The main goal of marketing is to coordinate the aspirations of the manufacturer with the solution of many related tasks. In this regard, the marketing policy is designed to fulfill a number of tasks. The main functions of marketing are divided into three groups. It is analytical, informational and organizing.
The analytical group of functions involves research, analysis and systematization of the data obtained as a result.
The market conditions on which the enterprise operates are constantly being studied - the volume of supply and demand, the price level, the range of price fluctuations.
The data on the interests and preferences of customers are analyzed, their changes are predicted. It is necessary to find out what entails an increase in the level of demand for a particular product, why it can fall, how to stimulate demand.
You need to be aware of the requirements of customers for products, their consumer properties, to find out what is the relationship to the product, which is still under development.
If there are plans for the development of new production, it is necessary at the planning stage to conduct a thorough study of the current market for this type of product.
It is necessary to keep abreast of the economic activities of competitors as much as possible. Knowing their strengths and weaknesses, additional services, advertising features will help you work more confidently and create winning features of your own product. Competitor prices should also be known to an experienced manufacturer.
The internal environment must be analyzed, market segmentation must be dealt with - the separation of buyers into groups.
It is imperative to constantly monitor and analyze the sales activities of your own enterprise in order to identify possible weaknesses and increase the emphasis on strengths.
All of the above analytical marketing functions are carried out in order to minimize risks and uncertainties for organizing preparedness for unforeseen situations.
The organizing group of functions involves working on the production process and sales of products. It:
preparation for profitable production and the actual production of popular products and market innovations;
monitoring and improving the quality of products;
development of a strategy and conducting a competent pricing policy;
organization of advertising;
the conclusion of contracts with third-party repair and maintenance organizations or the establishment of in-house after-sales services for the sold range of goods;
sales promotion;
introduction of innovations that will help improve the production process and manufactured products.
Organizing functions of marketing - this is directly marketing activity in its purest form.
Information functions consist in supplying executives and leading specialists with up-to-date data and news for making the right management decisions.
Economic information is the volume of own production, a comparison with the same period last year, growth (decrease) rates, data on the forecast of exchange rates, inflation.
Demographic information implies information about the population, its gender and age composition in a particular region in order to identify the most profitable sales market.
Social information is data on income levels, behavioral patterns, value systems, etc.
Political information affects changes in legislation in the field of taxation, economics, and finance.
General requirements that apply to such a type of informational functions of marketing are reliability, reliability and completeness.
For quality work, marketers must process a very large amount of data. In this regard, large enterprises create entire departments and marketing systems that fully implement the functions and principles of marketing.