CC BY
15
Literature:
1. K.M. Kuliev. "Magtymguly" - Magaryph, 1987
2. "Folk novels about Magtumguly " - TDNG, 1959
3. Magtymguly's lyrics world and world languages - TDNG, 2014
©Mudarova D.M., 2023
Seyitmammedova Aygul Toreyevna,
teacher Altybayev Begli, student Atamyradov Agajan, student Rejepov Yslamguly, student
Turkmen State institute of finance Ashgabat, Turkmenistan
ROLE OF MARKETING IN ECONOMY
Key words: marketing, national economy.
The program works on digitalization of all sectors of the national economy, introduction of new technology in production are gaining wide scope in the country. This is of particular importance in modernizing the work of industries in accordance with the requirements of today. "Concept of development of digital economy in Turkmenistan in 2019-2025" in order to develop the electronic industry by introducing the digital system to the national economy, to create an advanced economy based on business and the latest advances in information and communication technologies, and to develop an innovative, high-tech, competitive digital economy. accepted. The active development of the digital economy, the high penetration of digital technologies into the economic work contributes to the expansion of global economic relations, providing a competitive advantage, increasing the country's position in the world market space, sustainable development, and improving living conditions at all levels.
In developing countries with a market economy, marketing is viewed as a key executive of management. Today, marketing is a system that organizes product development and production on the basis of accurate customer requirements and integrated market research in order to achieve maximum profit.
Marketing is a form of human activity aimed at satisfying people's needs and requirements through exchange (F. Kotler). This work includes developing and implementing marketing concepts, pricing, product promotion and sales.
Marketing works with the following concepts: need, demand, demand, commodity, exchange, process and market.
The first step in a marketing plan is to develop a marketing strategy. A general plan of marketing activities for a particular product. The first step in developing a strategy is to identify the customer groups
НАУЧНЫЙ ЖУРНАЛ «CETERIS PARIBUS»
ISSN (p) 2411-717X / ISSN (e) 2712-9470
№4 / 2023
that the firm needs in its business. The second step is to decide which elements should be used in the marketing program to achieve maximum effectiveness.
There are three stages in the evolution of marketing:
1. Mass marketing. In this type of marketing, the seller engages in mass production, mass distribution, and mass selling of the same product to all buyers.
2. Product differentiated marketing. In this case, the seller produces two or more goods of different characteristics.
3. Target marketing. In target marketing, the marketer identifies market segments, selects one or more, and develops products and marketing mix based on each of the selected segments.
The most important object of marketing research is the market.
A market is a set of existing or potential buyers of a product; a system of economic relationships involving the buying and selling of goods that creates the demand, supply, and price of goods.
Historically, two types of markets can be distinguished:
- the seller's market, characterized by the lack of goods, the lack of freedom of choice for buyers, the main problem of which is the purchase of goods that can be carried out only under the conditions indicated by the seller;
Markets are made up of many market segments—groups of consumers with similar needs and interests. A firm focuses its business on key (target) markets. These markets represent a specific group of consumers that a firm focuses on in producing and selling a product.
- a buyer's market characterized by the availability of goods, availability of choice, and the primary function of the seller is to sell goods.
A marketer's primary task is to identify products and services that will attract consumers (identifying the next big product). After determining what products to produce, the manufacturer must determine what price to charge for that product. Then the points of sale, distribution channels, transport network, partner sales organizations are determined. Product promotion includes advertising, personal selling, creating favorable public opinion, and other methods of sales promotion.
The main steps in marketing planning are:
"Environment" includes economic, social and cultural factors, technology, competition, legal climate and natural environment. In other words, it is to analyze and consider the factors that the company cannot influence but must adapt to.
1. Environmental analysis
2. Setting goals.
3. Assess internal resources.
4. Develop a strategy.
Marketing planning involves forecasting the company's market opportunities, the most efficient allocation of resources and the final results of its operations.
The goal of marketing is to increase sales of related products. Marketing is aimed at increasing a firm's market share, which is the proportion of total sales of a particular firm's product.
To carry out its business, a company requires various resources: finance, production, labor. Product costs depend on them.
By considering these three factors, a firm can develop a marketing strategy. This strategy should be aligned with the organization's goals.
Let's turn to the etymology of the word "strategy". Translated from the ancient Greek, "the art of the general" means a long-term plan of action in war.
Today's world dictates its own terms, but today, strategy remains an art that every entrepreneur must
master in order to win the battle for revenue and market share.
Today, this strategy is a long-term action plan aimed at achieving the company's global goals.
Any organization has an overall strategy that aligns with its global goals and business strategy. One of these is the company's marketing strategy.
Despite the fact that the number of companies in various markets is constantly increasing, the store shelves are filled with various goods, and the consumer is more pleasant and selective, most Russian companies still do not pay attention to marketing.
Although it is the marketer who can make your product on the store shelf stand out from the competition, make it unique and profitable. Therefore, developing a marketing strategy is one of the main tasks in planning the business of an organization.
Action marketing aims to use the most effective sales methods, trade marketing tools and reduce costs. In addition, it is aimed at achieving the company's targets set out in the operational plan.
(a certain level of sales that ensures the popularity of different goods, regions, markets and sales channels).
Strategic marketing studies the market as a whole, the company's resources, potential and existing opportunities - everything that will push it to a new level of growth in the future. It evaluates the effectiveness of strategy implementation with the help of some tactical actions. Tactics is a narrower concept in which aid and objectives are achieved within the framework of a global development strategy. Tactical marketing is designed to utilize the company's existing resources.
As mentioned earlier, strategy is a long-term thing. It can be a reference point for a company for more than a year. A strategy may change partially or completely at a given time, or it may change over a very long period of time. This is second.
Tactics are used to achieve certain goals or objectives, meaning that the time frame of action associated with the viability of a strategy is very limited. If strategy does not change in practice, tactics may change depending on the economy, the market, consumer incomes, and the actions of competitors.
Tactical marketing must be highly sensitive to any industry trends so that the company can move quickly and make changes in its operations without changing strategy.
Levels of responsibility As a rule, directors, heads of departments - in short, the management team -are engaged in developing the company's strategy. Their goal is a good level of business performance, new horizons, adequate and stable income and a healthy atmosphere within the company.
Tacticians are mostly in lower positions (of course, it all depends on the level of the company) and their duties and responsibilities are narrower. They show the results of their work to the "strategists" and implement their global ideas. Marketing strategy, being an integral part of the overall strategy of the enterprise, directs the actions to achieve the following strategic goals:
Increasing the company's market share;
Increase the sales volume of the enterprise;
Increase business revenue;
Market leadership;
The objectives of the marketing strategy should be aligned with the company's mission and overall global goals. As we can see, all objectives are related to competitive or economic indicators. Reaching them without a marketing strategy is difficult, if not impossible. Literature:
1. Atayev Ch., Khojanazarova S., Kadyrov K., Sarygulov D. "Marketing" textbook, part 1. 2010.
2. Gurbanov A., Gurbanova L. Methodology of teaching foreign languages.
©Seyitmammedova A.T., Altybayev B., Atamyradov A., Rejepov Y., 2023
