Basis of classification Variety Description
Marketing planning Conceptual Marketing Activity
The company focuses on strategic management.
All the nuances of an enterprise’s activities in the field of marketing are determined by the marketing strategy.
The market is differentiated by a number of characteristics.
The company's marketing plan is of primary importance.
A large number of marketing programs are being created.
Applied Marketing
The company focuses on creating marketing programs and conducting specific events.
All the nuances of the enterprise’s benin email list activities in this area are determined by the general direction of marketing activities.
The market is poorly segmented.
Short-term advertising plans are developed for 1 month or quarter.
Scope and scale of activity Regional Marketing Marketing efforts are directed at a specific region that is a target for the company. Often implemented by local producers of goods and services.
National Marketing The company conducts marketing activities throughout the country. As a rule, national marketing strategies are used by large organizations and holdings.
International Marketing
Advertising efforts are directed towards foreign markets. The main goal is to make a profit in the long term.
Specific activities depend on the characteristics of the target country.
This type of marketing is practiced in large international companies.
Market segmentation Specialization Differentiated marketing is used. A separate marketing complex is developed for each market segment. The company's system of such activities is formed taking into account the characteristics of each of these segments.
Wide coverage Undifferentiated marketing is used. A single set of measures is developed for all areas.
Selective coverage The company selects target market segments on which all marketing activities will be concentrated. Other areas are not involved.
Marketing Effort Concept Product Marketing
Product first. Every marketing activity is developed with the product concept in mind. This policy is of paramount importance.
Typically used in companies that produce only one product or have a very narrow range of products.
Manufacturing Marketing
The priority is the development of the concept of new products. The company regularly updates its range. At the same time, the products are constantly being improved to improve their quality. The concept of continuous development of the company and its products/services is of primary importance.
Typically used in industrial enterprises offering a wide range of products.
Sales Marketing The priority is the distribution of the company's products, the search for new and improvement of existing channels of distribution, expansion of the geography of sales. The marketing department focuses on promoting the product to all possible places where it can be sold.
Consumer Marketing
The priority is consumer demand, consumer behavior patterns, fashion, trends. Emphasis is placed on market analysis, which allows identifying and predicting audience needs, as well as monitoring current trends.
The concept of consumer demand prevails over the production of products. The method of creating artificial shortages is often used.
Marketing mix Product policy
The following marketing activities are carried out:
new products are being developed;
existing goods and services are being improved;
the product life cycle is increased;
a balanced product portfolio is being formed.
Pricing policy
Elements of marketing activities:
development of pricing strategy;
achieving a balance between the goals and means of the enterprise;
creating a pricing strategy.
Sales policy
The following marketing activities are carried out:
a distribution strategy is being developed;
planning and organization of distribution channels is carried out;
the distribution system is studied and measures are taken to improve it;
The system of product distribution through intermediaries is being improved.
Promotion of goods
The activities of the enterprise's marketing service are aimed at solving problems related to the creation and increase of demand for products on the market. This allows improving profit indicators by increasing sales volumes and the number of sales.
The following marketing activities are carried out:
advertising campaigns are developed and implemented;
sales are stimulated;
a service policy is being implemented;
marketing communications are formed in promotion;
communication policy is created and improved;
the company's reputation is managed;
consumer demand is created and changed, customer complaints are processed, etc.
A company can use several of the listed varieties at once. Markets become more complex and their number increases. In addition, competition increases, consumer demands expand, and new technical capabilities appear. All this leads to the formation of new types of marketing activities of the enterprise.
In order to select the optimal marketing activities, it is necessary to take into account the goals and objectives set by the management. It is also important to pay attention to the conditions of the company's external environment.
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