The complex of marketing and its components as an effective method of increasing sales and profits of the company.

The marketing complex and its components are a set of controlled variable marketing factors that the organization uses to call the response from the target markets. By the response, it is usually meant the manifestation of an increased consumer interest in a particular product, which ensures the growth of the company's profit.
The marketing complex and its components are an integral part of the enterprise's activity, whose main goal is to increase the revenue side.
There are the following types of marketing mix:
1) The marketing complex (4P) consists of four components: product, product delivery to consumers, price and promotion of goods on the market.

Product - depends on the assessment of cash flows, their direction and forecast. The integrated approach is to expand the range both within the own trading network and in entering new markets.
Price - the most important economic tool of the marketing complex, which directly affects the profitability of the company. Depending on the price strategy, the company may have a policy of low or high, differentiated or uniform, discriminatory or preferential, unstable or stable prices.
The essence of product promotion in the market is to promote the brand of a particular product, increase its sales volume and create an image of a new product. Strategies for the promotion of goods consist in carrying out all kinds of competitions, shares, lotteries, credit incentives, discounts, etc.

The way of sale of the goods can be made by the enterprise, or with the help of trade intermediaries (distributors, sellers, dealers, brokers, various agents, etc.).
The 4P concept is essentially a marketing position, in which the seller forms his sales strategy, and the consumer perceives it as an opportunity to gain an advantage and a certain benefit.
2) At present, additional components are added to the marketing complex (4P) and its components, allowing to create such models as 6P, 7P and 12P. These components include: packaging, purchase, personnel, clientele, purchase process, environment, profit and public relations.
3) To date, there are trends, according to which to improve the balance of the external and internal marketing environment , the concept of 4C is increasingly used. This complex of marketing and its components consists of the following components: customer needs and needs, information exchange, purchasing costs, convenience. The main priority of this complex is consumer preferences. According to this concept, suppliers, contact audiences and competitors are obligatory factors. However, as practical experience shows, these factors will not be decisive.
Despite specific attempts to increase the number of components of the marketing complex, in the end, it remains unchanged. But, despite this, at the moment it is relevant to conduct research on the process of interaction between the environment and the marketing mix, marketing tools and resources.
The marketing complex and its components are an integral part of various marketing concepts. The right choice of the concept of marketing entails an increase in profits. This choice depends on the objectives of the business, as well as, the internal and external environment of the activity environment.

One of the main concepts is the concept of traditional marketing, the essence of which is the company's orientation to the consumer. The application of this concept implies: there are needs that can not satisfy existing goods, the demand in the market is much greater than the offer, the buyer pays the highest price for a product satisfying his needs. This is the most favorable opportunity for occupying a niche market of a company to provide Needs and gaining the growth of finance, which is the meaning of any business.