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 to understand the interaction of actors, their tasks and goals.
General concept
In the understanding of "subject of marketing", as a rule, we mean market entities (sellers and consumers, production and demand). Among these entities are various manufacturing companies, service industry enterprises, trade organizations, intermediaries (dealers, brokers, distributors), customers and their marketing link.
Each of the subjects needs marketing research, since all of them are dependent on market activity. Marketing analysis determines the types of demand, tasks, conditions and means of the subjects.
Types of professional subjects
The main subjects of marketing:
- Manufacturers Manufacturing companies, suppliers.
- Wholesale. Companies that resell goods or sell their own.
- Retail. Organizations selling to end customers.
- Marketers. Specialists whose activities are associated with specific marketing tasks and functions.
- Advertising agencies. Organization for the management and promotion of trademarks and brands.
- Consumer firms. Enterprises and organizations purchasing goods for their own needs.
- Final buyer. A person purchasing goods for his own consumption.
The subjects of marketing are competing companies. These are organizations supplying the market with similar products.
Marketing Features and Concepts
The main directions and functionality of marketing activities:
- Analytics functions. Responsible for the analytical system, conditions and opportunities, the trend of their changes, customer requests, sources of resources, the study of other entities associated with this activity, the current level of development of the marketing subject.
- Sales and production functions. The development of new products and the production process, the launch of products on the market, the provision of 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.
The goals and objectives of marketing work are determined depending on the type of product and production volumes. Also, in the course of development, concepts of market marketing were created, including the main tools and provisions that determine the state of marketing entities and general market relations.
Key concepts:
- Production. It suggests that buyers are prone to products that are most popular in bulk and affordable. Objective: Strengthen performance.
- Commodity. It implies that demand is increasingly growing for quality goods. Task: improve the product.
- A commercial. Assumes that the success of the product depends on the scope and sales promotion. Objective: to expand sales channels.
- Traditional. It leads to the study of public demands and the development of an optimal solution in the market. Task: find out the need of the buyer and satisfy the request.
- Social. Satisfy the desires of consumers, while providing benefits to society. For example, the production and sale of eco-products, the promotion of a healthy lifestyle, etc.
- Management and relationships. It implies customer satisfaction, thanks to partnerships and joint work aimed at the economic and commercial sphere, both at the international level and within one state between territories at the expense of common interests.
Market factors
In turn, market factors should be considered. These include:
- Product or service.
- Consumer demand.
- Ways to sell goods or services.
- Sales
- Market relations.
- Purchase - sale.
- The need for products.
Principles
Several basic principles are the basis for building a marketing strategy. They read:
- Customer needs must be met.
- The presence of an effective methodology for the sale of products.
- Regular product updates.
- The development of the strategy in a period of changing demand and following it in a period of changing market conditions.
Market coverage in marketing
Regardless of market entities, marketing may differ in lines of business and market coverage.
For instance:
- Target. When the orientation is directed to a separate segment (goods for children, kitchen appliances, goods for animals).
- Mass. It 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 entities. Types of territorial marketing are divided into the following groups:
- Government-wide marketing implemented by the government (political organizations and foundations, government, attracting investments, large domestic producers, etc.).
- Regional marketing (regional organizations, regional authorities, travel agencies, business enterprises, educational institutions, cultural and sports organizations, etc.).
- Municipal, urban, or within the same settlement marketing. This is the local administration, residents, local manufacturers, infrastructure, financial organizations, 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 activity;
- maintenance of all necessary local structures (financial, labor, industrial, social, etc.);
- attracting contributions and investments in infrastructure development;
- participation in projects and programs at the regional and international levels;
- attracting additional resources, and using your own in advantageous interests;
- attracting consumers to products manufactured in this territory;
Territorial marketing entities have a group of strategies with which they attract residents, contribute to the progress of industry, export of products and services.
Territorial marketing: plan implementation system
Territory marketing entities are directly related to public resources, local government, culture, organizational programs, etc.
The process of putting a 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 entities, the collection of information about the territory as a whole and the implementation of marketing analytics. This helps to choose the most suitable 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 budgetary funds for territorial needs, and competition control.
Thus, territorial marketing plans and implements its own goals.