Formulate the main marketing goals of the company. What is marketing in simple words: types and functions, goals and objectives, strategies and plan

F. Kotler singled out marketing as a separate specialty. Definition new science he also gave.

The classical interpretation of F. Kotler, professor, founder of marketing theory: marketing is a kind of human activity, aimed at meeting needs, needs through exchange. What is marketing, oddly enough, today often only people who are directly related to this field of activity know. And non-specialists sometimes have rather vague ideas about this area of ​​​​work. In addition, it can be said that marketing in a broader sense is an enterprise management philosophy, according to which the solution of problems and the satisfaction of consumer needs will lead to the goal of marketing - the commercial success of the company - and will benefit society.

It is obvious that, despite the huge number of interpretations of this term, all of them are close to each other in meaning. It is not enough just to know the meaning of the word "marketing". Its definition will be incomplete if the marketing mix is ​​not singled out separately. It refers to everything a company can do to increase demand for its products and services. Kotler defines the marketing mix as a set of controllable and predictable marketing variables that a business combines to produce the desired response from the target market. The components of the marketing mix include price, product, distribution policy and sales promotion. These 4Ps tend to reflect trade marketing. The definition of the marketing mix for the service sector will already be broader. It includes people, processes, and the physical environment.

Marketing Goals

Marketing tasks

• An integrated approach to market research, to the achievement of the company's goals. Commercial success is ensured by using all the tools of the marketing mix.
• Identification of dissatisfied customers and potential demand.
• Assortment planning and pricing policy.
• Development of a set of measures to meet the current demand for goods and services as much as possible.
• Development of measures to optimize management.
• Formation of demand.
• Planning and implementation of marketing policy.

Marketing Functions

• Analytic function. Includes the study of internal and external environment firms. This is an analysis of the market, its structure and dynamics; studying the work of competitors and intermediaries; analysis of the behavior of consumers and suppliers of products.
• Product-production function. It implies the creation of a new product that fully reflects the needs of the market and has a sufficiently high competitiveness due to the study of the market environment.
• Sales function. The marketing system is responsible for creating certain conditions for the sale of the product so that it is always on right place in the right amount and at the right time. Viral Marketing Examples in social networks, for example, may be one of the ways to market a product.
• Control, communication and control function needed to reduce the degree possible risk and uncertainty in economic activity enterprises. This also includes monitoring the implementation of medium- and long-term plans.

Strategy Development

Marketing strategies are those developed on the basis of studying consumer demand, the behavior of competitors and the conjuncture of the direction of the enterprise at a certain point in time, which allow solving the fundamental tasks of the company, based on available resources in a changing market situation.

Elements of a strategy

Any marketing strategy consists of the following elements:

• Marketing plans for potential consumer markets.
• Justification of the effective position of the product or company in the market.
• Forecast of market dynamics.
• Analysis of the potential sales market.
• Analysis of the competitiveness of the enterprise.

Marketing strategies will be effective when they take into account many indicators, such as: analysis of the sales market, the external environment, and the enterprise.

The implementation of a marketing strategy includes the following steps

• Comprehensive analysis of the enterprise.
• Analysis of the potential market.
• Assessment of the potential of an enterprise in a particular market.
• Industry study.
• Comprehensive competitor analysis.
• Analysis possible influence on the project of external factors.
• Marketing audit of the internal environment.
• Implementation and control of marketing activities.

The marketing strategy of each enterprise depends on its goals (holding or conquering a market segment, the ongoing product policy, demand formation). Depending on the need to maintain its part of the market or conquer a new segment, there are strategies for retention, offensive and retreat. The attacking strategy provides for the active position of the company in increasing market share. The retention strategy is responsible for maintaining the firm's market share. The retreat strategy, as a rule, is forced and consists in the gradual curtailment of business in this segment.

Marketing is a market concept for managing the production, marketing and scientific and technical activities of an enterprise. Philip Kotler defined marketing as a type of human activity aimed at satisfying needs and wants through exchange. Peter Drucker formulated the main goal of marketing - to make sales efforts unnecessary, his goal is to know and understand the client so well that the product or service will fit the latter exactly and sell itself.

The main tasks of marketing are:

Formation and stimulation of demand;

Ensuring the validity of managerial decisions;

Expansion of sales volume, market share and profit.

The development of marketing is connected with the consistency of its concept.

The main functions of marketing include:

1) Analytic function.

It includes the following subfunctions: study of the market, goods, consumers; analysis of the internal and external environment of the enterprise.

2) Production function. It consists of the following subfunctions: organization of production of new goods and new technologies, organization of logistics for production, quality and competitiveness management finished products.

3) The marketing function is the organization of the sales and distribution system, the formation of demand and sales promotion and the organization of the service.

4) The function of management, communications and control - is associated with the creation of organizational structures for management, planning, communications and organization of control.

Based on social significance, the following main goals of marketing are distinguished:

Consumption maximization - maximizes production, the level of employment, and, consequently, the welfare of society;

Maximize customer satisfaction: what is more important is not simply to increase consumption, but to achieve growth in customer satisfaction;

Maximization of consumer choice: it is necessary to provide such a variety of products that consumers can be able to find products that exactly satisfy their tastes;

Maximizing the quality of life is one of the alternative public goals of marketing, according to which marketing should not only ensure the quantity, quality, variety and availability of goods at affordable prices, but also the quality of the cultural and physical environment of people.

It seems obvious that it is completely impossible to satisfy the listed goals at the same time.

There is another classification of goals. At the macro level, the purpose of marketing is to identify and model patterns and trends in the development of the market, assess the market situation, determine and forecast the market capacity. At the level of organizations (micro level) - this is an assessment, analysis and forecast of their own capabilities and development prospects of the market segment in which the company operates.

The tasks of the organization in the field of marketing are:

Determining the conditions under which the optimal ratio between demand and supply of goods on the market is achieved;

Identification of the competitive positions of specific types of products of the company and the company itself in the market under study;

Orientation of production to the production of products that provide the maximum volume of sales and profits.

On the this stage economic development marketing is understood as a management function that determines the market and production policy of the enterprise. The purpose of the marketing-oriented system of the enterprise is to ensure the solution of the tasks set by the enterprise (scientific and technical, industrial, commercial and marketing), taking into account the available resources (material, financial, human, etc.). Marketing as an enterprise management system should provide:

Reliable, reliable information about the market, the structure and dynamics of needs and demand, the tastes and desires of consumers, that is, information about external conditions functioning of the enterprise;

The creation of such a product, a product range that meets the requirements of the market, better than the competitor's product satisfies demand, solves the problem of the consumer;

The necessary impact on the consumer, on demand, on the market, providing the greatest possible control over the scope of sales.

The marketing system, as a tool on the basis of which economic decisions are made in the field of production, scientific, technical, financial and marketing policies, should occupy the main place in the enterprise management system. Marketing plays a leading role in providing high quality products that meet the requirements of consumers.

Setting up a marketing system at an enterprise can be carried out in the following steps:

1) The introduction of a marketing ideology that will allow the company to adhere to a market orientation in making management decisions.

2) Development of key components of the marketing system.

3) Organization based on the selected marketing components of the management cycle: information collection, decision making, their implementation and control. Based on this, it is possible to develop marketing functions in the enterprise.

4) Distribution of marketing functions between the divisions of the company, including the actual marketing department.

5) Detailing the functions of the marketing department and their distribution between structural divisions marketing department (if any).

The organizational structure of the marketing system management creates the prerequisites for organizing the effective work of the marketing department. Next, you need to accept qualified specialists into the marketing department, distribute responsibilities between them, and give them the necessary authority. All this should be carried out by the head of the marketing department together with the management of the enterprise. Separate tasks should be assigned to each employee of the marketing department, for example: one employee is engaged in market research, the second is in the development of new products, the third is in the promotion of products to the market, etc. Collectively, all employees of the marketing department develop and implement the plan of the marketing company.

Distribution functional duties between employees of the marketing department should be aimed at the optimal implementation of the marketing strategy of the enterprise. From correct design organizational structure marketing department and the distribution of functions between employees largely depends on the effectiveness of the enterprise as a whole. The organizational structure and functional processes should be consistent with the nature of the enterprise and its marketing strategy. Constant verification of the adequacy of the organizational structure to the goals of the organization is required.

The implementation of a marketing strategy is a continuous process that consists of the stage of decision-making, their implementation and evaluation of their effectiveness. The last stage is the longest in time, which involves the analysis of various indicators of the enterprise, as well as the introduction of amendments to the marketing plan based on the analysis. Evaluating the effectiveness of marketing allows you to identify new opportunities and assess likely threats. Evaluation and control turn the implementation of a marketing strategy into a continuous closed process, since these functions are both the first and final stages.

The marketing plan is based on the analysis of the market, industry, competitors, as well as activities aimed at sales promotion. There is no single standard for developing a marketing plan in terms of its scope or the level of detail of its elements.

The set of measures for the implementation of the marketing plan includes its development, implementation and evaluation of effectiveness. All these stages are aimed at ensuring that the activities of the enterprise are carried out within the framework of a single marketing strategy. Due to the fact that the process of implementing the marketing strategy is continuous, as a rule, an annual marketing plan is developed with subsequent detailing. Based on the developed plan, the annual marketing budget is agreed upon.

A marketing plan is a marketing mix plan aimed at implementing a marketing strategy.

The frequency of drawing up a marketing plan depends on the activities of the enterprise, its goals and marketing activity. The annual plan reflects strategies for choosing markets, positioning, various marketing activities, pricing policy, etc.

The main elements of a marketing plan are as follows:

Market analysis results. This section contains a description of the market, an assessment of its capacity, forecasts regarding the development of the market. It contains data from the analysis of price markets, data from the analysis of competitors, the competitive advantages of the enterprise in the selected market. The section should contain only the conclusions of the analysis, and the results themselves should be included in the appendices to the plan. In the event that an enterprise simultaneously operates in several markets, it is important to prioritize between them in order to subsequently distribute resources on the basis of this;

tactical goals. This section contains the tactical objectives of the company's marketing strategy. It should reflect planned financial indicators, market share, etc.;

positioning strategy. This section describes the wishes of the enterprise about how the products of the enterprise should be perceived by consumers. Here it is necessary to describe marketing activities aimed at promoting products, as well as pricing policy. For each item of the marketing program, the terms and persons responsible for their implementation should be indicated. Responsibility for the development and implementation of the marketing plan is shared between functional units and managers. In addition, it is necessary to allocate responsibility for each planning object and for each functional process associated with the implementation of the marketing plan. This section of the plan should also contain procedures for dealing with unforeseen circumstances;

Forecast and financing. This section of the plan reflects the forecast of financial income and expenses associated with the implementation of the marketing plan. Forecasts and estimates are calculated by employees responsible for implementation individual elements plan. This section may contain the dynamics of the results of the enterprise, obtained on the basis of data on sales, profits, expenses.

The main requirements for employees of the marketing department are as follows:

A broad outlook, including in the field of economics, commerce, production, etc.;

sociability;

Creativity;

Diplomacy, ability to resolve conflicts.

In addition, the employee must have punctuality, cheerfulness and a high cultural level.

An employee of the marketing department must have specific knowledge in the field of marketing, as well as to some extent have information about production technology, business and economics.

The main functions of the marketing department in the enterprise are as follows:

Market analysis, identification of its opportunities and threats;

Formation of demand and development of measures to stimulate sales;

Implementation planning;

Management and control over the marketing activities of the enterprise.

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 type of human activity that is aimed at satisfying human needs and requirements through exchange.

So, the main goals of marketing are the following.

1. Maximization maybe high level consumption - firms try to increase their sales, maximize profits with the help of various ways 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 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. 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.