What is marketing - definition, objectives and types. Fundamentals, principles and strategies of marketing. Marketing Concepts in the Modern World

Hello, dear readers! Welcome to the authors of the business magazine HiterBober.ru Alexander Berezhnov and Vitaly Tsyganok.

Today we will talk about such an important concept in entrepreneurial activity as "Marketing". In modern society, it is very common and is used mostly in business circles.

From the article you will learn:

• What is marketing - definition, objectives and types;
• Fundamentals, principles and strategies of marketing;
• Marketing concepts in the modern world.

After studying the information in the article, you will get a comprehensive understanding of marketing as a modern market phenomenon, and you will also learn about the intricacies and tricks of this phenomenon and will be able to implement them in your business today.

1. What is marketing - definition, goals, objectives and functions

Having an idea of ​​what marketing is and how it works is useful for private entrepreneurs, network money makers, applicants who want to study this science, and everyone who wants to understand how the modern economy works.

There are hundreds of definitions of marketing. We have selected the most accurate and understandable ones.

1. Marketing is a social and managerial process, the purpose of which is to satisfy the needs of individuals or social groups through the supply and exchange of services and goods.
2. Marketing is a market concept that governs the production and marketing of manufactured products.
3. Marketing– scientific and applied activities aimed at a comprehensive study of the market and individual consumer needs.

And the shortest definition: Marketing – making a profit from satisfying consumer needs.

The word “marketing” itself translated from English means "market activity". In a broad sense, this is a set of processes of production, promotion and provision of products to consumers and management of relationships with customers with for the purpose of generating income for the organization.

Considering marketing simply advertising and the art of sales is not entirely true. Advertising and sales are integral, but far from the only components of marketing. The concept of marketing as a scientific discipline also includes such elements as pricing policy, research into consumer psychology, and work with market mechanisms and technologies.

Story

The first courses in the discipline, later called marketing, were taught at the beginning of the 20th century at US universities - Berkeley, the University of Michigan and the University of Illinois.

In 1926, the National Marketing Association was created in the USA. Later, similar organizations appeared in Europe, Australia, and Japan.

In the 20th century, marketing gradually became a philosophy and a core concept of management and economic theory. By the middle of the century, this science merged with management theory, forming a new, primarily market-oriented discipline.

In addition to sales, marketing theorists and practitioners began to engage in detailed market analysis and establish long-term economic ties with consumers. Even later, within the framework of marketing theory, such concepts as “market segmentation”, “customer lending”, “after-sales service” arose.

Modern marketing is strategic management production, marketing, advertising and provision of goods to the consumer with the long-term goal of obtaining ongoing benefits from economic relationships.

One of the main marketing tools is advertising. We have already written in detail in one of the previous articles.

Types of marketing activities, goals and objectives

Main varieties marketing activities:

• market research, products, customer needs;
• scientific and development work coordinated with marketing purposes;
• enterprise activity planning;
• price policy;
• creation of product packaging;
• work with marketing communications– advertising, public relations, promotion, direct marketing;
• sales – work with the distribution network, personnel training, control, creation of special sales systems, optimization of local sales;
• after-sales customer service.

Marketing functions, tools and principles are constantly being improved and developed. It is a vibrant, relevant and highly profitable activity that engages millions of people around the world.

Beginning entrepreneurs, sometimes without even knowing it, constantly use the developments and practices of marketing: the better they study the basics of this science, the higher the productivity of their business will be.

primary goal modern marketing– not the sale of goods and services in any way (including deception), but the satisfaction of the needs and wants of customers. In a narrower sense, marketing activities are aimed at attracting new consumers and retaining old ones by offering them higher consumer values ​​and taking into account constantly changing demands.

The main task of marketing is to understand the needs of each market segment and select those that a particular company can serve better than others. If this task is completed, the company will be able to produce products more High Quality and increase your profits by satisfying the target group of customers.

More detailed marketing tasks:

1. Research into the needs of existing and potential clients firms;
2. Development of new services and products taking into account consumer needs;
3. Assessment and forecast of market conditions, including research of competitors’ activities;
4. Formation of assortment;
5. Development of pricing policy;
6. Development of the company's market strategy;
7. Sales of products;
8. Customer service.

Proper organization of marketing begins long before the company releases the finished product. To begin with, marketers determine the needs of potential customers, calculate the volume and intensity of these needs, and determine the company’s capabilities.

Specialists continue to work on a specific product throughout the entire product life cycle. They look for new customer groups and try to retain existing customers by studying sales reports, improving product features and establishing feedback.

good marketing campaign consists of the following steps:

• correct understanding of customer needs;
• creating a product that fully meets the needs of customers;
• assigning an adequate price;
• effective advertising campaign;
• correct distribution of goods among wholesale/retail sales points;
• full customer service after making a purchase.

When good organized marketing the product is sold very easily and brings maximum profit companies.

2. Fundamentals and principles of marketing

IN modern economy relationship commercial organization with market subjects are built on the principles of marketing.

And these principles are:

1. Scientific and practical market research, the company's production capabilities and product distribution channels.
2. Segmentation. Identification of the most acceptable market segment - a homogeneous consumer group, in relation to which further research will be carried out to promote the product.
3. Well-established relationship between production and consumption. Flexible company response to changing market requirements, growth or decline in demand.
4. Innovation policy– continuous improvement and updating of products, creation and implementation latest technologies, methods of interaction with consumers, updating advertising, finding new sales methods and channels for the movement of goods.
5. Planning– development production programs and methods of marketing products in accordance with market research and economic forecasts.

Marketing should be perceived as a complex - economic, social, managerial and technological - process based on permanent job to study the market and adapt the company’s activities to its conditions.

Management of the company's strategy, based on the marketing program (marketing mix), ensures work in a dynamic and continuous mode, ensuring a quick response to changes in the market environment. The company's marketing department completely manages its behavior in the market and determines development prospects.

Marketing mix 4P - a well-known scheme that should help marketers develop a marketing mix. She identifies four areas that should be covered by a marketing program:

1. Product- anything that can be offered to the market for attention, acquisition, use or consumption that can satisfy some need. Can be a physical object, service, person, place, organization or idea.
2. Price- the amount of money or other valuables that a customer exchanges for the benefits of owning or using a product or service.
3. Promotion- actions that inform the target category of customers about a product or service, its advantages and persuade them to purchase.
4. Place- all actions of an enterprise aimed at making a product or service available to the target category of customers.

In 1981, Booms and Bitner, developing the concept of marketing in the service sector, proposed supplementing the marketing mix with three additional Ps:

Marketing mix 7P (for the service sector):

On our own behalf, we will also add 3 more points to this list:

1. People- all people directly or indirectly involved in the process of providing the service, for example, employees and other clients.
2. Process- procedures, mechanisms and sequences of actions that ensure the provision of services.
3. Physical Evidence- the setting, the environment in which the service is provided. Actions that inform the target category of customers about a product or service, its advantages and persuade them to purchase. Material items that help promote and provide a service.

3. Types of marketing

There are many types of marketing, each of which has its own narrow goals and characteristics. The classification below is based on the characteristics of consumer demand.

5681

Marketing is a process that allows you to anticipate customer needs, conduct advertising campaigns and improve production in order to increase sales.

In my practice I use two concepts:

• Marketing is selling a product
• Marketing is about meeting consumer needs

We can also say that marketing is strategies for quickly changing sales tactics in response to changing consumer demand.

Do you need to study marketing?

Of course yes. By studying marketing, we determine the needs (needs) of consumers and find the most efficient algorithms to replenish them.

Let me give you a couple of examples from my life:

A friend of mine graduated from university with a degree in marketing. After talking about my business, he immediately offered several effective ways increase in income. At first I didn’t hear him, because he was just a boy who had just finished his studies and still had no experience at all. But almost two years later, I discovered that only now I began to understand how right he was.

Three years ago, I told a friend about blogging. He listened and developed his own algorithm for promoting blogging on the market. Without thinking twice, I realized my idea. The result exceeded all expectations. Without understanding SEO or the psychology of blogging, he was able to sell hundreds of thousands of dollars worth of information. Watching my acquaintance from the side, I realized that I greatly lacked the knowledge that is given in higher educational institutions.

Marketing needs to be learned - it's a science.

Of course, the skills of a good salesman help to find innovative ways to increase sales, but why invent a wheel when smart people have already invented it and put it into production.

My articles about marketing:

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Some concepts revealing the principles of marketing

This topic is very voluminous, so in this article I will describe only some marketing concepts:

Need– a person’s feeling of lack of something.

Need- a human need that has taken specific form. Many people confuse need and need and, because of this, miss out on significant sales volumes of goods.

For example, a person has a need for clean, healing water. The mineral water supplier believes that the consumer needs exactly his mineral water and makes deliveries. But the consumer chooses competitors' water because it is cheaper and perhaps no worse. Thus, the supplier tried to solve a need, not a need, and because of this lost the battle for the buyer.

Demand– this is a need + purchasing power. Purchasing power is influenced by many factors, and the least of them is the financial side. The need is not only to fill the need, but also quality characteristics, such as reliability, environmental friendliness, aesthetics, etc.

Product- anything that can satisfy human needs or requirements. Goods can be not only physical or intellectual objects. This can also be the replacement of one idea with another.

Exchange- This is the foundation on which marketing is built.

Exchange always has the following properties:

There must be at least two exchange participants

Each participant must have a product that another participant needs

In the generally accepted understanding, one has money, the other has goods. This type of exchange is called Deal .

Market- These are potential buyers of the product. Considering that potential buyers exist in almost all sectors of human life, it can be argued that there is a large number of markets that provide all the needs of people, i.e. there is a market food products, market, education market, real estate market, tourism market, etc.

Bottom line

Even with a basic understanding of marketing, sellers can develop their own schemes for promoting goods and services in order to make a profit.

Therefore, the more you learn about marketing, the easier it will be for you to sell and the more you can earn.

Many beginning entrepreneurs are faced with the problem of not being able to set the correct price for their goods or services. I can give them only one piece of advice - study marketing.

In future articles I will definitely talk about the formation of the market, prices and consumer demand. Announcements for these articles will be displayed on this page above, in the “ My articles about marketing»

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’s rare to find a “big boss” who admits that his company doesn’t have a marketer. Even rarer is a manager who clearly understands the specifics of this profession. Let's dot all the i's: what is marketing, how to evaluate its effectiveness, how much money to invest in it, and most importantly - what does a marketer have to do with it?

Let's reveal one secret right away - marketers are not magicians if your company does not have a clearly structured production strategy, financial and organizational model, then the marketing specialist will most likely have nothing to do. The fact is that marketers play the role of tacticians; they combine the overall strategy of enterprise development with the ability to present a product well. This is an intermediate link, the absence of which can break the overall production and sales chain. In the process of selling products, several very important questions arise - what exactly to advertise, to whom, how and when. This is how 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, but it is the client who brings the business all its profit. The fatal mistake of most managers is making decisions about 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 – “inbound” and “outbound”. The first group combines activities aimed at gaining 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 clients. 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. Big role PR promotion strategy also plays a role: what will be more effective: event marketing, sponsorship or other events. “Outgoing” activity also includes determining the method of communication with the consumer - this could be direct mail or organizing personal negotiations. To summarize, we can say that the tasks of a marketer are divided into two groups:

• "incoming" activity is marketing research,
• “outgoing” activity – advertising itself, which can begin only when marketing analysis, development strategy and tactics have been determined.

It would be reckless on our part to reduce the role of marketing only to increasing sales volumes. 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 an acceptable price. F. Kotler believed that “housewives carry out their own “marketing” when they search 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 encounter every day.

First, let's tell a little story. One entrepreneur, using loan money taken as collateral for his apartment in the center, bought a pizzeria in the city center. In the first year of its existence, the business brought in an income of 5,650,000 rubles, but then financial crisis. The bank has reduced repayment terms and increased 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 is a realistic goal to double your profits?

More than real, the question is what strategy to choose. A businessman we know decided to focus on three areas: increasing the number of restaurant visitors and those who buy takeaway, increasing the frequency of purchases and “pulling” the amount of the average check. In other words, the initial situation was this: the pizzeria has a little more than 500 regular customers, making an average of 3 purchases per week, with an average receipt per purchase of 230 rubles. As part of this trend, at the end of the year the 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 average check amount will become 255 rubles instead of 230. These numbers are not as scary as the prohibitive 54%; these indicators are much easier to work with. This story clearly shows how a talented marketer works - he breaks large indicators into smaller ones and makes their achievement an ordinary miracle!

By introducing, in addition to sales volume, new indicators (in particular, the number of customers, the average frequency of purchases per client and the average bill of 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 this kind are beyond 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 problems that stands between marketers and their leaders is that the latter cannot measure the return on investment in marketing. The work of a client manager can be analyzed based on the number of calls and meetings. A copywriter's salary depends on the volume of text written. What should a marketer do in this case?

In fact, the only thing that can be said for sure is that there is no clear answer. A certain fixed amount to spend on development marketing policy, does not exist. Each type and type of business will have its own numbers. However, you can make a list of factors influencing the amount of investment in marketing, and these are:

• competitive market activity - the general situation in your area professional activity,
• sales models relevant for this industry - how the sales scheme is built,
• the relationship between supply and demand - what you offer and how much it is in demand,
• average check amount - how much money does one client bring you on average,
• marketing activity of competitors - how much do they spend on marketing,
• territorial “accumulation” of clients – can they be found somewhere in one place or are they dispersed throughout the country,
• The nature of making a 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 on the percentage equivalent of investments. That is, costs are determined as a percentage of gross income firms or percentage of profits. This amount is given to structural subdivision, which controls marketing costs and allocates them to priority needs.

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

Marketing on the brink of conflict

The profession of a marketer in itself is quite new for Russia. Until recently, the differences between brand managers, advertising managers and PR specialists could only be explained by a professional in the field of personnel selection. Today, every large company has a marketer, however, often other employees cannot really tell what their colleague is doing. In this regard, some difficulties arise in the area of ​​delineation of responsibilities and determination of the immediate head of the department.

Obviously, the technology for resolving conflicts 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 common situation is difficulties in budget allocation. The boss wants to see an increase in sales, but the employee talks about insufficient funding. What to do? advertising world It's a popular joke that every time you invest money in advertising, half the money is wasted - but it's not clear which half. Seriously though, 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 results the company gets in the end.

Conflict between the marketing department and the sales department. It’s not without reason that we’re talking about departments right away, 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 do, and the latter, in turn, do not see the point in cooperation. In fact, these two departments must work together, and it is the manager's job to organize this partnership. The easiest way to unite people is to put them in front of common goal and ensuring maximum information openness. In this regard, a mutual reporting system can be very effective, clearly demonstrating how many successful transactions have been concluded, for what amount, and what is the percentage of attracting new clients. 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 memorable, delight and surprise, and this is already in the realm of art. Let me tell you one interesting story. We knew a company that was producing finishing materials. During the crisis, she significantly reduced advertising costs. Tough measures were taken, but, as it turned out, they were absolutely ineffective - the level of sales remained at the same level. In fact, this situation was observed with all creative advertising - it was precisely this that “crumbled” from the pages of glossy magazines during the crisis. And all because such advertising is not capable of generating demand, it is useless. When choosing between creativity and efficiency, think about what the consumer would prefer. What is important to your buyer – 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 marketing profession, but, of course, there are many more nuances. Marketing itself is being formed in our country in the image and likeness of Western business, however, much more slowly. However, we are confident that in the future this area will grow into a fairly promising field of activity, in which it will be prestigious and profitable to work. There are already certain prerequisites for this, this is a good sign.

Today it's hard to imagine modern company, which does not have a full-time marketing and advertising department. Even small enterprises that do not have the opportunity to maintain a full-fledged marketing and advertising department have a person on staff who deals with these issues. Often this person is the director of the enterprise himself.

Marketing in an enterprise is no less important than advertising activities. A company that does not monitor the actions of its competitors will never be able to claim the place of market leader, since it will make the same inevitable mistakes as its competitors. It is also very important to monitor new products and advertising activities that competitors offer in order to successfully promote your product or service on the market.

Many large companies, who have their own staffed marketing and advertising department, still turn to marketing agencies in order to order marketing research from professionals. Marketing research helps you competently promote your product and take your company to the next level.

Also, before launching a new product or service, it is important to thoroughly research the competitor’s market in order not to act blindly and prevent failure.

Monitoring competitors is just as important for the successful operation of the company as such important things as the price of the product or range you offer.

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 the terms of sale. Such conditions include price, quality of product and service, and many other factors.

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

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

04Feb

Hello! In this article we will talk about marketing in simple words– what it is, why and how to use it in an enterprise.

Today you will learn:

1. What relates to marketing, functions and types of marketing;
2. What are the marketing strategies in an enterprise, and what does it consist of? marketing plan;
3. What is marketing in business, and how to distinguish it from business for the consumer;
4. What is it and how not to confuse it with a financial pyramid;
5. What is Internet marketing and its advantages.

The concept of marketing: goals and objectives

There are at least about 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 accessible language, marketing - This is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers view marketing as a business philosophy, that is, the ability to study the market, the pricing system, predict and guess customer preferences, 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 the purpose of marketing at the enterprise is to meet customer needs.

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

To achieve the organization's goals, marketing activities involve solving the following tasks:

1. Detailed market research, in-depth analysis of customer preferences;
2. A thorough study of the pricing system in the market and development of the organization’s pricing policy;
3. Analysis of competitors' activities;
4. Creating a range of goods and services for the organization;
5. Release of goods and services that meet demand;
6. Service maintenance;
7. Marketing Communications

When solving marketing problems, you must be guided by the following principles:

1. Studying the production capabilities of the enterprise;
2. The process of planning methods and programs for marketing a product or service;
3. Market segmentation;
4. Constant updating of goods and services, ways of selling them, improvement of technologies;
5. Flexible response of the organization to constantly changing demand.

Marketing functions

Marketing performs a number of functions:

1. Analytical;
2. Production;
3. Management and control function;
4. Sales function (marketing);
5. Innovative.

Analytical function involves the study of external and internal factors influencing the organization, studying consumer tastes and the range of goods. It is worth noting that it is necessary to analyze internal environment organizations in order to control competitiveness in the market.

Production function includes the development and mastery of new technologies, organizing the production of goods and services, organizing the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, that is, maintaining the quality of the product in accordance with established standards.

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

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

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

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

• Studying the market situation:
• Survey;
• Observations;
• Methods of generating demand and stimulating sales;
• Analytical methods:
• Analysis of the external environment of the organization;
• Consumer analysis;
• Analysis of 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 meeting his needs.

Types of Marketing

Depending on demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

• 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 in the cold season, when the need for electricity increases significantly. Since this can negatively affect the entire electrical grid system, very expensive equipment may 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 for promoting a product or service, lower prices or re-release the product. To promote a product or service when demand is negative, advertising and PR campaigns are used.
• Incentive Marketing used when there is no demand. It is necessary to stimulate demand, taking into account first of all the very reason for the lack of demand.

There may be no demand for products if:

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

To interest the buyer and increase demand, the company uses tools such as a sharp reduction in the cost of a product or service, increased advertising activities, application of trade marketing methods, etc.

• Developmental marketing – a type of marketing in which potential demand must be converted into real demand. That is, you should determine the needs of customers and create a new product or service that meets these needs.
• Remarketing used in situations where demand needs to be revived. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo based on the new zinc pyrithione formula and the unique Vita ABE formula was 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 Clear Men and Clear Woman shampoos.
• Synchromarketing – a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The tasks of synchromarketing include smoothing out irregular demand by establishing flexible prices and various ways of promoting products. This type of marketing is usually used in the case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that greatly influence demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants during the daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, daytime prices are therefore lower than evening prices.
• Supportive Marketing An organization uses it when demand matches supply and it is necessary to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to conduct a correct pricing policy, stimulate sales, conduct advertising, and control costs.
• Adversarial Marketing is used when there is 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.

Depending on market coverage There are mass (undifferentiated), concentrated (targeted) and differentiated marketing.

Undifferentiated Marketing Concept involves a product intended for all market segments. Product differentiation is not carried out; products are sold at low prices.

With concentrated marketing the situation is the opposite. Products 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 at an enterprise:

• Tactical;
• Strategic;

Tactical, or in other words, operational marketing involves developing short-term plans to achieve the organization's goals.

Strategic Marketing aimed at developing long term prospects work of the enterprise on the market. That is, the internal capabilities of the organization are assessed on the influence of the external market environment.

Marketing strategies are classified into the following groups:

• Market expansion strategy;
• Innovation strategy;
• Diversification strategy;
• Reduction strategy.

Market expansion strategy otherwise called a concentrated growth strategy. That is, the company's strategy is aimed at horizontal development, conquering a larger part of the market in the fight against competitors, and 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 certain 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 when an enterprise remains on the market for a long time for longer efficient work. An organization may undergo reorganization or liquidation.

Marketing strategies are also distinguished by market coverage:

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

Mass Marketing Strategy aimed at the entire market as a whole. 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 new designs, etc.

Consumer Personalization Strategy aimed at only one market segment. The advantage is achieved through the originality of a product or service for a specific target group of customers.

Developing a marketing strategy consists of seven stages:

1. Market research;
2. Assessment of the organization's capabilities;
3. Assessing competitors' capabilities;
4. Setting marketing strategy goals;
5. Research of market segments and consumer interests;
6. Positioning development;
7. An economic assessment of the strategy is being carried out.

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

Stage 2. To assess the capabilities of an enterprise, they carry out economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis.

Stage 3. Includes an assessment of the organization's competitiveness. Competitors' strategies, strengths and weaknesses, and ways to establish superiority over competitors are studied.

Stage 4. At the next stage, the goals of the marketing strategy are established.

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

Stage 6. Specialists receive certain recommendations for enterprise management.

Stage 7. An assessment and analysis of economic strategy and control tools is carried out.

To summarize, we can conclude that a marketing strategy reflects a plan to achieve the company’s business goals, which evaluate 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, which will be used in practice.

To specify 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;
• Principle of differentiation;
• The principle of multivariance;

Rolling planning principle applied depending on the market situation. This principle involves introducing adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so amendments and adjustments to the plan are required annually in order to be competitive.

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

The principle of multivariance involves the simultaneous development of several marketing plans for all possible situations.

The structure of the marketing plan is as follows:

• Determine the mission of the organization;

The mission of the organization involves defining strengths to become successful in the market.

• Compile a SWOT analysis of the enterprise;

SWOT-analysis - This situational analysis, which reflects the strengths and weaknesses, capabilities 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 pricing strategy organizations;

• Selection 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 product sales channels, whether they work effectively, in what quantities and how they are implemented in the organization.

• Implementation tactics and sales promotion methods;

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

• After-sales service policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the skills of employees, monitor their communication skills. It is also worth providing certain guarantees and additional services to your customers and comparing them with your 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 a marketing plan is simply necessary for the successful organization of an enterprise. This is a kind of map that helps to navigate in general in the economic sphere, to lead effective business and be competitive in the market, receiving high profits.

Business Marketing or B2B Marketing

Marketing in business or otherwise they call it marketingB2 B (business-to-business, business for business) is determined How business relations 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 for business activities stems from consumer demand;
• An organization purchases a product or service to achieve its goals. That is, a business purchase is targeted in nature rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, consumer purchase is emotional in nature;
• Volume of goods or services purchased. An enterprise buys goods and services not individually, but in tens and hundreds of pieces, that is, it makes large purchases;
• The risk of buying a business is much higher than buying an ordinary consumer. The profit of the organization depends on this;
• Business purchases are made by professionals in their field. The purchasing decision is made by several specialists in this field;
• In B2B marketing, the seller knows the buyer's needs better and interacts closely with him;
• An enterprise that makes a business purchase hopes for further cooperation with the seller. Therefore, the provision of guarantees plays a significant role here, 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 transferred from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company assumes that distributors:

• Have you used this product yourself?
• Sold the product to customers;
• They attracted other sales agents to create a network of business entrepreneurs.

The manufacturer himself is responsible for organizing delivery. He ensures that the goods are delivered to the distributor's home. For effective work of sales agents, master classes and seminars are provided to develop sales skills and achieve success in their business.

For the entrepreneur network marketing is attractive business, since it does not require experience and a large initial investment in capital.

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

Network marketing provides for active and passive income. The agent receives active income based on sales volume. And passive income is created through the creation and active development of a subnetwork of distributors.

However, although at first glance, network marketing seems to be an attractive business, in addition to its advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

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

• Look for partners among your surroundings;
• Look for partners among your friends and acquaintances;
• to promote products;
• Look for partners through social networks;
• Meet new people and attract them to this type business.

When it comes to network marketing, there is an immediate association with such a definition as a financial pyramid, the activities of which are prohibited in the Russian Federation.

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

In addition, network marketing can be distinguished from a financial pyramid by the presence of:

• Marketing plan;
• Company guidelines and articles of association;
• The products themselves;
• Training systems.

The financial pyramid does not have a specific marketing plan; it is very confusing and incomprehensible. The company's management 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 questionable products. There is also no training system provided or it costs a certain amount of money, for which they issue cheap advertising brochures.

Network marketing provides training for sales agents in free of charge or educational CDs, books or videos on the Internet are issued for a symbolic amount.

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

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

Internet Marketing

Internet marketing is currently a relevant innovation for promoting goods and services.

Internet Marketing represents 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 in the future certain goods and services.

Tools for increasing sales of goods and services and increasing website traffic are:

Helps create and strengthen relationships with certain target group, who has subscribed to the newsletter.

• Traffic arbitrage – purchasing and resale of traffic at a higher cost;

Internet marketers face the following challenges:

• Promote products and services using;
• Create interesting content for the target audience;
• Process the information received;
• Monitor the operation of the site;
• Maintain the company's image 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 includes strategies such as:

• Viral marketing;
• Comprehensive online marketing;

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

Viral attraction of people is used using:

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

Effective work and success can be achieved by combining viral marketing with 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 any special expenses. The Advertising Law does not apply to viral advertising. That is, there is no censorship or any restrictions, which makes Internet marketing freer.

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

Comprehensive 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 all market segments;
• Advertising profit reports;
• Sales control in branches;
• Construction unified system promotion of a product or service;
• Telephony construction;
• Sales training;

Under PR (PR) means increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps increase company revenue, attract potential customers, 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 target audience coverage;
• Obtaining information at home;
• Low 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 this or that 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.