Реферат: Marketing Basics Essay Research Paper What is

Mission (or vision) statement:

This is an external communication of your company’s values. Like Admiral Stockdale, you’re answering the question, “Who am I and what am I doing here”.

Company objective:

This section communicates what you want to do, by when, and how (what are your resources?). It is specific, quantifiable, and is inclusive of your entire company. It is not merely a sales goal. If you’re an entrepreneur, your company objective might also serve as your marketing objective.

Market analysis:

This section reports on the findings of the extensive research that you have pursued and prepared. You need to discuss various factors of the market environment in relation to your product. These factors include legal, social, political, economic, and technological considerations.

Target audience:

Based on your research, discuss who your customers are and how you can reach them. Here’s where you decide whether to niche or not, or to segment your audience either vertically or horizontally.

Competitive analysis:

Your advance research should reveal your competitors, the obvious and especially the others. How does what they’re doing relate to your product? What advantages do you have? How can you keep the advantage?

Action plan:

As Shakespeare said, “Action is eloquence”. You’ve made your map. Now you can define the best route to reach your customers. This section of your marketing plan outlines what media mix you’ll use to reach your audience. Advertising — where, how often, and at what cost. Public relations — specific programs and promotions of interest to the community. Sales strategies — incentive programs for representatives and distributors as well as prospective customers.

A successful marketing plan is based on research and analysis. But because information can be manipulated to prove almost anything, insight is equally important. As Edward de Bono says, “Proof is often no more than a lack of imagination”.

Market Research

As a famous scientist once responded to a reporter’s earnest question: “Research is what I’m doing when I don’t know what I’m doing”. As entrepreneurial-minded people, we would be well advised to listen to this simple wisdom.

Market research is more than the analysis of raw data. It is the opportunity to look outside your company to factors that may affect your success.

Research often begins with a guess, sometimes an informed guess based upon your observations, experiences, and belief system. Often the process of gathering information can feel counter-intuitive, especially when research indicates something other than what you believe.

Contrary to popular belief, market research is subjective — and that’s o.k. Your entrepreneurial vision becomes both a filter and a framework for reviewing information. The process begins with an idea or a passion. Then we conduct research to determine if the idea has merit. We begin by asking questions. Who are my potential customers? How large is my target market? What’s the perceived value of my product? Who are my competitors? How is my idea unique? How can I communicate that uniqueness?

Market research is like a scientist who seeks to prove or disprove a hypothesis through questions, analysis, and observation. But research is much more than the analysis of information. It is a willingness to admit “I don’t know”. While market research seeks to confirm your idea with information, the admission of “I don’t know” affords you the opportunity to discover other, possibly superior ideas.

Market Positioning

Falling in love! As entrepreneurs, we do it every day. Our passionate belief in, and commitment to, our product (or service) makes all things seem possible. The most successful entrepreneurs learn to transform their passion into position.

Positioning is a perceptual location. It’s where your product or service fits into the marketplace. Effective positioning puts you first in line in the minds of potential customers.

As individuals, we continually position ourselves. The responsible older sibling, the class clown, a number cruncher, a super genius are all examples of positioning. These identifiers help us define ourselves and distinguish our abilities as unique and different from other people.

Positioning is a powerful tool that allows you to create an image. And image is the outward representation of being who you want to be, doing what you want to do, and having what you want to have. Positioning yourself can lead to personal fulfillment. Being positioned by someone else restricts your choices and limits your opportunities.

That’s why it’s so important for entrepreneurs to transform their passion into a market position. If you don’t define your product or service, a competitor will do it for you. Your position in the market place evolves from the defining characteristics of your product. The primary elements of positioning are:

+ Pricing. Is your product a luxury item, somewhere in the middle, or cheap, cheap, cheap.

+ Quality. Total quality is a much used and abused phrase. But is your product well produced? What controls are in place to assure consistency? Do you back your quality claim with customer-friendly guarantees, warranties, and return policies?

+ Service. Do you offer the added value of customer service and support? Is your product customized and personalized?

+ Distribution. How do customers obtain your product? The channel or distribution is part of positioning.