All types of marketing in the general sense are aimed at exploring existing markets for products and finding ways to sell products, as well as maximizing the number of consumers, that is, expanding the target audience. Ultimately, the work carried out should increase the profits received by enterprises from their main activities. Types of marketing vary depending on market conditions, the economic situation in the country, the level of supply and demand, and many other factors.
So, the main types of marketing and their characteristics.
Global marketing is a way of exploring a market that spans the entire global community. That is, in this case there is no division into separate national or regional groups, and all market operations constitute a single activity of production and marketing of products.
Also distinguish such types of marketing as differentiated and integrated. At the first, the market is divided into separate segments or groups for homogeneous goods or services, according to the similarity of the implemented marketing policy. Due to this, specialists plan to carefully study each segment and, accordingly, develop the most effective concept for attracting customers. Integrated marketing involves a unity between the domestic and foreign markets, that is, the policy on them is carried out according to the same criteria. Thus, it is expected to satisfy the requirements of customers at all levels. Therefore, the work of the organization will be based solely on the desires and requirements of the target audience of consumers.
There are types of marketing that take a personal relationship with a customer as a basis. These include interactive, in which attention is focused not only on the quality of the work performed, but also on the degree of customer satisfaction. This type is often used in the service sector, since there is direct contact with the client. In this matter, the work of the personnel service is very important, because the level of confidence of the consumer group in the products offered by the company depends on how friendly the employee of a company is.
A concentrated type of marketing is used in small businesses that distribute manufactured goods in selected small segments of the market. The purpose of studying various sales options is to take a leading position in a particular segment. And for this organization will have to spend more on attracting a highly qualified specialist who can develop fast, but effective ways to gain customer confidence.
In mass production, mass marketing is also commonly used. Of course, the production of goods in large volumes requires an extensive spectrum of consumption, and therefore marketing is carried out on a rolling basis. In this case, specialists are not so much focused on the client’s desire as they are engaged in the development of minimizing costs. And this is not surprising, because with such marketing activities , even those consumers who completely abandoned the purchase of these goods are taken into account.
Recently, such types of marketing as multi-channel and network have become widespread. The first associates its activity with the expansion of product distribution areas, for example, through the implementation of retail and wholesale trade. It is based on attracting as many like-minded people as possible. It can be identified with the network type of marketing, that is, its task is to interest a maximum of people, talking about the advantages of a particular company. In the modern world, such a system is actively used in the distribution of cosmetics from foreign manufacturers.