Marketing functions analytical production marketing. Sales function

Marketing Functions

Marketing Features:

Analytical;

Product and production;

Marketing;

Management and control.

Analytical function of marketing is the study and evaluation of:

1. the external environment of the organization; 2.general state of the market and its components; 3.consumers and their target groups; 4.structures (shares) of the market of different manufacturers; 5.product and commodity structure; 6.The internal environment of the organization

The analytical function of the marketing enterprise in the printing industry is to research and analyze markets in accordance with its goals and capabilities. This means the need to rank the markets, i.e. determine the most priority of them, depending on the conditions for the sale of products that the enterprise has, to identify consumer preferences regarding publication, price, marketing, communications.

For the market of the printing industry are used the following criteria ratings:

solvent demand for products; market volume; cultural and educational level and social environment; demographic environment; availability of competing products on the market.

According to the above criteria and based on its own capabilities and goals, an enterprise from a variety of potential markets selects the most promising and priority for its publications, where commercial success can be achieved with the least effort and cost.

Product-production function of marketing - This:

1.Creating new products; 2. organization of their production; 3.introduction of new (high) technologies; 4.Product competitiveness in the manufacturing field

The production function of marketing is to organize the production of new goods, logistics, to manage the competitiveness and quality of finished products.

A well-defined segmentation of consumers makes it possible to purposefully organize the production of competitive (for the selected market segment) publications in the quantities required by the market in compliance with the optimal shipment schedule. Special attention refers to the organization of production of goods of market novelty, which either open up opportunities for consumers to satisfy a completely new need, or raise the quality new stage satisfaction of an already known need, or allow a much wider range of customers to satisfy a known need at a certain level. The production of market novelty goods is a key factor in commercial success also because it allows an enterprise to occupy a monopoly position in the market for a certain period and receive a rate and mass of profit that exceeds the industry average.

The product is the heart of all marketing activity, and if it fails to satisfy the desires of consumers, then no efforts to implement it will lead to positive commercial results. Most effective method The publication's "salesability" estimates are trial sales in selected markets. The data obtained as a result of market testing and trial sale allows to make the necessary improvements and adapt it to the specific requirements of the market before the start of the wide introduction of the publication.

Logistics is the most important element in the implementation of production. Developed market relations practically exclude material and technical supply through distribution channels from centralized funds. An exception can only be the provision of raw materials, materials and components at fixed prices in the execution of government orders. In all other cases, the enterprise meets its needs by purchasing the necessary material and technical resources under direct sales contracts, as well as using the opportunities of the wholesale market.

The quality and technical level of products are the most essential elements that determine its competitiveness. As for the organizational and commercial parameters of competitiveness, they are, to one degree or another, presented as components of the sales function of marketing (service, price policy, optimization of the distribution system, etc.).

Sales function marketing(sales function) consists in organizing a system of product distribution, conducting a targeted product and pricing policy, and organizing a service.

The product distribution system provides the enterprise (and the consumer) with the creation of such conditions that the product is where it is needed, in the quantities in which it is in demand, and of the quality (meaning safety during transportation) that the consumer expects.

In addition to freight forwarding services, the distribution system includes the organization of optimal storage facilities and the creation of a sales network, both wholesale and retail.

The commodity policy of the enterprise is based on such principles, which ensure the effective formation of the nomenclature and assortment of goods from a commercial point of view and the planned sales volumes. This problem is solved primarily with the help of positioning. Having selected a segment, having created an appropriate product, the enterprise must penetrate this selected target segment at the lowest cost. Positioning in the market means providing the publication with an undeniable, clearly distinct, desirable place in the market and in the minds of consumers. To this end, it is necessary to endow the publication with properties that would favorably distinguish it from others and demonstrate its advantages, both real properties and those that exist only in the minds of consumers.

The enterprise must help the consumer to notice and evaluate the benefits of the product through various marketing techniques.

Prices and pricing in commodity markets are an essential element of the marketing mix. Through prices, commercial results are realized, the effectiveness of the activities of all parts of the production and marketing structure of the enterprise, the organization of its marketing is determined. Ultimately, the prices that provide the enterprise with the planned profit testify to the competitiveness of its product structure, the entire range of goods, services and services in favor of customers.

Service as an element of the sales function of marketing, providing the necessary range of services to the buyer, allows you to create a stable market for the publication, expands the demand for it, contributes to the commercial success of the enterprise in the printing industry and the growth of its prestige.

- This:

1. marketing planning organization

2. information support marketing management

3. marketing communication support

4. marketing control organization

Command and control function consists in establishing the maximum possible regularity and proportionality in the activities of the enterprise, especially within the framework of its long-term strategic goals: information support for management; control through situational analysis. The main managerial task of the enterprise's management is to reduce the degree of uncertainty and risk in economic activity and ensure the concentration of resources in the selected priority areas of development. The implementation of all marketing functions is almost impossible without thoughtful and comprehensive planning and control.

In addition to factors external to the enterprise that determine the development of various processes and phenomena around the enterprise, there are internal factors that must be taken into account to manage complex production systems in market conditions. Such important factors include the status and reporting on the portfolio of orders, sales volumes, the level of stocks, the financial position of the enterprise, etc. The enterprise, being interested in the quick and accurate fulfillment of orders and timely payment by buyers of shipped goods, must constantly analyze and improve inside information, which characterizes the progress of the cycle "order - manufacture - shipment - payment".

Control is the final stage of the management cycle, the final link in the process of making and implementing a decision. Control allows not only to identify, but also to prevent various deviations, errors and shortcomings, to find new reserves and development opportunities, adaptation to changing conditions of the external and internal environment.

Marketing mix - mix, its composition and definition of all components.

Marketing mix (complex, swing marketing) is a combination of various tools for marketing activities.

The main tools for conducting marketing activities:

1) Commodity and assortment policy,

2) Price policy and conditions of sale,

3) Distribution policy and customer attraction policy,

This concept arose in the 1960s in developed countries as a reaction to the emergence of unreliability factors in the economy after the Second World War (with the emergence of resupply of goods, a sales problem arose, this entailed a risk factor: it is difficult to choose a course of action in this situation due to the multiplicity influence of factors of external and internal environment). All this led to the need to create a marketing mix for ¯ risk through the complexity of actions.

The main functions of the marketing mix program:

1) Linking together the various elements of the marketing mechanism,

2) Optimization and combination of these elements,

3) Carrying out marketing activities in time sequence.

Evaluation principles:

The combination of different tools should be such as to achieve:

1) Their optimal impact on the financial-hoz. activity,

2) Non-overlapping,

3) Marketing effect.

The essence of the analysis of market opportunities. Market volume. Market conjuncture.

Market opportunity analysis involves identifying markets and evaluating marketing opportunities. Businesses must be able to identify emerging market opportunities.

Most they receive current income and profit from the sale of goods that they did not produce and did not sell.

Identification of markets. The enterprise analyzes the markets based on the following approaches: 1) deeper penetration into the market; 2) expanding the boundaries of the market; 3) product development; 4) diversification. Let's consider the listed approaches on the example of a company - a manufacturer of detergents.

A deeper introduction to the market is to ensure sales growth for an existing group of buyers without making any changes to the product itself. A shampoo company will work with already manufactured products in established markets, but will use to increase sales by reducing the price of shampoo, increasing advertising costs, distributing shampoo through more shops. In fact, we are talking about the competitive attraction of consumers of shampoos of other brands, without losing their customers.

Market expansion is the introduction of existing products to new markets. The manager of the company's shampoo is looking for new markets. To do this, it is necessary to explore demographically new markets (children, adolescents, youth, seniors) in order to encourage consumers to switch to branded shampoo and buy it more actively. A market survey of organizations (hairdressers, beauty parlors) should be done to find out if they can be attracted as buyers. Geographically new markets need to be reviewed to see if they can be developed.

Product development is the offering of a new product to existing customers. The shampoo manager is looking for ways to introduce new products to the firm's customers. You can master the production of branded shampoo in a new packaging, either with a new aroma or inclusion of new components, or in a new package. Brand new brands of shampoos can be launched to cater to different user groups, or other hair care products (such as hair styling products).

Diversification is the combination of offering new products and new markets. An enterprise can develop or acquire completely new production facilities focused on new markets. It may try to master a new business - to open beauty salons. Many enterprises seek to identify new, tempting industries. Half the secret of success is to be able to penetrate into promising areas of activity.

Evaluation of marketing opportunities. It is not enough just to identify market opportunities, it is necessary to determine which of them are suitable for the enterprise. A firm's marketing opportunity is an attractive area of marketing efforts in which a particular firm can achieve competitive advantage. The marketing opportunity must accurately match the goals and resources of the enterprise.

Firm goals. Any enterprise pursues a certain range of goals. For example, if it is engaged in the production of hair care products, then most likely it pursues the goals of achieving high level profits and sales, sales growth and winning the favor of customers. It is likely that these goals themselves preclude non-professional involvement in other activities, such as the production of computers.

Market conditions is the set of conditions under which this moment activity in the market. It is characterized by a certain ratio of supply and demand work force of this type. Three types of labor market conditions are possible: shortage of personnel, full employment (equilibrium), unemployment. In the economy of most countries, each of these types is simultaneously represented at the level of individual sectors and sectors of the economy, regions. The combination of many local situations creates a general picture that characterizes the labor market as a whole in the national economy (national economy).

The most important characteristics of the labor market conjuncture are indicators that reflect the current supply and demand ratio in quantitative (unemployment or shortage of personnel) and qualitative (structural, primarily vocational) aspects.

The factors that determine the conjuncture of labor supply are the following: demographic; system and level of education; professional training system; socio-economic; psychographic;

behavioral.

The factors of the conjuncture influencing the dynamics and structure of demand for labor include:

security natural resources;

decline or rise in production;

structural changes in production and in the national economy;

change in property relations;

fiscal and credit policy;

investment policy.

The study of the conjuncture is related to the current state of the market, and its main goal is to establish to what extent the activity of economic entities of the labor market affects the state of the labor market, its development in the near future, and what measures should be taken to better meet the needs of participants labor relations. The results of studying the conjuncture are intended for making operational decisions on managing the formation, distribution (redistribution) of the workforce.

Market volume- one of the main objects of research in labor marketing, since this indicator demonstrates the fundamentally possible volume of labor consumption. The capacity is determined by the number of workers required or the amount of labor required in a certain period of time. At each moment in time, the market has a quantitative and qualitative certainty.

Two levels of labor market capacity should be distinguished: potential and real. The real capacity of the market is the first level. The potential level is determined by the needs of employers in the labor force. The actual emerging capacity of the labor market may not correspond to its potential capacity.

The capacity of the labor market is formed under the influence of many factors, each of which can, in certain situations, both stimulate the market and restrain its development, limiting its capacity. These factors include:

the existing set of jobs in the country;

investment potential, its reproductive structure;

structural changes in the national economy;

socio-economic factors.

Assessment of the competitiveness of the goods.

Evaluation of the competitiveness of a product - the calculation of the ability of products to be more attractive to the consumer compared to other products of a similar type or purpose due to the better compliance of their quality and cost characteristics with the requirements of a particular market and consumer assessments.

competition called rivalry in any field between individuals (competitors) interested in achieving the same goal.

Competition in the field of marketing is divided into several types:

§ functional- competition of technical means designed to perform the same function;

§ Species- competition of goods intended for the same purpose, but differing in parameters;

§ subject- competition of identical goods;

§ Price competition used to enter the market with new products. Distinguish between direct and hidden price competition. With direct price competition, the firm advertises widely the price reduction of its products. With hidden price competition, the company introduces a new product with improved consumer properties to the market, and raises the price not in proportion to the increase in properties, but lower;

§ Non-price competition– providing the buyer with a large number of services, minimizing delivery times, reducing energy intensity, offsetting this product;

§ Unfair competition - dumping (selling goods at prices below the nominal level), industrial espionage, luring specialists who own trade secrets, the release of counterfeit goods, the use of foreign trademarks, the dissemination of false information about competitors. This form of competition is destructive.

The competitiveness of a product in the general case is determined, as shown above, by three necessary elements:

The properties of this product

properties of competing products,

Consumer characteristics.

M. Porter somewhat expands the list of components of the competitiveness of the goods:<В любой отрасли экономики - неважно, действует она только на внутреннем рынке или на внешнем тоже, - суть конкуренции выражается пятью силами:

the threat of new competitors;

the threat of the emergence of goods or services - substitutes;

the ability of component suppliers, etc. to bargain;

the ability of buyers to bargain;

rivalry between existing competitors.

A competitive product has some competitive advantage.<Конкурентное преимущество делится на два основных вида: более низкие издержки и дифференциация товаров. Низкие издержки отражают способность фирмы разрабатывать, выпускать и продавать сравнимый товар с меньшими затратами, чем конкуренты:Дифференциация - это способность обеспечить покупателя уникальной и большей ценностью в виде нового качества товара, особых потребительских свойств или послепродажного обслуживания>. Developing this position, M. Porter defines the properties and reasons for the competitiveness of goods in international markets. Quite justifiably, he determines the decisive contribution to the competitiveness of a product by precisely these two components of a competitive advantage, but he still does not reveal the influence of the characteristics of consumers of a product on the assessment of its competitiveness.

It should be noted that in the vast majority of works devoted to competition and competitiveness, only the properties of a given product and the properties of competing products are considered. Numerous calculation methods for determining the competitiveness of a product operate with precisely these groups of indicators - quality parameters (technical) and economic parameters. Let us consider these methods in more detail and determine the advantages and disadvantages of their use in the system of competitiveness.

The correctness of the result of the assessment of competitiveness and decisions made in the future largely depend on the choice of the comparison base. The basis of comparison can be:

customer needs;

the magnitude of the desired beneficial effect;

competing product;

hypothetical sample;

analog group.

In the case when the basis of comparison is the need of buyers, the nomenclature is selected and the values of the parameters of the need of buyers, the evaluated and competing products, which the consumer uses when evaluating products on the market, as well as the weight of these parameters in their general set, are established.

When the value of the useful effect of the product necessary for the consumer, as well as the amount of funds that the consumer is ready to spend on the purchase and consumption of the product, are taken as the basis of comparison, the useful effect itself is singled out as a standard or the amount of funds.

If the evaluated product has a competitor, then the sample product models the need and acts as materialized requirements that the product to be evaluated must satisfy.

The competitiveness of a product is assessed by comparing the parameters of the analyzed products with the parameters of the comparison base. The comparison is carried out by groups of technical and economic parameters. In the assessment, differential and complex assessment methods are used, the essence of which is summarized below.

A differential method for assessing competitiveness based on the use of single parameters of the analyzed products and the base of comparison and their comparison.

Criteria and methods of market segmentation. Training analytical report about

market condition.

Market segment- a part of the market or a group of consumers, or goods, or manufacturing firms, or competitors that have one or more common features.

Segmentation Criteria:

a)for the consumer goods market:

– geographical(country, region, city, village),

– demographic(age, sex, family size, phase life cycle families),

– socio-economic(profession, place of work, level of education, social stratum (level of wealth)),

– psychological(lifestyle (youth, sports, elite,...), personal qualities, preferences, etc.),

– behavioral signs(the duration of the process of adaptation to a new product, the degree of randomness of the purchase, the status of a regular customer, the attitude towards the product or its manufacturer, the degree of need for the product, the basis of interest (product quality, service, low price), attitude to advertising).

b)for the industrial goods market (this is the most attractive and big market) :

– territorial affiliation of enterprises,

– areas of use of any products,

– the size of client enterprises,

- the volume of goods turnover,

– the cost of delivery (installation of equipment), consulting services (which may include employee training), etc.

For Russian market strong monopolization is typical (“footprint” of the administrative-planned economy): very large enterprises that specialize in certain segments (mass segmentation) still operate on the market - these are automobile plants, large bakery plants, Sberbank, etc. Small enterprises work either by the 1st or 2nd method, which does not require large caps. investments, ensures maximum profit, guarantees sales (for example, private bakeries, small banks, etc.).

segmentation methods.

1. By behavior in the market - a way of dividing the market into groups of consumers, while taking into account the reason for making a purchase, the status of the buyer, the intensity of consumption and attitudes towards the product.

2. By product - a way of dividing according to the functional and technical parameters of the products. This is a derived view from 1 since. selection of segments for individual parameters prod. production is an account in a different form of the needs and preferences of consumers.

3. According to customer firms and forms of procurement - a method of dividing the market Wed-in pr-va, taking into account the specific. problems of customers in the field of procurement of goods in production, relationships with buyers and payment terms methods for calculating the centralization or decentralization of procurement operations in production.

4. According to the main competitors - a method of dividing by manufacturing firms of similar products or substitute goods, while as factors using. type of needs, satisfies. products of competing firms.

The process of dividing consumers into groups based on differences in needs, characteristics and/or behavior is called market segmentation.

Market segment - a group of consumers who react in the same way to the same product (a set of incentives). The segment must meet 3 main requirements:

§ consumer behavior in the segment e.b. more uniform;

§ segments e.b. clearly marked from each other;

§ segment sizes e.b. large, so that the company can recoup the costs.

Segmentation principles:

geographical principle (region, county, city (in size), population density (cities, rural areas), climate (northern, southern));

Psychographic principle (social class; lifestyle - traditionalists, life-lovers, aesthetes; personality type - authoritarian nature, ambitious, addicted);

behavioral principle (reason for making a purchase - an ordinary purchase, a special case; the desired benefits - quality, service, savings; user status - a weak consumer, a moderate, an active consumer; the degree of commitment - medium, strong, absolute; the degree of readiness of the buyer to perceive the product - aware, interested, intending to buy; attitude towards the product - positive, indifferent, negative, hostile);

Demographic principle (age; gender; family size; stage of the life cycle - young singles, a young family without children, elderly spouses with children, single; income level; occupation; education; religious beliefs - Catholic, Jewish; race; nationality).

Preparation of an analytical report on the state of the market.

The analytical report is based on the results of marketing research. The structure of the report must meet the requirements of the customer. It usually has three components:

1) Introductory: title page, contract for research, memorandum, table of contents, list of illustrations and annotation.

2) The main part: introduction, description of research methods, discussion of the results, statement of limitations, conclusions and recommendations.

3) Final: applications, graphics, questionnaires.

Buying behavior factors.

The behavior of buyers in the market, the nature of purchases is determined by their characteristics, namely personal, cultural, social and psychological factors. For the most part, these are factors beyond the control of the seller.

Personal factors include age, family life stage, occupation, economic status, lifestyle, personality type, and self-image. Family life cycle- a set of individual stages that the family goes through in its development from the moment of its creation. Each person is a person, which causes relatively unchanged reactions to influences from the external environment over a long period of time. Personality type characterized by such features as confidence, independence, aggressiveness, sociality, adaptability, inertia, etc. self-representation- complex mental representations of a person about himself, about his own "I". For example, if someone thinks of himself as a creative and active person, he will look for a product that meets these characteristics.

Cultural factors include culture, subculture and social class. Under culture is understood as a set of basic values, concepts, desires and behaviors, perceived by a member of society from the family and other social institutions. Subculture- a group of people with a common value system based on common life experiences and situations, for example, national, religious, regional groups. into membership groups, reference groups, family, social roles and status. Membership group- a group to which certain individuals belong and which has a direct influence on their behavior, for example, family, colleagues, friends. Reference group - a group that has a direct (i.e. through personal contact) or indirect influence on a person's attitudes or behavior. Under social role refers to certain activities that an individual is expected to perform in relation to the people around him. For example, the same person can play the roles of son, father, and principal. Depending on what role a person plays at the moment, his buying behavior depends. Status is the position of the individual in society. For example, the status of the director, the status of the father. Status expresses the general assessment given to the individual by society. In his purchasing behavior, the individual is guided by the status he occupies. This applies to clothing, food, and much more.

Psychological factors include motivation, perception, learning, persuasion and attitude. At the heart of the process of motivation is a motive (or motivation) - a need that has become so urgent that it forces a person to look for ways and means to satisfy it. Motivated person ready for action, and the nature of his action depends on how he perceives the situation. Thus, perception is the process by which a person selects incoming information to create a meaningful picture of the world around him. assimilation- these are certain changes that occur in human behavior under the influence of experience accumulated by him. Belief- a mental characteristic of a person of something. Attitude- a person's assessment of an object or idea that has developed on the basis of existing knowledge.

Positioning the product in the market. Purpose and positioning factor.

Positioning of goods on the market- technology for determining the position of the product in individual market segments. The position of the product in this case is considered as the prevailing idea of a certain group of consumers about the most important characteristics of the product, which is or will be located in one of the market segments. This opinion of the consumer is always relative, since there are competitors' products on the market. The purpose of positioning is to study the prevailing or emerging opinion, analyze the assessments of buyers or their group regarding product parameters in order to optimize them in accordance with the wishes and requirements of consumers and, accordingly, create, through marketing activities, such a product position that will provide the product concrete advantages in this segment of the target market.

To effectively position products, it is necessary to study the most important characteristics of supply and demand. Establish a possible priority of factors that are significant for consumers in this market, focusing on which they make a purchase decision. The determining factors may be the price of the product, the level of quality, reliability, energy intensity, design and other indicators of the competitiveness of the product.

In practice, product positions are determined using positioning maps, which are a two-dimensional matrix of various pairs of characteristics, for example, the quality-price function, for products of competing firms. Obviously, each of the manufacturing firms will strive to take a place in upper quadrants in terms of quality and closer to the average price axis. For the selected position, the firm must develop measures for the development and production of the selected product.

When constructing positioning maps, various pairs of characteristics of the studied products can be taken. For example, washing modes and washing temperature; or washing temperature and washing powder consumption - for washing machines.

To consolidate market positions among competitive firms, product differentiation is carried out. As noted above, differentiation can take different directions. It is possible to carry out product, price, service, personnel and image differentiation. Any differentiation is designed to ensure that the offer of the firm or its main factors of production and image, which would be superior to the corresponding indicators of competing organizations. In practice, differentiation can be carried out both in one direction and in their complex, that is, in several directions at the same time.

Properly organized market positioning is a prerequisite for the effective development of a complex and marketing plan.

Product and its commercial characteristics. Brand and brand policy.

A commodity is a product of labor intended for exchange.

A commodity is a product of labor capable of satisfying a certain human need and intended for exchange through a market transaction "purchase and sale".

A product is something that satisfies the need of its customer.

Each product is interesting to the buyer for the opportunities and benefits that he receives when he purchases it (for example, a drill is interesting for the opportunity to provide holes of a certain diameter, cosmetics for the opportunity to improve appearance).

Commercial characteristics of the goods:

1. By its design, a product is a combination of consumer properties and benefits that its buyer acquires.

2. According to its real embodiment, the product includes quality and properties, design and packaging, as well as its price.

3. A product with reinforcements may also include a set additional features: where and how it is sold, purchase benefits, quality assurance, delivery services, after-sales service.

Competitiveness of a product is the ability of a product to be sold on the market in the presence of competitive products.

Testing is a method for assessing the quality and competitiveness of a product: 1 Laboratory (to check the technological quality). 2 Expert (for checking consumer properties). 3 Poll (quality compliance with consumer needs).

There are hidden and explicit, one-time and periodic testing.

The result of testing is certification.

Quality certificate - a document certifying the conformity of the product to the state. standards.

Logo - the original inscription of the name of the company, product.

Trade image - a personalized brand of goods, including the name of the owner of the company or the creator of the goods.

Distinguish:

· Individual trade mark.

· One for the group.

Marketing functions are a set of activities related to market research, production development, product range improvement, distribution channels, product promotion and sales promotion, as well as marketing management and control.

For greater clarity, in Fig. The 2 marketing functions are presented as four blocks with a number of sub-functions.

Rice. 2.

Analytic function

The analytical function is the main one in the marketing activity of any company (enterprise) and allows you to deeply astonish the state of the internal and external environment of the company, as well as the prospects for its development, without which it is impossible to do business and control environmental factors.

1. Comprehensive market research. The main goal of such a study is to choose from a variety of potential markets the one that will most satisfy the company. To do this, the markets are ranked according to the principle of decreasing interest in them, depending on the conditions for the sale of goods (services) that the company has. Ranking is carried out according to several criteria.

The first criterion is the capacity of the market, i.e. the volume of goods sold in the country (region), similar to that produced by the firm (enterprise) within one year.

Usually, when determining the market capacity (C), researchers limit themselves to the so-called apparent consumption of a product, i.e.:

C \u003d P - E + I

P - national production of goods in the country (region);

E - export (export of goods from the country);

And - import (import of goods into the country, region).

Since it is extremely difficult to obtain accurate data on indirect exports (exports) and imports (imports) and on the movement of commodity stocks in warehouses, these data cannot significantly distort the results of the research.

The second criterion is the ratio of supply and demand, which are the most important elements of the market. When evaluating the market according to this criterion, the marketer must take into account many factors: the size of the market, existing prices for goods, the number of competitors, the composition of consumers, etc.

The third criterion is the size of the region's (country's) GDP and GNP, the per capita income level. These and other indicators of national wealth play an important role in ranking markets, since, other things being equal, the firm will be interested in markets where buyers have more funds to purchase the goods offered.

The fourth criterion is investment policy in the public and private sectors. The firm should be primarily interested in the volume and dynamics of investment in the industry that consumes the goods that it intends to offer for sale. Moreover, in terms of long-term results commercial activities preference should be given to those markets where an intensive and long-term investment policy is carried out in the sectors of interest to the company.

The fifth criterion is import regulation (in the case of foreign economic transactions). The exporter is attracted primarily by countries with the most liberal regime for the import of goods from the Russian Federation, where import regulation has a minimum of tariff and non-tariff restrictions.

The sixth criterion -- geographical position. For many types of machines and equipment, this criterion does not play a significant role. However, when supplying large batches of identical products, as well as raw materials, the indicator of the remoteness of the market from the border or exit ports of the Russian Federation can have a significant impact on the choice of market for sale.

The seventh criterion is stability legal regime. This is a very important criterion for ranking markets, especially those that are in developing countries and regions bordering Russia, since long-term commercial success in the direct export of goods and in the case of production cooperation to the respective country can only be achieved under conditions of stability of the regime of power and the political situation in the region. The exporter prefers the markets of countries whose governments have agreements on economic cooperation with Russia or pursue a friendly policy towards it.

2. Study of consumers. In any market of goods and services, there are many different kinds of consumers of products: private, state and municipal enterprises and firms, a large number of individuals - consumers of goods for individual use, many enterprises and organizations of infrastructure industries (energy, transport, road construction, etc.). ).

The task of supplier firms is to select from a variety of potential buyers those homogeneous groups that are most interested in the goods and services offered. Such a task is called market segmentation, with the help of which a firm (enterprise) can more accurately determine the target market - its capacity, advantages and disadvantages, and ultimately win reliable (ideally - leading) positions there.

Segmentation of consumers of industrial goods is carried out taking into account the size of consumer firms, their specialization, business reputation in the market, solvency, exactingness in relation to the product, in particular, to its technical level.

Segmentation of individual consumers is carried out using criteria such as geographical, demographic, socio-economic.

In addition, the purchasing behavior of individual consumers is studied. And here the following significant factors are taken into account (according to F. Kotler):

- cultural - culture, subculture, social status;
- social - reference groups, families, roles and statuses;
- personal - age and stage of life, occupation, economic status, lifestyle, personality type, self-image;
- psychological - motivation, perception, assimilation, persuasion and attitude.
3. Study of the goods and commodity structure of the market. This sub-function of marketing is important because it allows you to find out how the needs for those goods or services that the firm (enterprise) plans to supply to the market are satisfied. So, marketers study the commodity structure of the market, the technical level and quality of the goods offered on the market, the system of product distribution and service maintenance competitors, requirements of norms, standards and rules technical security accepted in the country.

The results of studying the product structure are important for the company in the following positions:

- conducting a targeted policy to establish the degree of novelty and the level of competitiveness of their own goods or services;
- establishing the compliance of the technical, economic and ergonomic characteristics of the offered goods with the requirements of standards, operating rules, etc.
- satisfaction of the current and prospective needs of buyers in the offered goods;
- adaptation of the offered goods or services to the requirements and desires of consumers;
- avoiding significant losses, as well as possible risks when promoting products to the market.
4. Research of firm structure of the market. This analytical sub-function of marketing involves the study of the composition of market participants and their actions in the market, including firms that can assist in the promotion of products in selected markets or affect the results of commercial activities. So, firms-contractors, firms-competitors and firms-intermediaries are investigated. Let's consider each of them separately.

Firms-contractors operate on the market - potential buyers of products. Each supplier is interested in more buyers, as this will provide him with the opportunity to sell large volumes of products. By segmenting them, an enterprise can choose a firm according to established criteria, guided primarily by its ability to purchase large quantities of products and on a long-term basis. Alternatives product sales create additional features obtaining favorable conditions for transactions and pursuing a flexible pricing and commodity policy.

Favorable conditions for the sale of products can be achieved by studying competing firms, their strengths and weaknesses. If in the process of studying shortcomings in the work of competitors are established, this will allow the company to make its own commercial offers more attractive to buyers in comparison with the offers of competitors.

The study of intermediary firms allows you to choose the most effective intermediary that will provide the enterprise with the necessary commercial support in the selected market segment. But at the same time, it should be remembered that the chosen intermediary should not represent the interests of another company supplying similar products on the market. In addition, the intermediary must have appropriate sales, demonstration and storage facilities. And finally, its sales and technical staff must have the necessary experience in the chosen projection and have a stable financial position and business reputation in the market.

5. Analysis of the internal environment of the company (SWOT-analysis). First of all, the organizational structure of the company and personnel, indicators of economic and financial activities (sales and profits) are studied. state and development of research and development work, unique know-how and other competitive differences, resource and investment opportunities.

Analysis of the internal environment is recommended to start with an assessment creative possibilities of the team and the ability of managers at various levels to distinguish from the general mass of employees people who are inclined to think and act extraordinary, to offer original ideas and new technological solutions, new ways of generating demand and stimulating sales of already manufactured products.

Ultimately, in equal financial, production, technical and technological conditions of competition the best place only such a firm (enterprise) can occupy the market, which differs from others in a higher, mobile and effectively used intellectual potential of employees.

So, an important role in the normalization of the internal environment of the company is played by the methods of personnel management and production processes, the introduction of the achievements of the scientific and technical process and the reduction of the life cycle of goods, as well as the availability of an optimal and efficient organizational structure.

The main functions of marketing

- key rules, directions of the company's work, which reflect the essence of the approach from the position of marketing to building and running a business.

Marketing- one of the main economic functions of the company. Being such in a large number of manufacturing firms, marketing, in addition, performs functions that reveal the creative potential.

An important task of the enterprise for conducting profitable commercial activities in the market is the implementation of the complex of basic marketing functions in full. Marketing activity implies large financial costs of such resources of the organization as material and labor, therefore, various specialists and organizations outside the company, as well as internal services of the company, can be involved in the performance of marketing functions.

The main marketing functions can be represented as follows:

1) Analytic function- assessment of the organization of its external environment (mainly market) and the study of the internal. It includes the study of the market itself: the study of its state for the current period and dynamics, the study of the behavioral aspect of suppliers and the study of consumer behavior, the study of intermediaries and the competitive environment, consumer research, the study of the internal environment, the study of the structure of the company, the study of goods. The market is analyzed separately in order to select from a gigantic number of potential markets that are more priority and attractive for a particular company, as well as its products, in other words, such markets in which it is possible to achieve commercial success with minimum expenses and effort.

2) production function marketing - the formation of the production of a new product, the formation of supply, the regulation of production quality. The product-production function is the production of new technologies and the creation of new products that will best meet the requirements of the consumer. It also implies the provision of material and technical production, the management of the competitiveness of finished products and quality. Marketing affects production, making it more flexible, which will be able to produce competitive goods that will meet technical and economic parameters and have low costs.

3) Sales function marketing - the marketing system allows you to create such conditions for the sale of goods so that it is always in the right place at the right time, in the right quantity and the required quality. It implies the arrangement of a distribution system, the formation of a sales promotion system and the formation of demand, the formation of a service, the organization of a commodity and pricing policy. It includes what happens to goods during the period of time after they are produced and before they are consumed. The goods distribution system provides the buyer and the enterprise with sufficient conditions for the goods to be where they are needed, at the time they are needed, in the quantity demanded, and of the quality that the consumer will count on (safety during transportation).

4) Control function and control implies the creation of the maximum possible proportional and planned activity of the enterprise, especially within the framework of long-term strategic goals. Along with this, the main managerial task of the organization's management is to minimize the number of uncertainties and risks in economic activities and guarantee the concentration of resources in certain priority areas (control over the implementation of long-term plans).

Today, 80 to 90% of large organizations in the United States and Canada include marketing services that perform all marketing functions. Only 50 - 60% of medium-sized and only 20 - 30% of small companies have these services inside them, which implement all marketing functions in a complex. As a result, the bulk of organizations to perform certain marketing functions resort to the services of intermediaries (wholesale and retail trade), as well as special marketing organizations (research organizations, marketing agencies, service companies). Ultimately, this allows companies to reduce costs relative to those of direct marketing, ensure acceptable quality of execution of necessary marketing activities and ensure rapid and timely entry of products or services to the widest possible market.

At the production stage, the marketing service takes part in the formation of the production project, control and analysis of product quality assurance. In combination with economic planning and finance departments economically advantageous limits of prices, prime cost, tariffs are determined.

In conclusion, we want to note that in our time, a holistic concept of management and marketing as an integrated system have replaced the marketing function of management. The shift towards integrated marketing means adhering to the goals of increasing the organization's benefits from satisfying customer needs at every stage of the product life cycle and every aspect of the organization's activities. And also marketing functions can be considered as a cyclical process - the alternate execution of marketing analysis, production research, marketing and analysis of the final results.

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1.3. Marketing Functions

Based on the fundamental methodology of marketing as a market concept of management and sales, we will try to find a universal approach to the definition and description of marketing functions, to bring them into a logically consistent system.

This approach consists in singling out four blocks of complex functions and a number of subfunctions in each of them. Structurally, they look like this.

Analytic function

1. Market research as such.

2. Study of consumers.

3. Study of corporate structure.

4. Study of the goods (commodity structure).

5. Analysis of the internal environment of the enterprise.

production function

1. Organization of production of new goods, development of new technologies.

2. Organization of logistics.

3. Quality management and competitiveness of finished products.

Sales function (sales function)

1. Organization of the distribution system.

2. Service organization.

3. Organization of a system for generating demand and stimulating sales.

4. Carrying out a targeted commodity policy.

5. Carrying out a targeted pricing policy.

Command and control function

1. Organization of strategic and operational planning at the enterprise.

2. Information support of marketing management.

3. Communicative sub-function of marketing (organization of the communication system at the enterprise).

4. Organization of marketing control (feedback, situational analysis).

Analytical function of marketing

Market research as such. Market - a form of economic exchange or a sphere of commodity circulation, limited by certain parameters (location, size, capacity). Types of markets: 1) world market (iron ore, cotton); 2) regional market (groups of countries: EU, Africa); 3) national market (Russian automobile market); 4) local market (separate region).

Classification of markets by types and groups of goods and services: 1) the market for industrial goods; 2) consumer goods market; 3) the service market.

Classification of markets on the basis of goods: 1) the market of specialized goods; 2) raw materials market; 3) the market for industrial goods; 4) consumer goods market; 5) the securities market.

Classification of markets by type of consumer: 1) mass market; 2) middle market; 3) elite market; 4) urban-rural market.

Obviously, it is necessary to carry out analytical work in order to select from a variety of potential markets those that may be the most interesting and priority for the enterprise and its products, in which commercial success can be achieved with the least effort and cost.

Studying consumers. In any market, as a rule, there are many consumers of various types of products. The definition of such groups, called in marketing terminology market (consumer) segmentation. It is usually carried out according to the following criteria.

For industrial goods by:

The size of firms-buyers;

the volume of purchases;

specificity (specialization) of the main production;

· business reputation of heads of firms-buyers;

· exactingness of the management of firms-buyers to the quality and technical level of purchased products.

For goods individual consumption on:

Buyer's place of residence countryside, big city, small city or town);

age and sex;

level of individual (family) income;

educational qualification and social position in society;

Reactions to new products (innovators, fast adapters, conservatives, retrogrades, etc.).

Study of the firm structure of the market. In order to answer the question of which market participants and how they operate in the market of interest to us, which firms and organizations can assist the enterprise in promoting its products in selected markets, who and how can oppose commercial work, it is recommended to systematize and study market participants. respect. The study is usually carried out on three groups of firms.

1. Firms-contractors (firms-buyers).

2. Firms-competitors.

3. Intermediary firms.

Counterparty firms are current and potential buyers of products that the company already supplies or intends to supply to this market.

Important information about the terms of transactions can be obtained as a result of studying firms-competitors. The enterprise should borrow the strengths of their activities. If in the process of studying shortcomings and omissions in the work of competitors in the market, this knowledge will make it possible to make technical and commercial proposals more attractive to the buyer in comparison with the proposals of competitors.

The study of intermediary firms allows, on the basis of objective data, to choose the most effective commercial intermediary who is able to provide support to the enterprise in commercial activities in the selected market.

In addition to the corporate structure, it is important to study the regulatory legal acts of state and other authorities that determine the mode of importation into a country or region, and the rules for the operation of goods of interest to us.

Study of the commodity structure of the market. To find out how the need for products similar to the one that the enterprise intends to supply in the selected market is satisfied, it is necessary to study the product structure of the market, the technical level and quality of goods circulating on the market, the system of product distribution and service of competitors, special requirements for goods, current standards, norms. , technical safety rules. Ultimately, it is necessary to come to a conclusion about which products and approximately in what volume can be sold in the selected markets (segments).

Analysis of the internal environment of the enterprise. Such an analysis involves studying the organizational structure of the enterprise in terms of its competitiveness in target markets; analysis of the intellectual potential of employees, their ability to quickly adapt to changes in external environment; analysis of the creative capabilities of the team, the presence of innovators, assessment of the technological level of production, comparison with the capabilities of competitors; study of the market demand for high-quality, environmentally friendly and socially useful goods and technologies.

Production (creative) function of marketing.

Organization of production of new goods, development of new technologies.

Making decisions on the development and production of such goods that will be accepted by the market, i.e. demanded by consumers.

Well-conducted segmentation of consumers allows you to purposefully organize the production of competitive (for the selected market segment) goods in the quantities required by the market in compliance with the optimal shipment schedule. Particular attention is paid to the organization of the production of "market novelty" goods, which either open up opportunities for consumers to meet a completely new need (these are the so-called pioneer goods), or raise the satisfaction of an already known need to a qualitatively new level, or allow a much wider range of customers to satisfy at a certain level a known need. The production of market novelty goods is a key factor in commercial success also because it allows the enterprise to occupy a monopoly position in the market for a certain period and receive a higher rate and mass of profit than the industry average.

Organization of logistics. Procurement of necessary material and technical resources.

The logistics system has a significant impact on overhead costs and thus on the cost of finished products.

Managing the quality and competitiveness of finished products.

At enterprises producing TVC, consumer goods, technical quality control departments (QCD), quality control laboratories have been established.

Only such a product can meet the quality requirements, which already at the time of development (creation) is focused on specific consumers.

Sales function (sales function).

Organization of the distribution system. This sub-function of marketing includes everything that happens to the product in the period of time after its production and before consumption. The product distribution system provides the enterprise (and the consumer) with the creation of such conditions that the product is where it is needed, at the time when it is needed, in the quantities in which it is in demand and of the same quality (meaning safety during transportation), which the consumer expects.

In addition to freight forwarding services, the subfunction of commodity circulation includes the organization of optimal storage facilities and the creation of a sales network, both wholesale and retail.

Service organization. A properly organized service that accompanies the product throughout its life cycle with the consumer, i.e. the constant readiness of equipment for highly efficient work is ensured.

The need for service stems primarily from the desire of the manufacturer to form a stable market for their product. This activity is carried out according to the principle: "You buy and use our product - we do the rest." High-quality service of high-quality goods will certainly cause an expansion of demand for any product, contribute to the commercial success of the enterprise, and increase its prestige.

Organization of a system for generating demand and stimulating sales. FOSSTIS– comprehensive measures to create demand and stimulate sales. It is a combination of two packages of measures, which have fundamental differences, however, used in marketing practice only in the aggregate. Formation of demand for goods ( FOS) - a system that provides information to a potential buyer about the existence of a product, its consumer properties. STIS- a set of activities designed to promote the sale of goods. STIS is not directly related to the consumer properties of the offered goods, because it is assumed that these properties are known to the buyer through their own experience and advertising.

Carrying out a targeted commodity policy. Commodity policy - aims to produce such goods that can best satisfy the needs of the consumer, which he will prefer to others similar, and which will be competitive in the market.

Pursuing a targeted pricing policy. A targeted pricing policy in marketing is that the company sets such prices for its products and changes them in such a way depending on the market situation in order to achieve the planned short-term and long-term goals (mastering a certain market share, obtaining the planned profit) and solving operational problems. tasks related to the sale of goods in a certain phase of its life cycle, the activities of competitors, etc.

Function of management and control.

Organization of strategic and operational planning at the enterprise. One of the main goals of marketing is to establish the maximum possible regularity and proportionality in the activities of the enterprise, especially within the framework of its long-term strategic goals. At the same time, the main managerial task of the enterprise's management is to reduce the degree of uncertainty and risk in economic activity and ensure the concentration of resources in the selected priority areas of development. The implementation of all marketing functions is almost impossible without thoughtful and comprehensive planning.

Information support of marketing. The enterprise, being interested in quick and accurate fulfillment of orders and timely payment for shipped goods by customers, must constantly analyze and improve internal information characterizing the progress of the “order-manufacturing-shipment-payment” cycle.

Communication support for marketing management. The communicative subfunction in marketing provides the enterprise with an active impact on the external and internal environment, and therefore it is organically connected with the formation of demand and sales promotion.

Enterprises should create special structural units(departments, bureaus, services). Their duties include maintaining contact with the public, the market, buyers, government agencies, the press.

Control through situational analysis. Control is the final stage of the marketing management cycle, the final link in the process of making and implementing a decision.

Control allows not only to identify, but also to prevent various deviations, errors and shortcomings, to find new reserves and opportunities for development, adaptation to changing conditions of the external and internal environment./span>

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1.3. Marketing Functions

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