This is a study of the market in a broad sense - not as a place of trade, but as a method of material exchange and a sphere of commodity circulation, which is influenced by certain restrictions - region, capacity, scale.
The analytical function of marketing
Markets are:
global (cotton market, non-ferrous metals market);
regional (EU market, Asian market);
national (Russian car market);
local (for one region).
According to the type kazakhstan email list of services and goods, markets are divided into:
markets for industrial and technical products;
consumer goods markets;
services markets.
They are also classified according to the properties of the goods sold:
markets for specialized goods;
raw materials markets;
industrial goods markets;
consumer goods markets;
securities markets.
Each type of end consumer has its own markets:
mass;
average;
elite;
rural-urban.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Careful analytical work is required to select from all this diversity the potential market that is most promising and priority for the company. The function of marketing is to select a sales market in which the company will become commercially successful with minimal expenditure of resources and effort.
The information and analytical function of marketing is a set of subfunctions:
Consumer research
Any market includes a huge number of consumers of goods and services of different types. Dividing customers into groups according to certain characteristics is called audience segmentation. Its criteria are determined by the type of goods.
Consumer research
Thus, consumers of industrial goods – enterprises and organizations – are classified according to:
size;
scale of purchases;
specialization of the main production;
the reputation of the company's manager;
the level of its requirements for the quality and technical parameters of the purchased goods.
Individuals who are consumers of mass-market goods are classified in a completely different way:
by place of residence: residents of megacities, small towns, villages, rural residents;
by demographic parameters - age and gender;
by income level (per person or family);
by level of education, social status;
by perception of new products (retrogrades, conservatives, innovators who are able to quickly adapt).