home Health technologies Theoretical foundations and concepts of marketing. Theoretical foundations and concepts of marketing Development of marketing in Russia

Theoretical foundations and concepts of marketing. Theoretical foundations and concepts of marketing Development of marketing in Russia

The term “marketing” translated from English “market” means activities in the field of market and sales. In the historical aspect, marketing elements originate in ancient times. Thus, the institution of heralds is the progenitor of modern mass media. Fairs held near monasteries on holidays have evolved over time into modern international exhibitions. The marks left by artisans on clay pots are a primitive form of trademarks, brands of companies known throughout the world.

Marketing as a business philosophy dates back to 1650. The Japanese company Mitsui opened a store where marketing incentives were used. In the USA, already in 1902, marketing was taught at leading universities. In 1926, the American Marketing Association was created and still exists today. Marketing began to be used more actively in practice starting in the 1950s. Among the foreign experts who made the most significant contribution to the development of marketing as a science, the following authors can be distinguished: B. Berman, G. Bolt, M. Brun, A. Weissman, D. Gardner, D. Garrett, P. Drucker, E. Dinhel , F. Kotler, J. Lambin, T. Levitt, S. Marjaro, J. Evans.

In Russia, the concept of promoting and selling goods was not relevant until the transition to a market economy, since in conditions of total shortage there was no need for it. Therefore, marketing in Russia begins in 1990. Previously, it concerned only foreign economic activity. In 1995, the Russian Marketing Association was founded (president A.A. Bravermann). In general, three stages can be distinguished in the development of marketing in Russia:

Mid 70's – the appearance of publications by the first Russian marketers: G. Abramishvili, N. Gerchikova, A. Goryachev, B. Solviev, Yu. Trusov. These works described the possibilities of using marketing mainly in foreign economic activity and were actively discussed at meetings of the marketing section of the USSR Chamber of Commerce and Industry.
Mid 80s – early 90s. – the appearance of works by Golubkov, N. Moiseeva A. Porshnev and others. They specialized mainly in general marketing problems of the external and emerging domestic market.
Since the mid-90s, works have appeared devoted to the development of individual domestic submarkets (commodity, financial, labor), as well as publications in the field of marketing of non-profit organizations and social marketing. (E. Utkin, N. Vasilyeva, F. Novikov, etc.)

Currently, more than 2000 definitions of marketing have been put forward, each of which considers one or another aspect of marketing, or makes an attempt to comprehensively characterize it.

In a broad sense, marketing can be defined as the process of planning and managing the development of goods and services, pricing policies, promotion of goods to customers and sales, so that the resulting variety of benefits leads to the satisfaction of the needs of both individuals and organizations.

Philip Kotler (a famous American marketer) gives a more concise definition of marketing, revealing its main purpose: “marketing is a type of human activity aimed at satisfying needs and wants through exchange.”

Summarizing the various interpretations, we can define marketing as a combination of science, the art of effective work and intuitive anticipation of the future course of events in the market.

Unfortunately, in Russia, the understanding of marketing at the theoretical and practical level is still reduced to the concept of operational marketing, that is, marketing is considered only as an integral part of applied economic theory and a management tool. Also in practice, marketing is identified with sales. Meanwhile, the task of marketing is to make sales efforts unnecessary, that is, to know and understand the client so well that the product or service completely satisfies him and sells itself.

Thus, the essence of marketing is as follows: you should produce only what will certainly find sales, and not try to impose on the buyer products that have not been previously agreed with the market.

^ Evolution of marketing concepts.

There are 6 main approaches to organizing marketing activities (Table 1). They represent different periods in the history of marketing development:

The concept of improving production (production) - 1860-1920. - argues that the company's prosperity in the market is associated with low prices for its own goods, and therefore it must constantly improve production in order to reduce costs and maintain low prices. The use of this concept is appropriate when the demand for a product exceeds supply and when the cost of the product is too high. The production concept was used by Henry Ford and was very widely used in the USSR during the monopolization of industries.
The concept of improving goods (commodity) - 1920-1930. - claims that the consumer prefers only high quality products and the company tries to produce them. It is important here not to cross the line beyond which the improvement of one’s own product overshadows the actual needs of customers (for example, to improve Velcro for flies, and the solution to the problem will be a chemical aerosol).
The concept of intensifying commercial efforts (marketing) - 1930-1950. – states that the buyer is most sensitive to the seller’s sales and promotion efforts. It is used by companies producing goods of passive demand (gifts, insurance, photo services), as well as in conditions where supply exceeds demand.
The concept of traditional marketing - 1950 - 1980 – states that the main goal is to provide the desired customer satisfaction. That is, before starting production, firms study the needs of the market and only then begin to organize it. Firms make profits by maximizing customer needs.

Table 1. Evolution of marketing concepts.

№	Years	Concept	Leading idea	the main objective
1	1860-1920	Production bathroom	I produce what I can	Improving production, increasing sales, maximizing profits
2	1920-1930	Commodity	Production of quality goods	Improving the consumer properties of goods
3	1930-1950	Sales	Development of a sales network and sales channels	Intensification of sales of goods through marketing efforts to promote and sell goods
4	1950-1980	Traditional Marketing	I produce what the consumer needs	Meeting the needs and demands of target markets
5	1980-1995	Social and ethical marketing	I produce what the consumer needs, taking into account the requirements of society	Satisfying the needs and requirements of target markets while conserving resources and protecting the environment
6	From 1995 to present	Engagement Marketing	I produce what satisfies consumers and business partners	Satisfying the needs of consumers, the interests of partners and the state in the process of their commercial and non-commercial interaction

The concept of social and ethical marketing - 1980-1995. - states that the manufacturer's task is to satisfy the buyer while preserving and enhancing the well-being of society as a whole. This concept is generated by such alarming facts as environmental degradation, lack of natural resources and other negative consequences of the development of the world economy.
The concept of interaction marketing - 1995-present - states that the main goal is to satisfy the needs of consumers, the interests of partners and the state in the process of their commercial and non-commercial interaction. Interaction marketing is a reinforced product; a person acts as an important strategic resource.

^ Principles, goals, functions and marketing mix. Types of marketing depending on demand.

Marketing principles follow from the essence of marketing. There are many points of view regarding the number of principles to be identified. Thus, F. Kotler identifies three basic principles of marketing:

Focus on achieving the final practical result of production and sales activities (increasing or maintaining market share, increasing sales volumes and profits).
The focus of the enterprise is not on the immediate, but on the long-term result of marketing work.
Adaptation of goods and services to the requirements of potential buyers while simultaneously influencing demand.

Other authors include the following principles as marketing principles:

produce only what the consumer needs;
enter the market not with an offer of goods, but with means of solving consumer problems;
organize production only after researching needs;
concentrate efforts on achieving the final result;
apply tactics and strategies for actively adapting the production of goods to market requirements;
remember the primacy of the market in relation to the company’s plans;

It is very important to clearly define goals, since they are the guidelines when management makes key decisions. A goal is a programmed result for the sake of which an enterprise’s activities are carried out. Goals must meet the following fundamental requirements:

construction according to a hierarchical principle (tree of goals);
quantitative certainty;
achievability, that is, goals should not exceed possibilities;
orientation in time (long-term - 5 years, medium-term - from 1 year to 5 years, short-term - up to 1 year);
consistency with each other.

The goals of marketing as a market concept of enterprise management are a reflection of the long-term and short-term goals of the company.

The ultimate goal of marketing was clearly formulated by the famous American scientist P. Drucker: “The goal of marketing is to know and understand the buyer so well that the product or service suits him and sells on its own.”

Marketing goals are very diverse, but in general they can be classified into two groups:

economic (quantitative) - which are formed through certain digital performance indicators and through percentages. It could be maximizing profits over the long term; increase in sales; increase in market share, etc.
social (quality) – these include concern for environmental protection; ensuring employment of the population; creating a product for low-income consumers; creating an environmentally friendly product, etc.

The more clearly goals are set in terms of quantity, quality and time, the clearer they become and the more useful they will be. All goals should be aimed at achieving better satisfaction of people's needs while rationally using all available resources and ensuring harmony with the environment.

Marketing functions are interrelated and complementary actions and measures in the marketing system that make it possible to manage the processes of commodity exchange.

The marketing system operates continuously and therefore marketing functions are cyclical (renewable and repeatable) in nature. Marketing functions can be classified as follows:

General features:

planning;
organization;
coordination;
accounting and control.

Specific functions:

analytical function – study of the market, consumer, participants in market relations, product structure of the market, analysis of the internal environment;
market segmentation;
selecting a target market;
analysis of the organization’s production and sales capabilities (identification of the organization’s strengths and weaknesses);
development of marketing strategy and program;
development of product policy;
development of pricing policy;
development of sales policy;
development of communication policy.

The marketing mix is the set of controllable marketing variables that a firm uses to reach its target market. These are the following elements:

product, product policy;
price, pricing policy;
distribution of goods (sales, sales);
product promotion (sales promotion, use of marketing communications).

Depending on the nature and state of demand, various types of marketing are used (Table 2).
Table 2. Types of marketing depending on demand.

No.	Nature of market demand	The purpose of marketing and its tools	Type of marketing
1	Negative demand is when the majority of potential buyers in a given market reject a product, regardless of its quality (some types of clothing have gone out of fashion; employers have alcoholics, former prisoners).	Change the attitude towards the product by improving it, adjusting the price and more effective promotion.	Conversion
2	Emerging (latent) demand - many consumers experience hidden needs that cannot be satisfied with the goods and services available on the market (harmless cigarettes, safe residential neighborhoods, more economical cars).	Assess the volume of potential demand and offer the desired product to the market	Developmental
3	Falling demand - for any product, sooner or later, demand begins to fall	Review the entire marketing mix system, identify the weak link and revive it.	Remarketing
4	Fluctuating (irregular) demand – public transport, museum visitors (weekdays and weekends).	Synchronizing supply and demand through the introduction of flexible prices and appropriate incentive methods	Synchro marketing
5	Full demand – demand matches supply	Maintaining the achieved level of demand through the maximum inclusion of all four components of the marketing mix	Support vaing
6	Excessive demand – demand significantly exceeds supply	Finding ways to temporarily or permanently reduce demand to block undesirable events (negative customer reactions and profiteering)	Demarketing
7	Irrational demand – for goods harmful to human health and the well-being of society (alcoholic beverages, tobacco products, drugs, firearms, some medications).	Convince consumers to stop using harmful goods and services (or reduce it) through sharp price increases, limited availability, and anti-advertising	Opposing
8	Lack of demand - consumers are not interested in the product or are indifferent to it. This can happen if the product is unknown in its consumer properties, if consumers consider the goods to have completely lost their consumer value.	Activation of measures of socio-psychological influence on consumers through noticeable price reductions and advertising	Stimulating

^ Marketing environment of the organization.

The company's marketing environment is a set of active subjects and forces operating outside the company and influencing the marketing management's ability to establish and maintain successful cooperative relationships with target clients. The marketing environment consists of micro and macro environments.

The microenvironment is the forces that are directly related to the firm itself and its commercial capabilities.

The macro environment is the forces influencing the micro environment of the company (Fig. 1)

Microenvironmental factors include:

The company itself - when developing marketing plans, marketing managers must take into account the interests of other groups within the company itself, such as senior management, financial service, design group, logistics service, production and accounting. It is important to form an optimal structure of the enterprise, to establish effective and rational cooperation between individual departments, which must have a marketing orientation.
Suppliers are business firms and individuals who provide materials and resources to the firm and its competitors.
Marketing intermediaries are firms that assist a company in promoting, marketing and distributing its products. These include the following 4 groups:

resellers – provide the company with convenient places, times and procedures for selling goods;
firms that specialize in organizing product distribution - help create inventories and quickly move them from the place of production to the place of consumption;
agencies providing marketing services - marketing research firms, advertising agencies, consulting firms;
financial institutions – banks, credit and insurance companies.

Clientele – There are 5 types of client markets:

consumer market (consumer market) – individuals purchasing goods for personal consumption;
producer market (market for industrial goods) - organizations purchasing goods and services for use in the production process;
market of intermediate sellers - organizations purchasing goods and services for their subsequent resale at a profit for themselves;
government market - government organizations that purchase goods and services for subsequent use in the public utility sector, or for the transfer of these goods and services to those who need them;
international market – all the markets discussed above outside the country.

Competitors - their complex multi-stage influence in marketing is considered at four levels:

needs (desires) - competitors - human needs compete, for example, clothing, shoes, vehicles (preference);
commodity-generic competitors - generic vehicles compete, for example, a car, a motorcycle, a bicycle (preference);
product-specific competitors – types of bicycles compete, for example, road, racing, folding (preference);
competing brands – brands of folding bicycles compete, for example, “Aist”, “Salyut”, “Tair” (preference).

Contact audiences are any formal or informal audience that shows an interest in the company's activities and influences its ability to achieve its goals. Contact audiences can either support or oppose a firm's marketing efforts. They are divided into the following groups:

supportive - they have sympathy for the company and support it in all its endeavors (investors, sponsors);
sought – the company needs their interest, looks for favorable interest, but does not always find it (media);
undesirables - they oppose the company, the company tries not to attract their attention (competitor clientele, various groups of social influence).

Any company operates surrounded by seven types of contact audiences:

financial circles (banks, investment companies, stock exchanges, shareholders);
Media (newspapers, magazines, radio stations, television);
government agencies (company management must take into account everything that happens in the public sphere, respond to problems of product safety, truth in advertising, etc.);
civic action groups (consumer organizations, environmental societies, minority groups, etc.);
local contact audiences (local residents) - company representatives must regularly hold meetings with the population and take part in solving pressing problems, for example, annually allocate a certain amount for the development of the area where the enterprise is located;
the general public (informal groups that influence the spontaneous formation of public opinion about the activities of the company);
internal contact audiences (workers and employees of the enterprise).

Macroenvironmental factors include the following:

demographic environment - the market consists of consumers and therefore their demographic characteristics influence the activities of any company (age changes, migration processes, level of education, etc.);
economic environment - in addition to the people themselves, purchasing power is also important for markets. The overall level of purchasing power depends on the level of current income, prices, savings and credit availability;
natural and ecological environment - marketers must take into account the following trends - an increase in the shortage of all raw materials, which means their rise in price and the need for replacement; rising energy prices; increased environmental pollution, which stimulates the development of the market for waste disposal and product purification products; environmental protection;
cultural environment - in every society people adhere to certain views and values, the main ones of which have a high degree of stability. The cultural environment influences the purchasing behavior of the population and the marketing responses of manufacturers;
technical and technological environment - sooner or later old technology is replaced by more progressive ones. Each firm must closely monitor major scientific and technological trends, among which the increasing speed at which technological change occurs is of particular importance;
political and legal environment - these factors determine the role, strength and focus of the state on business, and therefore marketing; can stimulate or block the development of entrepreneurial structures through the legislative or regulatory framework.

Introduction

1. History of the origin and school of marketing

2. The essence and functions of marketing

3. Modern marketing concepts

4. Development of marketing in Russia

conclusions

Bibliography

Introduction

Marketing is a phenomenon of the 20th century. It owes its origin to economic science. Marketing developed as a form of applied economics.

Today's world is a world of dynamics and speed. To survive in it, you need to change with it and constantly acquire new knowledge, skills and abilities. As consumers, it is knowledge of marketing that allows us to behave more intelligently. Marketing is one of the fundamental disciplines for market professionals, such as retailers, advertising workers, marketing researchers, managers of new and branded products, etc. They need to know how to describe the market and break it into segments; how to assess the needs, demands and preferences of consumers within the target market; how to design and test a product with the consumer properties required for this market; how to convey to the consumer the idea of the value of a product through price; how to choose skillful intermediaries so that the product is widely available and well presented; how to advertise and promote a product so that consumers know it and want to buy it.

The main goal of the socio-economic reforms carried out in modern Russia is to build an open market-type economy in the country. For the successful development of such an economy, it is necessary that the needs and demand of specific consumer groups become the main guideline for the production and sale of goods. Effective work in the domestic and foreign markets requires knowledge and consideration of objective market laws, the ability to organize the regular receipt and prompt use of market information, the ability to increase the competitiveness of one’s products, etc. All these are elements of marketing - one of the most effective concepts of a market economy. It is on the basis of the results of marketing activities that most commercial operations in the world market are carried out. The growing importance of marketing on a global scale is evidenced, in particular, by the results of special studies, according to which more than 75% of commercial failures in the world market occur for reasons related to errors in marketing activities, and only less than a quarter of them are due to other reasons. Each product certainly requires promotion on the market, this means the need for high-quality and original advertising, various promotions to promote the product. In addition, it is desirable for an enterprise to have the widest possible retail sales network or a network of intermediary organizations, unless, of course, it is engaged in very large and expensive production. Such a network must have a high level of service, since today's buyer is accustomed to high-quality service and a wide list of additional services. And only by fulfilling all these requirements can a company count on being able to take a strong place in the heart of the buyer. At the same time, we should not forget about the effectiveness of market behavior and the development of the company. The most important thing in understanding and satisfying the buyer’s needs is to study his opinion about the company’s products, competing products, problems and prospects for the life and work of consumers. Only with this knowledge can we fully satisfy the needs of consumers. And this is exactly what a company should do within the distribution system - where it comes into closest contact with the buyer.

The purpose of the course work is to study the theoretical foundations of marketing.

This course work covers the following tasks:

history of the origin and school of marketing;

the essence and functions of marketing;

modern marketing concepts;

history of marketing development in Russia.

1. History of the origin and school of marketing

There are many positions regarding exactly when marketing originated. Everything depends on the accepted point of reference, on the quality of the activity of exchange, “purchase and sale” of goods, which is recognized as a sufficient argument for the statement: marketing is born!

One of the radical points of view is that its first elements, such as oral advertising, coordination of forms of exchange, inevitably arose as soon as humanity began to free itself from the isolation of a subsistence economy and forms of trade appeared.

There are literary sources that attribute the emergence of the beginnings of marketing to more specific events, for example, to the opening in Japan in the mid-18th century of the predecessor of a department store, whose owner Mitsui was the first to introduce the principle of ordering the most popular goods, began to use advertising stands and guarantee the quality of goods.

It is not unreasonable to draw attention to the fact that already from the beginning of the 20th century, US universities in Harvard, Illinois, and Michigan began to give courses of lectures on marketing problems.

Finally, it is difficult to argue with those who connect the practical implementation of marketing with the activity of J. Ford, who raised the concept of so-called mass marketing as a banner.

Marketing theory used the achievements of many previously existing economic doctrines, including mercantilism (XVII century), according to which the welfare of the people is created not by production, but by foreign trade, due to which capital accumulation occurs within the country.

Marketing theory itself, as many experts believe, arose in the United States in the second half of the 19th century. This is not surprising: in a country that has not experienced the destructive consequences of wars on its territory for over two centuries, the maturation of markets and the creation of conditions for the full-scale demand for marketing proceeded most intensively. The economic crises of that time forced American scientists to talk about the “chronic problem of production” and the inconsistency of the then existing system of circulation of goods and services with the increased demands for organizing the sale of products.

There are three main stages in the formation and development of marketing.

The first major stage in the evolution of marketing is usually designated by boundaries from the beginning of the 20th century to the mid-1930s. Marketing developed especially rapidly in the United States after the Great Depression of 1929-1933. At this time, there was an active search for means of anti-crisis regulation, both at the state level and at the level of individual and well-known companies: General Electric, General Foods, McDonald's, at Ford enterprises, etc., and then marketing as an independent type of activity has spread to enterprises in Europe and Japan.

At the same time, marketing was understood either as a theory of the movement of goods and services between organizations, enterprises and individuals, or as a set of functions of an enterprise for the sale of products. Only the Great Depression, and not immediately, dissuaded the economic commanders from their initial position on the priority of production, which was recommended to be served by separate and marketing tools. At this time, two concepts consistently appeared: improving production and improving goods.

The beginning of the second stage of marketing development dates back to the mid-1930s, and the end - to the mid-1980s. This is due to the transition of economically developed countries from the industrial to the post-industrial period. The latter is characterized by the fact that production ceases to be mass, large-scale, but is increasingly oriented towards individualized consumer needs, markets are increasingly differentiated, the possibilities for reducing costs in enterprises are limited, the number of small enterprises is growing, the role of scientific and technical information is significantly increasing, etc.

Under these conditions, it became clear that the profit of an enterprise depends not only and not so much on reducing the costs of its own production, but to a large extent on the attention paid to researching the market and competitors, the quality of the product and the organization of its successful promotion to the market. Therefore, the essence of the second stage is the formation of a set of marketing actions with a focus first on sales, then on the consumer (concepts of intensifying commercial efforts and the general concept of marketing, marketing mix).

The third qualitative stage in the development of marketing began around the mid-1980s. and continues to this day. Modern marketing is implemented in the concepts of strategic, socially-oriented (social-ethical), individual marketing, relationship marketing, marketing of large social communities - meso- and megamarketing.

The consumer ceases to be the only center of the universe in marketing. There is a reorientation to a combination of taking into account the interests of producers, consumers and society as a whole. The goal is to ensure the desired satisfaction of target customer groups in more effective (than competitors) ways while maintaining or strengthening the future well-being of the consumer and society as a whole. The means to achieve the goal is the balance of three factors: the company’s profits, consumer needs and the interests of society.

Our knowledge of market activity should be based on the main principles of modern marketing. As an integral system of enterprise activity in the market, it will have an increasing influence on the development of entrepreneurial philosophy and methodology.

Firstly, marketing creates a new way of thinking and managing an enterprise (firm). It forms as a system of thinking, i.e. a set of mental attitudes aimed at optimal adaptation of specific goals and real possibilities for achieving them, at an active search for a systemic solution to emerging problems.

Secondly, marketing also creates a new way of acting for an enterprise in the market. A holistic methodology for the market activity of an enterprise (firm) is being formed, revealing its principles, methods, means, functions and organization.

Before 1950, no one even put forward the idea of different schools of thought in marketing. Marketing thought was "monolithic". There were no different theories of marketing, and there were no conflicting approaches to its teaching. It was in the 50s that such schools and approaches began to take shape. Firstly, the traditional and broad interpretations of the subject began to differ. Secondly, a management approach has finally emerged, which began to be distinguished primarily by the active use of the so-called marketing complex. Proponents of this approach argued that by consciously manipulating the elements of the marketing mix - product, price, distribution channel and sales promotion, it is possible to achieve the intended results, i.e., by assigning different values to the variables, it is possible to achieve the desired constant.

Gradually, several more or less independent directions took shape in marketing, called schools. American experts believe that today we should distinguish at least six different trends, six schools of marketing.

The emergence of one of these schools - the school of macromarketing - is closely related to attempts to assess the role of business in society. The negative attitude of social forces towards such phenomena of the American economy as the military-industrial complex, the large industrial “brotherhood” with its antisocial philosophy, has given rise to increased interest among marketing specialists in the issues of ensuring the interests of society as a whole. For the first time, the ultimate criterion for assessing the market activity of a company - profit maximization - was questioned. It was the specialists of this school, considering the long-term and short-term “results” of market operations of various firms, who came to the conclusion that the former had priority over the latter, which led to the conclusion about the need to put public interests at the forefront of business activity.

The school of consumerism emerged as research into the problems of the market environment grew. And although in marketing the “discoverer” of the problems of social insecurity of consumers was Ralph Nader, who wrote the book “Danger at Any Speed,” in economic science the need to protect consumers within the framework of the theory of “general welfare” was first discussed by J. Schumpeter, J. Keynes and F. Modigliani two decades earlier. This school emphasizes in marketing the need to provide truthful advertising, abandon overly aggressive sales tactics, guarantee the safety of manufactured products and fully provide consumers with the necessary information based on the fact that without this the average consumer is not able to independently make a competent, only correct choice of what he wants. really necessary. Proponents of this approach clearly come to the conclusion that government intervention in market relations is necessary in order to protect the interests of consumers.

The emergence of the school of systems approach in marketing thought is associated with the desire to use methods of quantitative analysis of market phenomena in marketing. In the works of Lancaster, who used the economic theory of relative utility, and Becker, who built his systematic approach on the basis of the limited resource of time, this desire first gained recognition and popularity. Subsequently, representatives of the school develop marketing theory mainly in the direction of simulation modeling, using the interdependence between supply and demand. Later, already in the second half of the 70s - the first half of the 80s, representatives of the school are trying to bring their models closer to the consumer. The models are based on the family budget or typical buyer behavior in various situations.

None of the marketing theories in the entire history of its development has enjoyed, perhaps, the same popularity among specialists as the theory of buyer behavior. A number of researchers have achieved great success in this area, thereby leading to the separation of this current of marketing thought into a separate school. Among them are J. Howard, Y. Sheth, P. Bliss, R. Blackwell, D. Collet, etc. The authors’ works contain a variety of points of view on the study and accounting of consumer interests, but the main emphasis, unlike previous periods, is on behavioral principles underlying marketing activities. The main issues of scientific research of supporters of this trend in marketing thought are the commitment of buyers to brands or brand names, factors influencing the formation of consumer attachments and decisions to purchase goods, the reasons for changes and national differences in buyer behavior, as well as the processing of information about buyer behavior.

Unlike the previous school, the behaviorist school focuses its attention on the principles and nature of behavior not of individual consumers, but of entire organizations. As a rule, certain types of behavior of organizations in the market are associated by supporters of this current of marketing thought with channels of distribution of goods. The distribution system in each given country, according to representatives of the school, is practically not subject to change, therefore organizations searching for new markets for their goods need to adapt to one or another distribution system. In addition, representatives of this school are also interested in the behavior of organizations in terms of intermediary functions, i.e. The object of the study is the intermediary organizations themselves in different markets, in other words, personalized channels for the distribution of goods.

Marketing planning dates back its history almost from the very beginning of the existence of the subject. However, the focus of a separate current in marketing thought is the strategic management of a company in connection with dynamic changes occurring in the market, which is relatively recent - this is perhaps the youngest, but increasingly popular school. Strategic planning for a company's adaptation to changing conditions is becoming especially popular as corporate planning is separated from planning the activities of a strategic unit or business unit.

2. The essence and functions of marketing

The term “marketing” arose in the practical activities of enterprises and in economic literature at the end of the 19th century in the United States of America. Translation from English “market” means market, and “ing” means activity in the market. Marketing is one of the fundamental activities in the modern market.

The market is understood as economic relations arising in connection with the exchange of goods and services, as a result of which demand, supply and price are formed.

Demand is a need backed by purchasing power. However, demand is not a reliable indicator because it changes. Changes in choice are influenced by both price changes and income levels. A person chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

Supply is the desire and ability of producers (sellers) to provide goods for sale on the market at every possible price at any given point in time. The ability to provide goods is associated with the use of limited resources, so this ability is not so great as to satisfy all the needs of all people, because the total needs, as we know, are unlimited.

Price is a flexible tool and, at the same time, a fairly powerful lever for managing the economy, although their real possibilities of influencing the economy in general and the standard of living in particular are much less than the hopes people place on prices and the price mechanism. Price is a historical category that arose and was formed in the process of the origin and development of exchange.

Marketing as a process of promoting goods and services through exchange has taken shape since the birth of commodity production. The further development of exchange entailed the separation of trade from production and the separation of the merchant class.

Marketing really presupposes the existence of the market in its full structural volume, serves its development and is inseparable from the complex of problems of demand, supply and prices. One way or another, it has as its initial object of attention the production and commercial activities of the enterprise and numerous intermediaries on the way of promoting goods to the market, to the final consumer. At the same time, which is very important, it is aimed at effectively satisfying the specific needs of target consumer groups (with benefits for manufacturers, intermediaries and, of course, consumers).

Marketing is a very multifaceted phenomenon. This is a market philosophy, strategy and tactics of thinking and action of subjects of market relations: not only producers and intermediaries in commercial activities, but also consumers, as well as suppliers, practically economists, scientists, entire organizations, even government bodies. Marketing can be defined as a scientific and applied discipline, as a type of professional activity, as a management system, as a way of thinking, a style of behavior, an approach to solving problems, a set of specific functions, etc. A simple analysis and consideration of the characteristics and requirements of the market situation will be the first stage of marketing, but, ultimately, it cannot but go to the problems of forecasting and active demand formation. Marketing is dynamic, changeable depending on the scope of its application, time of action, parameters of the surrounding market environment and, of course, on the interests of target consumer groups. Marketing cannot be a set of recipes, a mosaic of activity skills; it is productive only if it is comprehensive and, moreover, systematic.

By now, there are already many options for defining the concept of “marketing”. Foreign and domestic marketers agree that attempts to formulate one or even several definitions of marketing are obviously not constructive, since they can limit the scope of further study of the marketing category.

Over the long period of marketing application, many theoretical authors define it differently. For example, the American scientist and economist Philip Kotler, a graduate and adherent of the ideas of the Chicago School of Economics, gives the following definition: “Marketing is a type of human activity aimed at satisfying needs and wants through exchange. A similar definition is present in the work of P.S. Zavyalov and V. E. Demidova: “Marketing is a system of organizing and managing all aspects of a company’s business activity - from the very first outlines of the design and technology of a new product to its delivery to the buyer and subsequent service.”

marketing marketing planning russia

This definition has the same drawback as that of F. Kotler. In both cases, the specialization of the types of design, economic, production, sales and financial activities of firms is not taken into account.

Marketing is a type of human activity to ensure consistency between production and consumption, followed by bringing the produced goods and services to consumers to achieve their goals. This definition emphasizes the very essence of marketing: produce only what can be sold, i.e. production must match consumption. At the same time, the manufacturer (seller) in each specific period of time pursues a specific (different) goal of its activities.

There are many other important definitions of marketing, but the given definitions are sufficient to understand its essence (F. Kotler counted about 2000 definitions of marketing).

Marketing is essentially viewed from four perspectives:

as an ideology of modern business;

as a marketing research system;

as a product sales management system;

as a set of measures to generate demand and stimulate sales.

Marketing, one way or another, affects the interests of everyone, be it a buyer, manufacturer, seller or ordinary citizen. But these people may have goals that contradict each other. The goals of marketing activities can be grouped in the following areas:

The purpose of commercial activity is to obtain a certain profit for a certain period.

Marketing goals themselves are related to attracting consumer interest in this type of product and service.

goals in the field of distribution of products and services are associated with the possibility of optimal distribution of products and services over time periods along the entire chain of the logical system from production to their sale.

goals in the field of sales of products and services are related to the most effective fulfillment of orders, advertising, sales promotion, and reduction of non-production costs through the use of specialized transport.

Marketing functions are a set of activities related to market research, assortment development, formation of product distribution channels to the market, advertising and sales promotion, as well as management and control. Each of these functions is important, but only in close relationship with each other can they successfully implement the principles of marketing. Ultimately, they can be divided into four groups, shown in the figure.

Figure - Marketing functions

Analytical marketing functions include:

) Consumer research.

) Study of the brand and product structure of the market.

) Analysis of the internal environment of the organization.

Market research is carried out according to such criteria as its geographical location, capacity, specification, number of competitors, supply and demand for the product that the company intends to produce (or even produces) and offer for sale. In any market there are many consumers who may be interested in the products or services of the enterprise (company). And the main thing here is to identify your group among them, i.e. conduct market segmentation. Each enterprise has its own methods of marketing research in this area. But the general thing is to study: firstly, the structure of consumers - by quantity, if these are individual buyers, and size, if these are companies, by age and gender, educational qualifications, social status, and secondly, consumer requests - volume of purchases, reaction to the emergence of new products and price changes.

Then you need to study the product structure of the market, to determine the existing assortment and determine whether there is a product similar to the one that the company intends to offer, as well as what are the standards, norms, and quality requirements for goods in force on the market.

At the same time, competing companies are studied: product supply and demand for their products, sales system, forecast for the future in terms of product competition.

As a result of the implementation of the marketing function of this group, the enterprise's niche in a specific market is determined.

Marketing production functions include:

) Production of new goods; development of new technologies. Here we are talking about making decisions regarding the development and production of goods that will be accepted by the market, that is, in demand by consumers.

It is necessary to carry out clear segmentation of consumers. This allows us to purposefully organize the production of competitive goods in the required volume and in compliance with the optimal shipment plan. The production of goods of market novelty allows the enterprise to be a monopolist in the market for an extended period of time, which helps to obtain higher profits.

) Logistics. At this stage, procurement of material and technical resources is carried out. The developed system has a significant impact on the timing of the production process, reduces overhead costs, which reduces the cost of production, and this is very important for establishing the optimal price for the product.

) Managing the quality of finished products and their competitiveness. The general concept of “competitiveness” is revealed through such indicators as the quality of the product (compliance with certain standards) and its usefulness for consumers, on the one hand, and the total costs of the consumer (the price of the product and the costs of its operation during its service life), on the other hand.

The result of the implementation of all these marketing functions should be the release of competitive products of the required range.

Distribution and sales functions cover everything that happens to the product after its production, i.e. it's about getting it to market. Market influence, which is one of the fundamental principles of marketing, aims to promote the successful sale of goods. To do this, you need to organize your own distribution channel goods, which means a set of individuals and legal entities that assume ownership of goods (services) at the stage of their promotion from producer to consumer. They are divided into direct and indirect.

Through direct channels, goods (services) are promoted without the participation of intermediaries, that is, directly from the sales department to the consumer. In this case, the company itself implements the sales marketing program and maintains contact with the client, so trade margins and remunerations due to retailers and intermediaries are excluded.

Through indirect channels, goods (services) are promoted through trade (tents, shops) or an intermediary. The first case involves wholesale and retail trade. This method of sales is optimal if the company does not occupy a dominant position in the market, and the trader has sufficient experience and capabilities in the field of trade and has influence in the market. The second option involves selling products through intermediaries, sales representatives and brokers.

Particular attention is paid to transportation - the physical movement of the product from the place of production to the consumer. Moreover, it is necessary to move not only the product, but also the resources for its production from the places of their receipt to the enterprise. Transportation ensures the utility of a product by location, time and form. Economics experts argue that these three categories of utility are very important in the production of a product that has economic value. The product must be in the place where you need it, when you need it, and in the required shape.

Storage system must satisfy three requirements: safety, reliability and efficiency. The premises where products are stored must have special equipment.

Product policy involves carrying out certain actions to effectively create an assortment that meets the standards accepted in the market, with minimal production costs. It needs to be developed based on a thorough knowledge of the market and optimal consideration of the capabilities of the company itself. Such information is obtained as a result of performing the analytical function of marketing.

The managerial functions of marketing involve, first of all, the organization of planning the economic activities of the enterprise and production management. In the process of this activity, the overall strategy of the enterprise is determined and tactical (operational) objectives are formulated.

During operational planning action programs and budgets are drawn up for the near future, taking into account the current goals of the enterprise. They are a guideline for all its departments and provide for planning:

product range - determining the need for goods and groups of potential consumers, assessing competitiveness, updating the range and modifying goods, developing packaging;

sales and distribution - selection of sales channels, assessment of transportation and storage needs, branded trade, turnover, inventory levels, after-sales service;

financial indicators - marketing expenses, price (demand, costs, competitors), income from marketing activities;

staffing - placement of management personnel and specialists, training and retraining of personnel, attraction of consultants, study of the experience of other enterprises.

3. Modern marketing concepts

Marketing management is based on a number of conceptual approaches. Marketing concepts are the starting points that characterize the active orientation of the market activity of an enterprise at various stages of its development.

The modern concept of marketing is that all activities of an enterprise (scientific and technical, production, sales, etc.) are based on knowledge of consumer demand and its changes in the future. Moreover, one of the tasks of marketing is to identify unsatisfied customer requests in order to orient production to satisfy these requests. Marketing means developing, producing and marketing something for which there is actual consumer demand. When implementing the marketing concept, the emphasis of business decision-making is shifted from the production units of the enterprise to the units that feel the pulse of the market. The marketing service is a think tank, a source of information and recommendations not only for market, but also for production, scientific, technical and financial policies of the enterprise. Here, on the basis of a thorough analysis of the state and dynamics of demand and business conditions, the question of the necessity, prospects, and profitability of the production of a particular product is resolved.

The concept of manufacturing excellence assumes that products that are widely available and affordable will be favored. Consequently, the organization should focus on improving production, increasing its economic efficiency, reducing product prices and distribution systems. The leading means of achieving the goal were recommended to increase the scale of production and reduce production costs. Henry Ford, for example, sought to bring the production of the Model T to perfection - so that the cost of the car would decrease and it would become available to the maximum number of consumers. Ford joked that he could offer customers a car in any color, as long as it was black. This concept in practice still flourishes in the sphere of budgetary and social services, having shifted to where marketing previously did not exist at all - into the sphere of non-profit relations. The negative features and consequences of using this concept are indifference to consumer demands, depersonalization of consumers, goods, and firms.

The concept of product improvement is based on the belief that some consumers are interested in products that are of the highest quality and have the best performance characteristics. The main object of attention was the product, according to the principle: the main thing is the mousetrap (and not the problem of getting rid of mice). Marketing efforts focused on improving the quality of goods; the modernization of manufactured goods was declared the leading means of achieving the goal. The sphere of existence of marketing has shifted somewhat to a place where it is no longer a purely production, but a completely technocratic approach that dominates. The negative features and consequences of implementing such a strategy can be considered marketing myopia, losing sight of the client’s problems and needs, design capabilities, packaging, and prices. For example, Coca-Cola, while focusing entirely on its soft drinks, missed the rise in popularity of coffee shops and bars that sell freshly squeezed juices, i.e. those markets that ultimately encroach on the soda market. Managers in these organizations too often look in the mirror instead of out the window. Many managers of various companies believe that product orientation ensures constant innovation of technology, because technological excellence is the basis of business success.

The sales force concept argues that consumers will not buy enough of a firm's products unless it makes significant sales and promotion efforts. The most worthy ultimate goal of a company and its marketing is to make a profit through increased sales. The main focus is the sales process. The main content of marketing is taking care of the needs of the seller to convert his goods into cash. The leading means of achieving the goal are commercial efforts and sales promotion measures, “hard” sales in order to force a purchase to be made immediately, on the spot. Most often, this concept is applied to so-called passive demand goods, those that the buyer is unlikely to think about purchasing (for example, an encyclopedia or insurance). According to this concept, consumers must be persuaded to make a purchase, and therefore every company must have at its disposal an arsenal of sales, promotion and purchase promotion tools.

The concept of intensifying commercial efforts is also practiced in the non-profit sector. A political party, for example, energetically “sells” its candidate to voters as a professional who will cope better with existing problems than others. Many companies resort to the concept of intensifying commercial efforts during periods of overproduction. Their goal is to sell what they have, not to produce what the market requires. Naturally, marketing based on an aggressive sales strategy is associated with great risk. It focuses solely on the act of selling itself, and not on creating long-term and profitable relationships with customers. It assumes that customers who have agreed to purchase the product will be satisfied with it. Most studies show that a customer will not buy a product again if they are not happy with it. To make matters worse, a satisfied customer tells an average of three people they know about a product they like, while a dissatisfied customer shares their disappointment with an average of ten.

The concept of pure marketing requires a focus on consumers: producing only what can be sold. A company's achievement of its goals depends on identifying the needs and demands of target markets, as well as satisfying consumers more effectively than competing companies. Oddly enough, this approach has only recently begun to be used in entrepreneurial practice.

Many thriving and well-known companies operate on the concept of pure marketing. For example, such as Procter & Gamble, Marriott, Nordstrom, McDonald's.

McDonald's Corporation, a chain of food establishments where the main dish is the hamburger, is a true marketing professional. With 18 thousand branches in 90 countries, where in total, sales of $23 billion are made per year, every three hours in McDonald's Corporation is opening a new restaurant in some corner of the globe. The reasons for this state of affairs lie in a clear focus on marketing: McDonald's knows how to serve customers and how to respond to changing consumer demands. Ray Kroka - a 52-year-old salesman of milkshake machines - is expressed in the motto of the McDonald's corporation, which sounds like Q.S.C.&V. - quality, service, cleanliness and value. Visitors enter an immaculately clean room, are greeted by friendly service staff, and quickly receive delicious food, which they eat right away or take away with them in cute packaging. There are no jukeboxes or pay phones on McDonald's premises, so teenagers don't hang out there. There are also no cigarette vending machines or newspaper stands. McDonald's are family-type restaurants, and children especially like them. In addition to these efforts, each McDonald's restaurant takes part in various community events.

The concept of general marketing, which goes into the concept of marketing mix, achieving the ultimate goal - making a profit - is directly linked to the main condition: effectively satisfying consumer needs. The main content of marketing activity becomes concern for meeting the needs of the consumer through the product and a number of factors associated with the creation, delivery and consumption of this product. The means to achieve the goal are complex marketing efforts (marketing mix). This type of marketing still dominates in areas where work is carried out with consumer goods produced by large companies.

The concept of strategic marketing focuses marketing efforts on a long-term perspective and essentially represents a constant and systematic analysis of market needs, leading to the development of effective products intended for specific groups of buyers and having special properties that distinguish them from competing products and thus create a sustainable competitive advantage for the manufacturer advantage.

The concept of social and ethical marketing provides for the satisfaction of healthy and reasonable needs, environmental protection, increasing the role of public interests, maintaining a balance of interests throughout the entire technological chain from the use of natural resources to the consumption of final products. The campaign first identifies the needs and interests of target markets, and then delivers superior customer value to consumers in ways that support (or even improve) the well-being of the customer and society. The concept of social and ethical marketing is the most advanced of all the previous ones.

This concept is based on three fundamental ideas:

meeting the healthy and reasonable needs of consumers;

achieving the main goal of producers, taking into account the interests of society as a whole;

ensuring environmental protection.

As an example, the Coca-Cola Company is a corporation that produces soft drinks that are loved by consumers and has gained everyone's trust. However, some consumer groups and environmental groups have expressed concern that the company's drinks are low in nutritional value, can damage teeth, contain caffeine, and that the cans and glass bottles they are sold in pose environmental concerns. .

These kinds of complaints led the company to adopt the concept of socially ethical marketing. This concept encourages marketers to strike a balance between the three goals of marketing: campaign profits, consumer needs, and societal interests. Previously, most companies made marketing decisions based primarily on the company's short-term profits. Gradually, however, campaigns began to realize the importance of long-term satisfaction of consumer needs, and thus moved towards the concept of marketing. Today, more and more companies are thinking about the interests of society when making marketing decisions.

The concept of holistic marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence.

Holistic marketing recognizes that everything matters in marketing and, as is often the case, a broad, integrated approach is needed.

The concept of holistic marketing includes four categories of marketing: internal, integrated, socially responsible and relationship marketing. Holistic marketing delivers results rather than the illusion of understanding and control.

Thus, holistic marketing is an approach that attempts to recognize and balance the various competencies and complexities of marketing activities.

On the communications spectrum, holistic marketing occupies the higher levels. Holistic marketing does not limit the content of communications either to individual details and characteristics of a product or service, or even to any complexes of ideas. The content of communications becomes the entire world in which the business lives, including the personalities of managers and employees. Holistic marketing communicates this world to clients in its complexity, richness and diversity. On the other hand, in holistic marketing we direct our communications not to individual human needs or even to some generalized values, but to the client’s unified personality in its complexity, richness and individuality. We are not trying to look for points of control over the consumer, we are not trying to find his “button”, but we are creating conditions for cooperation and co-creation with him.

Holistic marketing is, first of all, a special, holistic way of thinking, and not a set of specific recipes and technologies. Any business can take advantage of its powerful and so far little-explored potential, but to do this, you need to learn to act without trying to understand and control everything around you. It's not easy, but don't be scared.

It is important to emphasize that marketing specialists choose the most appropriate approach for the organization, based on the specifics of the product being offered, the characteristics of the market, consumers, etc. .

4. Development of marketing in Russia

The period from 1880 to October 1917 can be considered the first stage in the development of marketing in Russia. Since at that time there was a rapid development of Russia's industrial potential on the basis of entrepreneurship. During this period, marketing elements were widely used in the practice of Russian entrepreneurship (print and wall advertising were used).

There was no complete marketing system in Russia. Certain marketing problems are considered within the framework of other economic disciplines that were taught in commercial schools.

But in 1917, the development of the theory and practice of marketing in Russia was almost completely interrupted, since for five years there was a shortage of almost all goods in the country, and a significant part of the industrial capacity was destroyed. This was due to the First World War, two revolutions of 1917, and the civil war. During these years, a rigid distribution system of “war communism” existed in the country.

With the advent of the NEP era, a new stage in the development of marketing in Russia is taking place. The content of the NEP is the replacement of surplus appropriation with a tax in kind in the countryside, the use of the market and various forms of ownership, the attraction of foreign capital in the form of concessions, and the implementation of monetary reform (1922-1924). Trusts were created in industry - associations of homogeneous or interconnected enterprises that received complete economic and financial independence, up to the right to issue long-term bond issues. The trusts themselves decided what to produce and where to sell the products. The enterprises that were part of the trust were withdrawn from state supplies and began purchasing resources on the market. The law provided that “the state treasury is not responsible for the debts of trusts.” The sale of finished products, the purchase of raw materials, supplies, and equipment were carried out on a full-fledged market, through wholesale trade channels. A wide network of commodity exchanges, fairs, and trading enterprises emerged. A private sector emerged in industry and trade: some state-owned enterprises were denationalized, others were leased out; private individuals were allowed to create their own industrial enterprises.

The Market Research Institute appeared in Moscow, the first institution in Soviet Russia to study marketing. N.D. Kondratiev creates the theory of “Business Cycles”, the first scientific work on marketing. The scientific school created by Kondratiev opposed the illusion of permissiveness in the economy and gave a detailed critique of voluntarism in planning and the emerging administrative-command system. The institute's staff made the first attempts to calculate price indices.

Since 1929, there has again been a long break in the development of marketing in Soviet Russia. A rigid command and distribution system is being introduced in the country, and an accompanying general shortage of goods appears. There is no place for marketing in these conditions. The period during which even the word marketing itself was forgotten lasted until the end of the 50s.

With the onset of the Khrushchev Thaw, practical marketing in Russia did not revive, but a new aspect did emerge. A new stage in the development of Russian marketing began in the late 60s - early 70s and is associated with the so-called “detente of international tension.” During this period, the Soviet economy needed the active development of international economic relations for the sales of its products (primarily raw materials and energy consumers) and the purchase of consumer goods and food. Ignorance of the basics of marketing by foreign trade workers in Soviet Russia led to unfortunate failures in foreign trade. This prompted the country's top leadership to begin training domestic specialists in marketing and conducting their own scientific research in this area. But it should be noted that they began to train specialists only in international marketing. Domestic marketing specialists began to be trained first abroad, then in Russia.

However, within the USSR, there was essentially no need for marketing, since in the conditions of a directive planned economy the postulate of a balance between production and consumption was declared. Therefore, the only areas where fairly timid attempts were made to conduct market research were foreign trade.

In developed market countries, the need for marketing usually arose as industry after industry approached the “marketing point” - the situation when the supply of goods and services for the first time began to exceed the already formed demand, i.e. as the market reaches a state of “satiety”.

Our society has approached the need for marketing from a different angle - from the empty wallets of people who have crossed the poverty line and debtor enterprises that have been put on the map; this is a situation when the rate of decline in effective demand is significantly higher than the rate of decline in production volumes (in price terms).

With the beginning of the reforms M.S. Gorbachev in 1985-1986, a new stage in the development of Russian marketing begins. First of all, activity in the field of international marketing has intensified. In 1987, a consulting center was created as part of the All-Union Association "Soyuzpatent" of the Chamber of Commerce and Industry (CCI) of the USSR, providing qualified marketing services to Soviet enterprises. The All-Union Association Soyuzexpertiza is beginning to test the consumer qualities of export and import goods on commercial terms.

Intermediary firms and commercial companies arose with the participation of the share capital of Soviet organizations that provide marketing services for the export of various standard engineering products (cars, electric motors, tractors, etc.).

The Central Committee of the CPSU and the Council of Ministers of the USSR in 1988 recognized the need to create and develop specialized marketing services in ministries and departments, associations, enterprises and organizations, to quickly respond to consumer demand, to radically improve relevant training, retraining and advanced training of personnel .

For the Russian economy, the beginning of the 90s. became a turning point, since this period is closely connected with the abandonment of old administrative-command forms of management and the transition to new, market forms. In this regard, domestic enterprises are faced with problems, the solution of which largely determines the efficiency of both their direct activities and the entire economy of the country.

Russia's movement towards a market economy and the entry of commodity producers into international markets required a careful study of foreign experience and the use of its elements that are most suitable for our country.

The role of marketing in the Russian economy increases with the development of scientific and technological progress. Despite the fact that the domestic market remains undeveloped and has such negative features as a low level of infrastructure, low quality products and high prices, and the lack of a developed competitive space, there are undoubtedly certain changes in this area. The general level of development of Russian industry should also be taken into account. Under these conditions, it is not possible to blindly copy foreign experience and simply transfer it to Russian soil. Marketing activities in our country have its own characteristic features.

In the domestic market, domestic enterprises (firms) often build a marketing strategy on the product the enterprise already has. And in this case, no special costs are required to “push” the product to the consumer, associated with complex advertising activities, personal discounts, and stimulation of artificial obsolescence of the products used. Advertising most often is purely informational in nature, since spurring demand can lead to the opposite effect (the Russian mentality should be taken into account here). However, the ideas of the heads of some enterprises about the possibility of achieving sales growth and obtaining maximum profits are just illusions, and they will soon dispel.

High prices and the need to sell low-quality goods ultimately completely weaken enterprises: any incentive to improve their products and replace outdated technology with more advanced and efficient ones is lost. Enterprises receive distorted assessments of the nature and properties of their own products and are misled regarding the real state of customer needs. As a consequence, the gap immediately increases from the level achieved by leading companies under severe competitive pressure. This, in turn, forces enterprises to refuse to enter world markets and leads to a gigantic increase in the costs of acquiring the latest technologies abroad.

A qualitatively new stage in the understanding of marketing activities is associated with the transition of our country to market relations. Today, marketing has attracted the interest of many, and primarily practitioners. Various types of commercial schools and courses are being created where marketing is studied. A number of universities have begun training marketing specialists for sectors of the national economy. The Marketing Association was formed.

Marketing theory arose as a reaction of industrialists to a glut of goods in the market. The industry, powerful at that time, supplied a large mass of goods to the market; demand began to lag behind the supply of handicrafts; they cared more about themselves than about consumers, imposing goods on the latter without taking into account their needs. The oversaturation of the market with goods prompted manufacturers to reassess their activity priorities, focusing on organizing the sale of products, on issues of trade and advertising. During the period. In the 1950s, methods of influencing the consumer were widely used in order to induce him to purchase a product. Marketing has become one of the most important tools for the development and promotion of goods, creation and demand for goods and services. Manufacturers have realized that focusing on efficient production and marketing of products does not always lead to successful sales. The marketing concept at this stage is characterized by the dynamic adaptation of production to the dynamically growing demands of consumers, taking into account other requirements of society, environmental protection, etc.

Marketers have new opportunities to better meet the needs associated with a better information base

Marketing as a science first emerged in. America back in 1905 p, when in. University of Pennsylvania Vietnam. Kreusi gave a course of lectures on “Product Marketing” in 1908. The first marketing organization appeared in the USA - -. American Society of Marketing, renamed 1973. The American Marketing Association (AAM), and in large companies marketing and advertising departments are created.

The word “marketing” itself arose in... USA in the 30s, when manufacturers and farmers were actively looking for markets for their products. It was about owning the market, that is, “Market getting”, and then connecting as a result. Anna two words arose: “marketing” So, “marketing” is characterized by the totality of economic relations in the market between sellers and buyers, the presence of supply and demand for goods and services in order to fully meet the needs of consumers and society as a whole. With the development and improvement of market relations, the meaning and definition of marketing changed. Today there are more than 200 of them, each of which in one way or another reflects its purpose, functions, principles and main content.

Here are some of them

First of all, marketing is any activity in the market aimed at promoting a product from those who produce it to those who need it through exchange

. Marketing - this is a market concept for managing the production and sale of goods, focused on effective demand; depending on the state of the market and the position of the enterprise on it, marketing can be focused on production, sales, goods and other components of the market.

. Marketing is a war in which the competitor is your enemy and the consumer is the territory to be conquered

. Marketing is a business activity that turns the needs of customers into enterprise income, or marketing is an active business activity focused on making a profit by maximizing the satisfaction of the needs of consumers.

. Marketing - is a system of views, a function of coordinating various aspects of commercial activity, a business philosophy, the purpose of which is to mitigate production crises, the process of balancing supply and demand

One of the most complete is the definition of the concept of “marketing” proposed. American Marketing Association in 1985, which is interpreted as follows: “Marketing is the process of designing, planning, marketing, distributing, promoting on the market of goods and services for exchange in order to meet the needs of consumers, organizations and society as a whole” 1.

So, the keyword that runs through all marketing definitions is consumer needs. To meet the needs of consumers and obtain maximum profits, marketing programs are developed for enterprise management, development of new products, pricing, product distribution, sales, advertising, etc.

The activities of any enterprise are always connected with the market. Marketing and the market are characterized by such initial concepts as need, need, demand, supply, product, exchange, transaction

. Need - feelings of a person, group of people, organizations caused by the lack of something

. Need - consumption, use of goods, things, benefits, services necessary to maintain the life and development of the human body, a social group of people, society

There are production and non-production needs. Production - the use of resources, materials, fuel, energy in the production process, and non-production - the final consumption of goods by people, the population to satisfy the deer's vital needsb.

. Demand - social or personal need for material goods, goals, means of production, consumer goods, is ensured by purchasing power, that is, cash

. Product - a product of labor whose properties satisfy certain customer needs

. Exchange - the process of one party obtaining from another a good or service that would satisfy the needs of buyers and sellers

. Agreement - commercial exchange of goods, services, ideas between two organizations, legal entities

. Offer characterized by the quantity of goods and services that a producer or seller is willing, perhaps able, to sell at a certain price in a certain period of time

So, marketing is a type of activity associated with the development, production, promotion of goods and services from producer to consumer with the aim of meeting the needs of consumers and obtaining maximum profits at minimum costs.

Introduction

marketing history development

Marketing is, first of all, a business activity related to the promotion of goods and services from producers to consumers. Modern experts in the field of economics consider it in a broader sense - as a business philosophy that determines the strategy and tactics of a company (enterprise) in a competitive environment.

As an economic concept and a special type of business activity, marketing arose at the turn of the 19th - 20th centuries. This was a kind of response to the need to solve increasingly complex implementation problems in the context of the development of large-scale production and increasing market competition. A need arose to master new, more effective methods of market activity when the “seller’s market” began to be replaced by the “consumer market”.

Our country has switched to a market path of economic development. Among the terms characterizing a market economy, a special place belongs to the word “marketing”. In just a few years, it has turned from a “bourgeois stepchild” into a prestigious and necessary reality. The widespread use of marketing has given rise to many different definitions. But in all definitions the words “consumer”, “exchange”, “activity” are necessarily present. They form the foundation of marketing, the main formula of which is “Produce what is sold, and not sell what is produced.”

Marketing is a diverse activity where psychological, social, moral, financial and economic processes are intertwined.

Marketing is one of the most important economic and social activities, but it is often misunderstood. The purpose of marketing is to improve the quality of goods and services, improve the conditions for their acquisition, which in turn will lead to an increase in the standard of living in the country and an increase in the quality of life.

The purpose of the course work is to study the history of marketing development.

In accordance with the goal, the following tasks were identified:

Study the essence, goals, objectives and functions of marketing;

Consider the history of the development of marketing abroad;

Consider the history of the development of marketing in Russia;

To study the current state of marketing in Russia.

The object of research is marketing.

The subject of the study is the history of marketing development.

The information base of the study consists of a set of specialized and scientific literature; economic research on the topic; reference and periodical literature on the research topic.

The structure of the course work consists of an introduction, two chapters, a conclusion, and a list of references.

Theoretical foundations of marketing

The essence of marketing

The emergence of marketing as a specific management system, a method of solving production and market problems is nothing more than the response of an economic unit to processes occurring in the world - such as the complication of the processes of production and sale of goods, fierce competition, frequent shifts in the nature and structure of the market demand and its market fluctuations.

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility of giving a complete, adequate description of its essence, principles and functions in one universal definition. Currently, about 2000 definitions have been put forward, each of which examines one or another aspect of marketing or attempts to comprehensively characterize it.

The word “marketing” is derived from the English “market” - market and translated means “market”.

According to the definition of the US Marketing Institute: marketing is a management function that organizes and directs commercial activities associated with the assessment and transformation of consumer needs into effective demand for a specific product or service in order to achieve target profits or other goals intended by the company.

According to the American Marketing Association: marketing is the process of planning and managing the development of products and services, pricing policies, promotion of goods to customers and sales, so that the resulting variety of benefits leads to the satisfaction of the needs of both individuals and organizations.

The prominent American marketing scientist Philip Kotler gives the following definition: marketing is a type of human activity aimed at satisfying needs and wants through exchange.

According to the definition of the League of German Scientists: marketing is a system of commodity-money relations.

Marketing is a complex of organizational and technical functions of an enterprise related to the sale of goods and services.

Marketing is a system of activities to study the market and actively influence consumer demand.

According to the definition of the Academy of Management of the Russian Federation: marketing is a system of measures to study the market, manage the production of competitive goods and services and their effective sales with the aim of making a profit or other commercial effect.

Modern marketing concept.

Successful activity in markets requires, on the one hand, increasing the competitiveness of products based on the achievements of science and technology, and on the other, systematically improving the forms and methods of commercial work. These two interrelated factors ultimately determine the level of economic efficiency of activities.

In contrast to the previously dominant approach, when sales links were tasked with selling already produced products, the marketing concept assumes that business decisions should be based not so much on production capabilities as on market requirements. Therefore, the management process begins with a thorough analysis of the market, its conditions, current and future needs, and the activities of competing firms. On this basis, a marketing program is developed and promising areas of investment and sales activities are determined. In other words, marketing means close interaction between the spheres of production and circulation, contributing to the efficiency of commercial operations.

The essence of marketing is that the company’s activities in the market must ensure:

reliable, reliable and timely information about the market, the structure and dynamics of specific demand, tastes and preferences of customers, that is, information about the external conditions of the company’s functioning;

creating a product, a range of products that more fully satisfies market requirements than competitors’ products;

the necessary impact on the consumer, on demand, on the market, ensuring the maximum possible control over the scope of sales.

Basic principles follow from the essence of marketing, which include:

1. Focus on achieving the final practical result of production and sales activities.

2. Concentration of research, production and sales efforts in critical areas of marketing activities.

3. The focus of the enterprise is not on the immediate, but on the long-term result of marketing work. This requires special attention to predictive research and the development, based on their results, of market novelty products that ensure highly profitable economic activities.

4. Application in unity and interconnection of strategy and tactics of active adaptation to the requirements of potential buyers with simultaneous targeted influence on them.

Marketing principles are the starting points of the market activity of an enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

Marketing principles determine the general direction of the enterprise's goals in the field of marketing.

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Diagnostics and diseases. Medicines from A to Z

Theoretical foundations and concepts of marketing. Theoretical foundations and concepts of marketing Development of marketing in Russia

Introduction

1. History of the origin and school of marketing

2. The essence and functions of marketing

3. Modern marketing concepts

4. Development of marketing in Russia

Introduction

Theoretical foundations of marketing

The essence of marketing

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