» »

Marketing management resources. Marketing management

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar documents

    Organization of marketing activities at the enterprise. Analysis of the sales activities of LLC "Argo". Developing a marketing action plan. Measures to improve work with consumers. Functional features of the marketing service of the enterprise.

    term paper, added 12/13/2009

    The essence of marketing activities and its concepts. Organization and planning of marketing activities at the enterprise. Development of proposals to improve the efficiency of marketing management (on the example of the enterprise "VKD Media" LLC).

    thesis, added 12/06/2014

    The concept and essence of marketing activities. Study of planning, organization and control of marketing activities in the enterprise. general characteristics LLC "Supermarket Albion". Development of recommendations for improving work with consumers.

    thesis, added 07/08/2015

    Essence and strategic goals marketing activities. Analysis of the influence of marketing on the results of the enterprise, promotional activities for the promotion of goods. Concepts for managing marketing activities and improving its effectiveness.

    term paper, added 04/02/2011

    Organization of marketing activities in market conditions. State of the art and development prospects book market Republic of Kazakhstan. Analysis of the management of marketing activities at the enterprise, improvement of its sales and pricing policy.

    thesis, added 10/27/2015

    Organization of marketing activities at the company "Koti". Analysis of the sales activities of the company. SWOT analysis of the strengths and weaknesses enterprises. Assessment of the marketing planning process. Measures to improve work with consumers.

    term paper added 03/28/2012

    General information about the Transline enterprise. Organization and planning of marketing activities. Market policy, pricing and enterprise services. Organization of sales and distribution of goods. Recommendations for improving marketing activities.

    term paper, added 06/09/2010

There is an opinion that marketing management is the search for a number of consumers sufficient for a given level of production of a company. But is marketing management necessary for a company that already has a sufficient number of clients? Certainly. Indeed, at any moment the demand can change - become insufficient or excessive. In case of excessive demand, they are used. In other words, marketing management is impact on the level and character, on its distribution in time.

Demand management means consumer management... The demand for the company's products comes from two groups of consumers: new and regular customers... Theory and practice traditional marketing focused on attracting new customers and selling them our products and services. Today, the situation has changed. Modern marketing is aimed not only at attracting new customers, but also at maintaining good relationships with existing customers.

Marketing management- includes analysis, planning, implementation of events and control over the implementation of activities aimed at establishing, strengthening and maintaining profitable exchanges with target customers in order to achieve the required levels of sales, profit and market share.

The Enterprise Marketing Manager is executive, which deals with the creation and expansion of demand for the products or services of the firm, the problems of reducing demand.

The organization develops an idea of ​​the required level of demand for its goods and services. The Marketing Manager is involved in the implementation of the plans.

The marketing management process includes:
  • Market Opportunity Analysis
    • Individual consumer markets
    • Enterprise Markets
  • Selection of target markets
    • Determination of demand volumes
    • Market segmentation
    • Product positioning on the market
  • Marketing mix development
    • Product development
    • Determining the price of a product
    • Distribution Methods
    • Promotion of goods
  • Implementation of marketing activities
    • Planning and control of marketing activities

A market segment is made up of consumers who respond in the same way to the same set of marketing incentives.

Consumers who choose the most potent remedy, regardless of price, constitute one segment of the market. In another segment, there will be those who pay attention to the price. It is unlikely that all consumers will opt for one brand of pain reliever. Therefore, firms prudently focus their efforts on meeting the specific needs of one or more market segments. It is necessary to characterize all target market segments, describe them on the basis of their various inherent characteristics, in order to assess the attractiveness of each of them as a marketing opportunity.

Selection of target market segments. A firm may decide to enter one or more segments of a particular market. Suppose the pain reliever market can be subdivided into three parts according to the intensity of purchasing needs (quick, long-term, and gradual relief) and into three groups according to the age of consumers (young people, middle-aged people, elderly people). By comparing the intensity of needs and the age of consumers, nine market segments can be distinguished. The company has several ways to enter this market.

Concentration on a single segment. A company may decide to serve only one segment of the market by offering, for example, a long-term pain reliever to a middle-aged group.

Customer focus. A company can focus on meeting a single customer need. This could be the production of a long-term drug for all types of buyers. The company may decide to produce all the types of pain relievers needed for a particular consumer group. This is an orientation towards segments characterized by the same age.

Serving unrelated segments. The company may decide to serve several market segments that are loosely related to each other, because each offers an attractive opportunity for the firm.

Coverage of the entire market. A company may decide to manufacture a full line of pain relievers to serve all market segments.

When leaving on new market most firms start out by serving one segment and, if successful, gradually expand to others. The sequencing of market segments should be carefully thought out and planned. A good example planning to enter the market and seizing a dominant position in it is the activity of Japanese firms. They infiltrate a neglected market segment, make a name for themselves, and then expand their activities to other segments. Using this marketing golden key, they have captured a huge share of the global market for cars, video equipment, cameras, watches and other goods.

Large companies strive for full market coverage. An example is the corporation "General Motors", which produces cars "for any wallet, any purpose, any person." A company, as a rule, turns to different market segments with different offers, otherwise it risks being overtaken by other firms in certain segments.

Product positioning on the market. In the pain reliever market, suppose a firm decides to focus on "active elderly consumers." She needs to identify all similar products offered in a specific segment. At the same time, it is necessary to find out exactly what consumers in this segment want from pain relievers. It is necessary to clearly know how the existing brands differ from each other in their action, what are their prices. If you offer a pain reliever exactly the same as one on the market, there is no reason for consumers to buy it.

Any product is a set of properties perceived by the consumer. Branded aspirin is considered a fast-acting but “tough” stomach remedy, while Tylenol is considered a slower but milder remedy. One way to understand why consumers buy this product and not another is to compare their basic properties that determine their choice. The comparison results can be presented in the form of a product positioning scheme.

Even in the coordinates softness - the effectiveness of the action can be reflected, for example, on a five-point scale, the opinion of consumers. It is important to evaluate the position of brands according to their perception by consumers, and not according to their actual properties.

By comparing product positions and consumer preferences, discrepancies are revealed. If there is a mismatch, then consumers are willing to buy the pain reliever that, in their opinion, combines the mildness and effectiveness that are not inherent in the available drugs. It is necessary to offer them a drug with the desired combination of properties, and the company will be successful.

You can decide to use this opportunity. Two things are needed to be successful. First, the company must be able to deliver a product that buyers find soft and efficient. Second, it must be able to offer the product at a price the market is willing to pay for it. If both conditions are met, the company will be able to serve the interests of the market well and make a profit. She identifies an area of ​​unmet customer needs and tries to satisfy it.

If the company is not able to take advantage of the opportunity that has opened up, it can choose as the basis for positioning its product any of its properties, which, in the opinion of a large number of consumers, are important, desirable and insufficiently expressed in other drugs.

Market positioning- this is providing the product with a clearly different, desirable place on the market and in the minds of target consumers.

Marketing mix development

Having made a decision regarding the positioning of its product, the company proceeds to planning the details of the marketing mix. Marketing mix is ​​one of the basic concepts modern system marketing.

Marketing complex- a set of controllable marketing variables, the combination of which the firm uses in an effort to elicit the desired response from the target market.

The marketing mix includes everything that a firm can do to influence the demand for its product. The many opportunities can be grouped into four main groups: product, price, distribution and incentive methods.

Product is a set of “products and services” that a firm offers to a target market. For example, a new pain reliever could turn out to be a "commodity" in the form of 50 white pills in a white bottle with a cap that children cannot open, with a three-year shelf life, the brand name "Aveline" and a money-back guarantee in case of customer dissatisfaction.

Price- the amount of money that consumers must pay to receive the goods. The firm offers retail and Wholesale prices, preferential prices and discounts, sale on credit. The price charged by the firm must be consistent with the perceived value of the proposal, otherwise buyers will purchase competitors' products.

Distribution methods- all kinds of activities due to which the product becomes available to target consumers. For example, the firm selects wholesalers and retailers, convinces them to pay more attention to the product and take care of its good display, monitors the maintenance of its stocks and ensures efficient transportation and storage.

Incentive methods- all possible activities of the company in order to disseminate information about the merits of the product and convince consumers to buy it. The firm pays for advertising, hires sellers, promotes the product through special events, organizes its propaganda.

Organization of marketing activities

Marketing planning system. Any firm must look ahead to be clear about where it wants to go and how to get there. Business must not be left to chance. To model its own future, the company uses two systems at once: strategic planning and marketing planning.

Strategic planning based on the fact that any company has several areas of activity (for example, the production of perfumery and cosmetic products, the production of equipment for beauty parlors and the production of plasters), each of which can be represented by several products. However, not all spheres of activity and not all products are equally attractive. Some industries are growing, others have stabilized at the same level, and still others are declining. If all industries were in decline at the same time, the firm would be in serious trouble. To maintain its growth, the company must develop new promising production facilities and offer new products.

Marketing planning- This is the development of plans for each individual production or product of the company. This means that a strategic decision has already been made regarding all production facilities. Now for each of them you need to develop a detailed marketing plan. Let's say that a shampoo manufacturer has decided to continue offering its brand name shampoo to the market because the potential for sales growth is very high. In this case, the company develops a marketing plan that is designed to generate the desired growth.

The company is developing two plans - long-term and short-term. First, a long-term plan is prepared for three to five years or more. It outlines the characteristics of the main factors and forces that will influence the shampoo market over the coming period, defines the goals and main strategic techniques for winning the intended market share. Indicates the size of the projected profits and necessary costs... Every year (more often if necessary) this plan is reviewed and adjusted so that the firm always has current plan for the future.

Then a plan is developed for a year or for a shorter period, but the duration is not less than the operational period. This is usually a detailed version of a three-year plan for the first year of its implementation. The annual plan describes the current marketing situation, lists the existing threats and opportunities, goals and problems related to this product, outlines the marketing strategy for the year and an action program. They draw up budgets, that is, indicate the amount of estimated appropriations, determine the procedure for control. This plan becomes the basis for the coordination of all types of activities - production, marketing, financial.

Marketing service organization system. The firm must develop a marketing service structure that will allow marketing work to be carried out in full, including planning. If the firm is very small, all marketing responsibilities can be assigned to one person. He will be charged with marketing research, sales organization, advertising, and customer service. This person may be called the sales manager, marketing manager, or marketing director. A large firm usually employs several marketing professionals: salespeople, sales managers, marketing researchers, advertising specialists, as well as product managers, market segment managers, and customer service workers. All marketing functions are managed by the marketing department.

Marketing departments can be organized according to different principles. Each firm creates a marketing department in such a way that it best contributes to the achievement of its marketing goals.

Functional organization. The most common scheme is the functional organization of the marketing service. In this case, marketers are in charge of different functions of marketing activities. They report to the Marketing Director who coordinates their work. For example, a department might have five such people: marketing manager, advertising and sales promotion manager, sales manager, service manager marketing research and new product manager. In addition to them, there may also be a customer service manager, a marketing planning service manager and a product distribution service manager.

The main advantage of a functional organization is ease of management. But as the product range and markets of the firm grow, this scheme loses its effectiveness. It's getting harder to develop special plans for each individual market or product, as well as coordinate the marketing activities of the company as a whole.

Geographic organization. In companies that sell throughout the country, the subordination of sellers is often organized geographically. The firm's marketing department includes a national sales manager. He manages the regional sales managers who report to the local sales agents... With a geographic organization, salespeople live within the territories they serve, know their customers better, and perform more efficiently.

Organization for commodity production. Firms with a wide product range and a variety of brands of goods use an organization for commodity or brand-name production. It does not replace the functional organization, but is another level of management. All commodity production is managed by a product nomenclature manager, to whom several product group managers are subordinate, who, in turn, are subject to product managers responsible for the production and sale of a specific product. Each product manager develops its own production plans, monitors their implementation, monitors the results and, if necessary, revises these plans.

The organization for commodity production justifies itself in cases where the products manufactured by the company differ significantly from each other, or when there are so many varieties of these products that it is no longer possible to manage all this nomenclature with a functional organization of marketing.

The organization on the principle of commodity production was first applied in 1927 by Procter & Gamble. Her new soap, Cameo, was not doing well in the market, and one of the young executives, Neil H. McElroy, who later became president of the company, was tasked with focusing solely on refining the product and promoting sales. The work was crowned with success, and soon other product managers were added to the company.

A commodity production organization has a number of advantages. First, the product manager coordinates all marketing activities for that product. Secondly, he can react faster than other specialists to problems arising in the market. Thirdly, the attention is not ignored and the smaller, secondary brands of goods, since the production of each of them can be managed by a separate manager. Fourth, product management is a great school for young leaders. In this job, they are involved in almost all areas of the firm's operational activities.

However, these benefits come with costs. The control system for commodity production generates conflict, as commodity managers often do not have sufficient rights to effectively perform their duties. As product experts, product managers rarely become specialists in functional areas. The control system for commodity production is often costly due to the cost of wages of workers. But experience shows that in critical situations this is the most effective method.

Market based organization. Many firms sell goods in different markets. For example, JSC Kuznetsk Iron and Steel Works»Sells steel to both railway organizations and industrial enterprises building materials, and many others. The use of a market-based organization is desirable in cases where purchasing habits or product preferences are different in different markets.

The organization on the basis of the market principle is similar to the system of organization on the basis of commodity production. The Marketing Manager in the Marketing Department oversees the activities of several individual market managers. The Market Manager is responsible for the development of long-term and annual plans for sales and other functional activities. The main advantage of this system lies in the fact that the firm builds its work in relation to the needs of consumers who make up specific market segments. Many firms have reorganized their structure along this principle.

Organization on a commodity market principle. Firms that sell many different products in many different markets can use either a product organization system that requires product managers to know very different markets, or a market organization system where market managers are required to be familiar with the most different goods purchased in their markets. A third option is also possible: both product managers and market managers work at the firm at the same time. Such an organization is called matrix.

However, such a system of organization is expensive and raises many questions. Here are two examples.

  1. What should be the organization of a sales force? Should there be separate states of sellers, for example, for the sale of rayon, nylon and other fibers? Or the firm should group its sellers by markets for menswear, womenswear, and childrenswear. Or maybe you shouldn't specialize your sales staff?
  2. Who should set the price for a specific product in a specific market? In the above example, should the nylon production manager have the final say when setting prices for nylon in all markets? What happens if the market manager men's clothing feel like nylon won't be successful in this market without price concessions?

Most managers believe that the introduction of separate positions of product and market managers is justified only for essential commodities and the firm's markets. Some are not at all embarrassed by conflicts or costs, they believe that the merits of the matrix organization outweigh them. Especially if you add it developed system self-government.

Marketing control system. There are likely to be surprises in the implementation of your marketing plans. The firm needs to monitor its activities to be sure that its marketing goals are being met.

Three types of marketing control can be distinguished: control over the implementation of annual plans, control over profitability and control over the implementation of strategic objectives. The task of monitoring the implementation of annual plans is to make sure that the company reaches all the indicators laid down in the annual plan. Profitability control consists in periodic analysis of the actual profitability for various products, consumer groups, distribution channels and order volumes. In addition, the firm may undertake marketing research to figure out how to improve the effectiveness of various marketing activities. Monitoring the implementation of strategic objectives involves a periodic "retreat" necessary for a critical assessment general approach firms to the market.

Marketing management is the most important functional part of the overall enterprise management system, which is aimed at achieving consistency of the internal capabilities of the enterprise with the requirements external environment to ensure profit.

The internal capabilities of an enterprise represent its material and intellectual potential.

The external environment represents the actions of competitors, as well as state-regulated economic, social, political and other conditions for the development of the market and consumer demand.

Marketing management is considered in three directions:

Marketing management

1. Marketing management (enterprise management). This direction involves the management of the organization's activities, which meets the requirements of the market.

The transition to marketing management of an organization is a qualitatively new state, when in its activities it not only relies on its internal capabilities, but also takes into account external conditions.

Any organization must be able to identify emerging market opportunities and cannot forever rely only on its current products and markets. An organization's capabilities and their implementation largely depend on how it uses its competitive advantages.

Marketing management aims to address the following issues:

  • what to produce (quantity and quality of goods);
  • at what costs (resources);
  • how to produce (by what technology);
  • who should produce (performers);
  • when to produce (timing);
  • where to produce (place);
  • to whom to sell (consumers);
  • how to sell (assortment, packaging, price, sale, advertising, etc.).

The organization should be engaged in searching for new opportunities systematically, carefully monitoring changes in the market, attending specialized exhibitions, studying competitors' products, etc. Particular attention should be paid to improving the technical and consumer parameters of products. Prices should take into account not only own production costs, but also the price level of competitors, the state of demand for goods and others.

The mechanism of marketing management of an organization provides for the development of its communication links with the market (direct and reverse). The organization not only sends goods to the market and receives money back, but also sends to the market and receives back marketing information, which forms the basis for the adoption of many management decisions at the enterprise: production, financial, sales, administrative, etc.

Marketing function management

This direction is one of the most important functions of the organization in the conditions market activities, which is closely related to the production and marketing, procurement, financial, administrative and other functions of the enterprise.

Management of the marketing function is carried out on the basis of interaction: marketing information systems (MIS), organizational, planning and control mechanisms that ensure the relationship of the enterprise with the market.

Marketing information system(MIS) consists of internal reporting information, enterprise; external information published in the press; information analysis systems; research information generated on the basis of marketing research by the organization itself or a specialized external organization.

The organizational mechanism of marketing involves the ordering of tasks, powers and responsibilities of marketing services in the implementation of the strategic goals of the enterprise.

Marketing planning is carried out by developing a set of promising (strategic) and current plans: at the level of the organization (association, corporation); at the level of the business line of the organization; at the level individual item, market or distribution channel.

Marketing control is carried out by periodically checking the marketing activities of the organization either on its own or by the forces of involved specialized firms (marketing audit).

Effective management of the marketing function involves aligning all of the organization's resources with the requirements and opportunities of the market for profit. The organization shall produce such products that can be commercially sold. Therefore, the challenge for marketing is to identify, quantify and realize the organization's potential in the marketplace. This can be done only in cooperation with all of its functional divisions based on the development of strategic and operational plans for market activities. At the same time, marketing remains a coordinating role.

Demand management.

The essence of this area of ​​marketing management is to create and meet demand potential buyers... Marketing management means making the market, making demand.

Essentially, marketing management is demand management. It is aimed at solving the problem of influencing the level, time frame and structure of demand in such a way that the organization achieves its goal.

The demand management mechanism is based on the use of a set of certain means and instruments. These means include: product, selling price, position, promotion.

A product (commodity) is the most important marketing tool. The organization must clearly understand what product is needed by consumers, what are their requirements, how the utility of the product for the consumer can be increased, how to highlight own product among other goods, etc.

The selling price is the selling price set by the organization, which will cover all costs and make a profit. But the price cannot differ significantly from the prices of competitors for similar goods. It is important to take into account the state of demand for the product.

Position is the place and conditions for the sale of a product. For a product to become useful to a consumer, it must be in that place and exactly when the consumer needs it. Various channels are used to deliver goods to the market, various intermediaries are involved, conditions are created for a quick meeting of the goods with the consumer (buyer).

Promotion is one of the key marketing tools that allows you to actively influence consumers. Promotion (or sales promotion) makes extensive use of advertising, stimulation, formation positive image etc.

A certain combination of marketing tools aimed at achieving the set goals for demand management is called marketing-mix, which includes: product mix; contractual mix; communicative mix; distribution mix.

The marketing mix, being a comprehensive program of measures to promote goods from the seller to the consumer, acts as a tool for the optimal allocation of resources in the marketing and management planning system. At the same time, the demand and supply of goods on the market are constantly coordinated with the help of marketing research and monitoring the compliance of actual indicators entrepreneurial activity planned installations.

When developing a marketing mix, the following principles should be considered:

  • sequence, that is, the coordination of each variable with other variables. For example, high-quality advertising, high-quality service and high-quality packaging of goods correspond to high quality of goods;
  • balanced approach, i.e. research and consideration of market sensitivity to changes in market conditions. For example, if the market is sensitive to the quality of the product, then in advertising it is advisable to give a detailed description of the quality advantages of the product;
  • accounting for changes in the structure of the organization's expenses. This principle requires adherence to budgetary discipline and complexity in planning the structure of the marketing mix.

Responsibility for the formation of an effective marketing mix (marketing efforts) as a demand management mechanism rests with a specific product manager. He uses it when working in a target market with a specific product, group of products, product line.

Marketing management in an enterprise is the planning and organization of marketing activities to achieve the goals and objectives of the company.

In this article we will talk about the role marketing plays in the life of an enterprise, how the marketing management process is structured and what all this is for.

Why marketing is needed and what is its role in managing an organization

Why is it so important to any enterprise? Many people associate marketing with advertising. But in fact, this concept is much broader.

In short, marketing is the organization of production and sales of products based on the study of market needs. Therefore, marketing includes a whole range of activities:

  • Planning
  • Organization
  • Pricing
  • Product development
  • Promotion
  • Sales to customers

Marketing allows you to understand what the market needs. And then - how to give the market the right product, while maintaining the company's competitiveness and making a good profit.

Determining what goods the company will produce, to whom and how to sell, what price to set - all these are marketing tasks. Plus analytical work to identify and improve strong areas. Based on marketing data, decisions are also made to close unprofitable and unclaimed product lines.

Marketing solves the key tasks that determine the vector of enterprise development.

What is Marketing Management

Marketing management is a complex of all marketing activities (analysis, planning, organization and control). Two main goals:

  • Establish and maintain contacts with consumers
  • Implement the achievement of the company's objectives

The main task of marketing management is to ensure profitability of production and bring profit to the company. To achieve a strong position in the market among competitors.

How do you manage your marketing? Kotler Management Concepts


Philip Kotler
Philip Kotler identifies 5 main concepts based on which commercial enterprises conduct their marketing activities.

1. Manufacturing improvement concept. According to this concept, consumers will be more likely to buy widely available and affordable products. Therefore, all efforts of the enterprise should be focused on improving the efficiency of production and distribution systems. The cheaper the product, the more demand.

2. Product improvement concept. Consumers will be better off buying products that offer the most high quality, properties and characteristics. With this concept, all efforts should be directed towards the continuous improvement of products. A flawless product is in high demand.
The concept of intensifying commercial efforts. For consumers to buy, you need to make efforts in the field of sales and sales promotion. Strong advertising campaigns- more sales.

3. The concept of intensifying commercial efforts. For consumers to buy, you need to make efforts in the field of sales and sales promotion. Strong advertising campaigns - more sales.

4. Marketing concept. To achieve the goals of the enterprise, it is necessary to determine the needs and requirements of the market ( potential consumers). And meet these needs effective ways... More effective than those used by competitors. Give the consumer what he needs.

5. Social and ethical marketing concept. Based on a new production philosophy. main idea concepts - to take care of the safety environment... Therefore, the main tasks of the company are to make a profit, satisfy the interests of consumers and satisfy the interests of the whole society. Give the consumer what he needs + improve the well-being of society.

All these concepts are a kind of evolution of approaches to marketing activities. In modern marketing, you definitely need to rely on the last two concepts. That is, to produce only those goods that the market needs. This means that they will definitely be sold. And it is desirable that production brings as little harm to the environment as possible.

The “stamp the goods and then sell them somehow” approach does not work now. Works - taking care of consumers and their needs.

Marketing Management Process: 4 Steps

In order to survive in the competition, an enterprise must offer consumers a valuable product. The following chain works: valuable goods → consumers willingly buy → the company makes a profit.

Marketing management is needed in order to:

  • Determine what the market needs
  • Give the market the right product and make a profit

The marketing management process consists of four stages:

1. Analysis of market opportunities.
2. Selection of target markets.
3. Development of a marketing mix.
4. Implementation of the marketing concept.

Now let's take a closer look at what each stage is for and what it consists of.

1. Analysis of market opportunities

At this stage, the company must study the markets and understand how they are suitable for the implementation of its plans. It also includes analyzing new markets and discussing marketing opportunities.

Marketing opportunity- an attractive direction in which the company can get competitive advantage... Perfectly aligned with the goals and resources of the company.

2. Selection of target markets

Examining current demand conditions and forecasting future performance. If the indicators and forecast of demand in specific markets suit the company, these markets are selected as target ones. A company can target one or more markets.

At this stage, special attention is also paid to which the company plans to bring to the market:

  • What properties should the product have
  • Which of the properties are priority for consumers
  • Is there a demand for specific combinations of properties
  • To create fundamentally new product or produce a product similar to existing solutions on the market

3. Development of a marketing mix

A marketing mix is ​​all the ways a company can manage demand for a product. The basic marketing mix model is represented by the 4P formula: Product, Price, Promotion and Place.


Product(product) - what and how the company offers to consumers. In what form will the product be sold, in what packaging, etc.

Price(price) - setting a price that consumers will be willing to pay for a product. It is important that the price matches the value of the product to consumers. If the price turns out to be too high, consumers will go to competitors.

Promotion(promotion), or methods of stimulating demand. Determining the ways in which the company will inform consumers about the benefits of the product. What advertising channels should be used, what advertising campaigns should be based on, what advantages of the product to focus on.

Place(distribution) or sales. Definition best options distribution of goods. Selection of wholesale and retailers, solving issues of logistics and storage of goods.

4. Implementation of the marketing concept

The key points of this stage are the creation of a planning and control system. A planning system is required for:

  • Analysis of the company
  • Search for strong products and development of their production
  • Reducing or closing production of weak goods that do not bring enough profit

On the basis of analytical information, a marketing strategy is developed, which is aimed at achieving the company's goals and methods of control over its implementation are determined.

Do you want to learn how to build marketing management processes? In the course we talk about the basics of classic marketing and modern marketing concepts... 25 modules of concentrated information from internet marketing practitioners. After the course, you will become a sought-after specialist or will be able to perfectly manage marketing in your own company.

Conclusion

Marketing management in any company is an important process that solves the key tasks:

1. Market analysis. Demand, consumer segmentation, all about the needs of the market.
2. Direction of work. What to produce to keep customers happy and the company to make a profit.
3. Competitiveness. How to get ahead of the competition by developing new products or focusing on a different market segment.
4. Efficiency of production and business processes. How to organize the company's activities in order to successfully complete all marketing tasks.
5. Allocation of resources. Strong directions - to strengthen, weak - to cut off.