You read books, articles. Take part in discussions.

And you always come across some marketing words whose meaning is a mystery to you.

Well, there is such a horde of people who love to show off with words that can be understood by a maximum of 30% of readers.

We ourselves have sometimes encountered words that frankly put us into a stupor. And we felt stupid...

But... This is more a question for those who use them and why, if he understands that the “smart word” will be incomprehensible to the majority. After all, the gratitude and sympathy of the public cannot be earned by such a show off.

However, for our part, we decided to prepare a selection of abstruse and pretentious marketing words and present simple folk explanations for them, devoid of encyclopedia style.

These will be words that are often found in various sources - both in English and Russian.

By the way, if you notice that some newfangled word is missing from the list, write about it in the comments and provide its decoding.

So, meet 50 newfangled marketing words and expressions:

We hope that this selection has brought some clarity, opened your eyes to something, and will be useful in your work and communications.

Welcome readers of the "site"! Today we will try to figure it out together what is marketing , why it is needed, what types of marketing there are. Everyone has heard about this phenomenon, but not everyone understands its essence. After reading this article, you will learn what tasks marketing sets itself, and also learn how to apply this knowledge directly in practice.

So let's start by defining what marketing is in simple terms.

Word "marketing" comes from English market (market). It is based on the study of the market, market conditions, supply and demand.

Thus, quality marketing is the profit that can be made by identifying and satisfying customer demand for a product.

2. Historical background

Marketing has its origins in XX century in the USA. Later, this concept began to appear in Europe, Japan, and Australia. Towards the middle XX century, marketing becomes one of the areas of economic theory.

Marketing environment is an independent branch of economics aimed at studying consumer demand and supply in the market.

Marketing does not stand still and is constantly being improved. This sector of the economy is very developed in the modern world and constantly keeps up with the times.

3. Goals and objectives

The main objectives of marketing include:

• Studying consumer demand for various types of goods in a market economy;
• Detailed study of prices on the market of goods and services;
• Planning the economic activities of the enterprise, close interaction with advertising and management;
• Sales of goods and services for further sale and operation;
• Creating a competent product shell;
• Further work with partners after the sale of goods;

One of the most global challenges of marketing is identifying the needs of each consumer in the market and providing him with the best and highest quality goods and services . That is, marketing is aimed at meeting the demand of everyone, regardless of their social status.

For greater effect, companies need to study the market of “their” consumer. The sooner you decide on your target segment, the faster you will establish trade turnover with potential buyers and gain a foothold in the market. Accordingly, the faster you will begin to make a profit from your enterprise.

The most important marketing goals include the following:

• sale of goods and services;
• demand research;
• study of market economics and pricing policy;
• search for a potential consumer;
• retaining existing consumers by adding new products or services, as well as quality service.

With a well-designed marketing plan, the company very quickly begins to make a profit, and the goods and services are in great demand in the market.

Basic principles of marketing:

• theoretical and practical study of the market for goods and services with the main goal of finding “your” consumer;
• searching for your niche in the market of goods and services;
• promoting your product or service on the market;
• flexibility in relation to supply and demand, as well as changes in the price of a product or service, both up and down;
• modernization of goods and services;
• innovations in advertising;
• promotion and introduction of goods and services to new clients, including the search for a new consumer segment;
• sales market forecasting and planning.

Marketing - This is first of all a complex that consists of many processes. It definitely contains economic policy, public, technology innovation, and active sales management skills. Only the combination of all these factors an enterprise can achieve success and withstand competition in the market for goods and services.

4. Model 4P

Now let's look at marketing from the point of view 4P (4 components of successful marketing and marketer).

4P marketing or marketing mix is:

1. Product - a product or service that we offer on the market;
2. Price - the remuneration that our consumer pays us, or in other words - the price for a product or service;
3. Promotion - advertising encouraging the purchase of our product or service;
4. Place - a set of actions of an enterprise to promote a product or service on the market, with the aim of selling it.

Classic version 4P looks exactly like this, but modern marketers have added more 3 point. Happened 7 R.

Here's what the additional 3Ps look like:

• People- people who are involved in any way in the marketing process. These can be both potential or existing clients, and employees of the enterprise.
• Process - this is a mechanism from beginning to end. From theory to practice. From the beginning of marketing or promoting a product on the market to its sale.
• Physical Evidence - advertising features that help promote a product or service on the market. For example, promotions, discounts, gifts with limited duration and quantity.

5. Types of marketing

Type 1. Negative

With negative marketing absent demand for a product or service. For example, you sell meat, but the majority of customers for some reason do not buy it. In this case, the marketer must develop a plan how can he convince the buyer that he needs this product or service.

In this situation it is necessary:

• think about reducing↓ prices;
• replace the packaging or completely modernize this product;
• change the advertising and sales model of this product or service.

In case of negative demand, they are simply necessary promotions, bonus programs. At the same time, it is important to focus on the advantages of this product or service.

Type 2. Developmental

The main task will be– present the product on the market as unique and inimitable, without analogues in a given price niche.

Type 3. Remarketing

When a product becomes obsolete, demand in the market decreases. This is where you need to breathe new life into the product. Find sales channels or make rebranding of this product with new features.

Type 4. Seasonal

For example, You have a wedding salon, and in winter it makes virtually no profit. Marketer's task: increase Sales level is out of season. This can be achieved by expanding the range of evening dresses for the New Year or 8 Martha.

View 5. Perspective

The product may not be of interest to the buyer for various reasons:

• It is not relevant in this market. For example, you sell skis or snowmobiles in a southern climate or, conversely, jet skis in forested or mountainous areas.
• If the market is not ready for it. There was no advertising campaign and consumers were simply not aware of the availability of this product or service.

Depending on the reason, the marketer’s actions will be different, but aimed at increasing consumer demand.

Type 6. Permanent

Ideal demand for a specific supply. The main thing here is not to relax and constantly maintain sales volume, monitor costs and advertising, and control the sales market.

For example, You are a developer - you are building a multi-storey building using funds from the sale of unfinished apartments. During the first stage of construction, demand is excellent and you have cash flow.

Marketer's task sell all apartments during the construction stage of the house. This can be achieved by installments or accreditation through the bank of this house, as well as using the possibility of barter payment (an apartment in exchange for contract services, etc.)

Type 7. Demarketing

Demarketing - this is an artificial decrease↓ in demand for a product or service for some time.

For example, you have your own marmalade production. Demand begins to grow sharply, and you do not have time to produce the required amount of marmalade within the specified time frame. For new customers, you artificially inflate the price, thus reducing↓ demand.

Meanwhile, you meet the needs of existing customers within the specified time frame. Then you expand production and reduce ↓ costs.

Type 8. Anti-marketing

For example, You have a cafe of proper and healthy eating. To attract as many people as possible to it, you need anti-advertising tobacco and alcohol, in order to promote a healthy lifestyle and proper nutrition.

Type 9. Multilayer

With multi-layer marketing, it is necessary to reach several layers of the population, and for each to develop its own marketing plan.

For example, Do you have a tourism business?

• For wealthy segments of the population you are developing tours to European countries or hotels with increased comfort.
• For the less affluent you have tours to the Black Sea, Crimea, etc.

Type 10. Mass

With mass marketing no specific buyer segment, but on the contrary, the product is intended for wide use. For example, You produce a standard toothpaste that everyone needs every day. That is, you are not looking for a specific segment to sell, but use a single policy for all consumers.

Type 11. Individual

Completely opposite to mass marketing. On the contrary, you work only with some categories of citizens or firms, but not with all. For example, You are a manufacturer of expensive cars that are suitable only for wealthy clients.

Type 12. Transmissible

6. Conclusion

We are confident that you have gained a lot of new theoretical knowledge. And they were able to fully understand what marketing is and how to use it correctly in practice. With its help, you will very quickly begin to make a profit from your current activities or seriously consider the opportunity to start your own business.

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Author of the financial magazine “Businessmen.com”, former head of a well-known SMM agency. Currently a coach, internet entrepreneur and marketer, investor. I’ll tell you how to effectively manage your personal finances, increase them profitably and earn more.

On the pages of the site you will find a lot of useful information.

In the classical sense, marketing is a market concept for managing the production, sales and scientific and technical activities of a capitalist company, which involves careful consideration of social demands, through which demand for goods or services is predicted and then expanded. In other words, in the constant struggle for the survival and prosperity of market activity, marketing acts as a unique tool used for the correct selection of the target market, promotion, and distribution of ideas, goods, services that meet the needs of consumers, in order to obtain maximum profit. We have given you the most common understanding, since there is no single and specific interpretation of the definition of marketing. There are many expositions because it is a diverse concept.

Marketing cannot be precisely defined

First of all, the definition of marketing is known as a business philosophy used by companies of a commercial and non-profit nature, aimed at identifying the needs of society.
On the other hand, it is applied at the regional and state level, carrying a social resonance, merging together the needs of society and its economic reaction in order to satisfy them. Based on this, an adequate definition of marketing should not be limited only to goods, because its objects also include individual territories, people, organizations, and ideas. What marketing is is not easy to define in your own words. Therefore, putting together such numerous and ambiguous interpretations, it would be more correct to say that marketing is a complex socio-economic phenomenon, formed as a result of the evolutionary development of various marketing concepts.

Where did marketing originate?

Marketing emerged at the beginning of the 20th century. Its formation was influenced exclusively by economic science and its aspects, such as mediation, market, exchange, commerce, trade, utility, specialization. Although marketing was not immediately noticed in world practice, oddly enough, it became one of the key factors in the development of many ancient civilizations. Marketing is the result of many years of evolution of views, tasks and efforts made to develop successful market activities. The original marketing forms have their origins in ancient Rome, but perhaps even earlier; the exact place of origin has not been established.

The history of marketing

According to historical data manifestation of marketing was seen in Japan in 1650. In Tokyo ancestor of the Mitsui clan opened the first large department store, where he promoted his policy, which is now actively used. Mr. Mitsui was guided by the needs of customers, purchasing only popular and high-quality goods from suppliers. In addition, he tried to expand the range, and also introduced refunds for returned purchases.

But it is still generally accepted that time The formation of marketing begins in the West in the middle of the 19th century. The prerequisites were a “wild market” and the fact that only the state exercised control over it. Then the first person who identified marketing as the main task when building a business was designer Cyrus McCormick. This made his company, International Harvester, a success. And also his merit was the identification of basic directions.

After this, active promotion of marketing as a science and art began. Already in 1910, R. Butler University of Wisconsin introduced full courses in marketing methods. Then came the active development and formation of marketing in commodity markets as a scientific and applied discipline. So, in 1926 in the USA a meeting of teachers on marketing and advertising (AMA) appeared. Over time, similar associations began to arise in other countries. Based on all this, we can say that marketing appeared and developed in the USA at the turn of the 19th - 20th centuries, and it became a leader in the world economy only in the 50s.

The evolution of marketing

Formation of marketing in stages

The history of marketing can be divided into stages:

History of marketing development in Russia

In the Russian Federation, marketing began to be actively used at the beginning of the 20th century. The Soviet economy did not consider marketing as a science and had a negative attitude towards it. Especially when a strict command and distribution system was introduced in the country in 1929. The first steps towards marketing began only in the late 60s, when the economy needed strong international connections. Since without foreign trade knowledge all movements were in vain, this contributed to the study of marketing science.

Along with development, our own research was carried out. And after economic reforms in the 1990s, the active introduction of marketing as a tool began. Nowadays, absolutely all service sectors know what marketing is and marketing activities in the country. It is not only large in scope, but deep in the areas and applications of individual marketing tasks that no longer have anything in common with other countries.

Different Types of Marketing

What is marketing like?

Marketing is divided into types, depending on the type of product:

1. Services Marketing.
2. Marketing of industrial products.
3. Marketing of consumer goods.

Depending on the scope and object of application, the following types of marketing are distinguished:

Marketing Goals

We have already discussed the concept of “marketing” and what it is; now we need to understand what goals it pursues. There is an opinion that the main goal of marketing is sales and its stimulation. It seems that science is aimed at promoting goods, but it carries negative features in that it creates unnecessary needs, develops greed in the buyer, and “attacks” with advertising from all sides. This opinion is erroneous, as theorist P. Drucker said: “The purpose of marketing is to determine what society needs, only then will the product sell itself without unnecessary effort.” This means that the goals of marketing are to create and increase demand, develop plans for the company’s work, increase sales volumes and attract new consumers.

Principles/objectives

Marketing is defined as the formation and application of a strategy to promote something. Since people look for benefits in products, the success of long-term cooperation lies precisely in offering products that satisfy the desires of consumers. Therefore, marketing begins, first of all, with identifying the target market and its needs, and ends with schemes for arranging goods on store shelves. It is through principles that its main features are expressed, as well as its essence as a management system. Since the essence of science is the idea of ​​human needs, the following principles follow:

Before producing, the company conducts a thorough study of customer needs, and the reference book of the Ministry of Labor of the Russian Federation states that marketers:

As practice shows, only an integrated approach gives effective results to a company, allowing it to find a place in the market and become in demand for its products.

Marketing is characterized by a constant search for new forms; its functions, tools, principles do not stand still, they are improved and developed.

Types of Marketing

There are many types of internal marketing that depend on a specific situation in terms of demand. The following classification of marketing has its own characteristic features and narrow goals:

Network marketing

Any means are good to increase sales. Today, Internet marketing is very popular, despite the fact that it is the youngest type of marketing. Any organization has its own portal, where it also successfully advertises its products, thereby increasing brand awareness and customer loyalty to the company, services, and products. To achieve success, use all available promotion channels. They are:

• SEO optimized content;
• PR campaigns;
• media and contextual advertising;
• viral marketing;
• sending emails;
• traffic arbitration.

In a word, all these actions are Internet marketing. Promotions are carried out only by specialists who, using modern technologies, study the preferences and tastes of the target audience. Its tools themselves study the search queries, links followed, clicks, visited pages of each potential client, and adapts to them.

In contact with

Marketing- satisfaction management. What other definitions of marketing are there?
Collected a collection of marketing definitions. All that remains is to choose a definition of marketing that corresponds to your internal understanding of this science, which will be useful to you throughout life, and which will be easier to work with. Some of the collected definitions are original, some are folk. If you know the author, please let me know and I will mark the copyright holder under the statement.

So what is marketing?

Marketing- satisfaction management. (P. Chernozubenko);

Marketing is all business, considered from the point of view of its final result, i.e. from the point of view of the consumer (P. Drucker);

Marketing- is a type of human activity aimed at satisfying needs and wants through exchange (Kotler F. Fundamentals of Marketing);

Marketing- is the art and science of choosing the right target market, attracting, retaining and increasing the number of consumers by creating confidence in the buyer that he represents the highest value to the company, as well as an orderly and targeted process of awareness of consumer problems and regulation of market activity (F. Kotler);

Marketing - type of human activity aimed at satisfying needs and wants through exchange (Philip Kotler);

Marketing - this is a movie in which the main character is a commodity (Jack Trout);

The goal of marketing is to make sales efforts unnecessary. His goal is to know and understand the client so well that the product or service will exactly suit the latter and sell itself. (P. Drucker.)

Marketing is the process of a company establishing creative and fruitful relationships with the environment in which it sells its goods and services. (IBM company)

Marketing is the anticipation, management and satisfaction of demand for goods and services, organizations, people, territories and ideas through exchange (J.R. Evans and B. Berman);

Marketing- activities aimed at identifying and satisfying the needs and desires of consumers through the exchange process (G. Assel);

Marketing- the art and science of finding, retaining and nurturing clients;

Marketing- management, regulation and market research system (I.K. Belyaevsky);

Marketing– is the transformation of consumer requests into real goods. Marketing is a type of business activity aimed at concluding transactions through the development of a new product, its preparation and subsequent consumption.

Marketing is a type of human activity aimed at making exchanges, the purpose of which is to satisfy needs and make a profit.
Marketing - this is the implementation of business processes in the direction of the flow of goods and services from producer to consumer

Marketing - is the management process that identifies, anticipates and satisfies customer requirements while maintaining the principles of efficiency and profitability (Public Institute of Marketing, UK);

Marketing- "is the process of planning and executing, pricing, promoting and selling ideas, goods and services through exchanges that satisfy the goals of individuals and organizations (definition adopted by the American Marketing Association (AMA) in 1985);

Marketing- is the implementation of business processes in the direction of the flow of goods and services from producer to consumer. (American Marketing Association (AMA));

Marketing there are places where the principle of “learning to act” is adhered to. (Arman Dayan Market Academy. Marketing);

Marketing(English marketing, from market - market), one of the management systems of a capitalist enterprise, which involves careful consideration of the processes occurring in the market for making business decisions. (TSB)

Marketing(from the English marketing - sale, trade on the market) - management of the creation of goods and services and the mechanisms for their implementation as a single complex process;

Marketing- this is the study of markets and influence on them in order to facilitate the tasks facing economic entities;

Marketing- the process of coordinating the company’s capabilities and consumer requests;

Marketing-is selling a standard of living to a client (Paul Mazur);

Marketing- there are a million and one things you do to help sell a product (Bob Zak);

Marketing- understand the client, see the goal, achieve it, always remembering that in the end the wallet should get fatter (Sergey Vasiliev);

Marketing- this is an attempt to imagine what people want in order to give it to them (Shelley Lazarus);

Marketing- this is one of the tools of evolution on a market scale (Anatoly Matveev);

Marketing- is the creative creation of long-term mutually beneficial relationships between objects and market subjects (Alexander Khoroshilov);

Marketing- this is a relationship (Alexander Khoroshilov);

Marketing- these are contacts (Alexander Pavlov);

Marketing- this is solving your customers' problems with benefit for yourself (Rendell Chapman);

Marketing is about driving behavior, economically beneficial for the one who stimulates it (Richard Buchanan);

Marketing- is the anticipation, management and satisfaction of demand for goods and services, organizations and people, territories and ideas through exchange (Evans and Berman);

Marketing- these are all the things that sellers do not have time to do, do not want or cannot (Igor Mann);

Marketing is simply a civilized form of warfare in which battles are most often won through words, ideas and logical thinking (Albert Emery);

Marketing is everything and that's all marketing (Regis McKenna);

Marketing- this is to do so that they buy and then thank you ;

Marketing is a business philosophy that places customers at the center of business strategy (Prabhu Gunthari);

Marketing- it is profitable for the company to satisfy the needs of other people;

Marketing- this is a business philosophy (J.-J. Lambin and others);

Marketing- this is a commercial sense elevated to a method (A. Diane);

Marketing - this o highest management function (D. Kostyukhin);

Marketing is love for customers(paraphrased: “I never did marketing. I just never stopped loving my customers.” (Zino Davidoff);

Marketing is all about money, which are made from the air in which ideas float (Igor Klimanov);

Marketing is your own common sense plus other people's examples (Andrey Pozdnev);

Marketing is the study of markets and influencing them in order to facilitate the tasks facing economic entities;

Marketing is the art and science of finding, retaining and nurturing clients;

Marketing is the activity of a market entity, aimed at interacting with other market entities.

Marketing is the ability to sell competently.

Marketing- managing demand satisfaction through trade.

Marketing is the sale of goods that are not returned to customers who are returned.

Marketing is foresight, managing and satisfying demand for goods, services, organizations, territories and ideas through exchange (Joel Evans, Barry Berman).

Marketing- is the process of identifying, predicting and creating consumer needs and desires and organizing all the company's resources to satisfy them with a large overall profit for the company and the consumer (Bernie Goodrich, USA, 1960);

Marketing- making a profit from satisfying the consumer;

Marketing- this is the process of coordinating the company’s capabilities and consumer requests;

Marketing- is a social and managerial process through which individuals and groups of people, through the creation of products and their exchange, receive what they need (E. P. Golubkov);

Marketing- these are sales tomorrow;

Marketing- establishing a relationship between the activities of the consumer, the activities of the seller and the activities of the manufacturer (Sergey Bezzubtsev);

Marketing- this is intelligence of the consumer’s brain about his needs tomorrow, as well as determining the volume of future consumption (Rais Gareev);

Marketing- this is what prevents financiers from living peacefully, because they constantly do everything that, from their point of view, should not be done (Andrey Eremichev);

Marketing- is a set of actions leading to an increase in the company's profits in the future (Anna Chernobylskaya);

Marketing- this is a strategy and tactics for survival in the market, which, if wrong, leads to death (Alexey Shpagin);

Marketing- this is any action you take to acquire or retain a client (Rick Crandell);

Marketing- a set of tools that allows you to formalize your understanding of what the company does as a whole and how to adjust the work of all its parts to improve the efficiency of its functioning in the future (Sergey Myzdrin);

Marketing- this is the totality of all actions aimed at identifying, forming, satisfying or suppressing consumer needs in order to make a profit (Konstantin Edemsky);

Marketing- find a need and satisfy it (Oleg Makarov);

Marketing- all activities of the company that are market oriented (Lolita Volkova);

Marketing- is a constant search and implementation of opportunities to create additional (new) value in the market (Andrey Eremichev);

Marketing- this is our everything (Viktor Shikov);

Marketing - this is a set of activities in the field of research into the trade and sales activities of an enterprise to study all factors that influence the production process and the promotion of goods and services from producer to consumer (V. E. Khrutsky);

Marketing - it is an expression of a market-oriented management style of thinking characterized by creative, systematic and often aggressive approaches (Dichtl and X. Hershgen);

Marketing - this is a type of economic activity consisting of the promotion of goods and services from producers to consumers;

Marketing is the search for such market niches and business areas in which the company will be the first, and the implementation of such ideas and the use of such opportunities that will make the company a leader in an era of deadly competition (Igor Klimanov);

Marketing - a system of views, a function of coordinating various aspects of commercial activity, a complex of interrelated elements of business activity, a business philosophy, the purpose of which is to mitigate crises of overproduction, and finally, the process of balancing supply and demand;

Marketing - ensuring the development and existence of the company (Zoya Tadzhieva);

Marketing- these are grouped and thoughtful moves (strategy), which will result in increased recognition or increased sales (Elbrus Hasanov);

Marketing- this is the coordination of the organization's resources with the needs of the market (B. Soloviev);

Marketing- study of markets and influence on them in order to facilitate the solution of problems facing economic entities (Igor Berezin);

Marketing- this is consumer satisfaction with the aim of mutually extracting maximum profits;

Marketing is about taking action. aimed at achieving the goals of the organization by anticipating the needs of the buyer or client and directing the flow of goods and services satisfying these needs from the manufacturer to the buyer or client (E. Jerome McCarthy);

Marketing- this is the activity of the manufacturer aimed at establishing, strengthening and maintaining profitable exchanges in order to achieve its goals;

Marketing- is the process of planning and implementing a plan, pricing, promoting and selling ideas, goods and services through exchanges that satisfy the goals of individuals and organizations;

Marketing - analysis and forecasting of the market situation in order to orient production and ensure the best economic conditions for the sale of manufactured products (T. Ryabova and E. Strelkov);

Marketing- is the process of planning and implementing the concept, pricing policy, promotion and distribution of ideas, goods and services through exchange with the aim of mutually satisfying the goals of the individual and the organization;

Marketing is the anticipation, management and satisfaction of demand for goods, services, organizations, people, territories and ideas through exchange.

Marketing is comprehensive activities to create and promote the optimal product to the optimal segments.

Marketing is the process of planning and executing the vision, promotion and implementation of ideas, goods and services through exchanges that satisfy the goals of individuals and organizations (American Marketing Association).

Marketing - is a behavioral science that seeks to explain the relationships that arise in the process of exchange (S. D. Hunt).

Marketing - is a social process aimed at satisfying the needs and desires of people and organizations by ensuring the free competitive exchange of goods and services of value to the buyer (J.-J. Lambin).

Marketing - this is a process of organizing production, promotion and sales of products aimed at current and future success, based on an understanding of the situation and processes occurring in the market, and built taking into account the establishment of an optimal balance of interests of all its participants (Pavel Weinstein);

Marketing - eliminating barriers that prevent consumers from buying goods (works, services) from us and not from competitors (Dmitry Semenov);

Marketing- this is the input of the correct data into the market system to obtain the planned result in accordance with the laws of operation of this system, called the laws of marketing (Alexander Belanov);

Marketing - the process of identifying, maximizing and satisfying consumer demand for the company's products;

Marketing - the aspect of business activity that directs the flow of goods and services from producer to consumer or user;

Marketing - this is a philosophy, strategy and tactics of participants in market (exchange) relations and interactions, when the effective satisfaction of requests and resolution of consumer problems lead to the success of organizations and benefit society;

Marketing - This is the delivery of the right product to the right place at the right time at the right price in the right quantities, colors, shapes and conveying the necessary information to the buyer.

Marketing - this is the art of the possible (Igor Kachalov).

Marketing is simply a civilized form of warfare where most battles are won by words, ideas and trained thinking (Albert W. Emery).

Marketing - is the process of anticipating the needs of potential buyers and meeting these needs by offering appropriate

At the initial stages of doing business, businessmen sooner or later encounter such an economic term as “marketing”. In this article, we will understand what marketing is in simple words and what role it plays in business.

What is marketing

When understanding the definition of the term, it should be clarified that there is no single generalized presentation, since this tool has many concepts.

Marketing is organizational work and a complex of production processes, further promotion and sale of goods and services, studying the needs of the buyer and mutually beneficial cooperation with him, this definition is offered by Wikipedia.

Following the classic explanation, this is a tool for studying the market: demand for goods and services, forecasting and expanding the needs for certain market products, studying the target audience and improving the scientific and technical approach to production to obtain maximum profits.

To put it even more simply, marketing services are one of the “pillars” of doing business, aimed at studying and satisfying the needs of potential buyers.

Where is it used?

Marketing services are relevant in many types of activities - both commercial and non-commercial:
• industry;
• trade;
• Agriculture;
• finance and insurance;
• culture;
• health and sports;
• construction;
• everyday life (service sector);
• transport;
• politics and religion;
• science and education, and much more.

Functions, goals and objectives

Let's define the main goals of marketing in the commercial and non-profit industries.

The tasks of any enterprise are to produce any product and ensure its sale at a profit. But if the focus is solely on the profit of the enterprise, it will soon be “drowned” by competitors. In order for the products to be in demand, a detailed study of the buyer’s demand, his needs and desires, and purchasing power is necessary.

What does studying a client’s needs mean: this is the study of the motive that influences the purchase of a particular product - status, safety, knowledge, convenience, benefit.

A detailed analysis of the need will help predict the further promotion of a service or product, and control the relationship between supply and demand.

Several aspects are important for any buyer:
• the need for a particular product or service;
• its safety (medicines, cosmetics, food);
• strength and durability (household items, furniture);
• value for money.

Let's understand the challenges in the non-profit industry.

Let's look at examples of how marketing is applied in politics. Here the function of the tool is aimed at creating a certain image, a program that will satisfy the demand of society.

Marketing in the field of education: the higher the professionalism of a graduate of an educational institution, the higher the demand for his services from the employer, the more applicants the university has. That is, the marketing activities of a nominal university will be aimed at finding the best programs and teaching methods, attracting qualified teachers, etc.

Let's turn to the service sector - the restaurant business. Here, success directly depends on studying the client’s needs. Any nuances are important: atmosphere, cleanliness, interior, exterior, staff training, traditional preferences of intended clients and much more.

Let's summarize the above: function - research and analysis; the goal is to meet demand (new developments, creative approach); The task is to satisfy the needs of your client for further cooperation.

Types of Marketing

Types of marketing activities are varied depending on the type of activity of the enterprise, its position in the market, target audience and financial solvency.

The first successful marketer, and there is documentary evidence of this, is considered to be the owner of the Matsui supermarket. In 1690, a Japanese man opened a store in Tokyo; this merchant was the first to select goods, taking into account the needs of customers, taking an interest in them and expanding the range, and also gave a quality guarantee for the products.

Conversion

Conversion marketing often leads to a negative attitude towards the product being manufactured due to neglect of advertising campaigns and market segment research. It is necessary to investigate the reasons, pay attention to the quality of the product, collect and analyze information about the consumer.

Developmental

The main task is to create motivation among potential clients in order to turn them into real consumers. Here they use updated advertising with new stimulating slogans, organize promotions, competitions, tastings or demonstration tests of goods.

Stimulating

Studying a competitor’s products in order to improve the quality of their own products, a well-thought-out advertising campaign with powerful incentives for the client. The result is an increase in zero demand.

Supportive

The implementation of such a policy is characterized by complete correspondence between supply and demand. Proper analysis, developed strategies, and advertising ensure consumer satisfaction.

The first person to declare the priority of studying consumer demand in business was Cyrus McCormick, an American entrepreneur and inventor, founder of the McCormick Harvesting Machine Company. This guided his activities in the production and sale of agricultural machinery.

Opposing

Counter-marketing is carried out with complete disregard for social aspects and new needs of the population.
A complete revision of the production concept, a change in focus on innovative approaches, and improvements in advertising and sales policies will help correct the situation.

Demarketing is, in simple words, the sale of a low-quality, obsolete, and sometimes unsafe product. Complete denial of the client's needs, disdainful attitude towards the consumer.

This type of activity does not take into account the sales motivation factor, does not take into account the study of competing products, and neglects the advertising campaign. As a result, consumer demand falls.

Synchromarketing

As a result of the activity, the nature of demand resembles a pendulum: increased demand for no apparent reason changes to a sharp decline. The reason is the irregular use of stimulating factors, neglect of additional opportunities.

Covers a whole range of activities without focusing on individual techniques. Activities are based on developed standard activities aimed at the mass consumer, and not at a narrow segment.

Concentrated (targeted)

This type of activity is aimed at studying the needs of a certain segment and is focused on dividing the segment into groups that have similar needs, but different capabilities. Groups are divided according to several criteria, for example, place of residence, marital status, gender, age, and so on.

Differentiated

The work is focused on non-standard needs, while the company can work in different directions, but will develop an individual concept for each product.

Often accompanied by high costs, it justifies itself in large companies with a name and reputation.

We will dwell on this type of activity in detail, since it is the most relevant, in demand, and effective. This tool is available to both small and large businesses, and they have an equal chance of success and timely delivery of information about their product or service to a very large audience. All types of analysis, technical strategies, and media resources are used here. The costs of such work, compared to other types of marketing, are minimal.

The uniqueness of the method is that there is always a direct connection with a potential client, a wide variety of audiences (age, gender, education, social level), and it is possible to immediately see sales and demand statistics.

One of the best internet marketing tools is social networks. Firstly, they are used in many countries; It is simply impossible to imagine how huge this audience is. On network pages you can create communities and groups, distributing information there. How is this convenient? Users, communicating with each other, share their impressions of a particular product, thereby creating additional advertising and helping to research the demand for the product.

Comparison of conventional and internet marketing:

Practical examples

Let's look at practical techniques and tricks using the example of viral marketing.

Conclusion

The conclusion from all of the above is clear: marketing services in business are needed like air for success.

Before you produce a product for sale or offer a service, you need to study and think through many things:
1. develop and think through the assortment;
2. ensure competitiveness;
3. study consumer demand;
4. conduct an advertising campaign;
5. develop pricing and sales policies.

There are over 5,000 different definitions of marketing. This video explains the concept new generation marketing: