Экономические науки/6. Маркетинг и менеджмент

Bogdanova А.А., Shin S.V.

The Karaganda state university named after E.A. Buketov

Marketing in the modern entrepreneurial sphere

Every person who decided to do business today expects to receive a certain profit. And every entrepreneur knows that his success directly depends on clients' requests.

It is well-known that in the modern entrepreneurial sphere marketing is widespread for the production of packaged products, consumer durable goods, and production goods. In recent decades, marketing has significantly expanded the scope of distribution. For example, it is actively used in the service sector, in many non-profit organizations, educational institutions, etc.

It is not a big secret for anyone that every entrepreneur or a trading company wants to succeed. To this end, all types of business are customer-oriented and build their work on the basis of marketing. For this, consumer demand is studied in general and every customer makes attempts to study the consumer value of each manufactured product. Only in this case it is possible to obtain not only profit, but maximum profit. Everyone who does business, who wants to get the maximum profit. Naturally, today this is impossible without resorting to marketing as a very interesting and promising sphere of services. Marketing is the process of determining, predicting and creating the necessary and desired organizations for companies and consumers (Bernie Goodrich, USA, 1960). As we know, the goal of modern marketing is to meet the needs of consumers. The development of modern business can not be imagined without resorting to the sphere of the brand of services. Any marketing policy of the enterprise includes commodity, price, wholesale policy and policy of goods promotion in the market. That is, from the choice of goods, the determination of its price, various marketing methods, the promotion of goods - the stage at which the profit of the enterprise is increased from the sale of the goods. If the consumer market requires a certain consumer reward, the marketer must work hard to study the customer's needs, calculate the market value, set the optimal price, properly distribute the product and effectively advertise it. This is necessary primarily for the rapid distribution of goods and income.

Marketing as a tool to improve business efficiency explores various aspects of the market, which come into contact the company in the operation, develops and implements the tactics of behavior in the market. It is no coincidence that marketing is pervasive in our lives is. Today, advertising is a necessary attribute of the production and marketing, active means of struggle for the market, which allows to call it as the motor trade. This is fully justified, because in the framework of the marketing hype performs specific functions: 1) preparation of the market; 2) support demand at a high level at the stage of mass production of the product; 3) market expansion.

However, marketing is not just advertising, it's a pretty extensive field of professional activity. A huge number of people who are busy fighting for our attention and money. To this end, marketers not only try to meet the needs and requests of the person, identify his needs, create quality products and services that promote, store and deliver them to the market. In this case the marketing activities involves in addition to the development of products and market analysis, successful communication, distribution and pricing, and service.

It is important to note that in the marketing concept of the product differs from the conventional point of view. In marketing what all is meant by the product called the product that is an integral part of the product and carries the basic qualities for which the item was purchased. Measures for transportation, packaging, storage and use of product called product support. In marketing a product becomes a commodity when you use his marketing tools, such as design, advertising, established distribution, connection with the public. So, in understanding the marketer's product consists of product, support, marketing tools.

As you know, every entrepreneur knows that his success in business will largely depend on the absence or presence of competition. And it would be a mistake to think that marketing is sales, promotion and advertising. It's just the individual component parts of marketing. Modern marketers believe that it is "business is business" which allows you to earn additional income by examining consumer demand, the market of available resources and information on competitors.

Unfortunately, the role of marketing is not always so obvious. A paradox of business that well-known firm or company for a long time can do without extra advertising support. Usually in this period there is a drop in sales because of increased competition and constantly changing consumer preferences. However, it may be a different picture. For example, the entrepreneur is actively involved in marketing activities, but this does not lead to the expected results. Unfortunately, it's pretty rasprostranennaya picture in business. Here I want to draw attention to the fact that realizing the importance of marketing for successful business development, we cannot consider it a panacea for all diseases. The market is always a risk, the availability of sufficient working capital and timely satisfaction of consumer demand, tough competition. If they are not taken into account the needs of customers, will not have sufficient capital, etc., it is hardly possible to speak about successful marketing operations.

There's a reason we draw attention to the interrelatedness of many economic indicators for the successful promotion and implementation of marketing steps in business. Thus, the problem of marketing business — it is a problem of balancing between internal resources of the organization and the resources necessary to attract and retain demand.

Thus, we note: 1) the undoubted role of marketing in enhancing the effectiveness and efficiency of the business; 2) success in business is largely depends on many components of the business; 3) successful business development is impossible without studying consumer demands, market, competition, risks; 4) marketing concept of the product differs from the common definitions; 5) marketing depends entirely on the consumer's needs and demands.