Marketing policy of the enterprise

The marketing policy of the enterprise implies the price, commodity, sales areas, and besides this - a set of actions to promote products on the market. The general scheme of marketing policy is this: the goods are chosen - the object of trade, its price is determined, based on costs and the level of profitability, the way of marketing is determined and the product is promoted, its introduction on the market, and the profit from sales is increased.

The first thing that is included in the concept of the company's marketing policy is the commodity policy. Engaged in it, marketers based on analysis and market research establish a program according to which the organization should work in the sphere of production, predict which of the products will become the most popular, compare it with similar products of competitors and determine what will be beneficial to the acquisition of this particular item, E.

A commodity is, first of all, an object intended for sale and consumption - either final, or as a raw material or a means of production. If you take the marketing essence, it will be somewhat different. What is generally called a commodity in marketing is called a product. A product is a narrower concept. This is the essence of the goods, the reason for which it was purchased. For example, this is chocolate in itself, which is located in a confectionery shop, without a name yet, not delivered to a store that is not shelved and unpacked. The product becomes a commodity after it is exposed to the tools of marketing - design, advertising, spent sales, gaining popularity among buyers. Marketing tools and their impact are called product support.

Marketing is very dependent on the consumer - real and potential, so the company's product strategy should change, giving customers new facilities, offering new services. Novelty is a good marketing move, when, seeing a bright inscription about a new product for the company, the buyer hurries to purchase it. However, it is impossible to name absolutely any novelty that came to mind, just to increase profits. A novelty can be called goods that meet one of the following requirements:

• A completely new product on the market, which has no analogues, which practically represents a scientific achievement. Such can be called once appeared on sale copiers, cellular communication services, etc.
• A product that has an analog, but is qualitatively different from it. For example, floppy disks with a large amount of memory and at the same time a smaller size.
• A commodity that is new to a particular market - for example, in a state. In the early 90's in Russia began to sell dishwashers, which was not there before, but they were popular in the West.
• A product that was previously on the market, but now it has a new application, and it is again popular.

Marketing policy, however well-adjusted, is still a risky business with respect to a new product. To make everything go without losses and bring a good material result, the marketing department should work in a coherent and effective manner. First, a clear idea is being developed for production. This is done on the basis of the work of scientists or even with the help of buyers who want to buy goods, not yet present in this or that market. At this stage, you need to be able to listen, as a disadvantage of competitors' products can provide a good idea. It is desirable to create a sample of a new product and carefully monitor its features and demand for it. Minor mistakes, left undetected at this time, will subsequently cause significant losses. It is necessary to determine the place and time of release of goods, it would be advisable to timed the beginning of the implementation of the novelty to any event - a holiday, a fair.

To keep pace with the times, to make profit all year round and not to stand idle, marketing policy should work effectively. While one product is successfully sold, the other must be at the development stage, and the generation of ideas should not stop.