Effective marketing tools. Marketing services: TOP from the marketers themselves

For the use at the operational level of measures aimed at creating the advantages of the enterprise in the competitive struggle, marketing tools are used; which consists of pricing, communication, product policy, distribution policy. The price of products in market conditions is determined by various factors and is calculated on the basis of internal costing or is set by the enterprise by the market situation (supply and demand). The price calculation is based on unit cost and profit. However, the sale at such a price is possible only if it is acceptable to the consumer. Therefore, before the start of production, it is necessary to determine the demand trends in a particular market (segments) and set the prices that consumers will agree with. The decisive factor for setting the offer price is the structure of the market. It is determined by the competitive situation in the market. Therefore, it is especially important to take into account the reaction of competitors to establish or change the price. Analysis of the critical sales volume allows you to answer the question of what is the minimum amount of products that the company must sell so that the turnover covers the costs and the company does not suffer losses. The analysis is based on the ratio of production costs and constant variables. Diverse consumer groups in the market place different demands on products. For example, consumers with low profits prefer products that connect high quality from low prices; consumers with high profits pay more attention to product quality. A decisive factor for the success of products in the market is the subjective perception by consumers of the objective benefits of products. To draw the attention of a potential buyer to a product, inform him about the benefits of the product and encourage him to buy is the task that advertising solves. Advertising costs are increasing every year. Advertising is turning into the dominant instrument of influencing the increase in demand, especially in markets where there is no longer price competition. In order to purposefully use advertising as a communication tool between an enterprise and a potential buyer, it is necessary to determine the consumer groups to which advertising will be directed. The content of advertising, its design should be in such a form that the buyer understands that he can satisfy his individual needs with this particular product. The main advertising means are: television and radio advertising; promotional activities(exhibitions, fairs); ads in newspapers and magazines; brochures; advertising posters; illuminated advertising. Advertising media can only reach the target consumer group through the advertising medium. The choice of advertising product and media can be made by analyzing the media, taking into account the advertising budget. Enterprises also use additional communication tools: - public relations, which are aimed at improving the image of the enterprise not only among consumers, but also among the environment (suppliers, authorities, funds mass media), - for this, press conferences, visits to the enterprise, etc. are held; - sponsorship, i.e. the activity of an enterprise that improves its image by encouraging certain persons or organizations of cultural, sports or social sphere. - product development; - entering the market (the need for significant investment); - slow growth in sales volume (no or insignificant profits); - growth (increase in sales volume due to the high degree of popularity of products; income growth due to lower costs per unit of production); - market saturation (stabilization or reduction of demand due to the exhausted market potential; change in primary demand for demand associated with the replacement of goods; transition of some consumers to more modern products of competitors; investment of profits in the development of new products); - recession (increasing decline in sales volume, displacement of products from the market). Industrial products have a variety of life cycles: products that are by no means associated with everyday demand, and everyday products have very long life cycles; and prestige goods are short. To determine the development time of new products, it is necessary to know the life cycles and inherit them. Late development of a new product can lead to loss of the market. New Product that appeared on the market should have significant differences compared to competing products, and satisfy the consumer as much as possible. Decisive in this case is the subjective perception of the properties of the product by the consumer. Therefore, introducing products on the market, it is necessary to establish criteria for consumers to evaluate (from a subjective point of view) products that are already on sale. By comparing the evaluation of competitors' products with the ideas of buyers about the ideal product, one can obtain information about the necessary objective and subjective properties of the product that will be needed, introduced on the market. A significant role, in addition to the consumer value of products, is played by its assessment in a social context. The policy of product promotion decides on the way to promote products manufactured by the enterprise to the consumer. It contains all the activities necessary to provide the consumer with products in the right quantity and quality at the right time and in the right place. When deciding in favor of a certain distribution route, the long-term use of this channel is meant. That decision can only be made in coordination with other marketing tools. Decision-making in the field of product promotion policy consists in choosing a system, form and distribution channel.

The sales system can be: own (manufacturer own products through the trade branches of the enterprise); associated with the enterprise (a system of trade under contracts, a system of franchises, that is, sales are carried out independently in legal relation, but economically dependent on a certain enterprise by other enterprises); and not related to the enterprise (economically and legally independent sales companies). The sales form shows whether sales are made through trade organizations that are related to the enterprise, or through third parties. Sales can be made through direct deliveries to end consumers or through indirect deliveries (through wholesale or retail trade). Optimal use of marketing tools is possible only with constant market research. As a result, information about demand should be obtained (market potential, market size, purchasing power in different regions, definition of consumer groups, seasonal fluctuations in demand); about the offer (the presence of competitors, market segmentation, competing products and their properties, competitors' offers, image); about the possibility of using marketing tools and their effectiveness (elasticity of sales prices, advertising and its cost in the media, knowledge of the press). Sources of information for market research can be information obtained in primary research, and information as a result of repeated research. In the first case, consumer surveys, observation of consumer behavior, experiments (tests with products, price tests, advertising tests) are used to collect information. In the other, information is taken from materials (internal and external sources) that already exist. These include a variety of statistical data, reports, materials of chambers of commerce and industry, research institutes, industry institutes, foreign trade banks, consulting services, foreign trade information bureaus, etc. In addition to traditional sources of information, all more value receive interactive databanks. The most famous data sellers are DIALOG, DATA-STAR, GENIOS, STN and FIZ-Technik. To present data and increase their information content, a number of analytical statistical methods(regression analysis, discriminant analysis, determination of statistical parameters). Marketing is an intermediate link on the way of information between the enterprise and the consumer. If marketing, by means of appropriate methods and tools, correctly interprets the signs that characterize market processes, products oriented to the needs of the consumer will enter the market.

ORGANIZATIONAL STRUCTURE OF MARKETING ACTIVITIES

Marketing orientation requires that proposals for the release of new products, bringing these products to buyers and influencing buyers through the quality of the goods should be concentrated in one hand - the marketing director and his apparatus. The main activities of the marketing director and his staff are: - conducting market research (analyzing market situations, developing recommendations for choosing the most profitable market, obtaining information about real buyers in the enterprise market, studying trends in market prospects and forecasting sales volumes, recommendations for developing market strategies); - development of recommendations from the image of the enterprise; - conducting and coordinating the marketing activities of the company's managers regarding the design of goods, their production, sale and prices; - constant analysis of the effectiveness of decisions, orders and technologies; - determination of influence consumer characteristics new products on the decision of buyers to purchase them; - definition of stages life cycle goods and timely development of recommendations regarding the withdrawal of goods from production and export; - coordination of the work of subdivisions of the demand service and the sales network; - control over the activities of the enterprise, which affects the decision of buyers to purchase its products; - consideration of budgets and personnel policies of all departments of the marketing service.

At enterprises with a centralized management structure, marketing activities are carried out by the marketing service. It can be organized in different ways: - organization "behind the functions" is most appropriate when there are few goods and markets in the enterprise. Foreign markets and manufactured goods are treated as a certain homogeneity. To work with them, it is enough to have specialized departments: market research, production planning and marketing, sales and service management, demand services; - organization "for the types of goods" is appropriate when the enterprise has a diverse range of goods that needs specific conditions for production, marketing, and service. With such an organization, groups are formed in departments that deal only with "their product". And with respect to this commodity, a functional organization is established. The main disadvantage of such an organization is the duplication of research and distribution networks through the desire of the governing groups for independence. At the same time, the marketing director must ensure more effective communication between group leaders and ordinary employees; - organization "beyond the territories" is profitable in the presence of a wide range of goods in each of the selected regions and minor discrepancies between their consumers. Such an organization makes it possible to take into account the specifics of the consumption of goods in each of the regions. The marketing service coordinates the activities of departments in market research, advertising, planning, providing production with the necessary raw materials and materials. The Marketing Department is headed by a Marketing Manager. He carries out general management of marketing activities and is responsible for the following areas of the enterprise's activities: market research; development of a product marketing program; determining the price of products; implementation of advertising; sales organization; transportation of goods; development of new types of products and modernization of traditional products. At an enterprise that carries out foreign economic activity, a specialized department is created, which is subordinate to the marketing service. He coordinates the activities of departments related to the implementation foreign economic activity. To manage marketing means to create services for collecting information, conducting market research, organizing advertising, sales operations and services in such a way as to ensure maximum effect (profitability, sales volume, etc.) at optimal marketing costs. The most common such structures are: functional orientation, product orientation, regional orientation, segment orientation. The functional orientation of the structure is appropriate with a small variety of goods that are sold by the enterprise, and a small number of markets. Managers (there are usually five of them) are subordinate to the director, marketing director (deputy head of the enterprise from marketing), divided in functions and responsibilities (see Fig. 3).

The flows of movement of initial and control information are clearly defined, the relationships are understandable and do not give grounds for competition between managers.

As the range of goods expands, the geography of markets becomes more complex (up to seven per person), there is a real danger of insufficient attention to certain goods and markets. The functional structure will be turned into a commodity one. The product orientation of the structure lies in the fact that for each product or group of similar products a special marketing manager is assigned (see Fig. 4). With such a marketing organization, employees are specialized and are able to coordinate the effort well in terms of the overall goals and objectives of the firm. The disadvantage of this orientation is the presence of functionally overlapping subsections.

Regional orientation is similar to the structure of product orientation, however, the division is taken not by goods, but by markets. Such an orientation is expedient with a large number of sales markets and a small range of goods. It allows you to study in depth the specific needs of buyers in each region; take into account regional peculiarities in advertising, sales, development appearance etc. it has inherent disadvantages similar to those of product orientation (see Fig. 5). The desire to minimize the disadvantages and take advantage of the product and regional orientation leads to a segment (purchasing) organization of the marketing service.

The segment orientation of the structure (aimed at the buyer) is that each marketing manager is responsible for working with a specific segment potential buyers, regardless of the geographical location of the segment (Fig. 6). But with such an orientation, the specialization of employees for individual goods is complicated, they are required to be universalized. An integrated approach to marketing management consists in a comprehensive consideration of three problems - production, needs and sales. Possible options for decisions made on this basis are compared with each other according to the maximum of the criterion "efficiency / cost or "surplus / profit" based on the analysis of four indicators: the contribution of the marketing service to the total profit of the enterprise, the profit received on investment in the field of enterprise management, the ratio sales expenses to the profits received and the part of the market that belongs to the enterprise.

In 2018, actively promoting your business online is the norm. If you don't, you're throwing money down the drain.

But here's the problem: Internet marketing itself, at first glance, may seem rather complicated and incomprehensible. Until now, some entrepreneurs are afraid to step on its seemingly shaky ground and refuse to implement those tools that have already proven their effectiveness in practice.

The purpose of this article is to debunk the myth about the complexity of Internet marketing and present it in the context of the main strategies. The list included only those that are working now and will be effective in the future. No tricks or secrets.

There are only 7 such strategies, but in each one you can highlight a lot of interesting tactics and actions that will help you reach a new level.

Content Marketing

Content is the backbone of the entire Internet. Almost everything you see on the Web is content in one form or another: for example, videos or photos of cats, smart (and not so) blog posts, infographics, etc.

Google gives a great definition of what content marketing is:

“This is a type of marketing that involves creating and sharing online content (videos, blogs, social media posts) that does not overtly promote a brand, but draws attention to it and stimulates interest in its products or services.”

2. Search engine optimization of site pages (internal optimization)

In this step, you optimize the content of the page and its HTML elements. When preparing content for a landing page, you need to try to get such material, the chances of which to take the first lines in the search results will be quite high.

3. External optimization

External optimization will also help you improve the position of the site in search results, but for this you do not have to do anything on the site itself.

When experts start talking about external optimization, they usually mean link building, increasing the number of resources that link to your site in their materials. In addition, however, external optimization should be understood as the promotion of content through social media.

4. Technical SEO

Technical SEO is a non-content optimization technique that also makes it easier for search engines to crawl and index.

Technical SEO usually starts with a technical SEO audit.

Conversion Optimization

The main task of marketing is to get conversions. Therefore, it is quite logical to be the first to do things that directly affect the number of conversions. This is the basis of what is called (CRO).

CRO can be thought of as a combination of UI/UX (user interface/user experience) and copywriting. With copywriting, you deliver the message you want and then use design elements (UI/UX) to make it easier for the visitor to achieve their goals and ultimately convert.

Now for some basic conversion optimization strategies.

1. Conversion focused web design

Web design is where conversion optimization starts. Sorry, but if your site looks like it's still 2001 (like the Wikipedia page in the example below), you'll have a hard time converting anyone.

You want people to trust your landing page. Here's what you need for this:

• modern design;
• social proof;
• reviews, reviews;
• Contact Information;
• logos famous companies with whom you work;
• social trust signals (eg number of followers, etc.).

All landing page templates in our Gallery meet all the above standards and are suitable as a basis for creating your first landing page in .

2. Headline Optimization

Whether you're optimizing your landing page for organic search or contextual advertising, improving your title is one of the easiest things to do and also has the highest ROI.

First, look at what headlines your competitors are using and come up with similar ones. As soon as you have the first headlines at your disposal, you can start testing.

3. Calls to Action (CTA)

A call to action is a way of telling a website visitor what action they should take and why. The Netflix home page is a great example of a simple yet effective CTA.

4. Social proof

It embodies the idea that the chance to convert a visitor into a buyer is higher in the presence of specific trust signals (number of subscribers/followers, the presence of "likes", positive reviews, reviews, etc.).

5. A/B testing (UI and UX elements)

What color button should you use: red or blue? Should it be in the middle of the screen or, for example, on the right? A/B testing, also known as split testing, is a tool that will help you get answers to these questions and more.

Social media

Today (social media marketing, SMM) is a well-known tool for promoting Internet marketing. But there is one misconception about it: supposedly the main and only goal of SMM is to remain visible to its current audience, to be in touch with it. This is not true.

But how to do that? That's right - with content. Damn good content.
And there are some great tactics for that.

1. Choose the right channel

If you want to appeal to an older male audience, Pinterest is not worth using. You won't see results. Simply because it is a predominantly female social network.

In other words, before you start wasting time on social media marketing, make sure you choose a channel that is popular with your audience.

2. Social Listening (monitoring of social media)

You may not think of social media as a customer support channel, but it's one of the best options.

Reputation management through an active social presence can save your business from negative press or, on the contrary, help you get the most out of any event favorable for your business (i.e. “hype”).

Paid advertising

Sometimes in marketing, you have to pay to get results.

One of the most famous platforms in Russia - Google Adwords, Yandex.Direct, Vkontakte and Facebook, but there are hundreds of others that you can test.

Most marketing channels don't start making money for you until after a while, but the great thing about paid advertising is that it can deliver results right away.

Below you will learn about some of the most famous paid advertising platforms.

1. Google Adwords

Google Adwords is a form of paid advertising, also known as PPC (pay-per-click, pay per click), where you pay every time someone clicks on your ad shown on the Google Search or Display Network. Yandex has a similar network.

Yandex.Direct, like Adwords, can be extremely effective in driving customers to your website or landing page.

2. YouTube ads

YouTube has over a billion users who watch over a billion hours of video every day. This great amount people you can reach with your ads.

Advertising on social networks Vkontakte and Facebook is known to be an effective and inexpensive form of digital advertising. When it comes to discussing the most effective internet marketing strategies, this type of advertising tends to be one of the first to be named because it is known to bring results.

4. Algorithmic advertising purchase (programmatic advertising)

talking plain language, is the purchase of digital advertising space through technology that automates the buying process. The advertiser purchases ads through a demand-side platform (DSP).

The data management platform (DMP) is used to collect data with subsequent analysis and audience segmentation. These audiences are often routed to the DSP in order for ads to be more targeted.

Wikipedia's definition of retargeting is:

If someone lands on your landing page by clicking on a PPC ad and then leaves without converting, it's possible they'll never come back. But with retargeting, you can keep showing that person an ad for the product they viewed on your site.

Influencer Marketing

And all because you trust your friends. After all, they are friends. Actually, that's how it works. The same bloggers stop being strangers on the internet and become people you trust.

According to Wikipedia,

“This is a form of marketing that focuses on influencers rather than the target market as a whole. It identifies individuals who have influence on potential buyers, and focuses marketing activities around them.

Influencer marketing can deliver amazing results, but only if your product is really, really good. A cool, in-demand product or service is your best marketing strategy.

Putting It All Together: Digital Marketing Funnels (and Measuring Results)

There are many strategies, and they are different, but is it important for you to combine them into a single plan, which will ensure the profitability of the business?

Building a Marketing Funnel

Situations when a person visits your landing page for the first time or sees an ad immediately buys your product are quite rare. Everything is always much more complicated and confusing.

The marketing funnel takes someone who knows absolutely nothing about your brand and turns them into buyer status.

A typical funnel looks like this:

The terms Suspect and Prospect are used to refer to potential customers, but Suspect is someone who may be interested in your product, and Prospect is someone who is ready to buy it, but has not yet bought it

Typically, marketers use search engine optimization to get people to the top of the funnel (the awareness stage). Then email marketing, conversion optimization, etc. convert these people into leads (stages of interest and desire). Finally, paid advertising and retargeting drive those leads to a purchase (the action stage).

But here important point: building a complex, fancy funnel is not always necessary. Sometimes it is enough and simple.

And remember, no matter what strategies/tactics you use (or don't), you should always measure your success.

Conclusion

The above list of Internet marketing tools is by no means exhaustive, but it covers the most basic ones that are in demand today and will not lose their relevance in the near future.

If you do everything right, these techniques will definitely give their result.
Just do not forget that Internet marketing is in constant improvement and development. No one knows with 100% certainty which strategies will work ten years from now.

All you can do is educate yourself and always be aware of what works now and what will be useful tomorrow. Subscribe to our blog and stay up to date!

Basic Toolkit marketing activities can be combined into a complex 4P ("four pi")

Marketing mix - a set of marketing tools and methods that are used by an enterprise to achieve its market goals.

This set is often referred to as 4P ("four pi") - by the first letters of the following English words: product - product, price - price, place - place, promotion - promotion.

Managers use the product, price, place and system for the sale (distribution) of the product, communication and promotion of the purchase of the product as tools to influence target consumers, achieve the market goals of the enterprise. Target consumers, or target market, is a set of those consumers who are of interest to this enterprise, taking into account its market orientation, which are identified by the enterprise as potential buyers of its products.

In foreign theory and practice, it is the marketing mix, called marketing-mix, that receives special attention, and it is most often considered in the form of the “four pi” principle, which is a combination of the following four components:

PRODUKT is a product, that is, a set of "products and services" of an appropriate level of quality that the company offers to the target market. The actual quality of the goods can be changed. Its image can also be changed through variations in advertising and marketing. The idea of ​​a product and how it is perceived can be changed through the use of different packaging.

PRICE - the price, the amount of money that consumers must pay to receive the goods. The price can be changed in the direction of both stimulating and reducing demand, which is clearly manifested in the action of the price mechanism.

PLACE - here: channels (methods) of distribution, that is, the organization of the structure of commodity circulation, thanks to which the product becomes more accessible to potential buyers. The availability of a product (and thus the effort that a customer has to make to purchase a product) can be changed by more or less wide distribution of the product or by changing the distribution channels used.

PROMOTION - promotion (stimulation) of the company's possible activities to introduce its product to the target market, disseminate information about its merits and convince target consumers to buy it. Number and location sales representatives can be changed. Advertising costs can be reduced, the content of advertising can also be changed. The audience that the advertisement affects can also be changed.

The marketing mix is ​​developed on the basis of the results of marketing research, which provide the necessary information about the macro- and microenvironment, the market and its own capabilities.

The components of the marketing complex are: product policy, communication policy (promotion of goods on the market), marketing (distribution) policy, pricing policy and personnel policy Golubkov E.P. Fundamentals of Marketing: Textbook. - M.: Publishing house "Finpress", 2008.- 656s.

A useful property of the marketing mix is ​​the controllability of the elements. The marketer can manage each element with the aim of the required impact on demand, choose the most promising combinations of elements. The success of the marketing mix is ​​due, in part, to the fact that it combines four types of marketing strategies.

The main goal of developing a marketing mix is ​​to ensure sustainable competitive advantages for the company, gaining a strong market position. The marketing mix is ​​an operational activity, each component of which is the result of a deep economic analysis and commercial calculations are often based on economic and mathematical methods. To this we add the important role of mushrooms and marketing intuition, which in some situations is decisive. It is difficult to rank the components of the marketing mix according to their importance for the successful commercial activity of the company, since the achievement of the set goals is possible subject to the effectiveness of each of the four "p". However, the product and product policy almost always affects the nature and characteristics of the other components of the marketing mix.

When developing a commodity policy, the main problems are:

Innovation (creating new products or updating existing ones),

Ensuring the quality and competitiveness of goods,

Creation and optimization of the product range,

Solving trademark issues

Creation of effective packaging (for relevant types of products),

Analysis of the life cycle and its management.

Communication policy is a set of ways to promote a product to the market: Public relations (PR) - public relations, advertising, sales promotion, personal sales, specialized exhibitions. PR is a commercial communications firm, a long-term effort designed to create and maintain goodwill and understanding between the firm and its public. Advertising as opposed to PR - commercial activity, any paid form of non-personal presentation and promotion of ideas, goods and services of a specific customer Khrutsky V.E., Korneeva I.V. Modern Marketing: Handbook for Market Research: Textbook. - 2nd ed., revised. and additional - M.: Finance and statistics.-528s.

Marketing policy - the main task in developing a marketing policy is the choice of a distribution channel for goods (sales channel) and a decision on a sales strategy. The choice of a marketing channel is associated with the question of the method of marketing - through intermediaries (indirect marketing), without intermediaries (direct marketing). The distribution channel is, in essence, the way the goods move from the producer to the consumer. Along the way, merchants or individuals assume (or transfer) ownership of the product before it is sold to the consumer.

There are three types of strategies:

Intensive sales is a marketing strategy consumer goods everyday demand, designed for a wide range of customers.

Exclusive sales - organized as the distribution of new products, which are positioned as exclusive expensive models.

Selective marketing - involves optimizing the number of resellers in such a way as to provide the required market coverage and at the same time control the work of the wholesaler or retailer.

Pricing policy as a component of the marketing mix is ​​developed taking into account the company's goals, external and internal factors affecting pricing, the nature of demand, the costs of production, distribution and sale of goods, the perceived and real value of the goods, competitors' policies, etc. The development of a pricing policy includes setting the initial price for the product and timely price changes by bringing them in line with changing prices. market conditions, the company's capabilities, its strategic goals and tasks.

Among the environmental factors influencing the pricing policy of the company, the main ones are: the actions of the government, participants in the distribution channels, the reaction of consumers, the policy of competitors.

At high degree Price competition regulates the market, price wars force weak firms out of the market. If competition is limited, then the degree of firm control over prices increases and market power decreases. Consumers influence both in terms of price elasticity of demand and behavioral characteristics, which is very important for targeted marketing.

Costs prevail among internal factors, and not all of their components are under the control of the company. With an increase in costs, price policy can be helped by other components of the marketing mix: narrowing the range due to unprofitable goods or their individual modifications, upgrading goods, repositioning them, and reducing the degree of differentiation.

Reducing costs does not always have a favorable effect on pricing policy.

Consider the methods of marketing activities. Specific methods include:

1) segmentation;

2) forecasting;

3) planning;

4) positioning;

5) method of situational analysis.

Market segmentation is one of the functions in the system of marketing activities and is associated with the implementation of work on the classification of buyers or consumers of goods that are on the market or displayed on it. After dividing the market into groups of consumers and identifying the opportunities for each of them, the company must evaluate their attractiveness and select one or more segments for development. When evaluating market segments, two factors must be considered: the overall attractiveness of the segment, as well as the company's goals and resources. When choosing target segments, company leaders decide whether it will focus on one segment or several, on a specific product or a specific market, or on the entire market at once. The offer of one product to one segment - concentrated segmentation - is more often used by small firms that seek to gain advantages over competitors. Expansion of market segments, i.e. Offering one product to multiple segments allows the firm to expand the market for the product. By offering several products to one segment, i.e. resorting to assortment segmentation, they usually use related products. With differentiated segmentation, several different goods offered to several segments.

To receive you need to competitive advantage, each company must find its own ways to differentiate products.

Differentiation - the process of developing a number of essential features of the product, designed to distinguish it from competitors' products. The market offer can be differentiated in five areas: product, services, personnel, distribution channels, image.

Forecasting is one of effective tools general improvement of planning and management. The forecast is always a pre-planning stage of work and, moreover, the basis of one of the variants of the marketing program and plan, since its purpose is to give the most probable alternative paths for the development of the event under study for a given level of knowledge and the prerequisites laid down in the forecast. Making a decision in this regard is nothing more than a reasonable choice of one of the most probable forecast options.

It is obvious that there can be no opposition between a plan and a forecast. Forecasting is an integral scientific and analytical stage preceding planning, making a reasonable planned decision.

Forecast commodity market must meet the following requirements:

1) reliability, scientific validity, consistency, taking into account factors that may have an impact in the future;

2) reproducibility and evidence, i.e. obtaining the same result when re-development of the forecast, including on the basis of other methods, including subjectivity;

3) the alternative nature of the forecast with a clear formulation of all the hypotheses and assumptions underlying it;

4) verifiability of the forecast, i.e. availability of a reliable methodology for assessing the reliability and accuracy of the forecast in order to organize its correction;

5) clear and precise language of formulations, understandable for persons directly making decisions, which does not give rise to conflicting interpretations;

6) the planned nature of the forecast. The forecast must be timely and serve the purposes of improving management.

When developing a business plan within the framework of marketing, a special role is played by sales analysis and sales volume management, which underlies the management of production and sales of products. The following sales market research methods are used here.

Heuristic methods forecasting based on averaging information obtained by interviewing specialists.

trend forecasting on piece goods or groups of related goods Dichtl E., Hershgen H. Practical Marketing: Textbook / Per. with him. A.M. Makarova; Under the editorship of I.S. Minko. - M .: Higher School, 2007. - 255 p.:

N=N current *t, (1)

where t is the growth rate, which is found from the expression:

t=N current /N prev, (2)

where N current - the value of the indicator of the current year, N pre - the value of the indicator of the previous period.

Trial Marketing when a small batch of goods is produced, the sale of which is studied possible demand.

An important task of forecasting is to determine the pace and moment of transition to the next phase of the development of the cycle. To solve it, the whole system of opportunistic symptoms is needed, which will allow quantitative characteristic dynamics of transition from one phase of the cycle to another. This is the hardest part of the forecast.

Marketing planning in different organizations is carried out in different ways. This concerns the content of the plan, the duration of the planning horizon, the sequence of development, the organization of planning. Thus, the scope of the content of the marketing plan for different companies is different: sometimes it is only slightly wider than the plan of the sales department. Individual organizations may not have a marketing plan at all, as an integral document. The only planning document for such organizations may be a business plan drawn up either for the organization as a whole or for individual areas of its development. IN general case we can talk about the development of strategic, as a rule, long-term plans and tactical (current), as a rule, annual and more detailed marketing plans.

A strategic (long-term) marketing plan, developed for 3-5 years or more, characterizes the current marketing situation, describes strategies for achieving the goals and those activities, the implementation of which leads to their achievement.

A marketing plan is developed for each strategic business unit of the organization and, in terms of formal structure, usually consists of the following sections: annotation for management, current marketing situation, dangers and opportunities, marketing goals, marketing strategy, action plan, marketing budget and control.

Executive Summary - The opening section of a marketing plan that provides a brief summary of the main objectives and recommendations included in the plan.

The current marketing situation is the section of the marketing plan that describes the target market and the organization's position in it.

Hazards and Opportunities - A section of a marketing plan that identifies the major hazards that a product may encounter in the marketplace. The potential harm of each hazard is assessed, i.e. complications arising from unfavorable trends and events that, if not targeted by marketing efforts, can lead to the undermining of the viability of the product or even to its death.

Marketing goals characterize the target orientation of the plan and initially formulate the desired results of activities in specific markets. Usually goals try to express quantitatively. However, not all of them can be defined in this way.

The marketing strategy includes specific strategies for target markets, the marketing mix used, and marketing costs. Strategies developed for each market segment should address new and emerging products, pricing, promotion of products, bringing the product to consumers, and should indicate how the strategy responds to the dangers and opportunities of the market.

A program of action, sometimes simply referred to as a program, is a detailed program that shows what needs to be done, who should carry out the orders received and when, how much it will cost, what decisions and actions should be coordinated in order to fulfill the marketing plan.

Three types of marketing programs can be distinguished:

· the program of transfer of the enterprise as a whole to work in the conditions of marketing;

program for certain areas a complex of marketing activities, and, above all, a program for the development of certain markets with the help of certain goods;

· the program of development of separate elements of marketing activity.

In the opinion of domestic marketers, the programs of entering the market with certain products are of the greatest interest to business leaders.

Usually, the program also briefly describes the goals that the program activities are aimed at achieving. In other words, the program is a set of activities that must be carried out by the marketing and other services of the organization so that the chosen strategies can achieve the goal of the marketing plan.

Marketing budget - a section of the marketing plan that reflects the projected values ​​of income, costs and profits. Costs are defined as the sum of the costs of production, distribution and marketing, the latter in given budget are spelled out in detail.

In practice, we use various methods determining the marketing budget; Let's look at the most common:

1) “Funding from Opportunities”. This method is used by firms focused on production, not marketing.

2) Method " fixed interest» is based on the deduction of a certain percentage of the previous or expected sales volume. This method is quite simple and often used in practice Bagiev GL, Tarasevich VM, Ann H. Marketing: Textbook for universities; Under the general editorship. Bagieva G.L.-M.: Publishing house "Economy", 2007.-703p..

3) The maximum spending method assumes that you need to spend as much money on marketing as possible. With all the apparent "progressiveness" of this approach, its weakness lies in the neglect of ways to optimize costs.

4) The method of accounting for the marketing program involves careful accounting of the costs of achieving specific goals, but not in themselves, but in comparison with the costs of other possible combinations of marketing tools.

Section - control - characterizes the procedures and methods of control that must be implemented to assess the level of success of the plan. Measurement of the success of the plan can be carried out for the annual time interval, and quarterly, and for each month or week.

All of the above sections characterize both strategic and tactical plans, but the main difference between them lies in the degree of detail in the development of individual sections of the marketing plan.

Marketing planning is increasingly being used by many firms in the Russian Federation, although it meets many opponents. There are cases when enterprises, having adopted this powerful tool of the market economy, subsequently abandoned it. There is a perfectly logical explanation for such facts. The fact is that the system of planning in general and strategic planning in particular is not subject to blind copying, which was observed in most cases. Any enterprise has individual characteristics, connected with organizational structure, values, technology, personnel, scientific potential, etc. Thus, in order to achieve maximum economic effect, an organization needs to adapt its existing marketing planning system to the environment in which it operates.

After determining the target market segment, the company must study the properties and image of competitors' products and evaluate the position of their product in the market. Having studied the positions of competitors, the company decides on the positioning of its product. Product positioning is the way in which consumers identify a particular product by its most important characteristics.

In practice, product positions are determined using positioning maps, which are a two-dimensional matrix of different pairs of characteristics.

In order to form and fix certain perceptions in the minds of consumers, a number of positioning strategies are used, for example, positioning based on certain product advantages, positioning by competitor, positioning by product category, etc.

Positioning is based on associative links between the product and product characteristics or other positioning factors. Successful companies tend to maintain a clear differentiating advantage and avoid sudden shifts in their market position.

Naturally, positioning cannot be associated with consumer deception and misinformation; it can come off once, after which the manufacturer will face failure and loss.

Properly organized market positioning is a prerequisite for effective marketing mix development.

The so-called situational analysis can provide a significant benefit for marketing management and monitoring the results of the economic activity of an enterprise. Its purpose is to provide the management and heads of individual departments with a “photo portrait” of the situation in which the enterprise is at the time of the analysis. The situational analysis covers the entire activity of the enterprise in a complex and should ultimately lead to the setting of new goals, the assessment of ways to achieve them, decision-making, the development of appropriate strategies, etc.

Situational analysis is an extremely effective method of monitoring the position of an enterprise in a competitive market (Appendix 1). Well-tested, it will allow the management to get rid of illusions and take a sober look at the true state of affairs at the enterprise, outline new, promising directions for the development of the main economic activity, including foreign markets Yasheva G.A. Marketing Efficiency: Methodology, Estimates and Results //Practical Marketing. - 2001. - No. 5. - S. 9. . If an enterprise has branches, representative offices or an agent commercial network, including abroad, then a situational analysis according to a complete or slightly modified program should also be carried out by the heads of the distribution network.

To conduct a situational analysis, the enterprise accumulates information from:

government sources;

Industry and regional information centers;

International information centers;

Periodical press, materials of exhibitions, conferences;

Surveys of contact audiences;

other sources.

Situational analysis at the enterprise is carried out by direct examination of the enterprise, assessment of the technical and economic level of departments and jobs, preparation of materials to identify goals strategic development firms. Questions of situational analysis should be formulated in the following areas: markets; goods; "mirror" of the new product ( general characteristics, market characteristic, production characteristic, market test of the product); buyers; internal and external environment; competition and competitors; marketing goals; marketing program; organization of marketing; prices; commodity circulation; organization of trade; formation of demand and sales promotion; package; service.

The main objectives of the marketing synthesis stage are:

Determination of the goals of the strategic development of the company, arising from the results of the situational analysis;

Evaluation of the company's strategic development goals in terms of market conditions and ensuring the company's survival;

Decision making for strategic planning. This or that strategic decision can take place on the basis of a comprehensive analysis of the most significant goals. It is necessary to involve the most qualified employees of the company in the development of strategic decisions. Their work can be organized according to the principle of "brainstorming", which makes it possible to obtain more reliable forecasts of the possible consequences of upcoming strategic decisions. The main tasks of strategic marketing planning are:

1) promotion of marketing strategies to achieve the chosen goals;

2) choice of preferred strategy;

3) making decisions on the development of tactics for long-term development.

So, for the effective functioning of an enterprise, the achievement of its commercial success, a coherent system of economic actions is required, which is called marketing, the study of high-quality organization and the implementation of marketing functions. The enterprise is obliged to produce competitive, consumer-oriented goods, services and sell them in the shortest possible time with good service and at low cost.

But even in the production of competitive goods, it is necessary to rationalize the sale of products in order to create a favorable image of the enterprise, faster sales of goods, reduce and optimize distribution costs, which make up the bulk of the company's expenses. The most important criterion for the success of the company is the size of its profits. Without making a profit, the further functioning of the enterprise is impossible. An essential role in increasing the profit of the enterprise is played by the reduction of distribution costs, which are reduced by rationalizing the entire work of the company, through various marketing activities. Therefore, the system of actions within the framework of marketing, along with strengthening positions in the market, increasing the competitiveness of goods, is aimed at improving circulation, reducing its costs and rationalizing the sale of products.

Internet Marketing. It's not even a trend anymore. This is some kind of confusion. “Business must be transferred to the Internet! All clients and money are now there!”.

Partly, yes. But this is said by people who have 100% offline businesses and who believe that Internet marketing will be their salvation.

Remember Jesus had 12 apostles? And if Internet marketing can be associated with it (well, they still see it as a messiah), then the 12 apostles are Internet marketing tools.

What, where and...

It is useless to deny that the Internet has irrevocably merged into our lives. We endlessly sit on social networks, communicating with other people, watching movies and TV shows in it, looking for the necessary information on websites, forums, blogs.

And no matter what site we go to, no matter what picture or link we click on, everywhere we meet ads. The same notorious Internet marketing that we will talk about today.

But as usual, let's see what it is. I won’t write “smart” versions from Wikipedia, just simply and briefly:

Internet Marketing is the promotion of a product or service on the Internet and with the help of the Internet.

Why on and not off?

Everyone compares online and offline space. And they come to the conclusion that the Internet has become stronger in every sense.

Yes, yes, I am

And there's definitely some truth in that, but let's start by looking at what "stronger" means.

measurability

Remember that saying about half the money going down the drain? So, Internet marketing, unlike offline marketing, will be able to tell exactly where your money is going.

Because everything is very clear here. With the right setup and use of analytics, you can see a lot.

By the way. If you are interested in analytics, then Roistat will become your faithful assistant. And in addition to free 14 days, you will receive another 5,000 rubles. (by promo code “INSCALE”) as a gift..

For example, when a client who came to your site bought, where he is, what computer he uses and what kind of ad he was interested in (trust me, these are still very rough settings, usually they are deeper).

In offline marketing, you will never get this. All you can do is find out that the person came from the radio from the leaflet. And then, obtaining such knowledge will be more luck than a regularity.

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Purposefulness 1.0

Remember the most famous, after “Expensive”, objection - “I need to think!”. And people just go to the Internet to think. Especially if it's a little-known product.

That is, the mechanics are as follows: people saw offline advertising and went online to look for information about the product or service they saw. There they accept target solution about the purchase. In other words, offline creates demand, online satisfies it. That's it, and nothing else.

Everyone, I'm going to buy

Purposefulness 2.0

Not so long ago, we wanted to launch an advertisement on the radio for one of our clients. And all that they could provide me was audience research for this radio a year ago.

“Mostly, we are listening to men from 30 to 40 years of average income.” There is no such thing on the Internet. Such an ugly non-targeted approach.

Do you need clients who are located in the center of Moscow and access the Internet from Apple computers? This is easy to arrange.

Remember, I wrote a little higher about the settings? So, not rough settings - this is when you see that a person visiting your site is in Moscow and does it from an Apple computer, then the price of goods or services automatically rises by 10-15%.

Do you need travelers who fly abroad 2-3 times a year and at the same time hold senior positions in companies? This is also easy to arrange.

For example, on Facebook, when setting up targeted advertising, this is done by ticking 2 checkboxes. And that's it! Agree, offline cannot even dream of such a thing.

And you're right...

A wish

Do you want customers who will buy tomorrow and at the same time do not know your company at all? That's quite possible. That's how it works contextual advertising along with a single page website.

In short, this is the creation and placement of information that, first of all, is useful for the client, and only then sells. Our blog is an example.

Pros :

• The content that users are looking for and which is useful to them is not perceived as advertising, respectively, it practically does not cause irritation;
• It has a great effect on the issuance of your blog / site in the search results. Especially if the content is rare and unique;
• Increases your awareness and expertise. Especially if you create content in a highly specialized direction.

Minuses :

• 
  If approached professionally, then the work of a whole team is necessary (copywriters, editors, seo-specialists, etc.);
• It takes a lot of time from an idea to at least the first result.

SEO (search engine) website promotion

This is when the owners say: “But I drive in “buy wallpaper Moscow” and my site is in the first place.” This is what is usually meant. Read more about what it is and how it works in this article.

But again, I have prepared for you a brief excerpt of the pros and cons of this method.

Pros :

• Greatly increases traffic to the site;
• Once you need to bring to the TOP, then periodically support;
• Potential customers already come to the site who are looking for either a product or a solution to their problem, in connection with this, the conversion from potential buyers to real ones is very high.

Minuses :

• Long term for obtaining results;
• You need to have specific knowledge or hire professionals (which, by the way, you cannot control too carefully).

A question may arise. What is the difference between content marketing and SEO marketing? They are so similar. Yes and no.

Both tools work with information, but content marketing is a communication approach, and SEO marketing is a communication tool.

contextual advertising

• A very lively and interactive audience that, with attention and care, can become very loyal;
• If this is just group management, and not targeted advertising, then management can be done on your own. Accordingly, it is free, but not very effective.

• Social media spending pays off in global scale, it is difficult to recoup immediately;
• Social media is not suitable for all businesses. Of course, there are examples when factories maintain a Facebook page and successfully get clients from them, but in order to come to this, they have invested a lot of effort and a large amount of money;
• They require a lot of attention, as users in the social. networks are accustomed to much attention and they are not so easy to catch.

Display advertising

These are the most standard banners that are placed on a more or less decent site with .

Display advertising

Probably one of the oldest, most annoying and failing advertising tools on the Internet.

Pros :

• Good effect on memorability and recognition;
• Large audience coverage, thus there is an opportunity to get random buyers.

Minuses :

• Expensive;
• Low clickability.

teaser advertising

Pugacheva lost 30 kg! Putin married Kabaeva! $10 billion was found at the dacha of the Minister of Economy.

teaser advertising

In short, I just described to you what teaser advertising is, i.e. a provocative and catchy picture with a shocking headline that makes a potential client click and go to the site.

Pros :

• Scale coverage;
• Minimum settings.

Minuses :

• Perceived as advertising, and very aggressive;
• As a rule, traffic to the site is driven through a spacer (a blog that imitates useful information about the product), thereby significantly reducing the conversion.

Viral Marketing

One example about instead of a thousand words. Because it is better to see once than to read a thousand times.

And now, according to the classics of the genre, the pros and cons of this method. Read and enjoy.

Pros :

• Very high audience loyalty. People love to share content that makes them laugh or shock;
• Loyalty to a product or service is increased, so purchases will be made with increased confidence;
• Viral content is easily shared (sometimes even hosted for free).

Minuses :

• It's not easy to create a video that goes viral. Knowledge and skill are needed (especially if we are talking about a viral video for business now);
• In order to make a video viral, you need to “push” it, that is, financially invest in its placement;
  Short-term effect.

Email marketing

You leave your name on some page and email to get some useful material (in professional language, this is called a “magnet”). By tradition, to understand this, it is better to read the article.