V market economy the role of marketing is to organize free and competitive exchange and effective communication between the seller and the buyer to ensure the coincidence of the supply of goods and services and the demand for them.
Exchange is the physical flow of goods between a producer and a consumer.
Communication is the flow of information before, during and after the exchange, aimed at effectively aligning supply and demand.
The distribution process is responsible for organizing the exchange of goods and services, the task of which is to transfer products from the state of production to the state of consumption. This "flow" of production into the state of consumption creates three types of benefits: the benefit of the state, the benefit of space, and the benefit of time.
The creation of the benefit of the state means the totality of all material transformations of the transfer of the goods into the consumable state (fragmentation, packaging, sorting, etc.).
Place benefit creation involves spatial transformations (transportation, geographic distribution, etc.) that place the product at the disposal of users at the point of use, transformation or consumption.
Creation of the benefit of time means temporary transformations (mainly storage), thanks to which goods become available to users at the time they need.
It is thanks to these functions that the manufactured goods fall into the “field of vision” of target consumers, which creates favorable conditions for the coincidence of supply and demand.
An exchange can only take place if potential buyers are informed about the existence of goods and (or) about their properties. The knowledge development of manufacturers, distributors and buyers is supported by marketing communications.
In a typical market, seven communication flows can be distinguished (Fig. 1.1). Before investing Money the manufacturer collects information to determine the needs and desires of buyers, constituting a beneficial opportunity for him, the manufacturer. Likewise, a potential buyer conducts research on supplier offers. After the start of production, the manufacturer starts the communication program.
The "immaculate circle" of economic development
Marketing initiates a "blameless" circle of economic development (Figure 1.2). This process development includes the following stages:

1) Marketing helps to identify insufficient or unmet market needs and stimulates the development of new or improved products.
2) Marketing develops an effective marketing program to create and / or increase market demand for these new products.
3) An increase in demand entails a decrease in production costs, which allows to reduce prices and thereby contributes to the emergence of new groups of buyers on the market.
4) The resulting market expansion requires new investments in production capacity, which creates economies of scale and stimulates further research and development to create new generations of products.

Marketing contributes to the development of democracy in business because it:
1) initiates an analysis of consumer expectations;
2) determines the adoption of decisions on investment and production based on anticipated market needs;
3) takes into account the variety of tastes and preferences of consumers (which is reflected in the segmentation of markets and the development of improved products);
4) stimulates innovation and entrepreneurship.

Role and functions:

• 1. From the point of view of the consumer:
  • - marketing makes consumers more informed
  • - marketing sets quality standards in the minds of consumers
  • - marketing makes consumers more manageable
• 2... From the point of view of the enterprise:
  • - Analysis environment and market research
  • - Analysis of real and potential needs
  • - Product planning
  • - Sales planning
  • - Product promotion planning
  • - Price planning

Question 6. New product planning process

The process of product planning and the creation of new products affects all areas of the company. In one way or another, all divisions of the company, including the sales department, Production Department, research department, financial group, legal service, etc.

The planning process new products includes 8 stages:

Generation of ideas- this is a kind of search for opportunities - the creation of a product of market novelty. Ideas for creating a new product arise in marketing laboratories as a result of surveys or analysis of consumer complaints to her, consideration of offers from sales agents, patent information, conclusions of experts on technology and technology.

Selection of ideas ... If the goal of the preliminary stage was to form as many ideas as possible, then here - on the contrary, reducing this amount by removing the unusable one.The filter list for new products includes the following characteristics:

• - general analysis products;
• - potential profit;
• - competition;
• - market size;
• - the level of investment;
• - the possibility of patenting;
• - the degree of development of science and technology;
• - impact on existing products;
• - marketing characteristics;
• - resistance to seasonal factors;
• - ease of production;
• - availability of resources;
• - the possibility of production at competitive prices It is necessary to determine the possibility of patenting, this is the ability to obtain the inventor exclusive rights to sell for 17 years Determining patentability includes questions like this:
• - can the proposal be patented?
• - or patented competing products?
• - how long are patents valid?
• - Are patents available from competing licensing firms?
• - there are no patent infringements in a competing firm?
• - description of the size, structure of the target market, indicator of sales volume, market share and profit for the next few years
• - general information about the price of the goods, about general approach to its distribution, an estimate of marketing costs for the first year
• - promising goals in terms of sales and profit indicators, the formation of a marketing complex.

Proof of concept boils down to serving the intended product to the consumer and thereby changing his attitude towards the product, making him want to make a purchase at this early stage of development

Economic analysis the adopted ideas is based on the study of forecasts of demand, costs, competition, necessary investments The process of developing a new product is associated with making decisions about the design of the product, its equipment, choosing a trademark, determining the properties of the product unknown to the buyer, and checking the consumer's attitude to the new product.

Test marketing used to test a new product by market relations. It involves finding out the issues of the place, the period of sale of the goods, the nature of the information that needs to be obtained, and the results of processing.

8. Commercial implementation corresponds to the stage of implementation of the life cycle cycle, includes the implementation of a marketing plan and full-scale production, requires significant costs, quick management decisions.

Among the factors that need to be considered during the commercialization period are the following:

• - the speed of determination by consumers;
• - speed of determination by sales channels;
• - distribution intensity;
• - production capabilities;
• - promotion structure;
• - prices;
• - competition;
• - the time to achieve profitability;
• - the cost of commercial implementation.

Marketing Is one of the foundational disciplines for market professionals such as retailers, advertising workers, marketing researchers, new and branded product managers, and the like. The listed professional market figures need to know:

• how to describe the market and break it down into segments;
• how to assess the needs, demands and preferences of consumers within the target market;
• how to design and test a product with consumer properties required for this market;
• how through the price to convey to the consumer the idea of ​​the value of the goods;
• how to choose skillful intermediaries so that the product is widely available, well presented;
• how to advertise and sell a product so that consumers know it and want to buy it.

According to the American scientist, the founder of the marketing theory Philip Kotler, marketing is a type of human activity aimed at meeting needs and demands through exchange .

The role of marketing in the economy is to improve its trade and operational efficiency. At the present stage, marketing is understood as an expression of a market-oriented management style of thinking, capable not only of responding to the development of the market environment, but also of changing the parameters of the environment itself, providing entry to the market, market expansion, and ensuring market security.

The history of the emergence and development of marketing. Four eras of marketing

Most scholars define marketing as a type of human activity that is aimed at meeting emerging needs and demands through exchange. And although exchange relations arose almost simultaneously with the emergence of mankind, the formation of marketing as a separate science began to occur only after the "Great Depression" that reigned in the West in 1923-1933.

American scientist and economist Peter Drucker believed that Japan became the birthplace of marketing. In 1690, the founder of the future famous Mitsui family settled in Tokyo, and opened the first department store. In this store, Mr. Mitsui pursued a trade policy that was approximately 250 years ahead of its time. For the first time in the history of trade, the store owner focused on his customers, buying only what was in demand, providing a system of guarantees for the quality of goods, constantly expanding the range of goods.

In the West, marketing began to be talked about only from the middle of the nineteenth century. Cyrus McCormick was the first to suggest that marketing should be the central focus of the enterprise, and that working with the consumer's own circle should be the manager's task. This man is better known as the inventor of the first combine, but it was he who created such marketing areas as price policy , market research, service.

As an academic science, marketing originated in America. Marketing courses were first taught at the University of Illinois and Michigan in 1901. Therefore, the USA is considered to be the birthplace of modern marketing.

In the history of marketing, scientists distinguish four main eras :

• era of production;
• the era of sales;
• the era of direct marketing;
• the era of relationships.

The era of production lasted until 1925. At this time, even the most developed companies in Europe focused only on production quality goods, and for their implementation they hired third-party people. It was believed that a good product is quite capable of selling itself.

The most prominent representative of the business of those years was Henry Ford, whose famous phrase: "Consumers can have the color of the car that they want, as long as it remains black" perfectly characterizes the attitude to marketing of that time. Most industrialists believed that it was enough to produce best product to get ahead of the competition. However, this turned out to be not entirely true, and the era of production ended without reaching its peak.

The era of sales (since 1925) - production methods were improved in Europe and the USA, production volumes grew. Manufacturers have already had to think about more efficient ways to market their products. It was a time of great discoveries, and completely unfamiliar to consumers goods appeared on the market, of the necessity of which the population still needed to be convinced. V large companies salespeople began to appear, but they were still given a secondary role.

The era of proper marketing began after the Great Depression. The population's demand for goods began to grow, and the importance of sales departments also began to grow. Only those companies survived that knew how to take into account consumer demand and focus on it. During the Second World War, there was a pause in the development of marketing relations.

After the war, marketing was no longer seen as an additional or secondary activity. Marketing began to play a leading role in product planning. Marketers worked with product engineers to identify consumer needs and endeavor to satisfy them. Market orientation helped to quickly achieve financial success, consumers were eager to accept new products. This is how consumer-driven marketing came about.

The era of relationship appeared towards the end of the twentieth century and continues to this day. Her characteristic feature- the desire of marketers to establish and maintain stable relationships with consumers. The company strives to maintain permanent relationships with suppliers as well. Potential competitors create joint ventures, trade marks are combined in one common product. The main goal in a highly competitive environment is to maintain and increase sales, to stay afloat.

The history of marketing development in Russia

The periodization of marketing development in Russia has significant differences ... The first period of marketing development began in 1880 and lasted until October 1917. It was a time of active development of Russian industry on the basis of large-scale entrepreneurship. Even then, various marketing tools, in particular, the formation of public opinion by issuing print and wall advertisements, participation in international exhibitions and fairs, patronage.

Domestic entrepreneurs have successfully used techniques to stimulate sales and personnel. There was an industry for the production of packaging for goods. But there was no single marketing system yet. Whereas in large universities in Europe and America, marketing was already taught as separate discipline, in Russia, some knowledge of marketing could be obtained only in the general course economic theory , which was taught in commercial schools.

The revolution interrupted the development of marketing in Russia. For five years, the country needed most of the industrial and food products... Production was stopped and destroyed. Civil and first world war pushed the problem of marketing far into the background.

With the onset of the NEP era, a new round of marketing development in Russia takes place. The Conjuncture Institute, the first institution in Soviet Russia to study marketing, appeared in Moscow. N. D. Kondratyev the theory of "Business cycles" is created, the first treatise on marketing. However, with the arrival of 1929 and a rigid distribution system of goods, the development of marketing again freezes until the Khrushchev thaw.

Under Khrushchev, Soviet economists became interested in marketing, giving a negative assessment of marketing as a phenomenon completely alien to the economy of Soviet Russia.

In the 1970s, Russia began to enter the foreign market, and the lack of knowledge by domestic specialists of the simplest fundamentals of marketing led to the failure of trade relations. Realizing their mistake, the country's leadership urgently rehabilitated marketing by introducing a new academic discipline in a number of universities in the country.

New stage in the development of domestic marketing began in 1992-1993. The economic reforms of those years are assessed in different ways, but they led to the formation of market relations and spurred the development of marketing.

Many businesses found themselves on the verge of bankruptcy and had to resort to marketing tools to build sales amid the rapidly changing economic situation in Russia. Some urgently redesigned their activities, focusing on consumer demand, while others closed down, declaring bankruptcy.

Today the importance of marketing in Russia is recognized by all those who are connected with the market and are engaged in economic activities... Marketing is taught as a separate discipline in colleges and universities. Marketing has become an independent specialty, marketing graduates are becoming in-demand specialists at any enterprise.

1. Concept and essence marketing (2)

   Cheat Sheet >> Marketing

   1 Concept and essence marketing Marketing-Market management concept .... Prices are important role not only for the economy in general, but ... the years are simultaneously with the increase role marketing increased role marketing communications. Enterprises of various ...

2. Content and socio-economic essence marketing

   Abstract >> Marketing

   And socio-economic essence marketing The term " marketing”Comes from ... or is included in concept “marketing””. The main thing in marketing- two-pronged and ... periods in history the economy(mostly American) ... in production. Role marketing in this complex ...

3. Role production in the economy

   Coursework >> Economics

   Production. 1. Production and its role v the economy 1.1. Concept production. Tangible and intangible ... By its economic entities scientific and technical level ..., equipment, management models and marketing... Increasing importance in modern ...

4. Concept and essence management information

   Abstract >> Marketing

   Concept and essence... in order to realize your role in interpersonal relations, ... scientific justification of the system, the economy management, functional and providing ... at the stage of strategic marketing, R&D, organizational and technological ...

5. Marketing (52)

   Abstract >> Marketing

   ... concept and essence 2. Types of pricing 3. The value of pricing in marketing 4. Marketing concept Pricing 5. Pricing Methods 6. Pricing 7. Role... magnitude (location). From here role marketing for the economy Is an increase in trade ...