• Marketing (from the English

marketing “market activity”) is an

organizational function and a set of
processes for creating, promoting
MARKETING and providing a product or service
to customers and managing
relationships with them for the
benefit of the organization. More
briefly, marketing is an activity
aimed at satisfying market needs in
order to make a profit. In a broad
sense, the purpose of marketing is
to «define and satisfy human and
societal needs.»
WHAT IS RELATED TO MARKETING?
Explaining in plain language marketing
is the activity of an organization aimed at making a profit by satisfying the
needs of customers.
In a broad sense, many marketers consider marketing as a business
philosophy, i.e. The ability to study the market, the pricing system, predict and
guess the preferences of customers, effectively communicate with them in
order to satisfy the needs of consumers and, accordingly, make a profit for their
enterprise.
• Based on the definition, it is logical that the goal of marketing in an
enterprise is to satisfy the needs of customers.
To achieve the goal of the organization, marketing activities involve solving the following tasks:

Detailed market research, in-depth analysis of customer preferences;

Careful study of the pricing system in the market and development of the pricing policy of the organization;

Analysis of competitors’ activities;

Creation of a range of goods and services of the organization;

Release of goods and services corresponding to demand;

Service maintenance;

Marketing communications

When solving marketing problems, it is necessary to be guided by the following principles:

Studying the production capabilities of the enterprise;

The process of planning methods and programs for marketing a product or service;

Market segmentation;

Constant updating of goods and services, ways of their marketing, improvement of technologies;

Agile response of the organization to ever-changing demand.

• The marketing concept consists of four main elements (4P concept): product, price, advertising (promotion),
location.
MARKETING FUNCTIONS.
Marketing performs a number of functions:
Analytical;
production;
Function of command and control;
Sales function (sales);
• Innovative.
The analytical function involves the study of external and internal factors affecting the organization, the study of
consumer tastes and the range of goods. It should be noted that it is necessary to analyze the internal environment of
the organization in order to control the competitiveness in the market.
The production function includes the development and development of new technologies, the organization of the
production of goods and services, the organization of the purchase of material and technical resources necessary for
the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the
finished product or service, i.e., compliance with the quality of the product in accordance with established standards.
The function of management and control provides the process of planning and forecasting at the enterprise,
organization of the communication system, information support and risk management.
The sales function includes the pricing and product policy of the organization, provides a system of product
distribution and expansion of demand.
The innovation function in marketing plays the role of developing and creating a new product or service.
To solve problems and achieve goals in marketing activities, it is necessary to apply the following marketing methods:
MaConsultations:.
Survey;. Observations; Methods of demand formation and sales promotion; Analytical methods:. Analysis of
the external environment of the organization;
Consumer analysis;. Analysis of existing Propagand. Planning the range of future products;. Development of
pricing policy;. Information Methods:
THERE ARE 2 LEVELS OF
MARKETING IN AN ENTERPRISE:
Tactical;
Strategic;
Tactical, or otherwise, operational
marketing involves the development of
short-term plans to achieve the goals of the
organization.
• Strategic marketing is aimed at
developing long-term prospects for the
operation of the enterprise in the market.
That is, the internal capabilities of the
organization to influence the external
environment of the market are evaluated.
Marketing is a type of human activity aimed at satisfying needs and
requirements through exchange.
Marketing is a social process aimed at satisfying the needs and desires of
people and organizations by providing a free competitive exchange of goods
and services that are of value to the buyer, etc.

• Marketing, in its broadest sense, is a social management process through

which individuals and groups of people, through the creation of products and
their exchange, get what they need.