The purpose of marketing is to organize free and competitive exchange to ensure effective matching of supply and demand for goods and services. Marketing functions:
Analytical
1. market research as such. Initial step towards market knowledge. It is necessary to carry out analytical work in order to choose from a variety of potential markets such as those that can be the most interesting and priority for the company and its products, in which the least effort and cost can be achieved commercial success. For this purpose, the ranking, building of markets as the interests of the enterprise decrease to these markets depending on the conditions of realization of goods and services on them. Ranking is performed according to the following criteria:
1. Market capacity
2. investment policy
3. import regulation
4. Geographical position
5. Stability of the legal regime.
2. consumer research. As a rule, there are many consumers of different types of products in any market. It is necessary to choose from a large number of potential buyers such a group, which is easier and faster than other groups, will become a buyer of the products offered. This is called market segmentation. It is carried out according to the following criteria:
For industrial goods
* the size of the buying firms
* The volume of purchases
* to the specifics of the main production
* the business reputation of buying executives.
For consumer goods:
* The place of the buyers residence
* age and gender
* income level
* reactions to new products
3. studying the corporate structure of the market It is made to find out which participants of the market relations and how they operate in the market of interest to the enterprise. Usually it is performed in three groups of companies: *Contractors
* Competitors
*Intermediaries
4. studying the commodity structure of the market To find out how the need for products similar to the one that the company expects to supply in the chosen market is satisfied, it is necessary to study the commodity structure of the market, the technical level and quality of goods circulating in the market, the system of goods movement and service of competitors, current standards of the norm.
5. Analysis of the internal environment of the enterprise This is the study of the organizational structure of the enterprise from the point of view of its competitiveness in the target markets, the analysis of intellectual potential of employees, the analysis of creative possibilities of the team.
Production (creative) function of marketing
1. Organization of production of new goods. Consistent and comprehensive execution of the analytical function by the companys management creates normal conditions for making decisions on development and production of such goods that will be taken by the market.
2. logistics management Ideal is the situation when the company has no developed warehouse and billet production and there is a supply system, when the supplier and customer agree on daily and even hourly schedules for the delivery of components and materials.
3. Product quality and competitiveness management. In marketing, quality is also understood as the technical level of products. Quality and technical level are the most important elements determining the competitiveness of products.
Sales function
1. organization of the commodity circulation system It is necessary to create such conditions that the product is where it is needed, at the time when it is needed, in the quantities in which it is in demand, and the quality that the consumer expected.
2. Conducting a targeted commodity policy The commodity policy assumes the purposeful actions of administration of the enterprise constructed on the principles providing effective formation of the nomenclature and assortment of the goods and the planned volumes of sales. 3. service organization. This is the provision of a range of services related to the sale and operation of products. High quality service causes expansion of demand for goods, contributes to the commercial success of the enterprise.
4. Conducting a targeted pricing policy. The company sets such prices for its products and so changes them depending on the market situation to ensure the achievement of planned short-term and long-term goals and the solution of operational problems associated with the sale of goods in a certain phase of its life cycle, the activities of competitors.
Continuation follows.