3.2. Enterprise as a key link in the market economy The main primary link in industry are enterprises that connect the material elements of production (means of labor, objects of labor and labor) for the manufacture of products (performance of work, rendering

7.3. Marketing concepts and directions in the enterprise As noted earlier, marketing is used both in commercial and non-commercial activities, for example, in activities related to charity, dissemination of public ideas (

Solution 10: Increase Your Prime Sales Time One of the biggest selling challenges is that salespeople spend only a fraction of their time directly on trading activities... According to some trade experts, this part is no more than

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The complication of the technological, economic and competitive environment led to the emergence and then the strengthening of the role of marketing in the activities of tourism enterprises. Marketing is the result of the development of market relations. The nature of the latter, together with supply and demand, has always determined the business orientation (the direction of business development, expressed in the basic approaches to the functioning of the enterprise and the means of achieving the goals it faces) of enterprises.

Historically, the first was the so-called production concept, according to which the company is focused on improving production processes and increasing their efficiency as a basis for reducing costs and prices. This approach was widely used by American and European tourism enterprises in the 1950s. It was then that the demand significantly exceeded supply (the seller's market) and almost all tourism products were immediately sold on the market, even if they did not fully meet the requirements of consumers. There was little competition in the market. All the attention of the enterprises was focused on the internal possibilities of production, increasing its volumes and reducing costs.

In the early 60s of the XX century. in many countries, signs of a buyer's market are beginning to emerge. In the context of a changing relationship between supply and demand, the competition for consumer preferences has intensified. Tourist enterprises were increasingly focusing on organizing the active marketing of their services, which found expression in the use of the concept of intensifying commercial efforts. It was a natural result of the development of business orientation of enterprises in conditions of a relative balance of supply and demand, when the problem of sales is aggravated and the enterprise is trying to influence the market with all available means and methods. For this, activities are carried out (primarily advertising and sales promotion), with the aim of attracting the buyer and encouraging him to purchase this particular product. In practice, the implementation of the concept of intensifying commercial efforts is quite often associated with the imposition of a purchase. Moreover, the seller strives at all costs to conclude a deal, and meeting the needs of buyers is a secondary point for him.

In the early 70s of the XX century. In the tourism market of most developed countries, a situation has developed called the "buyer's market" and presupposes completely different "rules of the game": buyers who have sufficient funds at their disposal are faced with an extremely wide offer of tourism products, from which they can choose the most appropriate to their needs. In the current conditions, working for an unknown market no longer gives a tourist company any guarantees regarding the sale of the services offered. To ensure success in the competition, their maximum compliance with the needs of consumers is necessary, which requires a preliminary study of the market. It is about the orientation of the tourist enterprise towards marketing concept, which is based on the idea of ​​achieving the goals set for the enterprise by harmonizing relations with the consumer and gives priority to the interests of the latter, the formation of his requests and their fullest satisfaction. At the same time, the company focuses not on obtaining momentary, even if high, profit, but relies on a long-term commercial perspective by creating and maintaining consumer satisfaction.

The considered concepts of business orientation of tourist enterprises reflect different periods in the development of market relations (mainly in the USA and Western Europe) and cannot be considered, as a rule, a norm or standard. The development of the tourism market in each country has certain specifics and features. At the same time, knowledge of the world experience in the formation of tourism marketing can help to develop guidelines for improving tourism activities, which, in accordance with the Law on Tourism Activities, means "tour operator and travel agency activities, as well as other travel organization activities." In addition, the evolution of the concepts of business orientation of enterprises clearly indicates a general trend - a shift in focus from production problems. tourist product on the consumer and an increasing focus on meeting his needs, which is the ideological basis of modern marketing.

The concept of tourism marketing is dynamic, responsive to market trends and new ideas. IN modern conditions its development is associated, first of all, with the awareness of the responsibility of the tourism business as before society as a whole (from the point of view of protection environment, preserving public health) and before each consumer (from the point of view of reliable information about the offered products, ensuring their safety, refusal from unfair advertising, etc.). As a result, the fundamental idea of ​​marketing - satisfying needs for the sake of profit - has taken on a new shape. This is reflected in the formation and increasingly widespread distribution social ethical marketing concepts which aims to provide the desired degree of satisfaction in target markets in more efficient (than competitors') ways while maintaining or enhancing the well-being of consumers and society at large. And this requires a balance of three factors: the profit of the enterprise, consumer needs and the interests of society. I must admit that in real life this is not always achieved. However, the concept of socially ethical marketing is an ideal that a tourism enterprise needs to strive for in its business orientation.

The special importance of the practical use of the concept of social and ethical marketing is manifested in the fact that tourism occupies a special place in the system of ecology and nature management. The natural environment is necessary condition the existence and development of tourism. Awareness of the significance environmental issues led to the formation and increasing use of the concept of sustainable tourism, the observance of the principles of which allows tourism enterprises to actively apply social and ethical marketing in their activities.

Tourism is a sector of the economy where the client is provided with of various kinds services. Consequently, tourism belongs to the service sector - the most promising and fastest growing sector of the economy. The service sector includes a wide range - from trade and transport to financing and intermediation of various kinds. In the service sector there are hotels and restaurants, laundries and hairdressers, travel companies, radio and television stations, consulting firms, medical institutions, museums, cinema and theaters. By and large, all organizations provide services to one degree or another.

Service is the result of interaction between the contractor and the consumer, as well as its own activities to meet the needs of the consumer. A service is what one party can offer to the other and what is mostly physically intangible, services do not lead to the receipt of something tangible.

The main characteristics of the service are: intangibility, consumption at the time of production, the inability to determine the form of ownership, the complexity of assessing quality before the moment of sale (provision), the complexity of planning the volume of provision, etc.

Indicators by which the quality of the service is assessed: reliability, availability, safety, fast terms of service provision, personnel responsibility, etc. Services can be provided: on the basis of the use of equipment or labor by individuals or public enterprises.

With the help of the services provided, personal or business needs are met. The provision of a service may require the presence of the client or it is rendered without his personal presence.

The service market differs from other markets mainly for two reasons:

• - the service does not exist prior to its introduction. This makes it impossible to compare and evaluate services before they are received, so only the expected results are compared with those obtained;
• - the service is characterized by a high degree of uncertainty, which puts the client at a disadvantage, and makes it difficult for sellers to promote services to the market.

These features of the service market, as well as the specificity of the services themselves - their intangibility, inability to store, the variability of quality and the inseparability of production and consumption - determine the features of the marketing of services.

Tourism marketing is a complex of methods and techniques focused on market research, segmentation, analysis, strategy selection and solving problems.

The main goal of tourism marketing is to identify opportunities for the most complete satisfaction of customer needs in terms of psychological and social factors, as well as the determination of ways of the most rational from a financial point of view of doing business by tourist organizations, allowing to take into account the identified or hidden needs in tourist services. Marketing in tourism activities gives a reason for firms to develop new, more effective types of tourist and excursion services, improve the technology of their production and marketing in order to make a profit.

The main function of tourism marketing is a targeted impact on the formation of recreational needs, demand, development of the range of provided tourism services, commercial prices, market segmentation.

Tourism marketing includes the following stages:

Study of the demand for tourist travel;

• - study of the basic requirements of consumers for the quality of tourist services;
• - drawing up a marketing program for each specific tourist product, taking into account the costs;
• - advertising;
• - establishing upper limit prices for the provided tours and the profitability of their production;
• - development of investment and assortment policy;
• - determination of the final desired result(strategy) - the level of income and profit.

The main objectives of the marketing of travel agencies are:

• - analysis of factors of dynamics of consumer qualities of a tourist product;
• - analysis and selection of technology for the production of tourist and excursion services;
• - study of the needs and demand for each specific tourist product;
• - study of consumer behavior in tourist markets;
• - market segmentation;
• - analysis of the conjuncture of the tourist services market;
• - identification and study of potential competitors.

The quality of travel agency services must meet the following requirements:

• - availability - the service is easy to get in a convenient place, at a convenient time, without undue expectation of its provision;
• - communication skills - the description of the service is made in the client's language and is accurate;
• - competence - service staff possesses the required skills and knowledge;
• - courtesy - the staff is friendly, respectful and caring;
• - trust - you can rely on the company and its staff, as they really strive to satisfy any customer needs;
• - reliability - services are provided accurately and consistently;
• - responsiveness - the staff is creative in solving problems and meeting customer requests;
• - safety - the services provided do not carry any danger or risk and do not give rise to any doubts;
• - tangibility - the tangible components of a service correctly reflect its quality;
• - customer knowledge - the staff strives to understand the needs of customers as best as possible and pay maximum attention to each of them.

The tourist market is a special system of relations (economic, social, legal) linking manufacturers of a tourist product and consumers who are interested in a certain type of tourist services provided.

The demand for tourism services is a confirmation by the ability to pay of the recreational needs of people, expressed in a certain amount tourist trips and services that consumers can purchase at given prices for a tourist product.

Offer of tourist products (services) - the number of tours (tourist and excursion services), which is put on the market at a certain price level.

Modern consumers are very wary of new proposals from marketing specialists, so it is quite difficult to attract and maintain interest in a product or service. Now to ensure successful sale a product or service of a company is not enough just to monitor its quality and to reduce the price as much as possible. The company must convince the consumer that these products meet their needs and desires.

Thus, tourism marketing is a complex of organizational and management activities aimed at developing new effective types of tourist and excursion services, their production and sale.

The goal and objectives of marketing are to improve the quality of the tourism product, make a profit, take into account the processes taking place in the adjacent tourism market, study the demand, set prices for tourism services, develop an investment and assortment policy, and determine the company's strategy.

The development of the theory and practice of marketing Marketing has a comparatively great story... As an independent field of activity and as a science, it stood out at the turn of the 19th and 20th centuries. The emergence of marketing was due to the formation of market relations and increased competition. These factors required the improvement of the existing market management system. First of all, it was necessary to ensure a higher level of management of the marketing activities of individual entrepreneurial structures. The emergence of marketing was aimed at solving this problem. This was reflected, first of all, in the delivery of lecture courses in the early years of the 20th century. at the leading US universities: Pennsylvania, Michigan, Harvard. These courses of lectures reflected the primary generalization of economic practice and highlighted the issues of ensuring the effective organization of sales, trade and advertising. In the period from 1910 to 1930. published the first works in which an attempt was made to a fundamental explanation of the essence of marketing.

The result of the practical implementation of the emerging marketing theory was the creation of market research units at large firms, as well as the emergence of commercial organizations for the provision of marketing services. In 1926, the National Marketing and Advertising Association was organized in the United States. Somewhat later, similar national organizations appeared in Western Europe and Japan. The economic crisis of 1929-1932 played a significant role in the development of marketing. He showed that the initial treatment of marketing in terms of more high level development of the world economy is unacceptable. It had to be brought in line with those achieved by that time. market conditions management. As a result, marketing becomes part of management activities aimed at developing and promoting goods to the market, as well as creating favorable conditions for their purchase by buyers. This approach existed until about the mid-sixties. By this time, industrialized countries had created new system regulation of production and sales processes caused by a significant increase in the production of goods, the volume of which began to exceed demand. As a result, in the theory and practice of marketing, an emphasis was placed on a specific consumer with his real needs and requirements. This made it possible to formulate modern concept marketing.

In accordance with the concept of marketing, all activities of the company should be carried out with a constant consideration of the state of the market and be based on a precise knowledge of the needs and requirements. potential buyers, their assessment and consideration of possible changes in the future.

Thus, marketing has gone from the interpretation of its concept as an activity in the field of sales to the market concept of management (business philosophy). Currently, most experts consider marketing as a well-coordinated dynamic system that provides market orientation of management.

The service industry lags behind manufacturing in the practical use of marketing. Airlines were among the first to study their customers and competitors. Based on the information obtained as a result of market research, they took measures in order to make travel less burdensome and more enjoyable and comfortable. Marketing has only been used by tourism professionals since the 1950s in Europe.

Tourism marketing is a product of the collective creativity of entrepreneurs from different countries. Marketing evolves over time. At each stage of the development of market relations, its own, special approach to commercial activities in tourism was formed.

These stages represent different periods in the development of tourism (mainly in Western Europe), as well as social, economic and political changes in recent years. The general trend is a shift in emphasis from the problems of production of tourist services to the consumer and an increasing focus on meeting his needs and requirements.

Historically, the first to emerge was the so-called production concept. It was widely used by tourist enterprises in the fifties of the XX century. It was during this period that the demand for tourist services significantly exceeded the supply (seller's market). Therefore, almost all tourist services were immediately sold on the market, even if they did not fully meet the requirements that consumers set for them: the main thing is their availability, quantity, and sometimes minimal attention was paid to quality. Travel companies offered almost the same products, which had no sales problems. There was no competition in the market. As a result, the consumer was forced to purchase what was offered on the market. All the attention of the travel companies was focused on internal production capabilities in order to saturate the market with their services. Tourism marketing has been used to stimulate the demand for tourism services.

In the early sixties, the first signs of a change in the relationship between supply and demand in the naturist market began to appear. Competition intensified. In this situation, travel companies began to focus on the problems of selling their services. This has found expression in the use of the concept of intensification of commercial efforts, which involves maximizing sales through advertising and sales promotion measures.

By the mid-seventies, a buyer's market was formed in the tourism sector, which presupposes completely different "rules of the game". Under these conditions, working for an unknown or little-known market no longer gave the tourist company any guarantees regarding the sale of services. To be successful in the competition, it was necessary to first carefully study the market, and then offer services that meet the requirements of that market. At the same time, tourist enterprises not only adapted to the requirements of the market, but also themselves formed the needs of consumers. Consequently, along with the knowledge of consumer demand, the key point in the implementation policy was its formation based on the study of the problems of tourists and consumers.

Find the needs and satisfy them "- this expression sufficiently, fully characterizes the essence of the concept of marketing in tourism.

Currently, the tourism industry is one of the most successfully developing in the world in general and in Russia in particular. The number of tourists traveling outside their country is growing every year. Thus, according to forecasts of WTO experts, the number of tourist arrivals in the world by 2010 will reach 1 billion, of which 516 million will be in Western, Central and Eastern Europe, including the CIS and Baltic countries, where tourism will develop at a faster pace than the European region generally.

Travel agencies represent commercial enterprises and as such cannot do without two essential ingredients for the success of any modern business: marketing and advertising. The task marketing activities is the formation and definition of the product - i.e. what, how, where, when and to whom to sell. In a stricter definition, marketing is a series of sequential decisions and actions by the seller aimed at developing consumer preferences for a particular product. Formation, adoption and implementation of a balanced marketing plan that takes into account the interests of both the agency and its clients is extremely important for the success of the agency. The latter is especially important, since, on the one hand, the agency cannot afford to sell at a loss to please the interests of the client, on the other hand, the agency also cannot concentrate on highly profitable products if they are not in demand among buyers.

One of the cornerstones of any marketing endeavor is the definition and selection of the product to sell. The product sold by travel agencies is unique and unlike most other businesses. On the one hand, it would seem that everything is clear: for most agencies, the objects of sale are transport services- by sea, air, car, bus, limousine - in combination with the accommodation of travelers in hotels. Many agencies in addition to this also sell travel insurance policies, bags and suitcases, take passport photos, issue visas, etc. However, it should be remembered that when talking about the "sale" of seats on an airplane, train, cruise or hotel, the travel agent is actually only helping the client to acquire the specified place, cabin, hotel room for temporary use, i.e. in fact, in the receipt of all specified in a temporary lease. The most picturesque of all identified the product they sell by travel agents specializing in vacations - they sell dreams.

The result of the specified specificity of the tourist product - its non-materiality - is another fundamental feature of travel agencies. Unlike other businesses, they do not maintain inventory. Most businesses retail, industrial enterprises and other business entities purchase consignments of goods at a wholesale price for subsequent retail(or, in production - sales after additional processing) Marketing. Principles and technology of marketing in a free market system: Textbook for universities / Ed. N. D. Eriashvili. - M .: Banks and Exchange (UNITI), 2006. - 255 p .. Tour agencies do not need to maintain inventory - they order the appropriate service only when the client is finally ready to purchase it. The only exceptions to this practice are the so-called "wholesalers" - specialized agencies that carry out block purchases of places in hotels or on flights for their subsequent resale at retail. Such agencies, however, are relatively few.

On the one hand, the lack of the need to maintain inventory has a beneficial effect on the travel agency as a business, significantly increasing its liquidity. On the other hand, there is also a disadvantage: the agency must check before making a sale whether there is necessary for the client place or other service. In other words, the agency cannot freely dispose of the product it sells; this product is managed by those who produce it: airlines, hotels, tour operators, etc.

Some agencies try to reach as wide a range of clients as possible in their activities. Many other agencies, in turn, prefer to specialize in one type of travel services - either due to the internal or economic preferences of employees and owners, or due to the specific specifics of the potential clientele. So, tourist agency located in the area New York, inhabited mainly by immigrants from Latin America, is unlikely to specialize in selling air tickets to Scandinavian countries. The area of ​​specialization in this situation, as in many similar ones, suggests itself.

The logical conclusion of the specialization process is what is called niche marketing in world practice - i.e. the occupation by the company of a highly specialized "niche" in the market. Typical examples of such companies are agencies specializing only in cruise sales. Often, they even decorate their offices in a nautical style - using appropriate nautical accessories such as steering wheels, ropes, bollards, pirate romance, etc. The successful finding of their niche in the modern market, in conditions of fierce competition, allowed many such agencies to approach the development and marketing of their products in more detail, to achieve better knowledge of their product and market, and greater professionalism. In this situation, it is much easier for a client who is going on a cruise to choose an agency whose services it is preferable to turn to.

One of the most effective advertising media in tourism business is the consistent quality of service provided by the agency and its honesty towards the client. Having received satisfaction from the trip purchased through the agency, the client is most likely to turn to the agency's services again.

Periodic repetition of relatively inexpensive press announcements is preferable to expensive but one-off.

A seemingly insignificant regrouping of individual elements of visual advertising can significantly increase the ad's ability to attract attention.

The greatest efficiency is achieved by a competent combination of advertising forms and means: announcements on the radio and in the press, direct mail, advertising posters in places where the target group is concentrated, etc.

The main purpose of service marketing is to help the client appreciate the organization and its services (since the travel organization sells something to the client that has no specific material form, a promise to do something of value to the client).

The marketing concept is based on the needs of the market and the desires of buyers, which the tourism organization focuses on: firstly, this concept is based on an already existing and fully formed market, focusing on the needs of specific consumers; secondly, marketing activities must be coordinated through the appropriate organizations; thirdly, marketing activities should be aimed at achieving the goals of these organizations.

To one degree or another, all organizations of the tourism industry are engaged in marketing, however, few of them adhere to the marketing concept (real marketing professionals include: "Marriott Hotel", "American Airlines" Kvartalnov VA Tourism. - M. "Finance and Statistics ", 2007," Club Med "and a number of other companies working in the tourism industry). The focus of each company is on the customer, and all their activities are organized in such a way as to effectively meet the changing needs of customers.

Marketing concepts are the most general approaches to solving the problems of achieving the desired level of sales in different markets, the principles of their solution, which are the basis of marketing management.

Marketing management is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain a profitable exchange with customers in order to achieve specific goals of the organization, such as increasing market share, increasing sales, making a profit. The challenge of marketing management is to influence the level and nature of demand in a way that helps the organization achieve its goals.

Marketing managers are officials who analyze the market situation, plan marketing activities, manage the implementation of the plans, exercise control. These include sales managers, advertising and sales executives, marketers, product managers, and pricing specialists.

There are five known concepts on the basis of which marketing management is carried out:

1) The concept of improving production. The concept is that the consumer will buy goods that are widely available and affordable, and the organization should focus on improving production and distribution. The application of the concept of production improvement is suitable in two situations: when the market is unsaturated, i.e. the demand for the product exceeds the supply, and when the cost of the product is too high, it must be reduced, which requires an increase in productivity. This is the concept of "indifference" to consumers, it is applicable in rare cases.

2) The concept of product improvement. In accordance with this concept, consumers will buy products of the highest quality, with the best operational properties and characteristics, therefore, the company must focus on continuous improvement of the product. For example, some manufacturers believe they will succeed if they create a supermouse trap, but buyers may prefer a chemical spray against mice. This concept leads to "marketing myopia" F. Kotler Fundamentals of Marketing: Per. from English - M .: Progress, 2002. - 736 p., As it overlooks the needs of customers.

3) The concept of intensifying commercial efforts. The concept is that consumers will not buy an organization's goods in sufficient quantities unless it makes significant sales promotion efforts. Aggressive and annoying advertising is used. As soon as the customer appears at the counter or enters the showroom, the seller immediately begins "psychological treatment" in order to force the customer to make a purchase. The long-term performance of an enterprise guided by this concept is unfavorable.

4) The concept of pure marketing. This concept argues that the key to achieving the goals of an organization is to identify the needs of target markets and ensure the desired customer satisfaction through the use of more efficient (than competitors) methods. The essence of this concept is defined using expressions such as "Find needs and satisfy them" or "Produce what you can sell, instead of trying to sell what you can produce." The concept of pure marketing is a customer focus supported by comprehensive marketing efforts aimed at customer satisfaction. Customer satisfaction is the basis for achieving the goals of an organization. This concept is based on the theory of consumer sovereignty.

5) The concept of social and ethical marketing. According to this concept, the organization's task is to identify the needs of target markets and ensure the desired customer satisfaction in more efficient (than competitive) ways, while ensuring the well-being of society as a whole. Its appearance is associated with doubts that the concept of pure marketing is adequate to modern realities.

Social ethical marketing concept Marketing. Principles and technology of marketing in a free market system: Textbook for universities / Ed. N. D. Eriashvili. - M .: Banks and exchanges (UNITI), 2006 .-- 255 p. requires a combination of three factors from the enterprise, These are profit making, customer satisfaction and improvement of the general welfare of people. This concept is adhered to by the world's largest companies.