Marketing in market and territorial terms is a large complex of marketing activities, including a lot of features and directions. The subjects of marketing act as the main part of the entire market system and the development of many industries in the world. Marketing tools and types of markets will help you understand the interaction of subjects, their tasks and goals.
General concept
In the understanding of the "subject of marketing", as a rule, we mean the subjects of the market (sellers and consumers, production and demand). Among such subjects are various manufacturing companies, service industries, trade organizations, intermediaries (dealers, brokers, distributors), buyers and the link that unites them - marketing.
Each of the subjects needs marketing research, as they are all dependent on market activity. Marketing analysis determines the types of demand, tasks, conditions and means of subjects.
Types of professional subjects
Main Marketing Subjects:
- Producers. Manufacturing companies, suppliers.
- Wholesale. Companies that resell goods or sell their own.
- Retail. Organizations selling to end customers.
- Marketers. Specialists whose activities are related to specific marketing tasks and functions.
- Advertising agencies. Organizations for the management and promotion of brands and brands.
- Consumer firms. Enterprises and organizations purchasing goods for their own needs.
- The end customer. A person who purchases goods for his own consumption.
Competitors are also subjects of marketing. These are organizations that supply the market with similar products.
Functions and concepts of marketing
Main directions and functionality of marketing activities:
- Analytics functions. They are responsible for the system of the analytical complex, conditions and opportunities, the trend of their changes, consumer requests, sources of resources, the study of other subjects associated with this activity, the current level of development of the marketing subject.
- Sales and production functions. New product and process development, product launch, service and distribution channels, pricing planning and sales promotion.
- Control and management of the subject. Total management of the strategic part of the activity, setting marketing goals and their solution, performance evaluation.
Goals and objectives of marketing work are determined depending on the type of product and production volumes. Also, in the course of development, the concepts of market marketing were created, which include the main tools and provisions that determine the state of marketing subjects and general market relations.
Key concepts:
- Production. Assumes that buyers are inclined towards products that are most popular in the mass, and are affordable. Challenge: Improve performance.
- Commodity. It implies that demand is growing to a greater extent for a quality product. Task: improve the product.
- Commercial. Assumes that the success of the product depends on the scope and sales promotion. Objective: expand distribution channels.
- Traditional. Leads to the study of public needs and the development of the best solution in the market. Task: find out the need of the buyer and satisfy the request.
- Social. Satisfy the desires of consumers while providing a benefit to society. For example, the production and sale of eco-products, the promotion of a he althy lifestyle, etc.
- Management and relationships. Means the satisfaction of consumers, through partnerships and joint work aimed at the economic and trade sphere, both at the international level and within the same state between territories at the expense of common interests.
Market factors
In turn, it is worth consideringmarket factors. These include:
- Product or service.
- Consumer demand.
- Ways to sell goods or services.
- Sales.
- Market relations.
- Buy - sell.
- Demand for products.
Principles
Several basic principles are the basis for building a marketing strategy. They say:
- Customer needs must be met.
- Having an effective sales methodology.
- Regular product updates.
- Developing a strategy during a period of changing demand and following it during a changing market situation.
Market Coverage in Marketing
Regardless of market players, marketing may differ in terms of business and market coverage.
For example:
- Target. When targeting a specific segment (children's products, kitchen appliances, pet products).
- Massive. Covers a wide range of consumers, regardless of gender, age and other criteria.
- Differentiated. When a product is offered in several variations (milk of different fat content).
Territory Marketing
In this activity there is such a thing as territorial marketing. It implies interests relating to territories, their internal and external subjects. Types of territorial marketing are divided into the following groups:
- Marketing nationwide, implemented by the authorities (politicalorganizations and foundations, government, attraction of investments, large domestic producers, etc.).
- Regional marketing (regional organizations, regional authorities, travel agencies, business enterprises, educational institutions, cultural and sports organizations, etc.).
- Municipal, city, or within one settlement, marketing. These are the local administration, residents, local producers, infrastructure, financial institutions, educational institutions, etc.
These entities contribute to the development and promotion of the territory itself with the aim of:
- maintaining and improving the prestige of the area, business activity, life;
- maintaining all the necessary structures of the area (financial, labor, industrial, social, etc.);
- attracting deposits and investments in infrastructure development;
- participation in projects and programs at the regional and international levels;
- attracting additional resources and using your own to your advantage;
- attracting consumers to products produced in this territory;
Subjects of territorial marketing have a group of strategies with which they attract residents, promote the progress of industry, exports of products and services.
Territorial Marketing: Plan Implementation System
Subjects of territory marketing are directly related to community resources, local government, culture,organizational programs, etc.
The process of putting the marketing plan into action is the main goal and begins with the initial cycle of work, which is the formation of a base of territorial subjects, the collection of information about the territory as a whole and the implementation of marketing analytics. This helps to choose the most appropriate strategy for changes and improvements in the external and internal conditions of the territory.
At this stage, the necessary measures for the development of the area, financial investments are carried out, procedures are carried out that attract public interest, the distribution of budget funds for territorial needs, and control of competitors.
Thus, territorial marketing plans and implements its own goals.
