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Dialogue No 1 (274 words)

Jenny Brown and Alex Cleevelend are discussing the main principles of a marketing plan.

JENNY: Can you instruct me on some principles of develop­ing a marketing plan?

ALEX: Well, the marketing plan should be flexible enough and supported by well-developed and effective marketing serv­ices. But first of all the problem of target market is to be settled.

JENNY: And has our target market been identified yet?

ALEX: Yes, it has, and now the company has to decide what goods or services to offer while always remembering the existence of its competitors. Companies are always look­ing for marketing opportunities - possibilities of filling unsatisfied needs in areas in which they are likely to enjoy a differential advantage, due to their particular compe­tencies.

JENNY: Are there any problems in this area?

ALEX: Marketing opportunities are generally isolated by market segmentation - dividing a market into submarkets or segments according to customers' requirements or buy­ing habits.

JENNY: You see, we were told at the Business School that marketers do not only identify consumer needs; they can anticipate them by developing new products.

ALEX: That's right. Marketers should design marketing strategies and plan marketing programmes, and then organize, implement, and control the marketing effort.

JENNY: What do you mean by controlling the marketing effort?

ALEX: Well, once the basic offer, for example a product con­cept, has been established, the company has to think about the marketing mix - the set of all the various elements of a marketing plan, their integration, and the amount of effort that a company can expend on them in order to influence the target market.

JENNY: If I am not mistaken the best-known classification of these elements is the four P's: Product, Price, Promotion and Place, isn't it?

ALEX: Good for you! I am sure very soon you'll make an effective marketer!

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