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Classification of commodity markets and their characteristics. The market as an object of marketing

1. The concept of the market. Types of commodity markets. 3

2. Essence and meaning of commodity policy. 10

3. Task 1. 13

4. Task 2. 14

List of used sources. 15


1. The concept of the market. Types of commodity markets

The market is a multifaceted concept. There are two main approaches to its definition. The first is based on the allocation of political, ideological and philosophical content: the market is seen as a way of organizing social production, the behavior of economic entities, and thinking. The second approach focuses on its specific economic content: the market is seen as a mechanism that combines supply and demand to ensure the processes of buying and selling goods at a given time and in a certain place. Based on this, the main elements of the market are: subjects (sellers, buyers, suppliers, intermediaries, etc.), objects (goods, services, means of payment, etc.), relations (exchange, partnership, competition, etc.), environment (natural social, cultural, etc.).

The most important base relation Market subjects are interactions regarding the exchange of goods for an equivalent value in terms of benefits. Equivalence is established in the form of a mutual agreement between the seller and the buyer. Ideally, such an agreement is achieved with complete mutual satisfaction of the participants in the exchange. At the heart of this process is the idea of ​​satisfying needs.

A need is a need, a need for something that needs to be satisfied. In the market, needs manifest themselves in the form of demand. It is a form of manifestation of the need for a product, provided in cash. Such demand is called solvent.

It is quite natural that each individual enterprise is interested in the demand for its own goods. It is meaningless to talk about demand regardless of a specific market. Therefore, in practical marketing, the abstract concept of the market does not apply. The market is always specific. Commodity markets are diverse, and no two are alike. Each of them is characterized by its own combination of factors and conditions that determine the ratio of supply and demand. Thus, before making any marketing decisions, an enterprise must determine what is the market for it. Only through a clear understanding of the market for a particular product can one determine the entire set of subjects and objects operating in a given sphere of exchange, i.e. identify real and potential competitors, intermediaries, consumers, terms of trade, goods sold, which is extremely important for organizing an effective marketing activities.

The choice of the market is based on various aspects of its structuring. Therefore, in marketing, the classification of markets is carried out using a wide range of features. Let us note only the most important, which are of paramount importance for the purposes practical use.

2. Classification of markets

Depending on the ratio of supply and demand, a seller's market and a buyer's market are distinguished.

A seller's market occurs when demand greatly outstrips supply. At the same time, sales do not represent much effort for the seller: in conditions of excess demand (deficit), the goods will still be sold. And, therefore, it is absolutely inexpedient for him to engage in any research, since this will only mean additional costs.

A completely different situation is typical for the buyer's market. It is possible when the supply exceeds the existing demand. IN this case it is no longer the seller who dictates his terms, but the buyer. The buyer's market is competitive. This forces the seller to make significant efforts to sell their goods. It is the buyer's market that is an indispensable condition for the application of the concept of marketing.

From the point of view of spatial characteristics (territorial coverage), markets are distinguished:

local (local);

regional (within the country);

National;

regional by group of countries (for example, North America, Latin America, Western Europe, CIS countries, Baltic States, etc.);

The problem of territorial coverage of the market is solved by the enterprise depending on its financial condition or features of the product being offered. Quite a few importance also has the appropriate infrastructure. Moving from one level of the market to another is a form of diversification and is usually carried out in a process of fierce competition.

Commodity markets differ in the nature of the end use of the product. On this basis, they distinguish: the market of consumer goods, the market of goods for industrial purposes, the market of services. All of them can be further classified according to a number of criteria. Thus, the consumer goods market is differentiated by their specific types (for example, food and non-food), product groups (shoes, clothing, electrical household goods, etc.), product subgroups (leather, rubber, felted footwear market), etc. The specificity of the study of the market of consumer goods is due to the fact that they are designed for many individual consumers. great attention in such studies is devoted to the study of tastes, requests, preferences and behavior of consumers.

A characteristic feature of industrial goods (raw materials, semi-finished products, equipment, etc.) is their close connection with the production process. Particular importance in the study of such markets is given to the study of the relationship between potential buyers and producers of goods.

The service market is one of the most promising and covers a wide range of activities: from transport, tourism, communications to insurance, lending, and education. The common thing that unites different species labor activity for the provision of services, is the production of such use values, which mainly do not acquire a materialized form. The service market has a number specific traits that define a specific approach to marketing activities.

Depending on the needs that determine the demand for the relevant goods, markets can be retail and wholesale.

The retail (consumer) market is the market of buyers who purchase goods for personal (family, home) use. It is heterogeneous: different in terms of income, consumption level, social position, age, nationality, cultural practices, etc. population groups. Accordingly, each of these groups has its own requests, requirements for goods (their quality, price, etc.), its own reaction to the appearance of a particular product, to advertising. Therefore, the enterprise should determine the feasibility of working with each group of consumers in the market that it is going to serve.

The wholesale market, or the enterprise market, is the market of individuals or organizations that purchase goods for their further use during production, resale or redistribution. In accordance with this, we can talk about the following varieties of the wholesale market: 1) the market of enterprises that purchase goods for their subsequent processing; 2) the market of intermediate sellers; 3) market public institutions.

The market for enterprises that purchase goods for their further processing (production of other goods) is characterized by large but few buyers, their comparative geographical concentration, and organization of purchases using professionals (purchasing agents, logistics departments, etc.).

A feature of the reseller market is that it is represented mainly by retail and wholesale trade. When interacting with intermediary enterprises, one should take into account their features related to the specifics of the tasks they face.

The market of public institutions consists of organizations that purchase goods to ensure the performance of their functions, due to the solution of various social, political and other issues. Feature market of public institutions (schools, hospitals, army, etc.) is that purchases are made at the expense of state and local budgets. A large proportion of all purchases are made by the government. The range of purchases carried out on behalf of government agencies is extremely wide, ranging from consumer goods and agricultural products to various types of weapons. Another feature of this market that needs to be taken into account when interacting with government agencies is increased attention and control over this area of ​​activity by the public.

Thus, the wholesale market has a larger capacity than the retail one; it is characterized by a relatively small number of entities operating on it, the predominance of large batch purchases and a significant focus on consumer market. The most significant feature that should be taken into account when entering the market of enterprises is the fact that on their behalf purchases are carried out by a specific person, whose decision-making is influenced by many factors that are the object of marketing study.

Of fundamental importance is the classification of markets in terms of organizational structure. The latter is determined by the terms of trade and the nature of the relationship between sellers and buyers and determines the division of markets into closed and open markets.

A closed market is a market in which sellers and buyers are bound by non-commercial relations, legal and administrative dependence, financial control, contractual relations that are not of a purely commercial nature. Such a market is dominated by various measures and forms of regulation, and prices are relatively stable.

The open market is the sphere of ordinary commercial activity, where the circle of independent sellers and buyers is not limited. The absence of non-commercial ties between sellers and buyers predetermines the relative independence of relations between them.

Depending on the market assessment, the following markets are distinguished: developing, declining, stable, unstable, stagnant. Each of them defines the specifics of the usage policy. financial resources and short term investments. In a favorable situation, the enterprise implements an attacking strategy, invests in expanding the range of goods and increasing their production volumes. The unfavorable conjuncture focuses on the defensive tactics of saving resources and waiting, and sometimes even leaving this market.

The market assessment of the state of the market is organically combined with the qualitative one. For a clearer and more visual representation of the classification of markets according to the qualitative structure, let's turn to Figure 1.

Figure 1. Qualitative structure of the market: a - the entire market; b - potential market

The potential market here is 10% of the population (country, region, region, etc.). It consists of buyers who are interested in purchasing goods. Meanwhile, one desire is not enough, it is necessary to have the means to buy. Paying buyers should have access to products that can satisfy their needs. If these conditions are met, we can talk about a real market. Among its buyers, one should exclude those who, for one reason or another (legislative restrictions, health status) do not realize their interest in a qualified market. The latter in Figure 1 represents 20% of the potential market or 50% of the actual market. The company actively serves 10% of buyers of the potential market, who have the opportunity to choose from the whole variety of products offered, including by competitors.

The mastered market is formed by buyers who prefer the goods of this enterprise. In our example, they make up only 5% of the potential market and 50% of the served one.

Such a classification is useful for marketing planning: being dissatisfied with the size of sales, the company considers the prospects and chooses tools to expand the market - and above all by servicing its part.

From the point of view of the features and content of marketing activities, the following markets are distinguished:

target, i.e. the market in which the enterprise implements or intends to implement its goals;

barren, i.e. having no prospects for the sale of certain goods;

main, i.e. the market where the main part of the company's goods is sold;

additional, on which the sale of a certain volume of goods is ensured;

growing, i.e. having real opportunities to increase sales;

layered, in which commercial operations are unstable, but there are prospects for turning it into an active market under certain conditions (however, it can also become fruitless).

Thus, the classification according to certain criteria allows you to deepen marketing research a specific commodity market, with the aim of determining the conditions under which the most complete satisfaction of demand for goods is ensured and prerequisites are created for their effective sale. In accordance with this, the primary task of studying the market is to assess its conjuncture.

2. Essence and meaning of commodity policy

To carry out successful activity in the market, a detailed and well-thought-out product policy is necessary. The fact is that product decisions are dominant in the development and implementation of the marketing mix.

The main objective of the commodity policy is to develop directions for optimizing the product range and determining the range of goods that is most preferable for successful operation in the market and ensuring the efficiency of the enterprise as a whole.

Assortment - a set of goods, formed according to certain characteristics. The assortment is a set of goods intended for:

· for a certain area of ​​application (household radio-electronic equipment, shoes, clothing, etc.);

· sales in specific trading enterprises (department stores, department stores, supermarkets, specialized stores, etc.);

The range of goods is specified by their types, varieties, names, etc.

Kind - a set of goods that differ in individual purpose and identification features. Quite often, the type of goods is determined by their appearance, and for food - additionally by taste, smell, texture. Although these signs are not unconditional, due to their availability and simplicity, they are most often used in practice. So, the types of sugary products - caramel and sweets - differ in the first place. appearance and consistency (structure). They have like general purpose- satisfaction of the needs for a pleasant sweet taste, and individual - the need for a different consistency.

Variety - a set of goods of the same type, differing in a number of particular characteristics. So, for example, there are two types of caramel - candy and stuffed.

Name - a set of goods of a certain type, differing from goods of the same type by their own name (name) and individual characteristics, due to the selection of raw materials, materials, as well as the design and production technology. The name of the goods can be nominal and branded.

Nominal name - a nominal generalized name of a product produced by different manufacturers (for example, bread "Borodinsky", "Surazhsky", "Narochansky", etc.).

Brand name - (trademark) individual name goods produced by a certain enterprise (for example, Abrau-Durso sparkling wine, Mercedes cars, etc.).

A specific brand, model or size of a product marketed by an enterprise is called a line item.

As a rule, an enterprise offers a set of interrelated assortment items, which forms an assortment group. The totality of goods of a separate assortment group in marketing is quite often considered as a product line or product line.

The commodity nomenclature includes all assortment groups offered by a particular enterprise. For example, for an oil refinery, A-76 gasoline is an assortment item. A set of manufactured motor fuels (gasoline A-76, gasoline A-93, gasoline A-95, diesel fuel) forms the assortment group "fuel". The commodity nomenclature of the enterprise consists of several product groups: “fuel”, “oils and lubricants”, “ aromatic hydrocarbons" etc.

At the heart of the commodity policy of enterprises of marketing orientation is the determination of the optimal range of goods. This means the inclusion in the product range of those goods, the production and sale of which, on the one hand, are focused on the needs of the market, and on the other hand, have a positive effect on providing economic efficiency activities of the enterprise as a whole, bring him profit and contribute to the achievement of other goals.

The absence of a detailed product policy leads to instability in the assortment structure due to the influence of random or short-term changes in permanent factors, loss of control over the competitiveness and commercial effectiveness of goods. Operational marketing decisions taken in such cases are often based solely on intuition, and not on a sober calculation that takes into account long-term interests. On the contrary, a well-thought-out product policy not only makes it possible to optimize the process of updating the assortment, but also serves as a kind of indicator for the company's management of the general direction of actions that can correct current situations.

When forming a commodity policy, enterprises, first of all, proceed from two complementary and mutually exclusive principles: synergy (or internal interconnection) and strategic flexibility (or conglomerate).

The implementation of an effective commodity policy is associated with two major problems. Firstly, the enterprise must rationally organize work within the existing product range and, secondly, develop new products in advance. Therefore, the formation and implementation of a commodity policy provides for the solution of fundamental tasks related to:

· management of assortment of goods;

development and introduction of new products to the market;

trademark, packaging, labeling;

Organization of service maintenance of goods.

3. Task 1

The selling price of the goods without VAT of the manufacturer in the Republic of Belarus is 300 rubles. In addition, VAT - 54 rubles. (eighteen%). Calculate the marginal retail price in the event that this product enters the retail trade organization, not related to consumer cooperation, through direct communications and through the wholesale base, if the regional executive committee has established size limit 25% sales surcharge, no sales tax.

The maximum trade markup will be:

300*25% = 75 rubles

retail organization VAT:

75 * 0.18 \u003d 13.5 rubles.

As a result, the marginal retail price will be:

300 + 54 + 75 + 13.5 \u003d 442.5 rubles.

4. Task 2

In investment portfolio joint-stock company 4 shares of company A, 5 shares of company B, 10 shares of company C with the same market value. Determine how the value of the investment portfolio will change if the share price of company A increases by 25%, company B - by 20%, and company C - falls by 10%.

Initially, we determine the initial value of the investment portfolio: 4*x + 5*x + 10*x = 19*x.

After that, we determine the value of the investment portfolio after changes in stock prices: 4*х*(1+0.25) + 5*х*(1+0.2) + 10*х*(1-0.1) = 5*х + 6*x + 9*x = 20*x.

The change in value will be: 20*x/19*x = 1.053.


List of sources used

1. Akulich I.L. Marketing: Textbook. - Minsk: Higher School, 2002. - 447 p.

2. Durovich A.P. Marketing Basics: Tutorial. – M.: New knowledge. 2004. - 512 p.

3. Kotler F. Fundamentals of marketing. – M.: Progress, 1990. – 736 p.

4. Maslova T.D., Bozhuk S.G., Kovalik L.N. Marketing. - St. Petersburg: Peter, 2002. - 400 p.

5. Pambukhchiyants O.V. Organization and technology of commercial activity: A textbook for students. - M .: Information and implementation center "Marketing", 2001. - 450 p.

6. Pokhabov V.I. Fundamentals of Marketing: Textbook - Minsk: Higher School. 2001. - 271 p.


From business entities; - data of selective surveys of buyers, characterizing: - consumer preferences; - criteria and barriers for the interchangeability of goods, criteria for determining the geographical boundaries of the commodity market (Appendix 3); - data of commodity expertise, confirming or denying the interchangeability of goods in the formation of commodity groups; - data of departmental and...

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Adequately assess the risks associated with investments in certain stock instruments, and independently carry out transactions with securities based on such assessments. 2. Types of investors in the market valuable papers 2.1 Qualified investors The concept of persons engaged in professional investment activities in the securities market has appeared in Russian legislation...

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In economic theory there is a large number of signs by which the relevant types of markets can be distinguished, however, for marketing purposes, we will only be interested in competitive types of the market, since the company builds a marketing strategy precisely for the purpose of superiority over its competitors.

There are four types competitive markets.

Pure competition market (or perfect competition market)

Remark 1

It should be noted that in practice given type market in its pure form is never found. For the most part, this is an abstract model that is essential for economic analysis.

Features of a perfectly competitive market:

  • there are no entry and exit barriers: that is, nothing prevents the seller from starting to produce and selling a certain product characteristic of a given market, or from leaving this market if the sale of this product is no longer profitable for him;
  • there is a qualitative uniformity of similar products: there are no defective products, the product is named according to its quality (butter and spread, milk and dairy product);
  • all market players - both sellers and buyers - are fully informed about all prices and offers on the market at the moment.

Pure monopoly market

It is characterized by a single seller of goods. Since there is only one manufacturer and the volume of supply depends only on him, he can set any price for his goods. In this case, the monopolist dictates not only the quantity of the offered product, but also its quality, since the buyer does not have the opportunity to choose analogues of this product.

Monopolies are usually formed by owning a company. limited resource or a patent, due to the displacement / takeover of competitors, collusion of companies (creation of cartels, syndicates or trusts on the basis of an agreement on prices, sales markets, etc.), due to the official declaration of a monopoly in certain industries (mainly the state monopoly on energy resources : electricity, oil, etc., where significant cash investments are needed to conduct activities)

Remark 2

A kind of monopoly is monopsony - this is a market in which there is one large seller who dictates price and quality conditions to smaller sellers.

Oligopolistic market

Such a market is divided among several large manufacturers that exist on the market constantly and the number of which practically does not change over time.

A prime example of an oligopoly market is the market for aircraft manufacturers.

Monopolistic competition market

This market is described as a set of sellers who sell a variety of competing products. Entry barriers are not very high here. The remark "monopolistic" says that each of the goods, although similar to the others, has its own distinctive features.

An example is the market medicines: there are many players on the market, barriers to entry are insignificant, but goods differ in properties, composition, side effects and etc.

The market of monopolistic competition is most beneficial for consumers, as buyers receive a number of advantages: firstly, manufacturers are trying to create more attractive and interesting offers for the buyer in order to increase their market share, and secondly, due to competition, the quantity and quality of goods is constantly increasing and thirdly, the presence of several players in the market minimizes the possibility of monopoly formation or, for example, price fixing.

The choice of the market is based on various aspects of its structuring. In marketing, the classification of product markets is carried out using a wide range of features. Let us note only the most important of them, which are of paramount importance for the purposes of practical use.

1. Depending on the ratio of supply and demand, they distinguish;

    seller's market

    buyer's market.

seller's market occurs when demand greatly outstrips supply. At the same time, sales do not present any particular difficulties for the seller. In conditions of excess demand (deficit), goods will still be sold. It is inappropriate for him to engage in any marketing activities, as this will only mean additional costs.

R buyer's market. It is possible if supply exceeds demand. In this case, it is no longer the seller, but the buyer who dictates his terms.

The buyer's market is competitive. This forces the seller to make significant efforts to sell their goods. In the buyer's market, the need to study demand and consumer behavior is of paramount importance.

2. From the point of view of spatial characteristics (territorial coverage), markets are distinguished:

    local (local)

    regional (within the country)

    National

    regional by group of countries (for example, North America, Latin America, Western Europe, CIS countries, Baltics, etc.)

The problem of the territorial coverage of the market is solved by the enterprise, depending on its financial condition and the characteristics of the product offered. The availability of appropriate infrastructure is also of great importance. Moving from one level of the market to another is a form of diversification and is usually carried out in a highly competitive environment.

3. By the nature of the end use of the goods:

    consumer goods market

    industrial goods market

    K 1)

    The consumer goods market is differentiated by:

    - types(for example, food and non-food),

    - product groups(e.g. shoes, clothing, household appliances, etc.),

    - commodity subgroups(for example, the market for leather, rubber, felted shoes), etc.

    The specificity of the consumer goods market is due to the fact that they are focused on many individual consumers. Therefore, marketing research is aimed at studying their behavior, tastes, requests and preferences.

    K 2)

    A characteristic feature of industrial goods(raw materials, semi-finished products, equipment, etc.) is their close connection with the production process. Demand for them is targeted (or secondary), which arises as a result of demand for consumer goods and is subject to the factor of economic feasibility.

    The number of consumers of industrial goods is limited. As a rule, they make large purchases, often influencing the production of products (adapting them to their needs), the delivery procedure, and a range of additional services. Therefore, special importance in marketing research of such markets is given to the study of the relationship between potential buyers and manufacturers of goods.

    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, affection);
      • 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 constraint, so the individual will choose those products that will give him the greatest satisfaction within his financial opportunities. The ability to satisfy a need brings us to the next basic category of demand.

    Inquiry 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 into the supermarket and experiencing a whole range of needs associated with the organization of any solemn event, we are faced with a wide variety of product ranges 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. There are a number of theories of motivation needs. 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. To do this, in each case, it is necessary to find consumers and establish the factors influencing the formation of the corresponding needs, 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 subjects. 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 with all the necessary 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) - set 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.

    Any person who enters into economic relations is forced to operate in a certain market. The concept of the market is extremely important from the point of view of marketing. Although there is no single definition of marketing, the connection of this field of activity with the market is obvious. And it is already manifested in the fact that the term “marketing” itself is derived from the English word “market”, which translates as “market”.

    The word "market" is used in most different meanings. In ordinary speech, this word is used to refer to a place where some people sell and other people buy some goods. It should be noted that every other use of the word "market" is somehow based on this concept of the market. However, economists use the word in more general sense.

    From this point of view, the market does not necessarily occupy any particular place in space: the market is a special sphere of relations between people who may be next to each other or be in the most different places. And these relationships are based on numerous exchanges, in the process of which one value is exchanged for another.

    From the point of view of marketing, the market can be defined as a set of individuals and organizations, each of which 1) has its own special needs; 2) has certain material means to meet them, and 3) is characterized by a willingness to spend these funds to meet needs.

    The market is also sometimes called special form organization of economic relations between people, characteristic of the economy as a whole. It is this meaning that is invested when experts talk about " market economy”, contrasting it with the “administrative economy”.

    The understanding of the market in marketing differs somewhat from the above definition. A market in marketing is a collection of customers who are able and willing to make an exchange that will satisfy a need or allow them to do so. In other words, for marketing it is enough that we talk about the market as a collection of buyers, abstracting from the role that the enterprise itself plays in the market. Of course, this does not mean that we should not think about the consequences of our activities.

    Just in terms of acceptance a large number significant decisions, it is enough to proceed from such a slightly simplified approach.

    Exchange of its components and conditions. The main type of action that takes place in the market is the exchange:

    Suppose a person has a need that he seeks to satisfy. To do this, he needs something, so to speak, an instrument to satisfy the need. In the case of hunger, this is food, in the case of thirst, water or some kind of drink. There are the following ways to get goods.

    1. Self-sufficiency. The goods that he needs, the person produces himself. Subsistence economy is based on this principle, in which the family or clan live on full self-sufficiency. Less commonly, self-sufficiency occurs in modern society. For example, often people cook their own food, refusing the services of restaurants and canteens.

    Technological progress has made self-sufficiency virtually impossible.

    To explain this, let's look at an example. In order to be completely self-sufficient, modern man must be able to create televisions and other equipment; at the same time, he must create them, as they say, “from scratch”, having only metals and other materials that he must obtain himself. It is clear that this is an almost unattainable goal. If we take into account that in addition to televisions, he must be able to make bricks, pipes, paper, fabric and clothes, grow plants and animals, as well as compose music, shoot television programs, then it becomes obvious that this is generally impossible.

    2. Mastery of power. In this case, a person simply takes what he needs from another person. This action is quite natural, but unacceptable, and society punishes a person for it. It is for this reason that this method of acquiring goods should be excluded.

    3. Begging. This path is chosen by many people who really cannot provide for themselves (for example, due to illnesses) or only feign such inability, pretend. This path is also not possible, because if everyone begs, then there will come a moment when there will be nothing to ask for. In other words, beggars are possible only where there are working people.

    4. Exchange. This is perhaps the most effective way for modern society to get what is needed. The exchange involves clear rules, and if one of the parties violates them, the other side usually has the opportunity to restore justice.

    It is clear that the exchange at the present time is the simplest, effective method satisfaction of needs, which does not lead to the violation of laws and in the end does not degrade the dignity of a person. At the very least, a person can always refuse to participate in a transaction if for some reason it does not suit him (an exchange that infringes on the rights of one of the parties or is based on deceit is punishable by law and may be declared invalid).

    Any act of sale involves at least three components: 1) the seller, 2) the buyer, and 3) the value they exchange.

    First, there must be a seller - a person or organization who wants to sell a product or exchange it for some other product.

    Secondly, there must be at least one buyer on the market - a person or organization who wants to purchase a product or receive it in exchange for some other value.

    In addition to the desire to purchase something, the buyer must have the means to do so. As a rule, such an opportunity exists when the buyer has money.

    Finally, thirdly, the seller and the buyer must have some kind of value, which they will exchange in the process of buying and selling. These values ​​include money and goods. Based on this, you can specify the conditions that are required for the exchange to take place.

    Sharing is social interaction. The roles of the buyer and the seller are not constant: in one situation we sell something, in another we buy. Therefore, the role of the seller and the buyer are roles that exist only within the framework of a specific act of sale.

    For this reason, it is customary in marketing to say that market participants are not buyers and sellers, but people and organizations that have a wide variety of needs. In order to satisfy these needs, people and organizations both act as buyers and sellers.

    An exchange takes place if the parties exchange some value. There is also a closer relationship between the roles of buyer and seller. A person who sells something acts as a seller. However, why is he doing this? The answer is simple: because he wants to earn money, which can then be spent on satisfying some of his needs.

    Therefore, it would be fair to say that the seller acts in such a capacity as to subsequently become a buyer. In the usual case, the purchase and sale assumes that in exchange for the goods, the seller receives money. However, the situation of barter can also be considered as a sale and purchase, when the seller and the buyer exchange without the participation of money, that is, they exchange one goods for others. As a rule, this happens when participants have goods that they do not need themselves, but are needed by other market participants.

    At the same time, in modern society, no exchange is complete without the participation of money. The thing is that by exchanging, a person wants to get some value at a price that seems reasonable to him. Nobody wants to overpay for what they need. For this reason, even if the exchange is carried out without the participation of money, money acts as a measure of value.

    The seller, knowing that he can sell a product on the market at a certain price, will try to get such a quantity of another product for the sale of which he will receive no less in a non-monetary exchange.

    An exchange takes place if each party must be able to decide whether to accept or reject either party's proposal. The decision to exchange should be mutual, that is, it should suit both parties.

    An exchange takes place if each party evaluates the exchange as a generally acceptable solution to its problem. It is clear that no person will strive to get what he does not need; they enter into an exchange only when they see a benefit in it. Moreover, if this condition is not met, then in the future exchanges may simply cease: why change if it still cannot satisfy needs?