Экономические науки/6. Маркетинг и менеджмент

Okina D., Akhmetova Z.

Al-farabi Kazakh national university, Kazakhstan

Problems of marketing management in the enterprise.

The role and importance of marketing in modern business is undeniable. An important condition for the introduction of marketing in business is thorough and ongoing management of progress made in the implementation of marketing programs. This article describes the main challenges faced by enterprises in the implementation of marketing activities.

Whereas previously the company did not think about competition, about increase the profitability of their activities, about new ways to increase profits, but market conditions have forced many managers take a fresh look at the organization of their activities. In recent years, the activity of any enterprise is unthinkable without use of marketing tools. This occurs because human needs are endless and enterprises’ resources are limited. Qualitatively meeting human needs isn’t possible always. Marketing studies this question: how in conditionals of limited resources bring maximum benefit to consumers.

Now we can’t meet business leaders who would deny need marketing department for a structure of its enterprise. Marketing as a management function and mode of action, did not become the norm of everyday behavior of employees of all divisions. Currently marketers using media is becoming less effective. Consumers are becoming more selective in what they watch, and which advertisements believe. The task of marketing service is to keep the exchange rate to the consumer, constantly keep track of what he needs, and monitor the activities of competitors, identify the strengths and weaknesses of their hand and possible market action. [1]

Kotler defines marketing management as analysis, planning and control of the event in exchange for certain purposes, calculated on the establishment, strengthening and maintaining profitable exchanges with target buyers in order to achieve certain objectives of the organization, such as profit, the growth in sales increase market share. [2]

In this way marketing management entity is find the optimum number of customers, needed to implement all manufactured production by the moment. It means not only the creation and expansion of demand, but also studying the problems of change and sometimes reduces. On this basis, the process of marketing management covers such parts of the firm as an organization and its sales incentives, promotions and marketing research, management, products and pricing.

Currently, most companies face problems of marketing management, the sources of which may be hidden within the company and in the macro.

The main problem of the external environment of the enterprise is the lack of objective knowledge about the market and segment, which it occupies. Therefore it is necessary to do qualitative conducting marketing researches in order to get more accurate information about the market. External factors also include the unpredictability of economic and political situation in the country, which can lead to deterioration in production and economic activity, and even bankruptcy. Companies face difficulties of marketing organization in the international markets, which are characterized by larger size and higher level of competition. The output to the global market stipulate of globalization and the integration of national economies of the countries. From this it follows need to acquire additional knowledge for effective using of the instruments of international marketing.

For improving the profitability of the company need consider strategies that it followed. As a rule, the reasons for poor performance of the marketing department are rooted in structural problems. Therefore, for improving the efficiency of market activity is necessary that all divisions of the company have common vision and a strategy. So the lack of consistency between the structural units of the enterprise is one of the internal problems of marketing management.

Also internal problems include misunderstanding the significance of marketing management. Modern experience shows that enterprises usually use one-time marketing tools. But it must be carefully elaborated process. Many businesses do not realize that marketing activities quite expensive, and therefore they are not willing to pay that kind of money, which significantly affects the results of these activities. In this way not feeling the significant results of the carried out marketing activities, some businesses cease its funding at all.

The most common mistakes made by managers of the enterprise in the interpretation and use of the performance of the marketing department:

· intuitive assessment of economic information in the enterprise’s activity;

· focus on private and irregularities cases;

· unwillingness to perception results and mistrust from a mismatch with their own opinions;

· overestimation of the significance of financial indicators;

· focus exclusively on quantitative measures at the lack of attention to the qualitative analysis;

· unwillingness to making management decisions based on research findings.

Awareness of marketing systematicity, its complexity is an important step in the development of marketing in business. It is important that marketing is equally understood by all managers and employees of the organization.

There is rather narrow view of the marketing in society. Virtually all business leaders describe marketing as advertising, market research, knowledge of the needs of consumers and all. However, marketing should be seen more widely as enterprise management system in order to maximize profits. Marketing allows you to align the internal policies and the enterprise environment. Instruments of influence are not only advertising, but also trade policy, price policy, organization of markets, the creation of the company's image and more. Because of this rather narrow conception of marketing follows another problem with fuzzy and confusing nature of the functions of the marketing department in the enterprise. As a rule, each company has its own vision of marketing. Perhaps, in the modern practice there are so many businesses that use marketing in all its breadth. It is necessary to influence the minds of market participants to marketing for them has become an integral part of building the entire management system.

The reason of this situation may also be a lack of knowledge of marketing experts and a low level of competence. On most firms engaged in marketing ordinary workers without any special education, which greatly affects the quality of the events. It requires continuous training to marketing professionals, so they can quickly respond to changing environmental conditions.

It is clear that all of these above problems are not specific for marketing; they are in close contact with all departments. What regard to marketing itself that there is a problem of assessing performance. Workers of marketing services cannot present the results of its operations in any financial figures to prove its real contribution to the overall efficiency of the company. The leaders also require more precise indicators characterizing the activities of marketers. Now it is the time to talk about the crisis of traditional marketing. Despite the urgency of the problem, in the economic literature it is not paid enough attention. Some individual authors such as K.David and G.Jonattan offer consider the cost of marketing is not as "costs" as well as "investment" and to use the indicator "profitable marketing investment". [3] They think that in this way it will be much easier for marketers to assess the effectiveness of its activities. These principles of investment management applied to the marketing function can create a simple way to track your marketing costs.

Marketing activities for the company must to provide reliable, accurate and timely information about market structure and dynamics of demand, tastes and preferences of customers, information about the external environment of the enterprise.

The list of the used sources:

1.Голубков Е.П. Маркетинг: стратегии, планы, структуры. - М.: Дело, 1995

2.Котлер Ф. Маркетинг. Менеджмент. – М.: Питер ком. 1999. – 896с.

3.Маркетинг, журнал - № 7, 2012, «Реабилитация маркетинга» Игорь Березин.