Any enterprise is interested in the maximum level of liquidity of its products. But to have steadily growing sales in an ever-changing market is not easy. To withstand the onslaught of competition and timely respond to new trends, you need high-quality analytics.

Why marketing research is relevant

To begin with, it is worth noting the fact that this function (analytics, research) is one of the key tasks of the marketing department. At the same time, the research process itself should be understood as the collection of information related to the activities of the company. The data that was obtained should be evaluated within several key areas (promotion, product, buyers, price). The conclusions drawn from this study help to determine the most actual direction development of the enterprise as a whole and its individual elements in particular. A competent and correct strategy is extremely important for the stable growth of the company.

It should be understood that such a marketing analysis - these are not always time-consuming and complex studies, in the process of which significant resources are involved. Many medium and small firms can get reasonably accurate analytics at relatively low cost.

Determination of goals

Before proceeding with the collection of information necessary for a qualitative analysis, it is necessary to set specific objectives. In other words, methods marketing analysis focused on specific tactical or strategic goals. The depth and scope of the research being conducted depends on which direction will be chosen as a guideline.

The goals set determine the form of the analysis: it can be descriptive, used to develop predictions, or identify causal relationships. The result of such work is the formation of a hypothesis, which can be characterized as an assumption concerning the essence and ways of solving the phenomena considered.

The working hypothesis should provide the following indicators:

• testability of a reliable scientific assumption;
• its predictability;
• the ability to express key assumptions not only through logical conclusions, but also in the form of economic and mathematical constructions.

Research program

This term should be understood as a plan developed in order to get answers to the questions that the marketing analysis system includes. It allows you to link the material, time and other types of resources allocated for the implementation of the task.

The research program (plan) makes it possible to establish a system of indicators and determine a set of tools, as well as the information needs that are needed to obtain it.

Search for secondary information

Marketing analysis involves the study of two types of data: secondary and primary.

Secondary information refers to data that was previously collected for other purposes, but is still relevant in the format of the current study. As a key advantage of information of this type, one can determine their availability and low cost.

But such material also has disadvantages: since this information was collected to solve a different problem, its content is not always relevant. In other words, secondary information often turns out to be incomplete, outdated, not directly related to the current purpose, and unreliable.

When conducting a marketing analysis of an enterprise, the following sources can be used to obtain secondary data:

• bulletins of various organizations;
• mass media;
• statistical collections;
• websites of competing companies;
• publications by consulting and research firms;
• sectoral and thematic information resources;
• internal reports of the enterprise conducting the study;
• survey of company employees;
• information received from consumers, etc.

After collecting all the information of a secondary nature, it is necessary to conduct a thorough analysis of them and identify those that are most relevant for solving the current problem. The work with secondary data is completed with the final report.

Collection of primary information

Regarding the topic of primary data, it is worth noting that marketing research includes the collection of information in this category when secondary information was not enough. At the same time, it is necessary to be able to collect information of the primary type, since in the CIS conditions it is rather difficult to gain access to industry and company information. Moreover, professionals have to deal with the lack of culture and developed marketing infrastructure in the country. In addition, many companies have not had time to accumulate such valuable experience in the use of marketing strategies.

Data collection methods

In the process of searching for primary information, three main tools are used:

1. Experiment method. In this case, the information that a full-fledged marketing analysis requires is obtained by evaluating cause-and-effect relationships. During the experiment, one or more variable parameters are changed, after which the effect of the change on another element is recorded. An experiment should be understood as a field study with a change in specific parameters in a real market, as well as an artificial simulation of a specific situation. The value of this technique lies in the fact that with its help it becomes possible to determine the reaction of various groups of people, including potential buyers, to specific factors and their subsequent changes.
2. observation method. This method of obtaining data can be described as one of the most cost-effective and affordable ways to collect information. Its use is relevant in the case when the impact on the respondent should be minimal. The essence of the observation itself, within the framework of achieving the goal of marketing analysis, is reduced to a descriptive study of data, during which the actions of the respondent are recorded without direct contact with him.
3. Survey. This method of obtaining up-to-date information is one of the most common and universal. In this case, the marketer contacts directly with the respondents, with the goal of finding out their mood, opinion and specific facts. The survey can be conducted through questionnaires, telephone conversations or through personal contact.

Qualitative Research

Marketing analysis also implies a type of information gathering, during which answers to the questions "why" and "how" are given. In this case, information is collected regarding the behavior, attitudes and opinions of a specific small group of people. The collected data, as a rule, is not quantified, but allows you to get a clear understanding of the way of thinking of the representatives of the target audience of a particular manufacturer.

Such information is especially relevant when developing brands, advertising campaigns and a new product line. Qualitative research also helps to study the image of enterprises in detail. The main methods of such data collection include protocol analysis, in-depth interviews and focus groups.

In-Depth Interview

Considering the conduct of marketing analysis, it is worth paying more attention to this type of communication. This term should be understood as a semi-structured conversation with the respondent, which has a form that stimulates him to give detailed answers to questions raised by the interviewer.

A distinctive feature of this method of obtaining data is a free style of conversation on a topic that is relevant to the specialist conducting the study. In the process of such a conversation, you can get a lot of useful information from the respondent regarding his personal attitude to a particular brand, the reasons for buying a product, and more.

In-depth interview a semi-structured personal conversation between the interviewer and the respondent in a form that encourages the latter to give detailed answers to the questions asked.

Distinctive features

The interview takes place in the form of a free conversation on a topic of interest to the researcher, during which the researcher receives very detailed information from the respondent about the reasons for his actions, about his attitude to various issues.

Technology

Preparing the Structure of the Conversation. Before starting a series of interviews, the researcher prepares a plan according to which the interview will be conducted. Unlike a regular survey, an in-depth interview plan is simply a list of questions on which the interviewer needs to get the opinion of the respondent.

Selecting respondents and conducting interviews. After preparing the interview plan, respondents are selected and the interviews themselves are conducted. The duration of an in-depth interview can be from half an hour to several (2-3) hours, depending on the complexity of the topic, as well as the number and depth of the issues being studied. As a rule, in-depth interviews are conducted in a special room with a neutral environment and good sound insulation, in order to avoid any external interference. The interview is recorded on audio and / or video equipment to facilitate subsequent interpretation and analysis of the data, and also in order not to lose important information.

Processing the results of the interview and compiling an analytical report. After the interview is completed, its audio and/or video recording is processed, as a result of which the researcher receives the full text of the entire interview. Based on these texts and the impressions of the interviewer, an analytical report is compiled.

Interviewers

The success of an in-depth interview largely depends on the professionalism and personal qualities of the interviewer. To conduct an interview, you need a qualified specialist, preferably with a psychological education. He must have the skills to establish contact with people, a good memory, the ability to quickly respond to non-standard answers, and patience. During the interview it is impossible to exert psychological pressure on the interviewee, to argue with him.

Application

As a rule, in-depth interviews are used to solve the same tasks as focus groups, namely:

• study of consumer behavior, their attitude to goods, companies, brands;
• development of new products, evaluation of the concept of a new product (its packaging, advertising campaign and so on.);
• obtaining preliminary consumer reactions to various marketing programs.

An in-depth interview should be used instead of a focus group in the following cases:

• the topic of the interview involves the discussion of purely personal topics (personal finances, diseases);
• interviews are conducted with representatives of competing organizations who do not agree to discuss this topic in a group;
• a topic is discussed in which there are strict social norms, and the respondent's opinion may be influenced by the response of the group (paying taxes, etc.);
• it is impossible to collect all respondents in one place and at one time (the respondents are small, distant from each other and/or very busy).

Advantages and disadvantages

Main disadvantages methods of in-depth interviews are associated with the difficulty of finding interviewers. First, conducting in-depth interviews requires skilled professionals who are not easy to find. Further, the quality of interview results is strongly influenced by the personality and professionalism of the interviewer. And, finally, the complexity of processing and interpreting the data obtained during the interview, as a rule, requires the involvement of psychologists for their analysis.

Advantages. With the help of in-depth interviews, you can get more complete information about a person’s behavior, about the reasons for such behavior, his deep motives, which is not always possible in a focus group where respondents put pressure on each other and it is difficult to determine who exactly gave this or that answer.

Emphasizing the relevance of the concept of marketing in modern conditions management, the English marketer G. Harding notes: "For a true entrepreneur, faith in Marketing is like a lawyer's faith in the letter of the Law and a doctor's faith in the Hippocratic oath."

Marketing- a complex socio-economic category that has many aspects:

Organizational and technical;

managerial;

Economic;

Social;

Ideological;

Political.

Because of this, there is no single definition of marketing in the economic literature. More than 2,000 of its definitions are known, for example:

- marketing is the science of entrepreneurship (Japanese businessmen);

- marketing is the ability and art to transform the needs and demands of consumers into specific forms and services (F. Kotler);

- marketing is a management process aimed at identifying, anticipating and satisfying customer needs, focused on making a profit (London Institute of Marketing);

- marketing is the process of planning and practical implementation of the development of ideas, goods and services, the formation of prices for them, the promotion of their sale and distribution for the implementation of an exchange that satisfies the goals of individuals and organizations (American Marketing Association);

- marketing - a social process in which individual members of society and groups satisfy various needs and desires by exchanging goods and other values ​​​​with each other (D. Mittler);

- marketing is market-oriented management (P.F. Drucker);

- marketing is the process of planning and implementing the concept of price, entering the market and marketing ideas, goods and services in order to exchange and satisfy both customer needs and the achievement of enterprise goals (P.S. Zavyalov);

- marketing is a management philosophy that leads to profit through customer satisfaction by focusing the entire company on a long-term and flexible definition of the scope of business activity, market, target groups of consumers, main strategic goals (F. Banfer);

- marketing is an integrated management function that transforms the needs of the buyer into the income of the enterprise (D.I. Barkan), etc.

The purpose of management is determined by the management system (Table 1.1).

In a market economy, there is a marketing concept of management, as marketing becomes the most important function of the enterprise.

Table 1.1

Goals of management depending on the management system

There are five concepts in the history of marketing development (Table 1.2).

Table 1.2

Marketing Development Concepts

The similarity presented in table. 1.2 concepts is defined by three general provisions:

– marketing is the philosophy of the market;

- marketing is a management system, the totality of services of which fully assumes responsibility for the implementation of production and economic activities;

- marketing is oriented thinking that ensures effective sales operations and is aimed at the consumer.

Modern theoretical approaches to marketing are compared in table. 1.3.

Table 1.3

Modern theoretical approaches to marketing

In modern conditions, marketing concepts are further developed:

At the heart of the concept strategic marketing is a focus on consumers and competitors: meeting the needs of consumers and at the same time achieving superiority over competitors by creating a product with better consumer parameters or setting a lower price;

At the heart of the concept socio-ethical (public) marketing lies the orientation to meet the needs of not only the individual, but the whole society as a whole, which is associated with modern environmental, raw materials, energy and other problems of mankind. There is an agreement between the profits of the enterprise, the needs of customers and the interests of society;

At the heart of the concept relationship marketing (maximarketing) there is an orientation towards the maximum strengthening of individual relations with consumers on the basis of the widespread use of modern telecommunications;

At the heart of the concept marketing in the information environment lies the focus on direct contact with consumers and ensuring a constant dialogue with them;

At the heart of the concept territorial marketing there is an orientation towards the creation and maintenance of the prestige of the territory as a whole: ideas about the attractiveness of the natural, material, technical, financial, labor, organizational, social and other resources concentrated on it and about the wealth of opportunities for their implementation and reproduction;

At the heart of the concept global marketing there is a focus on the internationalization of markets, on the perception of them not as separate market segments, but as a whole, where consumers are involved in the acquisition of well-known and proven brands.

The management of efficiently operating Russian enterprises considers marketing as:

- business philosophy;

- "way of thinking";

– management concept;

– methodology of market activity;

- “mode of action”, including principles, functions, means, methods, organization of management activities in market conditions.

IN scope of marketing today includes:

- goods and services;

– types of consumers: individual, enterprise or organization;

- domestic and foreign markets;

- market areas: commodity, monetary and financial, labor;

business sectors: industry, Agriculture, trade, construction, transportation, education, etc.;

– aspects of non-commercial activity (marketing of ideas, marketing of jobs, etc.).

typical marketing problems for modern Russian enterprises are:

Inaccurate information;

Inefficient planning;

Sudden changes in the market situation;

Intervention of the state, legal bodies;

Unforeseen actions of competitors;

Insufficient marketing funding;

foreign trade problems;

Low quality of goods;

The presence of excess or insufficient capacity;

Falling demand;

Displacement of goods by competitors;

Sales problems;

Legal disputes with competitors, consumers, suppliers, intermediaries;

Bankruptcy of buyers, suppliers, sales agents;

Logistics problems;

Change in market segmentation;

Lack of qualified personnel;

Ecological problems;

Problems of consumption of goods, etc.

The ranking of management problems based on the direct dependence of the magnitude of their risks on the urgency of the solution is given in Table. 1.4.

Table 1.4

Ranking of managerial problems

* The magnitude of the risks is assessed on a 10-point scale in terms of the urgency of the problems being solved.

1.2. Principles and functions of marketing

The principles of marketing determine the general direction of the goals of the enterprise in the field of marketing.

Marketing Principles– the initial provisions of the market activity of the enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

TO basic principles of marketing relate:

Consumer orientation;

Complexity;

Flexibility and adaptability;

Ensuring production strategy through market influences;

Focus on the future;

Program-targeted approach;

The focus of the marketing activities of the enterprise to achieve the final practical result.

The organization of marketing in an enterprise involves the use of marketing functions in the interaction of an enterprise with the market.

Marketing Functions– a set of activities aimed at ensuring the effective operation of the enterprise (Fig. 1.1).

Rice. 1.1. Marketing Functions

Presented in fig. 1.1 marketing functions form groups of functions. Within each of them, a certain range of tasks is solved (Table 1.5).

Table 1.5

Tasks solved within marketing functions

The set of functions is marketing process, providing conditions for successful work enterprises in the market (Fig. 1.2).

Rice. 1.2. Organization of the marketing process

For the organization of effective activity, it is necessary to consider the following functional communications of marketing at the enterprise:

? production– marketing- the organization of labor, the use of materials and equipment, the creation of goods of the required quality and in the right quantities, at a reasonable price and within the agreed time frame. The production capacities of the enterprise, the experience and knowledge of the personnel, etc. are taken into account;

? finance– marketing– solution of financial issues, implementation of budgetary control, planning of standard costs and profits;

? supply and sales– marketing– control over the fulfillment of requests, the level and condition of commodity stocks, the purchase of materials, etc.;

? frames– marketing– selection and training of personnel in accordance with the tasks of market activity.

1.3. Goals and methods of marketing

Modern marketing is guided by the fair remark of P. Drucker: "Marketing is the work of the company from the point of view of the client."

The Essence of Marketing is most fully reflected in the following rule: "Produce and sell only what will certainly find a market, and do not try to force you to buy what you managed to produce."

It is reflected in the marketing purposes presented in Fig. 1.3.

Rice. 1.3. Marketing Goals

Marketing objectives should be:

Achievable;

understandable;

Rankable;

Coordinated with the general goals and objectives of the enterprise;

controlled;

Oriented to certain terms of their achievement;

Providing means of moral and material incentives for their implementation.

The task of an enterprise operating on the principles of marketing and using its functions is to manage market demand and influence it. It is demand that underlies the marketing methods presented in Table. 1.6.

Table 1.6

Characteristics of marketing methods

– determination of customer needs;

– selection of priority consumer groups;

– design of goods or a package of services;

– Increasing the profitability of production.

These methods solve the following marketing tasks:

- determination of the most suitable market for the enterprise, corresponding to its resources;

– ensuring that these resources are used prudently to develop, produce and sell goods and services at economically reasonable prices in order to attract the largest possible number of potential buyers.

1.4. Marketing information support

Information is needed to make any decision. The decision-making algorithm in marketing is shown in fig. 1.4.

Rice. 1.4. Enlarged algorithm for making marketing decisions

Prepared in accordance with fig. 1.4 the solution must contain information about the environment and marketing parameters.

The company must respond appropriately to change. external And internal environment(Fig. 1.5).

Rice. 1.5. Information about the external and internal environment, taken into account when developing marketing decisions

Marketing parameters are divided into two groups:

Controlled (managed and directed) parameters;

Uncontrolled (beyond the capabilities of the enterprise) parameters.

Marketing parameters are shown in fig. 1.6.

Rice. 1.6. Marketing options

1.5. Marketing Management

Marketing Management– the most important functional part of the overall enterprise management system, aimed at achieving consistency between the internal capabilities of the enterprise and the requirements of the external environment to ensure efficient operation.

The tasks of an enterprise operating on the principles of marketing include:

- subordination of controlled parameters in one's favor;

- adaptation to uncontrolled parameters of their assortment, pricing policy, etc.

Marketing management is considered in the following areas:

activity management- management of the enterprise as an open system with the development of its communication links with the market. Responsibility for the adoption of the marketing concept of enterprise management lies with top management;

function control- implementation of the principle "from the needs of production to the needs of the market" with a close relationship of all management functions - production, financial, personnel, etc. Responsibility for the functioning of the marketing system of the enterprise rests with the top management, marketing managers;

demand management– creation and satisfaction of demand of potential buyers. Responsibility for the formation of an effective marketing mix (marketing efforts) as a mechanism for managing demand lies with the product manager for working in the target market with a certain product, group of products, product line.

1.6. Organizational Structures of Marketing

The organization of marketing essentially depends on the size of the enterprise and its managerial orientation:

Large marketing-oriented companies create marketing departments with a fairly detailed structure and a large number of employees;

Small businesses perform all types of marketing activities (product, communication, research, etc.) with the help of full-time marketing managers.

Organization of marketing in small enterprises is possible in the following areas:

–> assignment of marketing functions to one of the most trained employees of the enterprise;

–> carrying out some marketing activities (advertising campaign, market research, etc.) in cooperation with other small businesses;

–> invitation of consultants and experts to jointly solve some problems of the enterprise.

The purpose of the sales department is to organize the management of the implementation process. The marketing department aims to organize the management of the dynamics of interaction between producers and consumers. The fundamental difference between the tasks of these departments is presented in Table. 1.7.

Table 1.7

Tasks of sales and marketing departments in the enterprise

There are various organizational structures of marketing: traditional, or functional, a structure in which relationships are based on vertical connections "manager - subordinate"; on the basis commodity nomenclature, and regional, formed on a geographical basis (Fig. 1.7 a - c).

Rice. 1.7b. Structure by product nomenclature

Rice. 1.7v. Regional structure

Desirable use divisional approach to management, when an enterprise operates in several markets, as a result of which independent “points of profit” (divisions, departments) are formed. A complex of market directions is being created, within which its own structure of the marketing service is formed.

Comparative analysis of various organizational structures of marketing is presented in Table. 1.8.

Table 1.8

Comparative analysis of organizational structures of marketing

The goals of the marketing department should be in harmony with the goals of other departments of the enterprise in order to contribute to the achievement of the overall goal of the enterprise (Table 1.9).

Table 1.9

Interaction of the marketing service with other enterprise services

Marketing specialists occupy a special position in the enterprise, providing communication with the external environment, the market, consumers, intermediaries, etc. The requirements for such specialists are divided into three levels:

1) the availability of the necessary knowledge, skills and level of competence to perform functional tasks;

2) availability of desirable knowledge, skills and competence level for analytical work;

3) the availability of possible knowledge, skills and level of competence in the field of business awareness, which is associated with the prospects for economic, technical and social development of the enterprise.

Any organizational structure chosen by the enterprise must meet the following requirements:

Flexibility, mobility, adaptability;

Simplicity;

Correspondence of the scale, complexity of the structure of the marketing service with the profile of the enterprise, the nature of the goods it produces;

Focus on end users;

Giving service workers proper rights.

To motivate the staff of the marketing service, it is possible to recommend the use of the 4C model (Fig. 1.8).

Rice. 1.8. Personnel motivation model

Each company must develop job descriptions for marketing staff. Key job responsibilities of a marketing manager include:

Creation of a workable marketing team;

Collection and evaluation of market information;

Improving the concept of marketing and its strategy;

Direct marketing planning and management;

Preparation of cost estimates for marketing;

Assessment of the competitiveness of the goods;

Establishing a competitive price level;

Direct market interaction;

Organization of training in the field of marketing and sales;

Control and improvement of the sales network;

Planning after-sales services and warranty service;

Search for new markets;

Preparation of marketing plans for export;

Implementation of marketing in all departments of the enterprise.

Russian and foreign practice shows that the effectiveness of marketing management increases when strategic and market management are combined (Table 1.10).

Table 1.10

Comparative characteristics of strategic and opportunistic enterprise management

Situations for analysis

1. A few years ago, one company offered the consumer a multifunctional product in which a system of several nozzles was used on the basis of a single compact electric motor. The product performed a number of household functions, including a mini-vacuum cleaner. The price was reasonable. Initially, demand grew, but soon buyers began to ignore the product and it was discontinued. Subsequently, on the basis of this product, a compact vacuum cleaner was created, mainly used by the hostess in the kitchen. The product was a great success in the market.

Explain the situation. Please note that the first product contained about 8 functions, and cost only 3-4 times more than the second.

2. Using the example of a specific enterprise, explain the differences in decision-making on enterprise management from the standpoint of production, sales and marketing concepts.

3. Develop a list of questions that you would ask the heads of a travel company, a trading company, when receiving an assignment, to analyze how the marketing function is performed in each of these companies.

4. Determine which marketing methods to use in the following situations:

– it is planned to expand the use of frozen fruits and vegetables in the Russian market;

- a company producing sports simulators intends to expand sales volumes;

- Novorossiysk company "Alex" is going to produce hang gliders.

30. What is the moving price used for?

The sliding price is used in contracts for goods requiring a long lead time. Initially, the initial price and its structure are established in the sales contract. Allows you to take into account changes in production costs.

24. factors for determining the optimal BPF

32. what is included in the strategic triangle of competitive advantages: Company-Clients-Competitors
33. what is the risk of blocking capital

Risk reasons:

1. OPF of the enterprise

2. The unwillingness of some owners to allow the withdrawal of funds

3. Lack of funds

4. Inexpediency of liquidation of the enterprise

5. Obligations of the owners to absent themselves during the establishment

Peculiarities:

Associated with a certain OPF - those OPF, the procedure for the sale of shares in which is not automatic (CJSC, special capital withdrawal procedure), if the OJSC is not listed;

Associated with the liquidity of the company's assets

34. when variable costs can be indirect

Procurement and supply planning in project management

Project Logistics Management is an activity aimed at providing the work with all the necessary material resources while meeting the previously planned deadlines and quality. Within the framework of this subsystem, material resources are managed, such as means of production and materials.

In logistics management, it is customary to single out procurement management and supply management, as well as inventory management and production and technical equipment. Purchasing management is aimed at finding suppliers of the necessary resources, establishing business relations with suppliers, agreeing on contractual documentation and acquiring rights to use resources. Under supply chain management one should understand the activities for the timely delivery of material resources to the places of their use, the organization of their acceptance, incoming control, storage and transfer for use.

In the project development phase, the needs for all material and technical resources, their quality characteristics and requirements for delivery times are determined. The main model is the hierarchical structure of resources (resource tree). Resource requirements are defined in more detail in specifications, technical requirements, and volume-scheduling supply plans. Ensuring the timeliness of deliveries is a task to be solved in conjunction with the subsystems of duration management and resource management.

In the implementation phase, the tasks of finding suppliers of resources, organizing and holding competitions (tenders) for the supply, managing contracts and agreements with suppliers, organizing supplies, receiving, accounting, controlling, storing and transferring resources to production are solved.

Under inventory control is understood as a set of procedures, rules and work aimed at ensuring the optimal supply of resources necessary for the smooth implementation of work.

An important aspect of resource management is production and technical equipment, aimed at ensuring the completeness of supplies. Completeness should be understood as the compliance of deliveries with qualitative and quantitative requirements.

Procurement and supply planning in the context of mate- rial support page 39 Razu.

Under procurement understand the activities aimed at providing projects with resources - that is, property (goods), performance of works (services), transfer of the results of intellectual creativity in connection with a specific project. Procurement and supply are interrelated and, in fact, are two sides of the project logistics processes.

Supply chain management stands out along with procurement management as an independent subsystem. Includes:

supply planning;

organization of accounting;

delivery, acceptance and storage of goods;

accounting and delivery control.

When planning the procurement and supply of the project, the INCOTERMS system is also used.

The purpose of Incoterms is to provide a set of international rules for the interpretation of the most widely used trade terms in the field of foreign trade. In this way, the ambiguity of different interpretations of such terms in different countries can be avoided or at least greatly reduced.

It is divided into 4 groups:

E - mandrel place

F - main carriage not paid

C – main carriage paid

D - delivery

Raza 46 pages

Methods and means of marketing

The term "marketing" from the English "marketing" - trade, sale, sale, which in turn is derived from "market", which in a broad modern sense is market activity.

Marketing is a set of actions to identify and meet the needs of consumers through exchange (Philip Kotler).

Marketing is a social and managerial process by which individuals and groups of individuals satisfy their needs and wants through the creation and exchange of goods and consumer values ​​(Philip Kotler).

Marketing- this is the management of the creation of goods (services) and the mechanisms for their implementation, as a single complex process.

Marketing includes various areas of activity:

· Marketing research

· Product Management

Pricing

Marketing logistics (planning, organization, accounting and control, analysis and regulation of all moving and warehousing operations related to the flow of finished products from the end of the production line to the arrival of products on the market, as well as distribution channels required to organize and ensure interaction between the company and its markets)

· Marketing communications (represent the process of transferring information about the product and company to the target audience through advertising, propaganda, etc.);

· Consumer behavior (the main concern of marketers is to understand the needs of the consumer and influence his behavior);

In marketing, as in any other science, a certain set of marketing methods is used. The method, as you know, is understood as a system of methods and techniques of a particular type of activity.

As marketing methods, one can also single out the methods of specific sciences and disciplines that marketing will also successfully apply in their activities:

statistics - to assess the capacity of the market and its segments, the magnitude and trends in demand, etc.;

· macro- and microeconomic analysis - to assess the state and prospects for the development of the market;

· sociology and psychology - to identify and analyze the positions of specific consumer groups and social strata (contact audiences) on issues of interest;

· mathematics; management theory - for the implementation of the processes of planning and forecasting, control, regulation, stimulation of marketing work and all activities of an educational institution, as well as the behavior of market entities interacting with it.

The means of marketing that contribute to the penetration and distribution of goods (services) on the markets include:

¨ marketing research of the market, with the help of which it is possible to assess the state and identify possible directions for market penetration;

¨ personal sale, i.e., the implementation of marketing activities by representatives of the company through direct (direct) communication with the buyer (consumer);

¨ ways to promote the promotion of goods on the market (demonstrations, fairs, exhibitions, presentations, competitions, quizzes, tours, tastings, etc.);

¨ sales promotion methods;

¨ organization public opinion(public relations);

¨ formation of sales channels (organization of a trading network).

The organizational form of marketing research is largely determined by the size and organizational structure of the company. In small firms, where often one person has to solve all the tasks associated with research, there can be no organizational problems. Most often, this is the manager of marketing or sales activities.

Large research units can take various organizational forms, of which the following three are the most popular:

1. Organization by area of ​​use (for example, by market segment);

2. An organization whose work is based on the marketing functions performed (for example, advertising research or product planning);

3. An organization whose work is based on research methods (for example, mathematical or statistical analysis).

Many firms with large marketing research units combine two or more of these organizational structures.

The organization of marketing research is also influenced by the structure of company management - centralized or decentralized. The centralized management structure controls not only all subordinate departments, but also the marketing research department common to the entire enterprise. In a company with decentralized management, where authority and decision-making power are distributed among a large number of people, each division may have its own marketing research department.
The organization of marketing research depends on the importance attached to it in the organization, as well as on the volume and complexity of the planned research activities. Depending on the tasks to be solved, the official duties marketing research specialists.

Within the framework of PM, it is necessary to distinguish between project marketing and project marketing:

Project Marketing - Promotion of Prospect Products

Project marketing is the study of projects

Within the framework of PM, marketing generates needs

Marketing methods:

Marketing research

Market segmentation

Marketing research– collection, processing and analysis of data in order to reduce the uncertainty of the decision-making process.

Requirements: Reliability, accuracy, regularity, honesty.

2 parts: quantitative (how much) and qualitative (why)

Communication media- interviews, questionnaires, surveys.

Dear friends! Just like you, I am in a constant learning process. I go to websites and read interesting articles. And I thought, why don't I show what I find interesting in my blog? For example, here are 7 marketing methods used in supermarkets. The article is taken from the Anatomy of Business website (link to the site and direct author's link to this article at the end)

Read this article and maybe you will have your own brilliant idea :) even if you are not related to supermarkets...

Marketing Technique #1 – Perception Depends on Price

You enter the store and the first thing that catches your eye is a designer bag for 1000 euros. What thought will come to mind? I am sure that many will think: “A thousand euros for some wallet? Oh really…". You will be surprised, and even outraged. Going further through the store you will no longer see such prices, and even vice versa. Bags will be 3-4 times cheaper, which is also not a small price. But somewhere in your subconscious, you will compare the first price you see and all the rest. This gives the impression that a bag for 300 euros is acceptable. Using this marketing method, stores can direct your thoughts in the right direction, and even lead to the right product to buy.

Marketing Method #2 - People are afraid of extremes

People do not want to feel poor when they buy the cheapest thing, but no one wants to understand that he was deceived by selling the goods at an inflated price. As you understand, a person does not like extremes and is always looking for a middle ground.
Many stores use this mindset against the customers themselves, selling the product they need. This is a rather interesting marketing method, the effectiveness of which has been proven by several large studies.
In Poland, in order to confirm the effectiveness of this marketing method, one large supermarket conducted an experiment. 2 types of beer were put on the shelf - "Premium", the price of which was $ 4, and beer with the label "bargain purchase" - the price of $ 2.8. Oddly enough, but 90% of buyers chose premium, expensive beer. The next day, the "bargain" label was removed, and another beer was delivered to the shelf, priced at $1.6 a bottle. Now the percentage has changed. 70% of buyers preferred to take beer at $2.8, 20% took cheap beer, and the rest chose expensive beer.
On the third day, the prices changed again. It was decided to remove the cheapest beer, and put "super premium" at $5.5 per bottle. The experiment showed the same. Only 25% of people chose either the most expensive or the cheapest beer. Well, the main mass of buyers decided not to go to extremes and took the mid-price offer.
As we can see, this marketing method works. I gave only one experiment, but in fact there were many, in different countries, with different groups of goods and all kinds of price tags. One conclusion can be drawn - most of the buyers do not like extremes, while choosing the average price. Knowing this feature, you can build your marketing plans and sell the product you need.

Marketing Method #3 - People Don't Know the Real Value of Things

In the store, put two combines nearby, the price of one is 3,000 rubles, and the second is 4,500. Their parameters should differ slightly, so that upon a cursory acquaintance, the buyer understands that it is not worth overpaying, but you need to take a cheaper, more profitable product. Believe that 95% of buyers will choose a combine for 3000 rubles, while they will think that they have made a very profitable purchase, because there was a similar one nearby, only 50% more expensive.
A similar marketing method was implemented by Steve Jobs in 2010, when the first iPad was presented. A few months before the presentation and the start of official sales, many online publications, well-known magazines and newspapers made a small review of the future gadget, and also indicated that the price would be $1000. Every day, people were focused on the advantages of a new tablet, and they did not forget to repeat that such a miracle would not be cheap, so prepare at least a thousand dollars. What was the surprise of the whole world when it was announced at the presentation that the price of the tablet would be $499. Everyone unanimously said: “Yes, this is almost a gift for such a miracle of technology. You need to buy more than one." I am sure that the price was initially known, perhaps it is even cheaper, but a skillful marketing strategy and thoughtful price policy allowed in the first months to sell 27% more tablets than expected.

Marketing Method #4 – People Are Predictable

Many marketing methods are based on the predictability of human behavior, on its basic instincts and desires. An experiment was conducted in one of the schools in England. In the dining room, salads and fruits were displayed on a lighted shelf, usually where chocolate or sweets are placed. They looked attractive, immediately forced to draw attention to themselves. As a result, the number of salad and fruit orders increased several times in a few days. This method of marketing works not only for children, but also for adults. Restaurateurs are trying to highlight in some way, to provide on the menu with a more beautiful picture exactly the dish that they want to sell more. Therefore, if you go to a restaurant and see too intrusive menu items there, then know that this is what they want to feed you in the first place.

Marketing Method #5 – Fatigue, Stress, and Alcohol Work Wonders

When a person is tired, drank a little alcohol or is in a state of stress, he cannot soberly assess the situation and make the most correct decision. It is in this state that people simplify the internal questions that accompany the purchase - “Do I need this?”, “Is the price too high?”, “Maybe look for a better offer”, etc. - all this is not there.
This behavior can be compared to meeting in a bar. You have already drunk a glass of wine, look at a stranger and think: “Hhhmm… not bad. You need to come and meet." Thoughts about the education and moral qualities of the interlocutor do not arise in your head, at the moment it does not matter.

So it is with buyers, when they are tired, many factors do not matter. Companies that use this marketing method are well aware that vending machines with coffee, water, various buns and snacks must be installed at the exit from large supermarkets. A person is tired, he wants to eat or drink, he does not look at the price, he buys everything.
Also, if you are planning a deal, but you see certain risks, then it is better to negotiate somewhere in an expensive restaurant where there will be wine or other alcohol. This will relax the potential partner a little, distract from unnecessary thoughts, and the outcome of the transaction may be for the better.

Marketing Method #6 - The Magic of the Numbers 9

It is the foundation of all marketing fundamentals. The magic of the price tags with the numbers nine is already known to many buyers, but they do not stop being led by this marketing method. You see a price tag of 49.99 rubles, while you perfectly understand that it is almost 50 rubles, but if after ten minutes you ask how much the product you bought cost, then the answer will probably be “Forty-something rubles”, but not “Almost fifty” . I am sure, reading these lines, many of you will think that this does not work with them, that they always adequately evaluate tricky prices with nines. Believe me, at this moment you may understand that 49.99 is almost fifty rubles, but the feeling remains on the subconscious that this price is more like 40 rubles. This method of marketing has worked, is working and will continue to work. Me, you, and hundreds of millions of people around the world will still fall under the magic of the numbers 9 for a long time to come.

Marketing Method #7 - A Strong Sense of Justice

And the last method of marketing is based on a sense of justice that a person experiences. Nobody likes to be deceived, because we believe that we deserve to receive a product or service at an adequate, normal price. But what is the normal price? Many people don't know this. Then a person tries to find clues, certain signals from the surrounding measure, something that will tell whether this price is normal, whether he is being deceived.
A simple but very instructive experiment was conducted by professor of economics and psychology Dan Ariely. Dan is a very famous person in his country, hundreds of people go to his lectures and seminars. One day, he announced to the students of a leading university that he would give them an exclusive lecture. The audience was divided into two parts - one was told that the lecture would be paid, and the second that they would receive a small reward if they came to listen to Ariely's speech.

Before the start of the lecture, both groups were told that the performance was free, that is, one should not pay anything, while the other would not receive anything for it. The students from the first group were delighted, and gladly stayed, because they believed that they were getting something worthwhile, valuable information, and even for free. From the second group, 95% of the students left, because they considered that they had been deceived, and were pulled to the lecture by force. Although both of them received the same information, at the same price. It all depends on our perception of the situation.
What is the normal price for a lecture given by a professor of economics and psychology? The students did not know this, and no one knows, perhaps the professor himself has no idea. How much should men's jeans cost? What is the price of a good cup of coffee? How much should a Greek salad cost? But who knows! In fact, people do not know what is the real or normal price of various goods and services. As a result, in order to draw some kind of conclusion for itself, the brain uses external cues, visual images, emotions, price ratios, past experiences. It’s not that the buyer can’t count or doesn’t know mathematics well, it just has nothing to do with it, marketing methods and various tricks come into play here.

Today we looked at 7 basic marketing methods. As you can see, they all work, many have been proven and more than once in practice. You just have to understand how these methods can be implemented within your business. Believe that marketing is a very entertaining science, and if you master the basics of marketing, constantly improve and develop your knowledge, then sales will go much better, you can always be one step ahead of all competitors.

Well, something like this :) DISCUSS? Write your opinions in the comments...