Volume 03 Issue 04-2023
110
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
04
Pages:
110-115
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
A
BSTRACT
The essence and tasks of marketing, stages of marketing research, SWOT analysis content and calculations
are presented in the article. Marketing gives consumers the opportunity to choose a wide range of goods,
ensures the maximum variety of goods. Also, the marketing system helps to find goods that fully meet the
needs of consumers, and ensures the improvement of the standard of living of the population. This article
analyzes the emergence of marketing, the history of its formation, its main purpose, and the objective
reasons for marketing development.
K
EYWORDS
Marketing, goals, tasks, development method, management process, sales, consumers, trade, system of
market links, marketing principles, advanced market economy, influencing demand, meeting demand,
marketing strategy.
I
NTRODUCTION
When it comes to marketing management of
industrial enterprises, first of all, it is necessary to
have information about the concept of marketing,
its goals and tasks. From this point of view,
marketing is the embodiment of effective service
in the market. This term first appeared in the
United States in 1902, and after 20 years, many
countries of the world began to use this term.
Marketing means “activity related to the market”.
But the meaning of the concept is very broad.
Journal
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Research Article
MARKETING MANAGEMENT OF INDUSTRIAL ENTERPRISES
Submission Date:
April 20, 2023,
Accepted Date:
April 25, 2023,
Published Date:
April 30, 2023
Crossref doi:
https://doi.org/10.37547/ijasr-03-04-16
Murotjonova Mubina Dilshod Qizi
Jizzakh Branch Of The National University Of Uzbekistan Named After Mirzo Ulugbek, Faculty Of
“
Psychology
”, 5230100
- Economy (By Industries And Sectors), Student Of Group 140-20, Uzbekistan
Volume 03 Issue 04-2023
111
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
04
Pages:
110-115
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
Marketing - meeting needs and requirements
through exchange the type of directed human
activity is to combine the actions of all
participants in the market based on their mutual
interests to form and satisfy demand. Marketing
in world practice did not appear suddenly. This is
the result of long-term evolutionary views of
managers on the goals, tasks and development
methods of production and sales.
Marketing is a complex dynamic multifaceted
concept, which means that it is impossible to give
a completely universal description of marketing.
Marketing literature published in recent years
has given many definitions of marketing. We
found it necessary to mention some of them. The
well-known American scientist - marketer F.
Kotler defines marketing as follows: Marketing is
an economic and management process aimed at
satisfying the demands and needs of certain
individuals and groups based on the creation,
offering and exchange of goods.
The definition of Peter Drucker, one of the leading
theoreticians of management problems, is as
follows: The purpose of marketing is to eliminate
sales activities. Its purpose is to study and
understand the customers in such a way that the
goods and services meet their needs and
ultimately sell themselves. The definition used by
the French marketing school is also very close to
Peter Drucker’s definition. According to him:
Marketing is a set of measures carried out in
order to ensure sales and meet the needs of
consumers by releasing goods and services for
sale in accordance with their needs.
As you can see from the above definitions,
marketing is a complex process. At the same time,
we would not be wrong to say that marketing is
the activity of business philosophy, thinking
strategy and tactics of the subjects of customer
relations. So, marketing is a process of
observation and action at the same time. In
countries with advanced market economy,
marketing principles are evident in the processes
from simple product production to complex
technology. In today’s increa
singly deepening
market economy, there is no doubt that the only
way for companies, enterprises and other market
entities to withstand competition and operate
effectively is to make extensive use of marketing
opportunities.
Marketing appeared at the end of the 19th
century and the beginning of the 20th century as
a system of organization and management of
production, sales, and trade activities of
enterprises, designed to satisfy customer
demand. A marketing approach to production and
business in general includes economic aspects of
influencing the customer. This leads to defining
the specific features of the competition for the
market. Using special methods of analyzing
cause-and-effect relationships within the market,
finding information about the needs, tastes and
preferences of customers, enterprises and
organizations, marketing concepts to form an
economic, organizational interest in this or that
product and service organizes technical and
social directions. They determine the perspective
of the possible development of the demand, make
decisions to form its target direction, and
Volume 03 Issue 04-2023
112
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
04
Pages:
110-115
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
necessarily control the effectiveness of the
measures taken. The peculiarity of the
comprehensive analysis in the marketing
approach to the purchasing issue is not only
taking into account the processes occurring in the
market, but also the production enterprises,
intermediaries supplying goods, wholesale and
retail trade enterprises, intermediaries supplying
goods, wholesale and retail enterprises and their
connections. It is an analysis of changes in the
operational and long-term specific goals of all
other organizations in the system of market links.
It would be wrong to think that marketing is
related to a certain branch of the economy, for
example, production or trade. It includes all
economic entities that serve the market, and
when they are used together and as a whole, its
tools and methods will be effective only if there is
a common strategic direction for the final result
of the joint activity.
Making marketing decisions requires enterprises
to adapt to the market as much as possible and
fully respond to the state’s economic policy, as
well as to develop and implement their own
development strategy based on increasing the
efficiency and profitability of production,
increasing material benefits from labor results.
Why does this happen? The fact is that in the
marketing approach, the law of value and other
economic laws of commodity production strictly
apply. On this basis, it provides only exchange of
goods and money in the market. As long as the
developed material wealth is not exchanged for a
monetary equivalent, social reproduction will not
be complete, and the beginning of a new cycle of
production is not possible by itself. This is the
meaning of the marketing strategy, which allows
to meet the demand more and fully with the least
consumption of raw materials, materials, labor
and financial resources. Marketing is not only an
activity aimed at meeting demand, but also
influencing demand. So, what should this effect
be, should we switch to the production of other
products and create a new demand? These
specific goals of marketing activity are
determined by taking into account the situation in
the market, by the level of interest of buyers, by
the economic and social tasks of the enterprise, by
entering this or that market. Thus, the demand
allows you to choose the marketing objective, as
well as the desired marketing strategy.
In the literature in the field of marketing, there
are four main goals of marketing. These are:
1. To achieve the maximum possible high
consumption.
2. Achieving maximum satisfaction of consumer
demand.
3. Create an opportunity for consumers to choose
a wide range of goods.
4. To improve the quality of life of the population.
Many people leaders believe that the main factor
in marketing - the maximum growth of
production and the enrichment of the enterprise
is the promotion of high consumption. In other
words, the more people buy and consume, the
happier they are. However, some people doubt
the idea that an increase in material wealth is a
Volume 03 Issue 04-2023
113
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
04
Pages:
110-115
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
sign of achieving great happiness. So, the goal of
marketing is not only to achieve the maximum
possible consumption.
Achieving maximum satisfaction of consumer
demand. According to this point of view, the main
goal of the marketing system is not to achieve the
maximum possible consumption, but to satisfy
the consumer's demand as much as possible. This
means that although the consumption of the mass
of goods is high, it may not be of any importance.
Their significance is measured not by the quantity
of goods, but by the extent to which these goods
can satisfy consumer demand. Unfortunately, it is
measured by the ability to satisfy the demand of
consumers. Unfortunately, studying the level of
satisfaction of consumer demand remains
problematic to this day.
Creating an opportunity for consumers to choose
a wide range of goods. Some market experts
believe that the main goal of the marketing
system is to provide the maximum variety of
goods and to create an opportunity for consumers
to choose a wide range of goods. The goal of the
system should be to help the consumer find a
product that fully meets his needs.
Improving the quality of life of the population.
Many experts believe that the main goal of the
marketing system is to improve the "quality of
life" of the population. This concept includes:
1. Quality, quantity, assortment, price of goods;
2. The level of payment for labor;
3. Quality of cultural environment, etc.
The main goal of marketing is its emergence,
formation and determined by the objective
reasons and necessity of development. As
mentioned above, marketing was first of all
invented and created as a tool to get out of this
crisis in the conditions of accumulation of goods,
unsold and economic crisis. It adjusts production
to the needs of the customer, achieves the balance
of supply and demand, and brings high profits to
the enterprise organizations that created it. To
achieve this, it is necessary to solve important
marketing tasks:
➢
study and determine the needs of buyers
(consumers);
➢
study of internal and external requirements
for goods;
➢
adaptation of the company's activities to the
needs of customers;
➢
first of all, the market based on the
information received about supply and
demand to learn;
➢
organization of advertising of goods,
customers to buy goods, increase interest;
➢
carrying out research of the company that
creates or sells the product, collect and
analyze;
➢
to receive information about all services in the
market of goods;
➢
information about complementary goods and
substitute goods, collect;
➢
it consists in forecasting the demand for goods
and controlling their implementation.
Systematic analysis of marketing information
allows to develop an estimate of supply and
demand. It is impossible to determine the optimal
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VOLUME
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Pages:
110-115
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
level of sales. At this level, it is usually calculated
between minimum and maximum. Advertising is
also important in achieving the marketing
objective. The purpose of advertising is to
strengthen the existing market segment, attract
new customers, and create new markets. The
main feature of advertising in the marketing
system is continuous influence and constant
renewal. At the same time, the psychology of the
buyer has the characteristic of being associated
with the product and the company.
Sales promotion is one of the tasks of marketing,
which allows to ensure the planned level of sales
of goods released to the market. This means
covering production costs and making a profit.
There are the following active forms of sales
promotion - exhibition sales, fairs, use of special
sales service and low prices. Sales policy in the
marketing system is the process of organizing the
periodic movement of goods. It requires a clear
analysis of the impact on decisions made at each
stage of the movement of the mass of goods from
the producer to the consumer. In this case, sales
mean all relations between production and sales.
It includes wholesale and retail trade,
transportation and storage. In our economic
conditions, the function of marketing is as
important as the product policy. A well-thought-
out commodity policy allows efficient use of
resources. Brand policy ensures that each
manufactured product is intended for a specific
group of consumers. That is, any product must
have a clear consumer address. Our domestic
market is greatly disadvantaged by the non-
existent range of pans designed for the so-called
“average” consumer. Because it does not allow the
choice of goods distributed according to the
buyer’s interest and tast
e. Except for such
situations in the marketing approach. It is
necessary to use all of the marketing actions listed
above at the same time. This is the only way to
ensure a continuous flow of information from
consumption to industrial enterprises and trade,
and from them in the opposite direction. And this
is in timely production, product range. It allows to
make changes to the conditions of sale and the
field of service. The listed goals and tasks of
marketing
cannot
provide
a
complete
understanding of the organization of market
activity. Because there cannot be a ready-made
recipe for completely solving market problems.
Before applying marketing, it is necessary to take
into account the basic conditions, the level of the
most basic socio-economic development. Because
marketing is a complex, demanding effort and
patience, and at the same time it is a fast-yielding
business. On the one hand, it should respond to
the sufficiently high needs and demands of the
population, its purchasing power, and on the
other hand, the freedom to choose goods and
services. Ensuring a large radius of market
movement should respond to freedom. In order to
ensure a large radius of market movement, it is
necessary to quickly change the assortment of
goods, respond to its mass adoption. All this
allows to balance supply and demand. In addition,
for marketing activities, it is necessary to solve
organizational issues, which consist of the
management and planning system of the
enterprise, distribution, relations in the domestic
Volume 03 Issue 04-2023
115
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
04
Pages:
110-115
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
market and foreign trade, and realization through
highly equipped market channels.
Today, all producers, consumers, and at the same
time employees of other industries should be able
to think in terms of marketing and use it
effectively.
R
EFERENCES
1.
N.K. Gulyamova. Industrial economics and
management. P.: “Educational methodological
manual”, 2013.143 p.
2.
G. Tarakhtiyeva. Innovative management. P.:
“Science and technology”, 2013. 208 p.
3.
G.K. Tarakhtiyeva, N.H. Gulyamova, K.
Sibragimova Methodical guide for practical
training in “Industrial economy and
management”, 2018.
4.
Makhmudov E.H. Enterprise economy. -T:
Union of Writers of Uzbekistan. Literary Fund,
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