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Файл:Conducting work on the maintenance of landscape architecture objects. Textbook
.pdf
101
other landscaping objects not during the period of seizure of sites during construction
and other work.
Before determining the replacement cost, a commission is assembled to draw
up an act that reflects all objects and their condition. The commission includes the
owners of the territory of the construction customer, the design organization, and the
horticultural service.
The compiled specified volumes of work according to the act are assessed at
special prices, the total amount of the replacement cost is paid by the customer to the
bank account of the landscaping service. These funds are spent on restoring and
expanding plantings in other places in the city. They are not subject to withdrawal to
the budget; they can remain on an accrual basis.
Payment of the replacement cost does not relieve the developer from including
in the estimate the restoration and creation of elements of the facility after completion
of construction.
Particular attention is paid to the removal and replanting of trees and shrubs.
Trees with normal trunk and crown dimensions, slow-growing up to 25 years, fastgrowing up to 15 years, and shrubs up to 3 years are replanted.
Design organizations and developers include in their estimates the cost of
replanting ornamental and fruit trees and shrubs in the areas of schools, hospitals,
preschool institutions, and residential neighborhoods.
The cost of work to restore manicured lawns, paths and platforms, equipment,
and plant soil is charged at 100 %. The replacement cost is calculated on the basis of
special tables that provide data on various trees and shrubs and their condition.
The landscape gardening service supervises the safety and compliance with the
rules for maintaining landscape architecture. The inspection is guided by regulations,
decisions and other acts of the city Department of Housing and Communal Services,
orders and instructions of the organization to which it belongs, instructions and rules
for landscaping, maintenance, and protection of green spaces.
102
SECTION 4. MARKETING IN THE LANDSCAPE SECTOR
4.1. MARKETING MANAGEMENT,
GOALS AND FUNCTIONS OF MARKETING.
TYPES OF MARKETING
There is no generally accepted definition of marketing among experts. The
content of the concept of “marketing” is determined by the tasks facing it. Initially,
marketing was based on the idea of satisfying consumer needs. Subsequently, the
commercial understanding of marketing as a sales method, the purpose of which is to
find a buyer for products that the manufacturer is able to produce, became traditional.
The term “marketing” (from the English market) means such a management system
that is market-oriented to the needs and interests of consumers.
Marketing is one of the fundamental disciplines for market professionals, such
as retailers, advertising workers, marketing researchers, managers of new and
branded products, etc. They need to know how to describe the market and break it
into segments; how to assess the needs, demands and preferences of consumers
within the target market; how to design and test a product with the consumer
properties required for this market; how to convey to the consumer the idea of the
value of a product through price; how to choose skillful intermediaries so that the
product is widely available and well presented; how to advertise and sell a product so
that consumers know it and want to buy it1.
Since the 1950s marketing is a necessary leading management function that
develops the market and production strategy of enterprises and organizations.
Currently, marketing is a system for organizing all the activities of a company in the
development, production and sale of goods and provision of services based on a
comprehensive study of the market and real customer requests in order to obtain high
profits2.
There are more than 200 interpretations of marketing, which are determined by
the specifics and scale of the problems solved in the process of production, sales,
advertising, maintenance, etc. To date, one can count a huge variety of very different
definitions of marketing, which to some extent reflects the stages of its development,
as well as the basic concept consisting
1
См.: Сущность и основные маркетинга: сайт. URL: https://studref.com/496184/marketing/suschnost_osnovnye_
vidy_marketinga (дата обращения 18.06.2020).
2
См.: Инфопедия — категория Ботаника: сайт. URL: https://infopedia.su/6x203a.html (дата обращения
18.12.2023).
103
The point is that any modern organization can and should achieve its goals
only by satisfying the customer’s desires more skillfully and efficiently than
competitors do. These definitions are sometimes quite colorful and aphoristic. Here
are some of them: “Identify needs and satisfy them”; “Do what you can sell instead of
trying to sell what you do”; “By meeting the wishes of customers, benefit”, etc.
One of the leading management theorists, Peter Drucker, states: “The purpose
of marketing is to make sales effort unnecessary. The goal of marketing is to know
and understand the client so much that the product or service exactly meets his
requirements and sells itself...”
One of the leading and most famous experts in the field of marketing, Doctor
of Philosophy, Professor of International Marketing at the Graduate School of
Management at Northwestern University (USA), Philip Kotler, gives the following
definition of marketing: “Marketing is the social and managerial process by which
individuals and groups satisfy their needs and wants through the creation of goods
and consumer value and the exchange of them with each other. To clarify this
definition, consider the following concepts: needs, demands, requests, goods,
exchange, transaction and market.”
Marketing “is the anticipation, management and satisfaction of demand for
goods and services, organizations, people, places and ideas through exchange”
(Evans and Berman).
Marketing is “a system of management, regulation and market research”
(E. Belyavsky).
Definitions of marketing can be summarized into two main groups:
1. Classic (limited). They define marketing as a business activity that manages
the movement of goods and services from producer to consumer and user, or a social
process through which demand for goods and services is predicted, expanded or
satisfied through their development, promotion and sale.
2. Modern (generalized). As defined by the American Marketing Association
(AMA) in 1985, marketing is the process of planning and executing the concept,
pricing, promotion, and sale of ideas, goods, and services through exchanges that
satisfy the goals of individuals and organizations.
The main goal of marketing is to ensure that consumer demand in the market is
met and thereby maximize profits. Each organization develops its own system of
goals, which forms the basis of its marketing strategy.
The role of marketing is to match production with demand. The efforts of the
enterprise's marketing services should be aimed at creating a range of goods that
104
would meet public demand. Particular attention is paid to the appearance of the
product, its consumer characteristics, and after-sales service.
The role of marketing in business is presented in Fig. 1.
Fig. 1. The place of marketing in market relations “entrepreneur — consumer”
On the one hand, marketing is aimed at satisfying the needs of customers with
benefit for the manufacturer, on the other hand, marketing is aimed at the practical
application of producing what is needed, where it is needed, when it is needed and at
what price. Based on such a multifaceted component, marketing includes certain
types of activities and methods:
- market research for goods or services;
- by motivating buyers to behave in the market one way and not another.
These areas of activity and methods can be divided into groups that interact
quite closely:
- marketing research;
- development of advertising campaigns;
- promotion of goods and services;
- marketing planning;
- bringing the product to the consumer3.
A specific organization or enterprise develops its own marketing complex, i. e.
that set of marketing tools that allows you to most effectively solve both your
problems and the problems of your clients. The original idea underlying marketing is
the idea of customer needs. Need is a need for something, a feeling felt by a person of
a lack of something.
The second basic idea of marketing is the idea of human needs. Need is a
specific form of need in accordance with the cultural level and personality of the
individual. The needs are constantly growing and increasing in volume. People's
needs are practically limitless, but the resources to satisfy them always tend to the
minimum and are limited. The consumer will choose those goods or services that will
give him the greatest satisfaction within the limits of his financial resources.
3
См.: Основные понятия и исходные идеи маркетинга. Принципы маркетинга.
URL: https://vuzlit.ru/217685/osnovnye_ponyatiya_ishodnye_idei_marketinga (дата обращения 18.12.2023).
Entrepreneur
Market Information
Studying
and forecasting
Marketing
Consumer
Production development
and sales programs
Satisfying needs
(demand)
105
“A demand is a need backed by purchasing power. Products are essentially
bundles of features, and people choose products that provide them with a bundle of
benefits for their money”
4
.
A product is anything that can satisfy a need or want and is offered to the
market for the purpose of attracting attention, acquisition, use or consumption. The
concept of goods is not limited to physical objects. A product can be called anything
that can provide a service, i. e. satisfy the need. In addition to products and services,
these may include persons, places, organizations, activities and ideas. And if the use
of the term “product” at times seems unnatural, it can be replaced by others — “need
satisfyer”, “remedy” or “offer”. All these words have a certain value meaning for
different people5.
The emerging consumer value of a product or service is the result of a
comparison of the benefits that the consumer receives from the acquisition and use of
the product and the costs of purchasing this product. Consumer satisfaction is the
degree to which the characteristics (properties) of a product coincide with the client’s
subjective expectations of this product. Marketing occurs when people decide to
satisfy their needs and wants through exchange. Exchange is the act of receiving a
desired object from someone and offering something in return. Exchange is the basic
concept of marketing as a scientific discipline and includes five basic conditions for
implementation:
1. There should be at least two parties to the exchange.
2. Each party must have something valuable and interesting for the other party.
3. Each party must be able to communicate and deliver their goods.
4. Each party must be completely free to accept or reject the other party's
proposal.
5. Each party must be convinced of the advisability or desirability of dealing
with the other party.
These conditions create the potential for exchange. If an agreement is reached
between the parties involved, all participants benefit (or at least do not suffer harm)
as a result of the exchange.
The basic unit of measurement in marketing is the transaction as a commercial
exchange of value between the two parties involved. The deal is subject to several
conditions:
1) at least two valuable objects;
2) agreed upon conditions for its implementation;
4
См.: Котлер Ф. Основы маркетинга / Перевод на русский язык В.Б. Боброва. М., 1990: сайт.
URL: https://gtmarket.ru/laboratory/basis/5091/5092 (дата обращения 18.12.2023).
5
См.: Хелпикс. Орг: сайт. URL: https://helpiks.org/3-75138.html (дата обращения 18.12.2023).
106
3) the agreed time of commission;
4) agreed upon venue.
As a rule, the terms of the transaction are supported and protected by law.
Marketing consists of actions taken to achieve, in any form, the desired
response of the target audience in relation to any object, service or idea.
The concept of “transaction” directly leads us to the concept of “market”.
Market is a collection of existing and potential buyers of a product. These
buyers have common needs or requests that can be satisfied through exchange. Thus,
the size of the market depends on the number of buyers who need a product, have the
resources to make an exchange, and are willing to offer these resources in exchange
for the product they need.
The concept of “market” leads to the definition of marketing. Marketing is a
human activity that is somehow related to the market. Marketing means managing the
market to effect exchanges to satisfy human needs and demands. Thus, the definition
of marketing is as follows: marketing is the social and managerial process by which
individuals and groups satisfy their needs and wants through the creation of goods
and consumer values and the exchange of them with each other.
There are many classifications of types of marketing. In Fig. 2 shows one of
them, where the criterion for determining the type of marketing is the nature of
demand.
Fig. 2. Marketing classification
107
Conversion marketing is formed when negative demand occurs, when all
segments or most of the most important segments of the potential market reject a
given product or service. The task of conversion marketing is an action strategy that
contributes to the emergence of demand for certain goods or services and its
development to the level of a formed supply. Demand may be absent in three cases:
when known goods are perceived as having lost all value (for example, glass bottles);
when goods are perceived as having value, but not in a given market (for example,
boats in areas where there is no water; sleighs where there is no snow); when there is
no demand for new products appearing on the market because the market is not
prepared for their appearance (souvenirs that buyers will buy only after seeing them
on the display, but which they usually do not plan to purchase).
Developmental marketing interacts with the emerging demand for goods when
a certain part of consumers feels the need to purchase some good that does not yet
exist in the form of a specific product or service. The task of developmental
marketing is to translate potential demand into real demand.
Remarketing occurs when demand for a product or service is below the level of
the previous period and, in the absence of measures taken, may decrease further. The
goal of remarketing is to revive declining demand. The purpose of remarketing is to
create a new life cycle for a product disappearing from the market, to search for new
marketing opportunities to harmonize the offer of goods with their potential markets.
Synchromarketing interacts with fluctuating demand — when the demand
structure is characterized by seasonal or other fluctuations that do not coincide in
time with the structure of the supply of goods or services. The general level of
demand for products is satisfied, but the state of demand for any specific product or
service at a specific time is not satisfied. Demand may significantly exceed
production capabilities or, conversely, the volume of production of a given product
may be greater than market needs. In such cases, the level of demand can be changed
by switching incentives or as a result of advertising and promotional activities, or as a
result of years of activity aimed at changing people's habits.
Demarketing is formed when there is excessive demand, when demand exceeds
the level of production capabilities and commodity resources. The problem of
reducing excessive demand is solved in various ways: they increase the price of the
product, stop stimulating sales, etc.
Supportive marketing is necessary in a situation of full demand, when the level
and structure of demand for goods and services fully corresponds to the level and
structure of supply. The task of supporting marketing is to maintain a sufficient level
of demand in everyday marketing activities, as well as constant attention to those
factors that can change the level of demand (carrying out the right pricing policy,
108
maintaining the required sales volume by promoting in the right direction of sales
activities, controlling costs).
Countermeasure marketing interacts with the negative aspects of consumer
properties of certain undesirable, harmful products or services. Classic examples of
such goods are alcoholic beverages and tobacco products. The goal of eliminating or
reducing demand for such products forms the basis of countermeasures marketing.
Modern types of marketing include:
Crowd marketing (crowd-marketing, crowd — crowd; marketing —
advertising) is an Internet marketing technology, posting reviews about a
product/service on various platforms and resources. The goal of crowd marketing is
to increase sales growth and loyalty of current customers thanks to positive reviews.
Advantages of crowd marketing: trust of the target audience, maintaining reputation,
traffic diversity. Crowd marketing allows you to reach three main sources: clicking
directly on a link; copying and pasting the link into the browser line; search by name
specified in the comment. Disadvantages — it is not profitable and expedient for
everyone, high cost, long process: minimum waiting time — 3 months.
Content marketing is an approach to promoting goods or services in which,
based on the information presented (blogs, infographics, video reviews, games,
E-mail newsletters, social networks, master classes (seminars, trainings)), the
consumer is free to make a choice. Advantages: trusting relationship between the
manufacturer and users, formation of the image of a leader in the product niche, high
sales (increased sales occur due to consumer opinion: by reading reviews on your
website or blog, the client distinguishes you from others), natural website promotion,
relatively low cost. Cons: does not give quick results, long-term strategy, not suitable
for all areas and tasks. Content can be divided into types: entertaining, educational,
news, research.
Video marketing is a set of actions aimed at promoting goods, services or a
company’s brand using video technologies. The ultimate goal of the tool is to present
information about a product or service as clearly as possible. Advantages: suitable for
all areas of activity, visibility, ease of perception, increased traffic, increased number
of potential clients, minimal costs. Disadvantages: video advertising is often ignored,
difficult to optimize and reach the audience.
Social Media Marketing (SMM) — promotion of brands on social networks
(Instagram6 or Vkontakte, corporate accounts, public pages, groups, etc.). The
purpose of the tool is to increase brand awareness and constant communication with
potential and existing clients. Pros: wide coverage of the target audience, it is
6
Meta Platforms is recognized as an extremist organization in Russia and is banned.
109
possible to attract visitors regardless of their regional affiliation, relatively low cost of
advertising contact, the presence of feedback from the target audience allows you to
quickly respond to the wishes/comments of potential clients. Disadvantages: does not
give instant results, the need for constant work, the possibility of greatly damaging
your reputation — all you need to do is make a few mistakes in the comments, in the
selected post topics, etc.
PR marketing — constant work with the site, analyzing visitors, improving
the site from a visual point of view, posting information about the organization’s
activities in the media and on sites of similar topics, supporting and advertising the
site on forums, regularly updating the site. The purpose of the tool is to improve the
company's image. Pros: the ability to instantly react to the actions of competitors,
processes in the company, low cost. Cons: the need for constant monitoring of
marketing quality.
Viral marketing is one of the types of Internet marketing, which received its
name for the incredibly fast spread of hidden advertising contained in interesting and
attractive videos, online games, applications, photographs and texts on social
networks. The purpose of viral marketing is to entertain, remind, inform. Pros:
minimal costs, keeps the user's attention. Disadvantages: unobtrusive type of
advertising; there is no guarantee that the audience will appreciate your virus.
Global marketing is the marketing of global organizations that conduct their
production activities, considering the whole world as one large market in which its
regional and national differences do not play a decisive role.
Export marketing — research of the market for goods, adaptation of
production to the requirements of foreign consumers, control over the passage of
goods along the entire path from manufacturer to consumer.
Differentiated marketing is aimed at meeting the non-standard needs of
customers, highlighting market segments in which it will act with a specific strategy.
Mass marketing is carried out in the mass production of one product intended
for all buyers at once. This approach allows you to sell products at the lowest prices.
Integrated marketing is a type of marketing based on the unity of external
and internal marketing. The goal of integrated marketing is to put the activities of all
departments of the organization at the service of the interests of consumers.
Internal Marketing aims to “promote marketing” within a company (hence
the name).
Relationship marketing is the creation of long-term relationships with all the
links that are involved from the process of product creation to distribution to the end
user.
110
Operational marketing — the use of the most effective methods of sales,
trade marketing (the company achieving the level of sales, profits and other goals
established by the operating plan, ensuring the profitability of various products,
territories, markets and sales channels).
Time marketing is a technology for managing client time in order to increase
the efficiency of promotion and sales of goods and services. Searching for a logistics
model that will allow you to deliver the product to the client faster than competitors,
which will bring additional benefits.
Interconnected marketing is marketing interaction as a single mechanism of
work, concentrated both within the organization and beyond its levels, establishing
connections with distribution and sales offices.
Interactive marketing is the principle of organizing interaction between the
seller and the consumer, in which greater sales and better satisfaction are achieved
through direct and very prompt interaction between them.
Integrated marketing is a responsibility within the framework of business
development tasks as a whole; it is competence not only in tools, but also in the
implementation of a comprehensive effective marketing solution.
Creative marketing is the result of making a marketing decision taking into
account experience, knowledge, and consumer behavior in each market segment. All
this together is the basis for developing a creative strategy.
Guerrilla marketing is a low-budget way of advertising and marketing that
allows you to effectively promote your product or service, attract new customers and
increase your profits without investing or almost no money.
Performance marketing is achieving business goals through the most effective
communication with the target audience at all stages of the customer life cycle.
There are also types of modern advertising:
1. Display advertising is a type of Internet marketing, which is also called
banner advertising. Ads are aimed at increasing the popularity of the brand, making a
purchase, placing an order. Display advertising is usually aimed at a specific type of
product that is in demand.
2. CPA advertising (Cost Per Action) is a specific model of payment for
advertising on the Internet. In this case, the advertiser pays for certain actions
performed by users on his website.
3. Mobile advertising is a type of advertising in which contact with the user
occurs in the form of various advertising messages.
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