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Purposes and problems of marketing activity

The purposes and problems of marketing activity have something in common with common goals and problems of functioning of the enterprise. Marketing activity has to promote development of the enterprise in the chosen direction therefore its purposes are direct reflection of the general mission of the company. The main thing that between the chosen directions of development there was a communication.
The purposes and problems of marketing activity have something in common with common goals and problems of functioning of the enterprise. Marketing activity has to promote development of the enterprise in the chosen direction therefore its purposes are direct reflection of the general mission of the company.

Purposes of marketing activity

Цели и задачи маркетинга The purposes of marketing can be qualitative and quantitative. It is very difficult to measure the qualitative purposes by means of any indicator. It is possible to carry to the qualitative purposes:
  • creation of a favorable image of firm;
  • the fullest satisfaction of the existing requirements;
  • informing consumers on goods and services;
  • care of environment;
  • creating favorable conditions for sale of goods, etc.
The quantitative purposes have accurate measurement in conventional units and results of their achievement can be easily calculated by means of certain indicators.
Treat the quantitative purposes:
  • growth of sales volume;
  • growth of revenue;
  • profit markup;
  • increase in outputs;
  • decrease in costs, etc.
The enterprise can have one or several purposes. The main thing that between the chosen directions of development there was a communication and they did not contradict each other.

Problems of marketing activity, examples

Цели и задачи маркетинга Problems of marketing follow from the purposes and represent a set of consecutive actions which the firm has to execute to achieve the planned results.
For an example of statement of the purposes and tasks we will consider activity of three organizations: firms "A", firms "B" and firms "B".
1. Firm "A".
The firm "A" mediates (franchisee) between software developer on a platform 1C and end users. The range and price policy are strictly defined by the developer, and the firm "A" has no right to change him. Along with firm "A" operates on the regional market some more partners of the developer who are competitors.
The share in the market of firm "A" is insufficiently great as it would be desirable. Degree of popularity of firm "A" is also rather small.
Proceeding from the above, it is possible to formulate the following purposes of firm "A":
  1. Expansion of a market share.
  2. Creation of competitive advantages.
For achievement of the presented purposes it is necessary to solve the following problems:
  1. Increase of consumer awareness on activity of firm.
  2. Competent organization of service.
  3. Search of new needs of clients and opportunities to satisfy them.
  4. Search of new activities.
  5. Organization of public relations.
2. Firm "B".
The firm "B" is the retail seller of women's shoes. The firm "B" declares special quality of the production and establishes the corresponding prices of it. Degree of popularity of firm "B" rather big, market share – small. Operates on the market many competitors offering footwear at rather low prices.
Proceeding from above-mentioned factors, it is possible to formulate the following purposes of marketing activity:
  1. Creation of a positive image of the company.
  2. Development of new market niches.
For achievement of the specified purposes it is necessary to solve the following problems:
  1. Development of the advertizing company.
  2. Motivation of the trade personnel to successful sales.
  3. Participation in thematic exhibitions and fairs.
  4. Adjustment of public relations.
  5. Revision of price policy.
  6. Organization of sales and periodic offer of footwear on reduced prices.
  7. Analysis of the range and its optimization.
3. Firm "B".
The firm "B" is the producer of spare parts under the order. Competitors are practically not present. The main consumers are manufacturing enterprises. The market share is small, degree of awareness of clients the sufficient. Sales volumes fall. Costs of production of a unit of production grow.
On the basis of the above, it is possible to formulate the following purposes of marketing activity in relation to firm "B":
  1. Increase in revenue and total sales.
  2. Positive positioning of the company.
For achievement of the specified purposes it is necessary to solve the following problems:
  1. Analysis of the range and its optimization.
  2. Sale of the goods which were stale in warehouses.
  3. Search of ways in decrease in costs of production.
  4. Search of new sales channels.
  5. Revision of price policy and price increase.
  6. Care of environment.
  7. Creation of the confidential relations with the public.
  8. Participation in thematic exhibitions and fairs.
The given examples of a formulation of the purposes and tasks for the firms having different specifics of activity do not act as samples.
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