Situational tasks and their solutions for marketing. Solving marketing problems How to come up with a marketing task

Prerequisites and the need for marketing activities in modern conditions.

Marketing affects the lives of all of us. It is the process by which goods and services are developed and made available to people to provide a certain standard of living. Marketing includes a wide variety of activities, including market research, product development, distribution, pricing, advertising, and personal selling. Many people confuse marketing with commercial sales efforts, when in fact it combines several activities aimed at identifying, serving, satisfying customer needs in order to achieve the goals of the organization. Marketing begins long before and continues long after the act of sale.

Marketing -a type of human activity aimed at meeting the needs and requirements through the exchange. The main concepts of the marketing sphere are the following: needs, needs, requests, commodity, exchange, transaction and market.

Marketing management is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain beneficial exchanges with target customers in order to achieve certain goals of the organization. The marketing person must be good at influencing the level, timing, and nature of demand, as existing demand may not match what the firm wants for itself.

Interest in this activity is growing as more and more organizations in the business, international and non-profit sectors are realizing exactly how marketing contributes to their more successful market performance.

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The essence of marketing and the basic concepts used in marketing.

Marketing is a type of human activity aimed at meeting needs and requirements through exchange.

Basic concepts: needs, needs, requests, goods, exchange, transaction and market.

Need is a feeling of lack of something.

A need is a need that has taken a specific form in accordance with the cultural level and personality of the individual.

Demand is a need backed by purchasing power.

Product

Exchange- the act of receiving from someone the desired object with the offer of something in return.

Exchange- the basic concept of marketing as a scientific discipline. To make a voluntary exchange, five conditions must be met:

1. 1. There must be at least two sides.
2. 2. Each side must have something that could be of value to the other side.
3. 3. Each party must be able to communicate and deliver its goods.
4. 4. Each party must be completely free to accept or reject the proposal of the other party.
5. 5. Each party must be confident in the expediency or desirability of dealing with the other party.

Deal– commercial exchange of values ​​between two parties.

The transaction involves the presence of several conditions: 1) at least two valuable objects, 2) agreed conditions for its implementation, 3) an agreed time of completion, and 4) an agreed place of conduct. As a rule, the terms of the transaction are supported and protected by law.

A transaction should be distinguished from a mere transfer. When transmitting, party A gives party B the object X, while receiving nothing in return.

Market- a set of socio-economic relations in the sphere of exchange, through which the sale of goods and services is carried out.

Depending on what needs determined the demand for the corresponding product, five main types of market can be distinguished:

• Consumer market(market of consumer goods) - a set of individuals and households that purchase goods and services for personal consumption.
• Producer market(market of goods for industrial purposes) - a set of individuals, organizations and enterprises that purchase goods and services for their further use in the production of other goods and services.
• Intermediary market(intermediary sellers) - enterprises, organizations and individuals who purchase goods and services for their further resale for profit.
• Market of public institutions- government organizations and institutions that purchase goods and services to carry out their functions.
• international market- consumers of goods and services located outside the country and include individuals, manufacturers, resellers and government agencies.

In terms of geographical location, we can distinguish:

• local market- a market that includes one or more regions of the country;
• regional market- a market covering the entire territory of a given state;
• world market- a market that includes countries around the world.

Given the relationship between supply and demand for a given product, the last factor is said to be seller's market and buyer's market.

On the seller's market the seller dictates his terms. On the buyer's market the buyer dictates his terms. This situation forces the seller to spend additional efforts to sell their product, which is one of the stimulating factors for the implementation of the marketing concept.

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Marketing management concept.

Production improvement concept argues that consumers will favor products that are widely available and affordable, and therefore management should focus on improving production and increasing the efficiency of the distribution system.

The application of the concept of production improvement is suitable in two situations.

• The first is when demand for a product exceeds supply. In this case, management should focus on finding ways to increase production.
• The second is when the cost of a product is too high and needs to be reduced, which requires an increase in productivity.

Product Improvement Concept argues that consumers will favor products that offer the highest quality, best performance and performance, and therefore an organization should focus its energy on continuous product improvement.

The concept of intensifying commercial efforts argues that consumers will not buy an organization's products in sufficient quantities unless the organization makes significant marketing and promotional efforts. The concept of intensifying commercial efforts is often used in the non-commercial field as well.

Marketing concept states that the key to achieving the organization's goals is to determine the needs and requirements of target markets and provide the desired satisfaction in a more efficient and more productive way than competitors.

Sales efforts are focused on the needs of the seller, while marketing is focused on the needs of the buyer. Commercial distribution efforts are concerned with the needs of the seller to turn his product into cash, while marketing is the concern with satisfying the needs of the customer through the product and a number of factors related to the creation, delivery and, finally, consumption of this product..

At its core, the concept of marketing is a focus on the needs and wants of customers, backed up by a comprehensive marketing effort aimed at creating customer satisfaction as the basis for achieving the goals of the organization.

• The concept of marketing reflects the commitment of the firm to the theory of consumer sovereignty.
• The company produces what the consumer needs, and makes a profit by maximizing the satisfaction of his needs.

The concept of socially ethical marketing states that the task of the organization is to identify the needs, needs and interests of target markets and to provide the desired satisfaction in a more efficient and more productive (than competitors) ways while maintaining or enhancing the well-being of the consumer and society as a whole.

The concept of pure marketing bypasses the problem of possible conflicts between the needs of the buyer and his long-term well-being.

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Types of demand and the main tasks of the marketing service.

Type of demand	Demand characteristic	Situation examples	Marketing tasks
Negative	Most of the market underestimates the product, agrees to avoid it under certain conditions	Some medical services (vaccinations, dental), employment of the disabled, alcoholics, ex-prisoners	1. Analysis of the reasons for non-perception of goods.2. Product upgrade.3. Price reduction. 4. Active stimulation
Missing	Disinterest in the product, indifference to it	New agricultural practices, the study of certain disciplines, the introduction of developments into production	1. Explaining the benefits of using the product
Hidden (potential)	Existing needs cannot be met by products available on the market	Eco-friendly products and cars, neighborhoods, cottages and improved houses, harmless cigarettes	1. Determination of potential demand2. Creation of relevant goods and services
Falling	Decreased consumer interest and reduced sales volumes	Outdated models of cars, shoes and clothes, attendance at places of worship and cultural institutions	1. Analysis of the reasons for the fall in demand2. Search for new markets3. Product upgrade
Irregular	Temporary fluctuations in demand	Attendance at cultural institutions on regular and weekend days, recreation centers during the holidays, the load on public transport during “rush hour”	1. Flexible pricing2. Maintaining product quality 3. Study of consumer preferences
Complete	Supply satisfies demand, turnover is stable	Essentials (some food and hygiene items)	1. Maintaining the quality of goods2. Study of consumer preferences
Excessive	Demand exceeds supply	Spa facilities during the summer period, especially fashionable goods	1. Price increase, 2. Reducing related services, 3. Reducing the advertising campaign, 4. Sale of licenses
Not (Ir) rational	Consumption of goods that are harmful to health, the environment	Cigarettes, liquor, drugs	1. Anti-advertising, 2. Price increase, 3. Limiting the range of consumers

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Goals of the marketing system and non-commercial marketing.

The practice of marketing has a great influence on people acting as buyers, sellers and ordinary citizens. Its goals are as follows: achieving the highest possible high consumption, achieving maximum customer satisfaction, providing consumers with the widest possible choice, maximizing the quality of life . Many believe that the goal should be to improve the quality of life, and the means to achieve it should be the application of the concept of social and ethical marketing.

Organization Marketing- is an activity undertaken with the aim of creating, maintaining or changing the attitudes and / or behavior of target audiences in relation to specific organizations. It requires an assessment of the existing image of the organization and developing a marketing plan to improve that image.

Individual Marketing is an activity undertaken to create, maintain or change attitudes and/or behavior towards specific individuals. The two most common forms of individual marketing are celebrity marketing and political candidate marketing.

Place Marketing is an activity undertaken with the aim of creating, maintaining or changing attitudes and/or behavior relating to specific places. The four most common types of place marketing are residential marketing, residential area marketing, land investment marketing, and vacation spot marketing.

Idea Marketing is a supply activity in the marketplace of ideas. If we are talking about ideas of a public nature, such marketing is called public, and it consists in developing, implementing and monitoring the implementation of programs aimed at achieving the acceptance of a public idea, movement or practice by the target group.

Public Marketing goes beyond advertising with appeals to the public, since it coordinates the efforts of advertising and all other components of the marketing mix. The public marketer formulates the goals of social change, analyzes consumer attitudes and competitive factors, develops and tests design options, forms appropriate communication channels, and, finally, he controls the results achieved. Public; was applied in such areas as planning from the environment, the fight against smoking and others.

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The concept of a marketing information system.

Marketing information system - a set of procedures and methods designed for regular, systematic collection, analysis and distribution of information for the preparation and adoption of management decisions.

The nature of information flows in the activities of the enterprise is shown in fig.

Information, that you need to get in the course of marketing research must disclose :

• potential market resources in terms of buyers, sales volume, total sales value;
• consumer demand, requests and needs of consumers;
• characterization of potential needs;
• territorial (geographical) location of the market;
• data on competitors (market shares of competitors, pricing policy, their advertising and promotional tools, etc.);
• general market conditions (taxes, laws, etc.).

Rice. Information flows in the marketing activities of the enterprise

7. The procedure for collecting information and its types.

Rice. The sequence of procedures for collecting and analyzing information

8. Scheme of marketing research.

To understand the company's customers, its competitors, dealers, etc., no marketer can do without market research.

Managers who resort to marketing research should be familiar enough with their specifics to be able to obtain the necessary information at an affordable price. Otherwise, they may allow unnecessary or necessary information to be collected at prohibitive cost, or they may misinterpret the results. Managers can attract highly qualified researchers, because it is in their own interest to receive information that allows them to make the right decisions. It is equally important that managers know the technology of conducting marketing research well enough and can easily participate in its planning and subsequent interpretation of the information received. This section describes the five main stages of market research.

Rice. Marketing research scheme

9. The concept of goods and the main types of its classification.

Product- everything that can satisfy a need or need and is offered to the market for the purpose of attracting attention, acquisition, use or consumption. The concept of "goods" is not limited to physical objects.

Goods classification

Industrial goods- these are products that are used to create other goods, that is, they are consumed in the production process.

Rice. Classification of industrial goods

Consumer goods are products purchased by households for personal consumption.

10. Microenvironment of the firm

Enterprise Marketing Environment - a set of active subjects and forces operating outside the enterprise and influencing the development of the marketing mix and the implementation of marketing activities.

Rice. Enterprise Marketing Environment

Enterprise microenvironment - factors that are directly related to the enterprise and determine its ability to serve the clientele.

Factors of the microenvironment quite rigidly determine the commercial activities of the enterprise and its marketing philosophy. Microenvironmental factors include customers, competitors, suppliers, marketing intermediaries, and contact audiences.

11. The macro environment of the firm

The production and market activity of an enterprise is constantly influenced by the external environment, determined by the action of macroenvironment factors. Unlike microenvironmental factors, macroenvironmental factors are more stable and, due to their nature, are not affected by marketing activities, forcing the enterprise to adapt to environmental conditions.

Macro-environment factors include:

1. Demographic - the age composition of the population, the ratio of urban and rural population, the degree of migration, educational level, etc.

• The state of the economy - the orientation and structure of the national economy, the state of the financial system, the level of inflation, the convertibility of the national currency, the purchasing power of the population.
• Natural - climate, availability of raw materials, energy sources, ecology.
• Technologies - determine the level of scientific and technological progress and make it possible to produce new types of products, set new standards for production and consumption, and thereby conduct effective marketing activities.
• Sociocultural - cultural values, traditions, rituals, religion.
• Political - the socio-political system, the alignment of political forces and social movements, the features of the legislative system and its implementation.
• International - individual international events (wars, regional conflicts, individual decisions of international organizations) that affect world levels of natural resource extraction, etc.

12. Model of buying behavior

The key question is exactly how consumers react to different marketing incentives that a firm can apply. A firm that truly understands how consumers react to various product features, prices, advertising arguments, etc., will have a huge advantage over competitors. .

A simple model of buying behavior

In a more detailed form, there are two types of motivating factors. Marketing incentives include four elements: product, price, methods of distribution and stimulation. Other stimuli are made up of the main forces and events from the environment of the buyer; economic, scientific and technical, political and cultural environment. After passing through the "black box" of the buyer's mind, all these stimuli evoke a series of observable consumer reactions, represented in the right box: product choice, brand choice, dealer choice, purchase time choice, purchase volume choice.

13. Buyer characteristics

Consumers do not make their decisions in a vacuum. Their purchases are greatly influenced by cultural, social, personal and psychological factors (see figure). For the most part, these are factors beyond the control of market actors. But they must be taken into account.

Factors Influencing Buying Behavior

efficiency and practicality, moving forward, material comfort, individualism, freedom, external comfort, philanthropy, youthfulness.

Cultural factors: Culture Subculture Social status

Social factors: Reference groups, Family, Roles and statuses

Personal factors: Age and stage of the family life cycle Occupation Economic status Lifestyle Personality type and presented

Psychological factors Motivation Perception Learning Beliefs and Attitudes

14. Purchasing decision process

1. 1. Awareness of the problem
2. 2. Search for information

In search of information, the consumer can refer to the following sources:

• Personal sources (family, friends, neighbors, acquaintances).
• Commercial sources (advertising, sellers, dealers, packaging, exhibitions).
• Public sources (mass media, organizations involved in the study and classification of consumers).
• Sources of empirical experience (touch, study, use of goods).

Sequence of kits involved in the purchase decision process

full set awareness kit, selection kit

1. 3. Evaluation of options by:

• product properties
• weight indicators of significance to properties that he considers relevant to himself
• beliefs about brands
• utility functions

Grade

1. 4. Buying decision

The evaluation of options leads to a ranking of the objects in the selection set.

Factors hindering the transformation of the intention to make a purchase into a decision to buy

Judging by the model, the consumer overcomes all five stages with any purchase. However, when making everyday purchases, he skips some stages or changes their sequence.

1. 5. Purchase reaction

Having bought a product, the consumer will either be satisfied or dissatisfied with it. He will have a series of reactions to the purchase that are of interest to the marketer, and the job of the marketer does not end with the act of buying, but continues into the after-sales period.

SATISFACTION WITH THE PURCHASE degree of customer satisfaction or dissatisfaction

ACTIONS AFTER PURCHASE

FINAL FATE OF THE PURCHASED GOODS.

• Get rid of the goods for a while (rent or borrow)
• Get rid of the goods forever
• Give away (for use or resale)
• Exchange for another product (for use or resale)
• Sell ​​(to the consumer, through intermediaries, intermediaries)
• Throw away
• Keep the product at home (use as intended, use in a new way, store in reserve)

15. Marketing decisions about the use of product brands.

When developing a marketing strategy for specific products, the seller must decide whether he will offer them as branded. Presenting a product as a brand can increase its value, and therefore such a decision is an important aspect of product policy.

Brand- a name, term, sign, symbol, drawing, or combination thereof, intended to identify the goods or services of one seller or group of sellers and differentiate them from the goods and services of competitors.

brand name- part of the brand that can be pronounced, for example, "Avon", "Chevrolet", "Disneyland", "American Express".

vintage badge(emblem) – part of a brand that is recognizable but not pronounceable, such as a symbol, image, distinctive coloration, or specific typography.

Trademark- the mark or its part provided with legal protection. A trademark protects the seller's exclusive rights to use the brand name and/or brand mark (emblem).

The practice of assigning brand names has become so widespread that today almost any product has them.

There is a trend towards the abandonment of trademarks for a number of basic consumer products and medicines. These products are sold under their generic names in plain, single-colour packaging that lacks the maker's name. The point of offering unbranded products is to lower their price to the consumer by saving on packaging and advertising.

16 Marketing decisions about product packaging.

Package– development and production of containers or shells for goods.

The receptacle or the shell is a different packaging option, which includes three layers. The inner packaging is the immediate container of the goods. Under the outer packaging is meant the material that serves as a protection for the inner packaging and is removed when preparing the goods for direct use.

Recently, packaging has become one of the most effective marketing tools. Well-designed packaging can be an added convenience for consumers and an additional sales promotion for manufacturers. A variety of factors contribute to the expansion of the use of packaging as a marketing tool:

• Self-service in trade.
• Increasing consumer wealth.
• Company image and brand image.
• Opportunities for innovation.

Development of effective packaging for a new product requires a lot of decisions. First of all, you need to create a packaging concept.

Creating an effective package for a new product can cost a company several hundred thousand dollars and take from several months to a year. The importance of packaging cannot be overestimated, given its functions such as capturing the attention of consumers and ensuring their satisfaction. At the same time, firms must keep in mind the social concerns about packaging and make decisions that are as much in the public interest as they are in the best interests of consumers and the firms themselves.

17. Marketing decisions about product labeling and services for buyers.

Among other things, sellers create labels and labels for their products, i.e. marking means, which can appear as a simple tag attached to the product, or an elaborate complex graphic composition that is an integral part of the packaging. The label can contain either one brand name of the product, or a large amount of information about it. Even if the seller himself prefers a modest, simple label, the law may require additional information to be placed on it.

Labels perform several functions, and it depends on the seller which ones. At least the label identifies product or brand, when. The label can also indicate the variety goods. The label can to some extent describe product, such as who, where and when it was made, the contents of the package, how to use it and safety precautions when working with it. And finally, the label promote product with its attractive graphics. There are: identifying, variety-indicating, descriptive and promotional labels.

Labels of well-known brands eventually become perceived as old-fashioned and require updating. There have long been a number of legal problems in connection with labels. The label may mislead the consumer, or omit the mention of some important components in the description, or not fully set out the warnings regarding the safe use of the product.

18. Marketing decisions about the product range.

Product range- a group of products that are closely related, either because they function similarly, or because they are sold to the same groups of customers, or through the same types of outlets, or within the same price range.

Each product line requires its own marketing strategy.

Characteristics of the product range

Consideration of the product range can also be taken from the position of the parameter latitude . In this case, a separate assortment group will be systematized in accordance with differences in the level of added product characteristics (functioning principle, quality, packaging, etc.). However, the manufacturer is not always able to offer too diverse product options, so the parameters of the breadth of the assortment group are limited to 2-3 positions. In order not to overly complicate the situation, the total set of goods of a particular assortment group is considered in the form of a product line or product line. product line assortment group is characterized depth or length And saturation.

The decision on the breadth of the product range

The assortment is too narrow if profits can be increased by adding new products, and too wide if profits can be increased by eliminating a number of products from it.

The breadth of the product range is partly determined by the goals that the company sets for itself. Firms trying to be seen as full-range suppliers and/or seeking to gain a large share of the market or expand it, the product range is usually wide. They are less concerned about the situation when one or another of the goods they produce does not make a profit. Firms that are primarily interested in the high profitability of their business usually have a narrower range of profitable products. Over time, the product range usually expands. A firm can expand its product range in two ways: by increasing it or by saturating it.

19. Marketing decisions about the commodity nomenclature.

If the organization has several assortment groups of goods, they talk about the product nomenclature.

Commodity nomenclature- a set of all assortment groups of goods and commodity units offered to buyers by a particular seller.

Characteristics of the commodity nomenclature

A product nomenclature can be described using parameters such as breadth, richness, and harmony.

Breadth of product range - the total number of assortment groups of goods offered by the company.

Saturation of the commodity nomenclature ~ is the total number of manufactured items in all assortment groups.

Harmony of the commodity nomenclature - this is the degree of proximity between goods of different assortment groups in terms of their purpose, requirements for the organization of production, distribution channels and promotion.

20. The main stages of product development novelties.

New product development— creation of original products, improved versions or modifications of existing products that consumers perceive as “new”.

The emergence of successful (and even unsuccessful) new products, as a rule, is accompanied by great difficulties and costs.

Main stages:

• At the stage idea formation- a systematic search for ideas for new products is carried out. From the ideas expressed, regardless of the source of their origin, the most reasonable proposals are selected. Selection of ideas― screening out unsuitable ideas in the process of developing a novelty product.
• At the stage development and proof of concept carried out, concept development— i.e. a detailed presentation of the product idea in terms that are meaningful to the consumer, further Rdevelop a marketing strategy― Creation of a preliminary marketing strategy based on the approved product concept. choose a brand name, develop packaging and start large-scale sales. If it is decided that the product satisfies the manufacturer's commercial goals, a prototype is created and tested by users.
• Then from the model is created commercial product, sold in a limited market. At this stage of the trial sale, an advertising campaign is carried out in a number of large cities. The reaction to test sales shows the possibilities of moving the product to the national market.
• At the last stage, manufacturers launch the product into small-scale production,

Further - market testing(a novelty development stage during which the product and marketing strategy are tested in a real-life environment to find out the views of consumers and dealers on the features of operation and use of the product, the problems of its resale, and also in order to determine the size of the market). The introduction of a new product to the market is a complex process that can be divided into two stages. First stage Design check― testing the idea of ​​the product on the target group of consumers, who are asked to express their thoughts about this idea, in order to use the answers obtained in deciding the degree of consumer attractiveness of the novelty.

The actual introduction of goods to the market begins at the second stage, the market stage, when the products go directly to the market and become the object of sale.

These 2 stages are in turn subdivided into a number of smaller stages:

• identification and study of consumer properties of a new product, creation of its concept.
• selection of a technical solution for a new product, production of a prototype.
• testing of a sample of goods, release of a trial batch of goods.
• serial production of new products.
• finalization and improvement of the product.
• Deployment of commercial production- entering the market with a new product.

The successful introduction of a new product on the market depends primarily on the volume and pace of sales.

21. Characteristics of the stages of the product life cycle.

The value of the product life cycle concept for practical marketing activities is great, since it determines the sequence of marketing actions to improve existing products and create new ones.

An analysis of the variants of the LC has made it possible to identify the most typical types of LC.

Stages of the life cycle of a product, their characteristics The theory of the life cycle of a product highlights a common pattern for all products, which is expressed as an S-shaped curve of changes in the volume of sales of a product over time. The dynamics of change in sales volume is characterized at first by slow, then rapid growth, then the sales volume stabilizes and finally falls.

Rice. . Product Life Cycle Curve

If you depict the product life cycle curve in the coordinates "time - profit", then the following stages can be distinguished:

• the introduction stage is the period when the product appears on the market and gains recognition en masse, the share of its sale is still insignificant, its trade is absolutely unprofitable, and advertising costs are high;
• the growth stage is the period when the product has won recognition from the buyer, the demand for it is growing, the number of buyers is increasing, sales and profits are growing, advertising costs are stabilizing;
• the maturity stage is the period of saturation and stabilization of the sale, when the majority of potential buyers have already chosen the product. Therefore, here the growth rate of sales is falling, profit is growing through an increase in the cost of marketing enterprises. Then there comes a time when the growth in the sale of goods ends, despite the decline in prices. Trade profits can still be maintained due to lower production costs. In order to maintain the sales rating, they improve the quality of the goods, reduce the price, improve the service, etc.;
• recession stage - a period of sharp decline in sales and profits. With product upgrades, price cuts, and other sales promotions, a complete decline can be prevented and even re-saturated, but the end result is a complete decline and the product is discontinued. Profit during this period falls accordingly.

The marketing service must closely monitor the change in the pace of sales and profits, clearly define the boundaries of the stages of the life cycle, since the role of marketing activities at each stage has its own. The manufacturer needs to finish selling the product if his commercial customers are not satisfied, and enter the market with a new product that has a market novelty.

22. Pricing in different types of markets.

Economists distinguish four types of markets, each of which poses its own problems in the field of pricing.

Pure competition market consists of many sellers and buyers of some similar commodity product, such as wheat, copper, securities. No individual buyer or seller has much influence on the current market price level of a commodity. The seller is not in a position to ask for a price above the market price, since buyers are free to purchase any quantity of goods they need at this market price. Sellers will not ask for a price below the market price either, since they can sell everything they need at the current market price.

Monopolistic competition market consists of many buyers and sellers who trade not at a single market price, but over a wide range of prices. The presence of a price range is explained by the ability of sellers to offer buyers different options for goods. Real products may differ from each other in quality, properties, external design. Differences may also lie in the services associated with the goods. Buyers see the difference in offers and are willing to pay for goods in different ways. To stand out beyond price, sellers seek to develop different offerings for different customer segments and make extensive use of branding, advertising, and personal selling techniques.

Oligopolistic market ( Oligopolistic competition consists of a small number of sellers who are highly sensitive to each other's pricing policies and marketing strategies. Goods can be similar (steel, aluminum) or dissimilar (cars, computers). The small number of sellers is explained by the fact that it is difficult for new applicants to penetrate this market. Each seller is sensitive to the strategy and actions of competitors. If a steel company cuts its prices by 10%, buyers will quickly switch to that supplier. Other steel producers will have to respond either by lowering prices or by offering more or more services. The oligopolist is never sure that he can achieve any long-term result by lowering prices. On the other hand, if the oligopolist raises prices, competitors may not follow suit. And then he will have to either return to the previous prices, or risk losing clientele in favor of competitors.

Pure monopoly At pure monopoly there is only one seller in the market. It could be a government organization. In each case, pricing is different. The state monopoly can pursue the achievement of various goals with the help of price policy. It may charge below cost if the item is important to buyers who are unable to purchase it at full price. The price can be set with the expectation of covering costs or earning good returns. Or it may be that the price is set very high in order to reduce consumption in every possible way.

In the case of a regulated monopoly, the government allows the company to set prices that provide a "fair rate of return" that will enable the organization to maintain production and, if necessary, expand it.

In the case of an unregulated monopoly, the firm itself is free to set any price that the market can bear. And yet, for a number of reasons, firms do not always ask for the highest possible price. Here and fear of the introduction of state regulation, and unwillingness to attract competitors, and the desire to penetrate faster - thanks to low prices for the entire depth of the market.

23. Setting the problem of pricing.

The main objective of pricing policy is to manage the competitiveness of goods.

At the enterprise level, the role of price is twofold:

♦ Firstly, it is the main factor of long-term profitability;

♦ Secondly, like advertising, it is designed to stimulate demand. Therefore, the enterprise must take into account both external constraints, which are determined by the purchasing power of the market and the price of competing products, and internal constraints, which are imposed by costs and profitability.

Therefore, the solution of problems in the field of pricing policy involves the implementation of the functions of analysis, planning and control in these two perspectives (Fig.).

In addition to the above, the decisions made regarding prices have to be coordinated with decisions on product positioning and decisions on marketing policy.

Factors influencing a firm's pricing decision fall into two categories - internal and external constraints and opportunities.

The main internal factors limiting the offer of a particular manufacturer:

• features of the production process (small-scale and individual production or mass production);
• the specificity of the products produced (the degree of its processing, uniqueness, quality); availability of resources necessary for production (labor, material, financial);
• organizational level, degree of use of progressive production methods;
• market strategy and tactics of the manufacturer (targeting one or more market segments).

An ideal option for an enterprise is full control of production costs. But in many situations, the growth of costs cannot be avoided, therefore, one can only take this “growth” into account when pricing. For example:

• increase the price with rising costs, thus shifting the burden on the consumer's wallet (which is clearly not welcomed by the consumer);
• partially change the product (reduce the cost of packaging, reduce the volume of the packaged product, slightly worsen the quality due to the use of cheaper raw materials), but leave the price level unchanged;
• improve the product to such an extent that the increase in price will not be considered excessive by buyers, but is likely to be associated in their minds with increased quality, convenience, reliability or prestige of the product.

Rice. Pricing Policy Objectives

24. Determination of demand when setting prices.

Any price set by the firm will somehow affect the level of demand for the product. The relationship between the price and the resulting level of demand is represented by the well-known demand curve (see Fig.). The curve shows how much of a product will be sold in the market during a particular time period at different prices that may be charged within that time period. In a normal situation, demand and price are inversely proportional, i.e. the higher the price, the lower the demand. And accordingly, the lower the price, the higher the demand. So, by raising the price from P1 to P2, the firm will sell less of the product. It is likely that consumers on a tight budget, faced with a choice of alternative products, will buy less of those whose prices are too high for them. Most demand curves tend downward in a straight or curved line, (A). However, in cases with prestige goods, the demand curve sometimes has a positive slope of type (B).

Rice. Two possible demand curves

25. Estimation of costs and analysis of prices and products of competitors.

Analysis of prices and products of competitors

Although the maximum price may be determined by demand and the minimum by cost, a firm's setting of an average price range is influenced by competitors' prices and their market reactions. The firm needs to know the prices and quality of its competitors' products. This can be achieved in several ways. The firm may instruct its representatives to make comparative purchases in order to compare prices and the goods themselves with each other. She can get competitors' price lists, buy their equipment, and dismantle it. She may also ask buyers to comment on how they perceive competitors' prices and quality.

A firm can use knowledge of competitors' prices and products as a starting point for its own pricing needs. If its product is similar to that of its main competitor, it will be forced to charge a price close to the price of that competitor's product. Otherwise, it may lose sales. If the product is inferior in quality, the firm will not be able to ask for the same price as that of a competitor. Request more than a competitor, the firm can when its product is higher in quality. Essentially, the firm uses price to position its offering relative to competitors' offerings.

The purpose of price competition analysis is to:

• assessment of the firm's own capabilities in response to the price actions of competitors:
• assessing the ability of competitors to act and react in response to a firm's pricing decisions.

Own capabilities firms lie in the presence of significant competitive advantages - either in the sphere of costs or in the sphere of the unique characteristics of the product.

If a company is able to produce or deliver a product to a consumer at a lower unit cost than its competitors, then this is a very important competitive advantage generated by:

• better use of resources (material or labor);
• access to cheaper sources of resources;
• the achieved "volume effect" (in which unit costs are reduced due to the distribution of semi-fixed costs to a larger volume of production);
• combination of the first three factors.

If the company is able to offer a product with characteristics (tangible or intangible) that are perceived by consumers as unique and distinguish the product from substitute products, then this is also an important competitive advantage. The presence of the unique value of the product allows you to reduce the price sensitivity of consumers with an obvious benefit for the company.

In the markets of homogeneous goods, the company is forced to closely monitor the prices of competitors. In markets for heterogeneous goods, however, greater freedom is possible in reacting to the price actions of competitors.

Rice. . Competitor price analysis logic

To choose a position for yourself, you should answer a few questions (Fig. 4.11).

Analyzing possible combinations of answers to the above questions, the manufacturer can work out his price position.

For example, if it is concluded that a competitor has lowered its price in an effort to promote lower prices and an overall increase in demand over the long term, and other competitors are expected to follow this initiator, then the manufacturer will also have to lower the price.

If he can counter the action of a competitor with powerful marketing support for his product, then the price can not be reduced. In any case, one should “sort through” all the options according to Fig. .

Success in pricing also depends on the possible competitor reactions on the active actions of the company; the nature of the reaction is formed on the basis of the following factors:

market structures;

intensity of competition;

Intensity the reaction of the competitor(s) to the pricing actions of the firm is described using the concept reaction elasticity.

The competitor(s) reaction function looks like this:

C r,t = f(C i,t),

C - marketing variable (in particular, price);

t - time;

r - reacting competitor;

i - our company in question.

The elasticity of a reaction can be defined as follows:

e r t = % changes C r / % changes C i.

Interpretation of reaction elasticity values:

close to 0 - there is no reaction of the competitor (s), the lines of behavior are independent;

in the range from 0.20 to 0.80 - partial reaction;

in the range from 0.80 to 1.00 - almost complete reaction (setting);

more than 1.00 - the rebuff of the competitor (s).

Retaliation by competitors can weaken the price effect and sometimes provoke real price wars (prices are constantly lowered, even to unprofitable levels for all participants).

The reaction of competitors to the pricing decisions of the company is not necessarily expressed in a change in their prices, other elements of the marketing mix may be involved.

26. Choosing a pricing method

After analyzing the situation in terms of costs, demand, competition, government regulation, an enterprise can determine the price of its product.

The "field of price decisions" is limited to three "tops" (see Fig.), subject to legal restrictions. Balancing at the point of the "golden mean" is the real art of managers who make decisions in the field of pricing.

Rice. . Enterprise pricing decision field

At a minimum price level determined only by costs, it is impossible to make a profit. At the maximum price level, determined by the perceived value of the product by consumers, it is impossible to form a full-fledged demand. When setting a price at the level of competitors' prices, there is a high chance of losing profit (in case of missed opportunities for the correct positioning of your product).

Stages of the pricing process, namely:

1. setting pricing goals;
2. analysis of costs, demand, prices of competitors and government regulation;
3. choice of pricing method and
4. setting a base price,

cover the strategic level of the price mix marketing tool. The company should formulate a pricing strategy, within which tactical decisions will then have to be made.

• Cost oriented methods
• Competition oriented methods
• Consumer-Oriented Methods
• Pricing method based on the assessment of elasticity of demand
• A pricing method based on the perceived value of a product.

27. Setting the final price.

Setting the price of a product is a six-step process.

1. The firm carefully defines its marketing goal or goals, such as ensuring survival, maximizing current profits, gaining leadership in terms of market share or product quality.
2. The firm derives for itself a demand curve, which tells about the probable quantities of goods that can be sold on the market during a specific period of time at prices of different levels. The more inelastic the demand, the higher the price a firm can charge.
3. The firm calculates how the sum of its costs changes at different levels of production.
4. The firm studies competitors' prices to use them as a basis for price positioning of its own product.
5. The firm chooses for itself one of the following pricing methods: "average costs plus profit"; break-even analysis and ensuring target profit; setting a price based on the perceived value of the product; setting a price based on the level of current prices and setting a price based on closed trades.
6. The firm sets the final price for the product, taking into account its most complete psychological perception and with the obligatory check that this price corresponds to the installations of the price policy practiced by the firm and will be favorably received by distributors and dealers, the firm's own sales staff, competitors, suppliers and government agencies.

28. General approaches to the problem of pricing.

When calculating the initial price, firms use different approaches to the pricing problem.

One such approach is geographic pricing, where the firm decides how to calculate the price for remote customers and chooses either the FOB pricing method at the origin of the goods, or the single pricing method including shipping costs, or the zone pricing, or the basis point pricing method, or the shipping cost pricing method.

• The second approach is pricing with discounts and offsets, where the firm provides cash discounts, quantity discounts, functional and seasonal discounts, and offsets.
• A third approach is promotional pricing, where the firm decides to use either loss leaders or special occasion prices or offers cash discounts.
• The fourth approach is discriminatory pricing, where a firm charges different prices for different customers, different versions of a product, different places, and different times.
• A fifth approach is new product pricing, where a firm offers a patent-protected novelty either as part of a cream-skimming strategy or as part of a solid market introduction strategy. When entering the market with an imitation product, it chooses one of nine options for its quality-price positioning strategy.
• The sixth approach is product line pricing, where the firm sets price targets for a number of products within the product line, sets prices for complementary goods, essential supplies, and by-products of production.

When deciding whether to change prices proactively, a firm must study the likely reactions of consumers and competitors. The reaction of consumers depends on what meaning they see in the price change. The reactions of competitors are either the result of a clear set of response policies, or the result of a specific assessment of each newly emerging situation. A firm planning proactive price changes must also anticipate the most likely reactions from suppliers, distributors, and government agencies. In the event of a price change undertaken by one of the competitors, the firm should try to understand its intentions and the likely duration of the innovation. If a firm wants to respond quickly to changes that are taking place, it should plan ahead to respond to possible price maneuvers by competitors.

29. Setting prices on a geographical basis.

Selling price of the enterprise at the place of manufacture - the price, the same for all buyers, at which the goods are paid for and transferred to the place of manufacture, and ownership and all risk pass to the buyer. At the same time, the closest geographically located buyer “wins”, however, the enterprise has a risk of losing distant customers.

Single price - the same for all buyers regardless of their location, but includes freight costs at an average rate. In this case, the most distant buyer wins, and it is easier for the seller to make payments.

Zonal price - the same price for buyers located within a certain territorial "zone". Buyers within the zone have no price advantage, although there is some cost sharing. The disadvantage is that in territories near the conditional boundaries of the zones, buyers are forced to pay significantly different prices.

Basis point price - the price including freight costs up to a certain basis point chosen by the seller. The seller charges each buyer an additional freight charge on top of the selling price from the basis point to the buyer's location. The manufacturer can choose as a basis point the place that is most favorable for it from the point of view of price competition (if all sellers chose the same city as the basis point, this would mean that all competitors have the same allowances for the supply of products, hence there is no price competition).

30. Setting prices with discounts and offsets. Discriminatory prices.

Discount - a transaction condition that determines the amount of reduction in the base price of the goods; specified in the transaction.

According to their origin, discounts can be attributed to one of two types: veiled and tactical.

The main types of tactical discounts are shown in fig.

Fig. The discount system as a tactical tool for the pricing policy of an enterprise

Discount for a larger volume of purchased goods (non-cumulative, cumulative and stepped) - the amount of reduction in the standard selling price, which is guaranteed to the buyer if he simultaneously purchases a consignment of goods with a volume greater than a certain established value.

In this case, the discount itself can also be expressed in one of three ways:

Firstly , in the form of a percentage reduction in the nominal (reference, list price) price;

Secondly , in the form of the number of units (volume) of goods that can be obtained free of charge or at a reduced price;

Thirdly , in the form of an amount that can be returned to the buyer or set off against payment for the next consignments of goods.

The mechanism for forming a discount for the volume of purchases is different.

A non-cumulative discount encourages buyers to purchase as much of a product as possible at one time (with each item in the batch costing the buyer less than the standard reference price).

A cumulative discount implies a price reduction if the total amount of the purchase is exceeded over a certain period.

A step discount implies a price reduction only for the volume of purchases above the threshold value. At the same time, only each unit of goods from the “superthreshold volume” is cheaper for the buyer.

1) Discount for off-season purchase.

2) Discount for faster payment

Discount to encourage new product sales

Discount on trial lots and orders

Discount for complex purchase of goods

Discount for "loyal" or prestigious buyers.

Cash Discount

There are other, more "sophisticated" types of discounts, the so-called special - provided in exceptional cases when making transactions of a non-standard nature.

It is obvious that several types of discounts can be applied simultaneously. In this case, they form a complex discount - the total discount from the standard original price, consisting of several discounts.

Setting discriminatory prices Selling a product at two or more prices, regardless of the difference in cost levels.

Firms often adjust their prices to account for differences in customers, products, locations, and the like. At setting discriminatory prices A firm sells a good or service at two or more different prices, regardless of cost differences. Discriminatory pricing comes in many forms.

Taking into account the variety of buyers. Different buyers pay different prices for the same product or service. Museums charge less for admission from students and the elderly.

Subject to product options. Different versions of a product are sold at different prices, but without any regard for the difference in their production costs.

Based on location. A commodity is sold at different prices in different places, although the costs of offering it in these places are the same. Theater ticket prices vary depending on which parts of the hall the audience prefers.

Given the time. Prices vary depending on the season, day of the week and even hours of the day.

strategy of discrimination by product presentation options - different versions of the product are sold at different prices that do not correspond to costs.

Reducing the price with discriminatory pricing is not a display of altruism by the seller. Most of the goods are usually sold at a higher price, which reimburses all costs and provides the necessary profit. For price discrimination to be effective, several conditions must be met.

• Firstly, the market must lend itself to segmentation, and the resulting segments must differ from each other in the intensity of demand.
• Secondly, members of a segment in which the product is sold at a low price should not be able to resell it in a segment where the firm offers it at a high price.
• Third, competitors should not be able to sell the product cheaper in the segment where the company offers it at a high price.
• Fourth, the costs of market segmentation and surveillance should not exceed the amount of additional revenue generated as a result of price discrimination.
• Fifth, the establishment of discriminatory prices should not cause resentment and hostility of consumers.
• At sixth The specific form of price discrimination applied by the firm must not be illegal under the law.

31. Initiative change in prices.

When deciding whether to proactively change prices, a firm must carefully consider the likely reactions of consumers and competitors. The reaction of consumers depends on what meaning they see in the price change. The reactions of competitors are either the result of a clear set of response policies, or the result of a specific assessment of each newly emerging situation. A firm planning proactive price changes must also anticipate the most likely reactions from suppliers, distributors, and government agencies. In the event of a price change undertaken by one of the competitors, the firm should try to understand its intentions and the likely duration of the innovation. If a firm wants to respond quickly to changes that are taking place, it should plan ahead to respond to possible price maneuvers by competitors.

Firms that have developed their own pricing system and pricing strategy from time to time feel the need to lower or raise their prices.

Proactive price cuts

There are a number of circumstances that may prompt a firm to think about lowering prices. One of these circumstances is the underutilization of production capacities. In this case, the company needs to increase its turnover, and it cannot achieve this by intensifying trade efforts, improving the product, and other measures. In the late 1970s, a wide variety of firms abandoned the "follow the leader" pricing policy and turned to "flexible pricing" methods in an attempt to achieve a sharp increase in sales.

The firm acts as the initiator of a price reduction in those cases when it tries to achieve a dominant position in the market with the help of low prices. To do this, it either immediately enters the market with prices lower than competitors, or the first to lower prices in the hope of getting a market share that will reduce production costs by increasing its volume.

Proactive price increase

In recent years, many firms have been forced to raise their prices. They do this knowing that rising prices are causing dissatisfaction among consumers, distributors, and their own sales staff. However, a successful price increase can significantly increase profits. For example, with a profit margin of 3% of sales volume, a price increase of only 1% will allow, with the same sales volume, to increase profit margin by as much as 33%.

One of the main factors causing prices to rise is sustained worldwide cost-driven inflation. Rising costs that do not match productivity growth lead to lower profit margins and force firms to raise prices regularly. Often, price increases offset rising costs in anticipation of further inflation or government price controls. Firms are hesitant to make long-term price commitments to customers for fear that cost-driven inflation will hurt profit margins. When fighting inflation, firms can raise prices in several ways 5 .

Another circumstance leading to higher prices is the presence of excessive demand. When a firm cannot fully meet the needs of its customers, it may raise prices, introduce rationing, or do both. Prices can be raised almost imperceptibly by canceling discounts and replenishing the assortment with more expensive product options, or you can do it openly.

Consumer reactions to price changes

A price increase or decrease will likely affect customers, competitors, distributors and suppliers, and may also generate interest from government agencies. In this case, we will focus on the reactions of buyers.

Consumers do not always correctly interpret price changes 6 . Price cuts can be viewed as: 1) the upcoming replacement of the product with a later model, 2) the presence of flaws in the product, which makes it poorly on the market, 3) evidence of the financial trouble of the company, which may exit the market without providing future supplies of spare parts, 4) a sign that the price will soon drop again and it is worth delaying the purchase, 5) evidence of a decrease in the quality of the goods.

The increase in prices, which usually restrains sales, can also be interpreted by buyers in a certain positive sense: 1) the product has become especially popular and it is worth buying it quickly before it becomes unavailable; 2) the product has a special value, but 3) the seller is greedy and seeks to break the price that the market can only withstand.

Reactions of competitors to price changes

A firm planning to change its price must think about the reactions not only of buyers, but also of competitors. Competitors are more likely to react when the number of sellers is small, their products are similar to each other, and buyers are well informed.

How can a firm anticipate the most likely reactions of competitors? Suppose it has one major competitor that always responds to price changes in the same way. In this case, the competitor's response move can be predicted. Or it may turn out that the competitor perceives any price change as a new challenge to himself and reacts depending on his momentary interests. In this case, the firm will need to find out his immediate interests, such as increasing sales or stimulating demand. In the presence of several competitors, the firm needs to predict the most likely reaction of each of them. All competitors can behave either in the same way or in different ways, as they differ sharply from each other in their size, market share indicators or political attitudes. If some of them respond to price changes in a similar way, there is every reason to expect that the rest will do the same.

The firm's response to price changes by competitors

Let's approach the problem from the other side and ask ourselves the question: how should a company react to a price change undertaken by one of its competitors? For this, you need to think. 1) Why did the competitor change the price - to win the market, to use underutilized production capacity, to compensate for changed costs, or to start a price change in the industry as a whole? 2) Does the competitor plan to change prices temporarily or permanently? 3) What happens to the firm's market share and earnings if it doesn't retaliate? Are other firms going to retaliate? 4) What might be the responses of the competitor and other firms to each of the possible responses?

In addition to addressing these issues, the firm must conduct a broader analysis. It should study the problems associated with the stage of the life cycle of its product, the value of this product within its product range, study the intentions and resources of a competitor, the price offered and the sensitivity of the market in terms of the value of the product, the dynamics of costs depending on the volume of production and other possibilities. opening before the firm.

The firm is not always able to analyze the options for its actions immediately at the time of price changes. After all, a competitor may have been preparing for his step for quite a long time, and it is necessary to clearly respond to this step in a few hours or days. Pretty much the only way to shorten the response time is to anticipate a competitor's price moves and plan ahead to respond.

32. The nature of distribution channels for goods.

Most manufacturers offer their products to the market through intermediaries. Each of them seeks to form its own distribution channel.

The use of intermediaries is mainly due to their unsurpassed effectiveness in making the product widely available and reaching the target markets. Through their contacts, experience, specialization and scope, intermediaries offer the firm more than it can normally do alone.

On fig. presents one of the main sources of savings through the use of intermediaries. Part A shows three manufacturers trying to reach three customers through direct marketing. This option requires nine separate contacts to be established. Part "B" also shows the work of three manufacturers through one distributor, who establishes contacts with all three customers. With such a system, only six contacts are required. This is how intermediaries help reduce the amount of work that needs to be done.

Rice. . The number of contacts for different options for the distribution of goods

A - number of contacts without intermediaries PR - manufacturer PT - consumer PS - intermediary B - number of contacts with an intermediary

Part A shows three producers who use direct distribution channels to three consumers. Such a system involves nine different contacts between producers and consumers. Part B shows how three producers operate through one intermediary who interacts with three consumers. This circuit assumes a total of six contacts.

Thus, the number of relationships is reduced by one third, which is extremely important in the conditions of a large number of relationships.

From an economic point of view the task of resellers is to transform the range of products manufactured by the manufacturer into the range of goods needed by consumers. Manufacturers produce a limited range of products in huge quantities, while consumers need a wide range of products in small quantities. Acting as a distribution channel, intermediaries buy large quantities of goods from many manufacturers. Then they break this collection into small parts, which include the entire range of products needed by consumers. Thus intermediaries play an important role in matching supply and demand.

Distribution of goods – the activities of planning, implementing and controlling the physical movement of goods from producer to consumer.

Distribution channel- a set of firms or individuals that assume or help transfer to someone else the ownership of a particular product or service on their way from producer to consumer. (Kotler)

Distribution channel It is the path by which goods move from producers to consumers, thereby eliminating the long gaps in time, place and ownership that separate goods and services from those who would like to use them.

Distribution channel functions

1. 1. Research work is the collection of information necessary for planning and ensuring exchange.
2. 2. Sales promotion is the creation and dissemination of persuasive communications about a product.
3. 3. Establishing contacts - establishing and maintaining communication with potential buyers.
4. 4. Product customization is the customization of products to customer requirements. This applies to activities such as production, sorting, assembly and packaging.
5. 5. Carrying out goods is an attempt to negotiate prices and other conditions for the subsequent implementation of the act of transfer of ownership or possession.
6. 6. Organization of goods movement - transportation and warehousing of goods.
7. 7. Financing - the search for and use of funds to cover the costs of the operation of the channel.
8. 8. Acceptance of risk - acceptance of responsibility for the functioning of the channel.

The implementation of the first five functions contributes to the conclusion of transactions, and the remaining three - to the completion of already concluded transactions.

Distribution channels can be characterized according to the number of their constituent levels. The distribution channel level is any intermediary that performs some work to bring the product and ownership of it closer to the final buyer. Since both the manufacturer and the end consumer perform certain work, they are also part of any channel. The length of the channel is indicated by the number of intermediate levels available in it (for example, a zero-level channel, a first-level channel, etc.).

33. Horizontal and vertical marketing systems and their types.

Diffusion of vertical marketing systems

One of the most significant recent developments has been the emergence of vertical marketing systems that challenge traditional distribution channels. On fig. 68 compares the two channel block diagrams. A typical traditional distribution channel consists of an independent manufacturer, one or more wholesalers, and one or more retailers. Each member of the channel is a separate enterprise, striving to secure the maximum possible profits for itself, even at the expense of the maximum profit extraction of the system as a whole. None of the members of the channel has complete or sufficient control over the activities of the other members.

Rice. 68. Comparison between traditional distribution channel and vertical marketing system

A vertical marketing system (VMS), in contrast, consists of a manufacturer, one or more wholesalers, and one or more retailers acting as a single system. In this case, one of the channel members is either the owner of the others, or grants them trading privileges, or has the power to ensure their full cooperation. The dominant force within a vertical marketing system can be either a manufacturer, a wholesaler, or a retailer 5 . Navy emerged as a means of controlling the behavior of the channel and preventing conflicts between its individual members pursuing their own goals. The Navy is economical in terms of its size, has great bargaining power and eliminates duplication of effort. VMCs have become the predominant form of distribution in consumer marketing, where they already cover 64% of the total market. Let's consider three basic types of vertical marketing systems (fig.).

Rice. . Main types of vertical marketing systems

Corporate Navy. Within a corporate BMC, the successive stages of production and distribution are solely owned. Such organizations are powerful vertically integrated systems.

controlled by the Navy. A managed Navy coordinates the activities of a series of successive stages of production and distribution, not because of the common ownership of one owner, but because of the size and power of one of its participants. For example, a manufacturer of a leading branded product is in a position to gain cooperation and strong support from resellers of that product.

Treaty Navy. The contractual Navy is made up of independent firms that are contracted and coordinate their programs of activities to jointly achieve greater savings and greater business results than could be done alone. Contractual naval forces have become widespread in recent times and are one of the most significant phenomena in economic life. Contractual naval forces are of three types.

One is voluntary chains of retailers under the auspices of wholesalers. In this case, wholesalers organize a voluntary association of independent retailers in the chain, which should help them survive in the competition with large distribution networks. The wholesaler is developing a program to standardize the trading practices of independent retailers and ensure purchasing economy, which will allow the entire group to compete effectively with chains.

Another type of contractual IMC is retailer cooperatives. Retailers can take the initiative in their own hands and organize a new independent economic association, which will be engaged in wholesale operations, and possibly production. Members of the association will make their main purchases through the cooperative and jointly plan promotional activities. The profit received is distributed among the members of the cooperative in proportion to the volume of purchases made by them. Retailers who are not members of the cooperative may also purchase through it, but do not participate in the distribution of profits.

The third type of contractual navy is the organizations of privilege holders. In this case, the member of the channel, called the owner of the privilege, can combine in his hands a number of successive stages of the production and distribution process. The practice of issuing trade privileges, which has recently become very widespread, is one of the most interesting phenomena in the retail industry. While the underlying idea of ​​this phenomenon has been known for a long time, some forms of privilege-based practice are more recent. There are three types of privileges.

First system– retail privilege holders under the umbrella of the manufacturer, common in the automotive industry. For example, Ford issues licenses to sell its cars to independent dealers who agree to adhere to certain conditions of sale and organization of service.

Second system- wholesalers-holders of privileges under the auspices of the manufacturer, common in the soft drinks trade. For example, the Coca-Cola Company issues licenses for the right to wholesale trade in different markets to bottling plant owners (wholesalers) who buy beverage concentrate from it, carbonate it, bottle it and sell it to local retailers.

Third system– retail franchise holders under the auspices of a services firm. In this case, the service firm forms an integrated system, the purpose of which is to bring the service to consumers in the most effective way. Examples of such systems are found in the car rental industry, fast food restaurants, and the motel business.

In addition to vertical marketing systems, another phenomenon inherent in distribution channels has been the willingness of two or more firms to join forces in jointly exploiting emerging marketing opportunities.

This kind of integration is called horizontal marketing systems . In this case, the individual firm either lacks the capital, technical expertise, production capacity, or marketing resources to go it alone, or is afraid to take risks, or sees great benefits in joining forces with another firm. Firms may cooperate on a permanent or temporary basis, or may form a separate joint venture.

To reach the same or different markets, firms are increasingly resorting to the use of multi-channel marketing systems. As a rule, multi-channel marketing systems are used to serve different customers. For example, the General Electric Corporation sells large electrical appliances both through independent dealers and directly to large residential construction contractors.

34. Marketing decisions about the structure and management of the distribution channel.

When forming a distribution channel, it is necessary to constantly link what is desired with what is available. The start-up firm is usually a local or regional organization operating in a limited market. Due to limited financial resources, it usually uses the services of already existing intermediaries. And in any local market, the number of intermediaries is likely to be small: a few manufacturer sales agents, a few wholesalers, a few established retailers, a few trucking companies, and a few warehousing businesses. Choosing the best channels is hardly a difficult task. The difficulty will likely be to convince one or more of the intermediaries on the market to take over the new product.

If the newcomer is lucky, it will be able to expand its activities to other markets. However, it will again have to work through already existing intermediaries, which may mean using different types of distribution channels in different areas. In smaller markets, the firm may sell directly to retailers; in larger markets, it may act through wholesalers. In rural areas, she may work with general merchandisers; in urban areas, with limited merchandise merchants. In one region of the country, it can grant exclusive privileges to intermediaries, since all merchants work here under these conditions, in another it can sell its goods through any trading enterprises that agree to deal with them. Thus, the system of distribution channels is formed under the influence of local opportunities and conditions.

Identification of the main variants of channels

Suppose a manufacturing company has defined both its target market and its positioning in it. She now has to identify the main channel options in terms of the type and number of intermediaries they have.

TYPES OF INTERMEDIARY. The firm needs to identify the types of existing intermediaries that could make its channel function. Consider the following example.

A test equipment manufacturer has created an audible warning device to detect loose mechanical connections in any machine with moving parts. The company's management believes that the product will find a market for itself in all industries using or producing electric motors, internal combustion engines or steam engines. And this is the aviation, automotive, railway, canning, construction and oil industries. The firm's sales force is small, and the question arises as to the most efficient way to reach all of these very different industries. As a result of the discussion, management settled on three options for distribution channels.

1. Increasing the number of full-time sales specialists of the firm. This can be expressed either in the appointment of sales representatives for the sales areas and the imputation of each of them to maintain contact with all potential buyers in his area, or in the creation of a separate staff of salesmen to serve each individual industry.

Involvement of third-party organizations as representative offices of the manufacturer in different regions or industries for the sale of new test equipment.

Finding distributors in different areas and/or industries who are willing to buy and sell the new product and granting them exclusive distribution rights, as well as providing distributors with an appropriate rate of return, training their specialists in the handling of the product and providing support for sales promotion activities .

NUMBER OF INTERMEDIATES. The firm has to decide how many intermediaries will be used at each level of the channel. There are three approaches to solving this problem.

intensive distribution. Producers of consumer goods and common commodities tend to seek to establish their intensive distribution , those. ensure the availability of stocks of their goods in the largest possible number of trading enterprises. For these products, the convenience of the place of purchase is essential. Cigarettes, for example, are sold in more than a million outlets – this is the only way to achieve the widest possible brand visibility and convenience for customers.

Distribution on the rights of exclusivity. Some manufacturers deliberately limit the number of intermediaries selling their goods. The ultimate form of this restriction is known as exclusive distribution. , when a limited number of dealers are granted exclusive rights to distribute the company's products within their sales territories. In this case, the condition is often set exclusive dealership, when a manufacturer requires dealers selling its products not to sell competitors' products. Distribution on the basis of exclusivity is found in the practice of trading in new cars, some large electrical appliances, and individual brands of women's clothing. By granting exclusive rights to distribute its product, the manufacturer hopes to organize more aggressive and sophisticated marketing, as well as the possibility of greater control over the actions of the intermediary in the areas of price policy, incentives, credit transactions and the provision of various kinds of services. Exclusivity distribution usually enhances the image of the product and allows for higher markups.

selective distribution. The selective distribution method is a cross between the methods of intensive distribution and distribution on the basis of exclusivity. In this case, the number of intermediaries involved is more than one, but less than the total number of those ready to engage in the sale of goods. The firm does not need to spread its efforts over a multitude of outlets, among which there are many and clearly secondary ones. She can establish good business relationships with specially selected intermediaries and expect above-average sales efforts from them. Selective distribution enables the producer to achieve the required market coverage with tighter control and at a lower cost on his part than with intensive distribution.

35. Marketing solutions for the problems of merchandising.

The product is the first and most important element of the marketing mix. Commodity policy requires the adoption of consistent decisions regarding individual commodity units, product range and product nomenclature.

Each individual item offered to consumers can be viewed in terms of three levels. The product by design is the basic service that the customer actually purchases. Real product ¾ is a product offered for sale with a certain set of properties, external design, quality level, brand name and packaging. A ¾-reinforced product is a real-life product with accompanying services such as warranty, installation or installation, preventive maintenance, and free shipping.

Several methods for classifying goods are proposed. For example, goods can be classified according to their inherent durability (non-durable goods, durable goods and services). Consumer goods are usually classified on the basis of consumer buying habits (consumer goods, pre-selection goods, specialty goods and passive goods). Industrial goods are classified according to the degree of their participation in the production process (materials and parts, capital property, auxiliary materials and services).

The firm must develop a branding policy, the provisions of which it will be guided by in relation to the commodity items that are part of its product range. It must decide whether to use trademarks at all, whether to use manufacturer's marks or private labels, what qualities to put in a branded product, whether to have collective brand names for product families or individual brand names, whether to expand the boundaries of a brand name, extending it to new products, is it advisable to offer several branded products that compete with each other.

Physical goods require decisions about their packaging, which should provide protection for the goods, cost savings, usability of the goods and its promotion. In addition, physical goods need a label that identifies the product, perhaps indicates its grade, describes its properties, and promotes its sale. US law requires sellers to display certain minimum information on the labels of products offered for sale, designed to inform and protect consumers.

The firm must develop a set of services that consumers would like to have and which would be an effective tool in the fight against competitors. The firm has to decide which are the most important services to offer, what should be the quality level of each of the services offered, and in what forms these services will be offered. The service package may be coordinated by a customer service department that handles complaints and concerns, credit, logistics, maintenance, and information for distribution to customers.

Most firms produce not just one product, but produce a certain product range. Product assortment ¾ is a group of goods that are similar in their functions, the nature of the consumer needs for which they are bought, or the nature of their distribution channels. Each product line requires its own marketing strategy. The scaling problem requires decisions to be made as to whether the scaling should be down, up, or both. The problem of assortment saturation requires making decisions on the advisability of adding new products within its existing framework. The question of which products should represent the entire range in sales promotion activities also needs to be addressed.

Under the commodity nomenclature is meant a set of assortment groups of goods and commodity units offered to the buyer by a particular seller. Commodity nomenclature can be described in terms of its breadth, richness, depth and harmony. These four parameters characterizing the product nomenclature are the tools in the process of developing the company's product policy.

36. The concept of effective communication and its main elements.

Communication is the transfer of an appeal from the source of information (the sender) to the recipient through a specific communication channel.

An important place in the marketing strategy of the company is the process of developing a marketing mix. Its main elements traditionally include "4P": product (product), promotion (communications), place of sale (sales), price (price). In modern conditions, due to the tightening of competition for the consumer and the growth of requirements for the quality of services, the importance of communication policy for business is greatly increasing. It is communications that act as the most active element of the marketing mix. It is not enough for a company to have a good product.

To increase sales, it is necessary to bring to the consciousness of consumers the benefits that they will receive from the use of goods and services. These functions perform marketing communications that present the products and services of firms more attractive to the target audience.

Target audience - a group of individuals representing the most active consumers of a given product (service). In media studies, the number of TV viewers (radio listeners) or readers of a periodical.

Communication policy is the process of developing a set of measures for the effective interaction of the company with all subjects of the marketing system: advertising, sales promotion methods, direct marketing, public relations, exhibitions and fairs. The structure of the communication policy includes two types of communications: interpersonal and non-personal.

Interpersonal communications take place between two or more people whose communication takes place using any means of communication (telephone, television, etc.) or without them. These include: a) direct marketing; b) public relations; c) exhibitions and fairs. It is these communications that are very important for the successful functioning of the company in the market.

Non-personal communications are carried out in the absence of personal contact and feedback using the media.

Basic elements of marketing communications

The bulk of the population, including many economists, heads of enterprises and firms, employees of these firms understand the entire system of marketing communications under one term "advertising", although each of the components of this system is a separate area of ​​marketing. Today there is an underestimation of marketing communications. This is largely determined by the general negative attitude towards advertising, and it is fully justified. Sociological audience research conducted by American experts showed that 40% of respondents have a negative attitude towards advertising because it interrupts TV shows, 26% believe that advertising is false, 8% called it offensive and badly affecting children. Everything that has been said about advertising is to a greater extent transferred to the entire QMS. In addition, the lack of state support largely affects the formation of the communications market. In Russia, the only Federal Law “On Advertising” was adopted (June 14, 1995), while other elements of the QMS are not regulated at all.

Each type of marketing communications includes a certain set of means and tools for promoting a product (service) to the market of potential consumers.

37. The main means of influence of the marketing communications complex.

Choice of media

In general, communication channels are of two types: channels personal communication And channels of non-personal communication.

CHANNELS OF PERSONAL COMMUNICATION. A personal communication channel involves two or more persons directly communicating with each other. It can be face-to-face communication, one-person communication with an audience, telephone communication, television, and even personal correspondence by mail. Personal communication channels are effective because they provide participants with opportunities for both personal contact and feedback. Channels of personal communication can be further subdivided into explanatory-propaganda, expert-assessment and public-household. In the outreach channel involves representatives of the firm's sales staff who come into contact with buyers in the target market. Expert evaluation channel are independent individuals who have the necessary knowledge and make statements to target buyers. The main actors public channel are neighbors, friends, family members, or colleagues talking to target buyers. This last channel, also known as rumor channel, in many commodity areas it turns out to be the most effective.

A firm can take a number of steps to encourage channels of personal influence to work in its favor. It can: 1) identify powerful individuals and influential organizations and focus additional efforts on processing them; 2) create opinion leaders by supplying certain individuals with goods on preferential terms; 3) work purposefully with local influencers such as disc jockeys, leaders of various training courses and women's organizations; 4) use influencers in testimonial ads; and 5) create ads with great “talk value” 8 .

NON-PERSONAL COMMUNICATION CHANNELS. Non-personal communication channels are means of disseminating information that convey an appeal in the absence of personal contact and feedback. These include means of mass and selective influence, a specific atmosphere, events of an eventful nature. The means of mass and selective influence include printed advertising media (newspapers, magazines, direct mail), electronic advertising media (radio, television) and illustrative and visual advertising media (boards, signs, posters). The mass media are aimed at large undifferentiated audiences, while the means of selective influence are aimed at specialized audiences. Event events- these are events designed to convey to the target audiences of some specific messages. In order to produce a particular communication effect on the audience, public opinion departments organize press conferences, grand opening ceremonies, launch ceremonies, etc.

Although face-to-face communication is often more effective than mass communication, the use of mass media can be the primary means of stimulating personal communication. Mass communication influences personal relationships and behavior through a two-stage process of communication flow. “Often the stream of ideas communicated by radio and the press rushes to opinion leaders, and from them to the less active parts of the population.”

This two-stage communication flow has a number of consequences.

• First, the influence of the media on public opinion is not as direct, powerful and self-evident as it is commonly thought. After all, they form and carry an appeal to the masses, in fact, opinion leaders, i.e. people who belong to the primary audience, people whose opinion in their own or several product areas is considered by everyone else.
• Second, there are objections to the notion that buying style is determined primarily by the "trickle-down" effect from higher social classes. Because people interact;!8 mostly with members of their own social class, 4>they don't adopt fashions and other ideas from their own peers who are opinion leaders.
• The third consequence is that the activity of a mass communication specialist will be more effective if he begins to target his messages specifically to opinion leaders, giving them the opportunity to independently convey these messages to others. Thus, pharmaceutical companies first of all seek to promote their drugs to the most influential doctors.

38. The main stages of the implementation of marketing communications.

The marketing communications system is one of the elements of the marketing mix, the purpose of which is to ensure the relationship with the buyer, intermediaries and other market participants, i.e. “a set of signals coming from firms to various audiences, including customers, marketers, suppliers, shareholders, management bodies and own personnel. The main elements of QMS are: advertising, public relations, direct marketing, sales promotion, exhibitions and fairs.

Modern society is at the stage of integrated communications, which is characterized by the overload of consumers with information, the "dominance of advertising", the variety of forms, media, means and processes of communication (table).

Stages of marketing communications

The development of the advertising media market leads to the formation of a media space. The overload of consumers with information and the "dominance of advertising" require a transition to integrated communications, which are based on the complex interaction of their forms, carriers and communication processes due to their planning and coordination.

Rice. . Communication and feedback in the marketing communications system

The modern firm manages a complex system of marketing communications (see figure). She herself maintains communications with her intermediaries, consumers and various contact audiences. Its intermediaries maintain communication with their consumers and various contact audiences. Consumers engage in verbal communication in the form of word of mouth and rumors with each other and other contact audiences. And at the same time, each group maintains communication feedback with all the others.

The marketing communications mix (also called the incentive mix) consists of four main levers.

The marketer needs to understand how communication works. This process includes nine constituent elements shown in the model in Fig. 74. The first two elements are the main participants in communication, i.e. the sender and the recipient. The next two are the main tools of communication, i.e. circulation and means of disseminating information. Four elements are the main functional components: encoding, decryption, response and feedback. The last element is random noise in the system. Here are the definitions of these components:

Structure of communication and communication policy

In order to better understand the essence of marketing communications, it is necessary to know the structure of the communication process, which is reflected in the well-known scheme of the American political scientist Lasswell(rice.).

The standard communication model includes the following elements: source, encoding, message, decoding, recipient.

F. Kotler identifies nine elements in the communication process model: sender, coding, circulation, means of information dissemination, decryption, recipient, interference, feedback and response.

Rice. . Communication process model

Sender - the party sending the message to the other party;

coding is the process of converting thought into a symbolic form;

appeal (message) - a set of characters transmitted by the sender; means of information dissemination - communication channels;

decoding - identification by the recipient of the values ​​of the characters encoded by the sender;

recipient (consumer) – the party receiving the message;

response - consumer behavior after an advertising message;

feedback - part of the receiver's response that goes back to the sender;

interference - distortion in the communication process.

Thus, in order to achieve an effective communication process, the sender must:

a) identify the target audience;

b) know the properties that characterize the source of circulation;

c) select a message;

d) determine the desired response;

e) choose the means of disseminating information and its carriers;

f) to analyze the information coming through the feedback channels.

39. Characteristics, types and objectives of advertising.

Rice. . Main advertising distribution channels

The most widespread in Russia is advertising on television. It is characterized by a large audience coverage, the efficiency of impact on consumers and the highest cost. A high rating is kept by advertising in the press (40-60% of all advertising costs), the advantages of which are accessibility to a wide range of readers, the frequency of publications. Direct mail advertising (Direct Mail) is very popular in Russia. There is a significant increase in the use of outdoor advertising, which attracts advertisers with a low absolute cost, weak competition, a high frequency of repeated contacts, and openness to all social groups of the population.

The development of advertising in Russia as a form of marketing communications, according to experts, began in 1991–1993. Currently, the advertising market continues to develop dynamically, which causes an increase in the number of advertising agencies.

Advertising. The forms and methods of using advertising are so diverse that it is difficult to make any general conclusions about its specific qualities as an integral element of the incentive complex. However, the following features can still be distinguished 16 .

• public character. Advertising is a purely social form of communication. Its public nature suggests that the commodity is legal and generally accepted. Because it's one and the same! the appeal is received by many people, the buyer knows that the motive by which he is guided by the purchase of goods will meet with public understanding.
• The ability to persuade. Advertising is a means of persuasion that allows the seller to repeatedly repeat his message. At the same time, it enables the buyer to receive and compare the appeals of different competitors. The large-scale advertising carried out by the seller is a kind of positive evidence of his size, popularity and success.
• expressiveness. Through the skillful use of type, sound and color, advertising opens up opportunities for a catchy, impactful presentation of the company and its products. However, in a number of cases, it is the successful catchiness of advertising that can, as it were, blur the appeal or divert attention from its essence.
• Impersonality. Advertising cannot be as personal an act as communicating with a firm's salesperson. The audience does not feel the need to pay attention or respond. Advertising is only capable of a monologue, but not a dialogue with the audience.

On the one hand, advertising can be used to create a long-term stable image of a product (as is done, for example, ads for Coca-Cola), and on the other hand, to stimulate quick sales (as advertising for a sale at the end of the week does). Advertising is an effective way to reach many geographically dispersed customers at a low cost per advertising contact. Some forms of advertising, such as television advertising, may require a large outlay, while others, such as newspaper advertising, can be handled at a low cost.

• advertising bears a great responsibility for the veracity and accuracy of the services promoted with its help;
• due to the peculiarities of services (lack of constant quality, taste and usefulness), such functions of advertising as information and propaganda need to be developed first;
• there is a need for more catchy, colorful and visual means of image;
• advertising should help overcome people's fear of traveling due to lack of knowledge of the language and customs of foreigners, long-distance flights, etc.

40. The main stages in the development of an advertising program.

Communication strategy is a large-scale and long-term program of achieving the main communication goals of the company as part of its marketing strategy.

The main goals of marketing communications for the industry are: presentation and promotion of their services to the market; creating an attractive image that forms a potential market and encourages the purchase of goods; ensuring full awareness of the activities of the service provider.

Image - the idea of ​​the buyer about the product or company; the impression formed, which is equated with the fact; the unity of representations of emotional perception among the target audience, which are associated with a company or product.

However, Russian developments of communication strategies have a number of features:

• are temporary in nature (i.e., not designed for the long term);
• There is no consistent, systematic strategy;
• · there are no financial opportunities for the formation of marketing communications budgets.

The communication strategy of the company (Fig.) should be fully based on the marketing strategy, determined by the size of the company and its market role, the conjuncture of demand and the traditions of the organization, its culture and image. It must take into account all other elements of the marketing mix: product, price, sales.

Rice. . Stages of a communication strategy

Analysis of the marketing situation. At this stage, the following are considered: the markets in which the firm operates; competitors; consumers (target audiences); pricing and marketing policy; external environment. The goals for each form of marketing communications are determined, the amount of funds allocated for them, and the result is planned.

Creation of the promotion concept. It should be based on an analysis of the activities and experience of the organization. In addition to the work of marketers in this direction, the company has the opportunity to cooperate with external agencies that provide clients with services for planning, preparing and conducting marketing communications events. The main directions are considered: the company's goals, market segmentation, selection of target markets, budget development and planning of marketing communications, determination of the optimal structure of marketing communications and their coordination.

Drawing up a financial plan for ongoing activities. At this stage, a program is being developed to develop a consolidated budget for the communications system, which includes financial allocations for each type of communications. In addition, factors affecting the budget should be taken into account: market and sales volumes, profit margins, competitors' costs, availability of financial resources, product life expectancy.

Implementation of the promotion program. At this stage, special attention should be paid to the analysis of feedback and response of target audiences. Here, it is important to assess the effectiveness of the measures taken step by step, since not all of them give an immediate effect.

Analysis of results. The results obtained are compared with the set goals, after which appropriate changes are made to existing marketing communications plans.

41. The concept of strategic planning, its types and stages.

To ensure the growth of the firm, strategic planning requires identifying market opportunities in areas where the firm will have a clear competitive advantage. Such opportunities can be identified on the paths of intensive growth in the scale of the current product-market activity (deeper penetration into the market, expanding the boundaries of one's market or improving the product), on the paths of integrative growth within the industry (regressive, progressive or horizontal integration) and on the paths of diversification. growth (concentric, horizontal or conglomerate diversification).

Once the overall strategic plans have been developed, each industry will have to develop its own marketing plans for products, brands and markets. The main sections of the marketing plan are: a summary of benchmarks, a statement of the current marketing situation, a list of dangers and opportunities, a list of tasks and problems, a statement of marketing strategies, action programs, budgets and control procedures. In the marketing budget section of the plan, profit optimization can be provided either by setting profit targets or by using the sales response function method.

Organizations apply three types of marketing controls to their market activities: control over the implementation of annual plans, control of profitability and strategic control.

Monitoring the implementation of annual plans is to continuously monitor current marketing efforts and results achieved to ensure that sales and profit targets for the year are being achieved. The main controls are sales opportunity analysis, market share analysis, analysis of the relationship between marketing and sales costs, and observation of customer attitudes.

Profit control requires the identification of all costs and the establishment of the actual profitability of the company's activities for goods, sales territories, market segments, sales channels and orders of various volumes.

Strategic control ¾ is an activity to ensure that the marketing objectives, strategies and programs of the firm optimally meet the requirements of the existing and projected marketing environment. Such control is carried out through a marketing audit, which is a comprehensive, systematic, impartial and regular study of the marketing environment, objectives, strategies and operational activities of the company. The purpose of the marketing audit is to identify emerging marketing opportunities and emerging problems and issue recommendations on a plan of long-term and current actions to comprehensively improve the marketing activities of the company.

42. Characteristics of the firm's growth strategies.

In addition to assessing existing industries, strategic planning should identify which industries the firm; it would be desirable to acquire in the future in which areas to direct their efforts.

A growth strategy can be developed based on the analysis carried out at three levels. At the first level, opportunities are identified that the company can take advantage of at the current scale of activity (opportunities for intensive growth). At the second level, the possibilities of integration with other elements of the industry's marketing system (opportunities for integration growth) are identified. At the third stage, opportunities are identified outside the industry (opportunities for diversified growth). Table 1 gives an idea of ​​the specific growth opportunities in each of these three directions. .

Table Top Growth Opportunities

43. Marketing planning and content.

To be successful, a company must plan its marketing activities.

In marketing, the so-called principle is often used. rolling planning, which provides for constant control. If necessary, the marketing department makes adjustments to activities. In addition to projected expenses, it is necessary to create a reserve in case of unforeseen circumstances. This is usually an amount of about ten percent of the total budget.

Another important principle of marketing is the principle of multivariate development, which is expressed in the preparation of not one, but several alternative marketing programs or business plans. Usually at least 3 versions of the program are developed.

• minimum (worst case scenario),
• the most likely, with an average level of risk and, accordingly, with an average level of success,
• maximum (best).

When planning, it is best if:

• the plan is developed by the one who will then implement it,
• the level of professionalism of developers corresponds to the scale of the proposed activity, flexibility is provided in case of changes in the external and internal environment of the enterprise.

Planning is based on various principles:

• long-term (long-term plans are developed, which are then strictly implemented, regardless of changes in the external environment of the enterprise). The disadvantage is the lack of flexibility, i.e. response to changes in the market.
• strategic (not a simple extrapolation of the conditions that existed in the past to the future is taken into account, but the possibility of changes in the main market trends is assessed). Dignity - there is always some reserve left, the potential for a response to unforeseen circumstances.

The main tasks of planning in marketing:

• goal setting,
• definition of the basic principles of planning,
• defining criteria for assessing the quality of the plan,
• defining the structure of the plan statement,
• determination of the interconnection of its various sections: plans for various market segments, the connection of market strategy with marketing and production activities,
• determination of the initial data required for drawing up a plan.

In strategic planning, it is first most expedient to determine the prospects of the enterprise: to identify unfavorable trends in the economy, politics, and social life of society; determine in which areas the enterprise is best to develop; assess the likelihood of various dangerous situations for the enterprise that could distort the execution of the plan.

With a well-conducted analysis, it should be established how the enterprise does not go beyond the limits of permissible deviations from the planned one. Next, the competitiveness of individual goods or services of the enterprise, individual assortments or product lines, as well as the competitiveness of the enterprise as a whole, is determined. This stage of development of the plan should show in which direction the company can count on success, and in which direction it is better for it to refuse further competition. The company then considers various options for acceptable strategies. Taking into account the priorities, the best of all available plans is selected in terms of the ratio of the degree of risk and the possible results obtained.

operational planning refines the strategic plan for a period of one to two years.

Current planning covers a period from an hour to a quarter or six months. This is the most detailed, detailed plan.

Throughout the operation of the enterprise, it is necessary to carry out strategic control , which does not control individual performance indicators of the enterprise, but evaluates the entire activity of the enterprise as a system, the compliance of current activities with the strategic plan. If significant deviations in the work of the enterprise are detected or such a tendency to go beyond the limits of permissible deviations is detected, corrective (corrective) influences.

44. Development of a marketing budget.

An approximate plan for the development of the company's budget:

1. Estimation of the total market size

Market share forecast.

3 The company's sales forecast for the coming year.

1. determining the price at which the product will be sold to distributors.

Calculation of the amount of income for the year.

Calculation of the amount of variable costs per unit of goods.

Gross income forecast.

Forecast of fixed costs.

Calculation of options for covering fixed costs, marketing expenses and company profits.

Set target profit

A forecast of the allocation of the marketing budget to the components of the marketing mix, such as advertising, sales promotion, and market research.

45. Characteristics of marketing control

Marketing control. The following types of marketing control can be distinguished: control of annual plans, control of profitability.

Control of annual plans. The purpose of control is to make sure that the company has reached the sales, profits, etc. indicators planned for the year. The control includes four stages. First, you need to lay out benchmarks broken down by months and quarters into the annual plan. Secondly, it is necessary to measure the performance of the firm. Third, the causes of any major failures in the firm's operations should be identified. Fourthly, measures should be taken to help correct the situation and eliminate discrepancies between the goals set and the results achieved. It may be necessary to change the plan and even change goals.

Basic controls:

1) analysis of sales opportunities. It consists in evaluating the actual volume of sales in comparison with the plan. Assessments are performed on the basis of reporting data for specific products, territories, monthly or quarterly, and, if necessary, daily. According to the results of control, the reasons for poor performance in goods and territories are studied;

2) market share analysis. Sales statistics do not determine the competitive position of the company, so it is necessary to constantly monitor the company's market share;

3) analysis of the relationship between the costs of marketing and sales. Such an analysis helps the firm to keep marketing costs at the right level;

4) monitoring the attitude of customers. It is necessary to identify changes in consumer attitudes before they affect sales. The main methods of monitoring client relations are the reception and consideration of complaints and suggestions, customer surveys.

If plans are not being met, the firm must take action. corrective action. They can be different - from additional training of sales staff, changes in the wage system, to a change in staff or the sale of a unit.

Profit control . It is necessary to monitor the profitability of their activities for various products, territories, market segments, trade channels and orders of different volumes. This information will help to decide whether to expand, reduce or stop the production of specific goods. Profitability largely determines the feasibility of holding specific events and marketing activities of various types.

46. ​​Marketing audit plan and its content.

Strategic control. Periodically, it is necessary to conduct critical evaluations of marketing activities as a whole. They are performed during the revision process.

Marketing audit is a comprehensive, systematic, impartial and regular study of the marketing environment of an enterprise or firm, its objectives, strategies and operational activities in order to identify emerging problems and opportunities and issue recommendations on an action plan to improve the marketing mix.

The Marketing Auditor should be given complete freedom to interview managers, customers, dealers, and others who may provide information on the state of the firm's marketing activities. The list of questions that a professional auditor must answer covers all aspects of the marketing mix. Based on the information collected, the auditor draws conclusions and makes recommendations. Sometimes his conclusions can cause surprise, and even shock among the leadership. After reviewing the findings, management decides which recommendations make the most sense and how to implement them.

47. Characteristics of the economic environment in international marketing.

The economic environment of international marketing is primarily characterized by:

The first economic indicator economic structure of the country. There are four types of economic structures:

Subsistence economy countries . In a subsistence economy, the vast majority of the population is engaged in simple agricultural production. They consume most of what they produce themselves, and exchange the rest directly for simple goods and services. Under these conditions, the exporter does not have many opportunities.

Countries - exporters of raw materials. Such countries are rich in one or more types of natural resources, but are deprived in other respects. Most of the funds they receive through the export of these resources. Such countries are good markets for the sale of mining equipment, tools and auxiliary materials, handling equipment, trucks. Depending on the number of permanently resident foreigners and wealthy local rulers and landowners, it may also be a market for Western-style consumer goods and luxury goods.

industrialized countries . Within the framework of an industrially developing economy, the manufacturing industry already provides from 10 to 20% of the country's gross national product. As the manufacturing industry develops, such a country relies more and more on imports of textile raw materials, steel, and heavy engineering products and less on imports of finished textiles, paper goods, and automobiles. Industrialization is creating a new wealthy class and a small but growing middle class who require new types of goods, some of which can only be met by imports.

industrialized countries Industrialized countries are the main exporters of manufactured goods. They trade industrial goods among themselves, and also export these goods to countries with other types of economic structure in exchange for raw materials and semi-finished products. The large scale and variety of industrial activities make the industrialized countries with their impressive middle class rich markets for any goods.

Second economic indicator - the nature of the distribution of income in the country. The distribution of income is affected not only by the features of the country's economic structure, but also by the features of its political system. According to the nature of the distribution of income, an international marketing figure divides countries into five types:

1. countries with very low family incomes;
2. countries with predominantly low family incomes;
3. countries with very low and very high levels of family income;
4. low-, middle- and high-income countries;
5. predominantly middle-income countries.

48. Characteristics of the political, legal and cultural environment in international marketing.

Different countries differ sharply from each other in their political and legal environment. When deciding whether to establish a business relationship with a particular country, at least four factors should be considered.

Attitude towards purchases from abroad.

Some countries treat such purchases very favorably, even encouragingly, others - sharply negatively.

political stability.

Currency restrictions. Restrictions or problems in connection with foreign exchange. Sometimes governments block their own currency or prohibit its transfer and any other. In addition to currency restrictions, a large risk for a seller in foreign markets is also associated with fluctuations in exchange rates.

state machine

The degree of effectiveness of the system of assistance to foreign companies from the host state, i.e. the existence of an effective customs service, sufficiently complete market information and other factors conducive to entrepreneurial activity.

49. Marketing decisions about methods of entering the international market.

Firms get involved in international marketing activities in two ways: either someone asks to sell abroad - say, another domestic exporter, a foreign importer, or a foreign government, or the firm itself begins to think about going abroad. Perhaps its production capacity exceeds the needs of the domestic market, or perhaps it sees more favorable marketing opportunities abroad.

Before going abroad, the firm must clearly define the objectives and policies of its international marketing.

Firstly, it needs to decide what percentage of its total sales it will seek to make in foreign markets.

Secondly, the firm must decide whether it will market in just a few countries or in many countries at once.

Third, the firm must decide what type of countries it wants to operate in.

Having compiled a list of possible foreign markets, the firm will have to deal with their selection and ranking. Candidate countries can be classified according to several criteria, such as: 1) market size, 2) market growth dynamics, 3) cost of doing business, 4) competitive advantage and 5) degree of risk. The purpose of ranking is to determine which market will provide the firm with the highest long-term return on invested capital.

Deciding how to enter the market

Having decided to sell in a particular country, the firm must choose the best way to enter the chosen market. She can stop at export, joint venture or direct investment abroad. Each successive strategic approach requires more commitment and more risk, but also higher rewards. All these strategies for entering the foreign market are presented in Fig. indicating options for possible actions in each specific case.

Rice. . Foreign Market Entry Strategies

Export

The easiest way to enter into activities in a foreign market is to export. Irregular export is the passive level of involvement, where the firm exports its surplus from time to time and sells the goods to local wholesalers representing foreign firms. Active export occurs when a firm aims to expand its export operations in a particular market. In both cases, the firm manufactures all of its products in its own country.

Joint venture activities

LICENSING. This is one of the easiest ways to involve a manufacturer in international marketing. The licensor enters into an agreement with a licensee in a foreign market, offering the rights to use a manufacturing process, trademark, patent, trade secret, or some other value in exchange for a fee or royalty. The licensor gets a market entry with minimal risk, and the licensee does not have to start from scratch, because he immediately gains production experience, a well-known product or name.

A potential disadvantage of licensing is that it gives the firm less control over the licensee than it does over its newly created business. In addition, if the licensee does well, the profits will go to him, and at the end of the contract, the firm may find that it has created a competitor.

CONTRACT PRODUCTION. Another option is to conclude a contract with local manufacturers for the production of goods.

The disadvantage of contract manufacturing is the firm's less control over the production process and the loss of potential profits associated with this production. At the same time, it enables the firm to expand faster, with less risk, and with the prospect of partnering with or buying a local manufacturer.

CONTRACT MANAGEMENT. In this case, the firm provides the foreign partner with "know-how" in the field of management, and he provides the necessary capital. Thus, the firm does not export goods, but rather management services.

Contract management is a way to enter the foreign market with minimal risk and income from the very beginning. However, it is not advisable to resort to it if the firm has a limited staff of qualified managers who can be used to a greater advantage for itself, or if the independent implementation of the entire enterprise will bring much greater profits. In addition, contract management deprives the firm of the opportunity to develop own enterprise.

JOINT OWNERSHIP ENTERPRISES. A joint venture is a combination of foreign and local investors, capital to create a local business enterprise, which they own and operate jointly. A foreign investor can buy a share in a local enterprise, a local firm can buy a share in an already existing local enterprise of a foreign company, or both parties can jointly create a completely new enterprise.

A joint venture may be necessary or desirable for economic or political reasons. The firm may lack the financial, physical, or managerial resources to carry out the project alone. Or perhaps joint ownership is a condition by which a foreign government stipulates admission to the market of its own country.

The practice of joint ownership has certain disadvantages. Partners may disagree on capital investment, marketing, and other operating principles. While many American firms tend to use | earned funds to be reinvested in expanding the business, local firms often choose to withdraw these proceeds from circulation. While US firms play a large role in marketing, local investors can often rely solely on marketing. Moreover, co-ownership can make it difficult for a multinational company to enforce specific production and marketing policies on a global scale.

Direct investment

The most complete form of involvement in activities in the foreign market is the investment of capital in the creation of their own assembly or manufacturing enterprises abroad. As the firm accumulates experience in export work and with a sufficiently large foreign market, manufacturing enterprises abroad promise it clear benefits. Firstly, the firm can save money through cheaper labor or cheaper raw materials, through benefits provided by foreign governments to foreign investors, by reducing transportation costs, etc. Secondly, by creating jobs, the firm provides itself and a more favorable image in the partner country. Third, the firm develops deeper relationships with government agencies, customers, suppliers, and distributors in the host country, enabling it to better tailor its products to the local marketing environment. Fourth, the firm retains full control over its capital investments and, therefore, can develop production and marketing policies that will meet its long-term objectives on an international scale.

50. Marketing decisions about the structure of the complex and the service of international marketing.

Given the risk inherent in international marketing activities, a firm should approach decision-making in this area consistently and comprehensively.

Firstly, it is necessary to understand the international marketing environment, and in particular the features of the international trade system. When considering a specific foreign market, it is imperative to proceed from an assessment of its economic, political, legal and cultural characteristics.

Secondly, the firm must decide what percentage of its total sales it will seek to make in foreign markets, whether it will operate in just a few or many countries at once, and in what types of countries it wants to work.

Third, it must decide which specific markets to enter, and this requires an assessment of the likely level of return on invested capital in relation to the degree of risk involved.

Fourth, the firm will have to decide how to enter each market attractive to it - through exports, joint ventures or direct investment.

Many firms start out as ordinary exporters, then move into joint ventures, and eventually move into direct investment. A firm must necessarily decide how much to tailor its products, promotion strategy, prices, and distribution channels to the specifics of each foreign market.

Decision on the structure of the marketing mix

The two main directions of the marketing structure

• standardized marketing mix.
• individualized marketing mix

Five strategies for adapting a product and stimulating it to a foreign market

1. Unchanged Distribution
2. Communication adaptation
3. Product adaptation
4. Double adaptation
5. Invention of a novelty

• Regressive invention- this is the resumption of the release of goods in its pre-existing forms, which are well adapted to meet the needs of a particular country.
• progressive invention is the creation of a completely new product to satisfy a need that exists in another country.

Price

It is not uncommon for manufacturers to ask foreign markets for lower prices for their products. Profit will probably be low, but a low price is needed to organize the sale of goods. The manufacturer may charge a low price to win market share. Or perhaps he wants to sell goods at bargain prices for which there is no market in his own country.

Distribution channels

The general structure of the distribution channel in international marketing

• salesman
• The first link is the headquarters of the seller's organization, which controls the operation of the distribution channels and at the same time is itself part of these channels.
• The second link - interstate channels - ensures the delivery of goods to the borders of foreign countries.
• The third link - domestic channels - ensures the delivery of goods from the border crossing points of a foreign state to final consumers.
• End user

Finally, the firm needs to create an effective organizational structure specialized in international marketing activities. Most firms start with an export department and end up with an international branch. However, some go further and become multinational companies whose top management is already involved in marketing planning and management on a global scale.

Decision on the structure of the marketing service

• Export department
• International branch
• Transnational company

Practical marketing tasks

It is the result of independent work and indicates how well the theoretical and practical aspects of the discipline are mastered. Approach to solving marketing problems should be based on the fact that acquired any skills in marketing research, the ability to use the scientific apparatus. It also requires the ability to formulate the problems identified during the analysis of the enterprise, to establish new trends, patterns, to develop, justify and calculate the expected effect in the case of the implementation of the proposed recommendations for a particular company.

In this regard, it is often used situational marketing tasks, which involve not only their immediate solution, but also the selection, study of scientific publications on selected topics or control tasks. The selection of literature should begin with the study of the regulatory and legislative framework on the issue that is the subject and object of this study. Particular attention should be paid to specialized periodicals. For example, such publications are the magazines "Marketing", "Marketing in Russia and abroad", "Management", "Management in Russia and abroad", "Brand management", "Internet marketing", "Marketing research in Russia ", "Marketing of services", "Marketing communications", "Practical marketing", "Advertising. Theory and Practice", "Distribution Channel Management", "Advertising Industry", "Advertising World", "Economic Issues", etc.

Regardless of the content and number of marketing tasks, they must be properly designed:

- title page;

- the main part of the work;

– list of sources used;

– applications.

Marketing Challenges with Solutions

The following are given according to the types of marketing tasks. Situational tasks in marketing are highlighted separately.

Marketing tasks in accordance with their solution require the following types of tasks:

1. Marketing tasks related to marketing research

To conduct a marketing research of the goods market, it is necessary to compose at least 12 questions of various types, open and closed, aimed at studying consumer preferences. The condition of the problem usually indicates a specific product, for example, notebooks, pens, pencils, gingerbread, hair dryers, refrigerators, TVs, watches, kettles, vacuum cleaners. To solve this problem, you should familiarize yourself with the material of the third chapter of F. Kotler's textbook "Fundamentals of Marketing". To solve problems of this type, it is necessary to determine the goals of marketing research. The questions should be arranged in such a sequence that a complete market research is obtained. Questions should be composed of different types of closed and open questions.

2. Marketing tasks related to the assessment of market capacity in different conditions

Solving marketing problems to determine the market capacity, you need to familiarize yourself with the fifth chapter of the textbook by V.E. Khrutsky and I.V. Korneeva "Modern Marketing", or other textbooks with a similar chapter on the topic of assessing market capacity. The purpose of theoretical training includes familiarization with the heterogeneous structure of the potential market, the study of the criteria for selecting the target segment, the definition of indicators that allow determining the market capacity in different conditions.

Let's bring examples of solving marketing problems of this type.

Determine the capacity of the biscuit market in region N for each position and for the whole year based on the data in the table, if it is known that the proportion of persons in the total population of the region who under no circumstances can be consumers of the goods is 27%.

1) Determine the potential market capacity (Ep) of the region for the year according to the formula:

Er \u003d Erg + Ers,

Erg - market capacity in the city;

Ers - market capacity in rural areas.

The potential market capacity, regardless of the place of residence of people, is found by the formula:

Epi \u003d Chn * (1 -qnp) * qdp * qi * qin * qk * qkr * T,

Chn is the total population of the region;

qnp - the share of persons who under no circumstances can be consumers of the product;

qdp is the level of average per capita consumption;

qi is the share of imports;

qin – share of urban or rural population;

qc – share of biscuit consumers among the population;

qcr - the share of the largest districts of the region in terms of commodity turnover;

T is the number of days in a year.

In our example, the total consumption of cookies by urban residents for the year will be:

Erg = 4.5 million people * (1 - 0.27) * 0.62 * (1 - 0.47) * 1 * 0.7 * 0.82 * 365 = = 226.3 million packs

The capacity of the biscuit market for rural residents will be equal to:

Eps = 4.5 million people * (1 - 0.27) * 0.38 * (1 - 0.56) * 1 * 0.7 * 0.82 * 365.= = 114.9 million packs

Thus, during the year, the total volume of consumption will be 341.2 million packs (226.3 + 114.9).

2) To determine the market capacity for each position, it is necessary:

b) find the consumption of cookies by urban (3.285 million people * 0.62 * 1) and rural (3.285 million people * 0.38 * 1) residents;

c) determine the consumption of biscuits in the city (2.037 million people * 0.53 * 1) and in the countryside (1.248 million people * 0.44 * 1);

e) find the potential market capacity for a year, taking into account consumption in the largest districts of the region in terms of commodity turnover (1.140 million people * 0.82 * 365).

3. Marketing tasks for market segmentation

Solving these problems requires knowledge of the market segmentation process, the principles underlying market segmentation, and product distribution channels.

Let's bring examples of solving marketing problems of this type.

A sales manager at Rowenta needed information about the distribution of the global hair dryer market in order to decide how many hair dryer models to produce within different price segments. Based on the table data:

a) determine how many hair dryers of each model the firm must produce in order to sell in each country. Which countries are more preferable for selling goods in a certain price segment;

b) compare the market capacity for each model with the production capabilities of the firm.

Geographic market segments	Indicators	Price level
		Short< 500 руб.	Average from 500 to 700 rubles.	High from 700 to 900 rubles.	Higher > 900 rub.
	Total number of products sold, mln.
	Share of the price segment in the total sales volume in the geographical segment of the market, %
	Total number of products sold, mln.
	Market capacity for each model, mln.
	Production capabilities of the company, mln.

Let's determine the market capacity (Ер ic) for each model using the formula:

Ep ic \u003d Chi * qi

N I - the total number of products sold for each region, million pieces;

qi is the share of the price segment in total sales, %.

Let's sum up the results obtained within the given price segment for all geographical distribution areas. For example, the market capacity within the low price level will be equal to 5.0 million rubles. (0.37 * 7.3 + 0.14 * 12.4).

a) analysis of the data in the table shows that in Russia, cheap and medium-priced products are in the greatest demand, while in France, consumers prefer expensive hair dryers. Consequently, the market capacity for quality products in France is higher than in Russia;

b) the company, based on its production capabilities, can increase the production of cheap hair dryers, counting on the growing Russian market and the production of medium-priced products to meet the demand of Russian citizens with average incomes.

4. Marketing tasks related to the product life cycle

Solving such marketing problems requires studying the features of each stage of the product life cycle. You need to understand the concepts that describe the sale of goods, making a profit, promoting a product, the behavior of buyers and competitors in the market.

Let's bring examples of solving marketing problems of this type.

The marketing department of the confectionery factory "Krasnaya Zvezda" analyzed the range of products based on the data on the output and profitability of each product. Help the product marketer conduct a rank analysis of the assortment and make suggestions for improving the assortment. Determine what elements of the marketing strategy need to be implemented. Enter all the data obtained in the table

product name	Share of goods in total output, %	Profitability, %	Release rank	Profitability rank	Rank Difference	Demand characteristic	Suggestions for improving the assortment	Elements of a marketing strategy
Sweets "Lastochka"							Reduce output	Public relations
"Bird's Milk"						growing, not yet satisfied	Increase output
Caramel "Barberry"
							Increase output	Reduce cost
							improve quality

1) Determine the rank of output by the share of output in the total volume of production, assuming that the highest value of the share is assigned rank 1, and enter the data in column 4;

2) Similarly, we rank the profitability indicators (column 5);

3) Find the difference in ranks by the share of output and profitability. A small difference in ranks indicates an economically rational assortment structure. If the output rank is significantly higher than the profitability rank, then it is necessary, in the presence of stable demand, to reduce the cost or replace the product with a new, higher quality one. In the event of a decrease in demand, reduce the volume of production.

If the output rank is significantly lower than the profitability rank, then in the presence of stable demand it is advisable to increase the volume and, possibly, reduce the price in order to increase demand.

Quantitatively, the degree of rationality of the assortment structure can be estimated by the correlation coefficient of the output rank and the profitability rank (Kr):

Kp \u003d 1 - 6 * å * (Рqi - Рri) 2 / n * (n 2 - 1),

n is the number of products in the assortment;

Рqi – rank of release of the i-th product;

Pgi - the rank of profitability of the i-th product.

In our example, n = 5, therefore, the correlation coefficient will be equal to:

Kp \u003d 1 - 6 * [ (-4) 2 + 1 2 + 2 2 + 1 2 ] / 5 * (5 2 - 1) \u003d - 0.1

The correlation coefficient is negative. This indicates that the assortment structure is not entirely rational. The greater the absolute index (Kp) with a negative value, the higher the irrationality of the structure.

With a rational assortment structure, there is a strong positive relationship between the volume of output and profitability, i.e. the correlation coefficient will be greater than or equal to 0.6 - 0.7.

Suggestions for improving the structure, as well as recommended elements of the marketing strategy, will be entered in columns 8 and 9 of the table.

For the selected indicators (column 1), come up with the characteristics inherent in each stage of the product life cycle and enter them in the table.

Indicators	Market launch stage	growth stage	stage of maturity	Decline stage
		fast growing	slow growing	Falling
Major strategic efforts	Market expansion	Penetration deep into the market	Claiming your share	Increasing the profitability of production
Major Marketing Efforts	Create product awareness	Create brand preference	Building brand loyalty	selective exposure
Product distribution	Uneven	intensive	intensive	selective

5. Marketing tasks for the quality and competitiveness of the goods

To solve such problems, chapter 5 of the textbook "Marketing" under the general editorship of G.L. Bagiev. In general, you need to study the range of consumer properties of the product. Identify the differences between the quality and competitiveness of goods and understand the methods for assessing the competitiveness of goods.

Let's bring examples of solving marketing problems of this type.

Based on the data obtained in an expert manner, determine the competitiveness of the Mechta electric furnace in comparison with the ideal model and the Lysva electric furnace, as well as the correctness of establishing the selling price of the Dream electric furnace.

Record the results in a table and draw the necessary conclusions.

1) Add up the scores for all parameters of the compared products. It follows from the calculations that the score of the Mechta electric furnace is higher than that of the Lysva due to the design and number of burners.

2) Calculate the weighted parametric index, which takes into account the score, taking into account the weight for each parameter and for the product as a whole. It will be 91.9 (90 * 0.5 + 95 * 0.3 + 92 * 0.2) for the Dream electric furnace.

3) Determine the ratio of the final parametric index of goods and the ideal sample.

4) Calculate the reduced index obtained by comparing the final parametric index of the competitor product and the Mechta electric furnace. It will be 101.2 (93.0 * 100 / 91.2).

5) Let us determine the allowance (discount), which is included in the originally set price of the Mechta electric furnace, equal to 2400 rubles. The discount in our example will be -1.19% (100-101.2) * 100% / 101.2

6) Find the price of the "Dream" electric furnace, at which buyers have the same preference for goods, regardless of their price. It will be equal to 2470 rubles. . Consequently, the price of the Dream electric furnace turned out to be underestimated by 70 rubles.

Firm "Rainbow" specializes in the production of children's toys. It produces 250,000 cars and sells them for 200 rubles apiece. Variable costs per unit of production are 125 rubles and do not change with changes in sales. Fixed costs for the entire volume of production are 1.2 million rubles.

Calculate:

a) sales volume in value and physical terms at the break-even point;

b) the target profit of the company when issuing 28.5 thousand units. and the price of the product -174 rubles.

1) Let's determine the revenue at the break-even point (Bb) using the formula:

Wb \u003d Zpost / 1 - (Zper. per unit / R),

Zpost - fixed costs for the entire output;

Zper. per unit -variable costs per unit of goods;

P is the price of a unit of goods.

The required sales volume will be 3.2 million rubles.

(1.2 million rubles / 1 - 125 rubles / 200 rubles).

2) Calculate the minimum number of toys that need to be sold to cover all costs (Qb) using the formula:

Qb \u003d Wb / R.

It will amount to 16 thousand pieces. (3.2 million rubles / 200 rubles).

3) Let's find the total costs (Ztot.) with the release of 28.5 thousand pieces. according to the formula:

Ztot. = Zpost. + Zper.

In our example, they will be equal to 4.7625 million rubles (1.2 million rubles + 125 rubles * * 28.5 thousand pieces).

4) Calculate the target profit (Pr) according to the formula:

Pr \u003d B - Ztot.

With the release of 28.5 thousand pieces. the target profit will be 196.5 thousand rubles. (174 rubles * 28.5 thousand pieces - 4.7625 million rubles).

The price elasticity of demand for Zabava ice cream is 1.2. Determine the profit (loss) from the price reduction by 35 kopecks, if before the price reduction the sales volume was 400 thousand units. at a price of 3.5 rubles per piece, and the total costs were equal to 0.6 million rubles. (including permanent - 0.2 million rubles) for the entire volume of production.

1) Profit before price reduction is equal to 0.8 million rubles. (3.5 rubles * 400.0 thousand pieces - 0.6 million rubles).

2) The volume of sales after the price reduction will be 448.0 thousand units. (400.0 thousand pieces * 1.2 * 0.35 rubles / 3.5 rubles + 400.0 thousand pieces).

3) The proceeds from the sale after the price reduction will reach 1.4112 million rubles. (3.15 rubles * 448.0 thousand pieces).

4) The total costs for the production and sale of products after the price reduction will amount to 0.648 million rubles.

5) Profit after the price reduction will be equal to 0.7632 million rubles (1.4112 million rubles - 0.648 million rubles).

Determine the price of two new refrigerators produced by Biryusa based on the value of product parameters given by a group of buyers, provided that similar refrigerators cost 4900 rubles. To calculate a weighted average parametric score for each product, customers were asked to allocate 100 points between the two products. The results obtained are listed in the table

1) We determine the scoring, taking into account the weight for each parameter and for the product as a whole. For refrigerator "A", it will be equal to 52 points (0.6 * 50 + 0.2 * 40 + 0.2 * 70).

2) We summarize the final parametric ratings for two products and determine the average rating. It will be 49 points [(52 + 46) / 2].

3) To determine the price of new refrigerators, we calculate the average price of one point. It is equal to 100 rubles. (4900 rubles / 49 points). Thus, the price of refrigerator "A" will be 5200 rubles (100 rubles * 52), and the price of refrigerator "B" will be 4600 rubles.

The company produced ice cream "Plombir" of two types. Overhead costs for the entire batch of ice cream amounted to 45 thousand rubles. Cost markup - 35%. Based on the data in the table, determine:

a) the amount of overhead costs calculated in different ways (in proportion to the salary of the main production workers and material costs);

b) unit cost of production;

c) selling price in a costly way.

Indicators
	"Plombir-1"	"Plombir-2"
Sales volume, thous.
Salary of the main production workers, thousand rubles.
Material costs, thousand rubles
Production cost, thousand rubles
Overhead costs, thousand rubles According to method number 1 By method number 2
Total cost, thousand rubles According to method number 1 By method number 2
The total cost of a unit of production, rub. According to method number 1 By method number 2
Mark-up, rub. According to method number 1 By method number 2
Sale price, rub. According to method number 1 By method number 2

1) We distribute overhead costs in proportion to the salary of the main production workers. For example, for Plombira-1, overhead costs from the total amount will amount to 14.4 thousand rubles. (45 thousand rubles * 8 thousand rubles / 25 thousand rubles). Similarly, we calculate overhead costs for each product in proportion to material costs.

2) Find the total cost of goods by summing the production cost and overhead costs.

3) Determine the unit cost of production. The cost of ice cream "Plombir-1" will be equal to 2 rubles (43 thousand rubles / 21.5 thousand pieces).

4) The selling price of our ice cream will be 2.7 rubles. according to the 1st method and 2.5 rubles. on the second.

To maintain its position in the market, the marketing manager at FOG decided to change the amount of money allocated to marketing.

Determine the amount of possible marketing costs for the firm under the following conditions:

a) Provencal mayonnaise market capacity forecast - 32 thousand units;

b) forecast of the company's market share - 35%;

c) the possible selling price per bag is 6.8 rubles, with variable costs per unit being 3.2 rubles, and the sum of fixed costs for the entire issue is 9.4 thousand rubles;

d) the target profit is planned at the level of 8 thousand rubles.

1) The company's sales volume will be 11.2 thousand units. (32 thousand units * 0.35).

2) The expected revenue will be equal to 76.16 thousand rubles. (11.2 thousand units * 6.8 rubles).

3) Gross income will reach 22.4 thousand rubles. [(6.8 rubles - 4.8 rubles) * 11.2 thousand units].

4) The gross profit required to cover the costs of marketing and receive the target profit will be 13 thousand rubles.

5) Possible marketing costs will be equal to 5 thousand rubles. (13 thousand rubles - 8 thousand rubles).

6. Marketing tasks for product promotion

To solve it, you will need to study the forms of product promotion, as well as the goals and functions of advertising. Particular attention should be paid to the means of advertising and their impact on consumers.

Let's bring examples of solving marketing problems of this type.

Four well-known firms (A, B, C, E) selling similar coffee beans at the same prices have the following data on advertising spending and market share (see table). Calculate the effectiveness of advertising spending carried out by each of the firms, and enter the data in the table. Draw your own conclusions.

2) Calculate the coefficients of advertising effectiveness in each of the firms according to the formula:

If the advertising efficiency ratio is significantly less than 1, then this means that firms' advertising costs are unreasonably high. If it exceeds 1, then advertising costs should be increased. The equality of market share and voice share is evidence of cost effectiveness.

7. Marketing tasks related to competitive strategies

Solving such problems requires knowledge of the factors that a firm must take into account when choosing a competitive strategy.

Let's bring examples of solving marketing problems of this type.

JSC Khlebulk sells its products in the city, which consists of 2 districts: northern (N) and southern (S). For each region, the following data is known:

a) the number of buyers: Lс = 70 thousand people; Lu = 50 thousand people

b) the average value of purchases of loaves per 1 buyer per year (J), rub.: Jс = 2500 pieces; Jyu = 1200 pcs.

c) gains or loss of market share as a result of competition between producers of goods (± d): dс = -0.1; du = +0.15.

d) costs of market segmentation in each region (С): Сс = 0.5 million rubles; Xiu = 1.2 million rubles

Determine the area in which it is most profitable for the company to sell the entire batch of loaves? What will be the net sales volume?

1) Determine the net sales (TRi) in each of the districts using the formula:

Tri = Li * Ji * (1 ± d) – C.

The calculations give the following results:

TRc = 70 thousand people * 2500 rub. * (1 - 0.1) - 500 thousand rubles. = 157 million rubles

Try = 50 thousand rubles. * 1200 rub. * (1 + 0.15) - 1200 thousand rubles. = 67.8 million rubles

Consequently, the products will be sold with maximum benefit in the northern region. Net sales will amount to 157 million rubles.

8. Marketing tasks related to identifying target markets

To solve problems of this type, it is necessary to know the methods for identifying target markets, how a company should develop its own strategy. You should also familiarize yourself with the models proposed by foreign authors when developing strategies, pay special attention to the Ansoff model.

Let's bring examples of solving marketing problems of this type.

The sales manager conducted an analysis of the market by segmenting it by distribution channels and entered the results of the analysis in a table. Based on the data in the table, determine:

1) the share of each distribution channel in the total sales of the company by region and in the whole company;

2) the level of profitability of the distribution channel by region and by the company as a whole;

3) the most attractive and inefficient distribution channels by region and by the company as a whole;

4) which distribution channels should be intensified (providing additional benefits, price concessions, etc.).

Draw conclusions for each question asked.

Geographic segments of the country	Indicators	Sales channels
		Specialized shops for household appliances	department stores	Statement by mail	Salesmen offering goods at home	Other channels
	Net profit, million rubles
	Sales volume, million rubles
	Profitability, %
	Net profit, million rubles
	Sales volume, million rubles
	Profitability, %
	The share of each distribution channel in the total sales volume of the company, %
	Net profit, million rubles
	Sales volume, million rubles
	Profitability, %
	The share of each distribution channel in the total sales volume of the company, %

1) Determine the profitability of sales (R pr) according to the formula:

P pr \u003d CHP * 100% / V,

PE - net profit, million rubles;

B - sales volume (revenue), million rubles.

For example, the profitability of sales for a department store Р pr \u003d 5.2 * 100% / 18.6 \u003d \u003d 27.9%

2) Sum the net profit and revenue for each region and distribution channel. For example, in the Urals, net profit will be equal to 11.7 million rubles. (4.8 + 5.2 + 0.1 + 0.2 + 1.4), and in general for the department store - 9.8 million rubles. (5.2 + 4.6).

3) Find the share of each channel (q k) in the total sales of the company (Vf) as a whole according to the formula:

q k \u003d V k * 100% / V f.

In our example, the share of the department store in the total sales of the company in the Urals will be 16.5% (18.6 million rubles * 100% / 112.4 million rubles).

a) the data in the table show that the largest share in the total sales of the company falls on department stores (34.9%), then on other distribution channels and sales through specialized stores of electrical household appliances.

By regions, the picture is completely different: in the Urals, most of the products are sold in specialized stores of electrical household appliances, and then in department stores; in Siberia, the largest share falls on other distribution channels, and then on department stores.

b) the most profitable distribution channels for the company as a whole are: department stores (25.0%), specialized stores of electrical household appliances (24.4%) and home salesmen (21.7%).

By regions: in the Urals, department stores (27.9%) and specialized stores are the best, which is associated with the majority of the population living in cities; in Siberia, due to the dispersal of the population over a vast area, four channels have high profitability: traveling salesmen offering home sales, specialty stores, mail order and department stores.

c) to increase the overall level of profitability of sales (in our case - 20.6%), it is necessary:

1) increase sales in the Urals through department stores by providing discounts to wholesalers who have achieved revenue growth and bonuses to sellers;

3) study the experience of competing firms in the field of sales.

9. Marketing tasks for sales forecasting

To solve marketing problems of this type, you should study the material of the twelfth chapter of the textbook "Modern Marketing", written by the authors V.E. Khrutsky and I.V. Korneeva. It is necessary to fully understand the process of making a sales forecast and understand the methods for implementing sales forecasts. Particular attention should be paid to forecasting sales based on past turnover and drawing up a final sales forecast.

Let's bring examples of solving marketing problems of this type.

The marketing department of the Lotos company, which produces expensive wallpapers, decided to analyze the wallpaper market and predict production and sales volumes for the next year.

Calculate the final sales forecast based on estimates obtained using various methods (see table). Determine the maximum and minimum sales value based on the standard deviation calculation. Record the data obtained in the table.

Sales evaluation methods	Forecast estimates of sales volume, thousand units
	For the 1st half	For the 2nd half
The most probable sales forecast based on a survey of a group of heads of various services and departments of the company (HB1)
The most probable sales forecast obtained by summarizing sales agents' estimates (HB2)
Most probable sales forecast based on past sales (HB3)
The most probable sales forecast based on the expected volumes of orders of the main customers of the firm (HB4)
Optimistic version of the sales forecast (Vopt.)
Pessimistic Sales Forecast (Vpes.)
Final Sales Forecast
Standard deviation
Maximum value of sales volume
Minimum Sales Volume

1) Calculate the expected value of the sales forecast (PS) using the formula:

PS \u003d (Vopt. + HB1 + HB2 + HB3 + HB4 + Vpes.) / 6

In the first half of the year, the expected value of the sales forecast will be:

PS1st half year = (120.0 + 119.0 + 110.0 + 115.0 + 109.0 +108.0) / 6 = 113.5 thousand units

In the second half of the year, sales should be equal to:

PS2 semester = (130.0 + 128.0 + 124.0 + 119.0 + 121.0 + 117.0) / 6 = =123.2

2) Determine the standard deviation (Co) by the formula:

Co \u003d (Vopt.-Vps.) / 6

It will be 2 thousand units in the first period. and in the second period 2.2 thousand units. This means that, in accordance with the general theory of statistics, the most probable value of the variable - the sales forecast (with a probability of 95%) will be within 113.5 ± 2 * 2.0 thousand units. in the first half of the year and 123.2 ± 2 * 2.2 thousand units. in the second half of the year.

The firm "Nadezhda", specializing in the production of tiles, after studying the market, decides to increase the output and sales of its products.

Plan the sales volume for the next year, if it is known that the proceeds from the sale of the main products last year amounted to 250.6 thousand rubles, and by the end of this year it will reach 269.5 thousand rubles.

The sales volume for the next year is determined by the formula:

Next year's sales = This year's sales * This year's sales / Last year's sales

In our example, the sales volume for the next year, determined according to the so-called "from what has been achieved" principle, will be ≈ 291.1 thousand rubles.

assumes a complete and reasoned answer, backed up by a reference to theoretical material.

Solving situational problems in marketing

Deserves special attention solving situational problems in marketing, which involve the preparation of a detailed and reasoned answer to the questions posed in the situational task. At the same time, situational tasks usually provide recommendations for their solution, so the preparation of answers to questions should take them into account as a starting point.

Examples of situational marketing tasks are given below.

Situational task for marketing 1.

It is necessary to organize a trade in oranges.

We create a private enterprise!

In the republic, when creating private enterprises, the charters indicate the areas of entrepreneurial activity, and after registration with the executive committees of these enterprises, it is determined what exactly the created entrepreneurial structure will do. So it was this time. After the registration of the firm "Grand", the problem arose of determining the specific directions of its activity.

What are the goals?

The management of the company "Grand" believed that the main goal at the initial stage of activity should be to maximize profits. Studies have shown that such a profit can be obtained if you organize the trade in food products.

During the study of the market of certain groups of food products, it was found that the largest profit from the sale falls on vegetables and fruits. Since the study was carried out in autumn and the New Year was already approaching, it was decided to organize a trade in oranges. The demand for oranges at this time of the year always increases, and the supply, as a rule, does not correspond to the real needs of the population. In addition, studies have shown that approximately 60% of all oranges available for sale in the republic do not meet the established international standards for this type of product.

What is the price of oranges?

In the course of research, it was found that the company "Grand" in its business activities should set the following prices for 1 kg of oranges:

Retail price - 0.85 - 1 USD;

Wholesale price - 0.7 - 0.8 US dollars; world price (at the supplier's warehouse) - 0.33 - 0.36 US dollars;

The offer price of Spanish suppliers is $0.36.

Taking into account the prices, the Grand firm decided to determine the possible profit from entrepreneurial activity. To do this, she did the following:

Identified the main overhead and transportation costs and determined their structure;

Analyzed the use of international transport tariffs and other regulations;

Studied the practice of international settlements;

She analyzed the state of the financial market in the republic and established its possible impact on the price of oranges.

Who will supply the oranges?

Thanks to the conducted research, it was found that Polish companies can organize the delivery of oranges to the republic most quickly and at quite affordable costs. For the delivery of oranges from warehouses in Poland to the Republic of Belarus, Polish companies charge 20% of the total contract amount as a commission. As a result, the price of 1 kg of oranges in the warehouse of the company "Grand" is 0.43 US dollars. If Grand were to deliver the oranges themselves, the price quoted would be $0.51.

How to pay for deliveries?

Under the current economic situation in the republic, it turned out to be unprofitable to use its own foreign currency to pay for deliveries. It is more expedient to attract credit resources with conversion for a currency contract. This conclusion was made as a result of marketing research of the financial market of the republic.

During market research, it was also found that if oranges are wholesaled, then the return on invested capital will be 38%. The total cash turnover is on average 12 days. Thus, the level of monthly profitability reaches 95%. This means that the company can get the desired result - the maximum profit.

1. What factors of the internal and external marketing environment were taken into account by the firm "Grand" in its business activities?

2. What did the company "Grand" not take into account in its activities?

3. Should the company "Grand" engage in wholesale and retail trade in oranges at the same time? If not, why not? What kind of trade should she engage in?

4. Why should orange trading be based on marketing implementation?

When solving a situational problem about the concept and essence of marketing, it is necessary to know and be able to explain the evolution of marketing in close connection with the changing nature of entrepreneurship, lifestyle, restrictions from the state, consumers and the environment. It is necessary to understand the goals, content and methods of organizing marketing policy. It is necessary to pay attention to the trends of change in the field of sales and commerce, consumer behavior, value system, to correctly explain the features of interaction marketing.

Situational task for marketing 2.

Juices from "GUTTA"

Gutta is one of the largest juice producers in the Baltics, 42% of the products are sold in the Baltic countries, 28% are exported to Russia, 12% to Belarus and 9% to Ukraine, the rest goes to other CIS countries.

What are the market opportunities.

At present, the market share of "Gutta" in Latvia is 42%, in Estonia - 28%, in Lithuania - 16%, in Belarus - 15%, in Russia - 2%. Now in the CIS countries, juice consumption averages 5 liters per person per year, and Gutta products occupy 2% of the market. This allows the company to sell an average of 21 million liters of juice per year. With an increase in average consumption to 7 liters and a market share of up to 10%, the volume of production calculated for the CIS market increased to 148 million liters per year

How about the range?

Firm "Gutta" produces 22 different varieties of juices, nectars and soft drinks. In the near future, the company plans to launch the production of juices from carrots and strawberries, and also intends to expand the production of soft drinks in plastic bottles. These are energy and sports drinks, carbonated and non-carbonated fruit and citrus drinks, mineral water in 3- and 5-gallon bottles.

Prospects and opportunities for the development of the company.

Gutta's share capital is $5 million. Major shareholders are the company's executives and the Baltic Republik Fond, smaller shares are owned by Huvitusfond, Baiti Kasvufond, Hansa Erastamisfond and Hansa Investments. In 1996 In 1997, the turnover of Gutta amounted to $24 million, the company's profit reached $5.8 million. In 1997, the turnover was $32 million.

In cooperation with Tetra Pak, in 1997 Gutta put into operation a plant in Latvia (Ramava), which is currently the most modern plant in Northern and Eastern Europe in terms of technology. In 1998 "Gutta" is going to open three more plants: two in Russia (in Samara and Moscow) and one in Ukraine.

How about the communication policy?

In its communication policy, "Gutta" pays the most attention to advertising and public relations. The communication policy is aimed primarily at:

Formation of attitude to the company's products as produced on natural raw materials, without any additives. The main motto: "Gutta juices without any additives. You live great!";

Ensuring consumer attachment to the company's products.

What position to take in the market?

Gutta, a competitive juice producer in the Baltic countries, plans by 2005 to win 10% of the market in the CIS countries, primarily in Russia and Ukraine. According to forecasts, as soon as Gutta starts implementing its promising projects, the company's turnover will increase dramatically. For this, according to the management of the company, there are all the necessary prerequisites.

Risk factors.

In the production and sale of products, according to the company's executives, there are certain risk factors. This:

Seasonal fluctuations in demand;

Low solvency of the population;

Imperfection of the existing system of payments;

Fluctuations in demand for certain manufactured products;

Disadvantages of organizing the work of wholesale and retail enterprises.

1. Which market segments are the most attractive for Gutta? What are the signs of segmentation and why should you use it?

2. How should "Gutta" implement the communication policy of the Republic of Belarus?

3. What risk factors does Gutta need to consider?

4. How should the pricing policy be implemented on the Belarusian market?

How to solve a situational problem in marketing

The solution of the situational problem requires the study of material on the categories of "competition", "market segmentation", "consumer behavior", "price and communication policy". It is necessary to analyze the market concept, the environment, determine the tasks of market research from the point of view of marketing, identify sources of information about the market, and pay attention to the signs of market segmentation.

Sources

In preparing this material, the following guidelines were used

1. Seletskaya O.S. Guidelines for the implementation of control work on PM 02. Organization and conduct of economic and marketing activities. - Ulan-Ude: publishing house of the Buryat Republican College of Food and Processing Industry, 2016.
2. Alferova L.A. Marketing. Tutorial. - Tomsk: publishing house of Tomsk State University of Control Systems and Radioelectronics, 2005.
3. Sinyaeva I.M., Countryman S.V., Sinyaev V.V. Workshop on Marketing / Ed. prof. L.P. Dashkov. - Moscow: Dashkov and K, 2008.
4. Mertuzalieva T.V., Tsakhaev R.K. Marketing workshop: tasks, cases, tests. Tutorial. M.: Exam, 2013.

Solutions to typical marketing tasks

Workshop on marketing with solutions for students.

Task 1. The distributor purchased in bulk 500 pairs of women's shoes at a price of 150 UAH. for a couple. Part of the shoes sold for 200 UAH. for a couple. With the deterioration of sales at the end of the winter season, he reduced the price of goods by 20% and sold the last 200 pairs of women's shoes. Production costs for the purchase of goods and its implementation amounted to 2000 UAH.

Define:

the wholesale cost of the goods;

a new selling price for the rest of the goods;

· the amount of proceeds from the sale of the entire consignment of goods (in UAH);

profit from the sale of the entire batch of goods.

Determination of the wholesale cost of goods

500 pairs x150 UAH = 75 000 UAH

· Determining the volume of sales of goods for 200 UAH. for a couple:

300 x 200= UAH 60,000

Determination of the new selling price of the remaining goods:

200 UAH x 0.8=160 UAH for a couple

Determining the volume of sales of the remaining goods at a reduced price:

200 pairs x160 UAH = 32 000 UAH

Determining the volume from the sale of the entire batch of goods:

60,000 + 32,000=92,000 UAH

Determination of profit from the sale of the entire batch of goods:

92,000-75,000-2,000=15,000 UAH

Task 2. You are the head of the marketing department of the Porcelain Factory OJSC. It is planned to sell individual batches of services in Western Europe. With production costs equal to 30 UAH. for one service, the goods are planned to be sold for 80 UAH. for one service.

Wholesale independent intermediary distributes services for 100 UAH. for a unit. The planned sales volume is 4,000 sets per year, provided that the manufacturer undertakes to spend UAH 30,000 on advertising.

The sales agent agrees to work for 7% (at a service price of 100 UAH), but he can only cover 65% of the wholesaler's market.

Determine the profit of the manufacturer, wholesaler, sales agent and postal services.

1. Determine the profit of the manufacturer:

We determine the cost of services:

4000 pcs. x 30 UAH. = 120000 UAH;

We determine the selling price:

4000 pcs. x 80 UAH. = 320000 UAH;

Determine profit:

320000 - 120000 - 30000 = 170000 UAH.

2. Determine the wholesaler's profit.

We determine the amount of sale:

4000 x 100=400000 UAH;

Determine the profit of the wholesaler:

400000 - 320000 = 80000 UAH

3. Determine the sales agent's profit.

Let's determine how many services are sold:

4000 x 0.65 = 2600 pcs;

Let's determine the scope of the agent's implementation:

2600 x 100 = 260000 UAH;

Determine sales revenue

260000 x 0.07 = 18200 UAH

4. We determine the income of mail from services.

determine the number of services in the implementation by mail:

4000 - 2600 = 1400 pcs;

We determine the price of mail services:

1400 x 10 = 14000 UAH

Task 3. Determine the break-even point of a joint joint stock company to be established with the involvement of foreign capital and innovative technologies, if:

· the cost of production without the cost of raw materials and materials is Sp = 600,000 UAH;

· the cost of raw materials and materials purchased in Ukraine (including transportation costs) – Мс = 300,000 UAH;

· the cost of components supplied by foreign partners (including transportation costs) – Mi = 500,000 UAH;

· the cost of products that will be exported to the country of a foreign partner is (including delivery costs) Qi,1 = UAH 400,000;

The cost of products that will be exported to third countries (including shipping costs) is:

Qi,2 = 1200 thousand UAH;

The cost of products that will be sold on the domestic market (including transportation costs)

Color = 600000 UAH.

An approximate calculation without loss of a joint venture is carried out according to the formula:

Define:

production cost of products;

cost from sale;

sales profit.

We determine the production cost of products:

S=Sp+Ms+Mi=600000+300000+500000=1.4 million UAH

We determine the cost from the sale:

D=Tsn,1+ Tsn,2+ Tsv=400 thousand UAH+1200 thousand UAH+600 thousand UAH=

2200 thousand UAH

We determine the profit from the sale:

Pr=D-S=2.2 mln hryvnia-1.4 mln hryvnia=0.8 mln hryvnia

Task 4. The construction company conducted marketing research and found that in order to maintain positions in this market, it is necessary to increase the productivity and reliability of the manufactured product - technological equipment for consumers.

The marketing department set standards for these indicators and set the task of predicting the cost of new equipment if:

cost of old equipment

Сс = 5.2 thousand c.u.;

The performance of old equipment

PS \u003d 16 thousand pieces. parts per year;

new equipment productivity growth index - ;

Reliability of old equipment -

Reliability of the new equipment -

increase in labor productivity at the enterprise - manufacturer of equipment:

Ptr = 3% per year.

Predict Using Parametric Method

cost and productivity of new equipment.

thousand c.u.;

thousand pieces parts per year

Task 5. Carry out a strategic forecast and analysis of the activities of a joint joint stock company with the attraction of foreign capital and innovative technologies for at least five years (initial data and calculation should be done in tabular form), if:

· the invested capital of the foreign partner is 40% of the total capital;

· deductions to the reserve fund Fr = UAH 0.2 million.

Contributions to the enterprise development fund are

Fr. p. = UAH 0.04 million;

contributions to the social development fund is equal to

Fs. R. = 0.032 mln hryvnia

Table 2.1

Initial data and forecast of the joint venture

Indicators	Value indicators by years, in mln.
1. Production cost of products, C \u003d Sp + Ms + Mi
2. Cost of implementation, D \u003d Qi, 1 + Qi, 2 + Tsv
3. Profit from the sale of products Pr \u003d D - S
4. Contributions to the reserve fund
5. Balance sheet profit of the enterprise Pb \u003d Pr - Fr
6. Contributions to the enterprise development fund, Fr. P.
7. Profit subject to taxation, Mon \u003d Pb - Fr. P.
8. Profit of the enterprise, Pp \u003d Mon - 0.3 Mon
9. Deductions to the social development fund, Fs. R.
10. Profit of the participants, Pu \u003d Pp - Fs. R.
11. Profit of a foreign participant, Pi. y. = 0.4 Pu

Task 6. It is necessary to determine the future value of the deposit and the amount of interest for the entire investment period under the following conditions:

The initial cost of the deposit is Р = 10,000 hryvnia;

· the interest rate used in calculating the amount of compound interest is set at a = 10% per quarter;

The total investment period is T = 1 year, n = 4.

When calculating the future amount of the deposit in the process of increasing it by compound interest, use the formula:

Sc \u003d 1000 * (1 + 0.1) 4 \u003d 1464.1 UAH.

P is the initial cost of the deposit;

Р = 1000 UAH.

a \u003d 10 - the interest rate used in calculating the amount of compounded interest, in shares;

n = 4 number of investment periods.

Task 7. You deposited PV = $100 in the bank at 3% per month.

Determine how much profit you will have by the end of the year.

FV = PV + (i+i)n

PV is the initial deposit amount;

FV - future value;

n = 12 - the number of periods that are analyzed;

FV \u003d 1000 * (1 + 0.03) 12 \u003d 1343.9 $

Task 8. To evaluate suppliers A, B, C, D, the following criteria were used: price (0.5), quality (0.2), reliability of delivery (0.3). The weight of the criterion is indicated in parentheses. Evaluation of suppliers based on the results of work in the context of the listed criteria (ten-point scale) is shown in Table 2.2

Which supplier should be preferred when renewing the contractual relationship?

Table 2.2

Evaluation of the supplier for price, quality and reliability

	Criterion
	Quality
	Reliability

	Criterion	Specific weight of the criterion	Evaluation of the supplier for this criterion	The product of the specific weight of the criterion by the assessment
	Quality
	Reliability

Task 9. The firm "Zarya" puts on the market products A. The production capacity and capabilities of the company allow it to manufacture these products in the amount of 800 thousand pieces. in year. At the same time, the same products are produced by three more enterprises - competitors of the company.

This year, the Vympel company, having manufactured 800 thousand pieces. products A, could not sell 100 thousand pieces, which are in the warehouse of finished products of this company.

Define:

The most effective production program for product A for given market conditions, taking into account customer demand;

the need for material for the manufacture of product A in the next (planned) year, if it is known that materials M1, M2, M3 are required for the manufacture of this product, and the established Vympel technology provides for the consumption rates of these materials per product in the amount, respectively, 20kg/pc, 25kg/pc, 15kg/pc

1. We determine the most effective production program A for the given market conditions.

When determining the most acceptable production program for products A for market conditions, the following should be taken into account:

v customer demand for these products;

v products in stock that were not sold in previous periods

W = 700 thousand pieces - 100 thousand pieces. = 600 thousand pieces, where W is the volume of production.

2. Determining the need for material for the manufacture of product A.

The need for materials is determined in natural units by multiplying the consumption rates of each material by the volume of products produced:

For material M1:

V1 \u003d 20 kg / piece * 600000 \u003d 12000 tons;

For material M2:

V2 = 25 kg/pcs* 600000 = 15000 tons;

For material M3:

V3 \u003d 15 kg / piece * 600000 \u003d 9000 tons, where V is the need for material

Answer:

the most effective program for these market conditions provides for the release of a product in the amount of W = 600 thousand pieces,

the need for materials, taking into account the above production volumes of products A, is:

For material М1 - V1 = 12000 t.

For material М2 – V2 = 15000 t.

For material М3 – V3 = 9000 t.

· the actual sale of goods in April amounted to UAH 460 thousand;

trade markup - 15%;

The trading company has a single day off per week.

2. Determine the increase in one-day sales:

thousand hryvnia in a day;

increase in one-day sales

18.8 - 15.6 \u003d 3.2 thousand UAH. in a day;

additional production volume

3.2 * 17 = 54.4 thousand UAH;

· additional income

thousand hryvnia

8.16 - 2.65 = 5.51 thousand UAH;

Task 11. A trading company purchased 400 units of goods for 90 UAH. per unit and sells at a price of 100.8 UAH.

Define: How many units does she need to purchase to keep her gross margin the same when the selling price of one unit is reduced by 5%?

the company's operating profit?

1. Determine the purchase price of the entire product

90 x 400 = 36000 UAH

2. Determine the proceeds from the sale

100.8 x 400 = 40320 UAH

1. Determine the production profit of the enterprise

40320 - 36000 = 4320 UAH

2. Determine at what price the product was sold

100.8 x 0.95 = UAH 95.76

3. Determine the number of products that need to be purchased to maintain profit

400320: 95.76 = 421 units products.

Answer: the production profit of the enterprise is 4320 hryvnia;

if the unit price is reduced by 5% and the production profit is maintained at the same level, 421 products must be purchased.

Task 12. In the process of monitoring the implementation of plans, the marketing service found that it was planned to sell 2600 pieces of products per year at a price of 12.5 UAH / piece. In fact, 2750 pieces of products were sold at a price of 12.2 UAH/piece.

Determine the volume of sales of products and the revenue associated with the additional sale of products at a reduced price.

1. Determine the cost of production at the planned price

12.5 x 2600 = 32500 UAH

2. Determine the actual cost of production

12.2 x 2750 = 33550 UAH

3. Determine how much the sales plan was overfulfilled

33550 - 32500 = 1050 UAH

4. We determine the loss of revenue due to a decrease in price

(12.2 - 12.5) x 2750 = - 825 UAH.

· the volume of sales of products is 33550 hryvnia;

· revenue associated with the additional sale of products at a reduced price, is 1050 UAH.

Task 13. The trading company is holding an exhibition. The actual turnover a month before the exhibition amounted to 480 thousand hryvnia, a month after the exhibition - 560 thousand hryvnia. UAH 2,700 was spent on holding events related to the exhibition. The trade markup is 18.5%. The business has one day off per week.

Determine the effectiveness of the exhibition sales.

We determine the sales volume on the day before the exhibition

480: 26 days = UAH 18.5 thousand

We determine the sales volume on the day after the exhibition

560: 26 = 21.5 thousand UAH.

Determine the increase in sales on the day associated with the exhibition

21.5 - 18.5 = 3 thousand UAH

Determine the increase in sales per month

3 x 26 days = 78 thousand UAH

We determine the trade markup (in UAH) and the effectiveness of the sales exhibition

thousand UAH;

14.43-2.7=11.73 thousand UAH

Answer: the efficiency of the sales exhibition is UAH 11.73 thousand.

Task 14. A situation arose before a commercial enterprise: either to establish the production of components on its own, or to purchase from a manufacturer with the following initial data:

Fixed costs amount to 8.8 thousand UAH;

· specific variable costs - 40 UAH/piece;

The price for 1 product is 44.5 UAH/piece;

Required quantity - 1700 pcs.

The cost of purchasing parts from another supplier is:

Z pok=C*X=44.5 UAH/piece*1700=75650 UAH

where: Zpk - the cost of purchasing parts from another supplier;

C - price per unit of production;

X is the required number of parts per year.

Costs for the production of components in-house are:

3 ar.= Const.+Deb. per * X \u003d 8.8.

Z production=8800 UAH+40 UAH/piece*1700=76800 UAH,

where: Post. - fixed costs

Oud. lane - specific variable costs.

Let's determine the number of parts at which the cost of purchasing parts will be equal to the cost of production on our own:

C*X \u003d Const. + Ud. lane*X

X \u003d Post / C-Ud. per. - break even.

.

Answer: it is advisable for the enterprise to purchase components, since the cost of production on its own will pay off with a quantity of 1956 pieces, and the company needs only 1700 pieces.

Task 15. Table 2.4 shows the different types of costs associated with the operation of distribution systems, depending on the number of warehouses included in this system.

Determine the optimal number of warehouses in the distribution system.

Table 2.4

Distribution system costs depending on

from the number of warehouses

All calculations are carried out in Table. 2.5

Table 2.5

Distribution system costing

with different number of warehouses

Answer: The optimal number of warehouses is 4 (four), since the total costs associated with the functioning of the system are minimal with such a number.

Task 16. The trading company has 6 stores in the district, for the supply of which you can rent a warehouse in one of the points:

A, B, C or D; the turnover of stores (tons / month) and the distance from each of them to points A, B, C and D are shown in the table. In which of the locations should I rent a warehouse?

Solve the problem using the criterion of minimum transport work for the delivery of goods to stores.

Table 2.6

Initial data for problem 16

shop	Cargo turnover, tons/month	Distance to point A, km.	Distance to point B, km.	Distance to point B, km.	Distance to point G, km.

Table 2.7

Calculation of the location of the warehouse

shop	turnover, tons/month	Number of transport work
For item A	For point B	For item B	For item D
			Freight turnover of transport t/km/month		Freight turnover of transport t/km/month		Freight turnover of transport t/km/month

Answer: You should rent a warehouse in point A, since the value of transport work is minimal (966 t / km / month).

Task 17. Determine the price of a new product, if the price of an analogue is UAH 780, the number of points for the base product is 344, and the number of points for the new one is 366 points

Using the parametric method to determine the price of a new product, we determine the number of hryvnias per one point.

UAH/point

The price of a new product will be equal to 2.29 * 366 points = 838 UAH.

Answer: the price of a new product is 838 UAH.

Task 18. In terms of technical and economic parameters, evaluate the competitiveness of refrigerators of the Sirius and Purga brands, using the indicator where .

Table 2.8

Initial data for problem 18

Index	"Sirius"		Coefficient significance, d
1. Reliability
2. Time between failures, thousand hours
3. Profitability kW. h/ssg
4. OS temperature
5. Capacity cold. cameras, dm3
6. Volume, l
7. Design (on a 10-point scale)
8. Preservation of products when power is turned off, mg
9. Material consumption, kg
10. Price, UAH
11. Total costs for the entire period of operation

K \u003d 300 - 200 \u003d 100 units;

K \u003d 300 + 200 \u003d 500 units;

C \u003d 100-120 \u003d -20 UAH;

C \u003d 100 + 120 \u003d 220 UAH;

Task 20. The labor intensity of all repairs of the production line of the enterprise is tp = 18750 man/hours, the effective working time fund of one worker per year is Fr. V. = 1840 hours.

Determine the average number of repair workers required to repair all types of repair of the production line, if the planned fulfillment of the norms per shift is Rв. n. = 108%.

people

Task 21. A pieceworker of the 5th category produced 110 tons of products in a month. The daily output rate is 4 tons. The daily tariff rate is UAH 8.96. The bonus is 50% of piecework earnings.

Determine the monthly earnings of the pieceworker.

We determine the piece rate for 1 ton of manufactured products:

Determine piecework earnings

2.24*110t. = UAH 246.4

Determine the total income:

246.4 + (246.4 * 0.5) = UAH 369.6

Answer: pieceworker's monthly salary is UAH 369.6.

Task 22. On April 10, 2003, the Azimut enterprise imported into Ukraine imported excisable goods from Estonia, the customs value of which is 8,000 US dollars.

The duty paid upon importation of goods is 2%, customs duty - 0.2%, excise duty - 30%.

Set the total amount of payments if the NBU exchange rate on this date is UAH 5.50. for one US dollar.

1. We determine the customs value

8000 * 5.5 = 44 thousand UAH.

2. Determine the customs fee

3. Determine the state fee

4. Determine the excise duty

44000 * 30/100 = 13200 UAH .

5. Determine VAT

(44000 + 13200 + 880) * 20/100 = 11616 UAH

6. Determine the total amount of payments

88 + 880 + 13200 + 11616 = 25784 UAH

Answer: the total amount of payments is 25784 UAH.

Task 23. Determine the defectiveness ratio of a batch of shoes if the quantity of the batch is 200 pairs, and only 10% was taken for verification. The results of checking the quality of footwear are shown in Table 2.9.

Table 2.9

Shoe quality test results

1. Find the sample size

n = 0.1 * 200 = 20 par.

2. We determine the defectiveness of a batch of shoes

.

Answer: the defectiveness of a batch of shoes is 7.5%

Task 24. Determine the competitiveness of the Ukrainian Polesie forage harvester in comparison with the Maral-150, using the data in Table 2.10, provided that the overall indicator for standard parameters is In. n.=1.

The calculation of the integral indicator of the level of competitiveness (IC) of the product is carried out according to the formulas:

Table 2.10

Technical and cost parameters

forage harvesters

*The cost of the Polesie combine is conditionally taken as a unit.

Answer: Forage harvester "Polesie" is competitive compared to "Maral-150" and can be exported to other countries.

Task 25. A commercial enterprise is offered three technologies for introduction into production.

Determine which of them will be the most profitable (the data is given in table 2.11) using the yield index formula

Table 2.11

Initial data for problem 25

Answer: the first technology will be the most cost-effective.

Task 26. In the domestic market, the price for W=5 thousand pieces. goods consisted of:

fixed costs Ps = 6 thousand UAH;

variable costs Pe=15 thousand UAH;

Profits (20%) of total costs.

Determine the price of a unit of goods, which has developed in the domestic market.

1. We determine the total costs of the enterprise for the manufacture of 5 thousand pieces. goods

Ppol. \u003d Ps + Pe \u003d 6 thousand UAH + 15 thousand UAH \u003d 21 thousand UAH

2. Determine the planned profit

Ppr \u003d Pkol * 0.2 \u003d 4.2 thousand UAH.

3. We determine the price of a batch of goods

Tspart = 21 + 4.2 = 25.2 thousand UAH.

4. Determine the price of a unit of goods

Answer: the price of a unit of goods, which has developed in the domestic market, is 5.04 UAH.

Marketing tasks with solutions - workshop - 3.9 out of 5 based on 17 votes

1. Calculate the market capacity for an enterprise that produces means of production using the summation of markets, if the product that it offers is used in four industries, while the volume of sales of products of these industries is 1, 5, 2, 6 million rubles, respectively, the number of buyers in these areas, respectively, is 8, 7, 4, 9, and the number of units of goods per 1 million rubles. production reaches 10, 11, 13, 14, respectively.

2. Two competing firms A and B sell the same product on the market, but at the same time spend different amounts on marketing (120 and 80 thousand rubles, respectively) with different efficiency (0.9 and 0.12 rubles / rub.). Determine the share of each firm in total sales in the market, provided that the coefficient of elasticity of marketing activity is 0.8. Comment on the results obtained from the point of view of the influence of the effectiveness of marketing activities and the coefficient of elasticity.

3. Determine the potential market capacity in such conditions:

- The volume of national production of goods - 500 thousand tons per year;
- Direct export - 200 thousand tons;
- Indirect export - 100 thousand tons;
– Direct import – 80 thousand tons;
– Hidden import – 50 thousand tons;
- Remains of goods in the warehouses of manufacturing enterprises - 30 thousand tons;
– Reduction of stocks of sellers and buyers in the country – 20 thousand tons.

4. The total volume of products sold on the market is 15 million rubles. The volume of sales of the company's products in the total volume is 4 million rubles. The results of market research showed that the total sales volume can be increased to 20 million rubles if potential buyers of the product are interested.

Define:

– The company's market share;
– Volume, market capacity, market potential, sales potential of the enterprise;
– The potential of the market, which is already being exploited.

Draw conclusions in marketing tasks

1. The income of the inhabitants of the region is 12% of the country's income, the volume of retail trade in the region is 11.8% of the country's trade, the population of the region is 13.5% of the total. Determine the capacity of the regional market of consumer goods (index of relative market potential), if in the multifactor index of purchasing power the coefficient of the region's share is in: income of the population -0.5; retail trade volumes -0.3; population -0.2. Draw conclusions.

2. A publishing company has analyzed the volume of sales of its weekly magazine, which has a circulation of 10,000 copies. The data on the sale of part of the circulation for 16 weeks of the year is presented below: 9722, 9666, 9681, 9730, 8921, 9518, 9623, 10001, 9422, 9508, 9320, 9419, 9303, 9219, 9108, 9288.
Determine: the trend in the dynamics of the volume of sales of the circulation of the weekly, its nature, the forecast of the volume of sales at the end of the year; marketing activities that are necessary to increase demand for the weekly.

3. Calculate the possible volume of demand of the population for a product in the planning period, if during the reporting period, with an increase in income by 5.5%, the level of demand for this product per capita increased by 4.1% and amounted to 2850 rubles.

4. Demand for goods per capita increased in the reporting period compared to the baseline by 5% and amounted to 50 rubles. During this period, the income of the population increased by 3%. Calculate the coefficient of elasticity of demand from income and possible demand in the year following the reporting year, if the level of income in it can grow by 2%, and the population will be 250 thousand people.

5. The confectionery factory is supposed to produce a new brand of caramel, the production costs of which are 1.4 million rubles. It is necessary to determine whether the market capacity is sufficient for a new product to justify the costs of its production, provided that the population is 1.5 million people, per capita income is 2000 rubles; the share of funds spent on food -50%; the share of funds spent on confectionery - 3%; the share of funds spent on sweets -1%; the share of funds for sweets without chocolate -0.8%; the expected share of expenses for a new brand of caramel is -0.2%.

Tasks for a marketer

6. Firms A and B in the conditions of the buyer's market sell the same product, while spending different amounts on marketing (14,000 and 16,000 rubles, respectively) with different efficiency (0.9 and 1.1 rubles / rub., respectively). Determine their market share for this product. Draw conclusions.

7. Determine the demand for the products of firms A, B and C, provided that their marketing efforts and productivity (efficiency) of the latter per monetary unit are respectively: 700; 500; 900 rub. and 8.0; 9.3; 12.6 rubles / rub. The market potential for this product is 978,500 rubles.

8. The Atos enterprise, a manufacturer of snacks (chips, crackers, crackers, etc.), sold products worth 700 thousand rubles last year, while competitors sold goods worth 5,000 thousand rubles on the snack market over the same period. (sales volume of the most powerful of the competitors is 1050 thousand rubles). Representatives of the marketing service of the Atos enterprise, after market research, found that when using an active marketing program, the market capacity in the next one can be increased to 850 thousand rubles. Determine the market share of the company "Atos" last year and its predicted value, as well as the relative market share of the company relative to its main competitor.

9. A confectionery factory plans to launch a new brand of caramel in a certain geographical region.

Determine the market size for a product in this geographic region if the following data are known:

The population of this region is 28,700 people.
The average monthly income per capita is 22,000 rubles / person.
The share of funds that are spent from the income received on food is 32%.
The share of funds spent on confectionery products is 5% of the amount spent on food.
The share of funds spent on sweets is 47% of the cost of confectionery.
The share of funds spent on caramel sweets is 25% of the cost of sweets.

Practical tasks for a marketer

10. Perform the optimal distribution of the marketing budget of the enterprise, maximizes profits, if it is known that 1 ruble invested in advertising (A) gives 10 rubles. profit, and 1 rub., invested in measures for the distribution of goods (B), gives 20 rubles. arrived.

However, there are several restrictions:

marketing budget: A + B = 100 rubles.
80 rubles > A > 40 rub.
10 rubles > B > 10 rub.

11. The enterprise is developing new products and plans to start its production next year. Market research and analysis of the production and financial potential of the enterprise showed that if the unit cost of a new product exceeds 780 rubles, it would be inappropriate to use its own production facilities for its release; in the case when it will be in the range of 720-780 rubles, it is supposed to be launched into pilot production; in the case when the cost price is lower than 680 rubles, there is a possibility of launching into the main production. In order to determine in more detail the costs of future production, 6 independent experts conducted research and gave the following estimates of the cost per unit of products planned for release: 740, 720, 890, 660, 710, 780 rubles. Determine the behavior of the enterprise - the manufacturer, taking into account the predicted level of cost.

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Practical work

Option 2

I. SITUATIONS

You are the owner of the resort. Who are your competitors?

Private owners, foreign resorts, domestic resorts, domestic tourism, bus tours, rest houses, haciendas.

2. Your main consumers are students living in a hostel. Suggest a number of marketing measures aimed at enhancing the purchasing behavior of people in this group.

• Discounts
• Promotions by type 3 + 1 for free
• Organization of the presentation of goods, services with the invitation of DJs

3. Your company organizes visiting discos. Select the expected market segment, justify the choice.

Youth aged 18-25

Middle class aged 25-40

4. Describe, as you understand: “goods by design”, “goods in real performance”, “goods with reinforcements” using the example of a tape recorder.

When creating a product, the developer needs to perceive the idea on three levels. Fundamental is the level of product by design, which gives an answer to the question: what will the buyer actually buy? After all, in essence, any product is a packaged service to solve a problem. The task of market actors is to identify the needs hidden behind any product and sell not the properties of this product, but the benefits from it. From this it follows that the product is, by design, the core of the concept of the product as a whole.

The developer will have to turn the product according to the plan into a product in real performance. The tape recorder is a real product. A real product can have five characteristics: a quality level, a set of properties, a specific design, a brand name, and a specific packaging.

Finally, the developer may provide for the provision of additional services and benefits, which together make up the product with reinforcement. In the general case, these can be: granting a loan to the buyer; free shipping; installation or installation; training of personnel serving the buyer; post-warranty service; provision of spare parts, etc.

The idea of ​​reinforcing a product forces the marketer to look at the customer's consumption system as a whole, to see how the buyer of the product comprehensively approaches the problem that he is trying to solve through the use of the product. With this approach, the marketer will identify many opportunities to support his product offering in the most competitive way.

5. Your company is committed to the concept of product improvement. Your actions?

The concept of product improvement states that customers will favor products that offer the highest quality, best performance and performance, and therefore an organization should focus its energy on continuous product improvement.

6. Your company has set itself the goal of pricing to ensure survival in the market. Your actions?

If there are no special competitive advantages of the product, set prices at the level of competitors and optimize costs

II. PRACTICAL TASKS

1. What does customer orientation mean to you?

Specialists offer many models to improve the quality of service and the degree of customer satisfaction with goods and services. There are usually two aspects to this. First– the need for precise customer specifications. It is important that the enterprise knows and understands the specific needs of customers, as well as the benefits that they associate with the purchased goods and services. So, in the field of car service, two large groups of customers can be distinguished. One, made up of thrill-seekers, prefers powerful, fast cars, and therefore needs services to match that demand. The other group, on the contrary, prefers services that ensure the reliable and safe operation of vehicles.

Second aspect– organization of production, service and maintenance in full compliance with the specifications of consumers. An enterprise needs to maintain constant communication with customers and disseminate the information received to all its divisions, and then use the acquired knowledge to produce higher quality goods and services, taking into account the needs of the clientele.

1. One way or another, you become customers several times a day: on the train, bus, shop, doctor, restaurant or car repair shop. If you are very satisfied with the service, you tell your colleagues or friends about it. List and describe three times you, as a customer, felt you were being treated appropriately. What conclusions would you draw from this for yourself if you acted as an entrepreneur?

Bank - fast and attentive service at the operating cash desk.

Photo lab - custom photo book design. Professional and fast service.

The supermarket is a cheese department, a polite and smiling seller who advises competently.

3. Imagine that you are the owner of a fast food company (like McDonald's). Answer the following questions:

1. What kind of organization would you like to be?

Pizzeria in Sicilian style.

2. What and for which clients would you like to offer?

Office workers - business - lunches.

Students - economy menu.

Families - lunch on the day off.

1. How important are customers to you, and who are they?

Necessary conditions: it is necessary that the location be as convenient as possible for residents and guests of the city - future visitors, but at the same time, it is necessary to take into account the location of competitors, as well as the cost and availability of the necessary space in the area.

1. What would you like to achieve?

High quality, an invitation from an Italian chef.

1. For what period of time?

Within six months.

1. How would you like to look in the eyes of the client?

Cozy Italian pizzeria with real Italian cuisine.

1. How are you different from competitors? Is there anything exceptional about this?

Price, design, chef from Italy.

1. What can this give your future clients?

Provides pleasant leisure, quality food, high service.

1. How do you intend to achieve this?

Staff training, conclusion of an agreement with suppliers of high-quality raw materials.

10. How and when would you evaluate the results?

Before starting a pizzeria, by drawing up a business plan.

4. Please indicate the monopolies known to you. Fill in the table - indicate the number of sellers and buyers, using the characteristics of market situations. Market situation Sellers Buyers Monopoly Oligopoly Pure competition

GAZPROM has a monopoly on the "gas market", RAO "UES of Russia" - on the "electricity market". TSB RF.

5. What criteria does the client follow when choosing the place of his daily purchases?

• Close to home and work.
• Product quality, staff service

6. Interview at least 15 people, i.e. conduct market research to find out what irritates shoppers the most in self-service stores. Conduct an analysis of the situation and make a list of recommendations for store owners to eliminate deficiencies. Use the following diagram: From the list below, select 5-10 situations that you might be dissatisfied with in self-service stores:

1. Long queues at the box office.

2. No shopping cart.

3. Lack of price tags on goods.

8. Too small parking lot.

10. Insufficient quantity of goods.

11. A sudden reorganization, as a result of which everything has to be looked for.

13. Goods of poor quality, spoiled products.

14. Unhelpful and impolite staff.

The main situations that cause dissatisfaction among customers in self-service stores:

- very narrow aisles;

- in the evening, when people return from work - not all cash desks work - there are long queues;

- lack of discount cards;

— lack of free packing bags;

— lack of staff to consult with;

- display of goods for visitors;

- uncollected expired goods on time;

- guards walking behind, etc.

To eliminate these shortcomings, the store owner must take into account a list of recommendations:

- constant work on the assortment of goods;

- timely removed expired goods from the windows;

- for regular customers, you can enter discount cards;

- pay not only in cash, but also by credit cards;

- to pack goods at the checkout, use free bags with the store's logo;

- introduction to the staff of a sales consultant or administrator unit;

- expansion of retail space;

- during peak hours, establish the work of all cash desks;

– installation of CCTV cameras and the release of security guards from the duty of following customers.

7. An exemplary salesperson knows how to ask the right questions and find out the motives of the client's actions. Even if it doesn't get to the point of making a deal, he always enters into the conversation - this is an attempt to assess the needs of the client. After all, a customer does not enter the store without a reason. Something caused it. The entrepreneur should try to unravel the reasons for this visit. An important selling principle is: a sale is made only when the buyer's expectations are met. Describe how this is achieved.

1. What questions should be asked at the beginning of a conversation with a client to find out his needs? Please remember what the seller asked you during the last important purchase. What questions did he start the conversation with?

“What did you especially like about this model?”,

"What are you particularly interested in this fabric?".

"Which style do you prefer?"

"Which color scheme do you prefer?"

"Which color do you like best?"

"What are your wishes for accessories?"

“What attracted you to this option?”

“How do you distinguish a high-quality model from a low-quality one?”

2. Please comment on the seller's answer: "I have established for myself once and for all that the client is right." Do you agree with this principle or not? Why?

The client is always right when he wants to get high-quality work that brings returns, and at the same time for reasonable money. The client is right when he turns to a professional for this.

The client is wrong when he starts talking professional how he should do his job.

If a make-up artist who needed to urgently operate on the brain demands from the neurosurgeon “for aesthetic reasons” an incision not on the head, but on the leg, then he would be wrong.

He is right when he wants to get well. He is right when he wants "to be beautiful." He is wrong when he says: "I understand everything in beauty, but the incision on the head is ugly, so make an incision on the leg." The issue of operational access lies out of his jurisdiction, no matter how much he cast the spell "the customer is always right."