What is industry marketing and consumer marketing

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  • M .: The University Textbook 2007. - 272 p.

    Tutorial reflects the specifics of marketing in the process of managing companies of different industries and areas of activity and consists of three sections: marketing in industries, marketing in circulation and marketing services. The characteristics of the goods, the price, sales and communication policies of the companies are given, the marketing-marketing strategies are presented.

    Each section is completed with tests that will allow you to better consolidate the theoretical course of the discipline.

    For students, teachers from economic universities as well as employees of the marketing department and specialists in economic services.

    Format: Pdf / zip.

    The size: 2.5 8 MB

    / Download file

    TABLE OF CONTENTS
    INTRODUCTION 3.
    Section I. Marketing in sectors production ball. 5
    Chapter 1. Marketing. industrial products 6
    1.1. Industrial goods market characteristics 9
    1.2. Classification of industrial grades 11
    1.3. Marketing Wednesday industrial company 13
    1.4. Marketing information system 15
    1.5. Segmentation of the industrial product market 18
    1.5.1. Segmentation of the construction products market ... 21
    Chapter 2. Characteristics of the Marketing Complex in Industrial Sector Enterprises 25
    2.1. Raw materials policy 26.
    2.2. Distribution channels and product area 30
    2.2.1. Nature distribution channels 30
    2.2.2. Class 35.
    2.3. Industrial product prices 42
    2.4. Communication policy 45.
    Chapter 3. Marketing strategies and marketing management in industrial companies 52
    3.1. Marketing strategies in the Enterprise 52
    3.2. Marketing planning at an industrial company 56
    Chapter 4. Marketing. agro-industrial complex 60
    4.1. Product in the agromarketing system 63
    4.2. Agricultural marketing planning 65.
    4.3. Price functions 67.
    4.4. Information in the agromarketing system 70
    Tests in Section I .: 73
    References 76.
    Section II. Marketing in the non-manufacturing sectors 77
    Chapter 5. Marketing in the field of circulation 78
    5.1. Concept and characteristics of marketing in the field of circulation 79
    5.2. Marketing research in trade and mediation organizations 84
    5.3. Marketing in wholesale and sales 92
    5.3.1. Wholesale Marketing 95
    5.3.2. Retail Marketing 96.
    5.3.3. Marketing in Warehousing 100
    5.4. Strategic Marketing in the Activities of Large and Intermediate Organizations 105
    5.4.1. Strategic Marketing Concept 111
    5.4.2. Options marketing strategies 116
    5.5. Competitiveness of goods 118.
    5.5.1. The main factors of competitiveness of the product ... 118
    5.5.2. Competitiveness-Competitiveness System 127
    5.6. Provision guidelines of trade and intermediate organizations 131
    5.7. Segmentation of the Market by Trading and Mediation Organizations 139
    5.8. Selection of a commercial agent 146
    5.9. Marketing in the investment sector by commercial and intermediate organizations 152
    5.9.1. Investments in the construction of commercial and intermediate organizations 156
    5.9.2. Evaluation of profitability of investments 158.
    Tests in Section II 160
    List of references 163.
    Section III. Marketing in the service sector 165
    Chapter 6. Marketing Services 165
    6.1. general characteristics of marketing in the service sector 166
    6.2. Competition in the Services Market 171
    6.2.1. Communicative politics in the field of circulation and services 176
    6.3. Commercial intermediary services 180
    6.4. Marketing in Sphere. transport services 184
    6.5. Marketing in Sphere. tourist services. 188
    6.6. Marketing in the field of insurance services 200
    6.7. Banking services Marketing 217
    6.8. Marketing in the field of educational services 237
    6.9. Marketing in the field of production services 244
    6.10. Audit, advisory and service services 250
    Tests for Section III 255
    Answers to tests (according to Sections I-III) 257
    Economical and mathematical and statistical methods Solutions to the applied tasks in marketing 258
    Dictionary of Basic Conditions 263
    References 269.

    Slider 2.

    Academic discipline. "Marketing in Sectors and Areas of Activity" is an independent course that reveals a modern approach to organizing marketing activities in various industries and areas of activity. The formation of discipline: - The development of theoretical and practical functions implementation of marketing in different sectors and fields of activity; - Study of experience of performing analytical activities; - Mastery of the peculiarities of segmentation and positioning in different industries; - Study of technologies for the development of a marketing complex in different fields of activity; - Obtaining skills to organize, plan, plan and control in companies in different industries.

    Slide 3.

    Our main problems of interest to marketers, we relate the following: - The role of strategic and operational marketing on the firm's area of ​​activity; - Determination of the specific objectives of marketing research, based on the specifics of the company's activities; - Functions meeting the needs of potential customers; - Market segmentation, choice of target segment and marketing strategy; - The ability to plan the company's marketing activities; - Problems of optimizing the organization of the company; - effective marketing activities of the company in various industries and areas of activity.

    Slider 4.

    The accumulated knowledge will help the students in the future. professional activity, and will contribute to the more complete accounting of the functions and specifics of the company's activities in various markets and fields of activity in order to develop efficient competitive strategies.

    Slider 5.

    Essence of Sectoral Marketing

    Characteristics of marketing in different lines of business, flow from a typical definition of its definition, in which all types are understood through marketing management activities companies aimed at the conquering market. Since the market for industry has its own characteristics due to the characteristics of market participants, there are obvious and specific solutions that are used in the marketing complex when working in the industrial markets.

    Slider 6.

    Classic approach to marketing differentiation

    Marketing Marketing Production Products Products Marketing Marketing Public Consumption Products Industrial Marketing Consumer Marketing Criterion For Classification - Product View

    Slide 7.

    Manufacturing of Production and Engineering Purposes (PPTN) is purchased in bulk for production consumption. participates in the production and technological process that leads to the fact that the quality and compliance with the requirements of the requirements is necessary; Its cost is included in the cost of the finished products. Several people, including executives, participate in a purchase decision; In the production of PPTN, the manufacturer focuses on a specific end user, which leads to the need to establish the immediate direct relationship with the buyer. Consumer goods (ABP) are purchased in limited quantities for personal use; Do not adopt manufacturing processes and are not included in the cost of finished products; The decision to buy the ABP is usually accepted alone. Services All services have 4 main characteristics: services are elusive, intangible and misunderstood; The production process and the consumption of services are inseparable; Services are heterogeneous, which means they can change the quality; Services are incapable of saves and quickly "deteriorate".

    Slide 8.

    When making PPTN, the manufacturer focuses on a specific end user. This leads to the need to establish a direct direct relationship with the buyer of products made through preliminary orders or pre-agreed deliveries. Therefore, the PPTN is implemented on average 70% by the end user. The growth of direct sales of PPTN is due to an increase in the technical level and complexity of the products manufactured on the market, especially machines and devices, an increase in the proportion of unique equipment, equipment of complete companies, large vessels, aircraft of the latest designs, etc. This leads to the fact that immediate contacts between the seller and the buyer, which begins long before the production of the product, namely on the stage of his plan, the technical and economic parameters must begin to meet the requirements of the buyer.

    Slide 9.

    Separation of marketing in reproduction stages

    Criterion for classification - availability of production, that is, the process of creating goods from the design and design to production marketing-production appeal - consumption

    Slider 10.

    The present view is based on the fact that the marketing process is on industrial companies almost the same, it results in the same stages: market research, intent and design of goods, production of goods and the process of commercialization, mass production, turnover of sales and after-sales -Service and feedback with the consumer. In this case, the view of the goods produced does not matter.

    Slide 11.

    The manufacturer produces exactly as much that the goods as they were ordered, the order briefcase is formed in advance. The manufacturer tries to sell all of their products to be sold by large batches of large buyers - wholesale or finite. There are special systems of large wholesale discounts for this. For almost all companies it is true that 20% of buyers ship around 80% of the products manufactured, i.e. 80% of the products are sold in large wholesalers. With the transition of goods from the manufacturer to the mediator, industrial marketing changes to wholesale marketing.

    Slider 12.

    Wholesale It is the next link after the manufacturing and distribution process and integrated to organize the volumes offered for procurement into smaller ones. Commerce does not have the ability to change the quality of goods because it does not produce it. Operation workers can only offer buyer services related to goods packaging, delivery and other after-sales service. The purpose of marketing in the appeal area is to bring the intermediate wholesale buyer product required quality obtained in the production process and provide additional lines to facilitate the process of transportation and consumption.

    Slide 13.

    The final stage is the sale of goods to the ultimate retail consumer - the principles and methods of consumer marketing are used. Therefore, this classification distinguishes marketing in the stages of the reproductive cycle: production - vocation - consumption.

    Slide 14.

    Marketing department depending on the type of buyer (purchase goals)

    Criteria for Classification - Types of Buyers Marketing Marketing Wholesale Trade Marketing Retail Trade Industrial Marketing Consumer Marketing

    Slider 15.

    The ultimate marketing goal is to meet customer needs and preferences; All buyers are divided into wholesale and retail. If the buyer is a retail store and the purpose of the purchase is personal, then consumer marketing takes place. If the buyer is wholesale, and the purpose of the purchase is for production consumption or resale, then there is industrial marketing. Marketing comes mainly from working with the consumer; The system of industrial engineering includes the relationships between everyone in all enterprise enterprises (industrial and trading companies, construction and transport organizations, etc.) when the purpose of establishing relationships is wholesaling of wholesaling goods in order to pass on conversion or production use. Consumer marketing encompasses the relationship of sellers with specific private consumers who create a purchase for personal consumption, that is, the relationship of retail trade.

    Slider 16.

    Marketing services is the process of developing, promoting, and implementing services that focus on identifying specific customer needs.