It is impossible to overestimate the role of marketing policy in all spheres of the economy. It consists primarily in increasing its trade and operational efficiency. Marketing today is an articulated concept of a market-oriented management style of thinking capable of being highly responsive to the evolving market environment today. In addition, it is necessary to have certain abilities and possess professional knowledge in order to be able to influence changes in environmental parameters, providing entry to the market, expanding this market and ensuring the security of market relations.
Some scholars believe that Japan is the birthplace of modern marketing. American researcher and economist Peter Drucker notes in his writings that in 1690, the founder of the future Mitsui family settled in the Japanese city of Tokyo. He was the first to open a department store, which offered goods that best meet the demand of the local population. He "anticipated" the time of active market relations by almost 250 years. His wise policy of managing the trade in his store focused on what was most in demand. Also, the Japanese presented a guarantee for their goods and regularly expanded the range, which attracted a huge number of buyers. He became the best in his segment, and his store was the most competitive at the time.
The West started talking about marketing only from the middle of the 19th century. Cyrus McCormick, the creator of the world's first combine, drew attention to pricing, market research and service. It was he who introduced these areas of marketing, which are still fundamental today. Cyrus argued that marketing should be the central focus of any business. And the task of the managers of these enterprises is that they are obliged to actively work with their own circle of consumers. Well, and, of course, how the academic science of marketing appeared in America. The University of Illinois and Michigan began teaching the first marketing courses in 1901. It is not surprising that America is still considered the progenitor of marketing.
Today it is clear to everyone without words that marketing plays a very important role in commercial relations. This is now the "whale" on which any business is based. In the unprecedented chaos of the market economy, only well-designed marketing is able to streamline everything and prevent it from drowning in the information flow. Therefore, for "business to go", you must immediately choose the right marketing strategy. It's fair to say that aggressive marketing is encouraged. It is always justified and gives the best results. But you need to have certain character traits and be ready for the most non-standard decisions. Aggressive marketing is not just a tactical press machine. This is a whole philosophy.
Justified aggression
Gradual and gentle "processing" of a potential client, his favorable disposition in his direction - these are not methods of aggressive marketing. Here the principle is different. Negotiations should not be dragged out. Everything is done quickly and efficiently, according to the “came, saw, conquered” principle. And there is no difference in the extent to which aggressive marketing is applied (retail, wholesale or network), the principle of action is the same for everyone.
Not every ordinary marketer is able to master the techniques of aggressive marketing and achieve success in their business. In addition to assertiveness and courage, intuition is required. So to speak, a special "scent", serious professional knowledge and mad communication skills. If the specialist in this area is not good enough, with an aggressive marketing method, it will immediately show up. What can be hidden behind lengthy negotiations, behind drawn out long-term relationships, cannot be hidden in the rush of aggressive marketing.
The Basis of Aggressive Marketing
This approach is based primarily on the initial unpreparedness of the client to meet with the marketer. This can also be called a "blind meeting". The surprise effect works one hundred percent. The client in this situation is extremely controllable. And here it is important for a marketer to keep all the client's attention under tight control, actively dominate him, and not give him the opportunity to gather strength and resist the onslaught. The main task is the longed-for consent. And when the client comes to his senses, it will already be impossible to do anything.
It also works in this situation that sometimes the client is tuned in to long-term cooperation and long-term negotiation-persuasion. But when he is faced with lightning speed and onslaught, he often decides in favor of the marketer, thereby becoming a victim of aggressive marketing. Such marketing is distinguished by its activity, ambitiousness, unconventional thinking and rigid dominance. A professional must have exactly the same qualities. If one of these qualities falls out, you cannot become a specialist in this area. In aggressive marketing, there is no place for pity, spinelessness, and indecision.
Using aggressive marketing
It should be fairly noted that, as the results from the competent application of aggressive marketing methods are high, there is a great risk of "breaking the wood" and leading to a disastrous result. Therefore, today such radical methods are often used by very risky companies. And, as a rule, aggressive marketing is used in case of a decision to go all-in. The use of such drastic measures is mostly justified in the sales area. Aggressive marketing in the areas of branding and advertising also works effectively. It allows you to quite seriously influence the success of a business in these areas and often gives an almost instant result. It also works here that the competitors are not "amassed", and therefore there is no need to waste time and resources on them. It is also worth noting one more important point. By contacting a potential client, the marketer gets the result immediately. And even if it's negative, that's not bad either. Since then precious time will not be spent on "processing" such a client, and you can find another more accommodating one instead.
Application examples
The famous showman, head of the Laskovy May music group Andrei Razin became an impressive representative and, perhaps, one of the first “aggressive marketers” in Russia. He recorded the band's songs on audio cassettes. Then there was a fantastic decision to distribute these recordings at the railway station to departing passengers. And "Tender May" rolled across the vast Russian expanses. The aggression consisted in the fact that you want it or not, but the road is long, and for the sake of "killing" time you will listen to this masterpiece. And the whole country really got hooked, and "White Roses" sounded even from the "irons" of housewives.
Another incredible example, but with the participation of the founder of Gillette, King Gillette. This machine, it should be noted, was invented quite by accident. The company's founder's straight razor fell and shattered. Without hesitation, he took and glued two pieces of razor. Starting to shave with a new machine, he paid attention to its effectiveness. Without hesitation, he begins the production of this shaving accessory. But the goods did not go, only 5 machines were bought in a year. King decides to give out razors for free. He does it for three months, during which he has time to distribute more than 10,000 razors. Having “hooked” the consumer on this excellent product forcibly, he gets an excellent result as a result. Within a year, more than 2 million Gillette double shavers were sold.
Aggressive marketing has become an acceptable mechanism that has propelled the company to unprecedented heights. The manager's decision was timely and correct. Having shown remarkable ingenuity and justified aggression, as well as not being afraid of the forced costs, the founder of the company showed himself to be an excellent and competent marketer.
