Stages of formation of an enterprise's product policy. Product policy of the enterprise Development of new products and product policy

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Development of the company's product policy

The concept of the product life cycle (PLC) was developed in 1965 by Theodore Leavitt and finds great practical application in management and marketing. The concept of life cycle technology is based on the fact that any product is sooner or later forced out of the market by another. Newer product.

Product life cycle - This is a concept with the help of which the process of developing a product, its sales, making a profit, the behavior of competitors, the development of strategic marketing from the moment the idea of creating a product is conceived until the moment it is withdrawn from the market is displayed.

LCT is a process consisting of the following stages:

Product development stage;

Bringing goods to market;

Growth stage;

Maturity stage;

Decline stage.

Sales and profit in value terms

I stage (Product development)

Connections are being developed with the costs of developing design activities, testing technologies, and preparing production facilities and personnel.

The company has no profit, but, on the contrary, incurs losses.

II stage (Introduction) of bringing to market

It begins with the first samples of the product going on sale. At this stage, trading is unprofitable, because Sales are down and marketing costs (especially advertising) are high.

The influence of marketing policy elements on sales volume (by level of expenses) and significance is as follows:

quality of goods;

price drop;

improvement of service.

At this stage, the manufacturer may encounter the following problems that have a negative impact on sales:

reluctance of buyers to move away from 45 stereotypes and accept a new product;

production difficulties at the basis of serial production;

insufficiently high rate of increase in output volume;

poor use of the distribution network;

incorrect pricing.

Marketing considers 4 strategies for entering the market with a new product, depending on how the consumer feels about it, what the level of competition is, and how well the advertising is organized.

Intensive Marketing Strategy– differs in that a high price is set and a lot of money is spent on sales promotion. A high price ensures significant profits, and large sales promotion efforts allow rapid penetration of the market.

According to Kotler, this strategy is applicable if

Most buyers are not aware of the product;

Those who know about the product are not behind the price.

It is necessary for 14 competitors to develop a preferential attitude towards the product among buyers.

Selective penetration strategy– this is a high price with little sales promotion, i.e. low marketing costs.

Used when:

The market capacity is not large;

The product is known to most buyers;

Buyers are willing to pay a high price for a product;

There is little competition.

Broad Penetration Strategies– the price is low and marketing costs are high. This strategy is most successful for quickly entering the market and capturing maximum market share.

Applies if:

The market capacity is large;

The buyer is poorly informed about the product;

The high price is not acceptable for most buyers;

Strong competition;

Increasing the scale of production and reducing costs per product (economies of scale).

Passive marketing strategy– low price and low sales promotion costs.

This strategy is justified if the demand level is 25 at 26 prices, since in this case low marketing costs ensure sufficient profitability of sales.

Conditions for such a strategy:

Large market capacity;

Good knowledge about the product;

Refusal of buyers to purchase expensive goods;

Low risk of competition.

III growth stage

Customer recognition of the product and rapid increase in demand for it. Sales volume and profitability are growing.

The influence of marketing policy elements on sales growth:

Quality improvement;

Price drop;

Improvement of service.

At the growth stage, competition intensifies, because the product begins to displace competitors' products. In this situation, firms seek to attract independent sales organizations to their side and organize their own sales network.

Prices do not change, the company strives to maintain rapid sales growth, for which they improve the product, modernize it, expand from improving products to new market segments, and increase advertising in order to create in those who purchased the product a feeling of satisfaction from the purchase and 27 for secondary purchases.

By the end of this phase, the product is purchased by about 50% of potential buyers and then enters the maturity stage.

IV growth stage

It is characterized by the fact that the majority of buyers have already purchased the product (approximately 80% of potential buyers have the product).

Sales growth rates are declining, profits are beginning to fall, and advertising and other marketing expenses are rising.

Elements of marketing activities influence sales volume in their own way and are arranged in the following order:

quality improvement;

improvement of service.

Buyers who are slow to make decisions appear on the market; secondary buyers of goods with a short life cycle in operation are possible.

To maintain a high level of sales you must:

increasing the reliability and convenience of the product;

use new modern materials in competition;

improve packaging;

offer a set of models;

provide and expand services to consumers;

reduce prices;

enter new ways of mass media;

offer new product brands, taking into account changes in tastes and fashion.

V growth stage

A period of sharp decline in sales and profits with the help of product modernization, price changes and sales promotion, it is possible to prevent a complete decline for a short time and even introduce the product into the stage of re-saturation. However, at the end an even deeper recession occurs and the product is removed from trading and production. Trading profits fall during the renewal period due to increased marketing costs. The question becomes active whether to leave the product on the market, continuing to modernize it or discontinue it, organize a quick sale at low prices and replace it with a new product. In order to make a decision on the discontinuation of a product or the need for its further modernization, marketing and accounting control is carried out, which consists of studying the dynamics of the sales volume of each product. Next, a forecast is made for the product for which one can expect to soon enter the decline stage. If a decision is made about the advisability of leaving the market, then care plan .

Care plan– schedule for the gradual cessation of production and sales, restructuring of production and redistribution of resources.

Types of product life cycles (according to Evans and Berman)

A B C

AND

The X axis represents time

The Y axis shows sales volume

Types of life cycles vary in both duration and form.

A - Traditional life cycle of goods–includes distinct stages of development, hatching, growth, maturity and decline.

B – Classic life cycle of goods– describes very popular products with stable sales over a long period of time.

IN - Infatuation curve– describes a product that rapidly rises and falls in popularity.

G - Long lasting hobby– also a manifestation of the fact that sales continue at levels constituting an insignificant share of the sales volume.

D – Seasonal curve– the product sells well during periods separated in time (seasons).

E – Renewal curve– the product became obsolete, but then gained popularity again.

AND - Failure– the product was not a success at all.

Product classification characteristics

In marketing, products represent the unity of three components:

Useful qualities;

Physical properties;

Additional services.

Useful qualities - These are the characteristics that make it possible to satisfy certain consumer needs.

Physical properties. Useful qualities must be materialized into a tangible product, i.e. have physical properties. At the same time, we must not forget about the product’s packaging, design, and brand, since for the consumer, sometimes what the product looks like is more important than what is inside.

Additional services. Consumers are also attracted to additional services provided after purchasing a product: delivery, installation, warranty, after-sales service.

Durability products can be divided into 3 groups:

Durable goods - As a result of the consumer's careful consideration of the purchase, the informative function of advertising, personal selling, and selectivity of distribution have a great influence.

Non-durable goods – It is important to stimulate sales through price discounts that encourage repeat purchases. Advertising is designed to express more about times and symbols that encourage consumption rather than provide information.

2.2. Stages of formation of an enterprise’s product policy

Each stage of the formation of a product policy and the implementation of an enterprise’s product strategy is a separate subsystem that performs one or another function, without which it is impossible to achieve the main goals of an economic entity. By structuring the procedures for the process of forming a product strategy, we can present the stages of its development in the form of a diagram (Fig. 1).

The structure of the process of developing an enterprise's product strategy and the understanding that, within the framework of the enterprise's work policy with goods, different strategic directions can be proposed for certain items of the assortment list allows us to determine the following stages in the formation and implementation of the enterprise's product policy (Fig. 2):

Stage 1 – analytical work, including an assessment of the need for the enterprise’s product, an analysis of the enterprise’s competitive position and an economic analysis of the enterprise’s operation, or, in other words, an assessment of the potential for implementing a product strategy;

Stage 2 – selection of strategic management zones (SZ) and determination of product strategies for a set of SZH of the enterprise;

Stage 3 – forming a product model and planning the structure of the product range;

Stage 4 – optimization of the enterprise’s product policy.

The ultimate goal of conducting research into the need for a product is to develop a strategy for the enterprise’s behavior in target market segments. To do this, a study of factors is carried out and an assessment of market capacity is carried out, the degree of compliance of the enterprise's goods with market requirements is determined, the market of consumers of the enterprise's products is segmented, the volume and structure of demand is determined in the context of selected segments. The result of such research, among other things, should be a set of properties of each product in the enterprise’s product range that most fully reflect the needs of real and potential users.

Assessing the competitive position of an enterprise allows one to determine factors and assess the degree of limiting impact of the enterprise's competitive environment. To do this, it is necessary to identify the main and potential competitors of the enterprise, evaluate their strengths and weaknesses,

Rice. 1.2.1 Formation of the enterprise’s product strategy.

analyze the product and pricing policies of competitors. It is also important to determine the main development trends and the degree of intensity of competition in the product market of interest to the enterprise, to conduct a study of the competitiveness of the enterprise’s product range in comparison with the products of the main and leading competitors in the market.

An economic analysis of the enterprise’s operation and assessment of the potential for implementing a product policy strategy makes it possible to determine the degree of readiness of the enterprise to implement planned directions and strategic recommendations in relation to the commodity product range. Thus, an assessment should be made of the rate of dynamics of sales volumes in the context of types of products and the degree of utilization of production capacities. An analysis of cost coverage, production volumes and product balances in the enterprise’s warehouses is necessary. All this will allow us to assess the degree of adequacy of products (in terms of product range) to the economic goals of the enterprise. In this way, the rationale for further decisions of the enterprise is formed in relation to individual units of its assortment structure. Will the production of this product be continued, should it be excluded from the production program altogether, what is the need for specific measures to stimulate sales - answers to these questions can only be obtained after a detailed analysis of the production and sales processes of the enterprise. It is also necessary to obtain an assessment of the internal reserves and potential capabilities of the enterprise when working in the analyzed market in order to justify the strategic directions of development of the enterprise within the framework of working with the product.

Selection of strategic management zones and determination of product strategies for agricultural agricultural enterprises. A thorough assessment of the prospects for the production of each type of product, studying market growth indicators and the company’s position in a specific market, understanding that advancement into new industries is not always possible, leads the enterprise to the need to use the concept of strategic business zones.

The concept of strategic management zones is outlined in detail by A.P. Gradov in his work “Economic Strategy of the Firm”.

Rice. 2.2.2 Stages of development and formation of the enterprise’s product policy

The strategic management zone according to Gradov is a separate segment of the external environment of the production system (PS), to which the PS has (or wants to have) access.

A strategic economic zone or strategic economic unit is a separate segment of the environment in which the company has (or wants to gain) access

In the conditions of scientific and technological progress, the life cycles of goods and their production technologies are shortened. As soon as one technology is replaced by another, the problem of their relationship becomes a matter of the most important strategic choice for the company: to maintain (and for how long) traditional technology or to switch to a new one, due to which a certain part of the product becomes obsolete (Fig. 3). An analysis of the potential characteristics of SZH will allow us to determine the most rational direction for the development of the enterprise’s product range. To carry it out, it is necessary, firstly, to identify the relevant SZHs and study them without connection with the structure of the enterprise or its current products. The result of such an analysis will be an assessment of the prospects opening up to any competitor. Secondly, it is necessary to develop an appropriate product range and distribute responsibilities between the structural divisions of the enterprise for choosing the area of activity, developing competitive products and product promotion strategy.

External environment

Rice. 3. Analysis of strategic areas of management and distribution of responsibilities between the strategic center of management and the division of current commercial activities.

The choice of strategic management zones determines the profile of the enterprise. Thus, sectors of industry, agriculture, transport and communications, etc. act as strategic zones for managing enterprises producing means of production; industries; groups of enterprises from various industries. In turn, for enterprises serving the market for consumer goods and services, either individual segments of the consumer goods market or various combinations of these segments act as strategic areas of management.

The formation of a product model and the planned structure of the product range implies carrying out work to substantiate the system of technological and consumer parameters of the product, ensuring, firstly, its competitiveness in the market, and secondly, allowing to increase the efficiency of its production at the enterprise. Based on analytical work to study the demand for the enterprise's products, assess the competitiveness of goods, and assess the potential of the enterprise, decisions are made to modernize or modify individual assortment positions of the enterprise. The formation of the enterprise's product policy is based on the principles of compliance of manufactured goods with consumer preferences, the creation of a competitive range of production and sales, which makes it possible to ensure stable demand for the enterprise's products and surpass analogue products in terms of the totality of consumer and cost characteristics. For this purpose, the enterprise carries out work on planning the product range, the structure of which most fully meets market requirements.

Optimization of the enterprise's product policy. The enterprise's decisions on the volume and structure of production are determined by the size of the market capacity, the results of market research on demand for products, and competitive conditions. However, the developed planned product range in some cases must be adjusted in connection with existing real restrictions on the size of the enterprise's production capacity, the availability of labor, production, and financial resources.

In addition, optimization of an enterprise’s product policy is also a necessary condition for its activities in a situation of instability and some unpredictability of market conditions. Thus, changing conditions of competition, resource provision, demographic, political changes can determine the need to adjust production volumes, assortment structure, price levels, a set of techniques and methods for promoting products, coordinating the interests of the market with the specific goals of the enterprise and its capabilities to produce goods to make a decision on optimal release plan.

Thus, as part of the optimization stage of the enterprise’s product policy, from several options for the enterprise’s planned nomenclature, the one that best aligns the interests of the enterprise with the requirements of the market should be selected.

Federal Agency for Education of the Russian Federation

Volgograd State Technical University

Department of Management, Marketing and Production Organization

Methodological manual "Marketing"

For specialty 080507 “Organization Management”

Volgograd, 2004

UDC 339.13 (075.8)

Reviewers

Associate Professor, Candidate of Sciences economy Sciences, Head of the Department of Active-Passive Operations of JSCB "KOR" T.Ya. Kholopenkova,

Head Department of Economics and Management, VPI, Associate Professor, Candidate of Economic Sciences. L.I. Nasonova

Published by decision of the editorial and publishing council of Volgograd State Technical University

Methodological manual “Marketing” / Comp. Yu.I. Osadshiy, V.N. Molodozhenova, T.P. Ostapenko, E.V. Samsonova / Volgograd. state those. univ. – Volgograd, 2004.

The principles and methods of carrying out marketing activities are outlined. The methodological manual gives a brief idea of the variety of approaches, ideas, solutions used by domestic and foreign organizations. The features of innovation marketing are considered.

Technical University, 2004

1. Basic concepts of marketing 4

2. Marketing management 7

3. Marketing research 12

4. Market segmentation 18

5. Development of product policy 22

6. Objectives and pricing policy 31

7. Planning and organization of product distribution 39

8. Demand generation and sales promotion systems 44

9. Features of marketing innovations of scientific and technical organizations and manufacturing enterprises 47

10. Marketing environment of an innovative company 61

11. Marketing strategy for innovation 69

Basic Marketing Concepts

Marketing is a type of human activity aimed at satisfying the needs and wants of people through exchange.

Need is a feeling of lack of something felt by a person; it is something that comes from human nature. Needs can be physiological (clothing, food, etc.), social (communication, self-expression, etc.), personal (gaining knowledge)

A need is a need that has taken a specific form in connection with the cultural level of development of society and the personality of the individual.

Request is a need backed by purchasing power

Exchange is the act of receiving a desired object from someone by offering something in return.

A product is everything that is offered to the market in order to attract attention, purchase and use.

A market is a collection of existing and potential buyers of a product.

Marketing Principles:

1. Orientation of the final production results to the real requirements and wishes of consumers.

2. Knowledge and comprehensive study of the market, use of market information in the process of developing and making scientific, technical, production and economic decisions.

3. Maximum adaptation of production to market requirements. It is necessary to produce what is sold, and not sell what is produced.

4. Influence the market and customer demand through all available means.

5. Organization of delivery of goods in such quantities, at such a time and place that would most fully suit the end consumer.

6. Conquering the market with goods of the highest quality and thereby gaining an advantage over competitors.

7. Providing targeted management of the entire process of the enterprise’s activities, i.e. development, production, sales and service provision.

8. The need to divide the market into segments.

9. Providing assistance to resellers.

10. Orientation of marketing strategies for the future, etc.

Marketing concepts are based on identifying the needs and real consumer assessments of the range and quality of goods and recognizing the need to adapt production and sales to these needs and assessments, better and more efficiently than competitors do.

There are 4 main concepts:

1. The concept of production improvement. The application of this concept allows the manufacturer to reduce production costs by increasing production volumes.

2. The concept of product improvement. A manufacturer will make more profit if it produces a higher quality product than its competitors.

3. The concept of sales promotion. The manufacturer must make some effort, use advertising and sales promotion to sell his product.

4.The modern marketing concept is built on meeting the needs and demands of customers

5. The concept of social and ethical marketing is built on meeting the needs and requirements of customers, taking into account the needs of society.

Main types of marketing:

1. Demarketing - excessive demand. The manufacturer's task is to reduce the demand for goods and services, which cannot be satisfied due to an insufficient level of production capabilities, limited commodity resources and raw materials.

2. Conversion marketing – negative demand, when the majority of market segments reject a given product or service.

3. Counteraction marketing - irrational demand,

implemented to ensure the well-being of consumers who find certain goods and services inappropriate for personal use.

4. Promotional marketing - lack of demand, typical for goods entering the market for the first time.

5. Developmental marketing - latent demand, i.e. The task of marketing is to transform potential demand into actual demand.

6. Supportive marketing - full demand. This type of marketing is typical for products that have been on the market for a long time and bring profit to the manufacturer.

7. Remarketing - falling demand.

8. Synchromarketing is an irregular demand, it is focused on conditions when demand exceeds production capacity or vice versa, when production volume turned out to be greater than market needs (seasonal marketing).

Marketing functions:

1. Analytical function, it includes the study of the market, consumers, corporate structure of the market, study of the product structure of the market.

2. Production function, which includes the development of new technologies, organization of production of new goods, logistics, management of product quality and competitiveness, and implementation of a targeted pricing policy.

3. Sales function - organization of a product distribution system, a service system, demand generation and sales promotion (FOSSTIS)

4. Management and control function - organization of strategic and operational planning. Information support for the marketing management process, organization of control of marketing activities.

Marketing Management

Marketing management is the analysis, planning and implementation of activities designed to establish, strengthen and maintain profitable exchanges with customers in order to achieve certain company goals (profit making, sales growth, etc.).

The management process includes:

1) Analysis of market opportunities. To identify the market in which the product will be sold, you can use several methods: deeper penetration into the market, expanding the boundaries of the market, product development, diversification.

In addition to searching for a product market, it includes assessing marketing opportunities. Marketing opportunity is an attractive direction of marketing efforts in which a firm can achieve a competitive advantage. The marketing opportunity must be consistent with the firm's goals and resources.

2) Selection of target markets includes an assessment of existing sales volume and a forecast of the future. If the forecast is successful, then market segmentation is carried out. When the target segment is selected, product positioning is carried out, i.e. providing a product with a different, desirable place in the market and in the minds of target consumers.

3) Development of a marketing mix

The marketing mix is a set of controllable marketing variables that a firm uses together in an effort to elicit the desired response from its target market.

Marketing mix: Product, Price, Place, Promotion.

4) Organization and control of marketing activities. The organization includes the development of a planning system - ensuring strategic planning i.e. identifying the most attractive products for customers in the future and ensuring operational planning i.e. development of plans for each individual production or product of the company.

An important point in organizing marketing activities is the organizational system - the marketing service. When building the structure of a marketing service, a company can use several methods: functional organization, organization on a geographical basis, organization on a product principle, organization on a market principle, organization on a product-market principle.

The control system consists of 3 types:

1 . monitoring the implementation of annual plans;

2. profitability control;

3. monitoring the implementation of strategic guidelines.

Development of a marketing mix

Product - at this stage, the company’s product policy is being developed, which includes assessing the quality of product competitiveness, consumer tastes and developing a product range; it is also important to assess the basic properties of the product and its environment (ease of purchase, reliability of delivery, design, price, brand and after-sales service ).

When developing a product, it is necessary to take into account fluctuations in the volume and duration of production of a particular product. Fluctuations in the volume of production and sales of products are the life cycle of a product. The concept of the product life cycle is based on the fact that sooner or later any product is forced out of the market by another cheaper or more advanced product. The product life cycle concept can be applied to a product type, type, model, brand. The classic product life cycle curve has the following form, shown in Figure 1.1.

Volume of sales

1 2 4 5 time

Fig. 2.1 Product life cycle curve

1. Stage: market introduction phase, the goal is to create a market for a new product.

2. Stage is the growth phase, the product is recognized by customers, demand rapidly increases, sales volume increases; and therefore profit.

3. The stage is the maturity phase, the saturation of the market with this product increases and the product that was considered a new product becomes traditional, because A large number of buyers know about it.

4. Stage is the saturation phase, the volume of sales of goods falls, and therefore the volume of profit falls.

5. Stage is the decline phase, the consumer loses interest in the product, demand for it falls and the manufacturer has two ways out of this situation: the first is to revive the product by changing its position in the market; the second is the cessation of production of goods. Different states of the product life cycle curve.

Volume of sales

1 - fad curve, demand for a product rises quickly and falls quickly.

2 - long-term hobby.

3 - the curve describes a seasonal or fashionable product, i.e. periods of time.

4 - nostalgia, characterizes a product for which demand resumes after a certain time.

5 - failure, the product does not have market success.

Price - at this stage the pricing policy of the enterprise is determined. Pricing is structured in such a way that the company, by influencing sales volume, receives a certain profit at each stage of the life cycle.

Place (place) - i.e. bringing the product to consumers; This element of the marketing mix characterizes activities aimed at making the product available to the consumer. The main content of this element is the choice of the optimal scheme for delivering goods from the manufacturer to the consumer, organizing transportation, cargo safety, as well as after-sales service.

One of the key issues in bringing a product to the consumer is the choice of the type of distribution channel.

A distribution channel is an organization of individuals who take over or help transfer to someone else ownership of a particular good or service as it travels from producer to consumer.

Distribution channel participants perform the following functions: collecting and distributing marketing information, sales promotion, establishing contacts, negotiating, transporting and storing goods, assembling and installing goods, financing and operating the channel.

The distribution channel is characterized by the number of channel levels. The channel layer is any intermediary that does the work of moving a product from the manufacturer to the consumer and transfers ownership of the product to the final consumer.

There are several channel levels:

1. Zero level or direct marketing i.e. when a manufacturer sells a product to the final consumer.

2. First level; the channel consists of a producer, one intermediary and a consumer.

3. Second level; the channel consists of a producer, two intermediaries and a consumer.

4. Third level; the channel consists of a producer, three intermediaries and a consumer.

From an organizational point of view, there are conventional distribution channels, vertical marketing systems and horizontal marketing systems.

Promotion (product promotion) is a set of various activities to convey information about the merits of a product to potential consumers and stimulate their desire to buy this product. Product promotion includes the use of advertising, sales promotion techniques, personal selling and public relations techniques.

Marketing research

Marketing research is the systematic collection, recording and analysis of data on marketing problems.

They are carried out in the following directions:

1. Market - the most common area of research, market research is carried out to make decisions on the choice of market, types of activities in the market to determine sales volumes, to identify the correspondence between supply and demand. The objects of market research are market development trends and market conditions, including analysis of economic, scientific and technical, demographic, environmental and other factors. The results of the research are market development forecasts.

2. Consumers - their research is aimed at identifying a set of motivating factors that guide consumers when making a purchase. The subject of the study is the motivation of consumer behavior, the supply of goods to consumers, trends in consumer demand, and consumption structure.

3. Competitors - the strengths and weaknesses of competitors, their market share, and consumer reaction to their actions are studied. These studies are carried out to achieve a competitive advantage in the market, and their result is a choice of possible behavior in the market.

4. Study of the corporate structure of the market - collecting information about commercial, trade, freight forwarding, advertising, insurance, legal and other intermediaries that create the marketing infrastructure of the market.

5. Study of the internal environment - here the real level of competitiveness of the company is determined and what can be done to ensure that the company is adapted to changing environmental conditions.

6. Price research - the relationship between price and demand is determined, pricing policy is predicted for different stages of the product life cycle.

7. Product research - the feasibility of creating new products, testing old ones, researching various types of packaging and studying the sales structure, warehouse locations, the possibility of using an intermediary and providing services is determined.

8. Research of promotion and stimulation - determines the effectiveness of various media advertising activities, testing various advertising options, analyzing various methods and means of stimulation.

Marketing is not so much a purely theoretical as a practical discipline that arose and developed as a result of economic activity in market conditions. At the same time, marketing, in the course of its development, made extensive use of advanced scientific achievements, so it represents an “arsenal” of modern techniques and methods of various scientific disciplines that are used to solve a wide range of problems in marketing activities.

The methodological foundations of marketing consist of general scientific, analytical and forecasting methods, as well as methodological techniques borrowed from various fields of knowledge.

Table 3.1

System of research methods in marketing

General scientific methods	Analytical and prognostic methods	Methodological techniques borrowed from different fields of knowledge.
- system analysis	- linear programming	- sociology
- comprehensive analysis	- queuing theory	- psychology
- program-target planning	- communication theory	- anthropology
	- probability theory	- ecology
	- network planning	- aesthetics
	- methods of business games	- design
	- economic and statistical methods
	correlation analysis regression analysis factor analysis discriminant analysis etc.
	- economic and mathematical modeling
	- examination

System analysis is widely used in marketing research, since it allows us to consider any market situation as an object for study with a wide range of internal and external cause-and-effect relationships. Thus, changes in the market for consumer goods can be the cause, on the one hand, of external processes, changes in the market for means of production, the financial market, the international market, and, on the other hand, internal processes of change in the development of markets for individual, closely interrelated goods.

An integrated approach allows you to study the market situation, considering it as an object that has different manifestations.

Of course, systems analysis and an integrated approach are not antipodes; they are interconnected and cannot be implemented without each other. But in a specific situation, it is necessary to examine, firstly, all its interrelations, and secondly, all sides and aspects of its manifestation.

Program-target planning is widely used in the development and implementation of marketing strategies and tactics. Marketing is the use of a program-targeted approach in the market. All planned activities related to marketing in an enterprise are based on this principle.

Linear programming, as a mathematical method for selecting the most favorable solution from a number of solutions, is used in solving a number of marketing problems.

When solving problems of choosing the order of customer service, drawing up delivery schedules for goods and other similar tasks, methods of queuing theory are used. They make it possible, firstly, to study the emerging patterns associated with the presence of a flow of requests for service, and secondly, to observe the necessary sequence of their implementation.

Communication theory, which considers the mechanism of “feedback”, allows us to obtain special information about processes that go beyond the established parameters. In marketing activities, the use of this approach makes it possible to manage inventory, production and sales processes. The application of communication theory helps to improve the connection of enterprises with markets and increase the efficiency of using the data received.

Methods of probability theory help make decisions, which boil down to determining the probabilities of the occurrence of certain events and choosing the most preferable from possible actions.

The network planning method makes it possible to regulate the sequence and interdependence of certain types of work or operations within the framework of a program. It allows you to clearly record the main stages of work, determine the timing of their completion, delineate responsibilities, save costs, and provide for possible deviations.

It is quite effective to use the network planning method when developing a production program for any product and organizing trial sales, preparing and conducting sales and advertising campaigns.

The method of business games greatly helps in resolving real marketing situations. Simplified models of competitor behavior and strategies for entering new markets can be “played out” to find optimal solutions.

A system of known or suspected relationships between events, actions or processes can be described using modeling techniques. The most effective are economic models. They make it possible, taking into account the current factors of the external and internal environment, to assess, for example, the prospects for the development of market capacity, determine the most rational marketing strategies and possible retaliatory steps of competitors, and assess the optimal marketing costs to obtain the required amount of profit.

Methods of expert assessments occupy a special place in the methodological arsenal of marketing. They allow you to quickly get an answer about the possible development processes of a particular event in the market, identify the strengths and weaknesses of the enterprise, and obtain an assessment of the effectiveness of certain marketing activities.

Methodological techniques borrowed from other fields of knowledge are actively used in marketing research and development. The greatest connection is manifested with the methods of sociology and psychology, since special attention in marketing is paid to consumer behavior and the factors influencing it. Psychological tests and motivational analysis are widely used.

Methods of sociology make it possible to study the processes of dissemination of information on the market, identify consumer attitudes towards innovations, and study the development of various spheres of human activity and value orientations. In this case, survey methods are used.

Anthropological methods have also been used in marketing research, which makes it possible to better study the market environment taking into account national cultures and living standards. Anthropological measurements are also used in specific cases when modeling a number of consumer products.

Marketing methods are closely related to such sciences as ecology, aesthetics, design, physiology, history, and philosophy. Among the research techniques borrowed from the fields of sociology and psychology, the most common are: observation, experiment, survey.

Market segmentation

A market segment is a specially selected part of the market, a group of consumers, products or enterprises that have certain common characteristics. With the help of segmentation, the following goals are achieved: the best satisfaction of consumer needs, increasing the competitiveness of the product and its manufacturer, avoiding competition by moving to an untapped market segment, linking the scientific and technical policy of the company with the costs of a clearly identified group of consumers, focusing all marketing work on a specific consumer .

Market segmentation is the division of a market into distinct groups of buyers, each of which may require separate products or marketing mixes.

Market segmentation can be carried out based on many characteristics and taking into account many criteria.

A criterion is a way to assess the validity of a choice. A sign is a way to distinguish a given market segment. The main segmentation criteria are:

1. Quantitative parameters (market capacity)

2. Accessibility of the segment to the market (the ability to obtain a distribution and sales channel)

3. Segment materiality i.e. determining the extent to which a particular group of consumers can be considered a segment, i.e. Is this group stable based on the characteristics that unite it?

4. Profitability - which allows you to determine how profitable work in this segment will be

5. Compatibility of the segment with the market of the main competitors, here we consider how deeply the interests of the main competitors are affected, whether they are ready to cede the market segment, what measures they can take to protect their market share, how many resources the company will need to overcome this protection.

6. Efficiency of work in this segment i.e. checking the availability of the necessary experience and readiness of production, engineering, and sales personnel to meet the needs of customers in this segment.

7.Protection of the segment from competition, i.e. assessing the possible advancement of competitors, their strengths and weaknesses, assessing their capabilities in competition and determining the areas on which it is necessary to concentrate efforts and resources.

Segmentation targets can be consumers, products, and businesses. Consumers are grouped according to the following characteristics: geographical, demographic, behavioral, psychographic.

Products are grouped: by nature of use, by areas of application.

Enterprises are grouped: by industry or economic profile, by the nature of their forms of sales and advertising.

Geographical segmentation - in this case, the market is divided into different geographical units (state), regions, cities, territories and microdistricts). A firm may decide to operate in one or more geographic areas, or in all areas, while taking into account the differences in customer needs and requirements determined by local conditions.

Demographic characteristics include such indicators as gender, age, family size, stage of the family life cycle, income level, occupation, education, religious beliefs, nationality, etc.

Psychographic segmentation is used to divide buyers into groups based on social class, lifestyle, or personality characteristics.

Segmentation based on behavioral characteristics - this principle includes reasons for making a purchase, here buyers are divided depending on the reason for the idea of purchase or use of goods. This feature, in addition to the above, includes the study of the following indicators: sought benefits, user status, intensity of consumption, degree of commitment, degree of buyer readiness to perceive the product, attitude towards the product.

Segmentation by product parameters is carried out in order to determine reactions to certain properties of the product. This segmentation is especially important when releasing a new product, when the question is being decided - what new qualities of the product will attract buyers to it. Usually there is a combination of market segmentation processes by product and by consumer groups. First there is segmentation by product, and then by consumer groups.

This division process is used to segment the markets of enterprises and organizations. At the same time, it is determined in which industries, for which user groups the products are intended, and what functional and psychological characteristics of consumers are of paramount importance.

A firm can use three strategies to reach the market:

1. Undifferentiated marketing. This strategy is used by a company that addresses the entire market at once with the same offer. In this case, the company concentrates its efforts not on how the client’s needs differ from each other, but on what these needs have in common. It develops a product and marketing program that will appeal to as many buyers as possible; relies on mass distribution and mass advertising methods. Undifferentiated marketing is very economical; the costs of production, advertising and distribution are not high; a company using this strategy creates products designed for the largest markets.

2. Differentiated marketing. In this case, the company decides to enter most or all market segments and develops a separate offer for each of them. By offering appropriate products for each segment, the company hopes to achieve increased sales and greater market penetration. It expects that by strengthening its position in several market segments, it will be able to achieve increased repeat purchases.

3. Concentrated marketing. This strategy is attractive to firms with limited resources; these firms concentrate their efforts on one or a few market segments. Concentrated marketing is associated with increased risk, because... the selected segment may not live up to the manufacturer's expectations.

When choosing a market coverage strategy, the following factors must be taken into account: the company's resources, the degree of product homogeneity, the stage of the product life cycle, the degree of market homogeneity, and the marketing strategies of competitors.

Product policy development

Product policy presupposes a certain course of action and is designed to ensure continuity of measures and decisions on the following issues:

1) formation of assortment and management of it,

2) maintaining competitiveness and quality of goods,

3) finding optimal market niches for the product,

4) development and management of packaging and labeling strategy,

5) development of new products,

6) development of a trademark.

The absence of a product policy leads to spontaneity, instability and lack of consideration in decisions made, long-term interests and, accordingly, loss of control over the competitiveness and commercial effectiveness of the product. Product policy should be part of the economic and marketing policy of the enterprise. The system of modeling, construction, design and incentives should be focused on specific consumers.

The development of a product policy requires compliance with the following conditions: a clear understanding of the goals of production and sales, the presence of a strategy for production and sales activities, knowledge of the market and its requirements, a clear understanding of one’s capabilities and resources.

Solving the problems of product policy should be carried out taking into account a strategic approach, i.e. any decision must be made taking into account current requirements, but from the point of view of ultimate goals. When developing a product policy, we must not forget about the influence of external conditions on the activities of the enterprise.

A product line is a group of products that are closely related to each other, either because they function similarly or because they are sold to the same groups of customers or through the same types of outlets or within the same range prices

Product nomenclature is the totality of all assortment groups of goods, product units offered to the buyer by a specific seller.

Product nomenclature describes in terms of its breadth,

richness, depth and harmony.

Breadth is the total number of product groups produced by a given company.

Saturation is the total number of individual products that make up the product range.

Depth is the options for offering each individual product within assortment groups.

Harmony is the degree of proximity between products of different product groups in terms of their end use, requirements, production, organization and the possibility of using the same advertising distribution channels.

In its activities, a company may decide to increase its product range, which can be of 3 types:

1 . Downward expansion is the expansion of the product range at the expense of lower level goods and services. Many firms initially locate themselves in the upper echelon of the market and gradually expand their product range to cover the lower echelons. Building down may have the purpose of containing competitors, attacking them, or penetrating the fastest growing segments of the market.

2. Upward expansion is the expansion of the assortment through goods and services of a higher level. This decision is usually made by firms operating in the lower segments of the market that want to penetrate higher. Such a decision may turn out to be risky, because... competitors located in the higher segments of the market may begin to penetrate into the lower segments. In addition, customers may not believe that a new firm can produce high-quality goods and services.

3. Bilateral expansion is the expansion of the product range both down and up at the same time. This decision is usually made by firms operating in the middle echelon of the market.

Expanding the product range by adding new products leads to its saturation.

There are the following reasons for the saturation of the assortment:

1. The desire to earn additional profit;

2. Trying to satisfy dealers complaining about gaps,

existing in stock;

3. The desire to use unused production capacity

4. The desire to eliminate competitors;

5. Attempts to become a leading company

Oversaturation of assortment leads to a decrease in overall profits because products begin to undermine each other's sales.