service, lower prices or re-release the product. To promote a product or service with negative demand, advertising and PR are used.
• promotional marketing used when there is no demand. It is necessary to stimulate demand, taking into account the very reason for the lack of demand in the first place.

There may be no demand for products if:

• The product is not relevant in the market;
• The product loses its value;
• The market is not ready for the emergence of a new product or service;

In order to interest the buyer and increase demand, the company uses tools such as a sharp decrease in the cost of a product or service, increased advertising activities, the use of methods trade marketing etc.

• Developmental marketing - a type of marketing in which potential demand must be turned into real. That is, it is necessary to determine the needs of buyers and create a new product or service that meets these needs.
• Remarketing used in a situation where you need to revive demand. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into a product or service. For example, Clear Vita ABE Anti-Dandruff Shampoo was first created with the new Zinc Pyrithione formula and the unique Vita ABE formula for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of shampoos Clear Men and Clear Woman.
• Synchromarketing - a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The task of synchromarketing is to smooth out irregular demand by setting flexible prices and various ways to promote products. This type of marketing is usually used in case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that strongly affect demand. A striking example of the use of synchromarketing is the offer of various set meals and business lunches in cafes and restaurants during the day at a reduced price. Since there are much fewer visitors during the day than in the evening, therefore, daytime prices are lower than evening ones.
• Supportive Marketing an organization uses when demand matches supply and needs to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to correctly conduct a pricing policy, stimulate sales, conduct advertising, and control costs.
• Counter marketing It is used when there is a constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter marketing tools are used on products such as alcohol and tobacco products.

Based on market coverage There are mass (undifferentiated), concentrated (target) and differentiated marketing.

The concept of undifferentiated marketing involves a product designed for all market segments. Product differentiation is not carried out, products are sold at low prices.

With concentrated marketing the situation is reversed. Goods or services are designed for a specific group of customers.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing strategies and marketing plan

There are 2 levels of marketing in an enterprise:

• Tactical;
• Strategic;

Tactical, or otherwise, operational marketing involves the development of short-term plans to achieve the goals of the organization.

Strategic Marketing is aimed at developing long-term prospects for the operation of the enterprise in the market. That is, the internal capabilities of the organization to influence the external environment of the market are evaluated.

Marketing strategies are classified into the following groups:

• Market expansion strategy;
• Innovation strategy;
• Diversification strategy;
• reduction strategy.

Market expansion strategy otherwise called the strategy of concentrated growth. That is, the company's strategy is aimed at horizontal development, conquering most of the market in the fight against competitors, improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization's activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of "survival" in the market with a particular type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy is used for a long stay of the enterprise on the market for more efficient operation. The organization may reorganize or liquidate.

Marketing strategies are also distinguished by market coverage:

• Mass (undifferentiated) marketing strategy;
• Differentiation strategy;
• Individualization strategy;

Mass Marketing Strategy directed to the whole market. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating a new design, etc.

Consumer individualization strategy directed at only one segment of the market. The advantage is achieved by the originality of the product or service for a specific target group of customers.

The development of a marketing strategy consists of seven stages:

1. Market research;
2. Assessment of the organization's capabilities;
3. Assessment of competitors' capabilities;
4. Setting goals for marketing strategy;
5. Research of market segments and consumer interests;
6. Positioning development;
7. An economic evaluation of the strategy is underway.

Stage 1. An analysis is made of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors.

Stage 2. To assess the capabilities of an enterprise, economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis.

Stage 3. Includes an assessment of the organization's competitiveness. Strategies of competitors, strengths and weaknesses, ways to establish superiority over competitors are studied.

Stage 4. The next step is to set the goals of the marketing strategy.

Stage 5. Includes customer needs research as well as methods and time to market.

Stage 6. Specialists receive certain recommendations for managing the enterprise.

Stage 7. An assessment and analysis of the economic strategy and control instruments is carried out.

Summing up a little, we can conclude that the marketing strategy reflects a plan to achieve the goals of the company, which evaluates the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the goals and objectives of the organization's marketing, as well as marketing strategies that will be applied in practice.

To concretize the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

• The principle of rolling planning;
• The principle of differentiation;
• The principle of multivariance;

Rolling scheduling principle applied depending on the market situation. This principle involves the introduction of adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so every year it is necessary to make amendments and adjustments to the plan in order to be competitive.

Principle of differentiation suggests that an established product or service cannot be liked by everyone. Therefore, using this principle, it is possible to carry out a reorientation to serve any category of consumers selected according to certain criteria.

The principle of multivariance provides for the development of several marketing plans at the same time for all possible situations.

The structure of the marketing plan is as follows:

• Define the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis - This is a situational analysis that reflects the strengths and weaknesses, opportunities of the organization, as well as threats under the influence of internal and external environmental factors.

• Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

• Development of the organization's pricing strategy;

• Choice of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

• Scheme for selling a product or service;

Here it is necessary to highlight the distribution channels for products, whether they work effectively, in what quantity and how they are implemented in the organization.

• Implementation tactics and methods of sales promotion (marketing);

At this point, it is necessary to determine the methods for selling goods or services that could be successfully used both in the short term and in the long term.

• After-sales policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the skills of employees, monitor their communication skills. In addition, it is worth providing certain guarantees and additional services to your customers and comparing them with your competitors.

• Conducting an advertising campaign;

• Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

Thus, it should be concluded that the marketing plan is simply necessary for the successful organization of the enterprise. This is a kind of map that helps you navigate the economy as a whole, conduct an efficient business and be competitive in the market, making high profits.

Marketing in business or B2B marketing

Marketing in business or otherwise it is called marketingB2 B (business-to-business, business to business) is determined how business relations between industrial enterprises in a market where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristics:

• Demand in business activities stems from consumer demand;
• An organization purchases a product or service to achieve its stated objectives. That is, a business purchase is targeted rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, a consumer purchase is emotional in nature;
• Volume of purchased goods or services. The enterprise buys goods and services not by the piece, but by tens and hundreds of pieces, that is, it makes large purchases;
• The risk of buying an enterprise is much higher than buying an ordinary consumer. The profit of the organization depends on it;
• Business purchases are made by professionals in their field. The purchase decision is made by several experts in the field;
• In B2B marketing, the seller knows the needs of the buyer better and interacts closely with him;
• An enterprise that makes a business purchase hopes for further cooperation with the seller enterprise. Therefore, the provision of guarantees plays an important role here, after-sales service and installations.

Network marketing

Network marketing (MLM - multi-level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and is transmitted from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company suggests that distributors:

• Have you used this product yourself?
• Selling a product to customers;
• Involved other sales agents to create a network of business entrepreneurs.

The manufacturer is responsible for organizing delivery. It ensures that the goods are received by the distributor at home. For the effective work of sales agents, master classes, seminars are provided to develop sales skills and achieve success in their business.

For an entrepreneur network marketing is an attractive business because it does not require experience and a large initial capital investment.

For the buyer network marketing also looks good, as truly responsible MLM companies provide quality products and a guarantee for them. In addition, before buying a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent earns active income from the volume of sales. And passive income is created by creating and actively developing a subnet of distributors.

Nevertheless, at least at first glance, network marketing is seen as an attractive business, in addition to advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to the MLM business, you can use the following methods:

• Look for partners among your surroundings;
• Look for partners among the environment of your friends and acquaintances;
• to promote products;
• Search for partners through social networks;
• Meet new people and involve them in this type of business.

When it comes to network marketing, then immediately there is an association with such a definition as a financial pyramid, the activity of which is prohibited on the territory of the Russian Federation.

The main difference between network marketing and financial pyramids is that the profits of MLM companies are divided among distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of attracted people and their contribution to a non-existent product.

In addition, network marketing can be distinguished from a financial pyramid by the presence of:

• marketing plan;
• The management and articles of association of the company;
• the products themselves;
• Learning systems.

The financial pyramid does not have a specific marketing plan, it is very confusing and incomprehensible. The management of the company is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of dubious products. Also, there is no training system or it costs a certain amount of money, for which cheap advertising brochures are issued.

In network marketing, training of sales agents is provided for free, or for a symbolic amount, training disks, books, or videos on the Internet are issued.

Vivid examples of the successful development of network marketing are Amway, Avon, Oriflame, Faberlic and Mary Kay.

Summing up a little, we can conclude that network marketing is aimed at promoting the product and rewarding the distributor for the work done, and the main purpose of the financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for the promotion of goods and services.

Internet Marketing is the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to the site or blog, who in the future will become buyers of certain goods and services.

Tools to increase sales of goods and services and increase the number of site traffic are:

Helps to create and strengthen relationships with a specific target group that subscribes to the newsletter.

• Traffic arbitrage - buying and reselling traffic at a higher cost;

Internet marketers are faced with the following tasks:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the received information;
• Monitor the operation of the site;
• Maintain the image of the company on the Internet;
• Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing involves strategies such as:

• Viral marketing;
• Integrated online marketing;

Viral Marketing is the most complex yet most rewarding online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is applied with the help of:

• Use of videos;
• Use of online games;
• Use of the company's website;
• Writing a provocative article that can cause resonance and will be discussed among users;

Efficient work and success can be obtained as a result of a combination of viral marketing in in social networks with advertising.

The main advantages of viral Internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require special expenses. The Advertising Act does not apply to viral advertising. That is, there is no censorship, no restrictions, which makes internet marketing more free.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the feed material may be distorted.

Integrated Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

• Strengthening traditional marketing;
• Processing of all market segments;
• Advertising profit reports;
• Sales control in branches;
• Building a unified system for promoting a product or service;
• Construction of telephony;
• Sales training;

Under publicityPR) refers to increasing brand awareness. This strategy must be used by all companies, regardless of position, as it helps to increase company revenues, attract potential clients and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

• Large coverage of the target audience;
• Getting information at home;
• Small advertising costs.

Conclusion

In conclusion, I would like to say that marketing is a very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply a particular marketing strategy, you can stay competitive in the market for a long time, while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.

Ministry of Education and Science of the Russian Federation

MOSCOW FINANCIAL AND LEGAL ACADEMY
KALININGRAD BRANCH

abstract

on the topic

The History of Marketing.
Domestic and foreign
founders of marketing"

on
discipline
"Marketing"

2010
Content

Introduction.……………………………………………………………...... ....... 3
Chapter 1. Marketing abroad ……………....…................... .............. ...... four
1.1. What is marketing and its founders ……………………………….. 4
1.2. Basic ideas and objectives of marketing ………………………………….
1.3. The current stage of development of marketing abroad ………………..
Chapter 2. Marketing in Russia ……………………………………………….
2.1. Development of Marketing in Russia ……………………………………………
2.2. The main features of marketing in Russia at the present stage
development............……………………………………………………………
2.3. The Future of Marketing in Russia ………………………………………….
Conclusion ………………………………………………………………….
List of used sources……...…………………………...…. .

Introduction

The term "marketing" was introduced into everyday life of our lives relatively recently. It is based on the English word "market" - the market, and the ending "ing" is difficult to literally translate into Russian, since it means a movement, a change in something. Therefore, the term "marketing" is often identified with the concept of "market activity".
Marketing is one of the main categories of the market economy, which is increasingly becoming decisive in our lives. Therefore, the leaders and specialists of the national economy are forced not only to recognize this term, but also to study its essence, main aspects and concepts, to know the organization of marketing well, to use the methods and techniques of this activity, if we want to survive and succeed in a market economy, which, in relation to to negligent, incompetent workers is more rigid, and sometimes merciless. The market has both positive and negative sides (more on this will be discussed below). Therefore, the leaders and specialists of the national economy should be able to use with maximum efficiency all the positive things that the market gives, and level, smooth out its negative aspects. Without knowledge of the basics of marketing, it is very difficult or even impossible to do this.

When Adam Smith said in 1776 that consumption was the only final end of production, he actually meant what later came to be called marketing.

Chapter 1. Marketing abroad

1.1. What is marketing and its founders

An analysis of various marketing concepts throughout the almost century-long history of their formation in theory and practice allows us to identify the main stages in the evolution of marketing management:
- "pre-scientific", intuitive, stage of formation of marketing tools;
- the stage of formation and development of the concepts of marketing management of the subject;
- the stage of formation and development of the concepts of marketing management of the subject.
The “pre-scientific”, intuitive, stage of the formation of marketing tools was completed by the beginning of the 20th century, when marketing had already acquired the “status” of an applied theory and an independent academic discipline. However, in the period preceding this, the practice of commercial activity and, in particular, trade actively searched for and generated original methods of influencing consumers, motivating their behavior, purchasing activity and, in this regard, increasing the profit of the entrepreneur. Apparently, even their unsystematic, intuitive use turned out to be so effective that they gradually took the form of rules for successful trade and the "secrets" of entrepreneurial activity of artisans and merchants. These were the original historical "prototypes" of such marketing tools as advertising, personal communications, labeling, corporate identity, price techniques, direct sales and other forms of distribution channels.
Already in the first half of the 17th century, books began to appear, where attempts were made to describe them. Similar techniques that arose from the practice of trading business and entrepreneurship, born from the intuition of artisans and merchants, were the "prototypes" of future marketing tools that effectively affect the consumer, and the main result of the "pre-scientific" stage of the evolution of marketing management.
The initial impetus in the development of marketing as an applied science and management concept was given during the industrial revolution in the United States. It was there, ultimately, that the historical transformation of entrepreneurial intuition and experience into business philosophy, into an academic discipline, into the concept of management and, ultimately, into applied science took place: at the beginning of the century, the first lectures on marketing were held at the University of Illinois and Michigan, what gave rise to the development of a new academic subject, which has since become an integral part of economic education; in the largest companies of the country in 1911 the first departments of marketing and advertising were created, which was, in fact, the corresponding reaction of practical management to the increased role of marketing; in the 1920s, in the same place, in the USA, a national association of teachers of marketing and advertising was organized, which, in turn, became an important event in the scientific and methodological development of marketing. In addition, most of the scientific and practical publications from that time to this day belong to American authors; professional marketing terminology arose in English, as a result of which a lot of English-language borrowings are presented in domestic marketing publications that are not amenable to literal translation and sometimes do not need it. Therefore, the role of English-language terminology in marketing, which was formed at different times in the United States and boldly "entered" without translation into the marketing lexicon of scientists and practitioners in Russia (and before that - in other countries), can be compared, in our opinion, only with the similar situation of medical terms used by specialists all over the world to this day in the language of classical Latin.
The diverse management concepts of marketing can be divided into two types: the concept of marketing management and the concept of marketing management of the subject. The main feature of such a classification of marketing management concepts is the "scale" of marketing management, according to which:
1. The concepts of marketing management are implemented in practice at the “scale” of the management function and the corresponding department in the management structure of the subject.
2. The concepts of marketing management of the subject are implemented on the "scale" of the entire management system of the subject.
These two types of concepts correspond to similar stages in the evolution of marketing management.
The stage of formation and development of marketing management concepts of the subject lasted from the beginning to the middle of the twentieth century, when the historical "prototypes" of marketing tools, having become widespread in almost all countries of the world where market relations took place, were transformed into various marketing management concepts. We include the concepts of improving production, improving the product, and intensifying commercial efforts that arose in the first half of the 20th century. Characteristic for them was and remains that marketing in this case is considered by practitioners as:
- management concept on the "scale" of the marketing department, and not the entire organization of the subject;
- functional infrastructure, subordinated to the interests of production and marketing of the product, and not to the needs of the target market.
The concept of production improvement is based on the assertion that the consumer will give preference to goods that are widely available and affordable; marketing management should be aimed at improving production, forms and methods of marketing.
The concept of product improvement is based on the assertion that the consumer will give preference to products whose quality is constantly improving; therefore, marketing management should be aimed at improving product quality.
The concept of intensifying commercial efforts is based on the assertion that the consumer will not actively buy a product unless special measures are taken to promote the product and sell it on a large scale.
Marketing Management Concepts - A marketing management philosophy that assumes that a company's achievement of its goals is the result of determining the needs and demands of target markets and more effective consumer satisfaction than competing companies.
The concept is based on four major components: target market, consumer needs, integrated marketing and profitability.
Integrated marketing is a two-way system: external marketing is marketing aimed at coordinating all marketing functions from the client's point of view. Internal marketing requires the coordination of the work of all departments of the company from the point of view of employees. Internal marketing must precede external marketing.
Enlightened Marketing Concept - A marketing philosophy that a company's marketing should support the optimal functioning of the product distribution system in the long term, with its five principles: consumer-oriented marketing, innovative marketing, product value marketing, mission awareness marketing, socially ethical (responsible) marketing. The latter involves satisfying consumers in a more efficient way than that of competitors, while maintaining the well-being of the consumer and society as a whole.
Marketing management concept - Marketing management occurs when at least one party to a potential exchange develops and uses the means to achieve the desired response from the other parties.
“Marketing management is the process of planning and executing the pricing, promotion and distribution of ideas, products and services, aimed at making exchanges that satisfy both individuals and organizations” (definition of the American Marketing Association).
The concept of strategic marketing is based on the distinction between the concepts of strategic and operational marketing. Strategic marketing is a constant and systematic analysis of market needs, leading to the development of effective products designed for specific groups of buyers and having special properties that distinguish them from competitors' products and thus create a sustainable competitive advantage for the manufacturer; includes analysis of needs, macro- and micro-segmentation, analysis of competitiveness, portfolio of product markets, choice of development strategy. Operational marketing is a tool for implementing the chosen marketing strategy; implies a marketing plan that includes the entire complex.
The concept of relationship marketing is based on the fact that marketing management should be aimed at the process of creating and expanding strong mutually beneficial relationships with consumers or other stakeholders (suppliers, contact audiences, intermediaries, etc.), which increases the likelihood of future transactions with the same or consumers. The opposite concept - transaction marketing (transactional marketing) - aims marketing management to increase the number of one-time transactions with new consumers.
Maximarketing concept - Marketing management is aimed at maximizing sales and profits through selective distribution and involvement in the process of well-defined potential customers and customers; involves two stages - maximum synergy (two-shift advertising) and maximum distribution (adding new distribution channels).
The concept of competitive rationality - the main goal of the corporation is to make a profit for the company, its employees and shareholders through the production of goods that satisfy the needs of buyers, competitiveness acts as the main driving force of the marketing concept. The process of making marketing decisions in a market saturated with competitors is called competitive rationality. The word "rational" implies that the firm strives to be consistent in organizing exchanges with customers in an ever-evolving market.
The concept of megamarketing - Coordination of economic, psychological and social influences aimed at establishing cooperation with politicians (political parties) to enter a certain market and (or) work on it.
A management concept that has systemic tools (as a rule, this is the product, price, promotion, distribution channels) that affect consumers and increase their purchasing activity.
All this affects the "scope" and nature of marketing planning, which remains tactical rather than market-oriented and strategic; on the status in the organization of the marketing plan, marketing department, marketing control, on the size of the marketing budget, etc.
The stage of formation and development of the concepts of marketing management of the subject, which began in the 50s of the twentieth century, continues to this day, demonstrating modern concepts of marketing management. The concepts of this stage include the concepts of marketing itself (P. Drucker), enlightened marketing (F. Kotler), which received an impetus in their development already in the 50-70s of the twentieth century, as well as the concept of marketing management (F. Kotler), competitive rationality (P. Dixon), strategic marketing (J.-J. Lambin), maximarketing (Rapp and Collins), relationship marketing (D. Pepper and M. Rogers), megamarketing (F. Kotler), which arose already in the 70s 90 years of the twentieth century.
A holistic view of marketing management, combining the advantages of various modern scientific concepts and relevant practices, proceeds from the fact that the management of the subject's activities in the market is built, firstly, on the principles of strategic planning; secondly, on the principles of investment portfolio management, in which each area of ​​the entity's activity, or its business unit, has its own potential for profit, taken as the basis for the allocation of the entity's resources; and, thirdly, on the principles of marketing itself, which makes it possible to evaluate the prospects for the implementation of decisions made on the basis of the first two principles, and directly plan, organize and control their implementation using systemic marketing tools.
Therefore, in the concepts of marketing management, the actual marketing process, including: analysis of marketing opportunities; development of marketing strategies; planning of marketing programs (development of system tools); organization of execution and control of marketing work, is closely interconnected with strategic corporate planning (defining the corporate mission, defining strategic business units, allocating resources between them, planning new activities) and planning at the level of a strategic business unit (defining the mission of a strategic business unit). units, identification of opportunities and threats, strategic analysis, formulation of goals, strategies, programs of the business unit and control of their implementation).
The change in the “scale” of marketing management, which is characteristic of all concepts of marketing management, affected not only the structure of the subject’s management, the “scales” of marketing planning, control and budget, but also the system tools of marketing management.
Characteristic for the concepts of marketing management is that the choice of its system tools, the definition of "proportions" in their relationship to each other is a consequence of strategic corporate planning, strategic planning at the level of a business unit, and not just the marketing process. Therefore, the problem of the priority of a particular marketing tool, although it arises and is solved in the concepts of this stage, is still not the main one that predetermines the development of the concepts of marketing management.
Consequently, the most complex analytical, planning, organizational work at all existing levels of the subject (corporation, business unit, structural unit) in the process of marketing management is ultimately subordinate to the formation and management of systemic marketing tools that directly create value and acquired benefit (or benefit). ) not only for the consumer and the subject achieving their goals in the market, but also for all participants in the exchange (for example, society, government institutions, personnel of the subject, its shareholders, etc.).
From the point of view of marketing development, it seems interesting to get acquainted with those people whose names are known all over the world to this day. All of them used various elements of marketing to varying degrees. One of them: Levi Strauss (1829 - 1902).
When Levi Strauss formed a company with the goal of selling jeans worldwide, he used the alchemy of marketing to turn denim into gold. Having received a ban on doing business and cultivating the land, the Jewish Strauss family was able to find work in the city government: register births, deaths, marriages. The position of the registrar was assigned to their family. However, for Levi, she was too unworthy. Like his brothers, Jonas and Louis Levy decided to flee to America. On his first night in America, he began to study English, first learning phrases that could be useful in trading. Mastering the American monetary system became his second priority. Less than a week later, he became a "Yankee street vendor" selling needles, thimbles, thread, and other sewing supplies supplied by his brothers. Three months later, Levy was already able to convince the brothers to move to San Francisco, where, as he heard, there is a lot of gold. A year earlier, in 1849, the gold rush began. In addition to the various goods that he traded, Levy also took with him canvas, from which gold prospectors could make awnings. Even on the ship, he sold all his goods, which indicated that there was a huge demand from the people of San Francisco, since everything they bought had to be imported. With the canvas, Strauss decided to act wisely. Almost immediately, he ran to the miners, who explained that they did not need awnings, but they needed trousers that would withstand the harsh conditions of gold mining. Levy immediately took the miner to a tailor, who promptly had canvas trousers sewn. Soon after the miner returned to his camp, the rest of the orders were not long in coming…
Strauss started his manufacturing business as a completely family business. Levi never married, thus directing all his energy and enthusiasm to the interests of the cause. He insisted on creating high quality products, which allowed him to find the best factory in the world for the production of his trousers. He found her at Nimes in France. The French expression de Nimes comes from Names, in American, meaning "jeans". Strauss's desire to satisfy all the needs of his customers, in practice, led to such an innovation as fastening pockets and connecting seams with copper rivets, which would help the miners' clothing to last longer. This innovation was proposed to Strauss in 1872 by Jacob Davis, a merchant from Nevada, who himself repaired holes in Levi's trousers in this way.
Despite the popularity of blue jeans, which became known as Levi's, after the Second World War, only one-fourth of the entire production of Levi Strauss and Company was engaged in the production of clothing, while most of the company was engaged in the wholesale of goods from other enterprises. In 1948, Walter Haas, grandson of one of the nephews of Levi Strauss, decided to abandon wholesale sales and focus on the production of clothing.
"Levi Strauss and Company" is still expanding. The whole world has become its target market. In 1979, domestic sales reached $1.339 million. The volume of sales outside the country of jeans and other goods reached the level of more than $ 2 billion. Levi Strauss eventually got his gold, but it didn't come to him from the earth.
Ferdinand Porsche. (1875 - 1952). Economically, nothing happens until someone decides to sell, but also, no one can make a sale without having a product to sell. There are only a handful of product designers who have achieved worldwide fame for their contributions to the formation of the first 4 Pis in marketing. But the genius of Ferdinand Porsche has established itself in many ways.
Porsche was born in Austria in 1875. His interest in electronics began at the age of 15 when he saw the benefits of electric lighting, which had just arrived at a local carpet factory. In two years, he laid electrical wires throughout his father's house, thereby making their house the only "electric residence" for many miles around.
From an early age working as a tinsmith, and later becoming a senior worker, Ferdinand realized that this did not interest him. After much argument with his father, he finally decided to work for the United Electric Company. After 4 years, he was put in charge of the experimental workshop. The electric car consumed his interest and Ferdinand spent a lot of time trying to fix his shortcomings.
In his 20s, he was already working for Lohner, a carriage re-enactor from Venice. At the age of 30, he became the general manager of Austro-Damler, in addition, Porsche introduced several cars for the journey of Prince Henry in 1909. His inventions were received with pleasure and earned a silver disc.
The Volkswagen concept, the most common Porsche model, appeared in 1920. Although Porsche worked for Austro-Demler, he still came up with the idea of ​​making a car that anyone could afford.
No matter how hard Porsche tried, the actual production of a car for everyone was delayed for decades, since Austro-Damler, like most German automakers, was interested in assembling the very best cars for respectable customers. Then Porsche developed a prototype of the modern Volkswagen for Sundapp, a motorcycle manufacturer, but Sundapp still continued to use all his capabilities to produce two and three-wheeled vehicles.
NSU, ​​another motorcycle company, asked Porsche to develop a small car for them. Three prototypes were constructed; but the NSO abandoned this idea due to the need for large investments. Subsequently, in 1937, the government forced the automobile trade association into a contract with Porsche to develop a car for everyone that would cost about $360. The government controlled production through the Volkswagen Development Corporation. Then they produced a car very similar to the Beatles we know.
The goal of creating a car for everyone was achieved, and Porsche turned its all-encompassing genius to other areas. During the Second World War there was a significant shortage of coal and oil, then Porsche reconstructed windmills, turning them into the most efficient means for generating and storing electricity. He also created tractors with hydraulic mounts; tank - tigor, the most frightening weapon in the conduct of ground warfare; and the best aero-fuel of the time.
Ferdinand Porsche died at the age of 75, with more than 360 models of the automotive world created in his collection and left a memory of himself in history as the most versatile designer in the world.
Daniel Starch (born 1883)
Daniel Starch, one of the first marketing researchers, was born in Wiscosin, one of the states that is considered a pioneer in the development of marketing education. Starch himself was directly involved in bringing marketing to the level of an academic discipline. In 1909, he opened a second advertising course in his city at the city university.
Strach received his primary education in a one-room schoolhouse on his father's farm. With a bachelor's degree in psychology from Iowa College, he continued his studies at the University of Iowa, where he received his master's and doctoral degrees in 1906. Starch began his career teaching psychology. Beginning at Iowa State University, his academic career unexpectedly included a 6-year professorship at Harvard. So while at Harvard, he opens in 1923 a marketing research firm, Daniel Starch and Staff.
In his early years as a consultant, Starch showed a penchant for inventiveness and research that would define his entire career. In 1921, he developed and began to use a recognition method to determine the readability of printed materials. After 5 years, he demonstrated the principle of stabilization when calculating the size of these studies.
Starch was also the first to conduct a full study of radio audience size. The data obtained during the national census in 1930 differed from his estimate by 4%. Two years later, he opened the Starch Readership Service, which provided advertisers with much-needed information about how readers reacted to their ads. This firm is still in business today.
The main task of this firm is to issue the "Starch Advertising Rating Report", which in most cases forms the basis for calculating the effectiveness of print advertising. This report evaluates responses to more than 30,000 advertisements placed in 1,000 different business, consumer and agricultural magazines and newspapers during the year. About 240,000 people representing various population groups participated in the study, which aimed to determine the number of readers who responded to advertise in a given issue, were able to remember what they had read about the product and the advertiser, and how many of them had read half or more of the printed material in the ad.
Daniel Starch has received multiple awards for his contributions to market research. In 1951 he was elected to the Marketing Hall of Fame of the American Marketing Association. In the same year, Starch was nominated for the Paul D. Conversi Award for his contribution to the development of marketing education.

1.2. Basic ideas and tasks of marketing

There are different interpretations of marketing. The reason for the great diversity in the definition of marketing is in the specifics and scale of the problems solved in the process of production, marketing, advertising, maintenance, etc. Experts put a double meaning in the term "marketing": it is one of the functions of management, and an integral concept of management (business philosophy) in the conditions of market relations.
As a management function, marketing is no more and no less important than any other activity related to finance, production, scientific research, development work, logistics, etc., i.e. all companies perform the function marketing, even if it consists only in the choice of an intermediary for the sale of their products. But this does not mean that they are guided by the philosophy of marketing.
As a business philosophy, marketing requires a company to view consumption as a democratic process in which consumers have the right to "vote" for the product they want with their money. This determines the success of the company that sets itself the task of studying the nature of needs and satisfying them as fully as possible. Ensuring the maximum volume of output while reducing production costs by excluding non-standard products from the production program, but necessary for the consumer, contradicts marketing as a business philosophy.
The interpretation of marketing as a function of management is currently inferior to its interpretation as an integral concept of management (business philosophy).
Marketing is more than just pushing products or services into the markets. This is the task of sales - to get the buyer to buy what the company can offer him. And with the help of marketing, they force the company to do what the buyer wants. Marketing is a two-way process: the company receives information about the needs of the buyer so that the company can develop and offer him the necessary goods and services.
Marketing is based on the union of the consumer and the company.
Thus, marketing is the process of planning and managing the development of products and services, pricing, promotion of goods to customers and sales, so that the variety of goods thus achieved leads to the satisfaction of the needs of both individuals and organizations.
The following basic principles of marketing can be distinguished:
1. Careful consideration of the needs, state and dynamics of demand and market conditions when making business decisions. Consumers often do not know exactly what they want. They only want to solve their problems in the best possible way. Therefore, one of the main tasks of marketing is to understand what consumers want.
2. Creation of conditions for the maximum adaptation of production to market requirements, to the structure of demand, based not on momentary benefits, but on a long-term perspective.
The modern task of marketing is to ensure that all activities of the enterprise (scientific and technical, production, in the field of capital investments, marketing, maintenance, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production to meet these requests. Marketing means developing, producing and marketing something for which there is really a consumer demand.
The marketing system puts the production of goods in a functional dependence on requests and requires the production of goods in the assortment and volume required by the consumer. When implementing the concept of marketing, the center for making economic decisions is shifted from the production links of enterprises to the links that feel the pulse of the market. The marketing service is a think tank, a source of information and recommendations not only for the market, but also for the production, scientific, technical and financial policies of enterprises. Here, on the basis of a thorough analysis of the state and dynamics of demand and business conditions, the question of the necessity, prospects, and profitability of the production of a particular product is decided.
3. Impact on the market, on the buyer with the help of all available means, primarily advertising.
Thus, we can say that marketing is such a management organization in which the basis for making economic decisions is not the possibilities of production, but the requirements of the market, the existing and potential needs of consumers.
The general concept of marketing can be characterized as follows: from the producer to the consumer there is a flow of benefits. And from the consumer to the enterprise there is a flow of money necessary for the normal functioning of the enterprise and in order to satisfy future needs even more efficiently than at the moment. And the task of marketing is precisely to ensure that the manufacturer and consumer during the meeting on the market most fully realize their goals and needs.
Thus, the task of marketing is to harmonize the capabilities of the company and the needs of consumers. The result of this process is the provision of goods to consumers that satisfy their needs, and the receipt of the profit necessary for the company to exist and better satisfy the needs of consumers in the future.

1.3. The current stage of development of marketing abroad

It is impossible to count on a correct and reliable forecast of the development of marketing without taking into account the direction in changing the business environment. Below I will point out the specific challenges facing modern marketing practice.
1. Internationalization of enterprises. Garda (1988) and Leiser (1993) cite globalization as the main difficulty. Buyers and suppliers of goods and services are becoming more global in their approach to business. The concept of separate national markets is no longer adequate. The only exceptions are those cases where the tastes and cultural preferences of consumers differ greatly and, as a result, competition between suppliers increases. The deregulation of industry and the emergence of the European single market (leading to common standards in safety and technology requirements, as well as an end to discrimination against enterprises by the authorities) served to accelerate and intensify this trend. However, the marketing challenge lies in restructuring local marketing activities in order to successfully compete internationally in disproportionately larger markets. Thus, globalization complicates all the elements of the traditional "four P's" of the marketing mix.
2. Complication and strengthening of the competence of consumers. Consumers are becoming more and more demanding on the quality, reliability and durability of products. This is partly due to the improvement of the information base, strongly influenced by advances in communication and information processing systems, and sometimes to the concentration of purchasing activities in many industries. Accompanying these changes is the emergence of buyer groups, networks and alliances. It has become a new phenomenon that has robbed manufacturers of market control in many industries. They responded to this challenge by moving to multi-channel distribution, including not only existing direct sales opportunities (postal or telephone), but also new ones (television sales channels and sales from warehouses). The problem facing marketing is twofold: first, ways to get closer to consumers; second, to develop ways to simplify the use of multiple market channels.
3. Lack of market growth. Many sectors of the market have already reached their maturity, which is characterized by saturation and a decline in business activity. Profits are falling, calling for efficiency gains and value-for-money. In such conditions, the emphasis is on both retaining existing customers and finding new ones. A new problem arises for marketing: how to create and stimulate demand for the market, and not be content with only competition on the principle of dividing the market. McKenna (1991) warns that the latter simply "reduces marketing to fighting over the crumbs instead of trying to get the whole pie."
dynamic thinking. A direct result of the technological breakthrough in the field of information processing and communications was the transition from a single-product business to systems thinking. From the sale of ready-made goods to trading on the basis of reputation and tailoring production to the specific wishes of the consumer, according to the principle of "what is required" - this is the fundamental task facing modern enterprises. Its solution requires creating long-term relationships with consumers and completely obeying their requests.
Time competition. The time frames are getting tighter and the pace of change is constantly accelerating. The development of flexible production and control systems has inspired companies to use the time factor in their competitive struggle - that is, the speed with which they can bring their goods to the market. This is accompanied by ever accelerating changes in consumer preferences. Time has become an important component of competitive advantage, and businesses need to make sure that they are constantly closer to the needs of their customers and the entire market. The need for early market entry and fast return on investment is clear. In this context, the pricing process becomes vital.
These difficulties force enterprises to restructure and rethink the application of marketing principles in a functional context, as well as to look for ways to apply marketing as a business philosophy.
Garda (1988) suggested that as a result of a changing business environment, marketing is not only becoming more functionally complex, but is also being transformed into an analytical science that uses logic, information systems analysis and complex market research. This, he argues, is already a long way from the art form that marketing took in the 50s and 60s, evolving creatively, intuitively, and with inspiration. If marketing as a discipline fails to offer solutions to the above problems, then marketing as a function is likely to be superseded. There are already signs of this: “Business process change, not marketing, has taken on a major role in the restructuring of American corporations in recent times as a means for companies to become consumer-oriented” (Hammer, 1990; Pallister et al., 1993).
Changing Marketing Thinking
How does marketing evolve as the business environment changes? Only a small number of papers have been written on this topic. However, some of the recent empirical studies have contributed by identifying general performance for those companies that have excelled in marketing over the past decade (Doyle, 1992; Lew and Wensley, 1991; Lynch and others, 1990; Whitington and Whipp, 1992, and See also Leiser 1993; McKenna 1991; Hansen et al. 1990). However, there is a gap in describing the actions of exemplary companies for recommendations to other firms. It is difficult to evaluate performance in any other way than retrospective. Therefore, any conclusions drawn from the analysis of the work of exemplary companies can be misleading. As Doyle (1992) noted, many of the leading companies fail to maintain a high position for long. Perhaps one of the reasons for this fact lies in the fact that a company leading in the market has a legitimate desire to maintain the status quo, and it can become a brake on moving forward, and will immediately be bypassed by competitors. Therefore, we relied more on the comments of leading scientists and consultants made during the interviews than on the analysis of the literature. Nowadays, business school marketers are in a privileged position to follow daily changes in enterprises, having close contact with them.
It is also useful to distinguish between the functional marketing changes taking place in companies and the changes in the philosophical and strategic role of marketing.
Strategic changes
Structure. Leading companies are moving away from a formal, vertically hierarchical structure. Although it is bureaucratic, it is efficient in terms of administrative costs and does not encourage risky decisions. After all, each employee is directly responsible for their actions. In the past, this structure has served companies well, but is now being criticized as hindering the creation of innovative solutions. It also hinders the rapid response to emerging market opportunities. In turn, a more flexible, open structure is being introduced and adapted, replacing traditional roles and responsibilities.
Focus. As companies' visions for the future become more global, the effectiveness of centralized control over marketing activities is increasingly being questioned. Many firms are dismantling their central departments, creating numerous multifunctional and customer-oriented teams. Potentially, decentralization could weaken the coordination of the marketing strategy. Companies are tackling this problem in different ways: some use work teams or task teams (Unilever calls them category management teams) made up of people from different departments to drive strategy; others, like Procter & Gamble, select "masters" who are given a lead role on projects and then the information is distributed to other parts of the firm. This allows companies to focus their search for competitive advantage. Increasingly, companies are entering into strategic alliances, turning to other types of cooperation, including informal connections, in order to expand their opportunities for business growth.
Orientation to the future. Until now, companies have taken a reactive approach to doing business. Now there are signs of a more active approach to the future towards a managed market. McKenna (1991) describes this process as moving from "tell me what color you want" marketing to "let's figure out together how color will affect your primary goal" marketing. This is a manifestation of genuine interest in the consumer, and where necessary - and the consumer's buyers. This implies a "from the perspective of the future - inside the market" approach. Successful companies seem to grow with the market, or ahead of it.
Operational and functional changes.
Changes in strategy and philosophy are accompanied by the need to implement changes at the functional level.
Professionalism. A review of the literature and conversations with experts point to the increasing professionalism of leading companies in marketing activities. The role of training and qualification of marketing specialists, marketing research and marketing planning is growing, along with increased investment in the analysis of both market intermediaries and internal problems.
Assessment of the market and performance. It became obvious that leading companies are gradually moving away from the discrete principle of control over a weekly, monthly or annual period in favor of constant monitoring and analysis, which makes it possible to quickly respond to changes in the market situation. Therefore, Leiser (1993) noted that marketing becomes a process of "aspiration, but not achievement." In today's rapidly changing marketplace, the traditional process of developing new products - from idea through prototype development and market testing to market launch - has been described as "slow, unresponsive and risky" (McKenna, 1991). The alternative should be a process of constantly nurturing innovations based on ongoing monitoring of market needs and competitors' activities.
To conclude, marketing success requires not only doing the right things, but also doing the right things. right.

Chapter 2. Marketing in Russia.

2.1. Development of marketing in Russia

Marketing involves reaching a consensus and uniting the interests of producers and consumers within the framework of promising benefits to nature and society.
Russia has also contributed to the treasury of world marketing theory and practice. Having centuries-old experience in the development of trade and the formation of trading houses, she brought her national identity, her mentality to these activities, which makes Russian business still obscure to "foreign sages". For several centuries, Russia has gone through the stages of market formation and market relations.
The genetic memory of the people stores the experience and results of economic behavior, role functions, which are now awakening to life the current socio-political situation and the need for economic reform. The economic history of Russian entrepreneurship is not only interesting, but also instructive. It allows Russian entrepreneurs and marketing managers to understand a lot in their actions and behavior, to use in modern conditions the methods once found and tested by our ancestors and, if possible, not to repeat their mistakes.
M. Tugan-Baranovsky in his work “The Russian Factory in the Past and Present” wrote that Russian artisans “do not take anything to order, but they make everything for sale - shoes, shoes, boots, caftans and other items of clothing, fur coats, beds, blankets, tables, chairs - in short, all kinds of objects. Craftsmen supplied all these things to merchants for a fee, and they sold them in their shops. With a rarity of the population and an insignificant number of cities in Muscovite Russia, the merchant was a necessary intermediary between the producer and the consumer.
Therefore, as M. Tugan-Baranovsky concludes, "the merchant could not but be a major figure in the social and economic life of the old time."
Indeed, back in the 15th-16th centuries, Russian merchants occupied a high position in Russia. They were even instructed to collect "yasak" or tribute tax on behalf of the king, which went to the treasury. After the census, they began to take a poll tax from each inhabitant of the country, and in the middle of the 19th century it was replaced by income tax.
A state monopoly was established on the trade in bread, hemp, caviar, potash, rhubarb, vodka, salt and other goods, the profit from the trade of which went straight to the state treasury. This led to a rise in the cost of these types of goods, and salt became so expensive that people died from its lack in the body. There was a strict record of all outlets that traded "monopoly" types of goods. Places of trading - "torzhok" - gradually, with the expansion of the trading range, it was transformed into benches, counters, chests. Then they began to build log shops, and in one of the walls they arranged a counter window. According to foreign guests visiting Moscow, Russian shops were so small that one Venetian shop contained more goods than a whole row of Moscow shops.
Russian merchants were initially divided into three categories - "guest", "living room hundred" and "cloth hundred" depending on the level of well-being and the culture of trade.
The “guest” category, for example, had the right to check the rest and even control the quality of the goods they sell. With the accumulation of the number of shops and counters, when it became difficult for buyers to navigate the abundance of goods offered to them, special trading rows were established by royal decree - hardware, kalash, meat, etc. The bottleneck of Russian trade has always been culture. And already in 1626, by royal decree, it was ordered that trade be carried out in those places and in that product, as and where it was indicated: “do not walk along the rows with white salmon, ... do not walk with herrings, ... do not walk with rolls” . However, until the end of the 19th century, terrible unsanitary conditions were recorded in Moscow and provincial shopping arcades.
Large stores in Moscow, St. Petersburg and other provincial cities arose from a desire to circumvent strict state regulations prohibiting home trading, which was even punishable ... by death. Foreigners were the first in Moscow on the Kuznetsky Most to open shops in their residential buildings with large windows, huge trading floors, warehouses, which were located next to the living quarters, so that you can’t immediately determine where the housing ends and the store begins. Basically, the first shops at the house were music, jewelry and mirrors. In the Russian provinces, merchants were built in this way: at the top of the mansion - the master's chambers, at the bottom - a store. Until now, such houses are still preserved in some places.
Trade accounting was very strict. Diverse taxes were constantly levied on merchants, because they kept the state. The dictionary of Brockhaus and Efron says that “taxes are the main source of income for the state. The existence of a harmonious system of taxes is a sign of a high level of development of the state. In 1653, the Customs Charter was introduced in Russia, which abolished all types of old duties and introduced a single duty on the sale price of goods in the amount of five percent of the turnover.
At the end of the 19th century, there was a rapid development of trade in Russia. According to academician S. G. Strumilin, the rate of return on capital was: for tent and stall trade - 261%, for shop - 108%, for shop - 45.5%. This happened because in the tent-stall and especially in mobile trade, almost no material investments were required and it was possible to get by with minimal capital. The campers considered investing an extra ruble in the development of commercial equipment a direct loss. That is why the tents and stalls were extremely primitive and completely unsettled. So they were reborn a century later, when free trade was allowed in the country. However, the real scourge for merchants - shopkeepers, and for shopkeepers, and for the state were peddlers, or peddlers - which was their old historical name. They intercepted the customer because they were very mobile. All kinds of small goods were sold peddling - pencils, pens, paper, ribbons, threads, needles, pins, scarves, hats, toys, tobacco, food products. The peddlers did not bear any circulation costs, they managed to hide their turnovers. If in 1885 more than 170,000 people were peddlers and deliveries and were not subject to taxation, in 1913 their number increased to 346,000. This forced the government to introduce bib numbers, or "badges" for peddlers, on which they registered and paid their tax to the state. However, breastplates did not help: the peddlers so cleverly concealed their income that their size still remains a historical secret.The development of trade in Russia was especially encouraged by Peter 1. In his decrees, he persistently proclaimed that engaging in trade and crafts could not be shameful or dishonorable for anyone. It was recommended that cadets, who were not taken into the army or officers dismissed from it, take up the organization of the trade business. That is why the trading business was conducted right up to the revolution itself not only by merchants, but also by people of noble origin, former officials and officers.
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