The modern world dictates its conditions, its principles and rules, which have an impact on all spheres of human life. An exception is not such a sphere of life as marketing. The concept of this has appeared relatively recently. Under the marketing understand the principles of anticipating the needs of customers, as well as organizations through advertising. At the same time, a very important goal is being pursued - to increase the level of sales and make profits as high as possible.
For this, marketing concepts are used.
If we turn to the economic literature, it will become clear that the concept of marketing is the methods of doing business in a market economy. In other words, these are profit-oriented and consumer-oriented principles.
Marketing concepts require the presence of some tools of activity, as well as a set of provisions and rules that should be used by each company that claims to be a leader in a particular area. All these rules and regulations are subject to a single goal - to get the highest possible profit and satisfy all the needs of the consumer.
Economic science offers several basic concepts. In general, they can all be divided into two categories. The first includes classic models. The second includes modern, more advanced models.
So, the classic concepts of marketing, as a rule, are more theoretical. They are not always relevant and adapted for real use in modern business. Nevertheless, if you set yourself the task of considering any business from different angles, then you should resort to classical concepts.
The classic marketing concept is divided into the following categories:
- Production, which considers issues related to the production of various products, as well as production technology.
- Commodity, dealing with pricing, naming and brand management.
- The sales concept is rightly called the most complex. Sales are sales. Therefore, this concept implies the study of such an aspect of the business as the final contact of the product with the target audience and the establishment of relations with the subsequent conclusion of the transaction.
This concept is obsolete, as it focuses on the production base, and in the twenty-first century - the century of technology and information - this approach is irrelevant.
Therefore, advanced, modern marketing concepts are used. They take into account the impact of technological advances, information, the World Wide Web, automation on all aspects of society, including business.
The modern marketing concept involves the permanent improvement of the products offered, as well as business methods. This means that it is necessary to take such measures that will help increase the profitability of the business, increase its effectiveness, expand the range of products or services offered. To do this, it is worth improving existing products, as well as developing new ones.
Among the new concepts, the so-called electronic marketing plays an increasingly important role. This is the most effective way to advertise a product or service. It can reach consumers all over the world with minimal effort. Here it is possible to use not only the Internet, but also print media, television and radio, however, they are not so effective for reaching a global audience. E-marketing is also more affordable, and this is its undeniable advantage among all others.
To be a successful entrepreneur, to lead the ship of your business to promising horizons, it is worth owning the concepts of marketing, and also not to spare time for studying new trends and directions.