The history of the concept of “marketing. Marketing as an academic discipline

The problem of overcoming contradictions in the professional vocabulary of the business community exists all over the world. In Russia, it is more acute, since basically all terminology is borrowed, so we will focus on the main categories.

The English word “market” has given rise to quite a few other words related to delivery or trading that have taken root in Russia. For example “marketer” - a supplier of food for the army or “supermarket” - a retail outlet with a wide range of products.

On the one hand, marketing studies the process, and more specifically, commodity-money relations and the factors influencing them, on the other hand, it has a direct impact (i.e., controls) the time or speed of the process. For this purpose, various mechanisms are being developed to stimulate the sale, or "promotion", of a product (service), which is included in the obligatory category of marketing - promotion.

Moreover, both goods and money are certain conventional units of a process, or units of value. The act of exchange of values ​​is called sale. In ancient times, one product was exchanged for another (for example, animal skins for pottery). In our time, the value that a commodity has for us, we exchange for another value in monetary form or in some money equivalents (bills of exchange, coupons). This is how the market for this product is formed. The value that a qualified specialist has is exchanged for wages; a labor market is formed.

Leading marketing specialist Michael J. Baker, after conducting in-depth research and taking into account the content analysis of the definitions of marketing, scientists from Henley Management College, makes the following conclusion: “Marketing practice is based on an extremely simple philosophy that boils down to 'mutually beneficial (commercial) relationship exchange ”. Since the 90s. “Relationship marketing,” or customer-centric marketing, has become the dominant theme despite its later acceptance in the US.

Unfortunately, in educational practice, a narrowed concept of marketing is still encountered - as a "modern market" or, in extreme cases, "market science". This complicates the systematization of knowledge among advertising students, who must consider marketing and its tools from different angles as an applied discipline in their activities, master the apparatus of marketing research as applied to the advertising market itself and "advertising products", and to other goods (services) , and at the same time manage (ie, make decisions, plan, organize and control) these very “marketing tools” or “technologies”, that is, manage the processes taking place in the market.

If we talk about uniform ideas that exist in society, or about a single semantic field, it is necessary to turn to traditional reference literature, which was published not even in hundreds of thousands, but in millions of copies. So, the Soviet Encyclopedic Dictionary (1979, 5 million copies) defines marketing as one of the systems of management and organization of activities (large corporations) for the development of new products, production and sale of goods or the provision of services in order to obtain monopoly profits based on integrated accounting processes taking place in the market. An amazingly accurate definition, if we remove the ideological terms "monopoly profit" and "large corporations." Marketing functions include studying demand, pricing, advertising, sales promotion, planning a product range. In fact, the SES describes the same “4P” method (proposed in the 60s by E. D. McCarthy in his work “Fundamentals of Marketing” and developed into a “marketing mix” by N. Borden), which has grown today to “6 ~ 7P” (product, price, promotion, place, people, pakage, etc.).

The Dictionary of Foreign Words of the Russkiy Yazyk publishing house (1981, more than 1 million copies) interprets marketing as a system of measures to study the market and actively influence consumer demand in order to expand sales. Before the emergence of “free enterprise” in Russia, the concept of marketing already included the management of purchasing behavior.

The normative definition of the concept of "marketing" is given in the All-Russian Classifier of Economic Activities, Products and Services OK 004-93, approved by the Resolution of the State Standard of Russia dated 06.08.1993 No. 17, according to which marketing research is a service for analyzing and forecasting the development of market conditions and include services for the study of the life cycle of certain types of commercial products; marketing research; consideration of trade and distribution transactions; commercial production planning; a comprehensive study of the market and the formation of a marketing concept; information support of marketing. At the same time, marketing can be an integral part of other activities.

Marketing is an entrepreneurial activity that drives the promotion of goods and services from producer to consumer. Accordingly, marketing services are associated with ensuring the promotion of goods and services from producer to consumer.

In all these definitions, marketing is directly linked to management activities or the management and management system. Therefore, if economics as a scientific discipline studies the proportion of commodity-money supply in certain conditions and volumes, then marketing oversees the time indicator of commodity-money turnover, “affecting a wide range of economic and social activities”. In this regard, it is necessary to use the entire arsenal of means - from studying the consumer to making recommendations on the parameters of a “product” that can be sold to this consumer, providing a sales channel, and, of course, developing measures that support the sales channel “in good shape”, that is . all kinds of promotion activities. It turns out that marketing is a complex of disciplines or a system of measures that control the speed of commodity-money turnover. Despite the fact that, like all modern disciplines, there are already hundreds of definitions of marketing, this definition, due to its brevity, can be taken as the basis for developing a course on marketing communications management.

In the State Educational Standard of Higher Professional Education in the specialty 061500 “Marketing” (10/17/2002), the types of professional activities in the qualification characteristics of a graduate are solely in the collection, analysis and processing of information, as well as the development of various recommendations and programs. Everything is focused on research or information and analytical skills, even in the sections “commodity production activities” or “economic management activities”. A marketing specialist can “control and manage the marketing activities of an enterprise,” that is, within the framework of special services (departments) or programs. A marketer can also “provide investment and risk management” through preliminary research and situational analysis.

The answer to the question why the management function was forgotten in the educational standard, we will find in the first edition in Russian of the marketing guru Philip Kotler. In 1982, F. Kotler's work "Marketing Management: Analysis, Planning and Control" was published in a substantially abbreviated form. In the Russian version, “marketing management” was translated as “marketing management”, that is, the organization of management of marketing processes. Kotler's theory of marketing management itself is about building a "company management system based on the principles of marketing, that is, the full orientation of all divisions and services of the company to achieve the ultimate goal: meeting the needs of the buyer." The School of Marketing Management, inextricably linked with the marketing mix, has made a significant contribution to the pedagogical processes. Actually, it is precisely this American direction, usually significantly adapted by teachers, and was adopted by Russian universities.

But times have changed. Since the 90s. last century, there were materials criticizing this approach. Now many scientists, especially European ones, are talking about the need to search for a new marketing paradigm, taking into account the colossal changes in world markets.

In scientific circles, polemics periodically arise about the basic postulates of marketing, which are necessary to create a coherent system of teaching this discipline. In 1993, at the British Conference on Marketing Education, a group of researchers from Henley Management College presented the results of a study of various definitions of marketing.

• 1. About the evolution of marketing concepts.
• 2. About changing the motives of consumer behavior.
• 3. Changes in the marketing environment have led to the expansion of the original concept and its transfer to the non-profit sphere.
• 4. Marketing as a phenomenon has shown itself to be adaptive, flexible, open and borderless.

Willingness to change, to adopt new approaches and tools is a fundamentally important condition for the existence of a modern economic entity. Therefore, you can offer your own definition of marketing as a system of measures (tools, technologies) that controls the time indicator of commodity-money (as conditional equivalents of values) relations, or a system of measures that controls the rate of exchange processes. This definition does not conflict with new formations such as bench marketing, internet marketing, event marketing and all other types of technologies that stick the word “marketing” to themselves (for example, olfactive marketing - marketing of fragrances for sales areas). All these phenomena also serve to improve the exchange processes in the market. Indeed, there is no fundamental difference between “trade marketing” and “trade channel marketing”. All novelties in theories, concepts, technologies appear either as a result of practical decisions of some company, or due to the creativity of employees in consulting structures, and then the terminology is translated from the business environment to the scientific one. The opposite phenomenon, when they try to put scientific development in marketing into practice, is rare, since all this is associated with risks that business representatives do not take.

Marketing principles- these are the fundamental provisions, circumstances, requirements that underlie marketing and reveal its essence and purpose. The essence of marketing is that the production of goods and the provision of services are necessarily focused on the consumer, on demand, on the constant coordination of production capabilities with the requirements of the market.

In accordance with the essence of marketing, the following basic principles are distinguished:

1) Produce only what the consumer needs;

2) Enter the market not with the offer of goods and services, but with the means of solving consumer problems;

3) Organize the production of goods after researching needs and demand;

4) Concentrate efforts on achieving the final result of the production and export activities of the company;

5) Use a program-based target method and an integrated approach to achieve the set goals. This presupposes the formation of marketing programs based on the use of a complex of marketing means, their combination, and not separate marketing actions, since only marketing means taken in interconnection and interdependence can provide a synergistic effect;

6) Apply the tactics and strategy of active adaptation of the production of goods to the requirements of the market with a simultaneous, targeted influence on it in order to cover all links in the chain of promoting goods to the consumer with marketing;

7) To orient the activities of the enterprise as a whole and the marketing service in particular not to the immediate result, but to the long-term perspective of effective communications based on the implementation of strategic planning and forecasting the behavior of goods on the market;

8) Take into account the social and economic factors of production and distribution of goods at all stages of their life cycle;

9) Remember the primacy of the market in relation to the plans of the enterprise and industries;

10) Adhere to the interaction and cross-sectoral coordination of the plan in order to balance supply and demand;

11) Strive for activity, in certain situations for aggressiveness in the process of searching and forming competitive advantages of the image of an enterprise or goods on the market.

The principles of marketing determine the general direction of the enterprise in the field of marketing, which is carried out using certain functions.

2. Functions of modern marketing

Based on the theory of marketing, organization and management, marketing functions can be viewed as a set of stable, isolated, specific areas of marketing activities, united by a commonality of actions in the preparation, adoption and implementation of decisions due to the unity of the object and marketing goals.

Marketing functions are classified into two categories: content (general) and the object of marketing influence (specific).

Analysis in marketing- is the collection, processing, systematization and study of information; identification of deviations from planned programs and determination of their causes; understanding the possibilities and ways of eliminating these deviations; summary of analytical materials on marketing and presentation of them to managers and specialists; study and establishment of ways to improve the quality and efficiency of marketing activities in the current situation.

Forecasting and goal setting are important because consumer behavior is changeable and you need to have a clear idea of ​​possible situations in the future. Based on the forecasts, a target program, or a tree of marketing goals, is developed.

Planning involves the calculation of the target program of the enterprise, its proportions and the provision of the necessary funds. With the help of this function, the planned development of production, management and marketing is achieved. Its constituent parts include forecasting, programming, design. Used extensively in marketing and modeling.

Organization is designed to ensure the integrity, unity, orderliness of the marketing system, including the work of all its services. All the constituent parts of this system, when combined, create a single structure, and not only in statistics, but also in dynamics (in the process of functioning). This ensures specialization, cooperation, rhythm, synchronicity and continuity of marketing action.

Coordination and regulation ensure efficient work of the enterprise team, its uniformity and consistency. In the course of the enterprise's work, individual disruptions are always possible, it is with the help of this function that the former planned marketing organization is restored. Regulation is carried out with help. Measures of economic and socio-psychological impact, as well as direct administration.

Accounting and control are necessary for the timely identification of deviations of the actual state of affairs from the planned (expected), establishing the reasons for these deviations. Control should be comprehensive, constant and timely.

According to the object of marketing influence, marketing functions are classified as follows:

Analysis of the marketing environment;

Implementation of commodity policy;

Pricing and pricing policy;

Commodity circulation and sales of products;

Demand generation and sales promotion - FOSTIS;

Commercial activity;

Accounting and financial activities;

Foreign economic marketing activities;

Maintaining the product life cycle;

Marketing management.

In the course of marketing activities, general and specific functions are intertwined. So, in the implementation of any specific function, all general functions are performed.

3. Types of marketing and their application

Depending on the stages of the evolution of marketing, the scope of its application, the nature of demand in the market for goods and services, various types of marketing are distinguished.

The main types of marketing are: undifferentiated, differentiated, concentrated, integrated and communicative (interconnected) marketing.

Undifferentiated marketing (it was actively developed in the 50s) does not provide for the division of the market into segments and is associated with a wide capture of the entire market and requires costs and resources.

Differentiated marketing (originated in the 60s) involves the coverage of several market segments and the release of their own product for each of them.

The development of the idea of ​​segmentation led to a new type of marketing - concentrated marketing, the meaning of which is to concentrate efforts and resources not on all market segments, but on the main market segment, the least covered by the market, with good purchasing power.

Complex marketing (marketing mix) should be considered as an integral action of the management system for all elements of marketing ("product - price - buyer - sales - advertising"), providing the opportunity to obtain a synergistic effect from the use of marketing.

Interconnected(relationship marketing, communicative) marketing, in this case, attention is drawn to the fact that the marketing function should go far beyond the marketing service and spread throughout the enterprise, its departments and cover all personnel involved in the process of creating and selling products. This type of marketing is clearly evident in interaction, relationship and communication marketing.

Depending on the nature of the demand in the market, the following types of marketing are distinguished: conversion, stimulating, developmental, remarketing, synchromarketing, supporting, de-marketing, counter-marketing.

Conversion marketing exists with negative market demand. The market is in a state of negative demand, when most of it dislikes this product and tries to avoid it. People have negative demand for dental procedures, vaccinations, etc. There is a negative demand among employers for hiring ex-prisoners, alcoholics. All of this is negative (negative) demand.

The goal of conversion marketing is to analyze why the market is disliking a product and whether a marketing program can change attitudes. The conversion type of marketing directs consumers to change a negative attitude towards a product to a positive one. This can be done by improving the quality of the product, reducing its price and promoting it more efficiently on the market.

Stimulating marketing is used when there is no demand. Lack of demand exists when the target consumers are indifferent to the product.

Here the marketing challenge is to find ways to align the inherent benefits of the product with the needs and interests of the customer. Incentive marketing can change potential buyers' indifference to a product through approaches such as price cuts, boosting advertising campaigns, and public relations.

Developing marketing is used in conditions of latent demand. Latent (potential demand exists when many consumers have a desire that cannot be satisfied with the products and services available on the market. There is a large latent (potential demand) for harmless cigarettes, safe neighborhoods and more fuel efficient cars).

The task of this type of marketing is to assess the size of the potential market and develop effective products to convert potential demand into real demand. Studying unmet needs of buyers, developing new products to meet the studied needs, using special advertising tools can help create real demand.

Remarketing used in the event of a drop in demand. Sooner or later, any enterprise faces a drop in demand for one or more of its products. The market agent must analyze the reasons for the downside and determine whether sales can be stimulated again. The task of remarketing is to restore demand by penetrating new markets, changing the properties of goods, focused on new consumer needs.

Synchromarketing used when there are seasonal, daily or hourly fluctuations in demand. For many businesses, sales fluctuate on a seasonal, daily or even hourly basis. For example, urban transport is unloaded during the lull of the day, and cannot cope with traffic during rush hours. In such cases, it is said that there is an irregular (fluctuating) demand.

The challenge for synchromarketing is to find ways to smooth out fluctuations in demand over time through flexible pricing and other incentives.

Supportive marketing is used when an enterprise (firm) is satisfied with the results of sales activities, their volumes and quality indicators. In such cases, the presence of a full-fledged demand for products is noted.

The task of this type of marketing is to maintain the existing level of demand, despite changing consumer preferences and competition.

Demarketing- a type of marketing used in conditions of excessive demand. A number of enterprises have a higher level of demand than they can or want to satisfy. In such cases, it is said that there is excessive demand.

The challenge for over-demand marketing is to find ways to temporarily or permanently reduce demand. The goal in this case is not to eliminate demand, but only to reduce its level. Such methods can be an increase in prices, a temporary cessation of advertising work, the transfer of rights to manufacture a given product, licenses, know-how to other enterprises.

Opposing marketing is used to eliminate or reduce such demand, which is called irrational or irrational. There are goods and services, the demand for which may be contrary to social requirements and consumption standards. In such situations, meeting the demand seems undesirable due to the negative consequences of the consumption of the corresponding harmful goods and services (alcoholic beverages, drugs, tobacco products, etc.)

Here, the marketing challenge is to convince consumers to give up their habits by spreading fearsome messages, raising prices and limiting product availability.

The use of various types of marketing allows for flexible marketing activities based on high responsibility to customers and society.

There are other classifications of types of marketing.

Depending on the purpose of the exchange, the results of a particular activity, commercial and non-commercial marketing are distinguished.

Commercial marketing is carried out in enterprises whose purpose is to make a profit. Therefore, sometimes commercial marketing is called the marketing of profitable organizations. There is marketing of unprofitable entities and organizations (organization of the municipal level, city, region, school, clinic and hospital, etc.) and is called non-profit marketing.

According to the sphere of exchange or territoriality, national (regional, local) marketing and international (export, global, world) marketing are most often distinguished.

According to the scope of application, marketing is distinguished: consumer, industrial, investment and service marketing.

Depending on the type of activity, it can be: marketing of an organization, marketing of an individual (egomarketing), marketing of ideas, marketing of a place, etc.

Under marketing organization refers to the activities undertaken with the aim of creating and maintaining a favorable image of an enterprise or firm. This approach is practiced by all organizations, and not only those that exist at the expense of their own profits. The organization is marketed by public relations departments. This also includes the so-called political marketing carried out by the authorities, political parties.

Individual Marketing(personal marketing) - activities undertaken to create, maintain or change the attitude or behavior of the public in relation to specific individuals. Many individuals use personal marketing in order to increase their popularity and expand their business: politicians, artists, athletes, lawyers, businessmen, etc. The personal marketing process is similar to the marketing process for physical products and services. It also starts with market research, identifying market segments and needs. Next, product development begins, i.e. determining to what extent the qualities of a person and its "design and packaging" correspond to the needs, and to what extent it is necessary to transform this personality so that it meets these needs to a greater extent. Finally, a program for the promotion of personality and its "delivery" to consumers is being developed.

Marketing ideas is commonly used in relation to social ideas such as reducing smoking, drinking, stopping drug use, protecting the environment, etc. (in a broad sense, any marketing is marketing of certain ideas).

Under place marketing refers to activities undertaken with the aim of creating, maintaining or changing customer relationships or behavior in relation to specific locations. Here, first of all, it should be highlighted: marketing of zones of economic activity (location of factories, shops, offices, etc.), marketing of recreation places (attracting vacationers and tourists to specific cities, regions, countries), marketing of housing and marketing of investments in land property (arrangement and sale of land plots as economic objects and capital investment).

Recently, in the development of ideas for marketing a place, marketing of entire regions, cities and other settlements has been used, aimed at attracting capital and ensuring sustainable development of the region. This type of marketing is called territorial (regional).

Territorial marketing- This is marketing in the interests of the territory, its internal subjects, as well as external subjects, in whose attention the territory is interested. It is carried out with the aim of creating, maintaining and changing the opinions, intentions of subjects external to a given territory. Territorial marketing is aimed at creating and maintaining the prestige of the territory as a whole, the attractiveness of natural, material, technical, financial and labor, organizational social and other resources, as well as opportunities for the sale and reproduction of such resources.

An interesting experience of regions and cities of different countries is accumulating in the use of marketing potential in order to increase the tourist and commercial attractiveness of the regions. Talking about territorial marketing, attention is focused on the motives and goals of entrepreneurs, on the benefits that they seek to obtain in a new region, where they transfer their activities, which may hinder their desire for this territory.

4. Categories of marketing as a scientific discipline

At the heart of the marketing theory, one of the main ones, are such socio-economic categories as need, need, demand, exchange, transaction.

Need- a feeling of a lack of something felt by a person.

People's needs are diverse and complex. These include basic physiological needs for food, clothing, warmth and safety; social needs for spiritual closeness, influence and affection; personal needs for knowledge and self-expression. All these needs are the original components of human nature. In a person's life, if the need is not satisfied, he feels deprived and unhappy. An unsatisfied person is looking for ways to satisfy it.

Need- a need, a desire that has taken on a specific form within the framework of cultural, aesthetic, historical, geographical and other factors that determine the behavior of an individual in the socio-economic system. Needs are expressed in objects capable of satisfying need in a way that is inherent in the cultural structure of a given society. As a society develops, the needs of its members change.

Demand(request) - a specific need presented in the market, i.e. need provided by money. The needs of people are practically limitless, but the resources to satisfy them are limited. The buyer chooses the goods that will give him the greatest satisfaction, taking into account his financial capabilities. Human wants and needs presuppose the existence of goods to satisfy them.

Product it is all that can satisfy a need or need and is offered on the market in order to attract the attention of the consumer. The more fully the product corresponds to the wishes of the consumer, the more success the manufacturer achieves. Therefore, manufacturers must find consumers to whom they want to sell their goods, find out their needs, and then create a product that most fully satisfies these needs.

A commodity is not limited to physical objects. Anything that can provide a service, that is, satisfy a need, can be called a product. In addition to products and services, these can be activities, ideas, etc. The consumer decides what kind of entertainment program to watch on television, where to go on vacation, what ideas to support.

Exchange there is the act of receiving from someone the desired object with an offer of something in return. Exchange is the main concept of marketing. Marketing takes place when people decide to satisfy their needs and wants through an exchange.

Exchange is one of four ways in which individuals can obtain a desired object. For example, a hungry person can get food in different ways:

Provide yourself with food yourself through hunting, fishing or gathering fruits (self-sufficiency);

Steal food (weaning);

Begging her (begging);

Offer a means of compensation for the food provided: money, another product, or some kind of service (exchange).

Of the four ways to satisfy a need, exchange has the greatest advantage. In this case, people do not need to infringe on the rights of others. You don't have to depend on someone else's charity.

When making a voluntary exchange, five conditions must be met:

1) There must be at least two parties to make an exchange.

2) Each party must have something that could be of value to the other.

3) Each party must be able to communicate and deliver their goods.

4) Each party must be completely free to accept or reject the other party's proposal.

5) Each party must be confident in the appropriateness or desirability of dealing with the other party.

Deal is considered as a trade option between interested parties in the implementation of the process of buying and selling a product or service. The deal is subject to certain conditions:

1) The presence of at least two value-significant objects.

2) Achievement of the agreed conditions for its implementation.

3) The agreed time of the commission.

4) The agreed venue.

A transaction must be distinguished from a simple transfer. When transferring, the party transfers to the party a certain object, without receiving anything in return. The programs are related to gifts, subsidies, charitable events.

Bibliography

1. Demchenko A.F., Konovalova S.N., Firsova O.V. Marketing. Tutorial. - Voronezh: VGAU, 2003 - 296 p.

2. Golubkov E.P. Marketing. - M .: Finpress, 1998 - 416 p.

3. Kotler F. Fundamentals of Marketing: Per. from English - M .: Rostinter, 1996 .-- 704 p.

4. Marketing. Principles and technology of marketing in a free market system: Textbook for universities / Ed. N. D. Eriashvili. - M .: Banks and exchanges, UNITI, 1998 .-- 255 p.

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6. Marketing: Textbook / A.N. Romanov, Yu.Yu. Korlyugov, S.A. Krasilnikov and others / Ed. A.N. Romanov. - M .: Banks and exchanges, UNITI, 1995 .-- 560 p.

Today there are about 2000 definitions of the concept of "marketing", which reflect the main objectives, processes and concepts of marketing in various combinations.

The word "marketing" translated from English literally means "the act of buying and selling on the market." The term "marketing" was found in 1905-1910 in America, perhaps in connection with this, the definitions given to it by the Americans are considered "classic". One of the first definitions was given by McCarthy: "marketing is a complex of business operations managing the flow of goods and services from producers to consumers, carried out to meet the needs of the latter and to achieve the goal of the enterprise."

Today, the marketing classic is the definition of F. Kotler: "marketing is a type of human activity aimed at meeting needs and demands through exchange."

The problem of defining marketing is also complicated by the ambiguity of the classification of this phenomenon using scientific categories. German professors E. Dichtl and H. Hershgen talk about 4 possible positions of the interpretation of marketing:

1) marketing can be considered as a principle of enterprise management;

2) as a means of achieving certain goals;

3) as a method;

4) as a philosophy, as a market-oriented thinking style.

A special role in the search for a definition was played by the systems approach, which not only gained popularity in the 60s. XX century due to the priority positions of cybernetics as an innovative area of ​​activity, but also became one of the fundamental research and management approaches. The systems approach is based on understanding any object as a structure of elements of various levels and interrelationships, relationships between them. All elements of the system are interconnected and interdependent, therefore, a change in one element entails a change in others and a change in the entire system as an integral entity. In addition, any system almost always acts as an element of a higher-level system and is interconnected with other systems, as a result of which it is influenced not only by the processes occurring within it, but by processes external to it.

A huge influence on the variety of definitions of marketing had a variety of points of view on the goals, objectives and content of marketing activities. There are often definitions of marketing based on concepts of an economic nature (for example, maximizing profits, increasing income, market, competitiveness, etc.), on management concepts (planning, regulation, organization, etc.).

F. Kotler, one of the leading modern theorists of marketing, defines it through the concept of a transaction as a result of an exchange. S. Hunt calls marketing a science of behavior, which is focused on explaining the relationship between the parties in such an exchange.

The use of the phenomenon of exchange as a category of marketing allows us to single out a sociological approach to the definition of the concept of marketing. Exchange is interpreted as a basic social process leading to the formation of a social structure and present in all situations of social interaction. Marketing is defined as the activity to optimize this process and comply with the terms of a mutually beneficial exchange.

Marketing history

The approximate time of the emergence of marketing is the end of the 19th - the beginning of the 20th century.

The development of large-scale machine production in the leading industrial powers (USA, Germany, England) led to a disruption in the sustainable development of social space, to the emergence of social tension, and became the cause of many crises of various types, because the pace and scale of production went into imbalance with the existing system of distribution of material resources and traditional marketing algorithms. In response to this imbalance, to the need to maintain stability, on the one hand, and stimulate development, on the other, marketing appeared: first as a field of applied activity in product sales, then as a scientific and applied discipline aimed at building effective relationships between the supplier and by the consumer.

Currently The following marketing concepts are generally recognized :

1) improving production, i.e. production(before the early 1930s) - any product will be in demand if it is affordable and widely available on the market;

2) improving sales, i.e. marketing(before the early 1950s) - any product can be sold if efforts are made to do so;

3) improving the product, those. commodity(before the early 1970s) - any product can be sold on the market if it is of good quality;

4) consumer(until the end of the 1970s) - the product will be sold on the market if its production is preceded by a study of the market situation and needs;

5) socio-ethical marketing(1980s) - a quality product will be in demand if it meets non-economic social needs (environmental protection, product safety, etc.).

Marketing performs two main functions: production orientation to meet existing and potential needs; formation and stimulation of demand. “Produce what is bought, not sell what is produced” is the main formula of marketing. However, there is another, usually not advertised side of it - if a product, even if it is unusable, is produced, then it must be sold. Thus, marketing is designed to reconcile production and consumption, introducing elements of regulation into the market mechanism.

The concept of marketing was foreseen as early as 1776 by A. Smith, who wrote that consumption is the only and final goal of production, i.e. Marketing is the process of matching the capabilities of a company with the desires and needs of customers in order to achieve the desired results by both parties. Thanks to marketing, the company does not produce what it wants, but goods for which there is a market demand (see table 1.3).

Table 1.3. Evolution of the marketing concept

Years	Concept	Leading idea	Basic toolkit	the main objective
1860-1920	Production	I produce what I can	Cost, productivity	Improving production, increasing sales, maximizing profits
1920-1930	Commodity	I produce quality goods	Commodity policy	Improvement of consumer properties of goods
1930-1950	Sales	I develop a sales network, sales channels	Sales policy	Intensification of sales of goods through marketing efforts to promote and sell goods
1960-1980	Traditional Marketing	I produce what the consumer needs	Marketing mix complex, consumer research	Meeting the needs and demands of target markets
1980 - present	Strategic marketing	I produce what different consumer groups need	Systematic analysis of market needs, marketing mix complex, consumer research, segmentation and positioning	Meeting the needs and requirements of specific groups of buyers, developing effective products, sustainable competitive advantage
1980-1995	Socio-ethical marketing	I produce what the consumer needs, taking into account the requirements of society	Marketing mix complex, research of social and environmental consequences from the production and consumption of produced goods and services	Meeting the needs of the needs of target markets, provided that human, material, energy and other resources are saved, and the environment is protected
1995 - present	Individual marketing	I produce what an individual consumer needs	Interactive communication (determination of customer preferences, their recording and response to them), marketing mix complex	Continuous and long-term mutually beneficial relationships, peace of mind, confidence in the future
Interaction Marketing	I produce what satisfies consumers and business partners	Coordination, integration and network analysis methods, marketing mix complex	Meeting the needs of consumers, the interests of partners and the state in the process of their commercial and non-commercial interaction
Experience Marketing	I offer something that satisfies a specific consumer and creates positive emotions for him	Marketing, advertising and PR methods, production personalization	Introduce a playful or entertaining element to something that might otherwise go dull and unnoticed. Make a vivid unforgettable impression

Currently, the following approaches to organizing marketing activities are generally accepted:

1. Production Concept or Production Improvement Concept argued, in particular, that consumers will be sympathetic to products that are widely available and affordable. Therefore, the main focus of this concept has chosen to improve production and increase the efficiency of the distribution system. The leading means of achieving the goal were to increase the scale of production and reduce the cost of production.

This concept is still alive today - it still thrives in the field of budgetary, social services, shifting to a place where there was no marketing at all - to the sphere of non-commercial relations. Negative features and consequences of using this concept are indifference to the needs of consumers, depersonalization of consumers, goods, firms.

2. Concept of product improvement (product concept, product concept) put forward as a core thesis the assertion that consumers will favor those products that have the highest quality, best performance and performance. The main object of attention was the product, according to the principle: the main thing is a mousetrap (and not the problem of getting rid of mice). Marketing efforts focused on improving the quality of goods, with the modernization of manufactured goods being declared the leading means of achieving the goal. The sphere of existence of marketing has shifted somewhat to a place where it was no longer a purely production, but an entirely technocratic approach that dominated. The negative features and consequences of the implementation of such a strategy can be considered marketing myopia, overlooking the problems and needs of the client, design possibilities, packaging, prices.

3. The concept of intensifying commercial efforts (marketing concept) - argues that consumers will not buy enough of a firm if it does not make significant sales and promotion efforts. The most worthy end goal of a firm and its marketing is to make a profit through increased sales. The main focus is on the selling process. The main content of marketing is taking care of the seller's needs in converting his product into cash. Leading means to an end are commercial efforts and sales incentives, “hard” sales to get people to buy immediately, on the spot. The modern sphere of application of this concept is the sale of goods and services of passive demand (which the consumer normally does not think about - insurance, pensions, burial sites), popular (large-scale) goods, election campaigns. Negative consequences - loss of customer confidence due to concealment of product flaws, coercion to purchase immediately.

By the 1970s. comes the understanding that sales cannot exclusively dominate marketing. The idea that marketing is not at all "the art of selling ice to an Eskimo" is being increasingly argued, that it is not the same as selling and is needed so that the traditional problems of selling (to whom and how to sell) do not arise at all. Marketing is understood as a set of tools for product and price policy, promotion and sales policy. A special term “marketing mix” appears, which is unsuccessfully translated in our country as “marketing mix”, but in fact represents the first significant stage in the formation of a systematic understanding of marketing.

4. In the concept of general marketing, smoothly turning into marketing mix concept , the achievement of the ultimate goal - making a profit - is directly linked to the main condition: effective satisfaction of consumers' demands. Thus, a new main object of attention is formed - the needs of the consumer, illustrated by the embossed wording: “The consumer does not need a drill bit, but a well”.

The main content of marketing activities is concern about satisfying the needs of the consumer through the product and a number of factors associated with the creation, delivery and consumption of this product. Means of achieving the goal - integrated marketing efforts (marketing mix). This type of marketing still dominates in such areas where there is work with mass-market goods produced by large companies.

5. In the mid-1980s. a number of concepts arose - strategic socially-oriented (socially-ethical), individual marketing, relationship marketing.

Strategic Marketing Concept focuses marketing efforts on a long-term perspective and, in essence, is a constant and systematic analysis of market needs, leading to the development of effective products intended for specific groups of buyers and having special properties that distinguish them from competing products and thus create a sustainable competitive advantage for the manufacturer.

Social ethical marketing concept, formed on the basis of strategic marketing, considers marketing activities in strict connection with the new global problems of mankind - environmental, ethical, educational, - generated by the post-industrial society, information civilization. Deterioration of the quality of the environment, problems of bioethics (for example, organ transplants, abortions, facilitating the death of life - euthanasia), the impudent introduction of information means into a person's personal life pose difficult equations to solve, where, on the one hand, the profits of firms, and with the other is not only actual current needs, but also long-term well-being, an increase in the value of a person's life as a whole. In relation to this concept, megamarketing emerged, focusing on the marketing problems of large social communities, public policy.

Long-term partnership marketing and its core - individual marketing concept ... It is the continuous use in practice of the knowledge about the individual consumer obtained through interactive communication and helping to create and promote products and services in order to ensure continuous and long-term mutually beneficial relationships.

Individual marketing consists in the perception of the reaction of a particular customer, in interaction with him, involves the determination of customer preferences, their recording and response to them. The advantages of such a relationship: for the buyer - the effectiveness of the contact, for the manufacturer - profit, for both - peace of mind, confidence in the future.

Personal marketing has already developed in the luxury hospitality, personalized holiday and treatment, banking, and can be used in the market for any personalized product in sectors where repeatability of purchase is part of the formula for success. At the same time, trust is more important than low prices, than active (and obsessive) product promotion, than modern technologies. According to proponents and promoters of individual marketing, market changes can change price and technology, but good relationships can last for life and be passed on to successors. At the same time, we are talking directly about the success of the relationship between future generations of entrepreneurs (manufacturers, intermediaries) and customers (consumers).

Experience Marketing- impressions associated with the use of goods and services.

At Starbucks, for as little as $ 2, we can learn firsthand what flavor and aroma real coffee should have. Restaurants such as Planet Hollywood and Hard Rock Cafe are, above all else, offering their customers a fresh new experience.

Las Vegas hotels should, according to their owners, convey the atmosphere of Ancient Rome or New York. The consummate master in this area remains the Walt Disney company, which gives its customers the opportunity to visit the Wild West, a fairytale castle, a pirate ship and so on. The goal of the experience merchant is to bring life to something that might go unnoticed or underestimated.

It's this liveliness that makes us buy sneakers at Niketown, where fifteen-foot shots of Michael Jordan gaze at us from all sides. We can not only try on sneakers, but immediately try them on the most real basketball court. We can head to one of the camping equipment chain REI stores and try out the carabiners and ropes on the specially built climbing wall, or walk in a new raincoat in the fake pouring rain. We can buy tackle from Bass Pro and try to catch fish in the store pond.

For independent study:

1. The theory of "consumer society"(W. Rostow, J. Gelbraith, P. Samuelson and others)

Its content boils down to the following - for a society that has reached a very high stage of industrial development, the stage comes when the urgent personal needs for food, clothing, comfortable housing are satisfied, and the incomes of members of society significantly exceed the costs for these purposes. High incomes lead to the fact that durable goods are actively and on a large scale involved in the sphere of mass consumption, and the role of various services is also steadily increasing. The share of the relevant industries is growing, and their role in the economy is becoming the leading one. The consumer of material goods and services becomes the central figure, the center of economic life; production, as well as most social processes, are subject to his aspirations.

This concept was most fully considered W. Rostow, the author of the well-known theory of the stages of economic growth. He believed that for the United States, from the beginning of the 1920s, the stage of mass consumption had begun, and other developed countries either came close to it or entered it. According to W. Rostow, the reason for the emergence of this stage is the following: the preceding "stage of economic maturity" creates material opportunities for satisfying various material and spiritual needs of a person, and in the "awareness" by people of the usefulness of just such a path of development. According to him, society no longer considers "further development of technology to be its main goal", it is not interested in production problems, since the main thing now is the problems of consumption and welfare.

The doctrines about the standard of living, about the society of mass consumption received their further development in quality of life concept, which arose in the 60s of this century. In part, these processes are reflected in the theory of mass society. Mass society theory- a theory that considers mass character as a decisive characteristic of all processes and phenomena of modern society and explains its specificity. A number of sociologists (D. Matindale, D. Bell, E. Shiels) argue that the processes of integration of the masses and the formation of homogeneity of society are taking place.

2. Consumerism as a social phenomenon. Consumerism is an organized movement of civil society actors: citizens, consumer unions, trade unions, environmental movements, etc., for expanding the rights and increasing the impact of buyers on sellers and producers of goods.

Participants in the movement are trying to ensure that each consumer has, firstly, the right to receive comprehensive information about the most important features of the goods (the manufacturer's costs for the production and maintenance of the product; the ingredients used, components, some generally significant characteristics of the technology; the degree of usefulness of the product, the degree of freshness of the product, its advantages or characteristics in comparison with peers Second, the consumer should have the right to protection from questionable products and questionable marketing techniques, as well as the right to influence products and marketing techniques in order to increase their contribution to improving the "quality of life."

In the United States, consumerism became a tangible force in the 60s, when J. Kennedy, by a special presidential message in 1962, declared the rights of consumers to consumer safety, to information about the characteristics of goods, to choose goods. In 1985, the UN General Assembly approved the "Guidelines for the protection of consumer interests", which outlined the main directions of international activities in this area: ensuring the physical safety of consumers; protection of economic interests by ensuring satisfactory technical and operational characteristics of products; strengthening measures to control unfair competition; ensuring proper maintenance and supply of spare parts; dissemination of reliable information; assistance in the creation of consumer associations and cooperatives, etc.

A special form of realization of the ideas of consumerism is the introduction of the International Day for the Protection of Consumer Rights as an instrument of social advertising, promotion of consumer knowledge, popularization of special programs of public administration.

In Russia, consumerism has not yet taken as serious a position in the system of social management as in countries with extensive experience in market relations under conditions of mass production and consumption. Nevertheless, Russian society rather quickly perceives the ideas of consumerism. First of all, legal response as an indicator of the importance of the problem of social development. Russia has a Consumer Protection Law that aims to implement the UN General Assembly's Guidelines for the Protection of Consumer Interests presented above.

Consumerism is also manifested in the popularization of consumer knowledge on the basis of the mass media and the general education system.

Thus, consumerism is an example of a social management mechanism focused on ensuring sustainable development and preserving humanitarian priorities. Consumerism acts as the guarantor of the civilized development of market relations, bringing the interests of consumers to the level of socially and economically significant phenomena and influencing the priorities and directions of development of society at the present stage.

3. Community(community) is a community of Internet visitors, a kind of virtual alternative to consumerism. It is based on the community of interests of a wide range of users, in most cases not related to any other common parameters. Modern communication technologies, implemented on the Internet, make it possible to create a kind of clubs of interest in the virtual space. Their distinctive feature is precisely their commitment to a particular problematic, issue, subject of discussion.

The community is a social phenomenon, the emergence and development of which is stimulated by informatization, and not only technologically, but also socially. The variety of problems surrounding a modern person enhances the role of information in the decision-making process, the role of the analytical component in social behavior. Meanwhile, the social experience of our contemporary formed in him the need to discuss vital problems, serious decisions, and the communities are the answer to this need.

4. Prosumerism. The concept of "prosumerism" was formed on the basis of the merger of the English terms product and consumerism. The very term "prosumerism" owes its appearance to American sociologists, who used it to designate a certain stage, phase of the development of the United States, which is characterized by the fact that the American man in the street lives in a society of mass production and consumption.

Today, by prosumerism, in most cases, we mean an approach to marketing, which is characterized by a focus on the problems of the mass market and the priority of the consumer in marketing strategies. The emergence of this approach dates back to the late 50s - early 70s of the XX century and coincides in time with the formation of a new stage of social development, called the "society of mass consumption." One of the first works in which the foundations of the prosumerist paradigm were voiced was the work of T. Levitt "Marketing Myopia", which was published in 1960. At the same time, the works of F. Kotler became the cult works that popularized prosumerism all over the world.

Prosumerism is focused on producing products that do not require marketing or promotional efforts. The main idea of ​​prosumerism is expressed as follows: "To produce what is sold, not sell what is produced" and requires the withdrawal of consumer marketing research to the level of the leading process of marketing activities.

Practical tasks

SEMINAR 1. Introduction to the problems of the course "Marketing of territories"

1. Social and "commercial" marketing: general features and characteristics.

2. Marketing of territories: concept, subjects, varieties.

3. Government authorities are a key subject of territorial marketing: levels of government and “clients”. Internal and external environment of the territory.

Control questions

What is marketing in modern management?

What historical stages in the development of marketing is customary to highlight?

What are the key features of social and “commercial” marketing? What is their specificity?

What is the essence of territory marketing? Object and subject of territory marketing?

What are the types of territorial marketing subjects? What are their features?

Who is the key subject of territory marketing? Who is his "client"?

What is the internal and external environment of the territory?

Explain what modern marketing is in management: philosophy, technology and / or tool. Identify current marketing problems.

Define the role and importance of marketing in state and municipal government. Explain the difference between marketing in "commercial" organizations and in state and municipal authorities.

Identify the key factors and subjects of the internal and external environment of the territory.

Essay subject

Economic and Sociological Approaches to Marketing: General and Excellent.

Term "marketing ”Comes from the English word“ market ”and literally means activities in the market.

The founder of marketing as a science is the American professor F. Kotler, who created the structure of the discipline, introduced and defined the main categories of marketing, formulated its basic concepts and showed the ways of their implementation.

According to Kotler's definition, marketing is a type of human activity aimed at meeting needs and demands through exchange.

Currently, there are about 2000 definitions of marketing in the world literature. Thus, the American Marketing Association defines it as: "the process of planning and implementing an idea, pricing, promoting and implementing ideas, goods and services through an exchange that satisfies the goals of individuals and organizations." The definition of marketing given by the British Institute of Management is widespread in the West: “Marketing is one of the types of management activities that promotes the expansion of production and trade and employment by identifying consumer needs, organizing research and development to meet these needs; Marketing connects the possibilities of production with the possibilities of selling goods and services, justifies character, directing the scale of all the work necessary to make a profit.

Despite the large number of definitions of marketing, a number of domestic and foreign scientists unequivocally come to the conclusion that no one has yet been able to formulate a clear and comprehensive definition of this concept that would find universal application.

In the formation of the modern concept of marketing, five main stages of development can be distinguished (Table 1).

As a special approach to the management of production and sales, it stood out at the beginning of the twentieth century, when large-scale production was formed, competition sharply intensified. This stimulated the search and development of new approaches to managing the market activities of firms, stimulating demand for manufactured products. This process manifested itself most sharply in the United States. American economists at the time emphasized that the main problem for entrepreneurs was analysis and marketing.

During this period, marketing was linked mainly only with the sale of goods.

After the crisis of 1929-1933, marketing lost its purely sales orientation. It acquired a complex character, began to cover various aspects of the functioning of firms, becoming one of the most important elements of their activities to develop and promote products to consumers, to create conditions for increasing demand for goods.

From the late 50s to the early 70s, firms are guided by the marketing complex, its elements.

The next stage in the development of marketing theory is the 70s of the twentieth century. This period was characterized by an intensification of the struggle of consumers for their rights as well as an intensification of the movement for environmental protection.

Table 1

The main stages in the development of marketing theory

Stage and its duration	Stage characteristics
1st stage: late 19th - early 20th century	The emergence of marketing with a focus on sales optimization and product advertising.
2nd stage: mid 30s - early 50s of the XX century	Loss of purely sales orientation by marketing, expansion of activities related to comprehensive market research, product development and its promotion in the market.
3rd stage: early 50s - early 70s of the XX century	Marketing is seen as a set of functions aimed at meeting the needs of end users in ways more effective than competitors.
4th stage: early 70s - early 80s of the XX century.	Scientific analysis of public opinion and its use in the activities of firms.
5th stage: 80s of the twentieth century to the present day.	Strategic planning of market activities based on a thorough analysis of the factors of the company's marketing environment.

At the beginning of the 80s of the 20th century, the era of strategic marketing began. Intensive change and the influence of environmental factors on enterprises made it necessary to predict the market situation and develop marketing plans that presuppose the adaptation of the enterprise to changing environmental conditions.

Nowadays marketing has become one of the most important concepts in enterprise management in market conditions.

Stage 1 - mass marketing (late 19th - early 20th century)

Stage 2 - production marketing (from the beginning of the 20th century to the middle of the 20th century)

Stage 3 - consumer marketing (from the middle of the twentieth century to the present)

Bulk Marketing associated with mass production, distribution, sales promotion of the same product for all buyers at once.

Manufacturing Marketing associated with the production of one or more goods with different properties, different qualities in different packaging, etc. Most Russian enterprises are at this stage of marketing development.

Consumer marketing differs from the previous types in that the company makes a distinction between market segments, chooses one or more of them, and for each segment a product and the entire marketing complex is developed.

As a scientific discipline, marketing is closely related to other sciences.

The theoretical basis of marketing is economic theory. Research and analysis of the market situation is based on the principles and methods of statistics and sociology. The study of consumers and the analysis of the marketing environment is carried out using knowledge from such sciences as demography, sociology, psychology, etc. The theory of accounting, enterprise economics are the basis for a comprehensive assessment of the competitiveness of an enterprise in the industry market. Mathematics is used to model economic and social processes.

• "Marketing is a type of human activity aimed at meeting needs and demands through exchange." (Philip Kotler)
• "Marketing is a social process aimed at meeting the needs and desires of individuals and groups through the creation and offer of valuable goods and services and the free exchange of them." (Philip Kotler)
• "Marketing is the art and science of choosing the right target market, attracting, retaining and increasing the number of consumers by creating confidence in the buyer that it represents the highest value for the company", as well as "an orderly and purposeful process of understanding consumer problems and regulating market activities." ... (Philip Kotler)
• “Marketing is an activity, a set of institutions and processes that ensure the creation, information, delivery and exchange of proposals that have value for consumers, customers, partners and society as a whole (the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large). (American Marketing Association (AMA))
• “Marketing is a system of planning, pricing, promotion and dissemination of ideas, goods and services to meet the needs, requirements and desires of individuals and organizations; advertising is just one factor in the marketing process. "
• “Marketing is one of the management systems of a capitalist enterprise, which involves careful consideration of the processes taking place in the market for making economic decisions. The goal of marketing is to create conditions for adjusting production to public demand, market requirements, to develop a system of organizational and technical measures to study the market, intensify sales, increase the competitiveness of goods in order to obtain maximum profits. The main functions of marketing: study of demand, pricing, advertising and sales promotion, planning product assortment, sales and trading operations, activities related to storage, transportation of goods, management of sales and commercial personnel, organization of consumer services. "
• Marketing is the management of an organization's value chain, which is based on continuous, comprehensive market analysis. Marketing includes: pricing, product policy, forecasting and research of demand, advertising activities, public relations, organization of in-house culture, etc. Marketing is sometimes narrowly defined as “market research”.

Most researchers agree that marketing is a process. It starts with researching the target market segment for which the company is going to work. Marketers determine potential demand and its size (market segment capacity), that is, they identify buyers whose needs are not sufficiently satisfied or who have an implicit interest in certain goods or services. The market is segmented and those parts are selected that the company is able to serve in the best way. Plans are being developed to create and bring products to the consumer, as well as a marketing mix strategy (eng. marketing mix) the impact on demand through the product, price, distribution channels and methods of product promotion. They create a marketing audit system that will allow assessing the results of the activities and the degree of their impact on consumers.

In marketing, adherence to the following five basic principles is accepted:

• the production and sale of goods must correspond to the needs of buyers, the market situation and the capabilities of the company;
• full satisfaction of customer needs and compliance with the modern technical and artistic level;
• presence on the market at the time of the most efficiently possible sale of products;
• constant updating of manufactured or sold products;
• unity of strategy and tactics to quickly respond to changing demand.

Functions and concepts of marketing. Usually the content of marketing is equated with sales and its promotion, advertising. However, in fact, sales are one of the marketing functions and often not the most essential. If a firm has done a good job on such marketing areas as identifying consumer needs, developing suitable products and setting the appropriate price for them, establishing a distribution system and effective incentives, then such products will no longer have problems with sales, unless the firm operates in a highly competitive market. ... As management theorists argue, “The goal of marketing is to make sales efforts unnecessary. Its goal is to get to know and understand the client so well that the product or service will exactly fit the latter and sell themselves. "

All of this does not mean that sales and promotion efforts are losing value. These functions become part of a broader marketing mix, a set of marketing tools that need to be harmoniously aligned to maximize market impact. In general, marketing is a human activity that is somehow related to the market.

Marketing functions form the following concepts: need, needs, demand, commodity, exchange, transaction and market.

The basic idea behind marketing is the idea of ​​human needs.

Need- a feeling of lack of something. The needs of people are diverse and complex, but in general their number is finite, in contrast to needs. Here are the basic physiological needs for food, clothing, warmth and safety; and social needs for spiritual closeness, influence and affection; personal needs for knowledge and self-expression. Most of these needs are determined by the original constituents of human nature. If the need is not satisfied, a person feels dissatisfied and seeks either to find an object capable of satisfying the need, or to try to drown it out.

The second original marketing idea is the idea of ​​human needs.

For example, a TV set can compensate for an elderly person's need for communication, a disco for young people. Needs are expressed in objects that can satisfy the need in the way that is inherent in the cultural structure of a particular society or social group.

As society develops progressively, so does the needs of its members. People are faced with more and more objects that arouse their curiosity, interest and desire. Manufacturers, for their part, take targeted actions to stimulate the desire to own goods. They try to form a connection between what they produce and the needs of the people. A product is promoted as a means of satisfying one or a number of specific needs. The marketing agent does not create a need, it already exists.

Sellers often confuse needs with needs. The drill string manufacturer may think that the consumer needs his drill when in fact the consumer needs the well. When another product appears that can drill a well better and cheaper, the consumer will have a new need (for a new product), although the need remains the same.

The needs of people are practically unlimited, but a person acquires only those goods that give him the greatest satisfaction with the minimum cost, time, information costs.

It is not difficult to enumerate the demands of a particular society at a particular moment in time, while the society could plan the volume of production for the next year, based on the totality of the demands of the previous one. This is approximately what happened with the planning of production in the USSR. However, requests are an unstable indicator. People get bored with the things that are in use right now, and they look for variety for the sake of variety. In the 90s, down jackets came into fashion, for the sake of which people abandoned previously used clothes, then they also abandoned down jackets.

The change in choice may also be the result of changes in prices or income levels. A person usually chooses a product, the combination of properties of which provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

A product is anything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, purchasing, using or consuming.

The goods may not correspond to the needs, they may partially correspond and, finally, fully correspond to the needs, that is, they may be the so-called ideal product. The more fully the product meets the desires of the consumer, the more success the manufacturer will achieve. A commodity is not limited to physical objects. Anything that can provide a service, that is, satisfy a need, can be called a product. In addition to products and services, these can include individuals, places, organizations, activities and ideas. The consumer decides which entertainment program to watch on television, where to go on vacation, what ideas to support, etc.

Marketing takes place when people decide to meet their needs and wants through an exchange.

Exchange is the basic concept of marketing as a scientific discipline. To complete it, five conditions must be met:

• There must be at least two sides.
• Each side must have something that could be of value to the other.
• Each party must be able to communicate and deliver their goods.
• Each party must be completely free to accept or reject the other party's proposal.
• Each party must be confident in the appropriateness or desirability of dealing with the other party.

These five conditions only create the potential for exchange. Whether the exchange will take place depends on the agreement between the parties on its terms. If exchange is the main concept of marketing as a scientific discipline, then the main unit of measurement in the field of marketing is the transaction.

A deal is a commercial exchange of value between two parties. For example, a buyer gives the seller some amount and receives the product he needs. This is a classic money transaction. In a barter transaction, things are exchanged - sunflower is exchanged for metal, or services - a lawyer draws up a will to a doctor in exchange for a medical examination.

The deal requires a number of conditions:

• at least two value-significant objects;
• agreed conditions for its implementation;
• the agreed time of the commission;
• the agreed venue.

As a rule, the terms of the deal are supported and protected by law.

From the concept of "deal" you can go directly to the concept of "market"

Market - a set of existing and potential buyers of a product. Different economies have different ways of meeting people's needs. Self-sufficiency prevails in primitive social structures - there are few needs and each person provides himself with everything he needs. In the case of decentralized exchange, each manufacturer of a certain product seeks and enters into a deal with each consumer of the goods of interest. The third method is centralized exchange, in which an additional participant in the exchange - a merchant and a certain place of exchange - the market must appear.

The market can be formed for some particular product or service that has value. For example, the labor market consists of people willing to offer their labor in exchange for wages or goods. The money market satisfies human needs, makes it possible to borrow, lend, save money and guarantee its safety.

From the concept of "market" you can return to the basic concept of "marketing". The exchange process requires certain actions. Those who want to sell need to look for buyers, identify their needs, design appropriate products, promote them to the market, store, transport, negotiate prices, etc. The basis of marketing activities is made up of such processes as product development, research, and communication. , distribution organization, pricing, service deployment.

Although marketing is generally considered to be the domain of the salesperson, it is also the business of the buyers. Housewives do their own marketing when they search for the items they want. In search of scarce goods, the supplier of the company has to look for sellers.

Seller market is a market in which sellers have more power and where buyers have to be the most active. Buyer's market is a market in which buyers have more power and where sellers should be the most active.

In countries with developed market economies, in which marketing was formed, in the early 50s, the supply of goods began to outstrip the growth in demand for them, and marketing began to be associated with sellers trying to find buyers. Therefore, marketing problems are usually viewed as problems faced by the seller in the buyer's market.

Purchasing behavior end consumers - individuals or families who purchase goods and services for personal consumption.

Consumer market- individuals and families who purchase goods and services for personal consumption.

Marketing mix(or marketing mix) represents the main factors that are the subject of marketing management. It consists of four elements, the so-called " four P"- goods, prices, channels (place) of distribution and promotion (eng. Product, Price, Place, Promotion). There are concepts that unite together " five P"- goods, prices, distribution channels, promotion and personnel (eng. Product, Price, Place, Promotion, Personnel).

Types of marketing:

Depending on the state of demand in the market

• Conversion Marketing applied in the absence of real demand. The task of marketing in this situation is to develop an action plan that will contribute to the emergence of demand for the relevant goods or services.
• Incentive Marketing associated with the availability of goods and services for which there is no demand due to the complete indifference or disinterest of consumers. The incentive marketing plan should consider the reasons for this indifference and identify measures to overcome it.
• Development marketing associated with the emerging demand for goods (services).
• Remarketing revives demand during a certain period of extinction of the life cycle of goods or services.
• Synchromarketing used in conditions of fluctuating demand. For example, seasonal goods.
• Supportive marketing used when the level and structure of demand for goods fully correspond to the level and structure of supply.
• Counter-marketing is used to reduce demand that is considered irrational from the point of view of society or the consumer (for example, alcoholic beverages, tobacco products).
• Demarketing is used to reduce the demand for your product in a situation where demand exceeds supply, and there is no way to increase production. Such results can be achieved, for example, by raising the price of a product, reducing the volume of advertising or promotional efforts. The goal of demarketing (as opposed to countervailing marketing) is not to destroy demand for a product, but only to reduce it by balancing it with production capacity.

Depending on the market coverage

• Bulk Marketing presupposes focusing on the widest possible range of consumers without taking into account the differences between them. (I produce what everyone needs) The goal of the enterprise is to set low prices as the costs of mass production and promotion are reduced.
• Concentrated (targeted) marketing targeting a specific segment, trying to satisfy its needs as much as possible (goods for newlyweds, funeral services). Advantages: the most complete satisfaction of the need, used by small companies. Disadvantages: the segment may shrink unexpectedly, limiting the possible growth of the company.
• Differentiated Marketing striving to capture a large part of the market as a whole and at the same time offering several varieties of the same product, which is distinguished by its consumer qualities and can satisfy the needs of many segments (dairy company, products of different fat content, cheese curds, cottage cheese, yoghurts). Benefits: meeting needs. Difficult to implement.
• Marketing Management Tasks - Product positioning on the market. Marketing mix development includes product design, product pricing, selection of distribution methods, and product promotion.
• Marketing Management Concepts - There are five main approaches by which commercial organizations manage their marketing activities: the concept of production improvement, the concept of product improvement, the concept of intensifying commercial efforts, the concept of marketing and the concept of ethical marketing. These concepts were formed in different periods of the development of the market economy. The general trend in the development of marketing is a shift in emphasis from production and goods to commercial efforts, to the consumer and an increasing focus on consumer issues and social ethics.

Manufacturing Improvement Concept (the production concept) assumes that consumers will be sympathetic to goods that are widely available and affordable, and therefore, management should focus on improving production and increasing the efficiency of the distribution system.

The application of the concept of production improvement is suitable in two situations. The first is when the demand for a product exceeds supply. In this case, management should focus on finding ways to increase production. The second - when the cost of goods is too high and it is necessary to reduce it, which requires an increase in productivity (but at the same time, part of the products that will be in warehouses due to the fact that the cost of production is too high and, therefore, the demand for it is not high, will have to be sold at reduced prices, which may negatively affect the company engaged in the production and / or sale of this product).

Product improvement concept (product concept) assumes that consumers will be interested in products that offer the highest quality, best performance and properties, and therefore, the organization must focus its energy on continuous improvement of the product.

The use of this concept can provide a firm with certain advantages only in the short term, but in general, the concept of product improvement leads to "marketing myopia." Paying all attention to this type of his product, the seller can overlook the needs of consumers. For example, in the United States, railways believed that consumers needed trains, not a means of transport, and did not notice the threat from airlines and vehicles. Slide rule makers believed that engineers needed rulers, not the ability to make calculations, and overlooked the threat posed by pocket calculators.

The concept of intensifying commercial efforts (sales) (selling concept) assumes that consumers will not buy the firm's goods in sufficient quantities if it does not make sufficient sales and incentive efforts.

According to this concept, various methods have been developed for identifying potential consumers and the so-called "hard sale" of goods to them, when the buyer is actively influenced, in fact, forcing them to make a purchase.

Marketing concept (marketing concept) proceeds from the fact that the key to achieving the goals of the organization is to identify the needs and requirements of conditional markets and ensure the desired satisfaction in more efficient and more productive ways than competitors. The object of attention in the marketing concept is not the product, but the clients of the company with their needs and requirements. At the same time, the firm gains profits by creating and maintaining customer satisfaction.

Comparing the last two concepts, it can also be noted that the concept of intensifying commercial efforts, or, as it is also called, the “sales concept” is characteristic of the Russian market as a whole, and the marketing concept is used extremely rarely, in particular, in the construction of elite housing.

Social ethical marketing concept (societal marketing) proceeds from the fact that the task of the firm is to establish the needs, needs and interests of target markets and to ensure the desired satisfaction in more efficient and more productive (than competitors') ways, while maintaining and strengthening the well-being of the consumer and society as a whole.

This concept was formed relatively recently, after it was concluded that the concept of pure marketing is insufficient from the standpoint of environmental protection, the lack of natural resources and a number of other socio-ethical problems. Ultimately, the concept of pure marketing does not address the issue of potential conflicts between the customer's needs and their long-term well-being. The concept of socially ethical marketing requires a balance of three factors: the firm's profits, purchasing needs and the interests of society.

The concept of holistic (holistic) marketing based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence. Holistic marketing recognizes that everything matters in the marketing business and that an extended, integrated approach is often needed. Holistic marketing has four components: relationship marketing, integrated marketing, in-house marketing, and socially responsible marketing. Thus, holistic marketing is an approach that attempts to recognize and balance the different competencies and complexities of marketing activities.

 

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