Modern marketing concepts

Marketing is an important tool to establish communications between the manufacturer and the purchaser. Development of marketing concepts allows to develop a number of ways to achieve important for the enterprise's business objectives. There are several basic concepts on the basis of which each company takes decisions on demand management. The first marketing concept of marketing and management appeared more than 100 years ago, but in some circumstances, it still has not lost its relevance. Describe the basic modern marketing concepts and their specificity.

The marketing Concept

In the late 19th century in connection with the growth of industrial production and competition in the markets of consumer goods there are prerequisites for the formation of marketing. In the early 20th century, he stands out as an independent science about controlling actions of market participants with the aim of increasing the profitability of the business. Later marketing is specified as a set of measures on interaction of the producer and the consumer. The aim of marketing recognized the need to meet the needs of the consumer and profit. In the 30 years begin to form the first theoretical principles of the new science. Develop common provisions for demand-side management and emerging basic marketing concepts. Marketing thus becomes not dry theory, it always remains more to the practical activity.

In General terms, marketing is considered as a special kind of human activity, which aims at studying and satisfying the human needs. However, his main goal is to manage the market and demand to maximize profits of the organization. Marketing thus becomes one of the most important functions of management.

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The Essence of the marketing concept

Entrepreneurs are constantly in search of new, optimal plan of action that would help to increase the profitability of the business. From these needs grew the marketing and its concepts. Philip Kotler, one of the world's major theoreticians of marketing, says that marketing management concept is a new approach to doing business. Marketing concept answer strategically important question, which is the most important tool and opportunity for profit. The answer to this question is the essence of this phenomenon. While the concept of marketing – this is not some abstract theory, and best application management solution.

Marketing concepts

Manufacturer of goods in modern conditions are forced to permanently think about how to sell it. Today almost didn't remain empty markets, so everywhere has to contend with competitors and look for techniques that would help increase sales. On this basis, the main purpose of the marketing concept – the wording of the tasks that need to be solved to reach the desired performance. Marketing concept allows companies to adapt to changing market conditions, helps to manage demand and is an essential tool for strategic planning.

Concepts of marketing and management

Marketing – this is one of the components of the management, the Manager must understand for whom it produces goods and how you need to promote to the buyer. The marketing concept of an organization are an element of strategic planning. At any level of management the Manager should plan the activities your organization or Department in a relatively distant future, for that he needs to understand where to go. A marketing management concept answers to this question. However, it is not a ready recipe in each case the Manager needs to analyze the market situation and create their interpretation of a generalized concept. Therefore, the work management marketing – this is a complex process that includes analytical, creative and strategic components.

Evolution of marketing concepts

For the First time, the marketing concept begin to take shape in the pioneering era of marketing. It was a natural reaction to the situation on the market. Understanding and formulating the provisions of the framework occurs already after the fact, after manufacturers began to use this model. The formulation of the marketing concept as part of management appears later. The researchers note that the evolution of marketing concepts moves along the trajectory from the goals and needs of the producer to the consumer needs. And the more developed the markets are, the deeper interests and characteristics of consumers are taken into account when planning marketing. A feature of the evolution of marketing concepts lies in the fact that with the emergence of new models, the old do not lose their viability. They may become less effective and not in all cases. The new concept is not “kill” the old, just to many spheres of production become more productive, these “newcomers”, but the old models continue to work and it can be used on any markets.

Production concept

The Firstthe marketing concept emerged in the period of active growth of production in the United States and Europe in the late 19th century. At this time the market was dominated by sellers, the purchasing power of the population was high enough, and demand in many markets exceeded supply. Then there was no more concept of marketing analysis, and all marketing goals were focused on production. The interests and needs of the consumer were not taken into account, it was believed that a good product will always find its buyer. It was also widely believed that you can sell any number of goods. Therefore, the main source of profit was seen in the increase in production volumes. The main competition was in the price. Entrepreneurs sought to improve production, increasing volumes and reducing costs. It was during this period is the desire to automate production, there is the scientific organization of labor, are being actively sought cheap raw materials. In this period, the company had a weak diversification by focusing its resources on the production of a single product. The concept of improving production applies today in markets where demand exceeds supply, especially when launching a new product, which is not the competition.

Commodity concept

In the first half of the 20th century, the market gradually saturated with goods, but demand is still outstripping supply. This leads to the fact that there is a marketing concept of the product. At this time, production is almost brought to perfection, to raise labor productivity can no longer come to the idea that you need to improve the product. The consumer no longer wants any product, he begins to lay claim to his quality, therefore the task of manufacturers – to improve the product, its packaging and features, and also tell this to the buyer. There is a need in advertising, as the tool alerts users about new and special qualities of the product. At this time dominated by the idea that the consumer is willing to buy a good product at a reasonable price. Therefore, competition from the price has gradually moved in the plane of the measurement properties of the products. This concept can be applied today in the markets where the demand is almost balanced with a proposal when there is sufficient purchasing power in the population, which is ready to choose a quality product. This concept takes into account such important factors as consumer properties of goods and trade policy.

The Concept of commercial efforts

At the end of 30 years is the balancing of demand and supply in almost all consumer markets. There is a need to make any special efforts in order to attract a buyer. At this time formed the market of the seller and the buyer. At this time, the first plan in matters of profit increase comes the demand. Product and production is already the most improved, but all the goods can not be sold or sold is too slow. Therefore, the marketing concept of the company shall be directed to the improvement of the sales process. At this time there are ideas about stimulating demand, and about the special role of outlets and sellers. In this period a merchandising, as a specific organization of sales and encourage customers to purchase in retail outlets. Manufacturers are beginning to realize that the goods are not allowed to sell without advertising costs. At this time begins the formation of the market of advertising services. Entrepreneurs have the illusion that with the help of good advertising can sell anything. During this period, there is such a special area activities such as training of sellers, begins to formulate a theory of sales. Of course, this concept of intensification of commercial efforts can be implemented today in markets where consumers do not think about buying this product, but has the means to pay for it. The purpose of this concept – the development of the sales network, improvement of sales tools.

Proper marketing concept

In the 50-ies of the 20th century all major markets filled with goods, and the period when supply exceeds demand. In this concept, much attention is paid to the consumer and his needs. The manufacturer no longer wants to sell what he managed to produce, and think about what you would like the buyer and this is what begins to produce. Therefore the marketing concept of enterprises is undergoing significant changes. Marketers have many resources to spend on the study of consumer behavior. They need to know what are the values, needs and interests of the consumer and what is his lifestyle, where he gets what he really wants. And on the basis of this knowledge the entrepreneur formulates its proposal for the buyer. It is worth noting that all the old approaches are preserved: the product must be of good quality, production – the most effective point of sale should stimulate the buyer to purchase the goods. During this period, first begins to emerge the idea of the marketing mix, which covers all levels of enterprise activity. In this concept there is a purely marketing objective-meeting the needs of the buyer and thatbuilt the ability to profit. But the concept marked global reversal of the marketing to the buyer, now in all markets of the main character – the consumer and the manufacturer makes it high, to lead to purchase. The consumer now seeks to buy a product that best meets their needs. Therefore, the goods should correspond exactly to his needs. The buyer is even willing to overpay, but to get exactly what he wants.

Socio-ethical concept

In the late 70-ies the era of intensive consumption and production patterns has led to the fact that the Earth's resources began to dwindle. Rises a powerful social movement in defense of the environment and against excessive consumption. And a new marketing concept can not ignore these changes. The concept of socio-ethical marketing, which is quite relevant today. This complex concept requires balancing three principles: the interests of society, the needs and needs of the customer and profitability for the entrepreneur. Under this concept, a special role was given to public opinion, the image of the company, the formation of which the entrepreneur must expend some resources. At the stage of saturation and oversaturation of the market consumers are beginning to realize that endless economic growth leads to serious damage to the environment and he wants the manufacturer has taken care to stop damage. This requires companies to the modernization of production, introduction of range of new products that meet the new evaluation of environmental friendliness and safety. The aim of the manufacturer in this concept the introduction of new production standards and customer's conviction in the safety of your goods. Also there's a marketing task as the education of the consumer, teaching him new standards of living.

The Concept of interaction

In the second half of the 20th century, marketers are beginning to understand that it is necessary not only to take into account the needs of the consumer, but also to involve him in the relationship. Consumers accustomed to the standardized relations, typical situations and they do not cause his emotions. Therefore, for differentiation from competitors we need to establish with the consumer's individual relations. Interaction with the company gives the buyer the emotional binding that distinguishes the manufacturer from a number of others. All the previous marketing concepts focused on logic and reason, and this model is directed at emotion. In this concept, an important role starts to play communications, the manufacturer establishes an individual relationship of trust by involving the buyer in the interaction. The new concept of marketing communications not only require complex solutions, and are based on consideration of the individual characteristics of the buyer. In this concept there is such a thing as the life cycle of the relationship with the buyer. There are 3 stages: interest in product purchase and consumption. In this approach much attention is paid postpolypectomy behavior, in which it is necessary to form the buyer a sense of satisfaction. The purpose of the communication is the loyalty of the buyer to the product or brand. Marketers understand that in terms of market saturation and tough competition it becomes cheaper to keep old customer than attract a new one.

International concept

In the late 20th century marketing is developing rapidly, and there are a few concepts that fit into the overall system interaction models, but have significant features. So, the globalization of markets leads to the fact that there are marketing concepts designed for intercultural and interethnic interaction. The establishment of relations with representatives of different cultures and nationalities requires a special approach. Experts distinguish such concepts of international marketing activity, as the concept of the expansion of the domestic market, the concept of the multinational internal market and the concept of the global market. In each case, the enterprise has the aim of developing new markets. The marketer needs to communicate taking into account the specifics of internal and external environment.

Innovative concept

In the late 20th century the process of emergence of niche marketing concepts. One of the most striking models is the innovative variant that is associated with the promotion of high-tech, the latest products. Just as the marketing concept of product, this kind is based on the fact that consumer offers improved product. However, due to the fact that the information environment today is changing rapidly, marketers promote digital and innovative products, using new methods: tools of the Internet, integrated communication, social networks. The innovative concept combined the traditional elements of product model and relationship marketing. The goal of marketing becomes not only stimulating for the buyer to acquire the goods, but also his education. Before selling him, for example, innovative gadget, you need to have a certain level of competence.

Modeling concept

In the late 20th century global worldentered into a new economy that is associated with the tremendous development of digital technologies. For each person squall of information and he has developed protective mechanisms against overload. This leads to the fact that many traditional advertising messages cease to be effective. For example, there is already an entire generation of people who don't watch TV, dramatically reduced the audience of the print media. In addition, the high saturation of the market with goods leads to the fact that a person begins to experience difficulties with the selection. Man by nature is unable to make a choice among 10-120 units of the good, and he reduces the number of alternatives down to 3-5 items. It focuses on their values, myths, and stereotypes that unconsciously govern consumer behavior. And then there is the problem that the old marketing concept does not allow to achieve the desired goals. And marketers develop new model according to which person instigated thoughts about the value of any goods, created mythology of the goods, the buyer has formed a certain pattern of behavior, which leads him to the acquisition of goods. Examples of such “introduction” of goods in the unconscious of the consumer a lot. The clearest example is the brand "Apple" who is creating the mythology, their ideology and today there is a formation of people, convinced that only the products of this brand are the best and the exceptional.

The Marketing concept and strategy

Marketing is always connected with the planning of future activities of the enterprise. The company is seriously thinking about his future development, has its own concept of a marketing strategy. Typically, these private models include elements of several models: the socio-ethical, interoperability, innovation, inventory or sales. The basic existence value of marketing concepts in the ability to use them when developing their own strategy. All modern concepts of marketing activities are based on integrated communications. And today it is difficult to find a manufacturer who would not use a media mix in their progress. Therefore, the harmonic components synthesis of several concepts and allows each manufacturer to find your way to success.