Price policy. Pricing policy in marketing Implementation of marketing policy

3.1. Price policy and those role in the marketing activities of the enterprise

3.2. Enterprise pricing methods

Learning objectives:

o define the essence of pricing policy and its role in the marketing activities of the enterprise;

o reveal the main aspects of the formation of the marketing pricing policy of the enterprise;

o characterize methods of setting prices in the enterprise.

Pricing policy and its role in the marketing activities of the enterprise

From a marketing point of view the price of the product- This is an assessment of its use value from the position of the one who produces or exchanges the goods. This definition reflects three essential circumstances:

The price is consistent with the consumer value of the product;

The price is consistent with the perceptions and estimates of who produces or exchanges (sells) the product, and not with the estimates of the consumer;

Prices depend on the proximity to the end consumer of those who offer the product.

Pricing policy emphasizes the cumulative combination of marketing variables offered to consumers, therefore, pricing decisions must be made in conjunction with product, distribution, distribution, and promotion plans. Price is the only element of the marketing mix that generates income; its other components increase the costs of the enterprise.

Pricing policy and strategy, being independent areas of the enterprise, are simultaneously closely related to other elements and areas of marketing activities:

The goals of the pricing policy arise from the goals of the marketing activities of the enterprise and serve as one of the tools to ensure their achievement;

Pricing policy is closely related to marketing research (based on research results, goals, strategies, objectives, principles, methods of setting prices are determined)

Pricing is related to market segmentation;

Pricing is a means of implementing a marketing program, provides a flexible response to changes in market conditions;

Pricing policy and strategy are associated with the product policy of the enterprise, since the level of prices for goods that differentiate, and price dynamics depend on the type of goods, the degree of differentiation of products by the level of novelty.

Financiers usually start with costs and add in the desired profit to arrive at the selling price. Marketers start with prices for end consumers and then move in the opposite direction to determine prices for participants in the distribution channels and acceptable production costs.

Across price competition sellers influence demand through price changes (Figure 3.1). An enterprise based on price competition must lower prices to increase sales. In price competition, sellers move along the demand curve, raising or lowering their price.

Rice. 3.1. Price competition

Minimizes price as a factor in consumer demand by displaying goods or services through promotion, packaging, delivery, service, availability and other marketing factors. Through non-price competition, the company shifts consumer demand to the right (Fig. 3.2), successfully distinguishing its products (services) among the competitors. This allows the company to: increase demand at a constant price; increase the price while maintaining the level of the priests ^

Rice. 3.2. Non-price competition

Targeted pricing policy in marketing consists in the need to set such prices for your goods and so change them depending on the situation on the market in order to take possession of a certain market share, get the intended amount of profit, etc.

The most typical tasks, the successful solution of which directly depends on the implementation of a well-thought-out pricing policy, are:

o exit to new market - in order to attract the attention of buyers to the company's products and gradually gain a foothold in the new market, it is advisable to set lower prices in comparison with the prices of competitors or with their own prices at which the goods are sold in already developed markets; further, as it conquers a certain market share and forms a stable clientele, the prices for the goods of the enterprise are gradually increased to the level of prices of other suppliers;

o withdrawing a new product- exit from a pioneer product in a completely new way or with a high degree of efficiency meets the needs of buyers, provides the company with a monopoly position in the market for some time; suppliers pursue a pricing policy of "skimming": the company sets the highest price that ensures a profit rate that is many times higher than the average for the industry;

o position defense- each enterprise seeks, at least, to maintain the market share that it possesses; the main factors that are taken into account when protecting a position in the competition: quality indicators of goods, delivery times, terms of payment, volume and terms of guarantees, volume and quality of service, advertising, work with the public, other measures of the demand generation and sales promotion system;

o sequential passage through market segments- the product is offered first to those market segments in which buyers are willing to pay a high price; after receiving inflated ("premium") prices at the first stage of sales, the company consistently switches to the supply of goods at lower prices for such market segments that are characterized by a greater elasticity of demand;

o reimbursement of expenses:

a) fast reimbursement of costs- relatively low price of goods (policy of "affordable prices") is determined by the desire of the company to quickly reimburse the costs associated with its creation, production and marketing;

b) satisfactory cost recovery- a policy of "target" prices is used, that is, those that, within one to two years, with optimal utilization of production capacities (usually 80%), provide cost recovery and an estimated return on invested capital (mainly 15-20%);

o stimulating complex sales- the price policy of the "unprofitable leader" is used: setting relatively low price for the main product, the seller stimulates the sale of components and complementary goods to obtain the planned amount of profit.

As a component of the marketing complex, the pricing policy is developed taking into account: the goals of the enterprise; external and internal factors affecting pricing; the nature of demand (in particular, the degree of price elasticity of demand); costs of production, distribution and sale of goods; the estimated value of the product, and the real one; competitors' policies, etc.

Principles applied in the development of pricing policy:

o attention should be paid primarily to those markets and segments that are strategically important for the enterprise; the pricing policy must be oriented towards achieving the main economic goal of the enterprise - making a profit;

o any price cannot be constant, since it is optimal only for certain conditions and a certain period of time; when conditions change, the price must change;

o the optimal price is the one that provides the consumer with confidence in the profitability of the purchase of the goods;

o anything above the zero price is profitable. Factors Determining the Increasing Value of Price

Decreased purchasing power of consumers - they have become more price sensitive;

Foreign competition - the flow of cheap foreign goods is forcing price reductions in many areas;

Differentiation of a significant number of markets into segments requiring different price levels;

Government deregulation - leads to intense price competition.

The most common pricing mistakes are:

o focus on cost accounting;

o lack of price flexibility;

o the price is set without taking into account the elements of the marketing mix;

o the price does not fully take into account the peculiarities of various types of products, market segments and conditions of purchase.

Unethical aspects of marketing pricing:

o prices are misleading - there are two types:

a) price bait with switching - in communication, they attract the consumer with a low price, but when buying, the price turns out to be higher;

b) discounts from overpriced;

o price discrimination - the offer by an enterprise of the same goods for different prices different groups of consumers;

o predatory pricing - a sharp decline in prices in order to oust competitors from the market;

o fixing prices:

a) horizontal - between sellers of the same level;

b) vertical - fixing the price in the distribution channel by a strong participant in this channel.

The essence of pricing policy is to create and maintain in dynamics the optimal structure of prices for goods and markets.

The formation of pricing policy is based on the pricing model (Fig. 3.3).

First stage. There are three the main goals of pricing, from which the company can choose:

- Sales oriented- the company is interested in increasing sales or maximizing its market share; to increase the volume of sales, a penetration pricing strategy is used, associated with a low price, which is designed to capture the mass market;

- Profit oriented- the company is interested in maximizing profits, obtaining a satisfactory income from optimizing investments or ensuring quick cash flow; prestigious (high) prices are used, which are intended to attract a market segment, is more concerned with the quality of the product, its uniqueness or status than the price;

- State-of-the-art- the company seeks to avoid unfavorable government decisions in the field of pricing, minimize the result of competitors' actions, maintain good relations with participants in sales channels, reduce supplier requests or stabilize prices; the pricing strategy is designed in such a way as to avoid a downturn in sales and to minimize the influence of market factors.

Rice. 3.3. Price setting model

Second phase - identification of factors affecting prices. Allocate:

a) external factors, influencing the decision on prices:

Consumers - as a rule, the lower the price, the higher the demand; however, not all consumers react to prices the same, which is one of the criteria for market segmentation;

Government - government measures related to pricing: fixing prices, setting minimum prices for certain goods and services, all sorts of restrictions on their change, and the like; the government can influence within the limits of anti-dumping and antitrust laws, establish fines or other types of penalties for fixing prices, for cheating in price advertising, etc.;

Participants of distribution channels - wholesale and retail trade tend to emphasize their importance and insist on increasing trade and wholesale sales discounts;

Competitors - at high degree price competition regulates the market; price wars drive weak enterprises out of the market; if competition is limited, then the degree of control of the enterprise over prices increases and the influence of the market decreases;

b) internal factors: costs, but not all of their components can be controlled by the enterprise (raw material prices, transportation costs, advertising costs).

A multi-step approach to pricing provides six consecutive steps, each of which imposes restrictions on the following (Fig. 3.4).

Rice. 3.4. Steps in a multi-step pricing approach

The third stage is development of pricing strategies.

Pricing strategy- the most acceptable for specific conditions approach to the formation of strategic prices, ensuring the efficiency of production and sale of goods with minimal risk.

The pricing strategy can be based on:

- On expenses- specialists determine the price based on the costs of production, maintenance, overhead costs and give the desired amount of profit, that is, they determine the marginal price - the minimum necessary to make a profit; demand is not studied at the same time; this strategy is used by enterprises, the purpose of which is to make a profit, income from investments;

- On demand- marketers determine the price after studying consumer demand and set a price that is acceptable for the target market, that is, they determine the “ceiling” of the price that consumers will pay for a product, demand for which is price elastic; This strategy is used by businesses that believe that price is a key factor in consumer decision-making;

- On competition- prices may be lower than market prices, at the market level, higher than market prices, depending on the image of the product, discrepancies with an analogue product, the service provided, and customer loyalty; this strategy is used by enterprises, they face competitors who sell similar products.

Developing a pricing strategy is not a one-time step. it must be revised in cases where: a new product is created; the product goes through various stages of the life cycle; the competitive environment is changing; competitors change prices for their analogue products; increase or decrease in production costs and distribution costs; significant changes are taking place in the macroenvironment.

It is necessary to distinguish between pricing strategies and specifics for new improved and modernized goods and those that are traditionally produced and sold (Table 3.1).

Fourth stage - determination of the final price.

The implementation of the pricing strategy includes a significant number of diverse and interconnected solutions:

- Setting standard prices- a participant in a distribution channel determines prices for goods or services, taking into account their possible preservation in an unchanged form for a long time;

- Variable pricing- the company deliberately changes prices in order to respond to changes in the costs or demand of consumers; different prices may be offered for different market segments;

- System of uniform prices- the company sets the same price for all consumers who would like to purchase a product or service.

Different approaches are used to calculate the initial price:

1) geographically:

The method of establishing FOB (free-carriage) at the place of origin of the goods;

Flat pricing method (including shipping costs)

Method of setting zonal prices;

The method of setting prices in relation to the basis point;

A pricing method that assumes delivery costs;

2) setting prices with discounts and offsets;

3) setting prices to promote sales:“losing leader” strategy, prices for special occasions, cash discounts;

4) discriminatory pricing- different prices for different customers, for different products, in different places, at different times;

5a) setting prices for new goods:"skimming the cream", "lasting implementation";

56) when entering the market with an imitation product, one of nine options for its quality-price positioning is selected (Figure 3.5):

Table 3.1

Type of goods	Types of price strategies
1. New products	1.1. High price or skimming strategy	The highest price level is set at the stage of introducing a new product to the market with the expectation of a buyer who agrees to pay this price, and with an increase in production, sales in order to attract new buyers - a gradual price reduction
	1.2. Low price (breakout) strategy	A lower price is set than for the to-vari-analogs of competitors in order to gain a leading position in the market in conditions of intense competition, and as the market takes root, the price of the product gradually rises to a normal level.
	1.3. Price targeting strategy of a market or industry leader (imitation of a leader)	The price is set based on the price of an analogue product of a price leader
	1.4. The strategy of recovering production costs, sales and ensuring an average rate of return in the market	The price is set based on the costs of production, sales and ensuring the average rate of return in the market
	1.5. Best Price Strategy	Used for prestigious products, products of extremely high quality, products with unique properties, well-known enterprises
	1.6. Psychological cost strategy	Takes into account the psychology of price perception by a potential buyer; the price is set below a certain round value and gives the impression of a significantly lower price
2. Improved, upgrades, no products	2.1. Variable (falling) price strategy	The price is set depending on the ratio of supply and demand and constantly decreases as the market becomes saturated.
	2.2. Price strategy for a specific consumer market segment	Different prices are set for almost the same goods and services (differ in design, some characteristics), sold to different groups of consumers

the main kinds price strategies depending

from the novelty of the goods sold

Ending tab. 3.1

Type of goods	Types of price strategies
	2.3. The strategy of maintaining the price level while increasing the consumer properties of the goods	Installed in order to protect the company's position in the market
	2.4. Linked pricing strategy	A relatively low price is established for basic goods during a time of high prices for related goods
3. Goods that are traditionally produced and sold	3.1. Flexible pricing strategy	Reacts quickly to changes in the ratio of supply and demand for a product on the market
	3.2. Dominant price strategy	Provides some reduction in the price of its products by an enterprise that occupies a dominant position in the market in order to protect it from competitors
	3.3. Price strategy, set lower than most businesses	It is used when there are complementary products on the market: the main products are sold at regular prices in a set with products that complement, the prices of which are reduced
	3.4. Bargain Pricing Strategy	It is installed on specially selected types of products, groups of goods and guarantees discounts compared to the regular price the same, provided that the buyer fulfills certain conditions when buying (according to the number of purchased goods), creates the illusion of significant benefits
	3.5. Long-term price strategy	Provides for the establishment of a price for goods of mass demand, which did not change
	3.6. Price strategy for goods that are excluded from production	Focuses on the circle of consumers in need of these particular goods; they agree to pay a high price for such goods, parts (collectors)
	3.7. Affordable price strategy	It is used to quickly recover the costs associated with the production, sale of those goods, the commercial success of which the company is not sure

Rice. 3.5. Marketing strategy options according to price metrics

5) within the product range- set price benchmarks for a number of products (Table 3.2);

Table 3.2

Pricing STRATEGIES WITHIN THE PRODUCT Nomenclature

Strategy	Description
Setting prices within the product range	Establishing price intervals between products included in the assortment group
Setting prices for additional goods that complement	Setting prices for items, supplements or accessories that are sold with the main item
Setting prices for compulsory accessories	Pricing for things to be used together with the main product
Setting prices for by-products of production	Setting prices for low-value by-products of production in order to get rid of them
Setting prices for commodity sets	Setting prices for bundles of goods that are sold together as a whole

6) proactive price change: proactive price reduction; proactive increase in prices.

The fifth stage - price level adjustment.

The price set by the company is the list price, that is, the "official" price, which is subject to discounts. The list price sometimes coincides with the final sales price, but in most cases the business will adjust it in some way.

Often use five types of price adjustments:

- Discounts- it is a reduction in the list price offered by the seller if the actions of the buyers help to reduce his costs; types of discounts: discount for the quantity of purchased goods (progressive)- may be non-accumulative and cumulative; special discount(for a buyer who is of particular interest to the seller) hidden (providing free samples) seasonal (price incentive for buying goods outside the sales season); functional(for resellers for the performance of marketing functions necessary for the sale of goods to the end consumer) bonus(per increase trade turnover wholesaler or retailer) early payment discount(designed to stimulate quick payment for goods by buyers), etc.;

- Return- These are payments to buyers from sellers in exchange for goods or certain actions; a common type is trade offset, that is, a price reduction when a used product is provided in partial payment for a new product;

- Price incentives- short-term discounts offered by enterprises in order to induce consumers to buy a product, they are effective in response to price reductions by competitors or in an attempt to induce users of competing brands to try a product;

- Geographic fixes- Businesses are adjusting prices to account for differences in transport costs due to the location of the seller or buyer;

- Unrounded prices- the company adjusts the list price so that it ends with an odd digit following an even number.

Sixth stage - evaluation and control of prices.

Controlling prices involves figuring out the need to change them and adjusting pricing strategies in response to the behavior of buyers, competitors and trade. At the same time, managers should be interested in two main questions: first, to what extent are the goals for profit and sales being achieved; second, to what extent price levels and strategies correspond to other elements of the marketing mix, i.e. strategies with product, promotion and distribution.

Price is the only element of the marketing mix that provides the company with real income. In the market, price is not an independent variable. The price level depends on the implementation of other elements of the marketing mix, as well as on the level of competition and the state of consumer demand.

The main goal of pricing in marketing- to maximize profit for a given volume of sales per unit of time. When developing a pricing policy, each company independently determines for itself the tasks to be solved, which can be diametrically opposite, for example:

• maximizing revenue when revenue is more important than profit. For example, for seasonal goods or goods with a limited shelf life;
• maximizing prices when product image is more important than sales volumes. For example, to artificially restrict demand due to the impossibility of satisfying it (demarketing);
• maximizing sales when market retention is more important than profit. For example, to keep or conquer the market;
• increased competitiveness when the volume of sales is determined by price. For example, when selling goods with a high elasticity of demand;
• ensuring the target profitability when maintaining profitability comes first. For example, in the production and sale of consumer goods.

Thus, the main feature of the pricing policy in marketing is its focus on making a profit. It's always a double-edged sword. Profits can be obtained by either overpricing to increase profits (which is fraught with loss of customers), or underpricing to attract buyers (which is fraught with loss of profitability). The marketing challenge is to choose the best pricing option.

1. Price categories and types of prices

There are usually three price categories on the market: high, medium and low. They determine the specifics of the pricing policy and the pricing strategies for product positioning used in the market.

• Highest price category implies a high price and relatively high profit per unit. At the same time, it is also a big cost for promoting the product and positioning it as the best on the market. And maintaining quality at a competitive level requires significant costs. Example: Selling Coca-Cola soda with nationwide advertisements, giving out refrigerators to retailers, etc.
• Average price category implies average price, average product quality and average profit. Sellers of goods in this category do not pretend to be the price leaders of the market and focus on mass buyers. Example: carbonated water of any major domestic manufacturer.
• Lowest price category implies a low price, low quality and lack of funds for product promotion. The price itself in the lowest price category acts as an incentive for buyers to make a purchase. Example: carbonated water, semi-clandestinely produced by private entrepreneurs in Russia from German concentrate and tap water.

The specificity is that the interests of trade coincide with the interests of the manufacturer in the highest price category, are independent of them in the middle category and directly contradict them in the lower price category. The same bottle of cheap carbonated water takes up as much space on the window as a bottle of Coca-Cola, and gives several times less profit.

• the base price is the price the seller is targeting. It is made up of total costs and the minimum allowable profit. Below this price, the seller will not sell their item. Otherwise, it will lose its competitiveness in the market;
• fair price- this is the price that the buyer is guided by; it is a stereotype in his mind. Fair price, despite its subjectivity, has a decisive influence on the behavior of buyers. Above this price, they will pay only if there are unique characteristics that distinguish the product from its counterparts on the market.

The main function of pricing policy is to ensure the maximum difference between a fair price in the minds of consumers and the base price of the seller. The larger the difference, the greater the total profit from either price reductions and higher sales, or higher unit prices and profits. This is a daunting task as any pricing decision must be planned and prepared.

In marketing, the cost price determines only the lower limit of the price of a product, below which the seller is not ready to sell his product. The upper bound of the price of a good is determined by the willingness of buyers to pay a higher price for it.

Marketing isn't just about selling a product for the highest price possible. It is much more important to justify the inflated price and position the product in the market in such a way that consumers take this price for granted. In the market, it is not the price that the seller wants to receive for his product that matters, but the price that the buyer is willing to pay for this product. Therefore, pricing policy is the most effective instrument of competition. It is much easier to change the price than to change the production technology of a product, master new distribution channels or change the perception of consumers.

Price competition implies two main directions of competitive behavior in the market.

• Overpriced use to position the product as an elite and high-quality product. The buyer, not having in-depth knowledge of the product, often focuses on the price as the most affordable indicator of quality.
• Using a discount price to prevent new competitors from entering the market and ousting old ones from it. In marketing, this is called "setting a high barrier to entry into the market" and "dumping."

2. The structure of pricing policy

Pricing policy in marketing, like product policy, consists of two interrelated components - pricing policy and price management policy.

Pricing policy consists in setting the maximum price for the product, as well as its positioning within the selected price category (according to the price level). Pricing is carried out taking into account the range and quality of goods, their usefulness, significance, consumer demand, competitors' activities, as well as prices for analogue and substitute goods. The concepts of usefulness and value came from a common economic theory... They reflect the ratio of objective and subjective in the perception of goods by consumers. For example, milk is more useful, but how many beer lovers do we have ...

Pricing policy is most relevant for promoting new or updated products (that is, perceived by consumers as new), as well as for promoting old products in new markets. After the product is brought to the market and its positioning in the perception of consumers, the importance of pricing policy is sharply reduced. The first place is taken by the policy of price management.

Price management policy consists in maintaining actual prices and regulating notional prices based on the characteristics of consumer demand and competition in the market. Notional prices are understood as prices (fair, marginal), which the consumer is guided by when making a purchase decision. Regulation refers to the management of notional prices to maximize profits from the difference between them and base prices.

Strategically, price management is carried out in two main areas:

1. through price increases in the case when the product has no analogues and a small sales market, up to the value for which buyers will begin to refuse to purchase:
2. through price reduction, when the product has a large sales market and competitors' prices are higher, up to the value beyond which the total profit from price incentives for sales does not cease to cover losses from price reductions.

These are two extremes, the simplest behaviors, like plus and minus on the chart. There may be a huge number of options between them, depending on the specifics of the market situation and the specifics of the enterprise, as well as other factors.

Tactically, price management is carried out through discounts and price discrimination of buyers.

3. Discounts and price discrimination

Discounts are the easiest, fastest and most effective marketing tool. Their only weak point is that discounts cannot be applied indefinitely, since consumers quickly get used to them and begin to take them for granted. The main criterion for the effectiveness of discounts is an increase in sales.

The general rule here is: first comes the "cape" and then the discount. In any case, the seller is guided in his activities by the real base price, and the buyer is guided by the subjective “fair price”. The applied discounts may vary significantly, but the essence of the phenomenon does not change from this.

For example, seasonal discounts do involve selling below cost at the end of the season. However, these costs are offset by higher markups at the start of the season. It is unreasonable to expect the seller to trade at a loss. Otherwise, consumers may perceive a decrease in price as a sign of the uncompetitiveness of a product, and an increase in price as an unreasonable desire of the seller for excess profits.

Price Discrimination means selling the same product to different categories of consumers at different prices at the same time and in the same place. For instance, retail chains targeting middle-income consumers often introduce retirement discount cards to reach this segment of the market at the same time.

Chain management measures can vary significantly. They can include different price categories, price controls, various discount systems, etc. It is not necessary to use all marketing tools at the same time. Often, a small number of them are sufficient to gain a competitive advantage in the market.

For example, a small store lowers the retail price of one of its mass-market goods to the purchase price level in the hope that customers will buy other goods at the “regular” price along the way. If the marketing result is achieved, then the cumulative increase in sales will allow negotiating an additional discount on this product with the supplier and maintaining a competitive advantage.

4. Price elasticity of demand

Depending on the market conditions, notional prices (on price tags) may be overstated to increase profit per unit of goods sold or decrease to increase profits from increased sales. It depends on many reasons, among which the most important is the elasticity of demand for the product.

Demand is considered elastic when consumers cannot find significant differences between competing products with a large number of sales and a relatively low unit price (for example, bread). Demand is considered inelastic when there is no competing product and consumer demand exceeds supply (such as an iPad).

The price elasticity of demand is expressed in terms of coefficient of elasticity of demand Ets.

Ets = (Percentage change in quantity of products sold) / (Percentage change in price)

This coefficient will always be negative, and its value will be determined by the results of the deviation of the obtained value from one (the result of division). The negativity of the final indicator does not matter, therefore the result is calculated modulo (that is, without taking into account the sign). This is a universal method that allows you to quickly determine the specifics of market demand and make a decision in favor of increasing or decreasing prices.

Option 1. If the value of the coefficient Ets> 1, then the company sells the goods, the price for which is elastic demand. For example, an increase in the retail price of a product by 10% led to a decrease in sales by 15%, or, conversely, a decrease in the price of 10% led to an increase in sales by 15%. It means that:

• the product is bought by stable categories of consumers who immediately respond to price changes;
• purchase costs take up a significant part of their budget;
• the product has analogues offered by competitors.

Conclusion: in these conditions, an increase in revenue is possible only by reducing the price or such modernization of the goods, which will cause a decrease in the elasticity of demand.

Option 2. If the value of the coefficient Ets< 1, то предприятие реализует товар, спрос на который неэластичен. Например, увеличение цены на 20 % привело к снижению продаж лишь на 10% или, наоборот, снижение цены на 20% привело к увеличению продаж только на 10%. Это означает, что:

• the number of competitors selling this product is small;
• consumers are insensitive to price changes;
• all other things being equal (if we are not talking about a monopolist), the lower the elasticity of demand, the smaller the share of costs for a product in the consumer's budget.

Conclusion: in these conditions, an increase in revenue can occur only as a result of an increase in the price of a product.

Option 3. If the value of the coefficient Ets = 1, then the change in the price of the product does not affect the amount of sales proceeds received. For example, an increase in price by 20% led to a decrease in sales by 20%, or, conversely, a decrease in price by 20% led to a similar increase in sales. This never happens. The minimum deviations from 1 will still be.

This is not the question. If, as a result of the experiment with the price, the deviation from 1 is large enough, then something urgently needs to be done with the prices. If the deviation is small, then the pricing policy corresponds to the specifics of market demand.

Mikhail Leonidovich Kaluzhsky- Candidate of Economic Sciences, Associate Professor of the Department of Economics, Management and Marketing of VZFEI (branch in Omsk), expert of the Center for Distance Education "Elitarium"

Komi branch of FGBOU VPO

"Vyatka State Agricultural Academy"

Test

in the discipline "Marketing"

on the topic: "Pricing policy"

Syktyvkar 2012

Introduction

1. Pricing policy and its features

1.1 General views

2 Objectives of pricing policy

2. Pricing and Marketing

Conclusion

Bibliography

Introduction

Market and price are categories determined by commodity production. Moreover, the market is primary. This is due to the fact that in commodity production, economic relations are manifested mainly not in the production process itself, but through the market. It is the market that is the main form of manifestation of commodity-money relations and value categories. In the market economy, the law of value plays an important role, which is implemented through the mechanisms of pricing, balance of supply and demand. It serves as one of the regulators of social production, contributing to the flow of resources from one sector of the economy to another and within individual sectors. In this regard, the price function arises as a criterion for the rational distribution of production.

Main feature market pricing consists in the fact that the real process of price formation here does not take place in the sphere of production, not at the enterprise, but in the sphere of product sales, i.e. in the market, under the influence of supply and demand, commodity-money relations. The price of a product and its usefulness are tested by the market and finally formed in the market. Since the public recognition of products as goods occurs only in the market, their value also receives public recognition through the price mechanism also in the market.

The purpose of the test is to reveal the topic: "Pricing policy". To achieve this goal, it is necessary to solve the following tasks:

.Consider the general features of pricing policy.

2.Identify the relationship between pricing and marketing.

1. Pricing policy and its features

.1 General views

Pricing policy is the principles and methods for determining prices for goods and services. There are micro - (at the firm level) and macro (in the field state regulation prices and tariffs) levels of pricing. The pricing policy of the firm is formed within the framework of the overall strategy of the firm and includes Pricing Strategy and Pricing Tactics. Pricing strategy involves positioning the proposed product on the market.

Pricing policy reflects the general goals of the firm, which it seeks to achieve by forming the prices of its products. Pricing policy is the general principles that an enterprise intends to adhere to in the setting of prices for its goods or services.

In the course of the implementation of the pricing policy, the firm's management must adjust the direct measures and monitor the timing of the strategy change. Prices are actively used in competition to ensure a sufficient level of profit. Determining the prices of goods and services is one of the most important problems of any enterprise, since the optimal price can ensure its financial well-being. The pricing policy pursued largely depends on the type of goods or services offered by the enterprise. It is formed in close connection with the planning of the production of goods or services, identifying consumer requests, and stimulating sales. The price should be set in such a way that, on the one hand, it meets the needs and requirements of buyers, and on the other hand, it contributes to the achievement of the goals set by the enterprise, which is to ensure the receipt of sufficient financial resources. The pricing policy is aimed at establishing such prices for goods and services, depending on the prevailing market conditions, which will allow the company to receive the planned profit volume and solve other strategic and operational tasks.

Within the framework of the general pricing policy, decisions are made in accordance with the situation in the target market of the enterprise, methods and structure of marketing. The general pricing policy provides for the implementation of coordinated actions aimed at achieving the long- and short-term goals of the enterprise. At the same time, his management determines the general pricing policy, linking individual solutions into an integrated system: the relationship between the prices of goods within the firm's nomenclature, the frequency of using special discounts and price changes, the ratio of prices to competitors' prices, and the choice of a method for setting prices for new goods.

The determination of the pricing policy is based on the following questions:

what price the buyer could pay for the product;

how the price change affects the volume of sales;

what are the constituent components of costs;

what is the nature of the competition in the market segment;

what should be the level of the threshold price (minimum), ensuring the break-even of the company;

what kind of discount can be given to buyers;

whether the delivery of goods and other additional services will affect the increase in sales.

The general policy of the enterprise should ultimately be aimed at meeting specific human needs. Therefore, the definition of pricing policy is one of the most important areas of the company's practical activities.

1.2 Objectives of pricing policy

pricing demand marketing

In the absence of conditions for normal free pricing, one should either strictly limit the scope of free prices, or, allowing their free movement, carry out their state regulation. Therefore, it seems possible to determine the main objectives of the pricing policy. When setting these tasks for itself, first of all, the company will have to decide what goals it seeks to achieve with the help of a particular product.

The main goal and task of pricing policy on the scale of the market is to stop the decline in production, limit inflation, create incentives for commodity producers, and seek an increase in income through production rather than prices. If the choice of the target market and market positioning are carefully thought out, then the approach to the formation of the marketing mix, including the problem of price, is quite clear. After all, the pricing strategy is mainly determined by preliminary decisions regarding positioning in the market. At the same time, the firm may pursue other goals. The clearer the idea of ​​them, the easier it is to set the price. Examples of such common goals in practice include: ensuring survival, maximizing current profits, gaining leadership in terms of market share or in terms of product quality.

Ensuring survival becomes the main goal and task of the company in cases when there are too many competitors - manufacturers on the market and intense competition reigns or the needs of customers change dramatically. In order to keep factories running and market their products, firms are forced to set low prices in the hope of a favorable response from consumers. In this case, survival in the global market becomes more important for an enterprise than profit. As long as the reduced prices cover the costs of the difficult situation, firms can continue to do business for some time.

Many firms strive to maximize current profits. They evaluate demand and production costs for different price levels and choose a price that is acceptable that will maximize current profits and cash flows and maximize cost recovery. In all such cases, the current financial performance for the company is more important than long-term ones. Other firms want to be the market share leader on the assumption that the company with the largest market share will have the lowest costs and the highest long-term profits. Seeking leadership in terms of market share, they go to the maximum possible price reduction. A variant of this goal is to strive to achieve a specific increase in market share.

The company can set itself the main goal and task to ensure that its manufactured goods are the highest quality of all offered on the market. This usually requires pricing it high enough to cover the cost of achieving high quality and costly R&D.

2. Pricing and Marketing

There are two main ways of setting the price of manufactured products based on the costs of producing and selling the product and on the market opportunities (purchasing power). The first method is called cost pricing, the second is demand pricing. The third, less common, but also important method is pricing based on the prices of competitive products.

There are several factors that are directly influenced by the enterprise when choosing a pricing method for its goods:

The value factor is one of the most important factors. Each product is capable of satisfying some of the needs of customers to a certain extent. To agree on the price and usefulness of the product, you can: add more value to the product, educate the buyer through advertising about the value and the product, adjust the price so that it meets the real value of the product.

Cost factor - costs and profits make up the minimum price of the product. The simplest way to form a price: at known costs and expenses, add an acceptable rate of return. However, even if the price only covers the costs, there is no guarantee that the item will be purchased. That is why some manufacturing enterprises go bankrupt, the market may value their goods lower than their production and sale cost.

Competition Factor - Competition has a strong influence on pricing policy. You can provoke a surge in competition by setting a high price for a product or eliminate it by setting a minimum one. If a product requires a special method of production, or its production is very complex, then low prices will not attract competitors to it, but high prices will tell competitors what they should do.

Sales promotion factor - the price of the product includes a trade margin, which pays for the ongoing measures to stimulate the market. When launching a product on the market, advertising needs to cross the threshold of perception before consumers know about the product. All funds spent on sales promotion should in the future be recouped through product sales.

Distribution Factor - The distribution of a product produced significantly affects its price. The closer the product is to the consumer, the more expensive it is for the manufacturer to distribute it. If the goods go directly to the consumer, then each concluded transaction becomes a separate operation, the manufacturer receives the money intended for the supplier, but his production costs also increase. The advantage of this distribution method is complete control over sales and marketing. When you sell a product to a large retailer or wholesaler, sales are no longer counted in units, but in tens, but control over sales and marketing is lost. Product distribution is the most important marketing factor after the product itself. When buying, a product rarely fully satisfies the needs of all buyers. Therefore, manufacturers make concessions in quality, weight, color, technical data, etc. more or less willingly depending on the price level, but even if a given seller has the lowest prices on the market, no advertising can compensate for the lack of the right product at the right time in the right place. Finding competent distributors who are actively involved in selling a product is a very costly endeavor. They will want to receive payment for warehousing and distribution of goods as soon as they are sold. This amount should be included in the price and not exceed similar costs of competitors.

Factor public opinion- usually people have some idea of ​​the price of a product, whether it is consumer or industrial. When purchasing a product, they are guided by certain price boundaries, or price radius, which determines at what price they are willing to buy this product. An enterprise must either not go beyond this radius in prices for its goods, or justify why the price for it goes beyond these limits. The produced product can surpass existing analogues in some qualities, and if such advantages are perceived by buyers positively, then the price can be raised, but if the advantages of this product are not so obvious, you need to resort to additional advertising or other marketing methods to stimulate the sale of this product on the market.

Service factor - customer service is involved in the pre-sale, sale and post-sale stages of the purchase and sale of goods. Customer service costs should be included in the price of the product being offered. Such expenses usually include: preparation of quotations, calculations, installation of equipment, delivery of goods to the point of sale, training and retraining of service personnel (sellers, cashiers, consultants for work with consumers), provision of a guarantee for goods or the right to pay in installments. Many offered products in the market do not require after-sales service, but a significant group of consumer products (such as products and FMCG) require pre-sales services, such as displaying them or demonstrating qualities. All this service of the offered services should pay off through the price of the goods.

The choice of a pricing strategy is the content of the concept of an enterprise in determining prices for its products. This determines the planning of the company's revenue and profit from the sale of goods. An enterprise operating in market conditions, first of all, needs to develop a strategy and principles for determining prices, guided by which it can solve the tasks it faces.

The absence of a clearly defined pricing strategy contributes to uncertainty in decision making in this area by various departments of the enterprise (if it has a complex structure), can lead to inconsistency of these decisions and result in a weakening of the enterprise's market position, loss of revenue and profit.

The firm does not just set a particular price, it creates a whole pricing system that covers different products and products within the product range and takes into account the differences in costs of organizing sales in different geographic regions, differences in demand levels, the distribution of purchases over time and other factors. In addition, the firm operates in a constantly changing competitive environment and sometimes acts as the initiator of price changes itself, and sometimes responds to the price initiatives of competitors.

A firm's strategic approach to pricing depends in part on the stages of the product's life cycle. Particularly demanding is the market launch stage. A distinction can be made between setting a price for a genuine novelty protected by a patent and setting a price for a product that imitates existing ones.

Pricing a Genuine New Product - A firm launching a patented novelty on the market may choose either a skimming strategy or a sustainable market penetration strategy when pricing it.

Skimming strategy - many firms that have created patented novelties based on large-scale inventions or the results of large-scale and therefore expensive R&D, when the costs of developing a new market (advertising and other means of promoting products to consumers) are too high for competitors, when the necessary product, raw materials, materials and components are available in limited quantities or when it turns out to be too difficult to sell new products (if the reseller's warehouses are overcrowded, the economic situation is sluggish, and wholesale and retail companies are reluctant to enter into new transactions for the purchase of goods), at first set them the highest prices that can be requested in order to "skim the cream" from the market. At the same time, only some market segments perceive the new product. After the initial wave of sales slows down, the firm lowers the price to attract the next tier of customers who are comfortable with the new price. Acting in this way, the firm takes the maximum possible financial "cream" from a wide variety of market segments. At the same time, it is desirable to maximize short-term profits until the new market becomes an object of competition.

Using the “skimming” method from the market makes sense under the following conditions:

) there is a high level of current demand from a sufficiently large number of buyers;

) the costs of small-scale production are not so high as to negate the financial benefits of the company;

) high initial price will not attract new competitors;

) high price supports the image of a high quality product.

Sustainable market penetration strategy - other firms, on the contrary, set a relatively low price for their new product in the hope of attracting a large number of buyers and winning a large market share. An example of such a strategy is buying a large factory, setting the lowest possible price for a product, gaining a large market share, reducing production costs and, as they decrease, continue to gradually reduce prices. From a purely financial point of view, the position of an enterprise that adheres to this approach can be characterized by both an increase in the mass of profit and income on invested capital, and a significant drop in profitability. Therefore, when using intentionally low prices, the management of the enterprise should calculate the possible consequences as accurately as possible, but in any case the degree of risk is very high, since competitors can quickly react to a decrease in prices and significantly reduce the prices of their products. When analyzing the market and making a sales forecast for an enterprise introducing new products to the market at a price below the average, one should also take into account that the amount of price reduction for its products should be very significant (by 30-50%). And this is even with a significantly higher level of product quality, when there are many consumers in a particular market who are ready to pay a higher price for products of improved quality or a higher technical level. At the same time, it does not matter whether we are talking about an enterprise entering a new one for itself, but, in general, a long-established sales market or about promoting a new product in a fairly well-known market. In either case, the management policy should be approximately the same - at the expense of noticeably lower prices to penetrate the market, accustom the consumer to the brand of his company, or give him the opportunity to understand the advantages of your products and, consequently, ensure yourself a sufficient market share and sales volume. ... Only when the product is recognized on the market and its advertising among consumers has begun on the principle of "word of mouth", the company can revise both its production programs and the prices of products in the direction of their increase. pricing demand marketing commodity

An elimination strategy is designed to prevent potential competitors from entering the market, its other purpose is to achieve maximum sales before a competitor enters the market. The price is therefore set as close as possible to the costs, which gives a small profit and is justified only by the large volume of sales. A small company could use this strategy to concentrate its activities on a small segment of the market: quickly enter it, quickly make a profit, and just as quickly leave that segment.

The strategy of following the demand is similar to the strategy of skimming, but instead of keeping the price at a constant high level and persuading buyers to reach a new level of consumption, the price is under strict control. Often a product receives minor changes in design and capabilities in order to significantly differ from previous models. Sometimes, in order to match the price reduction, you have to change appearance product, promotional activities, packaging or method of distribution. The price is held at each new reduced level long enough to satisfy all existing demand. As soon as sales begin to decline significantly, you should prepare for the next price cut.

Thus, prices and pricing policy are one of the main components of marketing activities. The commercial results, the degree of efficiency of all production and marketing activities of the firm, enterprise depend on how correctly and thoughtfully the pricing policy is built.

Conclusion

The essence of a targeted pricing policy is to set such prices for goods and so vary them depending on the situation in the market in order to master its share, ensure the competitiveness of goods in terms of price indicators, the intended amount of profit and solve other problems.

In a market economy, the success of any enterprise or entrepreneur largely depends on how they will correctly set prices for their goods and services. But this is not so easy to do, because prices are significantly influenced by a complex of political, economic, psychological and social factors. Today the price can be determined by the amount of costs for the production of goods, and tomorrow its level may depend on the psychology of customer behavior. Consequently, when setting the price of a product, an entrepreneur must take into account all the factors affecting its level and set the price in such a way as to make a profit.

However, at present, a significant part of entrepreneurs in our country does not have the necessary theoretical and practical knowledge of the complex mechanism of pricing for goods and services. As a result, they often make serious mistakes in setting prices, which in some cases leads to significant losses, and sometimes to bankruptcy of enterprises.

Bibliography

Daley JL Effective Pricing is the Basis of Competitive Advantage. - M .: ID "Williams", 2004.- 345s.

2.Evdokimova T.G., Makhovikova G.A., Zheltyakova I.A., Pereverzeva S.V. Theory and practice of price management. - SPb .: Neva, 2004 .-- 258 p.

Kotler F. Fundamentals of marketing / F. Kotler - SPb .: AO Koruna, 2002. - 697p.

Krylova G.D., Sokolova M.I. Marketing. Theory and practice: Textbook for universities. -M .: UNITI-DANA, 2004 .-- 655 p.

Parshin V.F. Pricing policy of the enterprise: manual / V.F. Parshin. - Minsk: Vysh. shk., 2010 .-- 336 p.

Prices and pricing: Textbook for universities / Ed. V.E. Esipova. 4th ed. - SPb .: Peter, 2005 .-- 365p.

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The essence of marketing policy is to define its concept, structure, elements and goals.

A marketing policy is a plan according to which the entire program of the company's work on promoting goods and services is built and allows you to determine the main directions in promoting goods or services, as well as to develop specific programs for this.

Marketing management at an enterprise includes the development of a marketing policy and its implementation and requires a clear implementation of the developed plans in the areas of product, price and sales strategies.

The development of a marketing policy is necessary in order to ensure the effectiveness of the activities carried out by the enterprise. And the formation of marketing policy as a process depends on the organization of marketing at the enterprise, its goals and objectives.

The structure of marketing policy includes the following hierarchy: the objectives of the enterprise and marketing; marketing strategies; marketing mix (basic elements - product, price, place and promotion).

Marketing policy tools are also called elements. These include:

1. Commodity policy. The company is obliged to constantly expand the range of products offered due to the growing needs of customers, as well as to maintain competitiveness. To be successful, a company must show the market how innovative it is, but do this before the market itself changes, i.e. outstrip needs. An example of a successful product policy: GAZ produced a Gazelle car, which became a new era of light trucks in the CIS, the company changed its products, adjusted it to the needs.
2. Sales, i.e. activities to bring products to the consumer. The company determines for itself which sales scheme to choose - to use the services of dealers, open a branch for sales, rely on small customers. An example of sales activities is selling through a TV shop, as well as opening a real store with these goods.
3. Promotion, i.e. finding ways to motivate people to buy, a policy to increase sales. Allocation of funds for advertising. Searching for an unusual selling proposition for a product that does not have unique features.
4. Logistics, i.e. organization of inventory and supply chain management, product quality control. EXAMPLE Ford has awarded quality awards to its suppliers.
5. Pricing - the search for the optimal price-quality ratio for the enterprise and the consumer.
6. Marketing information system. The information center, which receives all information about the external and internal world of the enterprise. The received data is processed, presented in the form of reports and transmitted further for decision-making. An example is conducting market research that will point out the mistakes and opportunities of the enterprise.

Depending on what share the company occupies in the market, the types of marketing policies are distinguished. She may be:

The attacker is the active position. The goal is to conquer and expand market share;
defensive (or holding) - maintaining the existing position;
the policy of retreat is a forced policy. The goal is to reduce costs.

The main goals of the marketing policy are to increase the volume of sales, profits, market share, as well as to gain leadership in the occupied market segment.

Enterprise marketing policy

As you know, the marketing policy of an enterprise includes a product, price, sales policy, as well as a policy of promoting goods on the market. It is according to this scheme that the policy of the enterprise will be outlined: from the choice of goods, determining its price, various marketing methods to the final stage - promoting the goods, the stage at which the enterprise's profit from the sale of goods is increased.

Commodity policy of the enterprise

At this stage, marketers, using market research, competitors and consumers, develop a program of actions for the enterprise in the field of product production (they assume which product will be in maximum demand, meet the needs of the buyer, determine its quality in comparison with competitors), establish rules for creating new products , predict the life cycle of a product.

In the ordinary sense, a commodity is usually understood as a thing intended for consumption, either final, or consumption for the sake of producing another commodity. The marketing essence of a product is somewhat different from the generally accepted one, since what is commonly called a product in a general sense is called a product in marketing. A product is an integral part of a product that carries the basic qualities for which the product was purchased. For example, having produced saccharin (sugar substitute), one cannot call it a commodity without appropriate support. Product support is a set of measures for the transportation, packaging, storage and use of a product. The product support group includes the following measures: everything that helps the product to maintain its consumer qualities before sale (conservation, packaging, storage), measures for the correct use of the product (instructions, preparation method), related products (adapters, batteries, cords).

And, finally, a product turns into a commodity when using marketing tools on it, which include design, advertising, well-established sales, strong public relations.

Thus, a product for a marketer consists of a product, its support, and marketing tools.

Marketing entirely depends on the consumer, on his needs and requests, so the company is simply forced to change its product strategy by creating new products.

First, a new product idea is needed. The sources of ideas can be both consumers themselves and scientists. In general, it is important for a marketer to learn to listen at this stage of creating a new product, since ideas can also suggest the shortcomings of competitors. Another source of ideas is scientists... As a result, many companies cooperate with universities, institutes and scientific laboratories. Also, ideas can be suggested by sales staff (wholesalers, retailers) as they are closer to the consumer. Opinion polls, statistics, test results in consumer magazines should not be ignored either.

Second, it requires screening and selection of ideas. This stage occurs according to two criteria: everything that is not related to the commercial purpose of the enterprise is withdrawn, everything that does not correspond to the production capacity of the enterprise is withdrawn.

Thirdly, it is necessary to create a prototype of a new product, and it is important to remember that unnoticed mistakes at this stage will bring huge losses later.

The next step will be to release a trial batch of goods to a limited market and research this market.

Fifth, it is necessary to choose a place and time for the mass release of goods; it would be advisable to time the release for a fair, exhibition, holiday.

So, we can formulate the basic law of new products: while one new product is being marketed and actively bought, in parallel the process of developing the next new product should take place so that the enterprise does not stand idle, and for the sake of increasing its profitability and efficiency.

Marketing accompanies a product throughout its life cycle. The law of new goods can be viewed from the point of view of the life cycle as: an enterprise will have maximum profit and efficiency only when the life cycles of different goods overlap.

The commodity policy at the enterprise solves the problem of creating a new product, it is connected with the sphere of production. Marketing development in this area helps the entrepreneur to avoid many mistakes that lie in wait for him at this stage of economic activity. Therefore, it can be clearly said that the marketing product policy helps to increase the efficiency of the firm.

Pricing policy of the enterprise

The area of ​​the company's pricing policy includes issues of wholesale and retail prices, all stages of pricing, tactics for determining the initial price of goods, tactics for price correction. By solving these issues, marketers set the most favorable price for the product, which helps to increase the profitability of the company.

External factors in the pricing process include:

1. consumers - this factor always occupies a dominant position in modern marketing;
2. market environment - this factor is characterized by the degree of competition in the market. Here it is important to highlight whether the enterprise is an outsider or a leader, whether it belongs to a group of leaders or outsiders;
3. participants in the distribution channels - at this stage, the price is influenced by both suppliers and intermediaries. Moreover, it is important to note that the greatest danger for the manufacturer is the increase in energy prices, so this industry is trying to control the state. The state influences the price through indirect taxes on entrepreneurship, by establishing antitrust and dumping bans.

A pricing strategy is the choice of a strategy by an enterprise, according to which the initial price of a product should change with the maximum success for it, in the process of conquering the market.

Sales policy of the enterprise

The sales system of the goods is one of the most important in the marketing policy of the enterprise. In the marketing policy, marketers touch upon the issues of choosing the most optimal distribution channel, the method of selling goods, which, if used effectively, will undoubtedly increase the company's profits.

One of the points of the marketing policy of the enterprise is the choice of the optimal distribution channel. A sales channel (distribution) of a product is an organization or a person engaged in the promotion and exchange of a specific product (several groups of products) on the market.

The sale of products in most cases is carried out through intermediaries, each of which forms a corresponding distribution channel. The use of intermediaries in the sphere of circulation is beneficial, first of all, for manufacturers. In this case, they have to deal with a limited circle of stakeholders for the sale of products. In addition, a wide availability of goods is ensured when they move directly to the sales market. With the help of intermediaries, it is possible to reduce the number of direct contacts between manufacturers and consumers of products.

Supply and sales organizations, large wholesale bases, exchange structures, trading houses and shops can act as intermediaries.

Among the main reasons for the use of intermediaries are the following:

1.the organization of the product distribution process requires the availability of certain financial resources;
2. the creation of an optimal system of commodity circulation presupposes the availability of appropriate knowledge and experience in the field of the market conditions for their goods, methods of trade and distribution.

Intermediaries, thanks to their contacts, experience and specialization, allow to ensure wide availability of goods and bring them to target markets.

Enterprises in a market economy pay considerable attention to the problems of optimizing the process of promoting goods from manufacturer to consumer. The results of their economic activities largely depend on how correctly the distribution channels of goods, the forms and methods of their sale, on the breadth of the assortment and the quality of the services provided by the enterprise related to the sale of products are chosen.

Marketing methods:

1.wholesale - covers essentially the entire totality of commodity resources, which are both means of production and consumer goods. As a rule, in the wholesale trade, goods are purchased in large quantities. Wholesale purchases are carried out by intermediary organizations with the aim of subsequent resale to grass-roots wholesale organizations, retail trade enterprises. In most cases, wholesale trade is not associated with the sale of products to specific end consumers, i.e. it allows manufacturers, through intermediaries, to market goods with minimal direct contact with consumers. In the commodity market, wholesale is an active part of the sphere of circulation.

2. in the process of goods movement from manufacturers to consumers, retail trade is the final link that closes the chain of economic ties. At retail material resources move from the sphere of circulation to the sphere of collective, individual, personal consumption, i.e. become the property of consumers. This happens through buying and selling, as consumers purchase the goods they need in exchange for their cash income. Here, starting opportunities are created for a new cycle of production and circulation, since the goods are converted into money.

Marketing promotion goods

Promotion is understood as a set of various activities aimed at bringing information about the merits of a product to potential consumers and stimulating their desire to buy it. Modern organizations use sophisticated communication systems to maintain contacts with intermediaries, clients, with various social organizations and strata.

Product promotion is carried out by using in a certain proportion:

“Advertising is a printed, handwritten, oral or graphic communication about a person, product, service or social movement that is openly emanating from and paid for by the advertiser for the purpose of increasing sales, expanding clientele, gaining votes or public approval. " modern conditions advertising is a necessary element of production and sales activities, a way to create a sales market, an active means of fighting for a market. It is because of these functions that advertising is called the engine of commerce.

Within the framework of marketing, advertising must: first, prepare the market (consumer) for a favorable perception of a new product; secondly, to maintain demand at a high level at the stage of mass production of goods; third, to promote the expansion of the sales market. Depending on the stage of the product's life cycle, the scale and intensity of advertising change, the ratio between prestigious advertising (advertising of an exporting company, the competence of its personnel, etc.) and commercial (i.e. advertising of a specific product); the ways of its distribution also change, its arguments are updated, more recent, more original ideas;

2. sales promotion (sales) are short-term incentive measures that promote the sale or marketing of products and services. If the ad calls "Buy our product", then the sales promotion is based on the call: "Buy it now." Promotion of sales can be considered in more detail, bearing in mind that it includes: incentives for consumers, promotion of trade and incentives for the sales force of the organization itself.

Consumer incentives are aimed at increasing their purchases. The following main methods are used: provision of samples for testing; use of coupons, return of part of the price or trade discount; package sales at reduced prices; awards; souvenirs with advertising; encouraging constant clientele; contests, sweepstakes and games that give the consumer a chance to win something - money, goods, travel; exposition and demonstration of signs, posters, samples, etc. in places where products are sold;

3. Exhibitions and fairs figure prominently in marketing. Their important advantage is the ability to present the goods to customers in their original form, as well as in action. In any case, visitors come to the pavilions with a clear intention to learn something new for themselves, and this attitude actively contributes to the introduction of new products and services into the market. Personal contacts between stand attendants (representatives of the seller) and potential buyers create an atmosphere of trust and benevolence, which contributes to the development of business relations. An exhibitor company (exhibiting samples of its products) can make presentations at symposia, usually held within the framework of an exhibition (fair), distribute print ads, show films or television films, donate advertising bags, handbags, folders, etc. Skillful exhibition activity plays no less, and sometimes even more, role than the publication of advertisements in the press about industrial goods;

4. personal sale - an oral presentation of a product for the purpose of selling it in a conversation with one or several potential buyers. This is the most effective tool for promoting a product at certain stages of its marketing, especially for creating a favorable attitude among buyers towards the proposed products, primarily towards production products. However, this is the most expensive promotion method. US companies spend three times as much on personal selling as they do on advertising;

5.public relations - building good relationships with various government and public structures and layers by creating a favorable opinion of the company, its products and by neutralizing adverse events and rumors. Public relations also includes communication with the press, dissemination of information about the company's activities, lobbying in legislative and government bodies with the aim of making or canceling certain decisions, explanatory work regarding the position of the company, its products, and social role.

So, in marketing, a promotion policy is considered that contributes to the maximum sale of the product, which helps the entrepreneur to better figure out the preferences of the buyer and choose the most efficient view promotion.

Marketing pricing policy

As a component of the marketing mix, the pricing policy is developed taking into account:

The goals of the company;
external and internal factors affecting pricing;
the nature of demand (in particular, the degree of price elasticity of demand);
costs of production, distribution and sale of goods;
perceived and real value of the product;
competitors' policies, etc. Pricing policy development includes:
setting the initial price of the product;
timely price changes in order to bring them in line with changing market conditions, the company's capabilities, and its objectives.

Among the environmental factors influencing the company's pricing policy, the main ones are: actions of the government, participants in sales channels, consumer reactions, and competitor policies. The government can exert influence within the framework of anti-dumping and antitrust laws, establish fines or other types of penalties for price fixing (both horizontal and vertical), for cheating in price advertising, etc.

A reseller can sell goods under a private label, refuse to sell unprofitable goods, set a high price for one or another brand of goods, and sell others cheaper ("sale against the brand"), etc.

With a high degree of competition, prices are regulated by the market; price wars drive weak firms out of the market. If competition is limited, then the firm's control over prices increases and market power decreases. Consumers are influenced both in terms of price elasticity of demand and behavior, which is very important for targeted marketing (thrifty shoppers, personified, ethical, apathetic).

Costs prevail among internal factors, and not all of their components can be controlled by the company (raw material prices, transportation costs, advertising costs). When costs increase, other components of the marketing mix can help the price policy: narrowing the assortment at the expense of unprofitable goods or their individual modifications; modernization of goods, re-positioning them, reducing the degree of differentiation. Reducing costs does not always have a beneficial effect on pricing. Thus, when sugar prices fall, it is not profitable for confectionery producers to position them as cheap goods. There may also be support from the product policy (increasing the weight of the box of chocolates without changing the price).

Cost method - the price is calculated based on the sum of fixed and variable costs per unit of production and the planned profit, taking into account the lower price threshold. In the case of indirect sales, the selling price to the end consumer will increase by the amount of the margin, which depends on the characteristics of the product (seasonality, fashion, novelty), as well as the price elasticity of demand. The cost method does not take into account market factors (the nature of demand, the level of effective demand, the policy of competitors, etc.), and the price determined in this way is almost always overstated and in a competitive situation is fraught with negative consequences for the seller.

However, there are also positive assessments of this model: if within the same industry all manufacturers of similar products use a costly pricing method, price competition is minimal, and prices are more realistic and exclude profit from buyers. But note that such a situation is apparently unrealistic. The calculation using this method is simpler, since it does not require a study of demand.

Demand orientation - the size of the price is determined taking into account the level of effective demand of buyers in the target segment (there is an upper price threshold here). It is also necessary to study the nature of demand in terms of price elasticity with the aim of making subsequent changes in current prices, setting a price for a novelty when it is introduced to the market and choosing a strategy (high or low price), pricing in conditions of price competition, and a way of responding to competitors' policies. and etc.

Elastic demand is a demand that changes noticeably depending on a slight fluctuation in prices. The elasticity of demand decreases in the absence of competition, and also depends on the level of income and behavioral characteristics of consumers (confidence in the high quality of expensive goods, unwillingness to change habits, slow reaction to price increases). Elasticity can be long-term and short-term, so it is more correct to draw a final conclusion after a certain time of observation.

Targeting the prices of competitors - the price can be higher, lower or at the level of prices of competing goods, depending on what advantages the firm provides to the buyer in terms of other components of the competitiveness of its offer and what are the arguments for positioning the goods in relation to competing offers. To use this principle, it is necessary to have reliable information about the pricing policy of competitors, for which it is necessary to use both secondary and operational information (for example, conduct surveys of consumers to find out their perception of prices and the quality of competing goods).

Combined method - the initial price is calculated using the cost method and adjusted taking into account market factors (competitors' policies, the level of effective demand and behavioral characteristics of buyers, price elasticity of demand, etc.).

Target rate of return method - the price is set to achieve the desired rate of return on investment.

The critical volume of production decreases due to a decrease in fixed and variable costs, which must be taken into account by the manufacturing firm. In addition, market factors (nature of demand, competition) will also affect the calculated price.

Based on the perceived and real value of the product - the price is set based on the perception of the product by consumers or its actual value.

To study the perception of a product by potential consumers, marketing research is needed, but at the same time it is necessary to form the desired attitude of the consumer to the firm's offer. This requires developing a concept of the product in relation to the target market, effective positioning, ways of advertising and studying the perception of buyers of the image of the product. The launch of the desired product into production is preceded by calculations of the volume of output, taking into account the planned price and distinctive quality features of the product, the size of the investment and the cost price.

The price of such a novelty is usually higher than the prices of competitors, therefore sellers (dealers) must be ready to make arguments to convince the buyer that they are paying extra for a high level of service, a long warranty period, reliability and other obvious advantages of this offer.

The price based on real value is not overpriced, the firm in this case uses a strategy of low prices. At the same time, as a rule, discounts, sales accompanied by advertising campaigns are excluded, which requires additional costs.

Based on current prices - the price corresponds to the established level of prices of competitors in the market. Smaller companies tend to stick to a “follow the leader” strategy and adjust their product prices in response to changes in the pricing policy of the industry leader. However, the price should not be lower than the cost price to the detriment of own company.

The original price set in one of the ways listed differs from the final price for many reasons and under the influence of a number of factors. To introduce a new product, depending on the market situation, either a high price (“skimming” strategy) or a low price (“breakout” strategy) can be used.

The skimming strategy is aimed at a narrow target segment of buyers with a high level of income, demand inelastic in terms of prices, who perceive a high price as evidence of a high quality product. The high price is justified either in the absence of competitors, or if it is unattractive to them. It is also advisable to make sure that demand in other market segments is elastic to prices, since this strategy provides for a consistent entry into other segments with cheaper product options or a slightly lower price for the first offer. So skimming the cream is a high to low price strategy.

The “breakthrough” strategy - bringing new items to the market at a low price - is aimed at attracting a wide range of buyers and gaining a large market share. For the success of this pricing strategy, a high degree of price elasticity of demand is required, the availability of internal reserves of the firm for a possible subsequent price decline under the influence of competition, and a forecast of demand development. So, if the demand becomes excessive, then it is possible that the price will rise, since the company, due to its production capabilities, will not be able to increase the volume of output. This is acceptable if the situation is not attractive to competitors. The “breakout” strategy can develop according to the principle from low to high prices also in the seller's market with a high level of demand for the product.

The prices of goods in the nomenclature (assortment groups) can be:

Uniform and flexible (giving the buyer the opportunity to bargain);
standard (chewing gum, haberdashery) and changing (seasonal, for different categories of buyers);
unrounded (designed for psychological perception);
price lines (different prices depending on the technical level or class of the product or with a great depth of assortment).

The use of variable prices is also called price discrimination. The basis of discrimination can be the difference in the place and methods of sale, the distinctive features of individual options for differentiated goods, as well as the difference between customers (buyers), taking into account their income, behavioral characteristics, perception, psychology, etc. target segments, low prices should not be attractive to competitors, the price level should correspond to the quality of goods in the perceptions of buyers, the application of price discrimination should not contradict the legislation in the field of state regulation of prices.

The determination of the final price may be related to the purpose of sales promotion.

Examples of such prices might be:

Naked model price - in advertising to stimulate the desire to buy, indicate the price of the product without additional devices. But this should not be a deception in price advertising: at the point of sale models are also presented with new additions (for example, cars), which, as a rule, turn out to be more attractive to buyers (“lure and switch” technique);
the price of the “unprofitable leader” - the establishment of a reduced price for the main product and the overstatement of prices for essential accessories (camera and film, spare parts for car equipment, etc.) and the reason for "piracy";
special occasion prices (price cuts after holiday sales for "tired" customers);
the price for a set that is offered at a lower price than the sum of the prices of individual items;
price discounts, trade offsets and markups.

There are many types of discounts, here are a few examples: discount for the amount of purchased goods (progressive); special discount (for a buyer of particular interest to the seller); hidden (providing free samples); seasonal, functional (for resellers for product advertising and other types of additional work); bonus (for an increase in the trade turnover of a wholesaler or retailer), etc.

Of the offsets, the most popular are the commodity exchange offset for the end consumer and the offset in the form of a price discount for intermediate sellers for their additional services (for the promotion of goods, etc.).

A markup is a markup to the price, which must be stipulated in the contract, for exceeding certain parameters of the goods. More often it occurs in the commodity markets (for example, an increase in the price of iron ore with a higher iron content than the technical conditions of the contract).

Having chosen a pricing strategy, the firm at the same time must be ready to increase or decrease prices under the influence of factors of the external environment of marketing (proactive price change). Thus, the underutilization of production capacities due to the fault of subsuppliers, the reduction in market share under pressure from competitors force the company to reduce prices in order to maintain its positions, or to strengthen them.

The emergence of excessive demand, inflationary processes are forcing firms to raise prices. Changes in prices can cause a reaction of consumers and competitors that is undesirable for the company, therefore price regulation takes the form of reducing the number of discounts, the use of sliding prices (with payment of inflation compensation at the time of purchase), determination of the final price at the time of delivery, etc. initial components, the weight of the goods in the package is reduced, the design of the products is being revised, etc.

Marketing Commodity Policy

Commodity policy determines the range of actions of a commodity manufacturer or a reseller based on the availability of a clearly formulated policy of action on the market. It is designed to ensure the assortment of goods, the competitiveness of the goods, the optimal product niches (segments), the development and implementation of a strategy for packaging, labeling, and service of goods.

The absence of a product policy leads to the instability of the assortment structure due to the influence of random factors, the loss of control over the competitiveness and commercial efficiency of goods.

The commodity policy is developed on the basis of factors: the state of demand and expectations of buyers, technological capabilities of production, the presence of analogues of goods in the intended sales market.

Directions of product policy: segmentation of markets, strengthening their presence on them by increasing sales, segmentation of consumers, maximum satisfaction of their needs, the formation of consumer preferences, assortment policy, brand strategy.

A product is everything, one hundred is capable of satisfying a need or need and is offered on the market with the aim of attracting attention, acquiring, using, acting as a physical object, service, idea, place, organization, etc.

Marketing concept a product is reduced to a complex of properties that are significant for the consumer (functional, aesthetic characteristics, social and personal significance, prestige), which the buyer evaluates and is ready to purchase at a certain price and in a certain amount.

Marketing policy development

At this stage, the following works are performed:

1. Development and approval of the product policy of the enterprise;
2. Development and coordination of the pricing policy of the enterprise, taking into account the distribution system;
3. Development and approval of the policy for the distribution of products of the enterprise;
4. Development and coordination of the policy of promoting the products of the enterprise.

Entrepreneurship today cannot exist without marketing. Therefore, the development of marketing policy is one of the most important places in any business.

Many people understand by marketing policy only the pricing policy, but this is one of the big misconceptions, because this also includes: the product (and its promotion), sales, supply and, of course, advertising.

In addition, the issues of reducing tax risks and optimizing costs should be considered here.

Marketing policy is a general plan focused on the main idea or on certain goals (values) and establishing the framework of the business strategy (economic behavior), as well as characterizing the necessary operational actions (the use of marketing tools) in entrepreneurship.

Currently, the development of marketing policy includes the following sections:

Product strategy, consisting of a set of marketing measures to influence the consumer market, aimed at increasing the competitiveness of the business;
- sales strategy, including planning (formation) of sales channels;
- pricing strategy, which consists in a combination of various options for price behavior in the market, determination of pricing policy and pricing tactics;
- a promotion strategy, which is determined by the planning and implementation of a set of measures aimed at promoting products to the market (advertising, warranty and pre-sale service, etc.).

The process of developing a marketing policy depends on many factors: specific goals and specific tasks of forming a marketing strategy, the internal organization of marketing in a firm (company), calculations of marketing costs, the desire, ability of a businessman to change the existing marketing tactics, etc.

Typically, the process of developing a marketing policy is carried out in stages and consists of the following steps:

Preparation of analytical data (information), the purpose of which is to compare the actual state of the business with the market situation and obtain an expert assessment of the capabilities of a firm or other form of entrepreneurship;
- direct development of marketing policy;
- development and approval of organizational and administrative documentation for the formation of a marketing strategy.

Thus, the development of a marketing policy is necessary for any business, regardless of its type, direction of activity and form of entrepreneurship.

The purpose of the marketing policy

Ensuring the effective development and functioning of both large and small enterprises in the conditions of a market economic system is currently a complex and complex problem. First of all, this concerns such aspects of it as management and marketing.

Marketing Approach- a generally recognized direction in the creation and sale of products and services by firms in various directions. In countries with developed market economies, much attention is paid to the marketing sphere, since an ineffective marketing system of an enterprise can lead not only to lost profits, but also direct losses. Marketing system as a subsystem organizational management exists in any firm, however, the degree of its development and effectiveness can vary significantly. Organizationally, in large and medium-sized firms, the management link of the marketing system is special services and divisions. In a small firm, this may be directly one of the leaders.

The term "marketing" - literally the process of promotion to the market - does not fully reflect the internal duality of the process and emphasizes the more "active" side of marketing in comparison with the "analytical" one. To characterize this duality, the terms "strategic" and "operational" marketing are used. Strategic marketing is a process of analysis, which includes analysis of needs, market segmentation, analysis of competitiveness, and finally, the choice of a strategy for the development of an enterprise. Operational marketing is the process of selecting a target segment, followed by drawing up a marketing plan and applying a complex of marketing communications in selected market segments, based on their marketing budget.

Marketing management refers to the analysis, planning, implementation and monitoring of activities designed to establish and maintain exchanges with target customers in order to achieve certain organizational goals, such as earning profit, increasing sales, increasing market share. The task of marketing management is to influence the level, time and nature of demand in such a way that it helps the organization to achieve its goals, i.e. marketing management is demand management.

There are five different approaches to marketing management:

1. The concept of production improvement, which asserts that consumers prefer goods with low prices, therefore, it is necessary to reduce production costs.
2. The concept of product improvement is based on the assumption that consumers prefer quality products and in this case, sales promotion is not required.
3. The concept of intensifying commercial efforts is based on the fact that goods will not be bought without significant marketing and promotional efforts.
4. The concept of marketing is based on the assertion that the firm must identify, through research, the demands and needs of a precisely defined market and ensure their desired satisfaction.
5. The concept of social and ethical marketing proclaims as its principle the achievement of the goals of the organization and its ability to ensure customer satisfaction and long-term well-being of both the consumer and society as a whole.

In practice, marketing activities have a great impact on people as both buyers and sellers.

Marketing goals: the highest possible consumption, the achievement of maximum consumer satisfaction, the provision of the widest possible choice, the maximum increase in the quality of life.

These goals are solved by the marketing cycle, which includes: marketing research, marketing synthesis, strategic planning, operational planning and implementation of plans, control and information support.

A well-formed marketing policy serves as the basis for marketing at the enterprise.

The marketing policy of an enterprise is a comprehensive plan that focuses on the main idea or on certain values ​​(goals) and establishes the main framework of behavior (strategies), as well as describes the necessary operational actions (use of marketing tools).

Thus, the structure of the marketing policy can be defined as follows:

Enterprise goals and marketing goals;
- Marketing strategies;
- Marketing mix.

In turn, a marketing strategy is a conditional, global plan of "behavior" to achieve the goals of the enterprise and marketing goals.

Marketing policy development takes place in several stages; this is a complex planning process.

Marketing planning has the following tasks:

1.analyze the situation within the enterprise and environment;
2. choose a market;
3. determine the size of the market coverage;
4. to develop basic principles of behavior in relation to market participants;
5. identify the key points in the use of marketing tools.

Also, the development of marketing policy is carried out using marketing analysis and includes three stages:

1. goal setting;
2. development of a marketing strategy;
3. determination of the use of marketing tools.

It is advisable to conduct a marketing analysis before setting goals.

Marketing policy is part of the general policy of the company. Based on the analysis carried out, each company builds a general system of goals.

It can be represented as follows:

1. The purpose of the enterprise, i.e. mission (business mission);
2. "Personality" of the enterprise (corporate identity) - describes the tradition of the enterprise, the policy pursued, the point of view, the position of managers and employees. It is the “personality” of the enterprise that creates its image in the eyes of society and in the eyes of its employees;
3. Priorities of the enterprise, i.e. what the company focuses on, depending on the level of profit (for customers, for employees, for the environment, for profit and growth);
4. Operational objectives: at this level, the task of management is to present the mission of the enterprise, taking into account its priorities and its "personality", as a set of specific operational objectives.

The latter are divided into:

General goals (for example, increase profits to ...);
- the goals of functional units (this includes marketing goals, as well as procurement goals, production goals, etc.);
- goals by line of business;
- the purpose of using specific tools.

The entire range of enterprise goals can be grouped into the following categories: goals related to:

Market (market share, turnover, new markets);
- profitability (profit, return on equity, etc.);
- finance (creditworthiness, liquidity, degree of self-financing, capital structure);
- employees (employee satisfaction, employee income and social security, social integration, personality development);
- prestige (independence, image, political influence, social influence).

It must be borne in mind that all these goals are closely related.

As for the goals of the marketing policy, the following conditions must be met:

1) determine the dimension of goals, i.e. set goals that can be monitored (for example, increase market share by 10%).
2) create a market-oriented system of goals, i.e. marketing goals should be consistent with the overall goals of the enterprise and each other.

If some goals conflict with each other, it is necessary to clearly define the priorities, i.e. which is more important. For example, an increase in the turnover of a product causes a decrease in profits due to an increase in costs, for example, for advertising. Here it is necessary to decide whether a short-term decrease in profits can be allowed to increase turnover, say, in the medium term.

When setting a goal, the following aspects are formulated:

Economic: closely related to the overall goals of the enterprise (profit, profitability, safety). Their achievement is easy to monitor as they focus on the visible part of the buying decision process.

These are goals such as:

Increase in sales turnover;
- increasing market share;
- access to a specific market;
- use of market potential.

Psychographic goals: a set of measures to increase turnover and sales should influence consumer behavior, i.e. actually have a psychological impact on potential buyers. It is very difficult to measure and control whether the goals have been achieved, since here we are dealing with the psychological motives of buyers' actions, the willingness to make a purchase and, finally, with the probability of making a purchase. And there are no exact indicators reflecting these parameters.

The following goals are often set:

Increasing the level of awareness of the product or brand;
- changing / improving the image and attitude of consumers;
- strengthening the intention to make a purchase;
- change of preferences.

2. Scope of the goal - goals can be formulated precisely or in general terms. An example of a generalized goal is to maximize profits, market share, etc. In practice, goals are usually formulated precisely (based on indicators obtained in the course of marketing analysis), i.e. for example, increase the market share to 30%, achieve a 20% increase in turnover, etc.

3. Time to reach the goal - for what period of time this goal should be achieved. Those. goals can be formulated in the short term, medium term and long term.

4. Market segment - for which group of buyers (selected by geographic, socio-economic, psychological factors) and / or for which product this goal is formulated.

As for the structure of marketing policy, there are four main components: product, price, sales policy, as well as the policy of promoting goods on the market. The basis of the marketing policy is the marketing strategy of the enterprise.

Marketing policy analysis

By analyzing the marketing policy of an enterprise, it is customary to understand the collection of information about the activities of the enterprise, its study in several main areas (product, price, buyers, promotion) and the use of the results obtained to select directions for the development of the business as a whole and its individual components.

It should be noted that such an analysis does not have to be super-complicated, involving a large amount of information, labor, time and other resources (it is the fear of starting such a complex business that often discourages managers from using marketing analysis). For most SMEs, standard analysis tools are sufficient. Large enterprises usually use the appropriate software, which is due to both large amounts of collected data and a wider range of tasks to be solved.

Objectives of Marketing Policy Analysis

The analysis results can be used by the company for the following main purposes:

In the development of the marketing strategy of the enterprise, in making a decision on its change or adjustment;
when drawing up short-term plans for marketing and production activities, assessing their implementation;
when deciding on products, product groups, prices, individual customers, etc. (within the existing marketing strategy);
in the manager's assessment of the current state of affairs of the enterprise.

The third point deserves some explanation. Unfortunately, it is he who is often the only purpose of the conducted marketing analysis. Remove the product from production or leave it; display a new one or wait; to raise the price or not - these are the questions, answers to which are expected from the analysis. You can get these answers, but, unfortunately, they can give little to a business.

The analysis of marketing policy cannot be carried out without having initial information about the work of the company. On the one hand, the stage of data collection is a purely technical and uncomplicated procedure, on the other hand, it is at this stage that mistakes are often made, which subsequently lead to incorrect analysis.

There are two main mistakes:

The information that is not needed is not collected;
information is collected in a suboptimal way.

So, what data should be obtained in order to conduct a basic analysis of the marketing policy of the enterprise:

Data on sales volumes in physical and value terms (broken down by time, assortment groups, customers, sellers), data on sales of related products and services (spare parts, service maintenance, etc.);
data on the "history" of each product (the date of the start of development and release to the market; cost price, price and their changes);
customer base data (minimum information for B2B operations: company name, location, belonging to a segment, contact person, name of the responsible manager);
similar information on marketers;
detailed information about each of the main competitors (it is advisable to keep "competitor cards", constantly supplementing them with up-to-date information);
promotion data (advertising budgets with a detailed breakdown, information about promotions, participation in exhibitions, etc.).

In order for the information to be useful and not require a lot of effort to get it periodically, it must meet the following requirements:

Credibility. All data used for analysis must be carefully checked, otherwise significant distortion of the output can occur.
Efficiency. The work of collecting information must be debugged.
Unified form. A common problem: the base of the sales department works in the format of one program, the base of financiers in another, the marketing department generally calculates in Excel. As a result, there is a loss of time to bring the data to a common form.
Limitation. The scope of the information flow should be clearly delineated, and their change should be agreed with the management and implementers.
"Durability". The main value of marketing information lies in the ability to see the dynamics of change. The longer the time period "covered" by the information, the better and more reliable the conclusions will be.

After collecting all the necessary information that meets the listed criteria, a competent specialist can easily analyze the marketing policy in the main areas.

Main marketing policy

Considering the issue of marketing policy, it is necessary, first of all, to define its concept, dwell on its elements and goals.

A marketing policy is a plan according to which a whole program of the company's activities in the field of promoting goods and services is drawn up, which makes it possible to determine the main directions in promoting its products or services and to develop a set of specific programs for this. Marketing management in the work of each company necessarily implies the development of a marketing policy, its implementation and requires specific implementation of the developed processes in the commodity, price and sales direction.

Implementation of marketing policy is a prerequisite for ensuring the effectiveness of actions carried out by the company. And the organization of marketing policy, as a process, is determined by the implementation of marketing in the company, its goals and functions.

Those. marketing policy fully reflects the company's activities in the field of promotion to the market, development within the company itself, which is related to the market activities of the company.

The elements of marketing policy include:

Commodity policy. Any company is simply obliged to strive to expand the range of products manufactured based on the ever-increasing needs of customers, and primarily to maintain and maintain competitiveness. Any company must develop. Therefore, it is obliged to show its innovativeness to the market, but to have time to do this even before the moment when the market itself begins to change, in other words, it seeks to outstrip needs. Carrying out a successful product policy can be seen on the example of the automobile manufacturer GAZ, which began producing the Gazelle car, thereby opening a new era of light trucks in the post-Soviet countries. The company changed its products, thus adjusting it to the needs.

Sales. This is the activity of the company aimed at bringing the manufactured products to consumers. The management of each company independently determines the type of sales scheme, whether it is the use of dealer services, the opening of a branch on sales issues, and provides for sales to small customers. For example, sales of products through the sale of goods through a teleshop, as well as the opening of a real-life store with the same goods, has proven itself very well.

Promotion. It is a kind of hunt and development of ideas that motivated consumers to make a purchase. In other words, it is a policy of increasing sales. It provides for the distribution of funds for advertising companies, a search for a unique selling proposition for products that has some specific features is carried out. For example, a company that sells ordinary office chairs, as a unique selling proposition, uses the fact that such chairs are made in accordance with the physical characteristics of a person and are absolutely harmless to health.

Logistics. Implementation of effective inventory management and supply chain management, as well as continuous product quality control. For example, Ford paid its suppliers monetary rewards for quality. Pricing. Development of the most optimal and acceptable price-quality ratio, beneficial to both the manufacturer and the consumer.

Information marketing activities. The presence of an information center in the company, where all data is collected from both external and internal activities of the enterprise. All collected data are analyzed and processed, and then in the form of reports are sent further to make a specific decision. Take marketing research, the results of which will reveal errors and determine the company's capabilities.

Types of marketing policy

There are such types of marketing policies, depending on the company's market share:

Attacker. This is an active position of the company, which seeks to conquer new territories and expand the boundaries of the market.
Defensive. In other words, holding, i.e. the company strives to maintain its existing position in the modern market.
Retreat policy. It is a forced process in order to reduce costs.

Marketing policy is primarily aimed at increasing the volume of sales, revenues, market share, in addition, striving for leadership in the developed area of ​​the market.

Public relations should not be overlooked either. The purpose of the marketing policy is also to establish good relations with various state and public institutions and layers by creating a favorable image of the company and its products by neutralizing unfavorable and negative information.

Formation of marketing policy

When developing a company's marketing policy, it is necessary to take into account that the product is the first and most important element of the marketing mix. Commodity policy requires the adoption of mutually agreed decisions regarding individual commodity items, product assortment and product nomenclature.

Each individual item offered to consumers can be viewed in terms of three levels. The product is intended to characterize the consumer properties of the goods and services purchased in the product by the buyer, i.e. this product meets the buyer's requirements. The company needs to turn a product by design into a product in real performance.

When choosing marketing strategies and shaping marketing policies, companies for individual goods a number of product classifications need to be developed based on inherent characteristics and market segmentation.

The positioning process has been designed to make the most of the market segmentation. Targeted marketing consists in the selection of segments that best suit the needs of the firm.

The implementation of a successful marketing policy involves taking into account the individual preferences of various categories of consumers. This is what constitutes the basis of market segmentation. With the help of segmentation, certain types (market segments) are selected from the total number of potential consumers that present more or less homogeneous requirements for the product.

The main goal of segmentation is to provide targeting to the product, since it cannot meet the needs of all consumers at once. Through it, the main marketing principle is realized - consumer orientation. At the same time, the organization does not scatter, but concentrates its efforts in the "direction of the main blow" (the most promising market segments for it). Thus, an increase in the efficiency of the applied forms and methods of sale, advertising, sales promotion, etc. is achieved.

The target market is the most suitable and profitable group of market segments (or one and only segment) for the organization to which marketing activities are directed.

The potential of a market segment is characterized by its quantitative parameters, i.e. capacity. The segment should initially be large enough to cover the costs associated with implementation and operation in the market, and make a profit. In addition, it should have prospects for further growth.

One of the first strategic decisions a firm makes is to define its reference (base) market and select the target segment (s) of consumers. This choice involves dividing the entire market into groups of consumers who have similar needs and behavioral or motivational characteristics and which create favorable market opportunities for the firm. A firm may choose to serve all customers in the underlying market, or it may focus on one or more segments. Segmentation of the underlying market is usually carried out in two stages, corresponding to different levels of market division. The purpose of the first stage, or macro-segmentation, is to identify “product markets”, while in the second stage, micro-segmentation, consumer “segments” are identified in each of these product markets.

Identification target groups consumers and is a segmentation process that breaks the underlying market into pieces that are homogeneous in terms of requirements and purchasing habits. The segmentation process is of strategic importance for the enterprise, since it leads to the definition of its area of ​​activity and to the identification of factors that are key to achieving success in the selected markets.

Assessing the significance of a segment involves determining how realistic it is to consider a particular group of consumers as a market segment, how stable it is in terms of the main unifying features. Find out if the segment's needs are sustainable in relation to the proposed product. Otherwise, you can get into a segment where competitors have strong positions, or offer a tourist product with fuzzy, vague target characteristics that will not be recognized by customers.

When searching for the optimal number of target market segments, two methods are used - concentrated and dispersed.

The process of determining the target market is closely related to the choice of the marketing strategy of the enterprise.

Typically, a firm can apply multiple product strategies. When making a specific choice, one should take into account the advantages, the necessary market conditions, the requirements for the organization of production and management, and destabilizing factors.

Opportunities strategic management are not limitless. There are a number of restrictions on the use of strategic management, which indicate that this type of management, like all others, is not universal for any situation and any task.

First, strategic management, by virtue of its essence, does not, nor can it, give an accurate and detailed picture of the future. The description of the desired future of the organization developed in strategic management is not a detailed description of its internal state and position in the external environment, but rather a set of qualitative wishes for what state the organization should be in in the future, what position it should occupy in the market and in business, what to have organizational culture what business groups to belong to, etc. At the same time, all this in the aggregate should be what will determine whether the organization will survive in the future in the competitive struggle or not.

Secondly, strategic management cannot be reduced to a set of routine rules, procedures and schemes. He does not have a theory that prescribes what and how to do when solving certain problems or in certain situations. Strategic management is, rather, a specific philosophy or ideology of business and management. And each individual manager understands and implements it in his own way. Of course, there are a number of guidelines, rules and logical frameworks for analyzing problems and choosing a strategy, as well as for the implementation of strategic planning and practical implementation of the strategy.

However, in general, in practice, strategic management is:

The symbiosis of intuition and the art of top management to lead the organization towards strategic goals;
high professionalism and creativity of employees, ensuring the connection of the organization with the environment, the renewal of the organization and its products, as well as the implementation of current plans;
active involvement of all employees in the implementation of the objectives of the organization, in the search for the best ways to achieve its goals.

Third, it takes a huge effort and a large investment of time and resources in order for the organization to begin to carry out the process of strategic management. The introduction and implementation of strategic planning is required, which is fundamentally different from the development of long-term plans that must be implemented in any conditions. It is also necessary to create services that monitor the environment and include the organization in the environment. Marketing, public relations, etc. acquire exceptional value and require significant additional costs.

Fourth, the negative consequences of mistakes in strategic foresight are sharply increasing. In an environment where completely new products are created in a short time, the directions of investments are radically changed, when new business opportunities unexpectedly arise and opportunities that have existed for many years disappear, the wrong foresight, which led to mistakes in marketing policy, can be a loss of profit for the organization. The consequences of an incorrect forecast and an erroneously formed marketing policy are especially tragic for organizations that carry out an uncontested way of functioning or implement a strategy that cannot be fundamentally corrected.

Fifth, in the implementation of strategic management, the main emphasis is often placed on strategic planning. However, this is completely insufficient, since the strategic plan does not ensure its mandatory successful implementation. In fact, the most important component of strategic management is the implementation of the strategic plan. This presupposes, first of all, the creation of an organizational culture that makes it possible to implement the strategy, the creation of systems of motivation and work organization, the creation of a certain flexibility in the organization, etc.

When developing a marketing policy, it should also be borne in mind that any market consists of different numerical combinations of different types of buyers. A brand loyalty market is a market in which a large percentage of buyers demonstrate an unconditional commitment to one of the brands available on it. In this sense, markets of rather high brand loyalty can perhaps be called the markets of toothpaste and beer. Firms trading in the brand loyalty market will find it very difficult to increase their share in it, and it will be very difficult for firms seeking to enter it.

A firm can learn a lot by analyzing the distribution of loyalties in its market. She should definitely study the characteristics of unconditional adherents of her own branded product.

Studying consumers abandoning its brand in favor of others will help a firm learn about its marketing weaknesses. As for consumers with no loyalty, the company will be able to attract them to itself by offering its brand.

When shaping the marketing policy of an organization, it must be borne in mind that the nature of the buying behavior, which seems to be explained by the loyalty to the brand, can in fact be a manifestation of habit or indifference, a response to a low price or the absence of other brands on sale. Brand loyalty is not always clear-cut and should therefore be handled with caution.

The degree of readiness of the buyer to perceive the product. At any given time, consumers are in varying degrees of readiness to purchase a product. Some consumers are not aware of the product, others are aware, others are informed about it, the fourth are interested in it, the fifth want it, the sixth intend to buy. The numerical ratio of consumers of different groups has a huge impact on the nature of the developed marketing policy.

An important structural element of marketing policy is the implementation of marketing plans. For each line of business, marketing plans for products, brands and markets should be prepared. The main body of a marketing plan includes an overview of the marketing plan, market analysis, opportunities and threats, objectives and challenges, marketing strategies, action plans, budget and control. As a rule, in practice it turns out that it is much easier to plan company strategies than to implement them. To be successful, an organization must pursue strategy implementation in a targeted manner. Implementation is the process of moving from marketing strategies to marketing actions.

There are five key points in this process:

1. The action program defines the main tasks and activities required for the implementation of the marketing plan, indicating the performers and the timing of the work.
2. The organizational structure defines the tasks and powers, and coordinates the efforts of the company's employees.
3. The company's decision-making and reward system coordinates activities such as planning, obtaining information, budgeting, remuneration, reward and training of personnel. A well-written program of action, a well-functioning organizational structure, and a system of decision-making and rewards ensure effective implementation of the plan.
4. Successful implementation also requires careful workforce planning. The company must hire, train, recruit and retain the people it needs.
5. The culture of the company can also provide or interrupt implementation. The culture of the company determines the behavior of people in the company, successful implementation is possible with a strong, clearly articulated company culture that corresponds to the chosen strategy.

An important condition for the effective implementation of the organization's marketing policy is responsibility for the implementation of the plan. Marketing departments are generally responsible for implementing the plan. The modern structure of marketing departments is very diverse. The most common is a functional marketing organization in which individual managers perform marketing functions and report to the marketing director. A company may also use a geographic organization in which efforts and functions are divided based on the geographic location of markets. If you are using a product marketing organization, product managers deal with products and work with people from other departments to develop and implement the plan. Another form is a market management organization, where managers focus on specific markets and collaborate with specialists from other functional units.

The marketing department monitors and adjusts its plans as part of the marketing control process. Operational control monitors the implementation of the delivered annual plan goals in terms of profit and production. Strategic control allows you to make sure that marketing goals, strategies and systems are in line with the real and predicted state of the market environment. Periodic marketing audits are carried out to identify marketing opportunities and threats and to identify favorable short-term and long-term actions to improve existing market positions. The company uses the findings to better understand and adapt to the market environment.

An important element of the implementation of the organization's marketing policy is marketing control, which is the process of quantifying and analyzing the results of the implementation of a marketing policy and its plans, as well as taking corrective actions to achieve the set goals. In the process of marketing policy, many unforeseen circumstances arise.

The monitoring function is divided into four stages:

Formation of goals,
quantitative change in results,
analysis of performance results, search for the reasons for any deviations from the planned,
corrective actions to eliminate inconsistencies between the assigned tasks and their implementation. For this, an action program can be applied, a revision of previously formed goals.

Improving marketing policy

The concept of "marketing" is based on the word "market". This concept in its most general form allows for market activity. Marketing is understood as a type of market activity in which the manufacturer uses systems approach and a program-targeted method of solving economic problems, and the market, its requirements and the nature of the reaction are a criterion for the effectiveness of activities.

Admittedly, there is a large gap between what marketing claims "in theory" and what it is in real life.

Most companies believe that marketing exists to help manufacturing get rid of created products. But the truth is the opposite: Manufacturing exists to help marketers. A company can almost always reduce costs, but it is its marketing ideas and proposals that bring prosperity and prosperity to the company.

The marketing concept is the ideal that every firm should strive for. Even if this is a myth, it is a guiding myth that guides the firm in its actions.

In today's competitive environment, no one really disputes the importance of marketing. Hardly anyone doubts that focusing all business activities on the needs of the customer or user is the only way to do business. Despite the general agreement, many companies in practice limit themselves to operational marketing, leaving strategic marketing in the field of good intentions. Understanding the concept of marketing is one thing; following this philosophy of action is quite different.

A company embracing this philosophy will be faced with the need to build a market-driven organization whose appearance and activities are related to the concept of marketing. Creating superior customer value while making a profit is much more than a marketing function. This is the goal of all the activities of the organization, not one department. In other words, strategic marketing is too important to the organization as a whole to be limited to commercial services.

For an organization to perform well above the market average, it must achieve sustainable competitive advantage resulting from the continuous creation of superior customer value. The three key components of market orientation are therefore customer orientation, competitor orientation, and cross-functional coordination.

End-user orientation means focusing efforts at all levels of the organization towards creating value for the customer, understanding and anticipating his needs.

Targeting an intermediate client implies a willingness to treat traders not as mere intermediaries, but as their clients, i.e. striving to meet their specific needs.

Competitive orientation implies understanding the strengths and weaknesses of competitors, "calculating" their strategy and speed of reaction to their actions.

Cross-functional coordination means disseminating market intelligence within an organization, functional integration when formulating strategy, and using the vision and knowledge of different departments, not just the marketing department, to assess customer needs and concerns.

The fifth component of a market-driven organization is monitoring the environment, or the ongoing analysis of alternative technologies, social change, and government regulations that may pose opportunities or threats to the firm.

Thus, marketing encompasses an area much broader than the traditional domain of marketing management, as it includes the organizational culture and climate that most effectively stimulates the behaviors required to successfully implement a marketing concept.

As a result, there is the following definition of strategic marketing:

"The process undertaken by a market-oriented firm to achieve performance above the market average through the systematic implementation of a policy of creating goods and services that provide the consumer with goods of higher value than competitors."

The key concepts here are customer value, competitive edge and above-market profit margins.

In a market economy, the function of marketing is to organize free and competitive exchange to ensure the effective match between supply and demand for goods and services.

This match is not spontaneous and requires:

Organization of material exchange, in other words, the physical flow of goods between production and the consumer;
- the organization of communication, in other words, the information flow preceding the exchange, accompanying it and following it to ensure the effective correspondence of supply and demand.

Thus, the role of marketing in society is to organize exchange and communication between buyers and sellers. This definition emphasizes the tasks and functions of marketing, regardless of the purpose of the exchange process. In this formulation, it refers to both commercial and non-commercial activities and, in general, to any situation in which there is a free exchange between the organization and the consumers of the goods and services it offers.

In foreign and domestic literature on marketing there is no single definition of marketing activities, there is no consensus regarding its content.

Marketing activity is an activity aimed at solving the practical problems faced by the marketing department in an organization (enterprise, firm).

Professor V.E. Pilipenko writes the following definition of marketing as an activity - it is a complex system, a set of actions carried out procedurally, in a certain sequence.

This system includes the following actions:

Accumulation of information in the process of marketing research of the market environment;
- analysis of the accumulated information and diagnostics based on it of the market environment in order to detect potential, unmet, perceived or latent needs, needs and requests;
- development of scientifically and practically grounded probabilistic judgments regarding the dynamics of these needs, needs and demands in the future in the forecasting process;
- projection into the future of the business entity's activities to achieve the approved goals and the transformation of information about the future nature of consumer needs and demands into directives for targeted activities in the planning process;
- establishing the sequence of the use of marketing funds for the implementation of plans in the programming process;
- development of specific marketing tools necessary for the implementation of this or that aspect of the program in the design process;
- making organizational and managerial decisions regarding the implementation of relevant plans, programs and projects;
- control over the implementation of marketing goals, plans, programs and projects and the identification of new promising goals through information channels of feedback.

According to F. Kotler, the marketing management process is as follows:

1 Analysis of market opportunities:
a) systems of marketing research and marketing information;
b) marketing environment;
c) markets for individual consumers;
d) enterprise markets.
2 Selection of target markets:
a) determining the volume of demand;
b) market segmentation, selection of target segments and product positioning on the market.
3 Development of a marketing mix:
a) product development;
b) setting prices for goods;
c) methods of distribution of goods;
d) promotion of goods;
4 Implementation of marketing activities:
a) strategy, planning and control.

An important place in market relations belongs to marketing precisely in the field of production and trading business, since there is a question of selling goods (products) and services. Successful marketing activities in these areas provide an opportunity to get high results.

Marketing activities in these particular industries should provide:

Reliable, reliable and timely information about the market, the structure and dynamics of specific demand, tastes and advantages of buyers, that is, information about the external conditions of the company's functioning;
- the creation of such a product, a set of products (assortment) that more fully meets the requirements of the market than competitors' products;
- the necessary influence on the consumer, on demand, on the market, which ensures the maximum possible control over the sales area.

In a planned economy, everything was unambiguously defined for enterprises: what goods to produce, at what price to sell, in what quantity and to whom to supply.

In a market economy, on the contrary, nothing is defined and everything is ambiguous.

Before proceeding with the release of a specific product, you must:

Determine the needs and requirements of potential buyers;
- study the demand for goods that meet certain needs;
- to investigate the market opportunities of the enterprise for the production of goods;
- define the target market;
- determine a specific product for production;
- to determine the selling price of the goods.

After that, it is necessary to plan and evaluate production activities to organize the release of goods that meet the needs of buyers. In addition, it is very important to determine the measures for promoting the product to be launched into the market. Only after carrying out such marketing activities can the company have hopes of selling its goods.

The above list of marketing work is not exhaustive, but it clearly shows what fundamental tasks marketing solves at the enterprise and its leading role in a market economy.

Marketing affects the lives of every person. It is the process by which goods and services are developed and made available to people to ensure a certain standard of living. Marketing encompasses a wide variety of activities, including marketing research, product development, distribution, pricing, advertising, and personal selling. Many people confuse marketing with commercial sales efforts, when in fact it combines several activities aimed at identifying, serving and meeting customer needs in order to meet the goals of the organization. Marketing begins long before and continues after the act of purchase and sale.

Marketing activities include all the functions inherent in any other type of management: planning, organizational activities, direction of activity, accounting and control. These functions are common to any type of activity. But in certain situations, they can be specified taking into account the specifics of marketing activities.

With a comprehensive market research, the following areas fall into the development field:

The marketing environment is being studied;
- analysis is carried out market characteristics and market research;
- An analysis of the collected information about the consumer properties of a certain product, its market positions is carried out;
- the opinion of consumers about this product is being investigated;
- the analysis of market participants is carried out: companies-buyers, competitors and neutral companies;
- the marketing system is being studied;
- market segments are identified and analyzed;
- consumer activity and behavior is studied.

By analyzing the production capacity of an enterprise, it is possible to realistically assess whether it is capable of satisfying all market demands and at the same time developing promisingly.

Based on the research data indicated above, marketing programs are developed taking into account market forecasts; the policy of the company's business conduct in the market is determined; a pricing and sales policy is being developed; new methods of product promotion and advertising campaigns are being created.

By making changes to the company's product policy, specific marketing activities are being implemented to improve the consumer properties of the product. New types and modifications of products are being developed. This increases the competitiveness of the company.

The development of a pricing policy implies the creation of a pricing strategy with the expectation of a long-term perspective of the company's work, pricing tactics for a short period of work with an orientation to a specific group or type of product, or a market segment.

Sales policy is a system of sales channels for goods formed by a direct or indirect method.

Sales promotion and demand generation looks like a set of measures to promote a product on the market. First of all, these are advertising campaigns, sales promotion through price bonuses, offers of warranty service before and after the sale, etc.

When organizing marketing activities, special structural divisions are created that work in the same vein with the scientific, technical and production and marketing activities of the company. These divisions are subordinate to a certain direction of marketing activities. There are divisions that work separately, in the product range, conduct research in the regions or in consumer groups. But there may be divisions with mixed functions.

Control marketing activities possible during the implementation of the marketing program. Monitor adherence to planned norms, analyze sales, profitability and the degree of effectiveness of marketing costs, etc.

With the ongoing monitoring of the implementation of marketing activities, you can make the necessary adjustments. This will have a positive effect on the production and sales picture of the enterprise as a whole.

Marketing can be seen as managing a company based on market conditions and consumer demand.

Marketing activities can be divided into 10 sequential stages.

At the same time, it is very important to note that marketing is a repetitive cycle of events for the constant adaptation of the company's activities to the changing conditions of the external environment:

1) marketing research: analysis of their own capabilities, market research;
2) definition of the target market;
3) choice of marketing strategy;
4) development of a marketing program: 4P - product policy, sales policy, pricing policy, communication policy, budget;
5) marketing plan;
6) creation of a prototype product;
7) testing: market, laboratory;
8) mass production;
9) post-warranty service;
10) ongoing market testing.

The first stage is marketing research, which consists of market research and analysis of the company's own capabilities. At the second stage, the target market is determined, that segment or group of segments, which will be targeted by marketing activities. In the third stage, a marketing strategy is developed for a given target market. At the fourth stage, a marketing program is being developed, a medium-term document that includes a product, sales, pricing and communication policy, as well as the required marketing budget.

Based on the marketing program, which mainly contains target quality indicators, a marketing plan is developed - the current plan with specific indicators of the marketing program.

Next comes the development and creation of a prototype of the product. At the next stage, market and laboratory testing of a new product is carried out. If the test results correspond to the indicators that were laid down in the marketing plan, then the company proceeds to mass production. At the ninth stage, warranty and post-warranty service is carried out (except for FMCG - consumer goods). The tenth stage is constant market testing and adjustment of the marketing program in connection with changes in market conditions.

In the framework of marketing activities, a certain latent conflict of interest arises. The main goal of marketing activities is to maximize the satisfaction of the needs of people while observing the most important goals of the organization. The organization's goals are to minimize costs and maximize profits. In other words, invest as little as possible (savings, including on quality) and make as much profit as possible.

The consumer is interested in saving money and getting better quality. This conflict is quite difficult to resolve, which is why modern marketing uses all kinds of methods to manipulate the minds of consumers. The topic of the psychological impact on the consumer and the social responsibility of marketing activities are becoming more and more relevant in the modern market.

Market research through marketing research, which is a form of social technology aimed at detecting effective means market management based on an objective understanding of the situation on it, has been used in Russia as a basis for decision-making by enterprises since the mid-80s.

Very often, the production of goods and services begins without sufficient marketing research. Manufacturers do not want to incur the additional costs of "unnecessary" marketing research that clarifies all the characteristics of demand-oriented production, which is a serious mistake - as a result, business leaders lose significantly more.

The globalization of market relations presupposes, first of all, the exit of enterprises to foreign markets... And foreign economic activity is unthinkable without deep knowledge and practical skills in the field of marketing. Marketing is the cornerstone of the rules of the "game of business" in world markets.It is precisely competitive conditions that make it necessary for every enterprise, regardless of its type of activity, to use certain marketing tools for the successful functioning and satisfaction of market demand.

The relevance of marketing research is determined by the increasing role of marketing both in the very system of relations between market entities, and it can be said in human life, namely:

The real orientation of the development of the Russian economy along the path of regulated market relations;
- growing interest in marketing as a means of life support and development of market entities;
- a massive change in the mindset of consumers in the course of the reforms being carried out in the country and the formation in their minds of a new market way of life, of which marketing is an integral part.

These trends in the development of human society in the industrial world emphasize the relevance of marketing as a section economic science and expand the need to form a more developed marketing architecture and highlight its infrastructural components.

Controlling marketing activities is evaluating the results of the marketing plan and taking the necessary measures to adjust it, because if you miss the time when clarifications and changes can be made to the plan painlessly for the company, the consequences can be unpredictable.

However, the control procedures that exist in many companies are clearly imperfect. Some firms are not clear enough about setting goals and defining performance measurement systems. Many do not have a clear idea of ​​the profitability of their transactions, do not analyze their costs for warehousing and maintaining distribution channels.

Practical use marketing by enterprises contributes to the implementation of the most important socio-economic process to the fullest satisfaction of the needs and demands of consumers.

In the context of the development of a market economy, management methods, empowerment and independence of enterprises, the content of the goals of the economic behavior of both producers of products in the market and of all economic activity is fundamentally changing. An indispensable requirement is the transition to the formation of production programs and product range based on a thorough study of consumer demand. This requires a clear system of consistent implementation of a socially active production and sales policy, contributing to the satisfaction of social and individual needs for relevant products; increasing the competitiveness of manufactured products; accelerating the sale of manufactured goods and the turnover of invested funds.

The implementation of marketing activities acts as an objective need for the orientation of the scientific, technical, production and sales activities of the company on the subject of market demand, needs and requirements of consumers. It reflects and constantly increases the tendency to organize production in order to improve the efficiency of the functioning of the company as a whole and its business units.

The marketing activity of the company is aimed at setting concrete current and, mainly, long-term goals, ways of achieving them and real sources of resources for economic activity, in a sufficiently substantiated manner, based on market demands; determine the range and quality of products, their priorities, the optimal production structure and the desired profit. In other words, the manufacturer is called upon to produce such products that will be in demand by the consumer and, accordingly, will bring profit. And for this it is necessary to study social and individual needs, market demands as a necessary condition and prerequisite for production. Therefore, the understanding is deepening that production begins not with exchange, but with consumption. This concept is embodied in marketing.

Marketing sales policy

Sales is a key link in marketing and all activities of an enterprise for the creation, production and delivery of goods to the consumer, the main task of which is to return the funds invested in the production of goods and make a profit.

This is what experts say, formulating the third commandment of marketing: "The right product in the right place and at the right time."

The main goal of the company's marketing policy is to ensure the availability of goods for consumers.

To achieve it, you must:

Identify the need of the target market and calculate its capacity;
- identify effective distribution channels;
- bring the goods to consumers as soon as possible.

The concept of marketing includes the following elements: transportation, warehousing, storage, revision, promotion to retail and wholesale trade links, pre-sale preparation, and the actual sale.

A sales system is a complex consisting of a sales network of an enterprise and those sales channels that use it to sell goods.

The main elements of the distribution system include:

Distribution channel - a defining link in the sales system of a given product, characterizing the features of the functioning, conditions and restrictions of sales activities;
- wholesaler (wholesaler) - a person (enterprise) that purchases significant quantities of goods from various manufacturers and restricts their movement in retail trade;
- retailer - a person (enterprise) who directly sells a relatively large amount of goods to the end consumer and purchases the goods either from a wholesaler or from a manufacturer;
- broker - a reseller who organizes the sale of goods without acquiring ownership;
- commission agent - a person who has a warehouse with goods that he sells on his own behalf, but at the expense of the manufacturer;
- wholesale agent - an employee under a contract with the seller, conducting operations at his expense; at the same time, he may be transferred the exclusive right to sell the goods of the enterprise in certain amounts;
- consignee - a person who has his own warehouse and goods, but on the basis of consignment (i.e., the goods are transferred to him for safekeeping by the producer);
- a sales agent (sales agent) - a person who independently sells the goods of an enterprise to customers and has a different status: working with restrictions (on a consignment basis), serving only this enterprise or this consumer, etc.;
- dealer - a widespread type of sales agent, specializing, as a rule, in the sale of durable goods that require significant volumes of service, which the dealer himself and his assistants usually do not carry out.

Distribution system functions:

Sales strategy formation;
- choice of distribution channels;
- formation and processing of an array of documents reflecting consumer orders (including intermediate orders);
- packaging of goods;
- formation of consignments of goods in accordance with the needs of consumers;
- warehousing of goods before transportation and its necessary revision in warehouses;
- organization of transportation of goods;
- assistance to intermediaries in organizing the effective sale of goods;
- collection and systematization of opinions of end and intermediate consumers about the goods and the company.

The organization of the sale of goods to the end consumer can be carried out by:

- offers of goods in a retail trade enterprise ("merchandising");
- licensed trade ("franchising");
- direct contacts with the consumer ("direct marketing").

When planning a sale, the following areas of activity should be envisaged:

Market research - carried out at the general economic, sectoral and market levels on the basis of predictive and analytical approaches;
- forecast of commodity turnover - an assessment of the sale of goods in physical and value terms and the share of an enterprise in the volume of turnover of enterprises operating in this market, which is carried out for various periods and using various methods. The forecasts made are used in conducting trade operations, scheduling production and managing stocks, justifying budgets and profits, determining prices, financial costs;
- preparation of financial estimates - correlation of expected sales with the estimated amount of trading costs and potential profit. Estimates are drawn up for the total sales volume and for individual goods;
- the establishment of "sales standards" - the definition of specific tasks sales agents;

Trade reporting - providing information on actual sales and costs, information on new trends in the market;
- control criterion.

Each decision in the field of sales policy involves certain costs. Sales costs - the sum of the costs incurred by the company from the moment the goods leave the warehouse until they are purchased by the buyer.

P.S. Zavyalov proposes the following ratio of costs for the physical distribution of goods:

- investments in reserves - 45%;
- costs for external transportation - 20%;
- warehouse processing costs - 15%;
- costs for management activities and overhead costs - 10%;
- expenses for internal transportation - 10%).

Marketing Policy Management

F. Kotler (1973) showed the difference between marketing as a philosophy and marketing as a craft. If all the attention is focused on the methods, techniques and tools of marketing, then marketing is inevitably presented as a craft, which is clearly not enough in the face of ever-increasing competition.

Knowledge of marketing only by a narrow circle of specialists (department, marketing group) becomes insufficient. It is necessary that marketing, as an entrepreneurial philosophy, as a business concept, masters and directs all employees, functions and departments of the organization. Marketing, turning into a mindset, permeating the activities of every employee from a clerk to a top manager, creates the prerequisites and conditions for effective entrepreneurship.

So, marketing management is a purposeful activity to regulate the position of a firm in the market, by means of planning, organization, accounting, control, execution of each phase of the positional and activity behavior of the firm, taking into account the influence of the patterns of development of the market space, the competitive environment to achieve profitability and efficiency subject in the market.

The field of marketing management, occupying a specific place in common system marketing knowledge, includes analysis, planning, control over the implementation of activities designed to establish, strengthen and maintain profitable exchanges by solving certain organizational problems, such as making a profit, increasing sales, increasing market share, etc. In the field of management, the motivation of the company, the assessment of economic decisions, strategic planning, the choice of the form of management, the structure of management, personnel management, and simulation are directly related to the management of marketing in the company and the marketing management of the company.

Consequently, management functions are activities necessary to implement control (impact).

From the foregoing, we can conclude that the concepts of "marketing management" and "marketing management" are included in the set of management tools and follow from the general concept of enterprise management.

Management functions such as goal-setting, forecasting, planning, are, in fact, the rationale and adoption of management decisions, implemented within the framework of information and analytical tasks, marketing. Not all managers are able to resolve these issues on their own, and in difficult cases this is unlikely.

In large and medium-sized enterprises, these tasks are assigned to special organizational units - marketing departments, services. They act as internal consultants, preparing solutions (external consultants may also be involved for this). The relationship between management and marketing is defined as follows. On the one hand, they can be treated as two separate contiguous areas. On the other hand, marketing can be viewed as a part of management focused on tracking the macroeconomic environment, external factors, internal changes, and developing an adequate response to them in the form of indicative management decisions. The more complex the enterprise management system, the more expedient a clear separation of management and marketing tasks. Then the decision-making process becomes more observable and manageable, and the decisions themselves become reasonable and adequate.

Marketing in a broad sense is associated precisely with business intuition, which is determined by the ability of managers to carry out (independently or with the support of specialists) the formulation and solution of management problems. At the same time, the distinction between a manager and a marketing specialist has a specific meaning: the specialist makes indicative (recommendatory) decisions, and the manager makes directive (directly executable) decisions. Thus, in specific cases, one and the same subject can act in different capacities.

A holistic view of marketing management, combining the merits of various modern scientific concepts and relevant practice, proceeds from the fact that the management of the entity's activities in the market is built:

First, on the principles of strategic planning;
secondly, on the principles of investment portfolio management, in which each area of ​​activity of the entity, or its business unit, has its own potential for profit, taken as the basis for the distribution of the entity's resources;
thirdly, on the principles of marketing itself, which makes it possible to assess the prospects for the implementation of decisions made on the basis of the first two principles, and directly plan, organize and control their implementation using systemic marketing tools.

Therefore, in the concepts of marketing management, the actual marketing process, including: analysis of marketing opportunities; development of marketing strategies; planning of marketing programs (development of system tools); organization of execution and control of marketing work is closely interconnected with strategic corporate planning (defining a corporate mission, defining strategic business units, allocating resources between them, planning new activities) and planning at the level of a strategic business unit (defining the mission of a strategic business units, identification of opportunities and threats, strategic analysis, formulation of goals, strategies, programs of the business unit and control of their implementation).

Consequently, the most complex analytical, planning, organizational work at all available levels of the subject (corporation, business unit, structural unit) in the process of marketing management is ultimately subordinated to the formation and management of systemic marketing tools that directly create value and the acquired benefit (or benefit ) not only for the consumer and the subject who achieve their goals in the market, but also for all participants in the exchange, for example, society, government institutions, the subject's personnel, and its shareholders.

I would like to note the peculiarities of the marketing policy. The shipbuilding market, like any industrial market, is significantly different from any market in terms of marketing policy. It is characterized by a number of features that make it impossible to use "classic" marketing solutions. First of all, this is a limited number of buyers. All buyers on the market are known, each has its own characteristics, each requires its own special approach.

An important factor is the individuality of each transaction. It is impossible to create a certain unified offer for all clients - the need of each client is individual. Do not offer the same equipment to a furniture manufacturer and a boat manufacturer.

In addition, almost all transactions on the market are one-off. As mentioned above, the equipment has a long service life; it is purchased once over many years and generally requires no follow-up service from the supplier.

Finally, the last, but no less important feature of the market is the complexity of the customer's purchase decision. The purchase of equipment requires significant investment, changes in the production process. The decision to purchase equipment from a specific supplier is made as a result of a long process that includes dozens of meetings and hundreds of telephone conversations... Often, an enterprise may not even realize that it has a need to purchase this equipment; many are convinced of his high cost, the complexity of installation and inapplicability in their production.

Each enterprise is interested in good governance their marketing activities. He needs to know how to analyze market opportunities, select suitable target markets, develop an effective marketing mix, and successfully manage the implementation of marketing objectives. All this constitutes the process of marketing management. Management of the marketing policy of the enterprise involves planning the goals of the enterprise. The goal is a reference point towards which the enterprise should strive in its activities. Planning for enterprise goals consists of several stages. To choose the right path, you need to know the starting position of the enterprise. For this, at the first stage of planning, a comprehensive analysis of its current activities(situational analysis). Such an analysis makes it possible to assess the internal capabilities and resources of the enterprise, its strengths and weaknesses, to determine the tendencies of changes in the external environment and the degree of adaptation of the enterprise to these changes. After conducting all the research and answering the questions of interest, you can proceed to the second stage - the development of the goals of the enterprise. The choice of goals must be approached selectively. Of the many tasks facing the enterprise, it is necessary to single out the most significant goals as goals so that the resources of the enterprise can be concentrated on them.

To implement marketing goals, a marketing strategy is formed, which is closely related to the overall strategy. Marketing strategy - principal, medium or long-term decisions that provide guidelines and direct individual marketing activities to achieve the set goals. The strategy is developed on the basis of the goals set, forecasting the long-term prospects for the development of the market (markets), analyzing the needs of customers, assessing the resources and capabilities of the enterprise. At the planning stage, there is a selection of marketing elements that are combined into the most optimal ones, in terms of the goals set, as well as the distribution of funds within the marketing budget. The activity of any enterprise is aimed at achieving its goals. These goals are the starting point in the development of marketing plans and programs, the implementation process of which should ensure accurate progress towards the intended milestones. The assessment of the degree of fulfillment of the intended goals and programs is provided with the help of a marketing control system.

Summing up the above, I want to say that in connection with the increase in the social status of a person in Western civilization, the expansion of his rights, the concept of the so-called enlightened marketing appeared. This is a marketing philosophy, according to which the activities of an organization should be aimed at the effective functioning of the marketing system over a long period of time. Today, many Russian companies are making a decisive step forward on the path of economic development, widely opening up access to domestic and foreign investors. These investors show high exactingness to the objects of their capital investment, which means that enterprises will have to earn a good reputation for themselves. This can be done, first of all, through competent, professional economic activities that provide a high return on invested capital.

Russian companies there is an acute shortage of working capital to be overcome; learn to manage finances; create modern marketing services; develop, master and market new products and services; discard many of the old ones.

At the same time, Russian industry has a huge intellectual reserve, well-educated managers, highly qualified workers, and our bowels are rich in natural resources. All this gives grounds for ambitious plans to enter world markets and take a worthy place there. But in order for these ideas to become a reality, employees of firms - and companies must understand what approaches, methods, tools are at their disposal to organize work in new conditions. It is unthinkable to make all decisions alone. The director must create a team of like-minded people.

It is important to remember another thing - the best way to provide support to your country in a difficult period of reforms, to improve the general situation in Russia - to make your company, firm prosperous, produce good products at affordable prices for consumers, create stable and well-paid jobs. Over time, this should translate into profits - one of the main indicators of the company's performance and its factor. If good results are achieved, then Russian and foreign investors will invest in the development of the company, and other firms will cooperate.

Marketing policy implementation

Types of marketing strategies:

Company growth strategies;
market coverage strategies;
marketing strategies that depend on the dynamics of consumer demand (strategy of synchromarketing, remarketing, etc.);
competitive strategies(attacking and defensive).

The company's growth strategies are distinguished by:

1 - the strategy of developing a new product "old market - new product". It consists in attempts to increase sales by improving, modernizing, improving its consumer properties, expanding the range, creating new models, types of products. The strategy is effective if the company has a number of successful brands, which allows the promotion of goods to focus on the fact that these products are produced in a well-known company.
2 - the strategy of deep penetration into the market "old market - old product". As a rule, it is aimed at maintaining market positions, but also consists in finding by the firm ways to increase the sale of existing goods in the existing market. In this case, it is expected to increase the market share by reducing the costs of production and circulation. Changing the pricing policy, identifying new ways to use the product.
3 - "new market - new product" - diversification strategy (introduction of a new one).
4 - the strategy of expanding the boundaries "new market - old product". The search is underway not only for new markets in the geographical sense, but also for new market segments. The strategy is effective if, as a result of changes in lifestyle, demographic factors, new segments appear on the market and, accordingly, new areas of application are identified.

Integration is the unification of business entities. Integration growth strategies involve expanding the firm by adding new structures. Typically, these strategies are used by firms that are at a high level of business development and do not have the ability to implement concentrated growth strategies.

Types: vertical, horizontal.

The strategy of regressive integration is aimed at the development of the firm by acquiring suppliers or increasing control over them, through the creation of subsidiaries that carry out procurement. By implementing this strategy, the firm reduces supplier dependency and price fluctuations.

The strategy of progressive integration is expressed in the development of the firm through the acquisition or strengthening of control over the structures located between the firm and end users, i.e., over distribution and sales systems (warehouses, transportation, retail network). The strategy is beneficial when intermediary services are too extensive or the firm cannot find intermediaries with a quality level of work.

The horizontal integration strategy is based on the firm's actions to take over or put under stricter control of the firms of competitors in the firm's market. Geographic expansion of markets is often the main reason for horizontal diversification. In this case, companies that produce the same type of products, but act in different regional markets, are united.

Problems that arise with vertical integration: the appearance of a strong position; mutual dependence, which in case of any difficulty can put the next link at a disadvantage.

Pluses of integration: costs, control, the emergence of stability.

Diversification - the penetration of an enterprise into industries that do not have a direct production link or functional dependence on the main activity. Diversification - the company moves to the release of a new product for it and works in a new market for it. Concentric diversification - the release of a new product using technologies already available to the company, or production lines. Horizontal diversification - production technology is no longer associated with the previous one, the retention of old customers when new goods are released. Conglomerate diversification - a completely new product is produced, not related to previous technologies and for completely new consumers.

Pros:

1) reducing costs when combining various types of business due to a single management;
2) improving the information business;
3) technological benefits through technology exchange, joint research and development.

Minuses:

1) there may be no real connection between different types of business;
2) the antimonopoly legislation creates difficulties.

Market Reach Strategies

1. Strategy of mass (undifferentiated) marketing. Work on the mass market, the product must be suitable for the maximum number of consumers, similar competitors' products will differ mainly in price.

All actions of the enterprise are aimed at reducing costs: production, sales, advertising. The company prefers homogeneous products, focuses on a wide market, mass production.

Advantages: low level production costs, low level of marketing costs, the widest possible boundaries of the potential market.

Disadvantages: Competitors can adopt cost-cutting methods, technological innovations can devalue existing developments.

2. Strategy for differentiated marketing. The company seeks to cover a fairly large number of market segments with specially developed goods for them, strives to make its offer original for each segment, which allows setting higher prices.

Advantages: painless implementation in selected segments, the ability to maneuver.

Disadvantages: significant marketing costs, the presence of competitors in almost every segment, the difficulty of achieving a competitive advantage in any segment.

3. Concentric marketing strategy. The company focuses its efforts and resources on one market segment and offers goods specifically for this group of buyers. It is a specialization strategy in which the offer is tailored to the customer.

Advantages: relative protection from competition, work experience, income stability.

Disadvantages: the difficulty of conquering the segment, the need to maintain constant contact with the client.

Marketing strategies that depend on the dynamics of consumer demand: excessive demand (de-marketing) - advertising, price, less quantity of goods to sell for this price, no delivery, no discounts, package of services;
- we work on demand;
- falling demand (remarketing), recovery in demand or the situation of leaving the market for other segments, recovery in the mode of supportive marketing, not necessarily recovery;
- irregular demand (synchromarketing), we have the ability to "jump" (season, week, day, day, etc.), the task of the company is to level the price conditions;
- irrational demand (wrong demand) - cigarettes, alcohol, drugs.

Competitive strategies:

Attacking is a competitive strategy used by a market challenger in the struggle for sales markets:

1) a frontal attack, characterized by active actions on the position of a competitor, attempts to surpass him in strong aspects of his activities (products, advertising, prices, etc.). An organization must have more resources than a competitor and be able to wage long-term “hostilities”.
2) encirclement, an attempt to stop all or a significant territory of the leader (quick victory); assumes an attack from all directions, which forces the competitor to maintain an all-round defense; it is used when a market challenger hopes (and has the ability) to break the will of a competitor to resist in a short time.
3) a roundabout maneuver, a type of indirect attack, implemented, as a rule, in one of the following types: diversification of production, development of new geographic markets, implementation of a new leap in technology.
4) guerrilla attack, small impetuous attacks in order to demobilize the opponent by not always correct methods (black PR). However, continuous guerrilla action is costly and must be backed up by more massive offensive actions to win.
5) a flank attack on the leader, competitors do not enter into a direct attack, is aimed at weaknesses in the activities of competitors, concentrates efforts on gaining advantages in these weak spots; is often carried out unexpectedly for competitors.

Defensive positions, various kinds of barriers are created:

1) positional, we build up everything, all the strength. The best defense method is to continually update the released products.
2) proactive defense is based on anticipatory actions, for example, anticipating the appearance of a new competitor on the market, you can reduce the price of your products, outstrip competitors in discounts.
3) flanking, aimed at protecting the most vulnerable places in the organization's position in the market, where competitors can first of all direct their attacks.
4) counteroffensive, used by the market leader if preemptive and flanking defensive strategies have failed. The leader can pause to see the attacker's weak points

Marketing communication policy

Communication policy (promotion mix) - five ways to promote a product to the market:

Public Relations (PR) - public relations;
advertising;
sales promotion;
specialized exhibitions;
personal sales.

Public Relations

Public Relations (PR) is a non-commercial form of communication, a long-term effort to create and maintain goodwill and understanding between the firm and its community. The public should be understood as a wide range of potential consumers, the population of the market that attracts the company, as well as the partners of the company and its own personnel.

The main forms of PR: appearances in the media (TV, radio, articles in the press), press conferences, organization of shows, sponsorship and charity, corporate identity, prestigious advertising (souvenirs that carry corporate identity in their design, brochures, booklets, company magazine).

PR technology includes four components:

Analysis, research and problem setting;
- development of the program and estimates;
- implementation of the program;
- evaluation of the results and finalization of the program.

The company can carry out PR events by its own public relations services or specialized agencies. A combined method is also possible.

In favor of the first path (own strength), the following provisions can be attributed:

The agency's information about the company is, as a rule, incomplete, which requires its dedication to the details;
agencies are more likely to fail;
own employees are always interested in the success of events;
the commission has the opportunity to increase the efficiency of events by creating specific divisions aimed at the selected events (TV, press, photography, etc.).

The second way (specialized agencies) also has its advantages:

Significant practical experience of the agency;
the ability to terminate the contract;
higher confidence in the advice of independent experts.

The choice of this or that path depends on the company's own capabilities, goals, objectives and marketing program, market conditions (primarily economic and cultural). Long-term (continuous) campaigns are usually carried out by our own PR services (if available in the organizational structure of the company). It is advisable to obtain recommendations and advice from independent specialists in public relations agencies.

The most universal way of PR can be considered the publication of the company in the press. Relations with the press (mass media relations, press relations) are an important component of PR, and it should be noted that there is a mutual interest here: for the press, the company is a source reliable information... The information is transmitted in the form of a press release (information message) according to the list of recipients of information, which is maintained by the company's PR service.

Typically, a press release contains information:

About the appointments of the management;
significant new contracts;
about innovations providing a technological breakthrough;
about mergers and acquisitions;
about strategic alliances, etc.

The content of the press release is calculated on a positive perception of the company by consumers, own staff, shareholders, and the general public. Any PR means always complement other forms of communication, while solving two main tasks: maintaining a balance of interests of the company and society, as well as eliminating the negative impact on the company's image of various negative events and hostile rumors. Achievement through PR of a positive receptivity of the company's goods (brand) is supported by advertising (if not lost due to more aggressive actions of competitors).

Advertising as opposed to PR - commercial activity, "Any paid form of impersonal presentation and promotion of ideas, goods and services of a particular customer." An advertising campaign program for a target market includes such issues as the goals and objectives of an advertising campaign, the choice of the type of advertising and its distribution channel, the development of an advertising message, the determination of the advertising budget, and methods for assessing the effectiveness of advertising.

The goals of advertising can be informative, persuasive, reminiscent, which depends on the strategic objectives of the company, the goals and objectives of the marketing program; the characteristics of the target market, identified as a result of its comprehensive research; phases of the product life cycle; the degree of consumer awareness of the product and the company itself. Information goals usually correspond to the launching phase of a product. Information advertising brings to the consumer information about a new product (new version), explains how to use and apply the new product, gives a description of the qualitative advantages of a new service, etc. Information about advertising can be communicated to the consumer at other phases of the product's life cycle (for the purpose of additional information about the properties or new opportunities for use).

For the growth phase, the goal of persuasion is relevant, especially in a situation of increasing competition.

Through persuasion, the company strives to create sustainable demand. The purpose of persuasion tends to take shape. comparative characteristics the merits of the product (mainly in consumer markets).

The decision on the advisability of advertising a product in the recession phase depends on the company's strategy for this period product life cycle. Practice shows that advertising in a situation of a steady decline in sales is unprofitable, and only the “reaping the benefits” strategy can justify the use of reminiscent advertising.

Advertising goals depend not only on the phase of the product's life cycle, but also on other market factors. So, if a company is little known to potential consumers, but its offer is distinguished by novelty and significant qualitative advantages, then advertising already at the stage of introducing a product to the market pursues the goal of convincing buyers of the superiority of its product.

An important task of advertising practice is the choice of a medium (distribution channel) for advertising. In essence, the task comes down to finding such media that provide the planned reach of the target audience, the required frequency of contacts at the right time and correspond to the company's advertising budget. When drawing up a plan for an advertising campaign, the advertising distribution channel is chosen taking into account a number of factors, such as cost, possible coverage and characteristics of the target audience, the content and goals of the advertising appeal, the features of the advertising object, infrastructure and the degree of development of the target market media, etc. Depending on the medium (distribution channels) distinguish between the type of advertising: print advertising (in newspapers, magazines, reference books and other printed publications), television and radio advertising, outdoor advertising, advertising on transport, etc. advertising to every home or direct mail advertising (direct mail).

Strengthening competition in world product markets, on the one hand, and expanding the functionality and applications of electronic media, on the other, have facilitated the development of advertising media that allow both to reduce the costs of the advertiser and to directly link the seller and the buyer (interactive television, electronic magazines , Fax).

Each advertising distribution channel has both advantages and disadvantages. For example, radio, which provides mass coverage and low cost, is at the same time inferior to television in terms of the completeness of perception and the duration of the impact on the respondent. Direct mail advertising with a high degree of selectivity of the target audience only by 20-25% provides the probability of "hitting the target" of the advertising message, etc.

Determining the volume and characteristics of the target audience is no less important for planning an advertising campaign than the cost of advertising space or time in various media. It should be borne in mind that the target audience can be calculated, effective (potential customers in contact with this advertising medium), actual (potential customers who have responded to advertising).

Evaluation of the effectiveness of advertising is usually carried out in relation to its specific type. It is much easier to make a preliminary (expert) assessment and it is more difficult to assess the results of an advertising campaign and the real impact of a particular type of advertising on certain indicators (results) of a company.

For an expert assessment, the characteristics of advertising are determined, the significance of which is established using the weight coefficients. By comparative evaluation of several advertising options, the best one is selected in terms of the sum of points.

The criterion for the operational measurement of the effectiveness of advertising can be indicators such as the effect of mutual understanding, the level of sales, an increase in consumer loyalty to brand name... However, it is practically impossible to single out the role of advertising, ignoring other factors of marketing efforts, the influence of the macro- and micro-environment of marketing, etc.

Perhaps the most reliable way is to study the effect of mutual understanding, which is carried out in the study of consumer behavior. Under the effect of mutual understanding is meant the establishment of changes in the level of consumer awareness of the company, product (brand), in their response to the market environment, as well as preferences under the influence of advertising. Research can be either preliminary, before advertising is placed, or after advertising is published.

Preliminary research carried out:

By polling consumers to find out their reactions to several options for an advertisement (video), for which appropriate criteria are developed;
by the package method, i.e. showing respondents a number of advertisements (videos), followed by a discussion of what they saw. The most memorable options are considered to be successful;
using laboratory tests, the conduct of which is associated with determining the response of respondents to the proposed advertising options (heart rate, blood pressure, eye reaction, respiratory rate, etc.).

Note that such studies establish the degree of attractiveness of an advertisement, but not an advertisement object. For the purpose of operational research "the effect of mutual understanding" determine the value of certain criteria before and after the advertising campaign. For example, asking such a criterion as the degree of awareness of the brand, and knowing that before the advertising campaign, the sample polls gave a result of 28%, and after - 42% with the planned 60%, they come to the conclusion that it is necessary to improve advertising. Note that this method is not devoid of the above-mentioned error. It is more difficult to determine the commercial effect of advertising, say, according to such the most important criterion as an increase in sales due to a higher consumer awareness of the product through advertising. The influence of advertising on the level of sales can be assessed only when all other factors on which sales depend are controlled: this is the price, and the level of quality of the product, and the efficiency of distribution channels, the influence of competitors, the macro environment, etc.

Sales promotion

Advertising attracts the attention of consumers to the product, makes them want to purchase it. But additional stimulating influences are needed for the desire to turn into a real purchase of goods, to achieve sustainable long-term sales. The next component of the communication policy is aimed at this - sales promotion, which includes various ways of stimulating influences that accelerate the response of consumers.

When developing a sales promotion program, two main issues are distinguished - who needs to be stimulated and in what ways should it be done:

The objects of stimulating influences are:

Buyers (consumers);
business partners;
sales staff (including our own).

In accordance with the object of stimulating efforts, methods of stimulation are selected. Thus, contests with gifts, win-win lotteries are organized for buyers; credit cards are offered, various kinds of discounts (for regular customers, for repeat purchases, for purchases for a certain amount, etc.). The provision of trial samples is also used, which are distributed in stores free of charge, distributed "to every home", sent by mail or attached to another purchased product (the most expensive, but very effective method). To stimulate the sale of a product in the phase of maturity (as a rule), coupons are used that call to buy a new product with a certain promotion. Coupons can be attached to a purchase, sent by mail, but more often they are published in advertisements placed in a variety of publications. To promote sales consumer goods actively use packaging. For example, they offer two items in one package for the price of one (package at a reduced price) or sale in one package of related products (package - set).

Often the buyer is stimulated with a premium, i.e. other goods are attached to the purchase for free or at a low price. There is a postage premium, i.e. The premium product is sent to the buyer by mail if he has provided proof of purchase (label, packaging, etc.). Customers are also attracted by product demonstrations at points of sale. For food products, demonstrations take the form of tasting.

Business partners are usually encouraged to cooperate during business meetings, specialized exhibitions, usually of a sectoral nature. They show the products of the industry's suppliers presented and demonstrated in action. The exhibitor can identify his potential buyers here, strengthen contacts with his clients, present new products to the market and find new customers, evaluate his competitors and, in particular, their practice in the field of product policy, marketing, product promotion, sales promotion.

Participation in international exhibitions allows you to draw the attention of the general public to the achievements of the company, create your own image, and conclude contracts. In some cases, the state assumes part of the costs of organizing the exhibition, encouraging national companies to promote their products to the markets of other countries and stimulate sales. One of the problems of participation in exhibitions (especially international) - high costs and the uncertainty of the beneficial effect. In this regard, there is a need for a reasonable selection of an exhibition to participate in it.

The following empirical criteria can help in choosing trade shows:

Qualitative characteristics of the audience:

Share of decision makers among visitors;
- the share of visitors related to the target market of the company;
- an exhibition for a certain circle of participants;
- advertising of the exhibition by the organizers;
- selection of visitors.

Quantitative characteristics of the audience:

The number of visitors at the company's stand;
- the number (in percentage) of new contacts for the last year;
- the number of visitors in recent years.

Booth location:

Place of the stand in the hall;
- the ability to choose or determine the position of the stand;
- traffic intensity in the aisles.

Organizational aspects:

Complexity of registration and pre-registration;
- safety system;
- availability of devices for the import and export of exhibits.

Incentives for sales personnel are aimed at effective cooperation with wholesale and retail sales intermediaries, as well as maintaining the proper level of work of our own sales personnel. Thus, dealers can be provided with discounts from each unit of goods for a certain period of time, which stimulates an increase in the volume of purchases and an expansion of the range of purchased goods. The reseller is offered all sorts of benefits for the quantity or purchase of goods of a particular brand. Retailers are reimbursed part (or completely) of advertising costs, they are rewarded for the amount of goods sold, for sales at a higher price (in cases where the right to bargain with the buyer is granted), etc.

Companies typically develop both incentives for their business partners and annual budgets with specific costs for each incentive. The importance of this approach is dictated by the practice of sales promotion: increasing the incentive gives only a temporary increase in the level of sales. Stimulating trading partners in a competitive environment should convince them to purchase the goods of this company, purchase them in large volumes, advertise the goods, and promote the brand. However, the challenges in this area are forcing companies to take very seriously the design of sales promotion programs. Overall, these problems make it nearly impossible to effectively monitor incentives for resellers.

Sales promotion programs usually include issues such as:

Justification of the level of stimulation intensity;
development of conditions for participation in the incentive program;
determination of the time period for carrying out stimulating effects;
choice of methods of informing about sales promotion (how to distribute coupons, how to notify about discounts, etc.);
development of a budget for the incentive program.

As a rule, sales promotion programs are drawn up by firms based on accumulated experience, so they are rarely tested, but monitoring their implementation is the most important task of marketing managers.

The implementation of the program is carried out in two stages: the stage of preparation and the stage of sales. The preparation phase includes notifying all staff involved in the program, preparing samples for awards, sending out promotional materials, working with specific resellers, etc. From the moment of the start of sales and until the sale of about 95% of the goods, the sales period is calculated, when the promotional activities are directly carried out.

The results of the implementation of the planned program are assessed by calculating the effectiveness of methods to stimulate sales. Performance can be measured either by comparing sales levels before and after incentives, by conducting customer surveys, or experimentally. The performance criterion for the first method can be the dynamics of the market share. In the process of surveys, you can find out the number of buyers who have taken advantage of the benefits offered by the company; the degree to which incentive measures influence purchasing decisions, etc.

As for the experimental method, it is possible to formulate different tasks, for example, to compare the impact of certain incentives on different market segments; analysis of the effectiveness of using various printed publications to convey information about incentives to potential buyers, etc. In practice, there are many overlaps that create problems in the implementation of the assessment and reduce its reliability. You can read more about this in the sources suggested at the end of the chapter.

It should be noted the relationship between advertising and sales promotion. First of all, advertising is also a way to promote sales. But if, through advertising, a company informs the market about a new product, the way of using it, the place of purchase, convinces the market to buy a certain brand of product, etc. based on a long period of stay in the market, sales promotion is mainly a short-term impact on the consumer (reseller) in order to accelerate (increase) the level of sales of a particular product (brand). The buyer often learns about the way to stimulate sales from advertisements or videos.

Personal sales

A widely used method of promoting a product to the market is personal (personal) selling. It provides for direct contact with one or a group of potential buyers by organizing product presentations in order to receive orders (in some cases, direct sales). Personal selling is also referred to as direct marketing. Personal selling is an expensive but highly effective communication policy. Sales agents, or salespeople engaged in personal sales, must be highly qualified specialists and have special personal qualities: the ability to listen carefully and notice various nuances of human behavior, the gift of persuasion, the ability to always leave the customer satisfied and ready for a new purchase, use the interlocutor (client, potential buyer) as a source of information, transferring it to the company's management and thereby facilitating the adoption of new decisions on product improvement, positioning, sales method, etc. Organization of personal sales includes searching for potential buyers (customers), conducting presentations, negotiating and concluding a contract (deal), service.

To prepare a list of potential customers, they use various sources of information: telephone and address directories, computer databases, industry magazines, government publications, etc.

Specialized exhibitions

An important source of customer search is specialized exhibitions. According to the list of participants received in advance from the organizers of the exhibition, potential customers are determined among them, who are sent invitations to visit the company's stand before the exhibition starts, attaching brochures, leaflets, etc. recognize potential customers and competitors. Identified potential customers must be promptly addressed personally and sent business letters aiming to stay ahead of the competition. It is important that specialized exhibitions replenish the number of customers, otherwise participation in them is meaningless. If a potential buyer has been convinced that it is this company that offers the product he needs, then negotiations will follow, the main object of which will be the price. The buyer can be both an individual and an organization. A competent salesperson must be well trained, navigate in any situation, and armed with specific skills and rules.

It should be noted that there is a difference in promoting to the market through personal sales of new standardized goods (for industrial purposes, for example) and high-tech unique products, expensive jewelry (for example, special or author's performance). In the first case, as a rule, presentations are organized for those invited according to a pre-compiled address list of potential customers. The audience of listeners, consisting of specialists from various organizations - potential consumers, are offered reports and messages from representatives of the selling company, accompanied by video recordings or direct demonstration of the product in action. In the second case (often in contrast to a presentation called a personal sale), an individual approach to each potential customer is required. The seller must have a well-developed intuition to determine what question to ask, how to present the same product in a personal conversation with by different buyers what additional services should be offered, etc. Personal sales are also accompanied by product demonstrations or video recordings.

Personal selling agents have to work in an increasingly competitive environment of other direct selling methods (telemarketing, Internet, mail order, etc.), which will be discussed in the Direct Marketing chapter, and we move on to examining the next component of the marketing mix. - distribution policy, which is also called "distribution of goods" or "sales policy".

Marketing policy factors

The goal of any commercial company is to make a profit. All other goals for such market participants are secondary. The purpose of the marketing service is to provide the company with a process for the production of goods and services in such a way that the manufactured products are in demand by its target market, and the stages of promotion and sales are minimal in terms of costs, but allow the entire volume to be sold. There are no contradictions with the main goal of the company, since minimizing costs and successful sales this is profit optimization. The marketing environment is all the factors that influence marketing activities in one way or another. The factors of the marketing environment are divided into external and internal subjects of influence according to the principle of direct relation to the company. Internal factors include the management itself with its general policy and all other divisions and services with their local tasks and problems.

It is necessary to reckon with both. Any factors can have both positive and negative effects, and in this case it is already important to understand whether the marketing service itself, in particular, and the company as a whole, can be controlled. According to this principle, factors can be divided into controllable and uncontrollable. For the marketing service, all other divisions of the company and even more so the management are not controlled (directly), but for the whole company only external factors are uncontrollable. The marketing service solves its tasks by managing four main processes: product (product or service) planning, pricing, promotion and distribution (sales). The product, its price, methods of promotion and distribution channels are completely controlled factors of the marketing environment. These four elements are commonly referred to as elements of the marketing mix and are denoted as the “four Ps” (Jerome McCarthy), based on the first letters of the corresponding English words product, price, promotion and place.

Let's go back to the other factors. Although the marketing service is obliged to coordinate and approve all its activities with the company's management, it should be borne in mind that their goals largely coincide, and for this reason, all other divisions of the company should not be classified as uncontrolled. All of them are to some extent controlled by the marketing service, but indirectly. Reasonable marketing policy always takes into account both the production, technological and financial resources of the company in particular, and the mission and general objectives of the entire company as a whole, otherwise it already looks like a sabotage. Thus, only external factors of the marketing environment can be uncontrollable factors influencing the marketing activities of a company, but not all external factors are uncontrollable. External factors a great many, therefore they are divided into those that have a direct impact and those that influence through others, but often more seriously. The former are referred to as factors of the microenvironment, while the latter are referred to as factors of the macroenvironment.

Macro-environment factors are more global factors that determine marketing activities, influencing micro-environment factors. The following groups of macro-environment factors are distinguished: social (demographic), economic, technological, competitive, legal (political) and the most objective - natural factors. Macro-environment factors are unregulated factors in relation to the company (we do not take into account various kinds of bribes, lobbies and business penetration into politics). All of them can have both positive and negative effects on marketing activities, up to their complete blocking. For example, for a certain type of product, the state (legal factors), together with financial institutions, may provide for special lending programs, and some products may simply be banned, like iPhone in Syria. Social factors, which include not only demographic characteristics, but also the level of average income and spiritual values ​​of the population, are simply stupid to ignore. If we return to the topic of cars, then it is social factors that compel manufacturing companies to create cheaper models for delivery to the countries of Asia, Africa and other poor countries. A detailed consideration of the nature of all these factors and their impact on business will take a lot of space. At the moment, it is enough just to know that they are, and that a lot depends on them.