Full disclosure of marketing objectives. What is marketing in simple words: types and functions, goals and objectives, strategies and plan

04Feb

Hello! In this article we will talk about marketing in simple terms- what is it, why and how to apply it in the enterprise.

Today you will learn:

1. What relates to marketing, functions and types of marketing;
2. What are the marketing strategies in the enterprise, and what does the marketing plan consist of;
3. What is marketing in business and how to distinguish it from business to consumer;
4. What is it and how not to confuse it with a financial pyramid;
5. What is internet marketing and its benefits.

The concept of marketing: goals and objectives

There are at least 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

Explaining in plain language marketing is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers consider marketing as a business philosophy, i.e. the ability to study the market, the pricing system, predict and guess the preferences of customers, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that purpose of marketing in the enterprise is customer satisfaction.

And the well-known economic theorist Peter Drucker notes that the main goal of marketing is to get to know the client so that the product or service can sell itself.

To achieve the goal of the organization, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. Careful study of the pricing system in the market and development of the pricing policy of the organization;
3. Analysis of competitors' activities;
4. Creation of a range of goods and services of the organization;
5. Release of goods and services corresponding to demand;
6. Service maintenance;
7. Marketing communications

When solving marketing problems, it is necessary to be guided by the following principles:

1. Studying the production capabilities of the enterprise;
2. The process of planning methods and programs for marketing a product or service;
3. Market segmentation;
4. Constant updating of goods and services, ways of their marketing, improvement of technologies;
5. Agile response of the organization to ever-changing demand.

Marketing Functions

Marketing performs a number of functions:

1. Analytical;
2. production;
3. Function of command and control;
4. Sales function (sales);
5. Innovative.

Analytic function involves the study of external and internal factors affecting the organization, the study of consumer tastes and the range of goods. It should be noted that it is necessary to analyze internal environment organizations in order to control competitiveness in the market.

production function includes the development and development of new technologies, the organization of the production of goods and services, the organization of the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, i.e., compliance with the quality of the product in accordance with established standards.

Command and control function ensures the process of planning and forecasting at the enterprise, organization of the communication system, information support and risk management.

Sales function includes the pricing and commodity policy of the organization, provides a system of product distribution and expansion of demand.

Innovative function in marketing plays the role of developing and creating a new product or service.

To solve problems and achieve goals in marketing activities, it is necessary to apply the following marketing methods:

• Market research:
• Poll;
• observations;
• Methods of demand formation and sales promotion;
• Analytical methods:
• Analysis external environment organizations;
• Consumer analysis;
• Analysis of existing products;
• Planning the range of future products;
• Development of pricing policy;
• Information Methods:
• Advertising;
• Personal selling;
• Propaganda;
• Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and the satisfaction of his needs.

Types of marketing

According to demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

• Demarketing - a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A prime example is the use of demarketing in the cold season, when the demand for electricity increases many times. Since this can adversely affect the entire power grid system, and very expensive equipment can fail, marketing workers develop programs to reduce demand or redirect it.

• conversion marketing - a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan to promote a product or service, lower prices or re-release the product. To promote a product or service with negative demand, advertising and PR are used.
• promotional marketing used when there is no demand. It is necessary to stimulate demand, taking into account the very reason for the lack of demand in the first place.

There may be no demand for products if:

• The product is not relevant in the market;
• The product loses its value;
• The market is not ready for the emergence of a new product or service;

In order to interest the buyer and increase demand, the company uses tools such as a sharp decrease in the cost of a product or service, increased advertising activities, the use of trade marketing methods, etc.

• Developmental marketing - a type of marketing in which potential demand must be turned into real. That is, it is necessary to determine the needs of buyers and create a new product or service that meets these needs.
• Remarketing used in a situation where you need to revive demand. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into a product or service. For example, Clear Vita ABE Anti-Dandruff Shampoo was first created with the new Zinc Pyrithione formula and the unique Vita ABE formula for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of shampoos Clear Men and Clear Woman.
• Synchromarketing - a type of marketing in which it is necessary to stimulate demand, as it fluctuates. Synchromarketing aims to smooth out irregular demand through flexible pricing and various ways product promotion. This type of marketing is usually used in case of seasonal demand or any other cyclical fluctuations, as well as climatic factors which have a strong influence on demand. A striking example of the use of synchromarketing is the offer of various set meals and business lunches in cafes and restaurants in daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, therefore, daytime prices are lower than evening ones.
• Supportive Marketing an organization uses when demand matches supply and needs to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to correctly conduct a pricing policy, stimulate sales, conduct advertising, and control costs.
• Counter marketing It is used when there is a constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter marketing tools are used on products such as alcohol and tobacco products.

Based on market coverage There are mass (undifferentiated), concentrated (target) and differentiated marketing.

The concept of undifferentiated marketing involves a product designed for all market segments. Product differentiation is not carried out, products are sold at low prices.

With concentrated marketing the situation is reversed. Goods or services are designed for a specific group of customers.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing strategies and marketing plan

There are 2 levels of marketing in an enterprise:

• Tactical;
• Strategic;

Tactical, or otherwise, operational marketing involves the development of short-term plans to achieve the goals of the organization.

Strategic Marketing is aimed at developing long-term prospects for the operation of the enterprise in the market. That is, the internal capabilities of the organization to influence the external environment of the market are evaluated.

Marketing strategies are classified into the following groups:

• Market expansion strategy;
• Innovation strategy;
• Diversification strategy;
• reduction strategy.

Market expansion strategy otherwise called the strategy of concentrated growth. That is, the company's strategy is aimed at horizontal development, conquering most of the market in the fight against competitors, improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the activity of the organization is aimed at vertical development– creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of "survival" in the market with a certain kind product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy is used for a long stay of the enterprise on the market for more efficient operation. The organization may reorganize or liquidate.

Marketing strategies are also distinguished by market coverage:

• Mass (undifferentiated) marketing strategy;
• Differentiation strategy;
• Individualization strategy;

Mass Marketing Strategy directed to the whole market. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating a new design, etc.

Consumer individualization strategy directed at only one segment of the market. The advantage is achieved by the originality of the product or service for a specific target group of customers.

The development of a marketing strategy consists of seven stages:

1. Market research;
2. Assessment of the organization's capabilities;
3. Assessment of competitors' capabilities;
4. Setting goals for marketing strategy;
5. Research of market segments and consumer interests;
6. Positioning development;
7. An economic evaluation of the strategy is underway.

Stage 1. An analysis is made of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors.

Stage 2. To assess the capabilities of an enterprise, an economic analysis, a marketing analysis, an assessment of production capacities, an assessment of portfolios and a SWOT analysis are carried out.

Stage 3. Includes an assessment of the organization's competitiveness. Strategies of competitors, strengths and weak sides ways to establish superiority over competitors.

Stage 4. The next step is to set the goals of the marketing strategy.

Stage 5. Includes customer needs research as well as methods and time to market.

Stage 6. Specialists receive certain recommendations for managing the enterprise.

Stage 7. An assessment and analysis of the economic strategy and control instruments is carried out.

Summing up a little, we can conclude that the marketing strategy reflects a plan to achieve the goals of the company, which evaluates the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the goals and objectives of the organization's marketing, as well as marketing strategies that will be applied in practice.

To concretize the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

• The principle of rolling planning;
• The principle of differentiation;
• The principle of multivariance;

Rolling scheduling principle applied depending on the market situation. This principle involves the introduction of adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so every year it is necessary to make amendments and adjustments to the plan in order to be competitive.

Principle of differentiation suggests that an established product or service cannot be liked by everyone. Therefore, using this principle, it is possible to carry out a reorientation to serve any category of consumers selected according to certain criteria.

The principle of multivariance provides for the development of several marketing plans at the same time for all possible situations.

The structure of the marketing plan is as follows:

• Define the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis - This is a situational analysis that reflects the strengths and weaknesses, opportunities of the organization, as well as threats under the influence of internal and external environmental factors.

• Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

• Development of the organization's pricing strategy;

• Choice of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

• Scheme for selling a product or service;

Here it is necessary to highlight the distribution channels for products, whether they work effectively, in what quantity and how they are implemented in the organization.

• Implementation tactics and methods of sales promotion (marketing);

At this point, it is necessary to determine the methods for selling goods or services that could be successfully used both in the short term and in the long term.

• After-sales policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the skills of employees, monitor their communication skills. In addition, it is worth providing certain guarantees and Additional services to their customers and compare them with their competitors.

• Conducting an advertising campaign;

• Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, incomes and highlight the projected net profit organizations.

Thus, it should be concluded that the marketing plan is simply necessary for the successful organization of the enterprise. This is a kind of map that helps you navigate the economy in general, conduct an efficient business and be competitive in the market, making high profits.

Marketing in business or B2B marketing

Marketing in business or otherwise it is called marketingB2 B (business-to-business, business to business) is determined as business relations between industrial enterprises in a market where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristic features:

• Demand in business activities stems from consumer demand;
• An organization purchases a product or service to achieve its stated objectives. That is, a business purchase is targeted rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, a consumer purchase is emotional in nature;
• Volume of purchased goods or services. The enterprise buys goods and services not by the piece, but by tens and hundreds of pieces, that is, it makes large purchases;
• The risk of buying an enterprise is much higher than buying an ordinary consumer. The profit of the organization depends on it;
• Business purchases are made by professionals in their field. The purchase decision is made by several experts in the field;
• In B2B marketing, the seller knows the needs of the buyer better and interacts closely with him;
• An enterprise that makes a business purchase hopes for further cooperation with the seller company. Therefore, the provision of guarantees, service and installation play a significant role here.

Network marketing

Network marketing (MLM - multi-level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and is transmitted from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company suggests that distributors:

• Have you used this product yourself?
• Selling a product to customers;
• Involved other sales agents to create a network of business entrepreneurs.

The manufacturer is responsible for organizing delivery. It ensures that the goods are received by the distributor at home. For the effective work of sales agents, master classes, seminars are provided to develop sales skills and achieve success in their business.

For an entrepreneur network marketing is an attractive business because it does not require experience and a large initial capital investment.

For the buyer network marketing also looks good, as truly responsible MLM companies provide quality products and a guarantee for them. In addition, before buying a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent earns active income from the volume of sales. And passive income is created by creating and actively developing a subnet of distributors.

Nevertheless, at least at first glance, network marketing is seen as an attractive business, in addition to advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to the MLM business, you can use the following methods:

• Look for partners among your surroundings;
• Look for partners among the environment of your friends and acquaintances;
• to promote products;
• Search for partners through social networks;
• Meet new people and involve them in this species business.

When it comes to network marketing, then immediately there is an association with such a definition as a financial pyramid, the activity of which is prohibited on the territory of the Russian Federation.

The main difference between network marketing and financial pyramids is that the profits of MLM companies are divided among distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of attracted people and their contribution to a non-existent product.

In addition, network marketing can be distinguished from financial pyramid presence:

• marketing plan;
• The management and articles of association of the company;
• the products themselves;
• Learning systems.

The financial pyramid does not have a specific marketing plan, it is very confusing and incomprehensible. The management of the company is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of dubious products. Also, there is no training system or it costs a certain amount of money, for which cheap advertising brochures are issued.

In network marketing, training of sales agents is provided for free, or for a nominal amount, training disks, books, or videos on the Internet are issued.

Vivid examples successful development network marketing companies are Amway, Avon, Oriflame, Faberlic and Mary Kay.

Summing up a little, we can conclude that network marketing is aimed at promoting the product and rewarding the distributor for the work done, and the main purpose of the financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for the promotion of goods and services.

Internet Marketing is the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to the site or blog, who in the future will become buyers of certain goods and services.

Tools to increase sales of goods and services and increase the number of site traffic are:

Helps to create and strengthen relationships with a specific target group that subscribes to the newsletter.

• Traffic arbitrage - buying and reselling traffic at a higher cost;

Internet marketers are faced with the following tasks:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the received information;
• Monitor the operation of the site;
• Maintain the image of the company on the Internet;
• Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing involves strategies such as:

• Viral marketing;
• Integrated online marketing;

Viral Marketing is the most complex yet most rewarding online marketing strategy. She is focused on creating interesting information, which everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is applied with the help of:

• Use of videos;
• Use of online games;
• Use of the company's website;
• Writing a provocative article that can cause resonance and will be discussed among users;

Efficient work and success can be obtained as a result of a combination of viral marketing in social networks with advertising.

The main advantages of viral Internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require special expenses. The Advertising Act does not apply to viral advertising. That is, there is no censorship, no restrictions, which makes internet marketing more free.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the feed material may be distorted.

Integrated Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

• Strengthening traditional marketing;
• Processing of all market segments;
• Advertising profit reports;
• Sales control in branches;
• Building unified system promoting a product or service;
• Construction of telephony;
• Sales training;

Under publicityPR) refers to increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps to increase company revenues, attract potential customers, and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

• Large coverage of the target audience;
• Getting information at home;
• Small advertising costs.

Conclusion

In conclusion, I would like to say that marketing is very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply a particular marketing strategy, you can remain competitive in the market. long time while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.

Marketing: Lecture Notes Loginova Elena Yurievna

5. Goals and objectives of marketing

5. Goals and objectives of marketing

Marketing- This social science so it affects a lot of people. For a number of reasons (education, social status, religious beliefs, and much more) the attitude to this discipline is ambiguous, giving rise to contradictions. On the one hand, marketing is an integral part of the life of a product, on the other hand, it carries a negative perception: the creation of unnecessary needs, develops greed in a person, “attacks” with advertising from all sides.

What are the true goals of marketing?

Many believe that the main goal of this science is sales and promotion.

P. Drucker (management theorist) writes as follows: “The goal of marketing is to make sales efforts unnecessary. Its goal is to know and understand the customer so well that the product or service will fit the customer exactly and sell itself.”

It does not follow from this that sales and promotion efforts lose their importance. Most likely they become part of the marketing activities of the enterprise to achieve the main goal - maximizing sales and profits. From the foregoing, we can conclude that marketing is a kind of human activity, which aims to satisfy human needs and wants through exchange.

So, the main goals of marketing are the following.

1. Maximization possibly high level consumption - firms are trying to increase their sales, maximize profits using various methods and methods (introduce fashion for their products, outline a sales growth strategy, etc.).

2. Maximization consumer satisfaction, i.e. the goal of marketing is to identify existing needs and offer the maximum possible range of a homogeneous product. But since the level of customer satisfaction is very difficult to measure, it is also difficult to evaluate marketing activities in this area.

3. Maximization of choice. This goal follows and, as it were, is a continuation of the previous one. The difficulty in realizing this goal lies in not creating branded abundance and imaginary choice in the market. Yes, and some consumers with an excess of certain product categories experience a feeling of anxiety and confusion.

4. Maximizing the quality of life. Many tend to believe that the presence of a range of goods has a positive effect on its quality, quantity, availability, cost, i.e., the product is “improved”, and therefore, the consumer can satisfy his needs to the maximum, improve the quality of life. Proponents of this view recognize that improving the quality of life is a noble goal, but at the same time, this quality is difficult to measure, so sometimes contradictions are born.

Marketing Tasks:

1) research, analysis, assessment of the needs of real and potential buyers;

2) marketing assistance in the development of a new product (service);

3) provision of after-sales service;

4) marketing communications;

5) research, analysis, evaluation and forecasting of the state of real and potential markets;

6) research activities of competitors;

7) sale of goods (services);

8) formation of assortment policy;

9) formation and implementation of the company's pricing policy;

10) formation of a strategy for the behavior of the company.