What is industrial marketing. Industrial Marketing

The concept, goals and objectives of industrial marketing

Marketing in industrial or manufacturing enterprises is very different from marketing in the consumer market (retail and service industries). The difference is related to the specifics of industrial and technical products, which are used for the further production of finished products (products) for the end consumer.

The role of marketing in industrial enterprises is growing. This is due to the fact that when assessing production capabilities, it is rational to identify the optimal range of products, taking into account the loading of production capacities. The planned assortment structure is compared with the structure that corresponds to the situation on the market with respect to the forecast for a specific time period. Based on this assessment, it can be concluded that the company has high production capabilities.

Marketing research conducted by manufacturing organizations allows for a break-even analysis and identification of a financial safety margin. The results of the assessment show the feasibility of the production of a particular product, the economic justification of marketing activities. Therefore, we can say that the importance of marketing in an industrial enterprise is quite high.

Definition 1

Production marketing is a process in which the production potential of a company is positively and beneficially correlated with the needs and requirements of consumers.

The main objective of industrial marketing is to increase the volume of production. To increase demand, strategies are developed to modernize production in order to increase the output of goods at minimal cost. As a result, a low price is set, which attracts buyers.

Remark 1

The main goal of industrial marketing is to improve production - increase production volume - increase sales - increase profits.

Tasks of production marketing:

• identifying needs and meeting them in the best possible way;
• assortment optimization taking into account production technologies and consumer characteristics;
• identifying the relationship between old and new products;
• earlier than the time a new product enters the market;
• phasing out goods with low demand.

Functions and principles of production marketing

The main functions of production marketing do not differ from the functions of other types of marketing activities. They include:

1. analytical function (marketing research of the market, consumers, competition, products, prices, macro- and microenvironment of the enterprise);
2. production function (organization of production, availability of technologies, material and technical equipment of the production process, quality and competitiveness of finished goods);
3. sales function (product distribution system, service, demand formation and sales promotion, product and pricing policy of an industrial enterprise);
4. control function (control and introduction of changes in the company's activities in accordance with market changes and the planning system at the enterprise);
5. management function (strategic and operational planning, forecasting, information security, management decision-making, communication system, etc.).

Manufacturing Marketing Principles:

• maximum adaptation of production to market requirements;
• mutual choice and trust;
• individual approach;
• consumer understanding;
• struggle for the client;
• long term relationship.

The implementation of the first principle lies in the fact that the activity of a manufacturing enterprise is based on knowledge of the characteristics of demand and its possible changes in the future. There is a functional relationship between production and market requirements, which forces companies to produce products in the volumes required by consumers.

Companies look for their potential customers, offer their products and form mutually beneficial relationships. And consumers are actively looking for a reliable supplier that will satisfy all requests as efficiently as possible. Relations between manufacturing enterprises and their consumers are built on mutual trust, agreements regarding payment and supplies, honesty in doing business and prospects for relations.

If enterprises strive to establish long-term and mutually beneficial relationships with their customers, they try to approach each order individually. This applies to payment terms, customer service and product customization.

The principle of understanding the consumer is based on taking into account the needs and dynamics of the market situation. Business works not only to make a profit, but also to take into account the needs of customers.

The fight for your client is carried out by any available, but conscientious methods. To occupy a place in the mind of the client is the main goal of the enterprise.

Establishing long-term relationships between a manufacturing enterprise and consumers is a long process, but as a result, the organization receives a circle of loyal customers, which allows it to minimize risks and costs.

Manufacturing Enterprise Marketing Complex

Remark 2

Unlike individual consumers, the customers of a manufacturing enterprise are in strict dependence on the state of the external environment (economy, politics, social factors). They purchase products that must meet current and future market and economic conditions.

Companies that pay significant attention to marketing activities themselves shape the market for their products, and do not satisfy the needs of one-time consumers. To do this, develop effective marketing strategies regarding the four elements of the marketing mix. Proper use of marketing mix components allows you to meet the needs of industrial consumers as much as possible:

• commodity policy (active participation of customers in the process of creating products);
• pricing policy (pricing based on cost + profit, competitive materials and list price);
• marketing policy (a small number of points; direct contact with the consumer or through intermediaries);
• promotion policy (main communication channels: advertising, personal selling, exhibitions, sales promotion).

PRIAZOVSKY STATE TECHNICAL UNIVERSITY MARIUPOL UKRAINE

INDUSTRIAL MARKETING

22 Commodity policy of the enterprise product management.

23 Strategic planning process.

24 Development of questions for conducting surveys in market research.

25 Sources of marketing information.

26 Pricing factors and their classification.

27 Types of marketing research.

28 The process of planning new products in the enterprise.

29 Planning and conducting sampling.

30 Pricing tactics, and its implementation.

31 The main methods of pricing used in the enterprise.

33 Influence of the competition factor on the pricing policy of the enterprise.

34 The main organizational structures of the supply department, existing

at an industrial plant.

35 The main commodity strategies of the enterprise.

36 Criteria for making a decision on the purchase of manufactured goods.

37 Determining the price of goods with a focus on demand.

38 Basic concepts of material procurement management.

39 Ensuring the reliability of information received during the survey.

40 Organization of supply at an industrial enterprise.

41 Methods of segmentation of the industrial market.

42 Determining the price of goods based on the break-even method.

43 Methods of collecting primary information.

44 State regulation of pricing processes.

45 The essence and main stages of the marketing research process.

46 Positioning of industrial goods.

47 Negotiating with suppliers in an industrial environment.

48 Motivation and behavior of the buyer in the industrial market.

49 Establishing the price of goods with a focus on the level of competition in the market.

50 Methods for collecting secondary information.

51 Influence of product life cycle stages on pricing policy

enterprises.

52 The essence and levels of strategic planning in the industrial market.

53 The main differences between marketing research in the industrial and

consumer markets.

54 Formation of the product range in enterprises.

55 Organization of product management in industrial enterprises.

56 Goals of the enterprise and their impact on pricing policy.

57 Features of the marketing tasks of the enterprise, depending on the type

manufactured products.

58 Assessment of the attractiveness of market segments.

59 Models for studying consumer behavior in the industrial market.

60 Personal selling as the main method of promoting industrial products.

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1 Essence and definition of industrial marketing.

Industrial marketing is a type of activity in the field of material

production, aimed at meeting the needs of enterprises, organizations

in raw materials, materials, components, services through the exchange, as well as increasing

efficiency of production and marketing of industrial goods

by researching and meeting the demand for industrial products

and industrial services.

The object of study of industrial marketing is prom. market and its subjects.

The subject is the theoretical provisions and practical aspects of marketing

activities of enterprises in the field of material production and industrial

services aimed at the formation of consumer participants in the industrial

market in industrial goods and the relationship that arises between them

in the process of exchange.

2 Criteria for segmentation of the industrial market.

Segmentation of the industrial market is the separation of buyers that have

the same reaction, i.e. equally perceive the parameters of industrial goods,

point of sale and marketing communications.

SPM is the formation of consumer groups according to certain principles.

The industrial market requires segmentation under the condition:

Reducing the conditions for the sale of industrial products

Significant decline in demand for manufactured goods

Increasing Competitiveness

The difference between consumer requirements to a specific product

Segmentation criterion - an indicator of whether the company has chosen the right

market for their activities.

Segmentation sign - an indicator of the method of separating one segment

from another.

Segmentation of the industrial market according to Starostina:

Type of enterprise (agricultural, transp, coal)

Size of the enterprise (number of employees, sales volume)

Geographic location (climate, region)

Product use (who uses, rates)

Purchasing center management structure (center, decenter)

Criteria for segmenting the industrial market:

Quantitative restriction - how many and what goods at what price can be

Availability - whether it is possible to have distribution channels for products.

Information saturation - is it possible to obtain market information for

segment database.

Essence - whether consumers are permanent? what are their product needs

Profitability, profitability - what indicators are used to evaluate profits.

Protection from competition - is there a chance for the enterprise

for successful activity.

Industrial market segmentation indicators:

1 Economic indicators

Order size

Consumption intensity

The price of the product

Solvency

Transport costs

Repair costs

2 Industry features

Industry affiliation

Field of activity (industrial, social)

Nature of activity (import, export)

3 Technological features

Level of technology development (high technology)

Type of goods (raw materials, materials)

4 Legal indicators

Form of ownership (state, private)

Enterprise size (small, medium, large)

5 Geographic features

Foreign or domestic market

Regional market

Domestic regional market

Climatic operating conditions

Concentration of consumer enterprises

6 Behavioral signs

Consumer status (innovator, permanent)

Purchasing reason (regular, special)

The degree of randomness of the purchase (random, natural)

The degree of need for the product (permanent, temporary)

Procurement activities (organization of purchases)

When segmenting markets for industrial goods, the main importance

attached to the buyer's belonging to the sector of the economy: mechanical engineering,

chemistry, construction. Small sectors are distinguished within the groups.

Segmentation within the industry by the size of enterprises.

For industrial markets, segmentation by:

1 Segmentation by benefits - classification of customers by type of production

and end use of the product.

2 Descriptive (demographic) segmentation - based on criteria

consumer industrial enterprises (geographical location,

size, order quantity).

3 Behavioral segmentation - adaptive strategic convergence

with consumer enterprises, taking into account the structures and features

functioning of the leadership.

3 Specificity of demand for industrial goods.

Characteristics of the demand for industrial goods:

Inelasticity - A change in the price of a good does not change the demand for it.

Instability is a constant change in technological processes of production.

Pairing - the demand for one product leads to the demand for another

(transport + drivers + fuel).

Secondary - the demand for an industrial product is determined by the demand

for a consumer product.

An increase in demand in the consumer market by 10% leads to an increase in

demand for manufactured goods by 5 times.

Demand features:

1 it has fewer buyers

2 few bigger buyers

3 buyers are geographically concentrated

4 demand for goods of industrial importance is determined by the demand for goods

widespread consumption

5 Demand for industrial goods is changing dramatically

6 industrial value buyers professionals

4 Basic market segmentation strategies.

Market coverage strategies, three levels of segmentation:

Mass Marketing

Differentiated Marketing

Concentrated Marketing

Mass marketing - production, division, promotion of one product for

all, i.e. appeal to the consumer in the market with a single marketing mix.

Differentiated marketing - development of a separate version of the complex

marketing for each segment.

Concentrated (target) marketing - appeal to a group of consumers

(selected segment) with one marketing mix.

5 The role of marketing research in making managerial decisions.

Marketing research is a systematic collection of objective research,

collection and analysis of information necessary for setting and solving

marketing problem.

Consistency of marketing decisions means that it must be planned.

Decision making in the production of industrial goods is a component

a complex of various financial, administrative, marketing solutions.

Marketing decisions are related to the choice of target markets, the study of motives

when making decisions about the purchase, determining the competitive positions of the goods.

The information must be reliable, determined by the sample size,

choice of analysis technique.

The information obtained during the study is necessary for the adoption

management decision, in this it differs from fundamental marketing

research.

The process of making managerial decisions consists of the following steps:

1 awareness of the problem

2 clear problem definition

3 definition of alternatives

4 comparison options

5 option choice

6 implementation of the chosen course and adjustment

6 Creation of purchasing centers at an industrial enterprise.

Buying centers are temporary entities that suspend

activities after the order is placed, repeated purchases are made

supply department.

Purchasing centers - are created at the enterprise for the purpose of making decisions

about the procurement and organization of its stage management.

The number of staff and qualifications of specialists depends on the complexity

and the importance of the managerial decision about the purchase.

Department of the company-buyer, endowed with the right to make decisions

for purchasing is called a purchasing center.

A buying center is a collection of individuals and groups that participate in making

purchasing decisions, have common goals and share all the resulting

risks. It is formed by all organizations that play one of the roles

in the purchasing decision process.

Initiators - put forward proposals for purchases.

Users -i.e. who is using the product.

Decision influencers - who are involved in making the final purchasing decision.

Decision makers - managers authorize the decision

about purchases or employees of purchasing centers.

Buyers are officials with authority, seller selection and maintenance

negotiations.

Guardians - protect the buying centers from sellers.

The number of employees who make purchasing decisions is 3-5 people.

Form of purchase of the main industrial product

is a procurement committee, which includes technical experts

and top management.

Purchasing centers are created after realizing the problem, which for

further production or modernization of equipment, changes

technology, it is necessary to purchase materials, raw materials, equipment,

which the company has not purchased before. To do this, by order of the leadership

purchasing centers are being created, these are temporary formations that, for their

works attract the necessary specialists, experts who give

the necessary information on the suitability of the goods for purchases, the purchase is made,

further purchases are made by the supply department.

7 Product market capacity and its definition.

When determining the market capacity, factors are taken into account:

Total population

Population distribution by age, sex, social

Per capita income

Change in cost of living index

Dynamics of wage rates

Distribution of consumer spending

Market capacity is calculated in monetary and physical terms.

The potential of the local market segment is the capacity, shows how much

products and what total cost can be sold on it,

how many potential consumers, on what area they live.

The market capacity of industrial goods is estimated using the analysis

development trends and investment policy of industries consumed by this product.

In the absence of these data, market capacity is estimated by considering

sales trends in the past and their extrapolation adjusted for the future.

Market volume:

E \u003d (((Si * K * Eh) + P- (N-If-Im)) -A-C

( - market capacity (quantity or cost of products purchased

in a certain period);

Si - the number of I group of consumers;

K - level (coefficient) of consumption in the base period, or consumption standard

I - groups of consumers;

Eh - coefficient of elasticity of demand from prices and incomes;

P is the volume of the normal insurance reserve of goods;

H - market saturation - the volume of goods that the population has;

If - physical wear and tear of goods;

They are the obsolescence of goods;

A - alternative forms of satisfying needs to the market (black market,

substitute product)

C is the share of competitors in the market.

Market saturation - determined by expert or selective

household survey.

Not always a large market capacity is good, it can have a strong

competition, a high degree of satisfaction with competitors' products.

Market capacity is determined by the volume of goods sold on it during the year.

The market capacity is calculated by the formula:

market capacity = the volume of nat. production + import volume - export volume

When determining the capacity of the national market, the size of the passing

goods at the beginning of the year. When studying the capacity of prom. market needs to be taken into account.

the trend of development of industries, investment. Market capacity does not remain unchanged

it depends on the economic situation.

8 Innovative processes in the enterprise and marketing tasks in this area.

Innovation is the end result of introducing innovation with the aim of changing

object of management and obtaining economic, social, environmental

scientific, technical or other kind of effect.

The innovation process is an integral part of marketing activities.

Marketing approach in innovation activity. Dissatisfaction

consumer needs lead to the emergence of scientific and technical ideas.

After evaluating the idea, it is brought to the final form.

Marketers conduct idea development and idea testing, strategy development

marketing, analysis of development and sales opportunities.

Trial marketing is performed by the marketing service to study reactions

consumers for innovation.

9 Classification of industrial goods and services.

Classify according to Starostina:

Construction and equipment - details

Add. equipment - raw materials and materials

Processed material - industrial services

Industrial goods are classified into 3 groups:

1 materials and details

2 capital property

3 support materials

Materials and parts are fully used in the product,

production is divided into:

Semi-finished products

Components are included in the final product.

Capital property - goods are constantly used in production:

Stationary structures (factory buildings)

Equipment (rolling mill)

Auxiliary equipment (hand tools) that contribute to the production

Auxiliary materials - are not used in the production of products,

these are working materials: lubricating oils, paper, pencil.

Auxiliary materials are purchased at the lowest cost price

repurchase method.

Engineering

Maintenance and repair

Pre-sales and after-sales services

Slicing and sorting services

Engineering - economic and consulting work related to the development

plans for economic development and design of industrial facilities.

10 Strategy and tactics of pricing in the industrial market.

Two types of strategies according to Starostina:

Low price strategy

High price strategy

High price strategy: for - more revenue, image formation.

Low price strategy: for more demand for the product, no reduction

possible prices for the product, the product may be perceived as low-grade.

An important aspect of the pricing strategy is the differentiation of prices within the commodity

assortment with a wide range of goods.

See ticket #30 for tactics.

After setting the price, tactical tasks can be distinguished

that the firm must decide when setting the final price of the product.

1 formation and use of a system of markups and discounts to stimulate

Trade Discounts

Quality Discounts

For cash payment

Seasonal discounts

Commodity offset (delivery of old goods)

2 Commodity franking system i.e. price change depending on location

customer location

3 Price insurance in case of minimizing possible negative phenomena

4 Proactive price changes

Reaction to competitors

The strategy of setting prices within the boundaries of the product nomenclature:

Price setting

Within range

For related products

For secondary production

Product pricing strategy imitator

Premium margins

Increased value

Overpricing

Economic

Pricing strategy for brand new products:

Cream skim (price is very high then comes down)

Deep market penetration (price low after may rise)

Pricing:

With a discount - focused on target consumers

Discriminatory - for geographical principle

For sales promotion - oriented to the international market

Strategies for initiatives or price changes:

Proactive price cuts

Proactive price increase

Change in price depending on the reaction of consumers

Price change as a reaction to the actions of competitors

11 Costly methods of establishing the price of goods, their advantages and disadvantages.

Costs + profit.

Disadvantage: does not take into account the position in the market, competitors and customers.

The method is based on intraorganizational rather than market factors.

Doesn't take into account:

position of the region, surplus of production possibilities, prices of competitors,

the possibility of the appearance of a substitute product, product differentiation,

product life cycle phases, market expansion level, price changes

in the market, part of the market that the company occupies, consumer opportunities,

consumer expectations, the reaction of competitors to changes in company prices.

Full cost method to the full amount of costs is supplemented by an amount that meets

the average rate of return in the industry. As a result, all costs

commodity producer are covered, and the foreseen profit is obtained.

Advantage: simplicity.

Disadvantages: does not take into account demand, does not take into account consumer opportunities

goods and substitute goods.

Apply:

With the release of new products that have not been released before

On an individual order

A product for which demand is greater than supply

Taking into account the costs of production and sale:

Full cost method (cost + profit margin)

Manufacturing cost method

Marginal cost method

Aggregate method

Method of profitability (break-even) and receiving target profit

Manufacturing cost method - complements the main one and is used in specific

conditions, when changing the assortment, or performing one-time orders.

The method of marginal (marginal) costs is common, it takes into account only

production costs to keep the price down.

The amount (percentage) of the rate of return is added to variable costs.

Aggregate method - summing up the prices of individual types of goods,

this method is used for what consists of nodes, elements, parts.

Advantage: different models and prices for different consumers,

ease of calculation.

Disadvantage: Errors in determining the price of the node lead to errors in the price of the goods.

Break-even method and target profit - to the amount of costs

the desired profit margin is added per unit of output.

Apply: a wide range of goods, no inflation.

Price setting methods taking into account transportation: FOR, FOB, CAF, CIF.

12 Characteristics of consumers of industrial products.

Industrial buyers are all companies and organizations

entering into relations with the manufacturer and the seller for the purpose of acquiring

goods and services.

Type of industrial buyers:

Prom. enterprises - enterprises of the non-productive sphere

Construction organizations - state. bodies and organizations

Trading companies - non-profit organizations

Transport companies - private individuals with a license

The buyer is characterized by the size:

By volume of purchases

By turnover

By number of purchases

Each buyer has its own organizational structure, field of activity,

staff qualifications.

13 Methods for promoting products in the industrial market.

Product promotion methods:

Personal sale - individually, the goods are presented during the conversation

with a specific consumer in order to carry out the act of sale.

appeals to potential buyers (consumers) in order to convince them

make a purchase or is it specific information about the product

what is distributed or in any way for the purpose of direct or indirect

making a profit.

Sales promotion - using persuasive, attractive ways

in order to attract the attention of potential buyers and cause a positive

the reaction of the consumer to the proposed product (discounts, coupons, fairs).

Public relations - activities aimed at creating and supporting

long-term relationships and understanding between the organization

and society, i.e. it is the art and science of trend analysis, foresight

and programs of action in the organization and society. Not paid by the customer.

Publicity (propaganda) - stimulation of demand for goods associated with the placement

important information in publications, or a presentation on radio, television.

14 The concept of market conditions and its definition.

Market conditions are a set of conditions under which at a given moment

activity in the market. It is characterized by a certain

the relation of supply and demand for goods of this type, as well as the condition

and price ratio.

The initial task of studying the market is to analyze the current ratio

supply and demand for these products, i.e. market conditions.

Market conditions or market conditions are specific economic

the situation prevailing on the market at the moment or some kind of limited

period of time and reflecting the current supply and demand ratio.

Market conditions determine commercial value and competitiveness

goods and services.

Market conditions - the state of the economy at a given point in time, determined by

changes in various economic indicators.

The main goal of studying market conditions is to determine the nature and extent of its

balance, first of all, supply and demand.

15 The process of distribution of goods in the industrial market.

Distribution channel - a set of enterprises or entrepreneurs who

take over or help to transfer to someone else ownership

for a specific product or service as it moves from producer to consumer.

Merchandise channels - a set of various organizations and individuals,

associated with the promotion and exchange of goods.

Features of the sale of goods:

No petty trade

Direct marketing channels are widely used

Fewer transactions and more orders

Operations are carried out according to the specification, technical documentation

Salespeople are highly qualified

Channel members specialized in certain products

Sales can be by rent

Distribution channels 3 groups:

Direct (direct contracts)

Indirect (intermediaries)

mixed

Goods distribution - movement management and sales activities

goods from producer to consumer.

The purpose of the organization of goods movement is the delivery of goods to the right place.

at the right time at the lowest cost.

The manufacturer transfers part of the sales work to intermediaries and loses control

over the goods, but it is beneficial to him. it is inappropriate to open a store everywhere

for the sale of goods, intermediaries due to contacts, experience, specialization

and scale of operations offer more profitable marketing opportunities.

Distribution channel functions:

1 organization of goods distribution

2 promotes sales

3 Builds relationships with customers

4 finalizes, sorts the goods

5 negotiating sales

6 assumes responsibility for the functioning of the channels

7 collects information for sales planning

selects the type and number of intermediaries

choose new distribution channels.

How many intermediaries on each channel:

1 intensive distribution (many merchants, FMCG)

2 distribution on the basis of exclusivity - a limited number of intermediaries

The dealer does not sell competitors' products.

3 selective distribution - limiting intermediaries, market coverage

under tight control.

Intermediaries need to be constantly motivated to fulfill their duties

in the best way.

Distribution planning - there is a department in the enterprise marketing service

sales planner who develops an incentive program

distributors.

Evaluation of the activity of channel participants in terms of indicators: fulfillment of the sales norm,

maintaining an average level of inventory, efficiency.

16 The value of the price factor in marketing.

The value of the price factor in marketing is explained by the condition:

This is the most important indicator. provides income from the sale

Who sells on the market must decide on prices

Price is an important part of the marketing mix

Determination of the price depends on the requirements of the company

In a number of industries, prices play a crucial role in marketing

As an attribute of a product, price occupies a special position in marketing.

and a leading place in his complex.

It is the only element of the marketing mix that contributes to

accumulation of monetary and financial resources (and all other) by the firm

commodity producers. All other marketing activities including

and is carried out with the expectation of obtaining a profit from the invested funds.

Price is a flexible element of the marketing mix.

In contrast to the properties of goods and obligations in relation to distribution channels

prices can be changed. At the same time, pricing and price competition

problem #1 for marketers. Many companies are bad at addressing these issues.

The most common pricing mistakes are too cost dependent,

prices are not revised from the situation on the market, pricing

does not take into account other elements of the marketing channel, prices do not change

on various properties of goods, market segments and purchase situations.

Marketing goals - the simpler the company sees the goal, the easier it is to set

the price of the goods.

Company survival

Profit maximization

Market share maximization

Qualitative dominance in the market

Price function:

1 accounting

2 stimulating

3 distribution

4 balancing supply and demand

5 how to rationally locate production

The tasks of pricing are determined by the goals of the enterprise:

1 ensuring survival

2 maximizing current profit

3 gaining leadership in market share and gaining leadership

by product quality

The price affects the level of demand, the higher the price, the lower the demand.

If demand does not change with a change in price, it is inelastic (bread).

17 The concept of elasticity of demand.

Demand is the desire and ability of a consumer to buy a product or service.

at a certain time in a certain place.

Not all desire is demand, then desire turns into demand

if supported by the financial capabilities of the buyer.

Demand depends on:

1 customer need for a product

2 consumer income

3 price for this item

4 price of a substitute product

5 price for additional item

6 consumer purchasing power

7 the opinion of the consumer regarding the prospects for his economic

welfare

The demand curve shows that between the price and quantity of a good

an inversely proportional relationship is established, i.e. gradual

Decreasing demand, the higher the price, the less goods will be bought.

An increase in the number of goods on sale causes a decrease in the price of it.

When, with a slight increase or decrease in price, the level of demand

changes significantly, it is elastic.

Demand is less elastic if:

1 no competitors

2 buyers do not notice the price increase

3 consumers tend to change slowly

4 buyers believe that the price increase is justified

18 The main stages of the buying process in the industrial market.

1 awareness of the problem

2 generalized description of the need

3 evaluation of product characteristics

4 search for suppliers

6 supplier selection

7 development of ordering procedure

8 performance evaluation of the supplier

1 Awareness of the problem or need of the enterprise is associated with:

Start a new product release

Equipment replacement

Need to change provider

More favorable prices or get better quality goods

2 Generalized description of the need, when describing complex equipment

keep in touch with engineers, economists and users.

3 Evaluation of product characteristics: tech. conditions, methods of their control,

For this, a team of specialists is working.

Functional valuation:

1 Does the use of the product bring additional profit

2 Is cost comparable to utility?

3 Are the properties that it possesses necessary for the product?

4 whether there is a product that fully meets the requirements

5 is it possible to make a part at a lower cost

6 is it possible to pick up a standard product

7 Are the costs included in the cost price

8 Is someone buying the product cheaper

4 Search for suppliers. First, a circle of potential suppliers is identified,

directories are studied, information search in networks, inquiries by phone

the more search for suppliers.

directories or representative. If the product is complex and expensive, then it is required

detailed description of the offer from each potential supplier

and their official presentations.

6 Supplier selection. The purchasing commission examines proposals and selects

supplier.

Assessed: the presence of those. assistance, quick response to customer needs,

efficiency of deliveries, quality of goods, reputation of the supplier, price of goods,

qualification of representatives, provision of credit, personal relationships.

7 Development of ordering procedure. Having made a choice, the purchasing agent makes

order for the purchase of goods, where it indicates those. product characteristics,

its quantity, delivery time, return conditions, guarantees.

For complex products, long-term cooperation is established.

8 Performance evaluation of suppliers. Evaluation criterion - degree of satisfaction

inquiries from internal users.

19 Determining the level of demand for goods.

Demand for a company's product is part of the total market demand attributable to

on the product of this company under various conditions of marketing costs.

The market demand for a good is the quantity of a good that can be purchased.

def. by a group of consumers in a specified area, in a given period of time

in the same market environment within a specific marketing program.

Determine:

1 Customer survey, for durable items (furniture, cars).

On their basis, a scale of the probability of making a purchase is formed.

The financial position of the buyer is ascertained. After the information is grouped

and checked for validity. Information is acquired in the hope

predict the main intentions of buyers. The survey is done to create

feedback from buyers.

2 Evaluation by sales representatives, sales personnel. Used when polling

buyers is not possible. In many firms, sales personnel fill out cards

with a sales forecast for the next year, for each product separately, separately

regular customers.

Disadvantage: subjective agent factors.

Advantages: sales representatives know the demand well, participate in the forecast.

3 Expert judgment.

Group discussion method

Individual management survey

Delphi method

Advantage: fast forecasting, low costs.

Disadvantage: thoughts are less reliable than facts, overestimated and underestimated

scores are considered the same.

Delphi method - experts can submit estimates and proposals that

analyzed by the firm and then revised, summarized and refined.

4 Analysis of previous sales.

Serial analysis of sales - highlighting components in past periods (trends,

cycle, seasonal influence).

Exponential smoothing method - making a forecast based on

combinations of past sales and recent performance.

Statistical analysis of demand - measuring the impact on the sale of a number of factors

(revenue, marketing expenses, price).

Economic analysis - the construction of a system of equations that describe the state

parameters and predict the future.

The dependence of price on the level of demand shows that with an increase in price, demand

increases to a certain limit, after which it decreases.

The degree of price sensitivity of demand shows the elasticity of demand,

Determining the amount of demand for a product, it is necessary to evaluate at various prices,

and try to find out the reasons for its change.

20 Product life cycle theory and its application in development

enterprise product strategy.

Each product has a life cycle:

1 Stage of entering the market - a period of slow sales growth, no profit

Stage 2 of growth - a period of rapid acceptance of the product by the market, rapid growth

sales and profit

Stage 3 maturity - slowdown in sales due to the fact that the product is already

perceived by the buyer, profits stabilize or decline due to

with the cost of protecting against competitors

4 Stage of decline - a period of a sharp drop in sales and a decrease in profits

The period of existence of a certain type of product from its appearance on the market

(on sale) before disappearing from the market is called the product life cycle.

ZhCT is characterized by:

Stage duration

Sequence

The value of LCT lies in the fact that it allows the marketer to anticipate and correctly

respond to changes in the tastes of consumers, competitors, channels

sales, analyze the product range. Marketing Strategies

are aimed not at the life cycle, but at the factors of the marketing environment that influence it.

Maturity and Saturation Strategies:

Maintaining sales volume

Manufacturing diversification

Strategy for adding product features

Diversification strategy

Recession Strategies:

Business Liquidation Strategy

Strategies for increasing sales promotion spending

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Industrial marketing is the process of creating, promoting and distributing goods and services aimed at meeting the needs of a target group of buyers.

Buyers in marketing can be both individuals (individuals, households) and legal entities (companies, organizations). The needs of the first group are most often personal items necessary to meet the needs, or services in various areas of human activity (education, health care, leisure, etc.). The needs of the second group are: the creation or acquisition of technological innovations, access to raw materials, production and human resources, general use products and their components, industrial and technical products, etc.

Industrial Marketing is the promotion to the market of goods and services that meet the needs of manufacturing enterprises. A feature of the target group in industrial marketing is the acquisition of products not for personal consumption, but for the creation and promotion of their goods and services. The flow of goods can be depicted as follows:

The main characteristics of product distribution in industrial marketing are:

1) a complex decision-making process (a large number of participants and the significance of the amounts of money involved in the transaction);

2) large volumes of purchases;

3) technically complex products, the orientation of an industrial firm to their composition, production, engineering. Such products include: semi-finished products, complementary parts, equipment, recycled materials, etc.

4) high risk of the buyer;

5) derived demand and mutual influence;

6) the consumer has a high level of competence.

To the main tasks of industrial marketing can be attributed:

• identification of unmet needs in the market;
• improving the quality of the range of manufactured goods, taking into account the relationship between consumer characteristics and production technology;
• updating products taking into account the life cycle;
• maintaining the competitiveness of the company in the market;
• creation of qualitatively new goods;
• withdrawal from production of goods that are not in demand on the market.

These tasks are solved on the basis of market needs, the behavior of competitors and consumers.

Industrial marketing is marketing focused on interacting with companies that purchase goods and services for production needs in order to produce goods and services. Industrial marketing - marketing of industrial and technical products. Among the purchasing organizations whose behavior is studied in industrial marketing: organizations that change the functions of the goods, the purpose of the goods, carry out its refinement, processing, or consumption for the needs of their own production. Tasks of industrial marketing: development of business areas that provide long-term competitive advantages of the enterprise; development of industrial policy, development and implementation of strategic marketing tasks; increasing the efficiency of market interaction of an industrial enterprise; reducing risks when choosing partners, suppliers of components and services; attraction of additional investments for the development of production; implementation of a marketing approach to management activities; Aspects of market relations considered by industrial marketing: "manufacturing business as a commodity": increasing the investment attractiveness of an enterprise, redistributing resources in favor of individual production programs, marketing support for priority industries; "product of production as a commodity" - the strategic development of a product offer, a marketing mix for promoting products on the market; "the potential of an enterprise as a commodity", creating an image of an enterprise, promoting an enterprise in the b2b market, venture marketing, increasing the attractiveness of an enterprise for qualified personnel, etc. Industrial marketing strategy. Development of an industrial marketing strategy begins with the study of the industrial buyer (real or potential) and his specific needs in the field of activity of the company, determining the possibility for development, the urgency and sequence of activities in accordance with the available resources. Further, this is the formulation of the concept of enterprise marketing, taking into account existing priorities, and the development of a strategic marketing project for the enterprise. Industrial Marketing Strategy involves: focusing on relationships with each individual buyer, developing long-term relationships with industrial buyers through the development and implementation of individual marketing strategies for each specific client, including the main components of marketing activities: product (assortment) policy; sales and service policy; price policy; communications strategy. The difference between industrial marketing and consumer goods marketing is that industrial marketing involves spending more time and effort not on communication, but on product management, on "production factors". This is especially evident in those markets where products are standardized and do not have clear differences from competitors' products.

To determine the subject and object of industrial marketing, it is necessary to consider all existing classifications of marketing into industrial and consumer.

Classic approach

Figure 1 shows a classic approach containing such a criterion used to differentiate marketing into industrial and consumer, as a type of product. In accordance with this criterion, marketing is divided into three main areas - marketing of industrial and technical products (industrial marketing), marketing of consumer goods (consumer marketing) and marketing of services.

This approach is based on the fundamental differences between industrial and technical products (ITP) and consumer goods (TNP), as well as services. Thus, PPTN is purchased in large quantities for industrial consumption and participates in the production and technological process, which necessitates the assessment of quality and its compliance with the requirements. Its cost is included in the cost of finished products, which means it requires more careful calculations before making a purchase. In addition, several people, including executives, are involved in the purchase decision. In the production of PPTN, the manufacturer focuses on a specific end user. This necessitates the establishment of direct direct relationships with the buyer of products, which are carried out through pre-orders or pre-agreed deliveries. Thus, PPTN is sold to the end user by an average of 70%. Growth in direct sales of PPTN is due to an increase in the technical level and complexity of products put on the market, especially machinery and equipment, an increase in the share of unique equipment, equipment of complete enterprises, large ships, aircraft of the latest designs, etc. This makes it necessary to establish direct contacts between the seller and the buyer, which begin long before the start of production of the product, namely at the stage of its conception, design and development of technical and economic parameters in order to take into account the requirements of the buyer.

Rice. 1. Classification of marketing depending on the type of product

Rice. 2. Classification of marketing by stages of reproduction

Consumer goods are purchased for personal use in limited quantities, they do not participate in the production process and are not included in the cost of finished products. The decision to purchase consumer goods is usually taken unilaterally.

Marketing of services is singled out in a separate direction, since services have their own significant features that predetermine their consideration separately from the PPTN and consumer goods. With all its diversity, all services have 4 main characteristics that distinguish them from goods:

Services are elusive, intangible and intangible;

The process of production and consumption of services is inseparable;

Services are heterogeneous, that is, they can change quality;

Services are not storable and "spoil" quickly.

The present approach is traditional or classical.

Division of marketing by stages of reproduction

A slightly different view on the classification of marketing into industrial and consumer is presented in Figure 2. The main division criterion here is the presence of production, that is, the process of creating a product from its conception and design to manufacture. In this case, the type of goods does not matter. This view is based on the fact that the marketing process in industrial enterprises is almost the same, it goes through the same stages: market research, conception and design of the product, production of the product and the commercialization process, mass production, establishing a sales system and after-sales service, and feedback from consumer. In this case, the type of product produced does not matter.

The manufacturer will produce exactly as many goods as ordered, the portfolio of orders is formed in advance. The manufacturer tries to sell all its products, if possible, in large quantities to large buyers - wholesale or final. For this, there are special systems of large-scale discounts. For almost all enterprises, the Poreto rule is true that 80% of manufactured products are shipped to 20% of buyers, that is, 80% of products are sold in bulk. With the transfer of goods from the manufacturer to the intermediary, industrial marketing turns into wholesale marketing.

Wholesale trade is the next link after the production and distribution process and aims to break down the volumes offered for purchase into smaller ones. Trade has no way to change the quality of a product because it does not produce it. Circulation workers can only offer the buyer services related to the packaging of goods, delivery and other types of after-sales services. The purpose of marketing in the sphere of circulation is to bring to the intermediate wholesale buyer a product of the required quality obtained during the production process and to provide it with additional services to facilitate the process of transportation and consumption.

At the last stage - the sale of goods to the final retail consumer - the principles and methods of consumer marketing are used. Thus, this classification distinguishes marketing by the stages of the reproduction cycle: production - circulation - consumption.

The division of marketing depending on the type of buyer (purchase purpose)

The concept of marketing puts the focus for the seller (manufacturer) on the buyer. Marketing involves studying the needs and requirements of the buyer in order to take them into account in the production of goods. The ultimate goal of marketing is to satisfy consumer needs and preferences.

Given this theoretical premise, we can state that all buyers are divided into wholesalers and retailers. More precisely, it can be formulated that buyers can be people (as retail consumers) and firms (as wholesale consumers of the main product range and single consumers of unique products - a turbine, a motor ship, unique equipment, etc.). Thus, one more classification of marketing can be distinguished into industrial and consumer, depending on the type of buyer (purchase purpose) (Fig. 3). In accordance with this, if the buyer is a retail customer and the purpose of the purchase is personal consumption, then consumer marketing takes place. If the buyer is wholesale and the purpose of the purchase is industrial consumption or resale, then industrial marketing takes place. The type of product also does not matter, since firms can be buyers of both PPTN and consumer goods in bulk. Retail buyers can also purchase both consumer goods and GNP for personal use (eg, gasoline). In addition, consumer goods in the period after their production and before the time of their consumption pass through the same channels of market distribution of goods, as well as PPTN. Enterprises producing consumer goods sell them in bulk either through their intermediaries (distributors, dealers, sales agents, wholesale depots), or by direct deliveries. The same thing happens with PPTN. During the period when both types of goods are in the market channels of commodity circulation, they are the object of industrial marketing relations, and their movement is carried out within the industrial market, since the purpose of their purchase is further resale or industrial use.

Marketing comes down to working with the consumer. Methods of working with retail and wholesale consumers naturally fundamentally differ from each other. For example, a wholesale buyer, regardless of what product he takes - consumer goods or PPTN - behaves differently than a retail one. There are different rules of behavior and purchase motivation than in consumer markets. It is obvious that the pricing policy, communications and marketing strategy will also be different. It is these fundamental differences that the proposed classification aims to identify and generalize.

Figure 3 shows a marketing classification scheme depending on the type of buyer. The industrial marketing system includes relations between all companies in the market (industrial and trading companies, construction and transport organizations, banking and insurance institutions, public and private firms of any profile), as well as relations between firms and individuals (agents, dealers, brokers, etc.). .d.), if the purpose of establishing relations is the wholesale purchase of goods (including cases with unique equipment purchased individually) for the purpose of further sale or for production use.

Consumer marketing covers the relationship of sellers with specific private consumers who make a purchase for personal consumption, that is, the retail relationship. Sellers in this situation can be any firms and individuals trading at retail.

Finishing the review of existing approaches to the classification of marketing into industrial and consumer, it is important to note that all the proposed approaches have their advantages and disadvantages and have the right to exist. Further consideration of the essence and content of industrial marketing will be based on the third approach, which proposes to differentiate marketing depending on the orientation towards firms and retail consumers.

In connection with the foregoing, the subject of industrial marketing is a set of relationships between market actors that arise as a result of their business activity - sales relations, technical and economic cooperation, financial relations, technological communications, business negotiations, competitive relations, etc. The object of industrial marketing is the industrial market.

The industrial market will be understood as consisting of the market for industrial products, the market for consumer goods sold in bulk, and the market for industrial services (Fig. 4). The industrial market covers the whole range of relationships between economic entities carried out within the boundaries of a particular area or industry.

Rice. 3. Structure of the industrial market

In the context of industrial marketing, understood as marketing focused on firms, the most interesting is the marketing of PPTN, as the most complex and unexplored. Therefore, the author of this work, when considering industrial marketing, will try to use the material on PPTN marketing as much as possible.

The means of production that pass through the sphere of exchange and circulation, as well as objects that represent social value in the non-productive sphere, are called products for industrial and technical purposes.

The nomenclature of PPTN includes thousands of different types and varieties. Therefore, a methodical study of PPTN is possible only if it is systematized and grouped into separate units, that is, the classification of these products.

The main classification features of PPTN are: origin (products of ferrous metallurgy, mechanical engineering, chemical industry, oil refining, etc.); participation in the production process (raw materials, basic and auxiliary materials, fuel and electricity, etc.); purpose (fluxes, diesel fuel, coolants, welding electrodes, etc.). In addition, PPTN is classified according to its physical state: shape, size and other features. In our country, an all-Union classifier of industrial and agricultural products (OKP) has been developed, which is an integral part of the Unified System for the Classification and Coding of Technical and Economic Information. PPTN is characterized by properties that appear during its manufacture and use, and also determine its use value. The properties of finished products, their reliability and durability during operation, as well as their behavior during transportation and storage depend on the initial properties of raw materials and materials. Knowledge of the indicators of the main properties allows for the interchangeability of materials.

Rice. 4. Typology of products for industrial purposes

Raw materials

Raw materials are primary goods for industry. They are processed, which facilitates their use and transportation or brings them into line with GOSTs.

Commodities include timber, various ores (ferrous and non-ferrous metals), chemical raw materials - acids, soda products, mineral fertilizers, gases (hydrogen, chlorine), industrial fuels - coke, coal, natural gas, oil, textile fibers (cotton, flax, hemp, jute, kenaf, katonin, wool, silk), vegetable and animal raw materials (fur raw materials, bristles, vegetable and animal oils), the main agricultural products are sugar beet, wheat, rye, barley, oats, fish.

Raw commodities are supplied by agriculture and fisheries, forestry and mining. The mining industry is engaged in the primary processing of raw materials (alumina - aluminum), and sometimes brings it to the state of a semi-finished product (cast iron - channel).

Commodities are usually 80% sold to the end consumer and controlled by large industrial corporations and only 20% on the free market. When sold on the free market (exchange), they are classified according to accepted standards, expressed descriptively or in the form of specifications. Most of the firms that act in the free market of commodities as sellers or buyers do not have a sufficiently well-organized supply and distribution service, act irregularly and are forced to use the services of stockbrokers and agents.

Thus, the world centers of grain trading are the stock exchanges in Chicago, Wannipeg (Canada), Buenos Aires, London, Liverpool, Rotterdam and Antwerp.

Materials are divided into basic and auxiliary. The main materials are fully involved in the production process and many of them are completely included in the finished product, and some have an impact on the production process by their presence (catalysts). The main materials include: timber (wood, props, balance sheets, lumber, sleepers, sleepers, plywood), building materials (cement, crushed stone, lime, polymer resins, bitumen, graphite, concrete, gypsum, sand, clay, asbestos), cable products , electrical insulating materials, abrasive materials, textile products (yarn, threads, fabrics), chemical industry products (plastics, glass), etc.

Since the main materials are completely included in the finished product, their cost will be a very important factor for the buyer when purchasing them.

There are also strict GOSTs for materials, which are mandatory.

Auxiliary materials are not part of the finished product, they are used in the production process completely, facilitating or facilitating the operation of the equipment (production cycle). These include: fuels and lubricants (POL), paints, varnishes, soaps and detergents, cleaning materials, stationery, various operating materials. In accounting, they are classified as low-value and high-wear items (MBI). These goods must be sold very widely, so their marketing system is similar to that of consumer goods.

Raw materials and materials are used for the production of finished products and are products of the mining, metallurgical, chemical industries, building materials and other sectors of the national economy. The composition and properties of raw materials and materials affect the quality of finished products. For example, the content of sulfur in iron ore reduces the technological properties of steel, causes brittleness and red brittleness, and phosphorus increases hardness and reduces impact strength. Knowing the quality indicators of raw materials and materials makes it possible to ensure the production of products with desired properties, to expand the raw material base through the use of new, more advanced types of raw materials and materials, and to improve the quality of finished products.

Semi-finished products

The second stage of processing of raw materials and materials, following after the primary. Semi-finished products include rolled products, sheet iron, profile metals, channel bars, pipes, forgings, stampings, wire and wire products, basic chemical semi-finished products (ethylene, flor), plastics, etc.

Components

Due to the specialization of enterprises and the impossibility of carrying out all stages from the extraction of raw materials to the creation of a finished product within the framework of one enterprise, there is a chain of companies jointly performing this process. As we approach the operations that complete the manufacture of the final product, the production process becomes more and more an assembly of finished components and assemblies purchased from various suppliers. It should be noted that at present, large transnational corporations can control almost the entire process, pursuing a policy of repurchasing enterprises that supply basic materials and components. However, even they are forced to purchase thousands of components from many suppliers. The most striking example is provided by automobile companies. JSC "Ufa Motor-Building Production Association", which produces engines for the car "Moskvich - 41", has 80 suppliers of engine components.

In an effort to get away from such a strong dependence on suppliers, enterprises are trying to produce the maximum number of components on their own. The same JSC UMPO over the past 3 years has switched to independent production of 30 types of components for the Moskvich car.

The cost of components is higher than the cost of raw materials and materials, therefore they are purchased directly from the manufacturer, and when concluding a contract, the buyer pays special attention to their quality and reliability of delivery (terms and compliance with stock standards). The absence of a stock of components, as well as their accumulation, is inappropriate for a manufacturer that incurs losses or costs for maintaining the stock.

Japanese corporations, in order to retain their customers, use a supply system in which the supplier controls the stock rate in the buyer's warehouse.

Complementary Details

These include various bolts, nuts, screws, paper clips, bearings, etc.

Equipment

Equipment is divided into main (heavy) and auxiliary (light). The purchase of equipment is considered as an investment that becomes part of the fixed capital. The main equipment includes: forging and pressing, metal-cutting machines, compressors, fans, electric motors, transformers, welding equipment, equipment for various industries (food, textile, footwear, etc.), etc.

The main equipment, in turn, can be universal, that is, suitable for performing not one, but several different operations, capable of manufacturing products from raw materials and blanks that are completely different in properties. Versatile equipment can be used in many industries or by many enterprises in the industry. Specialized equipment is designed for the manufacture of only one specific type of product from specific raw materials and blanks. Such equipment is usually simpler in design than universal, and, of course, cheaper, although it allows the manufacture of specific products at a higher quality level.

The equipment is characterized by production capacity (productivity), service life (moral and physical wear resistance), reliability (accident-free service), warranty period, maintainability (degree of labor intensity of repair), completeness of its delivery, etc. Important for assessing the quality of equipment are its ergonomic characteristics - ease of maintenance, safety and adaptability to human interaction, including the general aesthetic design (design).

All these and many other points will affect the cost of equipment and the demand for it.

Universal machines last much longer than specialized ones. Because the versatile equipment can be used by a variety of industries and businesses, there is no need for time-consuming research into the production needs of their next generation, as is the case with specialized machines. The process of negotiations and decision-making on the purchase of universal (standard) equipment is less time-consuming and does not require large volumes of preliminary technical and economic analysis. Such equipment is usually offered by many (several) companies and when choosing a partner, other things being equal, the price (payment terms) will play the most important role. Manufacturers of such equipment, due to its high cost, must provide the client with options for a possible purchase - a loan, deferment, placement of securities, leasing, etc.

Demand for specialized equipment is often limited and the number of sellers is also small. This circumstance forces the seller and the customer to close cooperation and interaction. The special requirements that the customer places on such equipment are high performance and efficiency of use, since high rates of scientific and technical progress lead to the rapid obsolescence of equipment and technology, which means that the depreciation period of specialized equipment should be minimal.

Auxiliary equipment ensures the implementation of the main production process. It can be small commodity machines, electrical apparatus, lighting equipment, control and measuring equipment, which is used at different stages of the production process. This equipment is even more standardized than universal equipment in terms of its application in many sectors of the national economy. In this regard, the demand for equipment is of a wider geographical nature and requires the creation of a wide regional sales network with a large number of sales offices.

The cost of auxiliary equipment is significantly lower than the main one, therefore, it does not require large expenses for the process of making a purchase decision, and it also manages with less close contacts between the selling and buying firms.

Speaking about the supply of equipment, one cannot ignore such a form of supply as the supply of complete equipment. The customer does not just want to purchase equipment in parts from different suppliers, but wants to conclude an agreement with the general contractor for the supply of the entire set of equipment, as well as its installation, commissioning and commissioning, as well as maintenance during operation. In this case, the consumer himself determines the scope of supply, the properties and qualities of future products, and the timing of their manufacture. When supplying complete equipment, the future buyer often participates in determining the specific technical and economic indicators of the purchased equipment. Therefore, the scope of supply for complete equipment, as a rule, includes the design of this equipment (preparation of technical documentation), the supply of the equipment itself and the provision of technical services in connection with the installation, commissioning and commissioning of the equipment. The supply of complete and other complex equipment involves the establishment of a long-term relationship between the seller and the buyer on the basis of an agreement concluded between them, which is in the nature of a one-time agreement with a long delivery time. This method provides for the payment by the buyer of a certain part of the cost of the order before the start of manufacturing the product, that is, making a certain advance payment. This advance payment acts, on the one hand, as a form of crediting the supplier, and, on the other hand, serves as a means of securing the obligations assumed by the buyer under the order placed. The buyer can pay the supplier not only in cash, but also in commodity. The contract for the supply of complete equipment may firmly stipulate the proportion of products produced at the constructed plant, which will be sent to the supplier (usually in the amount of 20-40%).

An important feature of direct ties in the supply of complete equipment is that these ties are not limited to the relationship between the manufacturer and the buyer of the equipment. They entail the establishment of a whole system of relationships between specialized firms involved in the configuration of such a supply, that is, sub-suppliers. At the same time, the general contractor organizes the delivery package and is responsible to the buyer for its timeliness and quality. On the other hand, he maintains direct contacts with sub-suppliers, placing orders with them and monitoring the timeliness of their implementation, as well as compliance with the requirements of specifications.

Capital construction projects

Capital construction objects are buildings and structures. Unlike disparate goods, capital construction objects (OCS) are primarily an organized, interconnected system of means of production, the main characteristic of which is production technology. For example, the Finnish construction company "Scania" offers the construction of hangars to accommodate grocery stores such as supermarkets. At the same time, the construction is carried out on a turnkey basis, which means basic work (foundation), the construction of the hangar itself, the supply of all communications, wall insulation, cable routing, etc. For this reason, the implementation of the OKS is the sale of a complex product, or a technological complex as a whole. The successful implementation of the ACS is determined mainly by such a factor as the availability of a set of technical solutions by the manufacturer (contractor) that provide the customer with economic advantages in the operation of the constructed facility. The criterion of technology is here predominant in the implementation of marketing.

Industrial Services

Industrial services include engineering, maintenance and repair, pre-sales and after-sales services, rental, as well as small-scale cutting, sorting, etc. services.

The nature of work of the "engineering" type is quite diverse and can be divided into economic and consulting work related to engineering and technical consulting on the development of plans for the economic development of regions and industries and the design of industrial and other facilities, as well as engineering and construction work, already covering the area implementation of the developed plans and projects, namely: construction of the facility, supply of equipment, its installation and commissioning, training of the necessary personnel. That is, the duties of general designers or general suppliers who carry out industrial associations.

Although "engineering" has almost become an integral part of the supply of original equipment, it is in many cases a stand-alone subject of various transactions. Thus, V/O "Vneshtekhnika" on commercial terms assists Russian and foreign scientific and industrial organizations in carrying out joint design and development work and in the performance of these works upon request, and also sends specialists in all fields of science and technology at the request of foreign organizations and firms. and education for conducting scientific and technical consultations and other types of technical assistance and accepts foreign specialists in Russia for industrial and technical training.

Pre-sales and after-sales (warranty and post-warranty) maintenance, which also includes the supply of spare parts, which largely contributes to solving the problems of increasing the competitiveness of machinery and equipment, predetermines to a large extent the growth of production efficiency.

Maintenance is a complex of technical services related to the sale and use of machinery, equipment and other industrial products and ensuring their constant readiness for highly efficient operation, ensuring optimal and cost-effective use of the purchased machinery and equipment by the buyer.

The development of pre-sales service is associated with the expansion of the network of showrooms and the organization of demonstrations of machines and equipment in action. Pre-sale service is related to the preparation of goods for sale, giving a marketable appearance to machines and equipment after transportation to the destination, unpacking goods, removing anti-corrosion and other coatings, installation, commissioning, adjustment of machines and equipment, demonstrating them in action and training personnel.

By selling a new type of aircraft or helicopter, V/O "Aviaexport" assists in the training of foreign flight and ground personnel. The department of educational institutions of the Ministry of Civil Aviation carries out highly qualified training of these personnel.

In ensuring a high level of maintenance, an important place is occupied by the issues of individualizing the forms of its implementation for each type of machinery and equipment, taking into account the specific conditions of its operation. This takes into account such factors as the characteristics of machinery and equipment, the nature and characteristics of operating conditions, climatic conditions (in the tropics, equipment fails 2-3 times more often than in normal climatic conditions), the degree of equipment mobility, the scope of the buyer's requirements for maintenance of products, the level of qualification and technical culture of the personnel, the seasonality of the use of equipment, the rapid pace of scientific and technical progress, etc. Thus, when selling cars, technical service is carried out mainly through a network of stationary service points, when selling tractors, more emphasis falls on the creation of mobile repair and maintenance workshops.

Equipment rental is one of the types of commodity credit, as well as the provision of services to the consumer. Renting allows the consumer to get the necessary equipment for use without large upfront costs, before paying their full cost, as well as to avoid the costs of maintenance and repair, which the lessor usually takes on, and in the face of growing obsolescence, to carry out timely replacement rented products for new ones, objectively increasing their utilization rate.

Under the terms of the lease agreement, the consumer as a tenant receives the goods for hire: for exclusive use for a specified period for a certain fee, and the right of ownership to it remains with the lessor.

There are three types of equipment rental: renting (short-term lease with a lease term of up to 1 year), hiring (medium-term lease, involving the lease of goods for a period of 1 to 2-3 years), leasing (long-term lease over 3 years ).

For a period of up to 3 years, serial types of machines are rented: cars, tractors, railway cars, computer equipment, etc. In this case, the rental operation is a type of sale of services, in particular, services for the provision of equipment for temporary use. Such a lease is often used as a trial purchase for a preliminary check of the technical and economic performance of the equipment directly in the operating conditions.

On the terms of long-term lease, mainly industrial technological equipment is supplied, including complete equipment, machine tools, production units, etc. In this case, the leased equipment cannot repeatedly be the subject of lease agreements, since the lease term is set on the basis of its normal effective service life.

Demand for PCTN is of a derivative (secondary) nature. It is derivative (secondary) because it does not arise on its own, but as a result of the demand for consumer goods and services, for the manufacture or provision of which PPTN is required. For example, a favorable market situation for equipment for the construction of cottages (mini-factories) is associated with the presence of demand for country cottages. As another example, the demand for aluminum plasma welding machines is a reflection of the demand for aluminum pleasure boats. Therefore, in the practice of foreign manufacturers, finished products manufactured using this equipment are often advertised, although the manufacturer does not produce these products themselves. Such advertising supports the demand for this equipment and is ultimately profitable.

In general, it can be stated that the demand for PCTN depends on the general rhythm of business life (the state of the country's economy) and the level of inventories of products, raw materials and materials.

The demand for goods used for repair and maintenance depends to a large extent on the state of the economy in the local market - recession or recovery. Usually the demand for these goods is more stable.

The demand for materials and components is determined by the possible demand for goods in the production of which they participate.

Demand for raw materials depends on the dynamics of development of the main industries. Thus, a real decline in demand for coal (Table 1) was caused primarily by a sharp drop in production in Russia in the first half of the 1990s and, in part, by the desire of economic entities to more rationally use this rapidly growing resource. With the stabilization of industrial output, coal consumption in the Russian Federation will also increase. A real reduction in the share of coal in the country's energy balance is possible only in the case of a structural restructuring of the economy, aimed either at reducing energy consumption per unit of output, or at replacing coal with other energy sources. Both of these areas are associated with the need for huge capital investments, which cannot be expected in the near future. In addition, per capita coal consumption in such countries as Germany is 6.22 tons, in Poland - 5.84 tons, in the USA and South Africa - 3.48 tons, and in Russia only 2.54. This fact also allows us to conclude that the demand for coal will grow along with the rise in domestic production.

Table 1. Coal production in Russia