Маркетинг

1.Marketing is a new science. Marketing is the art of finding out what the other person wants and then manufacturing it for him. An important role of marketing is to understand what the needs of customers are and then to undertake the necessary actions to satisfy those needs better than competitors do.

2.Marketing is guided by two basic principles: the satisfaction of customer needs and profitability. The ultimate objective of a business corporation is to generate profits. Satisfying customer needs is a necessary condition to achieve this objective, but it may not be sufficient. The corporation must select not only the customer needs which it will satisfy, but also the actions that it should undertake to this end, in such a way that the firm is profitable.

3. Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods, and on the other hand it includes such marketing operations as product planning, marketing research, pricing and promotion selling.

4. In marketing it is customary to organize various sectors into three broad groups: consumer goods, industrial goods and services. Consumer goods are products bought by individual consumers and households. For example, soft drinks, detergents, pharmaceuticals, electric appliances and automobiles belong to this category. Industrial goods are products bought by corporations or institutions such as schools or hospitals. Computers, electronic components and machine tools belong to this group. Another expression used for this category is “business-to-business” marketing. In services sector, what is bought by a client is mainly not a tangible product but a service. Banking, insurance, airlines and telecommunications belong to this group.

5. The corporation must select not only the customer needs which it will satisfy, but also the actions that it should undertake to this end, in such a way that the firm is profitable.

6. Process of marketing begins with marketing research. It is very important for a marketer and helps him to determine what customer needs are. The most important branch of marketing research is demand analysis. Marketing experts have developed techniques for determining the needs of prospective customers. It is done by way of market segmentation. Every market can be divided into segments or, in other words, into separate groups of consumers. Use is made of such demographic factors like age, income, educational background, occupation, size of family, type of home etc. Then there are psychographic factors: the customers^, opinion and interest, hobbies, favourite sports, etc. Market segmentation facilitates product development, pricing decisions, distribution and promotion.

7. If you want to win a market you should be guided by four controllable factors – the Four P^,s: product, price, place and promotion, so the item made for sale, how much it will cost, where it will be sold and what publicity it will get. The product must always perform the function for which it is intended and meet quality standards. All products and all services have prices. Place includes location of production and distribution. Promotion includes all forms of marketing communication: advertising, direct mail, customer service, image special events, sales etc.

8. All products and services have what is traditionally called “product life cycles”. The stages of the product life cycle are: introduction, growth, maturity and decline. The length of product life cycle depends, first of all, upon the intensity of competition and the extent to which the new product is an innovation or modification.

9. The price depends on different things such as credit terms, delivery, quality and others. Prices can be determined in different ways. For example, the prices for agricultural products can be decided in large central markets where forces of supply and demand exist. This is pure price competition. The prices on industrial goods (iron, steel, etc.) are usually decided by large companies. Prices also can be set by the government. If demand increases, prices rise, profits expand and new investments are attracted.

10.Promotion includes all forms of marketing communication: advertising, direct mail, customer service, image special events, sales etc. Promotion is the most complex thing – how to select and divide your market according to the type of product, its price and where it will be available. Each group of population has its own values to which you want your product to appeal.

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