Essence And content marketing is most of all determined by those subjects and objects that are involved in it. Main subjects marketing relations are producers, intermediaries and consumers of a variety of products. As subjects of marketing relations can act as separate individuals and legal entities, and their various associations, as well as entire areas of the economy and politics, such as relations with individual countries, trade, including international trade, media, education, science, etc. The specificity of participation in marketing relations of such subjects as authorities lies in the formulation of the “rules of the game” in the market, as well as in the selective support of individual participants that provide breakthroughs in certain areas of development or, on the contrary, are far behind the average level (for example, space technologies and housing and communal services).
Objects marketing are
· material goods, that is, what can be felt by the senses, are divided into goods for individual consumption, industrial purposes and goods for social, state needs.
· Services repair and maintenance, household and industrial, legal and financial, transport and communications, social and intellectual - the fastest growing sector marketing activities. Services, unlike material goods, cannot be perceived by the senses. They are not consistent in quality and are very difficult to standardize. They cannot be prepared in advance and stored in anticipation of a surge in demand.
· Ideas, including forecasts and development scenarios, projects and technologies, patents and know-how, social norms and traditions, needs, etc., as an object of marketing are closely related to intellectual services.
· Organizations how marketing objects can be divided into projected and operating. This division determines some features in the approaches to marketing organizations. But in any case, fixed assets and working capital organizations. Lately Increasingly, organizational structures, models of functioning and development, rights and benefits, and other attributes of the organization act as marketing objects. Intellectual capital, in particular image, brand, brand, has acquired a special role.
· For territories, as objects of marketing, in any case, the legislation on real estate and land that applies to them is very significant, the possibility of acquiring real estate in ownership, for short-term and long-term use, etc. In a broader sense, we can talk about the marketing of territories, focused on increasing the attractiveness municipality, region, country for certain categories of migrants, tourists, entrepreneurs who are looking for the most effective places to apply their labor, financial and other resources
· Personalities- the most complex, sensitive and changeable object of marketing. Speaking of personalities, on the one hand, we can consider fairly large-scale labor and vacancy markets, the use of marketing techniques in which is already becoming the norm, and on the other hand, the markets of individual outstanding personalities in the fields of politics, economics, culture and art, science, education, medicine, sports, etc.
Speaking of entities And content marketing, one also has to face the question of what does marketing do, what decides what it exists for, that is, what are its functions? Main functions marketing is implemented through:
· Commodity policy, that is, the choice of a product that will solve certain problems of the consumer.
· Pricing, that is, the determination of the optimal price for the proposed product.
· Communications, that is, knowledge, acquaintance of the buyer with the goods on the one hand and the processes of forming demand for this product- with another.
· Sales, sales, that is, the transfer of ownership of the product from the producer to the consumer. In reality, this is connected with the functioning of distribution channels, the work of intermediaries and agents, which include the division of powers and responsibilities, the coordination of claims, the resolution of conflicts, etc.
· Merchandising, that is, the organization of the sales process and the management of the sales atmosphere.
Marketing entities are all organizations and individuals that participate in the performance of marketing functions and use marketing tools to achieve their goals.
Another question that we will now find out is to what extent they participate. The range of such functions is quite wide, and we have already talked about them. Some of the subjects perform them in full, some only partially, others perform only one function. Who is the subject of marketing?
1. Organizations - producers of goods and services
Firms, enterprises that produce goods and services for consumer and industrial purposes. They have to do marketing because modern market firms that do not use marketing tools cannot survive and will simply be overwhelmed by competitors.
2. Intermediary organizations
These include, in particular, wholesale and retail trade. The reasons that make these structures engage in marketing are the same, but with some addition.
By the nature of their activities, these enterprises largely depend on the turnover indicator. An enterprise-manufacturer, having released its products for a certain period and selling it to intermediaries, receives a fixed amount of profit.
Wholesalers and retailers can buy a product as many times as they have sold it. And, the greater the speed of sale, the higher the mass of profit they receive.
Accordingly, intermediary organizations can maximize their profits by increasing the turnover rate; in this case, marketing is the most effective tool they can use to do so. Those. if they run, for example, an effective promotional event, the turnover rate increases and the total amount of profit received increases.
Also, enterprises can optimize the scheme for bringing products to the end consumer, it becomes more economical both in terms of money and time, which also contributes to an increase in the mass of profits.
3. Marketing Specialists
Individuals and legal entities that are engaged in marketing activities professionally: firms that carry out marketing research commissioned by other firms; collecting and maintaining data banks; advertising agencies, as well as individuals: consultants, marketing managers, specialists in other areas. The reason that they are engaged in marketing is economic interest.
4. Consumers of goods and services
4.1. Consumer Organizations
They purchase goods or services from the market, either to produce other goods and services or to satisfy their own specific needs.
So, for example, a state that acquires thousands of items of goods and services in order to maintain an army, law enforcement agencies, a number of government bodies that manage one or another side of society, etc.
This professional organizations, political parties and many others. These consumer organizations, on the one hand, are the objects of marketing activities, i.e. the whole marketing mix is aimed at them, and firms that produce goods and services are interested in attracting their attention, since consumer organizations purchase large quantities of goods, and the supplier firm can gain significant benefits by selling goods on the market of organizations. Advertising and other marketing means will be focused on them.
But, on the other hand, such consumer organizations, being large buyers, can directly influence the conditions of marketing activities: adjust the terms of sale during negotiations with the seller, change product parameters, and even affect the price. So, for example, the state within the framework of the state order can establish a tender procedure, i.e. Selling firms compete to sell goods to the state, each offering more profitable terms, i.e. both the price and the parameters of the product itself change. Thus, we can assume that consumer organizations are fully subjects of marketing activities, and not just its objects.
4.2. End users
Families who purchase goods for personal consumption. Basically they are marketing objects. The policy of the company, the price of the product, the quality of the product, and the scheme of distribution and marketing do not depend on the opinion of individual buyers.
But the main essence of marketing is precisely the focus on the consumer. Moreover, consumers are considered as separate segments, with special tastes and preferences. And if the company does not take into account the needs of such a segment, does not adapt its product, then in the end it will fail in competition. Therefore, firms focus on customers, on their tastes and preferences, but not on the individual, but on the market segment, as a group with similar views and attitudes. Those. in relation to final consumers, we can say that they, like consumer organizations, are both subjects and objects of marketing, but, in more, of course objects.
The main subjects of marketing are, first of all, manufacturers, consumers of various products and services, as well as their intermediaries. Manufacturers and intermediaries can be considered the most active and professional entities due to:
Interest in achieving the most profitable results in the market;
The need to use marketing tools to achieve strategic goals;
The presence of regulatory methods of influencing the market situation, which organizations have to varying degrees.
Entire sectors of the economy are participants in marketing relations and actions around the world with market or partially market relations: trade, the media, education and science. However, the specifics of Russia is the role of authorities as another participant in marketing relations. In an undeveloped market, the authorities in Russian Federation do not just form commonalities market relations, but also directly participate in them, having a significant weight, which puts many even very large manufacturers in a difficult position. However, even taking into account the fact that the share of state influence on the economy and society directly affects the development of marketing relations, state corporations and government agencies themselves use marketing tools to promote and influence.
The objects of marketing are material goods and services, ideas, strategies, organizations, territories and individuals. All this can be combined from a marketing point of view with the concept of "products" or even the term "products" in a broad sense.
Material goods from the point of view of marketing are divided into goods for individual consumption, industrial value and goods
for government and social needs. Each of these categories of marketing objects has its own characteristics, problems, types of markets.
Thus, the consumer goods market consists of many consumers who are most often not marketing professionals, poorly organized, dependent on fashion changes and other hard-to-predict factors in their preferences.
There are fewer customers in the market for industrial goods, but they are larger, more professional, organized, gravitate towards constant connections, and are predictable to varying degrees.
The market for goods for industrial purposes and social needs operates at a low price level, but is very large and stable, and therefore very attractive to the manufacturer. It is highly dependent on the decisions of the authorities, on the political situation, in all countries this market is corrupt to one degree or another.
One of the approaches to understanding the essence of the use of marketing tools in management is to divide marketing management for commercial and non-commercial sectors.
The markets for the individual consumer and the market for industrial purposes have many different features, and not only in terms of sales, turnover and scale; however, the tools that these organizations use in management, and the goals pursued by the latter, are very similar.
The general direction of modern marketing of material goods is the increase in the importance of service and the new nature of competition through services. In economic practice, this is called the "dematerialization" of goods.
Services (household, industrial, financial, transport and communications, social, intellectual) are the fastest growing sector of attention of marketing activities in modern countries. In Russia, however, the situation is not developing in the best way: due to the low solvency of the population and enterprises, this sector of the market as a service is underdeveloped.
Services, unlike tangible goods, are intangible: they cannot be touched, felt, or assessed visually before use before purchase. They are also variable in quality, since they depend on a particular performer and are difficult to standardize. They cannot be prepared in advance and stored in anticipation of a seasonal increase in demand. The most important direction of service marketing in our time is their "materialization", in particular, attempts to model and show in advance to a potential client the result of consuming a service. Another way to "materialize" services is to introduce standardized requirements for the quality and timing of services.
Ideas (including development forecasts and scenarios, projects, technologies, patents, know-how, social norms and traditions, needs and their hierarchy) as an object of marketing are closely related to intellectual services.
They are even more intangible and even more in need of "materialization" long before the purchase decision is made. Idea marketing is highly dependent on the development of legal support for copyright priorities. Its reserves and the scale of the necessary work in Russia are still very large.
The underdevelopment of legal support is primarily expressed in weak protection intellectual property and maintaining compliance with corporate and group privacy laws. As part of the marketing approach to protecting ideas, enterprises organize special structures that protect the interests of the company in matters of protecting intangible capital.
Designed;
Operating.
A significant component of the "price of the organization" - its fixed assets and working capital. It is they who are the main object of attention in the course of privatization, mortgage and other auctions, other forms of changing the form of ownership, management structure and specific owner.
Meanwhile, we must not forget about organizational structures and models, rights, benefits and other attributes of the organization - all these are objects of marketing. Plus, you should not discount such, undoubtedly, the object of marketing as the image of the organization in the environment. government controlled, business, in the market and in general in public opinion. It is the image that can radically affect market valuation fixed assets of the firm. It is no coincidence that the ownership of such a sign, if it is widely known, can be sold at a price substantially higher than the ownership of fixed assets.
The territory as a category of marketing objects is any part of the space, a place that can be claimed. In relation to the most local places, legislation on real estate objects and especially on land, the possibility of acquiring them in ownership, long-term use (rent), etc. is very significant. This category includes housing, recreational areas, commercial development areas and non-residential premises, land as an investment object. In a broader sense, to increase the attraction of the attractiveness of the municipality, the region and the country as a whole for certain categories of migrants, tourists, businessmen, for the application of financial and other resources.
Personalities are, without a doubt, the most sensitive subject of marketing. Moreover, we can talk about both a rather large-scale labor market and vacancies, as well as a piece of "goods" - outstanding personalities and teams in such areas as politics, culture and art, science, education, medicine, sports and others.
Known and spread, including in our country, political marketing. Marketing techniques are often used in relation to pop and sports "stars". As for the figures of science, education and culture, and even more so scientific, pedagogical schools, this is, in fact, a blank spot both in theory and in the practice of marketing in Russia.
In any marketing activity there are various objects and subjects. Here we will try to figure out what belongs to what, what role is assigned to whom and how all this miracle is connected.
Let's not pull the cat by the tail and start as soon as possible!
material goods- the goods themselves, in the narrow sense of the word, which are divided for individual use, for production purposes and for state, social needs.
Services- a variety of activities that one of the parties is ready to offer to the other.
Ideas, are directly related to intellectual services and depend on the level of development of the legal support of copyright priorities.
Organizations (designed and operating)- it can be structural units, models, rights, benefits and others characteristics organizations.
Territories include housing, recreation areas and farm buildings, non-residential buildings, land as an investment object.
Personalities- from the point of view of experts, one of the most requiring prudence of marketing objects. Here, the object can be enough big market labor resources and an individual who shines in the field of, say, politics, sports, medicine, and so on.
Manufacturers- These are enterprises, regardless of the form of ownership, or people who are producers of a variety of products or services.
Consumers:
- end consumer - a person who buys a product or service for his own purposes;
- consumer organization - any organization that purchases products for further use her in her work.
Intermediaries (distributors) are organizations or people working in the direction of product promotion and marketing.
Wholesale - represents the acquisition of products by organizations or individuals in order to sell it retail or consumers of industrial or commercial direction.
Retail is an organization or people who sell goods and services directly to the final consumer.
Specialists in marketing field - can be an organization or people who specialize in certain marketing processes.
Marketing activities must be carried out without fail. However, due to various reasons, none of the above entities is able to take over the provision of all marketing processes:
- Lack of money. Most manufacturers do not have enough funds to direct marketing(take, for example, General Motors, even the largest corporation cannot allocate enough finance);
- Third Party Specialists. The company may decide not to undertake the organization of some marketing tasks and decides to look for specialists in the field of marketing from, say, advertising agents, consulting analytical firms and others;
- Company size.Some organizations are not large enough to carry out certain activities effectively;
- Financial savings. Most of the buyers, pursuing the goal of saving their own finances, prefer to make purchases in large volumes, pick up the goods on their own, using self-service, and the like.
In order to understand what role and importance the subjects of marketing have and what relationship they have with each other, it is possible to analyze the distribution channels of products at all levels, because the path of the goods from the manufacturer to the final buyer is very diverse.
play an important role in this path resellers. They are firms whose activities are aimed at promoting, marketing and distributing the products of the manufacturing company among buyers. In addition, such firms help the manufacturer find customers and directly sell its products. In turn, they represent a number of forms and divisions. As one of the divisions wholesale.
Wholesale as a reseller
The wholesale trade itself is entrusted with a considerable number of functions that are directly related to the process of sorting, buying or subsequent resale of goods and services to firms engaged in retail trade or wholesale firms, but absolutely does not affect the sales area to the end consumer. Main customers of wholesalers Is it commercial, industrial or government agencies who specialize in retail.
Wholesale:
- enables manufacturing companies to sell their products locally with the least contact with buyers;
- provides trained sales professionals;
- composes an assortment for the manufacturer, which reduces the number of transactions;
- purchases products in significant volumes, then ensures their delivery in batches, thereby reducing delivery costs;
- has a material base for storage and delivery;
- deals with the return of goods and reduces the cost of goods with a defect;
- the consequences of the likelihood of theft, damage and aging of the goods are borne.
Marketing objects, that is, what marketing activity is aimed at is everything that can participate in exchange processes: goods, services, securities, objects capital construction, technologies, work force, knowledge, intellectual and artistic values, etc. In general, objects are markets, goods, services, and people.
Subjects of marketing, that is, those in whose interests marketing activities are carried out are:
marketing specialists (marketers);
Producers of goods and services;
legal entities and individuals using products for resale (intermediary sellers);
legal entities and individuals using products for the production of their own products (manufacturers);
legal entities and individuals using products for final consumption (consumers).
Topic 3. Analysis of the market situation in marketing
3.1. marketing information.
3.2. Marketing environment.
3.3. Markets and the behavior of buyers in the markets.
3.4. Market segmentation.
3.5. Product positioning.
Questions and tasks.
Marketing Information
Any management action begins with the collection and analysis of information that has at least some relation to the object of management. In this sense, marketing is no exception, in which the actions of marketers begin with the study of any information related to the desired markets, goods, sellers, buyers, intermediaries, terms of delivery and payment, etc. That's why marketing is any information, which can be used to solve marketing problems. Typically, marketing information is general, commercial and special.
general information includes data characterizing the market situation as a whole in conjunction with the development of the industry and the areas of production and use of these products. The sources of its receipt are the data of state, regional and sectoral statistics, official forms of accounting and reporting.
Commercial Information- this is data extracted from the enterprise's business documentation on the marketing of manufactured products, and data received from suppliers, buyers and partners in the order of information exchange. These include: applications and orders trade organizations, materials of market research services of enterprises, organizations and trade institutions (materials on the movement of goods in wholesale and retail organizations, market reviews, proposals for the current replacement of the assortment, etc.).
Special Information presents data obtained as a result of special market research activities (surveys of the population, buyers, trade and industry specialists, experts, exhibitions and sales, market meetings), as well as materials received from various research organizations. Special information is of particular value because it usually contains information that cannot be obtained in any other way. Therefore, when studying market conditions Special attention special attention should be paid to obtaining specific information.
Ready information can be rather conditionally divided into fixed and flexible. fixed information is information contained in reference books, textbooks, statistical collections, publications in the media, reports on previous studies, etc., i.e. information that is collected and fixed in its final form and is ready for its use. For fixed information, it is impossible to change either the form or the content. The main sources of its receipt:
· Libraries and archives, including archives of organizations conducting research;
federal and regional statistical bodies;
trade and chambers of industry and specialized marketing firms;
· mass media and centralized databases of mass media publications;
various scientific and practical publications;
global and local information networks Internet type;
· federal and local authorities, various ministries and departments, etc.;
specialized research and design organizations.
TO flexible Information includes information consisting of so-called primary data. As a rule, these are various kinds of databases obtained either as a result of past research, or specially collected for their own needs or for sale. For a marketer, the most important are the bases for customers, for competitors, for requests, for purchases, for refusals, for prices, for market shares, etc. Almost all of the above can be sources of such data. The main feature of flexible information is that it cannot be used directly, therefore it is processed in each specific case using various statistical methods. As a result, the results obtained are dependent on the type of processing.
In addition, information may be primary, that is, assembled for the first time to solve a specific marketing problem, and secondary, that is, collected for some other reason, but which can be used to solve a specific marketing problem. They also distinguish between information internal, that is, collected within the organization, and external, that is, collected in the environment surrounding the organization. Moreover, both internal and external information can be both primary and secondary.
If secondary information is mainly obtained by analytical processing of existing data, then primary information is obtained by conducting marketing research. There are many types of such studies and many ways to conduct them (see the diagram in Fig. 3.1.1.)
Rice. 3.1.1. Types of marketing research
Marketing research is considered one of the main components of marketing activities. Marketing research is a systematic collection, processing and analysis of all aspects of the marketing process: the product itself, the market for this product, distribution channels, marketing methods and techniques, pricing systems, sales promotion measures, advertising, etc. Market research is usually carried out following directions:
Research of consumer motivations;
2. Research in the field commercial activities And economic analysis:
Short-term and long-term forecasting;
Studying Trends business activity;
Study of price policy;
The study of the commodity nomenclature.
3. Product development research:
Studying the reaction of consumers to new product;
Studying competitors' products;
Goods testing;
The study of the problem of packaging.
4. Sales and Market Research:
Identification of potential market opportunities;
Analysis of the distribution of market shares between firms;
Studying the nature of the market;
Sales analysis;
Determination of quotas and sales territories;
Study of distribution channels;
Study of sales promotion strategies;
Marketing research is usually done
product developer,
Performer of scientific - research work,
Product manufacturer.
The results of marketing research are drawn up in the form of a report and can be used to:
Strategic and current planning;
Economic and social activities of the enterprise;
Establishment of requirements for product quality;
Determination of production volumes;
Development of export policy;
Definitions of strategy, tactics, methods and means of formation
demand and sales promotion;
Evaluation of the efficiency of the enterprise, development of proposals
to correct its activities.
The process of marketing research includes activities for the preparation and development of research design: data collection, transformation, processing them into useful information, assessing the quality of information, transferring this information to the decision maker. Study Design(as defined by the American Marketing Association) is the design and construction of the research process, the development of its model. This phase of marketing research should precede the search for new data, their analysis and preparation of information.
Usually marketing research consists of a sequence of the following procedures:
1. Development of the research concept.
1.1. Definition of goals.
1.2. Formulation of the problem.
1.3. Formation of a working hypothesis.
1.4. Definition of a scorecard.
2. Obtaining and analysis of empirical data.
2.1. Development of working tools.
Selecting the type of information;
Selecting the type of study;
Choice of research method;
2.2. The process of obtaining data.
2.3. Data processing and analysis.
3. Formulation of the main conclusions and presentation of the results
research.
3.2. Formulation of research results.
Failure to follow this sequence may lead the research process to the usual mechanical data collection. In this case, the main goal of the study - the reasons for the difference between the desired and existing states of things - may not be achieved.
Marketing Environment
At correct staging development of the strategy of any organization - commercial, public, state, municipal - begins with an analysis of the external environment. In external environment can be highlighted marketing environment, that is, the totality of all those factors that, being outside the organization, affect its functioning and movement towards the main market goals. The success of all other marketing activities depends on how correctly the analysis of the marketing environment is carried out. strategic planning and implementation of the organization's strategy.
The marketing environment in which organizations operate is in constant flux, subject to constant change as consumer tastes change, currency exchange rates change, new laws and regulations are introduced, market structures, there are new production technologies, new materials, goods and many other factors. The ability of an organization to respond in a timely manner and successfully adapt to changes in the marketing environment is one of the most important components of its success. However, this ability is a condition for the implementation of the planned strategic changes.
The marketing environment of an organization is usually divided into two parts. One of them is the “inner” environment with which the organization is constantly in contact and which directly affects the activities of the organization, increasing or decreasing the efficiency of its work, bringing closer or delaying the achievement of its goals. Usually this inner circle is called marketing microenvironment organizations. It includes:
· Suppliers, that is, legal and individuals providing the organization with material, energy, financial, labor and information resources.
· Buyers or clients, that is, legal entities and individuals who purchase goods and services produced by the organization.
· Intermediaries, that is, legal and natural persons contributing to the organization both in acquiring the necessary resources and in the sale of goods and services.
· competitors, that is, legal entities and individuals both producing similar products and selling them in the same markets, and using the same raw materials and resources.
· Contact audiences, that is, legal entities and individuals who show real or potential interest in the activities of the organization and influence its ability to achieve its goals. Contact audiences can either help or hinder an organization's efforts to achieve its goals. In this regard, there are:
- beneficial audiences - groups of people whose interest in the organization is benevolent (for example, close relatives of people working in the organization, "their" media, trade unions and associations, etc.);
- sought audiences - groups of people whose interest the organization seeks, but does not always find (for example, independent media, the surrounding population and neighboring organizations, banks, public organizations and trade unions, etc.);
- unwanted audiences - groups of people whose interest the organization tries not to attract, but is forced to reckon with them (for example, hostile mass media, strong competitors, corrupt authorities, criminals, etc.).
The main feature of the marketing microenvironment is that not only does it affect the activities of the organization, but the organization can influence it in any way (for example, enter into contracts, win tenders, arrange price dumping, buy and sell futures, etc. .)
The second part - the "far" environment - includes all those factors that can affect the organization, but not directly, but indirectly, as a rule, in the form of creating a background that is mandatory for all competing organizations, on which, in fact, the actions of the marketing microenvironment unfold . Usually this far background environment is called marketing macro environment organizations. The impact of the marketing macro-environment on an organization is more difficult to identify and study than the impact of the marketing micro-environment, but cannot be ignored, since it is they who determine the trends that affect the "close" environment of the organization. The leaders of organizations cannot control the parameters of the "far" environment, but must track the trends in their changes and take them into account in their plans. The marketing macro environment includes the following groups of factors:
· political factors(internal and foreign policy federal and regional authorities, the actions of municipal authorities, legislation and especially legislation in the field of entrepreneurship, industrial and financial policy and so on.);
· economic forces(macroeconomic strategies, exchange rates, rates customs duties, investment management, national projects, income distribution, unemployment rate, etc.);
· demographic factors(gender and age composition of the population, changes in the birth rate and family composition, migration of the population, changes in lifestyle, etc.);
· natural geographical factors(presence or absence of certain types of raw materials, position regarding sources of raw materials, transport routes, cities and towns, climate characteristics, etc.);
· scientific and technical factors (scientific and technical progress, growth in R&D spending, new discoveries and inventions, development of new technological processes and development of new types of raw materials and energy, etc.);
· factors of cultural and religious environment(commitment to certain cultural and religious values, subcultures within a single culture, historical features of the development of the country and people, etc.).
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