Marketing Basics. Kotler's three best books

This last name and first name - Kotler Philip - say little general public. This is not a popular film actor, not a TV presenter, the details of whose personal life are known to any gossip at the entrance. Philip Kotler is “just” an American scientist, one of thousands, or even millions, working in the scientific field. And yet he is worth it so that not only his colleagues know about him.

From the biography

So what is he famous for, Philip Kotler? The biography of this person, as set out in official sources, is very laconic. The son of emigrants from Russia, born in the USA in 1931, married, father of three daughters. Well, and also various details of a career, position - in a word, information that is interesting only to a small circle of people. But here's something that should interest others: Philip Kotler is rightfully considered the founding father of modern marketing theory.

and why is this important?

The concept of “marketing” is borrowed from the English lexicon (marketing - market trade). Today there are many definitions and interpretations of this word. This is how Philip Kotler interprets the term “marketing”. He calls it a species human activity aimed at satisfying needs and wants through exchange. That is, two grandmothers at the market, one of whom sells dill, and the second buys it, are also, in fact, engaged in marketing. Grandmothers don’t need to explain how important it is to buy and sell wisely. But, unfortunately, this obvious fact is not always realized by leaders and managers, businessmen and government officials.

Often, the activities of these individuals, instead of benefits, bring their structures complete losses. And the merit of Philip Kotler lies precisely in the fact that he is trying to teach humanity how to trade correctly. However, not only trade. If we summarize everything that Kotler has done, the following conclusion will seem logical: he is trying to teach people how to live.

Marketing in Russia and the world

Due to historical circumstances, marketing was not considered a science for a long time. Only in the 70s was the marketing sector created in the USSR (Chamber of Commerce and Industry). In Russia, the Marketing Association appeared in 1990.

But this concept became known in the world much earlier. In the USA, the first courses on marketing were taught back in 1902 at the Universities of Michigan and Illinois, as well as at the University of Berkeley. True, all kinds of organizations related to marketing began to appear in the USA, Western European countries and Japan, Canada and Australia much later - also in the 70s. This subject was dealt with, it was studied, and yet the knowledge was rather loose and scattered, the terminology was vague. It was he, Philip Kotler, who was able to systematize and summarize the available information and create a single whole from scraps. "Fundamentals of Marketing", the most famous work of this author, has become a kind of Bible for many marketers.

Kotler and science

Many experts are sure that without the work of this man there would be no marketing as a science in its modern sense. From 1962 to the present day, Philip Kotler has been a professor of marketing, his permanent place of employment is the Graduate School of Management at the University of Illinois. But Kotler began to study science long before that, intensively building up his potential in various areas. He was interested in economics and mathematics, studied management, psychology, and behaviorism (personal behavior). All this later helped him in his main work. Kotler managed to collect important knowledge gleaned from other sciences, develop it, and link it into the independent concept of “marketing.” Philip Kotler is still the most recognized authority, a real “guru” in this matter.

Philip Kotler, Fundamentals of Marketing

Kotler's book “Fundamentals of Marketing” is a kind of scientific bestseller. First published in Russia in 1990, it became a real revelation for many citizens of the former Union. The publication is especially valuable because it talks about complex socio-economic phenomena in an extremely accessible way. Treatise published for an inexperienced reader who is faced with the need to study this problem for the first time. To appreciate the significance of this book, it is necessary to recall the political and economic situation in Russia in those years. The collapse of socialism, “wild” capitalism, a complete lack of understanding of how to live and what to do. It was necessary to as soon as possible fill gaping gaps in economic knowledge, try to understand the mechanism of commodity-money relations, and understand the features of the market. Essentially, it was with Kotler’s book that former Soviet citizens began to become acquainted with a completely new concept for them - the theory of marketing. What is also noteworthy is that Philip Kotler wrote his “Fundamentals...” after he had published many works that explored the particular aspects of this issue. That is, the author’s goal was generalization; it was important for him to systematize and bring into one logical whole everything that has even the slightest relation to marketing.

The book “Fundamentals of Marketing” has already gone through dozens of editions. This is an excellent textbook for future economists, a true classic of the genre. In addition, it was appreciated not only by students, but also by a wide circle of readers due to the fact that the theoretical principles presented in it are illustrated with examples of their practical application.

Books by Philip Kotler

Of course, “Fundamentals of Marketing” is far from Kotler’s only work. The author has many books, more than a hundred articles written for the most famous scientific journals and covering all the intricacies of management and marketing. The titles of the works speak volumes: “Attracting investors: a marketing approach to finding sources of financing,” “Marketing from A to Z: 80 concepts that every manager should know.” The author has many similar works. Just listing them testifies to the outstanding contribution that this scientist made to world science.

300 questions

Unfortunately, not all of Kotler’s works were translated and published in Russia. And yet there are many of them on the shelves of Russian bookstores. In addition to the already familiar “Fundamentals...”, the following books are present here: Philip Kotler, “Marketing Management” (this is the author); “300 Key Marketing Questions: Philip Kotler Answers.” The last book deserves special mention. “300 Key Questions...” is a kind of quintessence of Kotler’s vast experience, an excellent guide for students of specialized universities. But this thing is also addressed to managers and marketers, theorists and practitioners, teachers and managers. The material is presented in the form of questions and answers, and gives a complete understanding of everything that will help achieve the highest efficiency and success in your chosen business.

Conclusion

Professor Philip Kotler's activities are far from limited to his teaching and literary activity. IN different time he held the most responsible positions in American scientific and business structures. The most famous giants of the American industry, such as IBM, resorted to Kotler's services in matters of marketing consulting, and a number of other companies well known outside the country used the scientist's advice. Kotler advised and directed the power structures of many states in order to competently manage the resources of their country. Philip Kotler has traveled halfway around the world, giving lectures and conducting consultations. By the way, he estimates an hour of his work at $50,000.

However, Kotler is not only concerned about business. The scientist travels a lot and is interested in art. He teaches others, but he also learns himself. with their own ideological inspirers this man called such business geniuses as

Kotler Philip is still full of energy and has no plans to retire. I would like to wish him health and new creative achievements.

A marketing classic. A reference book for all modern marketers. No one can explain the essence of things like Philip Kotler. A textbook and entertaining read for those who want to make money from sales and more.

Professor, Master of Economics and Doctor of Philosophy Philip Kotler will tell you how to trade correctly. Run your business so that the profit is significant. You will also gain experience based on the mistakes of others. The book “Fundamentals of Marketing” is replete with examples of failed businesses. Describing the mistakes of some well-known and successful companies in the past will help you avoid making similar ones. But even if you are not an entrepreneur, knowledge of marketing will also come in handy. After all, we live in modern world, where everyone tries to use others for their own benefit. So, let's learn to distinguish the wheat from the chaff!

Who hasn't been to a McDonald's cafe at least once? Do you want to know the secret of this popular establishment that has spread its tentacles all over the world? To understand how the owners managed to do this, it’s worth reading Marketing Fundamentals. It will be interesting.

Another example is the famous world-famous company Ford. Her biggest failure became the talk of the town. Why did it happen? The author of the work will explain everything.

It is remarkable that the average person engages in marketing every day without even realizing it. Are you looking for buyers to sell your old car at a better price? Are you looking for a new, higher paying job? To do this, you need to know the conditions of the market operating in this area and its demands. At the same time, there are a lot of people who want to sell us something, and sometimes we buy completely unnecessary things. And all because sellers know the “Fundamentals of Marketing” well, but we do not.

The book gets the point across clearly. There is no unnecessary “water”. The material is perceived easily and understandably. There should be more such textbooks! According to Philip Kotler, for successful business You need to understand your audience. If you know the true needs and wants of people, then the right product will sell itself. For example, what a hungry person needs is food. This is the one he will buy first. The same goes for thirst. And there is also a desire for love, vanity, beauty and other things.

On our literary website you can download Philip Kotler’s book “Fundamentals of Marketing” for free in formats suitable for different devices - epub, fb2, txt, rtf. Do you like to read books and always keep up with new releases? We have a large selection of books of various genres: classics, modern fiction, psychological literature and children's publications. In addition, we offer interesting and educational articles for aspiring writers and all those who want to learn how to write beautifully. Each of our visitors will be able to find something useful and exciting for themselves.

Philip Kotler (May 27, 1931, Chicago, USA) - professor of international marketing High school Management J. L. Kellogg at Northwestern University of the USA.

He received a master's degree in economics from the University of Chicago and a Ph.D. He has been awarded honorary doctorates by the University of Stockholm, the University of Zurich, the Athens School of Economics, DePaul University and the School of Economics in Krakow.

On March 13, 2014, Philip Kotler was awarded an honorary doctorate from the G.V. Russian University of Economics. Plekhanov.

Kotler's parents lived in Russian Empire on the territory of Ukraine, and after the revolution of 1917 they emigrated to the USA.

Author of many books on marketing and management, over 100 articles for leading magazines. The only author to have been awarded the annual Alpha Kappa Psi Award three times. best article for Journal of Marketing. He has many titles and awards for his outstanding contributions to marketing.

He has been awarded honorary doctorates by the University of Stockholm, the University of Zurich, the Athens School of Economics, DePaul University and the School of Economics in Krakow. Professor Kotler is the author or co-author of 15 books, including Marketing Management, named by the Financial Times as one of the 50 best business books ever written, and Social Marketing Places and The Marketing of Nations, published by The Free Press.

Dr. Kotler's many awards include The Paul D. Converse Award from The American Marketing Association for "outstanding scientific contributions to marketing" and The Stuart Henderson Britt Award, given to the top marketer of the year (Marketer of the Year).

In 1985, he was the first to receive two significant awards: The Distinguished Marketing Educator of the Year Award from the American Marketing Association and The Award for Excellence in Health Care Marketing. .

Dr. Kotler is a board member of the American Marketing Association. He advises on marketing strategy to many large companies both in the United States and abroad.

His main merit is that he brought together and systematized all the knowledge about marketing, which previously belonged to completely different sciences. We can say that he was the first to single out marketing as a separate specialty.

His book “Fundamentals of Marketing” was reprinted 9 times as of 2009 and is a kind of “Bible” on marketing. His textbooks have been published in over 3 million copies in 20 languages ​​and are revered as the bible of marketing in 58 countries.

Books (14)

Collection of books

Thanks to Kotler's insightful thinking, you will quickly adapt your knowledge and skills to the new challenges and opportunities created by hypercompetition, globalization, and the Internet.

Here you will discover cutting-edge ideas, distilled into exceptionally concise and easy-to-read form, in the fields of direct marketing, global marketing and Internet marketing. You'll find a variety of cutting-edge strategies and tactics that you can immediately use to tackle new problems XXI V. — reducing the cost of attracting new customers and maintaining the loyalty of existing ones.

If your marketing strategy isn't working, Kotler's treasure trove of insights will give you hundreds of ideas for resurrecting it. Spend a few hours with the world's leading marketer today and improve your market performance tomorrow.

How to conquer cities and countries

65% of the world's GDP is concentrated in just 600 cities. Philip Kotler, one of the world's top marketing experts, and his brother Milton, an international marketing strategist, offer a roadmap for choosing the best city to expand your business, what to look for when opening a branch, and why to build A long-term relationship with city officials will bring you significant benefits in the future.

This book should be read by every leader who wants to ensure the growth and expansion of his enterprise. The Kotler brothers rightly point to the increasingly active urbanization of the world economy and the fast growth cities developing countries as two key trends that company presidents must consider to remain leaders and thrive in the new century.

The end of capitalism? 14 antidotes to the diseases of a market economy

There are enough books written around the world on capitalism. Some criticize it, others defend it, and others try to explain how it works. Why did you have to write another one?

The author of the book, internationally recognized marketing guru Philip Kotler, studied capitalism from different aspects of human life: making money, politics, time, ecology. The marketer’s rich experience and knowledge gained from Nobel Prize laureates in economics allow him to see shortcomings hidden from ordinary observers market system and ways to eliminate them.

This is not another weighty publication on capitalism, but a succinct and clear explanation of the social and economic aspects of capitalism, which will allow you to get a complete understanding of this system in which we live.

Lateral marketing: technology for searching for revolutionary ideas

Lateral marketing is a technique for finding non-standard market solutions. It allows you to develop new products, find new market niches and ultimately make a business breakthrough. In this book you will find detailed guide on introducing lateral marketing into your company's practice.

Without a doubt, lateral marketing is becoming a key market concept of the 21st century, and managers are pushing the boundaries of their thinking and significantly increasing profits.

Marketing for government and public organizations

“Marketing for Government and Public Organizations” is a revelation book intended specifically for government workers.

It contains dozens of success stories from government organizations of all types and from around the world. World-famous expert Philip Kotler and social marketing consultant Nancy Lee show that marketing is not just another expense item and not just communications, but a whole range of measures to improve the standard of living of citizens.

The book will introduce you to the basic foundations of marketing in relation to public sphere, will teach you how to use marketing tools in order to gain the support of citizens and influence public opinion generally. The ultimate goal of these events, to which the authors’ idea boils down, is to increase the revenue side of the budget government structure and reduction in expenses.

Place Marketing

Place marketing. Attracting investments, businesses, residents and tourists to cities, communes, regions and countries in Europe.

Place Marketing is the first book to offer a systematic analysis of the reasons why many European places are in trouble, and to provide useful recommendations, how to be reborn in the new millennium.

The book is replete with examples of European places implementing different strategies to address competition. There have been great successes that have resulted from the application of place marketing principles, as well as difficulties and mistakes in the attempts of places to compete for resources. The book offers ways out of a number of different difficult situations in which people find themselves.

Marketing from A to Z

The book by the world-famous marketing specialist Philip Kotler has become a reference book for millions of executives and marketing specialists.

It presents in a concise and understandable form 80 effective marketing concepts that are most important to the success of companies in the world. modern conditions. This book provides the best insight into both classic marketing tools that have stood the test of time and new innovative developments that have only come into use in recent years.

Marketing Basics

This book will introduce you to the basics of marketing in a popular, fun, and accessible way. The book surprisingly successfully combines theoretical information, examples of their practical application in real life, and special methodological techniques that facilitate the assimilation of the material. This last feature makes this book useful not only for students, but also for teachers.

Marketing Basics

Ninth edition is good famous book Marketing Fundamentals by Philip Kotler, written with Gary Armstrong. This is not the first time the authors have teamed up to write a textbook on marketing. Together they managed to organize a truly exciting journey into the world of marketing. However, the easy presentation style is not the only advantage of this book.

The authors described in great detail the revolutionary changes that are taking place in marketing at the beginning of the new millennium under the influence of new technologies. In this edition, in each chapter you will learn about the features of using the Internet for specific purposes and consolidate this knowledge by completing special exercises. A common problems and the prospects for using its capabilities, as before, are discussed in a separate chapter.

Personal branding

Technologies for achieving personal popularity.

Its high popularity has become a commodity of great commercial value throughout the world. How to turn people hungry for popularity into brands? How to maintain high popularity?

The authors of the book provide answers to these questions by analyzing success stories of brands such as Donald Trump, JK Rowling, Arnold Illarzenegger, Warren Buffett, Christina Aguilera, David Beckham, Rudolph Giuliani and many others.

The book by the world-famous marketing guru Philip Kotler “Marketing 3.0” will be a revelation for many and only for the most experienced in marketing will it be a confirmation of what they themselves have intuitively guessed for a long time.

In developed countries today (and in developing countries very soon), only the company that masters and begins to apply marketing 3.0 can count on winning over its competitors. In short, this is a method of subtle, sophisticated influence on the consumer, which affects not only the mind and emotions, but also the human soul. Use it, and soon all the buyers and clients of your competitors will switch to you.

Marketing management

In this book, the world famous marketing classic Philip Kotler short form presents all the most significant and interesting provisions of his most famous work, “Marketing Management.”

The brevity of the text makes it possible to recommend this book to university students studying marketing; in addition, it will provide invaluable assistance to those who want to know everything about marketing, but who do not have enough time to read the full version of “Marketing Management. Millennium edition".

There is such a children's game. If I say “tree,” then I know that most likely the answer I will hear is “birch.” If I say “color” I will hear “black”. If I say “river”, the answer will be “Volga”.

Ask any marketing-related “marketing guru” and you will hear “Philip Kotler.”

American Philip Kotler, the most famous marketer, wrote almost 20 books, many of which formed the basis for the training of tens, and maybe hundreds of thousands. business people peace.

I myself, of course, studied marketing from Kotler’s book “Fundamentals of Marketing” (thanks to the Progress publishing house). And I taught many people using it (I taught at the Moscow Institute of Management for several years).

I have read almost all of Kotler's books. It's very difficult to choose the top three. Many books are written on certain topics — for example "Marketing of Nations" or "High Visibility: The Making and Marketing of Professionals into Celebrities."

But if you are interested in marketing as a subject, then it is best to study the following three books. If you like these, you can switch to textbooks.

“10 Deadly Sins of Marketing”, F. Kotler

This was the marketing guru's first book in which he began to experimentwith formats... Talmuds of 500-1000 pages were replaced by books written in large print of 150-200 pages. And this is great: the book is interesting and useful to read, and at the same time very, very simple.

Here are some sins of marketing, according to the author: ... 2) misunderstanding of the target audience 3) unclear understanding of the circle of competitors, their activities are not monitored ... 5) poorly organized search for new opportunities 6) poor-quality marketing plans and an unsettled planning process ... 8) insufficient efforts to creating a brand and establishing communications 9) poorly organized company activities in the field of marketing 10) insufficient use of modern technologies.

Of course, you are unlikely to commit all 10 sins described by Kotler (you probably commit more!) - but why not see what mistakes the advanced West makes?

“New Marketing Technologies”, F. Kotler, F. Trias de Bez

Kotler obviously messed around with this book (those who have read his other books will understand)... but he did it very conscientiously - the product turned out to be of very high quality. Simple and understandable language, pictures (not diagrams), conclusions at the end of each chapter (not long, as a rule). Interesting read - lots of examples.

The book is basically about the fact that traditional marketing is slowly “fading away” and it’s time to switch to something new, for example, lateral marketing.

So, if you lack traditional marketing techniques, then you can safely read this book - or ask your marketer to do it.

If you don’t come up with anything new, then at least read a lot of examples of how others succeeded. And copying good ideas, although an old marketing technology, it works one hundred percent.

“300 Key Marketing Questions: Philip Kotler Answers”

I really like books that are structured in the form of questions and answers.

If you like a question, you read the answer; if you don’t like it, you skip it. Comfortable! And it reads faster.

By the way. I received this book from the Olympus Business publishing house as a gift for the best question to Kotler during his recent visit to Moscow. In total, the guru was asked more than 100 questions. It is not clear why he collected questions from Russian marketers. Maybe he’s planning to write another book with the working title “Questions from Russian, Chinese, Indian and Brazilian marketers”? After all, according to the guru, these big countries did not give the world significant brands (he writes about this in this book). And he, as a scientist, is probably wondering why.

But I understand: we need to continue to study, study and study.

And Kotler’s books are excellent assistants in this.

(And my question was: “Does Kotler know any of the Russian marketers?” Alas, Kotler said, I don’t know the Russian language - and the same goes for Russian marketers. And it’s unlikely that a guru will learn Russian - so we need to write your good books and good work).

© Williams Publishing House, 2007

© Prentice-Hall, Inc., 1984

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Introduction

In today's complex world We all need to understand marketing. Whether we're selling a car, looking for a job, raising money for a charity, or promoting an idea, we engage in marketing. We need to know what the market is, who operates in it, how it functions, what its needs are.

We need to understand marketing and our role as consumers and our role as citizens. Someone is constantly trying to sell us something, and we must be able to recognize the sales methods being used. Knowing marketing allows us to behave more intelligently as consumers, whether it's buying toothpaste, frozen pizza, personal computer or a new car.

Marketing is one of the fundamental disciplines for market professionals such as traveling salesmen, retailers, advertising executives, marketing researchers, new and branded product managers, etc. They need to know how to describe the market and break it into segments; how to assess the needs, demands and preferences of consumers within target market; how to design and test a product with the right fit for that market consumer properties; how to convey to the consumer the idea of ​​​​the value of a product through price; how to choose skillful intermediaries so that the product is available and well presented; how to advertise a product so that consumers know it and want to buy it. A professional marketer must, without a doubt, have a wide range of knowledge and skills.

Those wishing to study marketing can find many books on the subject. But even the thickest textbooks barely scratch the surface of this science, because you need to know a huge amount of information about each marketing tool. Those starting to study marketing for the first time need a very general understanding of its basics so as not to drown in a sea of ​​specific details. It is from the standpoint of this approach that the proposed book “Fundamentals of Marketing. Short course».

At the same time, the book “Fundamentals of Marketing. A Short Course should not be viewed as just a general excursion. The topic is too exciting to be limited to a schematic representation. The book provides case studies illustrating the drama of modern marketing: the failure of CBS's cable television system; the never-ending struggle between Coca-Cola and Pepsi-Cola; rise in the Miller beer market from seventh to second place; the influence of female Avon salespeople on purchases made without leaving home; Columbia Records' long-term campaign to popularize the Men and Work Orchestra; price war in the consumer computer market, etc. Each chapter begins with a description of a significant event in the field of marketing. The examples from reality given throughout each chapter fill the dry information about marketing with a pulse of life.

When working on the book, I was guided by several principles.

It should be interesting to read. It should cover all the main points that both market workers and ordinary citizens need to know. The narrative should develop logically from chapter to chapter. The presentation must be based on data scientific research, and not based on rumors and speculation and be focused on management problems. My goal is to prepare the reader to make better marketing decisions.

Philip Kotler

Tools to facilitate the assimilation of material

The book uses many special techniques to make it easier for students to learn marketing. Here are the main ones.

Statement of goals. To prepare for the perception of the material, each chapter is preceded by a statement of its goals.

Start screensaver. Each chapter begins with a short story from the practice of marketing, leading to the main material.

Digital data, tables. The main provisions and principles discussed in the book are illustrated.

Insets. Throughout the book there are highlighted in a special way additional examples and other interesting information.

Summary. Each chapter ends with a brief repetition of the main provisions and principles set out in it.

Issues for discussion. Each chapter is equipped with a selection of questions covering the entire volume of material presented in it.

Basic concepts. Definitions of new concepts are provided at the end of each chapter.

Applications. Two appendices, “Marketing Arithmetic” and “Marketing Careers,” provide additional material, which is of practical interest.

Chapter 1. Social Foundations of Marketing: Satisfying Human Needs

Goals

After reading this chapter, you should be able to:

1. Define marketing and talk about its role in the economy.

2. Compare five approaches to marketing management.

3. Explain what exactly buyers, sellers and ordinary citizens expect from a marketing system.

4. Explain how organizations use marketing.

The Everyday Impact of Marketing on Consumers

Marketing affects the interests of each of us every day of our lives. We wake up to the Sears clock radio playing a Barbra Streisand song, followed by a United Airlines commercial about a Hawaiian vacation. In the bathroom, we brush our teeth with Colgate toothpaste, shave with a Gillette razor, freshen our mouths with Listerine antiseptic, spray our hair with Revlon hairspray, and use a variety of other toiletries and accessories made in different parts of the world. We wear Calvin Klein jeans and Bass boots. In the kitchen, we drink a glass of Minute Made orange juice, fill a plate with Kellogg's Crispy Rice, and top it with Borden's milk. After a while we drink a cup of Maxwell House coffee with two teaspoons of Domino's granulated sugar while munching on a Sara Lee bun. We buy oranges grown in California, coffee imported from Brazil, newspapers made from Canadian wood, and news reaches us by radio from as far away as Australia. As we sort through the mail, we find another Metropolitan Museum of Art catalogue, a letter from a Prudential Insurance sales representative offering various services, and coupons to save money on our favorite branded items. We leave the house and go to shopping mall Northbrook Court, home to Neiman-Marcus, Lord & Taylor, Sears, and hundreds of stores stocked from floor to ceiling. Then we work out at the Nautilus fitness and health center, get our hair cut at the Vidal Sassoon salon and, with the help of the Thomas Cook travel agency employees, plan a trip to the Caribbean.

All this became possible thanks to the marketing system, and with minimal effort on our part. It has provided us with a standard of living that our predecessors could only dream of.

What is marketing

What is behind the concept of “marketing”? Most people mistakenly equate marketing with sales and advertising.

And no wonder! After all, Americans are constantly pestered by television commercials, newspaper advertisements, direct mail advertisements, visits from traveling salesmen. Someone is always trying to sell something. It seems that we have no escape from death, taxes and commerce.

Therefore, many are surprised to learn that the most important element Marketing is not sales at all. Sales is just the tip of the marketing iceberg, one of its many functions, and often not the most significant. If a market player has worked well on such areas of marketing as identifying consumer needs, developing suitable goods and setting an appropriate price for them, establishing a system for their distribution and effective incentives, such goods will certainly go easily.

Everyone knows about the so-called hot-selling products that consumers hunt for in droves. When Eastman Kodak created the Instamatic camera, Atari created the first video games, and Mazda created the PX-7 sports car, they were inundated with orders because they offered exactly the same products that were in stock. that time is needed. Not copycat products, but products that are clearly different from existing ones and offer consumers new benefits.

One of the leading management theorists, Peter Drucker, puts it this way: “The purpose of marketing is to make sales effort unnecessary. His goal is to know and understand the client so well that the product or service will exactly suit the latter and sell itself.”

This does not mean that sales and promotion efforts lose their importance. Rather, it is that they become part of a larger “marketing mix,” that is, a set of marketing tools that need to be harmoniously linked together to achieve maximum market impact.

This is our definition of marketing.

Marketing – a type of human activity aimed at satisfying needs and wants through exchange.

To clarify this definition, consider the following concepts: needs, requirements, requests, product, exchange, deal and market.

Needs

The original idea underlying marketing is the idea of ​​human needs. We define need as follows.

Need- a sense of a person’s perceived lack of something.

People's needs are diverse and complex. Here are the basic physiological needs for food, clothing, warmth and safety; and social needs for spiritual intimacy, influence and affection; and personal needs for knowledge and self-expression. These needs are not created by the efforts of Madison Avenue, but are the original components of human nature.

If the need is not satisfied, the person feels destitute and unhappy. And the more this or that need means to him, the more deeply he worries. An unsatisfied person will do one of two things: either he will search for an object that can satisfy the need, or he will try to drown it out.

Needs

The second basic idea of ​​marketing is the idea of ​​human needs.

Need – a need that has taken a specific form in accordance with the cultural level and personality of the individual.

A hungry resident of the island of Bali needs mangoes, a young pig and beans. For a hungry US resident - a bun with chopped steak, fried potato chips and a glass of Coca-Cola. Needs are expressed in objects that can satisfy the need in a way that is inherent in the cultural structure of a given society.

As society progresses, the needs of its members also grow. People face everything big amount objects that awaken their curiosity, interest and desire. Manufacturers, for their part, take targeted actions to stimulate the desire to own goods. They try to form a connection between what they put out and people's needs. A product is promoted as a means of satisfying one or a number of specific needs. A marketer does not create a need, it already exists.

Salespeople often confuse needs with wants. A drill bit manufacturer may believe that a customer needs its bit, when in fact the customer needs a hole. If another product appears that can drill a well better and cheaper, the client will have a new need (for a new product), although the need will remain the same (a well).

Requests

People's needs are almost limitless, but the resources to satisfy them are limited. So a person will choose those goods that will give him the greatest satisfaction within the limits of his financial capabilities.

Request - it is a need backed by purchasing power.

It is not difficult to list the demands of a particular society at a particular point in time. In the late 1970s, 200 million Americans bought 67 billion eggs, 250 million chickens, 5 million hair dryers, 133 billion domestic passenger miles, and over 20 million lectures from teachers. in English and literature in colleges. These and other consumer goods and services have in turn generated demands for more than 150 million tons of steel, 4 billion tons of cotton, and many other industrial goods. And these are just a few of the demands of an economy estimated at $1.5 trillion.

Society could plan production volumes for next year, based on the totality of the previous requests. This is exactly how production is planned in countries with centrally planned economies. However, requests are not a reliable indicator. People get bored with the things that are current and they look for variety for variety's sake. A change in choice may also be the result of a change in prices or income levels. K. Lancaster notes that goods are, in essence, sets of properties, and people choose those products that provide them with best set benefits for your money. Thus, a Volkswagen car embodies a basic means of transport, a low purchase price, fuel efficiency and European performance, while a Cadillac embodies high comfort, luxury and prestige. A person chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

Goods

Human needs, wants and demands suggest the existence of products to satisfy them. We define a product as follows.

Product- anything that can satisfy a need or need and is offered to the market to attract attention, purchase, use or consumption.

Suppose a woman feels the need to look beautiful. We call all products that can satisfy this need product range of choice. This range includes cosmetics, new clothes, spa tanning, cosmetologist services, plastic surgery etc. Not all of these goods are desired to the same degree. Most likely, goods and services that are more accessible and cheaper will be purchased first, such as cosmetics, clothes, haircuts.

Rice. 1.1. Three degrees of need satisfaction

You can depict a specific product and a specific human need in the form of circles, and the ability of the product to satisfy this need can be represented in the form of the degree of their combination. In Fig. 1 shows that the product A does not satisfy the need X, product B satisfies her partially, and the product IN- fully. In this case, the product IN will be called " perfect product».

The more fully a product corresponds to the desires of the consumer, the more successful the manufacturer will be. Suppose an ice cream manufacturer asks its consumer what level of fat content and sweetness his ice cream likes. Let us also assume that the answer is shown in Fig. 1.2 dot marked “Ideal”. The consumer is then asked to taste three competing ice creams and rate their fat content and sweetness. The corresponding places of each variety are also represented by dots in Fig. 1.2. Variety B more than others, it combines ideal levels of desired properties. If a manufacturer offers ice cream that is closer to the consumer ideal than the variety B, the new product should go on the market better than this variety, given the comparability of their prices, degree of availability and other conditions.

The moral is that manufacturers should find the consumers they want to sell to, figure out their needs, and then create a product that satisfies those needs as best as possible.

The concept of “product” is not limited to physical objects. A product can be called anything that can provide a service, that is, satisfy a need. In addition to products and services, these may include persons, places, organizations, activities and ideas. The consumer decides which entertainment program to watch on television, where to go on vacation, which organizations to help, which ideas to support. And if the use of the term “product” at times seems unnatural, it can be replaced by others - “ satisfies the need», « remedy" or " offer" All these words have a certain value meaning for different people.

Rice. 1.2. Comparison of ice cream varieties based on fat content and sweetness

Exchange

Marketing occurs when people decide to satisfy their needs and wants through exchange.

Exchange– the act of receiving a desired object from someone and offering something in return.

Exchange is one of four ways in which individuals can obtain a desired object. For example, a hungry person can get food in the following ways: provide himself with food by hunting, fishing or picking fruits ( self-sufficiency), steal food from someone ( weaning), beg her ( begging) and, finally, offer some means of compensation for providing him with food, say money, another good or some kind of service ( exchange).

Of these four ways of satisfying needs, exchange has the greatest benefits. With it, people do not have to infringe on the rights of others, they do not have to depend on someone else's charity. Nor do they have to produce any essential item on their own, regardless of whether they know how to do it or not. They can focus on creating things they are good at making, and then swap them out for needed items made by others. As a result, the total production of goods in society increases.

Exchange is the core concept of marketing as scientific discipline. To complete a voluntary exchange, five conditions must be met.

1. There must be at least two sides.

2. Each party must have something that could be of value to the other party.

3. Each party must be able to communicate and deliver their goods.

4. Each party should be completely free to accept or reject the other party's offer.

5. Each party must be satisfied that it is advisable or desirable to deal with the other party.

These five conditions create merely the potential for exchange. But whether it will take place depends on the agreement between the parties on its terms. If an agreement is reached, it can be concluded that all participants benefit (or at least are not harmed) as a result of the exchange, since each of them was free to either reject or accept the offer.

Deal

If exchange is the basic concept of marketing as a scientific discipline, then the basic unit of measurement in the field of marketing is the transaction.

Deal– commercial exchange of value between two parties.

To do this it is necessary that the side A transferred to the party B an object X and received an object from her in return U . Let's say Jones gives Smith $400 and gets a TV. This is a classic money transaction, although the presence of money as commercially exchangeable values ​​is not at all necessary. At barter deal in exchange for the TV, Jones will give Smith a refrigerator. Instead of goods, services may be exchanged in a barter transaction, as when lawyer Jones writes a will to physician Smith in exchange for a medical examination (Box 1.1).

A transaction presupposes the presence of several conditions: at least two valuable objects, agreed conditions for its implementation, an agreed time of completion, an agreed location. As a rule, the terms of the transaction are supported and protected by law.

A transaction must be distinguished from a simple transfer. When transferring side A gives to the side B an object X, without receiving anything in return. Transfers relate to gifts, subsidies, charitable events, and are also a form of exchange. After all, the person giving the gift is counting on one or another benefit, such as a good disposition towards himself, relief from feelings of guilt, or a desire to put the other party in the position of obligation. Professional fundraisers in various kinds foundations are acutely aware of the reciprocity motives underlying donor behavior and strive to provide the benefits that donors seek. If donors are simply forgotten or not shown appreciation, the foundation will soon lose their support. As a result, market professionals in Lately began to broadly interpret the concept of marketing, including in its scope not only the study of behavior during transactions, but also the study of behavior in the process of transfers.

Box 1.1. Back to Barter

Because of high prices Today, thousands of people in the United States are returning to the primitive, simple practice of barter. Many people discover that it is possible to make a commercial exchange of their goods or services for the goods or services of others that they need. Lawyers, doctors and accountants exchange services, and some clever barterers manage to get haircuts, dry cleaning, dental treatment and other services without paying cash. The ranks of members of the ever-growing number of natural exchange clubs are replenished with many future practitioners of commodity exchange transactions.

A number of large firms also resort to barter trade. Several years ago, Xerox offered to trade 200 of its desktop copiers, valued at about $800,000, for items it needed, such as forklifts and airline tickets for its employees traveling on official business. And it is not surprising that specialized barter companies have already appeared to help individuals and firms carry out barter transactions. One such company is Barter System, Inc. from Oklahoma City - has 62 commodity exchange centers in different parts of the United States. One of the letters sent to a specially selected group of the company’s 25,000-strong contingent of clients included the following appeal: “Required: a batch of powdered milk or corn flakes with a total value of $300,000 in exchange for an aircraft of equal value.” To search for clients who want to make a commodity exchange transaction, such barter organizations use computers, and for future transactions, as with monetary transactions, provide loans. They usually pay their employees in cash, but if the employees agree, they prefer to pay them in durable goods and services.

When making a transfer, the market actor seeks to provoke a response to a particular offer. This response does not amount to a “purchase” or “commercial exchange.” A political candidate wants to get votes, a church wants to grow its membership, a community action group has what is called “idea adoption.” Marketing consists of actions taken to achieve, in any form, the desired response of the target audience in relation to any object, service or idea.