Marketing policy of the enterprise
The marketing policy of the enterprise impliesprice, commodity, sales areas, and besides this - a set of actions to promote products on the market. The general scheme of marketing policy is that: the goods are chosen - the object of trade, its price is determined, based on costs and the level of profitability, the method of marketing is determined and the product is promoted, its introduction on the market, and the profit from sales is increased.
The first thing that is included in the concept of marketingcompany policy is a commodity policy. Engaged in it, marketers based on analysis and market research establish a program according to which the organization should work in the production sphere, predict which of the products will become the most popular, compare it with similar products of competitors and determine what will be beneficial to the acquisition of this particular item, e.
A commodity is, above all, an object,intended for sale and consumption - either final, or as a raw material or a means of production. If you take the marketing essence, it will be slightly different. What is generally called a commodity in marketing is called a product. A product is a narrower concept. This is the essence of the goods, the reason for which it was purchased. For example, this is chocolate in itself, which is located in a confectionery shop, without a name yet, not delivered to a store that is not shelved and unpacked. The product becomes a commodity after it is exposed to the tools of marketing - design, advertising, spent sales, gaining popularity among buyers. Marketing tools and their impact are called product support.
Marketing is very dependent on the consumer -real and potential, therefore the commodity strategy of the enterprises should change, giving out to buyers new objects, offering new services. Novelty is a good marketing move, when, seeing a bright inscription about a new product for the company, the buyer hurries to purchase it. However, it is impossible to name absolutely any novelty that came to mind, just to increase profits. A novelty can be called goods that meet one of the following requirements:
- A brand new product on the market that does not haveno analogues, which is practically a scientific achievement. Such can be called once appeared on sale copiers, cellular communication services, etc.
- A product that has an analogue, but is qualitatively different from it. For example, floppy disks with a large amount of memory and at the same time a smaller size.
- A product that is new to a particular market -for example, in the state. In the early 90's in Russia began to sell dishwashers, which was not there before, but they were popular in the West.
- A product that was previously on the market, but now it has a new application, and it is again popular.
Marketing policy, no matter how it wasestablished, yet quite risky business with respect to the new product. To ensure that everything went without losses and brought a good material result, the marketing department should work in a coherent and effective manner. First, a clear idea is being developed for the production of products. This is done on the basis of the work of scientists or even with the help of buyers who want to buy goods, not yet present on this or that market. At this stage, you need to be able to listen, because the disadvantage of competitors' products can provide a profitable idea. It is desirable to create a sample of a new product and carefully monitor its features and demand for it. Minor mistakes, left undetected at this time, will subsequently cause significant losses. It is necessary to determine the place and time of release of goods, it would be appropriate to timed the beginning of the implementation of the novelty to any event - a holiday, a fair.
To keep pace with the times, all year roundprofit and not idle, marketing policy should work effectively. While one product is successfully sold, the other must be at the development stage, and the generation of ideas should not stop.