Maintenance of marketing is ordinary equate with a sale and his stimulation, advertising. However actually a sale is one of functions of marketing and often most not substantial. If a firm well did some work above such sections of marketing, as an exposure of consumer needs, development of suitable commodities and establishment on them of the proper price, adjusting of the system of their distributing and effective stimulation, such commodities already will not have problems with a sale. As management theorists assert: «Marketing purpose — to make efforts on a sale unnecessary. His purpose — it is so good to get to know and understand a client, that a commodity or services will exactly befit to the last and to sell itself».
All of it does not mean that efforts on a sale and his stimulation lose a value. These functions become part of more scale «complex of marketing» (marketing mix), that kit of marketings resources which must be harmoniously tied up with each other, to obtain the maximal affecting market. On the whole marketing is human activity, so or differently relating to the market.
Marketings functions are formed by the followings concepts: need, necessities, demand, commodity, exchange, transaction and market. An initial idea, lying in basis of marketing, is an idea of human needs.
A need is sense of shortage anything. The needs of people are varied and difficult, however on the whole their amount is eventual, in a difference from necessities. Here and basic physiological needs in food, clothes, heat and safety; and social needs in a spiritual closeness, influence and attachment; the personal needs are in knowledges and self-expression. These most needs determined the initial constituents of nature of man. If a need is not satisfied, a man feels dissatisfied and aims or to find an object able to satisfy a need, or to make an effort deafen it.
The second initial idea of marketing is an idea of human necessities. A necessity is a need, accepting a specific form in accordance with the standard of culture and personality of individual.
For example, to the senior a requirement in intercourse can recover a television set, for young people is disco. Necessities are expressed in objects, able to satisfy a need by a that method which is inherent the cultural mode of concrete society or task force.
As far as progressive development societies grow necessities of his cocks. People run into all by plenty of objects, waking up their curiosity, interest and desire. Producers from the side undertake purposeful actions for stimulation of desire to possess commodities. They try to form connection meantime, that they produce the needs of people. A commodity is propagandized as a mean satisfactions to one or row of specific needs. A marketing figure does not create a need, it exists already.
Salespeople often mix up necessities with needs. The producer of borings columns can consider that an user needs his bore, while actually an user needs a mining hole. At appearance of other commodity which will be able to bore a mining hole better and cheaper, a new necessity (in a commodity-novelty) will appear for an user, although a need remains former.
Are the necessities of people practically boundless, but a man acquires those commodities which deliver him most satisfaction at a minimum cost only, temporal?õ, informative costs.
Demand is a necessity, supported purchasing power. Unhardness to transfer the queries of concrete society in concrete moment of time, here society would plan production volumes the next year, coming from the aggregate of queries of previous. Approximately so took place with planning of production in the USSR. However much queries are an index unsteady. Things which now in to motion are tired of people, and they search a variety for the sake of variety. A few years back pukhoviki for the sake of which people gave up before in-use clothes entered in a fashion, after also gave up pukhovikov.
Changing of choice can appear by the result of price or level of profits change. A man chooses a commodity usually, the aggregate of properties of which provides him most satisfaction for this price, taking into account the specific necessities and resources.
Commodity — all, that can satisfy a necessity or need and offered to the market with the purpose of bringing in of attention, acquisition, use or consumption.
Commodities can fall short of necessities, can correspond partly and, finally, fully to correspond necessities, that to be the so-called ideal commodity. What completer a commodity corresponds the desires of user, the greater success will be scored a by a producer. A concept «commodity» is not limited to the physical objects. It is possible to name everything a commodity, that is able to do service, that to satisfy a need.Besides wares and services, these can be personalities, places, organizations, types of activity and idea. An user decides, what exactly entertaining transmission to look on television, where to leave on rest, what ideas to support et cetera
Marketing takes place in those cases, when people decide to satisfy the need and queries by an exchange. An exchange is a basic concept of marketing as scientific discipline. For his feasance the observance of five terms is needed: Sides it must be at least two.
Every side must dispose something, that would present a value for other side. Every side must be able to carry out communication and delivery of the commodity. Every side must be quite free in acceptance or turning down the offer of other side. Every side must be sure in expedience or desirability to deal with other side.
These five terms create potential possibility of exchange only. Whether an exchange will take place, depends on an agreement between sides about his terms. If an exchange is a basic concept of marketing as scientific discipline, a basic metage in the field of marketing is a transaction.
A transaction is a commercial exchange by values between two sides. For example, a buyer gives a salesman some sum and gets a necessary him commodity. It is a classic money transaction. At a barter transaction there is an exchange by things — a sunflower is trucked for a metal, or by services — a lawyer makes a testament a doctor, in an exchange on medical examination.
A transaction supposes the presence of row of terms: at least, two valued-meaningful objects; concerted terms of its realization; concerted time of feasance; concerted place of leadthrough.
As, governed, the terms of transaction were supported and guarded a legislation. From a concept «transaction» it is possible to pass Market — aggregate of existent and potential buyers of commodity directly to the concept «market» . In the different economic systems the methods of satisfaction of needs of people differentiate. In primitive social structures samoobespechenie prevails are little necessities and everybody providesitself by needments. In the case of decentralizovannogo exchange, every producer of certain commodity searches and enters into a transaction with every user of interesting him commodities. The third method is the centralized exchange which appearance of additional participant of exchange is needed at — merchant and certain place of exchange — market.
A market can be formed on some separate commodity or favour, having the valued meaningfulness. For example, a labour-market consists of people, persons interested to offer the labour force in an exchange on an ettlings or commodities. A money-market satisfies still human needs, enables to occupy, loan, accumulate a money and guarantee their safety.
From a concept «market» it is possible to go back to a base concept «marketing». The process of exchange requires certain actions. To that, who wants to sell, it is necessary to search buyers, expose their needs, design the proper commodities, move forward them to the market, to warehouse, transport, negotiate about prices et cetera Basis of marketing activity is made by such processes, as development of commodity, researches, adjusting of communications, organization of distributing, establishment of prices, development of service
It is usually considered although, that marketing destiny of salespeople, engaged in him and buyers. House-owners carry out the own marketing, when engaged in the search of necessary by him commodities. In search of bottle-neck commodity the supplier of firm has to discover salespeople.
A market of salesman is such market on which salespeople have more power and where it is necessary most active to be buyers. A market of buyers is such market on which buyers have more power and where salespeople must most active be.
In countries with the developed market economy which marketing was formed in the conditions of, at the beginning of 50th suggestion of commodities began to outstrip growth of demand on them, and it was begun to associate marketing with salespeople, trying to find buyers. Therefore marketing problems examine usually, as problems arising up before a salesman in the conditions of market of buyers.
Purchaser conduct of eventual users — physical persons or monogynopaediums which acquire goods and services for the personal consumption. An user market is individuals and monogynopaediums, acquiring goods and services for the personal consumption.
Marketing-miks (or marketing complex) presents basic factors, being the article of marketing management. He consists of four elements, so-called «four P» — commodity, price, distribution and advancement (angl. of Product, Price, Place, Promotion).
