Менеджеры и менеджмент (Executives and Management) - 62 стр.

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MARKETING, ADVERTISING, SELLING AND NEGOTIATING
This unit includes some information about marketing, selling, advertising and negotiating.
T a s k 1. Read, translate and discuss background information about marketing.
Nowadays, marketing influences, and often actually controls, almost every part of a company's activities.
Underlying all marketing strategy is 'The Marketing Concept', explained here:
The marketing concept:
1. We must produce what customers want, not what we want to produce.
2. This means that we put the customer first. We organize the company so that this happens.
3. We must find out what the customer wants. We carry out market research.
4. We must supply exactly what the customer wants.
5. We can do this by offering the right marketing mix:
'The Four Ps': the right product at the right price available through the right channels of distribution, place
presented in the right way, promotion.
THE FOUR PS
Product = the goods or the service that you are marketing. A 'product' is not just a collection of compo-
nents. A 'total product' includes the image of the product, its design, quality and reliability – as well as its fea-
tures and benefits. In marketing terms, political candidates and non-profit-making public services are also
'products' that people must be persuaded to 'buy' and which have to be 'presented and packaged' attractively.
Products have a life cycle, and companies are continually developing new products to replace products whose
sales are declining and coming to the end of their lives.
PRICE = making it easy for the customer to buy the product. Pricing takes account of the value of a prod-
uct and its quality, the ability of the customer to pay, the volume of sales required, 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 distribu-
tion and delivery arrangements. Retail products may go through various channels of distribution:
1. Producer – end-users (the product is sold directly to the end-user by the company's sales force, direct re-
sponse 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 person in the middle is not normally
someone who just takes their 'cut' but someone whose own sales force and delivery system can make the prod-
uct available to the largest number of customers more easily and cost-effectively. One principle behind this is
'breaking down the bulk': the producer may sell in minimum quantities of, say, 10,000 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 con-
fectionery manufacturer doesn't deliver individual bars of chocolate to consumers: distribution is done through
wholesalers and then retailers who each 'add value' to the product by providing a good service to their custom-
ers and stocking a wide range of similar products.
PROMOTION = presenting the product to the customer. Promotion involves the packaging and presenta-
tion of the product, its image, the product's brand name, advertising and slogans, brochures, literature, price
lists, after-sales service and training, trade exhibitions or fairs, public relations, publicity and personal selling.
Every product must possess a 'unique selling proposition' (USP) – the features and benefits that make it unlike
any other product in its market.

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