Экономические науки/6. Маркетинг и менеджмент

Baltagulova Zh., Akhmetova Z.

Al-farabi Kazakh national university, Kazakhstan

The paradigm of marketing in modern conditions.

Frédéric Beigbeder - is a French writer, literary critic and a TV presenter. In the his novel "99 francs", which written in 2000, he said that "Marketing is an orchestra which gives orders to the kapellmeister"(1). The opinion polls decide on politics, trials decide advertising, panels choose the songs we hear on the radio, sneak previews determine how films should end- and it all and there is a concept of interesting word - "marketing".

What do we need marketing for? In our country some people often set this question, others heard this profession for the first time in their life. And those, who know about marketing, their attitude toward marketing is contradictory. Therefore, depending on that, as far as a man know this notion, we can say about their opinion about marketing.

In this connection, there are different expressions concerning this speciality: humorous expressions, such as marketing "Specialist is as a geologist on a deposit. Not clear, what exactly he occupies there, but without him nothing will be never done" (2), and there is and distant not humorous quotation that is popular especially among customers: "Marketing is a method of divorce trustful consumers" (3). Here just the same by attitude toward him, it be possible to say, promotes, that marketing constantly hangs by a hair.

It seems that marketing specialists will begin to be slowly "delivered".

But as practice proves, as, then it was not, but a benefit from marketing is and not small. Who is able to use marketing instruments, that excels all and every competitor. This man we then can see equally with such people as Donald Trump, Robert Kiyosaki, Howard Schultz and etc. It is possible to distinguish approximately 4-5 principal reasons that explain, for what we need marketing.

Firstly, the half of the world population exactly unawares of that engages in marketing, even those people that negatively to him behave: businessmen begin to think while, whether marketing needs to their business, at the same time they and unaware that here to them already and occupy. Ordinary people too engage in marketing, especially housewifes: mothers with three children know exactly, where it is possible to buy a commodity cheaper and better, where now discounts of and other - and it marketing already.

Secondly, on marketing an enormous role is laid in the economy any country. What the more marketing is in the state, the stronger economy, consequently, the profits of population grow, and the index of quality of life and index of happiness become higher. It can be checked, analysing the level of GDP, level salary and expense on marketing. A volume expenses on marketing is a direct pointer to the level of profits in the economy of country.

Third, a leading role of marketing in an economy is development of talents. In countries marketing is widely used in that, to talents most easy to realize itself. Talents are a locomotive of any economy.

Fourth, support on marketing - only correct strategy. Marketing purpose - to do it so that salespeople "had" a rest. For example, after new goods Steve Jobs, people line up in a turn many days prior to beginning of sales, spending the night under the doors of shops! The role of salespeople, in this case, consists only in that it is simple to take money and give a commodity.

The durable relationships with a client and companies-partners need time, energy and it is good to talk in language of economy and business. This language is Marketing. On him can talk only that, who is able correctly to use marketing. Maybe, sometime an economy will talk in other language, but exactly now is marketing. Thus, that who owns information regarding marketing, people, companies, who have at all, and this meaning that the economy of the state will grow and become competitive.

However, that, will study to this language, it is important to remember about such concept as a marketing complex, or marketing-mix. In the complex of marketing without fail next elements stand: Product; Price; where a product reaches to the consumer - Place; how a product moves up - Promotion, i.e. this is a conception of 4Р. It is presently possible to notice that other elements add in the complex of marketing. So many of us could hear such conceptions as 7Р, 9Р or 12Р.

From the "changed" forms of marketing complex it is possible most successful to name conception of "7Р", in that by "4P" 3 is added - People, Process, Physical Evidence:

1. People are a contingent, relating to the process of purchase-sale;

2. Process of purchase - that it is related to activity of customer on realization of choice of commodity;

3. Physical evidence is a material object that can serve as for a client confirmation of fact of doing service.

Presently this conception of "7Р", often try to apply to the commodity marketing, although this conception was initially created for marketing of services, that the same, does her yet more vulnerable for criticism. One of specialists noticed on marketing, that, extending a marketing complex, adding all new and new elements, it will be possible to "lose sight of" the root of complex of 4Р.

Introduction of new elements to the complex of marketing usually grounded by criticism of canonical formula "4P". Mainly conception of "4Р" is criticized for that she is oriented to the microlevel and affects a salesman only. Thus for expansion of list of "P" usually used:

1. Package

2. Purchase - is not only pre-conditions to realization of purchase, but also consequence of acceptance of such decision;

3. Personnel;

4. Physical premises/surround - is the terms created by a salesman with the purpose of more effective realization of the commodity;

5. Profit - is the capital got as a profit of the relatively inlaid facilities;

6. PR, Publicity - build up a positive reputation to the product.

More critics joke about marketing specialists, that they sorting out the dictionary of English, words beginning on "Р" and going near marketing try to find, to make out of them new "Р". However, as far as is it justified? E.P. Golubkov [2] marks that the extended maintenance of marketing complex stops to satisfy to determination of this concept.

The added elements characterize a marketing not complex, and factors influencing on marketing activity, that must be take into account including at development of marketing complex. For example, such elements, as "Package", "PhysicalEvidence", "Profit" and "Publicrelations" are component parts, subelements of marketing complex. First two are the subelement of "Product" third - part of "Price", and fourth - by part of "Promotion".

An element of "People" is an element of environment, that marketing specialists can not control. Exactly to the consumers a marketing complex sent. Through price politics, quality of products, comfortable geographical location, and similarly by means of instruments of advertisement and PR, a company affects the consumers. The element of "Рersonal" enters as a skilled constituent in all four elements of marketing complex. In addition, it is impossible to manipulate a personnel how, say, with the assortment of commodity and his price. The elements of "Purchase", "Process" and "PhysicalPremisses/Surround", dissatisfy the same criterion of possibility of direct management.

Thus, as marked higher, the modern world needs support on marketing, marketing researches and communications, and also complex of marketing services. Only correct and modern concept of value of these determinations, will allow to the home economy to occupy hard positions in the world market and in the conditions of globalization of economy to have the competitive advantages.

The list of the used literature

1. Фредерик Бегбедер — 99 франков, 2000г.

2. Голубков Е.П. О некоторых аспектах концепции маркетинга и его терминологии