Bagiev gl tarasevich in m marketing. Marketing. Bagiev G.L., Tarasevich V.M. Scientific interests that concern Bagiev

The theoretical and methodological foundations of marketing organization are presented. Marketing is viewed as a philosophy and toolkit for entrepreneurship. The principles and methods of marketing research and benchmarking are given.
The conceptual structure of the textbook is based on the interaction marketing methodology. In the context of interaction marketing, product and pricing policies, marketing decisions in sales and logistics systems, the organization of communication processes in the marketing system are covered. The basics of international marketing organization, tasks, situations and marketing terminological dictionary are given.
It is intended for university students studying in economic specialties, it can be useful for graduate students, marketers and enterprise managers.

MODEL OF ENTREPRENEURSHIP AND MARKETING SYSTEM.
The transition to a market economy has caused profound socio-economic transformations that require the solution of fundamentally new problems of managing economic entities.

Before domestic enterprises entering market relations. problems arise that require scientifically based creative solutions in all areas of entrepreneurship.

The development of entrepreneurship in Russia is still spasmodic and is accompanied by certain difficulties. At the same time, one cannot fail to note the positive changes that are taking place in the field of entrepreneurship: an increase in the number of enterprises in the non-state sector: an increase in the efficiency of small and medium-sized businesses. More than a third of medium and large enterprises, producing more than 40% of industrial output, are in private and mixed ownership. The innovative activity of enterprises is growing, the market mentality of producers and consumers of goods and services is being formed.

Entrepreneurship as a process of organizing the production of goods and services to meet constantly renewed demand and profit, as well as a function of managing this process has its own history and dynamics of development.

The terminological essence and content of the concept of "entrepreneurship". changed and streamlined in the development of economic theory.

TABLE OF CONTENTS
FOREWORD 3
Chapter 1. MARKETING AS A PHILOSOPHY AND A TOOL FOR ENTREPRENEURSHIP 7
1.1. Entrepreneurship model and marketing system. nine
12. Process, principles, types, types and forms of marketing 33
1.3. Interaction Marketing - A Modern Entrepreneurship Concept 44
1.4. Marketing Features and Solutions 54
1.5. The complex of marketing and marketing management in the business system 61
Chapter 2. MARKETING RESEARCH AND BENCHMARKING 77
2.1. Information support of marketing decisions 79
2.2. Marketing Research Process and Design 96
2.3. Methods of receiving and processing marketing information 109
2.4. Forecasting methods in marketing activities 120
2.5. Benchmarking as a Marketing Research Function 123
2.6. Market segmentation and diagnostics of the competitive environment in the marketing system 139
2.6.1. Market segmentation 139
2.6.2. Diagnostics of the competitive environment in the marketing system 151
Chapter 3. MARKETING INTERACTIONS: INTEGRATION AND COORDINATION IN MARKETING 171
3.1. Goals, objectives and types of planning 173
3.2. Marketing mix planning process and technology 182
3.3. Marketing Organizational Structures 196
3.4. Controlling and audit of marketing decisions 209
Chapter 4. MARKETING INTERACTION: COMMODITY POLICY IN THE MARKETING SYSTEM OF DECISIONS 225
4.1. Product in the marketing system 227
4.2. Product life cycle 233
4.3. Competitiveness of goods 246
4.4. Strategic decisions in product policy 258
4.4.1. Strategies for forming the attractiveness of a product offer 258
4.4.2. Development and introduction of a new product on the market 268
4.4.3. Product variation 283
4.4.4. Elimination of goods 284
4.4.5. Service and warranty maintenance 286
Chapter 5. INTERACTION MARKETING: PRICE POLICIES 289
5.1. Price policy: essence, goals, factors of influence 291
5.2. Price Policy Strategies 311
5.3. Pricing Methods 337
5.3.1. Cost-Based Pricing 337
5.3.2. Determination of prices with a focus on the utility of products 352
5.3.3. Demand-Based Pricing 362
5.3.4. Competitive pricing 375
5.3.5. Determination of prices based on finding a balance between production costs, demand, competition 384
5.3.6. Determination of prices by the method of combined measurement (method of Conjoint Measurement) 392
Chapter 6. INTERACTION MARKETING: THE BASIS FOR MAKING MARKETING DECISIONS IN SALES AND LOGISTICS SYSTEMS 399
6.1. Goals, objectives and main elements of the distribution policy 401
6.2. Organization and Controlling in Sales and Distribution 411
6.2.1. Sales organization 411
6.2.2. Controlling in Sales and Distribution 422
6.3. Marketing Logistics 437
Chapter 7. MARKETING OF INTERACTION: METHODOLOGY AND METHODOLOGY OF ORGANIZING COMMUNICATIVE POLICY 453
7.1. Theoretical and methodological foundations of the organization of communication processes in the marketing system 455
7.1.1. Communication policy, communication networks and processes 455
7.1.2. Motivation of communication processes 467
7.2. Media and Communication Policy Toolkit 481
7.2.1. Means and ways to improve the efficiency of marketing communications 481
7.3. Advertising and multimedia technologies in the system of communication policy 518
7.3.1. Types of advertising 618
7.3.2. Advertising campaigns and their classification 521
7.3.3. Classification of advertising media 524
7.3.4. Organization of work of the advertising department and the effectiveness of advertising 531
7.4. Multimedia technologies and the concept of marketing on the Internet 538
7.4.1. Multimedia technologies and the concept of marketing on the Internet 538
7.4.2. Effectiveness of Marketing Solutions in Virtual Markets 558
Chapter 8. BASIS OF ORGANIZATION OF INTERNATIONAL MARKETING 583
8.1. Features, goals, objectives and environment of international marketing 585
8.2. Features of the organization of marketing research in international marketing 605
8.3. Strategy and tactics of penetrating international markets 622
8.3.1. Goals and main stages of marketing decisions in international marketing 622
Chapter 9. PROBLEMS 645
9.1. Learning objectives and guidelines 647
9.2. Cases 650
APPENDICES 674
TERMINOLOGICAL DICTIONARY 691
BIBLIOGRAPHY 709.


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Honored Scientist of the Russian Federation, Academician of the International Academy of Sciences of the Higher School, Head of the Marketing Department of the State Educational Institution of Higher Professional Education "St. Petersburg State University of Economics and Finance".

For more than 40 years he has been working in the system of higher professional education, supervises postgraduate studies, heads the dissertation council "Economics and Management of the National Economy (Marketing, Entrepreneurship)", manages international cooperation of the St. Petersburg State University of Economics and Finance with 14 foreign universities in Germany, France, Switzerland and Finland, is an expert in licensing and accreditation of the Ministry of Education and Science of the Russian Federation, heads the section of entrepreneurship of the International Academy of Sciences of the Higher School, is a member of the editorial boards of the magazines Marketing, Industrial Energy, Region, Izvestia of the St. Petersburg State University of Economics and finance ", for a long time worked as Head of the Department of the Central Research Institute of Economics under the State Planning Committee of the Russian Federation, headed the Faculty of Energy and the Faculty of Industrial Production and Construction telsii at the Leningrad Engineering and Economic Institute.

Supervises scientific research in the fields of industrial economics, business organization, marketing. Collaborates with enterprises and organizations, makes a significant contribution to the development of entrepreneurship in St. Petersburg and the Leningrad region. According to his recommendations, a marketing policy was introduced in JSC "Lenenergo", JSC "Kirovsky Zavod", "Metal Plant", "Nevsky Machine-Building Plant", "Talosto", NPP "Istok". He has trained 12 doctors of sciences and 87 candidates of sciences, is the head of the scientific school on interaction marketing problems. He published about 300 scientific and educational-methodical works, including monographs, textbooks, teaching aids and articles in periodical domestic and foreign publications. Textbooks for higher education "Marketing" and "International Marketing" have been prepared and published, which have gone through several editions, monographs: "Interaction Marketing: Distribution Policy. Sales. Marketing-Logistics"; "The efficiency of the systemic organization of the rational use of energy"; "Evaluation and Forecasting of the Efficiency of Entrepreneurship of Transnational Corporations", etc. A number of works by Professor GL Bagiev have been translated into English, German and Mongolian and published in Germany, Sweden, Finland, Poland, Austria and Mongolia. aimed at developing market relations in the economy, training highly qualified specialists, fostering patriotism in the organization and implementation of Russian entrepreneurship. For merits in the development of the country's economy, he was awarded the Honorary titles: "Honored Economist of the Russian Federation" and "Honored Scientist of the Russian Federation", he was awarded the order Honorary and is an Honorary Professor of the State Educational Institution of Higher Professional Education "St. Petersburg State University of Economics and Finance".

dedicate

Georgy Leonidovich Bagiev- Engineer-economist, Doctor of Economics, Professor, Head of the Marketing Department of St. Petersburg State University of Economics and Finance, Honored Economist of the Russian Federation, Academician, Head of the Business Economics Section of the International Academy of Sciences of Higher Education, Member of the Editorial Board of the All-Russian Journal "Marketing "and the international magazine" JEEMS "(Germany).

Author of over 200 scientific and methodical works published in Russia and abroad. Organizer and participant of international and national scientific and practical conferences and symposia. Scientific supervisor of international research on marketing problems in cooperation with universities in Germany (Zittau, Bernburg, Köthen, Chemnitz), Sweden (Uppsala) and Finland (Vaasa).

Valentina Mikhailovna Tarasevich - economist, candidate of economic sciences, professor of the department of pricingSt. Petersburg State University of Economics and Finance, Honored Worker of Higher School of the Russian Federation.

Holger Ann - graduate engineer, Doctor of Economics, professor at the Graduate School of Zittau-Görlitz (Germany), renowned specialist in international marketing, new technologies and strategic planning, head of department (until 1995) at AG Siemens ". Honorary Doctor of Sciences of the St. Petersburg State University of Economics and Finance, full member of the International Academy of Sciences of Higher Education.

Reviewers:

G.L. Azoev - Doctor of Economics, Professor of the State University of Management (Moscow);

B .C. Kabakov - Honored Scientist of the Russian Federation, Doctor of Economics, Professor of the St. Petersburg State Engineering and Economic Academy.

FOREWORD

The process of entry of the Russian economy into the system of market communications, the activities of economic entities in a competitive environment and in a constantly changing competitive environment require each entrepreneur, businessman, and manager to constantly improve entrepreneurial activity related to the creation, distribution and consumption of goods and services.

An important direction in the development of entrepreneurship is the organization of marketing activities at all levels of the hierarchy of market economy management.

In the last ten years, especially after the publication of Philip Kotler's book "Fundamentals of Marketing" (1990), the interest of practitioners, scientists

and the general public towards marketing as a philosophy and tool of entrepreneurship has grown significantly. The ever-increasing demand for marketing literature has revived the supply in the form of scientific, practical and educational materials. But if in the practical and scientific bibliography there is already quite extensive literature, then a certain niche has formed on the market of educational and methodological publications.

Undoubtedly, a great contribution to the development of the theory, methodology and methodology for the development of marketing systems and market communications is made by scientists, specialists from research and production organizations and teachers of Russian universities.

If scientists and specialists are faced with the task of developing the scientific and practical foundations of marketing, then it is important for pedagogues to competently, from modern scientific positions, using the principles and methods of pedagogy and educational science, to present in an accessible form the genesis, results, problems and perspectives of a particular science, in particular marketing.

Therefore, both higher education and science and practice are eagerly awaiting and gratefully meeting the appearance of textbooks and teaching aids. This applies to any science and discipline, including such a branch of science and art as marketing.

In Russia, marketing has rightfully become a subject of study, philosophy and tools for entrepreneurship. Now we can already talk about the formation of the scientific school of marketing, which owes its birth to the first All-Union Marketing Association created in the 1980s, whose president was Professor G. G. Abramishvili. The significance and role of this association should be highly appreciated both politically and economically. The creation of the association proclaimed freedom of marketing thinking and marketing activity, which even before 1985 were interpreted in the framework of the apologetics of the bourgeois, capitalist economy. At present, everywhere - in production, in nascent entrepreneurship, in universities, technical schools, schools - an active process of studying and introducing the fundamentals of marketing has begun. Marketing centers, institutes and marketing departments are being created. The first editions appeared, which analyze foreign experience and the first steps in organizing marketing activities in Russia.

It should be noted the great contribution of Russian scientists and specialists, who were the first to support and began to develop the scientific foundations and develop recommendations for the introduction of marketing into practice in the context of the formation of market relations. These are G. Abramishvili, A. Braverman, I. Gerchikova, E. Golubkov, V. Demidov, N. Kapustina, D. Kostyukhin, F. Levshin, N. Moiseeva, A. Romanov, Yu. Sergeev, B. Soloviev and many others. It was the work of these scientists that served as the basis for the development of market relations, marketing activities and the organization of training for students, schoolchildren and specialists in the retraining system. Marketing departments have been formed and are now successfully operating at the leading universities in Moscow, St. Petersburg and other large cities and regional centers.

For example, in 1989 at the St. Petersburg State University of Economics and Finance at the Faculty of Commerce the first marketing department in Russia was organized. Currently, the department annually graduates about 100 highly qualified economists specializing in marketing, the demand for which significantly exceeds supply. The Department of Marketing, having a highly qualified teaching staff, has created its own school, its own direction, within which marketing is considered as science and art of interaction between market entities to create and reproduce demand.

In the textbook "Marketing" offered to the reader, the authors of which are the leading professors of the St. Petersburg State University of Economics and Finance, for the first time, unlike those published earlier in Russia, an attempt is made within the framework of the curriculum to comprehensively and logically present the fundamentals of marketing.

The advantages of this textbook are both scientific and encyclopedic presentation of rather complex topics of marketing study. It summarizes a wide range of issues from the modern view of marketing as a concept and function of entrepreneurship. If we take into account that this is one of the first attempts in the university practice of Russia to generalize and methodically and orderly consider marketing from the perspective of the theory of interaction between economic entities, then the significance of this textbook for higher education and practice becomes clear.

Analyzing the process of the formation of entrepreneurship in Russia, the authors rightly note that marketing as a philosophy and tools of entrepreneurship is being introduced into market relations with certain difficulties. One of the reasons for these difficulties, the authors associate with the underdevelopment of the network of training specialists in the field of marketing, who could organize and control the process of creating and reproducing demand for goods and services from a scientific point of view.

In the first chapters of the textbook, the authors consider the subject and objectives of the discipline, the place and role of marketing in the preparation of a modern economist, reveal the content and main functions of marketing activities as an element of entrepreneurship and business.

The chapter "Marketing research and benchmarking", which deals with the process and design of marketing research, methods of obtaining and processing marketing information, marketing intelligence and benchmarking, methods of diagnosing the competitive environment, should also be referred to the fundamental ones.

After characterizing the basics of marketing, the authors propose an original approach to presenting the further content of the textbook material, which is based on the modern concept of the theory of interaction between subjects of the marketing system in the process of entrepreneurship. In this context, the following sections of the textbook are considered: integration and coordination in marketing; commodity policy; the basics of making marketing decisions in sales and logistics systems; methodology and methodology for organizing communication policy; basics of planning, controlling and auditing in marketing systems. The final chapter is the "Fundamentals of International Marketing Organization".

For independent study of the educational material, the authors included a collection of tasks and marketing situations in the textbook. It is appropriate to provide a marketing vocabulary in the textbook.

According to the authors of the textbook, marketing should not only be a function of entrepreneurship, but permeate the entire sphere and all systems of human activity in a competing economy. Acquaintance with the material of the textbook allows us to conclude that the authors tried (and this attempt was successful)

to generalize, develop the fundamentals of marketing, and describe the terminological apparatus, tools, concepts, methods, and basic marketing strategies quite fully and methodically. Of course, you can critically analyze the content of the textbook, but it is indisputable that the authors managed to reveal the content of marketing as the engine of the "invisible hand", i.e. competition that regulates the equilibrium state of the market mechanism.

The appearance of the textbook "Marketing" will fill the existing deficit of literature in this branch of knowledge, and will also contribute to the development of a market mentality and more effective training of highly qualified economists in the specialty "marketing".

Director of the Institute for Market Problems RAS,

academician N.Ya. Petrakov

Marketing as a philosophy and toolkit

entrepreneurship

1.1. MODEL OF ENTREPRENEURSHIP

AND MARKETING SYSTEM

The transition to a market economy has caused profound socio-economic transformations that require the solution of fundamentally new problems of managing economic entities.

Domestic enterprises entering into market relations face problems that require scientifically grounded creative solutions in all spheres of entrepreneurship.

The development of entrepreneurship in Russia is still spasmodic and is accompanied by certain difficulties. At the same time, one cannot fail to note the positive changes that are taking place in the field of entrepreneurship: an increase in the number of enterprises in the private sector; increasing the efficiency of small and medium-sized businesses. More than a third of medium and large enterprises, which produce more than 40% of industrial output, are in private and mixed ownership. The innovative activity of enterprises is growing, and the market mentality of producers and consumers of goods and services is being formed.

Entrepreneurship as a process of organizing the production of goods and services to meet constantly renewed demand and profit, as well as a function of managing this process has its own history and dynamics of development.

The terminological essence and content, invested in the concept of "entrepreneurship", changed and regulated in the process of development of economic theory.

In Western economic theory, the introduction to entrepreneurship and its development is associated with the names of R. Cantillon, A. Turbot, F. Quesnay, A. Smith, J. B. Say, and then K. Marx, J. Schumpeter, A. Marshall, F. Hayek, L. Mises, I. Kirzner, M. Weber, W. Sombart, P. Drucker and other researchers. These scientists and the schools headed by them identified the main points and characteristics of entrepreneurship - bearing risk and economic uncertainty (R. Cantillon and F. Knight), bringing the system out of equilibrium and bringing it to this state (L. Mises and F. Hayek) , a revolutionary change in the factors of production (J. B. Say and J. Schumpeter), the organization of the practical implementation of an innovative idea (J. Timmons and P. Drucker, F. Taussig and G. Schmoller), the use of various kinds of innovations in the production process in order to

increase in the difference in the value of the individual and market value of the goods (K. Marx).

The Law of the Russian Federation "On Enterprises and Entrepreneurial Activity" (1992) defines entrepreneurship (entrepreneurial activity) as an initiative activity of citizens and their associations aimed at obtaining profit or personal income, carried out on their own behalf, at their own risk and under property responsibility.

As you can see, the main features of entrepreneurial activity are: focus on making a profit (income), exercising it at your own risk, initiative, independence, carrying out this activity on your own behalf and under property responsibility.

Entrepreneurship is defined from various positions as: an activity aimed at maximizing profits; initiative activity of citizens, consisting in the development of goods and services aimed at obtaining a profit; direct function of property realization, its main production function; the process of organizational innovation in order to make a profit; actions aimed at increasing capital, developing production and appropriating profits; a specific type of activity aimed at the relentless search for changes in the existing forms of life of enterprises and society, the constant implementation of these changes)

 

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