The concept of the market and its classification marketing. Market: definition, some basic provisions, classification of markets

market like economic basis marketing is a complex and multifaceted concept.

Market relations are different in different countries by maturity level, modifications, social, historical and other positions.

The marketplace for the French, Japanese, American and German is far from being identical, because american model gravitates toward "initiativity", the Japanese - to "corporatism", the German - to "sociality", and the French - to the supremacy of the state.

In general, a market economy implies the presence of responsible and independent producers who, as a result of their activities, want to get the maximum profit from their goods.

Division by type

Depending on the object of exchange of producers and consumers, the following main types of markets are distinguished:

• Means of production or products of enterprises;
• Capitals;
• consumer goods;
• Services.

Similarly, there are other classifications. We will consider them.

The main types of markets with respect to the seller and the buyer are usually divided according to the following criteria:

According to the classification of trading platforms, they are carried out in accordance with a set of basic criteria that determine the types of their construction.

It must be understood that any systematization is rather arbitrary. And the fundamental components of trading platforms are: price, demand and supply. It also highlights such concepts as segment and market share. Where a segment is a group of products, consumers, competitors or manufacturers that can be combined by similar criteria.

Market share is the percentage of the share of purchases of services or goods to the total volume of their sales. To date, it is customary to distinguish between Stackelberg and Chamberlain-Blaine classifications.

Stackelberg classification

Types of construction of trading floors according to Stackelberg suggest systematization by the number of participants:

• many sellers and many buyers - two-sided polypoly;
• many sellers and few buyers - oligopsony;
• many sellers and one buyer - monopsony;
• few sellers and many buyers - oligopoly;
• several sellers and several buyers - a two-sided oligopoly;
• several sellers and one buyer - a monopsony limited by an oligopoly;
• one seller and many buyers - monopoly;
• one seller and several buyers - a monopoly limited by oligopsony;
• one seller and one buyer - a two-sided monopoly.

Chamberlain-Blaine classification

Types of construction of trading floors according to Chamberlain suggest systematization according to the interchangeability of goods, where demand is characterized by elasticity and crossness.

That is, a change in the cost of one product leads to changes in the demand for similar products. Positive in this case is the interchangeability of services or goods, negative - their mutual suppression.

According to his classification, the following provisions play basic roles in construction: heterogeneous oligopoly, homogeneous oligopoly, monopolistic competition and perfect competition.

Structures of modern markets

Modern trading platforms are characterized by a multi-level and branched structure, which is represented by various components that are in constant interaction with each other.

The process of reproduction must be continuous, holistic and efficient. This predetermines various structures.

1. Free Market. This is the area of ​​manufacturers of identical products that are independent of each other and do not have the ability to influence competitors and prices. Here, pricing is carried out freely, in accordance with the proportion of supply and demand for specific product groups. When entering such a structure, there are no artificial barriers. This type dominated the world from the beginning of the 16th to the end of the 19th century.
2. monopolized market. This type of structure is characterized by a limited number of producers, limited access to resources and information. The actions of the players are regularly coordinated. This type can be oligopolistic or monopolistic. The first is the one where the number of business entities is small, and the second is where one producer prevails.
3. Regulated market. This is the type in which the relationship of players is controlled by the state through administrative and economic measures.

Despite this differentiation, it must be understood that at present there are no markets in any state with a structure in its theoretical understanding. In all countries there is a combination of state and market mechanisms of regulation.

Send your good work in the knowledge base is simple. Use the form below

Students, graduate students, young scientists who use the knowledge base in their studies and work will be very grateful to you.

Similar Documents

Laws of supply and demand. Characteristics of the Russian market of sports goods, features of their range, tasks of sports marketing. The role of the market in the economy, the essence of the categories of supply and demand, ways to increase competition among market participants.

term paper, added 04/10/2013


Ways to stimulate intermediaries in marketing. Features of the choice of sales network (distribution channels) for the company. Sequence of decisions by distribution channels. Market coverage strategies. Types of marketing used depending on the state of demand.

test, added 05/29/2016


Principles of pricing in the administrative-command and market economy. Types of prices and pricing policy of enterprises. Pricing for different stages life cycle products. Analysis of market prices and elasticity of demand. Market structure.

term paper, added 11/17/2003


Methods for predicting market conditions: extrapolation, expert assessments, mathematical modeling. Preparing a forecast for the passenger car market Samara region. Determination of the ratio of supply and demand for goods of this type.

term paper, added 01/04/2015


The role of pricing in marketing. Strategies used to introduce a new product to the market. Description of the types of markets, the purpose of marketing pricing policy. Factors and stages of pricing. Forms of pricing and pricing policy in international marketing.

term paper, added 06/04/2011


Contemporary Issues sales promotion and pricing in consumer goods marketing. The role of sales promotion in marketing. The development of the world market of stationery and features of the activities of foreign companies in Russia.

thesis, added 12/14/2004


Costly pricing methods. The problem of allocating fixed costs between various types products. Econometric methods for determining prices. Factors affecting the establishment of the price of goods. Elasticity of supply and demand.

lecture, added 05/10/2009


The main elements and stages of developing pricing strategies. Characteristics of the types of pricing strategies: for new products, for existing products and services, for an already formed sales market, price adjustments. Price reduction or increase policy.

The essence of the marketing system is revealed through a set of socio-economic categories presented in fig. 1.1.

Consider brief description these categories, which will be constantly used in the further presentation of the material.

Marketing is based on the needs of the people. Need- this is the feeling experienced by the individual of the lack of something, the need for something.

The needs of people are diverse and complex, and are inherent in the very nature of man. They can be classified into:

• physiological needs (food, clothing, warmth, safety);
• social needs (spiritual closeness, influence, attachment);
• personal needs (knowledge, self-expression).

Each of us has repeatedly experienced similar feelings and, than greater value had this or that need, the deeper the experiences turned out to be. There can be only two ways out of such a situation - either to find a means to satisfy the need, or to suppress it.

Need - it is a specific form of satisfying a need, corresponding to the cultural level and personality of the individual. The feeling of thirst experienced by many in hot weather can be satisfied by a resident of Russia with good cold kvass, Germany with beer, equatorial islands somewhere in Indian Ocean- coconut milk, etc.

Social progress contributes to the development of the needs of its members. In turn, manufacturers take targeted actions to create goods and products that can satisfy these needs, as well as stimulate the desire to purchase them. The needs of people are practically unlimited, but the possibilities for satisfying them are limited. Often finances are the main limiter, so the individual will choose those goods that will give him the greatest satisfaction within the framework of his financial capabilities. The ability to satisfy a need brings us to the next basic category of demand.

Request represents a need backed by purchasing power.

The demands of a particular society or region at a particular point in time can be determined with varying degrees of accuracy. For example, you can take a statistical directory and see the volume of consumption of certain products or services. However, the demands of the population are not entirely reliable indicators. People get bored with things that are not in fashion today or they are looking for variety in order to be different from the mainstream. In the memory of the middle and older generation Soviet Union I still remember the times when the shelves of shoe stores were littered with tarpaulin boots and felt boots of various sizes, and people felt the need for more fashionable and modern goods. What is a commodity?

Product- everything that can satisfy a need and is offered to the market in order to attract attention, purchase, use or consumption.

There may be different degrees of correspondence between a need and a product, or a product can bring a potential consumer a different degree of satisfaction. 1.2.



Rice. 1.2. The degree of satisfaction with the need for the product

All products that satisfy a need are called a product line of choice. In the above example about satisfying thirst - kvass, beer, milk of coconuts and will be an assortment choice. Getting to the supermarket and experiencing whole complex needs associated with the organization of any solemn event, we are faced with a variety of options for the product range of choice.

As society develops, the needs of its members increase and expand. Some of the needs only become relevant to us, which induce (motivate) a person to look for ways and means to satisfy them. Exists whole line needs motivation theories. Abraham Maslow's theory of needs motivation is best known.

Maslow believes that human needs are arranged in a certain hierarchical sequence depending on their significance for a person. Physiological needs that are more important are satisfied first. a high degree significance (Fig. 1.3), and then there are incentives to satisfy the needs of self-preservation. After satisfying these needs, the driving motives in human activity are consistently: social needs, needs for respect and needs for self-affirmation.

The task of marketers is to create conditions that ensure the full satisfaction of real needs and requirements. For this, in each specific case it is necessary to find consumers and to establish the factors influencing the formation of the corresponding needs, to analyze and determine how these needs will develop in the future. Based on this, it is necessary to justify and establish the production of appropriate goods designed to more fully satisfy the identified needs.

Rice. 1.3. Hierarchy of human needs

Having stopped our choice on specific goods, we make an exchange with representatives of the supermarket. Exchange The act of receiving from someone a desired object in return for something. This is the most civilized way to satisfy a need, although history knows other ways to satisfy a need - begging, stealing, gathering, or another way of natural self-sufficiency.

An act of civilized exchange is carried out under the following necessary conditions:

1. The presence of at least two subjects.

2. Each entity must possess a product that is of value to the other party.

3. Each subject must have communication abilities (capabilities) and ensure the delivery of their goods.

4. Each subject must be free to make decisions (to agree or refuse to make an exchange).

5. Each party must be confident in the expediency and desirability of relations with the other party.

If a positive answer is given to all 5 conditions, then the exchange becomes a real action and acquires the character of a transaction.

Deal- commercial exchange of values ​​between entities. It can be classical (cash) and barter (exchange of goods or services in natural form). To complete the transaction, certain conditions must also be met. These include:

1. The presence of at least two value-equivalent objects.

2. Agreed terms of the transaction (price, time, place, terms of delivery, etc.).

The place of transactions is the market, which has come a long historical way evolutionary development. The starting point of its formation was the period of human awareness of the inefficiency of complete self-sufficiency by all necessary products food and household items. Starting with a decentralized exchange, people eventually came to a civilized market. This evolution is well described in the course of economic theory.

Market is a set of existing (real) and possible (potential) buyers of goods.

Market- a set of socio-economic relations in the sphere of exchange, through which the sale of goods and services is carried out.

The formation and development of the market is due to the social division of labor. The market in marketing should always be specific and have well-defined characteristics: geographical location; purchasing needs that generate corresponding demand; capacity. That is why, the first definition in terms of marketing is more accurate.

Depending on what needs determined the demand for the corresponding product, five main types of market can be distinguished:

• consumer market;
• producer market;
• intermediary market;
• market of public institutions;
• international market.

Consumer market(market of consumer goods) - a set of individuals and households that purchase goods and services for personal consumption.

Producer market(market of industrial goods) - a set of individuals, organizations and enterprises that purchase goods and services for their further use in the production of other goods and services.

Intermediary market(intermediary sellers) - enterprises, organizations and individuals who purchase goods and services for their further resale for profit.

Market of public institutions- government organizations and institutions that purchase goods and services to carry out their functions.

international market- consumers of goods and services located outside the country and include individuals, manufacturers, resellers and government agencies.

From point of view geographical location can be distinguished:

o local market - a market that includes one or more regions of the country;

o regional market - a market covering the entire territory of a given state;

o world market - a market that includes countries around the world.

An important characteristic of the market is the relationship between supply and demand for a given product. Taking into account the last factor, one speaks of seller's market and buyer's market.

On the seller's market the seller dictates his terms. This is possible when the existing demand exceeds the available supply. Under such conditions, it makes no sense for the seller to explore the market, his products will still find a market, and in the event of a study, he will incur additional costs.

On the buyer's market the buyer dictates his terms. This situation forces the seller to spend additional efforts to sell their product, which is one of the stimulating factors for the implementation of the marketing concept.

In economic science, it is customary to distinguish varieties of markets for several reasons. All these classifications are extremely important from a practical point of view. They allow the marketing specialist to make right choice, choose those actions that are acceptable for a given market due to its characteristics.

1. First of all, the markets are divided according to content - depending on what product is in circulation on the market.

Therefore, allocate:

a) commodity market

b) service market,

c) the market work force,

d) know-how market (new technologies),

e) the securities market,

e) commodity market.

The market for goods, in turn, is usually divided into a consumer market and a producer market. These two types of markets have significant differences that a specialist must know and take into account in their activities.

They differ:

• in terms of purchases (ordinary consumers buy not a large number of goods that can satisfy their needs, while producers tend to sell or purchase a large number of goods at once); >
• based on purchases (ordinary consumers usually buy goods not for economic purposes, while for the manufacturer, sales and purchases are primarily related to making a profit);
• by the number of buyers, since in the vast majority of cases there are far fewer producers than consumers.

The peculiarity of the commodity market is that the mechanisms of free price regulation are manifested to the greatest extent on it. This is due to the fact that some types of raw materials do not have brands, and therefore, the prices of goods are more dependent on the relationship between supply and demand. In addition, the specifics of work in the commodity markets is due to the presence of the so-called futures prices, changing prices for missing goods.

As a rule, this applies to goods that appear only at certain times of the year (for example, wheat). In this case, the price is determined not depending on supply and demand, but in accordance with the expectations of the future increase or decrease in prices that the seller and the buyer have.

2. Markets are usually divided according to the degree of development of competition into four varieties: 1.) markets with perfect competition, 2) markets with imperfect (monopolistic) competition, 3) oligopolies and 4) monopolies.

This division of the lodge is based on several groups of signs: a) the number of market participants, b) the presence and characteristics of price control, c) the presence of product differentiation - differences between products d) ease of entry into the market or exit from it.

3. Depending on how supply and demand are related, markets are divided into two types:

a) the consumer market is characterized by the fact that supply exceeds demand. Therefore, in such a market, the buyer is a force: he has the opportunity to choose from different goods the one that best suits his needs, and thereby refuses other goods. In such a market, the manufacturer is interested in the fact that the consumer buys his product.

b) in the producer's market there is inverse ratio: Demand exceeds supply. For this reason, the consumer will buy goods regardless of whether he is fully satisfied with the price, quality and other properties of this product. For the manufacturer, this is more profitable, he should not strive to ensure that his product is competitive, has some advantages in relation to other similar products. Consumers will still buy the product.

4. According to the scale of activity, markets are divided into regional, domestic (national), external (international). International markets, in turn, on the basis of political and economic features are often divided into the market of developed countries and markets developing countries.

5. Depending on who is the consumer, the markets are divided into consumer and enterprise markets. For consumer market characteristically, I that it is operated by individuals or households who purchase goods for personal use. It is important that the goods are not purchased for commercial use. Such markets are characterized by high demand flexibility and large quantity partners.

The enterprise market is the market where goods for commercial use are purchased. Such markets are characterized by less flexibility of demand, high competence of buyers when choosing goods, and a relatively small number of participants.

Based on what goods are purchased in the enterprise market and why this is done, they distinguish:

a) the market for industrial goods, which include raw materials, materials, components, equipment - everything that is used in the production of other goods;

b) the market of intermediate sellers who buy goods for resale in order to make a profit;

c) a market for government agencies, both national and local, that purchase goods in order to exercise their power functions.

5. There are also open and closed markets. open markets- these are markets in the usual sense of the word, in which an unlimited number of buyers and sellers operate, not connected with each other by any non-commercial relations.

Due to the fact that there are a large number of competing organizations in such markets, long-term contracts are not typical for them. Market participants of this type have many opportunities to find more profitable and convenient partners.

Closed markets are markets whose participants are connected by non-commercial relationships. The latter include relationships that are regulated different kind agreements on specialization and cooperation, agreements (monetary, credit, military, political), as well as relations of legal dependence.

Closed markets usually stack between government agencies and enterprises, as well as between branches of one enterprise or within associations of enterprises.

Often the owners specially create independent organizations, some of which are engaged in production, others in the sale of goods, and still others in supplying production with all necessary materials and accessories.

AT modern world one of the important objects of analysis has become the market, as in economics, economic sociology, and marketing. The market is considered to be the most ingenious system created by society ever.

Its study began from the moment of its appearance, but despite such a long period of existence, thanks to its dynamics and liveliness of this phenomenon, the study continues now in the 21st century.

The concept of market has evolved over time, but there are still questions about how to adequately define a market. Researchers distinguish the following conceptual ideas about the market: the market as a place, as an exchange mechanism, a process, a segment.

In this regard, several definitions of the market can be given. Firstly, "the market is an exchange organized according to the laws of commodity production and circulation, a set of relations of commodity exchange." The market is a mechanism for the interaction of buyers and sellers, in other words, the relationship of supply and demand. The market is a sphere of exchange within the country and between countries, connecting producers and consumers of products.

For an in-depth understanding of the market phenomenon, it is necessary to consider its place in the entire system of social production, which includes four areas economic activity: production, distribution, exchange, consumption. Although the ultimate, natural goal of economic life is consumption, the most important sphere of the economy is production, and without its development there can be no market, because production gives rise to a mass of commodities.

The basis of all changes in the spheres of the economy lies in production; this is especially important for the formation of market relations where they do not yet exist. If we start with the reformation of circulation and do not first achieve large production results, then no market will arise.

There are also other areas between production and consumption. Production is followed by distribution - a system that determines who will get the results of production, who will become the owner of the products produced. Distribution plays a huge role in folding social relations and definition financial situation strata of society. It should be noted that the efficiency depends on the distribution of labor results. production process. And despite the fact that the exchange occupies the third place in the hierarchy of economic spheres, it has a strong reverse effect on production.

The sphere of exchange plays a huge role in the entire system of the social economy, and therefore the market, as a set of commodity exchange relations, has acquired extraordinary significance in the process of historical development. On one side we may find a single manufacturer dominating the market, on the other we find thousands of firms, each supplying a small part of the market output. Between these sides lies an almost limitless variety of market structures.

In the marketing literature, the explanation of the market as a mechanism of exchange or as a group of consumers has received the most attention. In the 1960s certain attempts were made to conduct an in-depth analysis of the concept of "market", however, by the end of the twentieth century. discussions on this topic have become less intense. The activity of developing and defining the term “market” in modern marketing literature is gradually fading away, conceptual ideas about the market have become stronger and provide loci for considering this phenomenon.

One of the old concepts represents the market as a place, in this case the market is a physical place, a geographical point where supply and demand meet, an exchange takes place, or, in a similar sense, a market is a place where people / goods come together to make exchange. This definition market is the oldest and most often not used in scientific papers in marketing, but in practice and marketing research occurs frequently.

Understanding the market as an exchange mechanism viewed through the prism of exchange mechanisms is especially relevant for modern B2B marketing literature. Following this logic, the company has several ways to organize its economic exchanges with various parties of interaction. “In other words, it is suggested that there are several exchange mechanisms that are at the same time various types markets."

In considering this approach, the term market is used to describe a situation where competitive market forces determine the terms of trade between sellers and buyers. Within the framework of this understanding, the market can be considered as a situation close to the theory of ideal markets, where exchanges between buyers and sellers take place as discrete acts.

Other types of economic exchange situations are more relational exchanges with established long-term relationships between sellers and buyers. This approach describes the market as business relationship and networks built on such relationships.

Thus, the combination of various exchange mechanisms shows that the term market is described by exchange processes. On the other hand, more relational exchanges are described as occurring within business networks and viewed in this connection as exchange relationships between sets of firms.

"A third way to define the term 'market' is to understand it as a process." This approach to definition has been widely used for many decades in economics. The main attention was paid to such issues as the analysis of entrepreneurs as market participants, consumer behavior, price equilibrium, etc. With regards to marketing literature, the understanding of the market as a process in which exchanges between market participants are included was reflected in it. Already since the 1960s, this approach can be found in the writings of marketing researchers. Within the marketing locus, the market is described as the process of equating supply and demand as a result of systematic and decentralized exchanges.

This approach to the definition of the market is broader than the two described above, considering the market as a process involves taking it as an incentive, as information system or even a coordinating mechanism.

In modern marketing literature, the understanding of the market as a segment determines the current situation. “In this understanding, markets appear as people who are subsequently grouped to obtain market segments, while various authors offer all sorts of reasons and algorithms for such a split.”

Using differentiating variables, researchers get various classifications market segments.

One of the most famous classical works is the work of J. Sissors, devoted to the analysis of the essence of markets from the standpoint of the idea of ​​markets as a group of people.

According to the author, traditionally the market is identified with some common class goods. Here it means food markets relating to those individuals who bought this species goods in the past. For convenience, all buyers are divided into segments according to similar characteristics.

The use of the commodity definition of the market comes from one very important hypothesis, which is not always confirmed. So, people who buy a certain product in the future will be similar to people who buy this product in the present.

It is worth noting that buyers tend to repeat the purchase of the same product in the event that their needs were appropriately satisfied. So, this assumption is usually true, but it also happens that new consumers are different from existing ones.

Provided that the manufacturer will attract new consumers to his products, in this case these people may have some new features. In this case, instead of the term market, Seassource proposes to use the term potential buyers in relation to such buyers. By definition, potential buyers are

After the manufacturer has defined the product class, it is necessary to start classifying consumers according to some set of parameters, such as market size, geographical location consumers, demographic characteristics of consumers, socio-psychological characteristics of consumers, reasons for making purchases, etc.

Consideration of the market as segments is often used today, F. Kotler can be considered the main adherent of this approach, in whose understanding the market is a combination of existing and potential buyers goods.

There are situations when the market needs to be defined differently than on the basis of the characteristics of a class of goods. A more modern concept is to define the market through consumer needs. In the famous article “Marketing Myopia”, author T. Levitt says that the market consists of people who have some needs. At ideal conditions The manufacturer introduces a new product to the market if he can recognize these needs.