1 Theoretical aspects of marketing and peculiarities of marketing activity of the company

1.1 Concept of marketing and its functions

At the present stage of development of the Russian market of used marketing tools is a clear competitive advantage for the organization. Content marketing has evolved along with the changing socio-economic conditions for the development of production and consumption.

Modern Marketing is a complex phenomenon.

There are numerous definitions of marketing. Many of them are very good, but almost no one discloses all the wealth of content of marketing, or narrowing the scope of its implementation, or vice versa, is very general. In particular may be isolated following groups of definitions characterizing different marketing. In them he appears as:

-A branch of science that studies the market;

Practical activities for the promotion of products on the market;

- Business philosophy;

System management, view management [2, c .52].

Participants relations and marketing activities around the world serve the whole sphere of economy, trade, media system, education, and science.

Country differences determined by the specific role of another party marketing relationship - authorities. If the mature markets of the main task of the authorities is to formulate the "rules of the game" and ensure observance of, and implement selective support of other participants, in countries where the market has not yet formed, its infrastructure is not developed, and market relationships and traditions no action, the position of the authorities if you do not envy the fate of marketing, then definitely the pace of its formation and development. Solo even large manufacturers have done little.

Marketing functions are realized through commodity pricing policies, communications and marketing.

Table 1.1.1

The main functions of marketing

Comprehensive market research	Research, analysis, forecast in production, trade, product, marketing, advertising, pricing, etc.
Development and assortment planning	Development assortment structure of production in line with market requirements. Assessment of the competitiveness of products. Establishing the link and Consumer parameters. Innovation policy. Pricing policy.Installing the product. Trademark.
Sales and distribution	Selecting channels and commodity. Forecast planning turnover. Identify ways to sell goods.
Advertising and sales promotion	Development of communication. Advertising using all media. Encouraging customers. Promote sellers and intermediaries. Formation of image.

Marketing principles represent its ideological core, the character set of the marketing approach to modern management.

Production functions vested by an organization of production and technical process to the enterprise produced products is the fact that the range and quality that will satisfy the resources, financial resources, qualified personnel, etc. by comparing the production capabilities and market requirements marketing tool provides a range of individual market segments, plans to develop new products, determines the profitability and cost of production. Moreover, properly conducted market analysis will allow when new products considerable time hold a monopoly on it.

Based on the analysis of marketing concepts and classification of its species advisable marketing division depending on the direction of the marketing efforts of the organization. Selects external, internal and interactive marketing, the main difference is that different objects impact marketing efforts. In the external marketing - is the buyer of goods (services) in the inner - the staff organization, interactive - the staff in contact with customers. These types of marketing work closely together, complementing each other. In particular, the collection and analysis of information on the needs of the target group is the scope of external marketing. Development and introduction of the required target group of the product produced by the domestic marketing tools. External elements of promotion marketing integration with online marketing allow you to carry information about a new product to the target consumer.

Based marketing is an elaborate philosophy effective and socially responsible activities of entrepreneurs. Determining for themselves the way to achieve the desired levels of sales, every entrepreneur should decide which marketing concept for himself he will.

Marketing concept determines the position of characterizing the optimal orientation of the market activity of any enterprise at different stages of its development. Allocate the following marketing concept: production, commodity, sales, marketing, socially responsible. Data concepts can add the concept of socio-economic.

Within manufacturing enterprises and their activities in the market, are particularly important are two main concepts: the socio-economic and socio-ethical. These concepts reinforce social responsibility to society and to the staff of the enterprise and can be most effectively implemented in the Russian conditions (Fig. 1).

Organizational-economic mechanism of marketing - it is a complete set of marketing tools aimed at improving the performance of the enterprise, its market stability and maximum satisfaction of society.

Figure 1.1.1 - Conceptual diagram of the enterprise marketing activities

Methodological basis for evaluating the effectiveness of marketing is a systematic approach to the enterprise market, aimed at meeting the needs of customers, while creating the conditions for ensuring the profitability of the entire production and business enterprises.

Key market factors: environment, demand, competition, pricing mechanism require careful study before going on a market monitoring his condition on the main indicators. These indicators include the supply, sale, inventory and price. They define the type of market.

Thus, due to the emergence of internal marketing concept formation and development of service marketing, which states that for the formation of a high level of customer service needs to work on training and motivation of all employees of the organization aimed at improving the competitiveness of the organization as a whole.

Initially, the concept of "internal marketing" it meant recruiting, training, motivating and retaining qualified staff through the creation of conditions which would satisfy the needs of the staff. Later there was the realization that the staff should not just be motivated to work better, but also focused on achieving the organization's objectives.

Given the multidimensional approach to determine the content of internal marketing should be viewed as a relationship between the three main elements:

- Intra philosophy of market orientation;

- Organization of the system of relationships with staff through the integration of marketing and human resources functions;

- Practical implementation of demand management products in the application of the marketing mix.

Three areas of marketing activity:

1. Sales. Study of customer requests, maintaining regular contacts, information, after-sales service, as well as obtaining information about the market (tastes, demand development, desires of consumers with respect to their goods and services).

2. Economic calculations and evaluation. Analysis of commodity markets, the evolution of commercial risks, the formation and study of the optimal prices for the goods and services involved in strategic planning.

3. Technical analysis. Laboratory and pilot studies to identify the characteristics of the goods and their compliance with consumer demands.

Marketing Service, starting to plan their activities, taking into account many factors such as the subjective and objective nature. Orientation marketing actions are considered in Table. 2.

Table 1.1.2

Orientation marketing activities

Activity	Production orientation	Orientation sale	Total orientation
Research	Improving methods of forecasting and decision-making	Types of product pricing policy	Systematic development of a comprehensive strategy and objectives
Identification of needs	Scientific and technological progress with innovation	High quality product and effective ways to promote	Constantly supervised the entire set of orientations
Pricing	Control and reduce costs	The prices depend on supply and demand	Under the supervision of the balancing of supply and demand (the factor is important, but not primary)
Consumer information	Stimulation of ensuring product quality	Sales promotion	Comprehensive information and feedback. Particular attention is paid advertising (factor is important, but not primary)
Distribute the product	Using a cheap method of production	Gentle and reliable transportation safety	Adapting to the needs of consumers
Customer service	Advertisement	Identification of taste and financial capacity of consumers	Improving product quality and increasing the number of sales to after-sales service (very important factor)

In the transition to a market economy, marketing service - is an important link in the management of the enterprise, which creates a single integrated process aimed at meeting the needs of the market and getting profit on this basis.

Marketing service on every product that it believes should provide the market, preparing specification requirements of the buyer and sends its leadership for prior approval.

Specification then transferred to the production department, which identifies opportunities for the production of these products on the basis of existing facilities, equipment availability, qualification working experience, as well as the needs for raw materials.

Conclusion The production department is sent to the planning, financial and marketing departments of companies where held calculating production costs, prices, costs of advertising and sales promotion, transport, etc. The end result of the work are drawing up a plan of output (volume, range and delivery) and to ensure the production of material and other resources. Furthermore, if necessary, creates a plan for research and development to create new or modify existing products.

Concrete result of marketing activities are developing, which are used in the selection and implementation of the strategy and tactics of marketing activity of the enterprise [5, c .65].

As world practice shows, entrepreneurial marketing is characterized by various activities:

-Research needs and customer demand;

-Exploring the use of a particular brand image and packaging in a particular market;

Development and implementation of measures aimed at meeting the identified needs;

- Establishing acceptable to both firms and consumers prices for the type of market (regional, national, outdoor), as well as categories of customers;

-Informing consumers about the features of new products and improved the parties;

- Urge consumers that they offer products of the company is quality, fashionable and prestigious, identify and offer the range of services required in the after-sales period;

- Maintaining constant communication with customers for timely detection of the desired improvements and refinement of products in use.

Nozdreva R.B. writes that international marketing - market management concept of international activities of the company, focused on for requests of end users in different countries and the formation of their preferences in accordance with the strategic objectives of optimization and expansion of business in the global world-wide. International Marketing is a macro-and microeconomic category defining marketing techniques against international activities at the firm level.

International Marketing defines marketing activities of a firm primarily with movement of capital, goods, mustache meadow across the border states, ie serves primarily as an export marketing, marketing in foreign markets. But at the same time, international marketing can not be understood only as a former tailor, foreign marketing, or as a simple form of effective sales organization goods abroad. This is a broader and more capacious concept.

International marketing involves marketing activities completely outside the country as well as within it, if:

- the firm is part of an organization or a company operating

abroad (if it is her or profiles al subsidiary, etc.);

- firm is influenced and / sludge and control over their activities abroad Stu "including e If the company is an affiliate.

In addition, international marketing involves the efficient organization of import purchases.

International marketing - is primarily a marketing activity sequences multinational companies (MNCs) and international mono poly (MM), which applies to foreign countries, but also includes work on foreign markets for small and medium-sized enterprises.

International marketing has a way of thinking, philosophy, the company's approach to business with international, global positions. It involves searching and optimization routine and systematic basis of the profit in the world scale, and not only on the national market territory.

In connection with the development of processes of internationalization and globalization of business now rightly regarded as international marketing representative and typical marketing modern world market economy. If until recently-time was generally considered the main type of marketing gross national Marketing, that being developed in some countries, formed the totality of international marketing concepts, the modern period is the international marketing is the main form of marketing, and internal marketing, characterized by national singularities the local business environment, local market and specificity of requests of local consumers, it is a particular manifestation and an integral part,

Moreover, a separate national (local) marketing hectares in the modern era of globalization of information networks, supply and demand in commodity markets in its pure form does not exist, because it is inconceivable in isolation from international, international and global trends in the world of business in general and separate In particular company.

The essence of international marketing:

- market concept of management of international activities of the company;

- focus on questions of end users in different countries;

- formation of international markets in accordance with international strategic objectives optimization and expansion of the firm's business;

- way of thinking, philosophy, the company's approach to business with international, global position;

- marketing activities of the company especially when moving the capital fishing, goods and services across national borders;

Subjects of international marketing:

- Companies are now asking for international activities;

- Transnational companies (TNCs);

- Companies that are part of the organization or a company operating abroad (if it’s an affiliate or a subsidiary, etc.);

- Companies impacted and / or monitoring of its activities abroad.

Development of internationalization and globalization of production, the growth of international trade and direct investment method increase the importance of international marketing management companies. Thus, in the 90th. XX century. growth of international trade is approximately five times higher rate of growth exceeds the world of production, and by 1996 the volume of world merchandise trade increased in comparison compared with 1950 16 times. While GDP has increased over this period by 5.5 times. Such rapid growth of world trade has led to a qualitative change in the role of international marketing and improving its estimates as the main form of marketing in the modern period.

The importance of international marketing globally under the following statistics underlines the USA. For example, V4 industrial jobs associated with U.S. exports, which in 1990 amounted to almost 15% of GDP Moreover, almost 80% of exports go to the 250 largest U.S. companies. U.S. company as TNK other countries earn more abroad than in their own country.

Currently characterized by significant changes in the nature and forms of international trade, which also helps to increase the value, as well as the development and improvement of forms and methods of marketing one Intern. This is due to the increasing role of multinationals and global companies, and with it the trends of globalization of international trade, more rapid growth of international trade compared to GDP growth and industrial production, the increasing complexity of objects of international trade growth torus flicking high-tech, knowledge-intensive goods, increasing the share of services and intellectual property, supply complete sets of equipment, buying and selling companies.

Development of processes of internationalization and globalization of world markets and local markets, convergence processes requests and preferences of consumers, regardless of their countries of residence emphasizes the special importance of international marketing and its decisive role among other types of marketing. Scattering occurs extension field of international marketing. So, many transnational companies get income more abroad than in their own country. For example, Coca-Cola has 77% of its revenues from sales in 155 countries tries.

In companies Colgate-Palmolive, Kellogg, IBM, Digital Equipment, Gillette, Johnson & Johnson, Pfizer and other share of income from foreign sales is 60%.

In a number of cases international marketing strategies of individual large TNCs have a greater impact on the development of certain countries than government economic policy of their governments.

At present, virtually every company in its activities completely experiencing competitive impact from the international market and can therefore be considered as a participant in the global market and international supplier or the buyer, ie. subject of international marketing native,

In Russia, the export quota is 42% and is one of the highest in Europe, but the situation in the region remains the economy is not difficult in the beginning of the century the main actors in international economic relations from the Russian side were eight so-called s integrated business groups "Lukoil", " Yukos "," Interros "," Surgutneftegas "," Alfa Group - Renova "," Sibneft "," Severstal "AFK" System ", which accounted for almost 90% of Russian exports.

Unfortunately, the nomenclature of Russian exports is narrowly specialized in raw materials and energy resources, owing to their country nature less require special marketing efforts O.

These products are easy to sell, because most of them are in a relative or absolute deficiency of spectacular recovery demand on the world market. This is primarily oil, gas, timber, diamonds PS, gold and so on. etc. In addition, as a result of serious errors in re shaping foreign economic sphere of Russia it for 90s. lost many foreign markets or largely with them contracted by its presence

Therefore, the need for expertise in international marketing, professionals of different countries is not an urgent one yet, but over time, if the reorientation of Russian exports is on finished products to technical machines, the need for specialists who understand the specifics of international marketing environment features of consumer demand in individual countries, will undoubtedly increase

Thus, Russia's movement toward a market economy and output producers to international markets require careful study of foreign experience and the use of the most appropriate for our country of its elements.