What is marketing in simple words: types and functions, goals and objectives, strategies and plan. Brief balance sheet analysis

Full name: PHILIP MORRIS SALES AND MARKETING LLC

Taxpayer Identification Number: 7710298176

Type of activity (according to OKVED): 46.35 - Wholesale trade in tobacco products

Form of ownership: 23 - Ownership of foreign legal entities

Organizational and legal form: 65 - Limited liability companies

Reporting prepared in thousand rubles

See detailed verification of the counterparty

Accounting statements for 2011-2018.

1. Balance sheet

Indicator name	Code	#DATE#
ASSETS
I. NON-CURRENT ASSETS
Intangible assets	1110	#1110#
Research and development results	1120	#1120#
Intangible search assets	1130	#1130#
Material prospecting assets	1140	#1140#
Fixed assets	1150	#1150#
Profitable investments in material assets	1160	#1160#
Financial investments	1170	#1170#
Deferred tax assets	1180	#1180#
Other noncurrent assets	1190	#1190#
Total for Section I	1100	#1100#
II. CURRENT ASSETS
Reserves	1210	#1210#
Value added tax on purchased assets	1220	#1220#
Accounts receivable	1230	#1230#
Financial investments (excluding cash equivalents)	1240	#1240#
Cash and cash equivalents	1250	#1250#
Other current assets	1260	#1260#
Total for Section II	1200	#1200#
BALANCE	1600	#1600#
PASSIVE
III. CAPITAL AND RESERVES
Authorized capital (share capital, authorized capital, contributions of partners)	1310	#1310#
Own shares purchased from shareholders	1320	#1320#
Revaluation of non-current assets	1340	#1340#
Additional capital (without revaluation)	1350	#1350#
Reserve capital	1360	#1360#
Retained earnings (uncovered loss)	1370	#1370#
Total for Section III	1300	#1300#
IV. LONG TERM DUTIES
Borrowed funds	1410	#1410#
Deferred tax liabilities	1420	#1420#
Estimated liabilities	1430	#1430#
Other obligations	1450	#1450#
Total for Section IV	1400	#1400#
V. SHORT-TERM LIABILITIES
Borrowed funds	1510	#1510#
Accounts payable	1520	#1520#
revenue of the future periods	1530	#1530#
Estimated liabilities	1540	#1540#
Other obligations	1550	#1550#
Total for Section V	1500	#1500#
BALANCE	1700	#1700#

Brief balance sheet analysis

Chart of changes in non-current assets, total assets and capital and reserves by year

Financial indicator	31.12.2018	31.12.2017	31.12.2016	31.12.2015	31.12.2014	31.12.2013	31.12.2012	31.12.2011
Net assets	8654282	9049756	8836582	6619317	5442011	2141951	1450592	1497439
Autonomy coefficient (norm: 0.5 or more)	0.09	0.11	0.07	0.09	0.08	0.04	0.05	0.07
Current liquidity ratio (norm: 1.5-2 and above)	1.1	1.1	1.1	1.1	1.1	1	1	1

2. Profit and loss statement

Indicator name	Code	#PERIOD#
Revenue	2110	#2110#
Cost of sales	2120	#2120#
Gross profit (loss)	2100	#2100#
Business expenses	2210	#2210#
Administrative expenses	2220	#2220#
Profit (loss) from sales	2200	#2200#
Income from participation in other organizations	2310	#2310#
Interest receivable	2320	#2320#
Percentage to be paid	2330	#2330#
Other income	2340	#2340#
other expenses	2350	#2350#
Profit (loss) before tax	2300	#2300#
Current income tax	2410	#2410#
incl. permanent tax liabilities (assets)	2421	#2421#
Change in deferred tax liabilities	2430	#2430#
Change in deferred tax assets	2450	#2450#
Other	2460	#2460#
Net income (loss)	2400	#2400#
FOR REFERENCE
Result from the revaluation of non-current assets, not included in the net profit (loss) of the period	2510	#2510#
Result from other operations not included in the net profit (loss) of the period	2520	#2520#
Total financial result of the period	2500	#2500#

Brief analysis of financial results

Graph of changes in revenue and net profit by year

Financial indicator	2018	2017	2016	2015	2014	2013	2012
EBIT	4817917	5245166	3331672	1978887	4618833	1327894	1897174
Return on sales (profit from sales in each ruble of revenue)	2%	2.2%	1.3%	1.1%	2.7%	1.3%	1.7%
Return on equity (ROE)	37%	42%	29%	20%	87%	38%	86%
Return on assets (ROA)	3.6%	3.4%	2.1%	1.7%	5.7%	1.7%	4.8%

4. Cash flow statement

Indicator name	Code	#PERIOD#
Cash flows from current operations
Receipts - total	4110	#4110#
including: from the sale of products, goods, works and services	4111	#4111#
lease payments, license fees, royalties, commissions and other similar payments	4112	#4112#
from resale of financial investments	4113	#4113#
other supply	4119	#4119#
Payments - total	4120	#4120#
including: to suppliers (contractors) for raw materials, materials, works, services	4121	#4121#
in connection with the remuneration of employees	4122	#4122#
interest on debt obligations	4123	#4123#
corporate income tax	4124	#4124#
other payments	4129	#4129#
Balance of cash flows from current operations	4100	#4100#
Cash flows from investment operations
Receipts - total	4210	#4210#
including: from the sale of non-current assets (except financial investments)	4211	#4211#
from the sale of shares of other organizations (participatory interests)	4212	#4212#
from the return of loans provided, from the sale of debt securities (rights to claim funds against other persons)	4213	#4213#
dividends, interest on debt financial investments and similar income from equity participation in other organizations	4214	#4214#
other supply	4219	#4219#
Payments - total	4220	#4220#
including: in connection with the acquisition, creation, modernization, reconstruction and preparation for use of non-current assets	4221	#4221#
in connection with the acquisition of shares of other organizations (participatory interests)	4222	#4222#
in connection with the acquisition of debt securities (rights to claim funds against other persons), provision of loans to other persons	4223	#4223#
interest on debt obligations included in the cost of an investment asset	4224	#4224#
other payments	4229	#4229#
Balance of cash flows from investment operations	4200	#4200#
Cash flows from financial transactions
Receipts - total	4310	#4310#
including: obtaining credits and loans	4311	#4311#
cash deposits of owners (participants)	4312	#4312#
from issuing shares, increasing participation shares	4313	#4313#
from the issue of bonds, bills and other debt securities, etc.	4314	#4314#
other supply	4319	#4319#
Payments - total	4320	#4320#
including: owners (participants) in connection with the repurchase of shares (participatory interests) of the organization from them or their withdrawal from the membership of participants	4321	#4321#
for payment of dividends and other payments	4322	#4322#
on the distribution of profits in favor of owners (participants) in connection with the repayment (redemption) of bills and other debt securities, repayment of loans and borrowings	4323	#4323#
other payments	4329	#4329#
Balance of cash flows from financial transactions	4300	#4300#
Balance of cash flows for the reporting period	4400	#4400#
Balance of cash and cash equivalents at the beginning of the reporting period	4450	#4450#
Balance of cash and cash equivalents at the end of the reporting period	4500	#4500#
The magnitude of the impact of changes in foreign currency exchange rates against the ruble	4490	#4490#

6. Report on the intended use of funds

Indicator name	Code	#PERIOD#
Balance of funds at the beginning of the reporting year	6100	#6100#
Funds received
Entry fees	6210	#6210#
Membership fee	6215	#6215#
Targeted contributions	6220	#6220#
Voluntary property contributions and donations	6230	#6230#
Profit from the organization's income-generating activities	6240	#6240#
Others	6250	#6250#
Total funds received	6200	#6200#
Funds used
Expenses for targeted activities	6310	#6310#
including:
social and charitable assistance	6311	#6311#
holding conferences, meetings, seminars, etc.	6312	#6312#
other events	6313	#6313#
Expenses for maintaining the management staff	6320	#6320#
including:
expenses related to wages (including accruals)	6321	#6321#
non-wage payments	6322	#6322#
expenses for official travel and business trips	6323	#6323#
maintenance of premises, buildings, vehicles and other property (except for repairs)	6324	#6324#
repair of fixed assets and other property	6325	#6325#
other	6326	#6326#
Acquisition of fixed assets, inventory and other property	6330	#6330#
Others	6350	#6350#
Total funds used	6300	#6300#
Balance of funds at the end of the reporting year	6400	#6400#

2018 2017 2016 2015 2014 2013 2012

No data for this period

Indicator name	Code	Authorized capital	Own shares, purchased from shareholders	Extra capital	Reserve capital	retained earnings (uncovered loss)	Total
The amount of capital per	3200
Behind Capital increase - total:	3310
including: net profit	3311	X	X	X	X
property revaluation	3312	X	X		X
income attributable directly to capital increase	3313	X	X		X
additional issue of shares	3314				X	X
increase in the par value of shares	3315				X		X
	3316
Reduction of capital - total:	3320
including: lesion	3321	X	X	X	X
property revaluation	3322	X	X		X
expenses directly attributable to reduction of capital	3323	X	X		X
reduction in the par value of shares	3324				X
reduction in the number of shares	3325				X
reorganization of a legal entity	3326
dividends	3327	X	X	X	X
Change in additional capital	3330	X	X				X
Change in reserve capital	3340	X	X	X			X
The amount of capital per	3300

Additional checks

Check counterparty Download data for financial analysis

* Indicators that are adjusted in comparison with Rosstat data are marked with an asterisk. The adjustment is necessary to eliminate obvious formal inconsistencies in reporting indicators (discrepancy between the sum of lines and the total value, typos) and is carried out according to an algorithm specially developed by us.

Reference: The financial statements are presented according to Rosstat data disclosed in accordance with the legislation of the Russian Federation. The accuracy of the data provided depends on the accuracy of the data submission to Rosstat and the processing of this data by the statistical agency. When using this reporting, we strongly recommend that you check the figures with the data of a paper (electronic) copy of the reporting posted on the official website of the organization or obtained from the organization itself. Financial analysis of the presented data is not part of Rosstat information and was performed using specialized

You read books, articles. Take part in discussions.

And you always come across some marketing words whose meaning is a mystery to you.

Well, there is such a horde of people who love to show off with words that can be understood by a maximum of 30% of readers.

We ourselves have sometimes encountered words that frankly put us into a stupor. And we felt stupid...

But... This is more a question for those who use them and why, if he understands that the “smart word” will be incomprehensible to the majority. After all, the gratitude and sympathy of the public cannot be earned by such a show off.

However, for our part, we decided to prepare a selection of abstruse and pretentious marketing words and present simple folk explanations for them, devoid of encyclopedia style.

These will be words that are often found in various sources - both in English and Russian.

By the way, if you notice that some newfangled word is missing from the list, write about it in the comments and provide its decoding.

So, meet 50 newfangled marketing words and expressions:

We hope that this selection has brought some clarity, opened your eyes to something, and will be useful in your work and communications.

Definitions

There are many definitions of marketing in the literature:

Most researchers agree that marketing is a process. It begins with research into the target market segment for which the company intends to operate. Marketers determine potential demand and its size (capacity of the market segment), that is, they identify buyers whose needs are not sufficiently satisfied or who have an implicit interest in certain goods or services. The market is segmented and those parts of it are selected that the company can best serve. Plans are being developed for creating and bringing products to consumers, as well as a “marketing mix” strategy. marketing mix) influencing demand through the product, price, distribution channels and methods of product promotion. They are creating a marketing audit system that will allow assessing the results of ongoing activities and the degree of their impact on consumers.

Marketing Principles

In marketing, it is customary to adhere to the following five basic principles:

the production and sale of goods must meet the needs of customers, the market situation and the capabilities of the company;
full satisfaction of customer needs and compliance with modern technical and artistic levels;
presence on the market at the time of the most effective possible sale of products;
constant updating of manufactured or sold products;
unity of strategy and tactics to quickly respond to changing demand.

Functions, concepts and goals of marketing

Typically, the content of marketing is identified with sales and its promotion, advertising. However, in fact, sales is one of the functions of marketing and often not the most essential. If a company has done a good job in areas of marketing such as identifying consumer needs, developing suitable products and pricing them accordingly, establishing a distribution system and effective incentives, then such products will no longer have sales problems, unless the company operates in a highly competitive market . According to the classics of management theory, ideally, the goal of marketing is as follows:

"One of the leading management theorists, Peter Drucker, puts it this way: “The purpose of marketing is to make sales efforts unnecessary. His goal is to know and understand the client so well that the product or service will exactly suit the latter and sell itself.”.

- “Fundamentals of Marketing”, Philip Kotler.

None of this means that sales and promotion efforts are no longer important. These functions become part of a larger “marketing mix”, that is, a set of marketing tools that must be harmoniously linked with each other to achieve maximum impact on the market. In general, marketing is a human activity that is somehow related to the market.

Marketing functions form the following concepts: need, requirements, demand, product, exchange, transaction and market.

The original idea underlying marketing is the idea of human needs.

Need- a feeling of lack of something. People's needs are diverse and complex, but in general their number is finite, unlike needs. Here are the basic physiological needs for food, clothing, warmth and safety; and social needs for spiritual intimacy, influence and affection; personal needs for knowledge and self-expression. Most of these needs are determined by the basic components of human nature. If a need is not satisfied, a person feels unsatisfied and strives either to find an object that can satisfy the need or to try to drown it out.

The second basic idea of marketing is the idea of human needs.

It is not difficult to list the demands of a particular society at a particular point in time, while the society could plan production volumes for the next year based on the totality of the requests of the previous year. This is approximately what happened with production planning in the USSR. However, requests are an unstable indicator. People get bored with the things that are current and they look for variety for variety's sake. In the 90s, down jackets came into fashion, for which people abandoned previously used clothing, then they also abandoned down jackets.

A change in choice may also be the result of a change in prices or income levels. A person usually chooses a product whose combination of properties provides him with the greatest satisfaction for a given price, taking into account his specific needs and resources.

	Igor Kroshko, cigarette production manager at the Philip Morris Kuban factory in Krasnodar "Learning is impossible without risk" Igor came to FMI 10 years ago in St. Petersburg as a production operator. Thanks to his great curiosity and ability to learn quickly, Igor soon tried himself in all production departments of the company. In 2007, he moved to our Krasnodar branch and became the manager of cigarette production. Among 60 PMI factories around the world, Philip Morris Kuban OJSC is one of the largest and most efficient. Igor leads a team of 400 employees responsible for the production of more than 30 billion cigarettes per year. And although Igor is proud of the modern technologies and processes used at the factory, he is confident that the key to success is maximum support for his team from the manager. “My employees know that the opinion of each of them is important. I listen to their wishes and always give honest answers.” He also invites his employees to try themselves in a new capacity and learn new skills. “Learning is impossible without risk. I believe in their potential just as much as PMI believes in me.” Igor says that PMI played an active role in his professional growth. Together with the HR department, he built a development plan in understanding our business and is currently studying for a business education program at the Stockholm School of Economics. He speaks with delight about the opportunities opening up to him. “I look forward to seeing what direction my career will take next with PMI.”

The concept of marketing: goals and objectives

There are at least about 500 definitions of marketing. Often, with such an abundance of definitions of this concept, it is difficult to understand what relates to marketing.

Explaining in accessible language, marketing - This is the activity of an organization aimed at making a profit by satisfying the needs of customers.

In a broad sense, many marketers view marketing as a business philosophy, that is, the ability to study the market, the pricing system, predict and guess customer preferences, effectively communicate with them in order to satisfy the needs of consumers and, accordingly, make a profit for their enterprise.

Based on the definition, it is logical that the purpose of marketing at the enterprise is to meet customer needs.

And the famous economic theorist Peter Drucker notes that the main goal of marketing is to know the client so much that the product or service can sell itself.

To achieve the organization's goals, marketing activities involve solving the following tasks:

Detailed market research, in-depth analysis of customer preferences;
A thorough study of the pricing system in the market and development of the organization’s pricing policy;
Analysis of competitors' activities;
Creating a range of goods and services for the organization;
Release of goods and services that meet demand;
Service maintenance;
Marketing Communications

When solving marketing problems, you must be guided by the following principles:

Studying the production capabilities of the enterprise;
The process of planning methods and programs for marketing a product or service;
Market segmentation;
Constant updating of goods and services, ways of selling them, improvement of technologies;
Flexible response of the organization to constantly changing demand.

Marketing functions

Marketing performs a number of functions:

Analytical;
Production;
Management and control function;
Sales function (marketing);
Innovative.

Analytical function involves the study of external and internal factors influencing the organization, the study of consumer tastes and the range of goods. It is worth noting that it is necessary to analyze the internal environment of the organization in order to control competitiveness in the market.

Production function includes the development and mastery of new technologies, organizing the production of goods and services, organizing the purchase of material and technical resources necessary for the enterprise. In addition, the production function refers to the management of the quality and competitiveness of the finished product or service, that is, maintaining the quality of the product in accordance with established standards.

Control and monitoring function provides the planning and forecasting process at the enterprise, organization of the communication system, information support and risk management.

Sales function includes the pricing and product policy of the organization, provides a system of product distribution and expansion of demand.

Innovative feature in marketing, plays the role of developing and creating a new product or service.

To solve problems and achieve set goals in marketing activities, it is necessary to apply the following marketing methods:

Studying the market situation:
Survey;
Observations;
Methods of generating demand and stimulating sales;
Analytical methods:
Analysis of the external environment of the organization;
Consumer analysis;
Analysis of existing products;
Planning the range of future products;
Development of pricing policy;
Information methods:
Advertising;
Personal selling;
Propaganda;
Consultations.

Thus, based on the definition, goals, objectives, functions and methods of marketing, we can conclude that the science of marketing is focused exclusively on the consumer and meeting his needs.

Types of Marketing

Depending on demand distinguish between the types of marketing presented in table 1.

Table 1. Types of marketing depending on demand

Type of marketing	State of demand	Task	How to solve the problem
Demarketing	High	Reduce demand	1. Increase the price
Conversion Marketing	Negative	Create demand	1. Development of a plan for promoting a product or service 2. Re-release of goods 3. Cost reduction
Incentive Marketing	Absent	Stimulate demand	The reasons for the lack of demand must be taken into account
Developmental marketing	Potential	Make potential demand real	1. Determine customer needs 2. Create a new product or service that meets these needs
Remarketing	Decreasing	Restore demand	Look for ways to revive demand again
Synchromarketing	Hesitates	Stimulate demand	1. Adjust the price (lower if necessary) 2. Promotion of a product or service
Supportive Marketing	Corresponds to offer	Stimulate demand	Correctly conduct pricing policy, stimulate sales, conduct advertising, control costs
Adversarial Marketing	Irrational	Reduce demand to zero	Stop releasing the product

Demarketing – a type of marketing that is aimed at reducing demand. This situation is possible when demand significantly exceeds supply. To deter consumers, the organization raises the price of a product or service, refuses advertising and tries to reorient the client.

A striking example is the use of demarketing in the cold season, when the need for electricity increases significantly. Since this can negatively affect the entire electrical grid system, very expensive equipment may fail, marketing workers develop programs to reduce demand or redirect it.

Conversion Marketing – a type of marketing aimed at creating demand. It is used in case of negative demand for a product or service. To do this, they develop a plan for promoting a product or service, lower prices or re-release the product. To promote a product or service when demand is negative, advertising and PR campaigns are used.
Incentive Marketing used when there is no demand. It is necessary to stimulate demand, taking into account first of all the very reason for the lack of demand.

There may be no demand for products if:

The product is not relevant on the market;
The product loses its value;
The market is not ready for the emergence of a new product or service;

To interest the buyer and increase demand, the enterprise uses tools such as a sharp reduction in the cost of a product or service, increased advertising activities, the use of trade marketing methods, etc.

Developmental marketing – a type of marketing in which potential demand must be converted into real demand. That is, you should determine the needs of customers and create a new product or service that meets these needs.
Remarketing used in situations where demand needs to be revived. That is, the demand for products is falling and it needs to be restored by introducing new characteristics and features into the product or service. For example, first Clear Vita ABE anti-dandruff shampoo based on the new zinc pyrithione formula and the unique Vita ABE formula was created for both men and women. Subsequently, Clear experts proved that the scalp of men and women has a different structure, and released a line of Clear Men and Clear Woman shampoos.
Synchromarketing – a type of marketing in which it is necessary to stimulate demand, as it fluctuates. The tasks of synchromarketing include smoothing out irregular demand by establishing flexible prices and various ways of promoting products. This type of marketing is usually used in the case of seasonal demand or any other cyclical fluctuations, as well as climatic factors that greatly influence demand. A striking example of the use of synchromarketing is the offer of various set lunches and business lunches in cafes and restaurants during the daytime at a reduced price. Since there are much fewer visitors during the day than in the evening, daytime prices are therefore lower than evening prices.
Supportive Marketing An organization uses it when demand matches supply and it is necessary to continue to stimulate demand for a product or service. To maintain demand at the proper level, it is necessary to conduct a correct pricing policy, stimulate sales, conduct advertising, and control costs.
Adversarial Marketing is used when there is constant irrational demand for products, which is contrary to the interests and well-being of the population. In such a situation, it is necessary to stop production and carry out anti-advertising. Counter-marketing tools are used on products such as alcohol and tobacco products.

Depending on market coverage There are mass (undifferentiated), concentrated (targeted) and differentiated marketing.

Undifferentiated Marketing Concept involves a product intended for all market segments. Product differentiation is not carried out; products are sold at low prices.

With concentrated marketing the situation is the opposite. Products or services are designed for a specific group of customers.

When using differentiated marketing forces are directed to several market segments. But it is worth noting that a separate offer is created for each market segment. This type of marketing is considered more promising in relation to the previous two types.

Marketing Strategies and Marketing Plan

There are 2 levels of marketing at an enterprise:

Tactical;
Strategic;

Tactical, or in other words, operational marketing involves developing short-term plans to achieve the organization's goals.

Strategic Marketing aimed at developing long-term prospects for the enterprise’s operation in the market. That is, the internal capabilities of the organization are assessed on the influence of the external market environment.

Marketing strategies are classified into the following groups:

Market expansion strategy;
Innovation strategy;
Diversification strategy;
Reduction strategy.

Market expansion strategy otherwise called a concentrated growth strategy. That is, the company's strategy is aimed at horizontal development, conquering a larger part of the market in the fight against competitors, and improving existing products or services.

Innovation strategy otherwise defined as an integrated growth strategy. That is, the organization’s activities are aimed at vertical development - the creation of new goods and services that will have no analogues.

Diversification strategy the organization chooses if the probability of “survival” in the market with a certain type of product or service is very low. Then the organization can produce a new product or service, but at the expense of existing resources.

Reduction strategy used when an enterprise remains on the market for a long time for more efficient operation. An organization may undergo reorganization or liquidation.

Marketing strategies are also distinguished by market coverage:

Mass (undifferentiated) marketing strategy;
Differentiation strategy;
Individualization strategy;

Mass Marketing Strategy aimed at the entire market as a whole. Market advantage is achieved by reducing costs.

Differentiation strategy focused on capturing most of the market segments. The advantage is achieved by improving the quality of products, creating new designs, etc.

Consumer Personalization Strategy aimed at only one market segment. The advantage is achieved through the originality of a product or service for a specific target group of customers.

Developing a marketing strategy consists of seven stages:

Market research;
Assessment of the organization's capabilities;
Assessing competitors' capabilities;
Setting marketing strategy goals;
Research of market segments and consumer interests;
Positioning development;
An economic assessment of the strategy is being carried out.

Stage 1. An analysis of macroeconomic indicators, the political, social and technological situation, as well as the influence of international factors is carried out.

Stage 2. To assess the capabilities of an enterprise, economic analysis, marketing analysis, production capacity assessment, portfolio assessment and SWOT analysis are carried out.

Stage 3. Includes an assessment of the organization's competitiveness. Competitors' strategies, strengths and weaknesses, and ways to establish superiority over competitors are studied.

Stage 4. At the next stage, the goals of the marketing strategy are established.

Stage 5. Includes research into customer needs and methods and time to market.

Stage 6. Specialists receive certain recommendations for enterprise management.

Stage 7. An assessment and analysis of economic strategy and control tools is carried out.

To summarize, we can conclude that a marketing strategy reflects a plan to achieve the company's business goals, which evaluate the production capabilities and financial budget of the organization.

The marketing plan is inextricably linked with the marketing strategy of the enterprise, that is marketing plan implies a special document reflecting the organization’s marketing goals and objectives, as well as marketing strategies that will be applied in practice.

To specify the marketing plan, a marketing program is drawn up, which will indicate who is doing what to do and how to do it.

To implement a marketing plan, you must adhere to the following principles:

The principle of rolling planning;
Principle of differentiation;
The principle of multivariance;

Rolling planning principle applied depending on the market situation. This principle involves introducing adjustments to the current plan. For example, a marketing plan is designed for 3 years, but the market situation changes quite often, so amendments and adjustments to the plan are required annually in order to be competitive.

Principle of differentiation assumes that an established product or service cannot be liked by everyone. Therefore, using this principle, it is possible to reorient to serve any category of consumers selected according to certain criteria.

The principle of multivariance involves the simultaneous development of several marketing plans for all possible situations.

The structure of the marketing plan is as follows:

Determine the mission of the organization;

The mission of the organization involves identifying strengths in order to become successful in the market.

Compile a SWOT analysis of the enterprise;

SWOT-analysis is a situational analysis that reflects the strengths and weaknesses, capabilities of the organization, as well as threats under the influence of internal and external environmental factors.

Set marketing goals and strategies;

It is advisable to set goals and define strategies for each area separately.

Development of the organization's pricing strategy;

Selection of market segments;

In this block, when choosing market segments, the emphasis is on reducing costs and increasing sales efficiency through sales volume and prices.

Scheme for selling a product or service;

Here it is necessary to highlight the product sales channels, whether they work effectively, in what quantities and how they are implemented in the organization.

Implementation tactics and sales promotion methods;

At this point, it is necessary to decide on methods for selling goods or services that could be successfully used both in the short term and in the long term.

After-sales service policy;

Here we need to constantly improve the after-sales service system. It is necessary to compare the level of service with competitive enterprises, improve the qualifications of employees, and monitor their communication skills. It is also worth providing certain guarantees and additional services to your customers and comparing them with your competitors.

Conducting an advertising campaign;

Formation of marketing costs;

When drawing up a marketing budget, it is necessary to take into account all planned expenses, income and highlight the projected net profit of the organization.

Thus, it should be concluded that a marketing plan is simply necessary for the successful organization of an enterprise. This is a kind of map that helps you navigate the economy as a whole, conduct an effective business and be competitive in the market, receiving high profits.

Business Marketing or B2B Marketing

Marketing in business or otherwise they call it marketingB2 B (business-to-business, business for business) is determined How business relations between industrial enterprises in the market, where goods and services are not for final consumption, but for business purposes.

B2B marketing should not be confused with marketing B2 C(Business to Consumer, business for the consumer), which implies marketing relations in the market where goods and services are created for final consumption.

Marketing in business has distinctive features and characteristic features:

Demand for business activities stems from consumer demand;
An organization purchases a product or service to achieve its goals. That is, a business purchase is targeted in nature rather than a consumer purchase. The client buys this or that product to satisfy himself. That is, consumer purchase is emotional in nature;
Volume of goods or services purchased. An enterprise buys goods and services not individually, but in tens and hundreds of pieces, that is, it makes large purchases;
The risk of buying a business is much higher than buying an ordinary consumer. The profit of the organization depends on this;
Business purchases are made by professionals in their field. The purchasing decision is made by several specialists in this field;
In B2B marketing, the seller knows the buyer's needs better and interacts closely with him;
An enterprise that makes a business purchase hopes for further cooperation with the seller. Therefore, the provision of guarantees, service and installation plays a significant role here.

Network marketing

Network marketing (MLM - multi level marketing) is a technology for selling products from manufacturer to consumer, which is advisory in nature and transferred from person to person. At the same time, the so-called distributor can not only sell the product, but also attract new sales agents to the company.

The business plan of an MLM company assumes that distributors:

Have you used this product yourself?
Sold the product to customers;
They attracted other sales agents to create a network of business entrepreneurs.

The manufacturer himself is responsible for organizing delivery. He ensures that the goods are delivered to the distributor's home. For effective work of sales agents, master classes and seminars are provided to develop sales skills and achieve success in their business.

For the entrepreneur network marketing is an attractive business because it does not require experience or a large initial investment in capital.

For the buyer network marketing also looks advantageous, since truly responsible MLM companies provide quality products and a guarantee for them. In addition, before purchasing a product, the consumer receives all the necessary information about it and receives the product at home.

Network marketing provides for active and passive income. The agent receives active income based on sales volume. And passive income is created through the creation and active development of a subnetwork of distributors.

However, although at first glance, network marketing seems to be an attractive business, in addition to its advantages, it also has a number of disadvantages.

Table 2. Advantages and disadvantages of network marketing

To attract a potential distributor to an MLM business, you can use the following methods:

Look for partners among your surroundings;
Look for partners among your friends and acquaintances;
to promote products;
Look for partners through social networks;
Meet new people and attract them to this type of business.

When it comes to network marketing, there is an immediate association with such a definition as a financial pyramid, the activities of which are prohibited in the Russian Federation.

The main difference between network marketing and financial pyramids is that the profit received by MLM companies is divided between distributors, taking into account the contribution of each. And the financial pyramid receives income due to the number of people attracted and their contribution to a non-existent product.

In addition, network marketing can be distinguished from a financial pyramid by the presence of:

Marketing plan;
Company guidelines and articles of association;
The products themselves;
Training systems.

The financial pyramid does not have a specific marketing plan; it is very confusing and incomprehensible. The company's management is anonymous and, moreover, there is no charter of the enterprise. There is no assortment of goods, there are only a couple of units of questionable products. There is also no training system provided or it costs a certain amount of money, for which they issue cheap advertising brochures.

Network marketing provides training for sales agents on a free basis, or training CDs, books or videos on the Internet are issued for a symbolic amount.

Vivid examples of the successful development of network marketing are the companies Amway, Avon, Oriflame, Faberlic and Mary Kay.

To summarize, we can conclude that network marketing is aimed at promoting a product and rewarding the distributor for the work done, and the main goal of a financial pyramid is to attract people and their financial investments.

Internet Marketing

Internet marketing is currently a relevant innovation for promoting goods and services.

Internet Marketing represents the application of traditional marketing activities on the Internet.

Purpose of Internet Marketing– making a profit by increasing the number of visitors to a website or blog, who in the future will become buyers of certain goods and services.

Tools for increasing sales of goods and services and increasing website traffic are:

Helps to create and strengthen relationships with a specific target group that is subscribed to the newsletter.

Traffic arbitrage – purchasing and resale of traffic at a higher cost;

Internet marketers face the following challenges:

Promote products and services using;
Create interesting content for the target audience;
Process the information received;
Monitor the operation of the site;
Maintain the company's image on the Internet;
Recruit specialists with a narrow focus to perform a specific job.

Online marketing includes the following elements: product, price, promotion, place.

Internet marketing includes strategies such as:

Viral marketing;
Comprehensive online marketing;

Viral Marketing is the most challenging yet most rewarding online marketing strategy. It is focused on creating such interesting information that everyone will view hundreds of times, constantly like and repost.

Viral attraction of people is used using:

Use of videos;
Use of online games;
Use of the company website;
Writing a provocative article that can cause resonance and will be discussed among users;

Effective work and success can be achieved by combining viral marketing on social networks with advertising.

The main advantages of viral internet marketing are simplicity and speed of action. In addition, viral Internet marketing is cost-effective, as it does not require any special expenses. The Advertising Law does not apply to viral advertising. That is, there is no censorship or any restrictions, which makes Internet marketing freer.

Essential disadvantage of viral online marketing there is insufficient control over the process, and the supplied material may be distorted.

Comprehensive Internet Marketing implies a set of various resources and advertising channels to promote a product or service to the market.

The structure of integrated Internet marketing is as follows:

Strengthening traditional marketing;
Processing all market segments;
Advertising profit reports;
Sales control in branches;
Building a unified system for promoting a product or service;
Telephony construction;
Sales training;

Under PR (PR) means increasing brand awareness. This strategy should be used by all companies, regardless of position, as it helps increase company revenue, attract potential customers, and the brand becomes recognizable and popular on the Internet.

Having considered the goals, tools and strategies of Internet marketing, we can highlight its advantages:

Large target audience coverage;
Obtaining information at home;
Low advertising costs.

Conclusion

In conclusion, I would like to say that marketing is a very interesting science for entrepreneurs. Knowing how a marketing plan is drawn up, when and where to apply this or that marketing strategy, you can remain competitive in the market for a long time, while making a good profit. And, having mastered Internet marketing, you can achieve even greater success in.