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STAGES OF DEVELOPMENT OF THE MARKETING CONCEPT
Razakov Babirmirza Ramazan ugli
Chief specialist of the Ministry of Agriculture
Rashidova Dildora Rasul kizi
Hamkorbank Tashkent branch employee
Key words:
Marketing concept, production concept, brand concept, sales
concept, traditional marketing .
Abstract:
In the article, the development of the marketing concept is divided into
stages, and its main ideas, goals and tools are considered.
The marketing concept is developed on the basis of a strategic analysis of planned
and implemented business activities. When developing a marketing concept, attention
is paid to:
Implementation of strategic analysis of internal and external environment;
Determining marketing activities and farming objectives;
Selection of elements of marketing activities in order to achieve planned
results.
The concept of marketing has passed the stage of evolutionary development in
terms of its dependence on the level of development of demand for production and
offered goods. The following figure and table provide details about the marketing
concept.
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Marketing concept
Designed for the
"producer-consumer"
system
Designed for the
"producer-consumer"
system
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Figure 1.1 Marketing concept.
World science and practice in the field of marketing and entrepreneurship based
and recommended the following concepts in marketing evaluation:
production concept;
brand concept;
sales concept;
traditional marketing concept;
concept of socio-ethical marketing;
the concept of interactive marketing.
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1.
Table
1
Years
Concept
The main idea
The main tool
The main
purpose
1860-1920
Production
Production as
much as possible
Cost, labor
productivity
Improvement of
production,
increase of sales
volume
1920-1930
Goods
Production of
quality goods
Product policy
Improving the
properties of
consumer goods
1930-1950
Selling
Development of
sales networks
and channels
Sales Policy
Product sales
intensification
1960-1680
Traditional
marketing
Production of
consumer goods
Marketing mix
complex, consumer
research
Research the
needs of the
target market
1980-1995
Social and
moral
marketing
Production of
goods needed by
consumers,
taking into
account the
demands of
society
Research the social
and environmental
consequences of the
marketing mix
complex, the
production of goods
and services, and the
consumer.
Meeting the
needs of the
target market
since 1995
until s hu
The
interactive
concept of
marketing
Production of
goods that
satisfy business
partners and
consumers
Marketing mix
complex, integration
and network analysis
, coordination style
Meeting the
needs of the
target market
The marketing concept presented should not be considered as a standard or norm
or rule for each country. Marketing evaluation in each country depends on its
characteristics and the level of development of market relations in a country. However,
the world experience related to the emergence of marketing and the development of
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market relations can be used to shape the market relations of the implementation of
entrepreneurial activities in a country. is considered useful. In addition, the well-known
general trend in the development of marketing is to shift attention from the production
of goods to the consumer, his wishes and needs.
The first period -
the marketing concept is defined in the style of "production
concept" - "product superiority", where the most important issue is to produce good
goods and sell them to consumers at low prices. Concept slogan - "produce as many
goods as possible, because the market demand is unlimited"
The concept of the product requires the attention of the consumer to be focused
on the product, its quality and price. Consumers compare the quality of similar goods
with similar goods of another firm. This concept is often held by companies, firms,
organizations, but the product concept does not bring success.
The next period
was named "sales concept". In this case, the goal of selling the
company's products under the slogan "here is the ready product, come and bargain"
comes first. The concepts of product and trade marketing came into play at a time when
product production had not yet become mass-produced. High profits were made by new
types and varieties of goods, because the demand for these goods was insanely high in
a market with essentially unlimited demand.
In the 50s, the first basis of the management concept was analyzed to determine
the long-term changes in sales volume, the level of production and transaction costs,
income, profit and other indicators. Accordingly, it was planned to adjust the
performance in the market from one to five years. .
The 50s of the last century was an important stage in the history of marketing
development. The problem of overproduction became apparent. Marketing - the
concept of adapting production to market demand, its basis was targeting the consumer
- "market advantage".
The traditional marketing concept has become a leading role in management in
the form of the marketing market concept, which determines not only the market
strategy, but also the production strategy of the company since the mid-50s of the last
century. Marketing service has become the main management center of the company,
a source of information and recommendations on issues of market, production,
scientific-technical and financial activities. Marketing service solves the issues of the
necessity, perspective and usefulness of production of a product, possibilities of
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providing production programs from the material and technical aspects, based on a
detailed analysis of changes in social demand and market conditions.
The image below shows the concept of sales and marketing.
Sales (commercial) concept
Goods
Promotion of sale
and purchase
Profit by increasing the
volume of sales
Marketing concept
Customer needs
A complex of
marketing measures
Making profit by
satisfying the needs of
customers
1.2
-
picture. Sales and marketing concept .
By the 60s of the 20th century, the issue of implementing strategic planning
based on market changes was put forward and resolved.
By the 70s of the last century, such a concept of marketing was developed that it
freely entered the life of economically developed countries.
The country has taken a central place in the internal activities of economic
entities as a whole organism and in planning within the firm. It is a new form of strategic
management focused on the market economy, which continuously distributes goods
from producers to consumers in order to obtain the most profit.
Many productions were started, with the appearance and technology of the
products being partially changed. The main form of competition has become price
competition. Therefore, in the following years, a constant struggle to reduce costs and
introduce effective technologies has become a key to success.
The concept of social ethical marketing -
this concept considers that the task
of the farm is to study, analyze the needs of individuals and effectively satisfy these
needs, while at the same time maintaining and strengthening the integrity of the society
as a whole. The concept of socio-ethical marketing, compared to the market concept of
management, appeared at a time when there were growing doubts about the relevance
of this program to our times due to the growing environmental problems, lack of natural
resources, global inflation, and the strange situation of social service sectors.
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Initially, the company's activity in market relations is mainly focused on profit.
Later, they realized the strategic importance of meeting customer needs, and as a result,
the concept of market marketing was born. Today, they start thinking about the interests
of the society before doing any important work. Socio-ethical marketing requires
market participants to consider three factors in the framework of marketing policy in
relation to each other, these factors are company profit, customer needs and the interests
of society. This is illustrated in Figure 1.3 below.
Community interests (universal
values)
Customer needs
Firm profit
(profit)
Figure
1.3 Factors influencing the concept of social ethical marketing
the interactive concept of marketing
is the relationship (communication)
between buyers and other participants of the buying and selling process. Marketing
interaction increases the importance of effective communication, personal interactions.
Relationship marketing sees communication in a broader sense as the desired
interaction between a company and its partners that generates income.
The process of sales, and then marketing, in the industry is considered to be a
characteristic of the transition economy. Marketing evolution is observed with changes
in marketing concept, form and elements. Below we will get acquainted with the
theoretical foundations, methods, and areas of application of marketing evaluation.
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1. 2
-
table
Marketing evaluation as a science
Years
Theoretical
foundations
Styles
Field of
application
1900-1950s
Learning about the
product, targeting
distribution, sales
and export theory
Tracking, analysis of
buyers and sales,
calculation of
probabilities,
consumption panel
Mass goods
production,
agricultural
sector
1960
Learning about sales,
sales volume
targeting, dispersal
theory
Applying motivation,
activity,
modeling
Consumers of
consumer goods
1970
Scientific
foundations of
decision-making and
behavior
Factor, discriminant
analysis, consumer
typology, expertise,
cause-effect analysis
Consumers of
means of
production and
consumer goods
1980-1990
years
Situational analysis,
learning about
marketing as a
management
function, competitive
analysis theory,
ecological basics,
strategic marketing
Positioning, cluster
analysis, consumer
typology, expertise,
cause and effect
analysis
Consumers of
consumer goods,
means of
production,
service industry,
non-profit
organizations
1990 to the
present
Learning about
marketing as a
business tool and
function, market
network theory,
targeting social and
environmental
performance
Positioning, cluster
analysis, consumer
typology, competitor
and consumer behavior
models, benchmark
marketing,
game theory
Means of
production,
means of
consumption,
service industry,
non-profit
organizations,
consumers in the
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field of state
entrepreneurship
Marketing concept is a management philosophy. And it helps the producers of
the goods to satisfy the needs of the consumers so that they can benefit in the long run:
activation of business activity;
influence the market;
to target groups of consumers;
it is necessary to draw attention to the main strategic goal.
In conclusion, it can be said that the concept of Markenig has been interpreted in
different ways in different periods and views have changed over time. The current
modern marketing concept has been forming since the 90s of the last century .
REVIEW OF USED LITERATURE
1.
Котлер Ф. “Основи маркетинга” М.Прогресс, 1991 г. 124б
2.
Ochilov M.F,Qobulov A.B,AbdullaevO.M, Kenjaboev O.T. “Marketing
strategiyasi modellari va istiqbollash”.
T.1997y. 68b
3.
Мухторов, А. Х., Облоқулов, А. О. Ў., Абдукаримова, М., &
Мухторова,
Ч.
А.
(2024).
ОЗИҚ-ОВҚАТ
ХАВФСИЗЛИГИНИ
ТАЪМИНЛАШНИНГ
ИНСТИТУЦИОНАЛ
АСОСЛАРИ
(ХОРИЖИЙ
ТАЖРИБА). Science and innovation, 3(Special Issue 42), 79-82.
4.
Oblokhulov, A., & Farrukh, R. (2023). WAYS TO CREATE ADDED
VALUE IN GRAIN PRODUCING FARMS THROUGH COOPERATIVE
RELATIONSHIPS. Ethiopian International Journal of Multidisciplinary Research,
10(11), 77-80.
5.
Oblokulov, A. (2022, December). THE NEED TO DEVELOP THE RICE
NETWORK THROUGH COOPERATIVE RELATIONS. In International Scientific
and Current Research Conferences (pp. 107-110).
