What marketing concept is the organization's activities based on? The concept of enterprise marketing activities

The task of marketing management is to influence the level, timing and nature of demand in a way that will help the organization achieve its goals. Simply put, marketing management is demand management. There are five main approaches (concepts) on the basis of which commercial organizations carry out their marketing activities:

• 1- concept of production improvement;
• 2- concept of product improvement;
• 3- concept of intensifying commercial efforts;
• 4- marketing concept;
• 5- concept of social and ethical marketing.

The use of each of them is mandatory and, first of all, raises the question of what should be the balance of interests of producers, consumers and society as a whole. Indeed, quite often these interests come into conflict with each other.

• 1) Production concept, or concept of production improvement. Enterprises that adhere to this concept have predominantly serial or large-scale production with high efficiency and low cost, and the sale of their goods is carried out through numerous trading enterprises. The main prerequisites for the existence of this concept of managing marketing activities include the following: a) most of the actual and potential consumers have low incomes; b) demand is equal to or slightly exceeds supply; c) happens rapid decline high production costs (usually for new products), which leads to gaining a larger market share.
• 2) The main idea of ​​the concept of product improvement is to orient consumers towards certain goods or services that technical specifications and performance characteristics are superior to analogues and thereby bring more benefits to consumers. At the same time, manufacturers direct their efforts to improve the quality of their goods, despite higher costs, and, consequently, prices. The factors supporting the existence of such a marketing concept may include the following: a) inflation; b) monopolistic market restrictions; c) rapid obsolescence of goods.
• 3) The sales concept, or the concept of intensifying commercial efforts, assumes that consumers will buy the goods offered in sufficient quantities only if the company makes certain efforts to promote the goods and increase their sales.
• 4) Marketing concept. This concept replaces the marketing concept and changes its content. The difference between the sales concept and the marketing concept is as follows: activities based on the sales concept begin with the product available to the company. Activities based on the concept of marketing begin with identifying actual and potential customers and their needs. The firm plans and coordinates the development of specific programs to address identified needs.
• 5) Social and ethical concept of marketing, characteristic of modern stage development human civilization, is based on new philosophy entrepreneurship focused on meeting the reasonable, healthy needs of the carriers of effective demand. Its goal is to ensure the long-term well-being of not only an individual enterprise, but also society as a whole.

The above concepts characterize the different periods and major social, economic and political changes that occurred in developed countries in the past century. The dominant trend of the changes that have occurred is a shift in emphasis from production and goods to sales, as well as to the problems facing consumers and society as a whole.

Concept– a system of views, ways of representing certain phenomena in the process of organizing or carrying out any activity (system of basic ideas).

Marketing concept is a scientifically based project or plan for organizing the activities of a company and marketing activities in particular, which is based on effective strategy, the necessary tools to achieve the goal.

Development of marketing concepts includes:

Conducting strategic analysis of internal and external environment,

Defining the company's goals and marketing goals,

Definition marketing strategy,

Selection of marketing tools to achieve the set goal.

Depending on the level of development of production and demand for goods, the marketing concept underwent evolutionary development.

Changes in marketing concepts were and are determined by the state of interaction between the seller's market and the buyer's market. In the 12th edition of “Marketing Management” F. Kotler highlights five competing concepts, which an organization can take as the basis for marketing activities:

Production concept.

Product concept.

Sales concept.

Marketing concept.

Holistic marketing concept.

Other books typically highlight the following concepts:

Concept improvement of production

Concept product improvement

Concept intensification of commercial efforts

Concept marketing

Concept socially responsible marketing

Year – 1860-1920; concept – production; leading idea - I produce what I can; basic tools – cost, productivity; the main objective– improvement of production, sales growth, profit margin.

The oldest in the business. Preference for accessible and inexpensive products.

She argues that consumers will favor products that are widely available and affordable. Therefore, it is necessary to focus efforts on improving production and increasing the efficiency of the distribution system. Relevant in 2 cases: when demand for a product exceeds supply, management must look for ways to increase production volumes. The second case is when the cost of a product is too high and increasing productivity allows it to be reduced.

According to Bagiyev, it is appropriate, in developing countries, or if the company wants to expand its sales market.

Year 1920-1930; concept – commodity; the leading idea is the production of quality goods; the main toolkit is product policy; The main goal is to improve the consumer properties of the product. The next concept was the concept of product improvement, which asserts that the favor of consumers for products can be won only by offering the highest quality and the best performance characteristics. Therefore, the management of the organization must focus efforts on continuous improvement of product quality.

Creating new product samples without taking into account the opinions of potential buyers is a common practice of product-oriented companies.

A senior GM executive said several years ago, "The public can't know what kind of car they need until they see what we can do today." This concept can lead to marketing myopia (Cosa-Cola focused on soft drinks and overlooked the opportunity to sell coffee and fresh fruit juices, and after a while these drinks negatively affected its business).

Year 1930-1950; concept – sales; the leading idea is the development of a sales network, sales channels; main tools – sales development; the main goal is to intensify the sale of goods through marketing efforts to promote and sell goods.

The concept of intensifying commercial efforts is costly and leads to increased costs and decreased profits for the organization. In practice, this concept is most often followed by manufacturers of goods and services whose sales market is limited and the potential buyer does not even think about the need for them. (insurance market). This concept is often referred to by the management of companies experiencing sales difficulties when signs of overproduction appear. The goal is the sale of manufactured goods, and not the production of products that the market needs.

1950-1980; concept – traditional marketing; the leading idea is that I produce what the consumer needs; main tools – marketing mix complex, consumer research; the main goal is to satisfy needs target markets.

The concept of holistic (holistic) marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account breadth and interdependence. Holistic marketing recognizes that everything is important in marketing activities and that an expanded, integrated approach is often necessary.

Holistic marketing includes four components:

Relationship Marketing;

Integrated Marketing;

Internal marketing;

Socially responsible marketing.

Relationship Marketing(affiliate marketing) is the practice of building long-term mutually beneficial interactions with the company’s key market partners in order to establish long-term privileged relationships

Relationship Marketing involves forming the right relationships with the right partners. This requires not only customer relationship management (customer relationship management, CRM), but also management partnerships (partner relationship management, PRM).

There are three groups of partners in total:

Workers;

Marketing partners (distribution channels, suppliers, distributors, dealers, various agencies);

Members of the financial community (shareholders, investors, analysts).

In interaction marketing Special attention draws attention to the fact that marketing functions should go far beyond the marketing service and extend throughout the business. It is important to note that this progressive concept, by its definition, does not bypass a number of other promising directions marketing. These include, for example: influencer marketing , cognitive and creative marketing. The key point is that in interaction marketing in a special way the importance of personality, personal contacts, competence in the system is emphasized marketing communications. This essential elements human resources are rightly given the closest attention to the point of transforming them into the communicative capital of the enterprise.

CRM is a concept aimed at building a sustainable business, a business strategy whose core is a “customer-centric” approach. This strategy is based on the use of advanced management and information technologies, with the help of which a company collects information about its customers at all stages of making a purchasing decision (attraction, retention, loyalty), extracts knowledge from it and uses this knowledge in the interests of its business by building mutually beneficial relationships with clients.

Technically, CRM is supported using special equipment and software, which serves the collection, processing and prompt updating of data about customers and the company’s relationships with them, as well as facilitating the automation and coordination of business processes in marketing, sales and service. The participation of the consumer in the company’s activities is ensured, his influence on the process of creation, production and service product.

The sales cycle is analyzed in terms of time and costs, which, in turn, allows you to optimize costs, identify priority segments and preferred customers, as well as the most profitable sales channels.

“Are CRM technologies necessary for every business?”

This question should be answered negatively in cases where there is no benefit from CRM technologies for business, namely:

• with low value of consumers for the company in the long term;
• in a highly unstable business;
• in types of business where there is no direct contact between the seller and the final buyer.

Most profitable to invest in CRM technologies companies that:

• they collect a lot data(banks, Insurance companies, telephone companies, telephone service companies credit cards);
• have consumers with highly differentiated needs who expect highly differentiated value from the company.

Integrated Marketing involves developing marketing activities and creating a fully integrated marketing program to create, promote and deliver value to consumers.

V.P. BELOVA

HOTEL MARKETING

LECTURE NOTES

CONTENT

№	THEMES
	Subject of marketing. Marketing complex
	Marketing Environment
	Segmentation. Positioning
	Marketing research
	Market research
	Strategic Marketing Planning
	Product
	Pricing
	Spreading
	Promotion
	List of recommended sources

Topic 1. Subject of marketing. Marketing complex

Main questions:

1. Marketing: definition, basic concepts, importance for tourism industry enterprises

2. Basic marketing concepts: concepts of improving production, goods, the concept of intensifying commercial efforts, the concept of marketing, the concept of social and ethical marketing.

3. The main functions of marketing in modern conditions

4. Marketing complex: concept, main elements

5. Types of marketing according to main classification criteria

(by product type, marketing object, market coverage, location

in management organization, etc.).

Marketing of a hotel enterprise.

Marketing- view human activity, aimed at satisfying needs and wants through exchange. This definition of the American professor and prominent specialist in the field of marketing and management F. Kotler (1931) is the most famous, but not the only one. There are many other definitions that interpret the concept of marketing more broadly or narrowly and highlight certain aspects of it.

The definition of marketing activity depends on the content involved in it. This content has changed over the last century, which is reflected in marketing concepts, the main ones of which include the following five.

Basic concepts of marketing activities.

1. Concept of production improvement(production - the production concept, production orientation). One of the oldest approaches. It assumes that consumers will buy goods that are quite common and affordable, therefore, it is necessary to improve the production and distribution of products. Suitable in manufacturer's market conditions or for standardized and raw materials.

2. Product improvement concept(commodity - product concept ). Assumes that consumers will buy goods highest quality, Best consumer properties and characteristics. The disadvantage is the so-called “marketing myopia”, since changes in consumer demands and market conditions are not taken into account.

3. The concept of intensifying commercial efforts(trading – the selling concept, selling orientation). It assumes that sales can be increased through sales and promotion efforts. For this purpose, aggressive, intrusive advertising, “hard selling” methods are used - psychological treatment, the desire to “get a client” by offering him “special” conditions, discounts, convincing him that the product is the latest, etc. It gives immediate results, but does not provide long-term sustainability.

Modern marketing concepts include the concepts of marketing and social and ethical marketing.

4. Marketing Concept(marketing concept). A modern approach, according to which the key to an organization’s success is identifying the needs and demands of target markets and satisfying them in more effective ways than competitors. Slogans that reflect the concept of marketing: “Find a need and satisfy it,” “Produce what you can sell, instead of trying to sell what you can produce.”

5. The concept of social and ethical marketing(societal marketing concept, societal marketing orientation). A modern progressive approach, according to which the task of the organization (as with the marketing concept) is to establish the needs, requirements, interests of target markets and ensure their satisfaction in ways more effective than those of competitors. But at the same time, the preservation and strengthening of the well-being of the consumer and society as a whole must be ensured. An organization that follows this concept in its activities must solve the complex problem of ensuring efficiency and competitiveness, provided maximum satisfaction consumer needs and improving the overall well-being of people.

On the one hand, as the situation changed, approaches to building marketing activities also changed. On the other hand, all these approaches exist and are being implemented now.

Marketing functions

• Analytical function.
• studying the market as such;
• consumer research;
• study of corporate structure;
• product research;
• analysis internal environment enterprises.
• Production function.
• organizing the production of a new product;
• supply organization;
• quality control.
• Sales function.
• organization of a product distribution system;
• service organization;
• organization of the FOSSTIS system (demand formation and sales promotion);
• formation of product and pricing policies.
• Management and control function.
• organization of strategic and operational planning and control;
• management information support;
• communicative function.

Marketing functions form the following concepts: need, requirements, demand, product, exchange, transaction and market.

The original idea underlying marketing is the idea of ​​human needs.

Need is a feeling of lack of something. People's needs are diverse and complex, but in general their number is finite, unlike needs. Here are the basic physiological needs for food, clothing, warmth and safety; and social needs for spiritual intimacy, influence and affection; personal needs for knowledge and self-expression. Most of these needs are determined by the basic components of human nature. If a need is not satisfied, a person feels unsatisfied and strives either to find an object that can satisfy the need or to try to drown it out.

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

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

For example, for an elderly person, the need for communication can be compensated by a television, for young people - a disco. Needs are expressed in objects that can satisfy the need in a way that is inherent in the cultural structure of a particular society or social group.

Concepts of marketing activities.

Abstract

There are five main approaches on the basis of which commercial organizations manage their marketing activities: the concept of production improvement, the concept of product improvement, the concept of intensifying commercial efforts, the concept of marketing and the concept of social and ethical marketing. These concepts were formed in different periods of development market economy. The general trend in marketing development is a shift in emphasis from production and goods to commercial efforts, to the consumer and an increasing focus on consumer problems and social ethics.

The production concept assumes that consumers will be favorable to goods that are widely available and affordable, and therefore management should focus its efforts on improving production and increasing the efficiency of the distribution system.

Application of the concept of production improvement is suitable in two situations. The first is when demand for a product exceeds supply. In this case, management should focus on finding ways to increase production. The second is when the cost of goods is too high and it needs to be reduced, which requires an increase in productivity (but at the same time, part of the products that will be in warehouses due to the fact that the cost of production is too high and, therefore, the demand for it is not high, will have to be sold at reduced prices. This may negatively affect the company involved in the production and/or sale of this product).

Product improvement concept assumes that consumers will be interested in products that offer the highest quality, performance and features, and therefore the organization should focus its energy on continuous product improvement.

The use of this concept may provide the company with certain advantages only in the short term, but in general the concept of product improvement leads to “marketing myopia.” By paying all the attention to this type of product, the seller may lose attention to the needs of consumers. For example, in the USA the leadership railways believed that consumers wanted trains, not transportation, and failed to see the threat from airlines and trucking. Manufacturers of slide rules believed that engineers needed rulers, not the ability to do calculations, and missed the threat of pocket calculators.

Selling concept assumes that consumers will not buy a firm's products in sufficient quantities unless the firm makes sufficient sales and promotion efforts.

According to this concept, various methods have been developed for identifying potential consumers and so-called “hard selling” of a product to them, when the buyer is actively influenced, actually forcing them to make a purchase.

Marketing concept ( marketing concept) Based on the premise that the key to achieving organizational goals is to identify the needs and demands of conditional markets and provide the desired satisfaction in ways that are more effective and more productive than those of competitors. The object of attention in the marketing concept is not the product, but the company’s clients with their needs and requirements. In this case, the company receives profits by creating and maintaining consumer satisfaction.

Comparing the last two concepts, it can also be noted that the concept of intensifying commercial efforts, or, as it is also called, the “marketing concept” is characteristic of Russian market in general, and the marketing concept is used extremely rarely, in particular in the construction of luxury housing.

The concept of social and ethical marketing ( societal marketing) recognizes that the firm's mission is to identify the needs, wants, and interests of target markets and to provide desired satisfaction in more efficient and more productive ways (than competitors) while preserving and enhancing the well-being of the consumer and society as a whole.

This concept was formed relatively recently, after it was concluded that the concept of pure marketing was insufficient from the point of view of protection environment, shortage natural resources and a number of other social and ethical problems. Ultimately, the concept of pure marketing does not address the problem of possible conflicts between the needs of the buyer and his long-term well-being. The concept of social and ethical marketing requires a balance of three factors: the company's profits, purchasing needs and the interests of society.

Concept holistic (holistic) marketing is based on the planning, development and implementation of marketing programs, processes and activities, taking into account their breadth and interdependence. Holistic marketing recognizes that everything matters in marketing and that a broad, integrated approach is often necessary. Holistic marketing has four components: relationship marketing, integrated marketing, internal marketing and socially responsible marketing. Thus, holistic marketing is an approach that attempts to recognize and balance the various competencies and complexities of marketing activities.

Related information.

Marketing Concepts

Over time, everyone involved in the exchange process learns, marketing improves, and concepts are formed on the basis of which management in this area is carried out.

Marketing Management- this is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain profitable exchanges with customers in order to achieve certain organizational goals, such as increasing market share, increasing sales volume, making a profit.

The most popular job is that of a marketing manager as a specialist who finds as many clients as needed to sell the entire volume of products produced by the company in this moment. But this is too narrow a view of the range of his tasks. The marketing manager deals not only with the creation and expansion of demand, but also with the problems of changing and sometimes reducing it.

The goal of marketing management is to influence the level, timing, and nature of demand in a manner that helps the organization achieve its goals.

Marketing Managers - These are officials who analyze the marketing situation, implement planned plans and exercise control. These include sales managers, advertising executives, sales promotion specialists, marketing researchers, product managers and pricing specialists.

Marketing concepts are problems whose solution is necessary to achieve the desired levels of sales in different markets, principles and methods for solving them. What concept should guide marketing efforts? What is the relative importance of the interests of the organization, clients and society? Often these interests conflict with each other. It is obvious that any activity in the field of marketing must be carried out within the framework of a single concept.

There are five main concepts of marketing activities. They arose at various periods in the development of the world economy as a response to the social, economic and political changes that occurred during the 20th century.

Production improvement concept. This is one of the oldest approaches that businesses follow. This concept is based on the assertion that consumers will buy products that are widely available and affordable, therefore management should focus its efforts on improving production and distribution systems.

The concept of production improvement finds application in two situations: when demand for a product exceeds supply and when the cost of a product is too high, that is, it needs to be reduced, which requires increasing labor productivity. This concept was and continues to be adhered to by a significant part of Russian enterprises and organizations, which is one of the reasons for the plight of many of them. This is the concept of consumer indifference and is applicable in rare cases, such as the production of standardized goods and raw materials such as oil, bullion metals, matches, and ammunition for automatic weapons.

Product improvement concept. This is another old fundamental approach that guides businesses. The concept of product improvement is that consumers will buy products of the highest quality, with the best performance and characteristics, therefore, the organization should focus its efforts on continuous product improvement.

Many manufacturers believe that if they can improve the mousetrap or the scooter, the path to their doorstep will not be overgrown. However, they often face a severe blow. Buyers are looking for a way to get rid of mice, but not necessarily with an advanced mouse trap; they want to ride, but not on a scooter. The solution to the problem may be a chemical anti-mouse spray or a motorcycle. Moreover, an improved scooter will not make it in the market unless the manufacturer takes steps to make it attractive through design and price. If he does not organize product distribution through convenient distribution channels, does not attract the attention of those who need a scooter, and does not convince these people of the superior qualities of his product, then he will fail.

The concept of product improvement leads to “marketing myopia” because it loses sight of customer needs. The use of this concept by enterprises of the Russian military-industrial complex is one of the reasons for their difficulties and troubles.

The concept of intensifying commercial efforts. Many manufacturers follow this approach. The concept of intensifying sales efforts is that consumers will not buy enough of an organization's products unless it makes significant sales and promotion efforts.

They aggressively use the concept of intensifying commercial efforts in relation to everyday goods that the buyer does not think about purchasing for a long time. In these industries, various techniques for identifying potential buyers and “hard selling” goods to them have been developed and perfected. “Hard selling” is also practiced in relation to other goods, such as cars.

Aggressive and intrusive advertising is used. As soon as the client appears at the counter or enters the showroom, the salesperson immediately begins “psychological treatment.” If the client liked the item on display, he may be told that it is the last one, that someone else is going to buy it. Therefore, it is necessary to decide without delay. If the buyer is not satisfied with the price, the seller offers to talk with the owner and get a special discount. The goal of all this is to “get the customer” and get him to make a purchase as soon as possible.

The long-term results of a business operating under this concept can often be unfavorable.

Marketing concept. This is a modern approach to entrepreneurial activity, characteristic of the post-industrial period economic development. According to this concept, the key to achieving organizational goals is to identify the needs and demands of target markets and provide the desired satisfaction in ways that are more effective and more productive than those of competitors.

The essence of the marketing concept is expressed by calls such as “Find a need and satisfy it” or “Produce what you can sell, instead of trying to sell what you can produce.”

The concept of intensifying business efforts and the concept of marketing are often confused with each other. T. Levitt distinguishes them as follows.

Commercial sales efforts are about taking care of the needs of the seller. This is the concern of converting his goods into cash. Marketing is the concern of satisfying customer needs through a product and the factors involved in the creation, delivery and ultimately consumption of that product. She is rewarded with profit.

Marketing concept is a focus on customer needs and demands, supported by comprehensive marketing efforts aimed at creating customer satisfaction. Customer satisfaction is the basis for achieving the organization's goals.

The marketing concept reflects a commitment to theory consumer sovereignty. The organization produces what the consumer needs and makes a profit by maximizing the satisfaction of his needs. The concept of marketing was adopted by many companies, such as Procter and Gamble, IBM, McDonald's.

The concept of social and ethical marketing. Socially ethical marketing is a phenomenon of the present time. The task of the organization, according to this concept, is to establish the needs, requirements, interests of target markets and provide the desired satisfaction in more effective and more productive ways than competitors. At the same time, the well-being of the consumer and society as a whole is maintained or strengthened. The concept of social and ethical marketing is generated by doubts about the relevance of the concept of clean marketing to our time with its deteriorating environmental quality and scarcity of natural resources.

The Coca-Cola Company is considered a highly responsible corporation that produces excellent soft drinks that satisfy the tastes of consumers. But consumer advocacy groups charge that Coca-Cola has little nutritional value and contains sugar and caffeine that are harmful to health.

These and similar circumstances gave rise to the concept of social and ethical marketing. This concept requires an enterprise to link three factors within its marketing policy, namely: making a profit, satisfying consumer needs and improving the general well-being of people.

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