STAGES OF DEVELOPMENT OF THE MARKETING CONCEPT

STAGES OF DEVELOPMENT OF THE MARKETING CONCEPT

Razakov Babirmirza Ramazan ugli

Chief specialist of the Ministry of Agriculture

Rashidova Dildora Rasul kizi

Hamkorbank Tashkent branch employee

Key words: Marketing concept, production concept, brand concept, sales concept, traditional marketing .

Abstract: In the article, the development of the marketing concept is divided into stages, and its main ideas, goals and tools are considered.

The marketing concept is developed on the basis of a strategic analysis of planned and implemented business activities. When developing a marketing concept, attention is paid to:

 Implementation of strategic analysis of internal and external environment;

 Determining marketing activities and farming objectives;

 Selection of elements of marketing activities in order to achieve planned results.

The concept of marketing has passed the stage of evolutionary development in terms of its dependence on the level of development of demand for production and offered goods. The following figure and table provide details about the marketing concept.

Designed for the

"producer-consumer"

system

Designed for the

"producer-consumer"

system

Production concept

Product concept

Sales concept

Traditional marketing

concept

The concept of

interactive marketing

Social ethical

marketing concept

Figure 1.1 Marketing concept.

World science and practice in the field of marketing and entrepreneurship based and recommended the following concepts in marketing evaluation:

 production concept;

 brand concept;

 sales concept;

 traditional marketing concept;

 concept of socio-ethical marketing;

 the concept of interactive marketing.

1. Table 1 Years Concept The main idea The main tool The main

purpose 1860-1920 Production Production as

much as possible

Cost, labor

productivity

Improvement of

increase of sales

volume 1920-1930 Goods Production of

quality goods

Product policy Improving the

properties of 1930-1950 Selling Development of

sales networks

and channels

Sales Policy Product sales

intensification 1960-1680 Traditional

marketing

Production of

Marketing mix

complex, consumer

research

Research the

needs of the

target market 1980-1995 Social and

moral

marketing

Production of

goods needed by

consumers,

taking into

account the

demands of

society

Research the social

and environmental

consequences of the

marketing mix

complex, the

production of goods

and services, and the

consumer.

Meeting the

needs of the

target market since 1995 until s hu

The

interactive

concept of

marketing

Production of

goods that

satisfy business

partners and

consumers

Marketing mix

complex, integration

and network analysis

, coordination style

Meeting the

needs of the

target market

The marketing concept presented should not be considered as a standard or norm or rule for each country. Marketing evaluation in each country depends on its characteristics and the level of development of market relations in a country. However, the world experience related to the emergence of marketing and the development of market relations can be used to shape the market relations of the implementation of entrepreneurial activities in a country. is considered useful. In addition, the well-known general trend in the development of marketing is to shift attention from the production of goods to the consumer, his wishes and needs.

The first period - the marketing concept is defined in the style of "production concept" - "product superiority", where the most important issue is to produce good goods and sell them to consumers at low prices. Concept slogan - "produce as many goods as possible, because the market demand is unlimited"

The concept of the product requires the attention of the consumer to be focused on the product, its quality and price. Consumers compare the quality of similar goods with similar goods of another firm. This concept is often held by companies, firms, organizations, but the product concept does not bring success.

The next period was named "sales concept". In this case, the goal of selling the company's products under the slogan "here is the ready product, come and bargain" comes first. The concepts of product and trade marketing came into play at a time when product production had not yet become mass-produced. High profits were made by new types and varieties of goods, because the demand for these goods was insanely high in a market with essentially unlimited demand.

In the 50s, the first basis of the management concept was analyzed to determine the long-term changes in sales volume, the level of production and transaction costs, income, profit and other indicators. Accordingly, it was planned to adjust the performance in the market from one to five years. .

The 50s of the last century was an important stage in the history of marketing development. The problem of overproduction became apparent. Marketing - the concept of adapting production to market demand, its basis was targeting the consumer - "market advantage".

The traditional marketing concept has become a leading role in management in the form of the marketing market concept, which determines not only the market strategy, but also the production strategy of the company since the mid-50s of the last century. Marketing service has become the main management center of the company, a source of information and recommendations on issues of market, production, scientific-technical and financial activities. Marketing service solves the issues of the necessity, perspective and usefulness of production of a product, possibilities of providing production programs from the material and technical aspects, based on a detailed analysis of changes in social demand and market conditions.

The image below shows the concept of sales and marketing. Sales (commercial) concept

Goods Promotion of sale

and purchase

Profit by increasing the

volume of sales

Customer needs

A complex of

marketing measures

Making profit by

satisfying the needs of

customers

1.2 - picture. Sales and marketing concept .

By the 60s of the 20th century, the issue of implementing strategic planning based on market changes was put forward and resolved.

By the 70s of the last century, such a concept of marketing was developed that it freely entered the life of economically developed countries.

The country has taken a central place in the internal activities of economic entities as a whole organism and in planning within the firm. It is a new form of strategic management focused on the market economy, which continuously distributes goods from producers to consumers in order to obtain the most profit.

Many productions were started, with the appearance and technology of the products being partially changed. The main form of competition has become price competition. Therefore, in the following years, a constant struggle to reduce costs and introduce effective technologies has become a key to success.

The concept of social ethical marketing - this concept considers that the task of the farm is to study, analyze the needs of individuals and effectively satisfy these needs, while at the same time maintaining and strengthening the integrity of the society as a whole. The concept of socio-ethical marketing, compared to the market concept of management, appeared at a time when there were growing doubts about the relevance of this program to our times due to the growing environmental problems, lack of natural resources, global inflation, and the strange situation of social service sectors.

Initially, the company's activity in market relations is mainly focused on profit. Later, they realized the strategic importance of meeting customer needs, and as a result, the concept of market marketing was born. Today, they start thinking about the interests of the society before doing any important work. Socio-ethical marketing requires market participants to consider three factors in the framework of marketing policy in relation to each other, these factors are company profit, customer needs and the interests of society. This is illustrated in Figure 1.3 below.

Community interests (universal

values)

Customer needs Firm profit

(profit)

Figure 1.3 Factors influencing the concept of social ethical marketing

the interactive concept of marketing is the relationship (communication) between buyers and other participants of the buying and selling process. Marketing interaction increases the importance of effective communication, personal interactions. Relationship marketing sees communication in a broader sense as the desired interaction between a company and its partners that generates income.

The process of sales, and then marketing, in the industry is considered to be a characteristic of the transition economy. Marketing evolution is observed with changes in marketing concept, form and elements. Below we will get acquainted with the theoretical foundations, methods, and areas of application of marketing evaluation.

1. 2 - table

Marketing evaluation as a science

Years Theoretical

foundations

Styles Field of

application

1900-1950s Learning about the

product, targeting

distribution, sales

and export theory

Tracking, analysis of

buyers and sales,

calculation of

probabilities,

consumption panel

Mass goods

agricultural

sector

1960 Learning about sales,

sales volume

targeting, dispersal

theory

Applying motivation,

activity,

modeling

Consumers of

1970 Scientific

foundations of

decision-making and

behavior

Factor, discriminant

analysis, consumer

typology, expertise,

cause-effect analysis

Consumers of

means of

production and

1980-1990

years

Situational analysis,

learning about

marketing as a

management

function, competitive

analysis theory,

ecological basics,

strategic marketing

Positioning, cluster

analysis, consumer

typology, expertise,

cause and effect

analysis

Consumers of

consumer goods,

means of

service industry,

non-profit

organizations

1990 to the

present

Learning about

marketing as a

business tool and

function, market

network theory,

targeting social and

environmental

performance

Positioning, cluster

analysis, consumer

typology, competitor

and consumer behavior

models, benchmark

marketing,

game theory

Means of

means of

consumption,

service industry,

non-profit

organizations,

consumers in the

field of state

entrepreneurship

Marketing concept is a management philosophy. And it helps the producers of the goods to satisfy the needs of the consumers so that they can benefit in the long run:

 activation of business activity;

 influence the market;

 to target groups of consumers;

 it is necessary to draw attention to the main strategic goal.

In conclusion, it can be said that the concept of Markenig has been interpreted in different ways in different periods and views have changed over time. The current modern marketing concept has been forming since the 90s of the last century .

REVIEW OF USED LITERATURE

1. Котлер Ф. “Основи маркетинга” М.Прогресс, 1991 г. 124б

2. Ochilov M.F,Qobulov A.B,AbdullaevO.M, Kenjaboev O.T. “Marketing strategiyasi modellari va istiqbollash”. T.1997y. 68b

3. Мухторов, А. Х., Облоқулов, А. О. Ў., Абдукаримова, М., &

Мухторова, Ч. А. (2024). ОЗИҚ-ОВҚАТ ХАВФСИЗЛИГИНИ

ТАЪМИНЛАШНИНГ ИНСТИТУЦИОНАЛ АСОСЛАРИ (ХОРИЖИЙ

ТАЖРИБА). Science and innovation, 3(Special Issue 42), 79-82.

4. Oblokhulov, A., & Farrukh, R. (2023). WAYS TO CREATE ADDED

VALUE IN GRAIN PRODUCING FARMS THROUGH COOPERATIVE

RELATIONSHIPS. Ethiopian International Journal of Multidisciplinary Research, 10(11), 77-80.

5. Oblokulov, A. (2022, December). THE NEED TO DEVELOP THE RICE NETWORK THROUGH COOPERATIVE RELATIONS. In International Scientific and Current Research Conferences (pp. 107-110).