Topic 5. Marketing: marketing system at the enterprise, market research methods, marketing planning

5.1. Marketing as a business philosophy.

The evolution of marketing. Marketing is a systemically forming attribute of an enterprise and the main management function. The etymology of the category "Marketing". Stages of marketing transformation.

5.2. Product as a means of meeting the needs.
Marketing understanding of the market. Components of the goods. The main types of market: consumer market, government market, international market. Market capacity, market potential. Market producer and consumer.

5.3. Content and marketing research process.
The essence of marketing research, its main directions. The process of marketing research, its stages.

5.4. Marketing system.
The concept of a marketing system. Functions of the marketing system. A systematic approach to marketing design. The boundaries of the marketing system. Contour marketing management by feedback.

5.5. Methods of marketing research.
Classification methods. Methods of collecting primary and secondary information. Mix techniques: hall tests, mystery shopping home tests.

5.6. Marketing planning
Content and components of the marketing plan. Strategic and tactical marketing plans. Stages of development of a marketing plan.