Kotler basics of marketing short course. Fundamentals of Marketing - Short Course - F. Kotler. The Everyday Impact of Marketing on Consumers

A marketing classic. Board book for all modern marketers. No one can explain the essence of things like Philip Kotler. Tutorial and entertaining reading for those who want to make money on sales and more.

Professor, Master of Economics and Doctor of Philosophy Philip Kotler will tell you how to trade correctly. Run your business so that the profit is significant. You will also gain experience based on the mistakes of others. The book “Fundamentals of Marketing” is replete with examples of failed businesses. Describing the mistakes of some well-known and successful companies in the past will help you avoid making similar ones. But even if you are not an entrepreneur, knowledge of marketing will also come in handy. After all, we live in a modern world where everyone is trying to use others for their own benefit. So, let's learn to distinguish the wheat from the chaff!

Who hasn't been to a McDonald's cafe at least once? Do you want to know the secret of this popular establishment that has spread its tentacles all over the world? To understand how the owners managed to do this, it’s worth reading “Fundamentals of Marketing.” It will be interesting.

Another example is the famous world-famous company Ford. Her biggest failure became the talk of the town. Why did this happen? The author of the work will explain everything.

It is remarkable that the average person engages in marketing every day without even realizing it. Are you looking for buyers to sell your old car at a better price? Are you looking for a new, higher paying job? To do this, you need to know the conditions of the market operating in this area and its demands. At the same time, there are a lot of people who want to sell us something, and sometimes we buy completely unnecessary things. And all because sellers know the “Fundamentals of Marketing” well, but we do not.

The book gets the point across clearly. There is no unnecessary “water”. The material is perceived easily and understandably. There should be more such textbooks! According to Philip Kotler, for successful business You need to understand your audience. If you know the true needs and wants of people, then the right product will sell itself. For example, what a hungry person needs is food. This is the one he will buy first. The same goes for thirst. And there is also a desire for love, vanity, beauty and other things.

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Philip Kotler, Gary Armstrong, Veronica Wong, John Saunders
Marketing Basics
The authors examine key marketing concepts from new perspectives. Reflecting the latest trends in our changing world, the authors pay great attention to balanced marketing that takes into account the needs of consumers and long-term...

Philip Kotler
Marketing Basics. Short course
Marketing is one of the fundamental disciplines for market professionals such as traveling salesmen, retailers, advertising executives, marketing researchers, new and branded product managers, etc. They need to know how to describe the market...

Chapter 5
Consumer markets I consumer purchasing behavior
Model of purchasing behavior. Buyer characteristics. Purchasing decision process. Various options for deciding to purchase a new product. Resume. Basic concepts found in the chapter.

Goals
After reading this chapter, you should be able to:

1. Explain the relationship between marketing incentives and consumer response.

2. Name four main factors influencing consumer purchasing behavior.

3. List the stages in the consumer purchasing decision process.

4. Describe the process of consumer perception of new products.

"Corfam" from DuPont -
costly product failure

The giant DuPont corporation, headquartered in Wilmington, Delaware, was confident that its new corfam faux leather for men's and women's shoes will be successful. DuPont began searching for a substitute back in the 1930s, recognizing that one day natural leather would become scarce. In 1955, the company's scientists successfully synthesized a material called “corfam” and which had the necessary properties of raw hides: permeability, strength, elasticity and durability. In 1958, a special pilot plant was built to produce this material for evaluation by consumers. The new product met with an enthusiastic reception from consumers, and in 1959 DuPont built a more powerful plant, which began producing Corfam in 1961. In total, the corporation invested $25 million in the project.

17 leading women's footwear companies and 15 leading men's footwear companies were selected and agreed to buy from DuPont. new material and use it to make shoes of elegant styles. Realizing that corfam has certain advantages over genuine leather, such as higher durability and ease of care, DuPont set a high price for the new product. The material had to be used in the manufacture of expensive shoes so that consumers would gain confidence in its use. high quality. DuPont intended to enter the inexpensive footwear market with Corfam later.

Corfam products were first introduced at the 1963 National Shoe Fair, and many shoe retailers placed orders for them. DuPont has formed a special trade assistance team. Members of the team had to visit large shoe stores and teach salespeople how to sell corfam shoes. At the same time, the company created point-of-sale advertising materials, window display design, and carried out nationwide advertising for Corfam, which cost initial stage at 2 million dollars

DuPont was very pleased with the results. In 1964, consumers purchased 1 million pairs of Corfam shoes, in 1965 - 5 million, and in 1966 - 15 million pairs. But in 1967, sales of corfam shoes began to fall. What happened?

Repeat purchase rates were alarmingly low. DuPont did not deeply enough analyze the consumer footwear market and the behavior of people purchasing shoes, and did not take into account a number of nuances in a timely manner. For example:

3. “Corfam” was advertised as a material that does not stretch, which means that shoes made from it will always fit on the foot in the same way as it did when first tried on. However, many consumers still bought slightly tight shoes in the hope that they would break in.

4. Consumers primarily chose style, not material. They never developed an interest in corfa that was acute enough to ask the seller to show them shoes made from this material.

5. Corfam might have been much more successful if it had been used to make cheap house shoes. Buyers of high-quality shoes were increasingly inclined to purchase fashionable leather shoes and boots imported from Italy and several other countries. In 1971, DuPont recognized the situation as hopeless and decided to stop producing Corfam shoe material. This one of the most expensive product failures in history brought DuPont losses of $100 million.1

The story of Du Pont's Corfam suggests that there are many factors that influence people's decisions about what to buy. Buying behavior is never simple. And yet, understanding it is an extremely important task for managing the marketing service within the framework of the marketing concept.

This chapter will take a detailed look at the dynamics of the consumer market.

Consumer market - individuals and households who buy or otherwise acquire goods and services for personal consumption.

In 1981, the American consumer market included 230 million people who annually consumed goods and services at total amount about 1.8 trillion. dollars, i.e. by $7,826 per man, woman, and child. Every year this market increases its population by several million people, and its turnover by more than $100 billion. This is one of the most profitable consumer markets in the world2.

Consumers differ sharply from each other in age, income and education levels, propensity to move, and tastes. Market actors have found it expedient to isolate different consumer groups and create products and services specifically designed to meet the needs of these groups. If a market segment is large enough, some firms may develop separate marketing programs to serve that segment as well. Here are just two examples of distinct consumer groups.

Black consumers. Twenty-eight million black Americans with a combined personal income of over $100 billion - important group consumers. According to a number of researchers, blacks spend proportionately more than whites on clothing, personal care, household supplies, alcoholic beverages and tobacco products and proportionally less for medical care, food, transportation, education and utilities. Negroes are less likely than whites to “seek out” purchases and are more likely to regular customers stores and discount stores closest to your place of residence.

Blacks listen to the radio more than whites, although they are less likely to listen to VHF stations. Some firms develop special marketing programs for these consumers. They advertise in Ebony and Jet magazines, attract black performers to participate in commercials, create distinctly different products (for example, black cosmetics), packaging, and develop a special argument. At the same time, these firms recognize that there are several subsegments within the black market, each of which may require the development of a separate marketing approach3.

Young adult consumers. This market includes 30 million people aged 18 to 24 years. The young adult consumer market is divided into three subgroups: college students, young singles, and newlyweds. Young adult consumers spend disproportionately on books, records, stereo equipment, cameras, fashion clothing, hair dryers, personal care products and toiletries. They are characterized by a weak degree of brand loyalty and increased interest in new products. Young adults are an attractive market for several reasons: 1) they are receptive to the idea of ​​trying new products; 2) are more inclined to spend rather than save money; 3) will act as buyers longer4.

Similarly, other submarkets—seniors5, women6, Hispanic Americans7—can be explored to see whether it would make sense (from a competitive perspective) to develop targeted marketing programs for each.

1. Buying behavior model

2. Buyer characteristics

Consumers do not make their decisions in a vacuum. The purchases they make are greatly influenced by cultural, social, personal and psychological factors (see Figure 32). For the most part, these are factors beyond the control of market actors. But they should definitely be taken into account. Let's look at the impact each of them has on buyer behavior, using the example of a hypothetical consumer, Betty Smith.

Betty Smith is a college graduate, married, and in charge of branded merchandise production for a leading consumer packaged goods company. At the moment, she is busy looking for a new activity in her free time, an activity that would contrast with the usual work atmosphere. This need gave Betty the idea to buy a camera to take up photography. How she will search for a camera and how she will choose a specific brand of camera depends on many factors.

Rice. 32. Factors influencing purchasing behavior

3. Cultural factors

The largest and most profound influence on consumer behavior is exerted by cultural factors. Let's consider the role played by culture, subculture and social status buyer. CULTURE. Culture is the main root cause that determines human needs and behavior. Human behavior is largely a learned thing. The child learns basic set values, perceptions, preferences, manners and actions characteristic of his family and the main institutions of society. Thus, a child growing up in America becomes acquainted with or encounters the following value concepts: accomplishment and success, activity, efficiency and practicality, moving forward, material comfort, individualism, freedom, external comfort, philanthropy, youthfulness8.

Betty Smith's interest in cameras is a result of her upbringing in modern society, with its advances in photographic technology and its accompanying consumer skills and set of values. Betty knows what cameras are. She knows how to understand the instructions for their use, and her social circle has already embraced the idea of ​​​​women photographers. In another cultural setting, say in a tribe lost in the wilderness of central Australia, a camera may mean nothing at all, but simply be a “curious thing.”

SUBCULTURE. Any culture includes smaller components, or subcultures, that provide its members with the opportunity to more specifically identify and communicate with their own kind. In large communities there are groups of people of the same nationality, say Irish, Polish, Italian or Puerto Rican, who exhibit distinct ethnic tastes and interests. Separate subcultures with their own specific preferences and prohibitions are religious groups, such as groups of Catholics, Mormons, Presbyterians, and Jews. Clearly distinguishable cultural inclinations and attitudes characterize racial groups, say, blacks and natives of the East. In each individual case, geographical areas, such as the states of the extreme South, California, and the states of New England, also have their own distinct subcultures with their own specific way of life. Box 10 provides several examples of the influence of geographic location on product choice patterns.

Betty Smith's interest in various products will certainly be affected by her nationality, race, religion, and geographic environment. These factors will influence her choice of food, clothing, leisure and entertainment, and career goals. The subculture to which she belongs will also affect her interest in cameras. In different subcultures it is given different meaning photography, and this may also have an impact on Betty’s interest.

SOCIAL SITUATION. In almost every society there are different social classes, which we define as follows:

Social classes are relatively stable groups within society, arranged in a hierarchical order and characterized by the presence of similar value ideas, interests and behavior among their members.

Sociologists distinguish six social classes in the United States, presented in table. 7.

Table 8
Life cycle stages and family purchasing behavior

OCCUPATION. The type of goods and services a person purchases has a certain influence on his occupation. The worker can buy work clothes, work shoes, lunch boxes, bowling equipment. The president of a company can buy himself expensive blue serge suits, travel by plane, become a member of privileged country clubs, and buy himself a large sailboat. The market operator seeks to identify groups by occupation whose members show increased interest in his goods and services. A company may even specialize in the production of goods needed by a specific professional group.

ECONOMIC SITUATION. The economic situation of an individual greatly affects his product choice. It is determined by the size of the expenditure side of income, the size of savings and assets, creditworthiness and views on spending money as opposed to saving it. So, if Betty Smith has a fairly large expendable part of her income and savings, is creditworthy and prefers to spend rather than save, she may think about purchasing an expensive Nikon camera. Market operators offering goods whose sales depend on the income level of consumers must constantly monitor trends in changes in the area of ​​personal income, savings and interest rates. If economic indicators indicate a recession, the market operator must take measures to change the design, positioning and price of its product, reduce production volumes and inventory and do everything necessary to protect yourself from financial side.

LIFESTYLE. Individuals belonging to the same subculture, the same social class, and even the same occupation can lead completely different lifestyles. Betty Smith, for example, may prefer the life of a skilled housewife, business woman or a person free from worries. She plays several roles, and the way she combines them is the outer side of her lifestyle. If she becomes professional photographer, this will further affect her lifestyle.

Lifestyle is the established forms of a person’s existence in the world, which are expressed in his activities, interests and beliefs.

Lifestyle paints a “comprehensive portrait” of a person in his interaction with the environment. It reveals more than the fact of belonging to a certain social class or personality type. Knowing that a person belongs to a particular social class, we are ready to draw certain conclusions about his expected behavior, but we will not be able to imagine him as an individual. Knowing a person's personality type, we can draw certain conclusions about his distinctive psychological characteristics, but we are unlikely to learn much about his activities, interests and beliefs. And only a lifestyle will paint us a comprehensive portrait of a person in his actions and interaction with the world around him.

During development marketing strategy product, the market actor will seek to reveal the relationship between an ordinary or branded product and a certain way of life. A yogurt manufacturer may find that among its active consumers there are many successful professional men. Having figured this out, he can more clearly target his branded product at these people.

PERSONALITY TYPE AND SELF-IMAGE. Each person has a very specific personality type that influences his purchasing behavior.

Personality type ¾ a set of distinctive psychological characteristics of a person, ensuring the relative consistency and constancy of his responses to the environment.

Personality type is usually described based on traits that an individual has, such as:

self confidence,

influence,

independence,

impermanence,

respectfulness,

lust for power

sociability,

alertness,

attachment,

aggressiveness,

consistency,

desire for success,

love of order

adaptability12.

Knowledge of personality type can be useful in analyzing consumer behavior when there is a certain connection between personality types and the choice of products or brands. For example, a beer company may determine that many active beer consumers are highly sociable and aggressive. And this suggests a possible image for her beer brand and character types for use in advertising.

Many marketers base their activities on a concept that is directly related to the individual, a person's self-image (also called self-image). We all have complex mental images of ourselves. For example, Betty Smith may see herself as an extrovert, a creative and active person. Based on this, she will prefer to opt for a camera that focuses on the same qualities. And if Nikon is advertised as a camera for outward-oriented, creative and active people, the image of the brand coincides with the image of Betty's own self. Market actors should strive to create an image of the world that matches the self-images of members of the target market 13.
6. Psychological factors

An individual’s purchasing choice is also influenced by four main psychological factors: motivation, perception, learning, beliefs and attitudes.

MOTIVATION. We know that Betty Smith was interested in purchasing a camera. But why? What is she really looking for? What need is it trying to satisfy?

At any given time, a person experiences many different needs. Some of them are of biogenic nature, i.e. are consequences of such states of internal physiological tension as hunger, thirst, discomfort. Others are psychogenic, i.e. are the results of such states of internal psychological tension as the need for recognition, respect, spiritual intimacy. Most of these needs are not intense enough to motivate a person to take action at any given time. Need that has reached enough high level intensity, becomes a motive.

Motive (or drive) is a need that has become so urgent that it forces a person to look for ways and means to satisfy it.

Satisfying a need reduces the internal tension experienced by an individual.

Psychologists have developed a number of theories of human motivation. The most popular of these, Sigmund Freud's theory and Abraham Maslow's theory, offer very different implications for consumer research and marketing activities.

Freud's theory of motivation. Freud believed that people are generally unaware of the real psychological forces that shape their behavior, that a person grows while suppressing many drives. These urges never completely disappear and are never completely under control. They manifest themselves in dreams, slips of the tongue, neurotic behavior, obsessive states and, ultimately, in psychoses, in which the human “ego” is unable to balance the powerful impulses of its own “id” with the oppression of the “superego”.

Thus, a person is not fully aware of the origins of his own motivation. If Betty Smith wants to buy an expensive camera, she might describe her motive as wanting to satisfy a hobby or a career need. If you look deeper, it may turn out that by purchasing such a camera she wants to impress others with her creative abilities. And if you look even deeper, she may be buying a camera to feel young and independent again.

When studying the camera, Betty will react not only to its operational properties, but also to other minor stimuli. The shape of the camera, its dimensions, weight, the material from which it is made, color, case - all this evokes certain emotions. A camera that gives the impression of being durable and reliable may give Betty a desire to be independent, which she will either cope with or try to avoid. When designing a camera, the manufacturer must be aware of the impact appearance and textures to arouse emotions in the consumer, which can either promote or hinder the purchase.

Motivation researchers have made a number of interesting, and sometimes strange, conclusions regarding what can influence the mind of a consumer when making certain purchases. So, they believe that:

Consumers are reluctant to buy prunes because they are wrinkled and look like old people.

Men smoke cigars as an adult alternative to thumb sucking. They like cigars with a strong smell that emphasizes their masculinity.

Women prefer vegetable fat to animal fat, which makes them feel guilty about slaughtering animals.

A woman takes the process of baking cupcakes very seriously, because for her it is subconsciously associated with the process of childbirth. She doesn't like easy-to-make cake mixes because living an easy life makes her feel guilty.

Maslow's theory of motivation. Abraham Maslow tried to explain why people are driven by different needs at different times14. Why does one person spend a lot of time and energy on self-preservation, and another ¾ on gaining the respect of others? The scientist believes that human needs are arranged in order of hierarchical importance from most to least urgent. The hierarchy developed by Maslow is presented in Fig. 33. In order of importance, the needs are arranged in the following order: physiological needs, self-preservation needs, social needs, esteem needs and self-affirmation needs. A person will strive to satisfy the most important needs first. As soon as he manages to satisfy some important need, it temporarily ceases to be a driving motive. At the same time, an impulse appears to satisfy the next most important need.

For example, a starving person (need No. 1) is not interested in events happening in the world of art (need No. 5), nor in how others look at him and to what extent they are respected (needs No. 3 and No. 4), nor in pure whether he breathes air (need No. 2). But as the next most important need is satisfied, the next one comes to the fore.

What light does Maslow's theory shed on Betty Smith's interest in purchasing a camera? One can guess that Betty has already satisfied her physiological, self-preservation and social needs, which do not motivate her interest in cameras. And interest in a camera can stem either from a strong need for respect from others, or from a need for self-affirmation. Betty wants to realize her creative potential and express herself through photography.

Rice. 33. Maslow's hierarchy of needs

PERCEPTION. A motivated person is ready for action. The nature of his action depends on how he (or she) perceives the situation. Two different people, being equally motivated, in the same objective situation can act differently because they perceive this situation differently. Betty Smith may perceive a talkative camera salesman as aggressive and insincere. And to some other buyer the same seller may seem smart and helpful.

Why do people perceive the same situation differently? We all experience a stimulus through sensations, i.e. thanks to the flow of information affecting our five senses: sight, hearing, smell, touch and taste. However, each of us organizes and interprets this sensory information in our own way.

Perception can be defined as “the process by which an individual selects, organizes, and interprets incoming information to create a meaningful picture of the world around him”15.

Perception depends not only on the nature of physical stimuli, but also on the relationship of these stimuli to the environment and the individual.

People may have different reactions to the same stimulus due to selective perception, selective distortion, and selective memory.

Selective perception. Every day people face a huge amount irritants. Thus, the average person can come into contact with more than 1,500 advertisements in one way or another during the day. The individual is simply not able to respond to all these stimuli. He weeds out most of them. The main difficulty is to explain which stimuli will be noticed.

I. People are more likely to notice stimuli that are related to the needs they currently have. Betty Smith will notice all kinds of advertisements for cameras because she is interested in buying a camera. But she probably won’t notice advertisements for stereo equipment.

2. People are more likely to notice stimuli that they expect. At a camera store, Betty Smith is more likely to notice the cameras than the radios nearby, because she didn't expect that the store also sold radio products.

3. People are more likely to notice stimuli that differ sharply in some of their meanings from the usual ones. And Betty Smith is more likely to notice an ad offering a Nikon camera $100 off list price than an ad offering a $5 discount.16

The selective nature of perception means that market actors must make efforts special efforts to attract the attention of consumers. After all, their appeal will pass by the majority of those who are not currently looking for this advertising item on the market. But even seekers may not notice the appeal if it does not stand out from the surrounding sea of ​​stimuli. Advertisements They are noticed more quickly if they are larger in size, if they are in color, while most others are black and white, if they are presented in a new way and contrast with the rest.

Selective distortion. Even irritants noticed by the consumer are not necessarily perceived by him as intended by the sender. Each person strives to fit incoming information into the framework of his existing opinions. Selective distortion refers to the tendency of people to transform information, giving it personal significance. Thus, Betty Smith may hear a salesperson mention the positive or negative features of a competing brand of camera. And since she is already strongly predisposed to Nikon, she will most likely distort what she hears in order to once again draw a conclusion for herself about the superiority of Nikon. People tend to interpret information in ways that support rather than challenge their existing ideas and judgments.

Selective remembering. A person simply forgets much of what he learns. He tends to remember only information that supports his attitudes and beliefs. Because of selective memory, Betty is likely to remember favorable reviews of the Nikon and forget favorable reviews of competing cameras. And she will remember these reviews because most often she crams them while thinking about choosing a camera.

The presence of these three features - selectivity of perception, distortion and memorization - means that market actors need to make a lot of effort to convey their message to the addressees. This explains why firms resort so widely to dramatization and repetition when sending their messages to markets.

ABSOLUTE. A person acquires knowledge in the process of activity.

Assimilation ¾ is certain changes that occur in an individual’s behavior under the influence of his accumulated experience.

Human behavior is largely learned, i.e. learned. Theorists view learning as the result of the interaction of drives, strong and weak stimuli, responses, and reinforcement.

We know that Betty Smith has a strong urge for self-affirmation. By incentive we mean a strong internal stimulus that pushes us to perform an action. Being directed at a specific object, a stimulus capable of relieving emotional tension (in our case, a camera), the impulse turns into a motive. Betty's response to the idea of ​​buying a camera is determined by the presence of a number of accompanying minor stimuli. They determine when, where, and how an individual's response occurs. The sight of cameras in a store window, the rumor of a discounted sale price, encouragement from her husband - all these are small irritants that influence Betty's response to the impulse to buy a camera.

Let's assume that Betty bought a camera. If the user experience meets her expectations, she is likely to use her camera more and more. Her reaction on camera will be reinforced.

Later, Betty might want to buy binoculars. Several brands come into her field of vision, including Nikon binoculars. Because Betty knows what Nikon does good cameras, then comes to the conclusion that the company makes good binoculars. She generalizes by extending her previous response to a new set of similar stimuli.

The opposite of the process of generalization is the process of establishing differences. Having become acquainted with Olympus binoculars, Betty finds out that they are lighter and more compact than Nikon binoculars. Making distinctions means that she has learned to recognize differences in sets of stimuli and can make appropriate changes in her response.

BELIEFS AND RELATIONSHIPS. Through action and learning, a person acquires beliefs and attitudes. And they, in turn, influence his purchasing behavior.

Betty Smith may be convinced that a Nikon camera takes great pictures, holds up well under harsh conditions, and is worth $550. These beliefs may be based on actual knowledge, opinions, or simply faith. They may or may not be accompanied by an emotional charge. For example, Betty Smith's belief that a Nikon camera is heavy may or may not influence her purchase decision.

Manufacturers are naturally very interested in people's beliefs about specific products and services. Images of products and brands are formed from these beliefs. Based on these beliefs, people take actions. If some beliefs are incorrect and prevent purchases, the manufacturer will need to conduct an appropriate campaign to correct them.

To almost everything in the world - to religion, politics, clothing, music, food, etc. ¾ people have their own attitude.

Attitude ¾ formed on the basis of existing knowledge, a stable favorable or unfavorable assessment by an individual of an object or idea, the feelings experienced towards them and the direction of possible actions17.

Relationships make people willing to like or dislike an object, to feel closer to it or further away from it. Thus, Betty may develop attitudes such as “Buy only the best,” “The Japanese make the best products in the world,” and “The most important things in life are creativity and self-expression.” That is why the Nikon camera is important to her. After all, he fits well into the framework of her pre-existing relationships. A company can benefit greatly by conducting research into the various relationships that in one way or another affect the sales of its product.

Relationships allow an individual to behave relatively stably in relation to objects that are similar to each other. A person does not have to reinterpret something and react differently each time. Relationships save physical and mental energy. That is why they are difficult to change. The various relationships of an individual form a logically coherent structure, in which a change in one element may require a complex restructuring of a number of others.

So it will be more profitable for the company to bring its products into the framework of existing relationships than to try to change them. There are, of course, exceptions when the enormous investment in efforts to change attitudes can pay off handsomely.

When Honda entered the American motorcycle market, it had to make a serious decision. She could either sell her motorcycles to a small circle of existing hobbyists, or try to increase their number. The last journey was associated with great expense, because many had a negative attitude towards motorcycles. In the minds of these people, motorcycles were associated with black leather jackets, spring knives and crime. And yet, Honda took the second path, launching a powerful campaign under the motto “The most beautiful people ride Honda motorcycles.” The campaign worked and many people changed their attitude towards motorcycles.

We are now in a position to assess the many forces that influence consumer behavior. An individual's choices are the result of a complex interaction of cultural, social, personal and psychological factors. Many of these factors are beyond the influence of market actors. However, they are useful for identifying buyers with increased interest in a product. Other factors can be influenced by the marketer and tell him how to develop and evaluate the product, arrange its distribution and sales promotion in order to evoke the strongest response from consumers.

7. Purchase decision process

Now we are ready to consider the stages that the buyer goes through on the way to making a decision to buy and making it. In Fig. 34 presents five stages through which the consumer passes: awareness of the problem, search for information, evaluation of options, purchase decision, reaction to the purchase. From this model it follows that the purchasing process begins long before the act of purchase and sale is completed, and its consequences appear long after the act of purchase. The model directs the market actor to pay attention to the process as a whole, and not just to the decision-making stage18.

Rice. 34. Purchase decision process

According to the model, the consumer goes through all five stages during any purchase. However, when making routine purchases, he skips some steps or changes their sequence. Thus, a woman who purchases her usual brand of toothpaste, after realizing the problem, immediately makes a purchase decision, skipping the stages of collecting information and evaluating options. However, we will still operate with the full model presented in Fig. 34, since it reflects all the considerations that arise when a consumer is faced with a new situation, especially if there are many problems to be solved.

We will follow the actions of Betty Smith and try to understand how she became interested in buying an expensive camera and what stages she went through until her final choice.

8. Awareness of the problem

The buying process begins with the buyer recognizing a problem or need. He feels the difference between his real and desired state. Need can be aroused by internal stimuli. One of the ordinary human needs ¾ hunger, thirst, sex ¾ increases to a threshold level and turns into urge. From past experience, a person knows how to cope with this urge, and his motivation is oriented towards the class of objects that can satisfy the urge that has arisen.

Need can also be aroused by external stimuli. A woman walks past a bakery and the sight of freshly baked bread makes her hungry. She admires her neighbor's new car or watches a television commercial about a vacation to Jamaica. All of this may lead her to recognize a problem or need.

At this stage, the market actor needs to identify the circumstances that usually push a person to recognize the problem. It is necessary to find out: a) what specific tangible needs or problems arose, b) what caused their occurrence, c) how they led a person to a specific product.

Betty Smith might answer that she felt the need for a new hobby. This happened during a “lull” period at work, and she started thinking about the camera after one of her friends told her about photography. By collecting such information, the market operator has the opportunity to identify stimuli that most often attract an individual’s interest in a product. After this you can develop marketing plans using identified stimuli.

9. Search for information

An anxious consumer may or may not search for more information. If the urge is strong and the product that satisfies it is readily available, the consumer is more likely to make a purchase. If not, then the need may simply be deposited in his memory. In this case, the consumer can either stop searching for information, or search a little more, or engage in active searches.

Rice. 35. Sequence of sets involved in the purchase decision process

In practical terms, a firm must develop a marketing mix that introduces its brand into both the awareness and consumer choice mix. If the brand fails to penetrate these kits, the firm will miss out on the opportunity to sell its product. It is also necessary to find out which other brands are included in the selection set in order to know your competitors and develop an appropriate argument.

With regard to the information sources used by consumers, the marketer must carefully identify them and then determine their comparative information value. Consumers should first of all be asked how they first heard about the brand, what other information they have, and what importance they attach to each of the information sources used. Such information will be critical in developing effective communications with your target market.

10. Evaluate options

We already know that the consumer uses information to create a set of brands from which the final choice is made. The question is how exactly the choice is made among several alternative brands, how the consumer evaluates the information.

A few basic concepts will help us shed light on evaluating options. First, there is the concept of product properties. We believe that every consumer views any given product as a specific set of properties. Here are some properties that interest buyers in a number of well-known classes of goods:

Rice. 36. Factors inhibiting the transformation of intention to make a purchase into a decision to make it

The first factor is the attitude of other people. Suppose Betty Smith's husband insists that she buy the cheapest camera to save money. As a result, the likelihood of purchasing the more expensive camera Betty chooses will decrease slightly. The degree of change depends on two factors: 1) the intensity of the other person's negative attitude towards the consumer's preferred option and 2) the consumer's willingness to accept the other person's wishes23. The more acute the negative or positive attitude another person and the closer this person is to the consumer, the more decisively he will reconsider his intention to make a purchase in one direction or another.

11. Reaction to purchase

Having purchased a product, the consumer will either be satisfied or dissatisfied with it. He will exhibit a number of reactions to the purchase that are of interest to the market operator. The work of a marketer does not end with the act of purchase, but continues into the post-sale period.

SATISFACTION WITH YOUR PURCHASE. What determines the degree of customer satisfaction or dissatisfaction with a purchase? The answer lies in the relationship between consumer expectations and perceived product performance24. If the product meets expectations, the consumer is satisfied; if it exceeds them, the consumer is very satisfied; if it does not meet them, the consumer is dissatisfied.

Consumer expectations are formed on the basis of information he receives from sellers, friends and other sources. If the seller exaggerates the performance characteristics of the product, the consumer will have too high expectations, which will result in disappointment. The greater the gap between expected and actual performance properties, the greater the consumer dissatisfaction.

It follows that the seller must make statements in favor of the product that reliably reflect its likely performance properties. Some sellers may even underestimate these properties to some extent so that the consumer can receive satisfaction from the product that is higher than expected.

ACTIONS AFTER PURCHASE. Satisfaction or dissatisfaction with the product will affect the subsequent behavior of the consumer. If satisfied, he will probably buy the product at the next opportunity. In addition, a satisfied consumer is more likely to share favorable reviews of the product with other people. Using the words of market figures: “Our best advertisement is a satisfied customer.”

An unsatisfied consumer reacts differently. He may refuse to use the product, return it to the seller, or try to find some favorable information about the item being purchased. In Betty Smith's case, she can either return the camera or try to find information that will elevate the purchased camera in her eyes.

Dissatisfied consumers have a choice of action or inaction. They may file a complaint with the firm, contact a lawyer, or contact groups that may be able to help the customer achieve satisfaction. In addition, he may simply stop purchasing the product in the future and/or express his unfavorable impression of it to friends and others. In all of these cases, the salesperson who fails to satisfy the customer loses something.

THE FINAL FATE OF THE PURCHASED GOODS. There is one more step that the marketer should be interested in in the buyer's post-purchase behavior, namely: what will the consumer ultimately do with his product? The main directions of possible actions are presented in Fig. 37. If the consumer adapts the product for use for some new purposes, the seller should be interested, since these purposes can be played out in advertising. If consumers stockpile a product, barely use it, or get rid of it, this means that the product is not very satisfying to them and that favorable word of mouth for it will not be very active. Equally interesting is how the consumer ultimately disposes of the product. If he sells it or makes a trade transaction with it, this will reduce the volume of sales of new goods. Given all this, the seller needs to study exactly how the product is used and how it is disposed of in order to find answers to potential problems and opportunities.

Understanding consumer needs and the buying process is the foundation of successful marketing. By understanding how consumers move through the stages of problem awareness, information search, evaluation of options, and purchase decisions, as well as their reactions to purchases, marketers can gain a wealth of knowledge about how to better meet the needs of their customers. By understanding the various participants in the buying process and understanding what has a major influence on their buying behavior, the marketer can develop effective program marketing in support of its attractive offer addressed to the target market.

Rice. 37. How consumers use or dispose of a product

Box 12. What makes a restaurant successful?

When opening a restaurant, you probably want to attract as many visitors as possible. Along with menu development, your main concerns will inevitably be the location and price level. It can be assumed that best place will be as close as possible to potential customers, and the lowest prices will attract the largest number of visitors. A psychologist recently conducted a study to find out how people choose restaurants.

Contrary to possible expectations, people who dine out tend to stick to restaurants that they still have to get to. Thus, residents of the northwestern part of New York are sure that the best restaurants are in the central part of the city, in Greenwich Village. Many Greenwich Village residents believe that the best food is served in restaurants on the northeast side of the city. And residents of the northeastern part often prefer to dine in restaurants in the northwestern part of the city. Residents of cities in different parts of the country, such as Miami, Dallas and Los Angeles, unanimously say that the best restaurants are not in their cities, but somewhere else.

Location turns out to be important from another point of view. Once a restaurant becomes popular, people begin to believe that other establishments in its vicinity must also be good. So restaurants located close to each other benefit from the success of their neighbors.

The study also touched upon the question of how people who are traveling somewhere for completely different reasons choose restaurants. In particular, special attention was focused on theatergoers, who often dine out before a performance. In such situations, most important factor The determining factor in choosing a restaurant was the price. Contrary to generally accepted views, the most attractive restaurants for theatergoers turned out to be not those with high or low prices, but those with moderate, mid-level prices. This category of visitors prefers to avoid restaurants with high prices out of fear that the feast will be too complicated or the lunch too rich, and as a result they may be late for the theater or fall asleep during the performance. A restaurant with low prices, according to theatergoers, can ruin their mood for the whole evening. And so, in order to be economical after buying expensive tickets, to eat well without overeating, and to remain in high spirits, they go to a restaurant with reasonable prices. The location of the restaurant is also important for theatergoers. Since they are always worried about being late for the start of the performance, proximity to the theater makes the restaurant more preferable when choosing.

The influence of the location of the restaurant and its price level does not always have a direct impact. Some distance can even work to the restaurant's advantage in cases where dinner should be the main event of the evening, or, conversely, play against the restaurant when food simply precedes some other activity. Low prices can also turn out to be a negative factor in the case when they seem to diminish the joyful elation of the event. Depending on the circumstances, people are guided by various considerations when deciding whether or not to become regular visitors to a particular restaurant.

12. Various options for deciding to purchase a new product

Now we will look at how buyers approach the acquisition of new products. By “new” we mean a product, service or idea that is part of potential clients perceived as something new. A new product may have been on the market for some time, but we are interested in how consumers first learn about it and decide whether to adopt it. In this case, we understand perception as “the mental process that an individual goes through from the moment he first hears about a new product until his final acceptance”25. We define perception as an individual's decision to become a regular user of a product.

13. Stages of the perception process

The process of perceiving a new product consists of five stages:

1. Awareness. The consumer learns about the new product, but does not have sufficient information about it.

2. Interest. The consumer is stimulated to search for information and new products.

3. Evaluation. The consumer decides whether it makes sense to try a new product.

4. Sample. The consumer will try the new product on a small scale to get a better idea of ​​its value.

5. Perception. The consumer decides to regularly and fully use the new product.

From all this it follows that the proposer of a new product must think about how to lead people from stage to stage. A manufacturer of electric dishwashers may find that many consumers remain at the stage of interest without moving on to the next one due to doubts and the high cost of the unit. However, those same consumers will be willing to take the car for a test drive for a small fee. The manufacturer should provide a plan for testing the machine with the subsequent possibility of purchasing it at the request of the consumer.

Individual differences people

in readiness to perceive innovations

People differ markedly in their willingness to try new products. Receptivity to the new ¾ is “the degree to which an individual is comparatively ahead of other members of his social system in the perception of new ideas." Every product area will have its pioneers and their early adopters. Some women are the first to accept new fashion in clothes or new household appliances, such as microwave ovens. Some doctors are the first to prescribe new drugs26, some farmers are the first to adopt new agricultural practices27.

Other people embrace new products much later. All this made it possible to classify people according to their degree of susceptibility (see Fig. 38). After a slow start, more and more people are beginning to embrace the new product. Over time, their number reaches a peak value, and then the percentage begins to decrease as the number of those who have not yet accepted the product decreases. The first 2.5% of buyers are considered innovators, the next 13.5% are considered early adopters, etc.

Rice. 38. Categories of consumers by time

their perception of new products

Rogers sees differences between the individuals who make up these five groups. Innovators are risk takers. They will try new things, taking a little risk. Early adopters are opinion leaders in their community and embrace new ideas quite early, albeit with caution. The early majority ¾ people are prudent. They perceive innovations earlier than the average resident, but are rarely leaders. The belated majority are skeptical. These people perceive a new product only after the majority have already tried it. And finally, the lagging ¾ are people bound by traditions. They are suspicious of change, socialize with other traditionalists, and accept something new only because it has already become somewhat of a tradition.

14. The role of personal influence

Personal influence plays a major role in the process of perceiving new products. Personal influence refers to the effect that one person's claims about a product have on another person's attitudes or likelihood of making a purchase. Katz and Lazarfeld write:

About half of the women in our sample reported that they had recently partially switched from using a generic or branded product they were familiar with to using something new. The fact that one third of these changes were due to personal influence suggests that marketing advice is quite common. Women are interested in each other's opinions about new products, the quality of different brands, savings when shopping, etc.28

Although personal influence is an important factor in general, it takes on special significance in some situations and for some people. For a new product, personal influence is most significant at the evaluation stage. It makes a greater impression on later followers than on early ones. In situations involving risk, it turns out to be more effective than in safe situations.

15. The influence of product characteristics on the rate of its perception

The nature of the innovation affects the pace of its adoption. Some products gain popularity literally overnight (for example, Frisbees flying discs), while others take a long time to achieve this (for example, passenger cars with a diesel engine). Five of its characteristics especially affect the rate at which a new product is perceived. Let's look at them using the example of personal computers for everyday use.

The first characteristic of the new product is ¾ comparative advantage, i.e. the degree of its apparent superiority over existing products. The higher the perceived benefits of using personal computers, say, for calculating income taxes or maintaining financial records, the more likely these computers will be accepted.

The second characteristic of the new product is ¾ compatibility, i.e. degree of compliance with accepted consumer values ​​and consumer experience. Personal computers, for example, are highly compatible with the lifestyles of upper-middle-class families.

The third characteristic of the new product is ¾ complexity, i.e. the degree of relative difficulty in understanding its essence and use. Personal computers are complex and will therefore take quite a long time to penetrate the US domestic market.

The fourth characteristic of a new product is the divisibility of the process of getting to know it, i.e. possibility of testing it on a limited scale. If people have the ability to rent personal computers and then buy them as they choose, adoption rates will increase.

The fifth characteristic of the new product is communication visibility, i.e. the degree of visibility or ability to describe to others the results of its use. Since personal computers can be demonstrated and described, this will help them spread more rapidly throughout society.

Other characteristics of a new product that influence the rate of its adoption include initial price, ongoing costs, the share of risk and uncertainty, scientific reliability and social approval. The seller of a new product must study all these factors, paying maximum attention to the key ones at the stages of development of both the new product itself and its marketing program.

16. Summary

Before developing marketing plans, it is necessary to understand the markets. In the consumer market, goods and services are purchased for personal consumption. This market consists of many submarkets, such as the black consumer submarket, the young adult submarket, and the elderly submarket.

Buyer behavior is influenced by four main groups of factors: cultural level factors (culture, subculture and social status), factors social order(reference groups, family, roles and statuses), factors personal order(age and stage of the family life cycle, occupation, economic status, lifestyle, personality type and self-image) and psychological factors (motivation, perception, learning, beliefs and attitudes). They all provide insight into how to more effectively reach and serve the customer.

Before planning its marketing, the company needs to identify all target consumers and determine how their purchase decision-making process proceeds, consisting of the following stages: awareness of the problem, search for information, evaluation of options, purchase decision, reaction to the purchase. The task of a market activist is to understand the various participants in the purchasing process and understand the main factors influencing purchasing behavior. This understanding allows the marketer to create a meaningful and effective marketing program for his target market.

17. Questions for discussion

2. Explain the influence of cultural factors (culture, subculture and social status) on consumer choice of department stores for shopping.

3. Talk about levels of need in Maslow's hierarchy, to satisfy which the following products are designed: a) smoke indicators, b) automatic intercity telephone connection, c) insurance and d) autogenic training.

4. A consumer choosing a department store for everyday shopping is at the stage of evaluating options. What factors do you think will be especially important to most consumers when choosing a supermarket (name three factors in descending order of importance)?

5. If given the task of developing a model of consumer behavior, what variables and/or relationships would you include in it other than those discussed in this chapter?

6. Relate the steps in the purchasing decision process to your recent purchase of a pair of boots.

7. For what purpose is the purchase reaction stage included in the buying process model? 18. Basic concepts found in Chapter 5

Perception is the process by which an individual selects, organizes and interprets incoming information to create a meaningful picture of the world around him.

A motive is a need that has become so urgent that it forces a person to look for ways and means to satisfy it.

Lifestyle is the established forms of a person’s existence in the world, which are expressed in his activities, interests and beliefs.

Social classes are relatively stable groups within society, located in a hierarchical order and characterized by the presence of similar value ideas, interests and behavior among their members.

Attitude is a stable favorable or unfavorable assessment by an individual of an object or idea, the feelings experienced towards them and the direction of possible actions, formed on the basis of existing knowledge.

Consumer market - individuals or households purchasing or otherwise acquiring goods and services for personal consumption.

A reference group is a group that has a direct (i.e., through personal contact) or indirect influence on a person’s attitudes or behavior.

Personality type is a set of distinctive psychological characteristics of a person that ensure the relative consistency and constancy of his responses to the environment.

A belief is an individual’s mental characterization of something.

Assimilation is certain changes that occur in an individual’s behavior under the influence of his accumulated experience.

In the mental structure of the personality, S. Freud identified three components: the unconscious “id” (It) - the area of ​​drives, blind instincts; conscious “ego” (I) – perceiving information about the surrounding world and the state of the body, restraining the impulses of the “id”, regulating the actions of the individual; “superego” (Super-ego) – area social norms and moral attitudes. – Approx. Ed.

Philip Kotler

Marketing Basics

© Williams Publishing House, 2007

© Prentice-Hall, Inc., 1984

Introduction

In today's complex world, we all need to understand marketing. Whether we're selling a car, looking for a job, raising money for a charity, or promoting an idea, we engage in marketing. We need to know what the market is, who operates in it, how it functions, what its needs are.

We need to understand marketing and our role as consumers and our role as citizens. Someone is constantly trying to sell us something, and we must be able to recognize the sales methods being used. Knowing marketing allows us to act more intelligently as consumers, whether it's buying toothpaste, frozen pizza, a personal computer, or a new car.

Marketing is one of the fundamental disciplines for market professionals such as traveling salesmen, retailers, advertising executives, marketing researchers, new and branded product managers, etc. They need to know how to describe the market and break it into segments; how to assess the needs, demands and preferences of consumers within the target market; how to design and test a product with the consumer properties required for this market; how to convey to the consumer the idea of ​​​​the value of a product through price; how to choose skillful intermediaries so that the product is available and well presented; how to advertise a product so that consumers know it and want to buy it. A professional marketer must, without a doubt, have a wide range of knowledge and skills.

Those wishing to study marketing can find many books on the subject. But even the thickest textbooks barely scratch the surface of this science, because you need to know a huge amount of information about each marketing tool. Those starting to study marketing for the first time need a very general understanding of its basics so as not to drown in a sea of ​​specific details. It is from the standpoint of this approach that the proposed book “Fundamentals of Marketing. Short course».

At the same time, the book “Fundamentals of Marketing. A Short Course should not be viewed as just a general excursion. The topic is too exciting to be limited to a schematic representation. The book provides case studies that illustrate the drama modern marketing: CBS cable television system failure; the never-ending struggle between Coca-Cola and Pepsi-Cola; rise in the Miller beer market from seventh to second place; the influence of female Avon salespeople on purchases made without leaving home; Columbia Records' long-term campaign to popularize the Men and Work Orchestra; price war in the consumer computer market, etc. Each chapter begins with a description of a significant event in the field of marketing. The examples from reality given throughout each chapter fill dry information about marketing with a pulse of life.

When working on the book, I was guided by several principles. It should be interesting to read. It should cover all the main points that both market workers and ordinary citizens need to know. The narrative should develop logically from chapter to chapter. The presentation must be based on data scientific research, and not based on rumors and speculation and be focused on management problems. My goal is to prepare the reader to make better marketing decisions.

Tools to facilitate the assimilation of material

The book uses many special techniques, designed to make it easier for students to learn marketing. Here are the main ones.

Statement of goals. To prepare for the perception of the material, each chapter is preceded by a statement of its goals.

Start screensaver. Each chapter begins with short story from the practice of marketing, leading to the main material.

Digital data, tables. Basic provisions and principles about which we're talking about in the book, illustrated.

Insets. Additional examples and other interesting information are highlighted throughout the book.

Resume. Each chapter ends with a brief repetition of the main provisions and principles set out in it.

Questions for discussion. Each chapter is equipped with a selection of questions covering the entire volume of material presented in it.

Basic concepts. Definitions of new concepts are provided at the end of each chapter.

Applications. Two appendices, “Marketing Arithmetic” and “Marketing Careers,” provide additional material, which is of practical interest.

Chapter 1. Social Foundations of Marketing: Satisfying Human Needs

After reading this chapter, you should be able to:

1. Define marketing and talk about its role in the economy.

2. Compare five approaches to marketing management.

3. Explain what exactly buyers, sellers and ordinary citizens expect from a marketing system.

4. Explain how organizations use marketing.

Marketing affects the interests of each of us every day of our lives. We wake up to the Sears clock radio playing a Barbra Streisand song followed by a United Airlines commercial about a Hawaiian vacation. In the bathroom, we brush our teeth with Colgate toothpaste, shave with a Gillette razor, freshen our mouths with Listerine antiseptic, spray our hair with Revlon hairspray, and use a variety of other toiletries and accessories made in different parts of the world. We wear Calvin Klein jeans and Bass boots. In the kitchen, we drink a glass of Minute Made orange juice, fill a plate with Kellogg's Crispy Rice, and top it with Borden's milk. After a while we drink a cup of Maxwell House coffee with two teaspoons of Domino's granulated sugar, while munching on a Sara Lee bun. We buy oranges grown in California, coffee imported from Brazil, newspapers made from Canadian wood, and news reaches us by radio from as far away as Australia. While sorting through the mail, we find in it another catalog of the Metropolitan Museum of Art, a letter from sales representative Prudential Insurance Company offering a variety of services and coupons to help you save money on our favorite branded items. We leave the house and go to shopping mall Northbrook Court with Neiman-Marcus, Lord & Taylor, Sears and hundreds of shops stocked from floor to ceiling with goods. Then we work out at the Nautilus fitness and health center, get our hair cut at the Vidal Sassoon salon and, with the help of the Thomas Cook travel agency employees, plan a trip to the Caribbean.

All this became possible thanks to the marketing system, and with minimal effort on our part. It has provided us with a standard of living that our predecessors could only dream of.

What is marketing

What is behind the concept of “marketing”? Most people mistakenly equate marketing with sales and advertising.

And no wonder! After all, Americans are constantly pestered by television commercials, newspaper advertisements, direct mail advertisements, and visits from salesmen. Someone is always trying to sell something. It seems that we have no escape from death, taxes and commerce.

Therefore, many are surprised to learn that the most important element of marketing is not sales. Sales is just the tip of the marketing iceberg, one of its many functions, and often not the most significant. If a marketer has done a good job in such areas of marketing as identifying consumer needs, developing suitable products and pricing them accordingly, establishing a system for their distribution and effective promotion, such products are likely to sell easily.

Everyone knows about the so-called special popular goods, which consumers are hunting for in droves. When Eastman Kodak created Instamatic cameras, Atari created the first video games, and Mazda created the PX-7 sports car, they were inundated with orders because they offered exactly the products that were in stock. that time is needed. Not copycat products, but products that are clearly different from existing ones and offer consumers new benefits.

One of the leading management theorists, Peter Drucker, puts it this way: “The purpose of marketing is to make sales effort unnecessary. His goal is to know and understand the client so well that the product or service will exactly suit the latter and sell itself.”

Today it is impossible to find a single company that does not use it in its activities. Everything from individual entrepreneur and ending with international corporations, promote their products or services in one way or another, build relationships with their clients and create their image in the entrepreneurial market.

The basics of marketing imply the presence of a goal, mission and strategy for the company. They are not always expressed in the form of written and official documents, but every owner always keeps in mind the way of activity that he wants to achieve. To better understand the functions of marketing, it is necessary to go back to the origins and find out what led to its formation.

Components of Marketing

If you look closely, the basics of management and marketing are very similar. This happened because of the commonality of the sciences that formed the foundation of their formation. Sociology, psychology and economics form the basis of marketing. Each of these areas has made a huge contribution to shaping the relationship between product, brand, company and consumer.

Social part of marketing

Relations in society and its well-being, which sociology studies, help marketers understand which products society is already ready for, and whose release should be delayed. For this reason, there is a constant study of the life of society, its political, economic, religious and moral components. There is also the goal of which is to create a positive image in the eyes of consumers. At the same time, its basis is the principle of attracting customers due to the popularity of the company and the trusting attitude towards it on the part of authoritative bodies and people.

Psychological component

The study of behavioral factors formed the basis of Internet marketing. This is how the user will behave during his stay on the pages of the site, as well as how much the information displayed there will correspond to his ethical standards and representations. Most advertising campaigns are carried out taking into account the psychological characteristics of a particular

Economic part of marketing

Marketing, like any science, is subject to analysis. Any event held within its framework must give a positive financial result. It is its digital significance that forms the basis of marketing in economic terms. To determine effectiveness advertising campaign Economic formulas and postulates are applied.

Thus, the fundamentals of marketing lie in public relations, emotional characteristics and economic benefits. To conduct effective advertising and image campaigns, it is necessary. Each company owner, guided by these principles, will be able to bring the enterprise to new level, increase profits and win yourself good name. The rule is simple: the profit received directly depends on the satisfaction of the end consumer.

M.: 2007. - 656 p.

First acquaintance with the theory of marketing for most citizens former USSR began with Philip Kotler's book “Fundamentals of Marketing,” published by Progress publishing house in 1990. The textbook turned out to be so timely and in demand that hundreds of thousands of pirated copies immediately appeared, published by enterprising businessmen from the publishing business. The book you are holding in your hands is the only legal edition of your favorite bestseller today. This edition includes new chapter about interactive marketing and new examples practical application individual theoretical positions.

The book is intended for students of economic specialties, but will also be of interest to a wide range of readers.

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CONTENT
Introduction 18
Chapter 1. Social foundations of marketing: meeting human needs 20
What is Marketing 21
Needs 22
Needs 22
Requests 23
Products 23
Exchange 25
Deal 26
Market 27
Marketing 29
Marketing management 30
Marketing Management Concepts 30
Production Improvement Concept 32
Product improvement concept 33
Concept of intensifying commercial efforts 34
Marketing Concept 35
Concept social and ethical marketing 36
Marketing system goals 39
Achieving the highest possible consumption 42
Achieving maximum customer satisfaction 42
Providing the widest possible choice 43
Maximum increase in quality of life 43
Rapid spread of marketing system 44
In the field of entrepreneurship 44
On the international stage 45
In the field non-profit activities 45
Summary 46
Questions for discussion 47
Key Concepts Found in Chapter 1 48
Chapter 2. Marketing Management Process 50
Market opportunity analysis 52
Identifying new markets 53
Assessing Marketing Opportunities 55
Selection target markets 58
Demand measurements and forecasting 58
Market segmentation 59
Selection of target market segments 59
Positioning of goods on the market 61
Development of a marketing mix 63
Implementation of marketing activities 65
Marketing planning system 65
Marketing service organization system 66
System marketing control 72
Brief review of topic 72
Summary 73
Questions for discussion 75
Key Concepts Found in Chapter 2 75
Chapter 3. Marketing research systems and marketing information 77
Marketing Information System Concept 79
Internal reporting system 80
System for collecting external current marketing information 81
Marketing research system 82
Scheme marketing research 86
Identifying problems and formulating research goals 87
Selection of information sources 88
Summary 98
Discussion Questions 99
Key Concepts Found in Chapter 3 101
Chapter 4. Marketing Environment 102
The main factors of the microenvironment of the company’s functioning 105
Firm 105
Suppliers 106
Marketing intermediaries 107
Clientele 108
Competitors 109
Contact audiences 111
The main factors of the macroenvironment of the company’s functioning 114
Demographic environment 114
Economic environment 120
Natural environment 122
Scientific and technical environment 124
Political environment 127
Cultural environment 131
Summary 135
Questions for discussion 136
Key Concepts Found in Chapter 4 137
Chapter 5. Consumer markets and consumer purchasing behavior 138
Buying behavior model 141
Buyer characteristics 142
Cultural factors 143
Factors of social order 146
Personal factors 150
Psychological factors 153
Purchase decision process 160
Awareness of the problem 161
Information search 161
Evaluation of options 163
Purchase decision 165
Reaction to purchase 165
Various options for making decisions about purchasing a new product 167
Stages of the perception process 168
Individual differences in people’s readiness to perceive innovations 168
The role of personal influence 170
The influence of product characteristics on the rate of its perception 171
Summary 171
Questions for discussion 172
Key Concepts Found in Chapter 5 173
Chapter 6. Enterprise market and behavior of organized consumers 174
Market of goods industrial purposes 176
Who acts in the industrial goods market? 176
What purchasing decisions do industrial product buyers make? 179
Who is involved in making purchasing decisions for industrial goods? 183
What is the main influence on buyers of industrial goods? 184
How exactly do industrial product buyers make purchasing decisions? 186
Intermediary market 191
Who acts in the reseller market? 191
What purchasing decisions do intermediaries make? 191
Who is involved in making decisions about purchasing goods for resale? 192
How exactly do intermediaries make purchasing decisions? 192
Government market 193
Who acts in the government market? 193
What procurement decisions do buyers make on behalf of government agencies? 193
Who is involved in making procurement decisions on behalf of government agencies? 194
What are the main influences on government purchasers? 195
How exactly government agencies make purchasing decisions? 195
Summary 197
Questions for discussion 198
Key Concepts Found in Chapter 6 199
Chapter 7. Market segmentation, selection of target segments and product positioning 200
Market segmentation 203
General approach to market segmentation 203
Basic principles of segmenting consumer markets 205
Basic principles of segmenting markets for industrial goods 217
Selecting target market segments 218
Three options for market coverage 219
Identifying the most attractive market segments 222
Product positioning on the market 224
Resume 225
Questions for discussion 227
Key Concepts Found in Chapter 7 227
Chapter 8. Product development: products, brands, packaging, services 229
What is product 231
Product by design, product in actual execution, product with reinforcement 231
Main types of classification of goods 232
Durable goods, non-durable goods, services 233
Classification of consumer goods 234
Classification of industrial goods 236
Decisions about the use of stamps 238
Branding decisions 239
Decision about the owner of the 240 brand
Decision on the quality of a branded product 242
Decision on nepotism of brand 242
The decision to expand the boundaries of use of brand 245
Deciding on a multi-brand approach 245
Product packaging decisions 246
Labeling decisions 248
Customer service decisions 251
Decision regarding the range of services 251
Service Level Decision 252
Deciding on form service 252
Customer Service Department 253
Decisions regarding product range 253
Decision on the breadth of product range 253
Product nomenclature decisions 256
Summary 259
Questions for discussion 261
Key Concepts Found in Chapter 8 262
Chapter 9 Product Development: New Products and Life Cycle Issues 264
New Product Development Strategy 266
Formulating ideas 269
Selection of ideas 270
Development of a plan and its verification 270
Marketing strategy development 273
Analysis of production and sales opportunities 274
Product development 274
Test marketing 275
Deployment of commercial production 275
Approach to the stages of the product life cycle 278
Stage of bringing a product to market 282
Growth stage 282
Maturity stage 283
Decline stage 284
Resume 286
Questions for discussion 287
Key Concepts Found in Chapter 9 288
Chapter 10. Setting prices for goods: objectives and pricing policies 289
Pricing in different types of markets 291
Pure competition 292
Monopolistic competition 292
Oligopolistic competition 292
Pure monopoly 293
Setting pricing objectives 294
Ensuring survivability 294
Maximization current profit 294
Gaining leadership in terms of market share 294
Gaining leadership in terms of product quality 295
Defining Demand 295
Methods for estimating demand curves 295
Price elasticity of demand 298
Cost estimation 298
Types of costs 299
Analysis of prices and products of competitors 299
Selecting a Pricing Method 300
Calculation of prices using the "average costs plus profit" method 300
Price calculation based on break-even analysis and ensuring target profit 301
Setting Price Based on the Perceived Value of a Product 303
Setting prices based on current price levels 303
Pricing based on sealed bidding 305
Setting the final price 305
Psychology of price perception 305
Company pricing policy 305
The influence of price on other market participants 306
Summary 308
Questions for discussion 308
Key Concepts Found in Chapter 10 309
Chapter 11. Setting prices for goods: approaches to the problem of pricing 310
Approaches to the problem of pricing 311
Setting prices for new product 311
Pricing within the product range 313
Setting prices based on geography 315
Setting prices with discounts and offsets 317
Setting prices to promote sales 318
Setting discriminatory prices 319
Initiative price changes 321
Initiative price reduction 321
Initiative price increase 321
Consumer reactions to price changes 322
Competitors' reactions to price changes 322
The company's reaction to price changes by competitors 323
Resume 323
Questions for discussion 324
Key Concepts Found in Chapter 11 325
Chapter 12. Methods of distribution of goods: distribution channels and product distribution 327
The nature of distribution channels 329
Why are intermediaries needed 329
Distribution channel functions 330
Number of channel levels 332
Channels in the service sector 333
Distribution of vertical marketing systems 335
The spread of horizontal marketing systems 338
The rise of multi-channel marketing systems 339
Cooperation, conflicts and competition of distribution channels 339
Channel structure decisions 340
Identifying the main channel options 341
Channel Management Decisions 343
Selection of channel 343 participants
Motivating channel 343 members
Assessment of the activities of channel participants 344
Solutions to problems of product distribution 345
The nature of product distribution 345
Product distribution goals 347
Order processing 349
Warehousing 350
Maintaining inventory 351
Transportation 351
Selecting a mode of transport 353
Structure of product distribution management of the company 354
Resume 355
Questions for discussion 355
Key Concepts Found in Chapter 12 356
Chapter 13. Methods of distribution of goods: retail and wholesale trade 358
Retail 360
The Nature and Importance of Retail 360
Types of retail trade enterprises 362
Retailer Marketing Decisions 384
Wholesale trade 388
Nature and meaning wholesale trade 388
Types of wholesale trade enterprises 390
Wholesaler Marketing Solutions 395
Resume 396
Questions for discussion 398
Key Concepts Found in Chapter 13 398
Chapter 14. Product promotion: communication and incentive strategy 401
Stages of developing effective communication 404
Identifying the target audience 405
Determining the Desired Response 405
Select case 407
Selecting media for disseminating information 409
Selecting properties characterizing the source of the request 412
Accounting for feedback flow 412
Development of a comprehensive promotion budget and selection of elements of the promotion complex 414
Calculation of the total budget for promotion 414
Formation of a promotion complex 417
Resume 423
Questions for discussion 424
Key Concepts Found in Chapter 14 425
Chapter 15. Promotion of goods: advertising, sales promotion and public relations 427
Advertisement 429
Setting goals 433
Budget development decisions 435
Advertising decisions 435
Media decisions 439
Evaluation of the advertising program 443
Sales promotion 446
Setting sales promotion objectives 447
Selecting sales promotion tools 447
Development of a sales promotion program 450
Preliminary testing of the sales promotion program 451
Implementation of a sales promotion program 451
Evaluating the results of a sales promotion program 452
Public Relations 452
Setting tasks for the public relations department 454
Selecting public relations tools 455
Implementing a plan to shape public opinion 456
Evaluation of the results of activities to form public opinion 456
Resume 457
Questions for discussion 459
Key Concepts Found in Chapter 15 460
Chapter 16. Promotion of Products: Personal Selling and Sales Management 461
Setting tasks for the company's sales department 466
Choice organizational structure sales services 466
Basic principles of the sales department 467
Organizational structure of the company's sales service 467
Dimensions of the company's sales service 469
Sales personnel remuneration system 469
Attracting and selecting sales agents 470
The Importance of Careful Selection 470
Key Traits of a Good Sales Agent 470
Recruitment procedure 471
Training of sales agents 471
Fundamentals of the Art of Selling 472
Monitoring the work of sales agents 477
Orientation of sales agents 477
Motivating sales agents 478
Assessing the performance of sales agents 480
Sources of information 480
Formal performance evaluation 480
Resume 482
Questions for discussion 483
Key Concepts Found in Chapter 16 483
Chapter 17. Interactive and direct marketing 484
What is "direct marketing" 487
The Growth and Benefits of Direct Marketing 488
Benefits of Direct Marketing 489
Development of direct marketing 490
Customer Databases and Direct Marketing 491
Forms of direct marketing 495
Personal selling 495
Direct mail 496
Catalog 498 Marketing
Telemarketing 498
Immediate Response Television Marketing 499
Marketing from video booth 500
Interactive Marketing and e-commerce 501
Rapid development of interactive marketing 502
Electronic shopper 503
Benefits of Interactive Marketing 505
Interactive marketing channels 507
Temptations and problems of interactive marketing 512
Integrated Direct Marketing 514
Public Opinion and Ethical Issues in Direct Marketing 515
Irritation, dishonesty, fraud and scams 515
Invasion of privacy 516
Resume 517
Questions for discussion 520
Key Concepts Found in Chapter 17 521
Chapter 18. Strategy, planning, control 523
Strategic Planning 525
Company mission 525
Objectives and goals of the company 527
Business portfolio development plan 529
Company growth strategy 529
Marketing Planning 532
Marketing Plan Sections 533
Marketing budget development 536
Marketing control 541
Monitoring the implementation of annual plans 541
Profitability control 544
Strategic control 545
Resume 551
Questions for discussion 552
Key Concepts Found in Chapter 18 553
Chapter 19. International Marketing 555
Exploring the International Marketing Environment 558
International Trade System 558
Economic environment 559
Political and legal environment 560
Cultural environment 562
Decision on the feasibility of entering the foreign market 563
Deciding which markets to enter 563
Decision on market entry methods 564
Export 564
Joint entrepreneurial activity 565
Direct investment 567
Decision on the structure of the marketing mix 568
Product 568
Promotion 570
Price 570
Distribution channels 571
Decision on the structure of the marketing service 572
Export department 572
International branch 572
Transnational company 574
Resume 574
Questions for discussion 575
Key Concepts Found in Chapter 19 576
Chapter 20. Marketing of services and marketing in the field of non-profit activities 577
Services Marketing 578
Nature and main characteristics of the service 579
Classification of services 582
The scale of distribution and importance of marketing in the service sector 583
Marketing of organizations 584
Assessing the image of the organization 585
Planning an image and monitoring its state 585
Marketing individuals 585
Celebrity Marketing 586
Marketing of Political Candidates 587
Place Marketing 588
Housing Marketing 588
Marketing of economic development zones 589
Marketing of investments in land property 589
Marketing of holiday destinations 589
Marketing ideas 590
Resume 591
Questions for discussion 593
Key Concepts Found in Chapter 20 594
Chapter 21. Marketing and Society 596
Criticism of marketing from the public 598
The Impact of Marketing on Individual Consumers 598
The impact of marketing on society as a whole 605
The Impact of Marketing on Other Entrepreneurs 608
Actions of citizens to regulate marketing 609
Consumerism 610
Conservation movement environment 611
Measures government regulation marketing 612
Actions of entrepreneurs to develop socially responsible marketing 613
Moral Principles of Marketing 616
Resume 619
Questions for discussion 620
Key Concepts Found in Chapter 21 621
Appendix A: Marketing Arithmetic 622
Report on the results of economic activities 622
Calculation of analytical coefficients 626
Markups and discounts from price 629
Appendix B: Marketing Careers 632
Description of Marketing Occupations 632
Advertisement 633
Production management of regular and branded goods 635
Working with consumers 635
Industrial Marketing 635
International Marketing 636
Specialists in organizing marketing management and system analysis 636
Marketing research 636
Planning new products 637
Product distribution system 637
Formation of public opinion 637
Logistics 637
Control retail trade 638
Sales and management 638
Other Marketing Career Opportunities 638
Choosing a job and getting a place 639
Conduct a self-assessment 639
Explore job descriptions 639
Formulate the goals of your search 639
Study the job market and evaluate its opportunities 640
Develop a 640 search strategy
Prepare a short introduction about yourself and a cover letter 640
Get an interview 641
Get it done 642
Subject index 643

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