CC BY
0УДК ЗЗ Meretjayeva G., Muhyyeva N., Nurova Sh.
Meretjayeva G.
Turkmen State Architecture and Construction Institute (Ashgabat, Turkmenistan)
Muhyyeva N.
Turkmen State Architecture and Construction Institute (Ashgabat, Turkmenistan)
Nurova Sh.
Turkmen State Architecture and Construction Institute (Ashgabat, Turkmenistan)
MARKETING AND MARKETING MANAGEMENT AS A MARKET CONCEPT IN ENTERPRISE BUSINESS
Аннотация: this article provides a brief overview of the principles of business marketing. It also discusses the functions of marketing management as a marketing concept and as a marketing management system.
Ключевые слова: economics, management, business economics, marketing and marketing management, productive investments, competitiveness.
Marketing (market - market) is a market concept aimed at maximum satisfaction of the existing and potential consumers of the enterprise's systematic management of scientific-technical, experimental-constructive and production-installation activities. As a marketing management system: - aimed at achieving the final result of the production-placement process - effectively placing the product in the market, - involves subordinating the entire business of the enterprise to the requirements of consumers, - based on the policy of actively adapting to the market by studying the market and at the same time having a targeted impact on the market, -
promotes the activation of the human factor in marketing, for this it is necessary to educate employees, ensure their business activity and skills, as well as their adherence to offensive tactics. General principles of marketing are reflected in specific areas of marketing. The main areas of marketing include: - integrated market research and forecasting, - formation and implementation of commodity and price policy, - conducting communication policy,
Integrated market research and forecasting, as part of the marketing process, is based on the study of the conjuncture, which consists of the sum of factors and conditions that affect the development of the world economy, the economic situation of a particular country, the development of any production system. General economic conjuncture, economy sectors or commodity markets conjuncture are distinguished.
The general economic situation characterizes the state of the world economy or a particular economy at a certain time. The conjuncture of the sectors of the economy shows the state and growth rate of specific sectors of the economy. The state of commodity markets provides an opportunity to study daily changes in the production and distribution of specific goods.
Business marketing includes the following steps:
1) studying the market potential (market pressure) - determining the maximum possible amount of a specific purchase that can be placed on the market during a certain period of time,
2) market segmentation analysis - dividing the market according to its selected criteria (geographic, demographic, behavioral, etc.). Segmentation analysis is then conducted to identify target markets that best suit consumer needs and business capabilities,
3) determining the firm structure of the market and the positions of competitors - based on the identification of the main groups of firms operating in this market: competitors, neutrals, partners (buyers). Depending on whether the company belongs to one or another group, reliability, solvency, competitive strengths and weaknesses, etc. is studied. For this, various ways of obtaining information are used: information from brokers and accommodation services, analysis of advertising
channels, catalogs and other literature, visits to exhibitions. This information includes technical and economic information about similar products released by a competing firm, as well as information about the strategies of competing firms. Not only the competitor's product launched on the market, but also the new developments of the competing firms are studied, the market segmentation among the competitors is evaluated,
4) study of information about buyers - the factors affecting the preferences of buyers are studied in order to identify the main criteria that depend on the choice of one or another product by buyers. Based on this, the selling firm identifies potential buyers of its product
The socio-psychological characteristics of buyers and consumers of specific markets are analyzed, what they are based on when making purchase decisions, and the types of buyers depending on their relationship to purchases are studied. The results of marketing research programs are used to forecast the company's sales. Different methods of forecasting the company's market share are used, in particular: -experts' estimates (studying the estimates and opinions of experts about the future development of the market).
СПИСОК ЛИТЕРАТУРЫ:
1. Law of Turkmenistan "On State Support of Small and Medium Entrepreneurs". - Ashgabat, 2009;
2. Law of Turkmenistan "On Enterprises". - Ashgabat, 2000
