Алтынбек А

Marketing is a philosophy and the technology of modern business directed on formation and deduction of the market for the company («рынкоделание») by use of resources for creation of values to consumers (it is better, than do it competitors) with the purpose of profit reception and increase of joint-stock cost of the company

Human needs are states of felt deprivation.

Wants are the form taken by human needs as they are shaped by culture and individual personality. Wants are described in terms of objects that will satisfy needs.

People have almost unlimited wants, but have limited resources.

Customer value is the difference between the values that the customer gains from owning and using a product and the costs of obtaining the product.

Customer satisfaction depends on a product's perceived performance in delivering value relative to a buyer's expectations

Quality can be defined as “freedom from defects.”

Exchange is the act of obtaining a desired object from someone by offer­ing something in return.

Transaction, in turn, is marketing’s unit of measurement. A transaction consists of a trade of values between two parties.

Modern marketing is treated as philosophy and the function of business forming a mentality and an image of action in the market. There are many definitions of marketing. We shall result some of them, allowing to look at evolution of sights at marketing.

« Marketing is the enterprise activity connected with promotion of the goods and services from the manufacturer to the consumer ».

« Marketing is the kind of economic and social activity directed on satisfaction of needs and desires of separate persons and groups by means of granting of the goods and services on the basis of exchange ».

« Marketing-administrative process by all parties of business activity of firm. It means not that other, as reduction of all resources of the company conformity with requirements and opportunities of the market for reception of profit »

« Marketing is the philosophy of modern business. It is defining strategy and tactics of firm in conditions of a competition. It represents the industrial-marketing activity focused on the consumer, long-term maximal profit providing to firm on realization of its production »

« Marketing is the activity directed on an establishment of a mutually advantageous exchange »

« Marketing is a managerial process which purpose consists in maximization of incomes of shareholders on the basis of construction of strategy of confidential attitudes with buyers valuable to the company and creation of steady distinctive advantages »

2. Principles, purposes and functions of marketing. Абдиева С

The goal of marketing is to attract new customers by promising superior value and to keep current cus­tomers by delivering satisfaction.

Principles of marketing:

• Orientation to the consumer

• Integrated approach

• Flexibility and adaptability

• Concentration of efforts

• Aiming at prospect

• Combination of adaptability to influence on the consumer

• Program -target approach

Purposes of marketing: To limit spontanetly of the market by regulation of market processes;

• To make a competition to the predictable, submitting certain restrictions, to exclude an opportunity of a unfair competition;

• To make the market is predictable (to the submitting certain rules), "transparent" (allowing to estimate its condition, parameters and tendencies of development) and predicted (providing an opportunity to predict its changes);

• To subordinate manufacture and trade to requirements of the market, i.e. to the interests of the consumer;

• To develop and introduce in market activity the principles of scientifically proved technology goodmoving (товародвижения) and distributions (дистрибьюции);

• To provide high efficiency of advertising and other marketing activity on influence on the market and formation attractive image of the goods in representation of potential and actual of buyers.

3. Marketing complex and tasks Акбарбек Д

The complex of marketing consist from the 4 elements: product, price, promotion, place ( channels of sale).

Each element includes folowing indicators:

Product: assortment, quantity, dizing, the technical characterictic, size, service, pakaching.

Price: primary price, discounts, condition of payment, account.

Channels of sale: place, stocks, transport, dilers, distributions, share of market.

Promotion: advertising, direct-marketing, PR, expositions, ets.

Subjects of marketing: the manufacturer, the end user, wholesale and retail trade, the organizations-consumers, the marketing expert.

Tasks of marketing:

• Develop marketing strategies and plans. The first task is to identify the organization's potential long-run opportunities, given its market experience and core competencies.

• Capture marketing insights. Understand what is happening inside and outside the organization by monitoring the marketing environment and conducting marketing research to assess buyer needs and behavior, as well as actual and potential market size.

• Connect with customers. Determine how to best create value for the chosen target markets and develop strong, profitable, long-term relationships with consumers and business customers,

• Build strong brands. Understand the brand's strengths and weaknesses, what customers associate with the brand, and how to measure and manage brand equity. Because brands never exist in a vacuum, marketers must not only deal with the competitive situation, they must both develop and communicate an appropriate positioning.

• Shape market offerings. The product at the heart of the marketing program involves decisions about product quality, design,

• Delivering value, Determine how to deliver the offering's value to the target market by identifying, recruiting, and linking with marketing facilitators such as retailers, , wholesalers, and physical-distribution firms. Value networks and channels

• Creating long-term growth. Take a long-term view of products, brands, and how profits should be increased. The company's marketing strategy must take into account changing global opportunities and challenges. Moreover, the company must put in place a marketing organization capable of implementing the marketing plan

4. Types of marketing. Аманбек Марал Жарқынбековна

Depending on demand:

• Conversion - demand is negative, it is necessary to create it

• Stimulating - demand is absent, it is necessary to create it

• Developing - demand is available, it is necessary to make its real

• Rеmarketing - demand decreases, it is necessary to restore it

• Деmarketing - demand is excessive, it is necessary to lower it

• Sincromarketing – demand is fluctuate, it is necessary to stabilize

• Supporting marketing - demand corresponds to opportunities, it should be stabilized

• Counteracting marketing - was generated irrational demand, it should be come to naught.

Depending on a scope:

• The international marketing

• Noncommercial marketing

• Micromarketing

• Macromarketing

• Social marketing

Depending on a degree of development of marketing

• Distributive marketing

• Functional marketing

• Administrative marketing

Depending on sphere of the acting of marketing

• On branches of economy: marketing of the investment goods, marketing of consumer goods, marketing of services;

• On stages of selling: marketing of the manufacturer, marketing of trade;

• On the markets: national marketing, the international marketing

• On profitableness: profitable, non-profitable marketing

• Marketing as system of methods of activity

5. Concepts of marketing. Арыстанбек Камшат Оразханқызы

• The production concept: The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.

• Product concept: The idea that consumers will favor products that offer the most quality, perfor­mance, and features and that the organi­zation should therefore devote its energy to making continuous product improvements. A detailed version of the new-product idea stated in meaningful consumer terms.

• The Selling Concept: The idea that consumers will not buy enough of the organization's product unless the organization under­takes a large-scale selling and promotion effort. Aim is to sell what they make rather than make what the market wants.

• The Marketing Concept: Main principle this philosophy is not to find the right customers for your products, but the right products for your customers..

• The Holistic Marketing Concept: The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities (in) that recognize their breadth and interdependencies.

6. Concept and components of the marketing microenvironment

Бегалы Қажыгелді Сеиткерімұлы

The microenvironment consists of the forces close to the com­pany that affect its ability to serve its customers—the company, suppliers, marketing channel firms, customer markets, competitors, and publics

• Suppliers: business firms, the separate persons providing the company and its competitors by material resources, necessary for manufacture of the concrete goods and services

• Marketing intermediaries: Trading intermediaries, firms concern to them - experts on the organization of physical distribution, agencies on rendering marketing services and credit and financial establishments

• Clientele: The consumer market, The market of manufacturers, The market of intermediate sellers, The market of official bodies, The international markets

• Competitors: Competitors as those, Commodity competitors, Goods and kinds commodity-specific competitor, Competitors on mark of the goods

• Contact audience: The Salutary audience - group, which interest to firm has very salutary character, The required audience - that, whose interest firm searches, but not always finds, The undesirable audience - group, which interest firm tries to not involve, but is compelled to reckon with it if it is shown

7. Macroenvironment of functioning of firm and its pacing factors

Бедельбеков Абильда Құттыбекұлы

The macroenvironment consists of the larger societal forces that affect the whole microenvironment—demographic, economic, natural, technological, political, and cultural forces.

Major factors of macroenvironment:

• Demographic factors

• Economic forces

• Natural factors

• Scientific and technical factors

• Political factors

• Factors of a cultural environment

The demography - a science studying the population from the point of view of its number, etc. For engaged marketing the demographic environment represents the big interest as the markets consist of people

The economic environment:

• level of current incomes

• the prices

• savings

• availability of the credit

• economic recessions

• the high rate of unemployment

• the growing cost of credits reception

Natural factors:

• Deficiency of some kinds the raw material.

• Rise in price at the energy.

• Growth the pollution of environment

• Resolute intervention of the state in process of rational using and reproduction of natural resources

The scientific and technical environment:

• Acceleration of STP

• - Opportunities occurrence of boundless

• -growth assignment for research and development

• -increase the attention to introduction of small improvements in already existing goods

• -toughering of the state control over high quality and safety of the goods.

The political environment:

• The legislation on regulation of enterprise activity;

• Increase of requirements from the official bodies which are watching observance of laws;

• Growth of number of groups on protection of interests of the public.

The cultural environment:

• Proof adherence to the basic traditional features;

• Subculture within the limits of uniform culture;

• Temporary changes of secondary cultural values.

• The attitude of people to itself

9. Personal factors influencing on consumer buying behaviorБеглер Әнуарбек Асанұлы

Consumer behavior is the study by individuals, groups, and organizations which select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Applying the holistic marketing orientation, marketers can more effectively market the right products to the right consumers in the right way if they gain in depth understanding of consumers.

There are the various theories explaining behavior of consumers:

• 1) economical. Behavior of consumers always rationally. It tries to receive a maximum of utility for the money;

• 2) psychological. Consumers have no precise representation about the needs and operate subconsciously;

• 3) sociological. The behavior is caused by influence of "reference" groups of consumers;

• 4) anthropological. The behavior of the separate consumer depends on external norms of behavior and conditions of a life, etc.

The major factors influencing on consumer behavior:

- Cultural (culture, subculture, an accessory to the certain class);

- Social (an accessory to this or that the referent group: to family,

- Personal (age, vital style, a trade, a level of the income,);

- Psychological (motivation, training, etc.)

• Culture is the most fundamental determinant of a person's wants and behavior. Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, groups, and geographic regions. When subcultures grow large and affluent enough, companies often design specialized marketing programs to serve them

• Social Factors: Reference groups consist of all of the groups that have a direct ( face-to-face) or indirect influence on a person's attitudes or its behavior.

The family is the most important consumer buying organization in society, and family members are the most influential primary reference group.

A role consists of the activities a person is expected to perform. Each role carries a status. A Supreme Court justice has more status than a sales manager ,and a sales manager has more status than an office clerk. People choose those product giving information about their role and status in society.

• Consumer buying decisions are also influenced by personal characteristics, including , the buyer's age; stage in the life cycle; occupation; economic circumstances; personality and self-concept; and lifestyle and values.

• Motivation. A motive is a need that is sufficiently pressing to drive the person to act.

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

• Learning. Memory. Encoding. Retrieval

10. A model of consumer behavior Бекманова Айдана Нұратқызы