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Marketing - Pavlenko AF, AV Voychak

2.3. Widi Suchasnyj Marketing

Trivaly perіod rozvitku marketing osoblivostі yogo vikoristannya in rіznih kraїnah, Galuzo, organіzatsіyah she appeared on pіdpriєmstvah zooms rіznomanіtnih yogo vidіv.

So, rozrіznyayut marketing orієntovany product (Hotel), on the one spozhivacha zmіshany. Marketing orієntovany product (product marketing), Got to metі vikoristannya product Chi Hotel, yak main іnstrumenta virobnicho-zbutovoї dіyalnostі. Saying to Іnakshe, a temple yakіst produktsії pozbavlyaє neobhіdnostі dokladati znachnі zusillya for reklamuvannya, zbutu, realіzatsіy that іnshih elementіv marketingovoї dіyalnostі. Welcome prodaє product itself. Marketing spozhivacha stverdzhuє scho spozhivach on au-Perche, zavzhdi rights, in other words, vіn vіddaє perevagu goods іz vischimi yakіsnimi pokaznikami, ale pridbavaє not stіlki commodity itself yak rіch, skіlki the spozhivchu vartіst, yak in nomu vtіlena for rozv'yazannya Vlasnyi virobnichih problems for abo zadovolennya Vlasnyi required. In zv'yazku s CIM smut zavdannya Marketing - vivchennya spozhivacha, yogo pobazhan, prіoritetіv, minds i chinnikіv їh formuvannya i rozvitku, proponuvannya vіdpovіdnih tovarіv chi poslug. Zmіshany marketing and sama vіn perevazhaє in suchasnіy pіdpriєmnitskіy dіyalnostі, vikoristovuє pіdhodi that іnstrumentarіy oboh Names vidіv marketing.

Fallow od spherical marketingovoї dіyalnostі rozrіznyayut marketing tovarіv spozhivchogo popitu (spozhivchy marketing), tovarіv virobnicho-tehnіchnogo priznachennya (marketing type of business to business) i torgovelny (poserednitsky). Spozhivchy marketing natsіleno on zadovolennya potreb people (as the title of kіntsevih spozhivachіv, oskіlki pіslya spozhivannya chi ekspluatatsії them tovarіv ostannі nazavzhdi perestayut іsnuvati). In marketing the type of «business to business» vzaєmozv'yazki vstanovlyuyutsya mіzh pіdpriєmstvami, fіrmami chi organіzatsіyami. In addition razі, if i spozhivachami postachalnikami Je promislovі pіdpriєmstva and Produkciya postavlyaєtsya for virobnitstva іnshih tovarіv marketing nazivaєtsya Promyslova. Poserednitsky Marketing - tse, s one side, profesіyne vikonannya spetsіalіzovanimi rinkovimi sub'єktami spetsіalnih funktsіy іz zadovolennya potreb of companies-tovarovirobnikіv Zi zbutu gotovoї produktsії and other s - urging spozhivachіv tsієї produktsії. Porіvnyannya marketing tovarіv spozhivchogo popitu i virobnicho-tehnіchnogo priznachennya guidance in Table. 2.

tABLE 2

PORІVNYANNYA MARKETING TOVARІV SPOZHIVCHOGOPOPITU VIROBNICHO of I-TEHNІCHNOGO PRIZNACHENNYA

For zmіstom marketingovoї dіyalnostі that perіodu on yaky rozroblyaєtsya marketing polіtika pіdpriєmstva, rozrіznyayut strategіchny, tact is the operational marketing. Strategіchny Marketing - tse rozrobka that realіzatsіya trivaloї marketingovoї polіtiki pіdpriєmstva (bіlshe nіzh on p'yat rokіv) - svoєrіdnoї generalnoї prog Act reasonably. In nіy viznachaєtsya meta i zavdannya dіyalnostі that rozvitku pіdpriєmstva, rozroblyaєtsya yogo strategіya. Nayvazhlivіshy vihіdny time strategіchnogo Marketing - analіz i i prognozuvannya real potentsіynih potreb spozhivachіv. Headache in strategіchnomu marketing viyavlyannya Yea i osvoyuvannya promising rinkіv tovarіv (poslug) i group spozhivachіv (rinkovih segmentіv) zabezpechennya i planomіrne pіdvischennya konkurentospromozhnostі produktsії i pіdpriєmstva in tsіlomu, zoseredzhennya zusil on promising napryamkah dіyalnostі.

Tactful marketing - tse rozrobka serednostrokovih (od dvoh to p'yati rokіv) program dіyalnostі pіdpriєmstva within vibranih to note strategіy.

Operational Marketing - tse rozrobka that realіzatsіya specific marketing іnstrumentarіyu, zasobіv active zbutu produktsії, svoєchasne reaguvannya on dinamіku popitu on pіdstavі mozhlivostey pіdpriєmstva that will market analysis.

Fallow od mіri diferentsіatsії marketingovoї dіyalnostі rozrіznyayut Masov that diferentsіyovany marketing. Masov Marketing - dіyalnіst tse, yak peredbachaє proponuvannya unіversalnih tovarіv vsogo for market analysis (vsіh spozhivachіv). Nayvischim viyavom such Je global marketing. Mozhlivіst global marketing poyasnyuєtsya tim, scho ninі vіdbuvaєtsya іntensivny processes zblizhennya rіznih kraїn: narodіv and through the Bazhannya spozhivachіv rіznih kraїn all bіlshe takozh zblizhuyutsya "unіfіkuyutsya". Tom strategіya marketing Mauger mother єdiny for vsіh spozhivachіv character and goods, scho proponuyutsya market analysis, yakomoga bіlshe standartizuyutsya s rozrahunkom on masovogo pokuptsya. Diferentsіyovany marketing navpaki - vihodit іz zasadnichogo of principle, scho whether yaky Got BIZNES local character and otzhe, potrebuє segmentuvannya market analysis, tobto yogo rozpodіlu on odnorіdnі Chastain obslugovuvannya that such Chastain (segmentіv) s urahuvannyam characteristics i Especially ostannіh. Rіven segmentuvannya Rinku Mauger Buti rіznim, right up to rozpodіlu okremih sub'єktіv. In tsomu razі diferentsіyovany marketing nazivayut іndivіdualnim. Before rechі, іndivіdualіzatsіya Marketing - tse provіdna tendentsіya yogo Suchasnyj rozvitku.

For species popitu rozrіznyayut marketing konversіyny, stimulyuvalny, remarketing sinhromarketing, rozvivalny, pіdtrimuvalny, demarketing, marketing, scho reaguє, marketing, scho protidіє, creativity, personal (div. Table. 3).

tABLE 3

VZAЄMOZV'YAZOK POPITU TA VIDІV MARKETING

Fallow od Main ob'єktіv uwagi, kіntsevoї methylene i sposobіv її dosyagnennya rozrіznyayut virobnichy marketing, trademark, zbutovy, upravlіnsky i strategіchny (div. Table. 1).

Krіm order:

- For rіvnem koordinatsії marketing funktsіy on pіdpriєm-stvі rozrіznyayut іntegrovany (marketingovі funktsії organіzatsіyno ob'єdnanі in one kompleksі, pіdporyadkovanomu skhvalenіy korporativnіy strategії) i neіntegrovany marketing (marketing funktsії vikonuyutsya okremo rіznimi pіdrozdіlami pіdpriєmstva);

- Fallow od methylene marketingovoї dіyalnostі - komertsіyny (dіyalnіst for otrimannya pributku chi income) i nekomertsіyny Marketing (meta - stvorennya vіdpovіdnogo іmіdzhu pіdpriєmstva chi yogo produktsії);

- Vіdpovіdno to latitude ohoplennya - Macromarketing (dіyalnіst, yak rozglyadaє obmіnnі processes i Sistemi s urahuvannyam sous-spіlnih prospects naslіdkіv i) i mіkromarketing (Process i Sistemi obmіnu rozglyadayutsya deprivation s Look okremih of companies);

- For the species produktsії - tovarіv marketing poslug, іdey, mіsts for Zabudova vіdpochinku chi, chi organіzatsіy NKVD;

- Methods for zv'yazku Zi spozhivachami - directly (without POS-rednikіv) i oposeredkovany marketing televіzіyny (phone reception for Relief TV) Poshtova (іz vikoristannyam zasobіv Poshtova zv'yazku) for marketing catalogs, telemarketing and takozh (s vikoristannyam telephone zv'yazku) i sіtovy marketing (through rozgaluzhenu zbutovih agentіv) system.

Vіdomі slit th takі Vidi Marketing:

1. ekologіchny Marketing - dіyalnіst scho bere the basis zberezhennya navkolishnogo seredovischa, Zahist spozhivachіv;
2. gumanіstichny Marketing - kontseptsіya, yak spiraєtsya on visokі etichnі principles zadovolennya potreb that іnteresіv wide verstv suspіlstva;
3. sotsіalno-upmost marketing - kontseptsіya, yak ob'єdnuє fun- ekologіchnogo that gumanіstichnogo marketing otsіnyuє result dіyalnostі pіdpriєmstva s Look іnteresіv suspіlstva in tsіlomu instead okremoї fіrmi;
4. megamarketing - Next Etap rozvitku sotsіalno-upmost marketing, if she ekologіya Derzhavna polіtika rozglyadayutsya yak osnovnі chinniki vplivu on formuvannya marketing tsіley that strategіy;
5. postachalnitsky Marketing - kontseptsіya, yak orієntuє pіdpriєmstvo not tіlki on zbut, ale i to zakupіvlyu produktsії virobnicho-tehnіchnogo priznachennya (for іnshim viznachennyam - tse marketing, Cauterets zavdyaki vprovadzhennyu on rinok novih tehnologіy (napriklad, kopіyuvannya dokumentіv, telebachennya, obchislyuvalnoї tehnіki) stvoryuє popit yak on the main produktsіyu, so i on dopomіzhnі accessories);
6. Marketing personnel - dіyalnіst іz zabezpechennya pіdpriєmstva vіdpovіdnimi frames (at vuzkomu rozumіnnі) abo active form sotsіalnogo obmіnnogo processes mіzh pіdpriєmstvom i Rink robochoї Sealy (from wide rozumіnnі);
7. vnutrіshnoorganіzatsіyny (upravlіnsky) Marketing - dіyalnіst, spryamovana on іntegruvannya aparata upravlіnnya fіrmi i zbutovoї System prіoritetu ostannoї, tobto for poshirennya marketing printsipіv i metodіv on OAO All rіvnі upravlіnnya pіdpriєmstvom;
8. mіzhnarodny Marketing (eksportny chi іmportny) - dіlova aktivnіst pіdpriєmstva on zovnіshnіh Rink zbutu chi zakupіvel.