What is marketing and what is it for? What is marketing with the simplest words? What is related to marketing.

Wandering around the network or just communicating with colleagues, I came across with a complete or partial misunderstanding of many business processes, and first of all, marketing. I decided to state some thoughts on this issue, to reveal the most important points based more on my personal practice, as well as the practical results of other companies. In general, I believe that marketing (as well as management in general) is not a science that can be taught from books. Some basic knowledge - yes. But still - only experience .... So…

Despite the fact that a huge number of sites, literature and articles are devoted to this topic, words such as “segmentation”, “positioning”, “branding” ... sound at every step, most people do not have a clear idea about this concept. Let's look at the classic definitions:

"Marketing- it’s art and science to choose the right market, attract, maintain and increase the number of consumers by creating confidence in the customer that he represents the highest value for the company ”, as well as“ an orderly and focused process of recognizing consumer problems and regulating market activity ”(founder marketing theory Philip Kotler). "

"Marketing“This is the implementation of business processes in the direction of the flow of goods and services from producer to consumer.” (American Marketing Association (AMA)). ”

"Marketing- one of the systems of capitalist enterprise management, which requires careful consideration of the processes occurring in the market for making economic decisions. The purpose of marketing is to create conditions for adapting production to public demand, market requirements, develop a system of organizational and technical measures to study the market, intensify sales, and increase the competitiveness of goods in order to maximize profits. The main functions of marketing: the study of demand, pricing, advertising and sales promotion, product mix planning, sales and trade operations, activities related to the storage, transportation of goods, management of commercial and commercial personnel, organization of customer service. (TSB). ”

It seems right, smart and all that .. but as for me - it’s completely incomprehensible. And it is precisely as a consequence of this “cleverness” that many attribute marketing to one of the extremes:

Extreme One:   "Mage and sorcerer, savior on a white horse." When the company has EVERYTHING bad, the management decides to invest heavily in marketing (or advertising, identifying them). At the same time, some eminent specialist or an entire consulting group is invited, who rummages through the documents for a month, sticks his nose everywhere and as a result, after a month gives a report on 120 sheets (which was written by the student on the last night for 15 minutes), he receives fee and calmly leaves. What will happen to the company, we will not consider, a lot if. But the point is in perceiving marketing as a magic wand that can quickly and easily save any business.

Extreme two:   “Good boy / girl, let him be a marketer.” Unfortunately, more common. Someone's relative, or just a brand new person who needs to be attached somewhere, but nowhere. Often, such a marketing specialist only has the name of the position, and so he carries out various tasks or something.

What is marketing in my understanding? Initially, the goal of marketing was to “push” the product to the buyer. In fact, a kind of sales manager on a large scale. If simple sales sells a specific product to a specific person, then the marketer had to sell the product in general to customers in general. However, over time, this position has changed, and modern marketers must make sure that buyers themselves want to buy our product.

To do this, marketing has diverged into a marketing mix complex, or, as it is also called 4P (four Pi):

Product–– the product itself (its quality, characteristics, service);

Price- price, and everything connected with it (payment terms, discounts, dividing customers into classes);

Place- points of sale (distribution channels, logistics, merchandising).

I will write more about 4P later. In the meantime, I want to note that this approach, on the one hand, has secured low-quality marketers, and on the other, has greatly complicated their task. I will show two examples:

Example "What can I do ...?"

  - Why are such low sales this quarter?

  - And what can I do, look at what low-quality goods we have? The competitors are much better, the materials are newer and indeed ...

A month has passed.

  - We changed the technology, now our products are made from environmentally friendly materials, more functional and work perfectly ... why are sales so low?

- Have you seen the price? How can we sell a lot at such prices?

A little more time passed.

  - Our price is 15% lower than competitors, and the quality is higher by an order of magnitude. Where is the profit?

  - And what do you want? How can I do such things with such a budget? How do people find out about us? You saw, competitors do not climb off television, around big boards. What can we do? Hand out flyers?

So now what? We went through all channels, TV, Radio, Magazines, newspapers ... Why did the profit grow by only 3%?

  - Distributors refuse to work with us. They say that we have an excellent product, and the price suits them, but they have strict contracts with our competitors. They cannot refuse them and take our goods ... We must wait until their contract expires ...

  - You know ... the market is already in decline in this segment ... It makes no sense to deal with this product, it would be necessary to bring something new to the market. Seen competitors offer a new model. If we are now engaged in development, then in half a year we can offer a new model ... ..

Example “Give me a fulcrum ... and budget”

  - You know, I studied the market, and I can say that this month we will have low sales.

  - But why?

  - At such a price, our intermediaries do not want to take such goods and, accordingly, sell them to customers.

  - What to do?

  - There are several options. You can reduce the price, say by 20%, then it will be cheaper for us than for competitors by 7%, which will become attractive. You can improve the quality. It takes a month and a half, and xxx money. You can try to negotiate with distributors and dealers by offering them individual discounts or bonuses (for example, who sells product A, the discount on product B, which flies away with a bang). You can run a large-scale advertising campaign, which will create additional product value.

  - And what do you suggest?

  - Given the changes in the market, I would suggest to engage in the modernization of goods. All the same, he is already outdated. And in parallel with this, launch powerful advertising. After all, the product is new, consumers may not know how good it is. At the same time, I would limit the upper bar of the mark-up of intermediaries.
  - How long does it take to prepare a plan?

  - I think the main ideas and figures will be in a week.

  - Well, after 2 weeks, the board of directors (meeting), get ready for this time.

  - Of course ...

Well, in short, what I wanted to say about what marketing is.

In the near future I will post such topics:

  - what a marketer should know;

  - marketer versus manager;

- Do you need marketing a small company;

  - 4P: is it so complicated?

  - online marketing.

Today it is impossible to find a single company that would not use in its activities. Everything, from an individual entrepreneur to international corporations, promote their products or services in one way or another, build relationships with their customers and create their image on the entrepreneurs' market.

The basics of marketing include having a goal, mission and strategy for the company. They are not always expressed in the form of written and official documents, but each owner always keeps in mind the image of the activity that he wants to achieve. To better understand the functions of marketing, you need to turn to the origins and find out what led to its formation.

Marketing components

If you look carefully, the basics of management and marketing are very similar. This happened because of the community of sciences that laid the foundation for their formation. Sociology, psychology and economics form the basis of marketing. Each of these areas made a huge contribution to the formation of relations between a product, a brand, a company and a consumer.

The social part of marketing

Relations in society and its welfare, which is studied by sociology, help marketers to understand what kind of product the company is ready for, and with the release of which it is worth the time. For this reason, a constant study of the life of society, its political, economic, religious and moral components. There is also the goal of which is to create a positive image in the eyes of consumers. At the same time, its basis is the principle of attracting customers due to the popularity of the company and the trusting relationship with it from authoritative bodies and people.

Psychological component

The study of the behavioral factor formed the basis of Internet marketing. This is how it is analyzed with special care how the user will behave during his stay on the site, as well as how much the information displayed there will comply with his ethical standards and ideas. Most advertising campaigns are based on the psychological characteristics of a particular

The economic part of marketing

Marketing, like any science, is subject to analysis. Any event held within its framework should give a positive financial result. It is its digital significance that forms the basis of marketing in economic terms. To determine the effectiveness of an advertising campaign, economic formulas and postulates are applied.

Thus, the foundations of marketing lie in social relations, emotional characteristics and economic benefits. To conduct effective advertising and image campaigns, each owner of the company, guided by these principles, will be able to take the company to a new level, increase profits and gain a good name. The rule is simple: the profit obtained directly depends on the satisfaction of the end user.

What is marketing - definition, tasks and types. Basics, principles and marketing strategies. Marketing Concepts in the Modern World

Hello dear readers! You are welcomed by the authors of the business magazine HeaderBober.ru Alexander Berezhnov and Vitaliy Tsyganok.

Today we will talk about such an important concept in entrepreneurial activity as “Marketing”. In modern society, it is very common and is mainly used in business circles.

From the article you will learn:

• What is marketing - definition, tasks and types;
• Basics, principles and marketing strategies;
• Marketing concepts in the modern world.

Having studied the information in the article, you will receive a comprehensive view of marketing as a modern market phenomenon, as well as learn about the intricacies and chips of this phenomenon, and you will be able to implement them in your business today.

1. What is marketing - definition, goals, objectives and functions

Having an idea of \u200b\u200bwhat marketing is and how it works is useful for private entrepreneurs, network money-makers, and applicants who want to study this science, and everyone who wants to understand how the modern economy works.

There are hundreds of marketing definitions. We have chosen from them the most accurate and easy to understand.

1. Marketing   there is a social and managerial process, the purpose of which is to satisfy the needs of individual individuals or social groups through the offer and exchange of services and goods.
2. Marketing   - This is a market concept that controls the production and marketing of products.
3. Marketing   - scientific and applied activities aimed at a comprehensive study of the market and individual consumer needs.

And the shortest definition: marketing - making a profit from satisfying the needs of the consumer.

The word "marketing" in translation from English means "Market activity". In a broad sense, this is a set of processes for the production, promotion and provision of products to consumers and the management of customer relationships with income goal   for organization.

To consider marketing simply as advertising and the art of sales is not entirely true. Advertising and sales are only integral, but far from the only components of marketing. The concept of marketing as a scientific discipline also includes such elements as pricing policy, consumer psychology research, work with market mechanisms and technologies.

Story

The first courses of the discipline, later called marketing, were taught at the beginning of the 20th century at US universities - Berkeley, the University of Michigan and the University of Illinois.

In 1926, the National Marketing Association was established in the United States. Later, similar organizations appeared in Europe, Australia, Japan.

In the XX century, marketing gradually became the philosophy and basic concept of management and economic theory. By the middle of the century, this science combined with the theory of management, forming a new discipline oriented primarily to the market.

In addition to sales, theorists and marketing practitioners began to engage in detailed market analysis and the establishment of long-term economic ties with consumers. Even later, in the framework of the marketing theory, such concepts arose as “market segmentation”, “customer lending”, “after-sales service”.

Modern marketing is the strategic management of production, market, advertising and the provision of goods to the consumer with the long-term goal of obtaining permanent benefits from economic relationships.

One of the main marketing tools is advertising. We have already written in detail in one of the previous articles.

Types of marketing activities, goals and objectives

The main types of marketing activities:

• market research, goods, customer needs;
• research and development coordinated with marketing objectives;
• enterprise planning;
• price policy;
• creation of product packaging;
• work with marketing communications - advertising, public relations, promotion, direct marketing;
• sales - work with the distribution network, staff training, control, creation of special sales systems, optimization of local sales;
• after-sales customer service.

Functions, tools and principles of marketing are constantly being improved and developed. This is a lively, relevant and highly profitable activity, which involves millions of people around the world.

Beginning entrepreneurs, sometimes without even suspecting it, constantly use the best practices and marketing practices: the better they learn the basics of this science, the higher will be the productivity of their business.

The main goal of modern marketing is not the sale of goods and services in any way (including deception), but the satisfaction of the needs and needs of customers. In a narrower sense, marketing activities are aimed at attracting new consumers and preserving old ones by offering them higher consumer values \u200b\u200band taking into account constantly changing requests.

The main task of marketing is to understand the needs of each market segment and choose those that a particular company can serve better than others. If this task is completed, the company will be able to produce products of higher quality and increase its profits by satisfying the target group of customers.

More detailed marketing tasks:

1. Study the needs of existing and potential customers of the company;
2. Development of new services and products taking into account consumer needs;
3. Assessment and forecast of market conditions, including a study of competitors;
4. Assortment formation;
5. Pricing policy development;
6. Development of a market strategy for the company;
7. Product sales;
8. Customer service.

The proper organization of marketing begins long before the company releases the finished product. To begin with, marketers determine the needs of potential customers, calculate the volume and intensity of these needs, determine the capabilities of the company.

Specialists continue to work on a specific product throughout the entire product life cycle. They are looking for new groups of consumers and try to keep old customers by studying sales reports for this purpose, improving product properties and establishing feedback.

A good marketing campaign consists of the following steps:

• correct understanding of customer needs;
• creating a product that fully meets the needs of customers;
• assignment of adequate cost;
• effective advertising campaign;
• the correct distribution of goods at points of wholesale / retail sales;
• full customer service after making a purchase.

With well-organized marketing, the product is sold very easily and brings maximum profit to the company.

2. Fundamentals and principles of marketing

In a modern economy, the relations of a commercial organization with market entities are built on the principles of marketing.

And these principles are as follows:

1. Scientific and practical market research, production capabilities of the company and product distribution channels.
2. Segmentation.   Identification of the most acceptable market segment - a homogeneous consumer group, in relation to which further research will be conducted on the promotion of goods.
3. A streamlined relationship between production and consumption.   Flexible response of the company to changing market requirements, growth or decrease in demand.
4. Innovation policy   - continuous improvement and updating of goods, the creation and implementation of the latest technologies, methods of interaction with consumers, updating advertising, finding new marketing methods and channels for the movement of goods.
5. Planning   - development of production programs and methods for marketing products in accordance with market research and economic forecasts.

Marketing should be understood as a complex - economic, social, managerial and technological - a process based on continuous work to study the market and adapt the company's activities to its conditions.

Management of a company’s strategy based on a marketing program (marketing mix) ensures dynamic and continuous operation, which ensures quick response to changes in the market environment. The marketing department of the company completely controls its market behavior and determines development prospects.

Marketing Mix 4P   - A well-known scheme that should help marketers develop a marketing mix. She identifies four areas that should be covered by the marketing program:

1. Product   - everything that can be offered to the market for attention, acquisition, use or consumption, which can satisfy some need. It can be a physical object, service, person, place, organization or idea.
2. Price   - the amount of money or other values \u200b\u200bthat the client changes to the benefits of owning or using a product or service.
3. Promotion   - actions informing the target category of customers about a product or service, about its advantages and incentive to purchase.
4. Place   - all actions of the enterprise aimed at making the product or service available to the target category of customers.

In 1981, Booms and Bitner, developing the concept of marketing in the service sector, proposed to supplement the marketing mix with three additional P:

Marketing mix 7P (for services):

On my own, we also supplement this list with 3 more points:

1. People   - all people directly or indirectly involved in the service delivery process, for example, employees and other customers.
2. Process   - procedures, mechanisms and sequences of actions that ensure the provision of services.
3. Physical evidence   - the environment, the environment in which the service is provided. Actions informing the target category of customers about a product or service, about its merits and incentive to purchase. Material items that help promote and provide services.

3. Types of marketing

There are many types of marketing, each of which has its own narrow goals and characteristics. The classification below is based on the characteristics of consumer demand.

04   Feb

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

Today you will learn:

1. With regard to marketing, features and types of marketing;
2. What are the marketing strategies at the enterprise, and what does the marketing plan consist of;
3. What is marketing in business, and how to distinguish it from business for the consumer;
4. What is and how not to confuse it with a financial pyramid;
5. What is Internet marketing, its advantages.

The concept of marketing: goals and objectives

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

In plain language marketing   - This is the organization’s activity 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, pricing system, predict and guess customer preferences, effectively communicate with them to meet the needs of consumers and, accordingly, make a profit for their company.

Based on the definition, it is logical that enterprise marketing goal   is customer satisfaction.

A well-known theoretician economist Peter Drucker notes that the main goal of marketing is to get to know the customer so that the product or service can sell itself.

To achieve the goals of the organization, marketing involves the following tasks:

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

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. Flexible organization response to ever-changing demand.

Marketing features

Marketing has a number of functions:

1. Analytical;
2. Production;
3. Management and control function;
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 assortment of goods. It is worth noting that it is necessary to analyze the internal environment of the organization 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 procurement of material and technical resources needed by 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.

Management and control function   provides the planning and forecasting process at the enterprise, the organization of a communication system, information support and risk management.

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

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

To solve problems and achieve your goals in marketing activities, you must apply the following marketing methods:

• Market research:
• Poll;
• Observations
• Methods of generating demand and sales promotion;
• Analytical Methods:
• Analysis of the external environment of the organization;
• Consumer analysis;
• Analysis of existing products;
• Planning an assortment of future products;
• Pricing policy development;
• Information methods:
• Advertising;
• Personal sales;
• 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 the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

• Demarketing   - A type of marketing that aims to reduce demand. Such a situation is possible when demand significantly exceeds supply. To restrain consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing in the cold season, when the demand for electricity grows significantly. Since this can adversely affect the entire power supply system, very expensive equipment can fail, marketing staff develop programs to reduce demand or reorient 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, develop a plan for promoting a product or service, lower prices or reissue a product. To promote a product or service with negative demand, they use advertising and a PR campaign.
• Incentive Marketing   used in case of lack of demand. It is necessary to stimulate demand, taking into account primarily the very reason for the lack of demand.

Demand for products may not be if:

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

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

• Developmental marketing   - A type of marketing in which potential demand needs to be turned into real. That is, you should determine the needs of customers and create a new product or service that meets these needs.
• Remarketing it is applied in a situation when it is necessary to revive demand. That is, the demand for products is falling and it must be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo was created on the basis of 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 Clear Men and Clear Woman shampoos.
• Synchrome marketing   - A type of marketing in which demand must be stimulated, as it fluctuates. The tasks of synchromarketing include smoothing irregular demand by setting flexible prices and various ways of promoting products. This type of marketing is usually used in the case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that strongly affect demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants in the daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, so the daily prices are lower than the evening ones.
• Supporting marketing   the organization uses when demand meets supply and it is necessary to continue to stimulate demand for a product or service. In order to maintain demand at the proper level, it is necessary to correctly conduct pricing policies, stimulate sales, conduct advertising, and control costs.
• Counter marketing   it is used when there is constant irrational demand for products, which contradicts 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.

Depending on market coverage   distinguish between mass (undifferentiated), concentrated (target) and differentiated marketing.

Undifferentiated marketing concept involves a product intended for all market segments. Differentiation of goods is not performed, products are sold at low prices.

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

When using differential marketing   forces are sent 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 the enterprise:

• Tactical;
• Strategic;

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

Strategic marketing   aims to develop long-term prospects for the enterprise in the market. That is, the internal capabilities of the organization are evaluated on the influence of the external environment of the market.

Marketing strategies are classified into the following groups:

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

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

Innovation strategy   differently defined as an integrated growth strategy. That is, the organization’s activities are aimed at vertical development - the 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 type of 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   It is used when the company is in the market for a longer time for more efficient work. An organization may reorganize or liquidate.

Also, marketing strategies are distinguished by market coverage:

• The strategy of mass (undifferentiated) marketing;
• Differentiation strategy;
• Individualization strategy;

Mass marketing strategy   directed in general to the entire market. An advantage in the market is achieved by lowering 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   It is aimed at only one market segment. The advantage is achieved by the originality of a product or service for a specific target group of customers.

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 a marketing strategy;
5. Study of market segments and consumer interests;
6. Positioning development;
7. An economic evaluation of the strategy is underway.

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

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

Stage 3.    Includes an assessment of an organization’s competitiveness. We study the strategies of competitors, strengths and weaknesses, ways to establish superiority over competitors.

Stage 4.At the next stage, the goals of the marketing strategy are set.

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

Stage 6.    Specialists receive certain recommendations for enterprise management.

Stage 7.    Assessment and analysis of the economic strategy and control tools.

To summarize, we can conclude that the marketing strategy reflects a plan to achieve the goals of the company, which assesses the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy for 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 that indicates who does what, 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;
• Differentiation principle;
• The principle of multivariance;

The principle of rolling planning   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, therefore, annually it is required to make amendments and adjustments to the plan in order to be competitive.

Differentiation principle   assumes that the installed product or service cannot be liked by everyone. Therefore, using this principle, it is possible to reorient to serving a certain category of consumers, selected according to certain criteria.

Multivariance principle   involves the development of several marketing plans for all possible situations simultaneously.

The structure of the marketing plan is as follows:

• Define the mission of the organization;

The organization’s mission is to identify strengths in order to become successful in the market.

• Make a SWOT analysis of the enterprise;

SWOT-analysis   - This is a situational analysis, which reflects the strengths and weaknesses, the organization's capabilities, 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 determine strategies for each area separately.

• Development of a pricing strategy for the organization;

• Selection of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and improving sales efficiency due to sales and prices.

• Scheme of sale of goods or services;

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

• Implementation tactics and sales promotion methods;

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

• After-sales service policy;

Here you need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the qualifications of employees, monitor their sociability. In addition, it is worthwhile to provide certain guarantees and additional services to your customers and compare them with your competitors.

• Conducting an advertising campaign;

• Formation of marketing costs;

When preparing the marketing budget, it is necessary to take into account all planned expenses, revenues and highlight the projected net profit of the organization.

Thus, it should be concluded that the marketing plan is simply necessary for the successful organization of the enterprise. This is a kind of card that helps to navigate the economy as a whole, to conduct an effective business and to be competitive in the market, making high profits.

Business Marketing or B2B Marketing

Business marketing   or else they call him marketingB2 B (business-to-business, business for business) is determined asbusiness relations between industrial enterprises in a market where goods and services serve not for final consumption, but for business purposes.

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

Marketing in business has distinctive features and characteristics:

• Demand for business activity stems from consumer demand;
• The organization buys a product or service to achieve its goals. That is, a business purchase has a targeted nature than a consumer purchase. A customer buys a product to satisfy himself. That is, consumer purchase is emotional in nature;
• The volume of goods or services purchased. An enterprise buys goods and services not by the piece, but by dozens and hundreds of pieces, that is, it makes major purchases;
• The risk of buying an enterprise is much higher than the purchase of an ordinary consumer. The profit of the organization depends on this;
• Business purchases are made by professionals in their field. The decision to purchase is made by several specialists in this field;
• In B2B marketing, the seller knows better the needs of the buyer and works closely with him;
• An enterprise that makes a business purchase hopes for further cooperation with the seller. Therefore, a significant role is played by the provision of guarantees, service and installation.

Network marketing

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

The company's MLM business plan requires distributors to:

• Used themselves with this product;
• Selling a product to customers;
• Attracted other sales agents to create a network of business entrepreneurs.

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

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

For buyer network marketing also looks advantageous, since truly responsible MLM companies provide quality products and a guarantee on them. In addition, before purchasing a product, the consumer receives all the necessary information about it and receives the goods at home.

Network marketing provides for active and passive income. The agent receives active income for the volume of sales. And passive income is created through the creation and active development of a distributor subnet.

Nevertheless, even 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 in MLM business, you can use the following methods:

• Search for partners among your environment;
• Search for partners among your friends and acquaintances;
•   to promote products;
• Search for partners through social networks;
• Meet new people and attract them to this type of business.

When it comes to network marketing, an association immediately takes place 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 MLM company’s profits are divided among distributors, taking into account the contribution of each. And the financial pyramid receives income from the number of people involved and their contribution to a non-existent product.

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

• Marketing plan;
• Management and company charter;
• Products themselves;
• Training 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 all the more missing is any charter of the enterprise. There is no product range, there are only a couple of units of dubious products. Also, a training system is not provided or it costs a certain amount of money for which cheap advertising brochures are issued.

Network marketing provides training for sales agents on a free basis, or training disks, books or videos on the Internet for a nominal amount.

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

To summarize, we can conclude that network marketing is aimed at promoting the product and rewarding the distributor for the work done, and the main goal of the financial pyramid is to attract people and their money investments.

Internet Marketing

Internet marketing is currently an urgent innovation for the promotion of goods and services.

Internet Marketing   represents the application of traditional marketing activities in the Internet.

Internet marketing goal   - making a profit by increasing the number of website or blog visitors 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 create and strengthen relationships with a specific target group that is subscribed to the newsletter.

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

Internet marketers have the following tasks:

• Promote products and services with;
• Create interesting content for the target audience;
• Recycle received information;
• Monitor the site;
• Maintain the company's image on the Internet;
• Recruit narrowly focused specialists to carry out certain work.

Network marketing includes the following elements:   goods, price, promotion, place.

Internet marketing provides strategies such as:

• Viral marketing;
• Integrated online marketing;

Viral marketing   is the most sophisticated but most worthwhile online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is applied with the help of:

• Use of videos;
• The use of online games;
• Use of the company website;
• Writing a provocative article that can resonate and will be discussed among users;

Effective work and success can be obtained by combining 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 costs. The Advertising Act does not apply to viral advertising. That is, there is no censorship, no restrictions what makes Internet marketing more free.

Significant lack of viral online marketing there is inadequate control over the process, and the feed can be distorted.

Comprehensive Internet Marketing   involves a set of various resources and advertising channels for promoting a product or service on 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 a unified system for promoting a product or service;
• Telephony construction;
• Sales training;

Under the PR (PR)   understood brand awareness. This strategy must 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;
• Low advertising costs.

Conclusion

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

Four main coordinates are laid in the popular theory of marketing: product, price, distribution, promotion (product, price, place, promotion). In English, all four words begin with the letter P. This is where the name of this concept came from - 4pi marketing, or 4p marketing mix. One of the parents of the 4pi concept is Theodore Levitt. He is the author of the article “Marketing Myopia,” which was published in 1960.

Formation principles

The 4p theory, based on an analysis of four parameters of the company’s activity, is able to identify weaknesses and direct the marketing policy of the company in the right direction. The main components of the 4p concept:
  Product - an assortment of services or goods, their characteristics, properties, design.
  Promotion - sales promotion, promotions, public relations companies.
  Distribution - employee assessment, distribution channels, location.
  Price - cost, discounts, markdowns, margins.

Below are the features and characteristics of each “coordinate” of 4pi marketing technology.

Product

The product mix should be balanced. It is important to understand: do consumers really need the company's products, do they fully satisfy their needs. It will help to solve these problems - the first "pi" of the marketing concept - product.

Functionality, warranty, design, trademark, reliability are indicators that need to be analyzed. Support and related services are also important. Conventionally, goods are divided into several types:
  generate income now;
  profit will be tomorrow;
  improvements are needed;
  in developing;
  income was in the past;
  unsuccessful products;
  critical facts.

Stable sales companies must choose a product policy that cuts off the last three.

Price

The price of the promoted product consists of three parts: production costs, the amount of planned profit, psychological factors. In this case, one should consider the pricing policy of the company or the selected pricing strategy. There are several options: the company stops at average market prices, chooses a premium segment, makes it cheaper than with leading suppliers, or sets the lowest cost. The last way is the road to nowhere. It is necessary to choose a middle ground: the company should make a profit, the consumer should be interested, profitable to purchase products.

The company can afford to change the cost, but only taking into account the elasticity of demand. If price fluctuations do not lead to major changes, then demand is inelastic. To analyze this indicator is simple: you need to conduct a survey among buyers in advance about how many services or goods they are willing to purchase at different levels of value.

Place

Competent sales policy - the basis for successful promotion, delivery of goods / services to consumers. Buyers should be able to receive the company's product in a convenient place at a comfortable time. The organization is obliged to take care of the provision of additional data, after-sales service.

The choice of optimal sales channels will help to reduce marketing costs. By answering the following questions, the company will be able to do this. Through intermediaries or will trade be conducted independently? How many channels do you need to simultaneously use? Having made the right decision about the place of distribution of goods / services, the company will receive a key to further success. Even a change in the shelf of a product’s location in a supermarket can attract consumers to a purchase and change their attitude to the products offered.

Promotion

Using the fourth “coordinate” of the 4p marketing tool - promotion, will be able to tell, push sales, demonstrate a product or service to potential buyers. Using a variety of ways to convey information, the company will solve the main problem - the emergence of a consumer desire to buy products.

There are many promotion methods: special offers, tastings, promotions, sales, and others. The main result is a satisfied customer, the income received by the organization.

The golden mean - the choice of professionals

All components of the 4p marketing complex are of great importance for the effective operation of any company. Effective application of this technology is able to balance the product mix, promotion system, marketing of products, and help establish optimal prices. Having made a product or service desired for customers, the company will receive maximum benefit, prosperity, recognition, profit. A holistic picture of the business is the end result that gives the application of this well-known marketing technology.