The essence of marketing policy consists in definition of her concept, structure, elements and purposes.
The marketing policy represents the plan according to which all program of work of the company on promotion of goods and services is under construction and allows to define the main directions in promotion of goods or services and also to develop for this purpose specific programs. Marketing management at the enterprise includes development of marketing policy and its implementation and demands accurate implementation of the developed plans in spheres of commodity, price and marketing strategy.
Development of marketing policy is necessary to provide efficiency of the events held by the enterprise. And formation of marketing policy as process depends on the organization of marketing at the enterprise, its purposes and tasks.
The structure of marketing policy includes such hierarchy:
purposes of the enterprise and marketing; marketing strategies; marketing mix (basic elements – a product, the price, the place and advance).
Tools of marketing policy it is accepted to call it elements also. Treat them:
- Commodity policy. The company is obliged to expand constantly a range of the offered products because of the growing needs of buyers and also for maintenance of competitiveness. For successful activity the company has to show to the market as far as it innovative, but to do it before the market exchanges, i.e. to advance requirements. Example of successful commodity policy: GAZ released the Gazelle car that became a new era of automobile trucks in the territory of the CIS, the firm replaced products, arranged it under requirements.
- Sale, i.e. activities for bringing products to the consumer. The enterprise defines for itself what marketing scheme to choose – to use services of dealers, to open branch for sale, to count on small clients. An example of marketing activity – sale through a TV shop and also opening of real shop with these goods. So the Idea-studio company in Kiev made.
- Advance, i.e. search of ways for motivation to purchase, policy of increase in sales. Assignment for advertizing. Implementation of search of unusual sales proposition for goods which have no unique lines. The example is the Enran-Akros company which carried out sale of usual office chairs, and as unique selling proposition used that such chairs are ergonomic and do not damage health.
- Logistics, i.e. organization of inventory management and system of deliveries, quality control of products. The example is the Ford Company which gave to the suppliers awards for quality.
- Pricing – search of an optimum ratio the price quality for the enterprise and the consumer.
- System of information of marketing. Information center to which all data on outside and inner world of the enterprise come. The obtained data are processed, submitted in the form of reports and are transferred further for decision-making. An example – carrying out market researches which will indicate mistakes and possibilities of the enterprise.
Types of marketing policy
Depending on what share is occupied by the company in the market, distinguish types of marketing policy. It can be:
- attacking – an active position. The purpose is to win and expand a market share;
- defensive (or holding) – preservation of the existing position;
- policy of retreat – the forced policy. The purpose – reduction of costs.
Main goals of marketing policy are an increase in sales volume, profit, a market share and also gaining leadership in the occupied market segment.