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Marketing
Marketing is a total system of business activities designed to plan, price, promote and distribute want-satisfying products and services to present and potential customers. According to the marketing concept an organization should try to satisfy the needs of customers through a coordinated set of activities that at the same time allows to organization to achieve its goals. In other words, marketing is a strategic management process; the business of marketing must be organized, directed, and controlled to be effective. It has often been said that me key to successful marketing is having the right product at the right price in the right place with the right promotion. In the end, the person who decides the «rightness» of these four elements is the customer. The daily activities of people who work in marketing departments revolve around designing, developing, and enhancing products, setting the prices for those products, promoting the products' features and benefits to the target markets; and distributing the products to the markets. These activities, the core of any marketing system, constitute the four elements of what is known as the marketing mix. They are often referred to as “the four Ps”of marketing: • product • price • promotion • place (a convenient synonym for distribution) Each of the 4 Ps focuses on the customer and each is related to the other because a decision about one usually affects the others. The most effective combination of the 4 Ps is the right marketing mix for each particular product or service. Product is the first and most important element of the marketing mix. Product strategy calls for making coordinated decision on the product mix, product lines, individual product items, brands, packages and services. As a product is developed and introduced and as it progresses through its life cycle, decisions must be made about the pricing of the product. Among the important factors considered when setting a price are(l) the costs and business expenses involved in the manufacture or distribution of the product,(2) its fashion and seasonal appeal,(3) the competition,(4) government price regulations, and(5) supply and demand. Marketers may choose to price above or below the average or current market price. If the price is above competitors' prices, the marketer must offer some unique advantages that are easily seen by the customers. If marketers price below the market price, they may attract more customers and increase sales. If the price is the same as others than the service must be better to attract the customer. When a product comes off the production line, the manufacturer must select the best distribution channel to get that product to the consumer. No matter how good a product is, it can be a total sales failure if it arrives in the marketplace too late, if distribution costs are too high, or if it is not distributed as widely as a competing product. Producers of consumer goods have five channels to choose from in marketing their goods. The channels range from the simplest (manufacturers to consumer) to the most complex (manufacturer to agent to wholesaler to retailer to consumer). See the following illustration for a summary of channels for consumer goods. Answer the following questions: 1. What is marketing? 2. What is marketing concept? 3. What is the key to successful marketing? 4. What do the daily activities of people who work in marketing departments revolve around? 5. What is marketing mix? 6. Is each of the Ps related to the others? Why? 7. What does product strategy call for? 8. What factors should be considered when setting a price of a product? 9. What is a distribution channel? 10. Why is it so important to select the best distribution channel? 11. How many channels can producers of consumer goods choose from? 12. What does promotion consist of? 13. What examples of promotion do you know? 14. Why is marketing now seen as the central function of many organizations? Дата добавления: 2015-09-18 | Просмотры: 591 | Нарушение авторских прав |