Types of demand in the market. Types of demand. Their brief description. Regardless of income, people continue to buy

Depending on the state of demand in the market, it becomes necessary to apply different strategies or types of marketing.

There are the following types of demand: negative, its absence, hidden, falling, irregular (seasonal), full, excessive and irrational.

In order to manage demand, various marketing types: conversion, stimulating, developing, remarketing, synchromarketing, supporting, demarketing, counteracting marketing.

conversion marketing is used in case of negative demand and provides for the development of such a marketing plan (a set of measures for advertising, promotion, etc.) that will help to resume growth in demand for the relevant goods and services

promotional marketing associated with the availability of goods and services for which there is no demand due to the disinterest or lack of information of consumers. Therefore, a set of marketing activities is being developed that significantly stimulates consumers to generate demand.

Developmental marketing is used when it is necessary to generate demand for new goods and services, therefore its task is to intensify marketing activities to turn potential (hidden) demand into real.

Remarketing is a special set of measures to revive falling demand in a certain period life cycle goods and services (advertising, special discounts, benefits, etc.).

Synchromarketing used for fluctuating or seasonal demand to stabilize sales, leveling and minimizing the effects of demand fluctuations (for example, passenger traffic in summer and winter) by introducing noticeable special discounts on prices (tariffs) during a recession, introducing various benefits and additional consumer incentives.

Supportive Marketing is used for full demand, when the volume and structure of demand for goods and services fully correspond to the level and structure of supply. The task of this type of marketing is to maintain interest in such goods and services in a more relaxed normal mode.

Demarketing is a set of marketing activities to counteract excessive demand for goods that consumers need in excess of supply until the volume of their production is increased (advertising reduction, some price increases, etc.).

Counter marketing is used to reduce demand for goods that are regarded as irrational from the point of view of society and consumers (alcohol, cigarettes, etc.). In this case, anti-advertising, a ban on advertising, price increases, and the release of special information explaining the irrationality of such goods are applied.

Almost all of the listed types of marketing should be used in the market. transport services, especially synchromarketing, remarketing, developing and counteracting, in particular, to equalize the seasonal transport of goods and passengers during periods of decline in demand for transport services.

test questions

1. List the types of demand and give them a brief description.

2. Name and describe the types of marketing depending on the state of demand in the market.

COMPREHENSIVE MARKET RESEARCH

The concept of market research

A comprehensive study of product markets is one of the main functions of marketing. This is the basis of a marketing strategy.

It includes the following items.

1. Study of goods (services):

• novelty and competitiveness;
• compliance with legal regulations;
• ability to meet customer requirements;
• the ability to improve the product in accordance with the ever-increasing requirements of customers.

2. Market research:

• geographical position;
• market capacity, sales volume;
• commodity structure;
• methods and ways of studying the market;
• development trend (forecast).

3. Studying competitors:

• the main ones, which own the largest market share;
• competitors that are developing their activities most dynamically;
• trade marks (signs) of goods of competitors;
• features of competitors' products for which they are purchased by buyers;
• forms and methods of marketing activities;
• the channels of distribution and distribution used;
• the main directions of product improvement;
• official data on the profit of a competitor;
• trade image of competitors.

4. Study of buyers:

• characteristics of buyers;
• typical uses of the product;
• incentives for buying;
• factors that shape consumer preferences;
• segmentation;
• purchase methods, time of purchase;
• needs not satisfied by the product;
• study of legal aspects
• legal norms;
• legal institutions that can provide advice if necessary.

A full-fledged market analysis involves a consistent step-by-step passage of all the listed elements of the study. At the same time, the results obtained at one stage may require data correction at other stages. Only systematic and comprehensive market research will allow you to get reliable and reliable results.

For a particular enterprise, in accordance with the specifics of its activities, the ratio, the degree of importance of each of the elements of marketing will be different. Moreover, the ratio of the main elements of marketing in terms of their importance for the success of the enterprise in the competitive struggle, to achieve high financial results constantly changes in time in all industries depending on the change in the structure production costs and business environment in which businesses operate. However, this does not mean that one of the elements of marketing can be neglected.

Marketing research of the market can be divided into permanent and episodic. Each of them is carried out according to a specific scheme and includes the following steps:

• formulation of research objectives, problem statement;
• data collection - from primary sources (personal interview, survey, questionnaire) or secondary (report, publication);
• systematization and analysis of information;
• interpretation of results, formation of conclusions and recommendations;
• preparation and submission of a report containing the results of the study;
• evaluation of measures taken on the basis of research.

Product study

A product (service) is a complex multidimensional concept, but the main thing in it is consumer properties, i.e. the ability of a product and service to perform its function - to satisfy the needs of the one who owns it.

Another important provision in connection with a product or service is the need to design it with a clear focus on a specific, pre-identified target group of potential buyers.

It is especially profitable to produce a product or service of “market novelty”, i.e. one that either:

• opens up the opportunity for the consumer to satisfy a completely new need (the so-called "pioneer" product);
• raises to a new qualitative level the satisfaction of an ordinary well-known need;
• allows a wider range of buyers to satisfy a known need at a certain level.

Market novelty products and services are key to the commercial success of an enterprise.

The first decision made by a manufacturer when deciding to enter the market with a new product (service), the choice of the type (s) of products offered, taking into account the intended buyers: goods (services) for individual use or industrial purpose. This categorization is important because it highlights differences in product features and subsequent actions by marketers.

Goods and services for personal use are goods and services intended for the final consumer, for personal, family or household use. The main feature is application, not a specific entity. For example, a calculator, a telephone, a vacuum cleaner are personal goods only if they are purchased for personal, family or household use.

Personal services fall into three broad categories. To services related to the rental of goods, refers to the rental of goods for a certain period, for example, car rental, hotel rooms, transportation. Services With owned goods associated with the alteration or repair of goods owned by the consumer. Examples include repair services (car, clock and plumbing), home gardening, car washing, hairdressing and dry cleaning. The third kind - provision of personal services of a non-commercial nature such as bookkeeping, legal services and training.

Goods and services for industrial purposes purchased for use in the production of other goods, services or for economic activity. These include heavy equipment, raw materials, finished parts, inventory, cleaning and security services, cash registers. Buyers include industrial enterprises, wholesaler or retail, governmental or other non-profit organizations.

Industrial services are also divided into three main types. Maintenance and repair services include painting, equipment repair and cleaning, security; business advisory services– management consulting, services advertising agencies, accounting and legal services; services related to the rental of goods - rental industrial equipment, freight transportation.

All services are intangible, cannot be stored, the manufacturer and his services are inseparable. They are often purchased on a contract or hire basis, and some firms do them in-house. General principle: services can be performed by others, but cannot be dispensed with.

Currently, there are several strategic approaches to creating a product or service (Fig. 2.1.):

• modification;
• pioneer;
• imitation, joint with competitors;
• random.

As can be seen from fig. 2.1, the most widespread in the creation of goods (services) received modification approach, the content of which is to change quality characteristics goods, services and / or services to them in accordance with the shortcomings identified from the buyer's point of view. It is the claims of consumers to already manufactured products, their service that serve as the beginning of the modification of goods and services, as well as the service to them. Therefore, most Japanese companies follow the path. It is known that the Japanese call themselves "great modifiers" and consider their strong point application of know-how to change the consumer properties of products.

Rice. 2.1. Basic approaches to product creation

The advantage of the modification approach to the creation of products is, first of all, its market orientation. Being a reflection of real, existing needs, it minimizes the risk of failure when the product enters the market, and therefore becomes the most effective direction for product development.

Another significant approach to creating a product or service is pioneer. The content of this approach is the creation in scientific laboratories, on the basis of fundamental scientific research, of fundamentally new products that provide the enterprise for some time with leadership, a monopoly position in the market. However, such a pioneering direction in the creation of goods is characterized by a high degree of risk. Thus, according to a survey conducted among the leading machine-building firms in Japan, only about 50% of fundamentally new products turn out to be profitable, while the share of “successful” modification products adequate to consumers is approximately 75%.

The main reason for this phenomenon is that the developers of pioneering, fundamentally new products, unlike manufacturers of modified products, are far from the market, they only approximately imagine the situation on it. Quite often, new developments wait for commercial development for many years.

For the purpose of the most full use results of fundamental developments, companies seek to involve their practical application as many experts as possible. However, since fundamental research are the subject of a firm's trade secret, the discussion is held primarily among its staff on the basis of the so-called "U-shaped" innovation process management system. The essence of this system is as follows: the highest echelons of the company's management, with the help of authorized representatives, gradually “lower” new idea down, and then as the discussion “raises” it up. As a result, professionals at the most different levels, develop their proposals, on the basis of the analysis of which the final decisions are made.

However, to date, no organizational measures have led to a change in the general trend: the risk associated with the creation of an assortment based on a pioneering approach is significantly higher than the risk that a company takes on by modifying a product based on market research results.

Approximately one seventh of the production is created on the basis of imitation approach, i.e. together with competitors, through the purchase of licenses or the creation of joint ventures, etc. Thus, marketing focuses on cooperation, communication in the implementation of innovations, and not on rivalry. Thus, recognizing the need to reflect competition from abroad, the United States amended its antitrust laws to allow competing firms to work together in research and development. In this regard, some American companies form temporary research and development partnerships with their competitors. These so-called strategic alliances can be seen as an interesting example of both the awareness of the problem and the practical response to it.

Thus, goods and services practically do not arise on their own, as evidenced by statistics: only 5% of product ideas appear by chance, which once again proves the need:

• high-quality implementation of the analytical function of marketing, based on reliable information;
• planning and managing the innovation process, taking into account the assessment of risks associated with the presence different approaches to the creation of goods.

The technological chain for creating a product (service) includes the following steps:

• search and selection of ideas;
• commercial analysis of ideas;
• research and development work (R&D);
• pilot production;
• trial sales;
• series production.

According to foreign data, in order to create a product for individual use that has commercial success (providing a “normal” profit), it is necessary, on average, to study about 60 ideas in order to get one that most fully meets the prospective requirements of the market. If we take as 100% the time required for the entire development cycle, i.e. from the birth of an idea to entering the market with a new product, then the following picture will emerge. Approximately 5% of the time is spent discussing the existing 60 ideas and leaving 15. Then 10% of the time is required to leave 5-6 promising ones after the commercial analysis. By the end of development in the design department (approximately 50% of the time elapsed since the start of work), 3 more ideas are eliminated. At the stage of market and laboratory tests, one or two ideas leave. And only after all this, the buyer sees the product in front of him.

Rice. 2.2. Scheme of product creation technology

Not every idea deserves further, even initial, development. At a minimum, it must meet the following requirements:

• meet the goals and capabilities of the company, be technically feasible;
• have sufficient market potential in terms of sales volumes of the future product (service);
• give a product or service specific benefits;
• ensure sufficient profitability of production.

If the idea as a whole satisfies all these criteria, the development of a specific concept of the future product or service begins. The essence of the concept is in a clear and concise presentation distinguishing features new product (service), which in the future will serve as a cornerstone in determining its market strategy. The concept of a new product (service) should clearly indicate what benefit the consumer can receive. This approach should be decisive throughout the development of the idea. Based on the intended concept, researchers and developers determine the physical appearance of the product.

Goods (service), in high quality of which there is no doubt, before the start of mass production, they are subjected to a “market test” - a trial sale is carried out in selected markets. This stage of marketing is mandatory in the case of the development of a consumer product and is desirable in the case of the development of an industrial product. The purpose of a trial sale is to obtain operational commercial information, so the main condition for organizing such a sale is accurate answers to the questions posed.

Table 2.1

Time spent on product marketing stages, %

A product or service is not always perceived by consumers in the same way. In order to determine the differences in the attitude of consumers to the product, in marketing there is the concept of the product life cycle.

Product life cycle (LCT)- this is the time of existence of the goods on the market, i.e. the time interval from the beginning to the end of its release and sale in its original form. Product life cycle theory is a concept that describes product sales, profits, and marketing strategy from the time a product is developed until it is withdrawn from the market.

The monitoring of the life cycle is carried out on the basis of the dynamics of two indicators, which, when graphed, form the following two curves: sales volume, gross profit. The time behavior of these indicators, reflecting the reaction of buyers to the product, makes it possible to distinguish several stages (or stages) of the life cycle: introduction, growth, maturity, saturation, decline (Fig. 2.3).

When examining the LCT, it should be kept in mind that the shape of the curve remains more or less the same for most products. However, the length of time and the intensity of the transition from one stage to another has great differences depending on the characteristics of the product.

Rice. 2.3. Curves of sales volume and gross profit depending on the stage of the life cycle of goods: - sales volume curve in value terms; – gross profit curve

Knowing the features of the stages of the life cycle is important, as it allows the company to develop specific marketing activities for each of them in order to extend the period the product is on the market, that is, the period during which it is in demand and makes a profit.

The first stage of the life cycle is implementation(or release) goods to the market. This is a difficult period for the manufacturer, since his products are still unknown to the consumer, who needs to be won over. At this stage, it becomes quite clear whether the buyer will accept the goods or not. In the latter case, the life cycle may turn out to be short, which means that the sale of the product will not bring a profit sufficient to cover the costs of its creation. The result may be deterioration financial position firm or even its bankruptcy.

At the implementation stage, marketing activities are mainly related to adjusting the product to the target segment, i.e., changing its qualitative characteristics, which, as a rule, leads to additional investments in production. At the same time, serial production is still small; therefore, production costs are characterized high level. As a result, there is no profit, sometimes losses are possible.

Sales volume is relatively low because promotional and marketing efforts in both consumer and industrial markets take time to affect demand. The following circumstances also prevent sales:

• sales staff still don't know new product, its advantages and features, therefore, it often presents it to the buyer last; there is a need to educate and interest trading organizations;
• representatives of the trade are reluctant to take the risk associated with the sale of a new product;
• consumers, not knowing the new product, are in no hurry to purchase it, show restraint; only innovators are in demand.

However, at this stage of the life cycle, the producer also has advantages: he, as a rule, is a monopolist, which means that he has the opportunity to dictate his terms to the consumer. In a period when the manufacturer (seller) practically does not feel competition in the market, he can sell the goods at prices that include monopoly profit.

At the second stage of the life cycle, which is called growth stage, the product has already been tailored to the “targeted” buyer, who believed in its advantages and appreciated its high competitiveness. At this stage of the life cycle, the quality parameters of the goods are in full compliance with national and international standards.

The demand for goods is growing at a very high rate, and therefore, it is advisable to expand production, increase loading production capacity. As a result, production costs begin to decline and, accordingly, prerequisites are created for lowering prices as a means of stimulating sales.

At the same time, the firm maintains its position as a monopolist. The few competitors that have appeared are most often limited to the sale of copy goods. In such conditions, the manufacturer reserves the opportunity to sell products on a monopoly basis. high prices earning ever-increasing profits.

In a period of growth, sales promotion becomes strategic. Preference is more often given to advertising, which becomes aggressive, as the company does everything possible to convince the buyer of the advantage of its own product, and not copies of a competitor.

With the help of marketing at this stage of the life cycle, manufacturers seek to solve the following problems: to prevent increased competition due to product differentiation; ensure efficient operation sales network for mass sales; organize an appropriate advertising campaign; earn monopoly profits by pursuing a policy of high prices.

The third stage of the life cycle maturity- is characterized by the full development of the technology of production of goods, which allows the company to concentrate its efforts on the problems of increasing labor productivity, as well as reducing production costs. Due to the profit received, it becomes possible to expand the range.

At the same time, the company faces serious problems, in particular, the number of competitors is growing, and the supply of goods begins to exceed demand. Accordingly, implementation difficulties arise. At the same time, the type of buyer changes markedly: purchases are mainly made by consumers with average incomes, and not by rich “innovators”. In this situation, the manufacturer seeks not only to expand the number of customers, but also to form a circle regular customers(brand adherents) through marketing activities such as various price discounts, credit sales, seasonal and holiday sales, etc. It should be noted that the effectiveness of advertising at this stage of the life cycle is reduced, since the product is already well known in the market , in this regard, high costs for it during this period are hardly appropriate.

It is at the stage of maturity that the manufacturer begins work on creating a new product or modifying a product. This is necessary in order not to lead the company to a situation where the old product is no longer in demand and, accordingly, does not make a profit, and the company cannot offer a new, competitive one. As a result, it loses a buyer, its market share and becomes bankrupt.

The fourth stage of the life cycle saturation- is characterized by the most intense competition for the buyer, a significant excess of demand over supply, which is reflected in the dynamics of indicators characterizing the life cycle, i.e., the sales volume and, to an even greater extent, the size of gross profit decrease. Fierce price competition leads to the establishment of enough low prices, close to production costs, but even this does not cause a revival of demand. In the range of marketing activities at this stage of the life cycle, special attention is paid to the so-called pseudo-modification of the product, i.e., a change that does not require significant costs appearance products, their packaging. Thus, the impression is created of the emergence of new products that more fully meet the needs of buyers.

In the saturation stage, marketing still places a lot of emphasis on organizing advertising campaigns. At the same time, advertising acquires a new emphasis: special attention is paid to the brand name, and not to the quality and price of the product itself.

Finally, the last, fifth stage of the traditional life cycle is considered decline. This period is characterized by such painful phenomena for the company as an increase in inventory, a sharp drop in profits or the appearance of losses. The growing deterioration of the situation may be prevented good knowledge market infrastructure, as well as the use of established business relationships with consumers and competitors.

The transition from stage to stage occurs without sudden jumps, so the marketing department must carefully monitor the change in the pace of sales and profits in order to capture the boundaries of the stages. It is especially important to catch the stage of saturation and even more - the decline.

For a correct understanding of the product policy, it must be borne in mind that the buyer does not acquire the product, but the benefit that he will receive when he buys it. No one buys gasoline as such at a gas station (the buyer does not see it, does not try it), but the agent necessary to set the car in motion is bought, and if he is offered other, more effective means for this, he can buy them. Thus, a product is purchased only when it contains a benefit for the buyer.

In the development of the concept of the life cycle of a product in the United States, a Boston Advisory Group Matrix. This matrix is ​​an important tool for carrying out assortment analysis, assessing the market prospects of goods, developing an effective marketing policy, and forming an optimal product portfolio for a company (Fig. 2.4).

Rice. 2.4. Boston Advisory Group Matrix

"Stars"- the most promising, developing type of product seeks to increase its share in the company's product portfolio, is at the growth stage. Expansion of the production of this the goods are coming from the profits from its sales. "Stars" should be protected and developed.

"Cash Cows" goods at the stage of maturity; growth in sales is not significant; The product has the largest share in the company's product portfolio. It is the main source of income (of the company). Proceeds from the sale of this product can be used to finance the production and development of other products. For " dairy cows” Strict control of capital investments and transfer of excess financial proceeds under the control of senior management is necessary.

"Difficult Children"(“Wild Cats”, “Question Marks”) - products with a very low market share with a relatively high growth rate of sales. May be at the implementation stage or at the beginning of the growth stage, require material costs; it is difficult to determine their market prospects (they can become “stars” or “dogs”). Requires additional research and funding. "Problem children" are subject to special study in order to establish their prospects for becoming "stars".

"Dogs"- Failed products. They have a relatively small market share (with a declining trend) and are characterized by low or no growth in sales volumes. Such a product is unpromising, it must be withdrawn from the market. “Dogs” should be disposed of whenever possible, unless there are good reasons for keeping them in the company's assortment.

With the successful passage of the life cycle, products from “difficult children” turn into “stars”, and subsequently into “cash cows”. If unsuccessful, “difficult children” turn into “dogs”.

The mission of service research in transport is to determine the needs of the market in services for the transportation of goods and passengers, the compliance of the services provided with the requirements of customers.

The study of transport services, on the one hand, shows the management of the enterprise what the consumer wants to have, what types of shipments and modes of transportation he most appreciates, and on the other hand, how to provide the clientele with new forms of transport services in order to ensure their implementation, what parameters to focus on attention to which of the cargo owners to target the services themselves and advertising on them, what new opportunities it opens up for the client new model transport service.

The study of transport services covers many activities and is closely interconnected with other elements of marketing. The management of the transport enterprise and its divisions, knowing the reaction of cargo owners to new and traditional transport services, or simply catching changes in the needs of the clientele, must make the necessary changes in the organization and provision of transportation. In some cases, you will have to find a set additional services to improve the quality of transportation, to expand the scope of the types of services recognized by the clientele, to change the attitude to the requests of the clientele. This must be done if it is possible to increase the volume of traffic and income as a result. In other cases, you should try to find additional opportunities to attract the attention of the clientele to new types of transport services.

The study of transport services is used in the planning and organization of transportation. In all cases, one should strive to introduce new services where the client most expects and therefore most likely to accept them. New types of transport services are implemented both autonomously and with the necessary improvement of the transportation process ( different types routing, changing the formation plan and train schedule, passenger train schemes, etc.). It is quite possible that this cannot be avoided. The point is different. It is necessary to carry out all marketing activities in interconnection and adhere to a certain sequence of stages.

An unpleasant mistake can be the belief of transport company specialists that their expensive project of introducing new services based on achievements scientific and technological progress, will be approved and widely used by the clientele. It may be necessary to prove (and more than once, and more than one year) to a potential client the advantages of new types of transport services, drawing his attention to higher consumer and other properties.

Only when this circumstance is taken into account and transport company will begin to make appropriate adjustments to the organization of cargo delivery and relationships with customers and possible intermediaries, when non-traditional market relations and ways of informing the clientele are found, only then Railway can count on the desired commercial and financial success.

test questions

1. What are the stages of marketing research of the market?

2. What is meant by a product of market novelty?

3. Give a description of goods and services for individual use.

4. Provide a description of goods and services for industrial purposes.

5. What are the main strategic approaches to product creation?

6. Give and describe the scheme of technology for creating goods.

7. List the basic requirements that an idea accepted for development in the form of a product must meet.

8. What is meant by the product life cycle and what are its stages?

9. Describe the main stages of the product life cycle.

10. List the goals that are set before the study of transport services.

Market research

A prerequisite for a market is the exchange of goods or services. For it to take place, the following conditions must be met.

1. There must be at least two parties entering into an exchange (seller and buyer).

2. Each side must have something that could be of interest to the other.

3. Each party must be able to communicate and deliver its goods.

4. Each party shall be free to accept or reject the proposal of the other party.

5. Each party must be confident in the expediency or desirability of dealing with the other party.

Exchange in its formation goes through three stages: self-sufficiency (lack of exchange); decentralized (barter); centralized (exchange through the market).

Since the key to the definition of the market is the exchange of goods and services between the seller and the buyer, this makes it possible to give a shorter definition.

The market is a sphere of exchange where a set of real and potential sellers and buyers operates. A market is also a place where a sale and purchase transaction takes place.

There are markets: commodity (goods and services); financial (securities market); labor market. In addition, markets are divided into domestic (national) and international.

The commodity market, according to the nature and purpose of the goods, is divided into the market of goods for individual use and industrial purposes.

Market of goods (services) for individual use is a market for goods or services of mass demand. In this market, goods and services are bought for personal consumption, family and home use.

Market of goods (services) for industrial purposes- a set of individuals and organizations that purchase goods and services for further use in production or resale to other consumers. It sells raw materials, materials, equipment, devices, devices, components. In terms of the size of the product range and money turnover, the market for goods and services for industrial purposes exceeds the market for goods and services for individual use. Procurement here is carried out by professionals based on a thorough analysis of the technical, economic and social aspects use of goods and services.

Modern marketing is nothing more than one of the main disciplines for professional market participants, among which are employees of the advertising field, retailers, managers of branded and new commercial products, marketing researchers, and so on. One way or another, they need knowledge about the description of the market and its classification into segments; assessment of the needs, requests and preferences of consumers within target market; designs and tests of commercial products in order to identify consumer properties necessary for the market: conveying to consumers through the price of the main idea of ​​​​the value of a commercial product; selection of skilled intermediaries in order to achieve wide availability of goods; advertising and selling commercial products in such a way that consumers want to buy them.

Types of marketing depending on demand

The nature of the demand is an explicit criterion for classifying the marketing system into the following groups:

• Developing.
• Conversion .
• Synchromarketing.
• Remarketing.
• promotional marketing.
• Demarketing.
• Counter marketing.
• Supportive marketing.

Examples of each of the presented types of marketing can be considered in the process of familiarization with the materials of this article.

Conversion

To begin with, it would be advisable to study the conversion type of marketing as an independent category in the marketing system. It is important to note what is used in case of negative or negative demand. The market is in a state of negative demand when a significant share of potential consumers does not like commercial products. Thus, society agrees to costs only in order to avoid its acquisition. A striking example in this case is low-quality commercial products or the services of an unscrupulous dentist). Among the reasons negative demand in marketing the following points stand out:

• Harmfulness of commercial products for human health.
• Commodity going out of fashion.
• Availability discomfort in case of consumption of a commercial product.
• Negative image inherent in the company-manufacturer of marketable products.

The main task of marketing in this case is to analyze the situation and answer the question: for what reasons the market cannot overcome hostility to commercial products and is the development of a new one capable of marketing plan or programs to change negative market attitudes, for example, through product improvements, price cuts, more promotions and advertising?

Stimulating

Among the currently relevant, an important role is played by the stimulating option. It is important to note that it is used under the condition of an absolute absence of demand from consumers. Under such circumstances, the latter may not show interest in marketable products or feel indifferent to them. Among the reasons for the lack of demand, it would be appropriate to highlight the following provisions:

• Lack of product information.
• Novelty of commercial products.
• A complete mismatch of the sales market.
• Loss of product value.

task promotional marketing in this case, it is the identification of methods for linking the benefits inherent in commercial products with the natural needs and interests of a person. It is important to note that the following elements are the main tools of the type of marketing under consideration here: a rather sharp decrease in current prices, increased advertising campaign and other ways to promote a commercial product.

Remarketing and developmental marketing

When analyzing types of marketing depending on demand Not to mention remarketing. It is used in case of declining demand for the product. The reasons for such a serious situation are the following points:

• Reducing the quality characteristics of commercial products.
• The emergence of substitute products on the market.
• Moral obsolescence of commercial products.
• Decrease in the prestige of the product.

The demand curve in this case has a negative slope, and the task of marketing is nothing more than an analysis of the reasons for the fall in demand from consumers, an assessment of the prospects for its recovery, and the development of a set of measures related to the revival of demand.

Developmental marketing is used in the case of latent demand, which occurs when a consumer desire appears that cannot be satisfied with commercial products available on the market. The task of the presented type of marketing is the timely identification product demand, assessment of the size of the future (potential) market, as well as the formation of effective commercial products (services, works) at a new, maximum quality level. Such a product must fully satisfy consumer demand, in other words, it must be turned from an imaginary (potential) into a real (real). Among the tools of developmental marketing, it is important to note the following points:

• Development of products that meet new consumer desires (needs).
• Application of advertising.
• The transition to a new level in terms of product quality in order to fully satisfy consumer demand.
• Formation of the image of the product, focused on certain groups of consumers.

Synchromarketing and supportive marketing

In addition to the above categories, the system types of marketing depending on demand contains synchromarketing. It should be noted that it is used for fluctuating or irregular demand. In this case, sales fluctuate on an hourly, daily and seasonal basis. The main task of synchromarketing is nothing more than finding methods for smoothing out fluctuations in time in the distribution of demand through flexible prices. It is important to add that the most effective tool, which one way or another belongs to the presented category, serves as an alternate transition to different market segments, for example, in accordance with the geographical factor.

Demand is one of the most important concepts in the economy in general and in marketing in particular. It is demand that determines whether a product will be purchased, and if so, how often?

Demand is the need of the consumer, which he presents to the market. However, for a buying need to become a demand, the buyer must be able to pay for his want. That is, demand can be characterized as the desire and ability of the consumer to purchase a product at a certain time and in a certain place.

Demand is made up of many smaller elements, each of which has its own characteristics that have arisen under the influence of economic, political, social, demographic and other factors. It is for this reason that there are a huge number of classifications of demand (by market size, by form of education, by trends, and so on). We will consider the classification of demand, which is used to solve various marketing problems.

In marketing, demand is divided into eight types:

1. Negative
2. Missing
3. Hidden
4. Falling
5. Irregular
6. Complete
7. Excessive
8. Irrational

Each of these types has its own characteristics and features and dictates certain marketing behavior for the company.

Negative demand- it occurs when the bulk of consumers have no desire to purchase a product, but has every opportunity to do so. Consumers may even incur some losses (both direct and indirect), but still tend to avoid buying.

For example, it may be a refusal to purchase goods from a certain country if there is a political conflict with it. Negative demand can be observed in a separate group of consumers, for example, in the group of vegans, products made from natural fur and leather will be in negative demand.

For this case, the conversion type of marketing is used. The specialist must analyze the reasons for the rejection of the product, as well as find opportunities for correcting the situation (for example, improving the quality of the final product, reducing the price, active promotion).

Missing. Buyers are not interested in purchasing products, they are indifferent to them.
With this type of demand, buyers simply do not show interest in the product. There are many reasons for this buying behavior. For example, small businesses are not interested in buying the most powerful equipment, since their needs are much smaller and allow them to manage with less powerful, but cheaper counterparts, and vice versa, a large agro-industrial complex is not interested in buying household walk-behind tractors, as it needs more productive equipment.
In this demand, promotional marketing is applied. The main task is to determine the needs of the consumer and offer him the appropriate product.
Hidden. Paying consumers have a desire, but no opportunity to purchase the product or service they are interested in.
In this case, the goods existing on the market may not satisfy the consumer for any reason. Often the cause of latent demand is a shortage in the market for goods and services. For example, neo-paganism that came into fashion not so long ago gave rise to a demand for various natural goods (wooden utensils, herbal preparations, beekeeping products), the demand for which was not satisfied for some time, however, this niche was filled over time.
In this case, developmental marketing is applicable, in which the identification hidden needs and creating relevant offers for consumers.
Falling. Falling demand is characterized by a steady downward trend in the number of products sold. Every entrepreneur faces this type of demand sooner or later.
In case of falling demand, remarketing is an effective tool. It allows you to update the offer, making it more interesting and modern.
Irregular. Very many products have seasonal fluctuations in demand, which can be very, very significant. Few people buy New Year's toys in May. Synchromarketing helps to smooth out such fluctuations by introducing new offers, flexible prices, promotions, etc. For example, travel agencies offer travel to interesting conditions during unpopular months.
Full. This kind of demand perfectly matches the supply. The product fully meets the expectations of buyers. In this case, only supportive marketing is required, which does not allow competitors to win back market share. As well as marketing tools in this case, they are used to quickly respond to changes in the market and consumer behavior.
Excessive. Demand exceeds supply and cannot be met. In this case, demarketing is carried out to reduce the hype. To reduce the level of demand (temporarily or permanently) raise prices and reduce incentives.
Irrational. The desire of consumers to purchase a product that can harm health, environment etc. In this case, counter-marketing is used to reduce demand. An example of such opposition is the fight against drugs.

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1. Negative demand. The market does not like the product. And here the task of marketing is to analyze why the market dislikes this product and whether the use of marketing tools can change the negative attitudes of the market by changing the consumer properties of the product, lowering the price of the product and more actively stimulating the sale of the product.

2. Lack of demand. In this case, consumers are not interested in our product or are completely indifferent to it. The task of marketing in this case is to find ways to translate the consumer properties of the product into for a particular consumer.

3. Hidden demand. Many consumers have needs that cannot be met with the products and services available on the market. There is a large hidden demand for environmentally friendly food products, safe drugs or at least with minimal side effects. The task of marketing in this case is to estimate the size of the potential market and create effective goods and services that can meet demand (organic vegetables and products, medicines with a minimum of side effects).

4. Falling demand. Over time, the demand for the product decreases. The task of marketing in this case is to reverse the trend of falling demand through a creative rethinking of the approach to offering a product or changing any consumer properties of the product.

5. Irregular demand. For many pharmaceutical products (drugs), sales fluctuate on a seasonal, daily, and even hourly basis, causing problems of underload and overload. Seasonal diseases (influenza in winter or autumn) are a seasonal commodity. Transport - overload during peak hours, etc.

6. Full demand. Businesses meet their demand. The task of marketing is to maintain the existing level of demand (to take care of the quality of goods, service, etc.).

7. Excessive demand. The level of demand is much higher than the organization can meet. The task of marketing in this case is demarketing - to look for ways to temporarily or permanently reduce demand (raise prices, reduce service).

It is necessary at this stage not to eliminate demand, but to reduce its level.

8. Irrational demand. Countering the demand for goods that are unhealthy requires a focused effort. A campaign is being carried out against the distribution of cigarettes, alcoholic beverages, narcotic drugs, firearms, porn films. The goal of marketing in this case is to convince people to give up their bad habits by spreading fearsome information, drastically raising prices and limiting the availability of goods.

Topic 13.1. The concept and classification of demand The level of demand is one of the main characteristics of the market.
For marketing, demand is the main object of constant observation, detailed study and influence.Topic 1 3.1. The concept and classification of demandDemand - a need presented in the market and supported by money. In this regard, one cannot speak of effective demand, since any demand, by definition, is solvent, otherwise it is a need. Demand can also be defined as the desire and ability of the consumer to buy a product at a certain time and in a certain place. Not every desire to have a product is a demand. Only that desire turns into demand, which is supported by the financial capabilities of the buyer. We can say that the market is presented not with the need itself, but with its solvent representative - consumer demand. customer demand is a complex phenomenon, consisting of various elements having certain economic, social, demographic and regional characteristics. This makes it possible to differentiate demand according to a number of characteristics, which facilitates its regulation. Demand classification.1. By the number of objects of demand: Macro demand is the demand of the entire population for commodity group or a set of goods;
micro-demand - the demand of the target market for a particular product or its assortment variety; 2. According to the state of the market: negative,
absent,
hidden,
excessive,
· complete. The classification of demand by market conditions helps the marketing firm to assess the demand in order to develop a specific market strategy. 3. By forms of education: potential (closed),
forming,
established,
irregular: seasonal, recreational, daytime, hourly,
deferred (accumulated),
panic (anxiety). 4. By trends: growing (intense),
stabilized,
fading (decreasing, decline in demand). The classification of demand by trends is directly related to the stages of the product life cycle. 5. By purchasing intentions: hard-formulated (hard),
alternative (soft, compromise),
Spontaneous (impulsive). The classification of demand according to purchasing intentions opens up wide possibilities for the seller to influence the buyer both by means of advertising and by methods of direct influence. A certain part of buyers (according to some estimates, about a quarter) gives in to psychological pressure, actively responds to store demonstrations of goods. This implies the need for optimal placement of goods in the store, ensuring the availability of goods for inspection and testing, originality and beauty of the exposition, its informativeness (merchandising). 6. By socio-demographic groups of consumers: the demand of individuals (families),
Demand of sex and age groups of the population. Identification of differences in demand by socio-demographic groups of consumers is crucial for market segmentation and determining its capacity. 7. Place of purchase: global,
regional,
city,
rural,
basic,
mobile. The sign of demand differentiation at the place of purchase is of interest to firms engaged in regional marketing. In a certain part, mobile demand is recreational, related to tourism and holiday trips. Identification of such demand is very important for firms specializing in servicing tourists and holidaymakers. It is necessary to know not only the size of recreational mobile demand, but also its geography and routes. In addition, information on the territorial differentiation of demand is necessary for regional and municipal authorities in order to control the consumer market and develop their own product policy. 8. According to the degree of satisfaction:· Satisfied
Conditionally Satisfied
dissatisfied. Demand analysis according to the degree of satisfaction will allow the company to adjust its assortment and service policy, to find additional reserves for sales and sales growth. 9. By the time of formation and presentation on the market: past,
· real,
· future. In order to control and forecast demand, the types of demand are also distinguished by the time of formation and presentation on the market. Past demand - this is demand realized or unsatisfied for some past period of time, its assessment is necessary to identify trends and patterns, as well as to fulfill implementation plans. Current demand - demand at the moment, knowledge of the size of which allows you to quickly make adjustments to the planned marketing activities, is an element of market conditions. Future demand - demand for the subsequent period, it is necessary to predict its volume and structure, taking into account the possibilities of production and the market. The classification of demand according to these criteria orients marketing towards the application of a certain product policy and pricing policy, and the choice of an appropriate strategy. competition, the organization of targeted promotional activities, allows for multi-parameter segmentation of the market and requires the firm to carry out the necessary differentiated actions to regulate demand.