It is not enough to create a profit-making enterprise and learn how to manage it. It is important to develop an effective business plan for the promotion of goods and services. What is marketing and what should the marketing tools offer to learn.
Marketing - what is it?
About the concept of marketing is not known to every manager of the enterprise. Marketing is an organizational function, as well as a certain set of processes for the purpose of creating and promoting a product or service to customers. In addition, by this term understand the management of the relationship with them for the benefit of the organization. The goals of marketing are called definition and satisfaction of both human and social needs, and marketing concepts are the improvement of goods and manufacturing.
Marketing Philosophy
The philosophy of marketing is a set of principles, beliefs and values based on the understanding that the effectiveness of the company will depend on how satisfied the demand of customers. Marketing, as a business philosophy, is a market-oriented concept of production management. Here, market information is the basis for making important decisions, and validity can be checked during the sale of goods.
For this reason, the question of what marketing is, is often considered to be a system for organizing, creating, producing and marketing goods based on a common analysis of markets and the needs of customers. The main in marketing can be called a comprehensive study of the market, tastes and needs, orienting production to these requirements, active influence on the market itself, the formation of needs.
Psychology of marketing
No communication can be imagined by any working collective. For specialists in the field of management, it can be called the main tool during business negotiations. The essence of marketing is to present the product, or the services provided, to the consumers in the best way, what is done by different methods. The correct approach to potential consumers is one of such ways. Find it is not so difficult, if you analyze the market in advance and study the needs of customers.
What is a whale marketing?
The future leader is important to know that whale marketing is a certain set of marketing materials that sell not only services, or goods, but even the history of the organization. With its help, there is such an opportunity to show to all potential consumers, customers, suppliers and partners than the organization differs from competitive structures. Some specialists understand a number of flexible personalized documents as marketing kits. They are sure that in such materials there should be a story about the origin of the company, the path that has been traveled.
Advantages and disadvantages of marketing
Marketing has many advantages at the enterprise. Among the advantages:
- the opportunity to present the company in a favorable light;
- possibility to tell about the organization to potential consumers;
- overtake competitors and become the best company;
- study the needs of future customers.
Experts call such possible disadvantages of marketing:
- high competition;
- need for starting capital;
- risks of inefficiency in the promotion of the company's product.
Goals and objectives of marketing
It is customary to distinguish between such marketing goals:
- Analysis, study and assessment of the needs of current and future consumers of the company's products in those areas that interest it.
- Ensuring the development of new services and goods of the organization.
- Analysis, evaluation and forecasting of the state of markets. Research of the work of competitors.
- Formation of company policy.
- Development and approval of prices.
- Formation of direction and tactics of market behavior of the organization.
- Sales of products or services of the company.
- Communication marketing.
Principles of marketing
It is important for every future leader to know not only the basics of marketing, but also to understand its principles. Under such marketing principles, understand the fundamentals of marketing activities that determine the necessary areas of functioning for all participants in the cycle of creating and selling a product or service. This is the essence of marketing. Thanks to the principles of marketing, this process can be made coherent. They call such basic principles of marketing:
- The unity of such concepts as strategy and tactics, which will help to react quickly to various changes in demand.
- Being in the market at a time when selling very effectively.
- Production and sales should correspond to the situation in the markets and the needs of future customers and the capabilities of the organization itself.
- The needs are met and at the same time correspond to the level of artistic and technical development.
Main functions of marketing
It is customary to distinguish between such marketing functions:
- Analytical - the study and evaluation of the external and internal activities of the enterprise.
- Production - is the organization of manufacturing of new goods, quality management.
- Sales - the organization of a certain system of commodity circulation.
- Management and control - the organization of strategic control and planning.
- Forming - the formation of primary demand.
Types of marketing
In accordance with the sphere of application, the following types of marketing are called:
- industrial;
- consumer;
- investment;
- marketing services.
Given the state of demand in the market, it is customary to allocate such types:
- Conversion - is used in conditions when demand is negative and a large part of the market is not able to accept the product and is not able to pay for the refusal to use.
- Stimulating marketing - is associated with the availability of goods and services that are not demanded due to complete indifference, or disinterest of consumers.
- Developing - is associated with the developing demand for services or goods.
- Remarketing - designed to revive demand in a separate period of fading interest in the product, or services.
- Synchromarketing - apply for changeable demand.
- Supporting - apply in cases where the level and the structure of the demand for goods corresponds to the structure of the proposal.
- Counteracting - used to reduce the decline in demand, regarded from the point of view of society as irrational.
- Demarketing - is used to reduce the demand for products in cases where demand may exceed supply.
Marketing and advertising
Depending on the purpose, it is customary to distinguish between these types of advertising in marketing:
- Information - is used to inform consumers about the appearance on the market of completely new services and goods.
- The provocative is the formation of selective demand.
- Comparative - comparison of the basic characteristics of the goods with similar competitive goods.
- Reminding - the advertising of the goods which have won commodity markets.
In place and method, the following species are called:
- In the media - in television spots and programs, on the radio, in columns of newspapers and magazines, catalogs.
- Outdoor - shields with specific information, store signs, light boxes.
- In transport - advertising on monitors, printed ads in the cabin;
- On-site sales - special design of various trading halls, floor stickers.
- Printed - product catalogs, calendars, brochures, business cards, postcards.
- Direct - promotional information by mail, hand-delivered materials with advertising, information on the phone, free newspapers and flyers.
- Souvenir - fountain pens with advertising slogans and logo, branded badges, folders with a specific advertisement, bookmarks.
- On the Internet - contextual, Internet representation of the company, media, mailing to subscribers, search engine optimization.
Colors in marketing
Each advertising marketing uses colors , each of which carries certain information:
- Red symbolizes energy or urgency, it is called to stimulate, but it is called contradictory. So an overabundance of this color can mean violence, therefore experts recommend using it moderately.
- Green symbolizes youth, health and love of life. It is often used by pharmaceutical companies.
- Blue represents power. He is often associated with tranquility, wisdom and dreams. Color creates a sense of trust, security, because many banks like to use it.
- Yellow symbolizes happiness and the sun and is very cheerful and even stimulating. Bright yellow color can be ideal for sales and various actions, because it is the color of openness and social contacts.
- Orange - tonic, fresh and fruity, symbolizing not only communication but also creativity. In combination with colors such as red and yellow, it will help increase sales. Ideal for such areas as mobile communication, food, fitness and sports.
Books on marketing that are worth reading
Get the necessary knowledge in management and learn what such marketing will help special literature. Specialists call the best books on marketing :
- D. Moore "Overcoming the abyss. How to bring a technological product to the mass market " - is dedicated to high technologies. Tips and examples can be applied in industry and business.
- B. Harry "Selling the Invisible" - tells about the transition to a customer-oriented service, making it clear that marketing is as important components of success as management.
- R. Chaldini "Psychology of Influence" - will reveal the secrets that must be done so that each future consumer does not give preference to competitors.
- K. Anderson "The Long Tail" - tells about the habits of buying and receiving information online and about what tools can take into account the wishes of a particular person.