Why do you need a marketer in a company. How to organize effective marketing in the enterprise. Let me give you a couple of examples from my own life.

29.03.2020

Today it is difficult to imagine a modern company that does not have staff department marketing and advertising. Even at small enterprises that are not able to maintain a full-fledged marketing and advertising department, there is a person on staff who deals with these issues. Often this person is the director of the enterprise himself.

Marketing in an enterprise is as important as advertising. A company that does not follow the actions of its competitors will never be able to claim the place of the market leader, as it will make the same inevitable mistakes as its competitors. It is also very important to keep track of new products and advertising activities offered by competitors in order to successfully promote your product or service in the market.

Many large companies that have their own full-time marketing and advertising department still turn to marketing agencies in order to order marketing research from professionals. Marketing research helps to competently promote your product and take your company to a new level.

Also, before launching a new product or service, it is important to carefully research the market of competitors in order not to act blindly and prevent failure.

Monitoring competitors is just as important for the success of the company, as are such important things as the price of your product or range.

Also, before launching any project, a competent and thoughtful business plan and an accurately calculated budget are very important. The very concept of the product you offer is also very important. and terms of sale. These conditions include price, product and service quality, and many other factors.

Also, do not forget that marketing and advertising is only a tool that helps you offer a product or service. The correct positioning of the goods also determines who and how much will buy from you and at what price.

It is important to understand that it is not possible to organize the entire workflow and solve all existing tasks by the forces of one company. Moscow Marketing Agency, conducting marketing research market, found that only those companies achieve success in which marketing activities are well established.

Surely you have met such people who work effortlessly, and everything they come up with flies like hot cakes. Those who spend considerable resources on building a marketing system in business always want to ask these lucky ones: “How do you do it? How much do you spend on advertising? And the answer most often sounds: “Why do I need advertising: it sells itself!” My marketing research teacher used to say that if everything sells, there's no need for marketing. Let's see how true this statement is.

Marketing is not promotion or advertising

Advertising is any communication that we carry out for the direct sale of our product. The advertisement will be a post on the social network with the call “Come to the training!” and a TV commercial promising "My yogurt is the best!"

In a situation where “everything is already on sale,” advertising is really not needed. When production capacity are fully loaded, there is an opportunity for growth: you can increase production, expand product line and so on. And with growth, advertising support may be required. But here and now it is not needed.

BUT promotion- these are actions aimed at maintaining your brand as a whole. This includes speaking at conferences, interviews, publications in some publications, blogging, and so on.

Even if everything is sold here and now, promotional actions are most likely justified as an investment in future sales. You don't need a promotion if you're suffocating under a flood of applications and your problem is small opportunities. Simply put, you cannot and do not want to make more product or provide more services. And if you wanted to, you would expand production - which means you would need support in the form of promotion and advertising.

Marketing is a broad concept.

Marketing is needed to understand what product A will be and how much it can cost. Come up with such discounts that they are in favor of profit. Or vice versa, you have to raise the price. You need to come up with product B and make it so that after buying product A, the client automatically buys B as well. Creating product packaging also applies to marketing. Packaging can be both tangible and intangible (descriptions and evidence for sale). It will not be superfluous to build an affiliate system in order to sell your product by proxy. And you also need to understand what prevents your client from choosing you, talking about himself in such a way that “superfluous” ones, not your clients, do not come. All this is marketing.

Does anyone really need marketing?

I believe that strong intuitives, who are not interested in achieving any specific indicators in their business or private practice, do not need special marketing actions.

Strong intuits are precisely those who "sell themselves." It seems to me that this is a special talent - to feel your client and intuitively do exactly what the client needs, and exactly the way it is needed.

If this is you, then maybe you don't need to bother yourself with marketing in order not to frighten off inspiration. After all, it is known that when trying to complicate things, simple intuitive solutions can suffer. And using inspiration and the sixth sense as fuel, you can do successful projects without a "smart" marketing basis.

On one condition - I mentioned it above - if you do not have clear quantitative goals in your project and there is no task of growth in business.

For example, if you make handmade jewelry (teach English via Skype, conduct psychological consultations), all this is sold by word of mouth, according to acquaintances, feeds you enough to make you happy and carefree, and you do not have the goal of building a project that brings, say, passive income, when you may need separate marketing tools (for example, you go to make a convenient website or competently manage social networks), then the system may not be built. And so there is something to eat.

Note that I am not saying that such intuitive projects without KPIs (target indicators) are bad. It's great, actually. I believe that it is not the person who serves the business, but the business person. And if you personally are happy in your business, then why load this happiness from above. I myself periodically dissuade me from going to trainings exactly for this reason.

In other cases, as soon as you set out to make a business, grow a private practice into some kind of stable and profitable system, develop a freelance project, marketing is your first and best friend.

The main thing to remember is that marketing is not general advertising or senseless and merciless promotion. This is the construction of such a system (from scratch, from the foundation, from getting to know yourself and the client, from carefully thinking through the product, and so on), in which even advertising may be superfluous. As a last resort, you will know which buttons to press so that the marketing system you have created works stably.

need marketing?

Hi all! In my last article, I talked about what marketing is not. This article will be its opposite: I will tell you what marketing is for, what it is in general, and I will dwell on the principle of 5P in marketing!

Marketing is profit!

Let's skip the history of marketing and the stages of its development and turn to reference books for a definition: “Marketing is the study and organization of activities in the market of goods and services aimed at ensuring sales, promotion of goods from producer to consumer”.

Too boring and incomprehensible how to put it into practice, let's rephrase:

Marketing is the science (or art) of offering the right product in the right place at the right price in the right way for profit.

From the last lines it is clear why an entrepreneur needs to understand marketing - “in order to make a profit”

What is the 5P principle in marketing?

Let's analyze the whole definition for individual phrases and get a marketing mix. In this case, we will use not its classic variation 4P, but a more advanced one - 5P and consider a further modification of this cocktail.

So, 5P (Product, People, Price, Place, Promotion):

Product

We determine the product or service that we will offer to the consumer. What will it be? What format will the product be? Will it be liquid, viscous, solid or gaseous? What design will the product have and what functionality will it carry?

"What nonsense?!" - you say. “And it’s so clear that I’m in construction or bread production and I don’t need knowledge in marketing.”

But this is not enough! Suppose an engineer has created an innovative product - an unmanned vehicle. This is a real shock to the technological world.

But our innovation can gather dust on the mezzanine if it does not find the right application. It is necessary to research the market in order to understand under what sauce to serve our services or product.

People

So you've come up with a great product. But we remember that the main goal is the acquisition of profit.

Who will we be selling this product to?

At a minimum, we need to segment our target audience according to socio-demographic characteristics. And even better - in terms of behavioral characteristics. What is the logic behind the behavior of lovers of expensive cars? Where do they rest? What do they eat? What books do you read in your spare time? What do they even breathe?

Pricing

A truly underestimated aspect by Russian marketers.

We are ready to make a cool product, find a cool audience... And at the same time we take the price from the ceiling. We can dump, or we can overestimate and immediately call ourselves a comfort class.

But pricing is a whole science that includes price factors, the political environment, and much more.

In short, you need to remember that the price should ensure the profitability of the company, be interesting to the buyer and at the same time allow you to maintain the presence of the product and its sales at an irreducible level.

Place

When we have a product, its price and the target audience, there is very little left before making a profit. You need to place a product or service somewhere.

This is the place - the place of sale, accessible to your target audience.

What to choose - a retail network or online stores? How to organize an offline store? How to arrange goods? What should be the company's website? How do visitors perceive information on it, is it convenient for them?

Promotion

The cherry on our cake. All other items have been completed. A store with goods and adequate prices is ready, the portrait of the audience is clear, but there is still no profit.

4P, 5P… Or maybe 7P?

We looked at the marketing mix based on the 5Ps. There is also its classic variation - 4P (Place, Product, Price, Promotion).

And then there is the extended 7P model, where Process (processes) and Physical Evidence (Physical proof) are added.

Processes - refers to the process of providing services. Take, for example, McDonald's and their speed of customer service, or lamoda with delivery and fitting at home.

Physical evidence (Physical Evidence) - this includes the reputation of the company, customer reviews, certificates and licenses, that is, everything that speaks of our competence and the quality of the services provided, product, service in the market.

I will tell you more about marketing analysis methods in the next article!

Added: 02/11/2011, Modified: 06/06/2019

Everyone knows that a marketer must be smart, have logic and analytical thinking. This person does a lot of useful and necessary things, but what exactly is unclear. It is rare to find a "big boss" who admits that his company does not have a marketer. Even less often - a leader who clearly represents the specifics of this profession. Let's dot all the "i": what is marketing, how to evaluate its effectiveness, how much money to invest in it, and most importantly - what does the marketer have to do with it?

Let's open one secret right away - marketers are not magicians, if your company does not have a clearly built production strategy, financial and organizational model, then a marketing specialist will most likely have nothing to do. The fact is that marketers play the role of tacticians, they unite overall strategy development of the enterprise with the ability to present the goods well. This is an intermediate link, the absence of which can break the overall chain of production - marketing. In the process of selling products, there are several very important issues– what exactly to advertise, to whom, how and when. So marketers usually answer them. What happens if you delegate this task to another person? This situation can be observed everywhere in our country: the company forgets about the consumer, and it is the client who brings the business all its profits. The fatal mistake of most managers is making a decision on the production of certain products in the absence of ideas about what and how will then be sold.

So what does a marketer do? In our opinion, marketing is divided into two types of activities - "incoming" and "outgoing". The first group combines activities aimed at obtaining knowledge about the market. This information allows you to better understand what the consumer expects from your product. This information allows you to form the so-called "outbound marketing", this is direct communication with your potential customers. At this stage, it is very important to choose the means mass media- where your marketing message will be located - in newspapers, on radio, on TV, etc. The PR promotion strategy also plays a big role: what will be more effective: event marketing, sponsorship or other events. The "outgoing" activity also includes determining the method of communication with the consumer - this can be a direct mailing list or the organization of personal negotiations. Summing up, we can say that the tasks of a marketer are divided into two groups:

“inbound” activities are marketing research,
"outbound" activity - the actual advertising, which can only start when the marketing analysis, strategy and tactics of development are defined.

On our part, it would be reckless to reduce the role of marketing only to increase sales. As Philip Kotler said, "sales is just the tip of the marketing iceberg." In fact, we are talking about an exchange, the basis of which is the satisfaction of human needs and requirements. This process requires work: those who want to sell look for buyers and offer goods, and those who buy look for acceptable price. F. Kotler believed that "housewives carry out their own" marketing "when they are looking for the goods they need at prices they are willing to pay." However, we will talk a little about other marketing, the one that most modern businessmen face on a daily basis.

Let's start by telling a little story. One businessman bought a pizzeria in the city center using credit money taken on the security of his apartment in the center. In the first year of its existence, the business brought in an income of 5,650,000 rubles, but then came financial crisis. The bank reduced the repayment terms and raised the loan rates. After conducting research, the entrepreneur came to the conclusion that in order to repay the loan, he needs to increase his turnover by 54%. Do you think it's a real challenge to double your profits?

More than real, the question is which strategy to choose. Our businessman friend decided to focus on three areas: increasing the number of restaurant visitors and those who buy takeaway, increasing the frequency of purchases, and “pulling out” the amount of the average check. In other words, the initial situation was as follows: the pizzeria has slightly more than 500 regular customers, making an average of 3 purchases per week, with an average check of one purchase of 230 rubles. As part of this trend, at the end of the year, income will be about 4,140,000 rubles. As you remember, you need to earn 54% of this amount. It was decided to increase the number of regular customers by 5%, that is, to increase from 500 to 525. The average frequency of purchases will increase from 3 to 4. The amount of the average check will not be 230, but 255 rubles. These figures are not as intimidating as the unbearable 54%, these figures are much easier to work with. This story clearly shows how a talented marketer works - he breaks big indicators into smaller ones and makes an ordinary miracle out of their achievement!

By introducing, in addition to sales volume, new indicators (in particular, the number of buyers, the average frequency of purchases per client and average check this client), it is much easier to “pull up” each of the indicators. Of course, changes must be carefully monitored and controlled. Agree, only tactics with good business intuition can do this. Responsibilities of this kind lie outside the competence of the sales manager (he only communicates with the consumer) or the advertiser (who, in turn, is busy with the form of presentation of the material).

How much to spend on marketing?

One of the most pressing issues between marketers and their executives is that the latter cannot evaluate the return on investment in marketing. The work of a client manager can be analyzed based on the number of calls and meetings. The salary of a copywriter depends on the amount of written text. How to be in this case with a marketer?

In fact, the only thing that can be said for sure is that there is no definitive answer. There is no set fixed amount of how much to spend on developing a marketing policy. Each type and type of business will have its own figures. However, you can make a list of factors that affect the amount of investment in marketing, and these are:

competitive activity of the market - the general situation in the area of your professional activity,
sales models that are relevant for this industry - how the sales scheme is built,
the ratio of supply and demand - what you offer and how much it is in demand,
the amount of the average check - how much money one client brings you on average,
marketing activity of competitors - how much they spend on marketing,
territorial "accumulation" of customers - can they be found somewhere in one place or are they dispersed throughout the country,
the nature of the decision to purchase a product is a balanced or impulsive decision.

The list can be continued, however, these parameters will remain the main indicators. Large companies usually operate with a percentage equivalent of investments. That is, costs are defined as a percentage of gross income firms or a percentage of profits. This amount is given to structural subdivision, which controls the costs of marketing, and is distributed to them for priority needs.

For small and medium business owners, we would recommend a slightly different path. It will be much more efficient to calculate an indicator called “price per sale” or “price per client”. Determining this figure is quite simple - you need to sum up all the costs: for advertising, wages employees Maintenance etc., and divide this number by the number of deals made. This way you can estimate the costs of marketing activity. However, in this case we are talking only about the financial side of the marketing policy. The effectiveness of the marketer's work will also be evidenced by such factors as increasing brand loyalty, expanding the scope of the market presence, etc.

Marketing on the brink of conflict

The profession of a marketer in itself is quite new for Russia. Until recently, only a recruiting professional could explain the differences between brand managers, advertising managers, and PR specialists. Today in any big company there is a marketer, however, often other employees cannot really tell what their colleague is doing. In this regard, there are some difficulties in the sphere of delimitation of duties and determination of the direct head of the direction.

Obviously, conflict resolution technology depends on the company's management system, psychological climate, business organization and other factors. Let's try to highlight the main points of contention that may arise between a marketer and his colleagues.

Conflict between marketer and manager. The most banal situation is the difficulties in the distribution of the budget. The boss wants to see an increase in sales, and the employee talks about insufficient funding. What to do? There is a popular joke in the advertising world that every time you invest money in advertising, half of the money is wasted - it's just not clear which half. Seriously, you must always remember that sales are statistics. The best way out of this situation is to record all the numbers: how much is spent on developing marketing strategies, and what result the company receives in the end.

Conflict between the marketing department and the sales department. It’s not for nothing that we talk about departments at once, because most often misunderstandings arise not between two people (such corporate disputes are easier to resolve), but between “offices”. Sellers do not have a clear idea of what marketers are doing, and the latter, in turn, do not see the point in cooperation. In fact, these two departments must work together, and it is the task of the leader to organize this partnership. The easiest way is to unite people by setting a common goal for them and ensuring maximum information openness. In this regard, a mutual reporting system can be very effective, clearly demonstrating how many successful transactions were concluded, for what amount, what is the percentage of attracting new customers. This will help assess how promising the current marketing strategy is and determine further development plans.

Conflict between marketers and advertisers. Very often, people involved in the development of advertising concepts focus on creativity. In their opinion, advertising should be remembered, delighted and surprised, and this is already from the field of art. Let me tell you one interesting story. We knew a company that was engaged in the production of finishing materials. During the crisis, she significantly reduced advertising costs. Tough measures were taken, but, as it turned out, absolutely ineffective - the level of sales remained at the same level. In fact, this situation was observed with all creative advertising - it was she who "crumbled" from the pages of glossy magazines during the crisis. And all because such advertising is not able to generate demand, it is useless. When choosing between creativity and efficiency, think about what the consumer will prefer. What is important for your customer - an unusual design solution or the most reliable information about the product? The bottom line is that the marketer must provide the advertiser with all the necessary resources and tools to create selling advertising.

We tried to cover all aspects of the profession of a marketer, but, of course, there are much more nuances. Marketing itself is formed in our country in the image and likeness of Western business, however, much more slowly. Nevertheless, we are confident that in the future this area will grow into a fairly promising area of activity, in which it will be prestigious and profitable to work. There are already certain prerequisites for this, which is a good sign.

04Feb

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

Today you will learn:

What relates to marketing, functions and types of marketing;
What are the marketing strategies in the enterprise, and what does it consist of? marketing plan;
What is marketing in business and how to distinguish it from business to consumer;
What is it and how not to confuse it with a financial pyramid;
What is internet marketing and its benefits.

The concept of marketing: goals and objectives

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

Explaining in plain language marketing is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers consider marketing as a business philosophy, i.e. the ability to study the market, the pricing system, predict and guess the preferences of customers, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that purpose of marketing in the enterprise is customer satisfaction.

And the well-known economic theorist Peter Drucker notes that the main goal of marketing is to get to know the client so that the product or service can sell itself.

To achieve the goal of the organization, marketing activities involve solving the following tasks:

Detailed market research, deep Scan customer preferences;
Careful study of the pricing system in the market and development of the pricing policy of the organization;
Analysis of competitors' activities;
Creation of a range of goods and services of the organization;
Release of goods and services corresponding to demand;
Service maintenance;
Marketing communications

When solving marketing problems, it is necessary to be guided by the following principles:

Studying the production capabilities of the enterprise;
The process of planning methods and programs for marketing a product or service;
Market segmentation;
Constant updating of goods and services, ways of their marketing, improvement of technologies;
Agile response of the organization to ever-changing demand.

Marketing Functions

Marketing performs a number of functions:

Analytical;
production;
Function of command and control;
Sales function (sales);
Innovative.

Analytic function involves the study of external and internal factors affecting the organization, the study of consumer tastes and the range of goods. It should be noted that it is necessary to analyze the internal environment of the organization in order to control the competitiveness in the market.

production function includes the development and development of new technologies, the organization of the production of goods and services, the organization of the purchase of material and technical resources, necessary for the enterprise. In addition, under production function refers to the management of the quality and competitiveness of the finished product or service, i.e., compliance with the quality of the product in accordance with established standards.

Command and control function ensures the process of planning and forecasting at the enterprise, the organization of the communication system, Information Support and risk management.

Sales function includes pricing and commodity policy organization, provides a system of product distribution and expansion of demand.

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

To solve problems and achieve goals in marketing activities, it is necessary to apply the following marketing methods:

Market research:
Interview;
observations;
Methods of demand formation and sales promotion;
Analytical methods:
Analysis external environment organizations;
Consumer analysis;
Analysis existing products;
Planning the range of future products;
Development of pricing policy;
Information Methods:
Advertising;
Personal selling;
Propaganda;
Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and the satisfaction of his needs.

Types of marketing

According to demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

Type of marketing	State of demand	A task	How to solve the problem
Demarketing	High	Lower demand	1. Raise the price
conversion marketing	Negative	Create demand	1. Development of a plan for promoting a product or service 2. Re-release of goods 3. Cost reduction
promotional marketing	Missing	stimulate demand	Reasons for lack of demand must be considered
Developmental marketing	Potential	Make potential demand real	1. Determine the needs of buyers 2. Create new product or a service that meets those needs
Remarketing	Decreases	Restore demand	Look for ways for a new revival of demand
Synchromarketing	fluctuates	stimulate demand	1. Adjust the price (lower if necessary) 2. Promotion of a product or service
Supportive Marketing	Corresponds to the offer	stimulate demand	Properly lead pricing policy, promote sales, conduct advertising, control costs
Counter marketing	Irrational	Reduce demand to zero	Stop product release

Demarketing - a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing during the cold season, when the demand for electricity increases many times over. Since this can adversely affect the entire power grid system, and very expensive equipment can fail, marketing workers develop programs to reduce demand or redirect it.

conversion marketing - a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan to promote a product or service, lower prices or re-release the product. To promote a product or service with negative demand, advertising and PR are used.
promotional marketing used when there is no demand. It is necessary to stimulate demand, taking into account the very reason for the lack of demand in the first place.

There may be no demand for products if:

The product is not relevant in the market;
The product loses its value;
The market is not ready for the emergence of a new product or service;

In order to interest the buyer and increase demand, the company uses tools such as a sharp decrease in the cost of a product or service, promotional activities, application of trade marketing methods, etc.

Developmental marketing - a type of marketing in which potential demand must be turned into real. That is, it is necessary to determine the needs of buyers and create a new product or service that meets these needs.
Remarketing used in a situation where you need to revive demand. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into a product or service. For example, the Clear Vita ABE Anti-Dandruff Shampoo, based on the new zinc pyrithione formula and the unique Vita ABE formula, was first created for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of shampoos Clear Men and Clear Woman.
Synchromarketing - a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The task of synchromarketing is to smooth out irregular demand by setting flexible prices and various ways to promote products. This type of marketing is usually used in case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that strongly affect demand. A striking example of the use of synchromarketing is the offer of various set meals and business lunches in cafes and restaurants during the day at a reduced price. Since there are much fewer visitors during the day than in the evening, therefore, daytime prices are lower than evening ones.
Supportive Marketing an organization uses when demand matches supply and needs to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to correctly conduct a pricing policy, stimulate sales, conduct advertising, and control costs.
Counter marketing It is used when there is a constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter marketing tools are used on products such as alcohol and tobacco products.

Based on market coverage There are mass (undifferentiated), concentrated (target) and differentiated marketing.

The concept of undifferentiated marketing involves a product designed for all market segments. Product differentiation is not carried out, products are sold at low prices.

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

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing strategies and marketing plan

There are 2 levels of marketing in an enterprise:

Tactical;
Strategic;

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

Strategic Marketing is aimed at developing long-term prospects for the operation of the enterprise in the market. That is, the internal capabilities of the organization to influence the external environment of the market are evaluated.

Marketing strategies are classified into the following groups:

Market expansion strategy;
Innovation strategy;
Diversification strategy;
reduction strategy.

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

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization's activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of "survival" in the market with a particular type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy used for a long stay of the enterprise on the market for more effective work. The organization may reorganize or liquidate.

Marketing strategies are also distinguished by market coverage:

Mass (undifferentiated) marketing strategy;
Differentiation strategy;
Individualization strategy;

Mass Marketing Strategy directed to the whole market. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating a new design, etc.

Consumer individualization strategy directed at only one segment of the market. The advantage is achieved by the originality of the product or service for a specific target group of customers.

The development of a marketing strategy consists of seven stages:

Market research;
Assessment of the organization's capabilities;
Assessment of competitors' capabilities;
Setting goals for marketing strategy;
Research of market segments and consumer interests;
Positioning development;
Held economic evaluation strategies.

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

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

Stage 3. Includes an assessment of the organization's competitiveness. Strategies of competitors, strengths and weak sides ways to establish superiority over competitors.

Stage 4. The next step is to set the goals of the marketing strategy.

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

Stage 6. Specialists receive certain recommendations for managing the enterprise.

Stage 7. Evaluation and analysis in progress economic strategy and control tools.

Summing up a little, we can conclude that the marketing strategy reflects a plan to achieve the goals of the company, which evaluates production capabilities and financial budget organizations.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the goals and objectives of the organization's marketing, as well as marketing strategies that will be applied in practice.

To concretize the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

The principle of rolling planning;
The principle of differentiation;
The principle of multivariance;

Rolling scheduling principle applied depending on the market situation. This principle involves the introduction of adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so every year it is necessary to make amendments and adjustments to the plan in order to be competitive.

Principle of differentiation suggests that an established product or service cannot be liked by everyone. Therefore, using this principle, it is possible to carry out a reorientation to serve any category of consumers selected according to certain criteria.

The principle of multivariance provides for the development of several marketing plans at the same time for all possible situations.

The structure of the marketing plan is as follows:

Define the mission of the organization;

The mission of an organization is to define strengths to become successful in the market.

Compile a SWOT analysis of the enterprise;

SWOT-analysis - This is a situational analysis that reflects the strengths and weaknesses, opportunities of the organization, as well as threats under the influence of internal and external environmental factors.

Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

Development of the organization's pricing strategy;

Choice of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

Scheme for selling a product or service;

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

Implementation tactics and methods of sales promotion (marketing);

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

After-sales policy;

Here we need to constantly improve the after-sales service system. The level of service should be compared with competitive enterprises, improve the skills of employees, monitor their communication skills. In addition, it is worth providing certain guarantees and Additional services to their customers and compare them with their competitors.

Conducting an advertising campaign;

Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

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

Marketing in business or B2B marketing

Marketing in business or otherwise it is called marketingB2 B (business-to-business, business to business) is determined how business relationship between industrial enterprises in a market where goods and services are not for final consumption, but for business purposes.

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

Marketing in business has distinctive features and characteristic features:

Demand in business activities stems from consumer demand;
An organization purchases a product or service to achieve its stated objectives. That is, a business purchase is targeted rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, a consumer purchase is emotional in nature;
Volume of purchased goods or services. The enterprise buys goods and services not by the piece, but by tens and hundreds of pieces, that is, it makes large purchases;
The risk of buying an enterprise is much higher than buying an ordinary consumer. The profit of the organization depends on it;
Business purchases are made by professionals in their field. The purchase decision is made by several experts in the field;
In B2B marketing, the seller knows the needs of the buyer better and interacts closely with him;
An enterprise that makes a business purchase hopes for further cooperation with the seller enterprise. Therefore, the provision of guarantees plays an important role here, after-sales service and installations.

Network marketing

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

The business plan of an MLM company suggests that distributors:

Have you used this product yourself?
Selling a product to customers;
Involved other sales agents to create a network of business entrepreneurs.

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

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

For the buyer network marketing also looks good, as truly responsible MLM companies provide quality products and a guarantee for them. In addition, before buying a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent earns active income from the volume of sales. And passive income is created by creating and actively developing a subnet of distributors.

Nevertheless, at least at first glance, network marketing is seen as an attractive business, in addition to advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to the MLM business, you can use the following methods:

Look for partners among your surroundings;
Look for partners among the environment of your friends and acquaintances;
to promote products;
Search for partners through social networks;
Meet new people and involve them in this type of business.

When it comes to network marketing, then immediately there is an association with such a definition as a financial pyramid, the activity of which is prohibited on the territory of the Russian Federation.

The main difference between network marketing and financial pyramids is that the profits of MLM companies are divided among distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of attracted people and their contribution to a non-existent product.

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

marketing plan;
The management and articles of association of the company;
the products themselves;
Learning systems.

The financial pyramid does not have a specific marketing plan, it is very confusing and incomprehensible. The management of the company is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of dubious products. Also, there is no training system or it costs a certain amount of money, for which cheap advertising brochures are issued.

In network marketing, training of sales agents is provided for free, or for a nominal amount, training disks, books, or videos on the Internet are issued.

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

Summing up a little, we can conclude that network marketing is aimed at promoting the product and rewarding the distributor for the work done, and the main purpose of the financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for the promotion of goods and services.

Internet Marketing is the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of website or blog visitors who will become buyers of certain goods and services in the future.

Tools to increase sales of goods and services and increase the number of site traffic are:

Helps to create and strengthen relationships with a specific target group that subscribes to the newsletter.

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

Internet marketers are faced with the following tasks:

Promote products and services using;
Create interesting content for the target audience;
Process the received information;
Monitor the operation of the site;
Maintain the image of the company on the Internet;
Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing involves strategies such as:

Viral marketing;
Integrated online marketing;

Viral Marketing is the most complex yet most rewarding online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is applied with the help of:

Use of videos;
Use of online games;
Use of the company's website;
Writing a provocative article that can cause resonance and will be discussed among users;

Efficient work and success can be obtained as a result of a combination viral marketing in in social networks with advertising.

The main advantages of viral Internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require special expenses. The Advertising Act does not apply to viral advertising. That is, there is no censorship, no restrictions, which makes internet marketing more free.

essential disadvantage of viral online marketing there is insufficient control over the process, and the feed material may be distorted.

Integrated Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

Strengthening traditional marketing;
Processing of all market segments;
Advertising profit reports;
Sales control in branches;
Building unified system promoting a product or service;
Construction of telephony;
Sales training;

Under publicityPR) refers to increasing brand awareness. This strategy must be used by all companies, regardless of position, as it helps to increase company revenues, attract potential clients and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

Large coverage of the target audience;
Getting information at home;
Small advertising costs.

Conclusion

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