Marketing - Chess Business

Along with the market changes that have taken place in the country, a financial category such as marketing began to play an increasingly important role in the economy. Today in most countries it is marketing that determines the realities of the economic life of the population and the market situation as a whole, being the determining factor for the formation of the price of supply and demand. Studying this discipline, students often represent marketing as a set of certain postulates and instructive stories, something like an economic theory, only with fewer formulas. Meanwhile, this subject has much more in common with complex intellectual games, such as chess, rather than with dry mathematical sciences. There are also many ingenious tricks and combinations using more or less powerful figures. If in a chess game the confrontation takes place between two participants, then in the marketing struggle the firm deals with the whole market conjuncture as a whole, consisting of both direct competitors and neutral organizations. The most important factor of competition is tastes and preferences of potential consumers, based on the disposable income of representatives of different market segments. The highest skill in marketing is the ability to influence the existing tastes and preferences in order to then work in the market more effectively than competitors. To do this, use a variety of marketing techniques: conduct market research , segmentation, develop positioning, select the target audience. The fact is that both in chess one can hit several figures in one stroke, and in today's market situation the attempt to influence the total mass of potential consumers simultaneously can also not be successful, again because of differences in tastes and preferences. People with different income levels are likely to have different preferences regarding the goods and services they acquire, and it will not be so much the inability to buy this or that thing as in the current consumer habits.

Another similarity between chess and marketing is the need to think, not only tactically, but also strategically. We can say that this aspect is applicable to almost any sphere of human activity, however, working with market conditions requires special skills of logical thinking that are not available to everyone. Currently, the marketer is quite a popular profession, quite in demand in the labor market. At the same time, the average salary of such a specialist is in the range of 25-50 thousand rubles, and often there are vacancies and with much lower salary expectations: from 20 thousand rubles. And below. Labor market data show that a qualified marketing specialist is often quoted at the level of a mid-level sales manager, with the only difference being that the second income is more tied to sales volumes and, therefore, can be significantly adjusted both to the large and to the smaller side . At the same time, it is well known that the marketing specialists of large international corporations receive huge amounts of money for their work without exaggeration, since it is believed that they are involved in the development of the company's key business plan and determine the financial results of their companies by making strategically correct decisions. For example, market research demonstrates the consumers' commitment to a certain type of goods, and it would be tactically correct to draw the company's efforts to work with this segment. However, at the same time there are developments to improve this type of goods or the development of radically new ones, significantly exceeding the analogues in terms of consumer properties, but not yet received recognition from potential consumers. What marketing solution in this case is strategically correct: continue to invest in advertising and promotion of popular products or bet on new ones? In this case, it is a choice between a strategic and tactical move - a decision that must be taken thoughtfully and carefully, be it a chess game or a competitive struggle.