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Presentation on the topic of marketing management. Presentation on the topic "management, strategic management and marketing"

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LITERATURE

Philip Kotler. Fundamentals of Marketing Philip Kotler. Marketing management Trout J. Marketing wars Malhotra N. Marketing research. Lipsits I.V. Marketing

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Topic 1. The essence of modern marketing

Marketing (eng. - marketing, from market - market) management activities or process Management concept Scientific discipline

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Marketing definitions

Marketing is a type of human activity aimed at meeting the needs and requirements of the means of exchange (F. Kotler) Marketing is the art and science of choosing the target market correctly, attracting, retaining and increasing the number of consumers by creating the buyer's confidence that he is the highest value to the company. (F. Kotler) Marketing is the management of the production and marketing activities of an organization, which is based on a constant complex analysis market. (Russian Encyclopedic Dictionary) Marketing is business activity through which the flow of goods and services is directed to the lot of the producer to the consumer. Marketing is integrated system organization of production and marketing of products based on the studied needs

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Production improvement concept

The era of mass production The production of sufficiently large volumes of standard products at the lowest price Consumers prefer affordable and inexpensive goods Economies of scale Minimization of costs (automotive industry, H. Ford factories)

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Product Improvement Concept

Demand is approaching saturation The consumer prefers high-quality goods and services with the best performance and innovative characteristics The price does not play a decisive role Modification of existing products The emergence of new industries and sectors of the economy The service sector is intensively developing (the emergence of the tourism industry as an industry) levitt

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The concept of intensifying commercial efforts (sales concept)

The consumer will not voluntarily buy the company's products, so the company must pursue an aggressive marketing and communications policy. Managers focus on the sale of manufactured products, and not on the production of goods that the consumer needs. The main task is the sale of goods

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Marketing Concept (Consumer Orientation Concept)

The operating conditions of the company are changing Unpredictability of the external environment Achievement high level economic well-being Scientific and technological progress Marketing is something more than pushing goods or services onto the market (With the help of sales, they try to make the buyer want what the company can offer him, and with the help of marketing they force the company to do what the buyer wants - T. Levitt) Customer centricity is a business strategy aimed at increasing the productivity and profitability of a firm by ensuring that it interacts with the right client, with the right offer, at the right time and using the right channels.

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Market orientation of the company

Market intelligence (market knowledge) - knowledge of all subjects and environmental factors Information exchange - information flows should come from all departments of the company Response - transformation of market knowledge into active actions to meet current and future customer needs Impossible!" - Marriott)

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Marketing not only satisfies identified needs, but also forms new ones, models consumer behavior. – the ability to understand the development of customer needs with the satisfaction of future needs

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Need - a lack of something necessary felt by a person. Need - A need that has taken a specific form in accordance with the cultural level and individuality of a person. (At different times, people are driven by different needs - A. Maslow) Demand is a person’s need, backed up by his purchasing power. A product is everything that can satisfy a need and need and is offered to the market in order to attract attention, acquire, use or consume People’s needs are unlimited, therefore, they choose only those goods that give them the greatest satisfaction at minimal cost, time, information costs.

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Holistic marketing concept

Partnership Marketing Integrated Marketing Internal Marketing Socially Responsible Marketing

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Marketing partnerships (MPO)

A continuous process of identifying and creating new value together with individual buyers, and then sharing and sharing the benefits of this activity among the participants in the interaction (Jan. H. Gordon) Emphasis on retaining existing customers as much as on attracting new ones Long-term goals Interest in repeated sales and strengthening partnerships High level of interest in customer activities Success - customer loyalty, willingness to recommend the brand to others, repeat purchases, low customer turnover Quality - the concern of all employees of the seller Great attention to customer service

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Concept of integrated marketing

Based on the development of an effective marketing mix management system (marketing mix) The marketing mix is ​​a set of marketing tools, which are used by the company for the practical implementation of its marketing strategy (4P and 7P)

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Internal marketing

The technology of establishing coordinated relationships between departments and individual specialists within the company based on the principles of interaction between the buyer and the seller in the market in accordance with the concept of marketing. Purpose in. m. - the transformation of the principle of "customer orientation" into the meaning of the activity of the entire company Politics v.m. is aimed at employee satisfaction, which is considered as a factor through which quality service and customer satisfaction of the company are achieved.

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Socially Responsible Marketing

Providing higher customer value in ways that support the well-being of the client and society The firm must pay attention to the side effects of its economic and production activities to ensure the long-term welfare of society as a whole, and not just individual consumers (Jean-Jacques Lambin) Johnson & Johnson, is willing to bear the loss rather than allow the emergence substandard goods

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"New Economy"

Based on knowledge and advanced technologies. Innovation is the basis of the competitiveness of an enterprise, industry, country Digital revolution Customization The role of the service sector Risks associated with constantly changing environmental conditions Increasing competition Techno-economic progress is being established Globalization

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3 topics that excite modern marketers

Speed ​​Efficiency in making strategic decisions Speed ​​in implementing the decisions made Satisfying consumer needs Modern marketing is not a war. This is Love. Love for our customers, satisfaction of their needs. (fundamental shift of emphasis - we are not fighting with a competitor, trying to worsen its situation in the market, but are fighting for the client and thereby increasing our position) 3. Ambitions. (The company's vision for the future) Keio University School of Business Professor Mitsuaki Shimaguchi: “Marketing is a device for the growth of a company. The main task of a marketer is to create a device for growth, look ahead, monitor market changes.

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Problems of Russian marketing

Study and implementation at the same time Poor training of marketing personnel Integration of marketing into the overall structure of the company Attitude towards marketing of the company's management. Information support (obtaining external and internal information)

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Types of marketing

Goods and services Organizations Personalities Marketing ideas Territories (settlements, cities, regions, countries)

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Marketing Functions

Analytical Market Research Analysis internal environment firms Commodity Development of new products Formation of a product portfolio Sales Organization of commodity movement, distribution Formation of pricing policy Formation of communication marketing Organizational and control Marketing planning Formation of structures marketing services, organization of marketing activities Marketing audit

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"Information management" - The concept of "information management". Various informational resources And Information Systems. Tasks information management. The concept of information management. You can offer a conditional formula. The meaning and role of information management in modern society. The main directions of information management.

"Strategic Management" - Situational strategic decisions– respond effectively to unexpected opportunities and challenges. Priorities: constructive action. Weaknesses: none. Treatise "On the art of war" Stratagems. The strategy and politics of Machiavelli. 5. Cognitive school Building a strategy as a mental process. Five "P" strategies (Mintsberg).

"Types of management" - Accounting management. Marketing management. Organizational management. Knowledge management. Financial management. Type of management. Production management. Types of management. Types of management. Supply and marketing management. Innovation management. Personnel management. Central task.

"Quality Management" - "Ladder" of processes. Process improvement scheme. Standards. Pareto chart. 5 "deadly diseases" of Western companies according to Deming. Systems for ensuring the quality of training of specialists. Polikletov's canon. Juran's 10 Quality Improvement Steps Single actions. Tito Conti. The set of requirements.

"Communicative management" - Communicative competencies of a manager. Communicative literacy of management. Project. The effectiveness of internal communications. Communicative literacy. We do it ourselves or invite experts. Data internal research V Russian companies. Risks. Data from internal studies. Typical training.

"Quality Management System" - Process approach. The quality management system documentation includes: Quality management system. The provisions of this document were developed taking into account the current international and European practice of certification and accreditation normative documents. The main stages of building a quality management system.

In total there are 9 presentations in the topic

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Management is the effective, efficient and productive achievement of the goals of the organization through planning, organization, leadership (leadership) and control in conditions of limited organizational resources.

Efficiency (COP) = Output / Costs Productivity = Output / Unit. time

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POMC - planning, organization, motivation, control

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Diagram of the strategic management process

Setting goals - vision, definition of the mission and identification of the company's goals; setting goals for achieving goals 2. Analysis of tasks - forecasting future production efficiency based on the existing strategy; comparison of forecast values ​​with the tasks set 3. Strategic analysis - SWOT analysis (external and internal analysis); definition competitive advantage, adjustment of tasks, based on the information obtained at stage 3 4. Formulation of the strategy - development of the concept of the strategy; analysis of strategy options, taking into account the tasks set, as well as the results of external and internal analysis 5. Comparison of strategic opportunities - assessment of all options and adoption of the final strategic decision 6. Implementation of the strategy - development of action plans; support and control, strategy adjustment Argenti J. Practical Corporate Planning. London, Allen & Unwin, 1980 W. Stewart Howe Corporate strategy, London, Palgrave Macmillan, 1986

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Company Strategy Driving Force Capacity/ Capabilities Technology/ Know How Natural Resources Products/ Services Marketing/Sales Methods _________ Distribution Methods Customer/Customer Class __________ Type/Market Category Volume/Growth ________ Returns/Profits M. Robert New strategic thinking. Just about the complex. - M.: Generation 2006. Firm - Decision Process International, USA.

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Method "5 competitive forces" by M. Porter

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    The matrix is ​​built along two axes: vertical - the company's markets horizontal - the company's products Axes of goods and markets are divided into new and existing. Ansoff matrix

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    Matrix BCG (Boston ConsultingGroup) The matrix is ​​built along two axes: Y-axis - product growth rate It is important to remember that the matrix is ​​built not relative to the entire market, but relative to the best competitor. X-axis - relative market share.

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    Matrix GE (General Electric), McKinsey

    Building the Model: Vertical Y-Axis - Business Strength: Relative Size, Growth, Market Share, Position, Comparative Profit, net income, Technological state, Image (image) of the enterprise, Leadership and people. Horizontal X-Axis - Industry Attractiveness, Absolute Size, Market Growth, Market Breadth, Pricing, Competition Structure, Industry Profit Rate, social role, Environmental impact, Legal restrictions

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    Location of business units. The business unit is indicated by a highlighted share of the circle: Size of the circle - indicates the size of the market, relative to other comparable markets. Highlighted circle share - displays the market share occupied by the business unit. Recommendations for various positions in the market. Grow / Penetrate - Maintaining and strengthening the position in the market Goals: ensuring top speed growth. InvestforGrowth – Investing in GrowthGoals: attract investment, strengthen competitive advantages and eliminate weaknesses. SelectiveHarvestorInvestment – ​​Selective Harvesting or InvestmentGoals: Finding and investing in growing segments. SelectiveInvestment / Divestment - Selective investment or exit from the market Goals: search for niches; narrow specialization; search for proposals for the sale of business. Segment & SelectiveInvestment - Segmentation strategy and selective investment Goals: search for growing segments; specialization and differentiation; selective investment. HarvestforCashGeneration - Harvest strategy Objectives: to observe market prospects; maintaining leading positions; maximization of current profit; investment only to maintain competitiveness. ControlledExitorDisinvestment - Controlled exit or curtailment of investments Goals: specialization; search for narrow niches; or planned exit from this market. ControlledHarvest - Supervised harvesting Goals: risk reduction; protection of the most profitable segments; minimization of investments; creating a plan to exit the market. RapidExitorAttack - Flight or Attack Goals: Selling goods; finding and exploiting weaknesses of competitors; cost minimization.

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    R. Foster Production Update: Attackers Win. - M.: Progress, 1987 MOCVD , MBE – Epitaxial growth of multicomponent semiconductor layers of nanosized heterostructures Post-growth technological processes Vacuum deposition of optical dielectric coatings Automated processes precision assembly (with submicron accuracy) High-purity technological rooms, materials, etc. Analytical Methods technological control TECHNOLOGICAL GAPS

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    Academician P.K.Anokhin

    “... for a system with a useful result of its activity, it is not the term "interaction" that is more suitable, but the term "interaction". It should be a genuine cooperation of the components of the set, whose efforts are aimed at obtaining the final useful result. And this means that any component can enter the system only if it contributes its share of assistance in obtaining the programmed result. A system can only be called such a complex of selectively involved components, in which the interaction and relationships take on the character of the interaction of components to obtain a focused useful result. Anokhin P.K. "Principles systemic organization"M. Nauka, 1973, p. 5-61. Essays on the physiology of functional systems. M., 1975. S. 17-62

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    Henry Mintzberg Structure in a Fist: Creating an Effective Organization

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    Producer - assets of the organization Consumer - the needs of the market Marketing is the art of management, ensuring that the company's resources are adapted to the needs of customers in such a way that, by continuously providing customer satisfaction, the company achieves its long-term goals.

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    “The concept of marketing can be easily explained as the belief that an organization can perform its functions in such a way that, in achieving benefits both for its customers and for itself, it provides a balance of interests of both parties.” Leslie Truman

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    "Marketing activities are aimed at achieving the best combination of company assets and needs available in this market sector in order to maximize profit in the long term" Hugh Davison

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    Marketing is: Function / Process Philosophy / Concept

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    MARKETING is a philosophy “Marketing is not a special kind of activity at all. It covers the entire business as a whole. It is a business as a whole in terms of the final result, from the point of view of the buyer. Involvement and responsibility for marketing activities should, therefore, permeate all areas of the organization "P. Drucker

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    MARKETING is a function “Marketing is a management process that identifies, anticipates, delivers customer requirements effectively and profitably” Institute of Marketing, Chartered Institute of Marketing, UK

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    The task of marketing is to transform the needs of society into profitable opportunities. Author unknown clairvoyance consists in noticing the invisible. D. Swift Opportunities are hidden in adversity. Proverb The best way to predict the future is to invent it. D. Gabor Mark Twain once complained, "I rarely see a profitable opportunity before it's gone." A commodity is only a commodity when it is bought. Otherwise, it's just a museum piece. T. Levitt Having an advantage over a competitor is like having a gun in a knife fight. author unknown

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    Strategic Marketing

    "Process strategic analysis factors of the business environment, competition and the business itself, decisions about products and the market, as well as the principles of segmentation, selection of target segments and positioning (STP) ”Kleiver, 1994.

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    Segmentation

    Consider the variables for segmenting the market and emerging segments in the form: size potential level of competitive activity availability compliance with the company's capabilities

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    Targeting (Isolation of goals) (Targeting)

    It is the process of selecting the segment or segments in which the organization's efforts are concentrated. This process ensures a more efficient use of resources and should result in a more acceptable offer for selected buyers. This target marketing segmentation process is summarized below.

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    Positioning

    Understanding the Buyer's Opinion Placing Products in the Buyer's Mind Designing an Appropriate Marketing Mix.

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    The implementation of the concept of marketing in practice includes three main stages

    1. Think - Idea. Define the mission of the business. Produce (make) what you can sell, not what you can make. 2. Plan - Plan. Define your goals: What markets? What goods? What are the results? Develop a strategy: How to achieve the goal? 3. Do - Actions () - Find out the needs of your customers and your capabilities and produce goods (or services) in order to satisfy requests.

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    In the early 60s, Professor J. McCarthy proposed a marketing mix - tactical marketing: Marketing mix - 4P's Product, Price, Promotion, Place

    PRODUCT - product, product intended for identified target market sectors PRICE - price PROMOTION - promotion - promotion methods PLACE - placement - distribution methods

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    Product, pricing, promotion, placement (distribution or distribution) is a marketing mix and is often referred to as - four P's. The elements of the marketing mix are the key policy areas that together form the organization's marketing proposition to the marketplace. They are a set of controllable variables that a firm can use to influence the reactions and responses of the Consumer. P P P P

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    Product

    A product can be a product, service or idea. It represents the overall offer that an organization makes in response to the needs and needs of customers. The product will include making decisions on the actual characteristics of the product, including the formulation of the product and its packaging, and on the intangible characteristics of the product, which will include elements of service and branding. Tangible goods, packaging and a set of services, in other words, everything that the client will receive after he makes a purchase.

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    Price

    Price includes both strategic policy decisions and tactical price setting. Price can be the most important cost indicator for buyers, as well as a powerful competitive weapon. Pricing is determined by the cost of production, the degree of competition and its pricing strategies, the size of the market and market trends, the price a buyer is willing to pay, and laws and government regulations. The price of the goods includes shipping costs, quality guarantees, etc.

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    Placement

    In order to meet the needs of customers, products need to reach them at the right time, in the right place and at the right price. Placement includes the selection and management of distribution channels, transport and inventory storage and monitoring systems, as well as the agreements that need to be made in order for the product to be ready and available for the target market.

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    The attitude of the buyer to the market according to Kotler - the concept of 4 C's

    1. Customer value - utility for the consumer 2. Cost to the customer - value 3. Сonvenience - availability 4. Communication - awareness Philip Kotler Marketing in the third millennium. How to create, win and keep the market. M .: LLC "Publishing house AST", 2002.

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    For services 3 P's/4 C's

    People Process Physical Evidence

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    MAIN ACTIVITIES IN THE PROCESS OF MARKETING MANAGEMENT BY KOTLER

    Marketers have a special mindset, like lawyers, accountants, bankers, engineers and scientists; see the process of marketing management in the form of five basic steps, which can be represented as follows: ISVPKM OK where: STP 4P’s R = research (market); SVP = segmentation, selection and positioning; CM = marketing mix (a set of main components: product, price, methods of distribution and promotion); O = provision; K = control (getting feedback, evaluation of results, revision and improvement of the SVP strategy and CM tactics). Philip Kotler Marketing in the third millennium. How to create, win and keep the market. M .: LLC "Publishing house AST", 2002.

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    Educational: * 1. To study the main indicators of production efficiency and ways to improve them; 2. Analyze problem situations and strive to find ways to solve them; 3. Perform calculations to determine the economic effect and economic efficiency of production Tasks: 1. Competently use the basic concepts of the lesson when solving educational tasks and problem situations in the field of effect and economic efficiency of production; 2. Calculate the effect and economic efficiency of production.

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    Description of the slide:

    Based on the results of the lesson, the student should be able to: - calculate the main technical and economic indicators of the organization; - apply in professional activity business practices and managerial communication; - analyze the situation in the market of goods and services. As a result of the lesson, the student should know: - state of the art and development prospects Agriculture and veterinary; - roles and organization of business entities in market economy; - pricing mechanisms for products. *

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    Effect - profit (+) - loss (-); Efficiency - profitability; Types of profit and profitability; Ways to improve production efficiency. *

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    Testing: according to the passed material of the section "economics of the organization (enterprise)". Individual survey: 1. What is the basis of production activity? 2. How should resources be used? 3. What is the cost of production and why is it necessary to control its level? 4. Does the specialization of the enterprise affect final result work? Work in pairs: calculation of indicators of the efficiency of resource use, analysis of the situation, conclusions, suggestions. *

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    1. The concept of the effect and efficiency of production. 2. The concept, types, procedure for calculating and distributing profits. 3. The concept, types and procedure for calculating profitability. 4. Factors of increasing production efficiency. *

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    The effect is the result of human labor in the process of production of material goods. This absolute indicator any action. It can be both positive and negative. Positive economic effect(economy) is the saved social labor, resources, time in the manufacture and consumption of products. Example: The economic effect of preventive and therapeutic measures is the sum of prevented losses of animals and additional products received minus the cost of treating animals and preventive actions. Efficiency is a relative performance indicator that characterizes the ratio of the result obtained to the costs. On the basis of it, the achieved efficiency is evaluated. economic activity, the factors of its change, unused opportunities and reserves for increasing are revealed. Example: Economic efficiency of conducted veterinary measures is the economic effect of the treatment and prevention of animals divided by the costs of their treatment and prevention. *

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    Profit is the goal of any enterprise in a market economy, it is financial results the work of the enterprise, it own funds that are used to expand production. Profit characterizes the economic effect of the enterprise. Profit can be of the following types: 1. From the sale of products Pr \u003d (C-S) × RP, where C is the price of products, rubles; C - the cost of production, rub; RP - the number of products sold, kg. 2. Balance sheet profit (gross) Ex. ball. = Ex. from real. products + cost of services to third parties + proceeds from the sale of property. 3. Estimated (net) profit is the part of the gross profit that remains at the disposal of the organization after paying taxes. *

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    Gross profit: Priority fulfillment of obligations to the budget (tax). Repayment of interest on loans taken. Transfers to the budgets of higher organizations. Estimated (net) profit: Accumulation Fund - used to expand production (technical and technological re-equipment, reconstruction, development of new types of products). Consumption fund: - used on social development and social needs (improving and cultural events, payment of bonuses, provision of material assistance). Reserve fund: - is used for risk insurance (possibility to cover losses in the future). *

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    Profitability is the profitability of the organization, expressed as a percentage. This is a generalized indicator of the effectiveness of the organization, which characterizes the amount of profit received per ruble of funds spent. Profitability can be of the following types: 1. Profitability of all sold products The ratio of profit to costs × 100%. The ratio of profit to revenue × 100%. 2. Profitability certain types products R = (C-C) / C × 100%, where C is the price of products, rub. C - the cost of production, rub. 3. Profitability of the enterprise Р = Profit balance sheet / authorized capital of the organization × 100% 4. Estimated profitability Р = Profit calculated / authorized capital of the organization × 100% *

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    1. Reducing or stopping the growth of the cost of production; 2. Effective use basic and working capital; 3. Efficient use labor resources; 4. Application of new technologies and new techniques in production; 5. Labor discipline, which affects not only the reduction of time losses, but also the quality of products; 6. Qualified personnel and qualified management; 7. Knowledge of the laws and the ability to use them in production activities; 8. Style of work of the head of the organization and methods of his influence on subordinates; 9. Marketing efforts affecting the formation of the selling price, etc. *

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