The principles, objectives and functions of marketing
Marketing as a way of businessmen and specific approach to management based on market conditions at the relevant principles. Among them, first of all should be called such.
Freedom of choice, that is finding and setting your own goals, objectives, strategies and tactics of the operation and development fields, target markets and methods of their development, their range and the range of product offers. Of course, such freedom is limited (adjusting policy, economic, technological, environmental, competitive factors of the business environment, the company's resources), but it is the presence of a variety of potential options, possibilities of their use makes real marketing, creates a demand for it.
Directivity consumers. This principle means, on the one hand, adapt business activities to the real needs, wishes and overall consumer behavior, attempts to solve their problems, and on the other - an active meaningful impact on consumers in order to create adequate demand for goods and services. The latter is particularly important in a modern and innovative marketing.
Focus on the end result of supply-side activity - both income and long-term development of the company. This combination means that marketing activities should be based primarily on relevant strategic decisions regarding the development of target markets, introducing new products and services that create sustainable and sufficient demand. In the initial stages of such strategies profits can not be. But then, in the case when the term was defined correctly, the company can count on a decent "place in the sun."
Active policies. Marketing activity involves a constant search for new markets and products fields, offensive strategy, outpacing competitors and so on, that this style of entrepreneurship as one who attacks, always wins.
The scientific approach to solving marketing problems. This principle is of particular importance in marketing activities. Its use through market research proves appropriate decisions on marketing algorithms and actions create real prerequisites enterprises achieve their business goals.
The complexity of operations. Various marketing strategies and policy instruments should be interconnected, coordinated to achieve synergies, most marketing activities should be an integral part of overall business strategy.
The optimal combination of centralization and decentralization of management of marketing activity. Marketing organizational structures that operate within enterprises perform some specific functions that require a creative approach performers, their initiatives, scientific research. This situation involves more than other organizational structures, decentralization of management, though not necessary exclude management from one center.
The flexibility in achieving their goals. Because marketing involves adapting the company to the impact factors of the business environment, and the latter is always quite volatile, such activity requires the development of appropriate options to achieve their goals, their timely use of appropriate organizational structures capable of rapid transformation.
The high cost. Marketing takes a lot of money for research, training and retraining, advertising campaigns, sales promotion, new product development and more. Reasonableness of such costs, the proper use of allocated funds could significantly reduce the effort of enterprise marketing.
Availability of appropriate infrastructure and specialists. Marketing can give positive results only when appropriate systems created information, consulting, advertising and research firms, when available experts, armed with the appropriate knowledge and experience.
Based on these principles, marketing performs several tasks.
The most important strategic objectives of marketing is
definition of the general program of action of the enterprise, the definition and development of target markets, focus on production needs, the demands of consumers, creation and distribution of communication systems and more.
In other words, the main strategic objectives of marketing are:
- Actual and potential customers, clients, suppliers, intermediaries, competitors;
- What and how much?. .. Produce, sell;
-. .. When and who produce, promote, implement sales; -on how (ter price)!. .. Offering goods;
- Why?. .. Create or develop business, expand production, increase sales of products.
The main tactical marketing objectives can be considered are:
- Detection of existing and potential customers desire, real and potential demand for goods (services) and, within this rationale of production and marketing;
-the research and development effort to create products that would positively different in quality, competitiveness and convenience to consumers from the one that is already on the market, product modification, harmonization of consumer quality demands of the market;
- Planning and coordinating the production, marketing and financial
- Organization and improvement of methods and sales; -Manage marketing policy prices;
- Planning and implementation of complex marketing activities
- Regulation of production, transport, packaging products, service customers;
- Monitoring and analyzing marketing activities of the company. Based on these objectives, the basic functions of marketing are:
- Comprehensive market research, own businesses, problems related to marketing;
-uzhodzhennya parameters, characteristics and properties of products with the wishes and tastes of consumers;
- Calculation of prices for products enterprise, the definition
payment terms, the value of discounts;
- Planning marketing and sales;
- Physical distribution of products;
-ensure communication relationships with customers;
- Service users;
- Monitoring and analyzing marketing activities.