Marketing represents uniform process of management of production of goods and services and also development of the mechanism of their realization. According to a number of features of this mechanism quite accurate classification of methods of marketing is applied.
Depending on methods of a tovaroprodvizheniye there are such types of marketing:
- On objects and scope of application:
- export. It is applied at sales abroad;
- import. It is applied in the form of a market research, both external, and internal, to increase in efficiency of purchases abroad, and in the subsequent – selling of goods and services in the country;
- internal. It is applied within borders of one country.
- On commodity policy:
- concentrated. Represents process of the choice only of one segment of the market and further work only in its interests;
- differentiated. Represents process of the choice of several segments of the market and work in them;
- undifferentiated. Represents work with all buyers with identical strategy and tactics. It is possible if the company releases a standard product.
- On a market share which was mastered by the enterprise:
defensive. The enterprise seeks to keep already available share in the market; attacking. An active position on gaining the market.
- On demand in the market:
- developing - creates demand for products;
- conversion - is applied in case the market in whole or in part does not accept goods, by means of improvement of goods and the flexible prices transforms negative demand to positive;
- stimulating - is necessary for revival of demand with low level;
- counteracting - liquidates demand which is not necessary;
- the demarketing - is applied in the conditions of the falling demand to its restoration.
However the given classification of methods of marketing is not absolute. The market constantly develops, respectively, also the modes of work change. Therefore it is quite natural that marketing changes the methods and applies new. The concept of marketing cannot be identified with advertizing. Modern methods of marketing do not indicate a product directly. This consequence of continuous expansion of production. From what methods of marketing are applied in the company, and depends on its organization how effective will be the process of selling goods and services.
Principles of marketing activity
All methods of marketing are applied at respect for its basic principles, namely:
- the production of goods and services organized after process of studying demand and requirements;
- production only of those goods and services which are necessary to the consumer;
- concentration of efforts on the end result;
- use of an integrated approach for achievement of the goals;
- possibility of entry into the market only with the solution of problems of consumers;
- orientation of activity of the enterprise for a long-term outlook, application of strategic plans and forecasting;
- use of strategy and tactics of adaptation of goods and services to market requirements.
Functions and methods of marketing are directly connected with process of studying the market and also with development of its range and formation of necessary channels of merchandising. Advertizing and sales promotion, control and management is of great importance.
It is possible to distinguish from basic functions of marketing:
- analytical (studying the market – the main task of the marketing specialist);
- grocery and production (organization of material supplies, quality management, competitiveness assessment);
- distributive and marketing (covers all processes after production of a product);
- management and control (reduction of degree of risk of failure, maximum regularity of all actions).
Each of the listed functions is very important, but to help realize the basic principles of marketing by the correct methods they can only in total with each other.