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Marketing Management Nowadays

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Marketing management nowadays
Ролята на маркетинг мениджмънта в съвременния бизнес
(есе)

В днешния динамичен свят, който се характеризира с глобализация, технологичен напредък и в който съществува тенденция към дерегулиране на икономическия сектор, маркетинг мениджмънта заема все по- важно място в съвременния бизнес. Ако по време на индустриалната революция водещо е било какво се произвежда, то днес в информационната ера важно е какво потребителя иска да бъде произведено, за да бъдат задоволени неговите нужди. В среда на хиперконкуренция и непрестанно променящ се пазар, маркетингът позволява на компаниите да се конкурират не само на база цена. И заради свръхкапацитетът маркетинга е по- важен от всякога днес.
Маркетингът преди време беше лесен, но вече потребителите са израстнали и са много по- осведомени. Маркетингът трябва да еволюира, за да остане свързан с потребителите и бизнеса. Днес се създават нови идеи и се комуникира през социални мрежи. Хората се доверяват едни на други повече отколкото на маркетинга, а кризата разтърси основните ценности на повечето потребители. Печалба се постига, когато потребителите оценят усилията на една компания за подобряване живота на човечеството. Днес предизвикателствата пред маркетинг мениджмънта са много по- големи, пред вид непрестанните новости, технологични въведения и засилваща се конкуренция. Компаниите трябва постоянно да се информират и да са адаптивни към промените. Те не могат да си позволят да изостават по отношение на маркетинговите си умения, а е нужно да актуализират по-често маркетинговата си дейност, защото конкуренцията „не спи”, а се стреми да завземе по-голям пазарен дял.
Маркетингът е много важен аспект в бизнеса, тъй като допринася в голяма степен за успеха на една компания. Производството и дистрибуцията зависят все повече от маркетинга. Маркетинг мениджмънта е част от бизнеса, която се фокусира върху практически и приложими маркетингови техники и управлява фирмените маркетингови ресурси и дейности. За да се създаде ефективна маркетингова стратегия, компанията трябва много добре да разбира своя бизнес и пазара, на който оперира. Основната цел на управлението на маркетинга е да се определи как най-подходящо да се разпределят ресурсите на организацията спрямо свързаните с маркетинга дейности. Задълженията на маркетинг мениджъра са да контролира и управлява разходите по финансирането, които са специално отделени за целите на маркетинга. Маркетинг мениджмънта върви ръка за ръка с ‘маркетинговата стратегия’, която е термин, който се позовава на дългосрочните цели на компанията по отношение на маркетинга.
Защо маркетинг мениджмънта е толкова важен? Ето и някои от причините:

* Изготвяне на бизнес план и вземане на решения – маркетинговата дейност събира информация, ято помага при решаването какво количество продукция да се произведе на базата на прогнози за очаквано търсене * Развиване на отношенията с клиентите – правилният маркетинг мениджмънт помага на компанията да създаде успешни взаимоотношения с нейните клиенти. Ако фирмата произвежда правилният продукт, който продава на правилното място и промотира както трябва, то тя може да разшири и диверсифицира кръга от клиенти. * Максимизиране на печалбата – Маркетингът има за цел да максимизира удовлетворяването на потребителя, което от своя страна трябва да доведе до увеличено търсене на продукти. Увеличеният обем на продажбите, съответно, ще спомогне на фирмата да постигне по- висока печалба. * Да се създаде връзка с обществото – комуникацията между компанията и обществото може да се подобри чрез рекламни кампании, промоции и по-голяма публичност. (все инструменти на маркетинга)

Сега ще обърна внимание и на предпоставките маркетинг мениджмънта да става все по- важен и неизбежен за съвременните компании. Те обуславят и употребата на нови маркетинг подходи от страна на мениджърите на новото време. 1. в наши дни разполагаме с изключително разнообразие от стоки и услуги. Предлагането е по-голямо от търсенето. Диверсификацията на продуктите е по-голяма от всякога, а съответно и изборът между продукти от една категория.Стандартизацията е заменена от спецификацията. 2. Клиентите вече не са толкова лоялни към марките. Те разбират своето превъзходство и днес не е достатъчно техните нужди да бъдат задоволени. Те търсят нещо повече – новите усещания и преживявания. 3. Увеличаващата се глобална конкуренция. Интернет отвори глобалния пазар за потребителите. Клиентите по-лесно откриват своя продукт, а компаниите достигат по-бързо до своите потребители. Все по-малка роля играе големината на фирмата. Дигиталната революция измени облика на съвременния бизнес. 4. Потребителите са много по- претенциозни от преди. Те комуникират с производителите като с равнопоставен партньор. Материалите в интернет им позволяват да бъдат много по- информирани и в крак с времето. 5. Обществото се е наситило на реклами (традиционните) – по телевизията, радиото, печатна реклама, външна и в интернет. Днес е наложително марката на компанията да покрива все повече медии, за да достигне по пазарните си сегменти. 6. Бизнес климата все повече ще изненадва и ще се променя, на фона на бързо развиващите се технологии и динамични промени.

Ролята на маркетинг мениджмънта вече не е ограничена само до продуктите и услугите, а е разширена до всичко от пазара до идеите. Това означава много предизвикателства, за които хората от маркетинга трябва да взимат стратегически решения. Отговорът на тези предизвикателства зависи от пазара, върху който компанията оперира. С оглед на потребителския пазар се взиматт решения относно продукта, опаковката и дистрибуционните канали. За световния пазар, маркетолозите трябва да се съобразяват с разнообразните култури и да бъдат внимателни по отношение на международните правни закони, търговски споразумения и регулаторни изисквания на съответния пазар. Маркетинговата философия за всяка една компания трябва да бъде микс от интереса на организацията, интереса на клиента и интереса на обществото. Продуктовата философия трябва да се фокусира върху производството на добре направени продукти, тъй като потребителите са готови да платят допълнително за високо качество и надеждност на продукта. Това е разликата от преди, когато компаниите се фокусираха върху цифрите, голяма продукция, икономии от мащаба и масова дистрибуция. Продажбената концепция днес вярва в подтикването на потребителя към закупуването на продукти, които иначе не биха закупили. Маркетинговата концепция вярва в задоволяването на клиента, затова разработването и продаването на продукти е изключително насочено към потребителските нужди и желания. Стратегията към потребителя е в създаването на персонализирани продукти. Социалната концепция на фирмите вярва в направата на продукти, които не само задоволяват клиента, но също взимат под внимание и подобряването живота на обществото или запазването околната среда.
Дигиталната революция на 21век направи компаниите по-внимателни към начина, по-който правят бизнес. Една основна тенденция, която се наблюдава е нуждата от намаляне на разходите чрез аутсорсинг. Друга тенденция, която се наблюдава е насърчаване на предприемаческия стил на работа с глобален-локален подход. В същото време маркетолозите на компании се раздват на изграждането на дългосрочни отношения със своите клиенти. Тези взаимоотношения са изградени на основата на разбиране на потребителските нужди и предпочитания. Маркетолозите гледат на дистрибуционните канали като на партньори в бизнеса,а не като на клиенти. Компаниите и търговците взимат решения, използвайки различки модели на компютърни симулации. Днешният маркетинг се измерва по-скоро в качествевно отношение, отколкото количествено. С маркетинг ще бъдат свързани все повече хора от фирмата, не само тези от маркетинговите отдели, защото маркетингът е визия, философия, която трябва да се изповядва от цялата компания, на всички нива. Светът днес се характеризира с транснационални компании, свръхразвити технологии и комуникации, световен пазар, глобална култура, регионални общности. Глобализацията е очевидна и неизбежна във всеки аспект от живота на хората. Това променя техните предпочитания, стил на живот, обвързва общностите със социални, културни, икономически, технологички и политически общи черти. Изградената реалност оказва влияние във всички сфери на човешкия живот. Състоянието на глобалия пазар променя маркетиговите дейностти. Значимостта на търговската марка нараства прогресивно като потребителите, освен всичко друго, гледат на нея като на гаранция за качество. Компаниите прилагат мултикултурен маркетинг, за да се пригодят към условията на бизнес средата. Съвременният потребител е много по критичен, образован, имащ информация, която го прави много по избирателен относно марките. Той все повече не обръща внимание на търговските послания. Маркетинг мениджмънта трябва да се промени в посока задоволяване на потребностите на клиента, но и добавяне и на преживяване заедно с продукта. Това е , което хората днес търсят и ценят – да си различен, да можеш да предоставяш нови усещания и изживявания. Маркетингът трябва да работи в посока спиятеляване със своите клиенти, изграждане на връзка с потребителите. Това може да се постигне чрез създаване на образ на марката, митологизиране на марката, така че потербителите да се свържат емоционално с нея. Както казва Котлър „вече е необходимо да се докосне сърцето на потребителя”. В заключение маркетинг мениджмънта в 21век е предизвикателството да не изоставаш от темпото на променящото се време. Съвременният маркетинг мениджмънт може да направи компанията просперираща само ако се базира на потребителските интереси, ценности и желания. Днес компаниите имат отговорност както пред потребителите, така и към обществото като цяло и околната среда. Те трябва да направят така, че бизнеса и заобикалящия ни свят да са в хармония. Защото човекът е същество, което мисли и усеща, развива се и има своите нужди. Бизнесът днес е натоварен с не леката задача да отговори на тези нужди и да осигури емоционални, дори духовни прибавени стойности към стоята продукция.

Изготвил:
Александра Спасова,
Ф.№: F66984

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