Учебно-методическое пособие по обучению профессиональному общению. Коровина Н.А - 26 стр.

       First-line managers (foreman, supervisor, office manager) typi-    These ways for getting the products to customers who will buy and use
cally spend a large portion of their time supervising the work of oper-   them are usually known as distribution channels (or channels of distri-
ating employees.                                                          bution): 1) direct distribution or selling, 2) catalog(ue) sales, 3) whole-
       Managers of different levels may work in various areas within a    saling, 4) selling through sales representatives (reps), 5) selling to
company. In any given firm, there may be marketing, operations, ad-       retailers, 6) selling through computer systems.
ministrative, and other kinds of managers at all three levels. The dia-          Marketing consists of the four Ps: providing the customer with
gram below indicates how managers within an organization can be           the right PRODUCT at the right PRICE, presented in the most attrac-
differentiated by level and area.                                         tive way (PROMOTION) and available in the easiest way (PLACE).
                                                                          The four Ps are called "marketing mix".
                                                                                 The key concept of marketing is PROMOTION. A marketing
                                                                          manager can choose from several promotion methods – personal sell-
                                                                          ing, mass selling and sales promotion. The basic Promotion Methods
                                                                          and Strategy Planning are given in the chart below.




                         Fig. 4. Areas of management

       Part 2. Product Management (marketing)
       No business firm can do without product management which is
actually marketing and marketing management. The manager has to
draw up his marketing plan before his business plan and product de-
velopment. Marketing is concerned with foreseeing and expecting the
needs of customers and directing the flow of goods and services from                                        Fig. 5
producers to customers. Marketing is much broader than selling, it
                                                                                 Since 1960s, most firms have developed at least some staff with
includes a wide range of business activities. Marketing is the manage-
                                                                          marketing management outlook. Nowadays it is always necessary that
ment function which organizes and directs the presentation and distri-
                                                                          the whole company effort (should) be guided by the marketing con-
bution of goods and services in the manner best designed to benefit the
                                                                          cept. The marketing concept means that a company directs all its ef-
producer, the distributor, and the public.
                                                                          forts at satisfying its customers – at a profit.
       The marketing manager of a company is responsible for product             Most firms are marketing-oriented, they focus on customers' in-
management, i.e. for various ways products are sold to customers.         terests in their planning. But there are firms which are still production-

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