In world practice, marketing did not appear immediately. It is the result of many years of evolution in the views of managers on the goals, objectives and methods of developing production and marketing. Even in the distant past, a shoemaker who drove a nail into the doorframe of his workshop and hung a pair of repaired boots on it began to use separate methods of product promotion, although the term "marketing" and the concept of marketing itself appeared much later.

As far back as the second half of the 18th century, the famous political economist Adam Smith wrote in his work “The Wealth of Society” that the producer has no greater concern than satisfying the needs of consumers.

The term "marketing" originated in the United States at the turn of the 19th - 20th centuries, and as a leading function of management, marketing began to be considered from the 50s.

A great influence on the formation of the concept of marketing had a scientific and technical progress, which provides a huge variety of goods, high rates of their renewal, effective management of production and marketing.

The evolution of marketing fits into the evolution of the development of the management concept, which has gone through the following stages; production concept, product concept, sale concept, marketing concept and social and ethical marketing concept.

Product concept proceeds from the fact that consumers favor a product with the best consumer properties, so the organization must continuously improve it. However, we must always remember that consumers do not need this product as such, but the solution to their problems with the help of some product. Moreover, even an improved product will not enter the market if the manufacturer does not take steps to make it more attractive through design, packaging and price, if it does not organize product distribution through convenient distribution channels, does not attract the attention of those who need this product, and will not convince these people of the superior qualities of this product. In other words, this concept can lead to "marketing myopia". For example, the management of a railroad company may lose customers who may switch to other modes of transport if they believe that customers need a train rather than moving to certain localities.

production concept believes that in order to make the product that consumers like available to a wide range of consumers, it is necessary to increase the efficiency of production and distribution system. This management concept is fruitful in two ways; when demand exceeds supply and when it is too much to reduce high price emphasis should be placed on increasing productivity.

Sale concept assumes that a consumer will not buy enough of an organization's products unless it makes sufficient, sometimes aggressive, efforts to promote and sell them. This concept is usually used in relation to goods of passive demand (insurance, encyclopedias, grave plots, etc.), i.e., to goods that the buyer usually does not intend to purchase under normal conditions. This concept is also applied in the field non-commercial activities. For example, a political party strongly imposes its candidate on voters as a brilliant candidate for this particular elective office. But, as will be noted below, selling is not marketing and may even contradict it. A one-time sale may not at all contribute to establishing long-term contacts with consumers.

Marketing concept - a system of basic ideas, provisions of marketing activity, which proceeds from the fact that the achievement of the organization's goals depends on how successfully it has studied the needs of consumers and satisfied them most fully and effectively compared to competitors. So, one of the companies expressed the main idea of ​​the marketing concept as follows: "We will not experience a sense of satisfaction until you experience it."

The concept of marketing and the concept of sales should not be confused with each other. The focus of the first is the target customers with their needs, the organization produces what brings the greatest benefit to consumers; the second is the product of the organization, on the implementation of which the main efforts are directed.

The concept of social and ethical marketing has been discussed above.

Each of these concepts, corresponding to a certain management philosophy, depending on the views of management, the specifics of production and marketing activities and market conditions, is used to some extent at the present time.

You can consider the development of marketing in terms of its phased internationalization (Fig. 1.6.). It follows from the graph that the company, gradually expanding the volume of production and commercial activities, first went beyond the borders of the region where it is located, and spread marketing activities throughout the country. International marketing already begins with a simple export activity, at the next stage it is associated with the creation of subsidiaries, branches, branches in certain foreign countries. Further, international corporations with branches scattered all over the world and headquartered in one country. Global marketing involves free movement material assets, labor force and capital around the world, the rapid exchange of information, the erasure of differences between the markets of individual countries, the unification of sales and marketing activities. The first step in the development of global marketing is the creation of a united Europe.

See Golubkov E.P. Fundamentals of Marketing.

Marketing is an integral part of the life of society. The concept of marketing is a certain philosophy, ideological strategy of the enterprise, focused on the consumer and characterizing the market activity of the enterprise. Currently, there are several marketing concepts, the evolution of which will be described in this article. The general development trend is a shift in emphasis from production and goods to commercial efforts, to the consumer, and an increasing focus on consumer problems and social ethics.

1. Production concept.

This concept was widespread in the second half of the 19th century and until the 1920s. The main idea: the production of only what has sufficient demand or market demand, and for this, only the volumes of production varied, by improving it. The main idea of ​​this concept is that consumers will buy a product that is widely distributed and affordable, and therefore the management of the enterprise should make every effort to improve the production and distribution system of goods.

The production concept is justified in the following two cases:

• demand for a product is greater than its supply
• high cost of goods and the need to reduce it by increasing labor productivity.

The problem of this concept is indifference and indifference to consumers, their preferences and needs.

1. Commodity concept.

This type of marketing concept emerged at the beginning of the 20th century and was popular until the 1930s. She assumed the improvement of the product, since consumers will always choose a product with better quality and higher consumer properties. The problem of this concept was the so-called "myopia of manufacturers", who, in pursuit of the highest quality, often lost sight of the real needs and preferences of consumers.

1. Sales concept (the concept of intensification of efforts).

The development of this concept took place in 1933-1950. The idea of ​​the marketing concept is that the consumer will not buy the product if the manufacturer does not apply any special measures to promote it. The volume of sales of a particular product depends entirely on the efforts to "promotion" that the manufacturer undertakes. Unfortunately, often manufacturers who adhere to this concept are focused only on the act of selling, concluding a deal, and not on long-term relationships with the consumer, by satisfying his real needs, which in the end can ruin the reputation of the manufacturer. Therefore, the problems of this concept are:

• the impossibility of repeat sales and establishing long-term relationships with consumers, if the product is not to your liking,
• high labor costs
• saturation of the market with a rather narrow product range.

1. The concept of traditional marketing.

Traditional marketing originated in the 1950s and 1970s. and is a relatively new trend in science. The basis of this concept is the constant analysis of target markets, the needs and requirements of consumers, the creation of better products compared to competitors in order to achieve the company's targets. Consumer preferences are at the forefront. The difficulty in applying this concept can be called the fact that, due to the uncertainty of consumers in their preferences, manufacturers often need to identify hidden needs buyers, which is a rather complicated process.

1. The concept of social and ethical marketing.

Socio-ethical marketing appeared in the second half of the 1970s. and quite popular in the West. The followers of this concept, in addition to identifying the needs, interests, needs of target markets, achieving the goals set to ensure consumer satisfaction in the most progressive ways than competitors, also take into account the protection environment and improving the well-being of both society as a whole and the individual consumer in particular. The emergence of social and ethical marketing is caused by the awareness of limited society natural resources, the deterioration of the environmental situation in the world, rather high inflation in the market and a low level of both accessibility and quality of social services provided to the population.

The problem of the concept of social and ethical marketing can be called the lack of a solution to some technological and economic problems that can cause a high price for a product.

1. Interaction marketing concept.

This concept was proposed by Swedish researchers in the 1980s. due to the progressive development of the service sector. A stimulating factor in the development of interaction marketing is also the ubiquity of information technologies. The development of the service sector and, as a result, the transition to the so-called service society, necessitates new management and organizational solutions in marketing, as well as new methods of managing relationships between people (company employees, suppliers, consumers, partners). Interaction marketing is based on the understanding by manufacturers that it is much cheaper for a company to build long-term mutually beneficial relationships with existing customers than the marketing costs required to increase interest in products from new customers.

The benefits of interaction marketing include:

• closer relationships with consumers,
• increasing consumer satisfaction (due to the so-called dialogue between the company and consumers, the company modernizes goods and services, taking into account the tastes and preferences of its customers, develops new products that meet the changing needs of consumers or even anticipates them),
• financial benefits (such as increased customer retention and loyalty, higher ROI in customer interactions – partly through lower customer acquisition costs) .

The disadvantage of this concept is the high marketing costs.

Thus, having considered the evolution of marketing concepts, one can trace how the development of society influenced such a science as marketing: the power of the producer gradually passed into the power of the consumer, and now, at present, the manufacturer, who wants to stay on the market and receive benefits, can no longer ignore or neglect the desires of consumers.

Summing up the analysis of the evolution of marketing concepts, it should be noted that despite the fact that, it would seem, the concepts that arose at the beginning of the last century are no longer relevant, some manufacturers adhere to them, because they proceed from their specific goals and position in the market. But still, the most progressive at the moment is interaction marketing, which most modern companies strive for, because it is the much-needed quintessence of the relationship between consumers, manufacturers and partners to create products that fully satisfy requests.

Bibliography:

1. Arenkov I.A. Marketing, advanced level. Lectures for undergraduate students. - St. Petersburg: Publishing House of the St. Petersburg State. un-ta, 2016. - 173 p.
2. Bagiev G.L., Meffert H. Interaction marketing. Concept. Strategies. Efficiency. - St. Petersburg: Publishing House Peter, 2009. - 688 p.
3. Kotler F. Fundamentals of marketing. Short course. - M.: Williams Publishing House, 2007. - 656 p.

Marketing concepts are the initial provisions that characterize the active orientation of the market activity of an enterprise at various stages of its development.

Production concept. The essence of this concept assumes that consumers will be more sympathetic to goods that are widely available and affordable.

Commodity concept. This concept assumes that consumers will favor products that offer the highest quality, performance and performance.

The concept of intensifying commercial efforts. The essence of this concept is that consumers will not buy a company's products in sufficient quantities if it does not make significant sales and promotion efforts.

The concept of modern marketing. A marketing management philosophy that assumes that a company's achievement of its goals is the result of determining the needs and demands of target markets and more effectively, in comparison with competitors' companies, satisfying the consumer.

The concept of social and ethical marketing. Assumes that it is necessary to satisfy the needs of consumers first of all, then the needs of society, and only then make a profit.

Evolution of concepts:

1- concept of production improvement - consumers are favorable to goods that are widely available and affordable, therefore, management should focus on improving production and increasing the efficiency of the distribution system (demand is greater than supply, cost is too high and must be reduced) ;

2 - the concept of product improvement - consumers are favorable to products that offer the highest quality, best properties and characteristics, and, therefore, the organization must focus its energy on continuous product improvement (customer needs are overlooked);

3 - the concept of intensifying commercial efforts - consumers are favorable to the goods of the organization if it does not make significant efforts in the field of sales and promotion (goods of passive demand, the needs of the seller);

4 - the concept of marketing - the key to achieving the goal - determining the needs and requirements of target markets and providing the desired satisfaction in more efficient and more productive ways than competitors (customer needs);

5 - the concept of social and ethical marketing - the task of the organization is to establish the needs, requirements and interests of target markets and ensure the desired satisfaction of more effective ways while maintaining / strengthening the well-being of the consumer and society as a whole.

The main idea of ​​relationship marketing is that the object of marketing management is not the solution of consumer problems (satisfaction of his needs), but relations (communications) with the buyer and other participants in the sale and purchase process. Within this concept, it is believed that goods are increasingly becoming standardized, and services are unified, which leads to the formation of repetitive marketing decisions. Therefore, the only way to keep the consumer is the personification of relations with him, the development of long-term partnerships.

Relationship marketing considers communications in a broader aspect - as any relationship between a company and its partners that contributes to generating income. In industrial marketing, for example, buying and selling is seen as a long-term and continuous process of mutually beneficial interaction between a seller firm and buyer firms, since business entities, as a rule, deal not with retail, but with wholesale consumers, who are smaller and larger. . Since customers do not lend themselves to unambiguous segmentation with clearly defined boundaries, and most of them require an individual approach, the effectiveness of using the classic, traditional marketing concept, based on the development of a standard marketing mix for the average consumer, is significantly reduced.

In this context, relationships become the most important resource owned by the company, along with material, financial, informational, human, etc. resources. Relationships, as a result of effective interaction, become an independent product in which intellectual and information resources- the main factors of the continuity of market relations.

Relationship marketing increases the importance of the individual, personal contacts in the system of effective communications. Moreover, it distributes the responsibility for making decisions in the field of marketing to the entire staff of the company, since it requires the participation in marketing activities not only of marketing specialists, but also of employees of other departments of the company, including top managers. It is the company's management apparatus that becomes responsible for the formation and development of long-term mutually beneficial relationships in the process of interaction between the company and customers and customers.

Figure 1 - Relationship Marketing Goals

Relationship Marketing:

Focus on customer retention

Constant contact with the buyer

Focus on customer value

Long term scale

Strong focus on customer service

Quality is the prerogative of all staff

Relationships are central to relationship marketing. Relationships consist of a series of episodes of interaction between the consumer and the company, with the purchase of a product at least twice being the main condition for the relationship to arise. Relationships exist when the consumer repeatedly interacts with the company, perceives the existence of these relationships, while both parties have obligations to each other, trust each other and are aimed at mutually beneficial cooperation.

Types of marketing in connection with the peculiarities of development and emphasis on the structure of the marketing concept

Managerial marketing assumes the primacy of the marketing concept in the management of the company and the promotion of the marketing service to the level of top managers, for example, it is headed by the vice president of the company, who coordinates all its work. Behavioral marketing focuses on the study of the psychology of the consumer, the motivation of consumer behavior. Differentiated marketing is marketing in which an organization seeks to master several market segments at once with products specially designed for them and a specific marketing policy.

Integrated marketing pays special attention to the coordination and linking of all components of marketing measures to influence the market, namely: product, pricing, marketing and communication policies and the balance of their participation in solving the global strategic tasks of the company. innovative marketing comes from scientific and technical developments based on fundamental and applied scientific research, the results of which are subsequently “sifted through a sieve” of market preferences and requirements and then introduced into production and offered to end users.

Direct marketing is characterized by a direct way of selling goods and services and involves the organization of marketing activities in the form of personal sales through sales agents - traveling salesmen, as well as in the form of catalog sales and TV marketing, when the manufacturer and seller of the relevant products come into direct contact with the end consumer.

Integrated direct marketing - direct marketing implemented through various marketing tools in several stages in order to improve consumer response to product offerings and increase profits.

Strategic marketing defines as the most important function of the development of global strategies and strategic planning. Ecological, or "green" type of marketing is designed to solve market and production and sales tasks in accordance with the requirements of environmental protection.

Social, or socio-ethical, marketing is aimed not only at meeting the needs of end consumers, but also at the optimal solution of economic and social problems facing the whole society, observing its long-term interests.

Concentrated marketing is the marketing of an organization that has a large market share in one or more small market segments. Concentrated marketing is effective for organizations with limited resources, small businesses.

Types of marketing by coverage areas

Domestic marketing is related to the sale of goods and services within one country and is limited by its national borders. Export marketing is associated with the complication of functions and tasks in the field of marketing activities of the company, as it involves additional research into new foreign markets, the creation of foreign sales services and networks, etc.

Import marketing considers specifics marketing management procurement activities when entering foreign markets

Foreign trade marketing defines as its object export and import types of marketing activities in relation to objects foreign trade.

Foreign direct investment marketing includes issues of studying the conditions of foreign investment activity, a deeper and more comprehensive analysis of the possibilities of a new enterprise and its sales activity, as well as the specifics of organizing sales in a foreign market by a company that expresses the interests of the parent company, but operates according to the laws of a foreign country, where she is situated.

Foreign economic marketing considers as features not only forms of foreign trade, but also foreign economic cooperation (scientific and technical, industrial, etc.).

International marketing involves a new stage in the development of marketing, in particular its implementation in relation to the sale of products by national enterprises (or controlled national companies) registered abroad, in third countries, or foreign companies in your own country.

Multinational marketing is distinguished by the specifics of production and sales tasks and is mainly inherent in transnational companies, covering the market territories of a large number of countries.

Global marketing is associated with the marketing activities of the largest firms and transnational corporations on a global, global scale and includes strategies for the development and formation of world markets, regardless of national borders and territories, according to standardized marketing programs.

Types of marketing depending on demand

conversion marketing.

Applies to negative or negative demand. Promotional marketing. It is used in conditions of lack of demand.

Remarketing. Applied when demand decreases.

Evolving Marketing. It is used for latent demand, which occurs when a consumer has a desire that cannot be satisfied with the help of goods and services available on the market.

Synchromarketing. Used for irregular or fluctuating demand.

Supportive marketing. It is applied at full demand.

Demarketing. Used when there is too much demand.

Selective demarketing - demarketing that seeks to reduce the level of demand in those areas of the market that are less profitable or require fewer services.

General demarketing - demarketing that seeks to bring down excessive demand by raising prices, easing promotional efforts, and reducing service.

Counter marketing. It is used for irrational demand, which poses a threat to the well-being of society as a whole or the safety of its individual individuals (alcohol, tobacco, weapons).

There are many more types of marketing, including: network (Internet) marketing, direct marketing, mass marketing, political marketing, television marketing, branding. Let's consider each type separately and in detail below.

Network marketing is a marketing concept that involves the creation of a network (multi-level) organization designed to promote goods and services from producer to consumer, using direct human-to-human contact.

Direct marketing (direct marketing)

Direct marketing is any form of marketing aimed directly at the final consumers of a product, excluding all possible intermediaries.

Telemarketing is the use of the telephone and telecommunications technologies in conjunction with database management systems to directly sell a product to consumers. Often this service is called call-centers.

Mass marketing and market segmentation

Mass marketing assumes that consumers want goods and services with similar characteristics. Mass marketing is effective in conditions mass production.

Political marketing is a type of marketing that applies its methods to the goals and objectives of political confrontation and is actively used by parties and political leaders.

This area of ​​marketing characterizes activities that are aimed at the interaction of the public and political movements. Actively used during the election period.

Branding is the creation, development and maintenance of a permanent voluntary connection with a strategically important group of consumers, through a stable and reliable set of differences, which implies consistent high quality and satisfaction.

Stages of marketing development

"Commodity orientation" - until the 30s of the 20th century, all marketing techniques consisted mainly in activities to improve the quality of goods, while serious attention was not paid to the needs of potential buyers.

"Sales orientation" - this stage begins in the 30s and continues until the 50s of the XX century. At this stage, the main goal of marketing was to get the buyer to make a purchase. This goal was achieved through advertising and other means of influencing potential buyers.

"Market orientation" - this stage took place during the 50s - 60s. At this stage, entrepreneurs begin to realize the need to adjust to the needs of the market. This contributed to the emergence of marketing departments in many companies.

Since the 1960s, marketing management has gained popularity. Marketers are realizing the need for long-term planning and forecasting and are beginning to actively use these methods in practice.

The evolution of marketing concepts

The definition of the concept of marketing can be given by referring to the concept of "concept". Under the "concept" is usually understood as a system of views, methods of implementation and organization of certain activities. With the development of the market, production forces, market relations, the concepts of marketing development have also changed. Marketing has been around for over a hundred years, and during that time several types of marketing concepts have been formed.

production concept existed from 1860 to 1920. The history of marketing began with this concept, although it still exists in many countries. Its main characteristics are:

focusing on the production of the maximum possible volume of goods;

concentration of efforts on production efficiency and low prices.

This concept finds application in the following cases:

the income of most consumers is limited;

the demand for the product exceeds the supply;

when the cost of production of new products is high and it needs to be implemented as soon as possible;

when there are recessions and crises in production.

The leading goals for the manufacturer within the framework of this concept are the reduction of production costs and the fastest possible sale of goods. At this stage, the market is practically not explored, consumer behavior is not taken into account.

The essence of this concept is perfectly reflected in the famous phrase of G. Ford, who launched the mass production of cars: "We can produce cars of any color, but we will produce black ones."

Development concepts

Commodity concept existed in the period from 1920-1930. It comes down to the fact that it is necessary to produce "better", high-quality goods and services. This concept is applicable in cases where the buyer pays little or no attention to the cost of goods and services. However, this concept is not applicable in conditions of interchangeability of goods. It is possible to achieve the desired sales volumes within the framework of this concept without significant costs for marketing activities.

In 1930-1950. dominated sales concept. All efforts within this concept were focused on overcoming the reluctance of buyers and selling products to them.

In addition, the efforts of companies were aimed at meeting the needs of the sale of products, and not at satisfying the needs of consumers. This concept uses price and advertising as sales promotion. Most often, companies that adhere to the marketing concept offer their goods in a monopoly on the market or in a shortage.

By 1950-1960. Significant changes have taken place in the system of marketing, distribution and exchange: production has begun to adapt to individual user requests and to individual user requests. In this situation, the consumer determines the behavior of the producer. If in previous concepts all efforts were focused on stimulating sales and increasing profits, then within the framework of this concept, for the first time, the interests and needs of consumers began to be taken into account. Since that time, we can talk about the existence of a truly marketing concept, aimed primarily at satisfying the interests of the consumer. This concept was finally established in the 70s, it is also often called market.

This concept has had a huge impact on the goals of enterprises and their organizational structure:

the needs of consumers, not enterprises, came first;

management positions began to be occupied not by engineers who are focused on improving production, but by economists and managers who saw their goal in optimizing the distribution and marketing of goods;

began to produce not those goods that can be produced, but those that will be bought;

special attention was paid not to reducing production costs, but to forecasting the needs of consumers.

In the 1960s and 1970s, the concept of international marketing became widespread. It may include:

the concept of expanding the domestic market - is to consider operations first of all in the domestic market, and then on the international one. In order to enter the foreign market, companies are advised to find a segment in the international arena where the demand for goods and services would be similar to the demand in the domestic market. Many firms have gone international thanks to this strategy.

the concept of a multi-domestic market - this concept boils down to the fact that it is necessary to adapt the company's products to a particular market abroad. At the same time, each branch adapts to each new market independently of other branches.

global marketing concept. Organizations make products High Quality and bring it to the global market, i.e. sell it all over the world. Within the framework of this concept, the world market is considered as internal and focused on satisfying the desires and needs of consumers.

At the moment, there is no single generally recognized marketing concept that would combine all the constructive elements of existing ones, so many entrepreneurs combine already known methods in order to increase their effectiveness.

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Lecture 1. The concept of marketing. The evolution of the concept of marketing

The concept of marketing and the history of its origin

Development of marketing in Russia

The evolution of the concept of marketing

The main goals, objectives and principles of marketing

1.1. The concept of marketing and the history of its origin

There are many definitions and translations of the concept

tiya "marketing". The United States and many European countries dispute the right to his birthright. It is common knowledge that the term "marketing" occurs

from the English word "market" (market) and in literal translation means market making.

How long ago did the marketing strategy of production management and marketing as a special discipline appear? According to a number of competent authors, marketing was first practiced in Japan in the 17th century, when the world's first department store opened in Tokyo. But, in our opinion, it can be definitely stated that the phenomenon called marketing today has always existed. Merchants of many countries in the past, no worse than modern merchants, knew and owned many tools for effective marketing and advertising of products.

At present, due to the increasing complexity of the economy and its social organization, the means of marketing and communication with the consumer have naturally also changed. Time demanded marketing in a new quality - in the form of a developed market theory of management.

The evolution of marketing theory cannot be considered in isolation from the process of formation and change of the market mechanism. Marketing in the modern sense originated at the turn of the 20th century. as a reaction to the exacerbation of the problem of implementation. Marketing is the brainchild and phenomenon of an overproduction economy where demand is satiated and spoiled by oversupply. Essentially, it is the science and practice of how supply must take demand by force.

In the 19th century the dominant market entity was the manufacturer.

The production was of a mass nature, focused on large-capacity markets, on the production of products for mass demand. This stage was distinguished by the limited needs of consumers, their low demands on the quality characteristics of goods and services. The main goal of the manufacturer (profit maximization) was relatively easily achieved through mass production. series production, without requiring large expenses for the organization of sales, advertising, improving product quality.

The market was dominated by competition from the manufacturer to reduce production costs. The activity of the manufacturer was reduced to the main thing - to produce as much as possible more product because the demand was undemanding.

It was possible to attract consumers with an affordable price, without much concern for quality.

C. McCormick (1809 - 1884) from international company about the production of cleaning machines. He first expressed the idea that marketing should be the central function of the enterprise, and the creation of a circle of consumers - special work manager. For the first time, K. McCormick introduces into practice marketing research and marketing analysis, the formation of the concept of the market, pricing policy and service. As an academic discipline, marketing was born in America: since 1902, US universities (at the Universities of Michigan, California, and Illinois) have introduced disciplines and lectured on marketing problems.

From 1910 to 1925, marketing, with the help of which markets were studied, began to penetrate widely into business, for this purpose, departments for market research began to be organized in firms. In 1926, a national organization marketing and advertising, on its basis the American Marketing Society was later created, which in 1973 was renamed the American Marketing Association.

The Second World War acted as a catalyst for the development of heavy industry, which required new principles and approaches to production management. Mass production developed very widely, which, in conditions of an excess of demand over supply, contributed to the expansion of the marketing policy (and the development of this direction of marketing). Starting from 1948, marketing began to be regarded as a tool for the implementation of various types of economic activities that regulate the flow of goods from the producer to the final consumer.

In 1960, Jerome McCourty proposed a marketing model called the 4-P model. It distinguishes four main components of marketing:

Goods (product);

Price (price);

The 4-R model laid the foundation for broad theoretical research and development of diverse strategic and tactical marketing tools.

As a system in the middle of the 20th century, marketing is formed under the influence of monopolization processes. The management of large firms demanded a larger and deeper study of the market and the economy as a whole.

In 1960, the American Marketing Association approved the definition of marketing as entrepreneurial activity associated with managing the flow of goods and services from the producer to the consumer.

By 1985, taking into account the processes of globalization and internationalization of economic relations, the development of marketing itself, the Association clarified and defined the latter as the process of planning and implementing the idea, pricing, promoting and implementing ideas, goods and services through exchange, meeting the goals of individuals and organizations . In 1972, F. Kotler substantiated the concept of micro- and macromarketing, and in 1976 Shelby Hunt finally showed that marketing is the science of exchange processes.

In the United States and in many countries of Western Europe, national marketing institutes were founded, an extensive network of schools and various courses was created at universities, other universities and organizations. Marketing associations have been organized in other countries as well. Marketing ideas are promoted by the European Marketing Committee and the International Marketing Association (England), which include marketing experts from the leading countries of the world.

In the second half of the 20th century, the process of developing not only marketing as an applied, practical and entrepreneurial activity in exchange management, but also as a science was dynamic. The evolution of marketing as a science is reflected in Table. 1.11.

Table 1. The evolution of marketing as a science Years Theoretical Methods Spheres of the basis of application 1 2 3 Doctrine of the product, orientation Observation, analysis Production of goods 1900 - distribution, purchase and sale;

ditch, agricultural theory of export and marketing;

industry consumer panels Bagiev G.L. etc. Marketing: a textbook for universities. -M.: OAO Publishing house "Economics", 1999.

The end of the table. 1. 1 2 3 Doctrine of sales, orientation Analysis of motives, the use of funds by consumers for sales volume, following the operation of consumption for goods and functions. tions, modeling Theory of distribution The scientific foundations of behavior- Factoring, discrimination- Consumers of means and decision-making. minant analysis, production and marketing as a recipe. mathematical means consumption Orientation to trade, marketing, sales and partly to high consumer models Situational analysis. Positioning, Consumers of the means 1980 - The doctrine of marketing as a cluster analysis, consumption, means of the management function. typology of consumer-production, sphere Theory of competitive TV, expertise, services, non-profit analysis. Fundamentals of ecological and causal organization of gy. Strategic Investigative Analysis of Marketing since 1990. The Doctrine of Marketing as Positioning, Consumers on-functions and tools - cluster analysis, production, worthwhile entrepreneurship - typology of consumer - means of consumption, time wa. The theory of market networks, models of the service sector, homelessness, the theory of consumer communication past organizations and interactions. and competitors, benzii, state sphere Orientation to social marketing, theory of entrepreneurial and ecological games of entrepreneurship effect 1.2. The development of marketing in Russia Under socialism, the theory of planned management in the USSR did not need marketing, although marketers were trained to work on international markets for conducting foreign trade operations. The Chamber of Commerce had a marketing department that controlled the activities of expert enterprises. There were also a number of all-Union institutes, first of all the All-Union Scientific Research Institute of Market Conditions and Demand (VNIIKS), which trained specialists for export-import operations. In each union republic there were subdivisions of this scientific research institute. The activities of these institutions were consolidated, and their specialists developed recommendations for the macroeconomic level of management.

The development of marketing in Russia was associated with the transition to market reforms in the 90s. XX century. First Russian association Marketing in the USSR was organized in 1990 (president - Doctor of Economics, Professor G. G. Abramishvili), in 1995 the Russian Marketing Association was organized (President - Doctor of Economics, Professor A. A. Braverman).

The evolution of marketing in our country has covered several stages.

The first stage, which began in the mid-70s, is associated with the appearance of the first publications of the founders of Russian marketing:

G. Abramishvili, V. Voina, N. Gerchikova, V. Demidov, P. Zavyalov.

Their works mainly analyzed the approaches and possibilities of using marketing in foreign economic activity.

The second stage - from the middle of the 80s - the beginning of the 90s - is associated with the appearance new group marketers: N. Moiseeva, E. Golubkov, N. Kapustin, A. Khrutsky. Their works are devoted to the general problems of the external and emerging domestic Russian market.

The third stage - from the middle of the 1990s to the present - is characterized by the formation of methodological, theoretical foundations marketing in relation to the conditions of formation of market relations in Russia.

Since the mid-1990s, works have appeared in the field of marketing, in which the foundations of the theory and methodology of market networks and marketing communications, as well as in the field of non-profit and social marketing.

A feature of the introduction of marketing in Russia during the transition period was that it was initially actively used in such sectors as banks, finance, trade, and only then in industry.

1.3. The evolution of the concept of marketing In the most general sense of the word "concept" is a system of views, ways of organizing and implementing any activity. With full right, the concept of marketing can be called a modern business philosophy.

Depending on the state of development of productive forces, the market, market relations, the system of views of marketing philosophy naturally changed. For more than a century of the existence of marketing, more than one of its concepts has been formed. In modern marketing literature, the most popular of them are distinguished (Table 1.2):

production;

Commodity;

Sales;

Traditional marketing;

Socio-ethical;

Interaction marketing, relationships.

This classification cannot be considered as a standard for each country with a special economic history, where their own conditions for marketing exist and prevail.

Let us dwell in more detail on the characteristics of each of the concepts.

Table 1. Evolution of the concept of marketing Years Concept Leading idea Main Main goal tools Commodity Production Commodity policy Improvement of 1920 - qualitative tics of consumer goods of product properties Marketing Development Marketing poly- Intensification 1930 - marketing network of sales of goods through ty, channels of marketing efforts to promote and sell goods Traditional-Produce Complex brand-Satisfaction 1960 – marketing needs tinga-mix, needs-needs tinga-consumer following consumer target markets markets, subject to the development of human and environmental savings, the general consequences of human, materiality from the production and other resources and consumption of owls, the protection of environmental goods and services Since 1995 - what satisfies, integrates the needs of consumers (mutually satisfies the positions of both network televisions and interests of interaction) of consumers and analysis of a complex of partners and state partners in marketing-mix of gifts in the process of their business of commercial and non-commercial interaction.

Although this concept is historically original, in many countries it is still used today and the main characteristics are as follows:

Concentration on the production of the maximum volume of production of goods;

Focusing on quantity, efficiency and low costs.

This concept is most widely used in the following situations:

1) when the bulk of real and potential consumers in the market has a limited small income;

2) when the demand for a given product exceeds supply and the majority of the product is bought;

3) when the production cost of new products is high and it is necessary to find a way to sell these products;

4) during crises and declines in production.

The main thing within the framework of this concept for the manufacturer is to produce and sell goods (to sell in the absence of an abundance of goods on the market is not a difficult task). The main focus of the manufacturer is to increase sales, increase serialization, reduce costs. In such situations, few people think about the consumer, and the market during this period is practically not explored.

At one time, this concept was adhered to by G. Ford (1863 - 1947) - the king of mass production of cars;

his catchphrase is widely known: “We can produce a car of any color, but we will produce a black one” - an expression that reflected the essence of the production concept.

The existence of the commodity concept covered the period from 1920-1930.

It is most widely used with little attention or inattention of the buyer to the cost of the goods and when the manufacturer has chosen a “quality niche” for the product.

At the same time, it cannot be used in cases of interchangeability of different types of products. Achieving the desired sales volume and profit within the product concept requires little marketing effort.

The sales concept existed from 1930-1950.

The essence of the activities within the boundaries of this concept is:

1) to the concentration of efforts to overcome the reluctance of buyers and sell the product to them;

2) to focus on the needs of the sale of products, and not on meeting the needs of consumers (needs of consumers).

"Price" and "advertising" are often used as an incentive to sell products within this concept. The latter is widely used in trade with buyer inertia and requires aggressive compulsive sellers even when price is the only difference between different goods, but is completely unsuitable when there is a desire for long-term relationships with buyers.

Typically, firms that adhere to the marketing concept sell goods in conditions of scarcity or monopoly in the market. Very often, in practice, the implementation of the concept of marketing turns into the imposition of a purchase (satisfaction of needs in this case is only a secondary goal and result of the entrepreneur's actions).

Achieving the desired volume of sales and profits, as in the previous concepts, requires little investment in marketing activities.

By 50–60 years. of our century, very significant and profound changes have taken place in the system of the productive forces of society, in particular in the processes of distribution and exchange: by this time, production has become very flexible, more and more focused on the individual needs of consumers, on small-capacity sales areas, on individual market segments. The increase in production efficiency proceeded mainly along the line of saving the cost of past labor, the cost of selling products, and reducing overhead costs in general. Distinguishes this period and the growth of the service sector, especially in those industries that are associated with the processing of information, the conduct of intermediary activities in all its forms.

Finally, the position of the consumer in the market is also changing. In a new situation, he shapes and determines the behavior of the producer. All the conditions and factors noted above have led manufacturers to reorient their goals and methods of work from implementation problems to the consumer, to his changing interests and tastes. If the first two concepts were reduced to the intensification of commercial efforts aimed at making a profit by increasing sales, then for the first time in a new situation, manufacturers began to think and work for the consumer. This form of functioning of the producer and his relationship with the consumer is reflected in the consumer concept. Since that time, it could be called truly marketing, because. it is not aimed at profit as such, but at the consumer and his needs. In the literature, this concept was also called the market concept and was finally established in the 70s.

The market concept of marketing is based on the definition of needs and real consumer assessments of the range and quality of goods, recognizing the need to adapt production and marketing to these needs and assessments, and better and more efficiently than competitors do.

The approval of this concept could not but affect the organizational structure of the enterprise and its goals:

For management, the issue of taking into account the needs of the consumer, and not the enterprise, arose in the first place;

Instead of engineers responsible for production, economists and managers responsible for the distribution and marketing of products began to be appointed to the highest positions;

It began to be produced and sold not what can be produced, but what will be bought;

The main attention began to be paid not to reduce production costs, regardless of the needs of buyers, but to take into account, first of all, the prospective needs of the buyer.

Modern marketing should be guided by the principle:

"To manage not a firm, but an organization that satisfies the needs of the consumer." At present, in the marketing system, profit is considered as a condition for the result of activity, as social recognition, and not as an end in itself. If the historical dynamics of marketing concepts were depicted schematically, then it would look something like this (Fig. 1.1).

Today Before Second Before 1970

World War Fig. 1.1. Scheme of marketing concepts Undoubtedly, the economic reality of the 80s and 90s. was not frozen and the marketing management system changed in a certain way. F. Kotler wrote about this: “Marketing is a sphere of rapid obsolescence of tasks, political attitudes, strategies, programs. Each firm must periodically re-evaluate its overall approach to the market, using a technique known as marketing audit.

Marketing will be effective for the enterprise and its management only when it is not treated dogmatically, but is perceived as a guide to action and creative search for the new and unknown.

The onset of the era of "general prosperity", oddly enough, did not satisfy Western society. Economic growth did not become the key to general social progress. The slogan until recently popular in the business environment of America and Europe - "the business of business is business", is now being questioned. Social goals began to move from quantitative indicators to "quality of life".

In the second half of the 20th century, serious changes took place not only in the economy itself, but also in other areas. The human environment could no longer withstand the former forms of "communication" with it from the side of production. It was necessary to take this into account when formulating a strategy for production development. In the 60s - 70s. Europe has been embraced by a powerful environmental movement aimed at ensuring that all economic activity is carried out on the basis of maximum safety for both nature and man. This movement included not only citizens' organizations and Green parties, but also a number of public institutions and institutions. The concept of marketing was forced to expand by introducing environmental values ​​into economic activity.

An important factor in the development of marketing was the appearance in the second half of the 20th century. the movement to protect the rights of consumers, aimed at expanding the rights and opportunities for the impact of consumers (buyers) on sellers and producers. All these factors required that marketing activities take into account the social consequences of the decisions made.

This is how the concept of socio-ethical (or public) marketing appeared, formulated by the famous Western marketer F. Kotler.

A significant influence on the formation of this concept was also provided by the limited resources, which were severely manifested in the second half of the 20th century. The need to manage the market has become more rigid, it began to manifest itself in the search for the most optimal forms of combining the needs of all subjects of society: individuals, groups and the state.

The concept of "pure", traditional, marketing for a long time bypassed the conflicts between momentary satisfaction of needs and long-term well-being and well-being. The concept of social and ethical marketing is a new philosophical approach to the economic, market activity of a person.

Socio-ethical marketing seeks the most optimal combination of all the interests of consumers, entrepreneurs and society. The essence of the concept of social and ethical marketing includes the following most typical requirements:

1. The enterprise must create and implement in practice such programs of socio-economic development that are aimed not only at realizing the interests of the enterprise itself and the team of its employees, but are useful for social development the region where the company operates.

2. The main purpose of the enterprise should be to satisfy reasonable, healthy needs in accordance with the humane interests of society.

3. The enterprise should not produce and sell goods that are contrary to the interests of consumers.

4. The enterprise should strive to find and create new products that fully meet the needs of customers, and constantly improve existing products in accordance with the interests of customers.

Socio-ethical marketing significantly changes the mentality of the entrepreneur, forcing him to work with the consumer and take into account more fully social aspects his welfare. The postulate is becoming widespread in Europe: if you are aimed at improving the properties of a product, you will exist on the market for 2–3 years if you create new product- hold out for 5 years, if you engage in socially ethical marketing - you will remain the king of the market forever!

The socialist economy of the former USSR functioned on principles very close to the principles of social and ethical marketing and was aimed at comprehensive and harmonious development and satisfaction of both individual and general needs.

Many enterprises have accumulated extensive experience in solving a wide range of social problems and have shown far-sightedness in maintaining this area of ​​their activity. Development social sphere in market conditions, it not only does not weaken the position of the enterprise, but even more strengthens it, creating conditions for the stability of labor collectives and for strengthening positions in certain market segments. Verily, the new is the well-forgotten old!

The focus of the enterprise on the implementation of the main areas of social and ethical marketing largely depends on the position of the management. It is it that ultimately chooses either commercial or social and moral priorities in assessing the future development of the enterprise.

The complex process of evolution of the marketing management concept continues. At the turn of XX - XXI centuries. It became clear that within the framework of traditional marketing, based on elements of the marketing mix and on short-term relationships, it is impossible to rationally and effectively develop transactions in the system of business and services. In this regard, marketing expands its functions, and along with the functions of research, planning, promotion, marketing and distribution, the function of interaction with the buyer is born. A long-term relationship with a customer is much cheaper than spending money to increase the interest of a new customer in a firm's product.

The development of relationship marketing is of particular importance for service industries, in particular tourism marketing, where the processes of establishing long-term relationships with consumers are of paramount importance.

The formation of long-term relationships in the sphere of consumption is based on moral and ethical relationships, often the place and role of the latter is more significant than relationships aimed at making a profit. The business system in this case is based on trust in the decency of the partner, if the latter is not able to bring high profits or dividends to the organization in the short term.

Marketing has evolved for a number of other reasons as well.

The formation of relationship marketing is primarily associated with the high dynamics of socialization processes and the formation of large organizational structures. The modern Western economy is predominantly the economy of large and super-large forms of organizations. The processes of concentration of productive forces that took place in the 20th century could not but affect the change in the forms, methods and functions of managing organizations. The high dynamics of socialization processes not only contributed to the emergence of marketing, but also significantly affected the change in its role, both at individual enterprises and throughout the economy as a whole. In turn, this gave rise to new connections, forms of relationships and special requirements for management processes.

Significant influence in the second half of the 20th century. The formation of new marketing functions was also influenced by the globalization of markets, which gave rise to new forms of cooperation, and strong competition in major world markets. The latter forced enterprises to move from competitive relations between the seller and the buyer to closer, peaceful and friendly cooperation.

The objective reasons that gave rise to interaction marketing are also associated with the processes of standardization of production, with the development of service business industries. In the second half of the XX century. products are becoming more and more standardized, and services are becoming unified, which gives rise to repetitive monotonous marketing solutions. In such a situation, the only way to retain the consumer is to form personal long-term relationships with customers.

It is known in marketing practice that it costs a firm six times more to win a new customer than it does to resell an existing customer. If the client left unsatisfied, then re-drawing attention to the company will cost several times more.

An essential condition that influenced the process of evolution of the concept of marketing was the dynamic development of electronic technologies. The development of the latter contributed to the return of the manufacturer to separate, individual consumers. The reduction in the cost of computer systems, the increase in software flexibility, and the creation of highly economical databases have allowed marketers to know everything or almost everything about consumers and their preferences.

In the 90s. In the 20th century, huge electronic databases of consumers were formed in many developed Western countries.

Thanks to a computer database, a national bicycle manufacturing company in Japan can deliver a custom-made bicycle to a customer within two weeks. The potential choice for the consumer has 11.321.000 options.

From 1990 to the present day, the world economy has undergone tremendous change as a result of the new opportunities offered by increased computing power. New computer technologies have shaped and continue to change the old markets, this applies to the market financial services and to trade.

At the end of the 20th century, proposals began to appear in the literature for the first time to manage the "buyer-consumer" relationship. Gradually, the implementation of the latter becomes the most important strategic tool for solving managerial problems.

In marketing theory at this time began to appear and new ter minology, which marked a new phenomenon: “relationship marketing”, “relationship marketing”, “interaction marketing”, “relative marketing”.

In global markets today, completely new forms of enterprise management organization have been formed and are being formed. From the traditional point of view, the firm was a separate unit with a clear line separating it from the environment (from suppliers, customers, consumers).

With the evolution in new large economic forms, there is no clear line between firms and markets, between the company and the external environment.

Companies “having no borders” appear (for example, this is how the American company General Electric). For such companies, suppliers are non-strangers, they become interested parties in one global process.

Initially, the role and importance of relationship marketing became more visible in the markets for industrial goods. AT modern conditions Due to the growing role of intermediaries and the increasing importance of information technology, which simplifies the relationship in trade, the influence of relationship marketing in consumer markets and in the service system is increasing. For durable goods, after-sales service was of great importance.

Relationship marketing has received the most significant impetus in its development in industry markets, where the relationship between the consumer and the buyer should be established for as long as possible. These relationships often grew out of competitive relationships.

The automotive industry has been a leader in the implementation of new forms of relationships, where situations have changed very quickly, leaving behind the standard ways of communicating with customers. Third party suppliers in the US automotive industry accounted for up to 70% of the cost of end products. Therefore, the transition from tough competitive relations to friendly cooperation and long-term relationships has become a constant need dictated by economic expediency.

A huge influence on the formation of the concept of relationship marketing as a new management concept was exerted in the 20th century by the Japanese management system. In particular, the Japanese leaders came to very important conclusions: first, they realized that the quality of products is not only in high demand, but also associated with lower costs;

secondly, quality and low costs are largely determined by a system of strategic partnerships with a small number of suppliers selected in the early stages of product development.

The Japanese systems of KANBAN (KANBAN), or "precise time", have demonstrated completely new model interactions based on one or more manufacturers who undertake to supply products of one hundred percent quality in the volumes and quantities necessary to ensure one eight-hour work shift businesses on extremely tight schedules. In accordance with it, trucks must arrive for loading within a few minutes.

US companies in the automotive industry, telecommunications, in the production of computers, office equipment, etc., began to widely implement the KANBAN system in supply management. Leading American firms such as GE, IBM, DUPONT, Monsanton, Honeywell have restructured their structure around the fundamental concept of strategic partnership.

The development of the modern American economy and its management system was also greatly influenced by the Japanese Keiretsu Institute. Keiretsu (a form of interfirm cooperation) is a complex grouping of firms linked by ownership relations and mutual deliveries of goods.

Firms in such a group maintain mutually beneficial long-term relationships and may also own a certain share of the property of their partners. This, of course, significantly affects the strengthening of relationships: they become more stable and long-term.

Often partnerships between a supplier and a partner take the form of a new enterprise united by a single strategic goal;

enterprise aimed at strengthening competitiveness. Such strategic alliances can be formed either:

Manufacturers and intermediaries;

Potential competitors for the purpose of cooperation and development of new products and markets;

Suppliers and consumers of joint ventures in order to continuously provide production with raw materials and components.

On the basis of strategic alliances, in the future, business networks-complexes can be created and formed - multilateral organizational structures. The most important task of network organizations is to control and develop strategic partnerships with consumers, suppliers and distributors. Relationship marketing in these organizational structures transfers management processes from the level of microeconomics to the level of macroeconomics, where objects and goals are no longer goods and firms, but individuals, social processes and organizations associated with single system relations.

Unlike traditional organizations in network organizations, marketing plays a unique, special role and is aimed at becoming:

Strategic partnerships with suppliers and technology partners, without which the company is not able to realize its goals in the market;

Long-term relationships with consumers.

In this regard, in network organizations, two major areas of activity are being formed for marketers: marketing sales and supply chain.

The process of becoming relationship marketing is depicted in Fig. 1.2:

1. Deal 2. Repetitive- 3. Long-term deal relations 4. Partner 6. Organizations, 7. Vertical 5. Strategic buy-alliance relations (including joint networks (cooperation; cooperation;

enterprises) complete dependence on each other) Fig. 1.2. The process of establishing relationship marketing Obeying the law of economic expediency, moving along this chain, enterprises increasingly use administrative, managerial (bureaucratic), and less and less market control.

How does the marketing function change from transactions (single) to business networks? In a purely market form of organization, any activity is considered as a set of individual market transactions (where the price contains all the necessary information about the product).

The role of marketing here is reduced to finding a buyer. In the field of strategic alliances, a partner can be both a consumer, a competitor, and a supplier at the same time.

All these changes that have taken place in the global economy, could not but affect the renewal managerial functions marketing. At the micro level, the objects of analysis for marketers are goods, prices, enterprises, transactions (exchange processes), and at the macro level, people, social processes, organizations, consumers that have turned into partners. In global economic processes, special attention is paid to relationships, interactions, and not simple acts of sale and purchase.

In general, the corporate level of marketing management is aimed primarily at:

To analyze the structure of the market;

To study the motivations and interests of consumers;

On the positioning of the firm in the chain of relationships between economic entities.

Relationship marketing promotes the distribution of responsibility for making marketing decisions to all personnel of the enterprise, including management managers. The company management apparatus becomes responsible for the formation of long-term mutually beneficial relationships with customers.

Western experience in the development of relationship marketing can be widely used in Russia. During the years of reforms in our country, the former administrative system of the economy was destroyed, and today, at the turn of the century, there are acute tasks in new industrialization and in the formation new system and structures of economic relations.

1.4. Basic goals, objectives and principles of marketing All marketing concepts, as you have already noticed, are aimed at something: either a product, or profit, or sales.

Based on the latest, more modern concepts of marketing, then the fundamental ultimate goal marketing are:

1) the most complete satisfaction of the needs of the consumer due to: a thorough study of market demand, needs and orientation of production to these requirements;

2) active influence on the market, demand in order to form consumers and consumer preferences.

To achieve the fundamental goals, it is always necessary to fulfill a number of secondary goals (these sub-goals, or secondary goals, serve to achieve the main global goals). These may include:

Coordination of firm resources;

Consumer research;

Analysis of the level of competition;

Analysis of the sales system, etc., i.e., the system of goals in marketing can be structured and a tree of goals built.

The principles of marketing are the fundamental provisions, the requirements that underlie marketing, reveal its essence and purpose. The essence of marketing, which we have repeatedly noted, is that the production of goods and the provision of services must necessarily be oriented to demand, to harmonize production capabilities with market requirements.

In accordance with the essence of marketing, the following basic principles are distinguished:

1) produce what the consumer needs;

2) enter the market not just with the offer of goods and services, but with the means of solving consumer problems;

3) organize the production of goods after research needs and demand;

4) focus on achieving end result production and export activities of firms;

5) apply the tactics and strategy of actively adapting the production of goods to market requirements while influencing the market.

Modern marketing is a complex socio-economic phenomenon, which is most correctly considered as a combination of four activity factors:

1) philosophy of interaction and coordination of business activities;

2) management concepts;

3) means of providing advantages in a competitive environment;

4) the method of finding solutions.

All of the above allows us to conclude that the main purpose of marketing comes down to the formation and constant development of the exchange process in order to make this exchange mutually beneficial for all the subjects participating in it. The main purpose of marketing from the point of view of microeconomics is the focus of the entrepreneur on the interests of the consumer.

From the point of view of macroeconomics, marketing is designed to align needs and resources. As J. Steiner rightly notes, “the problem is solved in such a way that the use value is maximized, and at the same time, resources are planned in such a way that the greatest social benefit is achieved. From the point of view of the hotel company, the significance of the marketing function is to balance needs with the possibilities of resources in such a way as to ensure profit and achieve other goals.

Questions and tasks 1. What is the reason for the emergence of the theory of marketing management?

2. What marketing concepts do you know?

3. What is the meaning and significance of the production, marketing and consumer concept?

4. What are the underlying processes in the mechanism of development of production and the market associated with the evolution of the concept of marketing?

5. Expand the content of social and ethical marketing?

6. How did the approval of the market concept affect the organizational structure of enterprise management?

8. What profound changes in the structure of the productive forces of society brought to life the strategic concept of marketing?

9. Who first proposed the 4-R model, and what are the main elements that make up this model?

10. What are the main stages in the evolution of marketing as a science.

11. Describe the main stages in the development of marketing in Russia.

12. When did the concept of relationship marketing appear and what are its features?

13. What are the main goals and objectives of marketing.

14. Describe the basic principles of marketing.

Lecture 2. The subject of marketing analysis 2.1. Content and goals of marketing analysis 2.2. Research of the microenvironment of the enterprise (internal environment) 2.3. Study of the macroenvironment of the enterprise (external environment). Analysis of STEP factors 2.1. The content and goals of marketing analysis The content and subject of marketing analysis in modern conditions is a set of measures to study a wide range of problems associated with the process of creating and selling enterprise products. What is more expedient when entering the market for a commodity producer - to rely on a product that he already has, or to carefully study the needs of the prospective buyer and adapt the goods to him? In other words, what is primary in the promotion of a product - the product itself or the market with the factors that determine it? The search for the right answers lies in the study of all elements of the marketing mix, which are divided into internal (controlled) and external (uncontrolled). The internal (controlled) elements include everything that the enterprise can influence and that depends on the talent and abilities of managers, namely:

The amount of investment;

Price and pricing policy;

Sale form.

All these elements form the marketing mix, on which the organization manages marketing activities and tries to best meet the needs of target markets. These elements are also the main objectives of the enterprise operating in the environment (microenvironment) of buyers, suppliers, competitors and marketing intermediaries. We will dwell on the study of internal elements in detail later in separate chapters.

External elements that are not subject to market actors, manufacturers, form the macroenvironment of the external environment (Fig. 2.1).

These primarily include:

natural factors;

Legal regulation and political system;

demographic factors;

Socio-cultural factors;

macroeconomic factors.

"Far" external environment Social Technological Social factors factors "Near" external environment Costs Market Department Competition factors Political Economic factors factors Pic. 2.1. External environment model Uncontrollable factors also include such important components of the market microenvironment as consumers, competitors, suppliers, etc.

Since the management of the organization cannot directly influence such environmental conditions as, for example, political instability, lack of a legal framework, it must adapt to these conditions in its marketing activities. Sometimes organizations can take a more aggressive approach and change public opinion about their activities, establishing "informal" friendly relations with suppliers, etc.

2.2. Study of the microenvironment of an enterprise (internal environment) In the most general and broad formulation of the question, the subject of marketing analysis is the internal capabilities of the enterprise, the state of the market and all its subjects: consumers, competitors, suppliers and intermediaries.

Procurement, production and distribution play a significant role in decision-making in marketing. All services that ensure the normal operation of the enterprise should be under control and in direct working contacts with marketers: finance, information service and personnel policy.

The study of the capabilities of the enterprise is aimed at revealing its potential, strengths and weaknesses its activities and, in essence, is connected with a comparative analysis of its resources with real and prospective consumers.

The analysis is usually carried out on the basis of the reporting materials of the enterprise itself and additional sources of information: business inquiries, statistical samples, reports scientific organizations, professional, commercial and government publications.

It is advisable to study the potential of the enterprise in the following sections.

Production:

Volume, structure, production rates;

The range of products of the enterprise, the degree of its renewal;

Provision of raw materials and materials, the level of their stocks and the speed of use;

The degree of use of the availability of the equipment fleet, reserve capacities and technological novelty;

Existing infrastructure;

Ecology of production.

Distribution and marketing of products:

Transportation of products, transport possibilities and cost estimation;

Storage inventory, level of stocks, their location and speed of circulation, capacity storage facilities and repositories;

Possibility of finishing, packaging and packaging of goods;

Sale by individual sales territories, goods, intermediaries, distribution channels.

Organization structure and management:

Organization and management system;

Number and professional composition of employees;

Labor cost, staff turnover, labor productivity;

Corporate culture.

Marketing:

Research of the market, product, distribution channels;

Innovations;

Communication links and information;

Marketing budget and its execution;

Marketing plans and programs.

Financial stability and solvency;

Profitability and profitability (by goods, intermediaries, distribution channels);

Own and borrowed funds and their ratio.

The indicators listed above in the process of peer review for clarity can be presented in the form of tables and graphs. An integrated analysis of the enterprise's capabilities in the following areas can also be carried out:

By products (which items of the assortment have the highest or lowest turnover, the sale of which products brings the highest and lowest income);

By markets (which markets are the most and least priority for the company's products in terms of turnover and income);

By industries (in which industries the company's products are sold, what market shares belong to the company in these industries);

By consumers (who is a regular consumer of the company's products, what attracts them to this product, what needs to be done to attract new consumers).

It is expedient to supplement research based on intra-company information with the method of "studying the enterprise from outside", using surveys of end users, traders, experts and other specialists for this.

2.3. Study of the macro environment of the enterprise (external environment).

Analysis of STEP factors Most managers deal with four components of the external environment (social, technological, economic and political).

External environment outside the department, but within the organization.

This concept corresponds to the position that customers and suppliers can be both internal and external to your organization. In this case, consumers within your organization may be considered.

The external environment outside the organization usually includes suppliers and customers, competitors.

The external environment in the broad sense of the word covers social, technological, economic and political factors (Fig. 2.2).

General social, technological, economic and political factors Competitive environment Competitor Customers and suppliers Other departments Your department Figure. 2.2. Different 'layers' of the external environment A manager has various personal reasons for taking an interest in the external environment. On the one hand, a deeper knowledge of the external environment improves the understanding of the organization as a whole, on the other hand, it allows you to get an idea of ​​​​what other people outside the organization are doing and why. In turn, this allows you to better predict the work of the organization and reduce the likelihood of extreme situations that require extraordinary actions. In addition, the ability to analyze and predict the state of the external environment is an important quality of a marketer that determines his work efficiency, as well as the possibility of professional and career growth.

Few private sector organizations or not-for-profit organizations could survive as independent businesses for long if they:

a) did not provide goods or services needed by their customers;

b) did not work with a sufficient level of profit.

Ultimately, public institutions such as local governments cannot function without some reasonable balance between what they do and what those who pay them want. This relationship is the basis of marketing: assisting customers/customers (internal or external to the organization) in achieving their goals by providing appropriate products or services for reasonable price. This kind of activity, of course, faces problems of definition:

Consumers/customers;

Consumer/customer needs;

Goods and services that could meet the needs of consumers/customers;

Eligible costs to produce the required goods or services;

Ways to maintain and develop relationships between your organization and your customers in the future.

The task of producing goods and services requires activities, from personal to marketing, - design, manufacture. These activities play an important role, but it is not necessary to start with them. Consumers, as we have noted more than once, are the beginning of all beginnings in marketing.

Understanding, forecasting and responding to the external environment are signs of a living, active organization. Organizations of people and socio-economic systems in general, which isolate themselves from the outside world and withdraw into themselves, inevitably wither, perish or disintegrate, sometimes quite dramatically. Sensitivity to external influences and bringing the organization's strategy and processes in line with these changes is a requirement of life itself.

From the standpoint of modern management theory, the state of an organization depends on how successfully it responds to external influences of various nature. Analyzing the current situation, it is important to single out the most significant factors in specific circumstances, the interrelated consideration of which allows solving the existing problems. At the same time, it is important to assess whether these factors are internal or external in relation to this organization, since the possibilities of influencing them are different.

Given these circumstances, we divide the external environment of the organization into two groups of factors, as shown in Fig. 2.2.

STEP factors (social, technological, economic and political) represent that part of the “far” environment over which managers can exercise little influence, let alone control;

and yet these factors can greatly influence the performance of your organization. Marketers and managers need to understand this part of the environment in order to put their organization in the best position to capitalize on a favorable situation and to counteract many adverse factors.

The environment that you can most influence and manage is the internal environment, i.e. the activities of your organization.

Let us first dwell on the analysis of STEP factors in more detail.

Social factors The governments of many countries, with the help of their statistical services, publish data reflecting the dynamics of social indicators. Some of these changes can happen fairly quickly, while others take longer.

In the UK, the Central Bureau of Statistics publishes a compilation of "Social Trends" ("Social Trends"). By using these materials, along with other central government publications such as the General Household Survey and the Labor Force Survey, one can gain an overview of the factors that may affect your organization.

Let's pay attention to a group of social factors that have a significant impact on organizations. Significant social changes have taken place over the past 20 years, including:

Increasing the volume of work performed by people who are not full-time;

Increase in the number of jobs occupied part-time;

Increase in the number of private entrepreneurs;

Increasing the number of employees with higher education or improving their qualifications.

The trends that emerged in the late 1980s relate mainly to lifestyle and family structure. In addition, the impact of the earlier decline in fertility was also felt in the form of a reduction in the number of young marriages, together with an increase in the number of workers retiring early and an increase in the proportion of the elderly population. The fall in the birth rate and the increase in the number of elderly people today have a significant impact on the markets for many goods and services and greatly affect the work of local and central health departments.

Significant changes are noted in the nature of family life here in Russia. The “traditional” family with two parents and children dependent on them has become the least common type of family compared to registered and unregistered childless couples (the largest group) and single people. Global trends in family structure changes in the last decade of the 20th century are shown in Fig. 2.3.

Percentage of population aged 65 and over to population aged 15 to 64 1990 Netherlands United Kingdom Ireland Denmark Germany Portugal France Belgium Spain Italy 0 10 20 30 40 Sources: European Pension Federation, Eurostat

Rice. 2.3. Changes in family composition In 1990, about 25% of English families consisted of one person as a result of a divorce, the death of one of the spouses, or as a result of a decision made by people. Employment and social security legislation in European Union allowed women to return to work soon after the birth of a child, but there is another side to the issue of parental rights. While some mothers return to work out of economic necessity, there are others social groups where families have up to four or more children, as if declaring: “Look, we can afford to have many children!” It is clear that industries producing products for children under 9 benefit from this, as do baby food firms. The analysis showed that 90% of mothers who have a job face certain difficulties in combining the roles of mother and worker and try to compensate for this by buying semi-finished products, which contributes to the prosperity of manufacturers and dealers in the corresponding specialized products.

Technology also has a significant impact on many organizations, both in the form of threats and opportunities. There is virtually no aspect of business that is not affected by change. Even in the traditional fields of biotechnology and communications, technological progress has greatly influenced the equipment of firms and individual consumers. Some of the technical innovations have become regular entrants into our daily lives and may have changed the way we work and play. Many examples can be given to prove this. For example: use of modems and advanced telephone lines, CD players, remote control of video equipment and television.

We must consider technological factors in our environment. When we watch or listen to news programs, we get a lot of information about technical innovations: programs about the auto industry will almost certainly show a robot hand welding a car body. Any well-known person being interviewed on a burning topic, which was previously shown against a backdrop of bookshelves, can be shown at a personal computer.

Economic factors Among the most important STEP factors, which are classified as economic, the following can be noted:

Energy prices;

Interest rates;

exchange rate;

Taxation;

inflation rate;

Economic growth or recession.

You can consider other economic factors that affect your organization, but those listed above already form a good basis for analysis and cover many aspects of business activities. Many economic factors are determined by political decisions.

Modern technological developments and production processes require high energy costs, so the tariffs for various types of energy become important information when a manager decides on the choice of an energy carrier. Having made the choice of energy source, the organization may become "closed" to it, since the transition to another type can be very expensive.

Even energy producers have to consider what it costs to generate electricity. It can be produced using oil, nuclear power, gas, coal and water power, and these methods compete with each other. Electricity suppliers are forced to look for the most economical method of production in order to reduce the price of their "product".

One of the most important factors for businessmen is interest rates. In the late 1980s and early 1990s. There were high interest rates in many industrialized countries, and especially in the countries of Western Europe, where these levels were maintained for quite long periods and subsequently affected the competitive environment.

Another important economic factor is the exchange rate. If an organization's business is dependent on fluctuations in the national currency, then management must monitor its ups and downs.

Billions of francs, German marks, dollars, pounds sterling and other currencies are exchanged every day, and the number of factors affecting their individual exchange rates can be quite significant. Trade speculation, rumors, and even the speech of the Minister of Finance can significantly affect the exchange rate.

A depreciating exchange rate can be both a threat and an opportunity for an organization. It may increase unit profit or competitiveness by lowering the price of the product in foreign markets, but at the same time it may increase the price of imported raw materials or capital equipment. Meanwhile, when the exchange rate of the national currency falls, the exchange rate of the currency of the competitor's country may increase. This will probably increase the price of goods exported from that country and further increase the relative competitiveness of your enterprise. Changes in the exchange rate may also create an opportunity to replace foreign imports with domestic products.

Attempts to manage the exchange rate are not always successful, however well-intentioned they may be. As events in the foreign exchange market from September 1992 to mid-1993, driven by the European exchange rate mechanism, showed, the volatility in the foreign exchange markets had a significant impact on some firms and the economies of a number of countries.

Taxes, inflation and economic growth are very important factors that are highly dependent on political events. These factors are different in each country and affect the competitiveness of individual organizations and the state economy as a whole.

Taxation Levels of direct (income) taxation are set by the government and are determined by the current and expected economic conditions in the country. In the direct case, the levels will vary within each country, while the expected conditions may be agreed between groups of countries. One of the objectives of the European Union single market program is to ensure that the rates of value added tax on groups of goods and services are the same in all countries of the Union. In contrast to this approach, in a country as large and complex as the United States, there are both federal (valid in all 50 states) and local (each state has its own) taxes.

In Russia, the taxation system is also a lever of economic regulation both at the federal and municipal levels.

Inflation For many countries, the inflation rate is an important indicator of economic development and a key government objective.

When the term "inflation" is used, it is important to understand what type of inflation is meant. In the UK, this is usually understood as the Retail Prices Index (RPI), which is a measure of changes in general price levels related to the list of goods and services purchased by individual consumers. This set includes groceries, car and home heating costs, and eating out. Quite different from this indicator is the measure of inflation used by the UK National Health Service to calculate the cost of medical equipment, medicines, and provision of medical institutions, which is called the Health Service Cost Index (HSCI). The difference between these inflation rates can be significant because they have different bases. There are a number of other indicators of changes in price levels in the economy. An example of one commonly used in Russia is the cost of the "consumer basket".

Each country has its own method of calculating inflation, and this fact can make comparing inflation rates across countries difficult and sometimes pointless.

Economic Growth The combination of low inflation and rising rates of economic growth is a recognized goal of many governments in both developed and developing countries, and the question remains how to define economic growth. In today's economy, continued economic growth is synonymous with growing consumption of goods and services by an affluent society, regardless of where those goods and services are produced. Increased economic growth can affect the balance of payments if this growth is based on increased imports of goods. High economic growth rates can also lead to inflationary pressures, so economic factors must be carefully balanced. Another disadvantage is that economic growth can be achieved at the cost of social costs, such as increased pollution.

Marketers need to consider not only the stages and rates of economic growth in their own countries, but also analyze how these indicators change in other markets, because economic growth rates can be different in different regions of the same country.

For the government, economic growth is also an important factor, as it can lead to higher levels of employment and consumption. The latter may increase state budget revenues in the form of direct or indirect taxes and reduce the payment of social welfare benefits. social security such as unemployment benefits, sickness.

The influence of political STEP factors can be very broad, ranging from the effects of changes in government to the results of policies pursued by individual ministries or government agencies. Such changes can have important implications for both individual firms and entire sectors of the economy.

The influence of political factors depends on the nature and size of your business. Here are some of a number of factors that have emerged since 1990:

The transition of Russia and other Eastern European countries to a market economy has opened up new opportunities for investment and firms;

Implementation of the program for the creation of a single market of the European Union;

Greater participation of the private sector in the activities of the public sector of the economy has created additional opportunities in certain industries or sectors of industry;

Declining military spending has created an employment problem for both the defense industries and the armed forces.

Most of the above list contains factors related to the governmental or international level.

At lower levels, a certain decision of the local administration can greatly affect the competitive environment, for example:

Expected building permit for a new general-purpose department store;

Prohibition of automobile traffic in some urban areas;

Construction of new roads;

Development of housing construction.

One of the ways that local authorities use to minimize the effect of these changes is to work in cooperation with commercial construction firms. The new roads and other facilities required by the construction of the new supermarket were paid for by private firms, with the entire local population benefiting, not just the patrons of the new supermarket. Such benefits are called "planned gains".

Marketers also need to consider political cycles at the national and local levels, because at the beginning of such cycles the costs of the central government and local administration are carefully controlled, but towards the end of the cycle, when new elections are looming, funding usually increases as a result of attempts to influence the outcome of the vote.

In conclusion, it should be noted that none of the STEP factors can be considered in isolation, most often they are interrelated. An example is issues related to the protection of the environment (this refers to the actions of "green" and environmental measures). In many cases, these problems are driven by economic factors, such as the need to conserve and protect valuable resources that may be threatened by social factors such as high birth rates. Technological advances can both contribute to environmental pollution and be used to protect it. Environmentally oriented political parties are being formed that seek registration from governments. If all these interactions are taken into account, the environment model in the form of STEP factors is effective tool ana lisa.

Questions and tasks 1. What is the main subject and purpose of marketing analysis?

2. Name the main elements of the enterprise microenvironment.

3. In what areas is it more appropriate to analyze the organization's microenvironment?

4. List the main subjects that form the competitive environment of the enterprise.

5. According to what characteristics is it advisable to analyze the main competitors?

6. What are the main features for which it is necessary to conduct a marketing analysis of suppliers.

7. What does the concept of "enterprise macro environment" include?

8. What factors most influence the formation of the organization's macro environment?

9. Expand the content of the analysis of the STEP-factors of the environment.

Lecture 3 Marketing Analysis competitive environment 3.1. Features of the marketing approach to the study of the competitive environment 3.2. The main subjects of the competitive environment of the enterprise and from the industry 3.3. Analysis of the competitive capabilities of enterprises at different stages of industry development 3.4. Analysis of market positions of competitors. Evaluation of goals and intentions of competitors 3.1. Features of the marketing approach to the study of the competitive environment The last years of ongoing reforms have shown that not all enterprises are ready to compete and actively participate in it. Many of our enterprises, even with a number of competitive advantages, often do not enter into competition and are far from realizing their potential.

In marketing, competition is understood as a struggle for the consumer, the struggle for the right of a given firm to most fully satisfy the consumer's demand. Such competition is possible only in the buyer's market, and it is ultimately carried out in the interests of the consumer.

Analysis of the activities of competitors, as well as consumers, must be considered as the most important component of the market research process.

Important in setting the goals of competition is the marketing orientation of the enterprise. In this connection, the formulation of the objectives of the study must begin with the clarification of the main priorities of the enterprise in the field of marketing. To do this, it is necessary to answer a number of questions that contribute to the choice of the most important directions for the development of the enterprise.

Firstly, it is necessary to understand what changes have taken place in the marketing environment of the enterprise, secondly, to reveal in which direction the enterprise should develop and, thirdly, to imagine how to move to a new state.

Full knowledge of marketing tasks for the coming period of time allows us to identify the most significant aspects of the activities of competitors; the quality and completeness of the analysis depend on the composition of the analyzed competitive enterprises.

The study of the competitive environment is a specific and independent stage of analysis necessary for the formation of a more complete and accurate idea of ​​the internal motives of the behavior of competitors.

The competitive environment of an enterprise is formed by a wide variety of factors that have a different period and intensity of action.

3.2. The main subjects of the competitive environment of the enterprise and industry In modern theory and practice of marketing, the approach to the study of the competitive environment proposed by Michael Porter is very popular. He identifies five main competitive forces (subjects) operating in the intra-industry and inter-industry environment, including (Fig. 3.1):

1) the state and its policy in the field of competition development;

2) enterprises entering the industry and intensifying competition;

3) consumers of products that put pressure on enterprises in the industry;

4) suppliers of raw materials, materials, components to the industry market;

5) producers of goods - substitutes, occupying a part of the sectoral market.

State:

policy in the field of competition development Enterprises, Enterprises entering the industry producing substitutes Industry enterprise Threat of new ones Threat of new competitors ditch substitutes Competition Pressure Pressure with enterprises of the industry consumers suppliers Consumers Suppliers of industry products on products industry market Fig. 3.1. The structure of the competitive environment of an enterprise The main areas that determine the nature of state regulation of the economy in general and competition in particular are:

1) antimonopoly policy;

2) financial policy stimulation of competition;

3) regulation of export and import of products;

4) participation of the state in the production and sale of products;

5) state standardization of products;

6) regulation of mining, prices for raw materials, materials, water, land;

7) patent and license policy;

8) social protection of consumers.

After a thorough study of the competitive role of the state as an economic entity, the second most important and influential entity is enterprises re-entering the industry or markets.

There is a widespread concept of "barriers to entry into the industry", the height of which must be taken into account both by organizations located inside the industry and by organizations intending to enter a new industry. For the former, the higher the barrier, the better; for the latter, the opposite is true. The height of the barrier depends on a number of factors:

1) "economy of scale". Usually a new enterprise that enters an industry incurs higher production and marketing costs, and if market prices are equal, it may receive lower profits and even incur losses;

2) familiarity with the brand of goods. Consumers become accustomed to certain brands of goods and are often reluctant to change their tastes.

The process of creating a new brand is very expensive and complicated, and not every company can afford it;

3) fixed costs associated with entering a new industry.

These costs may be associated with following new standards, design requirements, etc.;

4) the cost of new fixed assets, which in most cases are necessary to create a new product;

5) access to the distribution system. Manufacturers already in the industry may create barriers for new producers to enter distribution networks. The creation of new sales networks is associated with additional, rather significant costs, and not every enterprise that re-enters the industry can afford it;

6) access to the supply system. Special obstacles and barriers may be organized in the supply chain by the former producers;

7) lack of experience in the production of this type of product. Usually, a new manufacturer has a higher cost of production than traditional producers in the industry, and this serves as an additional barrier to entry into the industry;

8) responsible actions of the enterprise in the industry, aimed at protecting their interests. Traditional producers can organize lobbying for their interests through tax and other incentives. They may refuse to sell their patents, engage in price-fixing finished products or raw materials, and all efforts to successfully overcome the previous obstacles will be in vain for a new enterprise entering the industry.

Consumers play an exceptional role in shaping the competitive environment. The latter influence the interests of competing enterprises whole system means leading to a decrease in prices, an increase in the quality of products and an increase in its volumes. The strength of the influence of different consumer groups on the intensity of competition largely depends on the following conditions:

Volumes of information about products manufactured in the industry (greater completeness of information increases choice and intensifies competition).

The level of development of vertical integration of production among consumers. If the product purchased by the consumer is simultaneously produced by the consumer himself, then the latter has the opportunity to put pressure on the manufacturer under the threat of stopping purchases and switching to self-sufficiency.

Consumers who buy most of the products produced by a particular enterprise put pressure on it under the threat of reducing purchases.

A high degree of organization of consumers into consumer unions, the existence of laws on consumer rights.

High standardization of products, which determines the situation in which there is big choice producers of the same product and, consequently, the absence of significant obstacles to switching the consumer to another producer of this product.

The assessment of the position of suppliers depends on the type of market in which suppliers and industry enterprises operate.

If this is a supplier market, then they dictate their terms to the enterprises of the industry, and the latter are in a less advantageous position in comparison with the situation when they dominate the consumer market. Suppliers influence competition mainly through the price and quality of goods. The strength and influence of suppliers is determined by the following conditions:

High quality of supplied products;

The volume of products purchased from suppliers. Significant volumes of purchases make suppliers dependent on enterprises;

The costs required to switch to other vendors' products (which often requires new technologies, equipment, etc.);

Possible change of suppliers;

The absence of effective substitutes, which reduces the possibility of choice and reduces the requirements for the characteristics of the supplied products.

A high degree of differentiation of the supplied products (due to high level specialization of suppliers in the production of specific products) This significantly complicates the search for other suppliers of similar products;

The industry consumes an insignificant part of the products supplied by suppliers, so the change in prices for this product does not significantly affect the cost and price of end products manufactured in the industry.

Finally, there is a need to research and assess the threats posed by the fourth force, the producers and traders of substitute goods.

Substitute products are an important factor influencing the intensity of competition. For substitute products on the market, the price attractiveness rule applies:

if the price of one of the goods increases, then the demand for another, which is its substitute, increases. As a result, there is a reorientation of buyers to manufacturers who create cheaper goods.

The threat from manufacturers of substitute goods is the more significant, the more:

a) the number of effective substitutes for manufactured goods;

b) the volume of production of substitute goods;

c) the difference in prices between the original product and substitute goods in favor of the latter.

The market is very often replete with goods that illegally imitate well-known brands, trademarks. Such substitutes-imitators in modern conditions significantly intensify competition, and they need to be constantly monitored by marketers and develop strategies to combat them.