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| What does the marketing department of the company do. Marketing department? What are they doing there? Your organization must have people responsible for |
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Marketing department is now necessary for almost every company, because without studying the market it is very difficult to sell a product with maximum benefit. What does the marketing department actually do and what are its goals? Term conceptThe attitude to marketing in the business environment is controversial. Most entrepreneurs and businessmen understand the need to implement certain marketing strategies in their companies, but there are still those who take the concept of marketing negatively. What does the marketing department do in principle? And why were opinions divided around the need to create a department? In fact, all owners of shops and enterprises are engaged in marketing. It's just that those who think that they are not engaged in marketing are actually most often engaged in poor marketing. Or how-to-style marketing. When you determine the price of a product in your store, when you think about how to sell a long-lying product, when you make a decision on the purchase of a product, you are already engaged in marketing. Marketing in essence is the totality of all the actions that a company performs in the market. And the task of the marketing department will be to build the right market action strategy that will increase the company's sales. Marketing inside the company or outsourcingLike the activities of any department that is not directly related to production, the marketing department can be outsourced. This way of organizing the marketing of the company is preferable if you need a quality implementation of new strategies, as well as in the case. when it’s not practical to pay a permanent marketer on staff. However, in most cases, companies still need to have a full-time employee who, even when working with non-staff specialists, will make key decisions on the implementation of a particular strategy. This increases the possibility and effectiveness of control. Which companies need a full-time marketer or marketing departmentAny manufacturing company in the modern world just needs a marketing department. However, it is not always necessary to have a marketer on staff. In some stores or online businesses, the functions of the marketer are partially performed by another employee, for example, a merchandiser or category manager. But it is worth noting that in most cases it is easier to monitor the effectiveness of the company's sales precisely in the event that a specially dedicated specialist is focused on marketing, the motivation of which is directly related to its effectiveness. Marketing Department Objectives
The marketing department has the following goals (depending on the goals, the responsibilities of the marketing department as a whole and each individual employee are formed):
What is the company's marketing department for?What is his task? A key function of the marketing department is to build brand and customer relationships. In fact, everything that marketers do is done just for that. Accordingly, based on the main function, additional ones can be distinguished:
StructureThe structure of the marketing department can vary greatly depending on the type of company, its goals and functions. What does it look like in practice? The marketing department at the enterprise will be very different from the marketing department of an online portal or publisher. Most often, the marketing department consists of a marketing director, analyst, and product promotion manager. In this case, the analyst collects market data, the promotion manager draws up a sales plan based on the data received. Also, in some cases, the department may include a specialist in assortment of goods and a person specializing exclusively in promotion on the Internet. Marketing department employees are usually divided into five levels, which are partially present in some companies and completely in some. It happens that in small companies the organization of the marketing department is such that one employee combines the execution of tasks at different levels.
The manager’s task will be to coordinate the actions of employees, ensure their workload and monitor the effectiveness of the marketing department. Marketing department performanceThe marketing department must constantly increase sales growth through the most complete tracking and closing of customer needs. The effectiveness of the marketing department in different companies will be calculated differently. However, there are general criteria that reflect the essence of the problem. It should be noted that the marketers themselves do not sell anything, they are creating optimal conditions for the sale. The effectiveness of the marketing department can be assessed by the following criteria:
Responsibilities of a marketing director or department head
The head of the marketing department manages everything that the marketing department does. Briefly describe its functions as follows:
Employee RequirementsThe requirements for marketing staff may also vary from company to company. Much depends on the specifics of the tasks. For example, what a marketing department at a metalworking company does will be different from marketing campaigns in a clothing store. Most often, the main requirement for employees will be the availability of specialized education or experience in this field, as well as successful cases. However, this is not always the case. The job description of the marketing department and its employees may vary depending on the specifics. Knowledge, skills and personal qualities that a marketer should have:
Marketing motivationThe marketing efficiency coefficient is usually more difficult to calculate than the sales manager’s similar indicator. If the seller is simple and is calculated by the number of calls, involved customers and sold goods and services, then the effectiveness of a marketer is more difficult to calculate at first glance. However, there are parameters by which its effectiveness can be evaluated:
If we consider a way to motivate a marketer, then the well-established option is the standard salary + bonus bonus part, which is considered based on KPI indicators. Department Interaction
To maximize the effectiveness of the company in the market, the sales department and the marketing department must work closely. The marketer should collect information about customer behavior during real dialogues, and the seller should listen to all the recommendations of the marketer. In this case, in the interaction of the marketing department and the sales department, the following nuances should be taken into account:
You should not find out which department is more important. Both of them work together and are created for one purpose - building relationships with customers. In this case, the marketing department carries out strategic planning, and the sales department - the tactical implementation of campaigns. Internet MarketingIf ten years ago few people knew about Internet marketing and few used it, now it’s hard to imagine a company that wouldn’t be promoting its products on the Internet.
In some ways, the Internet is a new kind of media, where much is borrowed from traditional communications. But the online market is different from the classic. The advantage of online trading platforms is a much simpler analytics of sales and applications. Modern analytical web services allow you to track a sales funnel in stages without the presence of any special knowledge and skills. Thanks to the introduction of Internet marketing, there are many areas of business development and, accordingly, new professions for the specialists who make up the marketing department. These are professions such as:
Also, copywriters and web designers can be present in the marketing department, who also help to carry out what the marketing department in the company does.
Consider examples of the effective use of marketing in various organizations. What does the marketing department at Tefal do? An excellent example of market research and the impact of the data is the change in the Tefal advertising campaign under the influence of consumer market research. Tefal manufacturers have long positioned their pans as a way to save on oil. However, when conducting surveys and focus groups, it turned out that buyers see the main advantage of the Tefal pan that, thanks to the Teflon coating, food does not stick to it, which means it is easy to clean. And that was exactly the most important advantage of the pan in the eyes of buyers. Thanks to the information received, the concept of the advertising campaign and positioning changed, which allowed a sharp increase in sales.
What does the marketing department at P&G do? There was a time when sales of powder from the famous Ariel brand were not about to move off the ground. P&G commissioned a large-scale study on how people care for their clothes. It turned out that most of the population uses powder in only 30% of cases, using dry cleaning services in 70% of cases. At the same time, the results of the study showed that most of the powder consumers work for hire, and go to work in suits that are cleaned in dry cleaning. It also turned out that many work more efficiently when they go to work in casual clothes. And P&G allowed employees to go to work in casual clothes a couple of days a week. The news was widely covered in the press. Many companies have followed suit and the detergent market has grown by 20%. We studied the structure of the marketing department. As you can see, this is a pretty important topic. Often, the well-being of the company depends on the proper operation of the marketing department. May 27, 2012 No comments Many employees of the enterprise, seeing in the corridor of full-time marketers, ask themselves the question - what does the marketing department do? Some people think that behind this buzzword lies another sales department, but this is not at all the case. Initially, marketing departments are created to achieve certain goals, including development prospects, as well as various economic issues of the company. In accordance with the above, the purpose of creating this department is to create recommendations on such areas of the company as: Coordination of activities of all divisions that are related to the implementation of sales; Given the current dynamics of the modern market, as well as resources, the definition of marketing policies for this particular enterprise. For a department to work efficiently, its recommendations on market orientation, after appropriate approval by the management of the company, should be binding throughout the company, regardless of its division. Only then will this service work effectively, and not be just a fashionable appendage that does not carry economic benefits. The main tasks of the marketing department include: 1. Implementation of a continuous analysis of factors that affect the company’s activities, as well as the results of its commercial activities and assessment of the state of the modern market. 2. Development of forecasts of the market share of the company, as well as forecasts of sales. 3. Development of pricing and product policies. 4. The choice of rational methods for promoting products, as well as distribution channels. 5. Carrying out market analysis (situational). 6. Development of current and long-term marketing plans for certain groups of products and for the enterprise as a whole, as well as coordination of the activities of all company departments in this area. 7. Development, together with the leadership of the company and other divisions of the strategy and goals of market activity in foreign and domestic markets. 9. Providing divisions, as well as the entire company as a whole, with market information (marketing information). We hope you understood from our short article what the marketing department of the company is doing. In conclusion, it must be pointed out that this department is extremely important only when properly set tasks and in the presence of qualified employees. ) we talked about the relevance of strategic planning for our enterprises. Today we will talk about the functions and purpose of the marketing department, the common stereotypes of marketing perception and the reasons for this. The company's plans are drawn up on the basis of resources, primarily human resources. In order to develop and implement a marketing strategy, you need a staff of initiative people with special knowledge and experience to implement such programs. And in order for the knowledge and experience of specialists to be useful for the company, it is necessary to distinguish their functions, clearly define goals and objectives. At the same time, in the Ukrainian market one can often observe a lack of understanding of the purpose and functions of the marketing department, their differences, for example, from the functions of the sales department. We list the key goals and objectives of the marketing department, which today are in demand by Ukrainian enterprises. First of all, you should not start the formation of a marketing department, like any other department, only with the aim of creating jobs or following the fashion. A marketing department needs to be created only when there are specific tasks. Often, practice indicates the artificial creation of a marketing department. This situation, as a rule, ends with the fact that sooner or later the employees of this department either are transferred to other departments and the marketing department is abolished, or the company management concludes that the increase in sales is the result of the actions of marketing specialists, and then marketers become top managers and leading sales managers. This is not entirely true, because the main task of marketers is to maintain the market orientation of the enterprise. And if the marketing department is engaged in sales management, then in this case, tactical activity does not allow to carefully study and evaluate external factors, the company's position in the market. The activities of the marketing department are aimed at achieving the general goals of the enterprise, including economic issues and prospects for the development of the enterprise. Based on this, the goal of the marketing department is to develop recommendations in the following areas: determination of the sales policy of the enterprise, taking into account available resources and existing market dynamics; coordination of the work of all divisions of the enterprise related to sales. The recommendations of the marketing department regarding market orientation, after approval by the management, should be binding on all services of the enterprise. But often, plans developed by the marketing department and approved by management are placed in a safe and end their lives there. Unfortunately, this is a fairly common occurrence. In fact, the enterprise “buried” enormous potential in the ground: marketers study the market, process huge amounts of information, develop plans. And as a result, those developments that were made by marketers, those financial resources that were spent on market research, not only do not bring benefits to the enterprise, but also become “wasted” money. And the enterprise continues its movement based solely on intuition, old habits and past experience, not noticing the opportunities that are opening up, often inadequately and untimely responding to emerging dangers, giving its more efficient competitors the opportunity to use themselves to achieve their goals. What are the principles and working methods of the marketing department at the enterprise? All departments are required to provide the marketing department with any information about the results of their activities. In turn, the marketing department is obliged to provide divisions with the information that they need for market orientation. The joint effect of actions resulting from the exchange of information is very important. This allows the company to successfully achieve its goals. The marketing department does not replace or duplicate other divisions; it was created only to orient the activities of all divisions of the company on the needs of the market in order to timely adjust their work and interactions between divisions taking into account market interests. This is especially true today, when the marketing services at the enterprises are still very young and the heads of the marketing departments can not always accurately set specific, quantitatively measured goals and objectives, evaluate the result of the work performed by the marketing department. Recall that strategic and tactical marketing are two different directions in their tasks. If strategic marketing is in the competence of the first or second person of the company, then the marketing department in this case is assigned the role of an executor. Key tasks are market analysis, development of interim plans, various models of enterprise development, development of market segments, determination of key market positions, assessment of competitors and consumers. All these are the tasks of strategic analysis, on the basis of which strategic planning is born, and it is the first persons of the company who are directly involved in this work. The marketing department in this case provides the management with complete information about the realities of the market, how successful the enterprise is, what difficulties may arise if measures are not taken in a timely manner. As for tactical planning, in this case, the marketing department acts as a service coordinating the work of units so that the developed plans are implemented. In this case, the marketing department carries out the controlling function and answers the questions: how do the departments move towards the goal, how does the company work in the market, how do one or another customer’s preferences change, how different products on the market “feel”, how profitable they are today, in what phase of the life cycle is this or that product. The main tasks of the marketing department are as follows: 1. Assessment of market conditions and continuous analysis of the results of the enterprise’s commercial activity, as well as factors affecting the operation of the enterprise. 2. Development of sales forecasts and market share of the enterprise. 3. Carrying out situational market analysis. 4. The development, together with other divisions and management of the enterprise, of the goals and strategies of market activity in both the domestic and foreign markets. 5. Development of commodity and pricing policies. 6. The choice of rational distribution channels and methods of promoting products. 7. Development for the enterprise as a whole and for individual product groups of long-term and current marketing plans and coordination of the business unit in this area. 8. Providing the enterprise and all its divisions with marketing information (market information). The image of an enterprise is mainly determined by the quality and quantity of contacts with external organizations. In this regard, the development of recommendations for establishing and organizing contacts with various organizations, and sometimes the functions of representing the enterprise in its relations with other organizations, may be performed by the marketing department. Of course, the order and level of competence in the performance of such work is determined by the enterprise management. This gives confidence that the marketing department systematically and consistently pursues the planned policy aimed at creating the appropriate image of the enterprise in the eyes of consumers, suppliers and partners. Often at the enterprises there is such a phenomenon as the combination of sales and marketing services. This can be explained by the fact that the marketing service, as a rule, is staffed by specialists in the sales department. In this regard, I would like to draw attention to the fact that the main function of a sales service is distribution and direct sale. Very often they are expected from the sales department to analyze the market, evaluate the market, forecast sales, etc., but this is not characteristic of the sales department, as its employees are not able to perform these functions due to lack of time and lack of certain knowledge. The functions of the sales department, therefore, are concentrated around the sales process and related communications, as well as the formation and provision of analytical information on sales. As soon as a competent separation of marketing functions and marketing functions occurs, then in one and the other service, as practice shows, an amazing acceleration is found, because if specialists are aimed at fulfilling their direct duties, their work efficiency increases several times. There are several stereotypes regarding the purpose of the marketing service. These stereotypes, in turn, dictate certain rules for managing the marketing department of the enterprise. The first stereotype - “narrow window” (this and the following terms were proposed by Professor Yu.D. Krasovsky), is associated with the understanding of marketing as one of the management functions. This means that marketing is not given a determining, coordinating and guiding value in the formation of the management system. And then the head of the marketing department is not a top manager, but a middle manager. The second stereotype is the “floating octopus”. A marketing service is often perceived by managers as a tool with which they try to probe the entire market and draw general conclusions for everyone in the form of “wishes”. If such an approach is formed, then very often the conclusions are rejected, because, as a rule, they are perceived as useful tips or recommendations, and not as instructions for performing specific tasks. In such cases, marketing information is presented more likely as probabilistic rather than reliable; deviations of forecast values \u200b\u200bare interpreted by specialists who do not have special knowledge as something that cannot be relied on, which cannot be trusted. Naturally, managers, when receiving recommendations in which tasks and algorithms of actions are not very clearly defined, prefer to rely mainly on themselves, on intuition, on their own experience. The considered stereotypes indicate that many enterprises still underestimate the role of the marketing service in improving the efficiency of the enterprise. Two other stereotypes are based on a reassessment of the capabilities of marketing and marketing services. The first stereotype is called the all-seeing eye. Marketing in this role is perceived as something great, completely covering the market, a miracle is expected from it. This stereotype is quite insidious, because the higher the expectations, the greater the disappointment. The second stereotype associated with high expectations and reassessment of the capabilities of the marketing service is “annoying fly.” Such a perception of the marketing or marketing service is possible in a situation where managers are forced to admit that the calculations, developments, and calculations that were made by marketers are really reliable and accurate. But sometimes managers cannot put marketing experts' recommendations into practice, because, as it turns out, in order to fulfill the tasks that were set for the staff, it is necessary to gain new experience, new knowledge, make additional efforts, sometimes spend more time. And then they try to dismiss marketers to avoid new actions for themselves, continuing to work as they used to. The marketing service, in turn, is trying to change these habits in order to form a completely new holistic feedback management from the external environment. On the one hand, everyone recognizes that this is necessary, and on the other hand, it is a kind of heavy duty. The appearance of stereotypes is due to the fact that specialists do not fully understand the essence, purpose and capabilities of the marketing service, at the same time insufficient attention is paid to the training of marketers in educational institutions. Often, marketers are carried away by one-sided economic indicators or, conversely, motivational factors. All these reasons led to the situation when the marketing service during its formation in the enterprise experiences certain difficulties. At the same time, it is encouraging that those companies that have passed the stage of formation of a marketing service at an enterprise have been able to determine the criteria by which the performance of a marketing service is measured, and to determine quantitative, temporary and financial indicators. The speed of these companies in the market today is quite high, which translates into greater profits than competitors. Victoria Kidon / fromThere are many definitions of marketing, but it’s not so important to know all the definitions, how important it is to understand that they all reflect the single essence of marketing: in order to make a profit, the campaign must effectively, at a competitive level, sell its products or services to the end customer. The main goal of the marketing department at the enterpriseThe primary responsibility of a marketing manager is to manage the perceived value of a company's product. Why is this necessary? The perceived value of the product directly affects the ability to receive a high rate of profit from the sale of the product, is the easiest working indicator to assess the effectiveness of the marketing department. Improving the consumer value of the product is the main goal and priority of the marketing manager. It is with this task that the work of any specialist in this field should begin. The high value of the product increases the profitability of the exchange with the buyer, as a result of which the buyer satisfies his need, and the company receives the maximum income and profit.
It is important to understand that marketing directly affects the company's profit, which means it must occupy a key role in the structure of the company, be part of top management and have enough resources (including management) to manage the value of the goods. The main functions and tasks of the marketing service in the enterpriseSo, we figured out the main importance of marketing for the company. Now we propose to consider the tasks that a marketing specialist must perform in order to follow his global goal of increasing the value of the product. In practice, there are 8 key tasks of a marketing manager, performing which a specialist of any level will be able to shift the company's sales in a positive direction and increase the brand’s success in the market. Responsibilities of a marketing manager:
Now we propose to consider each task of the marketer in more detail. Studying market needs and key trendsMarket analysis is performed by a marketing manager. He can do this on his own, or he can involve analytical research agencies in this process. It all depends on the budget and the significance of the analysis for decision making. In the first case, the marketer conducts the research himself, draws up reports and draws conclusions. In the second case, he draws up a research plan, determines the depth of the market analysis and the basic data that must be obtained, and also helps to make the right strategic decisions based on the market research. It is important to understand that it is the marketer who can form the overall picture of the market, break the market into niches / segments, assess the attractiveness and viability of each segment, and identify growing and promising areas of business. Studying target audience behaviorIt is believed that it is the marketer who has the sacred and ideal knowledge of the end user. And it is this knowledge that helps him make a good product, sell it in the right place, at the right price, with effective communication. How he does it? The marketing manager is talking to the consumer. With the help of various studies and surveys, he forms the perfect knowledge about the needs, problems and prejudices of the target audience. And offers a product that helps solve existing problems and fits perfectly into the picture of the consumer’s world. The marketer determines the key motives for the purchase and encourages consumers to make purchases more often and to a greater extent, works with consumer prejudices that limit the purchase of campaign goods; reveals the unmet market needs for the possibility of intensive campaign growth. Choosing a target market and target audienceThanks to a good knowledge of the market and the target audience, the marketing manager understands which group of buyers will bring more money to the company in the long term, and also helps to identify the strengths and weaknesses of the company. It helps to decide on the choice of the target market and target audience, taking into account the potential of the market segment, competition in the segment and the company's ability to invest in product development. Creating a competitive advantageIt is the marketer who gives the product a character, a desired image, sets it apart from the mass variety of similar market offers. The marketing manager ensures the competitiveness of the product by analyzing competitors and creating a differentiating benefit from the purchase of the final product. He knows the weaknesses of competitors and understands what methods of competition will be effective in a particular market. Development of a long-term strategyIt is recommended that a marketing manager be involved in the development of a long-term company development strategy. Firstly, he knows the trends of the market and the consumer of the market, which means he can find interesting free niches, point to promising segments and low-competitive markets. Secondly, he has strategic thinking and will help identify key sources of growth and existing threats to the business, and will help develop a plan of measures to reduce risks. Company product managementThe marketing manager knows what product, with what characteristics the consumer will like; understands what needs to be told about the product in order to stimulate the purchase; knows at what price the consumer is ready to buy the product and where it will be more efficient to sell the product. Customer Relationship FormationThe marketing manager is responsible for the growth of the company's consumer base. He develops measures to attract new customers, retain existing and return the departed customers. The growth of a loyal customer base often becomes the key task of a marketer, as it has been proven: loyal consumers are able to provide high long-term income. Control and analysisA marketer is always a project manager and coordinates the activities of different departments to create the perfect product. He analyzes installs marketing workshops and analyzes the results achieved, develops corrective measures and manages limited resources to achieve maximum results. Tags: https: //site/wp-content/uploads/2014/04/Prezentacionnyj.jpg 300 450 Igor Belov /wp-content/uploads/2018/05/logo.pngIgor Belov2014-04-20 19:48:48 2014-04-20 20:55:46 What does the marketing department do?Functions of the marketing department.The main functions of the marketing service are: · Market research, forecasting demand and product sales; · Analysis of the effectiveness of marketing decisions; · The study of the supply, quality of competing products, its advantages and disadvantages compared with the products of this enterprise; · Creation of an information-statistical data bank, including data on a portfolio of orders for the supply of products, their production, stocks, the use of these data to accelerate the marketing of products; · Planning visits to consumers by employees of the marketing department; · Implementation of direct contacts with consumers of products; · Providing company representatives traveling to exhibitions and fairs with brochures and other documents; · The study and use of advanced advertising practices, and sales promotion in the country; · Development of proposals for the creation of a fundamentally new product; · Development of proposals for the study of technical conditions, corporate identity for product design (trademark, symbols, company colors, logos, etc.); · Conducting a comparative analysis of distribution costs, identifying and eliminating economically unjustified expenses; The marketing policy of the enterprise in the field of marketing mix.As you know, the marketing policy of an enterprise includes a product, price, sales policy, as well as a policy of promoting a product on the market. It is in this way that the enterprise’s policy will be described: from choosing a product, determining its price, various marketing methods to the final stage - promoting the product, the stage at which the company's profit from the sale of goods increases. If the external environment is not in the direct control of the organization, then the management of marketing activities is carried out by influencing the parameters of the marketing mix. The marketing mix is \u200b\u200bthe totality of the controlled parameters of marketing activity, by manipulating which the organization is trying to best satisfy the needs of the target markets. The marketing mix consists of the following elements: product, price, bringing the product to the consumer, product promotion. Coordinated measures for the implementation of individual elements of the marketing mix, based on the objectives of achieving the goals of marketing activities, are included in the composition of the marketing plan. At this stage, marketers, using market research, competitors and consumers, develop an enterprise action program in the field of product production (suggest which product will be in maximum demand, meet the needs of the buyer, determine its quality compared to competitors), establish rules for creating new products predict the product life cycle. The marketing nature of the product is somewhat different from the generally accepted one, since what is commonly called a product in the general sense is called a product in marketing. A product is an integral part of a product that carries the basic qualities for which the product was purchased. For example, producing saccharin (a sugar substitute) cannot be called a product without appropriate support. Product support is a set of measures for the transportation, packaging, storage and use of the product. The product support group includes the following measures: everything that helps the product maintain its consumer qualities until sale (preservation, packaging, storage), measures for the proper use of the product (instructions, method of preparation), related products (adapters, batteries, cords). And, finally, the product turns into a product when using marketing tools on it, which include design, advertising, well-established sales, and strong communication with the public. Thus, a product for a marketer consists of a product, its support and marketing tools. Marketing entirely depends on the consumer, on his needs and requests, so the company is simply forced to change its product strategy, creating new products. First of all, you should determine which product can be called new: a product that has no analogues in the market, which is the practical embodiment of a scientific breakthrough, is naturally called a new product. There are very few such products on the market, for example, copy and scan apparatuses and wireless cellular communications. a product that has a qualitative difference from its predecessor, a similar product. An example is a floppy disk of a smaller size, greater capacity and strength (3.5 inches versus 5.25 inches). new product for a specific market. For example, dishwashers were market novelty products in Ukraine in the early 90s. an old product that was already on the market but has found a new use. Of course, the entrepreneur risks starting researching a new product, because he does not know whether its costs will pay off. In such a case, there is a marketing service that helps the entrepreneur reduce the risk to a minimum, offering rules for creating a new product and thus increasing the profit and efficiency of the enterprise. First, the idea of \u200b\u200ba new product is needed. Sources of ideas can be both consumers and scientists. In fact, it is important for the marketer to learn to listen at this stage of creating a new product, as ideas can also suggest competitors' flaws. Another source of ideas is scientists. Many companies consequently cooperate with universities, institutes, scientific laboratories. Also, ideas may be suggested by employees of the marketing system (wholesalers, retailers) as they are closer to the consumer. Opinion polls, statistics, test results in consumer magazines should not be ignored. Secondly, screening and selection of ideas is required. This stage takes place according to two criteria: everything that is not connected with the commercial purpose of the enterprise is withdrawn, everything that does not correspond to the production capacities of the enterprise is withdrawn. Thirdly, it is necessary to create a prototype of a new product, and it is important to remember that undetected errors at this stage will bring huge losses afterwards. The next step will be the release of a trial batch of goods on a limited market and the study of this market. Fifth, it is necessary to choose a place and time for the mass release of goods; it would be advisable to coincide with the release of any fair, exhibition, holiday. So, we can formulate the basic law of new products: while one new product is on sale and actively bought, the process of developing the next new product should be in parallel so that the company does not stand idle, and in order to increase its profitability and efficiency. With the creation of a new product, its life cycle begins, which is characterized by the following stages: 1. Research and development. At this stage, the nucleation of the product, its ideas. Sales of goods are still zero, arrive negative. 2. Implementation. At this stage, the product begins its promotion to the consumer, an active advertising campaign takes place, but with sales growth, profit continues to grow in the negative direction. 3. Stage of growth. The most favorable stage for the manufacturer. The company makes a significant profit, sales of goods continues to grow. 4. The stage of maturity. The goods are produced in large quantities, sales are no longer growing at such a high rate, profits are gradually decreasing, as competition is felt. 5. Stage of recession. Sales drop sharply, the company ceases to produce goods, profit is very low. Marketing accompanies a product all the way through its life cycle. The law of new goods can be considered from the point of view of the life cycle as: an enterprise will have maximum profit and efficiency only when the life cycles of various goods overlap each other. Commodity policy at the enterprise solves the problem of creating a new product, is associated with the scope of production. Marketing development in this area helps the entrepreneur to avoid many mistakes that await him at this stage of economic activity. Therefore, we can clearly say that marketing product policy helps to increase the effectiveness of the company. The area of \u200b\u200benterprise pricing includes wholesale and retail prices, all stages of pricing, tactics for determining the initial price of goods, tactics of price correction. Solving these issues, marketers set the most favorable price on the product, which helps to increase the profitability of the company. Depending on the implementation chain, several types of prices can be distinguished. Wholesale prices of enterprises - prices at which the company sells products to the wholesale buyer. This price consists of the cost of production and profits of the enterprise. Wholesale trade prices are the prices at which a wholesale intermediary sells goods to a retailer. The price includes the cost, profit and supply discount (costs of the wholesale supplier). Retail price - the price at which the product is sold to the final consumer. It also includes a trading discount (retailer costs). External factors in the pricing process include: 1. Consumers. This factor always occupies a dominant position in modern marketing. 2. Market environment . This factor is characterized by the degree of competition in the market. It is important to highlight whether the company is an outsider or a leader, whether it belongs to a group of leaders or outsiders. 3. Participants of distribution channels. At this stage, the price is affected by both suppliers and intermediaries. Moreover, it is important to note that the greatest danger to the manufacturer is the increase in energy prices, so the government is trying to control this industry. The state affects the price through indirect taxes on entrepreneurship, the establishment of antitrust and dumping bans. Although price is changing in the market, marketers premarketfully identify four basic methods for determining the initial price: Costly method. The method is based on price orientation on production costs. With this method, the price consists of the cost and some fixed percentage of profit. This method takes into account the goal of the entrepreneur rather than the buyer. Aggregate method. This method calculates the price as the sum of prices for individual elements of the product, as well as the price of the total (aggregate) block and premiums or discounts for the absence or presence of individual elements. The parametric method. The essence of this method is that its price is determined from the assessment and the ratio of the qualitative parameters of the product. Pricing based on current prices. According to this method, the price of a particular product is set depending on the prices of similar products, it can be more or less. Pricing strategy - this is the choice of the company strategy, which should change the initial price of the goods with maximum success for him, in the process of conquering the market. It should be distinguished various strategies depending on the product (new or existing). The strategy involves first selling the goods at a very high price for that segment of society that does not care about financial collapse, then the price gradually decreases to the level of the middle class, and then to the level of mass consumption. The price increase strategy is effective only when the demand for products is growing steadily, competition is minimized, and the buyer recognizes the product. There are also strategies for the strong implementation of the moving price and the preferential price. The market, of course, affects the manufacturer and makes him adjust the price by various methods. Marketers have identified eight basic methods for price correction, which helps the entrepreneur to choose the most optimal and reduce costs. The manufacturer can set a flexible price for the goods depending on the time or place of sale. You can also set a standard price, but at the same time slightly change the quality of the product. Pricing methods for market segments differ mainly in the consumer segment. When using the psychological method of pricing, an entrepreneur (mainly a retailer) relies on the psychology of the buyer. The simplest example is the price in catalogs (99 90 rub., which is almost 100 rub.). Stepwise differentiation method marketers identify such steps (gaps) between prices, within which consumer demand remains unchanged. The method of redistributing assortment costs takes into account the diversity of the assortment of the same product, which leads to low costs, but a significant increase in price. IN the method of redistribution of inventory costs, the entrepreneur pre-sets a low price for the main product, but higher for related products. Flanking method - payment for the transportation of goods from seller to buyer. Here the price is made up of the cost of goods, real transportation costs and profits. The discount method is used to stimulate sales of products. Discounts can be both due to the quantity of the purchased goods, and for the previous payment. So, when determining the price, when predicting its further change, when adjusting it, it is very important for the entrepreneur not only to miscalculate, but also to raise the price, which can directly affect the demand and attitude of buyers to the company. Therefore, marketers analyze all changes and develop strategies for setting and adjusting prices, which contribute to increased profitability and efficiency. It should also be noted the sales system of goods at the enterprise. In the marketing policy, marketers touch upon the choice of the most optimal sales channel, the method of marketing the product, which, when used effectively, will undoubtedly increase the company's profit. One of the points of the company's sales policy is the choice of the optimal sales channel. The channel of distribution (distribution) of goods is an organization or a person engaged in the promotion and exchange of a particular product (several groups of goods) in the market. In most cases, sales of products are carried out through intermediaries, each of which forms an appropriate distribution channel. The use of intermediaries in the field of circulation is beneficial, first of all, for manufacturers. In this case, they have to deal with a limited circle of interested parties in the sale of products. In addition, the wide availability of goods is ensured when moving directly to the market. With the help of intermediaries, it is possible to reduce the number of direct contacts of producers with consumers of products. Supply and sales organizations, large wholesale bases, exchange structures, trading houses and shops can act as intermediaries. Among the main reasons for the use of intermediaries are the following: the organization of the product distribution process requires the availability of certain financial resources; the creation of an optimal system of goods distribution requires the availability of relevant knowledge and experience in the field of the market for their goods, methods of trade and distribution; Thanks to their contacts, experience and specialization, intermediaries allow ensuring the wide availability of goods and bringing them to target markets. Enterprises in a market economy pay considerable attention to the problems of optimizing the process of moving goods from producer to consumer. The results of their business activities largely depend on how correctly selected distribution channels for goods, forms and methods of their marketing, on the breadth of the range and quality of services provided by the company related to the sale of products. The distribution channel takes over and helps to transfer to someone else the ownership of a particular product or service on the way from the producer to the consumer. The distribution channel can also be interpreted as a way of moving goods from producers to consumers. Distribution channel participants perform a number of functions that contribute to the successful resolution of marketing requirements. These include functions such as: conducting research and development, sales promotion, establishing contacts with potential consumers, manufacturing goods in accordance with the requirements of customers, transportation and storage of goods, financing issues, taking responsibility for the operation of the distribution channel. Distribution channels can be of three types: direct, indirect and mixed. Direct channels are associated with the movement of goods and services without the participation of intermediary organizations. They are most often established between manufacturers and consumers, who themselves control their marketing program and have limited target markets. Indirect channels are associated with the movement of goods and services, first from the manufacturer to an unfamiliar intermediary participant, and then from him to the consumer. Such channels usually attract enterprises and firms that, in order to increase their markets and sales volumes, agree to abandon many marketing functions and costs, and accordingly, a certain share of sales control, and are also ready to somewhat weaken contacts with consumers. Mixed channels combine the features of the first two channels of distribution. Thus, the enterprises of the machine-building complex make little use of the advantages of direct contacts with suppliers; they sell products through a system of intermediaries. Other state and commercial intermediary organizations and enterprises arise, guaranteeing a much larger range of supply and marketing services. Thus, it is clear that the company requires significant skill in conducting its marketing policy. It should also be noted when it is important to develop your own retail network. This is advisable if the quantity of the goods is large enough to justify the costs of organizing the distribution network, if the consumers are close enough to the company and their small amount, since the costs of organizing the network will be small if the goods require highly qualified service, etc. It was not for nothing that the notion of a product distribution channel was considered above. With this concept, the concepts of the length and width of the distribution channel are related. The length of the sales channel is the number of participants in the sales process, that is, the number of intermediaries in the entire sales chain. There are several levels of length, the simplest of which are as follows: producer - retailer - consumer and manufacturer - wholesaler - retailer - consumer. This includes the concept of a wholesale distribution method. The width of the sales channel is the number of independent objects of the sales process at a certain stage, for example, the number of wholesalers of goods The wholesale method of marketing goods, covers essentially the entire totality of commodity resources, which are both means of production and commodities. As a rule, in wholesale trade, goods are purchased in large quantities. Wholesale purchases are made by intermediary organizations for the purpose of subsequent resale to grass-roots wholesale organizations, retail enterprises. In most cases, wholesale is not related to the sale of products to specific end consumers, i.e. it allows manufacturers, through intermediaries, to sell products with minimal direct contact with consumers. In the commodity market, wholesale is an active part of the scope of circulation. In addition, wholesale is an important lever for maneuvering material resources, helps to reduce excess product inventories at all levels and eliminates product shortages, and takes part in the formation of regional and industry product markets. Through wholesale trade, the consumer’s influence on the producer is intensified, there are real opportunities to achieve a correspondence between supply and demand, to provide each consumer with the opportunity to purchase products within their financial capabilities and in accordance with their needs. In turn, the manufacturer selects the consumer himself, which means he must determine the assortment and volumes of products produced for the market based on the prevailing market conditions. Wholesale trade is a form of relations between enterprises, organizations, in which the economic relations for the supply of products are formed by the parties independently. It affects the system of economic relations between regions, industries, determines the ways of moving goods in the country, due to which the territorial division of labor is improved, proportionality is achieved in the development of regions. For a rational distribution of the trading environment, wholesale trade should have specific data on the current state and future changes in situations in regional and industry markets. The main objectives of the wholesale trade are: marketing research of the market, supply and demand for industrial and technical products and consumer goods; placing production of goods in the assortment necessary for the consumer, quantity and with appropriate quality; timely, complete and rhythmic provision of goods in a wide range of intermediary, retail enterprises, consumers; organization of storage of inventories; organization of a planned and rhythmic import and export of goods; ensuring the priority of the consumer, enhancing its economic impact on the supplier, depending on the reliability of economic relations, the quality of the products supplied; ensuring the stability of partnerships in economic relations, interconnection in all time categories (long-term, medium-term, current, operational); the organization of the planned delivery of goods from the regions of production to the area of \u200b\u200bconsumption; widespread use of economic methods for regulating the entire system of relationships between suppliers, intermediaries, consumers: reducing the total costs associated with the promotion of goods from manufacturers to consumers. The participants of the latter are closely related to the concept of wholesale trade, such as: broker, commission agent, dealer, trading agent. The wholesale method of distribution of goods is widespread in many countries of the world, and for intercountry trade is, of course, the only one. From the foregoing about wholesale trade, we can conclude that it belongs to an indirect marketing method, a method in which manufacturers use the services of various intermediaries to reach consumers. Also in the process of product distribution from manufacturers to consumers, the final link closing the chain of economic relations is retail. In retail trade, material resources move from the sphere of circulation to the sphere of collective, individual, personal consumption, i.e. become the property of consumers. This happens through purchase and sale, as consumers acquire the goods he needs in exchange for their cash income. Here, starting opportunities are created for a new cycle of production and circulation, since the goods are converted into money. Retail trade includes the sale of goods to the public for personal consumption, organizations, enterprises, institutions for collective consumption or household needs. The goods are sold mainly through retail and catering establishments. At the same time, the sale of consumer goods is carried out from the warehouses of manufacturers, intermediary organizations, company stores, procurement points, workshops, ateliers, etc. Retail trade has a number of functions: examines the situation prevailing in the commodity market; determines the demand and supply for specific types of goods; searches for goods needed for retail; carries out the selection of goods, their sorting in the preparation of the required assortment; pay for goods received from suppliers; carries out operations for the acceptance, storage, labeling of goods, sets prices for them; provides forwarding, consulting, advertising, information and other services to suppliers and consumers. Retail trade, taking into account the specifics of customer service, is divided into stationary, mobile, and parcels. The stationary distribution network is the most widespread, it includes both large modern, technically equipped shops, as well as stalls, tents, kiosks, and vending machines. At the same time, self-service stores are distinguished, in which the buyer has free access to goods. A variety of stationary trade are also stores of the “store-warehouse” type; the goods in them are not laid out on display cases, shelves, which significantly reduces the cost of loading, unloading, stacking, so they are sold at lower prices. Such stores operate, as a rule, on the outskirts of large cities. Catalog stores are being created. Such trade is based on pre-selection of goods. Catalogs can be handed out to potential customers who have visited this store, or sent to them by mail. The buyer, having studied the catalogs, having selected the goods, sends the order indicating his details to the store by mail (or by teletype, by phone). The store decides to ship the goods to the buyer. If there is a showroom in the store, the buyer can make an absentee order from the catalog or visit the store and personally choose the product he needs. Considerable potential has the organization of the sale of goods through vending machines. They are convenient in that they can work around the clock, without sales staff. Automatic machines are installed inside the store or outside it. The subject of trade is usually a certain range of everyday goods (drinks, sandwiches. Chewing gum, cigarettes, stationery, postal envelopes, postcards, etc.). A mobile trading network helps bring goods closer to the customer and ensures their prompt service. This trade can be carried out using automatic machines, shop-wagons, and also distributed using trays and other simple devices. A variation of this type of trade is direct sale at home. At the same time, sales agents of manufacturers of marketing, intermediary and trading enterprises supply and sell products directly to the buyer. The parcel trade is providing the population, enterprises, organizations with books, stationery, audio and video recordings, radio and television equipment, and medicines. Using this form of trade, consumers can also receive certain products for industrial purposes (spare parts, tools, rubber products, etc.). The retail structure takes into account the assortment attribute. Goods are usually grouped into appropriate groups (subgroups) based on industrial origin or consumer destination. In retail, in this regard, there are various types of stores. Specialized stores sell goods of one particular group (furniture, radio products, electrical goods, shoes, fabrics, clothes, milk, etc.). Highly specialized stores sell goods that are part of a product group (subgroup) (men's clothing, work clothes, silk fabrics, etc.). Combined stores sell goods of several groups (subgroups) that reflect the commonality of demand or satisfy the corresponding circle of consumers (cultural goods, books, etc.). Department stores sell products of many product groups in specialized sections. Mixed stores sell products of various groups, both food and non-food, without forming specialized sections. So, the marketing policy of the enterprise is also aimed at increasing the efficiency of the company, since all marketing efforts to improve profitability are finally manifested in the marketing sphere, adapting the marketing network to the consumer, the company has more chances to survive in the competition, in this area the entrepreneur is closer to the buyer . Promotion is understood as a combination of various types of activities for bringing information about the merits of a product to potential consumers and stimulating their desire to buy it. Modern organizations use sophisticated communication systems to maintain contacts between intermediaries, customers, various social organizations and layers. Product promotion is carried out by using a certain proportion of advertising, methods of sales promotion (sales), personal sales and methods of public relations. “Advertising is a printed, handwritten, oral or graphic information about a person, product, services or social movement, openly coming from the advertiser and paid for by him with the aim of increasing sales, expanding the clientele, gaining votes or public approval.” In modern conditions, advertising is a necessary element of production and marketing activities, a way to create a sales market, an active means of struggle for the market. Due to its functions, advertising is called the engine of trade. As part of marketing, advertising should: firstly, prepare the market (consumer) for a favorable perception of a new product; secondly, to maintain demand at a high level at the stage of mass production of goods; thirdly, to expand the market. Depending on the stage of the product’s life cycle, the scale and intensity of advertising, the relationship between prestigious advertising (advertising of an exporting company, the competence of its staff, etc.) and commodity (that is, advertising for a particular product) change; the ways of its distribution are also changing, its arguments are being updated, more recent, more original ideas are being selected. Although the cost of advertising is significant, especially when publishing ads in the foreign press, participating in exhibitions and fairs, etc., these costs are justified. Firstly, the funds allocated for advertising are included in the calculation of the price of the goods, and the sale of their corresponding amount compensates for the costs. Secondly, without advertising, trade, as a rule, is sluggish, brings losses, often many times higher than advertising costs. As international practice shows, advertising costs make up an average of 1.5-2.5% of the cost of goods sold for production and 5-15% for household goods. Preparation of advertising materials is a complex and responsible business requiring special knowledge and considerable practice. It is necessary to learn the truth that the potential consumer makes the first impression of our exporting company in the skill of advertising, the quality of advertising texts and photographs and unwittingly, unconsciously transfers his opinion about the quality of advertising to the goods we produce. To change this opinion for the better, you will have to spend a lot of work and money. Therefore, advertising must be impeccable, otherwise it turns into its opposite - "anti-advertising." It is strongly necessary to refute the conventional wisdom that a good product does not need advertising. On the contrary, only a good, competitive product needs advertising, and the most intensive one, and advertising a product of poor quality leads to enormous economic costs and the loss of the good name of the enterprise. In this case, it will take years and millions to restore reputation. Sales promotion (sales) are short-term incentive measures that promote the sale or sale of products and services. If the advertisement calls for: "Buy our product," then the sales promotion is based on the call: "Buy it now." You can consider sales promotion in more detail, bearing in mind that it includes: stimulating consumers, stimulating trade and stimulating marketers of the organization itself. Stimulating consumers is aimed at increasing their purchases. The following basic methods are used: providing samples for testing; use of coupons, return of part of the price or trade discount; package sales at reduced prices; Prizes advertising souvenirs; promotion of regular customers; contests, sweepstakes and games that give the consumer a chance to win something - money, goods, travel; expositions and demonstrations of signboards, posters, samples, etc. in places where products are sold Exhibitions and fairs have a prominent place in marketing. Their important advantage is the opportunity to present goods to customers in their original form, as well as in action. In any case, visitors come to the pavilions with a clear intention to learn something new for themselves, and this attitude actively contributes to the introduction of new goods and services on the market. Personal contacts between standmen (representatives of the seller) and potential buyers allow creating an atmosphere of trust and goodwill, which contributes to the development of business relations. An exhibitor company (exhibiting samples of its products) can make presentations at symposia usually held as part of an exhibition (fair), distribute print ads, show films or television films, give advertising packages, handbags, folders, etc. Skillful exhibition activity plays no less, and sometimes more, role than publishing advertisements in the press about industrial goods. However, the work at the exhibition will be effective only if it is carried out strictly according to plan and purposefully. Specialists at the stand should clearly understand for what commercial goals the company (enterprise) is participating in the exhibition, and do everything in their power to achieve this goal. Personal sale is understood as an oral presentation of a product with the aim of selling it in a conversation with one or several potential buyers. This is the most effective tool for promoting a product at certain stages of its marketing, especially to create a favorable attitude among customers for the offered products, primarily for industrial products. However, this is the most expensive promotion method. American companies spend three times more on personal sales than on advertising. In our country, this method is currently compromised by representatives of various "wholesale companies". Representatives of the Canadian Wholesale Company have already become a byword. On the doors of many institutions are hanging announcements that representatives of the above and similar companies are not allowed. Communication with the public involves creating good relations with various state and public structures and layers by creating a favorable opinion about the company, its products and by neutralizing adverse events and rumors. Communication with the public also includes communication with the press, disseminating information about the company’s activities, lobbying in legislative and government bodies with the aim of making or canceling certain decisions, and explanatory work regarding the company's position, its products, and social role. So, marketing also considers a promotion policy that promotes maximum sales of goods, which helps the entrepreneur better find out the preferences of the buyer and choose the most effective type of promotion. Without the knowledge of promotion techniques, it is impossible for a modern company to survive, because without advertising (one of the methods of promotion), not only will no one know about it. |
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