Marketing Lessons.

SHARE WITH FRIENDS:

Marketing Lessons.

Plan:

1. The concept, purpose and tasks of marketing.

2. The essence and norms of market segmentation.

3. Market segmentation criteria and methods.

  The main purpose of marketing is to influence demand. So, what should this effect be? It is necessary to maintain the demand at the previous level, increase or decrease it, if it is not enough, whether it is necessary to create a new demand by winning over to other products, etc. It is necessary to define these specific goals of marketing activities taking into account the situation in the market, target customers, social and economic tasks of the enterprise entering this or that market.

What are the main tasks (tasks) of marketing? This is market research based on information received about needs, demands and offers;

The main task of marketing is to develop the strategy and tactics of the market concept.

        In the most general view, marketing strategy is the adaptation of the company's capabilities to the level of market requirements. Tactics means the provision of precisely targeted marketing practices to achieve strategic goals. The company that works according to the principles and tasks of precisely oriented marketing stands at an active level in relation to the market. The company does not wait for the customer, but studies the market in detail and makes important decisions about production accordingly, while encouraging consumers to buy its goods, thus providing the most efficient and profitable distribution for both parties.

According to the general principles and tasks of marketing, specific directions of activity and the content of the main marketing activities are determined. Among them, the most important are: comprehensive study of the market, as well as issues related to marketing; product range planning; formation of demand and trade promotion activities; management and control of sales and distribution, marketing activities.

It is necessary to divide the market into segments - to group it into special groups. In marketing practice, three different approaches to market segmentation have been developed.

The first mass market. A business will have a uniform marketing program aimed at a broad customer base upon entry.

Segmented market. In it, the company focuses on the same segments with different characters. A special program is used for this segment.

A stratified market with third-majority indicators. It is developed separately into one or two segments that differ in their characteristics. Market segments are not permanent. It is always possible to divide the market into segments according to the company's capabilities and goals. For example, there are segments in the consumer goods market:

  — customer segments (consumers, their requirements, behavior and other characteristics);

  — product segments (mass and cheap, expensive and special daily, new and etc.);

  — trade segments (trade, sales methods and others);

• geographical segments (districts, cities, regions according to the level of economic development) are determined according to the number of inhabitants and their location.

In practice, the market is segmented according to the above and other characteristics. But at all times, there must be differences between segments, and on the contrary, there must be similarities among retail customers. The enterprise should be able to measure the characteristics and requirements of the segments it chooses and to take the exit routes to them. Segments should be large enough and bright for the future.

Producers, wholesale and retail trade, state and other non-commercial institutions can participate in the market as consumers. The main consumers are people who buy goods and services to meet personal and family needs.

The main purpose of conducting research and segmentation in marketing is to study the behavior of these consumers in the market, to create their image (model) and imagine future needs (demands).

According to the marketing concept (principle), in order for any enterprise to succeed in the market, first of all, it is necessary to consider the wishes of consumers. This requires knowing the consumption process, the needs and demands of the population, and offering goods and services that match them.

  In solving this issue, it is accepted to follow the following rules:

1. Understanding the customer and identifying the scope of his interest.

2. Ensuring ownership of goods and services.

3. Delivery of necessary information about goods.

  Following the above rules is based on the marketing axiom:

  First: "Interesting is the guarantee of success".

  Second: "Competition encourages choice."

  The third: "Choice creates difficulty."

  The fourth: "competition in competition improves the product".

A panel study is considered to be the basis for methodical and information gathering and classification of markets in market segmentation. Consumer panel is a selected group of consumers (families) or village, neighborhood, village, district and city that is constantly monitored based on a pre-prepared program. possible

Two types of criteria are accepted in the marketing literature in consumer goods market research. The first takes into account general characteristics such as income, age, gender, residence, family cycle, lifestyle, and so on. The second type of criteria led the segmentation based on the characteristics of social groups or their interest in the means of their marketing strategy, for example, a new product, a new type of advertising, a new sales system. In practice, the first method is widely used. The second method causes additional difficulties, because it is required to carry out special calculations in order to carry out direct research in the fields of social sociology and psychology.

The main factor that stratifies the attitude of buyers is income. Segmentation into three groups is widely used in many countries.

The first is the buyers with the highest income, in practice they make up 10% of the total buyers. They buy the highest quality goods, their purchasing power and the pride of their group allows them to do so. Such groups exist in every country. Their income depends on the total wealth of this country.

The second group is middle-income earners in each country, their number is very large, although there is a specific stratification within this group, in general, they are considered the main buyers of gross goods, which determine the general standard of the market in this country.

The third group consists of buyers with the lowest income per person. They mostly use different forms of social security, spending about 80% of their income on basic expenses. In practice, the yesh criterion is also widely used. The youth sector, which has recently become the fastest growing sector of the market, is based on the same criteria, and this sector is attracting the attention of many companies that are fighting for their participation in the market. The issue of gender is considered a natural market segmentation factor. Aels have a different attitude towards men. They have a different approach to marketing strategy tools, so the women's sector is usually distinguished in the market, and this sector is especially important in the markets of clothing, footwear, and cosmetics. In market research, the spatial factor is taken into account, that is, the effect of belonging to certain areas (large cities, industrial centers, districts) on the behavior of consumers is studied. Social differences between districts may decrease, remain, or even increase depending on economic development. These differences are determined by the respective basic funds, which are connected with natural and accumulated resources, as well as labor resources, influencing the urbanization process. Another factor that creates differences is the presence and expansion of centers of science and art, whose impact on social and economic processes is everywhere high. In addition to these aspects, in marketing activities there is segmentation based on the so-called family cycle, that is, depending on the stages of the cycle, the family has unique expenses and income (shown in the table). , groups can be distinguished.

Order no	B O S K I Ch	MATERIAL A X VOL
1.	The period before marriage. An unmarried young man lives with his parents or away from home.	Having very limited personal financial resources, especially in the context of continuing education, such as studentship, exacerbates this situation. If he lives with his parents, he can use the family land.
2.	Young couples, up to children.	Although the lack of income due to very large expenses in the case of a couple. Some financial situations are aggravated by the fact that one or both spouses, sometimes both, continue to sleep (studentship). Consumer credit is used.
3.	The first stage of a complete family (children up to 4 years old)	The expenses are high and the costs associated with running a household are high. The cost is excessive in relation to the income.
4.  5.	The second stage of a complete family: children from 4 to 8 years old - kindergarten and first school period. The third stage of a complete family: children are at school.	The financial situation will improve somewhat. The wife continues her work after the break. Spending time in the bush, as well as food and drink of the family, and to a certain extent the expenses related to the mental maturity of the couple will be covered. As incomes increase to a certain amount, the financial situation worsens due to the increase in expenses for children. Food costs will increase. Children's education, clothing, as well. The costs associated with passing the Bush term are significant.
6.	What about the fourth stage of a complete family: the children are grown up, but they live with their parents.	The financial situation is relatively conic to the means of marketing strategy Increasing attention. The housing conditions of himself and his children are improving.
7.	The stage of transition to a one-generation family: children live independently and apart from their parents.	The financial situation is conic. This situation is even worse when both spouses are working. Spending on recreation and health will increase.
8.	Spouse pension scheme.	The financial situation worsens, and this situation sometimes worsens due to the difficult financial situation of children who have children. Purchases are limited. The desire to accumulate increases.
9.	An elderly single man works and his children live together.	Expenditures are limited, regardless of the income, because the main part of the income is given to other members of the family. The desire to accumulate becomes very strong.
10.	An old single man, works, does not live with his children.	Good financial situation. A strong desire to accumulate. It is possible to alternate between meals at home and outside the home. Spending on recreation and health care is relatively high.
11.	Yelgiz old man does not work and lives with his children.	The financial situation is bad, and the urge to save is strong.
12.	Yelgiz old man does not work and does not live with his children.	The financial situation is bad. accumulate- strong desire to Cost containment. Costs are mainly related to food and leisure services.

Pioneers and innovators who are inclined to risk and adventures, strive to get acquainted with a new product, despite the fact that they have a tendency to awaken desire. But this group, being so small in number, became important for all activities of the firm. Another group of marketing research is persistent or active consumers. They are people who have a reputation in their environment and accept new ideas and products easily, but they tend to do this earlier than other members of society. A difficulty in marketing research is group homogenization. For example, a person who is innovative in one field may not have such an inclination in another field. In most cases, such groups are made up of young people who have a special higher education, who use a lot of information sources and who have a reliable new consumption model.

The characteristic of the next group is that enthusiasm is considered when making a decision on the issue of purchasing a new product. However, it should be noted that the group of entrepreneurs accepts the new product at a certain speed compared to the total number of consumers. An important factor in the behavior of the unconvinced is not to accept the product until the majority of people give a positive opinion about the product and try its consumer properties. Those who reject any news or accept it too late belong to the group of conservatives.

It should be noted that dividing the market into segments and studying people by groups does not give anything by itself, because each person is not a group, but a member of a wider group. J. Carver describes this problem in the following way: the concept of "middle consumer" is wrong, because it is possible to identify group similarities only as a result of repeated and repeated classification, income level, race, nationality, religion and other similar criteria with other aggregate criteria. it becomes important only when added. For example, if the national criterion is separated from the complex of issues surrounding it, its importance in analyzing consumer habits will be reduced. By itself, when taken in conjunction with benchmarks of relative income, prices, and other levels, this criterion has a significant impact.

Dividing the market into segments is an ideal tool for solving the problem of identifying the needs and wants of buyers. However, this method provides valuable information to attract businessmen to work in this area.

Examples of market research

Example 1. Nadir was always sensitive to everything, and now this thing does not help him to open his own business. He asked whether his acquaintances, acquaintances and friends use the services of his salon. According to him, there are only a few janitors in the city where he lives, and with some experience, he has developed his janitor skills to provide his services to ordinary housekeepers and city dwellers. In addition, his followers are not located in the city of Namangan, but in the areas where it is located.

His potential customers and

Opinion my product or Shown my service	Opinion consumption my tears	Potential of my consumers needs	Reporters
Household service, for example: cleaning the room, housekeeping	Enterprise offices, Namangan population of	They need people to do their chores. They can't or don't want to do these things, for example, the offices of big companies need constant cleaning, etc. Some people can't do housework because they are working, so they need the services of a housekeeper. These services are provided by my salon.	Sister Kamala Cleaning and ovKat Kilish provided services for this. Bats are average. Does not work in offices. Sister Marsabo provides a full housekeeping service. The price is high. Shatsar does not work in a royal house. "Bolgacha" company performs all types of household services. Bats are average. In Shatsar center not located Because of this (due to time and money) the costs will increase.
Plumbing, carpentry, electrical, minor repairs, furniture repair, etc.	Uy bekalari, Enterprise offices, Namangan population of	Housekeepers cannot deal with plumbing problems, electrical work, minor repairs	Gayrat plumbing and electrical repair works provide services in this regard. Batso is average. "Bolgacha" provides household services. Bats are average. In Shatsar center are not located, therefore, in return (at the expense of time and money), the costs will increase.