International Student Scientific Bulletin. Real estate market research

1.3 Real estate market research. Goals and objectives

The problem of studying the real estate market is an information problem. In order to assess the volume and structure of the housing supply, it is necessary to obtain information on how many and what kind of premises are available on the market, how many and which ones are being prepared for commissioning, and which of the real estate objects have already been put into operation. According to the data on the sale of housing, one can judge only the realized part of the demand.

The main results of the real estate market research are forecasts of its development, assessment of market trends, identification of key success factors. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined. Market segmentation is carried out, i.e. selection of target markets and market niches. In order to make informed decisions in any market, it is necessary to have reliable, comprehensive and timely information. The systematic collection, reflection and analysis of data on the problems associated with the functioning of the real estate market constitute the content of marketing research. To be effective, these studies must first be systematic; secondly, rely on specially selected information; thirdly, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourthly, to use tools specially developed for the purposes of analysis. Thus, marketing activities are built on the basis of special market research and the collection of information necessary for their implementation. The flows of this information are ordered by certain research procedures and methods. Let us dwell on the most important objects of real estate market research.

Conjuncture and forecasting of the real estate market

The general goal of market research is to determine the conditions under which the most complete satisfaction of the population's demand for goods of this type is ensured and the prerequisites are created for the effective sale of produced housing. In accordance with this, the primary task of studying the real estate market is to analyze the current supply and demand ratio, i.e. market conditions. Market conditions are a set of conditions under which activities are currently taking place in the market. It is characterized by a certain ratio of supply and demand for real estate, as well as the level and ratio of prices.

Gathering information is the most important stage in studying market conditions. There is no single source of information about the conjuncture that would contain all the information about the processes under study. The study uses various types of information obtained from various sources. Distinguish information: general, commercial, special.

General information includes data characterizing the market situation as a whole, in conjunction with the development of the industry. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.

Commercial information - data extracted from the business documentation of the enterprise, on sales from partners in the order of information exchange. These include: applications and orders of construction organizations; materials of market research services (materials on the movement of sales, market reviews, etc.).

Special information represents data obtained as a result of special market research activities (surveys of the population, buyers, experts, exhibitions and sales, market meetings), as well as materials from research organizations. Special information is of particular value because it contains information that cannot be obtained in any other way. Therefore, when studying market conditions, special attention should be paid to obtaining extensive special information.

When studying the market situation, the task is not only to determine the state of the market at one time or another, but also to predict the likely nature of its further development for at least one or two quarters, but not more than a year and a half, that is, forecasting.

A market forecast is a scientific prediction of the prospects for the development of demand, product supply and prices, carried out within the framework of a certain methodology, based on reliable information, with an assessment of its possible error. The forecast is based on taking into account the laws and trends of its development, the main factors determining this development, observing strict objectivity, conscientiousness in assessing data and forecasting results. The development of a market forecast has four stages: establishing the object of forecasting; choice of forecasting method; forecast development process; assessment of forecast accuracy.

Establishing the object of forecasting is the most important stage of scientific foresight. In practice, the concepts of sale and demand, supply and product offer, market prices and selling prices are often identified.

Under certain conditions, such replacements are possible, but with appropriate reservations and subsequent adjustment of the results of forecast calculations. The choice of forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail, and the availability of initial (basic) information.

The process of developing a forecast consists in carrying out calculations performed either manually or using computer programs, followed by correcting their results at a high-quality, professional level. The forecast accuracy is estimated by calculating its possible errors. Therefore, the forecast results are practically presented in interval form.

Market forecasts are classified according to several criteria. In terms of lead time, the following are distinguished: short-term forecasts (from several days to 2 years); medium-term forecasts (from 2 to 7 years); long-term forecasts (more than 7 years). They differ not only in the lead time, but also in the level of detail and forecasting methods used.

On this basis, one of the forecasting methods is built: expert assessment. This method is used in the markets for new products, when the underlying information has not had time to form, or in the markets for traditional products that have not been explored for a long time. It is based on a survey of experts - competent professionals; economic and mathematical modeling.

The results of the analysis of predicted indicators of the market situation in combination with reporting and planned data make it possible to develop measures in advance aimed at developing positive processes, eliminating existing and preventing possible imbalances and can be provided in the form of various analytical documents.

1. Consolidated review - a document with generalizing market indicators. The dynamics of general economic and sectoral indicators, special conjuncture conditions are analyzed. A retrospective is carried out and a forecast of the market indicators is given, the most characteristic trends are highlighted, and the interconnections of the market conditions of individual real estate markets are revealed.

2. Thematic review of the conjuncture. Documents reflecting the specifics of a particular market. The most pressing problems typical for a number of objects, or the problem of a particular real estate market, are identified.

3. Operative market information. A document containing operational information about individual processes of market conditions. The main sources of operational information are the data of population surveys, expert assessments of specialists.

Market volume

The main task of real estate market research is to determine the market capacity. Market capacity is the total effective demand of buyers; the possible annual volume of real estate sales at the prevailing average price level. Market capacity depends on the degree of development of this market, the elasticity of demand, on changes in economic conditions, price levels, quality and advertising costs. The capacity of the market is characterized by the size of the demand of the population and the value of supply in the real estate market. At each point in time, the market has a quantitative and qualitative certainty, i.e. its volume is expressed in cost and physical indicators of sold and bought objects.

Two levels of market capacity should be distinguished: potential and real. The real capacity of the market is the first level. The potential level is determined by personal and social needs and reflects the volume of implementation adequate to them. In marketing, the term market potential is also used. The actual emerging market capacity may not correspond to its potential capacity. The calculation of the market capacity must be spatio-temporal certainty.

Market capacity is formed under the influence of many factors, each of which, in certain situations, can both stimulate the market and restrain its development, limiting its capacity. The whole set of factors can be divided into two groups: general and specific. Common are the socio-economic factors that determine the capacity of the market: the volume and structure of supply, including by representative enterprises; the range and quality of the premises provided; the achieved standard of living and needs of the population; purchasing power of the population; the level of price ratio for goods; Population; its social and sex and age composition; degree of market saturation; geographical location of the market.

Specific factors determine the development of markets for individual objects, and each market may have factors characteristic only of it. In this case, a specific factor in terms of the degree of influence may be decisive for the formation and development of supply and demand for specific housing. The set of factors that determine the development of supply and demand are in a complex dialectical relationship. A change in the action of some factors causes a change in the action of others. A feature of some factors is that they cause changes in both the overall capacity and the structure of the market, and others - that they, without changing the overall capacity of the market, cause its changes. In the process of market research, it is necessary to explain the mechanism of the system of factors and measure the results of their influence on the volume and structure of supply and demand.

Identification of cause-and-effect relationships in the market under study is carried out on the basis of systematization and analysis of data. Systematization of data consists in the construction of grouped and analytical tables, dynamic series of analyzed indicators, graphs, charts, etc. This is the preparatory stage of information analysis for its quantitative and qualitative assessment. Processing and analysis is carried out using well-known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of the correlation-regression analysis of time series.

Ultimately, a description of the cause-and-effect relationships caused by the interaction of various factors will make it possible to build a development model in the market and determine its capacity. The market development model is a conditional reflection of reality and schematically expresses the internal structure and causal relationships of this market. It allows using a system of indicators in a simplified form to characterize the qualitative originality of the development of all the main elements of the market at the present stage and at a given period of time in the future. The formalized market development model represents a system of equations covering its main indicators. For each market, the system may have a different number of equations and indicators, but in any case, it must include supply and demand equations.

Accordingly, there are three complementary ways to develop a forecast.

Questioning - revealing the opinions of the population, experts in order to obtain estimates of a predictive nature. Questionnaire-based methods are used in cases where, for a number of reasons, the patterns of process development cannot be reflected in a formal apparatus, when the necessary data are not available.

1 Extrapolation - continuation of the trends of processes in the future, reflected in the form of time series and their indicators, based on the developed models of the regressive type. Extrapolation methods are usually used in cases where information about the past is available in sufficient quantity and stable trends have been identified. This variant is based on the hypothesis of the continuation of the previously established trends in the future. Such a forecast for forecasting is called genetic and involves the study of econometric models.

2 Analytical modeling - building and using a model that reflects internal and external relationships in the course of market development. This group of methods is used when information about the past is minimal, but there are some hypothetical ideas about the market, which allow developing its model and, on this basis, assessing the future state of the market, reproducing alternative options for its development. This approach to forecasting is called target.

The result of the work to determine the market capacity should be an overview of the state of the market and its factors, as well as a forecast for the development of the market, taking into account trends in influencing internal and external factors.

Market segmentation

Any market in terms of marketing consists of buyers who differ from each other in their tastes, desires and needs. The main thing is that they all purchase goods, guided by different motives. Therefore, it is necessary to understand that with a variety of demand, and even in a competitive environment, each individual will react differently to the proposed real estate. It is very difficult to satisfy the needs of all consumers without exception, because they have certain differences in needs. For example, a number of consumers prefer luxury apartments and are willing to pay the corresponding price, while others have the opportunity to purchase housing with acceptable consumer characteristics at a low price.

In-depth market research suggests the need to consider it. In this regard, when planning your business, it is necessary to consider the market as a differentiated structure depending on consumer groups and consumer properties, which in a broad sense defines the concept of market segmentation.

Market segmentation is, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the decision-making process of an enterprise in the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to maximize customer satisfaction, as well as to rationalize the costs of the construction company for the development of a construction program and the commissioning of finished premises.

The objects of segmentation are, first of all, consumers. Highlighted in a special way, having certain common features, they constitute a segment of the market. Segmentation refers to the division of the market into segments that differ in their parameters or response to certain types of activities in the market (advertising, marketing methods). Despite the possibility of segmenting the market for various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing offers.

Segmentation is not a purely mechanical process. To be effective, it must be carried out taking into account certain criteria and signs. A criterion is a way of evaluating the rationale for choosing a particular market segment for a particular enterprise, and a sign is a way of highlighting a segment in the market.

Segmentation has advantages and disadvantages, but it is impossible to do without it, since in the modern economy each product can be successfully sold only to certain market segments, but not to the entire market.

Signs for market segmentation: geographical, demographic, socio-economic, psychographic, behavioral.

Geographical segmentation involves dividing the market into different geographical units: the state, states, regions, districts, cities, communities, as well as the size of the region, population density and population, climatic conditions, remoteness from the manufacturing enterprise. This feature was used in practice earlier than others, which was due to the need to determine the space of the enterprise. Its use is necessary when there are climatic differences between regions or features of cultural, national, historical traditions on the market. A firm may decide to operate in one or more geographic areas, or in all areas, but taking into account differences in needs and preferences determined by geography.

Demographic segmentation involves dividing the market into groups based on demographic variables such as gender, age, family size, family life stage, income level, occupation, education, religion, race, and nationality. Demographic variables are the most popular factors used to distinguish consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption, are often closely related precisely to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables. Even in cases where the market is not described from a demographic point of view (for example, based on personality types), it is still necessary to conduct with demographic parameters.

Psychographic segmentation. In psychographic segmentation, buyers are divided into groups based on social class, lifestyle, and personality characteristics. Members of the same demographic group can have vastly different demographic profiles.

Behavioral segmentation. Behavioral segmentation divides customers into groups based on their knowledge, attitudes, use of the product, and reaction to the product. Marketers consider behavioral variables to be the most appropriate basis for shaping market segments.

After dividing the market into separate segments, it is necessary to assess the degree of attractiveness and decide how many segments the company should focus on, in other words, select target market segments and develop a marketing strategy.

Target segment - one or more segments selected for the marketing activities of the enterprise. At the same time, the enterprise must, taking into account the chosen goals, determine the strengths of competition, the size of markets, relations with distribution channels, profits and its image of the company.

Market segments in which the company has secured a dominant and stable position are commonly called a market niche. The creation and strengthening of a market niche, including by finding market windows, is ensured only through the use of market segmentation methods. After determining the target market segment, the company must study the properties and image of the real estate of competitors and assess the position of its object in the market.

State of competition and market barriers

In a market economy, firms operate in a competitive environment. Studying consumers, one should not forget about competitors. The main task of competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with possible competitors.

To this end, analyzing the strengths and weaknesses of competitors, it is first necessary to answer the following questions:

· Who are the main competitors of your company?

· What is the market share of your company and its main competitors?

What is the competitor's strategy?

· What methods are used by competitors in the struggle for the market?

· What is the financial condition of competitors?

· Organizational structure and management of competitors?

• What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communications)?

• What is the likely reaction of competitors to your firm's marketing program?

At what stage of the life cycle are your product and competitor's product?

The first step in studying the competitive environment is to assess the characteristics of the market in which the company operates or intends to operate. Next, you should study who is a real or potential competitor. A competitor is an important element of the marketing system infrastructure that influences the company's marketing strategy in relation to goods, suppliers, intermediaries, and buyers. The study of the positions of competitors covers a wide range of issues and requires the involvement of a significant amount of information. It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, promotion of the product on the market, organization of sales and distribution.

Studying the competitive environment requires systematic observation of the main competitors, not losing sight of potential competitors. It is expedient to accumulate the obtained information in databanks. Information analysis allows specialists to derive reasonable estimates for each competitive factor and characterize the overall position of the company in the market in relation to its main competitors.

Market opportunities and risks

Any company should be able to identify emerging market opportunities. The search for market opportunities is made after assessing the potential of the enterprise and takes into account the real possibilities of the latter.

Unmet market needs are the basis of market opportunities for an enterprise. In a situation where the buyer is completely satisfied with the supplier's services, the offer of similar goods to him on similar terms by another enterprise will not be successful. At the same time, in this situation, the buyer may have unsatisfied needs for a better object, more favorable conditions, more extensive service. Identification of such needs is carried out through the construction of hypotheses: previous experience of the manager or consultant; proposals of the personnel of the enterprise; experience of partners and contractors of the enterprise; competitor innovations.

The task at this stage of strategy development is to build as many hypotheses as possible. The main method of obtaining materials at the enterprise and from its partners is a free interview, in which the interlocutors are encouraged to express any, even the most "crazy" ideas. Having chosen a segment, the firm must examine all the proposals that are currently in a particular segment. Next, it is necessary to provide the object with an unquestionable, clearly distinct, desirable place in the market and in the minds of target consumers. This is called product positioning in the market. Once the positioning decision has been made, the firm is ready to begin planning the details of the marketing mix.

The work of analyzing marketing opportunities, selecting target markets, developing the marketing mix and implementing it all require supportive marketing management systems. In particular, the firm must have systems for marketing information, marketing planning, marketing organization, and marketing control.

When establishing entrepreneurial risk, the following concepts are distinguished: “Expense”, “Losses”, “Losses”. Any entrepreneurial activity is inevitably associated with costs, while losses occur in unfavorable circumstances, miscalculations and represent additional costs in excess of those planned. This characterizes the category of "risk" from a qualitative point of view, but creates the basis for translating the concept of "entrepreneurial risk" into a quantitative one. Indeed, risk is the danger of loss of resources or income. In relative terms, risk is defined as the amount of possible losses related to a certain base, in the form of which it is most convenient to take either the state of the enterprise or the total cost of resources for this type of entrepreneurial activity.

Chapter 2. Research of the real estate market of the Republic of Khakassia

In order to explore the real estate market, it is necessary to carry out the following activities: it is necessary to assess the volume and structure of the supply of this product, the volume and structure of demand for it and compare these values at a given price level. Then you need to calculate the dependence of demand and product supply on the price and choose such a level at which demand and supply will balance. It is possible to balance supply and demand by changing the latter in one direction or another.

The market research problem is an information problem. In order to assess the volume and structure of the proposal, it is necessary to obtain information about how many and what objects are available on the market, how many and what objects are being prepared for implementation, and what is already being specifically implemented. According to the data on the sale of real estate, one can judge only the realized part of the demand.

The objects of market research are trends and market development processes, including analysis of changes in economic, scientific, technical, demographic, environmental, legislative and other factors. The structure and geography of the market, its capacity, sales dynamics, market barriers, the state of competition, the current situation, opportunities and risks are also being studied. The main results of market research are forecasts of its development, assessment of market trends, and identification of key success factors. The most effective ways of conducting a competitive policy in the market and the possibility of entering new markets are determined. Market segmentation is carried out, i.e. selection of target markets and market niches.

In order to make informed decisions in any market, it is necessary to have reliable, comprehensive and timely information. The systematic collection, reflection and analysis of data on the problems associated with the functioning of the market constitute the content of marketing research. To be effective, these studies must first be systematic; secondly, rely on specially selected information; thirdly, to carry out certain procedures for collecting, summarizing, processing and analyzing data; fourthly, to use tools specially developed for the purposes of analysis. Thus, marketing activities are built on the basis of special market research and the collection of information necessary for their implementation.

The flows of this information are ordered by certain research procedures and methods. Let's dwell on each object of market research.

Market conditions

The general goal of market research is to determine the conditions under which the most complete satisfaction of the population's demand for goods of this type is ensured and the prerequisites are created for the effective marketing of manufactured products. In accordance with this, the primary task of studying the market is to analyze the current supply and demand ratio, i.e. market conditions. Market conditions are a set of conditions under which activities are currently taking place in the market. It is characterized by a certain ratio of supply and demand for goods of this type, as well as the level and ratio of prices.

Three levels of market research are considered: general economic, sectoral and commodity.

An integrated approach to the study of market conditions involves:

use of various, complementary sources of information;

· a combination of a retrospective analysis with a forecast of buyers characterizing the market situation;

· Application of a combination of different methods of analysis and forecasting.

General information includes data characterizing the market situation as a whole, in conjunction with the development of an industry or a given production. The sources of its receipt are the data of state and industry statistics, official forms of accounting and reporting.

Commercial information is data extracted from the business documentation of the enterprise, on the marketing of manufactured products and received from partners in the course of information exchange. These include:

· Applications and orders of trade organizations;

· materials of market research services of enterprises, organizations and trade institutions (materials on the movement of goods in wholesale and retail organizations, market reviews, proposals for the current replacement of the assortment, etc.).

Special information represents data obtained as a result of special market research activities (surveys of the population, buyers, trade and industry specialists, experts, sales exhibitions, market meetings), as well as materials from research organizations.

Special information is of particular value because it contains information that cannot be obtained in any other way. Therefore, when studying market conditions, special attention should be paid to obtaining extensive special information.

The market forecast is based on taking into account the patterns and trends of its development, the main factors determining this development, observing strict objectivity and scientific conscientiousness when evaluating data and forecasting results.

In general, the development of a market forecast has four stages: establishing the object of forecasting; choice of forecasting method; forecast development process; assessment of forecast accuracy;

Establishing the object of forecasting is the most important stage of scientific foresight. For example, in practice, the concepts of sale and demand, supply and product offer, market prices and selling prices are often identified.

Under certain conditions, such replacements are possible, but with appropriate reservations and subsequent adjustment of the results of forecast calculations.

The choice of forecasting method depends on the purpose of the forecast, the period of its lead, the level of detail, and the availability of initial (basic) information. If a forecast of the possible sale of a product is made to determine the prospects for the development of a retail trade network, then more rough, estimated methods of forecasting can be used. If it is performed to justify the purchase of specific goods for the next month, then more accurate methods should be used.

The process of developing a forecast consists in carrying out calculations, with the subsequent adjustment of their results at a qualitative, professional level.

The forecast accuracy is estimated by calculating its possible errors. Therefore, the forecast results are almost always presented in interval form. Market forecasts are classified according to several criteria.

In terms of lead time, the following are distinguished: short-term forecasts (from several days to 2 years); medium-term forecasts (from 2 to 7 years); long-term forecasts (more than 7 years). Naturally, they differ not only in the lead time, but also in the level of detail and forecasting methods used.

Market forecasts are distinguished on the basis of a commodity: a specific product, types of goods, product group, complex of goods, all goods.

On a regional basis, market forecasts are made for: specific consumers, administrative regions, large regions, countries, the world.

According to the essence of the methods used, there are groups of forecasts, the basis of which are: extrapolation of a series of dynamics; interpolation of a series of dynamics - finding the missing members of a dynamic series inside it; demand elasticity coefficients; structural modeling - is a statistical table containing a grouping of consumers according to the most significant feature, where for each group the structure of consumption of goods is given. Expert review. This method is used in the markets for new products, when the underlying information has not had time to form, or in the markets for traditional products that have not been explored for a long time. It is based on a survey of experts - sufficiently competent specialists; economic and mathematical modeling.

· Summary review, or report. The main document with generalizing indicators of the market, consumer goods. The dynamics of general economic and sectoral indicators, special conjuncture conditions are analyzed. A retrospective is carried out and a forecast of the market indicators is given, the most characteristic trends are highlighted, and the interconnections between the market conditions of individual markets are revealed.

· Thematic (problematic or commodity) review of the conjuncture. Documents reflecting the specifics of a particular situation or a particular market. The most pressing problems typical for a number of goods, or the problem of a particular product market, are identified.

· Operative (signal) market information. A document containing operational information, which is a kind of "signal", about individual processes of market conditions. The main sources of operational information are data from trade correspondents, surveys of the population, and expert assessments of specialists.

Course work

According to the discipline "Fundamentals of Marketing"

Topic: "Marketing research plan

real estate market"

annotation

Introduction

Chapter 1 Marketing Research Management

1.1Structure of a marketing information system

1.2Probing studies

1.3 Descriptive studies

1.4 Casual research

Chapter 2. Marketing research of the real estate market. Goals and objectives

2.1 Market conditions

2.2 Market size

2.3 Market segmentation

2.4 State of competition and market barriers

2.5 Market opportunities and risks

Conclusion

Bibliography

Appendix

ANNOTATION

This course work presents the methodological aspects of the study of the modern real estate market.

These aspects were considered in order to consider the principles of marketing and search for its components that affect the management of marketing research, the study of the real estate market, in particular.

The course work consists of two parts. The first part is theoretical. It deals with the main theoretical aspects of marketing research management. The main components of research, types were identified and considered, namely:

the structure of the marketing information system;

Probing research;

descriptive research;

casual research.

In the second, analytical part of the course design, the basic principles of real estate market research are considered. Chapter Tasks:

Consider market conditions;

to characterize the market capacity;

Consider market segmentation

· to characterize the state of competition and market barriers;

· Describe market opportunities and risks.

At the end of the course work, the necessary conclusions are given.

INTRODUCTION

In modern economic theory, such market concepts and scientific areas as, for example, marketing activities have appeared. The main functions of this area of activity were accounting for the needs for goods, the state and dynamics of demand, studying the possibilities of adapting production to market requirements, actively influencing the formation of needs, and controlling the conditions for the sale of goods.

Conducting marketing research is the most important component of the analytical function of marketing. The absence of such studies is fraught with the most adverse consequences for the manufacturer.

Marketing research of the real estate market involves the systematic collection, processing and analysis of data on those aspects of marketing activities in which certain decisions should be made, as well as an analysis of the components of the external environment that affect the marketing activities of the company.

The relevance of this topic of the course work lies in the fact that the main attention in marketing research should be given to market aspects: assessment of the state and trends (conjuncture) of the development of the real estate market, consider the market situation; characteristics of the market capacity; market segmentation; the state of competition and market barriers; market opportunities and risks.

The purpose of this course work - to consider aspects of the study of the real estate market.

In accordance with the purpose of the work, the following tasks were set:

Consider the principles and methods of marketing research management;

characterize the structure of the marketing information system;

consider the goals and objectives of marketing research;

characterize the market conditions; market volume; market segmentation; the state of competition and market barriers; market opportunities.

The object of research in the course work is the real estate market, the subject of research - aspects of studying the real estate market.

The methodological and theoretical basis of this study was the translated works of Western scientists, as well as the works of leading Russian scientists in the field of marketing research, statistical and operational data, and the results of a marketing market research.

CHAPTER 1. MANAGEMENT OF MARKETING RESEARCH

1.1 Structure of the marketing information system

There are few managers who are satisfied with the information they receive about the market. The reasons for this dissatisfaction are as follows:

available information is very often useless in the decision-making process;

there is too much information to use it effectively;

information is dispersed throughout the firm and difficult to find;

· key information arrives either too late to be used, or in a distorted form;

· some managers can hold information at home, without transferring it to other departments or colleagues;

It is difficult to verify the reliability and accuracy of information.

The role of the marketing information system (MIS) is to carefully study information needs, develop an information system that meets these needs, centralize the available information and organize its distribution in the organization. The definition of MIS can be formulated as follows:

A marketing information system is a robust and interactive framework that brings together people, equipment, and procedures for collecting, analyzing, evaluating, and distributing appropriate, timely, and reliable information to marketing decision makers in order to improve the effectiveness of marketing planning, implementation, and control.

The structure of the MIS is shown in Figure 1.

Marketing

Figure 1. The structure of the marketing information system

As the figure shows, monitoring the macromarketing environment is the responsibility of the organization's management. Three subsystems are involved in the collection and analysis of information flows: the internal reporting system, the business surveillance (intelligence) system and the marketing research system. The fourth subsystem is an analytical market system responsible for processing data and transferring information to management for its study, decision-making and control.

From this point of view, marketing research is only one of the components of MIS. The role of marketing research is clearly defined and limited to the specific problem to be decided upon. The role of the IIA is much broader, and the IIA itself is organized on a permanent basis. Below we briefly describe the tasks and content of its three subsystems.

Internal reporting system. All organizations collect internal data as part of their normal activities. These data collected for purposes other than research are referred to as internal secondary data. Sales data, for example, is recorded in an order-delivery-payment cycle. In addition, data are recorded on the cost, on the cost of advertising and sales promotion; relevant reports are received from sales representatives and dealers, R&D and production departments. And these are just some of the sources of data that exist in today's organizations. Sales data must be recorded in such a way as to be able to be classified by customer types, payment procedures, product lines, sales territories, time periods, etc.

For example, a monthly sales report categorized by product, customer group, and sales territory allows for the following analysis:

· to compare sales volumes for the past period in physical and value terms;

Analyze the structure of the product mix in the total turnover;

Analyze the indicator of specific turnover;

Evaluate the effectiveness of sales efforts by comparing sales volumes by territory, the number of commercial contacts, the average income from one contact, etc.;

· analyze the degree of market penetration in different territories, taking into account purchasing power indices.

Many companies collect and store insufficient amounts of sales and cost data for research purposes. This data, stored and processed in the market analytical subsystem, should be a database of time series suitable, in particular, for forecasting. They can be used for the following types of analysis:

· graphical analysis to identify trends, seasonality and growth rates;

· short-term sales forecasting based on endogenous (internal) sales forecasting methods, such as exponential smoothing;

· correlation analysis of relationships between sales volumes and key influencing factors, such as distribution coefficients, advertising costs, relative price;

· Parametric or multivariate econometric models.

The development of internal reporting systems was facilitated by the ubiquity of computer technology. When developing a reporting system, a number of requirements must be met:

timeliness: information should be available when it is needed;

Flexibility: information should be available in different forms and levels of detail to meet the information needs in different decision-making situations;

completeness: the reporting system should cover the full range of information needs, but at the same time not allow the possibility of information overload;

Accuracy: the accuracy of the information should be appropriate for the decision-making situation, in addition, the information should not be too detailed;

· Convenience: The information should be easily accessible to the decision maker, as well as clear and practical.

The source of data for the internal reporting system is the organization itself, and therefore they have a minimum cost. These data form the basis of the MIS, its framework. As can be seen from fig. 7.2, firms use many different sources of information. Interestingly, in this particular example, the most important source of information is the actual consumers.

Business Surveillance System. Data from the internal reporting system should be supplemented with information about the macromarketing environment and about competitors. The role of the business surveillance system, or business intelligence, is to collect information about changes in the external environment so that management can monitor the strengths and weaknesses of the firm's competitive position.

There are various methods of business observation: the method of random observation, the involvement of sales personnel, the establishment of information service centers, or the acquisition of data from syndicated sources.

In addition to internal reporting and business surveillance data, marketing management also needs to study specific problems and opportunities, such as testing new product concepts, brand image research, sales forecasting in a particular country or region, etc. Such targeted projects are the prerogative of the system. marketing research.

Marketing research system.

The role of marketing research is to provide management with the data and information necessary to adopt and implement a market orientation. More precisely, this role can be defined as follows:

Marketing research involves diagnosing information needs and selecting relevant interrelated variables for which reliable information is collected, recorded and analyzed.

According to this definition, marketing research has four functions:

· Diagnosis of information needs, which involves the active interaction of the market analyst and the decision maker.

· Selection of variables for evaluation, which requires the ability to translate a management problem into empirically verifiable research questions.

· The need to ensure the external and internal validity of the collected information, which makes it necessary to master the research methodology.

· Transfer of information to management for study, decision-making and control.

Thus, the role of a market analyst is not limited to the technical aspects directly related to working on a research project. The analyst should take an active part in the formulation of the research problem, in the development of the research plan, and in the interpretation and use of the research results.

The key question that a manager faced with a decision-making problem must answer is: is special marketing research required? Before answering it, the following factors must be taken into account:

1. Time limits. Marketing research is quite time consuming, and in many cases decisions need to be made quickly, even if the information is incomplete. The time factor is extremely important: the urgency of some situations leaves no room for research. This factor emphasizes the importance of MIS as a permanent information system.

2. Availability of data. In many cases, the company's management already has enough information so that the right decision can be made without additional research. It is this type of situation that should arise when a company has an established, permanent MIS. Sometimes market research is still carried out so that decision makers are not accused of negligence. In this case, they are, rather, a safety net, which will come in handy if the decision made turns out to be wrong.

3. Value for the firm. The value of marketing research depends on the nature of the management decision on the agenda. In relation to many routine decisions, the cost of an error is minimal - in any case, it does not cover the cost of conducting a study, which can be significant. Therefore, before conducting a study, managers should ask themselves the question: “Will the information obtained during the study allow me to improve the quality of the solution enough to cover the costs?” In many cases, even modest marketing research can significantly improve the quality of management decisions.

Often, studies are not associated with any specific solutions, but are of an exclusively probing nature. Their goal is to gain deeper market knowledge or find opportunities in a new, unknown market. This type of research usually contributes to the correct selection of the firm's strategic alternatives.

Marketing research and the scientific method. Today, no one doubts that management is much more an art than a science. In the case of marketing research, the situation is diametrically opposite: they must be scientific in nature. The fact is that marketing research is associated with high-quality (verified) knowledge, and without high-quality knowledge there will be no successful management decisions. The bottom line is that researchers are trying to establish objective "truths". Managers want to make decisions based on accurate and unbiased information, and this suggests that the researcher must resort to scientific methods of collecting and analyzing data.

· Types of marketing research. Marketing research can be classified according to the methods used or the nature of the research problem. The most common research methods are survey, experiment and observation. The nature of the problem determines whether the inquiry is probing, descriptive, or causal.

Probing research is carried out to clarify a problem, to study the market situation in depth, to find ideas or the essence of an event, and to determine directions for future research. They do not aim to find irrefutable evidence of the correctness of a particular course of action. Methods used: statistical data processing and qualitative research.

Descriptive research answers the questions “who?”, “what?”, “when?”, “where?”, “how?”. The task of such a study is to determine the frequency of occurrence of an event or the relationship between two variables. Unlike probing research, descriptive research comes from a clearer understanding of the problem.

Descriptive or descriptive information is usually all that is required to solve a marketing problem. Methods: secondary data analysis, observation and communication methods. Most marketing research is of the descriptive type.

Causal research - the most ambitious form of research, it is associated with the establishment of cause-and-effect relationships. Usually the nature of this relationship is known in advance and needs to be confirmed or explained. For example, the researcher must show how a particular price, package, or advertisement will affect sales. As a rule, causal research is carried out in the form of a controlled experiment.

In principle, probing and descriptive research should precede causal analysis and often act as preliminary steps (Fig. 2).

Figure 2. Different study sequences

Marketing research is probing when it is required to understand the essence of an event or find an idea, and not formally test a hypothesis derived from a theory or previous research projects. This type of research is very popular among firms due to its low cost, speed, flexibility, creativity and ability to generate new ideas.

The objectives of the probing study. The need for a probing study usually arises when a firm is dealing with vaguely articulated problems such as "Brand X is down and we don't know why" or "Will the market show interest in our new product?" In such cases, the analyst may receive a wide variety of responses. Since it is impractical to check the correctness of each of them, a probing study is carried out: the most probable explanation(s) is established, which is then empirically tested. Thus, the main objectives of the probing study are to:

quickly explore sources of problems or potential opportunities;

more precisely formulate a fuzzy problem for further research;

put forward hypotheses or assumptions regarding the problem;

collect and analyze easily accessible information;

· identify priorities for future research;

introduce the analyst to the problem or the market;

Refine the concept.

In general, probing studies are applicable to the study of any problem, information about which is insufficient.

Development of hypotheses. Probing research is especially useful in the first stage of the research process, when a problem is formulated, because it allows you to translate this problem into specific research goals. The goal is to develop testable hypotheses. Hypotheses indicate what we are looking for; offer possible solutions to the research problem and introduce an element of specificity. Usually several competing hypotheses, specific or implicit, are formulated. How does an analyst generate hypotheses? This process is shown schematically in Fig. 3. There are four main sources of information:

1. the theory of such disciplines as economics, psychology, sociology or marketing;

2. managerial experience in solving similar problems;

3. secondary data;

4. probing research, when there is neither theory nor experience.

Figure 3. The process of developing a hypothesis

Methods of probing research. The purpose of a probing study is to search for new ideas, so no formal planning is required in this case. The main characteristics of such research are flexibility and resourcefulness. The main factor is the imagination of the researcher. The following methods are used: analysis of secondary data, conversations with informed persons, case studies and qualitative research using focus groups.

Use of secondary data. Secondary data is previously published information collected for purposes other than those of this study. Primary data, in contrast, are collected directly for the purposes of the study. Internal sources of secondary data are sources located within the organization itself, external sources originate outside of it. Internal data is concentrated in the internal reporting system. External sources can be very diverse: these are publications of government bodies, and data from industry associations, as well as books, bulletins, reports and periodicals. Data from these sources is inexpensive or completely free when it comes to libraries. In addition, there are external sources such as standardized marketing data, which are significantly more expensive. These include consumer panel results, wholesaler data, media audience data, and so on.

It should be said that secondary data is the most logical type of data, the importance of which should by no means be underestimated. The main advantage of secondary data is that it is always faster and cheaper to collect it than to collect primary information. In addition, this data may contain information that cannot be obtained in any other way. A competent market analyst should be familiar with similar sources of data about the market being studied.

However, secondary data also has some drawbacks that the analyst must also take into account. The following three problems are most common: outdated information, different definitions of the same terms, different units of measurement. Another disadvantage is that the user has no control over the accuracy of the secondary data. Other people's research can be biased and depend on the direction of the interests of the sources. In addition, the user of secondary data must critically evaluate, firstly, the data itself, and secondly, the order of their collection, in order to make sure that the research methodology is correct. When using secondary data, the following rules should be followed:

1. Always work with a primary source of secondary data, but not with secondary sources that themselves receive information from the original.

2. Assess the accuracy of secondary data, paying special attention to the purpose of their publication.

3. Evaluate the overall quality of the methodology. The primary source should provide a detailed description of the data collection procedure, including definitions, forms, sample characteristics, etc.

Focus groups. Focus group is a more complex type of probing research. This is an unstructured, free type of interview with a small group of respondents (8 to 12 people). A focus group does not have a rigid Q&A structure, but rather a flexible discussion that discusses a brand, ad message, or new product concept. This happens as follows: the group meets at a pre-arranged time; it includes an interviewer, or moderator, and 8-12 participants. The moderator announces the topic of the discussion and organizes its discussion among the participants. Focus group participants can express their true feelings, doubts and fears, as well as their deepest beliefs.

projection techniques. It is not uncommon for respondents to be reluctant or embarrassed to directly discuss their feelings, but may respond sincerely (consciously or subconsciously) if the question is veiled. Currently, such methods are used in clinical tests and tests of individual abilities.Theoretically, when a person is asked to structure or organize an unstructured or ambiguous situation, he has no choice but to show his own character and express his own attitude, thereby demonstrating them to the researcher.

Limitations of probing studies. Probing research cannot replace more thorough quantitative research. However, many managers are tempted to limit themselves to probing studies with their small sample sizes, mainly because of their simplicity and accessibility. Blindly accepting unstructured focus group results or short series of informal interviews has two dangers:

• First, the results are not representative and therefore cannot be projected onto the population as a whole.

· Secondly, the results are ambiguous due to the subjective interpretation of the moderator.

Given these limitations, probing research methods should be applied directly to take into account consumer perspectives and develop hypotheses for further study.

Descriptive research, as the name implies, is designed to describe a given situation or a given population. They differ from probing studies by increased rigidity of the structure. Probing studies are flexible, while descriptive studies attempt to obtain a complete and reliable description of the situation. In order to go through all the necessary phases and collect reliable information, a formal study structure is required. The most common method of descriptive research is a survey.

Goals of descriptive research. Descriptive research covers a wide range of research purposes. The general goal is to visualize some aspect of the market at a particular moment in time or track the dynamics of change over a certain period of time. More specific goals can be formulated as follows:

· Describe the organization, distribution channels, or competitive structure of a particular market or segment.

· Calculate the proportion and socioeconomic profile of the part of the general population that exhibits certain behaviors.

· Predict the level of primary demand for the next five years in a given market using heuristic forecasting methods or the extrapolation method.

· Describe the purchasing behavior of certain consumer groups.

· Describe how consumers perceive and evaluate the properties of given brands in relation to competing brands.

· Describe lifestyle changes in certain segments of the population.

To conduct descriptive research, it is important to understand and know the problem, which will allow you to accurately determine the data collection procedure. As the previous section has shown, one or more hypotheses must be formulated by the beginning of such research. Before proceeding with it, three conditions must be met:

1. There must be several hypotheses or hypotheses derived from research questions that are necessary to determine the direction of data collection.

2. A clear wording of the questions “who?”, “What?”, “When?”, “Where?”, “Why?” And How?".

3. Determining the method of collecting information (communication methods or observation).

Primary data collection methods. There are three ways to collect primary data: observation, communication methods, and experiment. The experiment differs from other methods in the degree of control over the research situation. Generally speaking, this method is most often used in causal research, so we will consider it in the next section. In cross-sectional and longitudinal studies, two other methods are used - observation and communication.

Observation methods. Scientific observation is the systematic process of recording human behavior, observing objects and events without any intervention or communication with them. An observational market analyst captures information as an event occurs, or collects evidence of events that took place in the past. The objects of observation can be at least five types of phenomena:

Physical actions and facts such as purchases, store locations and layouts, prices, counter sizes and organization, sales promotions;

Temporal indicators, such as the length of time spent in a store or the length of driving a car;

spatial relationships and location, such as counting the number of customers in a store or observing the order in which they move between counters;

· behavioral manifestations, such as eye movement or level of emotional arousal;

The most important advantage of the observation method is its stealth, unobtrusiveness, since communication with the respondent is not required. An “observer” can be a human being or a mechanical device, such as a pedestrian counter, an audiometer (devices that record television viewing), or optical scanners in supermarkets that capture shopping and purchasing behavior data. Observational data are generally more objective and accurate than data from communication methods.

Despite their advantages, observational methods have one significant limitation: they do not allow one to determine motives, attitudes, preferences, and intentions. Therefore, such methods are used only to confirm the primary data on behavior.

Communication methods. In communication research methods, the required information is collected through a survey of respondents. The data collection tool is a questionnaire or questionnaire. Questions (and answers) can be formulated orally or in writing. There are three ways to conduct a survey: a personal interview, a telephone survey, and a mail survey, or self-completion of questionnaires.

1. Personal interview. This method is well suited for exploring complex concepts that require explanation or for new products. The collection of information is conducted as a personal question and answer session in which the interviewer and the respondent participate. The interviewer usually uses the questionnaire as a guide, although they may use a variety of visual aids. Responses are usually recorded directly during the interview. Face-to-face interviews are characterized by a high response rate, but are also more expensive than other forms of survey. In addition, the presence of the interviewer may influence the responses of the respondent.

2. Telephone survey. This method is best suited for the study of simple and well-defined product concepts or their individual functions. Questions are asked by phone. The required information is strictly defined, non-confidential and limited in scope. The method compares favorably with the speed of data collection and low costs per interview. At the same time, some phone numbers are not available in directories, which causes problems with building representative samples. Other limitations are the lack of personal contact and the impossibility of using visual materials.

3. Poll by mail. Such a survey is conducted in order to expand the circle of respondents. It is most effective for studies of well-defined concepts where a limited number of specific responses are required from the respondent. In general, such surveys are cheaper than telephone and personal interviews, but the response rate in this case is much lower. There are several methods for increasing the activity of respondents. Questionnaires distributed by mail should be more structured than all the others.

The advantages and disadvantages of these methods are summarized in Appendix 1.

Rules for compiling questionnaires. A well-written questionnaire is the key to good survey results. In essence, the questionnaire is just a set of questions, selected in such a way as to obtain the data necessary to achieve the goal of the study. At first glance, developing questionnaires may seem like a simple matter, especially to those who have never experienced it. Writing a good questionnaire is as easy as writing a good poem. The end result should look as if the words fell on paper, but, as a rule, there is a long, painstaking work behind this.

The function of the questionnaire is to give an assessment. The questionnaire is the main channel for obtaining data from respondents and transmitting this data to researchers, who, in turn, send new information to managers who make a particular decision. This channel performs two communication tasks: it must indicate to the respondent the interests of the researcher; he must convey to the researcher the opinion of the respondent. The accuracy of the data collected through questionnaires depends to a large extent on the distortions or "noise" introduced by both types of communication. A sloppy questionnaire can significantly distort communication in the direction from the researcher to the respondents, and vice versa.

To avoid problems in the design of the questionnaire, before accepting the final version of the questionnaire, it is necessary to analyze the relationship between the information needs for a particular research project and the expected database for the developed questionnaire (Fig. 4).

respondents

Database

Figure 4. Research design of the questionnaire

The logical chain for the development of the questionnaire is as follows:

Preliminary decision on the list of issues

Decision on the content of an individual question

Decision on the format of answer options

Decide on the thesaurus to use to formulate the question

Decision on placement of questions in the questionnaire

Decision on the format, design of the questionnaire

Testing, revision and preparation of the final version of the questionnaire

One of the common mistakes is that the researcher expects the respondents to understand the essence of the questions. However, respondents may simply not know what they are being asked about. They may not be familiar with the product or research topic, they may confuse the research subject with something else, or they may understand the wording of the question in their own way. Respondents may refuse to answer personal questions. Most of these problems can be minimized if the questionnaire is written by a qualified researcher.

The questionnaire is an object through which four participants of any survey interact:

a decision maker who needs specific information to solve a problem;

a market analyst whose role is to translate the research problem into research questions;

an interviewer who must receive reliable information from respondents;

Respondents who must agree to provide the requested information.

In order for the questionnaire to be of high quality, it is necessary that it be standardized. Compliance with this condition contributes to the fact that the answers received from different respondents by different interviewers will be comparable, and therefore suitable for statistical processing.

The procedure for compiling the questionnaire. There are no rules for compiling perfect questionnaires, however, summarizing the experience of many researchers, it is possible to develop recommendations, the observance of which will reduce the problems of reliability of the collected data to a minimum. One of the best sources of information on this topic is the book by G. Boyd and R. Westfall. When compiling the questionnaires, it is proposed to follow the following procedure, consisting of seven steps:

Step 1. Determine the required information. Since the questionnaire is the link between the information needs and the data being collected, the researcher should have a complete list of all information needs on hand, as well as a clear definition of the group of respondents. Usually, both are established in the course of a probing study and the development of a hypothesis. Various forms of market response will help the researcher to identify concepts that require evaluation.

Step 2. Determining the type of questionnaire. Data collection may be in the form of personal interviews, telephone surveys or mailing questionnaires. The choice of one or another option depends largely on the type of information that needs to be collected. At this stage, you need to determine the type of questionnaire, since the content, wording and order of the questions, as well as the length of the questionnaire, depend on this. For example, the decision to conduct a joint review would eliminate the possibility of conducting telephone surveys. Thus, in this step, the market analyst must determine exactly how the necessary primary data will be collected and how they will be analyzed.

Step 3. Determining the content of the questions. Once the characteristics of the information required and the method of data collection have been established, the researcher can begin to formulate questions. When determining their content, the following should be taken into account:

Is this question necessary? Avoid using questions that are interesting but not directly related to the required information.

· Do not need to split the question into two or more! Some questions may contain two or more items. If you leave them all in one question, it will be extremely difficult to interpret it. This is especially true for “why” questions.

· Does the respondent have the required information! Three questions should be answered here: does the respondent have experience with what is being asked about; whether the respondent can remember the required information; does the respondent have to do any significant work to obtain this information?

· Will respondents provide information! Even when respondents have the necessary information, they sometimes do not answer questions because they cannot formulate their answer or do not want to answer.

Step 4. Determining the question type. When choosing specific wording, the researcher can choose between three main types of questions:

· Questions without suggested answers: Respondents must formulate answers themselves.

· Multiple Choice Questions: The respondent must select one or more answers from the list provided.

· Dichotomous question: An extreme form of a multiple-choice question where the respondent is given only two options to choose from, such as yes/no, agree/disagree, etc.

In multiple-choice questions, the choices themselves can be ranked, in which case the goal is not simply to define a category, as with a nominal scale, but rather to "score" the degree of agreement, importance, or level of preference. Two types of scales can be used: ordinal or ordinal, whose values are simply ordered by rank, and interval, which has all the properties of an ordinary scale, but the distances between values can fluctuate markedly. It is important to distinguish between these two types of scales because specific mathematical operations can be applied to each of them. In practice, interval scales are most often used in questions of importance and preference.

Various scales are currently in use. The most common are the Likert scale, which assigns its own descriptors to each category, the semantic differential scale, which uses bipolar adjectives, and the constant sum scale, where the respondent is asked to allocate a certain number of points between two or more attributes according to their importance.

Step 5. Choosing the wording of questions. Now we need to formulate the questions themselves, and do it in such a way that: the respondent can easily understand them; Do not direct the respondent to the “correct” answer. In this regard, it makes sense to take into account a number of points.

1. Is the essence of the issue clearly indicated! You need to make sure that each question is clearly articulated in terms of six components: “who”, “where”, “when”, “what”, “why”, and “how”.

2. Should the question be subjective or objective? The subjective question is formulated in a language close to the individual, the objective one - in the most common terms. As a rule, answers to subjective questions are more reliable.

3. Use simple words. The words used in the wording of questions should have only one interpretation, and this interpretation should be publicly known. There are many examples of misunderstanding of seemingly ordinary words. In particular, marketing jargon (“brand image”, “positioning”, etc.) should be avoided. To eliminate possible shortcomings, it is useful to conduct a trial survey.

4. Avoid ambiguous questions. Ambiguous questions are understood differently by different people. Indefinite words such as often, sometimes, a lot, good, much, bad, etc. can have many different meanings.

5. Avoid leading or one-sided questions. A leading question is a question whose wording leads the respondent to a specific answer. One-sided questions are related to one side of the problem. The question should be as neutral as possible. To do this, it should not mention the name of the brand or company, or the problem should be considered from all sides.

6. Avoid double questions. A dual question is one that allows two "correct" answers, which puts respondents in a difficult position. In this case, two questions should be asked instead of one.

7. If possible, modify the questionnaire. There is no single correct wording of questions.

Step 6. Determine the sequence of questions. As a rule, the questionnaire consists of three parts: the main information sought; socio-demographic information used to build the profile of the respondent; special cells that the interviewer fills out. The general rule is that the main questions of the questionnaire come first, then the socio-demographic questions, unless they are used as a filter for selecting respondents. The researcher should also pay attention to the following points:

1. The first questions should be simple and interesting. If the opening questions are interesting, understandable, and easy to answer, the respondent is more likely to complete the entire questionnaire.

2. Use the funnel principle. The principle of the funnel is that you first ask a general question, and then gradually formulate more and more specific questions on the same topic.

3. Arrange the questions in a logical order. The order of the questions should be logical for the respondent. Sudden changes in the topic confuse respondents and cause uncertainty.

4. Difficult or sensitive questions should be placed towards the end of the questionnaire. Sensitive questions should be placed at the end of the questionnaire, as by this point the respondent will be fully involved in the study.

With regard to questionnaires distributed by mail, it should be remembered that filling them out by the respondent is associated with a number of specific difficulties. The fact is that such a questionnaire should itself interest the respondent. "Responsibility" falls on the first few questions. Further questions should be arranged logically. In mail surveys, it is difficult to achieve the same sequence of familiarization of respondents with questions as in personal interviews, since the respondent himself determines in what order to answer the questions. In such questionnaires, composition and external attractiveness are especially important.

Step 7. Preliminary survey. Before starting a full-scale survey, it makes sense to conduct a preliminary survey in the field. In this situation, the questionnaire is distributed to a limited number of potential respondents who seem to be the most suitable for the survey, but are not too different from the group being studied. However, statistical sampling is not required at this stage. Preliminary survey allows you to determine whether respondents have difficulty understanding the questionnaire and whether it contains ambiguous or biased questions. It is also useful to tabulate the results of the preliminary questionnaire to check whether the questionnaire provides all the necessary information.

Methods for determining the sample. After the questionnaire is compiled and verified, it is necessary to select the respondents who, in fact, will be interviewed. One way is to collect information from each member of the target population through a census. An alternative option is to interview part of the group, having determined the sample of respondents. The census method is often used in markets for capital goods, where the size of the general population does not exceed 100-300 units. However, in most cases, the size of the population is larger, so the financial and time costs of contacts with all its representatives turn out to be prohibitively large. For this reason, the researcher uses the sample:

Sampling is the selection of a part of the population under study in order to obtain results that are applicable to the entire population under study.

All sampling methods can be divided into two main categories: with probabilistic and deterministic sampling.

· With probability sampling, an objective selection procedure is used and each member of the general population has a known non-zero chance of being included in the sample.

· With a deterministic sample, the selection procedure is subjective and the probability of selecting each representative of the general population is unknown.

Each of these two sampling procedures has its own advantages. The main advantage of probabilistic sampling is that, with the help of appropriate statistical methods, it is possible to determine the error of random selection, while statistical methods are, strictly speaking, inapplicable in deterministic samples. In most cases, probability samples should be used, although there are situations where deterministic samples are preferred, mainly due to lower costs and ease of organization.

Probability samples. There are various types of probability samples: simple random samples; stratified (stratified) samples (proportional and non-proportional); cluster samples and multistage samples.

· Simple random sampling: each element of the general population has not only a known, but also an equal probability of being included in the sample. There are different selection procedures (random number method, systematic sampling). All of them assume that the researcher has a list of all members of the general population.

· Stratified sampling: the study population is divided into mutually exclusive populations, or strata (division occurs according to criteria such as size, income, age), and a random sample is taken from each of them. In proportional stratified sampling, the total sample size is distributed among the strata in proportion to their size, while in non-proportional stratified sampling, its size depends not on the size of the stratum, but on quantitative changes in the criteria within the stratum.

· Cluster sampling: the studied population is divided into mutually exclusive groups (clusters), in each of which a random sample is made. In addition, each group should represent the general population in miniature.

· Multi-stage sampling involves two or more stages combining some probabilistic group sampling methods. Instead of choosing all representatives of randomly compiled groups (clusters), only a certain sample is taken from each of them. In the resulting subgroups, subsamples are taken. The main advantage of multi-stage sampling is that it is possible to obtain a probability sample even if the researcher does not have a list of representatives of the general population.

In general, probabilistic samples require more time and financial costs than deterministic ones, because: they need an accurate specification of the general population and a list of its elements; the sampling procedure must be followed exactly.

Deterministic selections. There are three types of deterministic samples: non-representative sample, random sample, and quota sample.

· Non-representative sample: respondents are selected based on the convenience of the study.

· Random Sampling: The market analyst selects the respondents for the sample himself, relying on his judgment as to their suitability for the research objectives.

· A quota sample resembles a stratified random and non-representative sample. The interviewer finds and interviews a certain number of people in each of several categories, but the choice itself is not probabilistic, but subjective.

Survey errors. One of the main tasks of a market analyst who will conduct a survey is to evaluate the overall accuracy and validity of the survey results. The total survey error can be made up of two components: the error in the selection of the sample and the constant (systematic) error. Sampling error can be reduced by increasing the sample size or by improving the quality of the selection of respondents. It is more difficult with systematic errors that arise for a variety of reasons, such as incorrect construction of the questionnaire, low qualification of interviewers, errors that occur due to the fault of respondents or in the process of data coding. The best way to minimize systematic errors is to have strict control over the entire process of collecting, coding and analyzing raw data. If the survey is conducted by an outside research firm, the market analyst should give its employees precise instructions and closely monitor their work.

Descriptive studies often use two-dimensional tables to show the relationship between two variables. Often, when such a table indicates a statistically significant relationship, especially if one variable is expected to influence another (as in regression analysis), it is tempting to consider this fact as irrefutable evidence of the existence of a causal relationship.

There are three distinct, though complementary, goals for causal research:

· Establish the direction and strength of a causal relationship between one or more action variables and one response variable.

· Measure in quantitative terms the degree of influence of the action variable on the response variable.

· Predict the values of the response variable for different values of the action variables.

However, it is not necessary to pursue all of these goals. Several methods of causal research are subordinated to a single goal: to establish a causal relationship and thereby achieve a deeper understanding of the phenomenon under study. In such cases, neither quantitative estimates nor the degree of influence are determined.

Three types of evidence are used to evaluate causal relationships, which are quite intuitive:

· Evidence that the action variable precedes the response variable.

· Evidence that there is a relationship between the action and the observed result.

· Evidence that the influence of other possible causative factors has been eliminated or controlled.

The last condition is the most severe. It requires control over all external variables so that the experiment can be considered "pure". The greatest threat to the internal validity of the experiment is:

Background: events external to the experiment that affect the reactions of the participants in the experiment.

· Natural development: changes that occur with the respondents over time, such as growing up (aging), the appearance of hunger, fatigue.

· Test effect: awareness of the fact of participation in the experiment, which can exacerbate the sensitivity and bias of the respondents.

· Protest effect: Pre-experiment evaluation (observation, testing) can also increase the sensitivity and bias of respondents, thereby influencing the respondent's response to the experimental intervention and subsequent evaluation.

· Instrumentation: the means of measurement may change, for example when many observers or interviewers participate in an experiment.

· Withdrawal: Respondents may choose not to participate in an experiment after it has begun.

· Subjectivity of selection: the experimental group may have systematic and significant differences from the general population.

The market analyst must plan the experiment in such a way as to eliminate these external factors or control their influence.

Definition of an experiment. An experiment is a scientific study in which the researcher controls and controls one or more action variables and observes the accompanying changes in one or more response variables. The action variables that are controlled and whose influence is measured are called experimental influences. Organizations, respondents or physical objects on which experimental influences are carried out and whose reaction is evaluated are called groups of subjects.

The experimental design includes the definition of: experimental interventions to be controlled by the researcher; groups of subjects who will participate in the experiment; the response variable whose value will be measured; procedures for managing external variables.

There are two types of experiments:

· Laboratory experiment, when the researcher creates a situation with the required conditions (imitation of a store, survey) and then controls some variables while controlling the others.

· A field experiment that is conducted under real or neutral conditions (such as a real store), while also controlling one or more action variables and carefully controlling the external conditions.

Types of plans for the experiment. In a typical experiment, two groups of respondents (or stores) are selected that have similar characteristics in relation to the purpose of the study.

The basis of any experimental design is the same principle: it does not matter what external factors act in the experiment, as long as they equally affect the experimental and control groups. The main conditions for validity are a random selection of groups of subjects and a random distribution of experimental effects between groups.

Today, when all supermarkets are equipped with scanning devices, it has become much easier to organize marketing experiments.

Methods for collecting preference data.

There are two methods for collecting preference data: the full profile method and the pairwise comparison method.

The full profile presentation method is more popular because it reduces the number of comparisons through the use of fractionated factorial designs. With this approach, each product concept is described separately, most often on a special profile card. The number of comparisons in this case is less, and the ratings themselves can be ranked or given in the form of a rating. Main advantages:

Determining the level of each property in the product concept gives a more realistic description of the latter;

provides a visual display of trade-offs between all properties;

· the situation itself is very close to the actual buying behavior.

The main drawback is the risk of respondents becoming overwhelmed by information overload when they are asked to rank or rank too many concepts. This problem can arise even in a fractionated factorial design. Get rid of it allows the method of paired comparisons.

Evaluation of partial utilities. With regard to estimation methods, there has been a noticeable breakthrough in recent years, and the reason for this is the use of the adaptive joint analysis method. The ranking method requires a modified version of the analysis of variance, created specifically for the original data.

The next problem is the interpretation of the results of the entire sample of respondents. Two approaches can be applied here. First, one can calculate the averages of all partial utilities for each property. This method is simple, but it inevitably leads to loss of information, since it assumes the homogeneity of preferences within the studied population. Secondly, you can use the cluster analysis method, i.e., group the respondents into segments within which the preferences are homogeneous. Currently, this method is used for segmentation by benefits.

Modeling of structural equations. Over the past decade, significant progress has been made in the development of data analysis methods. New techniques, called second-generation data analysis methods, or structural equation modeling (SEM), allow you to study several dependency relationships at the same time (in conventional multivariate analysis, only one relationship is allowed at a time). In practice, a market analyst often has to answer several related questions at once. For example, when evaluating the performance of a store, the following interrelated issues should be investigated:

· What factors determine the image of the store?

· How does this image, together with other variables (proximity, variety) affect purchasing decisions and store satisfaction?

How does store satisfaction correlate with long-term store loyalty?

How does store loyalty affect visit frequency and exclusivity?

· How does frequency and exclusivity determine store profitability?

Income and level of education are observable factors. They can be used as indicators of such an unobservable concept as social status. The hidden variables are store image, satisfaction, loyalty, and performance. Another unobservable variable is the efficiency of the firm as a whole. Its hidden indicators are the return on investment, the rate of increase in sales revenue or market share, the success rate of new products, etc.

Chapter 2. Marketing research of the real estate market. Goals and objectives

The flows of this information are ordered by certain research procedures and methods. Let's dwell on each object of market research.

2.1 Market conditions

The general goal of market research is to determine the conditions under which the most complete satisfaction of the population's demand for goods of this type is ensured and the prerequisites are created for the effective marketing of manufactured products. In accordance with this, the primary task of studying the market is to analyze the current supply and demand ratio, i.e. market conditions. Market conditions are a set of conditions under which activities are currently taking place in the market. It is characterized by a certain ratio of supply and demand for goods of this type, as well as the level and ratio of prices.

Three levels of market research are considered: general economic, sectoral and commodity.

An integrated approach to the study of market conditions involves:

use of various, complementary sources of information;

· a combination of a retrospective analysis with a forecast of buyers characterizing the market situation;

· Application of a combination of different methods of analysis and forecasting.

· Applications and orders of trade organizations;

In general, the development of a market forecast has four stages: establishing the object of forecasting; choice of forecasting method; forecast development process; assessment of forecast accuracy;

Under certain conditions, such replacements are possible, but with appropriate reservations and subsequent adjustment of the results of forecast calculations.

The process of developing a forecast consists in carrying out calculations, with the subsequent adjustment of their results at a qualitative, professional level.

Market forecasts are distinguished on the basis of a commodity: a specific product, types of goods, product group, complex of goods, all goods.

On a regional basis, market forecasts are made for: specific consumers, administrative regions, large regions, countries, the world.

2.2 Market size

The main task of the study is to determine the capacity of the market.

Market capacity is the total effective demand of buyers; possible annual sales volume at the prevailing average price level. Market capacity depends on the degree of development of this market, the elasticity of demand, changes in economic conditions, price levels, product quality and advertising costs. The market capacity is characterized by the size of the demand of the population and the size of the supply. At any given moment in time, the market has a quantitative and qualitative certainty, i.e. its volume is expressed in terms of value and physical indicators of the goods sold and, consequently, the goods purchased.

Two levels of market capacity should be distinguished: potential and real. The real capacity of the market is the first level. The potential level is determined by personal and social needs and reflects the volume of sales of goods adequate to them. In marketing, the term market potential is also used. The actual emerging market capacity may not correspond to its potential capacity. The calculation of the market capacity must be spatio-temporal certainty.

Common are the socio-economic factors that determine the market capacity of any product:

volume and structure of the proposal;

range and quality of objects;

the achieved standard of living and the needs of the population;

the purchasing power of the population;

the level of price ratio for goods;

· Population;

· its social and sex and age structure;

Degree of saturation of the market;

the state of the sales, trade and service network;

the geographic location of the market.

Specific factors determine the development of markets for individual objects, and each market may have factors characteristic only of it. In this case, a specific factor in terms of the degree of influence may be decisive for the formation and development of supply and demand for a particular object. The set of factors that determine the development of supply and demand are in a complex dialectical relationship. A change in the action of some factors causes a change in the action of others. A feature of some factors is that they cause changes in both the overall capacity and the structure of the market, and others - that they, without changing the overall capacity of the market, cause its structural changes. In the process of market research, it is necessary to explain the mechanism of the system of factors and measure the cumulative results of their influence on the volume and structure of supply and demand.

Processing and analysis is carried out using well-known methods, namely grouping, index and graphical methods, construction and analysis of time series. Causal relationships and dependencies are established as a result of the correlation-regression analysis of time series. Ultimately, a description of the cause-and-effect relationships caused by the interaction of various factors will make it possible to build a development model in the market and determine its capacity.

The market development model is a conditional reflection of reality and schematically expresses the internal structure and causal relationships of this market. It allows, using a system of indicators, to characterize the qualitative originality of the development of all the main elements of the market at the present stage and at a given period of time in the future.

The formalized market development model represents a system of equations covering its main indicators. For each market, the system may have a different number of equations and indicators, but in any case, it must include supply and demand equations.

When compiling a market development model, it is necessary to:

· Firstly, the definition of market development prospects cannot be carried out in isolation from other socio-economic forecasts (demographic, regional, etc.), from similar projections.

· Secondly, taking into account the influence of a large number of factors on the development of the market, the development trends of which may change significantly in the future, determines the need to build several options for market development models and find the best option from several.

· The third essential point that makes up the problem of building a market development model is the determination of the degree of aggregation of product groups. It is necessary to clearly understand at what level the capacity forecast should be built.

All these points largely depend on the forecast period. There are several types of forecasting: short-term (3-6 months), short-term (1-2 years), medium-term (3-5 years), long-term (5-10 years), long-term (more than 10 years). The shorter the period, the easier it is to foresee and correctly assess the degree of influence on the development of the market of determining factors. As the period lengthens, the number of model variants increases.

The main sources of information about the future characteristics of the market are: human experience and intuition; extrapolation of trends, processes, the patterns of development of which in the past and present are sufficiently known; a model of the process under study, reflecting or desirable trends in its development.

Accordingly, there are three complementary ways to develop a forecast:

· Questioning - identifying the opinions of the population, experts in order to obtain estimates of a predictive nature. Questionnaire-based methods are used, as a rule, in cases where, for a number of reasons, the patterns of the development of the process cannot be reflected in the formal apparatus, when the necessary data are not available.

· Extrapolation - continuation into the future of the tendencies of the processes reflected in the form of time series and their indicators, based on the developed models of the regressive type. Extrapolation methods are usually used in cases where information about the past is available in sufficient quantity and stable trends have been identified. This variant is based on the hypothesis of the continuation of the previously established trends in the future. Such a forecast for forecasting is called genetic and involves the study of econometric models.

· Analytical modeling - building and using a model that reflects internal and external relationships in the course of market development. This group of methods is used when information about the past is minimal, but there are some hypothetical ideas about the market, which allow developing its model and, on this basis, assessing the future state of the market, reproducing alternative options for its development. This approach to forecasting is called target (normative).

The separation of methods is somewhat arbitrary. In practice, all of them can mutually intersect and complement each other, since in some cases none of them alone can provide the required degree of reliability and accuracy of the forecast, but they are very effective when used in certain combinations.

The result of the work to determine the market capacity should be a comprehensive analytical review of the state of the market and the factors that formulate it, as well as a multi-variant forecast of the market development, taking into account the trends in the changes of internal and external factors affecting it.

2.3.Market segmentation

Any market in terms of marketing consists of buyers who differ from each other in their tastes, desires and needs. The main thing is that they all acquire real estate, guided by completely different motives. Therefore, it is necessary to understand that with a variety of demand, and even in a competitive environment, each individual will react differently to the proposed objects. It is very difficult to satisfy the needs of all consumers without exception, because they have certain differences in needs.

In-depth market research suggests the need to consider it. In this regard, when planning a business, it is necessary to consider the market as a differentiated structure depending on consumer groups and consumer properties of objects, which in a broad sense defines the concept of market segmentation.

Market segmentation is, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the decision-making process of an enterprise in the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to maximize consumer satisfaction, as well as to rationalize the costs of the developer for the development of a program for the construction and sale of a real estate object.

The objects of segmentation are consumers. Highlighted in a special way, having certain common features, they constitute a segment of the market. Segmentation refers to the division of the market into segments that differ in their parameters or response to certain types of activities in the market (advertising, marketing methods). The questionnaire form for surveying consumers of real estate objects is given in Appendix 2.

Despite the possibility of segmenting the market for various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing offers. Success in the competitive struggle ultimately depends on how correctly it is carried out.

Segmentation is not a purely mechanical process. To be effective, it must be carried out taking into account certain criteria and signs.

A criterion is a way of evaluating the rationale for choosing a particular market segment for a particular enterprise, a sign is a way of highlighting a segment in the market.

The most common criteria:

· Quantitative parameters of the segment. This is how many objects and at what total cost can be sold, how many potential consumers are there, on what area they live, etc.

· Availability of the segment for the enterprise-developer, that is, the ability of the enterprise to obtain channels for the distribution and sale of objects to consumers in this market segment.

· The materiality of the segment, that is, the determination of how realistic this or that group of consumers can be considered as a market segment, how stable it is in terms of the main unifying features.

· Profitability. Based on this criterion, it is determined how profitable the work will be for the enterprise. Calculations are used for evaluation: the rate of return, return on invested capital, the magnitude of the increase in the total mass of the enterprise's profit.

· Compatibility of the segment with the market of the main competitors. It is necessary to get an answer to the question to what extent the main competitors are ready to give up the chosen market segment, to what extent the promotion of this object of the enterprise affects their interests.

· Efficiency of work on the chosen segment of the market. Management must decide whether it has sufficient resources to work in the selected segment, determine what is lacking for effective work.

· Protection of the selected segment from competition. In accordance with this criterion, the company's management must evaluate its ability to compete with potential competitors in the selected market segment.

Only after receiving answers to the above questions, and assessing the potential of the enterprise, it is possible to make a decision on market segmentation and the choice of this segment for a particular enterprise.

Among the disadvantages of segmentation, one should mention the high costs associated, for example, with additional market research, with the preparation of options for marketing programs, providing appropriate packaging, using various distribution methods. Segmentation can have advantages and disadvantages, but it is impossible to do without it, since in the modern economy each product can be successfully sold only to certain market segments, but not to the entire market.

The principles underlying market segmentation must meet the following requirements: be researchable under normal market research conditions; reflect consumer differentiation; identify differences in market structures; contribute to the growth of market understanding.

The issue of choosing the target segment can be solved in one of the following ways. Firstly, it is possible to predict differences in segments and release one type of object to the entire market, providing it with marketing means of attractiveness in the eyes of all consumer groups. In this case, a mass marketing strategy is applied.

The third way to select a target market segment is to cover several segments and release a product or variety for each of them. Here, a differentiated marketing strategy is applied with a different marketing plan for each segment. Covering several market segments requires significant resources and capabilities of the enterprise.

Market segments in which the company has secured a dominant and stable position are commonly called a market niche. The creation and strengthening of a market niche, including by finding market windows, is ensured only through the use of market segmentation methods. After determining the target market segment, the enterprise must study the properties and image of competitors' objects and evaluate the position of their objects in the market.

2.4 State of competition and market barriers

In a market economy, firms operate in a competitive environment. As marketers note, when studying consumers, one should not forget about competitors.

The main task of competitor research is to obtain the necessary data to ensure a competitive advantage in the market, as well as to find opportunities for cooperation and cooperation with possible competitors. To this end, analyzing the strengths and weaknesses of competitors, it is first necessary to answer the following questions:

Who are the main competitors of your company in terms of assortment, product groups; geographical distribution; market segments; pricing policy; distribution and distribution channels?

· What is the market share of your company and its main competitors?

What is the competitor's strategy?

· What methods are used by competitors in the struggle for the market?

· What is the financial condition of competitors?

· Organizational structure and management of competitors?

• What is the effectiveness of competitors' marketing programs (product, price, sales and promotion, communications)?

• What is the likely reaction of competitors to your firm's marketing program?

At what stage of the life cycle are your product and competitor's product?

Market entry and exit barriers are the most important characteristics of the market structure. Market entry barriers are factors of an objective or subjective nature, due to which it is difficult and sometimes impossible for new firms to start a business in a chosen industry. Thanks to such barriers, firms already operating in the market can not be afraid of competition. The presence of a barrier to exit from the industry leads to the same results. If exiting an industry in the event of a market failure involves significant costs (for example, production requires highly specialized equipment that would not be easy to sell in the event of a bankruptcy of the firm) - therefore, the risk of operating in the industry is high - the probability of entering the market by a new seller is relatively low.

It is the presence of barriers to entry, combined with a high level of producer concentration in the industry, that enables firms to raise prices above marginal cost and earn positive economic profits not only in the short but also in the long run, which determines the bargaining power of these firms. Where barriers to entry do not exist or are weak, firms, even when market concentration is high, must take into account competition from actual or potential rivals.

Barriers can be generated by objective characteristics of the industry market related to production technology, the nature of consumer preferences, demand dynamics, foreign competition, etc. Such barriers are classified as non-strategic factors of market structure. Another type of barriers are barriers caused by the strategic behavior of firms operating in the market (strategic pricing that limits the entry of potential competitors into the industry, strategic policy in the field of research and innovation spending, patents, vertical integration and product differentiation, etc.).

The first step in studying the competitive environment is to assess the characteristics of the market in which the company operates or intends to operate. Next, you should study who is a real or potential competitor. A competitor is an important element of the marketing system infrastructure that influences the company's marketing strategy in relation to goods, suppliers, intermediaries, and buyers. The study of the positions of competitors covers a wide range of issues and requires the involvement of a significant amount of information. It can be obtained from various sources: general economic, industry, advertising brochures, booklets, catalogs. Often, important information about competitors is available to marketers and intermediaries. Comprehensive and constant study of competitors brings noticeable results.

It is advisable to analyze the characteristics of the main competitors in the following sections: market, product, prices, promotion of the product on the market, organization of sales and distribution. Studying the competitive environment requires systematic observation of the main competitors, not losing sight of potential competitors. It is advisable to accumulate the information obtained in special data banks. Analysis of information, its interpretation allows specialists to derive reasonable estimates for each competitive factor and characterize the general position of the company in the market in relation to its main competitors.

2.5 Market opportunities and risks

Another market parameter used in the study of the real estate market is the assessment of market opportunities and risks.

Any construction company should be able to identify emerging market opportunities. The search for market opportunities is made after assessing the potential of the enterprise and takes into account the real possibilities of the latter.

Unmet market needs are the basis of market opportunities for an enterprise. In a situation where the buyer is completely satisfied with the supplier's services, the offer of similar goods to him on similar terms by another enterprise will not be successful. At the same time, in this situation, the buyer may have unsatisfied needs in a latent state for a better product, more favorable conditions, more extensive service. Identification of such needs is carried out through the construction of hypotheses: previous experience of the manager or consultant; proposals of the personnel of the enterprise; experience of partners and counterparties of the enterprise (suppliers, regular customers, resellers); competitor innovations.

A significant part of the proposed hypotheses is rejected immediately due to a critical inconsistency with the potential of the enterprise. The rest are checked in one way or another, depending on their specifics.

The result of testing hypotheses can be the determination for several of the most promising target groups of consumers of the volume of expected demand in groups, requirements for objects, possible prices, ways of distributing products, methods of sales promotion.

An attractive opportunity identified through hypothesis building should be examined in terms of the size and nature of the market. This process consists of 4 stages: measurements and forecasting of demand; market segmentation; selection of target segments; product positioning in the market.

Having decided on the positioning of its product, the firm is ready to begin planning the details of the marketing mix.

The marketing mix is a set of controllable marketing variables that a firm uses in combination to elicit a desired response from its target market. The marketing mix is everything a firm can do to influence the demand for its product. Numerous possibilities can be divided into 4 main groups (Figure 5):

Figure 5. Components of the marketing mix

A product is a piece of real estate that a firm offers to a target market. Price is the amount of money that consumers must pay to purchase an item. Distribution methods are all kinds of activities that make a product available to consumers. Incentive methods - the activity of disseminating information about the merits of your object and persuading target buyers to buy it.

All decisions regarding the components of the marketing mix largely depend on the specific positioning of the product adopted by the firm.

The market is, first of all, economic freedom. There is a price to pay for economic freedom. At the same time, it is natural that those with whom one has to enter into economic relations strive, first of all, for their own benefit, and the benefit of some may become a detriment to others. Whether we like it or not, mastering entrepreneurship comes with uncertainty and increased risk.

It is necessary not to avoid the inevitable risk, but to be able to feel the risk, assess its degree and not go beyond acceptable limits.

In relative terms, risk is defined as the amount of possible losses related to a certain base, in the form of which it is most convenient to take either the property state of the enterprise, or the total cost of resources for this type of entrepreneurial activity, or the expected income from entrepreneurship. It is impossible to completely avoid risk, but knowing what causes losses, the enterprise is able to reduce their threat by reducing the effects of an unfavorable factor.

CONCLUSION

Thus, conducting marketing research in the real estate market is a complex multi-stage process that requires deep knowledge of the object of study, the accuracy and timeliness of the results of which largely determine the successful functioning of the entire enterprise.

The experience of modern enterprises clearly indicates the need for such costs, which, if successfully implemented, always pay off with an increase in the profit of a legal entity due to the better organization of its production and marketing activities, created on a comprehensive market analysis and aimed at solving the problems of successful product sales.

Recipe for a good decision: 90% information and 10% inspiration. This is especially true for marketing management. After all, marketing is the main point of contact of the company with its environment.

Through marketing solutions, the firm adapts its products and services to the needs and desires of society. The effectiveness of this process depends largely on the availability and involvement of constant information feedback from the market to the firm, which allows the latter to judge the current situation and evaluate the possibilities of new (modified) actions.

In the course of studying the methods of the real estate market, the author obtained the following main results:

· the structure of marketing information system is considered;

· probing researches, descriptive researches, casual researches are characterized;

· Considered market conditions;

· the characteristic of market capacity is given;

Considered market segmentation;

· the state of competition and market barriers are characterized;

· the characteristics of market opportunities and risks are given.

It should be concluded that real estate market research is absolutely necessary at any time and in any economic situation. The main reality of modern reality is an acute lack of correct and verified information that is important for making a managerial decision - the more important is the ability to conduct marketing research, knowledge of their technology and organization.

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Appendix 1

Comparison of research methods

Table 1

Type	Advantages	disadvantages
Personal interview	1. The interviewer can obtain additional information based on their own observations. 2. Increased control over the sequence of questions. 3. Allows you to collect more detailed information. 4. The percentage of answers to questions is usually higher, since the interviewer can explain what exactly is required. 5. Visual materials (tables, diagrams, samples, prototypes) can be used to demonstrate the concept. 6. Allows you to study in depth the properties of the product and determine ways to solve the problem. 7. Flexible way the interviewer can adjust the questions according to the interests of the respondent. 8. Personal contact often stimulates the participation and interest of respondents.	1. May be more expensive than other methods, especially if a wide geographic coverage is required. 2. The subjectivity of the interviewer can seriously affect the accuracy of the answers and the correctness of their recording. 3. Requires close monitoring of the data collection process. 4. Familiarizing respondents with the survey and collecting data takes a lot of time. 5. Respondents may go astray if the interviewer speaks and writes down answers at the same time. 6. Different interviewers use different approaches, making it difficult to standardize the interview process.
Telephone	1. Fast (faster than interviewing in person or by mail). 2. Inexpensive method (for example, a similar number of personal interviews costs much more). 3. If the respondent is busy at the time of the first contact, you can call back later. 4. The systematic error in the answers is small, since questions with a limited number of answers are usually used. 5. Wide geographic coverage is possible.	1. You can poll only respondents whose phone numbers are in the directory. 2. Usually allows you to collect only a small amount of information. 3. Usually allows you to collect limited classification features. 4. Difficulty gathering information and motivation and attitudes. 5. The method is not suitable for technically complex goods and capital goods. 6. Can be expensive if long distance calls are needed.
	1. Wide distribution is possible at a relatively low cost of a completed questionnaire. 2. Avoiding the subjectivity of the interviewer can contribute to more objective responses. 3. Allows coverage of remote regions (for example, drillers on duty in Saudi Arabia). 4. The respondent, unless asked to provide his name, answers the questions anonymously, and therefore may provide confidential information that is not available using other methods. 5. The respondent can answer questions more readily, as this is done in his spare time.	1. Accurate and up-to-date mailing lists are not always available, which is necessary for the successful distribution of questionnaires. 2. 80-90% of respondents do not return questionnaires. Those who do answer questions tend to have stronger feelings about the subject matter than those who don't. 3. The volume of the questionnaire is limited. 4. It is impossible to control whether the questions are correctly understood and whether the answers are recorded correctly. 5. It is difficult to ask questions one at a time, since the respondent can read the entire questionnaire at once. 6. Requires a lot of time. 7. Not suitable for certain technically complex products.

Appendix 2

Dear residents of Abakan and the Republic of Khakassia!

The survey is conducted in order to find out the needs of residents of the city and the republic in improving their living conditions. Your responses will help identify preferences when choosing properties and develop measures to expand the possibilities of acquiring them.

1. Would you like to improve your living conditions?

2. What housing do you have:

4-room apartment cottage

3. What do you dislike about your home?

area of residence

house type

area

layout

inconvenience

4. What kind of housing would you like to buy?

1-room apartment unfurnished apartment

2-room apartment luxury housing

3-room apartment private house

4-room apartment cottage

5. If you want to buy an apartment, then:

in the primary market

in the secondary market

6. What type of house would you prefer when choosing an apartment?

brick

panel

7. What layout would you like to buy an apartment?

simple

improved

individual

eight . Indicate the cost of housing that you would like to purchase (thousand rubles)?

450-550 1200-1500

550-700 1500-2000

700-1000 2000-3000

1000-1200 from 3000 and more

9. Indicate the amount of the initial payment for housing that is acceptable to you (as a percentage of the cost of the apartment)

10. How do you feel about the possibility of renting out housing to pay for a new one?

I will definitely use

I will try to pay for housing at the expense of other means

11. What is the desired term of the loan you need to purchase a home?

3 years 10 years

5 years 15 years

7 years old 15 and up

12. What is the maximum interest for using the loan you are willing to pay?

13. How much monthly are you ready to pay to pay off the loan (rubles)?

10000 over 20000

Please provide some information about yourself:

14. What is your gender? wife's husband

15. Your age:

16. What is the average monthly income per member of your family?

5000 - 10000 rub.

10000 - 15000 rubles.

from 15000 rub. and more

Thank you for your answers!

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Introduction
Marketing research of the real estate market
1.1. Development of marketing research programs
1.2.Regional marketing in the study of real estate markets
1.3.Research and analysis of demand in the real estate market
1.4. Segmentation based on the results of marketing research
Real estate pricing management
2.1. Development and implementation of pricing strategies
2.2. Calculation of the price based on the pricing factors of the real estate market
2.3. Costly pricing in the real estate market
2.4.Systems of discounts in the real estate market
Real estate sales management
3.1. Development of a customer-oriented marketing policy
3.2 Distribution channel management
3.3.Organization and simplification by sales structures
3.4 Simplification by the interaction and motivation of sales participants
4.Communication management in real estate marketing
Marketing communications and tools
4.2. Development and implementation of communication programs
Conclusion
List of used literature

Introduction

Real estate is the basis of the country's national wealth. The state of the real estate market affects the economy of the country as a whole, since the capital, labor, goods and services markets need premises that are appropriate for the activities performed.

The sale and purchase of real estate, insurance and property disputes, taxation, leasing property, corporatization of enterprises and the redistribution of property shares, the implementation of investment projects and secured lending - this is a short list of operations that require knowledge in the field of real estate economics. Such operations are widespread, the state of the real estate market affects the country's economy as a whole, therefore, knowledge of the real estate economy is necessary both for successful entrepreneurial activities of various types, and in life, in the everyday life of any family and individual citizens.

“Real estate is any property consisting of land, as well as buildings and structures on it.”

In Russia, the term "immovable and movable property" first appeared in the legislation during the reign of Peter I in the Decree of March 23, 1714 "On the order of inheritance in movable and immovable property." Land, land, houses, factories, factories, shops were recognized as real estate. Real estate also included minerals located in the ground, and various structures, both towering above the ground and built under it, for example: mines, bridges, dams.

In Soviet civil law (GK RSFSR - Art. 21, 1922) it was established that in connection with the abolition of private ownership of land, the division of property into movable and immovable was abolished.

In the process of carrying out economic reforms in Russia, the division of property into movable and immovable property has been reintroduced. Since 1994, according to Art. 130 of the Civil Code of the Russian Federation, “immovable things (real estate, real estate) include land plots, subsoil plots, isolated water bodies and everything that is firmly connected with the land, that is, objects that cannot be moved without disproportionate damage to their purpose, including forests , perennial plantings, buildings, structures. Real estate also includes air and sea vessels subject to state registration, inland navigation vessels, and space objects.

The definition of real estate located in the housing sector is contained in Art. 1 of the Law of the Russian Federation "On the Fundamentals of the Federal Housing Policy", which includes in the composition of such property: land plots and residential buildings with residential and non-residential premises firmly associated with them, household outbuildings, green spaces with a long-term development cycle, residential buildings, apartments, other residential premises in residential buildings and other buildings suitable for permanent and temporary residence, structures and elements of the engineering infrastructure of the housing sector.

Things not related to real estate, including money and securities, are recognized as movable property.

Marketing research of the real estate market

1.1. Development of marketing research programs

The complex of marketing researches includes consecutive performance of the following actions.

Formulation of research objectives - hypotheses regarding the structuring and selection of territorial markets, segments, competition, market response to socio-economic processes, compiled in the process of monitoring the impact of environmental factors on the results of real estate management.
Development of a research plan, during the preparation of which the methods for conducting them are selected, the type of information required and the tools for its collection, data forms, sample size, etc. are determined.
Carrying out marketing research is directly obtaining the necessary information, processing and studying it.
Based on the results obtained, preparation of proposals to improve the optimization of real estate use activities.

collection and processing of reporting and statistical information on the results of financial and economic activities in the real estate market;
obtaining expert assessments of the company's personnel - managers and qualified specialists, often used in the practice of identifying problems;
direct monitoring of the implementation of marketing functions at all levels and stages of real estate management and identifying their shortcomings.

On fig. 1 shows an example of the structure of conducting marketing research on the real estate market to solve the identified problems.

In particular, the scheme provides for the identification and evaluation of the current results of the use of real estate, the reasons for the insufficient use of their potential, obtaining information to calculate the economic feasibility of possible changes to improve, the development of new segments and sectors. At the same time, the main feature of marketing research is the monitoring of the current and forecast prospective state of geographic real estate markets.

In table. 1 shows the selection of tools for collecting and processing data, depending on the objects under study and subjects of marketing research of the real estate market. Important in research is the division of information into primary and secondary.

Table 1

Tools for collecting information in real estate market research

Objects of marketing research and analysis		The main tools for collecting and processing information:
				focus groups	questioning (interviewing)
		own materials and data	secondary sources		retailers of objects	end customers	wholesalers of objects

	Behavior
Competitors
	Recognition
Facilities and services
	Perception
Price (rate)	Valid
	Potential
Sales (distribution)
	Behavior
Market Promotion
	Perception

Primary information is formed in the course of marketing research conducted by a participant in the real estate market independently or with the help of specialized marketing agencies and companies based on the study of focus groups, as well as questioning of end customers, participants in the sales and distribution system (see Table 1). For marketing analysis, the main is secondary information, in some way structured and obtained from existing sources:

external - libraries, the Internet, industry and territorial print media, specialized databases and others, information that must be compared with each other during the collection process;
internal data and documents collected, accumulated, stored and analyzed in the course of the daily activities of the management company.

1.2. Regional Marketing in Real Estate Research

We single out the following main competitive advantages, in the study of which the tools of regional (territorial) marketing are used:

socio-economic specialization and geographical location of the region;
infrastructure and attractions of the territory;
consumers and clients of the territory - the population and business clients;
the image of the region is the image of its perception by the target groups.

Regional marketing in the study is intended to analyze the current state and opportunities for the future development of territorial real estate markets.

The initial component of the marketing research of the territory is its relative social, economic, geographical positioning among other regions and in international sales markets. Based on their study, a forecast is made of how the regions of interest will develop, what will be their sectoral structure of the economy, and, consequently, the structure of the real estate market. Determination of the current and expected positioning makes it possible to conduct a comparative analysis of the proportions between regions, to make assessments of the prospects for the functioning of the company and its facilities in the developed territorial real estate markets, as well as entering new ones.

For a construction company, the natural-geographical and land resources of the region are more significant - their availability and cost, as well as transport and personnel, which affect the costs, timing and quality of capital construction.

For the development of residential real estate, the ecology, social sphere, historical and cultural environment and resource factors that affect the level of sales yen (rental rates) of housing are more important. The industrial and economic development of the region is of decisive importance for projects related to commercial real estate, especially office and warehouse ones, since they are most dependent on the economic situation.

To study the image of the region, its perception by potential customers in the real estate market, first of all, monitoring of the statements of various kinds of public figures, advertising of travel agencies, and publications in the media should be involved. Its goal is to identify characteristics that describe both the current and possible future general positioning of the territory in society, the business environment, international markets, etc. At the same time, the perception of the region can also be measured quantitatively on the basis of sociological research methods and semantic technologies. It is carried out by selecting target groups (potential customers), measuring the degree of familiarity and popularity of promising territories among their representatives, and highlighting the most significant criteria for their comparison.

Taking into account the obtained relative importance of the constituent parts of the regional attractiveness, a comparative analysis of the competitive advantages of the territories is carried out.

To study the prospects of the regional residential real estate market, it is advisable to study the affordability of housing for the population based on their solvency, average income levels for the period, and the estimated purchase budget. However, the listed absolute indicators may not be comparable for a comparative analysis of various regional markets on an international scale. In such cases, the attractiveness of the residential real estate market, its individual sectors and segments can be assessed using the relative values of housing affordability indices in different regions - countries, cities, etc.

The higher the index value, the less affordable housing in the region and the higher the demand for its purchase, and vice versa.

1.3. Research and analysis of demand in the real estate market

Analysis of supply and demand in the commercial real estate market. The main characteristics of supply and demand in the real estate market are the areas of offered premises, including newly built and reconstructed facilities, as well as the volumes demanded by customers.

The volume of supply in the real estate rental market () is the sum of the areas of all leased objects () and vacant (vacant) premises () intended for rent:

The value of the supply of rental services for a managed real estate object () is the sum of occupied () and unoccupied () areas in it by tenants. The values of demand indicators for the rental market and the object ( and ) are calculated based on the areas occupied by customers in the market () and in a particular building (), as well as the corresponding areas of additionally demanded premises ( and ) using the formulas

- for the rental market;

- for the property.

The priority in marketing analysis is to predict the most likely scenarios for changing the market rental rate:

rent reduction if supply exceeds demand

The calculation of the expected change in the volume of supply in the real estate market () is carried out on the basis of the area indicators of new facilities planned for commissioning () and buildings subject to demolition and (or) withdrawal from circulation due to conversion and reprofiling

() according to the formula:

The total supply on the market by the end of the th year is equal to the sum of the areas at the end of the previous () year () and the objects newly commissioned in the th year () minus the areas of the premises withdrawn from the rental turnover during the th year ():

Calculation of the expected change in demand in the rental market () involves the use of the following relationship:

where - the area of premises in the real estate rental market, which are occupied by clients who first appeared on the market; — area of premises additionally occupied by current tenants; - area of premises planned for release.

For marketing analysis, as an additional characteristic, the market capacity indicator () can be considered, calculated by adjusting the actual occupied space for the period according to the formula:

The indicator can take a negative value if there is insufficient supply of space on the market, "absorbed" by customers in conditions of shortage.

A significant parameter of the rental market is the coefficient of underutilization of premises by tenants () - the ratio of the areas of vacant premises

() to the total value offered on the market () or its inverse occupancy rate ():

The average market values of these coefficients are important in forecasting and comparative analysis of income and rental rates of the property in question in future periods.

Analysis of supply and demand in the residential real estate market. To study the market for the purchase and sale of housing, the following types of settlement prices should first be analyzed.

where - the category of the studied real estate objects, grouped according to the criterion - type of apartment, class of housing, territorial location of the object, etc.; - unit price of real estate in the th group (per unit area); — the share of areas (weight) of objects of the 1st group in the total area of all analyzed real estate: — the total area of objects of the th group; - the total area of real estate objects of all considered groups.

where — the number of objects sold (offered) at a price below the median; — the number of objects sold (offered) at a price above the median.

From the above formulas, it follows that it is advisable to use the weighted average price in assessing the unit cost of a unit area of housing, and the median price - the average market value of the entire premises as a whole. In addition, the average price indicator is most suitable for comparative comparison of a wide range of values in the context of different types and types of housing: one-room and multi-room, panel and monolithic, from one to several districts, etc. The median price is applied to a more homogeneous group of real estate objects, which is difficult to structure into additional categories (by area, location).

A detailed study of the dynamics of areas and prices in the housing market is proposed to be carried out on the basis of a structural analysis of the supply and demand factors, their causal relationship with the equilibrium price (Fig. 2). As can be seen from the diagram, in this case, special attention should be paid to changing the solvency of the population, as well as the availability of housing offered by the seller to target customers, including as a result of targeted state and regional programs, lower mortgage rates, etc.

The volumes of built and put into circulation areas primarily determine the level of supply prices in the housing sale and purchase market. Thus, the reduction of construction sites, including due to restrictions on urban development activities by regulatory authorities, affects the amount of space built and offered on the market. An increase in the cost of building materials leads to an increase in the cost of construction and, accordingly, supply prices. With stable or developing demand, these supply factors will lead to an increase in the level of yen in the residential real estate market in the future.

Rice. 2. The structure of supply and demand factors for marketing research.

It is expedient to calculate the current value of supply in the residential real estate market on the basis of operational monitoring data and research on competitors and their operating facilities. Determining the expected supply volumes involves the use of additional marketing tools and forecasting technologies that take into account both macroeconomic and microeconomic parameters.

When selecting forecasting tools in the residential real estate market, it is proposed to apply the following approach:

monitoring of competitors and object-by-object calculation in the context of buildings for the commissioning of areas of prestigious and large objects with a high relative market share;
statistical analysis of past dynamics and extrapolation of the results for sectors with a low level of consolidation, such as economy class housing.

The study of the competitive environment in the housing market is proposed to be carried out on the basis of information about developers - participants in the real estate market, characterizing the turnover of construction, housing sales prices, sales volumes, the number of buyers and market share.

For marketing research of the residential real estate rental market, the key characteristic-indicator is the ratio of the rate and the cost of acquiring housing (), calculated by the formula

where is the rental rate in the th segment under consideration (type of housing, category of tenants, etc.): is the cost of buying housing.

For current and potential tenants, this indicator allows you to assess whether it is preferable to rent or purchase a home. The greater its value for the considered type, class of housing, segment, the less expedient its rent, all other things being equal, and vice versa.

1.4. Segmentation based on the results of marketing research

At the initial stage of segmentation, a comparative analysis of the characteristics, trends and dynamics of the market, as well as available, offered, planned for sale services and real estate objects is carried out using the development grid (Table 2). This method allows you to determine the strengths of the company and its facilities, market prospects. Taking into account the assessment, the feasibility of implementing the following options for improving the effectiveness of marketing is determined:

1) deeper market penetration through the use of existing facilities and the provision of services to an existing group of customers;

2) expanding the boundaries of the market by changing the functional purpose of the object and (or) a set of services, for example, renting out the premises of a residential building for office purposes;

3) creation of new services - reconstruction or capital construction of a new existing real estate object, taking into account the changed requirements of current customers;

4) diversification - refusal to focus on a single object and (or) a range of services in favor of expanding the range.

After that, the division of customers into groups is carried out based on the characteristic key differences in their needs, preferences and consumer behavior. Each of the segments identified in this way is formed from current and potential customers who respond in the same way to the same set of marketing incentives. The most common ways of grouping the customer base are by industry profile, solvency level, needs, and geography.

The next stage is an assessment of the attractiveness of each segment, as a result of which the target ones that are most important for the management company are identified, with the simultaneous determination of strategic priorities for them. To do this, in the process of research, the feasibility of possible ways of penetrating the market under consideration is analyzed.

table 2

Estimating the Real Estate Market with the Development Grid

Real estate markets	Available properties and services		New properties and services
		possible mechanisms for implementing strategies	possible marketing strategies	possible mechanisms for implementing strategies
Existing	1. Deeper market penetration	Reducing prices (rates) for objects and services, increasing advertising costs improving the distribution system	3. Development of a real estate object, services	Creation of new real estate objects and development of new services to retain current clients
	2. Market expansion	Changing sets of services, assigning objects to attract customers from new target segments	4. Market diversification	Creation of new real estate objects and a complex of services for clients from new segments

The final segmentation step is a detailed description of the key characteristics of the target segments of the developer company, as well as objects and services demanded by clients in the real estate market. When compiling it, all previously obtained results of industry analysis, assessment of the state of the competitive environment and the production potential of the real estate market sector, as well as research on the technical, operational and consumer properties of objects and services are taken into account.

To structure the commercial real estate market, it is most common to break down clients according to their industry profiles, which in turn can be further divided into sub-sectors. When segmenting by scale of activity, companies can be grouped based on revenue indicators or their size in terms of number or turnover - small, medium, large.

In particular, in the office real estate sector, customers can be segmented as follows:

1) banks, international and foreign representative offices. those who prefer to own or rent an entire building of a prestigious type (as a corporate symbol) located in a prestigious location - class A;

2) large enterprises interested in category A or B business center offices located in the city center and provided with a full package of security guarantees, amenities and services;

3) medium-sized companies that show the main interest in office space in class B buildings located in the business part of the city and with good transport accessibility;

4) small businesses that rent objects of category B and C in "sleeping" areas and on the outskirts of the city, where the rent is significantly lower;

5) industrial firms use office space for administrative and representative activities in buildings adjacent to the main production.

For a detailed study of the target segments, a profile is compiled, which should include the preferences of the client group, the nature of the property and services they purchase, the fundamental aspects of sales, etc. The results of the analysis of segments and their key features are the basis for the formation of a marketing strategy for market positioning in the markets where the company operates. At this stage, customer requests are correlated with the key success factors of the company in the context of groups of current and potential customers - the strengths of its real estate, services and management system. Identification of competitive advantages allows you to determine the values of indicators that characterize the achievement of goals in real estate management.

Segmentation of demand based on consumer preferences by classes and formats of objects makes it possible to optimize the amount and structure of income and expenses, taking into account the practice of concluding contracts that has developed in the market.

At the same time, it is no less important for commercial real estate management to take into account the impact on target indicators in the segments of such factors as the choice of an "anchor" tenant in accordance with the concept of the object, the distribution of premises between clients.

Mistakes in the internal arrangement of anchor and other tenants should be avoided, in particular, the location of “anchors” on the 1st and 2nd floors, thus depriving the sellers of related products located above the income. If it is planned to attract a large department store as the "anchor" of the shopping center, then it is worth calculating whether there will be enough space for other tenants offering related and additional goods and services. Relatively low rates apply to the anchor tenant.

For segmentation in the residential real estate market, it is possible to use such features as the degree of customer satisfaction with their living conditions and the affordability of acquiring (improving) housing.

Based on the results obtained and processed in this way, areas are grouped in which the demand for new housing will be equal to, lower or higher than the market average, based on the assumption that the respondents seek to purchase an apartment in the same place where they currently live.

When assessing the capacity of demand in target segments, as well as its distribution by districts, the company must also take into account the absolute characteristics of the districts: the number of inhabitants, population density, average apartment area, etc. This will make it possible to more accurately predict the size and structure of potential demand in the market and determine the company's prospects.

To segment the market based on the characteristics of the solvency of customers and the affordability of housing for them, it is possible to apply preferences in the choice of forms of payment: at their own expense, through participation in shared construction, using savings schemes in housing cooperatives and partnerships, as well as through mortgage loans both on construction, and for the purchase of finished housing, etc.

2. Price management in the real estate market

2.1. Development and implementation of pricing strategies

Strategic pricing in real estate management. In pricing, the following main types of pricing strategies are distinguished depending on the ratio of the established yen to the average market value:

1) premium pricing or “cream skimming”, which include setting high prices for innovative and prestigious objects and services in the real estate market, a step-by-step premium strategy (consistent price reduction) and a “price umbrella”;

2) neutral pricing - following the leader, focusing on market and competitor prices, product differentiation (real estate and services), market segmentation strategy and minimum sufficient profit;

3) price breakthrough or "low price" strategies - cost leader, loss-making leadership.

Breakthrough strategies are characterized by setting prices at a level perceived by customers as low or moderate in relation to the economic value of the proposed property or service in the real estate market. They are used to increase the market share of the company and its sales, which leads to an increase in the total gross profit even at a small rate in the unit price.

The premium pricing strategy is characterized by the formation of prices that are inflated in relation to the value of the goods estimated by the buyer. This disproportion provides a profit from sales at prices that include a premium markup for the most complete satisfaction of the needs of a narrow group of buyers. With neutral pricing, the price offered by the seller is adequate to the “price-value” ratio expected in the target segment of the real estate market.

Differences in pricing strategies are determined not by the value of prices for an object and services in the real estate market, but by their perception by current and potential customers in general comparison with the offers of other market participants. For example, rental rates for prime office space in the Russian market can be high in absolute terms and at the same time be low for foreign companies relative to the international rental rate for similar premises. Therefore, setting high rates for these target customers will be the result of a price breakthrough strategy, and not a “cream skimming”.

Formation and implementation of an effective comprehensive pricing policy in the real estate market should be divided into the following blocks.

1. Development of a set of pricing strategies, taking into account the stage of the life cycle of an object in the real estate market, as well as:

The result of research and analysis of preferences of target segments, assessment of willingness to pay more (or less) for the proposed object;

The values and structures of costs that should be covered at the set price for the object;

Competitive environment - possible actions of competitors in terms of price offers in target real estate markets.

2. Price management for services and real estate based on the mechanisms for its determination and adaptation.

This approach involves the achievement and development of not only short-term, but also long-term competitive advantages. It is from the standpoint of the pricing strategy that the validity of the applied prices is analyzed in order to determine what the result will be and how it corresponds to the goals of the management company (real estate seller). For example, a developer lowering the prices of their properties in order to actively attract additional customers allows you to increase revenue in the short term. However, a possible price war provoked by this decline in the medium and long term will lead to unprofitability if the developer's costs are higher than the industry average.

Such negative consequences can be avoided by assessing the competitive conditions in the target markets, as well as the consumer value of the property. In conditions of perfect competition, when the share of each of the participants does not exceed 1-2%, it is most expedient to set the rate based on the average market level. With monopolistic competition, rents can maximize profits in already captured segments or be below cost during the period of penetration into new market niches.

The oligopolistic real estate market is characterized by the largest range of competitive pricing strategies possible. If the management company is one of the leaders, then the rate can be set at a level that ensures the maximum current profit, taking into account the residual demand. The follower company, in turn, in pricing has to focus on the rates of the leaders with their adjustment for the quality of services, technical, operational and consumer properties of the property, etc.

Marketing analysis and research of customer preferences allow setting a price in the real estate market depending on their perception of the economic value of the object. To determine on their basis the most probable consumer behavior, the corresponding indicators of elasticity are used, which characterize the growth or decrease in the volume of demand with a change in the market price or income of buyers (tenants) of real estate.

Price elasticity of demand () reflects the degree of impact of an increase or decrease in price () on the quantitative characteristics of demand (), calculated by the following formula:

where is the base (initial) value of the volume of demand; — base (initial) value of the price.

For a residential real estate developer, the elasticity condition is expressed as that a decrease in the price of apartments for sale with price-elastic demand () allows you to increase revenue, and with inelastic () - will lead to a decrease in income.

The income elasticity of demand is determined by the formula

where is the average (on the interval ) income of current and potential customers; - the amount of income growth for current and potential customers.

Accounting for the stage of the life cycle of real estate in pricing consists in setting a price (rate) that provides the optimal ratio of revenue, profit, market share, etc. with the current technical and economic parameters of the facility. As it is used, the rates are brought to the average market values of the level. During the downturn, it is necessary to maintain such a level of rates that allows you to retain tenant clients, reduce the share of vacant space to a minimum, and achieve break-even services.

The main goal of the premium pricing strategy is to obtain the highest level of profitability by reducing the volume of services (space) in the real estate market by the seller and setting prices that are extremely high, but acceptable to target customers.

Most often, premium pricing is implemented in the form of a "cream skimming" strategy for the sale of innovative and (or) prestigious products - real estate and services, for example: luxury housing, "smart" houses (intelligent buildings), a country cottage, etc. The feasibility of its application is assessed on the basis of the value of the break-even indicator of sales (sales) when the price changes (), calculated by the formula:

where - price change, indicated with the sign: "+" - with an increase in price and "-" - with a decrease; - specific gain, the share of profit in the price of goods (services).

The possibility and effectiveness of using cream skimming strategies is also determined by the presence of the following main conditions:

1) the uniqueness and (or) high status of the object being sold in the real estate market, to which customers attach particular importance and for which they are ready to pay an increased premium price;

2) a significant share of incremental - variable and semi-fixed - costs in the overall structure of costs for the creation, operation and use of a real estate object, in which even a small premium premium leads to a significant increase in profits.

To successfully implement the strategy of "skimming the cream", the company must also ensure and maximize the use of barriers to protect the captured market segment from competitors: patents, permits and licenses, possession of the best distribution channels, access to limited resources, reputation of the company, its facilities and services, economies of scale .

Keeping prices at a given maximum level becomes more difficult as the effectiveness of barriers decreases and competitors master technologies for the production of similar facilities, improving the cost structure. This trend is typical for durable goods, therefore it is also true for real estate objects with a long life cycle. Under such conditions, a stepwise premium strategy is appropriate, when the price is determined by a discretely decreasing premium markup, which makes it possible to ensure the greatest overall gain for the seller - an additional increase in sales and the conquest of new sectors with each subsequent revision of prices (rates).

The premium pricing mechanisms include the "price umbrella" strategy, in which the leading company forms prices with increased profitability in a certain segment of the real estate market - "opens the umbrella" over it. An additional price premium is formed not so much due to the characteristics of the objects, but due to the strong market, close to monopolistic positions of the company - many years of experience, established image, customer loyalty.

This strategy can be implemented in the following cases.

1. Concentration of efforts on capturing the most attractive sector of the real estate market and creating a base for market expansion, which allows you to properly structure the amount of investment in the necessary marketing programs.

2. Gradual build-up of facilities and services production capabilities as they penetrate into larger segments of the real estate market, allowing:

Improve the efficiency of supply chain operations through experience gained at small scale;

To use financial resources from the sale of real estate and services in previously developed segments to expand financial and economic activities;

Minimize the risk of "deadening" of financial resources in excess production capacity with an erroneous assessment of the capacity and attractiveness of the segment.

Breakout strategies are used by a new entrant or a player seeking to further strengthen their position by expanding their client base in the real estate market by selling objects not at the highest possible price. The most common pricing mechanisms of this type are:

Leadership in terms of costs, due to low costs compared to the main competitors for the production, promotion and sale of objects in the real estate market, when the likelihood of a price competition (price war) is excluded, since its outcome is obvious to all market participants;

Loss leadership, when the price of the main service, such as renting real estate, is set below cost, and the sale of other related services to customers is carried out at an increased fee.

The main condition for the expediency and effectiveness of applying the above strategies is the presence of a large circle of customers who are ready to immediately switch to a company that has set a relatively low price for an object, since the reaction to the difference will not necessarily be prompt and meet the seller's expectations. As a result, the use of a price reduction strategy is unreasonable in high-income segments - tenants and buyers of luxury housing, country cottages, etc. In such a situation, an attempt to expand these segments by lowering prices will most likely lead to the loss of existing customers, for whom the fact that their purchase is available only to a select few with a high level of solvency and extraordinary taste is important.

From a cost structure perspective, breakout strategies are more successful when incremental costs are smaller and unit gains are larger. Therefore, even a slight increase in customers and sales volumes will lead to a noticeable increase in total revenue.

If the real estate object has a low value of the specific gain, then the price reduction is justified, while at the same time a significant reduction in variable costs, which will retain the seller's gain. As a result of the above strategies, price breakouts are often initiated by a real estate market participant when its competitors cannot or do not want to take symmetrical retaliatory measures for one of the following reasons:

a significant superiority of the initiator in terms of cost reduction opportunities or in the amount of available financial resources;
insignificant market share and scale of activity of the initiating company, the results of the change will affect small segments that are not noticeable to large players;
highly elastic demand and low customer loyalty, when the policy of low prices causes a general expansion of the boundaries of the target market, as a result of which all participants will not lose even if they follow the price reduction.

At the same time, a price breakthrough as a competitive tool is justified and even preferable when a company expects increased competition from new entrants. In this case, lower prices and a sharp increase in sales will provide a significant reduction in unit fixed costs. This will lead to the erection of an entry barrier due to economies of scale, to overcome which competitors need to have more efficient production and management technologies or immediately start providing services in volumes greater than those already achieved by other companies in this market.

The essence of neutral pricing is not to use the yen as a tool to increase the captured sector of the real estate market or to prevent foam from in any way affecting its reduction. Its main types are:

1) the strategy of following the leader, which is most typical for a monopolistic or oligopolistic market, when its main participants set prices based on the level of prices dictated by the leader, rental rates;

2) a strategy of focusing on the prices of the market and competitors, when pricing decisions are based on the average market level of the real estate market;

3) the minimum sufficient profit strategy, which is close in essence to the previous strategy, but involves price adjustment taking into account the minimum required (target) level of profitability;

4) product differentiation, when an object is offered that differs in its characteristics from analogues of competitors, and thereby additional sales volumes are achieved at a yen comparable to competitors' offers;

5) segmentation strategy - promotion of a line of objects in various segments of the real estate market due to their differences in consumer properties.

2.2. Price calculation based on pricing factors

real estate market

The calculation of prices and rates in the real estate market using pricing factors is based on the results of research and analysis of requests and customer preferences. As pricing factors, criteria are selected that take into account, first of all, the following main features of real estate:

The complexity of the elemental structure of the object;

Non-movability of an object in space, its binding to a certain geographical coordinate system;

The duration of the process of creating an object and its subsequent use;

Difficulty in formalizing the transfer of ownership of the object;

The amount of transaction costs when concluding transactions with an object.

In table. 3. An example of a grouping of the main physical, legal, economic and social price characteristics that most significantly affect the compliance of the value of the property under consideration with the requirements of its potential buyers and tenants is given.

Setting prices in the real estate market based on pricing factors is carried out by selecting key features according to the degree of influence on the consumer and economic properties of the object. Their importance is primarily determined taking into account the market segment, functional purpose and type of property. At the same time, the key assumption is that the value of the property of the type in question for customers is determined only by economic interests and patterns, the value of which can be estimated if the following conditions are met:

The usefulness of an object as a pull that satisfies the needs of a person, society, business entities, etc.;

Limited supply of real estate as an economic resource for the life of a person and society, as well as business entities;

Availability of solvent demand;

The possibility of transferring ownership or other rights that determine the legal status of real estate from the owner of this right to another person as a potential buyer of the object.

Table 3

The main pricing factors in the real estate market

	Groups of pricing factors
	physical	legal	economic	social
Local	Physical characteristics of the object	Completeness of rights and encumbrances on the object	Availability of substitute products	The prestige of the area
	Communication security of the site	Reliability of guarantees of property rights	Level of rent and costs	Crime level
	Distance from business centers	Restrictions on the use of the object	Number of buyers (tenants)	Number and structure of families, business entities
	Distance from recreational areas	The complexity of registration of rights, the conclusion and registration of the contract	State of Alternative Markets	Social structure of the population
	Distance from highways	Territory zoning rules	Level and dynamics of household income	Conditions for migration
	Landscape and building type	Political risks	Subsidies, incentives, earmarked finance	Tastes and traditions of the population
	Ecological state	Market regulation	Availability of financial resources	Population density
	Probability of natural and man-made disasters	Restrictions on rights for foreigners	inflation expectations	Educational level of the population
Global	Climate features	Tax regime and benefits	Level and pace of business development	Population

The economic value of an object in the real estate market is the maximum price for the client that he is willing to pay for obtaining the corresponding benefit. When calculating it, rational consumer behavior is assumed, an objective perception of the advantages and disadvantages of the proposed purchase based on a comparison of transaction alternatives for similar real estate.

The price of a real estate object is calculated as the economic value of the best alternative in terms of consumer properties available to the target buyer, adjusted for its positive and negative differences from the optimal option, according to the formula:

Price = Economic value + Positive - Negative

of the best object (service) value of differences value of differences

In accordance with the significance of pricing factors, as well as their groups, the total integral economic value is calculated

() for each -th object according to the formula

where is the value of the th pricing factor; - the significance of the -th factor in the general value of the -th group of pricing factors; - the significance of the th group of pricing factors in the overall value of the economic value for the tenant.

The level of rental rate () acceptable for the target client for each object is determined on the basis of the price of indifference - the rent of the best () and its amendments using the corresponding deviations of the economic value of objects () from the value of "ideal" () according to the formula:

The probability of renting the premises by a specific tenant is the higher, the lower the rate is relative to the level acceptable to the client. However, the lessor can apply the results obtained not only to assign a fee, but also to analyze the possibility of changing it by comparing the ratios "price - value - pricing factors".

2.3. Cost pricing in the real estate market

Cost pricing is based on the application of production costs and the desired profit from the sale of objects in the real estate market. The price is the sum of the following elements:

* direct production costs directly related to the creation, operation and sale of the property, per unit area;

* the average specific value of indirect (overhead) costs associated with the organization of company management processes as a whole;

* specific profit of panenki size per cost price.

Cost pricing involves the use of the results of an analysis of the amount, types and structure of costs according to accounting and financial accounting, as well as regulatory regulatory and internal administrative documents that regulate the cost calculation algorithm and the amount of margins.

There are the following technologies of cost pricing.

1. The average cost of the company plus profit - the establishment of a markup in absolute or percentage terms to the cost of production per unit area.

2. Appointment of a price that provides the target values of cost recovery and expenses for the creation and operation of the property.

3. Calculation of the price on the basis of break-even - the price (rental rate) of the property, at which the required amount of gross profit is formed.

2.4. Discount systems in the real estate market

Discounts, which, by their commercial nature and depending on the source of formation, can be divided into two main types:

1) planned discounts, which are formed at the expense of the total amount of administrative (overhead, indirect, indirect) expenses;

2) tactical discounts, the source of which is profit, and the purpose is to create additional price incentives for customers by directly reducing the price of the object.

Scheduled discounts include the organization by the developer of an advertisement for a residential complex under construction, indicating real estate agencies where apartments can be purchased. Thus, the developer saves the funds of its sales intermediaries for marketing and promotion of the object, which, by economic nature, is tantamount to providing an additional discount, which can subsequently be expressed in a reduction in the amount of the agency fee.

Tactical discounts provide a reduction in the actual purchase price of objects in the real estate market, which leads to an increase in the purchase value gain for the client. Let us consider in detail discounts as the most interesting tool for price adaptation, their capabilities and limitations in real estate marketing, as well as methods for analyzing and evaluating the feasibility and effectiveness of use.

Discounts for large volume purchases are a measure of reduction in the sale price, which is guaranteed to the buyer in the event of a one-time purchase of objects by him in an amount equal to or exceeding a certain amount.

The discount can be expressed in the following forms:

Percentage of the reduction from the nominal (list) price;

The number of units (space, number of premises, services, etc.) that can be obtained by the buyer free of charge or at a reduced price;

The amount returned to the customer free of charge or credited towards future purchases.

The introduction of simple discounts is aimed at stimulating the purchase of as many services as possible. Their upper limit is the sum of the seller's savings when increasing a single order. The most justified use of this type of discount in those sectors of the real estate market, where the main goal of the seller will be to maximize gross revenue or profit in a particular transaction, and the buyer - to minimize the unit price.

When the system of simple discounts does not bring the expected result, it is required to study the possibility of introducing cumulative (cumulative) discounts - a reduction in the sale price, guaranteed if the client purchases objects over a certain limit for a certain period of time and applies to the volume in excess of it. The basis for differentiating discounts can be the parameters of customer purchases on a cumulative basis - the accumulated number or total cost of real estate and (or) units of services sold to him.

The possible advantages of such a discount system for a property management company are:

Redistribution of the structure of occupied space due to the encouragement of tenants to move into a group that allows them to receive discounts or increase their value;

Increasing or maintaining the volume of sales by additionally stimulating the transition of current tenants to the next category - hiring additional space due to a decrease in the cost of each subsequent square meter.

To retain customers, the establishment of cumulative discounts must be made in relation to the amount of rental payments from the moment the contract is signed.

Additional conditions for the expediency of applying cumulative discounts with their differentiation according to the total volume of customer payments are:

1) a significant proportion of vacant areas that are not of interest to current customers, as a result of which marketing should be focused and concentrated on attracting new ones, involving medium and long-term cooperation;

2) the need to maintain market share while reducing the competitiveness of real estate and services, as well as aggressive actions from competitors;

3) implementation of a strategy for expanding the market share in the presence of a sufficient resource, production base and reserves to reduce profits from the sale of real estate and services.

The off-season purchase discount is used when organizing sales of objects and services in the real estate market with pronounced seasonal differences in demand and (or) supply. Discounts for out-of-season purchases are provided in case of purchase of a property before the beginning of the period of the year for which they are intended or in which they are intensively purchased. We single out the following main seasonal fluctuations in the real estate market.

1. A decrease in the volume of transactions in the market for the sale and purchase of economy and business class housing in the summer and a significant revival of buyers in the autumn.

2. Change in demand in the market for short-term rental of hotels, rooms, resorts, entertainment centers, profitable apartments, etc. in accordance with the ups and downs of tourist activity.

3. Increasing demand for suburban real estate rental services: holiday homes, cottages, summer cottages, etc. on weekends and holidays, spring and summer, as well as its decrease on weekdays and the cold season.

Accordingly, the meaning of seasonal discounts in the real estate market is to encourage customers to conclude a deal and pay for it before the start of the active sales period, at its very beginning or even out of season. Such incentives allow the seller to ensure the necessary turnover of assets, the occupancy of facilities, smooth out seasonal fluctuations in the loading of production areas.

The main purpose of using discounts for the acceleration of payment is to minimize the maturity and volume of receivables and, as a result, accelerate the turnover of funds. The mechanism of their application is to reduce the sale price if the buyer of real estate pays for the acquired object earlier than the period established by the contractual relationship. In part, this tool can be more attributed not only to pricing, but also to the field of financial management. As a result, it seems necessary to jointly develop by representatives of marketing, financial and economic services the main parameters and conditions of the discount:

The quantitative value of the discount, which, as a rule, is expressed as a percentage reduction from the initial price level;

The discount period in which the buyer of the property has the opportunity to use the discount received;

The payment term under the contract, in which the entire amount of the debt for the acquired property must be paid, if the client does not exercise the right to receive a discount.

When determining the above elements of the discount, it is important to take into account the influence of the following parameters not only on the real estate market, but also on the financial market:

1) the level of discounts prevailing in the target segment of the real estate market;

2) bank interest on loans to replenish working capital;

3) the possible alternative profitability of the placement of free cash.

The main competitive advantages provided to the seller of objects in the real estate market with discounts for expediting payment:

Reducing the timing of receipt of funds to settlement accounts and to the cash desk of the enterprise, improving the structure of the balance sheet, indicators of liquidity, solvency, creditworthiness and, accordingly, the value of the company;

Minimization of credit risks associated with receivables, improving the quality and reliability of financial planning;

Reducing the costs of organizing and carrying out activities for accounting, monitoring, collection and repayment of receivables from buyers.

A discount for refusing the goods and services of competitors is provided to the client in case he signs an exclusive purchase agreement with only one seller of objects in the real estate market. As an example, we can cite the following forms of incentives provided by the developer for real estate agents for refusing to promote, sell competitors' objects:

Guarantee of a reduced price of apartments and (or) an increase in agency fees;

Introduction of an additional bonus for each unit of area sold;

Establish a flexible schedule for home sales;

Providing additional benefits for commodity lending - installment payment for sold real estate.

A discount for regular and VIP clients is the assignment of a special price to clients in the real estate market if they meet one or more of the following conditions:

Regular purchases from one seller of services over a long period;

The regularity of consumption and customer loyalty can be assessed using the total volume of all his purchases on a cumulative basis. In the real estate rental market, the criterion may be the amount of rental payments from the date of signing the contract, upon reaching which the client receives the opportunity to receive a discount on related services. The peculiarity of this incentive mechanism is that that discounts can be established on a purely individual basis and are issued, for example, in the form of membership or client cards.

Discounts on complex services imply a reduction in the initial price of a property if it is purchased together with other services of this seller. This type of discount is most appropriate when there is a wide range of complementary real estate and services, allowing you to stimulate the purchase of several of them at once. At the same time, the main sign of the inclusion of the service in the line of those promoted on the real estate market is its demand from current and potential customers.

3. Real estate sales management

3.1. Development of a customer-oriented sales policy

The basis of effective sales in the real estate market is the use of a sales strategy that determines the mechanisms for the sale of objects and services. The algorithm for its development and implementation involves the consistent implementation of the following activities:

1) development of goals and objectives for the promotion of objects and services to be achieved in target segments and sectors of the real estate market;

2) selection of distribution channels and marketing structures, the use of which will ensure the achievement of the set marketing goals;

3) organization and management of the interaction of participants in the marketing system.

Formation of sales policy goals is carried out in accordance with the general, marketing and pricing goals of the company.

3.2. Distribution channel management

The basis for the sale of objects and services in the real estate market are distribution channels, the selection and management of which are carried out by sequentially determining the following organizational components:

1) method of sales - direct (single-level) or indirect (multi-level) with the involvement of partners and professional intermediaries;

2) intensity (coverage) of distribution - exclusive, selective, intensive:

3) the method of promoting objects and services on the market - "pushing" or "pulling in";

4) principles and mechanisms for managing sales structures - on a competitive or coordinated basis.

The choice of the most appropriate method of sales in the real estate market must be carried out taking into account their main characteristics - advantages, disadvantages, tools and technologies used - for their compliance and applicability in target market segments.

It is advisable to use the direct sales method when promoting a whole range of basic and additional services in the real estate market, offering unique objects, the demand for which is individual, specific, or when they are in demand by a single number of clients.

At the same time, the method of direct sales is the only one possible in the market for the sale and lease of mansions - monuments of culture and architecture, penthouses.

The distribution channel characteristic - intensity or density (width) depends on the number of intermediaries at each of its levels and can vary as follows:

1) exclusive distribution - intentionally limiting the number of participants selling real estate;

2) selective distribution, in which the right to sell objects and services on the real estate market is granted on a selective basis;

3) intensive distribution - the involvement of the seller of real estate in the sales system of the maximum number of participants, without making any fundamental differences between them.

The next important aspect of the implementation and use of an indirect distribution channel is the selection of a way to promote the property from the seller to the intermediaries and further to the final buyers. There are three options here:

. "pushing" the real estate object and services means that the seller will concentrate efforts on the intermediaries themselves through the construction and coordination of the activities of sales structures, the motivation of its participants;

. “pulling in” a real estate object and services implies the priority of impacts on end customers, the formation of a favorable perception of the image, brand, for example, through direct advertising messages “ask at city real estate agencies”, which will interest buyers and realtors, “pulling” the developer’s property into the sales channel;

A mixed solution combines both approaches with an optimal ratio of marketing costs - financial, time, labor, material, etc.

3.3. Organization and simplification by sales structures

Effective management of sales structures in the real estate market involves a primary analysis of the advantages and disadvantages of possible options for organizing distribution channel structures, the nature of their relationship with end customers, the seller and with each other. When evaluating these parameters, sales structures are divided into two main groups:

1) conventional (traditional, competing) structures, consisting of competing participants in the distribution network or distribution channels;

2) coordinated (vertical marketing) structures - they are based on cooperation between several levels of the channel, acting as a single system.

The use of conventional structures is advisable for the accelerated exit and promotion of the company, its facilities and services, while simultaneously covering all target segments and sectors of the real estate market. Such structures are characterized by the following possible types of competitive relations between sales participants - horizontal, vertical, as well as competition between sales channels.

Horizontal competition reflects the relationship between companies of the same type, located at the same level of the sales system, which are fighting among themselves both for sellers of real estate on the market and for customers - buyers, tenants. The use of this type of rivalry allows the seller to bring the object to the end client at the lowest cost and in the shortest possible time, especially when intermediaries are narrowly specialized in promoting real estate of one functional purpose, in one territorial market, target segment or sector.

Vertical competition involves rivalry between intermediaries located at different levels of the same distribution channel. This situation is created due to the intersection of sales functions, when lower-level participants provide services that are typical for intermediaries located closer to the seller of the property, and vice versa. An example is the relationship between a realtor and a broker who, in addition to executing and processing transactions on behalf of a realtor, independently finds clients and, as part of an additional service, concludes sales contracts with them. The expediency of using this type of competition may be due to the need to increase the number and range of services for end customers in the real estate market and stimulate the subsequent improvement in the quality of their service.

Competition between sales channels is manifested between individual sales channels as a whole.

Coordinated vertical sales structures are more focused on providing a wide range of services in the real estate market and increasing end-customer satisfaction. There are the following three forms of their organization depending on the nature of integration:

corporate (integrated) structures, where the processes of creating and selling objects and services in the real estate market are managed by a single center, for example, an investment and construction holding - uniting, under the leadership of a management company, developer companies, realtors, banks, financial and insurance organizations, etc. ;
managed (controlled) structures, when the production of real estate objects, their sale are coordinated not due to belonging to one owner, but due to size or business reputation, trademark fame, etc. one of the members of the association, which is typical for monopolistic and oligopolistic types of markets;
contractual structures - a set of independent participants in the distribution channel, connected by contractual relations, in which the rights and obligations of the parties are defined in detail, which allows them to coordinate their actions to obtain greater commercial results than could be achieved individually. In turn, contractual structures are further divided into voluntary, cooperative, and franchise networks.

Voluntary networks are organized on the basis of association by one large intermediary under one auspices of smaller ones: in the form of unions, associations or guilds. The initiator is developing a special program for potential participants to standardize commercial practices, create and improve infrastructure for the overall reduction of costs for the provision of services in the real estate market.

Cooperative networks represent the formation by professional intermediaries of a new business entity with the transfer of wholesale and sometimes production operations to it. Through such an entity, joint wholesale purchases of space, joint advertising campaigns, etc. can be carried out. The total profit received from the resale of objects and services in the real estate market is divided between the participants in proportion to their share in the joint activity.

Franchise networks are a form of cooperation in which one company grants another the right to sell objects in a certain territorial real estate market, subject to the agreed rules and under the franchisor's trademark. The obligation of the franchisee is to pay a lump sum of the initial amount, and then regularly deduct a percentage or a fixed amount from their sales. The basis for creating this type of vertical structures is obtaining from the franchisor the rights to use a promoted brand and the constant support of franchisees who are less known in the real estate market and (or) have a relatively small scale of intermediary activity.

3.4. Simplification by the interaction and motivation of sales participants

Selection of applicants and participants in the marketing system. The organization of attracting intermediaries to the sales structure includes the following main stages: development and implementation of criteria in the selection and evaluation of candidates, involvement in cooperation.

The set of criteria depends on the expected nature and intensity of distribution, as well as the planned sales tools. The higher the selectivity of the sales policy of the seller of services in the real estate market, the more evaluative features it is advisable to single out and the tougher their normalized values should be. As a basis for determining the criteria, it is advisable to use the characteristics of the clients of the object, a participant in the real estate market.

We list the main requirements on the basis of which it is recommended to select criteria and which an intermediary in the sale of real estate must satisfy:

1) provide access to the seller's target sectors and market segments;

2) contribute to the achievement of the required volume of sales of objects;

3) provide services on time and with the quality required by the seller and end customers: buyers, tenants, etc.;

4) have sufficient qualifications of their staff in promotion and sale;

5) have a stable financial position and a positive business reputation, as well as not have negative assessments of their activities, such as violations of contractual relations;

6) strive for long-term cooperation, do not depend on the seller's competitors, and also intend to act as a partner in the future, but not a competitor.

The use of intermediaries for cooperation is a two-way process, when it is necessary to take into account that potential participants in the distribution channel also make their demands on the seller, as a result of which he will have to convince them of his attractiveness as a partner, present himself and his real estate in the most favorable light.

Technologies of motivation and control of sales participants. The involvement of professional intermediaries in the distribution system, their motivation, as well as monitoring the results of joint activities with the seller in the real estate market require the continuous implementation of the following set of measures:

1) monitoring, obtaining and processing data on the needs and requests of existing and potential market participants;

2) assessment, analysis and selection of the benefits of cooperation with the seller, which are the most interesting and attractive for both current participants and candidates under consideration;

3) development and application of targeted tools to motivate sales participants, taking into account their needs and the capabilities of the selling company;

4) collection of reporting data on the marketing activities of intermediaries and analysis of their effectiveness for the subsequent assessment of the feasibility of continuing cooperation.

Data on the activities of intermediaries should adequately reflect the quality of the implementation of the sales tasks set in the reporting period:

Achieving the set benchmarks - the number of objects sold, services rendered, clients served, space leased, etc.;

The admissibility of current sales costs, for example, the average annual value of agency fees, bonuses;

The effectiveness of intermediary incentive tools is the share of the seller's regular customers served by him, the percentage of contracts on the terms of deferred payment by the developer.

4. Communication management in real estate marketing

4.1. Marketing communications and tools

Within the framework of a unified communication policy, marketing communications should be aimed at appealing to the target audience through messages that create customer and society loyalty to the real estate market participant, i.e. informing, persuading or reminding about its activities, objects and services. This involves the use of such marketing tools, forms and techniques that will create and promote in target audiences - customers and reference groups, intermediaries, partners and others - the necessary, desired image of the company, its real estate and services.

Consider the characteristics of the main marketing communications and the conditions for their use in the real estate market in the information support of positioning, segmentation, pricing and distribution strategies:

1) advertising - non-personal communications intended for an indefinite circle of people, carried out through paid media with a clearly indicated source of funding - the advertiser - to form and maintain interest in him, his real estate, services, their acquisition;

2) sales promotion - a set of incentive measures and techniques, as a rule, of a short-term nature, aimed at encouraging the purchase (sale) of offered objects and services on the real estate market;

3) personal sales - contacts based on the oral presentation of the property, services in the process of communication with a potential client to conclude a sale, lease, etc.;

4) public relations management - a tool that uses various forms of communication to identify common ideas or interests, maintain friendly relations between a real estate market participant and the public, achieve mutual understanding based on trust, knowledge and full awareness.

The selection of communications that are most appropriate to the goals of real estate management is primarily determined by the target audience and the subjects of marketing influence, to whom the information will be addressed. For se structuring, definition and description, customer segmentation tools can be applied.

The following advertising tools can be used to promote the listed information messages:

A feature of PR technologies is the purposeful creation and maintenance of a positive image by a participant in the real estate market, as well as its objects, services and brand. The choice of information appeal and its carriers is carried out taking into account the tasks set, the main target audience and objects in relation to which it is planned to form a public attitude.

4. 2. Development and implementation of communication programs

The basis for successful promotion of the company's brand, its facilities and services in the real estate market based on communication programs is the creative concept of a PR campaign. It involves the creation by a participant of the real estate market or the determination of the optimal use of the following elements:

Individual name of the promoted real estate object, services;

Corporate logo of the company and the property;

Slogan - the motto of the promotion of the company.

These components of the concept should be in harmony with the mission of the company, its positioning in the real estate market, the specifics of the activity to the marketing policy. At the same time, when drawing up communication programs, it is important to change their targets as the object moves from one stage of the life cycle to another.

In achieving the goals set, it is important to determine the size of the audience that should be covered in the implementation of communication programs.

The final step in the development of communication programs is the formation of a promotion budget, which can be compiled in various ways. The best method is one in which specific tools, volumes and terms of activities are determined for a set of goals and objectives of the communication policy, after which the planned cost of the program is calculated. However, this is a laborious method, and besides, it is rational only if there are no restrictions on the allocation of budgetary funds for communication programs.

As a result, the marketing communications mix is often developed within the approved promotional budget. The easiest way to establish it is to agree on a percentage of the planned income from services or the cost of their production in the real estate market by the company's management. However, these two methods can be used simultaneously. First, based on the goals of promotion in various sectors of the market, a list of necessary activities and costs for their implementation is determined.

During the implementation of communication programs and after their completion, it is necessary to analyze the degree and quality of the results achieved with the help of marketing communications.

Conclusion

The real estate market, as a relatively new socio-economic reality, with its features and patterns, has become the subject of study and scientific discussions by leading representatives of the national scientific school.

The real estate market is a set of regional, local markets that differ significantly from each other in terms of prices, risk levels, efficiency of investments in real estate, etc.

The real estate market is an essential component in any national economy, because real estate is the most important component of national wealth, which accounts for more than 50% of world wealth. Without a real estate market, there can be no market at all. labor market, capital market, goods and services market, etc. for their existence must have or rent for their activities the premises they need.

The Russian real estate market reflects all the problems of the transitional economy and is characterized by uneven development of its segments, an imperfect legal framework and low investment activity of citizens and legal entities. However, this market is a promising area for investment.

The peculiarities of the real estate market include a complex symbiosis of advantages and disadvantages in terms of the feasibility of entrepreneurial and commercial activities.

Advantages:

the possibility of obtaining greater profits (than in other markets) for the entire period of operation of real estate;
sufficient stability of consumer demand;
less exposure to fluctuations in economic cycles;
the presence of some protection against sudden changes in market conditions due to the long-term nature of the lease and the long construction period of competing properties.

The disadvantages include:

Information on the market is not as open as, for example, on the goods market, which makes it difficult to justify the volume and nature of investments;

Lack of a legislative framework for the mandatory publication of information on transactions in the real estate market;

The need to use information about transactions made in the real estate market;

. "hard" dependence on the external conditions of urban planning regulation, the possibilities of the building complex and the specifics of consumer demand;

Transaction costs (the need to verify the legal purity of the property, as well as the cost of technical documentation and registration) are significant, if not high.

Bibliography

Grinenko SV Economics of real estate. Lecture notes.: - Taganrog: Publishing House of TRTU, 2004. - 107 p.
Ivanov V.V., Khan O.K. Property management. - M.: INFRA-M, 2007. - 446 p. - (National projects).
Shcherbakova N.A. Economics of real estate: Proc. allowance. - Novosibirsk: NGTU, 2002. - 90 p.
Economics of real estate: textbook. allowance (Recommended by the Educational and Methodological Association for Education in the Field of Industrial Management as a teaching aid for students of higher educational institutions studying in the specialty "Economics and Management at the Enterprise (by industry)" and the direction "Industrial Management") / A.N. Asaul, A. V. Karasev. - M.: MIKHiS, 2001.- 430s.

The article considers the specifics of marketing research in the real estate appraisal market. The characteristics of services and the process of their consumption, as well as factors that affect the demand for real estate valuation services are considered. In the process of forming motivation for the target segment of consumers of real estate valuation services, it is important to take into account the motives associated with the consumption of this service. Important parameters for choosing an appraiser by the consumer are the professionalism of the staff, the image of the enterprise, and comprehensive accessibility. The process of consuming real estate valuation services includes traditional stages, but has its own specifics. It is shown that the type of assessment (mandatory or initiative) influences the marketing policy of a real estate appraisal enterprise. The necessity of creating a marketing service at the enterprise for its successful functioning has been identified and substantiated.

marketing research

marketing

the property

1. Anurin V., Muromkina I., Evtushenko E. Marketing research of the consumer market. - M.-St. Petersburg, - 2006. - P.29.

2. Badaraeva R. V., Sharaeva A. S. Theoretical aspects of assessing the real estate market in Russia // Young scientist. - 2016. - No. 4. - P. 336-339.

3. Belyaevsky I.K., Marketing research: information, analysis, forecast. - M.: Finance and statistics, 2001. , - P.48.

4. Kotler F. Marketing management. Tutorial. - M.: - 2001. - P.170

5. Malykhin S.A. Real estate market in Russia. - M.: Vesta-M, 2012, - S. 428.

6. Federal Law “On Appraisal Activities in the Russian Federation” No. 135 dated July 29, 1998 (as amended).

The main task of marketing services is to provide benefits and benefits to the consumer, determine the target market and promote services to this market. The difficulty lies in determining the benefits of the service. The benefit from the service can only be determined by the consumer (client) who used it. The main purpose of service marketing is to help the consumer evaluate various services so that he can make the right choice for himself.

Under the modern concept of marketing, it is assumed that the economic environment is oriented towards more efficient and complete satisfaction of consumer demand through the development of services, as well as the participation of consumers in the process of interaction when they are provided.

The real estate market in the Russian Federation is one of the largest segments of the national economy. At the same time, its development largely depends on the state of affairs in other key sectors of the economy. The Russian real estate market is sensitive to crises, to the macroeconomic situation.

The basis of transactions with residential facilities is legal relations, the subject of which is the purchase, sale and lease of commercial property. It can be noted that both noted areas perform a number of important functions for the national economy of the Russian Federation:

stimulating demand in the lending market;

Stimulation of supply in the construction market;

· stimulating the growth of the money supply in a large number of other business segments - the sphere of real estate appraisal, the production of building materials, varnishes, paints, finishes, wallpapers;

solving urgent social problems related to providing citizens with housing.

Thus, the real estate market is one of the most important drivers of economic growth in the country as a whole. A feature of the real estate market is the need to assess real estate.

The need for real estate appraisal arises when:

purchase, sale or lease of an object;

corporatization of the enterprise;

cadastral valuation;

determining the taxation of immovable objects;

Loan secured;

· insurance;

making a real estate object in the form of a contribution to the authorized capital of an enterprise or organization;

attraction of investments;

entry into inheritance rights;

· resolution of property disputes;

liquidation of the enterprise;

Calculation of the tax amount for real estate objects;

in other actions that are related to the realization of the right to real estate.

The process of valuation of real estate objects is concluded in determining the value of the owner's rights to property. For the buyer, it is necessary to understand what the value of this property is for him and why.

Real estate transactions are private in nature, the information offered is not always correct and complete. Therefore, a professional independent valuation of real estate is the most demanded type of valuation activity. But the citizens themselves need to have a certain knowledge base in this area.

Marketing research of the real estate valuation services market consists of a systematic collection, display and analysis of information necessary for making managerial decisions at the enterprise. With their help, the organization's strategic marketing asset is formed, as well as the information resource necessary to ensure more efficient work of the appraisal organization in the future.

Service - activity for the production of a product (tangible or intangible), carried out by order of the client (consumer), together with the client and for the client, with the transfer of the product to the client for the purpose of exchange.

An enterprise must take into account the characteristics of services when creating a marketing program (Figure 1).

Figure 1- Characteristics of services

Factors that influence the demand for real estate appraisal services:

the price of the service;

the quality of the service provided;

· consumer preference;

The consumer's income

Saturation of the market with services;

An interest rate on a deposit that encourages consumption or savings.

The company needs to find its place in the market in order to identify its own competitiveness. This concept refers to the competitive position of the enterprise, which is established in key areas of its work. Competitiveness directly depends on the occupied market share and the level of profitability, the higher they are, the higher the competitiveness of the enterprise and its position in the market. The competitiveness of the services provided by the enterprise largely depends on its overall competitiveness in the market.

More than 5,000 appraisal companies operate on the real estate appraisal market in the Russian Federation, so it is necessary that the quality of their appraisal services be at the appropriate level. Evaluation services have a number of features that determine the specific requirement for marketing and management in the service sector.

In the process of forming motivation for the target segment of consumers of real estate valuation services, one should take into account not only the motives that are associated with the service itself, i.e. service, social environment of the enterprise, etc. It is also necessary to take into account the motives associated with the consumption of this service, i.e. preference for the performance of work by a professional who will complete it faster, better, and maybe cheaper.

In the market of real estate appraisal services, information awareness increases the level of many factors, such as, for example, the qualifications of staff, the location of the enterprise. But, we must remember such a property of the service as intangibility, which is difficult to demonstrate and guarantee its quality characteristics.

The most valuable sources of marketing information are activities that allow you to "embodied" the service, the so-called guarantees. This is because the risk associated with purchasing a service is perceived to be much higher than the risk associated with purchasing a product. In addition to the service itself, in the service market, important evaluation parameters are:

the personnel who provide the service;

the complexity of the availability of the enterprise;

the image of the enterprise.

The process of consumption of the appraisal service, due to its specifics, dictates special requirements for the organization of the work of the enterprise, which is natural. Marketing-oriented management claims that in planning the activities of an enterprise, the behavior of its consumers is the starting point.

Due to the intensification of competition in the market for real estate valuation services, it is necessary to take into account the intention and behavior of the target consumer segment when determining parameters such as:

· schedule;

standards and types of service;

requirements for personnel;

marketing mix activities.

The real estate appraisal activity has a specific feature. There are two types of real estate valuation (Figure 2).

Figure 2 - Types of real estate valuation

The consumption process includes the following steps (Figure 3).

Figure 3 - Service consumption process

This service consumption process is applicable to all types of services. But, since the market for real estate valuation services has a certain specificity and type of valuation, it is necessary to emphasize the difference in the sale of mandatory and proactive valuation.

The sale of compulsory appraisal is facilitated by the existence of certain state norms, i.e. the imposition of the state significance of consumption on real estate valuation services. In this case, it is necessary to competently present this service to the consumer so that all his requests are satisfied.

As for the marketing of an initiative assessment, the situation here is a little more complicated, since in this case it is necessary to form the desire of the consumer (client) to make this assessment. It is necessary to arouse the consumer's interest in this real estate appraisal service.

The society of any country in the world is interested in high-quality and reliable information based on common standards. The main goal of enterprises that provide real estate valuation services is the need to create favorable conditions for the interaction of different areas of the enterprise, to satisfy consumer demand, because this is the key to the success of the enterprise.

The difficult economic conditions of the modern market oblige enterprises to have marketing services in their structure, which play one of their key roles in their activities, since, by conducting market research, they provide the necessary information for making strategic decisions. At the enterprise, the presence of a marketing service is not only a prerequisite for effective work and development, but also a necessary condition for its survival in the market.

Bibliographic link

Bolshunova A.V., Fangmann G.O. SPECIFICITY OF MARKETING RESEARCH IN THE MARKET OF REAL ESTATE APPRAISAL SERVICES // International Student Scientific Bulletin. - 2016. - No. 2.;
URL: http://eduherald.ru/ru/article/view?id=15852 (date of access: 04/20/2019). We bring to your attention the journals published by the publishing house "Academy of Natural History"