Questions solved by the organization's marketing service. Marketing service. Fundamentals of consumer demand

The tasks of marketing service flow essentially from the basic principles of marketing. Mandatory tasks should include:

collection, processing and analysis of information about the market, demand for enterprise products;

preparation of the data necessary for making decisions on the effective use of production, financial, sales and like potential in accordance with the requirements of the market;

active impact on the formation of demand and stimulation of sales;

Marketing service functions

The marketing service is designed to ensure the implementation of all the functions of marketing activities at the enterprise. In the typical set, they can be presented in the following form.

1. A comprehensive market study includes:

research and analysis of the main market indicators (capacity, conjuncture, competitive environment, etc.);

forecasts for the development of demand (long - and short-term);

study of consumers (attitude to the product, firm, behavior motives, preferences, etc.);

study of competitors (marketing policies, strengths and weaknesses, etc.);

market segmentation, analysis of segment parameters, positioning;

definition of "key success factors" and the development of a set of marketing efforts (marketing-mix);

development of strategic and operational plans, analyzing and controlling target markets.

2. Formation of the product (commodity) policy of the enterprise suggests:

development of grocery lines and assortment of goods;

assessment of the condition and increase in the level of competitiveness of goods;

preparation of proposals for the development of new products;

development of vintage policies, packaging, service, etc.

3. Determination of the pricing policy of the enterprise means:

the choice of price orientation on its own costs, the state of demand, competitive environment;

development of a system of stimulating prices.

4. Creating distribution channels and the choice of product sales methods covers:

formation of distribution channels;

selection of trading intermediaries;

analysis and forecast of the volume and structure of sales;

development of forms and methods for the sale of goods (direct sales, personal sales, sales using information technologies, etc.).

5. The development of communicative relations of the enterprise with the market includes:

preparation of marketing rationale for holding advertising campaigns, "PR campaigns";

participation in prestigious non-profit events (publishing);

exhibitions, presentations, demonstrations;

promoting buyers; stimulation of sales workers and sellers;

formation of a positive image of the enterprise.

Marketing service rights

The marketing service develops and submits to the approval of the management of the enterprise:

plans (programs, projects) marketing for a long time, medium - and short-term periods;

proposals for the relationships and coordination of the activity of marketing service with other enterprise divisions;

proposals for the promotion of marketing workers and other functional and linear services for successes in the implementation of the company's marketing efforts.

Marketing service develops and coordinates:

financial documents and personnel issues related to the activities of divisions that are included in the marketing service;

projects of reporting and forecast documents concerning the marketing activities of the enterprise.

Marketing planning

Planning in marketing is a continuous cyclic process, which has its main goal to bring the firm's capabilities to the best compliance with the possibilities of the market, as well as bringing the firm's capabilities in accordance with those market factors that are not amenable to controlling the company, i.e. Marketing activity programs allow us to carry out long-term strategic policies, avoid significant economic and social upheavals and seek stable development and promising success.

So, marketing activities (hereinafter referred to as the marketing program) are strategic recommendations for the compilation of the overall work plan and the basis of decisions made, taking into account consumer requests and market requirements.

Marketing programs, after their approval by the top management of the company, are included in the relevant sections of the intra-promotional plan or business plan.

Marketing planning in various firms is carried out in different ways. In the most general form, marketing plans can be divided into:

Strategic (long-term);

Tactical (current, annual).

The strategic marketing plan developed by 3-5 years or more, contains long-term goals and main marketing strategies with the resources necessary for their implementation. The long-term plan is usually revised and updated annually, it is based on an annual plan, which is detailed to a much greater degree than strategic.

Tactical marketing plan describes the current marketing situation, marketing activities, marketing strategies for the current year.

The structure of the marketing plan may be different, but nevertheless, all these plans can be distinguished by the following general sections:

preamble (summary of the plan and the main conclusions); goals and objectives of the company in this market;

Review and forecast for the development of the target market;

■ Existing company problems, its competitive advantages and disadvantages;

Marketing strategies of the company;

Commodity policy of the company at this stage;

Pricing policy of the company;

Fosstis system in this market;

Budget to implement this marketing plan.

Marketing services- Special structural units whose main task is to ensure the implementation of marketing goals and functions. They may be two levels of management: Central Marketing Management (departments) and operational departments (sectors).

From a variety of types of marketing services, we highlight the following:

Functional model;

Commodity model;

Regional model.

Functionalmarketing organization suggests that each department or sector develops and implements one or a number of certain marketing functions. Such a structure is mostly relatively small firms working with a narrow range of goods and in a limited number of markets or their segments. The main disadvantages of this type of marketing structure are the delayed reaction of the company to change market conditions and requirements of buyers, difficulty solving issues of financing marketing activities, etc.

Fig.9.1.Functional structure of Marketing

Commoditymarketing organization servicesreceived the greatest distribution in the practice of firms that are engaged in the production and implementation of a wide range of goods (services). Such a structure of marketing services allows firms to better adapt to market requirements for each product, produce goods with various production technology, a short life cycle, a high level of innovation. Disadvantages of the product-oriented structure - the complexity of the search for new markets and new areas of the use of goods; insufficient accounting of the specifics of individual markets, especially with a significant proportion of export activities; the weakening of coordination relations for individual marketing functions; Complication of strategic leadership and implementation of a single marketing program.

Regionalthe organization of marketing services is characteristic of firms working on numerous and inhomogeneous markets that have clearly defined boundaries. Such a structure is effective if the company's goods are in demand among stable groups of the population and are sold through a wide network of intermediaries fully covering one or another region. Disadvantages of this structure: decentralization and duplication of some marketing management functions; Its low efficiency for firms with a wide range of products.

Fig.9.3,Regional-oriented Marketing Structure (Markets)

It should be noted that in the "pure form" the above types of construction of marketing services in practice are less common than their diverse combinations.

Marketing research is conducted for maintaining and increasing sales, active advertising support for the sales market, including regional, is monitored by potential and existing markets, tasting activities are carried out. In addition to the methods of price competition, constant monitoring of product quality and its compliance with the highest standards is ensured. Other techniques of conscientious competition are applied, aimed at expanding sales markets, an increase in the number of buyers and increasing sales.

The purposeful implementation of the production and sales activities of the enterprise on the basis of the study of the market and the adaptation to the production of products provides independent structural subdivision Enterprise marketing. Its activity is concentrated on solving 4 interrelated tasks:

1. Organization of the process of creating competitive products, carrying out flexible pricing policies, organizing an effective sales system, management of product promotion in the market.

2. The company's management decided to transition to a marketing-oriented management format, but at the moment there is no marketing support for products, not defined strategies. There are no promotion programs.

3. To achieve a competitive advantage, the company will be able only to the constant improvement of the range and quality of products, which contributes to the introduction of progressive technologies, the use of modern high-performance equipment, techniques and methods of work in manufacturing units.

4. Design and development of competitive products occurs on the established requirements of consumers and other stakeholders; Studies of marketing and sales services that define an assortment policy of the organization for the future.

In the event that this product is adopted by the Commission for production, it is produced in production areas in the volumes defined by the commercial service.

Table 1. - Summary Table of Internal Analysis

To date, marketing functions in the company are scattered by various divisions. Initially, the marketing service was created with such a calculation in order to best contribute to the achievement of a marketing strategy - creating a long-term competitive advantage.

The consultant manager of the marketing service is subordinated to the Director-General and coordinates the marketing service as a whole. The heads of departments subordinate to the consultant manager are clearly divided by the functions and responsibility assigned to them. Information flows are clearly defined, the relationship between the departments is clear and do not give a reason for competition.

At the same time, departments can replace each other in their functional duties. This is necessary so that there is no fault in the work of the marketing service.

The proposed structure turned out to be effective, because Sales activities are constant and monotane.

The Development centre Forms three types of information:

operative, with the help of which top managers pay attention to the product that is not for sale, and the product that is in demand;

tactical, with the help of which they browse the entire sales rating, revealing groups of goods that are promising in terms of sales and with which it is necessary to work with other marketing groups;

strategic, with the help of which recommendations on product groups are given, which are not aspectable in terms of sales and with which at this time it is necessary to stop working, and in groups of goods that are promising in terms of sales and which need to urgently purchase. The forecast is also made, what market segment will use the greatest demand in the near future.

Loyalty program It is a constant study of market situations, collecting information about the future development of the external environment. This makes it possible to manage to be prepared for possible and inevitable changes.

Specialists of the loyalty program are also a competitive environment, as this makes it possible to develop outgoing marketing strategies. To understand why competitors act exactly, and not otherwise, the department collects the following information about them:

which market share is occupied by competitors (by types of products);

what is the volume of trade turnover of competitors;

which criteria are organized by the sales of competitors;

what is the number of employees in the sales of competitors;

what is the policy of competitors' prices;

on what is being done focus - the price or quality of service;

how to service with competitors;

what are the conditions and deadlines for the supply of competitors;

what is the form of service and appearance trade from competitors;

what level of service are offered by competitors;

what is the practice of broadcasting for competitors (types of transport, stocks, placement of warehouses).

During the marketing research, the main competitors are subject to careful analysis, they will have a kind of marketing "dossier". Moreover, the study is subject to both enterprises of trade and services directly located in the construction zone of hypermarkets and enterprises of a similar format - trading and shopping and entertainment centers and complexes located in other areas of the city, if they are within the borders serviced by the new enterprise of the trading zone.

About competitors find out:

Name, address, format of establishment and floors, approximate trading area;

Assortment structure;

Main enterprises of the sphere of trade, services;

The quality of the services provided or the goods sold, the approximate cost of services and goods (with respect to the average price of prices for similar products);

Service level and qualifications of trading personnel;

Popularity of the establishment of the population, serviced by a population of the public, sex, age, classes;

Attendance of the enterprise as a whole (the average daily stream of visitors) and individual institutions (analysis of the flow structure for the purpose of visiting and actual visits to individual institutions);

Frequency of visits to this enterprise trade;

Motives and situations of visits;

The amount of costs per visit;

Loyalty and degree of consumer commitment to the competitors studied;

Positioning of competitors' enterprises in the consciousness of visitors;

Their ideas about the advantages and disadvantages of these trade enterprises, etc.

Department of Local Advertising promptly communicates with the employees of the trading sections on the interest of buyers in the missing goods. On this basis, monthly analytical references are preparing to identify how successfully potential buyers are attracted.

the designed image is based on the real virtues and achievements of the enterprise;

the image must have an exact address, i.e. attract certain groups of buyers;

it should be original, i.e. differ from the images of other firms and easily recognized;

it should be plastic, i.e. promptly change in response to economic, social, psychological changes.

The efficiency of the department is estimated, focusing on increasing demand for advertised products.

Department of Assortment Management Carries out work on the formation of a package of orders for both wholesale and retail.

The activity of the marketing service is impossible to overestimate. What factors of the marketing environment depends on the success of the future shopping and entertainment center? Such groups of factors are only three, but each of them requires careful analysis:

1. The location of the future hypermarket and the features of the trading zone.

2. Socio-demographic and psychographic features of the population.

3. Competitive environment.

The greatest importance in making a decision on the placement of the hypermarket in a certain place and in determining the characteristics of the future hypermarket has a location. And this has a number of simple explanations. On the one hand, the project investors after the final choice of location are practically devoid of space for maneuver, since the characteristics of the trading zone adjacent to the construction site determine the main strategic solutions of the project. Therefore, a good location is able to provide a hazardous existence even the most radical, from the point of view, strategic planning, project, and, on the contrary, the unsuccessful place is able to reduce the efforts of the most gifted specialists to create a store concept.

On the other hand, the assessment of the prospects of the location and characteristics of the trading zone is the most expensive part of the research project, so it is very important to "stop in time": if it is already clear that the trade zone is unpromising for the construction of a hypermarket, is it worth further research?

In the most general form in the functional responsibilities of the marketing service includes:

1. To search, collect and analyze marketing information.

2. To study the market for similar goods and services (analysis of demand and consumption, activities of competitors) and its development trends.

3. To conduct information databases on market indicators, market trends, consumption, competitors.

4. Preparing a weekly news block of information.

5. Ensure documenting information.

6. Control the process of marketing research, participate in the processing of their results, and prepare the results of the reports in conjunction with the brand manager.

7. Advise the company's personnel on the interpretation of marketing indicators used in reporting, marketing research.

8. Maintaining documentation on planning marketing events.

9. Take part in performing unscheduled tasks on requests.

10. Perform the rules of employment adopted in the company.

11. Rational Organization and Support of Procedure in the workplace.

12. Improving qualifications and professional levels.

13. Compliance with labor and performing discipline.

Marketing activities as important entrepreneurial activities should ensure the competitive position of the organization in the market, taking into account the state of the external and internal environment. Marketing activities involves research and creation of a program of actions that contribute to the increase in the efficiency of the company and raising the level of meeting the needs of finite buyers or customers.

Marketing include main directions:

one). The study of the characteristics of the commodity market, that is, assessing its condition, patterns and development trends. This activity covers the macro level - the market for services and goods in general, regional and local markets of individual services and products.

2). The study of the internal potential and real capabilities of the mediation or production activities of the enterprise. During marketing research on micro levels, information is assumed to be collected, which is necessary to increase the effectiveness of some marketing events.

The need for marketing research is related to the expansion of production and the appearance in all segments of the production and appeal of services and goods of new technologies, the informatization of production, the growth of cultural and social needs of consumers. Some firms are engaged in only one direction of marketing activities, for example, specialize in collecting information about certain market segments, on the survey of buyers, on the dissemination of special information.

The company intends to build its marketing policies, taking into account the following goals:

1. Implementing measures to expand and maintain the range. Establishing and strengthening contact with suppliers.

2. For no more than three months from the date of opening a new hypermarket, the exit to the nominal sales volume is scheduled.

3. Stabilization of sales level.

Special attention company pays for the fact of creating interest in the opening store. It is important that it acquires a citywide scale, since "our" is one of the largest stores of the city and as a consumer of his services, the leadership sees every citizen. The dissemination of information about opening a store using electronic media will make it possible to cover the entire population of the city.

As part of the implementation of the stage, it is planned to manufacture advertising video and audio products.

The carriers of the information used television channels and radio stations, as well as Internet resources.

The company is also currently considering the possibility of placing outdoor advertising in the territory of the city's central part.

It is planned that the fairs will be opened in the days of the opening of the store and sales will be organized in a number of complexes.

In the future, after the opening of the store, the information impact will be reduced, and in the future will be associated with the promotion of the demand creation program - the third stage of the work.

The tool for the implementation of the third target marketing policy is a specially developed company incentive program. It is the implementation of this program that allows you to form a circle of regular buyers of services - representatives of various groups of activity.

The program includes work in two directions:

1. Maintaining a high level of attendance.

2. Stimulating the increase in the purchase amount.

The office study in order to collect secondary data is logically preceded by any out of office not only because the necessary information is already available, albeit in the form requiring additional systematization, but also because the conduct of such a study allows you to accurately determine which data should be Received during a survey or experiment. In addition, printed materials as sources of information are more accessible and with proper use lead to saving time and cash.

By logic, the cabinet research should begin with the reporting of the company itself. It has been above, it was proved that the responsibility for reporting should be maintained for the relevant departments, however, the marketing department is obliged to ensure a sufficient degree of reporting unification, so that all data can be reduced together and create an information base for the company as a whole.

Reporting documents from which you can take such basic data, as a rule, cover the following areas of activity:

Procurement (level of stock, the speed of their use, etc.);

Production (production, materials, workforce, transportation costs and storage of goods, their refinement, packaging and packaging, overhead, the use of equipment, etc.);

Frames (labor cost, fluidity of personnel, level of labor productivity, absenteeism, etc.);

Marketing (sales promotion costs, administrative costs, data on individual markets and trademarks, etc.);

Sale (on individual goods, cost, share of profit, the size of orders, types of sales channels or buyers, sales territories or agents);

Finance (Balance Reporting Data).

In addition to these intrafyrna materials, the researcher can use a large number of additional sources of information that can be grouped into five main categories for convenience:

Materials of government agencies (local and foreign);

publications of universities and non-commercial research organizations (for example, Oxford Statistics Bulletin);

Publication of trade and industrial associations (for example, the British Institute of Management);

Academic, professional and commercial magazines;

Reports of commercial research organizations (for example, "Wettweud Statistiks", "Economist Intellyzens Unit", "Gallup", "Nielsen" and others).

When using printed materials as sources of information, it is important to establish which methods were used in the selection and systematicization of data. Direct comparative analysis should be avoided if the methods do not coincide. In addition, these data should be used only in cases where the researcher is convinced of their reliability, reliability and homogeneity.

For cabinet research of the external environment, information, for example, prices for goods and products in other stores, take from advertising booklets, which are produced to attract other stores. The result of the study is decorated in the form of Table 2, presented below.

Table 2 The result of research prices of competitors, rub.

In particular, the presence of a hidden camera allows you to trace how the setting of the table at the entrance, with the goods relevant for this period, is reflected on sales, that is, it is realistic to see whether the goods come from this table or not. You can also explore the interests of buyers. Next, compare the observation data with a hidden camera and sellers themselves with sales results.

When collecting external information, in addition to the advertising booklets of other stores, prices can be found and directly visiting the store and fixing the prices of the goods you are interested in. Data is provided by the same form as under the cabinet research of the external environment.

Among the methods of market research, the Hypermarket "Our" applies the following: Cabinet research, observation and experiment, survey.

In the conditions of transition to the market in the country, the market concept of production and sales management, named marketing, was widely popular. Marketing - "This is the whole business represented as it looks from the point of view of the final result, i.e. From the point of view of customers.

Marketing (from the English "Market" - market) - a comprehensive system for organizing production and sales of products, focused on meeting specific consumer needs and receiving profits based on the research and forecasting of the market, studying the internal and external environment of the enterprise, developing a strategy and tactics of behavior in the market with The help of marketing programs.

These programs laid activities to improve the quality of services, the study of consumers, competitors and competition, to ensure pricing policies, the formation of demand, marketing and advertising, the organization of technical service and expand the range of services submitted. In classical understanding, marketing is, first of all, entrepreneurial activities related to the promotion of goods and services from the manufacturer to the consumer. Modern economy specialists consider it in a broader sense - as a business philosophy, which defines the strategy and tactics of the company in the context of competition.

Marketing as a marketing of a market economy is in a certain sense of the philosophy of production and the provision of services, fully subordinate to the conditions and requirements of the market, which are in constant dynamic development under the influence of a wide range of economic, political, scientific and technical and social factors.

Enterprises view marketing as a means to achieve goals recorded for this period for each specific market and its segments, with the highest economic efficiency.

However, it becomes real when the manufacturer has the opportunity to systematically correct its plans in accordance with changes in market conditions, maneuvering its own material and intellectual resources to ensure the necessary flexibility in solving strategic and tactical tasks based on the results of marketing research. Under these conditions, marketing becomes a foundation for long-term and operational planning of the enterprise, the organization of the work of the team, and the marketing management becomes the most important element of the enterprise management system.

Marketing service is the most important link in the management of the enterprise, which, together with other services, creates a single integrated process aimed at meeting market requests and receive profits on this basis. The subject of marketing service activities at the modern enterprise are economic relations with customers of goods and services, distribution, marketing and logistics centers, material resources and service providers; public relations with the media, with the executive authorities; Corporate managerial relations with divisions and services of the company.

The modern marketing concept includes three main tasks, the study and development of which constitute the basis for the successful sale of products: the consumer orientation; approach to marketing as a sociological case whose success depends on all; Profit orientation as the end result of all production activities.

A.M. Godin allocates five major concepts, on the basis of which commercial services carry out marketing activities:

Production orientation (1900s - 1930s). This concept prevails an approach consisting in managing production and sales of products. It is focused on the situation when the demand for the goods exceeds the offer and it is necessary to increase production.

Commodity orientation (1930s - the end of the Second World War). The essence of this concept is that the consumer constantly wants to have goods better quality Or fully satisfying your requests.

The sales orientation is aimed at the intensification of commercial services (1940s - beginning. 1960s). The concept suggests that an active sales policy is required to ensure the necessary sales volumes, including active incentives for consumers.

Concept of classical marketing (1960s - 1986). The concept of "clean" marketing is focusing on customers' needs and their satisfaction through the creation, delivery and consumption of goods more efficiently than that of competitors in the way.

Socio - ethical marketing (1986 - present time). This concept was formed under the influence and control of public organizations and movements. It is focused on accounting and balanced by three factors: making profit by the manufacturer, satisfying the needs of the consumer and the requirements of society.

In this case, the company can count on global customer benefits and long-term prosperity. This is the most modern marketing concept today.

However, the adoption of the concept and philosophy of marketing by all employees of the enterprise cannot guarantee the performance of production tasks - it is necessary to create an organizational structure that would have implemented the concept of marketing into life.

The consolidation of the "buyer's market", the stabilization of the principle of a market economy, the excess of supply of demand, served as the creation of marketing departments in the organizational structure of enterprises.

Marketing began to be considered as one of the functions of managing the activities of the enterprise. All enterprise activities began to obey marketing requirements, which has become the leading function of the enterprise.

Stages and concepts of mass marketing, orientation on the development of production, to improve the goods, sales accounted for the first half of the XX century.

The beginning of the widespread and intensive study of marketing ideas belongs to the 50s of the past century. It was at this time that the "buyer's market" began to form in the United States and other industrialized countries, which is characterized by the priority position of the buyer in relation to the seller. However, until the mid-60s, marketing activities were mainly aimed at solving the issue of marketing produced goods, and entrepreneurs were not focused on the needs of the market, but on their production capabilities. The modern marketing puts the production of goods and the provision of services in direct dependence on the market, from the direct consumer of goods and services and even from the ability to form the preferences of the latter.

The second discovery of marketing as an independent scientific and applied discipline is marked by the output of Theodore Levitta "Marketing Myopia" (Marketing Myopia) in the Harvard Business Review magazine in 1960. Myopia consisted of orientation of responsible persons in the management of the economy (in particular, American railways) to the product , not on the need and its satisfaction. So, in contrast to the production orientation of the management, marketing, market orientation was announced.

Following this, marketing has consistently implemented the stages and concepts of general marketing (marketing-mix), strategic marketing, marketing of long-term partnerships.

Three marketing paradigms were implemented, whose action under certain conditions and in relation to specific product categories continues to be implemented so far. We use to designate these paradigms the names proposed by T. ambler.

The "neoclassical" marketing paradigm is the original conceptual scheme, the system of concepts of marketing, implementing the priority of the so-called component functions of the 4 PI complex. It allows you to determine and change the priorities of individual marketing functions and various areas of knowledge, quantitative measurements. The lack of this paradigm is its concentration exclusively on the company's activities, at the level of short-term marketing planning.

The "conflict" marketing paradigm is a conceptual scheme, a system of marketing concepts, focusing marketing efforts on a strategic victory in competition by creating and developing a company of its own sustainable advantages over competitors in the eyes of the consumer, up to market monopolization. This paradigm is implemented a strategic approach in the long term, the technologies of positioning of firms and goods, brand construction are actively used, but it, as well as neoclassical, is predominantly its own company's activities and does not guarantee attention to the development of consumers.

Paradigm "Marketing Relations - Contact Marketing" - a modern conceptual scheme, a system of concepts of marketing of direct and long-term relationships and interactions of the manufacturer with specific consumers of goods and services, other partners and even competitors for creating and bringing to consumers of values \u200b\u200bthat contribute to the growth of well-being and consumer development . Principal areas of development of marketing technologies in line with this paradigm - management of customer relationships based on modern collection systems, analysis, systematization and provision of information, as well as managing customer experience. Marketing definitions there are a lot.

For example, in relation to business, marketing is defined as a philosophy based on a systematic study of the market (consumer behavior, sales channels, competition) in order to develop and implement effective strategies aimed at forecasting and meeting the needs of firms, households and individuals, institutions, public associations.

True, it is impossible not to admit: an understanding of marketing exclusively as a business philosophy limits its scope. First, purely commercial interests, and secondly, for the loud words "philosophy" and "strategy" remains not detected applied, instrumental, technological component of marketing. It is also unclear how to relate marketing with management.

In this regard, the highest clarity is the position of Jean-Jacques Lamben, who claims that marketing is the essence and content of management in the sense of its market orientation and market success. This approach puts the point in fruitless disputes on the ratio of the impact of management and marketing. Everything becomes clear: if the management is focused on the market, this is marketing. At the same time, the combination of two terms in one: "Marketing management" becomes justified.

The site "Wikipedia" suggested the following definition: "Marketing - activities for the definition, creation, increase, development, maintenance, protection and assignment of markets".

In the summer of 2004 for the first time in the last 20 years, the American Marketing Association proposed a new understanding of modern marketing: "Marketing is a function of organizing and a set of processes of creating, informing and delivering value to consumers, as well as management relationships with consumers in such a way as to benefit the organization and Anyone who is connected with it (Stakeholders - interest holders) ".

In this definition, several serious acquisitions were recorded, positive movements in the comprehension of marketing in the framework of the same paradigm:

It is first recognized by the function of not individual professionals, but the overall function of the organization.

For the first time, a modern process-oriented approach to business activities was implemented, although the phrase "Processes" cannot be recognized as successful.

The target orientation of marketing on the benefit of not only the organization, but also everyone who is connected with it is emphasized. True, it remains unclear whether consumers are included in this composition.

The leading object of caring marketing is stated by the consumer value of the material product, services, ideas, or any other product, and not only the goods. It can be acceed with the fact that to submit an exhaustive list of forms of manifestation of consumer values \u200b\u200bwould be quite risky: not only these categories of marketing objects, as well as territories, organizations and individuals, may become value for the consumer, and already become value for the consumer. Coter).

Fundamentally valuable is also the statement of the importance of relations with the consumer; It only remains to hope that it is not about unilateral, but about mutual relations and more of the interactions.

Assimilating these and other positive developments recent yearsToday, the marketing public is proposed for his next definition, which looks in relation to Russia somewhat "swinging", but already relevant to developed market countries and claims to be an adequate modern marketing paradigm: "Marketing is a general function of managing market relations, which is a joint activity of interested participants of these Relations for the development and implementation of philosophy, strategies and tactics of creating, communicating, providing and using consumer values.

So effective detection, satisfaction of requests and resolving the problems of consumers and other partners leads to the development of consumers, the success of organizations and the benefits of society, humanizing and comforting exchange relationships. "

The first steps of marketing in commodity markets and the beginning of new stages of evolution were traditionally carried out primarily in the United States.

This is largely due to the fact that in the territory of this country more than two centuries there were no wars, sharp destruction of production potential, and markets of various goods and services in the smallen degree experienced impact of the deficit - the main enemy of marketing.

In Western Europe and Japan, Marketing came mainly after World War II and overcoming its most severe economic consequences along with the Marshall plan. For the Baltic countries, Russia, other countries in Eastern Europe, real entry into marketing issues took place in the early 1990s. In the early years of the XXI century. Leaders in the pace of development of the marketing services market were Chile, China, Bulgaria, Vietnam and the Philippines. Sequentially evolved the scope of marketing in socio-economic life: from purely consumer goods to consumer services, to meeting the needs of business, to the introduction of marketing in the financial and banking environment, policies and social sphere, innovation and investment.

It should be noted that the formation of the marketing service at the enterprise is not a formal allocation of a special unit, and above all the market reorientation in its activities, the transition from the traditional orientation on the requirements of production to the orientation on the market demands. As experience shows, the marketing service at the enterprise is not formed immediately, but gradually, gradually combining the basic functions of marketing, so far dispersed on different divisions (market research, the formation of the range, trade and pricing policy, advertising, etc.)

The achievement of the goals of any enterprise depends mainly from three factors: the selected strategy, the organizational structure and on how this structure is functioning.

The organizational structure of the marketing service at the enterprise can be defined as the design of the organization, on the basis of which the marketing management is carried out, in other words, this is a combination of services, departments, divisions that include workers engaged in one or another marketing activities.

The marketing structure is crucial for the successful implementation of the marketing concept. There is no universal scheme to form the marketing service, because It covers a wide range of works and functions that take place when implementing and using the market philosophy of the organization of entrepreneurship, the main principle of which is the orientation on the consumer - to study and meet its needs and desires.

The organizational structure of the marketing service determines the emerging (or projected) in the organization (service) of the number of units, communications and relations between them, as well as the level of their integration into one. It establishes the degree of isolation, departmentalization (organizational separation) of its divisions (groups, departments), the level of their legal independence in obtaining the necessary information and decision-making. The structure as it is fixes the internal composition of the organization (service), fixes the quantitative and qualitative composition Incoming formations, their hierarchical subordination, the distribution of power and independence between them.

The choice of organizational structure of the enterprise division depends on many factors. The following factors are most important:

Type of organization (enterprise), which creates a division;

The type of strategy that the company adheres to;

The level of the existing designed division of labor in the unit (service);

Type of departing of basic functions and works;

The presence and development of technological and functional relations with adjacent enterprise units;

The presence of connections with the external environment;

Existing rules of controllability and controls;

The level held in the management hierarchy;

The degree of centralization and decentralization in decision-making;

The required level of differentiation and integration of this unit in the process of interacting it with adjacent departments (groups) of the enterprise.

The organizational structure of the marketing service covers a certain number of divisions, works and personnel. With the increase in the number of subordinates, the number of interpersonal communications is increasing, for example, between the head and subordinate. An excessive increase in the number of subordinates and the number of units creates unfavorable conditions for manageability by the organizational structure. In order to avoid uncontrollability of the organizational structure, the scale of manageability and control of the organization is optimized. By achieving an optimal combination of the number of subordinates and levels of the hierarchy, the most rational organizational structure is formed.

To determine the objectives and functions of the marketing department, you need to hold complete analysis The activities of the firm and identify bottlenecks and disproportions in its functioning. Based on the data obtained, construct a hypothesis of resolving problems of the problems created by the marketing department, i.e. Develop a marketing plan.

Based on the marketing strategy and the objectives of the marketing department, you can build a hypothesis about the rational structure of the marketing department.

The director of the marketing department is subordinate to the Director-General and / or the Board of Directors. He coordinates and is responsible for the work of the department as a whole. Figure 1.1 presents the classical organizational structure of the marketing department.

Figure 1.1 Classical organizational structure of marketing service

The basic structure can be focused on another principle of division of labor and responsibility, in particular, on marketing facilities - goods. An example of a commodity (food) structure is shown in Fig. 1.2.

Figure 1.2 Commercial Marketing Service

Such a structure is used by diversified firms with a wide range, a variety of specific terms of sales and use of goods. It is advisable if there are special features in the goods, their specifics. The commodity structure quickly responds to the needs of the market, but requires large personnel costs due to duplication of functions.

The current name of the Marketing Manager by the goods is a brand manager. If organizations are desirable to take into account the special behaviors that demonstrate customers related to various market segments (geographical regions, industries, etc.), it is advisable to apply the similarly looking market structure, where the units are not responsible for individual goods, but for segments.

In fact, this is already the so-called divisional structure. The focus of the organization with such a structure, each division - buyers from the specific market segment, their problems and needs. The structure is preferable with a wide variety of requirements, styles of behavior and purchases of various target groups of buyers: industries, customers of different ages, with various conditions and "love styles" and others.

The requirements of modernity, the functioning of the organization in the complex and multidimensional world does not allow firms to stop at such single-factor structures. In most cases, the so-called combined organizational structures are used in practice using both two or more signs of labor separation: according to functions and goods, functions and markets, functions and regions or by goods and regions. But such relatively complex structures do not yet allow the possibility of transition to strategic planning and management, do not provide detailed development and preparation of large-scale and efficient solutions.

For solving such tasks, staff structures are much more adequate (Fig. 1.3).

The staff structure includes special divisions with linear managers who do not have the right to make decisions and leadership, but only helping the line manager in the implementation of individual functions by the staff by the staff of specialists in individual functions.

Figure 1.3 Staff structure

Staff structure has a number of benefits. With its help, a deeper preparation of solutions and plans associated with the specialization of individual personnel categories is carried out; Linear managers are exempt from the need for a deep analysis of problems leaving for their competence; It becomes possible to periodically involve external specialists of higher-class consultants and experts for this work. But it is not deprived of the substantial deficiencies, because it does not provide the necessary clarity in terms of responsibility, since the decision-making does not participate in its implementation. In addition, the pile structure can lead to excessive decentralization on the upper floors of the control.

Modern world is changing rapidly. In an effort to comply with him, firms are increasingly formed, preferred flexible structures, refusing a strict hierarchy, introducing temporary structures (for a certain period, to fulfill a specific task, project). The most common structure of this kind is the matrix - presented in Figure 1.4.

Figure 1.4 Matrix Marketing Structure

The main advantages of the matrix structure are as follows:

Best orientation for project objectives and demand;

Combining the advantages of the functional structure and problematic management orientation;

The possibility of creating operational groups of experts experts, reducing the reaction time to customers' needs;

Flexible use of frames of professionals;

Ability to use modern methods planning and management;

Cost reduction, increase operation effect.

The main advantage of the matrix structure is that the same specialist who can be busy in one project or a program by 75%, in another - by 20, in the third - by 5%, easily transfers knowledge, skills and skills, accumulated In one project, on activities in other projects, thereby dramatically improving the performance and effectiveness of their work.

In addition, periodic business contacts of various specialists with each other are significantly increasing the possibilities for professional mutual enrichment, the formation of a holistic team.

But the matrix structure has its drawbacks:

Lack of permanent connections, resistance of groups;

Weakening manageability, the constant possibility of violation of the adopted rules and standards;

The difficulty of establishing and short-term responsibility;

The need for constant control;

The participation of conflicts between the managers of functional divisions and project managers.

In general, when building organizational structures, it is important to comply with the basic principles:

Balance of responsibility and rights;

Unity, clarity of the production, availability and understandability of financial and market, marketing purposes throughout the structure;

Simplicity of the structure, including minority and clarity of construction and management;

Effective relationship system with other divisions;

Coordination of responsibility - at the highest level of management;

Flexibility, adaptability of the structure in accordance with the dynamics of the market and the strategy of the company.