Modern article marketing concepts. Modern marketing concepts. The essence of the marketing concept

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

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

• organizational technical;
• managerial;
• economic;
• social;
• ideological;
• political.

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

• marketing is the science of entrepreneurship (Japanese businessmen);
• marketing is the ability and art to transform the needs and demands of consumers into specific forms and services (F. Kotler);
• marketing is a management process aimed at identifying, anticipating and satisfying customer needs, focused on making a profit (London Institute of Marketing);
• marketing is the process of planning and putting into practice the development of ideas, goods and services, the formation of prices for them, the promotion of their sale and distribution for the implementation of an exchange that satisfies the goals of individuals and organizations (American Marketing Association);
• marketing is a social process in which individual members of society and groups satisfy various needs and desires by exchanging goods and other values ​​among themselves (D. Mittler);
• marketing is market-oriented management (P.F. Drucker);
• marketing is the process of planning and implementing the concept of price, entering the market and marketing ideas, goods and services in order to exchange and meet both customer needs and the achievement of enterprise goals (P.S. Zavyalov);
• marketing is a management philosophy that leads to profit through consumer satisfaction by focusing the entire company on a long-term and flexible definition of the scope of business activity, market, target consumer groups, main strategic goals (F. Banfer);
• marketing is an integrated management function that transforms the needs of the buyer into the income of the enterprise (D.I. Barkan), etc.

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

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

Table 1.1

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

Table 1.2

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

• marketing is the philosophy of the market;
• marketing is a management system, the totality of services of which fully assumes responsibility for the implementation of production and economic activities;
• marketing is focused thinking that ensures effective sales operations and is directed to the consumer.

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

Table 1.3

In modern conditions, marketing concepts are further developed:

• the concept of strategic marketing is based on focusing on consumers and competitors: meeting the needs of consumers and at the same time achieving superiority over competitors by creating a product with better consumer parameters or setting a lower price;
• The concept of socially ethical (public) marketing is based on an orientation towards meeting the needs of not only an individual, but the whole society as a whole, which is associated with modern environmental, raw materials, energy and other problems of mankind. There is an agreement between the profits of the enterprise, the needs of customers and the interests of society;
• the concept of relationship marketing (maximarketing) is based on the orientation towards the maximum strengthening of individual relationships with consumers based on the widespread use of modern telecommunications;
• the concept of marketing in the information environment is based on direct contact with consumers and ensuring a constant dialogue with them;
• the concept of territorial marketing is based on the orientation towards creating and maintaining the prestige of the territory as a whole: ideas about the attractiveness of the natural, material, technical, financial, labor, organizational, social and other resources concentrated on it and about the wealth of opportunities for their implementation and reproduction;
• The concept of global marketing is based on the orientation towards the internationalization of markets, on their perception not as separate market segments, but as a whole, where consumers are involved in the acquisition of well-known and proven brands.

The management of efficiently operating Russian enterprises considers marketing as:

• business philosophy;
• "way of thinking";
• management concept;
• methodology of market activity;
• "mode of action", including principles, functions, means, methods, organization of management activities in market conditions.

The scope of marketing today includes:

• goods and services;
• types of consumers: individual, enterprise or organization;
• domestic and foreign markets;
• market areas: commodity, monetary, financial, labor;
• business sectors: industry, agriculture, trade, construction, transportation, education, etc.;
• non-commercial activities (idea marketing, job marketing, etc.).

Typical marketing problems for modern Russian enterprises are:

• false information;
• inefficient planning;
• sudden changes in the market situation;
• intervention of the state, legal bodies;
• unforeseen actions of competitors;
• inadequate funding for marketing;
• foreign trade problems;
• low quality of goods;
• the presence of excess or insufficient capacity;
• falling demand;
• displacement of goods by competitors;
• marketing problems;
• legal disagreements with competitors, consumers, suppliers, intermediaries;
• bankruptcy of buyers, suppliers, sales agents;
• logistics problems;
• change in market segmentation;
• lack of qualified personnel;
• ecological problems;
• problems of consumption of goods, etc.

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

Table 1.4

Principles and functions of marketing

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

The principles of marketing are the basic provisions of the market activity of an enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

The basic principles of marketing include:

• consumer orientation;
• complexity;
• flexibility and adaptability;
• providing a production strategy through market influences;
• focus on the future;
• programmatically targeted approach;
• the focus of the marketing activities of the enterprise to achieve the final practical result.

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

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

Rice. 1.1. Marketing Functions

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

Table 1.5

The set of functions is a marketing process that provides the conditions for the successful operation of the enterprise in the market (Fig. 1.2).

Rice. 1.2. Organization of the marketing process

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

• production - marketing - organization of labor, use of materials and equipment, creation of goods of the required quality and in the right quantities, at a reasonable price and within the agreed time. The production capacities of the enterprise, the experience and knowledge of the personnel, etc. are taken into account;
• finance - marketing - solving financial issues, implementing budgetary control, planning standard costs and profits;
• supply and distribution - marketing - control over the fulfillment of applications, the level and condition of inventory, the purchase of materials, etc.;
• human resources – marketing – selection and training of personnel in accordance with the tasks of market activity.

Goals and methods of marketing

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

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

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

Rice. 1.3. Marketing Goals

Marketing objectives should be:

• achievable;
• understandable;
• rankable;
• consistent with the overall goals and objectives of the enterprise;
• controlled;
• focused on certain terms of their achievement;
• providing means of moral and material incentives for their implementation.

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

Table 1.6

• identifying customer needs;
• selection of priority consumer groups;
• product or service package design;
• increasing the profitability of production.

Using these methods, the following marketing tasks are solved:

• determination of the most suitable market for the enterprise, corresponding to its resources;
• ensuring that these resources are used prudently to develop, produce and sell goods and services at economically reasonable prices in order to attract the largest possible number of potential buyers.

Marketing information support

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

Rice. 1.4. Enlarged algorithm for making marketing decisions

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

The enterprise must competently respond to changes in the external and internal environment (Fig. 1.5).

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

Marketing parameters are divided into two groups:

• controlled (managed and directed) parameters;
• uncontrolled (beyond the capabilities of the enterprise) parameters.

Marketing parameters are shown in fig. 1.6.

Rice. 1.6. Marketing options

Marketing Management

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

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

• subordination of controlled parameters in their favor;
• adaptation to uncontrolled parameters of their assortment, pricing policy, etc.

Marketing management is considered in the following areas:

• activity management - management of an enterprise as an open system with the development of its communication links with the market. Responsibility for the adoption of the marketing concept of enterprise management lies with top management;
• function management - implementation of the principle "from the needs of production to the needs of the market" with a close relationship of all management functions - production, financial, personnel, etc. Responsibility for the functioning of the marketing system of the enterprise rests with the top management, marketing managers;
• demand management – ​​creating and satisfying the demand of potential buyers. Responsibility for the formation of an effective marketing mix (marketing efforts) as a mechanism for managing demand lies with the product manager for working in the target market with a certain product, group of products, product line.

Organizational structures of marketing

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

• large marketing-oriented companies create marketing departments with a fairly detailed structure and a large number of employees;
• small businesses perform all types of marketing activities (product, communication, research, etc.) with the help of full-time marketing managers.

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

• assignment of marketing functions to one of the most trained employees of the enterprise;
• carrying out some marketing activities (advertising campaign, market research, etc.) jointly with other small businesses;
• invitation of consultants and experts to jointly solve some problems of the enterprise.

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

Table 1.7

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

Rice. 1.7a. Functional structure

Rice. 1.7b. Structure by product nomenclature

Rice. 1.7v. Regional structure

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

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

Table 1.8

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

Table 1.9

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

1. the availability of the necessary knowledge, skills and level of competence to perform functional tasks;
2. availability of desirable knowledge, skills and competence level for analytical work;
3. the availability of possible knowledge, skills and competence in the field of business awareness, which is associated with the prospects for economic, technical and social development of the enterprise.

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

• flexibility, mobility, adaptability;
• simplicity;
• compliance of the scale, complexity of the structure of the marketing service with the profile of the enterprise, the nature of the goods it produces;
• targeting end users;
• granting proper rights to service workers.

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

Rice. 1.8. Personnel motivation model

Each enterprise must develop job descriptions for employees of the marketing service. Key job responsibilities of a marketing manager include:

• creation of a workable marketing team;
• collection and evaluation of market information;
• improvement of the concept of marketing and its strategy;
• direct marketing planning and management;
• preparing cost estimates for marketing;
• assessment of the competitiveness of the goods;
• development of recommendations for product improvement;
• recommendations regarding the placement, packaging and brand of goods;
• setting a competitive price level;
• advice on pricing and discounts;
• direct market interaction;
• organization of training in the field of marketing and sales;
• control and improvement of the sales network;
• planning after-sales services and warranty service;
• search for new markets;
• preparation of marketing plans for export;
• implementation of marketing in all departments of the enterprise.

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

Table 1.10

Marketing is an important tool for establishing communication between the manufacturer and the buyer. The development of marketing concepts allows you to develop a number of ways to achieve important business objectives for the enterprise. There are several basic concepts on the basis of which each company makes decisions on demand management. The first marketing concept of marketing and management appeared more than 100 years ago, but in some conditions it still has not lost its relevance. Let's talk about the main modern marketing concepts and their specifics.

Concept of marketing

At the end of the 19th century, in connection with the growth of industrial production and competition in the markets for consumer goods, the prerequisites for the formation of marketing arise. At the beginning of the 20th century, it stands out as an independent science of managing the actions of market participants in order to increase business profitability. Later, marketing is concretized as a set of measures for the interaction between the producer and the consumer. the need to satisfy consumer needs and profit is recognized. In the 1930s, the first theoretical provisions of the new science began to take shape. General provisions for demand management are developed and basic marketing concepts are born. Marketing at the same time does not become a dry theory, it always remains more of a practical activity.

In its most general form, marketing is considered a special kind of human activity, which is aimed at studying and satisfying human needs. However, its main goal is to manage the market and demand in order to maximize the profit of the organization. Marketing, thus, becomes one of the most important functions of management.

The essence of the marketing concept

Entrepreneurs are constantly in search of a new, optimal program of action that would help increase the profitability of the business. Out of these needs grew marketing and its concepts. one of the world's leading marketing theorists, argues that the marketing concept of management is a new approach to management. Marketing concepts answer the strategically important question, what is the most important means and opportunity to make a profit. The answer to this main question is the essence of this phenomenon. At the same time, marketing concepts are not some abstract theories, but the most applied management solution.

Goals of Marketing Concepts

The producer of goods in modern conditions is forced to think permanently about how to sell it. Today, there are almost no empty markets left, so everywhere you have to fight with competitors and look for tricks that would help increase sales. Based on this, the main goal of the marketing concept is the formulation of tasks that need to be solved in order to reach the desired indicators. The concept of marketing allows the company to adapt to changing market conditions, helps manage demand and is an essential tool for strategic planning.

Marketing and management concepts

Marketing is one of the components of management, the manager must understand for whom he produces the product and how it should be promoted to the buyer. Marketing concepts of the organization are an element of strategic planning. At any level of management, a manager must plan the activities of his organization or department for a relatively distant future, for this he needs to understand where to go. And the marketing concept of management just answers this question. However, it is not a ready-made recipe; in each specific case, the manager needs to analyze the situation on the market and create his own interpretation of the generalized concept. Therefore, the work of marketing management is a complex process that includes analytical, creative and strategic components.

The evolution of marketing concepts

For the first time, marketing concepts begin to take shape in the era of the birth of marketing. These were natural reactions to the market situation. The comprehension and formulation of the provisions of the concept takes place after the fact, after the manufacturers began to use this model. Actually, the development of a marketing concept as part of management activity appears later. The researchers note that the evolution of marketing concepts moves along a trajectory from the goals and needs of the manufacturer to the needs of the consumer. And the more markets develop, the deeper interests and characteristics of the consumer are taken into account when planning marketing. A feature of the evolution of marketing concepts is that when new models appear, the old ones do not lose their viability. They may become less effective, and then not in all cases. New concepts do not “kill” the old ones, it’s just that for many areas of production these “newcomers” become more productive, but the old models continue to work and may well be used in some markets.

production concept

The first concept of marketing appeared during the period of active growth of production in the USA and Europe at the end of the 19th century. At that time, the sellers' market dominated, the purchasing power of the population was quite high, and demand in many markets exceeded supply. At that time, the concepts of marketing analysis were still absent, and all marketing goals were concentrated on production. The interests and needs of the consumer were not taken into account in any way, there was an opinion that a good product will always find its buyer. It was also widely believed that you can sell any amount of goods. Therefore, the source of the main profit was seen in an increase in production volumes. The main struggle with competitors lay in the price area. Entrepreneurs sought to improve production by increasing volumes and reducing costs. It was during this period that there was a desire to automate production, a scientific organization of labor arose, and an active search was being made for a cheap raw material base. During this period, enterprises had weak diversification, concentrating their resources on the production of one product. The concept of production improvement is still applicable today in markets where demand exceeds supply, especially when launching a new product that competitors do not yet have.

Commodity concept

In the first half of the 20th century, the market is gradually saturated with goods, but demand is still ahead of supply. This leads to the fact that the marketing concept of the product appears. At this time, production has almost been brought to perfection, it is no longer possible to increase labor productivity, and the idea arises that it is necessary to improve the product. The consumer no longer wants any product, he begins to make claims about its quality, so the manufacturer's task is to improve the product, its packaging and characteristics, and also tell the buyer about it. There is a need for advertising as a tool for notifying consumers about new and special qualities of a product. At this time, the idea that the consumer is ready to buy a good product at a reasonable price dominates. Therefore, competition from the sphere of prices is gradually moving into the plane of measuring the properties of products. This concept can be applied today in those markets where demand is approximately balanced with supply, when there is sufficient purchasing power among the population, which is ready to choose a quality product. This concept takes into account such important factors as commodity policy.

Business Effort Concept

At the end of the 1930s, there was a balancing of supply and demand in almost all consumer markets. There is a need to make some special efforts in order to attract a buyer. At this time, a seller's and buyer's market is formed. At this time, demand comes to the fore in matters of increasing the company's profits. The product and production have already been improved to the maximum, but the entire product can no longer be sold or is sold too slowly. Therefore, the marketing concept of the company should be aimed at improving the sales process. At this time, ideas arise about stimulating demand and about the special role of points of sale and sellers. During this period, merchandising is being formed as a specific activity for organizing sales and stimulating the buyer to buy at retail outlets. Manufacturers are already beginning to understand that a product cannot be sold quickly without spending on advertising. At this time, the formation of the advertising services market begins. Entrepreneurs have the illusion that with the help of good advertising you can sell anything. During this period, such a special area of ​​\u200b\u200bactivity as the training of salespeople arises, the theory of sales begins to be formulated. Of course, this can be implemented today in markets where the consumer does not think about purchasing this product, but has the means to buy it. The purpose of this concept is the development of a sales network, the improvement of sales tools.

Self-marketing concept

In the 50s of the 20th century, all the main markets were filled with goods, and a period begins when supply exceeds demand. In this concept, great attention is paid to the consumer and his needs. The manufacturer no longer seeks to sell what he managed to produce, but thinks about what the buyer would like and begins to produce just that. In this connection, the marketing concept of the enterprise is undergoing significant changes. Marketers have to spend a lot of resources on studying the characteristics of consumer behavior. They need to find out what are the values, needs and interests of the consumer, what is his lifestyle, where does he go, what does he strive for. And on the basis of this knowledge, the entrepreneur formulates his proposal for the buyer. It should be noted that at the same time, all the old approaches are preserved: the product must be of good quality, production must be as efficient as possible, points of sale must encourage the buyer to purchase the product. During this period, for the first time, the idea of ​​​​a marketing mix begins to emerge, which covers all levels of the enterprise. In this concept, a purely marketing goal arises - to satisfy the needs of the buyer, and the possibility of making a profit is built on this. And the concept marked a global turn of marketing towards the buyer, now in all markets the main character is the consumer, and for him the manufacturer does his best to lead to a purchase. The consumer now tends to buy the product that best satisfies his needs. Therefore, the product must exactly meet its needs. The buyer is even ready to overpay, but get exactly what he wants.

Socio-ethical concept

In the late 70s, the era of intensive consumption and production led to the fact that the resources of the Earth began to be depleted. A powerful social movement is rising in defense of the environment and against excess consumption. And new marketing concepts could not ignore these changes. The concept of social and ethical marketing is being formed, which is quite relevant today. This complex concept requires balancing three principles: the interests of society, the needs and needs of the buyer, and the profitability of the business for the entrepreneur. Within the framework of this concept, a special role began to be assigned to public opinion, the image of the company, for the formation of which the entrepreneur must spend certain resources. At the stage of saturation and oversaturation of the market, consumers begin to understand that endless economic growth leads to serious damage to the environment and they want the manufacturer to take care to stop damaging nature. This requires companies to modernize production, introduce new products into the range that meet new environmental and safety assessments. The purpose of the manufacturer in this concept is to introduce new production standards and convince the buyer of the safety of his product. There is also such a marketing task as educating the consumer, teaching him new standards of life.

Interaction concept

In the second half of the 20th century, marketers begin to understand that it is necessary not only to take into account the needs of the consumer, but also to involve him in the relationship. The consumer is accustomed to standardized relationships, typical situations, and they do not evoke emotions in him. Therefore, in order to differentiate from competitors, it is necessary to form an individual relationship with the consumer. Interaction with the company creates an emotional attachment for the buyer, distinguishes the manufacturer from a number of similar ones. All previous marketing concepts focused on logic and reason, and this model is aimed at emotion. In such a concept, an important role begins to be assigned to communications, the manufacturer establishes individual, trusting relationships by involving the buyer in the interaction. New concepts of marketing communications not only require complex solutions, but are based on the individual characteristics of the buyer. In this concept, there is such a thing as the life cycle of relationships with the buyer. It distinguishes 3 stages: interest in the product, purchase and consumption. In this approach, much attention is paid to post-purchase behavior, in which it is necessary to form a sense of satisfaction in the buyer. The purpose of communications is customer loyalty to a product or brand. Marketers understand that in a market glut and fierce competition, it becomes cheaper to retain an old customer than to attract a new one.

International concept

At the end of the 20th century, marketing begins to develop rapidly, and several concepts appear that generally fit into the interaction model system, but have significant features. Thus, the globalization of markets leads to the emergence of marketing concepts designed for intercultural and interethnic interactions. Establishing relationships with representatives of different cultures and nationalities requires a special approach. Experts distinguish such international concepts of marketing activities as the concept of expanding the domestic market, the concept of a multinational domestic market and the concept of a global market. In each case, the company faces the goal of developing new markets. At the same time, the marketer must build communication taking into account the specifics of the internal and external environment.

Innovation concept

At the end of the 20th century, there is a process of emergence of highly specialized marketing concepts. One of the most striking models is the innovative option, which is associated with the promotion of high-tech, latest products. Like the marketing concept of a product, this variety is based on the fact that the consumer is offered an improved product. However, due to the fact that the information environment is rapidly changing today, marketers are promoting digital and innovative products using new methods: Internet tools, integrated communications, social networks. The innovative concept organically combined elements of the traditional product model, as well as relationship marketing. The purpose of marketing is not only to stimulate the buyer to purchase goods, but also to educate him. Before selling him, for example, an innovative gadget, it is necessary to form a certain level of competence in him.

Modeling concept

At the end of the 20th century, the global world entered a new economy, which is associated with the colossal development of digital technologies. A flurry of information falls on each person and he develops protective mechanisms against overload. This leads to the fact that many traditional advertising messages are no longer effective. For example, there are already whole generations of people who do not watch TV, the audience of print media is sharply reduced. In addition, the highest saturation of the market with goods leads to the fact that a person begins to experience difficulties with the choice. A person by nature cannot make a choice among 10-120 units of goods, and he himself reduces the number of alternatives to 3-5 items. He focuses on his values, myths, stereotypes, which unconsciously control consumer behavior. And here the problem arises that the old marketing concepts do not allow you to achieve the desired goals. And marketers are developing a new model, according to which a person is instilled with thoughts about the value of any goods, a mythology of goods is created, a certain behavior model is formed in the buyer, which leads him to purchase goods. There are many examples of such "introduction" of goods into the unconscious of the consumer. The brightest example is the Apple brand, which creates mythology, its own ideology, and today there is a whole formation of people who are convinced that only the products of this brand are the best and exceptional.

Marketing concepts and strategies

Marketing is always associated with planning the future activities of the enterprise. A company that is seriously thinking about its future development has its own concept of a marketing strategy. Typically, such private models include elements of several models: social and ethical, interaction, innovation, product or marketing. The main value of the existence of marketing concepts is the ability to use them in the development of a company's own strategy. All modern concepts are built on complex communications. And today it is difficult to find a manufacturer who would not use a media mix in their promotion. Therefore, it is the harmonious synthesis of the components of several concepts that allows each manufacturer to find its own path to success.

Marketing is not an independent scientific direction. The article is devoted to the study of marketing theory, in which the principles and methods of many socio-economic sciences, primarily economics, sociology and psychology, have found their own expression.

The article discusses the scientific foundations, history of formation and evolution of the development of the basic concepts of marketing XX and XI centuries The characteristic features of the main marketing concepts are investigated: improvement of production, goods, sales. Modern directions of marketing development are analyzed. The paper attempts to give a meaningful classification of the main types and types of marketing. New forms of marketing theory and practice are considered, reflecting modern trends in the development of a competitive market economy in Russia.

Keywords.

Scientific foundations of marketing theory. Economic bases of marketing. Psychological foundations of marketing. Sociological foundations of marketing. Historical concepts of marketing. Marketing classification. Types, types and forms of modern marketing.

Scientific foundations, evolution and classification of marketing.

This article is a continuation of the scientific study of the phenomenon of marketing as a kind of human activity aimed at meeting the needs of individuals and organizations through exchange.

Earlier it was noted that marketing in the strict sense is not an independent science, but it isscope of discoveries made in other sciences and, above all, in economics, psychology and sociology.

This article is devoted to the study of the scientific foundations of the formation and development of marketing theory.

For a more complete understanding of the principles of marketing, as a mental reflection of the development of market relations in the economy and business, it is necessary to analyze its evolution and the scientific basis for its existence.

1. Economic bases of marketing.

The economy is called upon to solve the main problem: how, with limited resources, to satisfy the ever-growing needs of members of society?

The economic model of marketing is based on the assumption that the buyer is rational and consistent in his actions and actions.

Marketing is based on the basic principles of macroeconomic and microeconomic theory.

The main factors of the economic model of marketing are: the level of income of the buyer, the price of the goods, operating costs, etc.

The study of the fundamental principles of marketing is based on such economic phenomena as exchange, profit maximization, utility, specialization, rational behavior, economic man.

The theoretical unity of economics and marketing lies in the fact that both of these areas of research use quantitative research methods.

From economic theory, the concepts of demand, supply and price elasticity are borrowed, which have a significant impact on the adoption of a marketing decision about prices.

Marketing develops and exists mainly in conditions of monopolistic competition, where the market structure is characterized by the presence of a large number of small suppliers and non-standard products.

The economic theory of monopolistic competition provides a deeper understanding of the key marketing concepts of segmentation and positioning.

Borrowing and using a number of concepts of economic science in marketing does not mean their simple copying.

For marketing research, the central object of attention is the consumer, consumer behavior.

The attention of economists to the problems of product promotion is becoming increasingly important when analyzing the transaction costs that enterprises incur when developing innovative processes.

Unlike economists, in pricing, marketing focuses not on the costs of the enterprise, but on demand, the price perception of goods by consumers.

The price sensitivity of buyers in marketing is considered as the degree of influence of intangible factors on buyers (image, reputation, product brand, etc.)

Information allows you to determine the nature of the "market orientation" taken by the organization.

Drucker's idea of ​​"entrepreneurialjudo”, as a concept of strategic management, involves in-intensive collection and processing of information.

Economists usually have all the inside information they need for the purpose of efficient use of resources.

Marketing specialists, on the other hand, have to extract information using various kinds of research, since they are most interested in external information about the market.

In economics, the phenomenon of information asymmetry in the market is known, which has important implications for marketing.

Due to this phenomenon, consumers tend to consider quality products that are more expensive.

Due to the lack of completeness of information for various categories (segments) of buyers, it is possible to set a higher price for a product than it can actually cost.

In economic science, issues of increasing the shareholder value of an enterprise are being actively developed. .

The task of the marketing strategy as a whole in the enterprise is to increase the value of the company for its shareholders, which is achieved by increasing the sum of all expected cash flows, adjusted for an interest rate, known as the cost of capital.

The volume of cash flows is determined by the growth and operating profits received during the execution of the strategy, as well as the level of investment. The speed, stability and predictability of flows depend on the company's ability to satisfy its customers and achieve a high level of retention.

Achieving growth and profitability goals depends on the company's marketing strategy. The company's long-term growth and profitability strategies are based on the development of attractive target markets and the development of sustainable differentiating advantages.

Economics is not the only theoretical basis on which the marketing specialist seeks solutions to the problems that arise in a competitive market.

3. Sociological foundations of marketing.

It can be conditionally said that the marketing of the industrial development of society has a purely economic content, and in the era of post-industrial development - psychological and sociological.

In traditional (industrial) societies, the shortage of goods and services dictates the same level and structure of consumption for different representatives (individual consumers) of society, classes, social groups.

In a society with an abundance of products and services (societies of post-industrial development), the choice of consumers (demand) has a decisive influence on the development of production and the quality of products, competition in various industrial and consumer markets.

The sociological model of marketing is based on the assumption that the main role in purchasing behavior is played by the social (public) environment in which a person carries out his behavior and to which he would like to belong.

The main factors of this model include: cultures and subcultures, social classes, reference groups, family, social roles and statuses.

Culture studies the "life path" of the whole society. The focus of her attention is rituals, customs, norms, values, the use of a person's system of beliefs, symbols.

Until now, orthodox philosophers and sociologists tend to consider the culture of mass consumption a purposeful manipulation that violates the consumer sovereignty of the individual.

In marketing, the culture of mass consumption is considered from a theoretical position (post-industrialism, postmodernism), according to which in developed societies, consumption is supported and encouraged in order to stimulate the production of a variety of goods and services, entrepreneurial activity of people.

Under these conditions, consumption is the basis of the status differentiation of all social groups.

Table 1. Postmodern states and their main themes.

It should be borne in mind that marketing in one culture is significantly different from marketing in another culture (subculture).

Knowledge of culture is used by marketers to characterize and select markets in order to create adequate marketing strategies.

The microenvironment of an individual is his reference environment: family, relatives, friends, work colleagues, opinion leaders, etc. Members of reference groups tend to unify their lifestyle, including the purchase of goods.

The family is the most important economic organization of society. It is in the family that the main roles that are performed by family members begin to form.

Numerous studies testify to the decisive role of the husband - the head of the family in choosing a car, and the wife - in choosing household appliances, clothes, dishes.

The consumer behavior of an individual is influenced by social status, the various roles that she performs in her professional activities, in the family and in everyday life.

Products or trademarks, brands can be status symbols of a consumer seeking to separate, "rebuild" himself from others.

The growing social differentiation in society is accompanied by the growth of prestigious or conspicuous consumption on the part of its rich part.

Things in the most tyrannical way create categories of individuals ("status groups") - they guard the order of social meaning.

Luxurious cars, villas, yachts are a clear example of a more successful financial situation of a person who, in this way, “broadcasts” his status as an owner.

A significant role is played by the influence of opinion leaders on the purchasing behavior of a person. Being under the "sight" of an informal group, a person seeks to imitate the leader of the group, as well as to overthrow him from the pedestal.

The position that an individual occupies in society, his reputation and image, his moral and moral principles and other sociological factors can have a decisive influence on his consumer preferences and demands.

Within the framework of the sociological model of marketing, purchases are mainly made not because needs really exist, but because they confirm the social status and position of a person in society.

A special place in marketing has received such concepts as: "networks" and "system of connections", which are used in sociology to describe the systems of relations between the subjects of roles.

In marketing, the network approach is widely used to explain the system of enterprise relations with contractors and partners, which is called partnership marketing.

Determination of the reasons why enterprises or end consumers prefer to purchase certain products in specific markets from different manufacturers (brand owners) is carried out through various research methods and tools that are used in sociology.

Methods of collecting information in marketing practice are diverse. Researchers use more than 20 methods and techniques to collect market information.

Exchange processes in the market of a material nature are increasingly being replaced by non-material factors.

As the seller's market transforms into a buyer's market, the social factors of consumer behavior are increasingly crowding out economic factors.

2. Psychological foundations of marketing.

The psychological model of marketing is based on the assumption that purchasing behavior depends on factors such as: personality type, self-esteem, life experience, motivation system, attitudes and beliefs.

Psychology studies the behavior of individuals. Consumer behavior research is 80% dedicated to individual buyers who make their purchases in the consumer market.

The greatest influence on the development of marketing theory was exerted by behavioral analysis and the theory of behaviorism.

The desire to satisfy their ever-growing needs in various ways is an integral part of human nature. This conclusion forms the basis for the emergence and change of styles of consumer behavior.

Theoretical positions of behaviorism and neobehaviorism, psychological theories of Z. Freud, A. Maslow, F. Herzberg help marketing specialists to better understand the nature of the purchasing behavior of various categories of people, the influence of gender, age and other individual characteristics on their behavior.

The choice of goods and services by consumers is influenced by psychological factors, among which an important place is occupied by: motivation, perception, assimilation, persuasion and attitudes.

The adoption by marketing specialists of one or another theoretical model of motivation leads to completely different conclusions regarding consumer research and the search for an effective communication strategy.

For example, according to the theory of Z. Freud, there is no reason or sense to explain the choice of goods or services by the method of a questionnaire by the buyer.

It is argued that people are not aware of their motives and cannot adequately explain their behavior. To find out the truth, it is necessary to conduct several individual in-depth interviews, organize focus groups in order to get closer to understanding the real motives for choosing a particular product or service by the consumer.

The two-factor theory of motivation by F. Herzberg claims that a person makes his choice due to internal satisfaction, and refuses due to discontent.

For marketing, this simple conclusion is essential in finding the basis for brand positioning and choosing a strategy for branding products.

In accordance with the theory of A. Maslow's hierarchy of needs, people acquire goods in accordance with the degree of significance of the influence of various needs on them.

According to the popular psychological theory of motivation in marketing, which helps to better understand the characteristics of people's purchasing behavior, the so-called "pyramid of needs" by A. Maslow is used.

Figure 5. A. Maslow's hierarchy of needs

A. Maslow's theory states: it does not matter much how a Russian person or a European quenches his thirst, hunger or his desire for a career. In any case, a person strives, with limited means and conditions, for greater consumer diversity.

Psychological science claims that the formation of demand in the market is of a socio-psychological nature.

Marketers use a rich arsenal of methods and tools of applied psychology.

Finding out the effectiveness of the informational impact on consumer decision-making about buying, marketing specialists use in their market research such psychological methods as: testing, experiment, observation, etc.

Psychological science deepens the ideas and tools of marketing specialists in the study of the characteristics of consumer behavior in a changing world of things.

2. The main historical stages in the evolution of marketing concepts.

1. The first stage of the evolution of marketing (1860-1950). This long historical stage, in turn, is divided into three successive periods.

Period 1860-1920 characterized by processes of improving production, the main purpose of which was to increase the volume and range of products.

Period 1920-1930 differs in that manufacturers, as the volume of production and the range of products grew, were forced to focus on the problem of improving the products produced, by improving their quality and improving the corresponding range.

The concept of product improvement. This is the concept of marketing management, in a situation where consumers prefer products that are on sale, in demand and affordable. In this case, the company's goal is to improve the production of these goods, reducing costs.

Orientation to product improvement finds its expression in the form of answers to the following questions:

What is for sale? (main characteristics of the product),

To whom is it being sold? (target consumer group),

How is it sold? (pricing policy, sales forecast).

This concept is based on the fact that each product has a quality and price, and therefore needs its own marketing program that reflects its specifics.

Period 1930-1960 is characterized by the fact that entrepreneurs consider the increase in financial costs to stimulate the sale of their products to the consumer as the dominant program of their activities.

In the 1940s and 1950s, as commodity markets developed and were saturated with consumer goods, a the concept of improving the marketing of goods.

The concept of marketing (sales) improvement comes from the understanding of management, according to which consumers, by their nature, will never voluntarily buy all the products manufactured by the enterprise, therefore it must pursue an aggressive sales policy and intensively market its products.

This concept is a broad sales promotion system that includes integrated marketing communications technologies ( ATL, BTL, PR).

The concept of improving the marketing of goods and services is also referred to as the concept of intensifying commercial efforts.

The first stage in the evolution of marketing is marked by the creation of a consumer market - a market where supply (goods and services) exceeds demand.

2. The second stage of the evolution of marketing (1950-1970).

During this period, three basic concepts are formed that are fundamental for the organization of marketing activities: functional, institutional and product approaches.

The institutional approach focuses the attention of the entrepreneur on the final consumer in retail. Retailing and its effective organization becomes the main concern of marketing (merchandising).

The product approach in marketing is based on a thorough study of consumer preferences. This is the time of the beginning of marketing research of the market, and based on their results, work is being built to improve and modify products.

The second stage in the evolution of marketing is the beginning of the formation consumer marketing concepts. The main thesis of this concept is that the consumer does not buy the product itself, but the properties of this product, its consumer utility.

In the 1950s and 1960s, marketing began to be seen as a broader process than in-house planning.

Marketing is gradually becoming a "business philosophy". Major corporations have embraced marketing concepts. During this period, marketing departments began to be created at enterprises.

During this period comes awareness of the specific functions of the sales and marketing department.

Fig 6. The concept of intensifying commercial efforts

In the early 1960s, the concept of enterprise business marketing management was developed, based on meeting the needs and demands of consumers.

This concept uses a market approach to business, based on the priority of the consumer as the main agent of market relations, his needs, interests and requests.

The pinnacle of the market approach to business based on marketing in the 60s was marketing mix concept , proposed by E.J. McCarthy in 1960.

In the McCarthy 4 "P" typology, there are four classes of management controls beginning with the initial "P": Product , Price , Place and Promotion (Product, Price, Place and Promotion).

This marketing concept contributed to the formation and then the development of various technologies and marketing management tools in enterprises and organizations: market segmentation and positioning of goods and services.

The consumer concept of marketing management formed the basis for the formation of the concept and branding strategies.

Marketing is becoming more and more systematic in the management of companies in a competitive market. The link between producer and consumer is provided by micromarketing.

Marketing as a system for ensuring interaction at the level of society in order to meet the needs of end consumers is considered as macromarketing.

The transition from studying the problems of behavior in the company's market to the level of the social system served as the basis for the development of new approaches to marketing activities, called holistic marketing, social and ethical marketing, consumerism, and strategic planning.

The 1950s and 60s were the heyday of mass marketing.

3. The third stage of marketing evolution (1970-1990).

At this stage, marketing becomes one of the main elements of corporate strategic management, aimed at adapting the enterprise to the external economic and political environment.

At this stage, widespread strategic marketing concept , which provides as a priority the needs of customers and at the same time the presence of competition, in contrast to the concept of marketing focused on consumers.

70-90s time of differentiated marketing. This stage of market segmentation.

By the end of the 80s, marketing began to acquire new features. At this stage transactional marketing increasingly transforming into relationship marketing, partnerships.

In the 70-80s, large enterprises and companies began to pay more and more attention to the social responsibility of their business to society and the state.

At this time, it develops socio-ethical concept of marketing or socially responsible marketing where the goal of the company is to establish the needs, needs and interests of target markets and meet them in more effective ways than competitors, while maintaining and improving the well-being of both consumers and society as a whole.

4. The fourth stage of the evolution of marketing 1991 to the present.

In the 1990s, the concept of partnerships, or relationship marketing, was developed. This is a system of views on marketing management with the aim of forming long-term loyalty of potential consumers based on close interaction in the process of creating value and obtaining consumer benefits and profits for enterprises on this basis.

Strengthening customer relationships ensures the use of new technologies - CRM systems.

The current market-driven marketing paradigm requires constant ingenuity from management.

The winners are those companies that invest money in the technological improvement of their products, reducing operating costs and increasing the company's shareholder value.

Modern management in the field of marketing is characterized not only by an increase in sales and market share, but by the creation of unique goods and services, attention to innovative programs.

One of the stable trends of modern marketing is its adaptation to the new information environment.

In the field of sales, relying on information technology and the Internet, managers are developing new technologies for developing interactive relationships with suppliers and intermediaries.

In conditions of market saturation with goods and services, increased competition in several consumer markets, management is increasingly concerned about the development of market niches.

3. Classification of marketing: types, forms and types.

Varieties, forms and types of marketing are associated with its objects, in respect of which the necessary efforts are being made.

Consider the main types, forms and types of marketing.

Depending on the type of market coverage strategy, an enterprise faces a choice of one of three types of marketing:

undifferentiated marketing. In this case, the company does not pay attention to the differences between market segments, but focuses on their common characteristics and approaches the entire market as a whole, with the same product for all buyers.

This type of marketing is also called mass marketing, in which the manufacturer focuses on a wide range of consumers and uses one basic marketing mix for a standard product.

Differentiated Marketing . In this case, the organization or enterprise also addresses the entire market, but with a special offer, program and a specially designed marketing mix for each of its segments.

For example, a car manufacturer Volvo and Lada says it produces passenger cars for every segment of its core market, thereby tailoring its pricing, distribution and communications policies to each consumer segment it serves.

In the field of distribution of goods, the so-called multi-channel type of marketing is used, in which an enterprise creates two or more distribution channels to serve one or more market segments. For example, the sale of building materials directly to construction organizations and, the same sale, through wholesalers and retailers.

Marketers divide consumers into similar groups according to geographic (place of purchase), demographic (age, income, occupation), and psychographic (purchase motives, lifestyle) criteria in relation to their purchase of a product, its price, distribution system, and corresponding purchase incentives.

Concentrated marketing is one of the marketing strategies of an enterprise in which it seeks to cover the largest part of one or more submarkets. This strategy is most often used when enterprise resources are limited.

Compared to mass marketing, this type of marketing comes with a high degree of risk, as a stronger competitor may decide to expand into this market segment. Distribution gains individualized approach to marketing , based on the idea that there should be a different approach to different buyers, i.e. Each client should be given an individual approach that best reflects the needs of this client.

The effective use of these three types of marketing depends on a thorough understanding of the needs of actual and potential consumers of the underlying market and the resources of the enterprise itself.

Enlightened Marketing - this is a kind of marketing philosophy, which consists in the fact that the marketing of the enterprise should support the optimal functioning of the product distribution system in the long term.

There are five principles of enlightened marketing:

Consumer orientation;

innovation;

Increasing the value of the product;

Awareness of the mission of the organization;

Following the concept of social and ethical marketing.

The most popular model and concept of marketing is marketing management.

Marketing management (marketing-management) is the activity of marketing managers in determining target markets, studying the needs of consumers in these markets, developing products, setting prices for them, choosing the organization of distribution channels, ways to promote products through exchange that meets the needs of interested groups.

Marketing management is used in practice in organizations and enterprises as one of the management functions.

The main directions of its activity are revealed by the American marketing model 4 "R", including the first letters of English terms: 1. product (product); 2. promotion (promotion); 3. price (price); 4. place (place).

The potential profitability of these company marketing factors and their relevance to the market are usually assessed by market research.

For the service sector, an extended marketing mix "7P" , where, in addition to the controlled elements of the 4P marketing mix: 1. product (product), 2. promotion (promotion), 3. price (price), 4. place (place), factors such as: 5. staff ( personnel), 6. process, 7. physical environment.

Consumer behavior researchers use marketing - consumer mix "4C" - (4cs).

The potential profitability of these company marketing factors and their relevance to the market are also evaluated by the results of market research.

Depending on the nature of the demand that takes place in the market, the following types of marketing are distinguished:

- conversion - a type of marketing practice in conditions of negative demand, when a significant part of the market does not accept the product and is even ready to pay a certain price for refusing to use it.

The task of marketing is to change this situation, using a set of marketing tools: changing the product or its properties, price correction, more effective promotion programs;

- stimulating - marketing activities aimed at creating additional incentives for purchase, in addition to the need or desire to purchase a product. For example, offering gifts to customers;

- remarketing used in the event of a drop in demand. The strategy of this type of marketing is an attempt to restore demand by penetrating new markets, changing the properties of goods, oriented to the new needs of buyers;

- supportive used in conditions of full demand, when the organization is satisfied with the volume of sales. The task of supporting marketing is to maintain the existing level of demand, taking into account the measurement of the system of consumer preferences and increased competition;

- demarketing - applied in conditions of excessive demand. In this case, various methods and methods are used to reduce demand.

synchromarketing used in conditions of fluctuating demand to stabilize sales. Sales fluctuate on a seasonal, daily or hourly basis.

The task of marketing is to find ways to smooth out fluctuations in the distribution of demand over time or through flexible prices;

counter marketing Pused for irrational demand that threatens the well-being of society as a whole or the safety of its individual individuals (alcohol, tobacco, weapons).

developing marketing associated with demand.

In this case, the task is to turn potential demand into real demand, deliver or create such a product.

Depending on the goals of the exchange, the results of a particular field of activity, commercial and non-commercial marketing are distinguished:

- commercial It is used by organizations whose main goal is to make a profit.

Consumer goods (toothpaste, bread, milk, mineral water, etc.);

durable goods (cars, computers, mobile phones);

consumer services (repair, insurance);

industrial goods (engines, machinery, pipes, parts and spare parts, raw materials and materials, information, etc.);

- non-commercial - is used in the public interest and purposes, as opposed to marketing, seeking to obtain profit.

Used in education, healthcare, other social areas and humanitarian projects.

Depending on the scale of use of its tools, marketing is considered as:

micromarketing - this is a marketing activity undertaken from the position of taking into account the interests of only an individual company.

macromarketing - marketing activities aimed at the broad masses of consumers without taking into account the specific geographical, demographic and psychographic characteristics of various market segments;

megamarketing, which characterizes marketing activities of a global nature, where, in addition to the traditional elements of the marketing complex, power and public relations are used.

These marketing tools allow you to overcome the influence of external forces - the government, the media, various groups and some components of the company's marketing environment that are beyond the control of traditional marketing.

According to the scope of application, consumer, industrial and service marketing are distinguished.

Consumer Marketing is used where the parties to the exchange, on the one hand, are represented by companies, and on the other hand, by customers (consumer marketing, b2 c ). It is aimed at the implementation of efforts for the interaction of the company with the consumer.

From the point of view of the manufacturer of consumer goods, there are the following types of consumer marketing:

consumer-directed marketing (dominant pull-marketing). This is classic brand marketing, where the focus is on the consumer or user of the product.

Marketing specialists who carry out their activities in retail have to pay attention to meeting the needs of both end users and intermediate links. The specificity of this type of marketing lies in its special attention to personnel management;

vertical marketing is a distribution system consisting of a manufacturer, wholesalers and a number of retailers operating under a single management.

One of the links in this chain dominates as an owner (usually a manufacturer), the rest of the links work as distributors and dealers, receiving the necessary privileges from the owner.

Industrial Marketing (industrial marketing, b2 b ) is used in the context of interaction between an enterprise and consumer organizations (business, professional), where enterprises acquire goods for their further production and use within these enterprises or for resale to other consumers.

Service Marketing is a type of marketing that is carried out as an accompanying activity in conjunction with the marketing of consumer goods and means of production.

Marketing of services is becoming more and more different from marketing of goods as the intangible properties of services increase.

Services include all economic benefits that cannot be attributed to agriculture or industrial production.

The specificity of services: their process nature, intangibility, impossibility of storage and transportation, is reflected in the marketing system used by service enterprises.

The service sector is showing strong growth. Its share in the economy is constantly increasing. On average, about 70% of GDP in developed countries is produced in the service sector, the growth rate of this sector (16% per year), much higher than the growth rate of trade (only 7% per year).

Network marketing became popular in Russia in the 1990s.

It is also called multi-level marketing, which is built on creating a network of buyers and sellers.

Distributors of the manufacturer, having sold a certain product, ask the buyer for a certain fee to find new buyers, who, in turn, ask to find new buyers.

Innovative or innovative marketing focuses on the organization's ongoing search for products that are in demand, concentrating its efforts on improving its marketing.

Innovative marketing is aimed at finding projects, ideas, directions for promising research and their results,

assessment of the market and investment attractiveness of projects related to the introduction of technological innovations, commercialization of technologies, introduction of new products to the market.

On a territorial basis, national (regional, local) and international marketing (foreign economic, global, world) are distinguished:

regional marketing is carried out within a certain region of the country, and the local activity is aimed at a local audience living in close proximity to the manufacturer of goods, for example, in the same city or district. This type of marketing is carried out in the domestic market;

international marketing - this is the activity of the enterprise in foreign markets, which requires the analysis of more complex objects that are not available in the domestic market (customs, exchange rates, politics and culture of other countries). This type of marketing is carried out in the external market.

It differs from the domestic market in terms of sales, business customs, national traditions, currency, features of the socio-cultural environment. As a rule, the company transfers its trading practices beyond national borders, making minimal changes to its components.

If a decision is made to establish itself in a foreign market, the company resorts to international marketing.

A variation of international marketing is export marketing, which is associated with attempts to sell products in another country.

Depending on the type and direction of activity of an individual or organization, or marketing is distinguished: organizations; individuals, marketing of places, ideas, innovative, social marketing:

organization marketing is aimed at the implementation of the organization itself, enterprise or individual business.

individual marketing (ego marketing) or personal marketing is aimed at creating, supporting or changing the position of a particular person, group of people or society towards him.

place marketing includes activities aimed at shaping, supporting or changing the position of people, organizations to specific geographic regions and localities.

This activity is usually aimed at increasing the importance of places, in order to attract tourists, new residents, rich companies and even investments. This type of marketing is also called holiday destination marketing .

Such activities are carried out by travel agencies, airlines, oil companies, hotels and hotels, government agencies;

idea marketing. We can say that any marketing comes down to the marketing of ideas.

This includes: the fight against alcohol and smoking, drugs and other social ills. These are campaigns in support of culture, protection of monuments, animals, education, orphans, donation, the environment, etc.

social marketing

Idea marketing is closely related to social marketing , which aims to develop and implement programs to promote social projects and ideas, motives or practices aimed at a specific target group.

Depending on the scope of commercial activity, businesses are distinguished: financial, banking, real estate, housing, sports, etc.:

- financial marketing or financial services marketing. The clients of this marketing include banks, insurance companies, pension funds, stock exchanges, etc. financial institutions or financial business institutions;

Bank marketing aims to establish existing and potential markets for banking services; selection of specific markets and determination of the needs of consumers of bank services; establishment of long- and short-term relationships with respect to the bank's clients; introduction of new types of products and services in the practice of the bank, corresponding to the demands of the market.

To study the markets of banking services and their potential consumers, banks use traditional methods of industrial marketing;

- sports marketing - marketing of goods, carried out through the sponsorship of sports competitions, sports teams, equipment for sports competitions, as well as the purchase and sale of players and entire teams.

Aspects of green marketing include the development of environmentally friendly products, reusable and biodegradable packaging, energy-saving technologies, packaging using recycled paper, the development of phosphate-free detergents, reusable waste containers and bottles that use less plastic.

In the 21st century, many management decisions in business are made on the basis of the use of modern information technologies, which quickly and quickly allow solving research and organizational problems in marketing.

Along with the improvement of traditional forms of marketing, the so-called virtual marketing is gaining momentum.

Virtual Marketing - is a system of knowledge about the supply of goods on the market based on information technology, integrating marketing activities in the internal and external environment of the enterprise.

Virtual marketing has a number of advantages over traditional marketing that provide:

Significantly reduce the time spent searching for partners, making deals, developing new products and new marketing technologies;

Reduce the asymmetry of information, which allows to reduce information transaction costs;

Reducing transaction costs allows you to reduce the risks associated with uncertainty;

To reduce the time for the development and implementation of new products, to quickly optimize the pricing policy, to significantly reduce the number of intermediaries, the costs of selling and promoting goods, etc.

Virtual marketing ignores spatial localization, binding to a territory, a specific market.

direct type of marketing is an interactive marketing system that allows the consumer to receive information, purchase a product without intermediaries through the media, or do both at the same time, carried out via the Internet or interactive television.

Good efficiency brings the strategy of use integrated direct marketing (integrated direct marketing), implemented using various marketing tools in several stages in order to improve the consumer's response to the product offer and increase profits.

The main direct marketing channels are: personal selling, direct mail, catalogs, databases, telemarketing, mobile commerce and email marketing:

email marketing (e-marketing) of products using electronic means of determining the consumer market;

database marketing - is the collection, storage, analysis and use of all available data about the current or potential consumer using a computer.

The seller expects to predict future consumer behavior based on an analysis of the characteristics of consumers and their actions in the past.

A popular type of business that is gaining momentum is becoming event marketing (events marketing).

The main task of which is to promote the company's products and its brands by associating the company with any event.

This also includes:

- individual event marketing - a situation where sponsorship or any other funds are invested in ensuring that as many people as possible attend an event;

- philanthropic marketing (cause-related marketing) marketing activity that links the sale of a company's products to the financing of charitable or social events by the company.

Among the new types of marketing that have been developed in Russia are:

- guerrilla marketing (pm) (guerrilla marketing) the use of non-standard techniques and unusual methods for promoting products. It is rather individual marketing, the success of which depends on the specific talent and ingenuity of the marketing specialist. This is the author's improvisation in marketing.

Guerrilla marketing implies a rejection of common truths, non-standard moves, novelty of solutions, as well as high results with existing limited financial opportunities and personnel problems. Here, in the absence of serious financial opportunities, the original creative ability of the human brain is especially valuable, which allows, at minimal cost, to achieve large and significant for the company results of introducing the final product to the masses;

The spread of viral marketing is facilitated by the growing popularity of various online communities, blog hosting and social networks (vkontakte.ru, odnoklassniki.ru, moikrug.ru, liveinternet.ru, etc.).

Statistics show that every fourth - fifth person who received a message that seemed interesting to him, sends or gives a link to his friend. Many large companies and corporations are trying to actively use viral marketing to promote their products on the modern market. Among them are such industry giants as Mercedes, Volvo, Nissan, Adobe, Microsoft, IBM, American Express and many others;

-booz - marketing(rumour marketing) is the same as viral marketing. The basis of this type of marketing is hearsay passed from person to person;

- lateral marketing (lateral marketing) from lateral - lateral, to the side - a non-standard approach in marketing, opposite to vertical marketing, based on the theory of segmentation and positioning. This is a technology for developing new products, new ideas, not “within a certain market”, but outside it;

- convergent marketing - a combination of several communication channels to convey a message about the organization.

For example, the use of television, radio, press, the Internet, direct marketing and other possible channels for a marketing campaign.

expo marketing - a method of strengthening the brand, attracting consumers and, as a result, increasing profits through large-scale presentations, exhibitions, fairs.

Types, types and forms of marketing are constantly and actively changing and developing, acquiring new features and characteristics. This is explained by the growing diversity of the development of market relations in the new economy.

As responses to the requirements of the modern information economy, feedback marketing, cybermarketing, virtual, mobile, oral communication marketing, neurolinguistic, customized and other types of marketing are being developed.

Modern institutional forms of marketing are embodied in the form of consulting, analytical and research activities, communication and educational activities.

Marketing is closely related to art. In this regard, it depends entirely on the creativity, intelligence and cultural maturity of the managers who are involved in the marketing business or who are involved in marketing in organizations.

It can be argued that the penetration and consolidation of marketing in organizations (of various forms of ownership and fields of activity) to a decisive extent depends on the competence and professional maturity of marketing specialists, their ability to convey to shareholders and top management the benefits of the marketing orientation of a business in a competitive market.

The professional activity of a marketer is perceived and evaluated in society ambiguously, not only in Russia, but throughout the world.

They try to present marketing as manipulation of a person's consumer behavior and restriction of his freedom to choose goods and services.

The purpose of marketing, as one of the types of human activity, is aimed at meeting the diverse needs of a person living in the modern world of market diversity of goods and services.

The concept of socially responsible marketing is spreading all over the world and in Russia, which is designed to replace the traditional concept of marketing in order to rationalize consumption and protect society from undesirable production processes.

The concept of socially responsible marketing proclaims the task of the organization to establish the needs, requirements and interests of target markets and satisfy consumers in a more effective way than competitors, while maintaining or strengthening the well-being of the consumer and society as a whole.

Started in the 30s, received its institutional development in the 60s. XX century in the United States, the consumer rights movement receives support in the Russian Federation.

This public reaction to the actions of producers and sellers of goods and services has been consolidated in consumerism.

The ethical side of marketing practice is reflected in the international code ICC/ESOMAR/, which is accepted by the leading sociological and marketing companies in Russia.

Marketing has a bright future.

A young specialist who has chosen marketing as his professional activity will have an exciting journey into the diverse world of the market, competition, consumer choice, personal and professional growth.

Macroeconomics studies the functioning of the country's economy as a whole (including the industry), such general processes and phenomena as: inflation, unemployment, budget deficit, economic growth, government regulation, etc. Macroeconomics operates with such concepts as GDP, GNP, aggregate demand, aggregate supply, balance of payments, markets for money, goods and labor, using aggregate indicators.
Microeconomics studies the behavior of economic agents in the course of their production, distribution, consumer and exchange activities. The subject of her research are the following problems: the consumer or why agents choose particular sets of goods (as a rule, for final consumption); producer: how and why agent-producers choose exactly such sets of production factors and output structures; general equilibrium: how and why prices for goods and services are formed, how exchange occurs under various assumptions; information asymmetries: how and why mismatch of information sets of economic agents can lead to economic inefficiency; externalities: how and why the ability to indirectly influence the decisions of other agents by one's choice can lead to economic inefficiency; public goods: how and why the existence of certain types of economic goods can lead to economic inefficiency.

Recently, the American version of economic theory, economics, has become increasingly popular among market researchers. See Mankiw N.G. Principles of economics. St. Petersburg: Peter, 2003

Shevchenko D. A. Economic foundations of marketing theory // Bulletin of the Russian State University for the Humanities, 2007. - No. 12. - P. 146-175.

In microeconomics, consumer choice is determined by the law of diminishing marginal utility. Indifference curves - solve the problem of choice. The concept of indifference presupposes the existence of alternativecosts (lost profits). An individual purchasing anycommodity, renounces the benefits that would be available to him if hepurchasing another product. At the same time, he falls into a state of indifference.which only if the opportunity cost associated withchoice of any product set, do not exceed the totalthe benefits of another option. See more in the book: Mayburd E.M. Introduction to the history of economic thought. - M.: Delo, 2000

Drucker P.F. Tasks of management in the XXI century. Moscow: Williams Publishing House, 2002, p. 27.

Kachalov I. Sales planning with an accuracy of 90% or more. - St. Petersburg: Peter, 2008

Marketing professionals use this fact when organizing and branding events.

Doyle P. Cost Oriented Marketing. St. Petersburg: Peter, 2001

Ibid., p.246

Doyle P. Marketing management and strategies. St. Petersburg: Peter, 2003, p. 102

Galbraith J.K. New industrial society. Favorites. M.: Eksmo, 2008, p.31

Marx K. Capital. M.: TsSE, 2001. Vol.1. Book 1.

P. Sorokin. Man, civilization, society. M.: Plitizdat, 1992. Galbraith J. New industrial society. M.: Eksmo, 2008. Toffler A. The Third Wave. M.: AST, 1999. J. Baudrillard The system of things. Moscow: Rudomino, 1999.

Yu.M. Reznik A multifaceted image of a person: prerequisites for constructing a configurative model (essays). Questions of social theory: Scientific almanac. 2010. Volume IV. Man in search of identity. M.: Association "Interdisciplinary Society of Social Theory", 2010, p.18-62

J. Dewey considered impulses and habits as fundamental human nature, which are comprehended by him in the learning process. A. Etzioni believes that a person faces the eternal choice of pleasure or duty, between the desire for personal pleasure or moral duty. Skitowski T. argues that it is necessary to distinguish two different states in consumption: comfort - a statistical state, the degree of closeness to excitation to the optimal, and pleasure - a dynamic state, as a movement towards the optimum.

Fromm E. To have or to be? M.: Progress, 1990. Toshchenko Zh.T. paradoxical person. M.: UNITY-DANA, 2008

Lyotard J. The state of postmodernity. SPb.: Aleteyya, 1998. FoksolG., Goldsmith R., Brown S. Consumer Psychology in Marketing. St. Petersburg: Peter, 2001.

Foxol G., Goldsmith R., Brown S. Consumer Psychology in Marketing. St. Petersburg: Peter, 2001, p. 43

Reznik Yu. M. Introduction to social theory: Social systemology. M.: Nauka, 2003. Kagan M.S., Solonin Yu.N. Culturology. Publishing House "Higher Education", 2009

Angel D. Consumer Behavior. Textbook. St. Petersburg: Peter Kom, 1999

Blackwell D., Miniard P., Angel J. Consumer Behavior. St. Petersburg: Peter, 2002

Doroshev V.I. Introduction to marketing theory. M.: INFRA-M, 2001, p. 146-147

BaudrillardJ. The system of things. - M., 2001. p.207

Turner J. Structure of sociological theory. Moscow: Progress, 1985

Veblen T. Theory of an idle class. Moscow: Progress, 1984

The theory of consumer behavior proposed by T. Veblen shows that most consumer decisions can be explained in terms of social impact and interaction, and not in terms of economic benefits and costs.

Collins R. Sociology of Philosophy. Siberian chronograph. Novosibirsk, 2002

The purpose of sociological research is public opinion, marketing research - consumer preferences of buyers. Sociological and marketing research on the ways and methods of collecting information are the same. In applied sociology, more attention is paid to field research, questionnaire surveys (quantitative methods), in marketing - qualitative methods of collecting information (focus groups, individual interviews, observation).

Churchill G.A. Marketing research. - St. Petersburg: Peter, 2001, p. 54. Malhotra N.K. Marketing research. Practical guide, 3rd edition. Moscow: Williams Publishing House, 2002, p. 76.

BaudrillardJ. The system of things. - M., 2001. p.173.

Having delimited itself from the surrounding world, N. Luhmann notes, society is able to operate in a closed way and, since communication is the only truly social operation, then operational isolation is expressed in the fact that one communication is connected to another communication.

Introduction

The Russian economy of construction, industrial market organizations is a controversial and complex process. Economic reform is a decisive condition for the renewal and transformation of production relations in our country. There is a review of all the old views in the process of social development. Cardinal changes in the development of the country's economy and in the system of the economic mechanism.

The policy functioning in the development of the national economy before the economic reform did not arouse much interest in the study of forms, methods of production, economic and commercial activities used in world economic processes.

In economic processes, methods and principles, as well as forms of marketing, occupy a very important place. In situations of strengthening market self-supporting relations and the independence of enterprises, organizations and companies, the preference for expedient forms and their development is directly intended to contribute to an increase in economic efficiency and the environment and the social and environmental security of teams.

Marketing in solving these problems should be considered as an effective concept of production and quality activities, and as a management function, and as an economic process.

Market research for its products and provision of resources, changing needs of consumers, the study of new types of products, technologies and equipment, production organization and management forms, pricing and commodity service policy.

The approach in marketing for the formation of goals in the economy, production activity sets before the manufacturer, at the beginning of this activity, the initial questions:

question: for whom to produce products?

question: what consumer properties should the product have?

question: how much is it necessary to produce this product?

question: when will the consumer need such products?

question: at what price can it be sold?

The productive application of the marketing approach in the production, economic, commercial and marketing activities of an enterprise depends on how quickly and flexibly it reacts to the slightest changes occurring in the market, responds to new consumer needs by mastering technologies and new products. Its ability to adapt to the uncertainty of the development of consumer demand. To create an appropriate economic and legal environment that would ensure true economic independence of the enterprise in any relationship on the market.

The purpose of this course work is to study the features of modern marketing concepts. In accordance with this goal, the following tasks were set and solved:

· study the theoretical aspects of marketing;

· explore existing marketing concepts;

· analyze the content of marketing planning;

As a theoretical basis for writing this term paper, the works of foreign and domestic scientists were used, both in the field of marketing and marketing communications, and in the field of product promotion: P. Drucker, F. Kotler, K. Howard, S. Lavrov, J. Lambena, G.L. Bagiev, M.V. Gundarin, F.N. Gurov, E.V. Popov, S.N. Romanenko and others.

concept marketing social international

1. Theoretical aspects of marketing

1.1 Essence and principles of marketing

Marketing is the result of many years of evolution of managers' beliefs on tasks and goals, methods of shaping trade and industry. Of great importance for the development of the concept of marketing was scientific and technological progress, which provided a wide variety of goods, a significant rate of their renewal, and effective production management.

Marketing in translation from English means "action in the market" or activity in the field of sales markets. In the modern sense, marketing is an entrepreneurial activity associated with the promotion of services and goods from the producer to the consumer. Marketing as the basis of a market economy is a "philosophy" of production, entirely dependent on the conditions and requirements of the market, which are in constant development dynamics under the influence of a wide range of economic, political, social factors, scientific and technical. In his book, the American economist Philip Kotler, "Fundamentals of Marketing", defines marketing: "Marketing is a type of human activity aimed at satisfying needs and requirements through exchange." This definition is accompanied by the most important marketing motto: “Find a need and satisfy it”, which formulates the main goal of marketing efforts. Marketing as an economic category has a very capacious content: to improve its range and products, research customers, competition and competitors, ensure pricing policy, demand formation, sales promotion and advertising, organization and technical services, increase the range of recommended services, optimize distribution channels and sales organizations.

The development of production management in the formation of marketing, there have been several stages in its development. The changes that took place in society became a reflection of political, social and economic changes. In countries in which the stage of formation and development of marketing took place, there was such a development trend in which the emphasis was on the consumer or groups of consumers, on satisfying his or their needs and needs, and not on production.

The methodological method of marketing helps to research and analyze market activity for industrial enterprises and allows you to fully subordinate the work of all enterprise structures to constantly changing market conditions and requirements. From R&D to sales and service. At the enterprise, marketing consists of a system of judgments, practical actions related to research and study of consumer needs, production and exchange potentials to ensure them with the least use of all types of resources while achieving the greatest consumer effect. Combining some elements of entrepreneurial, production, economic, marketing and financial activities into a single technological process is the main task of marketing. The use of marketing helps the company to solve specific problems in each company is able to solve certain problems in each market with maximum efficiency. The practical ability of the manufacturer to control its production and marketing, scientific and technical plans in accordance with the modifications of market conditions, to maneuver the economic resources at its disposal in order to provide the necessary strategy in solving tactical and strategic tasks. Observing all these conditions, marketing becomes an original type of management, the basis for operational and long-term planning of technological, production, investment, scientific, technical, financial and marketing activities of an enterprise, and marketing management becomes the main element of the enterprise management system.

The essence of marketing says that only what will find a real market should be produced, and not try to impose on the buyer products that are “inconsistent” with the market in advance.

The basic principles deriving from the essence of marketing include:

· well-established production and sale of goods must meet the needs of customers, as well as the market situation and the company's capabilities;

· absolute satisfaction of the needs of customers and compliance with all modern standards of artistic and technical level;

· the obligatory presence of the product on the market at the time of the greatest and most effective demand and sale of this product;

· constant renewal of all manufactured or sold products;

· cohesion of strategies and tactical approach to rapidly respond to the slightest changes in consumer demand.

To establish certain current and long-term strategic goals, the possibility of achieving them, the true sources of resources for economic activity, as well as the ability to determine the quality of products and the right assortment, the best structure for production, the most profitable profit for production or the company, for this purpose the marketing activities of the production or company are directed .

The most important methods of marketing activities in production are as follows:

) in relation to the enterprise, it is important to analyze the external environment, which enters not only the market, but also social, political, cultural and other conditions. The entire analysis identifies factors that contribute to commercial success or hinder it, as a result of this analysis, the necessary data bank is created to assess the environment and its potentials;

) consumer analysis or analysis of real and potential consumers is of great importance. The study of this analysis includes the study of economic, demographic, social, geographical and other characteristics of people, about purchasing power, as well as their needs and needs and their purchasing power of both ours and competing products;

) the following analysis is aimed at studying and planning for the future existence of products or developing concepts for creating new products or modernizing old ones, including the range of these products and i-series, as well as packaging and more. Commodities that have become obsolete and do not bring an estimated profit are removed from production and the market. Plan product distribution and sales, create, if necessary, appropriate own sales networks with shops and warehouses or agency networks;

) provide and generate demand and sales promotion (FOSSTIs) by combining non-commercial prestige events, advertising, personal selling and various types of material incentives addressed to buyers, agents and sellers directly;

) provide a pricing policy that includes planning the system itself and the price level for all supplied products and defining technologies in relation to prices, discounts and loans. Compliance with social and technical norms of the given region where products are sold. Compliance with the norms of moral and ethical rules is an indispensable level of consumer value of the goods;

) marketing management as a system consisting of planning and execution, control of the marketing program and personal responsibilities of all participants involved in the work of the enterprise, as well as assessing the risk and profit, and, of course, the effectiveness of marketing decisions.

1.2 Functions and purposes of marketing

Marketing touches a lot of people in all sorts of different ways, and it inevitably creates controversy. Not everyone is satisfied with the activities of modern marketing, accusing it of destroying the environment, intensifying the attack of stupid advertising, creating unnecessary needs, developing a sense of insatiability among young people and other faults. The rest angrily stand up for marketing.

What is the main idea and goal in the marketing system? There are four possible answers:

Analytic function.

Product-production function.

Sales function.

The function of management, communications and control.

The first goal is to maximize consumption or maximize profit. This goal is set by all commercial organizations. The idea of ​​this goal is to increase the consumption of the product as much as possible in all possible ways, which would lead to an expansion of production, and in consequence this to an increase in profit. For this, the consumer is convinced that "The more consumption, the better the result."

The second goal is not much different from the third and fourth goals. It consists of caring for consumers. Increasing the degree of customer satisfaction from the purchased product. Consumers, having received great satisfaction from the purchase, will come for this product more than once and will probably buy it in larger quantities, and they can also advertise it to their relatives and friends, thereby bringing considerable benefits to manufacturers.

In marketing, there is a third goal, which is to provide maximum and varied choice for consumers. One side of this goal helps to fully satisfy the needs of buyers in choosing a quality product, and the other side warns that an increase in production may not lead to an increase in demand, and the price of the product will increase due to significant costs. An increase in the price of a good will generate consumer anger. It turns out a kind of closed circuit. This goal is suitable only for those companies that are convinced that all their products will have the maximum demand.

Raising the standard of living is considered by many to be the most important thing in life. This is what we will consider the fourth goal, and it consists of three principles. In my opinion, the first principle of improving or improving the standard of living includes increasing the quality and quantity and expanding the range, as well as the acceptable price of goods. Increasing the positive impact of marketing on the physical and environmental, cultural and spiritual environment, all this is the second principle. In this case, the goal of the firm should predetermine the formation of environmental improvement and general cultural values. It is fair to say that it is difficult to measure the quality of life, as well as the pleasure of buying an excellent product.

For excellent and productive work, any firm must set itself these listed four goals of maximization, although this does not always work out, as a result of which a new name for the goal has appeared - alternative.

The analytical function is also present in the analysis of marketing and it consists of research :) markets:

It is very important for any manufacturer to choose a more priority and suitable one from a huge mass of markets. The choice of a sales market is influenced by many factors: the import-export policy of countries, the geographical location and volume of market consumption, competition - the country of the producer and consumers, as well as the constancy of the economy of these countries, forecasting the development of the market. The consumption volumes of the market are also very significant, since it is invariably better when the sale of goods on the market is maximum. The presence of a huge number of competitors in the market creates a very competitive struggle. The strongest competitor wins with more experience. The import-export policy has a significant impact on the sale of goods of the producing country and consumer countries, because the size of customs duties and customs legislation are of great importance.) Consumer markets:

All markets are saturated with a considerable number of buyers, and they differ from each other according to different criteria. The analytic function will help us here as well. Here is salvation - segmentation. Market segmentation allows you to divide all consumers into groups according to needs and place of residence, by age and gender, and more. Orientation of producers to the found one or several groups of consumers and orient their production to them.) goods:

First, before presenting their products on the market, the manufacturer carefully studies the commodity structure of the market. It is formed from the names of goods - analogues and goods - substitutes offered in this market by competitors, the service of competitors, their quality and their technical level, special requirements for the product.

The production function of marketing consists of:

a) creating a competitive quality product in a market environment. Manufacture of products organized in such a way that the manufactured product is a product that satisfies buyers and their needs for technical characteristics and quality, which determine the competitiveness of the product. The product, even during development, should be formed as a product - universal for the stipulated market segments.) Creation of a logistics base.

The task of this base is to supply materials and raw materials, various components from the found channels at fixed prices and without interruptions. A properly built logistics system eliminates failures in this chain.

The sales function consists of:) organizing a system for delivering products to the consumer.

This function consists of a system of activities that stand between the production and sale of goods. A systematic approach to product delivery should be flexible and well-established, primarily for food products, since most of them are perishable products. The manufacturer needs to take into account the costs of a certain amount for the delivery of goods to the consumer, which include packaging, transportation and storage of products.) Service or after-sales service of an organization consists in a complex of services for the sale and movement of goods. This function is an addition to the first subfunction of the sales function. Service offerings for an organization are a stable bringing of products to the buyer using a variety of services. The management function is based on planning and controlling the production of goods. Well-planned activities, supported by calculations and research, analysis and forecasts of the development of this type of production allow you to be sure of a positive result. The degree of risk is thus reduced.

There are three types of planning:

) long-term or strategic:

Long-term planning is used to determine the scenario, the development of the company as a whole for 10 - 20 years.

) mid-term:

Medium-term plans are developed for the implementation of specific projects, and are drawn up mainly for 3-5 years.

) short-term (operational):

Short-term planning is used to organize production for a year, to solve specific tasks and to analyze financial results.

Management function, which consists of a sub-function of monitoring the feedback between actual results and planned ones, for which all kinds of reports on the work of the enterprise and their comparative analysis are used. Control helps to detect not only the strengths of production, but also weaknesses and identify errors, prevent shortcomings and deviations, as well as find new solutions and opportunities.

2. Evolution of marketing concepts

Introduction

The Russian economy of construction, industrial market organizations is a controversial and complex process. Economic reform is a decisive condition for the renewal and transformation of production relations in our country. There is a review of all the old views in the process of social development. Cardinal changes in the development of the country's economy and in the system of the economic mechanism.

The policy functioning in the development of the national economy before the economic reform did not arouse much interest in the study of forms, methods of production, economic and commercial activities used in world economic processes.

In economic processes, methods and principles, as well as forms of marketing, occupy a very important place. In situations of strengthening market self-supporting relations and the independence of enterprises, organizations and companies, the preference for expedient forms and their development is directly intended to contribute to an increase in economic efficiency and the environment and the social and environmental security of teams.

Marketing in solving these problems should be considered as an effective concept of production and quality activities, and as a management function, and as an economic process.

Market research for its products and provision of resources, changing needs of consumers, the study of new types of products, technologies and equipment, production organization and management forms, pricing and commodity service policy.

The approach in marketing for the formation of goals in the economy, production activity sets before the manufacturer, at the beginning of this activity, the initial questions:

question: for whom to produce products?

question: what consumer properties should the product have?

question: how much is it necessary to produce this product?

question: when will the consumer need such products?

question: at what price can it be sold?

The productive application of the marketing approach in the production, economic, commercial and marketing activities of an enterprise depends on how quickly and flexibly it reacts to the slightest changes occurring in the market, responds to new consumer needs by mastering technologies and new products. Its ability to adapt to the uncertainty of the development of consumer demand. To create an appropriate economic and legal environment that would ensure true economic independence of the enterprise in any relationship on the market.

The purpose of this course work is to study the features of modern marketing concepts. In accordance with this goal, the following tasks were set and solved:

· study the theoretical aspects of marketing;

· explore existing marketing concepts;

· analyze the content of marketing planning;

As a theoretical basis for writing this term paper, the works of foreign and domestic scientists were used, both in the field of marketing and marketing communications, and in the field of product promotion: P. Drucker, F. Kotler, K. Howard, S. Lavrov, J. Lambena, G.L. Bagiev, M.V. Gundarin, F.N. Gurov, E.V. Popov, S.N. Romanenko and others.

concept marketing social international

1. Theoretical aspects of marketing

1.1 Essence and principles of marketing

Marketing is the result of many years of evolution of managers' beliefs on tasks and goals, methods of shaping trade and industry. Of great importance for the development of the concept of marketing was scientific and technological progress, which provided a wide variety of goods, a significant rate of their renewal, and effective production management.

Marketing in translation from English means "action in the market" or activity in the field of sales markets. In the modern sense, marketing is an entrepreneurial activity associated with the promotion of services and goods from the producer to the consumer. Marketing as the basis of a market economy is a "philosophy" of production, entirely dependent on the conditions and requirements of the market, which are in constant development dynamics under the influence of a wide range of economic, political, social factors, scientific and technical. In his book, the American economist Philip Kotler, "Fundamentals of Marketing", defines marketing: "Marketing is a type of human activity aimed at satisfying needs and requirements through exchange." This definition is accompanied by the most important marketing motto: “Find a need and satisfy it”, which formulates the main goal of marketing efforts. Marketing as an economic category has a very capacious content: to improve its range and products, research customers, competition and competitors, ensure pricing policy, demand formation, sales promotion and advertising, organization and technical services, increase the range of recommended services, optimize distribution channels and sales organizations.

The development of production management in the formation of marketing, there have been several stages in its development. The changes that took place in society became a reflection of political, social and economic changes. In countries in which the stage of formation and development of marketing took place, there was such a development trend in which the emphasis was on the consumer or groups of consumers, on satisfying his or their needs and needs, and not on production.

The methodological method of marketing helps to research and analyze market activity for industrial enterprises and allows you to fully subordinate the work of all enterprise structures to constantly changing market conditions and requirements. From R&D to sales and service. At the enterprise, marketing consists of a system of judgments, practical actions related to research and study of consumer needs, production and exchange potentials to ensure them with the least use of all types of resources while achieving the greatest consumer effect. Combining some elements of entrepreneurial, production, economic, marketing and financial activities into a single technological process is the main task of marketing. The use of marketing helps the company to solve specific problems in each company is able to solve certain problems in each market with maximum efficiency. The practical ability of the manufacturer to control its production and marketing, scientific and technical plans in accordance with the modifications of market conditions, to maneuver the economic resources at its disposal in order to provide the necessary strategy in solving tactical and strategic tasks. Observing all these conditions, marketing becomes an original type of management, the basis for operational and long-term planning of technological, production, investment, scientific, technical, financial and marketing activities of an enterprise, and marketing management becomes the main element of the enterprise management system.

The essence of marketing says that only what will find a real market should be produced, and not try to impose on the buyer products that are “inconsistent” with the market in advance.

The basic principles deriving from the essence of marketing include:

· well-established production and sale of goods must meet the needs of customers, as well as the market situation and the company's capabilities;

· absolute satisfaction of the needs of customers and compliance with all modern standards of artistic and technical level;

· the obligatory presence of the product on the market at the time of the greatest and most effective demand and sale of this product;

· constant renewal of all manufactured or sold products;

· cohesion of strategies and tactical approach to rapidly respond to the slightest changes in consumer demand.

To establish certain current and long-term strategic goals, the possibility of achieving them, the true sources of resources for economic activity, as well as the ability to determine the quality of products and the right assortment, the best structure for production, the most profitable profit for production or the company, for this purpose the marketing activities of the production or company are directed .

The most important methods of marketing activities in production are as follows:

) in relation to the enterprise, it is important to analyze the external environment, which enters not only the market, but also social, political, cultural and other conditions. The entire analysis identifies factors that contribute to commercial success or hinder it, as a result of this analysis, the necessary data bank is created to assess the environment and its potentials;

) consumer analysis or analysis of real and potential consumers is of great importance. The study of this analysis includes the study of economic, demographic, social, geographical and other characteristics of people, about purchasing power, as well as their needs and needs and their purchasing power of both ours and competing products;

) the following analysis is aimed at studying and planning for the future existence of products or developing concepts for creating new products or modernizing old ones, including the range of these products and i-series, as well as packaging and more. Commodities that have become obsolete and do not bring an estimated profit are removed from production and the market. Plan product distribution and sales, create, if necessary, appropriate own sales networks with shops and warehouses or agency networks;

) provide and generate demand and sales promotion (FOSSTIs) by combining non-commercial prestige events, advertising, personal selling and various types of material incentives addressed to buyers, agents and sellers directly;

) provide a pricing policy that includes planning the system itself and the price level for all supplied products and defining technologies in relation to prices, discounts and loans. Compliance with social and technical norms of the given region where products are sold. Compliance with the norms of moral and ethical rules is an indispensable level of consumer value of the goods;

) marketing management as a system consisting of planning and execution, control of the marketing program and personal responsibilities of all participants involved in the work of the enterprise, as well as assessing the risk and profit, and, of course, the effectiveness of marketing decisions.

1.2 Functions and purposes of marketing

Marketing touches a lot of people in all sorts of different ways, and it inevitably creates controversy. Not everyone is satisfied with the activities of modern marketing, accusing it of destroying the environment, intensifying the attack of stupid advertising, creating unnecessary needs, developing a sense of insatiability among young people and other faults. The rest angrily stand up for marketing.

What is the main idea and goal in the marketing system? There are four possible answers:

Analytic function.

Product-production function.

Sales function.

The function of management, communications and control.

The first goal is to maximize consumption or maximize profit. This goal is set by all commercial organizations. The idea of ​​this goal is to increase the consumption of the product as much as possible in all possible ways, which would lead to an expansion of production, and in consequence this to an increase in profit. For this, the consumer is convinced that "The more consumption, the better the result."

The second goal is not much different from the third and fourth goals. It consists of caring for consumers. Increasing the degree of customer satisfaction from the purchased product. Consumers, having received great satisfaction from the purchase, will come for this product more than once and will probably buy it in larger quantities, and they can also advertise it to their relatives and friends, thereby bringing considerable benefits to manufacturers.

In marketing, there is a third goal, which is to provide maximum and varied choice for consumers. One side of this goal helps to fully satisfy the needs of buyers in choosing a quality product, and the other side warns that an increase in production may not lead to an increase in demand, and the price of the product will increase due to significant costs. An increase in the price of a good will generate consumer anger. It turns out a kind of closed circuit. This goal is suitable only for those companies that are convinced that all their products will have the maximum demand.

Raising the standard of living is considered by many to be the most important thing in life. This is what we will consider the fourth goal, and it consists of three principles. In my opinion, the first principle of improving or improving the standard of living includes increasing the quality and quantity and expanding the range, as well as the acceptable price of goods. Increasing the positive impact of marketing on the physical and environmental, cultural and spiritual environment, all this is the second principle. In this case, the goal of the firm should predetermine the formation of environmental improvement and general cultural values. It is fair to say that it is difficult to measure the quality of life, as well as the pleasure of buying an excellent product.

For excellent and productive work, any firm must set itself these listed four goals of maximization, although this does not always work out, as a result of which a new name for the goal has appeared - alternative.

The analytical function is also present in the analysis of marketing and it consists of research :) markets:

It is very important for any manufacturer to choose a more priority and suitable one from a huge mass of markets. The choice of a sales market is influenced by many factors: the import-export policy of countries, the geographical location and volume of market consumption, competition - the country of the producer and consumers, as well as the constancy of the economy of these countries, forecasting the development of the market. The consumption volumes of the market are also very significant, since it is invariably better when the sale of goods on the market is maximum. The presence of a huge number of competitors in the market creates a very competitive struggle. The strongest competitor wins with more experience. The import-export policy has a significant impact on the sale of goods of the producing country and consumer countries, because the size of customs duties and customs legislation are of great importance.) Consumer markets:

All markets are saturated with a considerable number of buyers, and they differ from each other according to different criteria. The analytic function will help us here as well. Here is salvation - segmentation. Market segmentation allows you to divide all consumers into groups according to needs and place of residence, by age and gender, and more. Orientation of producers to the found one or several groups of consumers and orient their production to them.) goods:

First, before presenting their products on the market, the manufacturer carefully studies the commodity structure of the market. It is formed from the names of goods - analogues and goods - substitutes offered in this market by competitors, the service of competitors, their quality and their technical level, special requirements for the product.

The production function of marketing consists of:

a) creating a competitive quality product in a market environment. Manufacture of products organized in such a way that the manufactured product is a product that satisfies buyers and their needs for technical characteristics and quality, which determine the competitiveness of the product. The product, even during development, should be formed as a product - universal for the stipulated market segments.) Creation of a logistics base.

The task of this base is to supply materials and raw materials, various components from the found channels at fixed prices and without interruptions. A properly built logistics system eliminates failures in this chain.

The sales function consists of:) organizing a system for delivering products to the consumer.

This function consists of a system of activities that stand between the production and sale of goods. A systematic approach to product delivery should be flexible and well-established, primarily for food products, since most of them are perishable products. The manufacturer needs to take into account the costs of a certain amount for the delivery of goods to the consumer, which include packaging, transportation and storage of products.) Service or after-sales service of an organization consists in a complex of services for the sale and movement of goods. This function is an addition to the first subfunction of the sales function. Service offerings for an organization are a stable bringing of products to the buyer using a variety of services. The management function is based on planning and controlling the production of goods. Well-planned activities, supported by calculations and research, analysis and forecasts of the development of this type of production allow you to be sure of a positive result. The degree of risk is thus reduced.

There are three types of planning:

) long-term or strategic:

Long-term planning is used to determine the scenario, the development of the company as a whole for 10 - 20 years.

) mid-term:

Medium-term plans are developed for the implementation of specific projects, and are drawn up mainly for 3-5 years.

) short-term (operational):

Short-term planning is used to organize production for a year, to solve specific tasks and to analyze financial results.

Management function, which consists of a sub-function of monitoring the feedback between actual results and planned ones, for which all kinds of reports on the work of the enterprise and their comparative analysis are used. Control helps to detect not only the strengths of production, but also weaknesses and identify errors, prevent shortcomings and deviations, as well as find new solutions and opportunities.

2. Evolution of marketing concepts

2.1 The concept of product and production improvement

Marketing concepts consist of the main provisions that characterize the market activity of enterprises at different stages of development. The concepts of production, commodity, marketing, consumer, as well as integrated, social, social and strategic orientation have special functions.

Initially, entrepreneurs proceeded from those goods that had a market need or demand, for this it was necessary only to increase their volume of output by improving production.

This concept is formed on the assumption that consumers buy only those goods that are widely available and affordable, thus, management is obliged to direct its efforts to improve the production and distribution system of goods.

The concept of production improvement is used in two situations; when demand for a product exceeds supply and when the cost of a product is too high and needs to be reduced, so an increase in labor productivity is required. Such a concept was followed and continues to be followed by a priority part of Russian enterprises and organizations, which led many of them to a plight. This concept of indifference to consumers is applicable in exceptional cases, such as in the production of goods and raw materials that have a state standard. This is one of the longstanding foundational approaches that guide businesses.

The concept of product improvement is that all consumers buy products of the highest quality, with optimal performance characteristics, so the organization is obliged to strengthen its capabilities on the constant uniqueness of the product.

All manufacturers are convinced that if you improve the mousetrap, then the path to their doorstep will not overgrow. Isn't there a manufacturer's misunderstanding here? Buyers looking for a way to escape from mice are not always looking for an improved mousetrap. A chemical aerosol against mice can also be a solution to the problem. If the manufacturer does not organize the movement of goods through reliable distribution channels, does not attract the attention of those who need a mousetrap, does not convince people of the excellent qualities of his product, then he will fail.

The concept of product improvement will lead to marketing myopia, as it overlooks the needs of customers. The use of this concept by enterprises of the Russian military-industrial complex is one of the reasons for their difficult and disastrous situation.

2.2 The concept of intensifying commercial efforts

Many companies follow the concept of intensifying commercial efforts. The basis, which is that consumers do not buy goods produced by the provided company, if certain measures are not taken to move the goods to the market and maximize sales. The concept is applied for goods with minimal demand, the purchase of which the buyer hardly thinks about. In such a situation, the selling party can accurately determine the circle of potential buyers and explain to them all the advantages of their product.

The concept of intensifying commercial efforts is also used in the non-profit sphere. The political party energetically sells the candidate to its voters as a super professional who is able to cope with the existing problems. The candidate operates in his constituency, meets with representatives of campaign finance organizations, and makes persuasive speeches. A lot of money is spent on radio and mail advertising and election posters. The shortcomings of the candidates are hidden from the people, because the goal is to make a deal, and the subsequent satisfaction or dissatisfaction of the public politicians do not care.

Those companies that resort to the concept of intensifying commercial efforts during periods of overproduction use the goal - to sell their product, and not to produce what the market needs. Of course, based on an aggressive selling strategy, marketing is associated with great risks. It focuses specifically on the act of selling, not on building long lasting and profitable relationships with customers. The assumption that buyers who agree to purchase a product will actually be satisfied with it. And if over time they forget the disappointment from the purchase, they will again purchase the goods of the same company. All these hypotheses about buyers, of course, are not justified. Most research shows that a customer will not buy again a product they are not satisfied with. What is worse: a satisfied customer who shares his favorite product with everyone, on average, at least three of his friends, and an unsatisfied customer, who shares his disappointment with an average of ten acquaintances.

2.3 The concept of pure marketing

The dependence of the definition of the needs and demands of the target markets, on the goals achieved by the company, this is the idea of ​​​​the concept of marketing, as well as on the most effective satisfaction of consumers in comparison with competing companies. Oddly enough, but this approach has only recently begun to be used in entrepreneurial practice.

The conquest of the consumer and the conclusion of one-time, lightning-fast deals, the activity of the company is reduced to this; while the seller is not interested in who and why buys his goods. The concept of marketing, on the other hand, takes an outside-in approach. The concept takes as a basis a clear definition of sales markets, focusing on the needs of consumers, coordinates all types of marketing activities aimed at consumer satisfaction, and profits from the formation of long-term relationships with the consumer. The concept of marketing allows companies to develop what the consumer requires, combining customer satisfaction with profit.

When introducing a marketing approach to the company, all employees are obliged to constantly take care of consumers. The central task is to retain the company's customers, thus, all personnel are involved in the formation of long-term relationships with their customers. For the most successful implementation of the concept of marketing, the organization must direct its attention to the receipt and accurate application of information, to the relationships of its team, its motivation in order to optimally meet and meet the needs of the client.

However, there are many companies that have adopted the concept of a marketing approach in words, but in fact do not adhere to it. Create the appearance of marketing - appoint a vice president of marketing and product managers, create implementation plans and conduct market research; Of course, there is no market and consumer orientation in this situation. The main thing for them is that the company should instantly respond to changes in consumer demands and competitors' strategies. Successful companies in the past - General Motors, Philips, IBM, General Electric Company - lost significant market shares because they did not have time to transform their marketing strategy in accordance with the changing market.

It takes years of hard work to transform a sales-only company into a marketing-oriented company. The purpose of this transformation is to please the consumer by the very essence of all activities of the company.

However, this concept of the marketing approach does not mean that the company will try to provide the consumer with everything he wants. The job of marketers is to balance the creation of significant customer value with the profitability of the company. The goal of marketing is by no means undeniable consumer satisfaction. The goal of marketing is to create customer value. The essence is that when the consumer value decreases, the relationship with the consumer immediately breaks off. The task of the marketer is to create high customer value for all customers, but not to give him the last. This is such a complex science - marketing.

2.4 The concept of socially ethical marketing

Major environmental, raw materials, energy and other problems of the 70-80s. significantly changed their beliefs in the consumer concept of marketing in the direction of focusing on the collective needs and economic resources of society.

The purpose of the concept of socially ethical marketing is to satisfy the needs and needs, interests of target markets and provide a desire to satisfy in the most effective and fruitful ways while reducing or enhancing the well-being of consumers and society as a whole.

The concept of social and ethical marketing is a balance of all three factors: the profit of the company, the interests of society and consumer needs. By adopting this concept, individual companies have been able to achieve tremendous increases in sales and revenues.

Familiarity with the concept of socially ethical marketing led me to the conclusion that the concept of marketing cannot anticipate the likely conflicts between momentary needs and long-term well-being of the client.

2.5 The concept of international marketing

The emergence and development of the concept of international marketing as an original system of marketing activities began in the 60-70s. In this period, significant prerequisites were formed for the transformation of market activity on an international scale based on the principles of marketing, which confirmed their effectiveness in the previous period as an effective system of corporate governance and a means of competitive duel in national markets.

In the life of people in modern conditions, the development of the economic sphere, which consists of an intensification of competition in world markets, more difficult and diverse both technological and organizational models of production, excessive information content and communication. Foreign economic activity, like economic activity, is always closely related to the goals and methods of using marketing tools. At the same time, its international aspects are highly actualized, due to the subsequent internationalization of the world economy, an increase in international trade, a significant dynamic and massive movement of capital and labor.

Foreign economic relations are becoming a more visible component of the economic activity of Ukrainian enterprises and organizations. There is a growing interest in participating in industrial, economic, scientific and technical cooperation with partners from foreign countries. In such conditions, a significant part of the workers in the manufacturing sector, small enterprises and government agencies need unbiased information about the world market and its structure, organization and technology for conducting commercial operations.

For many enterprises, the study and use of international marketing is necessary because of the increasing frankness in relation to foreign markets and in order to improve their relationship with these markets.

Gradually, the world is becoming an increasingly integrated system, where the political integration of some state structures in its intensity is separated from the economic one. The development of foreign economic relations includes imports and exports, international bidding and auctions, monetary investments in foreign enterprises and, of course, in the existence of a world market for goods and services, operating in many countries, using foreign production and marketing branches that really work in general for world market. All this implies the need for international marketing - a special set of measures for the sale of goods and services outside of one's own country. We are talking here about international firms, the scope of productive and commercial activities of which extends to foreign countries and is characterized by the presence of branches and subsidiaries, technological cooperation and specialization, common resource base, centralization of management and accountability.

The development of market relations in Russia and the related changes in the economic activities of many enterprises increasingly oriented towards the export of their products, as well as the emergence of trade organizations specializing in the import of goods from other countries. The inclusion of domestic economic structures in the international distribution of labor - all this requires knowledge of the functions and methods of international marketing and their skillful application, especially in the field of coordinating the production, marketing and management activities of enterprises, commercial organizations, banks, insurance companies, etc.

Marketing in the international arena is very complex, since it covers not only sales, but also other areas of the enterprise, including production, R&D, supply, finance, etc. In addition, it requires a deep understanding of the socio-economic and national - cultural conditions prevailing in the country where the enterprise will somehow carry out its activities. They can take place, differing in distribution channels, methods of transportation and storage, legislative and legal support, customs rules. Each country has national peculiarities in the field of advertising media, the acceptability of certain stories in terms of culture, religion, traditions, etc., as well as differences in costing systems, their own quotas and foreign exchange controls. Factors of a scientific and technical nature are also important, which include the level of development of industrial technology, innovations, modification of goods and services, qualifications of the workforce, etc.

All these features significantly increase the overall commercial risk of doing business in the international market. Thus, the instability of the monetary system can lead to unexpected results, literally turning an extremely profitable deal into a losing one in just a few days.

The economic, social and cultural characteristics of different countries dictate the need to constantly adapt marketing tools to the specifics of a particular market (perhaps directly opposite to the usual domestic market). It is each time about a special marketing model for a specific external market. It is necessary, for example, to know that individual elements of marketing activities are differently effective in different countries. Thus, the approach of the Americans is based on advertising their product (57% of advertising costs in the world fall on the share of the United States). The European approach is more focused on improving the service system, ie. to work with distribution networks, with the consumer directly in stores, the Japanese offer the introduction of scientific and technological achievements in order to improve the products themselves, etc. Therefore, Russian marketing specialists working in the international market are required to know and use not only individual elements of marketing activities, but also the entire marketing system in the form in which it has been developed in foreign countries.

Due to the high degree of interconnection and interdependence between countries in economic terms, there is a very extensive international market that allows you to import and export various products. Where for enterprises or companies, there are additional requirements in the field of marketing:

a) compliance of the quality of goods, packaging, design, advertising with international standards, and the production complex - with the modern scientific and technical level;) the ability to establish close ties with foreign representatives and organize international trades, exhibitions, fairs, conferences, etc. at a high professional level . In addition, the import-export policy requires a specific approach to maintaining the competitiveness of the enterprise, both in terms of quantity and quality.

International marketing is functionally superior to domestic, since the enterprise increases the range of products if it has the opportunity to export and import. Consequently, the goals and objectives of marketing become more complex. First of all, it is necessary to make sure that it is expedient to enter the international market, i.e. find out what prospects may open up in the future and what threats may arise. Next, the tasks are solved: what products can the company offer (old or new, finished or semi-finished product), how to enter the market and determine the buyer, what can be the results of participation in international business.

There are questions in the field of pricing. Often in economically less developed countries, the price of a product is lower than in developed ones, and the main reason for this is the difference in labor costs. When a business is looking for a product to import or export, the price level is essential.

Conclusion

Marketing -one of the foundational disciplines for market professionals such as retailers, salespeople, marketing researchers, advertisers, brand new and branded product managers. Today we all have to understand marketing.

Marketing is an integral part of the life of society. Marketing is included in all areas of our activity, therefore, we all need to know as much as possible about its laws and specifics.

.Now you need to know how to correctly outline the markets and divide them into segments.

.How to accurately assess the demands and needs, preferences of consumers within the target market.

.How to build and test a product with consumer qualities necessary for this market.

.How to explain to the consumer the idea of ​​the value of the goods, starting only from the price of the goods.

.How to find experienced intermediaries who will help the product to be widely available and well recommended;

A professional marketer must have a wide range of knowledge and skills. Marketing is spreading more and more preferentially as a separate economic discipline in our educational institutions. Therefore, in the near future, our country will acquire a maximum of qualified specialists in this area of ​​interest for research. So, marketing in our time is becoming a very promising area. Managers will understand that it makes no sense to produce what there is no one to buy, therefore, it is necessary to have at their disposal people who know and understand the needs and requirements of the population and who can instantly strike a marketing blow. A marketing specialist should be good at influencing the level, time, nature of demand, since the existing demand may not coincide with the one that the company wants for itself. Therefore, interest in this activity is increasing as an increasing number of organizations in the field of entrepreneurship, in the international sphere, are aware of exactly how marketing contributes to their more successful performance in the market. In the Russian Federation, marketing has not yet received sufficient distribution, but an increasing number of enterprises are beginning to successfully use its basic principles in their work. Unfortunately, marketing activities require large financial outlays, which is practically impossible in our still unstable economic situation. However, examining various aspects of the functioning of domestic firms and organizations, we can conclude that the marketing approach to business will soon help our enterprises to overcome the crisis and take their rightful place in the field of international economic relations.

In this course work, I studied the theoretical aspects of increasing the effectiveness of the marketing activities of an enterprise, including the basic concepts of marketing, the main strategies for reaching the market, methods for identifying target segments, methods for promoting goods to the market, as well as the process of planning, organizing and controlling marketing activities. The practice of marketing development at domestic enterprises shows that at the initial stage it is perceived mainly as a trade and marketing or even advertising activity. Marketing is an integral and essential part of our life. Marketing is the basis of a market economy. Marketing will help to get a steady growth in the company's profits and take its rightful place in the international sphere of economic relations. And most importantly, advertising and marketing are not just beautiful words and a division of expenses. This is a real powerful tool in the competitive struggle…

List of sources

1.Shchegortsov, V.A. Marketing. Textbook for universities / V.A. Shchegortsov, E.M. Taran - Moscow: UNITY-DANA. 2005. - 447 p. - ISBN 5-238-00816-3

.Kotler F. Marketing management: Analysis, planning, implementation, control. SPb.: Peter. 1999. - ISBN: 5-8046-0048-6

.Danchenok, L.A. Marketing: Textbook, guide to the study of discipline, workshop, curriculum / Moscow State University of Economics, Statistics and Informatics. - M., 2005. - 300 p. - ISBN 5-7764-0317-0

.Murashkin, N.V. Marketing: Textbook for universities / N.V. Murashkin, O.N. Tyukina, N.M. Senik, A.N. Murashkin, V.A. Yallai; Under the general editorship of prof. Murashkina N.V. Pskov. 2000. - 361 p. -ISBN-5-87854-108-4.

.Fatkhutdinov, R.A. Production management: Textbook for universities. - 5th ed. - St. Petersburg: Peter. 2006. - 496 p.: ill. - ISBN 5-469-01103-8

.Fatkhutdinov R.A. Strategic Marketing: Textbook. - M .: CJSC "Business School" Intel-Sintez ". 2000. - 640 p. - ISBN 5-87057-188-X

.Evans, J.R. Marketing / J.R. Evans, B. Berman / Abbr. Per. from English. Auth. Foreword and scientific Ed. A.A. Goryachev. - M.: Economics. 1993. - 335 p. - ISBN 5-282-01693-1

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