What is demand? This is the most important characteristic of the market. In marketing, this is the main object of continuous observation, detailed study and influence on people.
Demand (by definition) is a need presented in the market and constantly supported by money. It is impossible to talk about its solvency, because demand of any kind, by definition, is solvent, and otherwise it is simply a need. This concept can also be defined as the consumer's ability and intention to purchase specific product in a specific place and at a specific time. Demand patterns vary.

Consumerism is a complex phenomenon that consists of different elements that have certain social, economic, demographic, and regional characteristics. Such components make it possible to differentiate types of consumer demand according to various criteria. These steps make it easier to adjust. Today there are the following types of demand:

1. Negative (for goods or services). The market does not accept the product or service. in this case, it is to study the source of resistance and determine the ability of the marketing program to change negative attitudes to positive ones by modernizing the product and even more actively stimulating buyers.

2. Lack of demand. It happens that consumers are not attracted to a product or are indifferent to it. What to do? How to proceed? It is necessary to find ways to connect the basic properties of the product with natural (everyday) and its interests.

3. Hidden. This is the one that doesn't exist. Many people dream of having a product that does not exist at all. In this case, the task of marketing will be to determine the size of the potential market and create effective goods and services that can satisfy this demand.

4. What other types of demand exist? Let's look further: falling. When saturated with goods, it falls lower and lower. Marketers need to conduct an in-depth analysis of the reasons for its decline, and also find out whether it is possible to again stimulate sales of goods (services) by searching for new markets and modifying goods.

5. Irregular. Depending on the time of year and even the day, sales of goods may fluctuate. It is necessary to look for ways to smooth out such fluctuations and distribute demand over time using flexible prices, various incentive measures and other methods of motivating consumers.

6. Supported. Typically, in such a situation, the company is satisfied with its own trade turnover. Types of demand are characterized by its shortage, and in the case when demand is constantly maintained, this is the most pleasant situation. The task of marketing is to maintain the existing level, despite the constantly changing preferences and tastes of consumers, and growing competition. The product must be of high quality, and company employees constantly evaluate the level of customer satisfaction in order to then analyze the correctness of their own actions.

7. Demand is excessive. In this state of affairs, it is higher than the offer; the company cannot (or does not want) to satisfy it. We need to look for ways to permanently or temporarily reduce such high demand. This can be done by raising prices or reducing service. This company policy is called demarketing.

8. Unwanted. for a product that has proven itself to be harmful to health. In this case, it is necessary to convince consumers of “bad” goods to refuse bad habits; disseminate frightening information, provide statistical data; sharply raise prices and limit the availability of this product.

So we looked at the types of demand in marketing.

Types of Marketing

On modern market highlight various conceptual approaches and corresponding types of marketing. So, in marketing there are:

In addition to the functional one, the industry structure of marketing is distinguished: industrial (focused on corporate clients) and consumer (end-user-oriented) marketing, industrial marketing and marketing food products, trade marketing(ideology: relationship to the intermediary as a client, consumer), marketing retail, agricultural marketing, intellectual product marketing, services marketing, etc.

Concept and types of demand

A person needs to purchase various goods and services to satisfy his needs. Every person in the market for goods and services is a buyer. The totality of these buyers forms the DEMAND for goods and services. Consequently, ever-increasing needs create demand. But desire alone is not enough to satisfy needs. This desire must be supported by solvency. In economic theory, there is a generally accepted definition of demand.

Demand- the solvent need of consumers for various products and services, the quantity of goods and services that consumers are willing and able to buy at a given price at a given time.

Consumer demand is a complex phenomenon consisting of various elements that have certain economic, social, demographic and regional characteristics. This makes it possible to differentiate demand according to a number of characteristics, which facilitates its regulation.

Classifying demand according to market conditions helps the marketing company assess demand in order to develop a specific market strategy. It is no less important for marketing to classify demand according to other criteria that allow us to identify patterns in the formation and development of demand and take them into account when developing a market marketing strategy. Thus, the classification of demand by trends is directly related to the stages of the product life cycle, and identifying differences in demand by socio-demographic groups of consumers is crucial for segmenting the market and determining its capacity.

Classification of demand by purchasing intentions opens up wide possibilities for the seller’s directed influence on the buyer both by advertising methods and by methods of direct influence. A certain part of buyers (according to some estimates, about a quarter) succumbs to psychological pressure and actively reacts to store displays of goods. This implies the need for optimal placement of goods in the store, ensuring the availability of goods for inspection and testing, originality and colorfulness of the exposition, and its informativeness (merchandising).

The sign of differentiation of demand by place of purchase is of interest to firms engaged in regional marketing. To a certain extent, mobile demand is recreational, related to tourism and resort trips. Identifying such demand is very important for companies specializing in serving tourists and holidaymakers. It is necessary to know not only the size of recreational mobile demand, but also its geography and routes. In addition, information about the territorial differentiation of demand is necessary for regional and municipal authorities in order to control the consumer market and develop their product policies.

Analysis of demand by degree of satisfaction will allow the company to adjust its assortment and service policy, and find additional reserves for growth in sales and sales.

In order to control and forecast demand, types of demand are also distinguished according to the time of formation and presentation on the market. Past demand is demand realized or unsatisfied over some past period of time; its assessment is necessary to identify trends and patterns, as well as to implement implementation plans. Current demand - demand at the moment, knowledge of the size of which allows you to quickly make adjustments to the planned marketing events, represents an element of market conditions. Future demand is the demand for the next period; it is necessary to predict its volume and structure, taking into account production and market capabilities.

Classification of demand according to these characteristics orients marketing towards the use of a certain product policy and pricing policy, to select an appropriate competitive strategy, organize targeted promotional events, allows for multi-parameter market segmentation and requires the company to carry out the necessary differentiated actions to regulate demand.

The following types of demand are distinguished:

• 1. Negative - buyers avoid purchasing this product, they are not interested and indifferent to it.
• 2. Hidden - a need may exist, but it cannot be satisfied in the market for goods and services.
• 3. Falling - a decrease in demand for one or more goods produced by the enterprise.
• 4. Irregular - seasonal demand.
• 5. Full - the level of demand that fully satisfies the enterprise.
• 6. Excessive - the level of demand exceeds the quantity of goods supplied.
• 7. Irrational - demand for goods harmful to health.

Demand is influenced by several factors (non-price): consumer tastes and preferences, the number of buyers in the market, the prices of substitute goods, the income level of buyers, consumer expectations regarding future prices, income and availability of goods.

The price of a product and the quantity demanded for this product are inversely proportional. Economists call this feedback the law of demand. That is, when the price of a product decreases, the volume of demand for this product increases, other things equal conditions. This relationship can be reflected graphically using a demand curve, which is downward sloping. But the exception here is the demand for rough diamonds; the relationship between their price and the volume of demand is direct. Non-price factors cause a shift in the demand curve.

Product producers take people's needs into account and produce goods and services that are sold on the market. The set of commodity producers provides people with satisfaction of their effective demand, that is, it forms SUPPLY. Supply is the willingness and ability of producers to provide goods for sale in the market. The ability to provide goods involves the use of limited resources, which are not always sufficient to satisfy the needs of all people.

Thus, offer- the quantity of goods and services that the seller can and wants to sell at a given price at a given time. Changes in supply can be caused by the following factors (non-price):

• · prices for resources,
• used in the production of goods,
• · efficiency used in production technology,
• taxes and subsidies, prices for other goods,
• · expectations of changes in the price of a given product,
• · the number of sellers of this product on the market.

In general, a change in the price of a good leads to a change in the quantity supplied of that good. This relationship is reflected graphically in the form of a supply curve, which is ascending. A shift in the supply curve is caused by non-price supply factors.

Thus, on the market, on the one hand, there are Producers on the supply side and Consumers on the demand side. Therefore, the market is a real or imaginary place where people meet and make a deal, i.e. buy and sell. In the market there is a meeting between Producer and Consumer, Supply and Demand, as a result of which the purchase and sale of goods takes place. Well-known American economists K. McConnell and S. Brew define the market as follows: " Market“It is a mechanism that brings together sellers and buyers of individual goods and services.”

Graphically, the intersection of the demand and supply curves determines the equilibrium state of the market: the equilibrium price of a product and the equilibrium volume of this product. The intersection point of these graphs shows that the needs of buyers for a given product correspond to the quantity of this product that manufacturers are able to offer to the market. A change in either demand or supply causes a change in the equilibrium price and the equilibrium quantity of the product.

1. Negative demand. The market “dislikes” the product. And here the task of marketing is to analyze why the market dislikes a given product and whether the use of marketing tools can change negative market relations by changing the consumer properties of the product, reducing the price of the product and more actively stimulating the sale of the product.

2. Lack of demand. In this case, consumers are not interested in our product or are completely indifferent to it. The task of marketing in this case is to find ways to translate the consumer properties of the product into for a specific consumer.

3. Hidden demand. Many consumers have needs that cannot be satisfied by the products and services available on the market. There is a large hidden demand for environmentally friendly food products, safe drugs or at least with minimal side effects. The task of marketing in this case is to estimate the size of the potential market and create effective products and services that can meet demand (organic vegetables and products, medicines with a minimum of side effects).

4. Falling demand. Over time, the demand for the product decreases. The task of marketing in this case is to reverse the trend of falling demand through a creative rethinking of the approach to offering a product or changing any consumer properties of the product.

5. Irregular demand. For many pharmaceutical products (medicines), sales fluctuate on a seasonal, daily and even hourly basis, which causes problems of under- and over-loading. Seasonal diseases (flu in winter or autumn) - seasonal product. Transport – overload during peak hours, etc.

6. Full demand. Enterprises satisfy their demand. The task of marketing is to maintain the existing level of demand (take care of product quality, service, etc.).

7.Excessive demand. The level of demand is much higher than the organization can meet. The task of marketing in this case is demarketing - to look for ways to temporarily or permanently reduce demand (increase prices, reduce service).

It is necessary at this stage not to eliminate demand, but to reduce its level.

8. Irrational demand. Discouraging the demand for products that are harmful to health requires targeted efforts. A campaign is being carried out against the distribution of cigarettes, alcoholic beverages, drugs, firearms, and pornographic films. The task of marketing in this case is to convince people to give up their bad habits by disseminating frightening information, sharply increasing prices and limiting the availability of goods.

Depending on the state of demand in the market, it becomes necessary to apply different strategies or types of marketing.

The following are distinguished: types of demand: negative, absence of it, hidden, falling, irregular (seasonal), full-fledged, excessive and irrational.

To manage demand, various types of marketing: conversion, stimulating, developmental, remarketing, synchromarketing, supporting, demarketing, counteracting marketing.

Conversion Marketing is used in case of negative demand and provides for the development of a marketing plan (a set of measures for advertising, promotion, etc.) that will contribute to the resumption of growth in demand for relevant goods and services

Incentive Marketing associated with the availability of goods and services for which there is no demand due to disinterest or lack of information among consumers. Therefore, a set of marketing activities is being developed that significantly stimulates consumers to generate demand.

Developmental marketing used when it is necessary to generate demand for new goods and services, therefore its task is to intensify marketing activities to transform potential (hidden) demand into real demand.

Remarketing is a special set of measures to revive falling demand during a certain period of the life cycle of goods and services (advertising, special discounts, benefits, etc.).

Synchromarketing used in fluctuating or seasonal demand to stabilize sales, level and minimize the consequences of fluctuations in demand (for example, passenger transportation summer and winter) by introducing noticeable special discounts to prices (tariffs) during the recession, introducing various benefits and additional incentives for consumers.

Supportive Marketing used when there is full demand, when the volume and structure of demand for goods and services fully correspond to the level and structure of supply. The task of this type of marketing is to maintain interest in such goods and services in a more relaxed normal mode.

Demarketing is a set of marketing measures to counteract excessive demand exceeding supply for goods needed by consumers until the volume of their production increases (reducing advertising, some price increases, etc.).

Adversarial Marketing used to reduce demand for goods that, from the point of view of society and consumers, are regarded as irrational (alcohol, cigarettes, etc.). In this case, anti-advertising, advertising bans, price increases, and the release of special information explaining the irrationality of such products are used.

Almost all of the listed types of marketing are advisable to use in the market transport services, especially synchromarketing, remarketing, developing and counteracting, in particular, to align seasonal transportation of goods and passengers during periods of decline in demand for transport services.

Control questions

1. List the types of demand and give them a brief description.

2. Name and characterize the types of marketing depending on the state of demand in the market.

COMPREHENSIVE MARKET RESEARCH

Concept of market research

Comprehensive research of product markets is one of the main functions of marketing. This is the basis of a marketing strategy.

It includes the following points.

1. Study of the product (service):

• novelty and competitiveness;
• compliance with legal regulations;
• ability to satisfy customer requirements;
• the ability to improve products in accordance with the ever-increasing requirements of customers.

2. Market research:

• geographical position;
• market capacity, sales volume;
• commodity structure;
• methods and methods of market research;
• development trend (forecast).

3. Study of competitors:

• the main ones, holding the largest market share;
• competitors who are most dynamically developing their activities;
• trademarks (signs) of competitors' products;
• features of competitors' products by which customers purchase them;
• forms and methods of sales activities;
• the distribution and sales channels used;
• main directions for product improvement;
• official data on the competitor’s profit;
• trading image of competitors.

4. Buyer research:

• characteristics of buyers;
• typical ways use of the product;
• purchasing motives;
• factors shaping consumer preferences;
• segmentation;
• methods of purchase, time of purchase;
• needs not satisfied by the product;
• study of legal aspects
• legal norms;
• legal institutions that can provide advice if necessary.

A full-fledged market analysis involves a sequential, step-by-step passage of all the listed elements of the study. In this case, the results obtained at one stage may require data correction at other stages. Only systematic and comprehensive market research will allow you to obtain reliable and reliable results.

For a specific enterprise, in accordance with the specifics of its activities, the ratio and degree of importance of each of the marketing elements will be different. Moreover, the ratio of the main elements of marketing in terms of their importance for the success of an enterprise in competition, for achieving high financial results constantly changes over time in all industries depending on changes in structure production costs and the economic environment in which enterprises operate. However, this does not mean that one of the marketing elements can be neglected.

Marketing market research can be divided into continuous and occasional. Each of them is carried out according to a specific scheme and includes the following stages:

• formulation of research goals, problem statement;
• collecting data - from primary sources (personal interview, survey, questionnaire) or secondary (report, publication);
• systematization and analysis of information;
• interpretation of results, drawing conclusions and recommendations;
• preparing and presenting a report containing the results of the study;
• evaluation of research-based measures.

Product research

A product (service) is a complex multidimensional concept, but the main thing in it is consumer properties, i.e. the ability of a product and service to perform its functions - to satisfy the needs of the one who owns it.

Another important point in connection with a product or service is the need to design it with a clear focus on a specific, pre-identified target group of potential buyers.

It is especially profitable to produce a product or service of “market novelty”, i.e. one that either:

• opens up the opportunity for the consumer to satisfy a completely new need (the so-called “pioneer” product);
• raises the satisfaction of an ordinary well-known need to a new qualitative level;
• allows a wider range of customers to satisfy a known need at a certain level.

Products and services of market novelty are key to the commercial success of an enterprise.

The first decision made by a manufacturer when deciding to enter the market with a new product (service) is the choice of the type(s) of products offered, taking into account the intended buyers: goods (services) for individual use or industrial purposes. This classification is important because it highlights differences in product characteristics and subsequent actions by marketers.

Personal goods and services– these are goods and services intended for the end consumer, for personal, family or household use. The main feature is the application, not the specific essence. For example, a calculator, telephone, vacuum cleaner are personal goods only if they are purchased for personal, family or home use.

Personal services fall into three broad categories. TO services related to the rental of goods, refers to the rental of goods for a certain period, for example, car rental, hotel rooms, transportation. Services With owned goods are associated with the alteration or repair of goods owned by the consumer. Examples include repair services (car, watch and plumbing), garden maintenance, car washing, hairdressing and dry cleaning. Third type - provision of personal services of a non-commercial nature, for example, accounting, legal services and training.

Goods and services for industrial purposes acquired for use in the production of other goods, services or for economic activity. These include heavy equipment, raw materials, finished parts, supplies, cleaning and security services, cash registers. Buyers include industrial enterprises, wholesale or retail trade organizations, government or other non-profit organizations.

Industrial services are also divided into three main types. Maintenance and repair services include painting, equipment repair and cleaning, security; business consulting services – management consulting, services advertising agencies, accounting and legal services; services related to the rental of goods – rental industrial equipment, freight transportation.

All services are intangible, cannot be stored, the manufacturer and his services are inseparable. They are often purchased on a contract or hire basis, and some firms perform them in-house. General principle: services can be performed by others, but they cannot be dispensed with.

Currently, there are several strategic approaches to creating a product or service (Fig. 2.1.):

• modification;
• pioneer;
• imitation, joint with competitors;
• random.

As can be seen from Fig. 2.1, the most widespread in the creation of goods (services) is modification an approach, the content of which is to change the quality characteristics of a product, service and/or service to them in accordance with the shortcomings identified from the buyer’s point of view. It is consumer complaints about already manufactured products and their service that serve as the beginning of modification of goods and services, as well as service for them. Therefore, most Japanese companies follow this path. It is known that the Japanese call themselves “great modifiers” and consider their strong point application of know-how to change the consumer properties of products.

Rice. 2.1. Basic approaches to product creation

The advantage of the modification approach to product creation is, first of all, its market orientation. Being a reflection of real, existing needs, it minimizes the risk of failure when a product enters the market, and therefore becomes the most effective direction product development.

Another significant approach to creating a product or service is pioneer. The content of this approach is the creation in scientific laboratories, based on fundamental scientific research fundamentally new products that provide the company with leadership and a monopoly position in the market for some time. However, such a pioneering direction of creating goods is characterized by a high degree of risk. Thus, according to a survey conducted among leading engineering firms in Japan, only about 50% of fundamentally new products turn out to be profitable, while the share of “successful” modified products adequate for consumers is approximately 75%.

The main reason for this phenomenon is that the developers of pioneering, fundamentally new products, unlike manufacturers of modified products, are far from the market and only approximately imagine the situation on it. Quite often, new developments await commercial development for many years.

In order to make the most complete use of the results of fundamental developments, companies strive to involve as many specialists as possible in studying the possibilities of their practical application. However, since basic research constitute the subject of a company's trade secret, then the discussion is carried out primarily among its personnel on the basis of the so-called “U-shaped” management system innovation process. The essence of this system comes down to the following: the highest echelons of the company’s management, with the help of authorized representatives, gradually “lower” new idea down, and then “raise” it up as the discussion progresses. As a result, specialists at various levels develop their proposals, based on the analysis of which final decisions are made.

However, to date, no organizational measures have led to a change general trend: The risk associated with creating an assortment based on a pioneering approach is significantly higher than the risk that a company takes on by modifying a product based on market research results.

About a seventh of products are created based on imitation approach, i.e. jointly with competitors, by purchasing licenses or creating joint ventures, etc. Thus, marketing focuses on cooperation, communication in the implementation of innovations, and not on competition. Thus, recognizing the need to fend off competition from abroad, the United States has amended its antitrust laws to allow competing firms to collaborate on research and development. As a result, some US companies are forming temporary research and development partnerships with their competitors. These so-called strategic alliances can be considered interesting example both awareness of the problem and a practical response to it.

Thus, goods and services practically do not arise on their own, evidence of this is statistics: only 5% of ideas about a product appear by chance, which once again proves the need:

• high-quality implementation of the analytical function of marketing, based on reliable information;
• planning and managing the innovation process, taking into account the assessment of risks associated with the presence of different approaches to the creation of goods.

The technological chain for creating a product (service) includes the following stages:

• search and selection of ideas;
• commercial analysis of ideas;
• research and development work (R&D);
• pilot production;
• trial sales;
• serial production.

According to foreign data, to create a personal use product that is commercially successful (providing a “normal” profit), it is necessary to study on average about 60 ideas in order to obtain one that most fully meets the promising market requirements. If we take the time required for the entire development cycle as 100%, i.e. from the origin of an idea to entering the market with a new product, then the following picture will emerge. Approximately 5% of the time is spent discussing the 60 ideas available and leaving 15. Then 10% of the time is required to ensure that after the commercial analysis, 5-6 promising ones remain. By the end of development in the design department (approximately 50% of the time that has passed since the start of work), 3 more ideas are eliminated. At the stage of market and laboratory tests, one or two ideas are eliminated. And only after all this the buyer sees the product in front of him.

Rice. 2.2. Scheme of product creation technology

Not every idea deserves further, even initial, development. At a minimum, it must meet the following requirements:

• meet the goals and capabilities of the company, be technically feasible;
• have sufficient market potential in terms of sales volumes of the future product (service);
• give a product or service specific advantages;
• ensure sufficient profitability of production.

If the idea as a whole satisfies all these criteria, the development of a specific concept for the future product or service begins. The essence of the concept is a clear and precise presentation of the distinctive features of a new product (service), which in the future will serve as the cornerstone in determining its market strategy. The concept of a new product (service) must indicate exactly what benefits the consumer will receive. This approach should be decisive throughout the development of the idea. Based on the intended concept, researchers and developers determine the physical appearance of the product.

A product (service), the high quality of which there is no doubt, is subjected to a “market test” before the start of mass production - a test sale is carried out in selected markets. This stage of marketing is mandatory in the case of developing a product for individual consumption and desirable in the case of developing a product for industrial purposes. The purpose of a trial sale is to obtain operational commercial information, therefore the main condition for organizing such a sale is accurate answers to the questions asked.

Table 2.1

Time spent on product marketing stages, %

A product or service is not always perceived by consumers in the same way. In order to determine differences in consumer attitudes towards a product, in marketing there is the concept of the product life cycle.

Product life cycle (PLC)– this is the time of existence of a product on the market, i.e. the time period from the beginning to the end of its release and sale in its original form. Product life cycle theory is a concept that describes product sales, profits and marketing strategy from the moment a product is developed until it is withdrawn from the market.

Monitoring of the life cycle is carried out on the basis of the dynamics of two indicators, which, when graphically depicted, form the following two curves: sales volume, gross profit. The behavior over time of these indicators, reflecting the reaction of buyers to the product, makes it possible to distinguish several stages (or stages) of the life cycle: introduction, growth, maturity, saturation, decline (Fig. 2.3).

When studying LCT, it should be kept in mind that the shape of the curve remains more or less the same for most products. However, the duration and intensity of the transition from one stage to another varies greatly depending on the characteristics of the product.

Rice. 2.3. Curves of sales volume and gross profit depending on the stage of the product life cycle: – curve of sales volume in value terms; – gross profit curve

Knowledge of the features of the life cycle stages is important, as it allows the company to develop specific marketing activities for each of them in order to extend the period a product is on the market, i.e., the period during which it is in demand and makes a profit.

The first stage of life cycle is implementation(or release) goods to the market. This is a difficult period for the manufacturer, since its products are still unknown to the consumer who needs to be won over. At this stage, it becomes quite clear whether the buyer will accept the product or not. In the latter case, the life cycle may be short, which means that the sale of the product will not bring a profit sufficient to cover the costs of its creation. The result may be a deterioration in the financial position of the company or even its bankruptcy.

At the implementation stage, marketing activities are mainly associated with adjusting the product to the target segment, i.e. changing its quality characteristics, which, as a rule, leads to additional investments in production. At the same time, serial production is still small; therefore, production costs are characterized high level. As a result, there is no profit, and sometimes losses are possible.

Sales are relatively low because advertising and sales efforts in both the consumer and industrial markets take time to influence demand. The following circumstances also hinder sales:

• the sales staff still doesn’t know well new product, its advantages and features, therefore it is often presented to the buyer last; there is a need to train and interest trading organizations;
• representatives of trade are reluctant to take risks associated with the sale of a new product;
• consumers, not knowing the new product, are in no hurry to purchase it and show restraint; Only innovators are in demand.

However, at this stage of the life cycle, the producer also has advantages: he, as a rule, is a monopolist, which means he has the opportunity to dictate his terms to the consumer. During a period when the manufacturer (seller) practically does not feel competition in the market, he can sell goods at prices that include monopoly profit.

At the second stage of life cycle, which is called growth stage, the product has already been tailored to the “targeted” buyer who believes in its advantages and appreciates its high competitiveness. At this stage of life cycle, the quality parameters of the product are in full compliance with national and international standards.

Demand for goods is growing at a very high rate, and therefore, it is advisable to expand production and increase production capacity utilization. As a result, production costs begin to decrease and, accordingly, the prerequisites are created for lowering prices as a means of stimulating sales.

At the same time, the company maintains its monopolist position. The few competitors that have emerged are most often limited to selling copy goods. In such conditions, the manufacturer reserves the opportunity to sell products at monopolistically high prices, making an ever-increasing profit.

During periods of growth, sales promotion becomes strategic. Preference is often given to advertising, which becomes aggressive, since the company does everything possible to convince the buyer of the advantage of its product, and not copies of a competitor.

With the help of marketing at this stage of life cycle, manufacturers strive to solve the following problems: to prevent intensification of competition through product differentiation; provide effective work distribution network for mass sales; organize an appropriate advertising campaign; obtain monopoly profits by implementing a policy of high prices.

The third stage of life cycle – maturity– characterized by complete mastery of the technology of production of goods, which allows the company to concentrate its efforts on the problems of increasing labor productivity, as well as reducing production costs. Due to the profit received, it becomes possible to expand the range.

At the same time, the company faces serious problems, in particular, the number of competitors is growing, and the supply of goods begins to exceed demand. Accordingly, difficulties arise with implementation. At the same time, the type of buyer is changing noticeably: purchases are mainly made by consumers with average incomes, and not by wealthy “innovators”. In the current situation, the manufacturer seeks not only to expand the number of buyers, but also to form a circle of regular customers (brand loyalists) through marketing activities such as providing various price discounts, credit sales, seasonal and holiday sales, etc. It should be noted that that the effectiveness of advertising at this stage of the life cycle decreases, since the product is already well known on the market, and therefore high costs for it during this period are hardly advisable.

It is at the maturity stage that the manufacturer begins work on creating a new product or modifying a product. This is necessary in order not to lead the company to a situation where the old product is no longer in demand and, accordingly, does not bring profit, and the company cannot offer a new, competitive one. As a result, it loses its buyer, its market share and becomes bankrupt.

The fourth stage of life cycle – saturation– characterized by the most intense competition for the buyer, a significant excess of demand over supply, which is reflected in the dynamics of indicators characterizing the life cycle cycle, i.e., sales volume and, to an even greater extent, gross profit decrease. Fierce price competition leads to the establishment of quite low prices, close to production costs, but even this does not revive demand. In the range of marketing activities at this stage of life cycle, special attention is paid to the so-called pseudo-modification of the product, i.e. a change that does not require significant costs appearance products and their packaging. Thus, the impression is created that new products are appearing that better satisfy customer needs.

At the saturation stage, marketing still pays great attention to organizing advertising campaigns. At the same time, advertising acquires a new emphasis: special attention is paid to the brand name, and not to the quality and price of the product itself.

Finally, the last, fifth stage of traditional life cycle is considered decline This period is characterized by such painful phenomena for the company as growth warehouse stocks, a sharp drop in profits or the appearance of losses. The increasing deterioration of the situation can be prevented good knowledge market infrastructure, as well as the use of established business relationships with consumers and competitors.

The transition from stage to stage occurs without sharp jumps, so the marketing service must carefully monitor changes in the pace of sales and profits in order to grasp the boundaries of the stages. It is especially important to catch the stage of saturation and, even more so, the decline.

To correctly understand product policy, it is necessary to keep in mind that the buyer does not purchase a product, but the benefit that he will receive when purchasing it. No one buys gasoline as such at a gas station (the buyer does not see it, does not try it), but what he buys is the means necessary to set the car in motion, and if he is offered other, more effective means for this, he can buy them. Thus, a product is purchased only when it contains a benefit for the buyer.

In development of the concept of the product life cycle in the USA, Boston Advisory Group Matrix. This matrix is ​​an important tool for conducting assortment analysis, assessing the market prospects of goods, developing an effective sales policy, and forming an optimal product portfolio for the company (Fig. 2.4).

Rice. 2.4. Boston Advisory Group Matrix

"Stars"– the most promising, developing type of product tends to increase its share in the company’s product portfolio and is at the growth stage. The expansion of production of this product is due to profits from its sales. “Stars” should be protected and developed.

“Cash cows” – a product at the maturity stage; sales growth is not significant; the product has the maximum share in the company's product portfolio. It is the main source of income (of the company). Proceeds from the sale of this product can be used to finance the production and development of other products. Cash cows require strict control of capital expenditures and the transfer of excess financial proceeds to the control of senior management.

“Difficult children”(“Wild cats”, “Question marks”) – products that have a very low market share with a relatively high rate of sales growth. May be at the implementation stage or at the beginning of the growth stage, requiring material costs; It is difficult to determine their market prospects (they may become “stars” or “dogs”). Requires additional research and funding. “Difficult children” are subject to special study in order to establish their prospects for becoming “stars.”

"Dogs"- unsuccessful products. They have a relatively small market share (with a downward trend) and are characterized by a low rate of sales growth or no growth as such. Such a product has no prospects and must be withdrawn from the market. If possible, you should get rid of “dogs” unless there are compelling reasons for keeping them in the company’s assortment.

With a successful life cycle, products turn from “problem children” into “stars”, and subsequently into “cash cows”. If unsuccessful, “difficult children” turn into “dogs.”

The task of service research on transport is to determine the market needs for services for the transportation of goods and passengers, and the compliance of the services provided with customer requirements.

The study of transport services, on the one hand, shows the management of the enterprise what the consumer wants to have, what types of shipments and modes of transportation he values ​​most, and on the other hand, how to provide the clientele with new forms of transport services in order to ensure their implementation, what parameters to concentrate on attention to which of the cargo owners to target the services and advertising for them, what new opportunities the new transport service model opens up for the client.

Transportation research covers many activities and is closely interrelated with other elements of marketing. The management of a transport enterprise and its divisions, knowing the reaction of cargo owners to new and traditional transport services or simply perceiving changes in the needs of the clientele, must make the necessary changes in the organization and provision of transportation. In some cases, it will be necessary to find a set of additional services to improve the quality of transportation, expand the scope of the types of services recognized by the clientele, and change the attitude towards the clientele’s requests. This must be done if the result is an increase in traffic volume and income. In other cases, you should try to find additional opportunities to attract the attention of clients to new types of transport services.

Research of transport services is used in planning and organizing transportation. In all cases, we must strive to introduce new services where the client most expects and therefore is most likely to accept them. New types of transport services are implemented both autonomously and with the necessary improvement of the transportation process ( different types routing, changes in the formation plan and train schedule, passenger train layouts, etc.). It is quite possible that this cannot be avoided. The point is different. It is necessary to carry out all marketing activities in conjunction and adhere to a certain sequence of stages.

An unpleasant mistake may be the confidence of transport company specialists that their expensive project for introducing new services based on the achievements of scientific and technological progress will be approved and widely used by the clientele. It may be necessary to prove (more than once, and more than one year) potential client the advantages of new types of transport services, drawing his attention to higher consumer and other properties.

Only when this circumstance is taken into account and transport company will begin to make appropriate adjustments to the organization of cargo delivery and to relationships with clients and possible intermediaries when non-traditional market relations and ways of informing the clientele are found, only then Railway can count on the desired commercial and financial success.

Control questions

1. What stages does it consist of? marketing research market?

2. What is meant by a product of market novelty?

3. Describe goods and services for individual use.

4. Give characteristics of goods and services for industrial purposes.

5. What are the main strategic approaches to creating a product?

6. Provide and describe the technology for creating a product.

7. List the basic requirements that an idea accepted for development into a product must meet.

8. What is meant by the product life cycle and what are its stages?

9. Describe the main stages of the product life cycle.

10. List the goals that are set for the study of transport services.

Market research

A prerequisite for a market is the exchange of goods or services. In order for it to happen, the following conditions must be met.

1. There must be at least two parties entering into the exchange (seller and buyer).

2. Each party must have something that might interest the other.

3. Each party must be able to communicate and deliver their goods.

4. Each party must be free to accept or reject the other party's offer.

5. Each party must be convinced of the advisability or desirability of dealing with the other party.

Exchange in its development goes through three stages: self-sufficiency (lack of exchange); decentralized (barter); centralized (exchange through the market).

Since the key to defining a market is the exchange of goods and services between seller and buyer, this makes it possible to give a shorter definition.

A market is a sphere of exchange where a set of real and potential sellers and buyers operate. The place where a purchase and sale transaction takes place is also called a market.

There are markets: commodity (goods and services); financial (securities market); labor market. In addition, markets are divided into domestic (national) and international.

The commodity market, based on the nature and purpose of the goods, is divided into the market for goods for individual use and for industrial purposes.

Market of goods (services) for individual use is a market for goods or services in mass demand. On this market buy goods and services for personal consumption, family and home use.

Market of goods (services) for industrial purposes is a collection of individuals and organizations that purchase goods and services for further use in production or resale to other consumers. It sells raw materials, supplies, equipment, instruments, devices, and components. In terms of the size of the product range and monetary turnover, the market for goods and services for industrial purposes exceeds the market for goods and services for individual use. Procurement here is carried out by professionals based on a thorough analysis of technical, economic and social aspects use of goods and services.