The main factors that determine the evaluation and behavior of consumers. The study of consumers has as its main goal the understanding of their needs in order to ensure their fullest satisfaction.

placed on this market. Competitiveness determines the ability of an object

To withstand competition in comparison with similar objects in this market. On the

An object may be competitive in one market, but not in another. Competitive

Property can be considered in relation to such objects as normative acts,

Scientific and methodological documents, design documentation, technology,

Production, manufactured products (service performed), real estate, employee,

Information, company, region, industry, any area of the macro environment, the country as a whole.

The competitiveness of an information system is the ability of information

One system to compete with other similar systems in terms of storage,

Processing, transformation, transmission, updating of information, have a system,

Complexity, reliability, adaptability, accessibility.

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Competitiveness of production - the ability of production as a complex

An open organizational and economic system to produce a competitive product

induction, to have commercial success in a competitive environment, necessary for further

Its development and functioning. Production requirements: the use of progressive

Active technologies, modern management methods; timely update

Funds; ensuring production flexibility, proportionality, parallelism, non-

Discontinuity, straightness, rhythm of processes.

Competitiveness of technology - the ability of this technology to compete

To dig with other similar technologies, have no analogues, have the ability to

Stew to produce high-quality and economical products using this technology in accordance with

Compliance with design and technological documentation without reducing the quality of the "input"

Systems. Technology requirements: mobility, optimal level of automation

processes, minimal wastage of resources.

Competitiveness of the firm - the ability of the firm to produce competitive

Own products, the advantage of the firm in relation to other firms in the industry

Within the country and beyond. C.f. can only be assessed within a group of firms,

Relating to the same industry, or firms producing similar goods (services).

Evaluation of the degree of K.f. consists, first of all, in the choice of basic objects for comparison

in choosing a leader firm, which should have the following parameters:

the commensurability of the characteristics of the products produced by the identity of

the needs satisfied with its help;

commensurability of market segments for which the produced product is intended

induction;

the commensurability of the phase of the life cycle in which the firm operates.

Competition - competitiveness, rivalry, intense struggle of legal

Or individuals for the buyer, for their survival in the face of a tough law

Competition as an objective process of "washing out" low-quality goods within the framework of

Antimonopoly legislation, compliance with the Law "On Protection of Consumer Rights".

Control - the function of management to account for the consumption of resources and ensure

completion of plans, programs, assignments for the implementation of management decisions.

Concept - a set of fundamental ideas, principles, rules, disclosed

The essence and interrelationships of a given phenomenon or system, and allowing to determine

The system of indicators, factors and conditions conducive to solving the problem is formed by

Development of the company's strategy, the establishment of rules for the behavior of the individual.

The acceptance criterion for a managerial decision is predetermined parameters

The parameters that a management decision must satisfy in order to be accepted.

Student's criterion is a mathematical criterion that characterizes the essential

The nature of the factors included in the model. Used to select a model. For the final

Model, its value must be greater than two (with a probability equal to 0.95).

Fisher's criterion is a mathematical criterion that characterizes the significance

Regression equations. Used to select a model. The value is determined by the statistic

static tables depending on the size of the matrix and probability.

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The critical path is the longest sequence of events during the execution

Research project.

Marketing approach to management - an approach that provides orientation

Tsyu control subsystem in solving any problems for the consumer. Priorities

The choice of marketing criteria: 1) improving the quality of the object in accordance with the needs

Consumers; 2) saving resources from consumers by improving quality; 3) eco-

The number of resources in production due to the scale factor of production, scientific and technical

Czech progress, application of the management system.

Managers are people who make their living from their

Professionalism in a tense, ever-changing and unforgiving environment

Ruzheniya.

Management is an interdisciplinary science based on the study of influence

Technical, economic, organizational, environmental, psychological, social

Alny and other aspects on the efficiency of resource use and competitive

The nature of the decision being made. Management is a type of professional activity

People to organize the achievement of a system of goals adopted and implemented using

The title of scientific approaches, the concept of marketing and the human factor.

The balance method is a method that allows a manager, a specialist

Stu balance comparisons, linkages. For example, the following are compared: income and expenditure, for

spending and profit.

The index method is a forecasting method based on the reduction of values

Indicators of the object in the present to the future moment with the help of indices characterizing

Foreseeing a change in the future of any conditions in comparison with the present conditions.

The chain substitution method is a method that is used to calculate the influence

Nation of individual factors to the corresponding aggregate indicator or function by

Sequential substitution of the actual value of the analyzed factor with

keeping other factors at the same (planned) level.

Parametric methods - methods for predicting the elements of useful

Fact, costs and others, based on the establishment of dependencies between parameters

Object and organizational and technical level of production, on the one hand, and useful

New effect or cost elements - on the other.

Methods economic and mathematical - methods of analysis and optimization, which

are used to select the best, optimal options that determine the economic

decisions in the current or planned economic conditions.

Expert methods - methods of forecasting, consisting in the development

The collective opinion of a group of experts in the field.

Extrapolation methods are methods based on predicting behavior or

The development of objects in the future according to the trends (trends) of its behavior in the past.

Modeling is logical - the identification of horizontal and vertical applications

Orderly and investigative links between the main factors characterizing the managerial

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Skye, economic, social or other processes, in order to reproduce the process

Sov in the analysis, forecasting and evaluation of the parameters of objects.

Economic and mathematical modeling - a description of the processes of mathematical

Using methods for the purpose of experimental verification of parameters, processes and mutual

The actions of the elements of the facility, saving resources and improving the quality of managerial

Solutions.

Motivation is a function of management, the process of encouraging oneself and others to act.

To achieve the goals of the company and personal goals.

Research work, development - work of a scientific nature,

Motivation is the process of determining the needs and motives for the actions of employees and creating conditions for meeting these needs. The generally accepted hierarchy of human needs according to A. Maslow reflects their quantitative decrease from simple physiological to complex spiritual ones.

A) 15 statements are evaluated in pairs, compared with each other. Let us determine the degree of satisfaction of each need, comparing each one in turn with the subsequent ones. That is, first we compare the first need with the 2nd one and write the more preferable option for ourselves in column 1 (line 1), then we compare 1 need with the 3rd one and write the more preferable option in column 1 (line 2), then we compare 1 need from the 4th and write the preferred option in column 1 (line 3), etc. until the 1st column is filled. Column 1 will contain numbers: either 1 or the number of the preferred need being compared. After that, we proceed to compare need 2 with all the other next needs (3rd, 4th, etc.) and fill in column 2. After that, we compare the 3rd need with all subsequent (4th, 5th and etc.), filling in column 3.

Similarly, we will work with all the needs of the table and fill in all 15 columns. For a more effective comparison, we put the phrase before the comparison: “I want more ... (need 1, etc.) than ... (comparable need)”.

Needs:

1. Achieve recognition and respect.
2. Have warm relationships with people.
3. Secure your future.
4. Earn a living.
5. Have good conversationalists
6. Strengthen your position.
7. Develop your strengths and abilities.
8. Provide yourself with material comfort.
9. Raise the level of skill and competence.
10. Avoid trouble.
11. Strive for the new and the unknown.
12. Secure yourself a position of influence.
13. Buy good things.
14. Engage in a business that requires full dedication.
15. Be understood by others.

Table 1 Comparison of needs

After filling in the table, we will determine how many times we gave preference to each need in the entire table, not taking into account the numbers of the first capital line, i.e. how many times units are found in the entire table (need 1) and is indicated in the final line in column 1; how many times the number 2 occurs in the entire table (need 2) and is indicated in the final line in column 2; how many times the number 3 occurs in the entire table (need 3) and is indicated in the final line in column 3, etc.

The maximum number in the final row of the table can be 14.

Let's choose 5 needs that have received the highest value, and arrange them in a hierarchy. These are my main needs, i.e. what I desire the most.

table 2

B) arrange the needs in accordance with the 5-level hierarchy of needs of A. Maslow.
5 - needs for self-expression (self-realization);
4 - the need for recognition and respect;
3 - social needs (in communication);
2 - the need for security;
1 - material needs.

Human needs are reflected in Figure 1.

Figure 1 Hierarchy of needs according to A. Maslow

To determine the degree of satisfaction of the 5 main needs, it is necessary to calculate the sum of the figures for the 5 levels, as follows:

1) material needs are defined as the sum of the total figures of the columns - item 4 + item 8 + item 13 = 8 + 13 + 2 = 23;
2) the need for security - Art. 3 + Art. 6 + Art. 10 = 13 + 7 + 3 = 23;
3) social needs - Art. 2 + Art. 5 + Art. 15 = 9 + 3 + 3 = 15;
4) the need for recognition - Art. 1 + Art. 9 + Art. 12 = 8 + 7 + 9 = 24;
5) the need for self-realization - st.7+st.11+st.14=7+7+4=18.
6) calculate the scores for each of the 5 levels.

Figure 2 Demand Satisfaction Schedule

The constructed graph shows 3 satisfaction zones for 5 needs. The sum of points not higher than 14 reflects the satisfaction of this need, from 15 to 27 - partial satisfaction, over 28 - dissatisfaction with the need.

According to this graph, all 5 considered needs have not reached the zone of dissatisfaction, all my needs are in the zone of partial satisfaction, and social needs, according to the graph (Figure 2), are to a greater extent in the zone of satisfaction.

Need It is a lack of something necessary experienced by a person.

Needs can be divided into:

Physical - food, clothing, safety
Social – the need for companionship and affection
Individual - the need for knowledge and self-expression

Need

Need- this is a need that has taken a specific form in accordance with the cultural level and individuality of a person.

So, for example, feeling hungry, an American thinks about a hamburger, a Russian about dumplings, and a Muscovite about sushi.

The needs of people are practically unlimited. Each buyer prefers to choose those that have the highest customer value and are able to provide maximum satisfaction for the amount that the buyer is able to pay. Needs, supported by purchasing power, move into the category of requests.

For example, based on their purchasing power, each buyer chooses a car that best meets his needs for safety, prestige and comfort.

Requests

Requests- human needs, supported by its purchasing power.

Companies that take it seriously spend a lot of effort identifying the needs, wants, and demands of their customers. They spend to find out the preferences of the customers. Analyze complaints. Train salespeople to identify customer requirements and meet them in a timely manner.

If you look closely, you can see that large companies know almost everything about us. They invest heavily in what seemed ridiculous at times. You drink coffee while sitting in front of the monitor, and they know how many spoons of sugar you put in the glass.

The most complete understanding of the needs, requirements and requests is necessary for the development of a marketing strategy.

Human needs and economic benefits

Needs- the objective need of a person or a group of people for something necessary to maintain life and develop the body and personality.

Good- this is a thing, a means, everything that satisfies human needs and meets the goals and aspirations of people.

The most common is the division of goods into tangible and intangible. material goods include: natural gifts of nature (earth, air, climate), products of production (buildings, machines, products), relations for the appropriation of material goods (patents, copyrights). Intangible goods - these are goods that affect the development of human abilities, are created in the non-productive sphere: health care, education, art, cinema, theater, museum.

Benefits are divided into limitless and limited (economic).

Non-economic benefits (limitless) are provided by nature without human effort. Economic goods include those goods that are the object or result of economic activity, that is, which can be obtained in a limited amount compared to the needs that they can satisfy.

Economic benefits are divided into:

Consumer goods - directly satisfying the needs of people (food, housing)
Means of production - goods of a production nature (machines, equipment, minerals)

There are benefits: interchangeable(having the ability to satisfy needs at the expense of each other. e.g. margarine and butter) and complementary(satisfying needs only in combination with each other, for example: a car and gasoline).

Most economic wealth is created in the process.

According to this theory, human needs develop from the lowest to the highest, and the individual must first satisfy the needs of the lower order in order for the needs of the higher level to arise.

With all the variety of needs, the common thing for all of them is their infinity and the impossibility of full satisfaction due to limitedness.

1.Needs

1.1.Classification of needs

1.2. Influence of production on needs

1.3. The reverse effect of needs on production

1.4 The influence of time on satisfaction of needs

2. The Law of Elevation of Needs

3.Literature

1. NEEDS

In the circulation of goods we have considered, an important link is missing that connects consumption with production. It's about the needs of the people.

Needs are the need or lack of something necessary to maintain the life of a person, a social group and society as a whole. They serve as internal drivers of activity.

1.1. Classification of needs

Human needs are very diverse. In particular, by subjects (bearers of needs), they differ in individual, group, collective and public. According to the object (subject to which they are directed), people's requests are divided into material, spiritual, ethical (related to morality) and aesthetic (related to art). According to the areas of activity, the needs of labor, communication, recreation (rest, restoration of working capacity) and economic ones are distinguished.

Let us consider in detail the last type of needs. Economic needs - that part of human needs, the satisfaction of which requires the production, distribution, exchange and consumption of goods. It is they who are involved in the active interaction between production and the unsatisfied needs of people. How do they influence each other?

1.2. Impact of production on demand

Production directly affects needs in several ways.

First, it creates specific benefits and, thus, contribute to the realization of individual human needs. Their satisfaction with the help of an already consumed thing leads to the emergence of new requests. Here is a simple example. Suppose a person wants to buy a car. After buying it, the owner of the car experiences a lot of new needs. You need to insure the car, find a suitable parking lot or garage for it, purchase fuel, spare parts, and much more.

Secondly, under the influence of the technical renewal of production, the objective world and the way of life change dramatically, and qualitatively new needs arise. For example, with the advent of the sale of personal computers, video recorders, TV sets of new generations, people have a desire to purchase them.

Thirdly, production not only delivers material to meet needs, but also influences consumption patterns, and thereby forms a certain consumer culture. For example, the primitive savage ate by tearing raw meat into pieces with his hands and teeth. And modern man experiences, as a rule, a qualitatively different need.

Meat must be cooked in a certain way and consumed with cutlery.

This means that production creates consumption and a certain mode of consumption. Thanks to this, it develops in people the needs-attractions and the ability to consume.

1.3. Reverse effect of needs on production

In turn, economic needs have a strong feedback effect on production, which goes along two lines.

Firstly, needs are an internal motive and a specific guideline for creative activity.

Secondly, people's needs tend to change rapidly in quantitative terms. Needs always involve the emergence of new constructive ends before the goods corresponding to such ends are produced. Because of this, human demands often overtake production and push it forward.

Summarizing the entire practical experience of mankind, the outstanding philosopher Georg Hegel (1770-1871) came to the conclusion: “A closer examination of history convinces us that the actions of people stem from their needs, their passions, their interests, and only they play the main role”

1.4. The influence of time on satisfaction of needs

It is fair to assume that many goods (especially when it comes to consumer goods such as food and clothing) are intended for direct individual consumption and attract the consumer as a means of satisfying his needs; therefore, they are desirable to the consumer with an intensity corresponding to the expected degree of satisfaction of these needs. Therefore, if we proceed from the most general goals of economic analysis, then without any prejudice to the matter, we can consider the money price of demand, regardless of whether it acts as a measure of desire or as a measure of the satisfaction of needs felt when the desired good has already been received. . There is, however, one important exception to this general conclusion.

It's about people's attitudes towards the future. Generally speaking, people prefer given pleasures or satisfactions of needs in the present to the same pleasures or satisfactions of needs in the future, even if the latter is guaranteed. This proposition is self-contradictory: it does not follow from the preference for goods in the present that a given quantity of them is at least somewhat greater than the same quantity of goods in the future. The proposition put forward means only that our gift of foresight is not perfect, and that, consequently, we evaluate future blessings, so to speak, on a decreasing scale. The correctness of what has been said is confirmed by the fact that the accumulated life experience is assessed on the same decreasing scale when (we are not talking here about people's tendency to forget the unpleasant) we reflect on the past. Thus, the preference for present goods over equivalent and guaranteed goods in the future does not mean that any unsatisfied needs in the economy could be reconciled if it were possible to fully replace the goods of the future with the goods of the present. The dissatisfaction of a person who prefers to consume a good in the current rather than next year is balanced by the satisfaction of his preferences in the next year compared to this year. Therefore, there is nothing to oppose to the fact that if we correlate a sequence of equal satisfied needs (namely, satisfied needs, and not objects that give rise to a feeling of satisfaction) with a number of years (starting from the current year), then the desire to satisfy these needs that a person will experience, will not be equal; they can be quantitatively represented as a sequence of values, constantly decreasing as the year with the corresponding satisfied need moves away from the current moment in time. A far-reaching economic disparity is thus revealed, since it is implied that people allocate available resources between the present, the near future, and the distant future on the basis of completely irrational preferences. When they make a choice between two needs to be satisfied, they do not necessarily choose the one that is more satisfying, on the contrary, they tend to produce or receive less satisfaction today, rather than strive for much more satisfaction a few years later. Ultimately, human efforts to achieve a result in the distant future are inevitably suppressed by efforts aimed at obtaining results in a relatively near future, the latter are suppressed by efforts aimed at achieving a result in the present moment. Suppose, for example, that a person's individual ability to foresee the future is such that he discounts the satisfaction of certain future needs at the rate of 5% per annum. Then, instead of being ready to work in the next year (or in the year ten years later) so much time that a given increase in effort would provide such satisfaction of needs as an equal increase in efforts at the present moment guarantees, he will work next year in such a way that the increment of his efforts will increase by 1.05 times, and in 10 years - by 1.0510 times compared with the increment of efforts at the moment. Consequently, the total amount of economic satisfaction that people actually experience is much less than what it could be if their ability to foresee the future were not perverted; and besides, the satisfaction of the same (specific) needs would be sought with the same force, regardless of the period to which they belong.

However, that's not all. Since the life of man is limited, such fruits of his labor and abstinence, which tend to increase with time, after many years become inaccessible to the use of the person by whose efforts they were created. This means that the degree of satisfaction with which his desires were connected serves to satisfy not his own need, but the need of someone else (perhaps his immediate heir), whose interests seemed to him practically coinciding with his own, and possibly the needs of some something distant to him (by degree of kinship or by time of life) of a person in whom he was hardly interested at all. It follows from this that even if our desires to obtain equal satisfaction of our own needs, arising at different points in time, were equivalent, then the desire to satisfy the future need would be less intense compared to the desire to satisfy the need relating to the present moment of time: after all, it is very likely that in the future it will not be up to us to meet the needs. This, apparently, is the more fair, the more time passes from the emergence of a need in the future until the moment it is satisfied: after all, with an increase in the duration of this period, the probability of death not only of this person, but also of his children, close relatives and friends with whom his interests, perhaps, are especially closely connected. It is obvious that such an obstacle to investing for the sake of income of the distant future is partially overcome with the help of the mechanism of the stock exchange. If £100 is currently invested for 50 years at 5% per annum, the person who invests it has the option of selling his share a year later, ultimately for £105. The one who buys it also has the opportunity to return in a year his capital of 105 pounds, increased by 5%, etc.

In this paper, I would like to consider these two concepts: the competitiveness of the company and the competitiveness of the product, whether they make sense.

The purpose of any commercial activity is to make a profit, and making a profit and increasing it during the life of an enterprise is achieved in various ways. Currently, marketing is one of those key points that allows you to navigate the market, not to miss the opportunity to succeed in it. It probably does not make sense to list all the goals and objectives of marketing, but within the framework of this work, I would like to highlight the following: one of the main tasks of marketing is to maintain the competitiveness of the product, namely, the study or creation of new needs, the formation of the required properties of the product, tracking the market position of the product, its life cycle. That's it to the question of the competitiveness of the product and the competitiveness of the company as a question relating directly to marketing, I would like to address.

First, let's explain what competitiveness is. Competitiveness is a property of an object that characterizes the degree of satisfaction of a specific need in comparison with the best similar objects presented on a given market, or competitiveness is the ability to withstand competition in comparison with similar objects in a particular market.

The concept of the competitiveness of a product calls out no one doubts. Moreover, the first part of the definition refers to an object that satisfies needs, and the need is satisfied only by a product, work or service. To prove that the competitiveness of a product is actually assessed, several parameters can be given that allow (of course, not with absolute accuracy) to assess the competitiveness of a particular product.

First, a few words about what indicators are used. There are three groups of basic parameters: technical parameters that reflect the consumer properties of the product; regulatory indicators that characterize the compliance of the goods with mandatory norms and standards; and finally, economic parameters that indicate the amount of costs associated with the operation or consumption of a given product, which are also called consumption prices. As you know, the competitiveness of a product or other object is a relative concept, that is, one can only talk about it when compared with another object. Therefore, when calculating the indicators of the competitiveness of a product, either an analogue product (direct method) or a sample (indirect method) that is already in demand is usually taken as a comparable object. Then these indicators are collected into one integrated indicator, which, in its meaning, reflects the difference in the consumer effect per unit of consumer costs for their acquisition and use.

In other words, with the help of numbers, we can characterize the competitiveness of a product in relation to other products. What about the company's competitiveness? Interest Ask. After all, there are certain economic, financial indicators that show profitability, productivity, turnover, business activity, liquidity. And in my opinion, these indicators also characterize the activities of the company, you can’t just brush them aside, this is also a result that can be analyzed. Indeed, if the volume of sales is positive, then in most cases the economic parameters indicate a good state of affairs. Let the company at a certain moment, for example, at the time of compiling the annual balance sheet, the indicators of financial condition and economic activity indicate that the organization is working successfully. But the situation turns out to be this: despite the favorable data of economic analysis, some goods do well on the market, and some do not. In this case, we can rightly say that the first group of goods is competitive, and the second is not. But another state of affairs can also be considered. The position of the enterprise in the market is very stable, there are not many competitors, the products are sold well, but the financial indicators, unfortunately, indicate the presence of problems in terms of solvency.

I will not be unfounded. This question in general interested me because I encountered a similar example. This is the Omsk oil refinery. In its region, it has a wide distribution network for its products; moreover, it is called one of the main domestic suppliers of petroleum products in the West Siberian region. This refinery produces high-quality gasoline along with conventional oil refining products, and constantly improves the technological process scheme. It would seem that everything indicates that the company is operating profitably. But the liquidity ratios say otherwise, that is, most of the assets are assets of medium and slow sale, that is, if creditors suddenly ask to return the debt, then the company may immediately be unable to do this. For investors, this enterprise will not seem tempting either. That is, from the point of view of obtaining investments, this enterprise is not competitive.

Also, as an objective indicator of the competitiveness of an enterprise, its image can be cited. Image (according to the dictionary) - the image of a product, service, enterprise and the totality of impressions about them that are formed in the minds of people. It would seem that the image of the company is made up of the image of the product, but this is not always the case. For example, if a company conscientiously fulfills all the conditions of transactions, if it is an excellent partner in terms of business relations, then its image is appropriate.

As a conclusion, I would like to say that one can argue about this issue for a long time, but it seems to me that these two concepts have the right to exist. It is also necessary to add that these two concepts are very closely related. Let's prove it on the example of the same image. Of course, first the image is formed by the product, and only then by the company's position in the business world. That is, one concept follows from another.