What is marketing? Definition, nature and scope of

Today, the marketing is not well functioning in Russian organizations. This is because there is little domestic research on marketing through which the organization could competently manage the company in today's market.

In the modern economy, no company exists without the marketing service. This is due to the fact that consumers ' needs are constantly growing or changing. Each person has personal preferences.

Today, the marketing organizations is an essential element, without which it is impossible to ensure successful, efficient production.

In practical terms, not all Russian organizations have introduced marketing processes management, investment and modelling activities in the conditions of transformation of the Russian economy, which determined the relevance of the topic of the article.

The marketing Concept

At the beginning of this article the main objective is: "Give a definition of marketing”.

Today, in the modern literature one can find many different concepts, which can utilize both complex and other characteristics of the issue, considering the area of expertise with the various aspects.

However, consider one definition of marketing, the Professor of international marketing graduate school of management, George. L. Kellogg, northwestern University, USA Philip Kotler (Philip Kotler), which has the right to be considered the founder of modern marketing theory. From the point of view of Philip Kotler, marketing-a human activity directed at satisfying needs and wants through exchange.

The Modern definition and concept of marketing adjusted in 2007 by the American marketing Association (AMA; American Marketing Association). It looks as follows: is the activity, set of tools and processes that enable the creation, communication, delivery and exchanging offerings that have value for customers, clients, partners and society in General.

The Greatest effect and benefit the company from marketing is achieved when he works as a holistic management concept and management system activity of the subject (organization) in the market conditions.

The definition of the concept of marketing is in the following terms: the word comes from the English market – “market” that is, the combined system of organizing production and sales and scientific research activities of the enterprise, which is focused on the most deeply satisfying of consumer demand; aimed at establishing, strengthening and maintaining beneficial exchanges for specific purposes and profit.

Basic concepts

The purposes of the Definition of marketing as follows:

• Conquest a niche in the market;
• Study of the needs of consumers;
• Creation of a favourable image of the company;
• Improve the quality of life of clients;
• The choice of the optimal mechanism for profit;
• Increase sales,
• The growth of output;
• Cost reduction.

Consider the basic problem of the researched concept for today:

• Analysis and monitoring of the market situation;
• Study of consumer preferences;
• The use of elements of internal marketing;
• Control and monitoring of clients;
• Communications;
• Promotion of goods;
• Monitoring of prices.

Planning

Under the definition of the marketing plan should understand the special document which forms part of the strategic development plan of the company, which defines all the market objectives of the enterprise, the methods to achieve them, and the designated budget for this.

This type of plan is developed by the company, as a rule, for 3-5 years. It contains long-term goals of the company, determining marketing position given the resources available.

The Need for a marketing plan due to the following facts:

• In the case of his absence the company's actions are spontaneous in nature;
• There is a conflict possible options for the development of the company;
• No precision in defining target audience of the company;
• There is no order in the procurement and marketing of products.

The Process of developing a marketing plan for the company has the following sequence:

• The definition of the mission of the company;
• A SWOT analysis;
• Develop goals and strategies of the company;
• Development tasks;
• Preparation of marketing plan;
• Definition of marketing budget;
• Monitoring performance.

Under the marketing budget, you can understand the plan for revenues, costs and profits as a result of its implementation.

The income is the expected value, and the cost is calculated on the basis of costs incurred on activities designed to plan.

Profit is calculated as the difference between revenues and expenses.

The Structure of the marketing plan will look as follows:

• The results of the company for the pastperiods (base plan);
• Analysis and market forecast;
• Developed goals and objectives;
• Developed strategy to market;
• Pricing, distribution, communication policy of the company;
• Deadlines;
• Budget plan.

Marketing Guide

The Definition of marketing management is the mechanism of the impact of the enterprise and its management for market demand with the aim of achieving a final result on the profit of the company.

Marketing Management is a complex process of analysis, planning, organization and monitoring of company activities to establish and maintain contact with target consumers, as well as the goals of the company, as increased incomes, increased sales, increased market share, etc.

Basic definitions of marketing to suggest the presence of the key points. The key points in terms of marketing management of the organization are:

• The process in which jointly interact in analysis, planning and monitoring of implementation plans;
• The process of governance, including implementation services, ideas and goods;
• Process acting on the notion of exchange;
• The satisfaction of all participants in the process (exchange/transaction).

Marketing Management directed at specific objects and implemented by the various actors.

Basic definition of marketing involves the study of its object and subject.

The Object of marketing management – something that focuses the actions of the subject of management relating to the sale, distribution, advertising. In the role of marketing objects can be physical things, services, movable and immovable property, information. “the Object of control” represents the organization on the choice of market niches, choice of marketing policies and strategies, taking into account the total factors, both external and internal environment.

The Subject of marketing management – legal or natural person, who performs various marketing functions. Various subjects of marketing management perform specific functions.

The Functions carried out by the subjects of marketing management, presented in the table below.

The Subject control	Function
Manufacturer or tech company	The Release of the goods or services
Trade company	Sales of goods, warehousing, transportation
Marketing your organization	Market Analysis, preparation of forecasts, promotion of goods and services

Marketing organization is a work aimed at the study of consumer interests. This work includes:

• Research and forecast actions of competitors;
• The creation and development of new products and services that will be competitive;
• Control over the realization of finished products, pricing.

The Main purpose of marketing management – guarantee the accurate implementation of actions aimed at stimulating the market.

The Value of marketing management of the organization is sufficiently large, because the companies that pay him due attention, are leaders in the market economy in its segment. In the first place should stand up action for the realization of customer needs and the installation of a long-term relationship between them and the organization. To be the first among the competitors, you need to study the market, know how it works and what its needs. In other words, the transformation of the Russian economy a significant role is given to marketing.

The essence of the definition of marketing can be considered from three sides:

• As a form of human activity: activity aimed at the exchange in market relations;
• How to control system: focuses on the interests of consumers;
• As a concept or philosophy is an activity: it is important that the organization's activity was aimed at finding the needs and requirements in your market segment, and most importantly - realize they need a more effective way than the competition.

Based On this it can be concluded that the essence of marketing management is the rule: to produce only what is required by the client (buyer), and not impose something that does not resonate in the market.

Marketing usually do not just react to the development of the market, and he is the initiator of its development, launching new products, thereby expanding it. For the successful functioning of the mechanism of management of marketing activity, you need to fully study the system of market functions, its pros and cons.

The Definition of marketing involves the study of the management process. Process of marketing management consists of four important stages, which are discussed in more detail below:

• Analysis of market opportunities;
• The selection of targetmarkets;
• The development of the marketing mix;
• The embodiment of the marketing activities.

Control System includes marketing functions, the set of goals, methods, principles, ways of management as well as management structure.

System marketing management organization – a difficult matter which is only possible with a combined approach. Marketing system is quite flexible and adjustable, even a small organization include both external and internal factors required to be considered when analyzing the activities of the company. Competent management of the marketing system allows us to react to changes in the market environment.

The Goal of marketing management include the company's recognition of the interests of all market participants, the actions aimed at making a profit and ensuring effective activities on the market. The implementation task is due to the implementation of management functions. The embodiment of the company's goals in life is easier to implement thanks to the creation of the objective tree. Its creation allows the input as a prospective and operational goals as well as quantitative and qualitative.

Technology process of marketing management of the organization contains:

• The collection and study of data about competitors and their behaviour on the market;
• Study of the possibility of force majeure on the market;
• The study followed by modeling of the decisions of the psychology of potential buyers.

The Management of market position of the organization is carried out by means of process-oriented management operations marketing. These transactions include the latest information technologies, re-engineering and Economics, with its modern trends.

Reengineering – the process of transformation of the organization by means of the modernization of previously implemented technological solutions. The purpose of this phenomenon is to increase the effectiveness of the organization.

The Latest technology is evident in the implementation of management systems CRM and SCM. CRM (Customer Relationship Management) is software that allows you to interact with your customers. SCM (Supply Chain Management) – the system of supply chain management. Logistics operations marketing management adjust the market position of the company thanks to the competent organization of the distribution and transfer of material and information resources.

The Definition of marketing involves the study of its basic elements. The main elements of the technology process of marketing management of the organization are:

• The establishment of goals for management of the company in the market (by means of tactical and strategic marketing);
• Preparing (planning) decisions in marketing management;
• Execution of strategies and marketing plans, as well as control over their implementation.

The System of management of marketing activity of the organization is the program to change the market position of the company and is reduced to a program of marketing actions related to the process of interaction with the market segments.

Governance Principles

The Definition of marketing management involves the study of its principles. Formation and management of the market position of the organization stems from the principles of marketing management. Principles of marketing management – the rules derived from economic laws, as well as acting on the basis of different stages of market development (in the period of crisis/risk). The principles are the link between intra-firm relationships and organizational units of the company and liaise with the external market environment. Consider one of the approaches in the principles of marketing management submitted by I. M. Synyava:

• A principle of organizational behavior lies in the quality of risk prevention and service;
• The principle of profitability and efficiency is reflected in the control over the implementation (execution) of strategy, competitiveness and demand;
• The principle of professionalism of the management is formed from the information security staff and encourage leadership;
• The principle of accountability includes internal and external audit, environment and labour safety;
• The principle of optimum ratio of centralization and decentralization is reflected in the distribution of powers, as well as in crisis management.

Principal of marketing activities

Marketing activities of the organization aimed at promoting the market of goods, services by means of the analysis of requirements of buyers and consumers, and to meet those needs. On the basis of this activity formed the stages for an efficient distribution of goods and services to the end customer.

Marketing activities are carried out with the purpose of increase of efficiency of functioning of the organization. It is customary to distinguish four main types of marketing activities. Definition of marketing reflected in the table below.

Principal of marketing activity of the company:

Activities	Feature
Grocery	Focus on the technical characteristics of the goods. Market demands due attention is not given, which may lead to losses to date, but in the future the item can be claimed.
Production	Release of production relies on the creditworthiness of the customers. But the possible loss, because it may be overabundance of products on the market.
Sales	Focused on the turnover and increased sales. This may lead to a small revenue because no attention is paid to the demand of consumers on the market.
Consumer demand	Is Focused on meeting the needs of consumers. Is quick to respond to changes in customer needs, produced in a new range. This activity is typical for companies with a stable financial position.

Complex-marketing

For the First time the concept of "marketing mix" (complex-marketing) appeared thanks to Professor at Harvard business school, N. Borden in 1964. In his opinion, marketing mix – is a set of components such as product, price, method of distribution and stimulation methods. Today there are many definitions of the concept.

Currently, the complex of marketing (marketing-mix) – this compound and proper organization of all the elements and tools of marketing. It focuses on the development and implementation of a dynamic marketing strategy that includes the variability and complexity of the market. Decided to allocate four fundamental aspects of the marketing mix, which form the marketing strategy. This Association purposes, problems, ways of their decisions that determine the way of implementation of product, pricing and sales. To refer to a given population in 1960 of John. McCarthy synthesized the complex marketing concepts such as product (Product), price (Price), promotion (Promotion) distribution(Place), placing the model "4P". This is the concept of marketing mix – four inter-related elements.

Strategic highlights

The definition of the marketing strategy of the enterprise should be based on full analysis of the financial activities of the company. Assessment of market opportunities and the marketing environment of the market represents a possible means of providing management information about the changes in marketing to improve the management system in General.

In this regard, it is possible to use system of decision support for marketing analysis, with the purpose of realization of business opportunities. Analysis of business opportunities includes the following aspects: analysis of the financial performance of the enterprise, the analysis of competitive opportunity.

The Basic marketing strategy:

• Concentration strategy (the organization defines the narrow focus of its activities);
• Strategy functional specialist (organization specializiruetsya on a single function, serving all groups of consumers of this function);
• The strategy of specialization by customer (the organization is focusing on a particular group of clients, trying to satisfy their needs);
• The strategy of selective specialization (available different kinds of products to different markets);
• The strategy of full coverage (wide range of products that satisfy all consumer groups).

Marketing Assignment

The Definition of marketing functions is very important element for its study.

At every stage of activity of the company responsible for the functions of marketing management. The company achieves results through execution of a set of tasks in each function. Decided to allocate four groups of marketing functions.

The Group's marketing functions:

Function Name	Explanation
Analytic function	Includes: scientific analysis; market research; the study of the external and internal environment of the organization.
Commodity production	Includes: creation of product offerings of the company; production of goods; packaging; formation of the diversity of the product range; study of the quality of the product that will be competitive.
Distribution function	Includes: provision of sales of goods, implementation of pricing policy; communication with the buyer, the choice of advertising campaigns.
Organizational role	Includes: interact with marketing systems and marketing information; planning and control. The marketing Department developing the marketing strategy and marketing programs, as well as control.

Product marketing

The Definition of product in marketing is everything that can satisfy the customer's need, and that is offered to the market to attract consumers ' attention.

The Main components of product in marketing are:

1. Product as a way to meet customer needs. The marketing task is creation of favorable image of the product.
The
2. Support the item as measures to improve the efficiency of its use, storage, sale.
3. Marketing Tools.

The Trademark policy is a marketing activity, which involves planning and implementation of complex activities and strategies for creating positive benefits of the product.

Trade policy provides the ability to control the product life cycle at different stages.

Summary

Marketing is a concise definition of the functions of the organization, processes of creation and promotion among consumers of goods and services provided and produced by the firm, as well as the study and adjustment of the system of relationships with these customers to maximize profits of the company.

Marketing activities in the organization is one of the leading functions. It defines the company policy with both technical and production sides, and from the style, the nature of the management of the entire business activities of the company. Specialists of the marketing Department on the basis of research and analysis trying to bring the company's employees, whether engineers or developers, what product is needed now, as they want to see potential customers, at what price they are willing to buy it and in what period of time you will need it.

With the Right target marketing allows the company to achieve total performance in terms of income and profitability in the near term.