Topic 2. Goals, Principles, and Functions of Marketing

Plan:

1. Main goals of marketing

2. Principles of marketing activity

3. General and specific functions of marketing

4. Levels and types of marketing

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PhD., E.Khodjaniyazov

Main Goals of Marketing

• In modern market conditions, marketing plays one of the leading roles.
• It is impossible to imagine the operation of a highly profitable and progressive enterprise without marketing.
• Marketing is multifunctional and widely applied in various fields of human activity.
• The success of an enterprise depends on its marketing in ever-changing market conditions.

Marketing Goals

• Goals differ for producers and consumers.
• For producers: product improvement, sales stimulation, profit.
• For society:
• 1. High consumption level
• 2. Consumer satisfaction
• 3. Wide variety of goods
• 4. Quality of life through variety, quality, availability, and environmental protection

Ethics in Marketing

• According to Philip Kotler, the main quality of marketing is morality.
• Any moral system is based on the interdependence of one’s well-being and the well-being of others.
• This is increasingly reflected in modern marketing concepts, but less so in practice.

Realistic Business Goals

• The main goal of entrepreneurs is business profitability and competitiveness.
• Other factors: reputation, preventing competitors, maintaining balanced profits.
• Ultimately, company goals are always economic in nature.

Principles of Marketing Activity

• Key principles:
• - Consider consumer solvency and demand trends
• - Adapt production to market requirements
• - Actively influence the market

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• System approach adds:
• 1. Knowing customers and needs
• 2. Understanding market sector
• 3. Satisfying customer needs
• 4. Flexible production
• 5. Innovation
• 6. Short-, medium-, long-term planning
• 7. Implementing decisions
• 8. Promotion and communication

General and Specific Functions of Marketing

General functions:

- Analysis

- Forecasting and goal-setting

- Planning

- Organization

- Management

- Control

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Specific functions:

- Market research

- Environmental analysis

- Product policy

- Pricing

- Distribution and sales

- Demand formation

- Marketing effectiveness evaluation

- Marketing management

Levels and Types of Marketing

• Levels:

- Micro: company level

- Meso: regional/sectoral level

- Macro: national level

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• Types:

- Undifferentiated

- Differentiated

- Concentrated

- Integrated (mix)

- Communicative (relationship marketing)

Marketing by Demand Type

Types:

• - Conversional (negative demand)
• - Stimulating (no demand)
• - Developmental (hidden demand)
• - Remarketing (declining demand)
• - Synchromarketing (seasonal fluctuations)
• - Supportive (maintaining demand)
• - Demarketing (reduce excess demand)
• - Counter-marketing (reduce harmful demand)

Examples of Marketing by Demand

• Conversional: negative demand (e.g., dental procedures)
• Stimulating: no demand, linking benefits to needs
• Developmental: hidden/unmet demand
• Remarketing: restore demand through new strategies
• Synchromarketing: balance seasonal/time-based fluctuations
• Supportive: maintain existing demand
• Demarketing: reduce demand via prices/ads
• Counter-marketing: reduce harmful demand (alcohol, tobacco, drugs)

Thank You for Your Attention!