Types of demand and types of marketing. Pharmacy economics organization of pharmacy activity Is there a relationship between different types of demand

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1. Negative demand. The market does not like the product. And here the task of marketing is to analyze why the market dislikes this product and whether the use of marketing tools can change the negative relations of the market by changing the consumer properties of the product, lowering the price of the product and more actively stimulating the sale of the product.

2. Lack of demand. In this case, consumers are not interested in our product or are completely indifferent to it. The task of marketing in this case is to find ways to translate the consumer properties of a product into a specific consumer.

3. Latent demand. Many consumers have needs that cannot be met with the products and services available on the market. There is a large latent demand for organic foods, safe medicines, or at least minimal side effects. The task of marketing in this case is to assess the size of the potential market and create effective goods and services that can meet the demand (organic vegetables and products, medicines with a minimum of side effects).

4. Falling demand. Over time, the demand for the product falls. The task of marketing in this case is to reverse the trend of falling demand due to a creative rethinking of the approach to offering a product or changing any consumer properties of a product.

5. Irregular demand. For many pharmacy products (drugs), sales fluctuate on a seasonal, daily and even hourly basis, which causes underload and overload problems. Seasonal illnesses (influenza in winter or autumn) are a seasonal commodity. Transport - overload during peak hours, etc.

6. Full demand. Enterprises meet their demand. The task of marketing is to maintain the existing level of demand (to take care of the quality of goods, service, etc.).

7. Excessive demand. The level of demand is much higher than the organization can meet. The task of marketing in this case is demarketing - to look for ways to temporarily or permanently reduce demand (increase prices, reduce service).

It is necessary at this stage not to eliminate demand, but to reduce its level.

8. Irrational demand. Countering the demand for products that are unhealthy requires a focused effort. A campaign is being conducted against the distribution of cigarettes, alcoholic beverages, drugs, firearms, porn films. The marketing challenge in this case is to convince people to give up their bad habits by spreading fearsome messages, dramatically increasing prices and limiting the availability of goods.

Today, almost every developed country in the world is characterized by a market economy, in which there is minimal or no state intervention. Prices for goods, their assortment, production and sales volumes - all this develops spontaneously as a result of the work of market mechanisms, the most important of which are supply and demand law... Therefore, we will consider at least briefly the basic concepts of economic theory in this area: supply and demand, their elasticity, demand curve and supply curve, as well as their determining factors, market equilibrium.

Demand: concept, function, schedule

Very often we hear (see) that concepts such as demand and the amount of demand are confused, considering them synonymous. This is wrong - demand and its value (volume) are completely different concepts! Let's consider them.

Demand (english "Demand") Is the solvent need of buyers for a certain product at a certain price level for it.

Demand value (demand volume) - the amount of goods that buyers want and can purchase at a given price.

So, demand is the need of buyers for a certain product, provided by their ability to pay (that is, they have money to satisfy their need). And the amount of demand is a specific amount of goods that buyers want and can (they have money for) buy.

Example: Dasha wants apples and she has money to buy them - this is demand. Dasha goes to the store and buys 3 apples, because she wants to buy exactly 3 apples and she has enough money for this purchase - this is the amount (volume) of demand.

There are the following types of demand:

individual demand - an individual specific buyer;
total (aggregate) demand - all buyers available on the market.

Demand, the relationship between its value and price (as well as other factors) can be expressed mathematically, in the form of a demand function and a demand curve (graphical interpretation).

Demand function - the law of dependence of the amount of demand on various factors that influence it.

- a graphical expression of the dependence of the value of demand for a certain product on the price of it.

In the simplest case, the demand function is the dependence of its value on one price factor:

P is the price for this product.

The graphical expression of this function (demand curve) is a straight line with a negative slope. A typical linear equation describes such a demand curve:

where: Q D - the amount of demand for this product;
P is the price for this product;
a - coefficient specifying the displacement of the beginning of the line along the abscissa axis (X);
b - coefficient specifying the angle of inclination of the line (negative number).

Linear demand graph expresses the inverse relationship between the price of a product (P) and the number of purchases of this product (Q)

But, in reality, of course, everything is much more complicated and the amount of demand is influenced not only by the price, but also by many non-price factors. In this case, the demand function takes the following form:

where: Q D - the amount of demand for this product;
P X - the price for this product;
P is the price of other interrelated goods (substitutes, supplements);
I - buyers' income;
E - buyers' expectations regarding price increases in the future;
N is the number of potential buyers in the given region;
T - tastes and preferences of buyers (habits, adherence to fashion, traditions, etc.);
and other factors.

Graphically, such a demand curve can be represented as an arc, but this is again a simplification - in reality, the demand graph can have any of the most bizarre shapes.

In reality, demand depends on many factors and the dependence of its value on price is nonlinear.

In this way, factors affecting demand:
1. Price factor of demand - the price of this product;
2. Non-price factors of demand:

the presence of interrelated goods (substitutes, complements);
level of buyers' income (their ability to pay);
the number of buyers in a given region;
tastes and preferences of buyers;
customer expectations (regarding price increases, future needs, etc.);
other factors.

Demand law

To understand market mechanisms, it is very important to know the basic laws of the market, which include the law of supply and demand.

Demand law - with an increase in the price of a product, the demand for it decreases, with other factors unchanged, and vice versa.

Mathematically, the law of demand means that there is an inverse relationship between the amount of demand and the price.

From the philistine point of view, the law of demand is completely logical - the lower the price of a product, the more attractive its purchase and the more units of the product will be bought. But, oddly enough, there are paradoxical situations in which the law of demand fails and acts in the opposite direction. This is manifested in the fact that the amount of demand increases as the price rises! Examples include the Veblen effect or the Giffen products.

The law of demand has theoretical background... It is based on the following mechanisms:
1. The income effect - the desire of the buyer to purchase a larger quantity of a given product while reducing its price, while not reducing the volume of consumption of other goods.
2. Substitution effect - the willingness of the buyer, when the price of a given product is reduced, to give preference to him, giving up other more expensive goods.
3. The law of diminishing marginal utility - as this product is consumed, each additional unit will bring less and less satisfaction (the product “becomes boring”). Therefore, the consumer will be ready to continue buying this product only if its price decreases.

Thus, a change in price (price factor) leads to changes in demand... Graphically, this is expressed in moving along the demand curve.

Change in demand on the graph: moving along the demand line from D to D1 - growth in demand; from D to D2 - decrease in demand

The impact of other (non-price) factors leads to a shift in the demand curve - changes in demand. With an increase in demand, the graph shifts to the right and up, with a decrease in demand - to the left and down. Growth is called - expansion of demand, decrease - narrowing demand.

Change in demand on the graph: shift of the demand line from D to D1 - narrowing of demand; from D to D2 - demand expansion

Elasticity of demand

With an increase in the price of a product, the amount of demand for it decreases. When the price goes down, it increases. But this happens in different ways: in some cases, a slight fluctuation in the price level can cause a sharp rise (fall) in demand, in others, a change in price over a very wide range will have virtually no effect on demand. The degree of this dependence, the sensitivity of the amount of demand to price changes or other factors is called the elasticity of demand.

Elasticity of demand - the degree of change in the value of demand when the price (or other factor) changes in response to a change in price or other factor.

A numerical indicator reflecting the degree of such a change - coefficient of elasticity of demand.

Respectively, price elasticity of demand shows how much the volume of demand will change when the price changes by 1%.

Arc price elasticity of demand - used when you need to calculate the approximate elasticity of demand between two points on the arc demand curve. The more convex the demand arc is, the higher the error in determining the elasticity will be.

where: E P D - price elasticity of demand;
P 1 - the original price of the product;
Q 1 - the initial value of the demand for the product;
P 2 - new price;
Q 2 - the new value of demand;
ΔP - price increment;
ΔQ is the increment in demand;
P cf. - average prices;
Q av. Is the average demand.

Point price elasticity of demand - is applied when the demand function is set and there are values \u200b\u200bof the initial demand value and price level. It characterizes the relative change in the amount of demand for an infinitely small change in price.

where: dQ is the demand value differential;
dP - price differential;
P 1, Q 1 - the value of the price and the amount of demand at the analyzed point.

The elasticity of demand can be calculated not only by price, but, for example, by the income of buyers, as well as by other factors. There is also cross-elasticity of demand. But we will not consider this topic so deeply here, a separate article will be devoted to it.

Depending on the absolute value of the elasticity coefficient, the following types of demand are distinguished ( types of demand elasticities):

Perfectly inelastic demand or absolute inelasticity (| E | \u003d 0). When the price changes, the amount of demand remains practically unchanged. Essential goods (bread, salt, medicine) are close examples. But in reality there are no goods with a completely inelastic demand for them;
Inelastic demand (0 < |E| < 1). Величина спроса меняется в меньшей степени, чем цена. Примеры: товары повседневного спроса; товары, не имеющие аналогов.
Unit Elasticity Demand or unit elasticity (| E | \u003d -1). Price and demand changes are fully proportional. The volume of demand rises (falls) at exactly the same rate as the price.
Elastic demand (1 < |E| < ∞). Величина спроса изменяется в большей степени, чем цена. Примеры: товары, имеющие аналоги; предметы роскоши.
Perfectly elastic demand or absolute elasticity (| E | \u003d ∞). A slight price change immediately increases (decreases) the volume of demand by an unlimited amount. In reality, there is no product with absolute elasticity. A more or less close example: liquid financial instruments traded on an exchange (for example, currency pairs on Forex), when a small fluctuation in price can cause a sharp rise or fall in demand.

Sentence: concept, function, schedule

Now let's talk about another market phenomenon, without which demand is impossible, its inseparable companion and opposing force - supply. Here, one should also distinguish between the offer itself and its size (volume).

Sentence (english "Supply") - the ability and willingness of sellers to sell a product at a given price.

Amount of supply (supply volume) - the quantity of goods that sellers are willing and able to sell at a given price.

There are the following types of offer:

individual offer - a specific individual seller;
total (aggregate) supply - all sellers present on the market.

Suggestion function - the law of the dependence of the amount of supply on various factors influencing it.

- a graphical expression of the dependence of the value of the offer for a certain product on the price of it.

Simplified, the supply function is the dependence of its value on the price (price factor):

P is the price for this product.

The supply curve in this case is a straight line with a positive slope. The following linear equation describes this supply curve:

where: Q S - the amount of supply for this product;
P is the price for this product;
c - coefficient specifying the displacement of the beginning of the line along the abscissa axis (X);
d - coefficient specifying the angle of inclination of the line.

The line supply graph expresses a direct relationship between the price of a product (P) and the number of purchases of this product (Q)

The supply function, in its more complex form, which takes into account influence and non-price factors, is presented below:

where Q S is the amount of supply;
P X - the price of this product;
P 1 ... P n - prices of other interconnected goods (substitutes, complements);
R - availability and nature of production resources;
K - applied technologies;
C - taxes and subsidies;
X - climatic conditions;
and other factors.

In this case, the supply curve will be in the form of an arc (although this is again a simplification).

In real conditions, the supply depends on many factors and the dependence of the supply volume on the price is non-linear.

In this way, factors influencing the supply:
1. Price factor - the price of this product;
2. Non-price factors:

availability of complementary and substitute goods;
the level of technology development;
the amount and availability of the required resources;
natural conditions;
expectations of sellers (producers): social, political, inflationary;
taxes and subsidies;
type of market and its capacity;
other factors.

Supply law

Supply law - with an increase in the price of a product, the supply for it increases, with other factors unchanged, and vice versa.

Mathematically, the law of supply means that there is a direct relationship between the amount of supply and the price.

The law of supply, like the law of demand, is very logical. Naturally, any seller (manufacturer) strives to offer his goods at a higher price. If the price level in the market rises, it is profitable for sellers to sell more, if it falls, it is not.

A change in the price of a product leads to changes in supply... On the chart, this is manifested by movement along the supply curve.

Change in the amount of supply on the chart: movement along the supply line from S to S1 - an increase in the supply volume; from S to S2 - decrease in supply volume

A change in non-price factors leads to a shift in the supply curve ( changing the proposal itself). Expansion of the offer - shift of the supply curve to the right and down. Narrowing the offer - shift to the left and up.

Change of supply on the chart: shift of the supply line from S to S1 - supply narrowing; from S to S2 - offer extension

Elasticity of supply

Supply, like demand, can vary to a different degree depending on price changes and other factors. In this case, one speaks of supply elasticity.

Elasticity of supply - the degree of change in the amount of supply (the number of offered goods) in response to a change in price or other factor.

A numerical indicator reflecting the degree of such a change - supply elasticity coefficient.

Respectively, price elasticity of supply shows how much the supply value will change when the price changes by 1%.

The formulas for calculating the arc and point elasticity of supply with respect to price (Eps) are completely similar to the formulas for demand.

Types of supply elasticity by price:

absolutely inelastic offer (| E | \u003d 0). The price change does not affect the value of the supply at all. This is possible in the short term;
inelastic offer (0 < |E| < 1). Величина предложения изменяется в меньшей степени, чем цена. Присуще краткосрочному периоду;
single elasticity proposal (| E | \u003d 1);
flexible offer (1 < |E| < ∞). Величина предложения изменяется в большей степени, чем соответствующее изменение цены. Характерно для долгосрочного периода;
absolutely flexible offer (| E | \u003d ∞). The amount of supply changes infinitely with a slight change in price. Also typical for the long term.

It is noteworthy that situations with completely elastic and completely inelastic supply are quite real (in contrast to similar types of demand elasticities) and are encountered in practice.

Supply and demand "meet" on the market, interact with each other. In free market relations without strict government regulation, they will sooner or later balance each other (the French economist of the 18th century spoke about this). This state is called market equilibrium.

- market situation in which demand is equal to supply.

Market equilibrium is graphically expressed market equilibrium point - the point of intersection of the demand curve and the supply curve.

If supply and demand do not change, the market equilibrium point tends to remain unchanged.

The price corresponding to the market equilibrium point is called equilibrium price, quantity of goods - equilibrium volume.

Market equilibrium is graphically expressed by the intersection of the demand (D) and supply (S) graphs at one point. This point of market equilibrium corresponds to: P E - equilibrium price, and Q E - equilibrium volume.

There are different theories and approaches explaining exactly how market equilibrium is established. The most famous are the approach of L. Walras and A. Marshall. But this, as well as the cobweb-like model of equilibrium, the seller's market and the buyer's market, is a topic for a separate article.

If very succinctly and simplified, then the mechanism of market equilibrium can be explained as follows. At the equilibrium point, everyone (both buyers and sellers) is happy. If one of the parties gains an advantage (the market deviates from the equilibrium point in one direction or the other), the other side will be unhappy and the first party will have to make concessions.

for instance: the price is higher than the equilibrium one. It is profitable for sellers to sell goods at a higher price and the supply increases, there is a surplus of goods. And buyers will be unhappy with the rise in the price of the product. In addition, the competition is high, the supply is excessive and sellers, in order to sell the goods, will have to reduce the price until it reaches an equilibrium value. At the same time, the supply volume will also decrease to the equilibrium volume.

Or other example: the volume of goods offered on the market is less than the equilibrium volume. That is, there is a shortage of goods on the market. In such conditions, buyers are willing to pay a higher price for the product than the one at which it is currently being sold. This will encourage sellers to increase supply while increasing prices. As a result, the price and volume of demand / supply will come to an equilibrium value.

In fact, this was an illustration of the theories of market equilibrium by Walras and Marshall, but as already mentioned, we will consider them in more detail in another article.

Galyautdinov R.R.

As a system of relations between a seller and a buyer regarding the exchange or sale of goods, it is noted that the main elements of the market mechanism are demand, price and supply. Specific forms of market relations are manifested in the quantitative and qualitative relations of the main elements of the market. Under the influence of these elements, the proportions between the production and consumption of goods are formed. The supply and demand ratio determines the price of a product on the market.

It acts as the most important element of the market, since it is based on. The absence of needs determines the absence of not only demand, but also supply, i.e. lack of market relations in general.

By demand is the total sales of a product or service that will be purchased at a specific price for a specific period.

Demand is expressed in monetary form and is determined by the consumer who agrees to buy a product or service at a certain price.

An important element of the market, taken into account in commercial activities, is the environment in which the process of buying and selling goods takes place. The environment can be open or closed, competitive or regulated.

Open market environment - these are conditions that ensure the free entry of enterprises into and out of the market. In such an environment, there are practically no obstacles to the organization of commercial activity by enterprises in a certain product market (food, furniture, etc.) or in a certain territory.

Closed market environment is determined by various regulations that create obstacles for new enterprises to enter the market: relevant laws: quota and licensing systems, customs barriers, etc. Practically in all developed economies, a mechanism of state protectionism operates in relation to domestic producers and commercial structures.

Competitive market environment presupposes the presence of many small and medium-sized enterprises-sellers and buyers, ensuring the freedom of choice of goods, as well as conditions for free competition. Such a market environment makes it possible to equalize supply and demand, to form prices close to the value of the goods. This environment is most conducive to commercial activities.

Adjustable external environment - this is an environment in which the state creates a rigid planning and distribution system, through which practically all aspects of the enterprise's activities are regulated. In this environment, only the distribution-exchange function of commercial activity manifests itself with a practical absence of commercial risk and commercial success. Competitors are buyers.

Types of demand by degree of satisfaction

When organizing commercial transactions, different forms of demand manifestation are taken into account, which influence decisions on the purchase (sale) of goods.

By degree of satisfaction distinguish between: real demand, satisfied and unsatisfied.

Real demand represents the size of the actual sale of goods for a certain period, expressed in physical or value terms. It is determined by the amount of funds allocated for the purchase of goods at a certain price level for them.

Satisfied (or realized) demand makes up the bulk of the solvent need. It is less than the real demand by the amount of unsatisfied demand for the product.

Unmet demand - it is a demand for goods that was not satisfied for any reason: out of stock, low quality, high price, etc.

Unmet demand can be:

obvious - when the buyer, having certain financial capabilities, cannot purchase the goods he needs for various reasons;
hidden - manifests itself when buying a product or service that is not full-fledged substitutes for an absent product or service, or is not at all connected with it by relationship of exchange;
deferred - demand delayed for a while for various reasons. For example, the need to accumulate a certain amount of money for the purchase of specific goods, the mandatory purchase of goods for a specific event, etc.

By the frequency of occurrence, consider:

daily demand - presented almost daily (food, soap);
periodic - presented at regular intervals (shoes, clothes);
episodic - presented occasionally, "from case to case" (jewelry, delicacies).

In addition, there are:

Emerging demand - this is the demand for new and little-known goods and services, which develops as buyers study the consumer properties of goods, their quality, packaging, etc., as well as under the influence of measures taken by manufacturers and intermediaries to promote these goods.

Potential demand - the potential volume of demand of buyers of a given trade enterprise for all goods, certain groups of goods or for a certain brand of goods. It reflects the ability of consumers to direct a certain amount of money to purchase goods and services.

Aggregate demand - it is the actual volume of goods that consumers, businesses and government are willing to purchase at a given price level. Aggregate demand can be equated to market capacity.

Types of demand depending on the intentions of buyers

Depending on the intentions of buyers, there are:

demand is stable (conservative, firmly formulated, tough) - a premeditated demand is presented for a certain product and does not allow its replacement by any other, even a homogeneous product. Usually it is set for goods of daily consumption, constantly reproduced in the same quantities and assortments (for bread, milk, etc.);
alternative (unstable, soft, compromise) demand is formed finally in the store in the process of direct acquaintance of buyers with the product and its features. Alternative demand allows for the interchangeability of goods within a commodity group or subgroup (confectionery, footwear);
impulse (spontaneous) demand - presented by buyers without prior deliberation, arises directly at points of sale under the influence of advertising, display of goods or seller's offers. Most often this is the demand for little-known or new products.

When negative demand most buyers in this market reject the product, regardless of its quality (kerosene for lamps, some stationery, etc.).

When irregular demand sales fluctuate on a seasonal, daily and even hourly basis (demand for umbrellas, medicines, etc.).

Increased demand exceeds the capabilities of production and imports in its satisfaction.

Types of demand depending on price influence

Depending on from price influence distinguish between:

demand elastic tends to change when the price of a product or the income of the population changes (demand for cars, electrical household goods, etc.);
demand is inelastic tends to remain unchanged regardless of changes in the income of the population and the price of goods (the demand for goods that ensure human life - goods in the consumer basket).

These basic forms of demand, individually or collectively, shape the market environment.

- the ratio of supply and demand in the market for goods and services. It is necessary to take into account the socio-psychological aspects of the development of demand and, in accordance with this, make the final decision on the purchase and forms of sale of goods.

It states: other things being equal, the demand for goods in quantitative terms changes inversely with the price. The law of demand does not apply in three cases:

with rush demand caused by the expected increase in prices;
for some rare and expensive goods that are bought as a means of investing money;
when demand is switched to higher quality and more expensive goods.

Demand factors

Demand is formed under the influence of many factors, which can be grouped into the following groups:

economic forces, the level of development of production of goods, cash incomes of the population, the level of retail prices and their ratio, the degree of the achieved provision of goods;
social factors: social culture of society, professional composition of the population, level of cultural development, etc .;
demographic factors, population size, ratio between urban and rural population, gender and age composition, family size and composition, population migration;
natural and climatic factors, geographical and climatic conditions, traditions, living conditions, etc .;
political factors, unforeseen emergencies.

Non-price factors also affect the change in demand:

changes in the monetary income of the population;
changes in prices for substitute goods;
economic policy of the government;
change in consumer preferences.

Along with demand, an important element of the market is the supply of goods. For commercial operations, this is the most significant factor determining the saturation of the market, its structural changes, etc.

Offer is the quantity of a good or service that manufacturers are willing to sell at a certain price for a certain period.

The offer includes two elements:

the manufacturer's readiness to alienate this product or service;
a set of conditions under which the seller is willing to sell the product.

Supply law states: the offer, other things being equal, changes in direct proportion to the price change. The offer may change not only under the influence of price factors, but also due to other reasons:

changes in production costs as a result of technical innovations;
changes in sources of resources, tax policy, the cost of factors of production;
new manufacturers or importers entering the market, increasing the supply regardless of prices;
actions of natural and political factors, etc.

The interaction of supply and demand in market conditions forms the price.

Market price - the result of the interaction of supply and demand.

Market pricing laws:

price tends to a level at which demand is equal to supply;
with an increase in demand with a constant supply, the price will increase and vice versa.

At the level of coincidence of supply and demand, price corresponds to value, i.e. socially necessary costs.

The cost there is a balance of interests of buyers and sellers, i.e. equilibrium of marginal utility (price and demand) and production costs (price and supply).

The price equilibrium in a market economy has three functions:

Function exceptions (sanitizing), i.e. sellers are ousted from the market, whose prices (costs) for goods exceed the cost of products.
Function alignment, those. through the price, the interests of the seller and the buyer are aligned, and the price approaches the value of the goods (the market price is a measure of the scarcity of the goods).
The regulation function, i.e. by means of the price, the market displaces goods that do not meet the requirements of buyers in terms of their costs, quality and other parameters.

The formation of prices with their approach to cost is possible in conditions of pure (perfect) market competition, when there are at least 6-8 free sellers on the market, ensuring market saturation and competing with each other. In this situation, the role of the state in price regulation is negligible. In the conditions of monopoly and oligopoly, the state through the antimonopoly mechanism influences the setting of prices of monopolies. Usually this is either strict price regulation, or indirect - through tax increases and other enforcement measures.

Demand, supply and price are interdependent and in commercial activities are taken into account in a complex.

The degree of change in supply and demand under the influence of one factor or another characterizes their elasticity. The quantitative measure of the interaction of these elements of market relations is elasticity.

Elasticity - a measure of the reaction of one quantity to a change in another. It shows by what percentage one variable will change when the other changes by 1%.

Ep \u003d Percentage change in demand (Q) / Percentage change in price (P)

Er - price elasticity coefficient;
Q - the quantity of goods for which there is a demand;
R - the market price of the product.

Elastic demand - the coefficient is greater than one, i.e. the quantity demanded changes by a greater percentage than price or income.

Inelastic demand - the coefficient of elasticity is less than one.

Unit Elasticity Demand - price and quantity demanded change by the same percentage.

Elasticity is fairly constant over time and can be used to determine the strategy for purchasing and selling products. In addition, using this indicator, the government develops tax policy (the correct application of indirect taxes increases tax revenues to the budget) and methods of state regulation of the market.

For developing a business strategy, such an indicator as the elasticity of supply is of great importance.

Elasticity of supply shows how the production and supply of a particular product reacts to price changes:

E \u003d Percentage change S / Percentage change P

E - coefficient of elasticity of supply;
S - sentence;
R - price.

When determining the volume of purchases (sales) of products, the interchangeability (complementarity) of the goods is of great importance.

Interchangeable goods (substitutes) - such pairs of goods, an increase in the price of one of which leads to an increase in demand for the other.

Complementary products (sets) - such pairs of goods, an increase in the price of one of which leads to a drop in demand for another (an increase in car prices leads to a drop in demand for fuels and lubricants).

If the coefficient of elasticity is greater than one, then the product is interchangeable, if less, it is complementary.

When there is an excess amount of money in circulation, the supply and demand ratio also changes. The relationship between the elements of the market mechanism is shown in Fig. 1. Thin arrows show straight dependence between changes in the size of market elements, and thicker lines - reverse addiction.

The laws of supply and demand are related to the amount of money in circulation.

Figure: 1. The relationship between market elements

Depending on the type of demand, various methods of studying it are used:

realized demand is studied by the operational method (the code is read), by the balance method;
unsatisfied demand - by registering unsatisfied demand sheets, registering the facts of the absence of goods, taking into account the number of days when the goods were absent, registering orders, analyzing customer complaints.

The emerging demand is studied at exhibitions, fairs, tastings, using a survey method.

Marketing types

In the modern market, various conceptual approaches and the corresponding types of marketing are distinguished. So, in marketing there are:

In addition to the functional, the sectoral structure of marketing stands out: industrial (focused on corporate clients) and consumer (focused on the final consumer) marketing, marketing of industrial and marketing of food products, trade marketing (ideology: treating the intermediary as a client, consumer), retail marketing, agromarketing, smart product marketing, service marketing, etc.

Concept and types of demand

A person needs to purchase various goods and services to satisfy his needs. Every person in the market for goods and services is a buyer. The aggregate of these buyers forms the DEMAND for goods and services. Consequently, ever-increasing needs create demand. But desire alone is not enough to satisfy needs. This desire must be supported by the ability to pay. There is a generally accepted definition of demand in economic theory.

Demand - the solvent demand of consumers for various goods and services, the amount of goods and services that consumers want and can buy at a given price at a given time.

Consumer demand is a complex phenomenon consisting of various elements with certain economic, social, demographic and regional characteristics. This makes it possible to differentiate demand according to a number of characteristics, which makes it easier to regulate.

Classification of demand by market state helps the marketing firm to estimate demand in order to develop a specific market strategy. It is no less important for marketing to classify demand according to other criteria, which make it possible to identify patterns in the formation and development of demand, to take them into account when developing a market marketing strategy. Thus, the classification of demand by trends is directly related to the stages of the product's life cycle, and the identification of differences in demand by socio-demographic groups of consumers is crucial for segmenting the market and determining its capacity.

The classification of demand according to buying intentions opens up wide opportunities for the seller to directly influence the buyer both by means of advertising and by methods of direct influence. A certain proportion of buyers (according to some estimates, about a quarter) succumb to psychological pressure, actively responding to a store demonstration of goods. This implies the need for optimal placement of goods in the store, ensuring the availability of goods for inspection and testing, the originality and color of the exposition, and its information content (merchandising).

The sign of differentiation of demand by place of purchase is of interest to firms engaged in regional marketing. To a certain extent, mobile demand is recreational, related to tourism and resort travel. Identifying such demand is very important for firms specializing in serving tourists and holidaymakers. It is necessary to know not only the size of recreational mobile demand, but also its geography and routes. In addition, regional and municipal authorities need information on the territorial differentiation of demand in order to control the consumer market and develop their own product policy.

Analysis of demand by the degree of satisfaction will allow the company to adjust its assortment and service policy, to find additional reserves for sales and sales growth.

In order to control and forecast demand, types of demand are also distinguished by the time of formation and presentation on the market. Past demand is demand, realized or not satisfied over some past period of time, its assessment is necessary to identify trends and patterns, as well as to fulfill implementation plans. Current demand - demand at the moment, knowing the size of which allows you to quickly make adjustments to the planned marketing activities, is an element of the market situation. Future demand - demand for the next period, it is necessary to predict its volume and structure, taking into account the possibilities of production and the market.

The classification of demand according to the above criteria orients marketing towards the application of a certain product policy and price policy, the choice of an appropriate competitive strategy, the organization of targeted advertising events, allows for multi-parameter market segmentation and requires the company to carry out the necessary differentiated actions to regulate demand.

There are the following types of demand:

1. Negative - buyers avoid buying this product, they are not interested and indifferent to it.
2. Latent - the need may exist, but it cannot be satisfied in the market for goods and services.
3. Falling - a decrease in demand for one or more goods produced by the enterprise.
4. Irregular - seasonal demand.
5. Full - the level of demand that fully satisfies the enterprise.
6. Excessive - the level of demand exceeds the quantity of the offered product.
7. Irrational - the demand for goods that are harmful to health.

Demand is influenced by several (non-price) factors: tastes and preferences of consumers, the number of buyers in the market, prices for substitute goods, the level of buyers' income, consumer expectations regarding future prices, income and availability of goods.

The price of a product and the amount of demand for this product are inversely proportional. Economists call this feedback the law of demand. That is, with a decrease in the price of a product, the volume of demand for this product increases, all other things being equal. This relationship can be shown graphically using the demand curve, which has a descending character. But the exception here is the demand for diamonds (polished diamonds), the relationship between the price for them and the volume of demand is direct. The shift in the demand curve is caused by non-price factors.

Producers of goods proceed from the needs of people and produce goods and services that are sold in the market. The totality of commodity producers provides people with the satisfaction of their effective demand, that is, forms a SUPPLY. Supply is the willingness and ability of producers to provide goods for sale in the market. The ability to provide goods is associated with the use of limited resources, which are not always sufficient to meet the needs of all people.

In this way, sentence - the amount of goods and services that the seller can and wants to sell at a given price at a given time. Changes in the offer can be caused by the following factors (non-price):

Resource prices,
Used in the production of goods,
Efficiency of the technology used in production,
Taxes and subsidies, prices for other goods,
Expectations of changes in the price of this product,
· The number of sellers of this product in the market.

In general, a change in the price of a commodity leads to a change in the volume of supply of this commodity. This relationship is reflected graphically in the supply curve, which is upward. A shift in the supply curve is caused by non-price supply factors.

Thus, in the market, on the one hand, there are Producers on the supply side and Consumers on the demand side. Hence, the market is a real or imagined place where people meet and make a deal, i.e. buy and sell. On the market there is a meeting between the Producer and the Consumer, Demand and Supply, as a result of which the purchase and sale of goods is carried out. Famous American economists K. McConnell and S. Brue define the market as follows: " Market - it is a mechanism that brings together buyers and sellers of individual goods and services. "

Graphically, the intersection of supply and demand curves determines the equilibrium state of the market: the equilibrium price of a product and the equilibrium volume of this product. The intersection point of these graphs shows that the needs of buyers for a given product correspond to the amount of this product that manufacturers are able to offer to the market. A change in either demand or supply causes a change in the equilibrium price and the equilibrium quantity of the product.

1 type of demand.

Negative demand.

The market does not like the product. And here the task of marketing is to analyze why the market dislikes this product and whether the use of marketing tools can change the negative relations of the market by changing the consumer properties of the product, reducing the price of the product and becoming more active.

2 type of demand .

Lack of demand. In this case, consumers are not interested in our product or are completely indifferent to it. The task of marketing in this case is to find ways to translate the consumer properties of a product into a benefit for a specific consumer.

3 type of demand .

Latent demand . Many consumers have needs that are impossiblesatisfy with the products available on the marketand services. There is a large latent demand for organic foods, safe medicines, or at least minimal side effects. Taskmarketing in this case - to assess the size of the potential market and create effective products and services that can meet demand (organic vegetables and products, medicines with a minimum of side effects.)

4 type of demand .

Falling demand. Over time, the demand for the product falls. The task of marketing in this case is to reverse the trend of falling demand due to a creative rethinking of the approach to offering a product or changing any consumer properties of a product.

5 type of demand.

Irregular demand . Many pharmacy products (medicines)sales fluctuate on a seasonal, daily and even hourly basis, causing underload and overload problems. Seasonal illnesses (influenza in winter, autumn) are seasonal goods. Transport - overloading during peak hours, etc.

6 type of demand.

Full demand. Enterprises meet their demand. The task of marketing is to maintain the existing level of demand (to take care of the quality of goods, service, etc.).

7 type of demand.

Excessive demand. The level of demand is much higher than the organization can meet. The marketing task in this case is demarketing - to look for ways to temporarily or permanently reducedemand (increase prices, reduce service).It is necessarydo not eliminate at this stagedemand, and reduce its level.

8 type of demand.

Irrational demand. Countering the demand for goods that are unhealthy requirespurposeful efforts. A campaign is being conducted against the distribution of cigarettes, alcoholic beverages, drugs, firearms, porn films. The marketing challenge in this case is to convince people to give up their bad habits by spreading scary messages, dramatically increasing prices and limiting the availability of goods.