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 of consumer goods, prerequisites for the formation of marketing arise. At the beginning of the 20th century, it stood 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 of the manufacturer and the consumer. The purpose of marketing is recognized as the need to satisfy consumer needs and profit. In the 30s, the first theoretical principles of a new science began to take shape. General provisions on demand management are developed and basic marketing concepts are emerging. At the same time, marketing 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 profits of the organization. Marketing, therefore, becomes one of the most important management functions.
The essence of the marketing concept
Entrepreneurs are constantly in search of a new, optimal program of action that would help increase the profitability of the business. From these needs grew marketing and its concepts. Philip Kotler, one of the world's leading marketing theorists, argues that the marketing management concept is a new approach to doing business. Marketing concepts answer a strategically important question, which 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 managerial decision.
The goals of marketing concepts
The manufacturer of goods in modern conditions is constantly forced to think about how to sell it. Today, there are almost no empty markets, so everywhere you have to fight with competitors and look for techniques that would help increase sales. Based on this, the main goal of the marketing concept is to formulate the tasks that need to be solved in order to arrive at the desired indicators. The marketing concept allows the company to adapt to the changing market conditions, helps to manage demand and is the most important strategic planning tool.
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. Organization marketing concepts are an element of strategic planning. At any level of management, the manager must plan the activities of his organization or department for a relatively distant future, for this he needs to understand where to move. And the marketing management concept 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.
The evolution of marketing concepts
For the first time, marketing concepts begin to take shape in the era of marketing. These were natural reactions to the market situation. Understanding and formulating the provisions of the concept takes place after the fact, after manufacturers began to use this model. Actually the development of a marketing concept as part of management appears later. Researchers note that the evolution of marketing concepts moves along the path from the goals and needs of the manufacturer to the needs of the consumer. And the more markets develop, the more deep consumer interests and characteristics are taken into account when planning marketing. The peculiarity of the evolution of marketing concepts is that with the advent of new models, the old ones do not lose their viability. They may become less effective, and even then not in all cases. New concepts do not “kill” the old ones, just for many areas of production these “beginners” become more productive, but old models continue to work and may well be used in some markets.
Production concept
The first marketing concept appeared during the period of active growth in production in the USA and Europe at the end of the 19th century. At this time, the sellers market dominated, the purchasing power of the population was quite high, and demand in many markets exceeded supply. Then there were still no concepts of marketing analysis, and all marketing objectives 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 quantity of goods. Therefore, the source of the main profit was seen as an increase in production volumes. The main struggle with competitors lay in the price field. Entrepreneurs sought to improve production by increasing volumes and reducing costs. It is during this period that the desire for automation of production occurs, the scientific organization of labor arises, and an active search is underway for a cheap raw material base. During this period, enterprises had poor diversification, focusing their resources on the release of one product. The concept of production improvement is applicable today in markets where demand exceeds supply, especially when releasing a new product that competitors do not yet have.
Commodity 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 there is a marketing concept of the product. At this time, production has almost been perfected, labor productivity is no longer increased and the idea arises of the need to improve the product. The consumer no longer wants any product, he begins to make complaints about its quality, so the manufacturer’s task is to improve the product, its packaging and characteristics, as well as tell the buyer about it. There is a need for advertising, as a tool to alert consumers about new and special qualities of the goods. At this time, the prevailing idea is that the consumer is ready to buy good goods at a reasonable price. Therefore, competition from the price sphere is gradually moving to the plane of measuring product properties. This concept can be applied today in those markets where demand is roughly balanced with supply, when there is sufficient purchasing power among the population who is ready to choose high-quality goods. This concept takes into account such important factors as consumer properties of goods and product policy.
Commercial effort concept
At the end of the 30s, there was a balancing of supply and demand in almost all consumer markets. There is a need to make some special efforts in order to attract the buyer. At this time, the market for seller and buyer. At this time, demand comes to the fore in matters of increasing company profits. The product and production are already maximally improved, but all the product can no longer be sold or sold too slowly. Therefore, the marketing concept of the company should be aimed at improving the sales process. At this time, ideas arose about stimulating demand and the special role of points of sale and sellers. In 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 realize that a product cannot be quickly sold without advertising costs. At this time, the formation of the market for advertising services begins. Entrepreneurs have the illusion that with the help of good advertising you can sell anything. During this period, a special area of activity such as the training of sellers arises, the theory of sales begins to be formulated. Of course, this concept of intensification of commercial efforts can be implemented today in markets where the consumer does not think about purchasing this product, but has the means to buy it. The purpose of this concept is the development of a sales network, the improvement of sales tools.
Self-marketing concept
In the 50s of the 20th century, all major markets were filled with goods, and the period begins when supply exceeds demand. In this concept, much 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 do 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 know what are the values, needs and interests of the consumer, what is his lifestyle, where he is, what he is striving for. And based on this knowledge, the entrepreneur formulates his proposal for the buyer. It is worth noting that at the same time, all the old approaches are preserved: the product must be of good quality, production - as efficient as possible, the point of sale should stimulate the buyer to purchase the product. During this period, the idea of a marketing mix, which covers all levels of the company’s activity, first begins to emerge. In this concept, a purely marketing goal arises - to satisfy 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 in all markets the main character is the consumer, and for him the manufacturer does his best to lead to a purchase. The consumer is now seeking to buy the product that best meets his needs. Therefore, the product must exactly meet its needs. The buyer is even willing 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 excessive 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 requirements of the buyer and the profitability of the business for the entrepreneur. In the framework of this concept, public opinion and the image of the company, on the formation of which the entrepreneur must spend certain resources, began to play a special role. At the stage of saturation and oversaturation of the market, consumers begin to realize that endless economic growth leads to serious damage to the environment and he wants the manufacturer to take care to stop causing damage to nature. This requires companies to modernize production and introduce new products into the assortment that meet new environmental and safety ratings. The purpose of the manufacturer in this concept is the introduction of new production standards and the conviction of the buyer in the safety of their goods. There is also such a marketing task as educating the consumer, teaching him new life standards.
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 cause him emotions. Therefore, to differentiate from competitors, it is necessary to form individual relations 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 this concept, communications begin to play an important role, the manufacturer establishes individual, trusting relationships by involving the buyer in interaction. New concepts of marketing communications not only require complex solutions, but are based on the individual characteristics of the buyer. In this concept, such a concept as the life cycle of relationships with the buyer appears. It distinguishes 3 stages: interest in the product, purchase and consumption. In this approach, much attention is paid to post-purchase behavior, within which it is necessary to build a customer satisfaction. The purpose of communication is customer loyalty to the product or brand. Marketers understand that in the conditions of a glut of the market and fierce competition, it becomes cheaper to keep an old buyer 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, as a whole, 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. Specialists highlight 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 the global market. In each case, the company is faced with 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, the process of the emergence of highly specialized concepts of marketing. One of the most striking models is an innovative option, which is associated with the promotion of high-tech, latest products. As once the marketing concept of a 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. The innovative concept organically combines the elements of a traditional commodity model, as well as relationship marketing. The purpose of marketing is not only stimulating the buyer to purchase the goods, but also his education. Before selling him, for example, an innovative gadget, it is necessary to form a certain level of competency with 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 technology. A flurry of information falls on every person and he develops protective mechanisms against overload. This leads to the fact that many traditional advertising messages cease to be 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 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. , , , . , . , - , , , . «» . "", , , , .
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