Marketing

Marketing is the study and management of exchange relationships. Marketing is the business process of creating relationships with and satisfying customers. Because marketing is used to attract customers, it is one of the primary components of business management and commerce.In 1902, the first marketing courses at US universities were taught. In 1926, the United States created the National Association of Marketing and Advertising. The American Marketing Society was formed on its basis, and in 1973 this organization was renamed the American Marketing Association - AMA. Later similar associations and organizations appeared in Western Europe, Canada, Australia and Japan.

The main objectives of marketing:

Studying the market as such, studying consumers, the structure of firms, goods, and analyzing the internal environment of enterprises.

Research, analysis and assessment of the needs of real and potential consumers of the company's products in areas of interest to the company.

Marketing support for the development of new products and services of the company.

Analysis, assessment and forecasting of the state and development of markets in which the company operates or will operate, including research on competitors, quality management and competitiveness of finished products.

Organization of logistics.

Formation of the assortment policy of the company.

The development of the pricing policy of the company, the development of a mechanism for changing prices in a changing environment.

Participation in the formation of the strategy and tactics of the market behavior of the company, including the development of pricing policy.

Sales of products and services of the company.

Communications marketing.

Service maintenance.

Organization of rewards for buyers and consumers.

Traditionally, in marketing theory, the following marketing concepts are distinguished, which developed as the economic situation changed:

The production concept is based on the assumption that consumers will be favored by products that are widely available and affordable, and therefore management should focus on improving production and improving the efficiency of the distribution system.

Product concept is based on the fact that consumers will show interest in products offering the highest quality, best performance and properties, and, therefore, the organization should focus its energy on the continuous improvement of the product.

Selling concept is based on the fact that consumers will not buy the goods of the company in sufficient quantities, if it does not make sufficient efforts in the field of marketing and promotion.

Marketing concept is based on the fact that the key to achieving the organization’s goals is to determine the needs and requirements of conditional markets and ensure the desired satisfaction in more effective and more productive ways than competitors. The object of attention in the marketing concept is not the product, but the clients of the company with their needs and requirements. In this case, the company receives profits by creating and maintaining customer satisfaction.

Societal marketing proceeds from the fact that the task of the company is to establish the needs, needs and interests of the target markets and ensure the desired satisfaction in more effective and more productive (than competitors) ways while preserving and strengthening the well-being of consumers and society in whole.

Relationship marketing - the main idea of ​​interaction marketing is that the object of marketing management is not a total solution, but relations (communication) with the buyer and other participants in the purchase and sale process.

The concept of international marketing is a concept that provides for a systematic, constant, active work in the international market at different stages of the promotion of marketable products, services to the consumer. A distinctive feature of international marketing is a complete and clear orientation to foreign consumers, the desire to satisfy their needs and requirements.

The concept of holistic marketing based on the planning, development and implementation of marketing programs, processes and events, taking into account their breadth and interdependence. Holistic marketing recognizes that everything is important in marketing and that an extended, integrated approach is often needed. Holistic marketing includes four components: relationship marketing, integrated marketing, internal marketing and socially responsible marketing. Thus, holistic marketing is an approach in which an attempt is made to recognize and balance the various competencies and complexities of marketing activities.

The concept of brand management is a new direction in the theory of marketing management - brand management.