company in a market economy is the center to meet the needs of customers.At a time when commodity supply exceeds the demand from the consumer market, the efforts of marketing professionals focused on studying what the consumers want and what they are willing to pay money.Effectively organize the marketing activities of the company is precisely in the incarnation of their needs and requirements in the creation of new products and improving existing ones, the pricing of the product range, as well as in building effective sales channels, and the choice of ways to promote products on the market.
marketing activities of the company is in a complex market research in order to identify current and forecast the magnitude of demand for the development of specific programs addressed to target market segments, the purpose of which is to strengthen the company's position in the market, increasing sales, and as a result, providing a predetermined amount of profit.Thus, marketing the company in the face of the marketing service is a kind of think tank - on the basis of information from the marketing managers, formed the production, research, marketing, human resources, financial policy of the enterprise.So, based on estimates of expected demand formed a sales plan that is the basis for the development of the production program of the company, which in turn determines the relationship with suppliers and labor requirements of the enterprise in the planned period.
analysis of the marketing activity of the enterprise allows to highlight its key features include: analysis of the current size of demand and changes in the long term, market research aimed at studying the effect of environmental factors on the activities of the organization in order to control the internal and external potential of the company and determine the strategic behaviorperspective, analysis of the competitiveness of enterprises, the formation of enterprise product policy, pricing policy of the enterprise, the formation of sales channels (product distribution strategy); policy development communication with consumers, the formation of programs of promotion of products on the market.
When choosing marketing strategies guide the majority of businesses comes from the fact that customers' needs are diverse and differ greatly, so it is practically impossible to create a universal product that meets all customers at once.To marketing activities of the enterprise to be effective and contribute to the ultimate goal, ie,provide profit, marketing experts initially analyze the market opportunities of the company, and then segment the market on a number of criteria for evaluating and selecting the most attractive market segments.Then select one or more segments to develop, decide that, thanks to some properties and characteristics of the product will be able to win its distinctive position in the market and in the minds of buyers form the segment,develop positioning strategy and implement it in conjunction marketinga.Kompleks marketing kit includes the tools that are available to marketers, through which they can influence the demand for its product from the market.The complex form of marketing so-called 5 "P": product, price, place of sale, promotion and staff.Analysis of marketing activity of the enterprise to evaluate what response from the target market is the combination of 5 "P" in the marketing strategies and plans of the enterprise.
Thus, the marketing activities of the company contributes to the rational use of resources of the enterprise through the development of specific programs addressed to target groups of consumers, which ultimately leads to the achievement of the desired economic results, ie,profit.
