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Abstract

Contents

Introduction

Marketing activities in enterprises operating in a market environment creates prerequisites for the implementation of a systematic approach to the organization of production and marketing of competitive products, based on the need to best solve the global consumer problem [1]. In the conditions of competition and changes in market conditions, marketing allows us to reconcile the interests of enterprises and society as a whole based on the study of the market situation by an enterprise, forecasting its development and developing effective strategies and tactics focused on rational satisfaction of existing needs. Effective use of marketing tools is quite relevant, since the success of the enterprise directly depends on this. The purpose of the marketing activity of the enterprise is to ensure the profitability of its economic activity, estimated as a certain profitability of this activity in a given time interval [2].

Purpose of work - development of a mechanism for enhancing the marketing impact on an industrial enterprise. In accordance with the purpose of the work, the main elements of marketing impact, methods of its evaluation and ways of development are considered.

The object of research is the process of marketing impact on an industrial enterprise.

Subject of research - theoretical aspects and methodological foundations of marketing impact on an industrial enterprise.

Research Methods : analysis of scientific papers and practices on the subject of research, a systematic approach.

The information base was the scientific works of specialists in the field of marketing organization in industrial enterprises, Internet resources.

1. Purpose and content of marketing activities of an industrial enterprise

The basis of the marketing activities of an industrial enterprise are: market research, development of a program for creating and producing goods, establishing communications, setting prices, organizing and stimulating sales, deploying service services, etc. Marketing is usually considered in three aspects: marketing philosophy, management system and organizational and technical measures. All these aspects form an integral system functioning in the sphere of practical activity of the enterprise, priority in which is given to the needs of customers and market demand, and production occupies a position subordinated to demand. All three aspects of marketing are inextricably intertwined and have greater mutual causality.

At the heart of the organization of marketing activities of the enterprise is a concept that defines the goals, principles and strategy of marketing, as well as specific actions to retain the desired market share and ensure profitable work of the enterprise. This concept is based on identifying the needs and real consumer assessments of the range and quality of goods and recognizing the need to adapt production and marketing to these needs and estimates. Under the marketing is understood such a system of intra-company management, which is aimed at studying and taking into account the demand and market requirements for a more reasonable orientation of the production activity of the enterprise to the production of competitive products in certain volumes and meeting certain technical and economic characteristics.

Marketing as a system has its own goals, its own structure (elements and their interrelations), methods and objectives of implementation. In market conditions, the marketing system should be considered as a subsystem of effective enterprise management. The main directions of the company's marketing activities within this system imply a policy in the field of quality and product mix, pricing, sales and communications. The content of the marketing activities of the enterprise involves the following tasks:

The subject of industrial marketing is a set of relationships between market leaders that arise as a result of their business activity - sales and purchase relations, technical and economic cooperation, financial relations, technological communications, business negotiations, competitive relations, etc. The object of industrial marketing is the industrial market.

Manufacturers consider marketing as a means to achieve goals for each specific market and its segments with the highest economic efficiency. However, this becomes real when the manufacturer has the ability to systematically adjust their scientific, technical, production and sales plans in accordance with changes in market conditions, maneuver their own material and intellectual resources in order to provide the necessary flexibility in solving strategic and tactical tasks, based on the results of marketing research. Under these conditions, marketing becomes the foundation for long-term and operational planning of production and commercial activities of an enterprise, drawing up export production programs, organizing the scientific, technical, technological, investment and production and sales work of an enterprise, and marketing management is an essential element of an enterprise management system.

Therefore, the task of managing industrial marketing is to influence the level, time and nature of demand in such a way that it helps the organization to achieve its goals. There are five main approaches (concepts), on the basis of which industrial enterprises carry out their marketing activities: the concept of improving production; product improvement concept; concept of intensifying commercial efforts; marketing concept.

As the main consumers in the marketing of industrial purposes are industrial enterprises and resellers. Formation of demand for products for industrial purposes proceeds more difficult than for consumer goods. Relations between producers and consumers of goods for industrial purposes are built on the basis of rationality, optimality, clarity, timeliness, etc., i.e. determined by conditions dictated by the nature of the production processes [4].

2. Marketing as a component of the innovative development of an industrial enterprise

The innovation activity of an industrial enterprise means actions aimed at the continuous creation and dissemination of innovations through the implementation of scientific, technological, organizational, financial and commercial enterprises that increase the competitiveness of an enterprise and ensure its long-term and dynamic development. Thus, the innovative potential of an industrial enterprise is a combination of:

Marketing as an element of philosophy on the one hand, and as a complex system of actions on the other (managerial and functional marketing) can and should be the “guide” of the innovative development of industrial enterprises. The development of industry in most cases can lead to the innovative development of the economies of the country's regions. In confirmation, we give a flowchart.

The relationship of the innovation sector and marketing activities

Picture 1 – The relationship of the innovation sector and marketing activities
Animation: size - 30.2 KB; frames - 7; repetitions - 5

If we conventionally divide the innovation sector into two blocks - “innovations for a particular region, city, company, etc.” and “fundamental innovations of a global nature”, then we can give the following comment. Global innovations today, no matter how regrettable, are the prerogative of large international industrial companies (more often associations). These companies are able to invest significant funds in R & D, hire the world's leading and reputable specialists in various fields, “nuggets”, etc. Domestic enterprises still operate on the residual principle (the term “catching up” is more common) and buy technologies that already "Worked" abroad. At the same time, for the Russian reality this way of “innovative borrowing” is quite productive and having a place in existence [6].

When considering the role of an industrial enterprise in the economy, it is impossible not to mention that, in essence, the industrial market supports the functioning of the entire economy of the country, providing products and services required by factories, offices, government agencies, hospitals, universities and other suppliers of goods and services . According to rough estimates of specialists, the scale of financial operations in industrial marketing is at least twice the cash flow in the field of consumer purchases. This is understandable if we take into account the length and complexity of the chain of operations in the industrial market, preceding the production and sale of a consumer product - the chain, the initial link of which is raw materials obtained from a farm, forest, mine or ocean, and which almost always crosses national borders at several points. Since all manufacturers depend on other producers of goods and services, this chain is almost endless [7].

The activities of most industrial enterprises can be divided into production, sales, economics, finance, law (legal services), personnel, economic security. The linking and bilateral (philosophy + practical activities) link in this chain of functional separation can and should be marketing. As one of the functions (in various areas of the marketing mix) marketing, one can cite the innovation policy of the enterprise. It is marketing, thanks to a comprehensive view of the needs and requirements of consumers in the market, on the processes of production and sales, on intracorporate cross-functional interaction:

Thus, it is possible to express the hypothesis that marketing is the starting point of the innovation process in an enterprise (in particular, industrial), which in turn provides a fundamental basis for the development of an innovative economy of the regions and the country as a whole.

3. Formation of the concept of innovative marketing in an industrial enterprise

Given the ever-growing interest in innovation as a key success factor in strengthening the company's position in the market, it can be argued that the innovative and marketing activities of an industrial enterprise are fundamental directions for its successful development. The study of these two areas of activity creates the prerequisites for the formation of the innovative marketing concept, integrating the methods and approaches of these activities into a single methodology designed to improve the management of enterprise innovation resources in order to gain market [9].

The innovative marketing complex is a combination of practical measures to influence the target market and potential consumer innovations, as well as timely flexibility to respond to changes in consumer preferences and the competitive environment. ” The most common definition of innovative marketing, found in scientific and business literature, is as follows: “Innovative marketing is, above all, an objectified type of production and business activity of a firm or institution, aimed at optimizing and controlling the organization’s innovative and production and marketing activities, on the basis of research and active influence on the market conditions of the enterprise ". Innovative marketing is also viewed as a process: “Innovative marketing analyzes the market, develops its segments, organizes and generates demand, and then predicts consumer behavior” [10].

Determining the vector of innovative development of the target segment - the process of studying the dynamics of consumer preferences, trends to improve the design features of the final product and its characteristics (technical and economic indicators), and on the basis of these studies, the formation of innovative marketing strategies. The defining stage in the development of an innovative marketing strategy is the formation of the concept of an innovative product based on an analysis of its consumer properties. In turn, the analysis of consumer properties of an innovative product is determining the preferences of potential consumers and analyzing the sensitivity of demand to changes in the characteristics of an innovative product. It is this formulation of this process that fills it with content consistent with the concept of innovative marketing.

The concept of an innovative product is based on an idea that has a technical embodiment and has marketing appeal. The implementation of this idea is accompanied by the study of demand, as well as differences in consumer properties of the product. Technical innovation alone is not enough to make a decision on the initiation of an innovative project; an assessment of the marketing appeal of the idea itself is necessary. Most often, in practice, it is the marketing aspect of the innovation project that is ignored by the developers and authors of the idea. Conflicts of interest should be resolved through the project's marketing expertise. Since the concrete project is the real embodiment of the innovative marketing strategy, it is necessary to dwell on those indicators that must be taken into account when developing a strategy. These indicators include the period of the project and the presence of a specific result that is achieved during the implementation of the strategy. These indicators usually include a set of well-known financial indicators: net present value, profitability, payback period, break-even point, etc.

The product of the innovation project is innovation, which requires marketing expertise to evaluate its effectiveness. The process of forming the concept of an innovative product is based on the analysis of the dynamics of consumer properties and the study of the market image of an innovative product that meets the criterion of attractiveness of the target segment.

Thus, the concept of innovative marketing includes selecting the target segment, determining the vector of innovative development of the target segment, forming the concept of an innovative product, creating a model of strategic development of an enterprise in the innovative segment, forming a portfolio of innovative projects, analyzing the marketing sustainability of the portfolio, and tactics of promoting an innovative product to the market. The process model of the formation of the concept of innovative marketing is presented in the figure below.

Process model of forming the concept of innovative marketing

Picture 2 – Process model of forming the concept of innovative marketing

The sequence of steps to create the concept of innovative marketing depends on the timeliness of obtaining the necessary information for conducting analytical research [11].

Conclusion

Managing the innovation activities of an enterprise for market development requires that the management of the enterprise take measures to organize services combining marketing and innovation planning functions. The combination of innovative and marketing components allows us to look at the management of the marketing activities of an industrial enterprise from a new perspective. Analysis of the market in order to study the possibility of its development by innovative products or using new promotion methods requires an appropriate methodological framework that allows developing algorithms for managing these processes within a single concept.

Every marketing innovation is to a certain extent useful, since its appearance already reflects the need of market participants for new products. The identification of these needs, the study of the conditions for the introduction of innovations in a certain segment of consumers requires knowledge of the fundamentals of innovation management, and also contributes to a deep understanding of the patterns of market processes. The emergence of new segments, the development of the market creates the prerequisites for exploring the possibilities of introducing innovations. Each market has its own characteristics and characteristics, the study of which will accelerate the process of innovation and make it more efficient.

According to rough estimates of specialists, the scale of financial transactions in industrial marketing is at least twice the turnover in consumer purchases. This is understandable if we take into account the length and complexity of the chain of operations in the industrial market, preceding the production and sale of a consumer product - the chain, the initial link of which is raw materials obtained from a farm, forest, mine or ocean, and which almost always crosses national borders at several points.

Thus, it was an industrial enterprise that was chosen as the basis for innovative development in the master’s work.

References

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