Formation of supply and stimulation of sales article magazine. Different activities for the formation of demand and stimulation of sales. Distribution channel level

Working with the consumer is a difficult case, it is necessary to first be carefully prepared. Before entering into direct contact, I would like to affirmatively to say that the proposed product is of interest, it can really satisfy a certain need and is safe, reliable, high-quality and competitive, in addition, it must be popular from the point of view of novelty and is accessible to a potential buyer As taking into account the fixability of the latter and, taking into account such factors as: service, guarantees, replacement capabilities, etc.

All of us, regardless of the profession, social status, nationality and everything else, during the purchase moves 3:

• rational - we consider the goods in terms of its, quality, efficiency
• moral - choosing, for example, clothing to work in the office we take into account the established traditions regarding business suit
• emotional - each of us is inclined, if possible, buy not just good, but, among other things, vintage things, which indicates his status, well-being, etc.

This should make the main emphasis when organizing the so-called market disclosure communications.

After a person realized the emergence of the need, he begins to search for information that would facilitate it to buy the right product. Such information is presented in the form of means of forming the demand and stimulation of sales, ensuring the attention of consumer's attention to certain goods and creating a need for a more "long-term" acquaintance with a specific manufacturer.

System for the formation of sales and stimulating sales (phosstis)

System for the formation of demand and stimulation of sales (Phosstis) - directs its efforts to circulate the operating demand of target groups, it is to "our" product, due to its ability, due to the availability of certain functional properties, the need for the buyers has arisen. The problem of choosing between "Our" goods and goods of competitors. And, of course, on how much the buyer is informed of the product and its properties and the ability to satisfy specific needs will ultimately depend on the profit of the enterprise.

In the activities of the business entity on the formation of demand and stimulation of sales, 2 effect should be distinguished:

• communication (informing)
• commercial

The consequence of the communication effect is that the buyer easily takes the name of the company, trademark, brand during the survey, and allocates these attributes among the entire product proposal, associating with a certain level of quality and price.

The second effect, commercial, pronounced in the client arising from the client to buy precisely this particular product. So, as a rule, "On hot pursuit of Fosstis events"This effect is manifested in 12-15% of respondents.

In order to be approved to answer any comments, it should be first to develop a strategy of actions on each specific, embracing individuals whose behavioral characteristics are well known to take into account the phase of the product life cycle and the volume of projected demand. Further, the company's attention should be paid to the promotion of goods, in particular, the volume and sequence of using the selected means of promoting goods. It would be nice, if possible, to develop a set of events, the cost of which does not necessarily have to be very high. An exemplary ratio of costs of costs for activities, allowing to form a demand for products and ensure constant renewable sales in a certain period, may look like this:

• expenses for the development and "promotion" of the trademark - 18% of the total amount of costs
• presentation costs, exhibitions - 18%
• direct postal advertising - 14%
• providing various kinds of services to a potential buyer (consulting, engineering, audit, etc. Services) - 11%
• discounts, Prizes, Promotions - 12%, Lotteries, Souvenirs, Gifts - 11%
• net stimulating video, audio, printed advertising - 12%
• meetings, meetings - 4%

Planning and carrying out these actions, the main sales rule should be remembered "Need no momentary result, but permanent buyers for many years". How to achieve this?

The market for the formation and stimulation of sales consists of 2 blocks:

• activities for the formation of demand (FOS)
• sales Stimulating Activities (SESS)

The main purpose of the formation of demand is to inform potential buyers about the existence of goods, to tell about the needs that this product meets, submit evidence regarding the quality of the goods and maximize the trust in relation to the goods, brand, brand.

In this regard, the introduction of goods to the market "Market novelty"The provision of initial sales and the conquest of some market share is the main task of the formation of demand. Since the purchase decision, in many cases, is subject to discussion, the formation activities should contain a directed impact on anyone who in any way is involved in making a decision on the purchase.

Demand for the formation of demand

As evidence of the formation of demand, such means of impact on the target audience as:

• advertising
• public relations (PR)

Sales Stimulation Activities

The main purpose of measures to stimulate sales is the formation of a consumer sustainable preference for a certain trademark, brand, goods and, accordingly, performing repeated purchases. The task of measures to stimulate sales is the urge to subsequent purchases of this product, the acquisition of large parties, regular commercial connections with the company by the seller.

Activities in the field of sales promotion activities are of particular importance in terms of high competition and richness of markets.

As for measures to stimulate sales, they are divided into two groups, depending on the object of stimulation.

Measures to stimulate sales towards mediators encourage them to sell with maximum energy, expanding and "strengthening" target segments. These activities include:

• providing equipment for sale, pre and after-sales service for free or on preferential terms
• organization of mobile service points and workshops
• providing discounts on the sale price
• cash rewards
• additional days of rest
• valuable gifts, moral impact

Advertising and PR.

Due to the fact that among the whole manifold of funds and activities of the system of forming the demand and stimulation of sales are most popular and advertising and PR are often in demand, we will discuss several more about them.

A single definition, what exactly is the activity, referred to as "Public Relations (PR)," does not exist, since for decades the many different interpretations of this concept have been proposed. Therefore, it would be advisable to consider several of them.

The Institute of Public Relations (IPR), created in the UK, gives such a definition: "Public Relations" - These are planned, long efforts to create and maintain benevolent relations and mutual understanding between the organization and its public, where employees, partners and consumers (both local and foreign) are understood by the "public officials of the organization".

One, of the currently existing definitions, contains a Mexican statement with which representatives of more than 30 national and regional Associations PR acted in Mexico City on August 2, 1978. It says:

"PR is the art and science of analyzing trends, predicting their consequences, issuing recommendations to the management of organizations and implementing action programs in the interests and organizations, and the public."

You can also define "PR", as one of the control functions, facilitating the establishment and maintenance of communication, mutual understanding, location and cooperation between the organization and its public. It includes a solution to various problems:

• providing management information on public opinion
• assisting management in emergency response
• provision of management activities in the interests of the public
• maintaining it in a state of readiness for various changes by way of advance foresight of trends
• research and open communication as fixed assets

The society of public relations of America (Public Relations Society of America - PRSA) on November 6, 1982 was expressed on this issue:

"PR, contributing to the establishment of mutual understanding between individual groups and organizations, help our complex pluralistic society make decisions and act more effectively. They provide harmonization of private and social activities. PR serve many public institutions: entrepreneurship, trade unions, government agencies, voluntary associations, funds, hospitals, educational and religious organizations. To achieve its goals, these organizations must establish strong relations with many diverse audiences or public groups: employees, members of various associations, consumers, local communities, shareholders, etc., as well as with society as a whole. The achievement of the objectives of the organization requires its leadership knowledge and understanding of the views and values \u200b\u200bof the people with whom his organization works. Objectives are determined by external factors. Specialist in PR acts as an adviser to the head and as an intermediary, helping that the personal goals and objectives in a reasonable, acceptable policies acceptable to the public.

Thus, PR is activities aimed at forming a positive public opinion, the image of the producer of goods, a trademark, brand. Today they are becoming very popular and are relevant due to the fact that the activities of the enterprise, including its marketing component, receives an increasingly pronounced social and ethical color.

The concept of demand as marketing categories

Demand is one of the concepts in the economy, which is a market expression of the needs of people to acquire economic benefits. Also, this term is also used in marketing. It determines whether people will buy goods and how often.

In demand in marketing, they understand the form of an expression of the need, which is ensured by monetary values \u200b\u200band which the consumer presents the market.

Note 1.

The purchasing need becomes in demand when the buyer pays his desire. Therefore, demand is characterized as the desire and the ability of the consumer makes purchases in a specific period of time and in a particular place.

Different factors affect demand:

• economic (level of production of production, retail prices, population incomes, degree of provision of goods);
• political (political stability);
• demographic (population population, the ratio of urban and rural population, sexual age, migration, etc.);
• social (level of development of culture, professional composition of the population, social culture);
• natural climatic (geographical and climatic conditions).

Demand has an inverse relationship between the price and the number of goods. When growing a market price, the number of buyers who would like to buy goods at a new price will decrease. Graphically displayed in the form of demand curve.

In marketing, eight types of demand are distinguished:

1. negative (negative);
2. missing;
3. hidden;
4. falling;
5. irregular;
6. fully;
7. excessive;
8. irrational.

Figure 2. Types of demand in marketing. Author24 - Student Internet Exchange

Note 2.

In marketing, demand has a wider understanding than in the economy. All types of demand are important for marketing professionals. In addition, demand is very changeable and it is difficult to predict. It may appear suddenly, and it may suddenly disappear. But there is a very stable demand. The consumer itself can not determine all 100% what he needed. We take 30% of planned purchases, and 70% are impulsive purchases carried out by external factors (tastings, promotion in the store).

Features of the system of forming and stimulating sales (phosstis)

The key elements of marketing are activities for the formation of demand (FOS) and stimulating sales (SESS), which in the complex make up the Fosstis system.

Definition 1.

Fosstis is a system of relationship between the manufacturer and the consumer to obtain profits and meet the needs.

The main task of phosstis is to eliminate the "distrust barriers". The consumer to make a purchase should be aware of the consumer properties and product characteristics. The consumer may not feel the need for the product, which he knows little. The market presents a huge amount of similar products satisfying the same needs. Consumers have to choose. The little-known goods have less chances to be bought.

The phosstise system consists of two subsystems:

• formation of demand (FOS);
• stimulating sales (s).

The goal of the FOS is to transfer the information to the potential consumer about the product and the needs that this product can satisfy. Activities for the formation of demand reduce the "barrier of distrust" to the new product through the provision of certain guarantees and protect the interests of consumers. The Key task of FOS is to bring out a new product to the market, ensuring the first sales and conquest of the market share.

The main activities for the formation of demand are:

• various types of advertising (ATL, BTL);
• organization of exhibitions and fairs;
• public relations, etc.

The result of FOS becomes some image of the goods in the consciousness of the consumer, which causes positive emotions and prompting to make re-purchases.

The purpose of STIs is to encourage consumers who are already familiar with the goods, to make subsequent purchases (large parties and regularly).

Highlight three types of styss:

1. in relation to customers (encouraging purchases with the help of various marketing communications tools);
2. in relation to intermediaries (stimulating trade: the provision of samples, postings for the purchase, joint advertising, premiums, trading contests, discounts, provision of free equipment, pre- and after-sales service);
3. in relation to sellers (stimulating trading personnel to strengthen its interest: material and moral incentives, contests among sellers, gifts, etc.).

Methods of formation of demand

Work on the formation of demand begins long before the market comes to the market, and is made to prepare potential consumers to the perception of new products. It continues throughout the life cycle of goods.

Note 3.

The main method of forming demand, as well as sales stimulation is promotion.

Promotion is understood as any form of reports on goods and services in order to inform, belief and reminders.

Promotion functions:

1. formation of the image of prestigidity;
2. informing products, its properties and quality;
3. bringing positive information to consumers;
4. maintaining the fame of goods and services;
5. changing the image of the use of goods.

For the formation of demand use the following types of promotion:

• advertising (media, outdoor advertising, non-standard types of advertising);
• PR events (press conferences, non-symbolic publications in the press, conferences, seminars, presentations);
• organization of exhibitions and fairs.

The main method of forming demand for goods for industrial purposes is direct contacts with a potential buyer, conducting scientific and technical symposia, seminars, demonstration tests and impressions.

The demand for consumer goods is formed due to the widespread use of advertising, demonstrations, exhibitions and sales, methods of exposure to public opinion using the media. At the same time, it is necessary to take into account the social, moral, psychological, emotional, aesthetic and other features of each individual group of consumers.

Introduction

I Marketing Communications and the concept of the System for the Formation of Demand and Stimulating Sales (Fosstis)

1.1 The essence of marketing communications and their tools.

1.2 Essence of the Fosstis system

1.3 Formation of demand (FOS) and its main tool - Advertising

1.4 Sales Stimulation - Steems

2 Formation of demand and stimulation of sales on the example of the enterprise PKP "Agrostroy"

2.2 Stimulation of sales in LLC PKP "Agrostroy"

2.3 Evaluation of the effectiveness of using Fosstis tools in PKP LLC "Agrostroy"

Conclusion

Glossary

List of sources used

Appendix A.

Appendix B.

Appendix B.

Appendix G.

Appendix D.

1. Marketing communications and the concept of a system for the formation of demand and stimulation of sales (phosstis)

1.1 Essence of marketing communications and their tools

In order to start studying the concept of phosstila, it is necessary to consider and give a definition of the concept of marketing communications, since the Fosstis system is an integral component.

Marketing communications are called activities, a totality of funds and specific actions to search, analyze, generate and disseminate information, meaningful for subjects of marketing relations.

As activity, it is, first of all, communication policies, a special function of the manufacturer, an intermediary or consumer, which is determined by its motives, interests, installations, relationships and specific purposes (entering the new market, the removal of the new product, an increase or retention of a market share, etc. .). The modern emphasis in it is being done on the formation, maintaining and developing long-term partnerships based on each other's knowledge, respect for each other and aimed at mutual benefit.

As a set of funds, this is a set of content, carriers and methods for transferring marketing information, which allows for information connections, contacts in the form of advertising, public relations, direct marketing (including personal contacts) and mixed species (including exhibitions, fairs and other forms of sales promotion, sales ). The modern effective direction of the formation of such a complex is integrated marketing communications, communication management.

As concrete actions, these are the transmission and perception processes of certain messages aimed at solving specific objectives of the encouragement to a certain marketing choice (order) or reflecting the already taken place, the point of view, the opinion of the subject or a group of marketing relations. This choice can be made both in relation to a particular product (product) about the degree of its compliance with the level of development of the need, the specifics and acute problems of the subject of marketing relationships and in relation to the image of a certain group of products (brand) or subject as such (firm , organizations). This may be, for example, actions that allow: to identify the target audience, to determine its qualitative and quantitative characteristics; determine the desired response (including in quantitative terms); provide awareness of potential customers about the company and the product; to make knowledge by the client of the company, the goods; gain a favor of audience; Encourage the addressee to buying.

The structure of the Communication Process and Possible Moses Interference Intervention is presented in Figure 1.

Figure 1 - Communication Process Structure (Lassell Scheme)

Traditionally, the set of marketing communications includes:

The formation of a favorable public opinion about the organization and its products, called Public Relations or sometimes pubicati, in the most common Russian translation - "public relations" or, more correct, relationships with certain social groups,

Personal Contacts and Sales, Direct Communication,

Direct marketing is a personalized presentation of goods or service during a conversation with one or more potential buyers for the purpose of subsequent sale;

Complex forms of promoting products to the market and promoting sales (exhibitions, fairs, training sellers, etc.), which are also solving other marketing problems (market research, the establishment of feedback, conclusion of transactions, actually selling).

The main differences in the listed forms of marketing communications are displayed in Table 1.

Table 1

Features of various types of marketing communications

Types of communications	the main objective	Target group	Media communication	Success measurement	Losses of distribution	Communication with the goal	Communicative content
	Customer Customer	Target groups, segments	TV, radio, printing, external means	Relatively difficult	Large or middle		Basically - on the use of goods or services
Public relations	Positive reputation firm	All the public or her layers	TV, radio, printing, preponing, individuals	It is unlikely possible	Often very significant	Often not clear	Concerns the company as a whole
Personal contacts and sales	Information Conclusion Transactions	Possible customers stakeholders, customers	Your employees selling trade agents	Relatively easy	Mostly small		Concerns the benefit in connection with the purchase of goods
Complex forms	Help your sales, trade, customers	Customers, their sales workers, trade	Fair, Exhibitions, Seller Training, Contests Booklets, Samples	Partly possible	Mostly small		Certain products

The modern marketing communications complex also includes brands and branding. In essence, the brand is the image that pops up in consciousness as a reaction to a trademark. This promise of the manufacturer through goods is constantly providing the consumer a specific set of qualities, values \u200b\u200band services. This is a guarantee of quality quality, consumer freedom from the need to control the quality and tip, which of the competing goods can be chosen without a doubt. The presence of a brand means that even with approximately equal consumer and other properties, the goods will be more buying, the idea will have more adherents, and more voters will vote for politics. Brands have several basic characteristics.

Such characteristics are:

Commitment to the brand, determined by the number of buyers who prefer this brand to others;

The expected quality is established associations of certain positive characteristics; The degree of awareness of buyers about the brand is the ability of a potential buyer to recognize or recall this brand;

The image of the brand is not always rigidly associated with the quality of the goods.

System branding is the creation, distribution, strengthening, preservation and development of the brand, a wide range of information development with the involvement of versatile specialists in the field of economics, sociology, psychology, semiotics, design, etc.

In theory, a new organizational decision was called "Integrated Marketing Communications (in English - IMC, in Russian - ICC). In the early 1990s D. Schultz and S. Tnevenbaum, who laid the conceptual basis for further developments in this area in 1992, became the founders of this direction. A new direction of marketing activities made its basis the assumption that the consumer still integrates the efforts of communicators in his consciousness.

The fundamental difference of IMC programs is that they are not the addition of various traditional disciplines, but a single multichannel synchronized communication-oriented relationship-oriented relationships, preferably two-way, with various target audiences, for each of which the corresponding model is drawn up. It meets the trends of all more fractional, individualized market segmentation. Integrated approach using uniform ideas, unified management and single financing, just allows this to do and gives tangible results, including:

IMC has become a form of competition of major marketing and PR-agencies "Full Cycle" for integrated orders, so that "cut off the opportunity" of the care of the order of orders into relatively minor agencies that may apply only to individual communications development. Theories appear that claim to further develop the ideology of integrated marketing communications - communication and reputational management, the concept of a single strategic design - "Harmonious brandstroke".

1.2 Essence of the Fosstis system

The formation of demand and stimulation of sales represents the most active part of the entire marketing tool. This concept appeared in Russian as an analogue of the English "Marketing Communications" - the formation of demand and stimulation of sales - phoscyt. It occupies a special place in the production and sales sphere of modern marketing. Phosstis policy includes commodity and prestigious advertising, public relations attitudes, other possible means of impact on the external environment; It involves the implementation of certain sets of marketing communications on the formation of demand and stimulation of sales.

Phosstis should distinguish between communication (informing) and commercial effects. Thanks to the communications effects, phosstis potential and real buyers perceive the goods as having a high consumer value.

In the preparation of the Fosstis campaign, its purpose is first formed, which usually does not coincide with commercial purposes literally.

The phosstis system is divided into two subsystems:

1. Formation of demand (FOS).

The purpose of the formation of demand is to inform the potential consumer about the product and needs that this product satisfies, as well as lower the "barrier of distrust" to a new product by familiarizing with the system of guarantees and protecting the interests of the consumer. The task is to bring the new product to the market, ensuring the initial sales and conquest of some market share.

The FOS activities are primarily: advertising, exhibitions, fairs, as well as all other marketing communications tools.

In the consciousness of the subject making a decision on the purchase, the "image" of the goods should be formed: an attractive, causing positive emotions, well memorable. Specific forms of FOS activities: a story about the specific properties of goods, distinguishing it from other goods of the same appointment; story-certificate of practical use of goods and the received socio-economic effect; evidence of high quality goods based on reviews of prestigious consumers of goods; Report on the tests of goods by an independent expert company.

The result of the FOS is the formation of the product image. To form a purchase decision-making process, it is necessary to work with people who make a purchase decision, or with those who can have a significant impact on these people.

2. Sales stimulation (SESS).

The purpose of stimulating sales is the prompting of buyers who are already acquainted with the goods, followed by its purchases - the acquisition of large parties regularly.

STI shares:

A) in relation to customers - consumer stimulation aimed at encouraging the purchase by the consumer, including all marketing communications tools.

B) in relation to intermediaries - the incentive of trade aimed at supporting the mediation firm and increasing the interest of the mediator, including: testing for the purchase; provision of goods for free; standings dealers for including goods in a commodity range; joint advertising; issuing premiums; carrying out trade contests among intermediaries; Free or preferential provision of special equipment for pre- and after-sales service; discounts on sale prices, etc.

C) in relation to sellers - stimulating its own trading personnel, aimed at strengthening the interest of trade workers and improving the effectiveness of the efforts of the company's trading personnel, including: material and moral incentives; contests among sellers; - Additional holidays; - valuable gifts, etc.

Phosstis effects:

Communication (informational) - 60-80% of respondents remember the name of the company-advertiser, and 20-25% prefer the goods of the company to others; - Commercial - the result of well-set advertising: 10-15% buy goods.

The phosstis system has a direct connection with the life cycle of goods, expressed in the ratio of the stages of the life cycle (growth, maturity, saturation, decline) and phosstis subfunctions. The formation of demand falls on the period of development and partially growth, stimulating sales for all subsequent stages. Communication of the Fosstis system with the life cycle of goods is presented in Figure 2

Figure 2- Communication of phossty with product lifecycle

At the implementation phase, there are several FOS strategies:

1. Intensive marketing. It is used when the goods are unknown, competition levels and prices are high, large marketing costs are required, but as a result, rapid penetration into the market is achieved.

2. Selective penetration. It is used when the market capacity is small, competition is small, the cost of phosstis can be small.

3. Wide penetration. If the capacity of the market is large, the goods are unknown, the price is low, the sharp competition is developing, the sharp competition is developed, large marketing costs are required.

4. Passive marketing. It is applied when the market capacity is large, the goods are known, the price is low, the competition is small, the cost of phosstila is insignificant.

When planning phosstis, expenses are distributed as follows:

2. Sales stimulation: - 7.5% - souvenirs, receptions; - 7.5% - travel agents to exporting enterprises; - 7.5% - "Public Ryleshnz";

7.5% - unforeseen expenses.

In the consciousness of the subject making a decision on the purchase, the "image" of the goods should be formed: an attractive, causing positive emotions, well memorable.

Thus, we see that in the formation of demand, the main share weight of expenses falls on advertising, in particular on advertising in the press. In the amount of spending on stimulating sales, their distribution between the tools occurs evenly.

Having considered the essence and general aspects of the FOSSTIC system, we will transfer to a more specific study of its subsystems "Formation of demand" and "market stimulation".

1.3 Formation of demand (FOS) and its main tool - Advertising

The division of the demand system for the formation and stimulation of sales into two parts, or two subfunctions, to some extent conditionally, since they are complemented everywhere and interchange each other, merging into a single whole. And, nevertheless, we will try in this work to allocate the main moments of both components

The formation of demand is a program of action to form or an increase in the demand of potential consumers to a certain product, the main methods of which is the dissemination of information, the publication of advertising, giving the goods the necessary functional properties, positioning the goods in the market. The main method of formation of demand for goods for industrial purposes is direct contacts with a potential buyer, conducting scientific and technical symposia, seminars, demonstration tests and impressions. The demand for consumer goods is formed by widely use promotional activities, demonstrations, exhibitions and sales, methods of exposure to public opinion by press, radio, television. At the same time, the accounting of social, moral, psychological, emotional, aesthetic and other features of each individual group of buyers is required.

The leading link in marketing communicative activities has always represented and continues to represent advertising. The total costs of advertising in the world at the beginning of the XXI century are estimated by specialists in different ways - from 450 billion to 1 trillion. dollars per year. The share of Russia is a little - about $ 2 billion.

In accordance with the definition of this American Marketing Association, advertising is any form of non-personal presentation and promotion of ideas, goods or services paid by the exactly established customer. The non-personal character of the product or service is separated by the advertising way to promote their progress from personal sale: Advertising uses mass communication channels, separated from fact and subjects of sale. Not only products are subject to advertising, but also ideas, services - banks, insurance companies, railways, laundries, etc. .

Advertising and advertising features: The need for advertising is due to the fact that the product produced for sale can become a commodity and to be implemented in the sphere of circulation, only if it is pre-perceived by the consumer "ideal as an internal image, as a need, as a motive and as a goal." Advertising performs three main functions - an informative, encouraging and stabilizing.

An informative advertising feature is that advertising introduces potential consumers with features of qualities, design, use capabilities, the advantages of a product or service, with the strategy, policies and success of manufacturers applicable to them technologies, know-how.

An informative advertising feature closely interacts with a prompting function, the main content of which is associated with the impact on the emotional and mental processes of a person, forming and developing its needs, on decision-making processes. Advertising, implementing this feature, convinces a person to buy goods, as it meets its needs.

Another encouraging trend is the emergence of such new market segments for Russia as advertising on the Internet and in cinemas, although their volumes are only a few million dollars a year. However, according to analysts, the volume of the domestic advertising market, despite its rapid growth, is insignificant compared to the volumes of similar sectors of the economy of the leading countries: the cost of advertising in Russia is two orders of magnitude lower than in the United States.

1. Television advertising. TV is a leading advertising carrier of many individual use and image advertising goods. The television advertising has the largest audience, and as a result of this, the highest levels of performance and cost. Her customers, advertisers are predominantly large and very large companies. High operational impact on consumers. The most effective time of translation: in the days - early morning and especially evening (19:00 - 23:00), in the week - Saturday, the year - January, February, March.

2. Advertising in the press. Advertising in the press is effective for goods and services, the beneficial properties of which need a detailed description. By memoriality, this species ranks second after television advertising. Unlike direct advertising, the use of the press can be electoral both in geographically (for example, a local newspaper) and in high-quality, socio-demographic (for example, a central newspaper of a certain orientation or a "fat" magazine). The main carriers are: the press for businessmen, weekly, nationwide and regional daily newspapers, books (training and reference publications are preferred). Among the factors taken into account, when choosing a means for advertising in this case, they act: the frequency of publications, the circulation, the size or format, the nature of the company's contingent, the possibilities of color reproduction, the promptness of the provision of space for advertising, the "vitality" of the publication.

3. Outdoor advertising. The second effectiveness after television advertising is considered an outdoor advertising. It has more than 20 types of advertising motors: posters on firewalls (deaf outdoor end walls of houses), drawn shields, posters, lighting plants, computerized panels, etc. The main function is to reinforce advertising in the media, a reminder of the goods brand, its properties, about the company. The main cost of the cost is a place for renting a place, leading difficulty - registration of documentation (permits).

4. Transportation. A special position in the complex of outdoor advertising is covered by transport advertising, including inside vehicles, on their outer surfaces, as well as at train stations and stops. Main advantages: Not required registration and, as a result, short time of registration, low cost.

5. radio advertising. The most important feature of this type of advertising is the creation of mood, mental images with the help of voice, music, noise, without the involvement of visual images. In Russia, radio advertising has gained a tendency to expand due to explosive development of FM-stereo behavior; In the crisis of 1998, there was an outflow of advertisers from television.

6. Direct postal advertising (Direct Mail). Direct postal advertising (Other names of the name: postal distribution or direct address mailing list, "Direct-mail", "Dairek-Meiling", and sometimes even "Direct Mar-Keting" or simply DM) - this is not only the loaf of leaflets and non-obvious Papers, the main problem of which is not to be in the helpful cardboard box of the cardboard box next to the blocks of mailboxes. Among the forms of direct advertising (i.e. advertising without marketing intermediaries) the most traditional - mail-sent business letters, postcards, posters, brochures, catalogs, booklets and other branded publications, prints of published products on products.

7. Advertising on the Internet. Despite the skepticism on the Internet, the growth of network advertising is still impressive, and this market is one of the fastest growing worldwide. The share of the United States in the total volume of costs for network advertising in the world is now reaches 75%, and it is unlikely that this figure will significantly change in the near future.

In order to optimize the choice and use of advertising tools, an advertising campaign plan is being developed. Traditionally, its development is based on product information (its properties and their compliance with the needs of potential customers), the market and its segments, about consumer behavior alternatives due to various ways and opportunities to meet its needs, about the trends in the demand in market demand.

1) analysis of the marketing situation;

7) Assessment of results.

Advertising budget. Of course, advertising costs are determined primarily by marketing objectives and appropriate objectives and objectives of advertising. In determining the budget of advertising activities, the same methods are used as in relation to marketing activities in general. These are the following methods: financing "from opportunities"; Fixed percentage method; Method of compliance with the competitor; maximum cost method; Method "Purpose - task"; Method of margin income; Method of accounting for marketing program. M. Vidal and X. Wolf based on the dependence of the increase in revolution on advertising costs were built a mathematical model describing the process of continuous decrease in the efficiency of advertising costs as they were heard. They proposed formula:

dS / DT - RA (M -S) / M-YS (1)

where S is the sales volume of goods during the time / (variable);

dS / DT - changes in the volume of product sales during the T (variable);

M is the level of market saturation with this product (parameter);

y - reducing the amount of implementation (defined as the proportion of sales volume on which this volume decreases per unit of time under conditions when A \u003d 0 [constant]).

From this equation, it follows that an increase in sales will be the greater the higher the reaction of the sales volume for advertising, the more advertising costs, the less the company's goods market are saturated and the smaller the value of the implementation resolution constant. Another embodiment of the budget, based on the goals and objectives, is the method of Julia, which implies a sequence of certain steps to calculate the cost of advertising activities.

An assessment of advertising efficiency is one of the most difficult actions in organizing an advertising campaign and managing it. Marketing is made to distinguish between the communicative and commercial efficiency of advertising. Communicative efficacy can be determined by laboratory experiments, using methods and tools of psychophysiology and psychology. It may be tests for perception, recognition (for example, company emblems, its abbreviations), memorization and understanding, antipathy sympathy tests, projective tests, etc., allowing to identify the character of decryption and advertising parameters that summarize the potential client to the purchase decision.

Another step forward compared to tests - a survey, detecting opinions and the relationship of people to advertising. For assessing the effectiveness of advertising uses projective methods. One of them is a test for verbal associations: if certain words from the project of the advertising message, which are submitted in a random sequence among other words, cause people with incorrect or unwanted associations, then they are excluded from advertising. Tests for completion of phrases allow you to see which course of thoughts is stimulated by the introductory or other advertising phrases. Perception tests help determine the degree of clearness, ease of readability of basic semantic advertising blocks.

At the same time, recently the best way to determine the effect of advertising costs on the volume of turnover is increasingly recognized as an experimental method. In this case, the company selects several comparable local sales markets, in each of which the volume of advertising allocations is the same percentage of turnover. Then, in 1/3 selected markets for advertising allocations increase on a fixed share; in the second third, respectively, decrease (for example, 50%); The third share of markets as the control remains unchanged. The data obtained as a result of the experimental circulation changes can be the basis for further calculations. Let us turn to the study of the second podfunction of phosstis - sales stimulation.

1.4 Sales Stimulation - Steems

The concept and purpose of stimulating sales. Stimulate, as indicated in the dictionaries, means "lead in motion". It was this task that was put before stimulating sales at all times. In the US, sales stimulation as an integral part of the production and commercial structure has existed for more than 50 years. At the same time, sales stimulation is considered not such a universal means of increasing sales, as advertising, since its use is episodic or is a final component of all the same advertising. Therefore, the corresponding costs are included in the advertising budget. Today, the presence of specialized agencies and the development of the relevant market allows you to approach practically an exhaustive definition: we can assume that we are talking about the totality of receptions used throughout the life cycle of goods in relation to three market participants (consumer, wholesale merchant, seller) for the purpose of short-term increase in volume Sales, as well as increasing the number of new buyers.

Thus, we are dealing with a full-fledged discipline, which gradually acquires the necessary clarity and retains independence due to its own technical techniques.

Sales stimulation has a multipurpose orientation. The choice of a goal depends on the object of the upcoming impact. There are several types of target audiences:

1. Consumer: He certainly has the greatest significance, and the entire marketing policy is reduced to the impact on the consumer. A wide range of sales stimulating techniques was created with the sole purpose of attracting the consumer to the most efficiently and satisfy its requests. The objectives of the stimulation facing the consumer are reduced to the following:

Increase the number of buyers;

Increase the number of goods purchased by the same buyer.

2. Seller: the ability and skill of the seller to sell goods should not be left without attention from the manufacturer. The purpose of the stimulation facing the seller: turn indifferent to the seller's goods in a highly motivated enthusiast.

3. A merchant intermediary: As a natural link between the manufacturer and the consumer, it is a specific stimulation object that performs regulatory functions in this case.

In this case, the objectives of the stimulation may be as follows:

Give the product a certain image to make it easily recognizable;

Increase the number of goods entering the trading network;

Increase the intermediary's interest in the active market of one or another brand, etc. .

There are three types of sales promotion purposes: strategic, specific and one-time. Each of these species includes many varieties. More vividly and detail the diversity of sales promotion purposes can be considered in Figure 3. The most common goals are strategic and specific.

Goal

Strategic specific

- Increase the number of consumers to store the most

Raise the number of goods, advantageous goods

bought by each consumer - use the turnover of goods

Revitalize interest in the product with -zbid from excessive stocks

customer Side (Overheading)

Increase the turnover before exploring the regularity of sales

leu planted in terms of seasonal goods

marketing -In the opposition

Perform plan indicators to arise competitors

selling sales selling goods, sales

which is experiencing stagnation

Motherwise

Extract benefits from annual events

Take advantage of any particular favorable opportunity

(company anniversary, creating a new store i.t.)

Figure 3 - Three types of sales promotion purposes

The choice of certain means of stimulation depends on the goals set. They can be combined into three large groups:

Proposal Prices (sale at reduced prices, preferential coupons, coupons, giving the right to a discount);

Proposal in kind (premium, product samples);

Active proposal (Competitions of buyers, games, lotteries).

With regard to any trading point, we can classify various types of stimulation in a different way, by their origin and exposure to the clientele. In this case, we come to three generalized types of stimulation:

1. General stimulation used at the site of sale. His distinctive feature is the definition of the topic. It serves as a tool for overall trade (anniversary, opening ceremony).

2. Selective stimulation involves the placement of goods outside the commonplace places in a profitable position, for example, at the beginning of a number or rack. The goods can also be focused on any place of the trading hall.

3. Individual stimulation is carried out in places of the overall exposure of goods and, as a rule, comes from the manufacturer. Advertising poster, the pointer signals that in relation to a certain product is stimulated in the form of a decline in prices, contests, premiums, etc. In this case, incentive measures are perceived by the consumer only at the moment when it stops in front of the store shelf.

Stimulating sales and consumer. In quantitatively, sales stimulation is mainly directed to the consumer.

Price stimulation. Temporary decline in the price of goods has its advantages and disadvantages. Some enterprises (both manufacturers and trading intermediaries) are only affected by this type of stimulation; In their opinion, it is much more profitable to meet the consumer's economically justified wishes than to meet all the new requests of the individual regarding the quality and variety of products.

The disadvantage of this type of stimulation is that it does not lead to the creation of a circle of a reliable, constant clientele, and forces the buyer to rush from one brand of goods to another, in accordance with the sustained price reduction. The advantage of this reception is that it allows you to accurately accurately assess the cost of the operation, to quickly organize it in the simplest forms, to reduce its deadlines in accordance with the intended goals.

Possible perception of sales stimulation are presented in Table 2.

table 2

Two options for the perception of sales stimulation

For example, the preservation of gross products in the amount of 25% will require the next increase in turnover. Consider Table 3, where the ratio of the size of gross products and the required increase in turnover in percentage is indicated.

Table 3- Roll ratio and turnover growth

Direct price reduction. At the initiative of the trading network:

A. Throughout the year, there are periods when supermarkets are notified from the very low prices of a number of goods selected by them or a predetermined number of these goods.

B. During specialized exhibitions and fairs, many trading mediators provide discount customers.

B. Retail trade enterprises post lists of goods of the week (month), where the associated daily demand products and long-term storage products are combined, which makes it possible to increase the total turnover and create a constant clientele, which will be guided by the stimulation of sales regularly.

At the initiative of the manufacturer:

Direct reduction in prices, conceived and organized by the manufacturer, as a rule, is accompanied by the provision of discounts of the trading network.

Three ways of direct discount:

1. Discount in percent. The package indicates minus 10 or 20 percent. Advantage: Does not entail any changes in the organization of the commercial hall or marking goods. Two stickers (crossed and new) .2. Discount indicating its size in monetary terms (minus 1 thousand rubles) .3. Note the new price without specifying the discount. The reason for the new price is indicated: a new product release; anniversary; seasonal event or holiday;

Courage. Taking an intermediate position between a direct decline in prices and a decrease in prices with deferred a discount, the coupon is a more complex form of price reduction. The operation lies in the fact that the consumer is offered a coupon, giving the right to receive a discount from the price of goods. Coupons are either placed on the packaging of goods, or delivered to the house, or distributed through the press. The consumer having a coupon is provided with a discount, which can be a certain amount of money, the percentage of the price of a product or a decrease in the price of any other product, subject to the purchase of goods specified in the coupon.

Reimbursement with a delay:

a) Simple reimbursement with a delay. Price reduction occurs at the time of purchase, but after some time;

b) Cash-Refund. This is the most widely used form of price reduction with postponement of discount, when compensation in the form of a certain amount of money is paid, subject to several evidence of purchase;

c) combined compensation with a delay. Combize several goods of different manufacturers in one coupon. - Coupon chains. Several goods in one coupon. It is proposed to choose a consumer. - quality sample. You need to try out, for example, all 10 products, then you can get a big discount. - A gift is quality. The consumer can acquire various items to use them as a gift and get a significant discount at the same time;

d) accounting coupons. Reimbursement with a deferment of a certain amount of money in the event that the purchase of two very different goods that are not sold in one trading point are made;

e) reducing prices combined with a socio-useful event.

Intelligence in kind can be defined as an offer to the consumer of an additional number of any product without a direct linkage with the price. Intitution of nature pursues two goals:

Give the consumer an additional amount of goods, which is fundamentally different from lower prices, the purpose of which is to save money;

Provide more versatile and subject character contacts between the manufacturer and the consumer.

There are two means of stimulating in nature: premiums and samples.

1. Prize. A) direct prize. Awarded to the buyer at the time of the purchase act, as it: - either enclosed in the product itself, or attached to the packaging of the goods, or is paid to the consumer at the checkout. B) the proposal of a direct prize with the attraction of the outlet. If the cost of the goods is not large enough, but comparable to the sizes of the award, it is quite consistent with the image of this product, then it is possible to attract a commerce point: in addition to buying a product, which is the object of styles, the consumer must do other purchases for a certain amount. C) a prize with a delay. The buyer should send the proof of purchase at the specified address, after which the premium will be received by them in the mail. Used to create a constant clientele and costs cheaper, since all customers send coupons.

2. Samples. The sample is a free transfer of goods in an amount that does not have any commercial value and strictly necessary for its testing and evaluation. An inscription is applied to the sample: "A free sample, sale is not subject to sale." The quantity must be no more than 7% of the sales price of the goods (at cost). Some goods cannot be applied (to machines, for example), so they can be provided entirely for a short time.

Active offer. Active proposal is all types of stimulating that require active and selective consumer participation. There are two generalized operations to stimulate the consumer who are based on this principle:

1. Competitions that require the consumer of observation, intelligence or mixtures, but which in no way bet on the champion of the case; 2. Lotteries and games in which you can take part without making purchases, and which are completely or partially based on the case game.

Both receptions have one strong side: a lot of people are attracted to the participation of them who are offered magnificent winnings that make you dream. The gaming nature of the event is a strong tool for impact on each person, and the possibility of obtaining a free prize is a powerful motive for participation.

Stimulating trading network

The sales of goods is a chain that connects the manufacturer's enterprise with a consumer through intermediate links: sales, trading intermediaries, purchase initiators.

For efficient impact on the consumer, the use of special methods is required. Usually it is to stimulate that the task of finding techniques corresponding to each stage in the market is assigned.

Marketing has changed the relationship between the manufacturer and the trading network; Sales apparatus can say a lot about the manufacturer, since its level determines the commercial efficiency of the latter. The organization of the sales network depends on the channels of implementation, on the volume of activity of trading intermediaries, type of goods, etc. Below is a detailed scheme showing the main figures that are part of the sales apparatus. Knowing the deep needs of your own sellers of products (the safety of their position, the feeling of its affiliation to the enterprise, respect for themselves, the desire for self-realization), the company will not constantly stimulate its structural units responsible for sales. Stimulation should be applied in exceptional cases and have clear goals. Only in this way you can mobilize the efforts of the sales for the short period of time (see Figure 4) (3, C. 72].

Commercial Director

Head of the Sales Department

Regional regional regional

managing No. 1 Managing No. 2 Managing No. N

Sales representatives. Merchandise sales representatives. Merchandising

Spring specialists. Spring specialists.

Figure 4 - Sales apparatus

Resorting to stimulating events, the company can achieve different purposes: 1. Catalog the goods. 2. Increase the amount of goods purchased by the trading network. 3. Fight against competition. 4. Revip the situation at the place of sale of goods.

Incentive operations made to provide impact on the sales divisions of the enterprise, in recent years have received rapid spread and led to the opposite effect in some areas of activity - sellers are awaiting stimulating to complete their commercial program. In order to bind to their sales, give them the necessary motivation and make them penetrate the "spirit" of the enterprise, the manufacturer applies various techniques: provides them with financial benefits, organizes competitions, arranges trips. All of these funds are measures to stimulate - promotion of sales.

1. Classic stimulation tools. They are numbered four, and they are distinguished by high stimulating effects; We are talking about any "plus" offered to the sellers at a certain point to promote the goods towards customers.

A) Premiums to the salary when performing annual indicators.

B) award for achieving "special indicators" - cataloging of goods, overfulfing the indicators during the decline in business activity, etc.

C) the award of points, a certain number of which can be exchanged for valuable gifts offered by a special catalog: for each sale or placed additional order, the seller receives a certain number of points that ultimately allow him to choose a gift for himself in the catalog to him.

D) Tourist trips are designed for sales that have achieved great success in the work.

2. Modern stimulating tools. A drop in the number of wins during an operation to stimulate below a 20% mark is considered dangerous today. It is necessary to create a positive relationship between the sales and goods, a certain environment that is supported by the firm using greeting cards, phone calls, small gifts. The number of enterprises applying stimulating this kind is constantly growing.

3. Prizes and other types of remuneration. Prizes must possess the three following characteristics: - serve as fair reward for additional efforts; They are designed to show that the company highly appreciates the efforts undertaken by the Seller; - to have sufficient significance in the social plan (VCR, video camera, laser player, etc.); - To force the seller to dream or feel yourself the owner of a particular thing during the competition.

Stimulating trading intermediaries. The main task of stimulating is the impact on the consumer and simplify the sale process. Hence the need to continuously conduct special operations on motivating and stimulating the trading network

But intermediaries also need to push and interest, especially if they trade in the same goods of competitors. Only purposefully affecting the trading mediator by organizing thought-out stimulating stocks at all stages of the product life cycle, the manufacturer can turn it into its effective partner.

Acceptance of operations "Stimulation - a trading mediator" can be divided into two groups: financial benefits and benefits in physical terms.

1. Financial benefits.

There are several types of discounts: - discounts associated with making goods to catalogs; - discounts on the number of goods purchased; - compensation for advertising, advertising at the place of sale or for a favorable presentation of goods from wholesaler or retailer; - coupon.

2. Privileges in physical terms.

In this form of stimulation, you can select techniques: stimulating intermediaries, sales, wholesalers and retailers; Operation "Mysterious Client"; distribution of samples; joint shares of manufacturers and intermediaries; Contests showcases. "Mysterious client" - the individuals appointed by the enterprise move incognito from one trading point to another and hand themselves valuable gifts, if on store shelves and abundance, check the availability of advertising, the organization of the accompanying game for consumers is checked, whether to customers are offered to either the goods.

As for the integrated stimulation program, the marketing plan developer must adopt a number of additional solutions. In particular, it should decide how intensive stimulation to apply how long it will last, and what means should be allocated to hold it.

The market leader must decide how intensive stimulation to offer. For the success of the event, it is necessary to have a certain minimum incentive. A stronger incentive will provide more sales, but with a constantly falling pace of sales. Incentives can be offered either to all or only in some special groups of persons. The duration of the stimulation program. If the incentive event is too stretched in time, the proposal will lose part of its charge pushing on immediate actions. More efficient is a relatively short stimulation of sales. The estimation of sales incentives can be developed in two ways. The market leader can choose concrete measures and calculate their cost, but more often the size of the allocations is determined as a percentage of the total budget. If possible, all used sales stimulation tools should be pre-tested and ensured that they are suitable and provide the necessary incentives. There are too large amounts of money, and failure can cause serious damage to the enterprise. Therefore, there is a need for tests based on a representative sample from the target audience to take an informed decision.

1. Preliminary tests.

A) Testing the plan. It is about checking the idea that could form the basis of stimulating, before something is undertaken. It is necessary to find out what people think about the sample, about one or another intake of stimulation, its volume and timing. The simplest and rapid way is the method of evaluating scale under the results of the survey.

B) Testing of the method. Having received the approval of the plan for campaign in stimulation, it is possible to refer to the survey participants with a request to specify the method of its embodiment, for example, to choose prizes.

2. Market tests. Market testing is carried out directly in stores or at home, that is, among real buyers, at the moment when stimulating is being stimulated. Control and evaluation of stimulation results. Stimulation control should be carried out before, during and after it. The purpose of monitoring to the start of the operation is to predict success or failure, the choice of the most appropriate type of stimulation and bringing it into line with the features of the target audience.

The purpose of control during incentive is to ensure the deployment of the operation in accordance with the plan, as well as readiness to withstand the emerging problems or interference of any external factors.

2 Formation of demand and stimulation of sales on the example of the enterprise PKP "Agrostroy"

Consider the use of advertising and product stimulation tools on the example of a particular enterprise. To analyze the situation, take LLC PKP "Agrostroy". The company was formed in 1995. Currently, the PKP Agrostroy LLC is engaged in manufacturing and commercial activities. Since 2006, the company specializes in production:

Road-paving slabs, - building materials, - aluminum windows and doors, - cement, - lattices and fences, - benches.

Located in PKP Agrostroy LLC in Omsk, ul. Fokina, house 72.

Buyers of the company are: - shops - 50%, - construction firms - 22%, - private firms and individuals - 28%.

The geographical segmentation of the buyer market of the PKP Agrostroy LLC is narrow. It includes the city of Omsk and the Omsk region.

The mission of the company: "We have the best building materials - for you!". The goal is to conquer the sales market. In pursuance of its mission and achieve the goal, the company uses advertising and stimulating sales. Currently, in 2009, the PKP Agrostroy LLC accounts for 30% of the Omsk region market.

The task of the company is to conquer the larger share of the sales market (+ 5% in Omsk, + 2.5% in the area).

The company maintains a constant image in the market, which includes: high quality products and constant updating the range with the latest product samples.

LLC PKP "Agrostroy" adheres to the developed corporate identity. The main objectives of the corporate identity: - identification of products of the company among themselves and the indication of their connection with the company itself - the allocation of goods from the total mass of similar goods of its competitors.

The presence of corporate identity testifies to the confidence of the company's leadership in a positive impression that it produces on the buyer and consumer.

The corporate identity of the analyzed firm includes:

A trademark that serves the name of the company - LLC PKP "Agrostroy",

Branded emblem, capital letter "A" (see Appendix A),

Corporate Slogan - "The Best Building Materials We have for you!".

After familiarization in general terms with the activities of the enterprise and its image, it is possible to proceed to the consideration of its advertising policies and policies for stimulating sales.

There is no special marketing department at the enterprise of PKP Agrostroce, which would employ specialists in marketing. Therefore, the firm often uses the services of an advertising agency in the development of specific advertising projects. Usually decisions in the field of advertising are accepted according to the following scheme (see Figure 6).

Figure 6.

Taking marketing solutions on the PKP LLC "Agrostroy"

At the 1st stage, the director decides on the specific type of advertising, the task is set, the advertising agency is chosen, to which the firm will turn. After that, the selected advertising agency receives an advertisement order. The following information is usually present in the order: - a means of advertising - its content, - the estimated volume of the message, etc. Information.

At the 3rd stage, the firm creates a decision-making center, the purpose of which is the choice of one of the promotional appeals proposed by the advertising agency. Usually, this center includes 2-3 people: director of the company, sales agent, accountant. After selecting one of the options, the decision is communicated to the advertising agency and the order for advertising is made.

The 4th stage is the release of advertising "into the light". The selected version of advertising reaches its "subscriber" and has an impact on it. After some time after advertising, its effectiveness is estimated. This happens by comparing sales volumes before advertising and after.

This is due to the seasonal change in demand for products, so in winter, demand always falls sharply - you have to remind yourself in the consumer market with the help of constant radio advertising.

Since the company advertises not separately each of its goods, but in general its name and products, then, choosing a commodity strategy, had to be focused on the stage of the life cycle, on which most goods are located. Currently, such a stage is "Growth".

In accordance with this, the company focused on the following marketing policy:

Reduction or stabilization of prices;

Strengthening sales stimulation;

Expansion of sales channels,

Penetration into new market segments.

BR \u003d (300 000 * 20) / 100 \u003d 60 000.

The budget distribution is shown in Figure 7:

The purpose of participation in exhibitions is to demonstrate their products, to attract the company as many customers as possible. To achieve the goal, the firm appealed to the ART-Terra advertising agency to develop an information plan on the stand. After agreeing on the design of the stand with the management of the enterprise, the ART-Terra agency made a stand for the exhibition.

In addition to the design and technical level of the Stand itself, the company's image and interest to visitors in the exhibited products depends on the overall level of awareness, the correctness and appearance of employees representing the company. For these purposes, sales agents are selected on the basis of their rating.

1. Middle sales over the past three months,

2. Middle sales over the past six months,

3. The number of clients who have made 2 or more times

4. Level of education,

5. Work time on the company and others. Criteria.

The time of the exhibition is five days. At the exhibition "STROYTEKHEKSPO" in Omsk LLC PKP "Agrostroy" held 6 m 2 of the exhibition area on the second floor. In addition to the stands made by the advertising agency, at the exhibition, clients were offered to familiarize themselves with the prospectuses of the company, there were samples of products in a wide range, there were color photos of the company's already used.

In addition, there was a corporate sign of the company, reminding visitors about themselves before they dipped into the world of the exhibition.

The results of the exhibition, the leadership remains pretty, since the goal was achieved, and the flow of applications for the company immediately after the advertising event increased. In addition, new useful acquaintances were tied with representatives of the industry and new opportunities were opened for further cooperation and partnership.

As can be seen from Figure 7, the exhibition costs occupied the greatest proportion in the advertising budget of the company (30,000 rubles). However, the management of the company believes that they justify themselves and plans to continue to participate in such events.

Radio costs advertising occupy second place in terms of specific weight among other costs per advertising company. PKP Agrostroy LLC placed its commercials on two radio stations: "Europe-Plus" and "Radio Russia". The choice was made on the basis of the highest ratings among radio listeners from these radio stations. The texts of the rollers are twisted every other day. The roller exit schedule is presented in Appendix B and in Figure 8.

Figure 8 - Exit commercials on ether on two radio stations

As can be seen from Table 4 and Figure 8, in the radio advertising special emphasis is placed on the winter months. It was in January and February that advertising is reminded. Customers should not forget about the company during the decline in demand.

Pros \u003d 192 * 17 * 3 + 1308 \u003d 11 100 rubles.

where 192 is the number of rollers during the year,

17 - duration of the roller, sec.

1308 - Production price of 2 rollers, rub.

Television advertising firm uses in small volume, although the means spent on it (7,000 rubles) occupy a significant place in the specific weight along with other costs of advertising. The management of the company believes that TV - advertising is very expensive at absolute value, advertising contact is too mimolen (compared to newspapers), so it uses it only in the period February - March. It was during these months along the channel "Rentv-Omsk" TV viewers could see the advertising screen saver of the company. This screensaver has been developed and was approved by representatives of the company as part of 3 people. The screensaver reported to the audience about the goods that they can purchase the Agrostroy PKP LLC, and also reported contact phones and the address of the company.

The enterprise LLC PKP Agrostroy resorted to the use of the newest for the Russian market for advertising - "Direct Mail." This tool has low cost, the selectivity of the audience, flexibility, lack of advertising of competitors in departure, personal character.

The costs of leaflets are calculated as follows:

Evil \u003d 2.67 * 1200 + 1800 \u003d 5 000 rubles.

where 2.67 - the cost of manufacturing one leaflet, rub.

1 200 - the number of leaflets

January - 150 pcs.,

March - 150 pcs.,

May - 150 pcs.,

August - 150 pcs.

The company's management believes "Direct Mail" with a rather effective advertising agent, so in 2010 the leaflets will be made in more quantities, and their design will be engaged in qualified specialists.

As an outdoor advertising, the company uses advertising shields that are put on the floor on the leg. For the sample, Art Terra was ordered by the manufacture of 1 advertising shield. The cost of making the shield amounted to 5,000 rubles. The shield decided to locate on the territory of the company.

In the future, the wider use of outdoor advertising is planned due to the fact that it has no high cost, weak competition, flexibility and high frequency of contact repeatability.

Newspaper advertising is used in the company's market stimulation complex not the first year. It is advertising in newspapers that is flexible, well covers the terrain, it has wide recognition and adoption, besides, such advertising is always timely.

To accommodate their advertising, PKP Agrostroy LLC uses newspapers: Express Advertising and Expert Council. According to the Directorate, newspaper advertising firms in these publications can affect potential buyers. The content of the advertising message is in Appendix 3. These announcements are developed by the forces of employees of the company, and then, after checking the director, are placed in a specific newspaper.

2. The rest of the publication is no more than 5 ads per year by decision of the responsible center.

Usually, the responsible center includes 2-3 people: director, sales agent and accountant. The question of the issue occurs in the following order:

Several options for placing advertisements are offered (in various versions, the place and frequency of the feed or the submission is considered) with the justification of these options.

Each member expresses its opinion on the proposed options and some changes or additions to the proposals are made,

Each optional options are estimated in the balls by each member of the center,

The option that received the largest number of points is selected, in the event of an equivalent of several proposals, the final decision is made by the director of the enterprise.

2. The decision on the choice of advertising dissemination tools is subjective, i.e. It is accepted on the basis of the opinion of individuals, without deepening in calculating the breadth of coverage, the frequency of the appearance, the influence of advertising, the market analysis when choosing specific advertising carriers.

2.2 Stimulation of sales in LLC PKP "Agrostroy"

Advertising activity of the company PKP Agrostroy is complemented by the efforts of other means included in the marketing complex, namely measures to stimulate sales. In recent years, the volume of sales promotion activities have increased dramatically.

Several factors contributed to the rapid growth of sales incentive activities. Here is some of them:

Today, the highest management more willingly perceives the stimulation of sales as an effective sales tool - an increasing number of managers by goods acquires the ability to use sales tools, - constantly increasing pressure is provided in the goods managers, demanding sales growth - an increasing number of competitors begins to engage According to sales promotion, intermediaries require increasing concessions from manufacturers, advertising efficiency is reduced due to growing costs, advertising challenges in the dissemination of information and legislative restrictions.

The tasks of stimulating sales firm sets regarding buyers and their own sales agents. Among the tasks of stimulating buyers - encouraging the purchase of goods by large parties, attracting those buyers who buy competitors' goods, promoting to buy goods in the winter season. The tasks of stimulating their own vendors are encouraging them to carry out more efficient visits to customers, encouraging them to enhance the classification (the ability to communicate with the client, convince him of buying, the ability to highlight and emphasize the most basic).

Regarding the stimulation of buyers at the company PKP Agrostroy LLC, various incentives are used, for example, with large purchases, the buyer receives a discount in price. For different products, the discount is different, for example, when buying road-paving slabs for every 25m 2, the buyer gets free 1M 2 similar free goods. In addition, the firm stimulates its buyers to buy goods in the winter season. In this case, the buyer seems to give a credit to the company, paying for the purchase of goods in winter on a reduced rates, but receives this product only in the spring (usually the customers in the winter do not take the goods, because the specificity of the goods company are building materials and they are used in the warm season) .

Stimulating buyers is offered for all groups of persons the same. The duration of the stimulation program: 1) for the purchase of large batches - year-round; 2) for the purchase of goods in winter December, January, February. The buyer can get only one kind of discount when buying a product, and he himself chooses what kind of discount discounts to take advantage of it, if there is an opportunity to use both types of discounts.

To stimulate your own employees, the company uses labor payment, i.e. Employees receive a certain percentage of money from the goods sold by them for a certain period. Every two weeks, sales agents submit reports on their work to the directories of the company and accountant, which are decorated in the following form (see Figure 9)

Figure 9 - Report form

The procurement agent receives 5% of the total value of the goods sold to them (the row of the total, 5th column of the reporting form). Thus, if the company's employee wants to increase its income. He needs to improve his ability to communicate with the client, to convince him of buying immediately and as large parties.

Sales stimulation - a little used tool for promoting goods and uses its firm is not effective enough. In particular, there is no clear program to stimulate sales. The sales stimulation scheme described in the theoretical part is not used, with such important elements as a means of disseminating information about the stimulation program, the consolidated budget for marketing, preliminary testing of the program and the assessment of the results of the sales promotion program is completely or partially absent. It is known that sales promotion turns out to be the most effective when using it in combination with advertising. From the above analysis, you can deal with the relationship between advertising and stimulating sales in the winter months. It was at this time that the company conducts an intense radio advertising on two radio stations, while reinforcing it with stimulating sales of goods at a reduced price.

2.3 Evaluation of the effectiveness of using Fosstis tools in PKP LLC "Agrostroy"

Obviously, advertising requires significant investments that it is easy to waste if the company does not mind exactly and clearly formulate the goal and the task of an advertising company, will make an insufficiently thought-out decision regarding the size of the advertising budget, incorrectly formulates an appeal or chooses an inefficient product for advertising circulation, will not be able to spend Assessment of promotional results.

Since the advertising agency is engaged in the development of advertising appeals, the task of the company is to contact the advertising agency, which employs high-class specialists. If the agency is selected correctly, the likelihood that the advertising appeal will be fulfilled in the best way increases.

We highlight the main reasons for this:

Consider one of these problems, namely, the choice of advertising funds for stimulating sales of products of Agrostroy LLC and evaluating the effectiveness of their use. The solution to this problem will spend according to the scheme:

1. We will find theoretically most effective means of advertising that satisfy the objectives of the Agrostroy in the markets of Omsk and the Omsk region;

2. Based on the survey of residents of Omsk (potential customers of the company), we will analyze the possibilities of advertising funds in the local market;

3. On the basis of the survey of buyers of the company Agrostroy, we estimate the effectiveness of the advertising company as a whole and individual advertising agents;

4. Comparing the results of theoretical conclusion with the results of a polling of potential customers and the results of buyers' survey, we will conclusion about the real effectiveness of the ineffectiveness of other advertising tools;

5. Based on the results of the analysis, reflect the alleged changes in the use of advertising agents.

The first step in solving the problem is the compliance of the advertising agents to various tasks of the company. First of all, we denote the tasks that the Agrostroy company puts before its advertising.

The coverage of the local market means that the firm is interested in the impact of advertising only in the local market, i.e. Within the city of Omsk and the region.

Under the selective of the audience it is understood that the company's customers are mainly either private firms (shops, construction firms and other legal entities), or individuals 20-50 years with the average and higher level of wealth. Thus, it is necessary to post advertising firms in places where the concentration of potential buyers prevails.

The wording of the "low cost" task says for itself - the company PKP LLC "Agrostroy" seeks to use in advertising of their products not very expensive means of advertising, as it refers to the category of small enterprises and at present its activities only begins to unfold.

After the company's advertising tasks are established, we turn to the consideration of specific advertising agents and their ability to satisfy the goals. We will make a table in which we will reflect the degree of suitability of a means of advertising for a specific task (see Table 5).

According to the results of the theoretical assessment of advertising funds, it turned out that television advertising is the least effective means of advertising (3 bala), as it has a high absolute value, which eliminates the possibility of frequent repeat of the advertising treatment of the company "Agrostroy", the selectivity of the audience is practically no observed The tendency to overload advertising this kind.

Table 5.

0 - tool is ineffective to meet this task;

1 - the remedy is neutral to meet this task;

2 - means effectively to meet this task.

Outdoor advertising, leaflets and newspaper advertising (6 balls) were most effective. It is worth noting that the newspapers as a means of advertising the production of Agrostroy are either effective or neutral (according to these criteria), and leaflets are ineffective in terms of high frequency of repetitions. In addition, the lack of leaflets is the image of "chipping" created by them. The disadvantages of outdoor advertising include only the lack of selectivity of the audience. For other criteria, outdoor advertising is effective. We also note that only outdoor advertising is effective by the "high frequency of repeated contacts" criterion, which is very important for the enterprise due to their insufficient fame in the local market.

Intermediate position among the advertising tools used was taken by exhibitions and radio clips (4 bala). The disadvantages of the exhibition include their high cost, as well as the lack of frequency of repeated contracts (usually the length of the exhibition is 5-7 days and for the year the firm participates in the exhibition once). It is worth it, however, it is worth noting that exactly how participating in exhibitions firm raises its image, only such images can introduce a potential buyer with the range and the quality of his product, demonstrating it directly, in photographs, posters, but at the same time without demanding a response from the buyer. In this family, the exhibitions are a special advertising agent. We will draw a small selectivity of its audience, the flow of advertising contact with the audience and representation only by sound means (which significantly reduces the degree of memorability of advertising circulation).

The second step in determining the effectiveness of the Advertising Tools used by the Agrostroy is an analysis of the possibilities of advertising funds in the local market.

To do this, analyze the data obtained as a result of the survey of the city of Omsk.

Objectives of this survey:

3. To identify the likelihood that the buyer will turn to a specific advertising tool in the event of a need to purchase a specific product (meaning the goods produced by Agrostroy);

4. Identify the degree of firmness of the company among potential buyers on the questionnaire (application g)

The criteria for which two interviewed were selected:

Age - from 22 to 50 years (the persons of this age interval are potential buyers of the company);

The level of income is the middle and above.

200 respondents were surveyed.

As a result of the counting of the questionnaire data, the results are obtained, which are shown in Table 6. (Appendix D).

We analyze the results obtained after the survey.

Most potential buyers pay attention to advertising (85% of respondents). According to the respondents, the most effective means of advertising were: - newspapers, exhibitions, fairs, - shields.

Least effective - leaflets. The latter happened by the fact that we have a few leaflets used by industrial goods advertising.

Television turned out to be the most loaded tool of advertising (according to 46% of respondents). So, placing advertising on television, it is necessary to be sure that it does not merge with the stream of other messages.

In second place in the frequency of appearance, the respondents put newspapers (perhaps the most ancient product of advertising), and on the third - radio advertising.

Note that, most likely, potential buyers will recall advertising in newspapers (37%), on shields (20%) and radio (20%). And television advertising will remember only 13% of respondents. The results of the recall of leaflets are most likely distorted by the responding due to the fact that they are little familiar with the "Direct Meil".

In the event of potential consumers, the needs for the purchase of building materials will rather turn to advertising: - in 32% newspapers; - on shields 27%. Potential consumers rarely turn to advertising in leaflets (12%). A television and radio advertising (15%) occupy an intermediate position in terms of circulation.

The study also showed that potential consumers have little familiar with the company "Agrostroy", namely 19% of respondents. This means that it should be more often reminded by advertising on the existence of the company.

In the final conclusion, on the second step, it can be said that the company insufficiently uses outdoor advertising in his advertising company, and the costs of television and radio advertising, apparently not sufficiently justified (it will be just possible to say about it only in the third stage).

The third step in solving the problem - on the basis of the survey of buyers of the company "Agrostroy", we estimate the effectiveness of both the advertising company as a whole and individual advertising agents,

Objectives of this study:

2. Determine the prompting effect of various advertising funds for buyers of the company.

The respondents of this survey were buyers of the company "Agrostroy", kindly agreed to answer the questions offered by him. Total for 2 months, 100 buyers were interviewed, which gave answers to the proposed questionnaire in Table 7 (see Appendix D).

As a result of counting the answers, the following data was obtained (see Appendix E). The "ball" column produced the number of votes, and for one voice accounts for 1 ball. When answering paragraph 3, the total number of balls is greater than 100, because Some buyers met with advertising an enterprise in several sources.

The results under paragraph 1 of Table 8 confirmed the conclusion made in the second step, that the company is a little-known currently in the local market (only 18% of the interviewed buyers knew about it.

Most often, buyers faced advertising firms at the exhibition fair (32%), radio (25%), in newspapers (17%). Less frequently, buyers met advertising on television (3%). From this we can conclude that television advertising must more often contact the audience in order to raise its effectiveness, and this requires significant costs and is not agreed with the interests of the company. Advertising on shields (12%) occupied an intermediate position by the number of contacts with the audience and this is quite explained - the company has only 1 shield, which is located on its territory.

The prompting action was provided by 40% of buyers, and the exhibition influenced the largest number of buyers (22%), leaflets (6%), then newspapers and shields were at the same level (5%) and radio advertising prompted (3%). The survey showed that television advertising did not even have a motivating nature, but only informative. Calculate the coefficient of exposure to advertising on buyers after their contact in the following formula:

K \u003d CC / PE, (2)

where CC is the number of contacts with all buyers,

The highest impact on the buyer has an exhibition-fair and leaflets. For each third buyer who met with these grades of advertising firms, she had a prompt effect.

Similarly, advertising on the shields had an impact on each fourth, for each sixth advertising in newspapers, for each twenty-third radio advertising. The coefficient of exposure to telecommunications on the buyer turned out to be zero, i.e. This advertisement did not have a motion effect at all.

And now we will calculate the trade efficiency of advertising on buyers (see Table 10).

E f \u003d volume / cost, (3)

The volume is the income obtained as a result of the influence of advertising;

Costs - expenses for a specific agent of advertising in the reporting year.

Table 10 - Women influence assets of advertising on sales and trade efficiency of advertising

Leaflets
exhibition-Fair
A television

According to the results of the table 10, total trading efficiency amounted to 100 rubles / rub., This means that from each ruble embedded in the advertising company, the company received 100 rubles. Additional income.

The exhibition (55 000 rub.), But due to the high costs of it, the trade efficiency of the exhibition is only 4th place (8 rubles / rub.). Newspapers took the first place in trade efficiency (39 rubles / rub.) Among other advertising tools, although they brought only 12,500 rubles. Income, the cost of this type of advertising were the lowest.

Efficiency of shields just below - 25 rubles / rub. - However, income from them also amounted to 12,500 rubles. The effectiveness of leaflets amounted to 18 rubles / rubles, and radio - 2 rubles / rub.

At the fifth stage, we compare the results of theoretical conclusion with the results of the polling of potential customers and the results of the survey of buyers of the company "Agrostroy".

As a result, we get:

1. From the point of view of the theory, television is less effective for advertising the company PKP Agrostroy LLC. In addition, this advertising agent is very overloaded with information such. Pretty rarely, in comparison with other types of advertising, potential buyers turn to television. And, of course, against television, as advertising means, says that it is weakly affecting buyers and has zero trade efficiency. Consequently, television is best excluded from the enterprise stimulating complex as a little efficient means.

2. Theoretically, the radio fully satisfies the objectives of the company.

Since radio advertising does not contribute to improving trade efficiency, it is worth using it only in winter, when it is necessary to constantly remind the firm on the market, and the rest of the time to use a more efficient advertising tool to attract buyers. This change will lead to a decrease in advertising costs almost twice.

3. The exhibition-fair is an effective means of advertising in all respects, both in theory and in practice. This advertising agent has the best ability to influence customers, and also brings the largest income of the company, compared with other advertising means. And although trade efficiency is not high, which is due to high costs at the exhibition, the exhibitions are perfectly satisfying the tasks of the company.

Since this remedy is quite effectively used in the company's advertising company, then the costs of it can be left at the same level.

4. Newspapers are one of the most effective advertising tools. Have a good impact factor. It is more for newspapers that buyers will rather turn out than other sources, in case of their need for the purchase of building materials.

Newspapers have the highest trading efficiency, as it is worth this type of advertising cheaply compared to other means, and bring a good income to the enterprise. It is hardly worth it to change anything in the use of this advertising agent, since it is currently used quite efficiently.

5. Leaflets - a means that only recently began to use for advertising industrial goods. They have a very high impact ratio (of course, if the object of impact is chosen correctly, that is, it is a potential buyer). They have the highest trading efficiency, despite the fact that little is used. And, in addition, they bring quite good income from the firm. All this indicates the need for wider use of leaflets as advertising tools.

Because of the low absolute value of leaflets, their use will not be difficult for the company. In favor of increasing costs of leaflets, the following logical chain also says:

Increased budget on "Direct Mail" ® Growth of the number of contacts with potential buyers ® Right income from leaflets

First, it is necessary to increase the cost of leaflets by 25-30%, and after determining the effect and efficiency of this event, it is possible to define further actions.

Increasing the cost of leaflets will not entail additional expenses if it is carried out simultaneously with a decrease in the cost of radio advertising.

Outdoor advertising is well remembered and simply addressed to it. In the practice of the enterprise, this product of advertising was weakly used, but, despite this, the shield has already brought good income. In addition, they have a high impact rate on the buyer, therefore, with an increase in the number of contacts will increase the income volume of the outdoor advertising. In addition, shields have high trading efficiency.

Thus, it is advisable to increase the use of outdoor advertising as sales stimulation tools. Especially effectively would be the placement of advertising shields at the same time at several points of the city.

It would be best to use as outdoor advertising Light-Box (translated from English - luminous box). Light-Box is a double-sided billboard, on a form resembling a box, and coming up from the inside in the dark for the time that at any time you can read the message on it.

The cost of making shields and land rental for their establishment will be covered by exclusion from the telecommunications advertising company and a decrease in radio advertising costs.

Let's summarize the expedient changes in the use of advertising tools by the company PKP Agrostroy to improve the efficiency of the advertising company:

2. Reduce twice the use of radio advertising;

3. Enter the use of "Direct Mail" by 25-30%;

Conclusion

In conclusion, the following aspects can be distinguished, which generally characterize its main moments.

The FOSTIC system is the use of diverse means of exposure to speed up and / or strengthen the response reaction of the market. The development of the program of phosstise consists of several stages.

At the first stage, it is necessary to establish the goals of the program. Phosstis has a multipurpose orientation. The choice of a goal depends on the object of the forthcoming impact to which the consumer belongs, the retail merchant and its own trading personnel of the company. The goals of phosstis can be divided as strategic, specific and one-time, depending on the scale.

At the second stage of the development of the Fosstis program, you should select the means of exposure. FOSSTICA means are divided into 2 large groups, in accordance with the subfunctions of the system: the means of forming the demand and means of stimulating sales.

In the theoretical part of the work we found that the main means of impact in the complex of stimulation are advertising, stimulating sales and propaganda. These are instruments of mass marketing, in contrast to personal sales methods.

Sales stimulation is the diverse means of short-term prompting - coupons, premiums, contests, credit for the purchase, - designed to stimulate consumer markets, the sphere of trade and their own trading personnel of the firm. The experience of leading companies in industrialized countries shows that today, for success in the market, the ability to properly build a system of distribution and sales is tremendous. The logic of successful companies is based on the fact that while products do not find sales, i.e. the consumer, it is not worth it at all. It should be firmly assimilated: nothing can happen in business, while something is not sold. That is why the construction of the sales network is one of the most important elements of marketing.

In the course of the practical part of the work, we studied the system of forming the demand and stimulation of sales at the enterprise PKP Agrostroy LLC. The company was formed in 1995 and is engaged in production and commercial activities.

To analyze the effectiveness of advertising uses, we conducted a sociological study. We revealed that television is least effective for advertising the company PKP Agrostroy LLC, the Radio satisfies the tasks of the company, the exhibition-fair - an effective means of advertising in all respects, has the best impact on buyers, and also brings the biggest income of the company, newspapers - One of the most effective advertising tools. Advertising leaflets and shields are not yet sufficiently used in the enterprise under consideration, but a rather promising and low-cost type of advertising, which has already brought some profit with some profit.

Sales stimulation - a little used tool for promoting goods and uses its firm is not effective enough. In particular, there is no clear program to stimulate sales. The sales stimulation scheme described in the theoretical part is not used, with such important elements as a means of disseminating information about the stimulation program, the consolidated budget for marketing, preliminary testing of the program and the assessment of the results of the sales promotion program is completely or partially absent.

Based on the foregoing, it is possible to concure fully confidence that the use of the Fosstis system is an indispensable condition for the formation of the fundamentals of respect and confidence in the manufacturer or seller. PKP Agrostroy LLC needs the development and improvement of this system to expand the market for the market and raising the status in the field of its activities.

Glossary

	New concept
	Exhibition	it is a periodic cells of the manner of the manner of the long-lasting time, on the maintenance of the detachment of the use of one or the other or basee from the case.
	Innovation	this is the result of investing in the development of new knowledge, an innovative idea to update the life of people (technologies; products; organizational forms of social existence, such as education, management, organization of labor, service, science, informatization, etc.) and subsequent implementation process (production) of this, with a fixed acquisition of additional value.
	Intense sales	connecting to the sales program of all possible sales intermediaries regardless of the form of their activities.
	Product quality	the set of properties (including the utility measure) of products that determine its ability to satisfy certain public and personal needs.
	Competition (Late. Concurrentia - from Concurrere - Face)	rivalry, competition of people, groups, organizations in achieving similar goals, better results in a certain public sphere.
	Mark.	the name, term, sign, symbol, drawing, or their combination, allowing to highlight, identify the product of this manufacturer and the seller, to distinguish it from similar products of competitors.
	Marketing	this art and science correctly choose the target market, attract, maintain and increase the number of consumers by creating confidence from the buyer that it is the highest value for the company ", as well as the" ordered and targeted process awareness of consumer problems and market management.
	Marketing communications	represent the process of transferring information about the goods to the target audience.
	Management	the science of managing human relations in the process of industrial activities and the relationships of consumers with manufacturers.
	Planning	this is the process of developing and establishing the management of the enterprise, a system of quantitative and qualitative indicators of its development, which determines the pace, proportions, trends in the development of this enterprise, both in the current and prospect.
	Production and Sales Plan	the main section of the technical enterprise technospinplane; It defines the main tasks facing the industrial enterprise in the planned period.
		what advertising is the main thing in the content of the advertising message. The subject can be a product, service (for example, delivery of goods to the house), type of activity (for example, protection of the enterprise), event (for example, enterprise anniversary) and enterprise itself
	Production capacity enterprises	the maximum possible annual output of products in the established plan of the nomenclature in the full use of equipment, squares, accounting for technology achievements, organization of production and labor and ensuring high quality products.
	Direct Marketing, Direct Marketing	the type of marketing communication, which is based on direct personal communications with the recipient of the message in order to build relationships and profit.
	Sales sales	it is her sales in order to turn goods into money and satisfying consumer requests.
	Profitability (from him. Rentabel - Profitable - Profitable)	indicator of economic efficiency of production. Calculated as the ratio of profit to the costs or cost of products. Comprehensively reflects the use of material, labor and monetary resources and natural wealth.
		independent enterprises consisting of creative workers and merchants that are developing, prepare and place advertising in advertising for customers, seeking to find buyers for their goods or services
		information about advertising. To compose it text, image, color, light, sound, etc. Advertising message can be distributed using various means and media (newspapers, magazines, packaging of goods).
	Statistics	this is the science of organizing, collecting, presenting, analyzing and interpreting quantitative data to facilitate the adoption of more effective solutions.
	Pricing strategy	this is a choice of a strategy in which the original price of goods should be changed with the maximum success for him in the process of conquesting the market.
	Sales System at	key level of marketing and a kind of finishing complex in all the activities of the company for the creation, production and bringing goods to the consumer.
	Sales promotion	this type of marketing communications, denoting a set of activities to promote sales throughout the route of the merchandise, from the manufacturer through sales channels to the consumer - in order to accelerate the sale of goods.
	Media (media)	print - radio, television, etc., which are a means of mass communication
		organization or private person who are advertising customer
	Grade	the system that provides the delivery of goods to the place of sale at exactly a certain time and with the highest possible service level of buyers.
	Trademark	word, name, symbol or drawing, as well as any combination of goods used by manufacturers and trading enterprises for identifying and distinguishing products from similar goods from other manufacturers or sold by other stores. Trademarks are subject to state registration. The presence of them is associated with high quality goods.
	Commodity	economic indicator reflecting the aggregate value of sales. Distinguish wholesale and retail turnover. Wholesale turnover includes sales of goods to retail organizations and manufacturing enterprises. Retail turnover includes sales of goods and services to the population.
	Distribution channel level	this is any mediator who fulfills this or that work on the approach of goods and ownership of it to the final buyer.
	Factor (from lat. Factor - making - producing)	the reason for the driving force of a process, phenomenon, defining its character or separate features.
	Corporate Slogan (Slogan)
	Form style	it implies a single approach in the design of the enterprise, the use of certain color combinations and images for promotional materials, business papers, packaging. It is formed by the use of a trademark, corporate colors, a signature set of fonts (logo), branded slogan (slogan), advertising character.
		influence on potential buyers, taking into account the socio-economic structure of the target group, to which this means is calculated; age of advertising object; the values \u200b\u200bof the target group by the action of this advertising agent; the cost of the advertising agent; Duration and intensity of its impact.
		achieving a specific result (stimulation of sales, creation of an enterprise or its trademark)
	Yarmarka.	iT'S periodichecki provodimoe rynochnoe meropriyatie opredelennoy dlitelnocti nA kotorom znachitelnoe kolichectvo kompany predctavlyaet bolshoy cpektr produktsii toy or inoy otracli c tselyu prodazhi dannogo tovara or predoctavleniya Informations o tovare for ctimulirovaniya cbyta.

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application BUT

		Number of times a day	Number of days continuous	Total number of scroll
	September

application B.

Summary of the results of the survey of buyers of the company "Agrostroy"

	Result
1. Availability from the buyer information about the company before the need for the purchase of building materials,% Information was available
No information.
2. The source from which the buyer learned about the existence of the company,%
Your option
From friends,
At the exhibition fair
On radio
In newspapers,
On shields
In leaflets
On TV.
5. A prompting action that has provided a specific type of advertising on buyers,% Exhibition-Fair
Leaflets
A television
Total on paragraph 5:

application AT

Sample questionnaire: "The effectiveness of advertising funds among buyers of the company PKP" Agrostroy "

1. Name of the buyer.

2. Date of purchase.

3. Procurement volume, UAH.

4. Did you know about the existence of the company before the need for the purchase of building materials

5. Mark from which source you learned about the existence of the company:

From friends,

Your own option.

At the exhibition fair

On TV

On shields

On radio

In leaflets

In newspapers.

In the case of the answer "Yes" to Question No. 7, answer Question No. 7.1.

Exhibition-Fair

A television

Leaflets

application G.

Summary of the results of polling potential buyers

	Result
1. Potential buyers who pay attention to advertising,%.
Exhibitions fairs
On shields
On TV
On radio
In leaflets
Total on paragraph 2,%
On TV
In newspapers, magazines
On radio
On shields
In leaflets
Total on paragraph 3,%
5. In the event of the need to purchase construction materials will rather recall advertising,% In newspapers, magazines
On shields
On TV
In leaflets
Total on paragraph 5,%
6. In the event of the need to purchase building materials, they will rather turn to advertising,% In newspapers and magazines
On shields
On TV
In leaflets
Total on paragraph 6,%

application D.

Sample questionnaire: "Efficiency of advertising funds among potential buyers of the company PKP" Agrostroy "

Exhibitions fairs

On TV

On shields

On radio

In leaflets

3. Mark where you most often encounter advertising: In newspapers, magazines

On TV

On shields

On radio

In leaflets?

5. If you have a need to buy building materials, you are rather: Newspapers, magazines

Television

Leaflets?

Newspapers, magazines

Television

Leaflets?

6. Your age?

A tool for foming demand and stimulating sales in the marketing system is the element of the marketing complex "Promotion".

Promotion is any form of messages for information, beliefs, reminders about goods, services, social activities, ideas, etc.

Essential Promotion Functions:

• · - Creating an image of prestigiousness, low prices, innovation;
• · - Inform about the product, its quality and properties;
• · - preservation of the popularity of goods;
• · - change the way of using the goods;
• · - The creation of enthusiasm among sales participants;
• · - The conviction of buyers move to more expensive goods;
• · - Answers to consumer questions;
• · - bringing a favorable information about the enterprise.

Main types of promotion:

• 1. Advertising is connected or using media - newspapers, magazines, radio, television, and other (for example, billboards), or with direct reference to the buyer using mail items. Both types of advertising are paid by the advertiser, but are considered impersonal, since the company simultaneously appeals to numerous recipients, maybe millions, and not talking with one individual or a small group.
• 2. Publication is a non-passive appeal to the mass audience for which, unlike advertising, the company does not pay a message. Publicati is usually a news message or editor comments in the press about the company's products or services. Gradually, marketers came to the conclusion that it is advisable to use a wider arsenal of public relations (public relations) than publishing. Therefore, the element of the communication complex began to consider Public Ryleshnz, and pubicati included in its composition.
• 3. Sales stimulation includes all types of marketing activities aimed at stimulating the buyer's actions, in other words that could stimulate the immediate sale of the product. Compared with sales promotion, advertising and publicity are intended to achieve other purposes, in this case, such as bringing information to the consumer about a new brand and influence the consumer's attitude to it.
• 4. Personal sales are personal communications, during which the Seller is trying to convinceful buyers in the need to purchase products or services of the company.

The connection of these promotion elements is called a promotion complex.

The main goals of the promotion: the formation and stimulation of demand in the short-term and long-term periods, improving the image of the enterprise. Specific actions of promotion depend on the so-called impact hierarchy. (Table 1)

Table 1. Hierarchy of progress

Of all the factors affecting the demand (social, economic, demographic and other), we can really influence consumer preferences.

The concept of "consumer preferences" (hereinafter referred to as PP) is actively used in the behavior of applied marketing research. But in science, it appears only indirectly. It is believed that the most effectively influence preferences (that is, positively painting attitudes towards the product), and not to choose from. If a person will prefer the goods (before or regardless of buying), then he will certainly choose it. Accordingly, all information flows are better sent to preference (attitude), and not to purchase and use (behavior). Unfortunately, in Russian advertising sometimes it is performed with an accuracy of the opposite.

Some believe that the change in preference is not limited to such phenomena as a tendency, advertising, etc. Rather, for any product, the consumer has the level of aspiration in relation to the product. The preference of the consumer will also change as soon as the level of aspiration is adjusted.

Some scientists emphasize that the shift in our preference can be much better explained in the terms of the image than practicality. Despite the fact that consumers verbalize their choice because they bought, for example, a car because of her practicality, in fact, and this is proven, all our preferences come from the image. In addition, the fulfillment of our desires of the goods is the second condition of PP after the image of this product. Mass displacement of flavors is explained by advertising, imitation, infection and fashion.

What we call today advertising has turned from the process of reporting information from the advertiser to the target audience through media channels or other ways to the process of forming the desired image, often having some kind of artistic and dramatic part. Of course, not all advertisements that we see reached this level, we are now seeing the transfer of positive properties and conveniences of a product (especially on regional TV), however, such large brands like Coca-Cola, Mercedes or BMW in their advertising are not even They talk about the taste or technical parameters of their product, they simply create in your head the desired image and naturally this image is recovered with special care.

But besides the abstract formation of consumer preferences, of course, there are also simpler and landed ways to sell the goods.

Sales stimulation is a set of measures, the main purpose of which is to increase sales, turning the potential buyer in real. These measures are directed both on the end user and on the intermediate (trading).

Specific tasks of applying various methods of stimulating sales depend on whether they are directed to the final consumer of the goods or in the intermediate - sales representatives and sales managers. In the first case, sales stimulation is carried out in order to:

• * increasing the number of buyers;
• * Increase in the number of goods purchased by one buyer.

Stimulating sellers no less important task. The main goal of the methods used is:

• * Increased seller's interest in promoting goods (sales representatives in "Carousel")
• * increase the number and range of goods entering one trading point;
• * Enter new products on sale through the trading network.

Means of stimulating sales from the point of view of their "profitability" for the manufacturer are divided into "hard" and "soft". To "hard" belong:

Price stimulation: discounts, sales, preferential coupons (eldorado and their numerous shares, discounts and discount coupons), etc.;

Natural stimulation: issuance of additional goods, subject to purchase, issuing samples of goods (Verkhneolzhskaya poultry farm-tasting of new products).

Such shares are usually carried out in a compressed time frame. They are very effective, but require certain costs from the manufacturer.

The "soft" means include active game stimulation: contests, lotteries, games. (It is often used when selling low alcohol drinks)

These sales incentives can be carried out both the manufacturer and the dealer.

Individual stimulation, as a rule, performs only the manufacturer in the place of exposure of the goods. It lies in the special design of products, for which it is used: a bright original packaging design, on which there may be a message about a discount, bonus, prizes, competition, combining the goods "2-B-1" and the like. (Also often seen in our shopping centers, carousel, tverskaya merchant, etc.)

The price stimulation is very effective, since most buyers are susceptible to discounts and various promotions. Products, the price to which is temporarily reduced, are sold faster. When using this method, it is important to emphasize the temporary nature of price reduction and substantiate it (company's birthday, seasonal discounts, etc.) As a rule, special price tags are used for such types of stimulation, on which the real price is crossed out and the price is made at a discount. However, price reduction should not last too long and carried out too often, otherwise disbelief arises to the goods.

There are the following types of price stimulation:

• * Direct reduction in prices (for example, "product of the week", often indicated in special advertising brochures distributed in the city);
• * Distribution of coupons giving the right to purchase with a discount; (Now went to Dixie)
• * Reducing prices with deferring discount. (Balley accumulation system as in Eldorado)

Initiate, in contrast to the price, does not lead to saving money of the buyer, but allows you to introduce a client with a commodity, to provide it with samples, to establish the subject character of contacts between the consumer and the manufacturer.

A bright example of market stimulation in kind - sale of small toys along with candy for children, giving a culinary book with the sale of plates, microwave or aerogril, etc. A gift or a sample of goods should be thematically associated with the selling products, must complement it.

Providing product samples is a frequently used type of sales stimulation. In some cases, he takes the form of temporary free right to use the goods (usually expensive), such as a typewriter, vacuum cleaner, car (test drive). The purpose of this method is to enable the buyer to make sure the product, its advantages to initiate a purchase. This type of sales promotion contributes to the rapid perception of the product by the consumer, but is associated with significant costs from the manufacturer.

The propagation of samples can be made directly in the commerce point in promoters. Samples can be sent by mail. The postal service provides high selectivity and focus on a predetermined circle of consumers. Some types of samples (cosmetics, perfumes, stationery) are distributed through the press of the appropriate subject.

Stimulating sales at the level of outlets

Today, marketing pays great attention to the relationship between the manufacturer and outlets. Intermediaries between the companies producing goods and buyers of this product play an important role in stimulating sales. The interest of sellers in promoting products contributes to an increase in production profitability. Therefore, for sales representatives, sellers and sales managers have developed special stimulation techniques:

• * Financial benefits (discounts on goods bonuses in the form of additional parties of goods, etc.); cash prizes sales managers when performing the plan for the sale of goods;
• * contests between different outlets;
• * Intangible gifts, subject to the implementation of the sales plan.

The manufacturer may offer the management of outlets various schemes of mutually beneficial cooperation, including the organization of joint advertising. Today, the two-stage marketing is becoming very popular, when dealers and the entire sales network are involved in promoting the product on the market and advertising campaigns. With this approach, all links of the trading chain are associated with a single concept of product promotion, which gives tangible results.

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