Учебно-методическое пособие по развитию навыков профессионального общения. В двух частях Ч.2: Marketing. Руденко Т.П. - 16 стр.

       Price can be changed quickly to respond to changes in demand                Advertising may inform potential customers about various
and to competitors’ actions. Price has a psychological impact on cus-       products, but by itself it is not sufficient to move many products in to-
tomers, and marketers can therefore use it symbolically. If Coach House     day’s competitive marketplace. Buyers want to examine the product and
suddenly dropped the price of its purses to $19.95 and began making         any supporting materials, they want information, and they want a sales-
them available in most discount stores, consumers’ image of Coach           person to answer their questions. Of course, personal selling is not the
House would change radically. This example illustrates the psychologi-      most important promotional variable for all products. The target market
cal impact that price can have on consumers. By raising price, an or-       for toothpaste, for example, is much too large and inaccessible to rely
ganization can emphasize a product’s quality and try to increase the        on personal selling. Establishing personal contact with all users of
status associated with owning it. By lowering price, an organization can    toothpaste would not be cost-effective; advertising is more appropriate
imply the existence of a bargain and attract customers who go out of        for that type of product.
their way to save a small amount.                                                  Publicity is non-personal communication presented as a news
       Distribution. Distribution is making products available in the       story and transmitted through a mass medium. The difference between
quantities desired to as many customers as possible while holding total     publicity and advertising lies in cost and form. A firm does not pay the
inventory, transportation, and storage costs as low as possible. Mid-       media for providing publicity; the firm is not identified as the originator
dlemen, usually wholesalers and retailers, perform many of the activi-      of the story. For example, when Coca-Cola Company donated 20,000
ties required to move products efficiently from producers to consumers      cases of Coca-Cola to American troops serving in the Persian Gulf War,
or industrial buyers. These activities involve transporting, warehousing,   it received publicity in the form of stories on Cable News Network
materials handling, and inventory control, as well as packaging and         (CNN) and in newspapers about the gesture.
communication.                                                                     Sales promotion is activities (such as demonstrations, sweep-
       Critics who suggest that eliminating wholesalers and other mid-      stakes, and contests) and materials (such as free samples, displays, and
dlemen would lower prices for consumers do not recognize that elimi-        coupons) that persuade customers to make purchases. Sales promotion
nating middlemen would not do away with the need for their services.        acts as a direct inducement, offering added value or some other incen-
Other institutions would have to perform those services, and consumers      tive to resellers, salespersons, or consumers.
would still have to pay for them. In addition, in the absence of whole-            The aim of promotion is to communicate directly or indirectly
salers, all producers would have to deal directly with retailers or cus-    with individuals, groups, and organizations to facilitate exchanges.
tomers, keeping voluminous records and hiring people to deal with cus-      When marketers use advertising, personal selling, publicity, and sales
tomers.                                                                     promotion, they must effectively manage their promotional resources
       Promotion. Promotion is a persuasive form of communication           and understand product and target market characteristics to ensure that
that attempts to facilitate a marketing exchange by influencing indi-       these promotional activities contribute to the firms’ objectives.
viduals, groups, or organizations to accept an organization’s products.            A major component of the marketing concept is that a firm
Promotion includes personal selling, advertising, publicity, and sales      should create a marketing strategy that satisfies its customers. Carrying
promotion.                                                                  out the marketing concept is impossible unless marketers know what,
       Advertising – probably the most visible component of promotion –     where, when, and how consumers buy; understanding the factors that
is any paid form of non-personal communication transmitted through a        influence buyer behavior helps marketers develop effective marketing
mass medium, such as television or newspapers. Personal selling, in         strategies. Buyer behavior is the decision processes and actions of peo-
contrast, is direct, personal communication with customers and poten-       ple who purchase and use products. It includes the behavior of both
tial customers.                                                             consumers purchasing products for personal or household use and or-

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