The essence of marketing management in the enterprise, its purpose, tasks, principles and functions
Management of the Company
Marketing ( from eng. marketing - trade, market).
In the Glossary of terms issued in the VILLAGE, marketing is defined as an economic activity, consisting in the promotion of goods and services from producer to consumer. In the transition to a market economy in the country gained popularity, the market concept of management of production and marketing, named marketing.
In the broad sense, marketing management is a system of different types of activity, connected with the aim of achieving certain goals.
The main goal of management of marketing activity is ensuring that the maximum amount of profit in the process of sale, when satisfaction of demand of consumers of products and services is a factor to achieve the goal.
The main goal is achieved through intermediate: 1) customer's satisfaction of products and services; 2) competitive advantage; 3) gaining a certain market share; 4) growth of sales (profit).
The main task of marketing management is to maximize the sustainability of the enterprise, planned development and achievement of strategic goals. In the process of management of marketing activity are also other, more specific tasks (functions) of the enterprise: 1) the impact on the consumer, demand, market, competitors; 2) the creation of goods, the most appropriate opportunities; 3) ensuring reliable, timely and reliable information about market, goods, services, consumers and competitors.
Guarantee in accordance with the nature of consumer demand for goods and services there are several types of marketing:
• conversion (aimed at overcoming the negative attitude of consumers towards goods or services);
stimulating (associated with the stimulation of consumer demand); developing (identifying the potential demand and defining the means of satisfaction);
remarketing (his goal is the revival of production and the recovery of demand has declined, within the defined demand structure); supportive (aimed at the preservation of the volume of demand);
• demarketing (aimed at reducing the demand if it exceeds the processing capacity);
• synchromarketing (aimed at regulating the demand with its fluctuations);
• opposing the marketing (his goal is the elimination of irrational demand, i.e. to nullify the demand that is not contrary to the public interest).
Each of the above-mentioned types of marketing provides a specific program aimed at achieving a specific marketing goal.
The main functions of marketing in the enterprise include:
• comprehensive market research (market analysis, study of competitors and consumers, the study of corporate market structure, the study of the commodity structure of the market);
• development of a marketing strategy (analysis of the situation on the market; identify marketing goals, develop marketing strategies, evaluate alternative marketing strategies);
• product policy (adoption of the relevant decisions is about: developing new products and services; modification of the products; the end of production); planning the range of products, development of packaging; the organization of service of consumers);
• pricing policy (study information about prices; price forecasting; development of pricing strategy; pricing);
• the distribution policy (the optimal choice of distribution channels of goods and services; marketing and services; evaluate the effectiveness of the distribution network; analysis of sales and services);
• promotion of products (selecting the most effective forms of promotion of goods; organization of advertising, sales promotion, personal selling, events "pablic relation"); organization of participation of enterprises in fairs and exhibitions); assessment of effectiveness of product promotion);
• control of marketing (audit marketing environment audit marketing strategy; audit of the effectiveness of marketing; audit functional components of marketing, etc.).
Research target markets involves the collection and analysis of information on needs, supply and demand.
The selection of target markets involves determining what the consumer (that is, market segment) is the goods and what potential consumers you will attract in the future.
The development of the marketing mix includes four components: 1) the product; 2) price; 3) methods of distribution of goods; 4) methods of promoting the sale of goods and services.
Implementation of marketing activities involves developing the marketing strategy, planning and control.