The essence of marketing and its role in modern market relations

The result of any activity is the sale or sale of goods and services for profit. Any society is built on the production of material goods, using the available resources, and their distribution. The essence of marketing is precisely in the rational distribution of goods and services, the search for new distribution channels and the study of models of consumer behavior.

Marketing can be a specific concept or a specific model of behavior, that is, a way of applying it in practice.

There are several concepts of this science. Every scientist in the field of economics gives his assessment and in his own way defines the role of marketing. If we summarize these values, then we can say that this is a set of methods, techniques and institutions for their implementation, to bring proposals to the specific consumer who needs them.

The essence of marketing is the implementation of all types of labor aimed at promoting goods or services to the buyer. The available values (goods and services) are contributions to this process. And the satisfaction of the desires of the consumer is considered the end result.

The following marketing goals are distinguished:

1. A thorough study of the desires and needs of potential consumers.

2. Orientation of goods and services to the needs of customers.

3. Conducting advertising campaigns to bring information about the goods and services to the consumer. Here, special attention is paid to the interest and compulsion to make a purchase.

4. Delivery of goods to the places with the greatest demand exactly at the time when it is necessary. The quantity of goods or services and their price should also meet the needs of consumers.

The essence of marketing lies in the implementation of planning, control over the budget and performance results.

Its main principles include:

1. Market research, needs, demand before making production decisions.

2. Fulfillment of necessary requirements, which will correspond to modern demands and market situation. Production should be oriented to the needs of the consumer and be able to rebuild in connection with the emergence of new factors.

3. Influence on the choice of the buyer and the whole market with the help of special tools. Advertising plays an important role as a means of influencing the consumer.

The essence of marketing changed depending on the period of development of production processes and market relations. Here we distinguish several stages.

Initially, the activity was based on the development of commodity orientation. That is, the quality of goods and services has improved without taking into account demand and needs.

Then the producers began to focus on the sale of products through advertising, long-term planning and other methods. This is a marketing orientation.

Then follows the market concept, which is associated with the improvement of the quality of goods and services against a background of high demand.

And, finally, the last decades have been marked by the flourishing of marketing orientation, which implies the use of all methods necessary to influence the consumer in order to increase demand.

There are the following types of modern marketing:

Social marketing deals with the study of political and social factors that affect demand.

Consumerism focuses more on protecting consumer rights.

Behaviorism takes as a basis the psychological model of the behavior of the buyer.

Strategic marketing is one of the popular trends. All the factors affecting demand are taken into account here. They include not only external manifestations, but also the internal reserves and capabilities of the firm.

Each of these areas aims to study the demand and desires of consumers.