The head of the advertising department of the organization “TSPM” LLP (Dostyk Plaza shopping center) Utegenova Aziza Sovetovna within the framework of a guest lecture session of the 2nd year of full-time education Topic: “marketing of shopping centers”.

Date: February 16, 2024 from 16.00 to 17.20 hours

Venue: Assembly Hall

Teacher: S. S. Bigotanova-lecturer at the Department of Fintech.

Issues considered:

• What do you think marketing is?
• Who is a Marketer and what does he do?
• A marketer can work in 5 areas.
• A marketer as a marketer.
• A marketer as an advertiser.
• A marketer as a PR.
• A marketer as an SMM.
• A marketer as a salesperson.
• What does a marketer do in a trading house?
• The target audience of the shopping center.
• Engaging the mall’s audience.
• Payment.
• Why the audience is different everywhere and the payouts are different.
• What is a Focus group and when is it needed?
• Determining the audience of various products.

Trade marketing is the ability to ensure the stability of a trademark on the market and bring the product to the consumer. Since the goals and objectives of trade and consumer marketing often overlap, there is a need for their generalized study. Consumer marketing takes into account the emerging lifestyle, skills and needs of consumers. In addition, he meets these needs using various parts of the marketing structure. Thus, a preference for a particular trademark is formed, ensuring constant consumer demand. However, within the framework of consumer marketing, the consumer receives the product through a trading system. Therefore, trade marketing fulfills its task through trading activities.

Its main goal is to “promote” the product to the consumer through the trading system to ensure a stable position of the trademark on the market.

There are a lot of goods, and in a dynamically developing market, manufacturers have to spend a lot of energy distributing goods to sellers. For this purpose, a trade marketing system is being created that allows solving the following tasks:

• implementation of marketing solutions at all levels of product distribution, up to retail outlets where customers receive goods;
• increasing the possibility of reimbursement of funds spent on production and commercial operations;
• a commercial approach to the marketing activities of commercial enterprises;
• step-by-step solution of marketing tasks, which allows you to find the causes of inefficient work and find the people responsible for it.

The participants of the guest lecture showed interest in the issues discussed, noted their relevance, undoubted benefit for continuing scientific work, high professional level in the field of market analysis and marketing, and manager.