Contents
What is marketing?
Marketing is a key activity aimed at identifying and satisfying customer needs in order to generate profit. Although marketing is often associated exclusively with advertising, in reality, this discipline covers a much broader range of tasks. The main areas of marketing include:
- Market situation analysis.
- Studying customer needs in specific niches.
- Competition and pricing strategy analysis.
- Development of new products.
- Formation of product range and pricing policy.
- Promotion of goods and services both online and offline.
- Increasing sales volumes.
- Service maintenance.
- Creating and maintaining the company's image.
Let’s consider a practical example: a company decides to launch a new product. For a successful launch, it is necessary to conduct a thorough market analysis, study competitors, and understand the needs of the target audience. Based on the data obtained, a product is developed that will meet customer demands at a reasonable price. Only after this does the promotion stage begin, which includes not only advertising but also determining the correct positioning of the product.
Functions of marketing
Marketing performs several key functions, each playing an important role in the successful operation of a company:
Analytical function
Includes market research, analysis of the target audience's needs, and studying the internal activities of the company. This data helps to form a promotion strategy and select appropriate tools.
Production function
Related to the creation of products and organizing production processes. This function becomes especially important when product quality directly affects sales and competitiveness.
Sales function
Responsible for generating demand and increasing sales volume. This includes pricing, creating a product assortment matrix, promotion, and sales stimulation.
Management function
Involves defining the overall strategy and establishing priority areas for the company's work, as well as allocating resources to achieve strategic goals.
Innovative function
Responsible for developing and implementing new technologies and products, which is necessary to maintain competitiveness.
Types of marketing
There are numerous types of marketing that are classified based on various criteria:
Depending on market demand
- Conversion marketing — aimed at increasing current demand.
- Stimulating marketing — applied in conditions of low demand to identify reasons.
- Developing marketing — helps convert potential demand into actual demand.
- Supporting marketing — used to stabilize demand for popular products.
- Remarketing — re-marketing to revive interest in a product.
- Synchronizing marketing — used to balance irregular demand.
- Counteracting marketing — aimed at reducing demand for undesirable goods.
- Demarketing — applied to reduce demand for certain products.
Depending on market coverage
- Mass marketing — targets a wide range of consumers.
- Concentrated marketing — focuses on specific market segments.
- Differentiated marketing — involves having several offerings for different segments.
By consumer type
- B2B marketing — transactions between businesses.
- B2C marketing — interaction with the end consumer.
- B2G marketing — collaboration with government structures.
- B2B2C marketing — a combination of B2B and B2C approaches.
Marketing tools
Marketing encompasses a variety of tools for both online and offline promotion. Let’s consider the key ones:
PR (Public Relations)
PR helps businesses build a positive image and establish relationships with the public through various channels such as media and social networks.
SMM (Social Media Marketing)
SMM uses social platforms to promote businesses, increasing the target audience and enhancing brand recognition.
Mobile marketing
Specializes in using mobile devices to promote goods and services, allowing for audience segmentation and content personalization.
Content marketing
Includes creating textual and visual content to attract users and build long-term relationships with customers.
Email marketing
Allows for promoting products through emails, maintaining communication with customers, and increasing their loyalty.
SEO
Website optimization to improve its positions in search engines and increase traffic.
Online advertising
Includes contextual and targeted advertising to attract customers to the website.
Chatbots
Programs that interact with users, providing service support and assistance.
Marketing tools do not always work independently of each other. An effective marketer must be able to integrate various tools into a unified strategy, considering the goals and objectives of the business.