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  • Текст.
    The term marketing concept is often said to be a philosophy. It makes the customer and the satisfaction of his or her needs, the primary point of all business activities. Marketing is not about selling what you make but making what you can sell. The marketing concept is based on the belief that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors.
    Many companies today in the market economy have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands.
    A formal approach to customer-focused marketing is known as the 4P’s or marketing mix - a system built to provide a customer focus (Product → Solution, Price → Value, Place → Access, Promotion → Information).
    The most controllable of these factors — product (service) must always perform the function for which it is intended and meet quality standards. 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 upon the intensity of competition and the extent to which* the new product is an innovation or modification.
    Price. All products and all services have prices. The price depends on different things such as credit terms, delivery, quality and others. The price may be too high or too low to cover costs. Prices can be determined in different ways: the prices for agricultural products can be decided in large central markets, the prices for industrial goods are usually decided by large companies. Price can also be set by the government. If demand increases, prices rise, profits expand and new investments are attracted.
    Place includes location of production and distribution. Catalogs, direct-mail coupons, telemarketing with telephone sales can be of great help to show your goods to the customer. The display during the exhibitions includes a wide range of industrial and consumer goods which show the latest production achievements.
    Promotion includes all forms of marketing communication: advertising, direct mai1, 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.
    In recent years service marketing has widened the domains to be considered, contributing to the7 P's of marketing in total. The other 3P's of marketing are: process, physical environment and people.
    To undertake marketing effectively, businesses need information i.e. Information about customer wants, market demand, competition, distribution channels etc. This information is to be found through market research.
    At this point a distinction should be made between marketing research and market research. 'Market' research is simply research into a specific market. 'Marketing' research is much broader since it relates to all research conducted within marketing. It also includes areas such as research into new products, or modes of distribution such as via the Internet. The most important branch of marketing research is demand analysis. Marketing experts have developed techniques for determining the needs of prospective customers.

    Answer the questions.
    1) What is the idea of a marketing concept?
    2) What are the main stages of the product life cycle?
    3) What does the length of the product life cycle depend on?
    4) What does the price depend on?
    5) How can prices be determined?
    6) Where can customers see the products?
    7) What forms of marketing communication does promotion include?
    8) What should companies be guided by in order to be efficient under market economy?
    9) How does marketing research help a marketer?

  • 1) What is the idea of a marketing concept?---The marketing concept is based on the belief that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors.
    2) What are the main stages of the product life cycle?---The stages of the product life cycle are: introduction, growth, maturity and decline.
    3) What does the length of the product life cycle depend on?---The length of product life cycle depends upon the intensity of competition and the extent to which* the new product is an innovation or modification.
    4) What does the price depend on?---The price depends on different things such as credit terms, delivery, quality and others.
    5) How can prices be determined?---Prices can be determined in different ways: the prices for agricultural products can be decided in large central markets, the prices for industrial goods are usually decided by large companies. Price can also be set by the government
    6) Where can customers see the products?---Catalogs, direct-mail coupons, telemarketing with telephone sales can be of great help to show your goods to the customer.
    7) What forms of marketing communication does promotion include?---Promotion includes all forms of marketing communication: advertising, direct mai1, customer service, image, special events*, sales, etc.
    8) What should companies be guided by in order to be efficient under market economy?---To undertake marketing effectively, businesses need information i.e. Information about customer wants, market demand, competition, distribution channels etc. This information is to be found through market research.
    9) How does marketing research help a marketer?--- Marketing research experts have developed techniques for determining the needs of prospective customers. In other words, marketing research helps a marketer to analyze demand and identify the needs of prospective customers.