As you know, the command and planning system of the former Soviet Union has sunk into the summer. Of course, we will not talk about it and, moreover, evaluate its effectiveness in this article, we will only pay attention to one, but very serious plus of this kind of system - a streamlined mechanism for the sale of products, from the enterprise manufacturing screws to the final assembly of space ship, for example. With the fall of the USSR, such technologies were destroyed, a market economy was established in the form that is unique to our country. Thus, each enterprise must conduct a study of the marketing environment for survival, as well as a study of the internal environment of the enterprise, especially the latter is relevant for large and diversified enterprises.
Based on the foregoing, it becomes obvious that the marketing environment of an enterprise becomes fundamental when it is successfully developed in the long and medium term. The decisive direction in the field of effective commercial activity, strategic decision-making is to clearly and accurately understand how much the offered product or, say, the service on the market is in demand, how much they are preferable for the buyer in comparison with a competing product. It is the complete, and most importantly, the most objective information in this direction that can provide the company not only with the prospect of development, but also with a certain advantage over competitors in a particular market segment.
Marketing environment - an important enough concept
Many company executives, often, and relatively large ones, do not correctly interpret such a concept as a marketing environment, projecting it onto their own, biased vision of the market, which is often not an objective point of view. In this situation, there is the possibility of an error when choosing a development strategy, including marketing. In this regard, the most effective and, most importantly, reasonable and adequate is the invitation of specialists in this field who are able to conduct a highly professional study of the marketing environment.
Why marketing research is needed
As a matter of fact, what tasks should marketing research solve in principle , what goals should be ultimately achieved? At the first stage, it is necessary to determine the so-called market capacity. It is clear that this indicator is strategically important in terms of possible strategic decisions. Further, it is worthwhile to clearly understand and know such a quantitative indicator as a share in this very market. An analysis of demand or, as this aspect is also called, analysis of consumer behavior is not superfluous . There are many different marketing technologies, but the essence of them all comes down to determining the ability and willingness to purchase a particular consumer product by a specified group of potential buyers. Thus, the study of the internal environment of the enterprise and its external marketing policy will allow you to assess the need for adjustments, both in the product itself and in the ways of its submission to the market, including advertising policy.
As a result, the marketing environment is able, at its best, to significantly activate the potential of an enterprise or company, expand sales markets, adjust the product to greater customer loyalty, provide the necessary control over the activities, including marketing, of competitors, organize more effective conditions for cooperation with partners. We can say that marketing in modern conditions plays an important role in enterprises and companies, which determines the high demand in the labor market for highly professional specialists in this field.