Топик: Методичка по Английскому языку для экономистов
In recent years marketing has become a driving force in most companies. Underlying all marketing strategy is "The Marketing Concept", explained in this diagram:
THE MARKETING CONCEPT (We must produce what people want, not what we want to produce) - This means that we PUT THE CUSTOMER FIRST (We organize the company so that this happens) - We must FIND OUT WHAT THE CUSTOMER WANTS (We carry out market research) - We must SUPPLY exactly what the customer wants.
We can do this offering the right MARKETING MIX "The Four P's". The right PRODUCT at the right PRICES available through the right channels of distribution: PLACE, presented in the right way: PROMOTION.
Nowadays, all divisions of a company are used to "Think Marketing". To think marketing we must have a clear idea of:
what the customer needs,
what the customer wants;
what cruses them to buy.
What the product is to the customer: functional, technological, economical, aesthetic, emotional, psychological aspects.
"FEATURES" (what the product is) + "BENEFITS" (which means that a company that believes in marketing is forward thinking and doesn't rest its past achievements: it must be aware of its strengths and weaknesses as well as the opportunities and threats it faces in market (remember the letters "SWOT")).
More about "The marketing Mix" and the "Four P's"
PRODUCT: the goods or service that you are marketing. The product is not just a collection of components, but includes its design, quality and reliability.
Products have a life cycle, and forward-thinking companies are continually developing new products to replace products whose sales are declining and coming to the end of their lives. A "total product" includes the image of the product as well as its features and benefits (see below). In marketing terms, political candidates and non-profit-making public services are also "products" that people must be persuaded to "buy" and packaged attractively (see Promotion below).
PRICE: making it easy for the customer to buy. The marketing view of pricing takes account of the value of a product, its quality, the ability of the customer to pay, the volume of sales required, the level of market saturation and the prices charged by the competition. Too low a price can reduce the number of sales just as significantly as too high a price. A low price may increase sales but not as profitably as fixing a high, yet still popular, price. As fixed costs stay fixed whatever the volume of sales, there is usually no such thing as a "profit margin" on any single product.
PLACE: getting the product to the customer. Decisions have to be made about the channels of distribution and delivery arrangements. Retail products may go through various channels of distribution:
1. Producer - sells directly to end users via own sales force, direct response advertising or direct mail (mail order).
2. Producer - retailers - end-users.
3. Producer - wholesalers/agents - retailers - end-users.
4. Producer - wholesalers - directly to end-users.
5. Producer - multiple store groups/department stores/mail order houses - end-users.
6. Producer - market - wholesalers - retailers - end-users.
Each stage must add, "value" to the product to justify the costs: the middleman is not normally someone who just takes his "cut" but someone whose own sales force and delivery system can make the product more easily and cost-effectively available to the largest number of customers. One principle behind this is "breaking down the bulk" the producer may sell in minimum quantities of, say, 10000 to the wholesaler, who sells in minimum quantities of 100 to the retailer, who sells in minimum quantities of 1 to the end-user. A confectionery manufacturer doesn't deliver individual bars of chocolate to consumer: distribution is done through wholesalers and then retailers who each "add value" to the product providing a good service to their customers and stocking a wide range of similar products.
PROMOTION - presenting the product to the customer. Promotion involves considering the packaging and presentation of the product, its image, the product name, advertising and slogans, brochures, literature, price lists, after-sales service and training, trade exhibitions of fairs, public relations, publicity, and personal selling's, where the seller develops a relationship with the customer.
Every product must process a "unique selling proposition" (USP) - features and benefits that make it unlike any other product in its market.
In promoting a product, the attention of potential customers is attracted and an interest in the product aroused, creating a desire for the product and encouraging customers to take prompt action ("AIDA").
Direct Mail and Direct Response
Direct Mail
Shopping without shops or direct marketing has become very big business, aided by direct mail, TV commercials and teletext, off-the-page selling, the telephone, the computer, and the credit card. Mail order nowadays better known as direct or direct response marketing. In Britain, direct mail takes third place to press and television and takes up 10 per cent of the total advertising expenditure. It is also an excellent medium for international advertising when it is more economical to airmail selected prospects than to advertise in the press which may be very limited anyway.
Confusion of terms can be avoided by remembering that direct mail is an advertising medium but mail order (or direct response) is a form of distribution, that is, trading by mail whatever medium is used for advertising sales offers. Consequently, direct mail is not limited to direct marketing: a retailer can use direct mail to attract shoppers to his store.
Characteristics of direct mail