Marketing is an important tool for establishing communication between the manufacturer and the buyer. The development of marketing concepts allows you to develop a number of ways to achieve important business objectives for the enterprise. There are several basic concepts on the basis of which each company makes decisions on demand management. The first marketing concept of marketing and management appeared more than 100 years ago, but in some conditions it still has not lost its relevance. Let's talk about the main modern marketing concepts and their specifics.
Marketing concept
At the end of the 19th century, in connection with the growth of industrial production and competition in the markets for consumer goods, the prerequisites for the formation of marketing arise. At the beginning of the 20th century, it stands out as an independent science of managing the actions of market participants in order to increase business profitability. Later, marketing is concretized as a set of measures for the interaction between the producer and the consumer. The purpose of marketing is the need to satisfy the needs of the consumer and extractarrived. In the 1930s, the first theoretical provisions of the new science began to take shape. General provisions for demand management are developed and basic marketing concepts are born. Marketing, however, does not become a dry theory, it always remains more of a practical activity.
In its most general form, marketing is considered a special kind of human activity, which is aimed at studying and satisfying human needs. However, its main goal is to manage the market and demand in order to maximize the profit of the organization. Marketing thus becomes one of the most important functions of management.
Essence of marketing concept
Entrepreneurs are constantly looking for a new, optimal program of action that would help increase the profitability of the business. Out of these needs grew marketing and its concepts. Philip Kotler, one of the world's leading marketing theorists, argues that the marketing concept of management is a new approach to doing business. Marketing concepts answer the strategically important question, what is the most important means and opportunity for profit. The answer to this main question is the essence of this phenomenon. At the same time, marketing concepts are not some abstract theories, but the most applied management solution.
Goals of marketing concepts
A manufacturer of goods in modern conditions has to constantly think about how to sell it. Today almostthere are no empty markets left, so everywhere you have to fight with competitors and look for tricks that would help increase sales. Based on this, the main goal of the marketing concept is the formulation of tasks that need to be solved in order to reach the desired indicators. The concept of marketing allows a company to adapt to changing market conditions, helps manage demand and is an essential tool for strategic planning.
Marketing and Management Concepts
Marketing is one of the components of management, the manager must understand for whom he produces the product and how it should be promoted to the buyer. Marketing concepts of the organization are an element of strategic planning. At any level of management, a manager must plan the activities of his organization or department for a relatively distant future, for this he needs to understand where to go. And the marketing concept of management just answers this question. However, it is not a ready-made recipe; in each specific case, the manager needs to analyze the situation on the market and create his own interpretation of the generalized concept. Therefore, the work of marketing management is a complex process that includes analytical, creative and strategic components.
Evolution of marketing concepts
For the first time, marketing concepts begin to take shape in the early days of marketing. These were natural reactions to the market situation. Comprehension and formulation of the provisions of the concept takes placealready after the fact, after manufacturers began to use this model. Actually, the development of a marketing concept as part of management activity appears later. The researchers note that the evolution of marketing concepts moves along a trajectory from the goals and needs of the manufacturer to the needs of the consumer. And the more markets develop, the deeper interests and characteristics of the consumer are taken into account when planning marketing. A feature of the evolution of marketing concepts is that when new models appear, the old ones do not lose their viability. They may become less effective, and then not in all cases. New concepts do not “kill” the old ones, it’s just that these “newbies” become more productive for many areas of production, but the old models continue to work and may well be used in some markets.
Production concept
The first concept of marketing appeared during the period of rapid growth of production in the USA and Europe at the end of the 19th century. At that time, the sellers' market dominated, the purchasing power of the population was quite high, and demand in many markets exceeded supply. At that time, there were still no concepts of marketing analysis, and all marketing goals were concentrated on production. The interests and needs of the consumer were not taken into account in any way, there was an opinion that a good product will always find its buyer. It was also widely believed that you can sell any amount of goods. Therefore, the source of the main profit was seen in an increase in production volumes. The main struggle withcompetitors lay in the price area. Entrepreneurs sought to improve production by increasing volumes and reducing costs. It was during this period that there was a desire to automate production, a scientific organization of labor arose, and an active search was being made for a cheap raw material base. During this period, enterprises had weak diversification, concentrating their resources on the production of one product. The concept of manufacturing excellence still applies today in markets where demand exceeds supply, especially when launching a new product that competitors do not yet have.
Product concept
In the first half of the 20th century, the market is gradually saturated with goods, but demand is still ahead of supply. This leads to the fact that the marketing concept of the product appears. At this time, production has almost been brought to perfection, it is no longer possible to increase labor productivity, and the idea arises that it is necessary to improve the product. The consumer no longer wants any product, he begins to make claims about its quality, so the manufacturer's task is to improve the product, its packaging and characteristics, and also tell the buyer about it. There is a need for advertising as a tool for notifying consumers about new and special qualities of a product. At this time, the idea that the consumer is ready to buy a good product at a reasonable price dominates. Therefore, competition from the sphere of prices is gradually moving into the plane of measuring the properties of products. This concept can be applied today in those markets where demandapproximately balanced with the supply when there is sufficient purchasing power among the population, which is ready to choose a quality product. This concept takes into account such important factors as consumer properties of goods and product policy.
Commercial effort concept
At the end of the 1930s, there is a balancing of supply and demand in almost all consumer markets. There is a need to make some special efforts in order to attract a buyer. At this time, a seller's and buyer's market is formed. At this time, demand comes to the fore in matters of increasing the company's profits. The product and production have already been improved to the maximum, but the entire product can no longer be sold or is sold too slowly. Therefore, the marketing concept of the company should be aimed at improving the sales process. At this time, ideas arise about stimulating demand and about the special role of points of sale and sellers. During this period, merchandising is being formed as a specific activity for organizing sales and stimulating the buyer to buy at retail outlets. Manufacturers are already beginning to understand that a product cannot be sold quickly without spending on advertising. At this time, the formation of the advertising services market begins. Entrepreneurs have the illusion that with the help of good advertising you can sell anything. During this period, such a special area of \u200b\u200bactivity as the training of salespeople arises, the theory of sales begins to be formulated. Of course, this concept of intensifying commercial efforts can be implemented today onmarkets where the consumer does not think about purchasing this product, but has the means to buy it. The purpose of this concept is to develop a sales network, improve sales tools.
Own marketing concept
In the 50s of the 20th century, all the main markets were filled with goods, and a period begins when supply exceeds demand. In this concept, great attention is paid to the consumer and his needs. The manufacturer no longer seeks to sell what he managed to produce, but thinks about what the buyer would like and begins to produce just that. In this connection, the marketing concept of the enterprise is undergoing significant changes. Marketers have to spend a lot of resources on studying the characteristics of consumer behavior. They need to find out what are the values, needs and interests of the consumer, what is his lifestyle, where does he go, what does he strive for. And on the basis of this knowledge, the entrepreneur formulates his proposal for the buyer. It should be noted that at the same time, all the old approaches are preserved: the product must be of good quality, production should be as efficient as possible, points of sale should encourage the buyer to purchase the product. During this period, for the first time, the idea of a marketing mix begins to emerge, which covers all levels of the enterprise. In this concept, a purely marketing goal arises - the satisfaction of the needs of the buyer, and the possibility of making a profit is built on this. And the concept marked a global turn of marketing to the buyer, now on allmarkets, the main actor is the consumer, and for him the manufacturer does his best to lead to a purchase. The consumer now tends to buy the product that best satisfies his needs. Therefore, the product must exactly meet its needs. The buyer is even ready to overpay, but get exactly what he wants.
Socio-ethical concept
In the late 70s, the era of intensive consumption and production led to the fact that the Earth's resources began to deplete. A powerful social movement is rising in defense of the environment and against excess consumption. And new marketing concepts could not ignore these changes. The concept of social and ethical marketing is being formed, which is quite relevant today. This complex concept requires balancing three principles: the interests of society, the needs and needs of the buyer, and the profitability of the business for the entrepreneur. Within the framework of this concept, a special role began to be assigned to public opinion, the image of the company, for the formation of which the entrepreneur must spend certain resources. At the stage of saturation and oversaturation of the market, consumers begin to understand that endless economic growth leads to serious damage to the environment and they want the manufacturer to take care to stop damaging nature. This requires companies to modernize production, introduce new products into the range that meet new environmental and safety assessments. The purpose of the manufacturer in this concept is to introduce new production standards and convince the buyer of the safety of hisgoods. Also, such a marketing task appears as educating the consumer, teaching him new standards of life.
Interaction concept
In the second half of the 20th century, marketers begin 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. The consumer is accustomed to standardized relationships, typical situations, and they do not evoke emotions in him. Therefore, in order to differentiate from competitors, it is necessary to form an individual relationship with the consumer. Interaction with the company creates an emotional attachment for the buyer, distinguishes the manufacturer from a number of similar ones. All previous marketing concepts focused on logic and reason, and this model is aimed at emotion. In such a concept, an important role begins to be assigned to communications, the manufacturer establishes individual, trusting relationships by involving the buyer in the interaction. New concepts of marketing communications not only require complex solutions, but are based on the individual characteristics of the buyer. In this concept, there is such a thing as the life cycle of relationships with the buyer. It distinguishes 3 stages: interest in the product, purchase and consumption. In this approach, much attention is paid to post-purchase behavior, in which it is necessary to form a sense of satisfaction in the buyer. The purpose of communications is customer loy alty to a product or brand. Marketers understand that in a market glut and fierce competitionit becomes cheaper to retain an old customer than to attract a new one.
International Concept
At the end of the 20th century, marketing begins to develop rapidly, and several concepts appear that generally fit into the interaction model system, but have significant features. Thus, the globalization of markets leads to the emergence of marketing concepts designed for intercultural and interethnic interactions. Establishing relationships with representatives of different cultures and nationalities requires a special approach. Experts distinguish such international concepts of marketing activities as the concept of expanding the domestic market, the concept of a multinational domestic market and the concept of a global market. In each case, the company faces the goal of developing new markets. At the same time, the marketer must build communication taking into account the specifics of the internal and external environment.
Innovative concept
At the end of the 20th century, there is a process of emergence of highly specialized marketing concepts. One of the most striking models is the innovative option, which is associated with the promotion of high-tech, latest products. Like once the marketing concept of the product, this variety is based on the fact that the consumer offers an improved product. However, due to the fact that the information environment is rapidly changing today, marketers are promoting digital and innovative products using new methods: Internet tools, integrated communications, social networks. In an innovative concept organicallycombined elements of the traditional commodity model, as well as relationship marketing. The purpose of marketing is not only to stimulate the buyer to purchase goods, but also to educate him. Before selling him, for example, an innovative gadget, it is necessary to form a certain level of competence in him.
Modeling Concept
At the end of the 20th century, the global world entered a new economy, which is associated with the tremendous development of digital technologies. A flurry of information falls on each person and he develops protective mechanisms against overload. This leads to the fact that many traditional advertising messages are no longer effective. For example, there are already whole generations of people who do not watch TV, the audience of print media is sharply reduced. In addition, the highest saturation of the market with goods leads to the fact that a person begins to experience difficulties with the choice. A person by nature cannot make a choice among 10-120 units of goods, and he himself reduces the number of alternatives to 3-5 items. He focuses on his values, myths, stereotypes, which unconsciously control consumer behavior. And here the problem arises that the old marketing concepts do not allow you to achieve the desired goals. And marketers are developing a new model, according to which a person is instilled with thoughts about the value of any goods, a mythology of goods is created, a certain behavior model is formed in the buyer, which leads him to purchase goods. Examples of such "implementation"there are a lot of goods in the unconscious of the consumer. The brightest example is the Apple brand, which creates mythology, its own ideology, and today there is a whole formation of people who are convinced that only the products of this brand are the best and exceptional.
Marketing concepts and strategies
Marketing is always associated with planning the future activities of the enterprise. A company that is seriously thinking about its future development has its own concept of a marketing strategy. Typically, such private models include elements of several models: social and ethical, interaction, innovation, product or marketing. The main value of the existence of marketing concepts is the ability to use them in the development of a company's own strategy. All modern concepts of marketing activities are based on complex communications. And today it is difficult to find a manufacturer who would not use a media mix in their promotion. Therefore, it is the harmonious synthesis of the components of several concepts that allows each manufacturer to find its own path to success.
