Marketing functions, goals and objectives in simple words. Not so long ago, we launched a new project as a team. And the final vision was different for everyone.
Someone saw that we are going to teach marketing. Someone said that this is pure PR training. This means different approaches and methods.
But, we, professional marketers, see the difference and that small. For the rest, marketing and PR are the same.
That’s why I decided to write an article in which I can sort everything out. About marketing functions, its goals and objectives. What it is, how it is connected and what is responsible for. And all this in plain language.
ABOUT MARKETING. DETAILED
If you ask any person who is not associated with this profession, what is marketing, then with a probability of 95% he will answer that it is advertising. Such cool commercials.
Someone will add that it is to attract customers. There will be other answers, but they will also revolve around the previous two.
Yes and no. It depends on which side to approach. And today we will talk about the definition of marketing.
Marketing (classical formulation) — is a kind of human activity aimed at meeting the needs, needs through exchange.
But personally, I like another definition of marketing that briefly looks at this discipline from the business side. And it is more close to practices to which we impudently treat ourselves.
Marketing is making a profit out of customer satisfaction.
In fact, it is in this short interpretation that lies the key understanding of why any organization needs marketing.
That is, marketing is not about how to sell a particular product. It’s about finding consumers. People who need this product, determine their number and volume of goods that they need.
The main purpose of marketing is to produce and sell what the consumer needs.
The most amazing thing is that in the process of studying this discipline there are many questions.
For example, marketing goals in an organization. Initially, the goal, if we talk about the word itself, is what needs to be achieved in the end.
In the process of achieving it there are problems that need to be solved. And besides them, the basics of marketing can still distinguish the types and types of marketing.
And the functions and principles of marketing complete all this charm. Well, let’s deal with everything in more detail.
Peter Drucker (management theorist) says: “the goal of marketing is to make selling actions unnecessary. His goal is to know and understand the customer so well that the product or service will sell itself for sure.”
And decodes its definition with the following phrase: “If we turn off the phone, barricade the door and shoot back from buyers, they will still break through and ask to sell them our goods.”
Returning to the research of the essence and purpose of marketing. Marketing consists of 5 groups of goals, which in turn are also divided into different sub-goals. Just warning you, it looks scary.
But without boring theory, it is impossible to become a professional:
- Market objectives:
- Increasing market share;
- Develop new markets;
- Weakening of competitors ‘ positions in the market;
- Marketing objectives themselves:
- Creating a favorable image of the company;
- Creating high customer satisfaction;
- Increasing profitability of marketing activities;
- Structural and managerial objectives:
- Making the organizational structure flexible;
- The achievement of more complex strategic objectives;
- Providing objectives:
- Price policy;
- Service policy;
- Controlling objectives:
- Monitoring of current activities;
- Strategic planning;
- Current financial activities.
- marketing functions goals and objectives
And to be honest… I’ve figured it all out since 10. So let’s understand in more detail, with an emphasis not on high words, but on greater applicability to business.
I found 4 endpoints that answer the question “what are marketing goals? ” as fully and in detail as possible.”.
And it is applicable to the economy, the market, the company and the consumer. Thus, the goals of marketing activities include:
Probably one of the most global goals that faces every enterprise. Its main task is to increase the consumption of goods to the maximum in all possible ways and marketing tools.
Since this will lead to an increase in production and as a consequence, the growth of profits and the company as a whole.
Care of consumers.
It is achieved due to the fact that the buyer, buying goods of the company, becomes more and more happy.
As a result – the increase in the frequency of purchases of goods, as well as increasing its loyalty.
In other words, one of the main goals of marketing in the organization is to become a company with a high customer focus.
The provision of choice.
This goal is not suitable for small companies, as its essence is the expansion of the product line within one company.
Thanks to this approach, large companies are able not only to satisfy the buyer due to the large selection, but also to achieve the 1st goal in the form of profit maximization.
Improving the quality of life.
On the one hand, this is a very noble goal of the marketing system, which includes:
1. production of quality products,
2. a wide range of products
3. and of course all this at an affordable cost.
That is, thanks to all this complex, the consumer can meet their needs, and thus improve the quality of their lives.
On the other hand, the quality of life is very difficult to measure, so this goal is one of the most difficult to achieve.
I think is more understandable. In addition, it is very difficult to imagine a company that is equally able to achieve these 4 goals.
Due to the fact that they are mutually exclusive, and their uniform achievement is impossible.
But even if these goals are expanded and simplified, you will get:
- Increase in revenue generated by the company;
- Growth of sales volumes of manufactured products;
- Increase of the company’s market share;
- Improving the company’s image.
Here! Such goals are clear, they depend on specific marketing indicators that can be evaluated and measured.
In addition, they are quite easy to plan, as it is possible to make calculations and analysis.
For example, all these indicators we take into account when we conduct a marketing analysis. The truth is the goal that we close it, as a rule, one — to increase income.
And in conclusion, a small recommendation to determine the marketing goals:
1. The objectives should be as clear and precise as possible,
2. in specific quantitative indicators.
Of course, the goal should be approved by all heads of departments, who will be able to determine its reality through decomposition.
And do not forget that in the development of marketing objectives, you need to provide staff motivation (material/intangible).
For those who managed to achieve them, have responsibility for their achievement, and include specific deadlines. And it is sometimes to make everything even more difficult than to put a goal in itself.
Remember I wrote that on the way to marketing goals various problems arise.
So, the objectives of marketing is to influence the level, time and nature of demand for the benefit of business. That is, the local task of marketing is demand management.
But globally, the tasks of marketing in the enterprise are already divided into 2 areas:
1. Production. Produce what will be sold, not sell what is produced.
2. Marketable. Study of the market, consumers and ways to influence them.
Within the framework of these two directions, a much larger list of tasks that need to be implemented in order to achieve these two directions is implied.
Get ready for another block of boring but important information:
1. Research, analysis and study of consumers and products of the company;
2. Development of new services or products of the company;
3. Market analysis, assessment and forecasting;
4. Competitor analysis;
5. Development of the company’s product range;
6. Development of pricing policy of the company;
7. Participation in the creation of the company’s strategic plan, as well as tactical actions;
8. Sales of products and services;
9. Marketing communications;
10. After-sales service.
And again not very clear the first time. Some research, communications, services, etc.
Oh how Difficult. Let me tell you in simple words what you will need to do to solve the main problems in the framework of marketing:
Create a strategic action plan.
It implies the creation of an action plan for the next year, with detailed steps, and the company’s development plan for 3-5-10 years.
Analyze the market situation.
And to do it not periodically, but constantly. And also you should keep track of what you are not only producing now but can produce in future time.
Tracking the” mood ” of consumers.
We can say that this is to ensure that the NPS only grew. To do this, you need to engage in crowd marketing and reputation management. Or in simple words, work with future and current reviews.
Follow the work Of your competitors.
To keep track of their work, analyze the advertising competition, and also to clarify their product to pieces. After all, competition is the engine of development. And here either You or You
Work with internal marketing.
This will not only increase the efficiency of your employees and their work, but also give a rumor about Your company as a “very enviable employer”. In our time, it’s worth a lot.
Engage in the promotion of products.
You are able to use any of the hundreds of effective advertising channels. If we consider all the possibilities, they will be calculated somewhere in 1000 ways.
Track marketing trends. So you can use the latest trends to improve your company and influence the growth of sales of their products.
And here I have some bad news for you. All these goals and objectives of the marketing Department, and even more one marketer will not solve.
Since the development of these actions requires the involvement of specialists throughout the company (managers, accountants and even call center managers).
Therefore, please be patient and time different staff Of your company to think and work out the tasks of marketing.
As you have already understood, there are two main directions in the tasks of marketing at the enterprise:
And on the basis of these tasks there are four main functions of marketing. The functions of the marketing system can be considered as separate areas of marketing activity.
Depending on the specifics of the company, they determine which marketing functions should be used and which ones should not.
The General Marketing functions include:
- Analytical Marketing functions. This function allows you to find out the capacity of the market and to study consumers in detail, as well as to find out all the information on competitors.
- Study of the company
- Market and consumer research
- Study of the competitors
- Scrutiny of counterparties
- Study of goods
- Production function of marketing. This feature allows you to optimize the
- output of products or the process of providing services due to the
- emergence of new technologies and improve the quality of the final product.
- Development of new technologies
- The production of new goods.
- Reducing the cost of goods
- Improving the quality of finished products
- Marketing sales function. This function allows the company not only to
- produce products, but also to optimize its sales by combining the work of the
- warehouse, logistics and transport Department.
- Service organization
- Product line expansion
- Price policy
- Implementation of marketing policy
- Control and monitoring function. This function allows you to efficiently use existing and future resources, control the work of the enterprise, as well as organize business processes on it.
- Communication policy
- Organization of marketing activities
- Control of marketing activities
Let me tell you a little secret: all of these goals, objectives and functions are basic and do not change for many decades.
All you need is to read this article and understand what is missing in your business. That is, what you need to focus on.
This can be a orientation on customer loyalty or extension products. But marketing tools are constantly changing and supplemented. But this is the subject of a completely different article.
You probably have one question in your head. And why do I need this theory, if I, for example, a small company that makes tea and coffee in a popular shopping center?
Well, let’s take an example.
You think of the scale-bought 10 kilograms of coffee for $250, ground it and sold for $750. Yay, $500 in your pocket. Do the same and multiply.
It’s all good, but what if there’s a competitor around tomorrow? Who understands the basic principles of marketing.
And its ultimate goal is not just to get $500 with 10 kilograms of coffee, but to open a network of small coffee shops.
And he begins to work not like most competitors, dealing with dumping, by reducing the cost of goods while maintaining product quality.
But also to expand the range, working on customer focus and customer loyalty. And also introducing small chips from a series of cool stickers on coffee and other things.
How long do you think Your business will last with the appearance of such a thoughtful competitor?
The answer to the question: “Why do we need marketing?” — obvious. Therefore, the study of the basics is necessary not only for big business, but also for small companies.
Moreover, the example is not necessary to go far, recently we came to a client who ignored marketing.
And as a result, a new competitor for 2 years “pulled ” half of its customer base. It’s a shame, but who is to blame? Just him.