Организация процесса маркетинга

Date: 2015-10-07; view: 405.

7.8.

7.7

7.6.

7.5

7.4.

7.3.

Потребитель – consumer

Подразумевать, предполагать – imply

Лозунг, девиз – slogan

Спрос, потребности – demand, wants, needs

Конкурентоспособный – competitive

Распределение, сбыт товара – distribution

Хранение товаров – storage of goods

Сортировка – grading

Философия маркетинга – philosophy of marketing

Цель – orientation, objective

Товары и услуги – goods and services

Заработать прибыль – to earn a profit

Посреднический – intermediary

Основные функции маркетинга – the basic functions of marketing

Расширяться (о предприятии) – expand

Быть востребованным – demand, become common

Реклама – advertising

Банковское дело – banking

Страхование – insurance

Другие типы предприятия – the others types of firms

1) e

2) a

3) c

4) d

Marketing includes consumer orientation, profit orientation, and marketing research, which form the marketing concept.

5) b

6) f

7) i

Products are distributed according to consumer's demand, acting as intermediaries in the introduction of sellers.

8) j

9) g

All employees are included in the total marketing support concept.

10) h (see 5,6,7)

Marketer's work and marketing philosophy at any particular time depends on the current needs of consumers. Previously the most important function of market was distribution and storage because consumers primarily needed the basic necessities of life – food, clothing and shelter. Then the priority of different functions changed.

The new marketing concept implies consumer orientation to find out what consumers want and give it to them; training of employees to make everuone in the organization have the same objective – consumer satisfaction; and profit orientation to market those goods and services that will earn the firm a profit

1) Find a need and fill it

2) The word “marketing” defined as process of studying the wants and needs of others and then satisfying those wants and needs with quality goods and services (products) at competitive price

3) Upon the next conditions:

There must be at least two participants. Each participant must have something that is of value to the other participant(s). Each participant can communicate with others. Each participant is free to accept or reject the offer of others. Participants feel that it is appropriate and desirable to exchange with others.

4) The eight traditional functions of marketing are buying, selling, transporting, storing, financing, standardizing and grading, risk taking and research.

5) Of course, because marketing without these functions as a process can't exists at all.

6) Because consumers primarily needed the basic necessities of life – food, clothing and shelter.

7) In the marketing changes priority of different functions.

8) The new marketing concept implies consumer orientation, training of employees and profit orientation.

9) Marketing appeared in Russia after perestroika.

10) Now marketers are popular all over the world.

Marketing is more than a combination of good selling and effective advertising. Effective marketing implies that a business listens to consumers and responds to them. A popular marketing slogan is: Find a need and fill it.

The word “marketing” is defined as the process of studying the wants and needs of others and then satisfying those wants and needs with quality goods and services (products) at competitive price

Marketing satisfies consumers' wants and needs upon the next conditions:

There must be at least two participants. Each participant must have something that is of value to the other participant(s). Each participant can communicate with others. Each participant is free to accept or reject the offer of others. Participants feel that it is appropriate and desirable to exchange with others. There are eight traditional functions of marketing: buying, selling, transporting, storing, financing, standardizing and grading, risk taking and research.

Marketer's work and marketing philosophy at any particular time depends on the current needs of consumers. Previously the most important function of market was distribution and storage because consumers primarily needed the basic necessities of life – food, clothing and shelter. Then the priority of different functions changed.

The new marketing concept implies consumer orientation to find out what consumers want and give it to them; training of employees to make everyone in the organization have the same objective – consumer satisfaction; and profit orientation to market those goods and services that will earn the firm a profit. Marketing appeared in Russia after perestroika. Now marketers are popular all over the world.

Чтобы разобраться в процессе маркетинга мы должны вспомнить, что основа маркетинга это поиск потребности и удовлетворение ее. Таким образом, первый шаг это найти потребность, а затем разработать продукт, который удовлетворял бы потребность. Продукт – это любой материа. Маркетологи обычно тестируют свои идеи до создания прототипа предложенного продукта и тестируют его на рынке. Развитие продукта включает упаковку, создание бренда и цену.

Следующий шаг это распределение продуктов и услуг между потребителями, в большей степени через организации, которые называются маркетинговыми посредниками.

Заключительный шаг это продвижение продукта среди потребителей. Продвижение состоит из различных приемов: реклама, индивидуальная продажа, популяризация и различные мероприятия по оживлению сбыта такие как купоны, скидки, льготы.

После того, как потребность выявлена, управление маркетинговым процессом включает 4 фактора:

- создание продукта, удовлетворяющего потребность;

- установление цены на продукт;

- отведение продукту то место на рынке, где он будет продаваться;

- продвижение продукта.

Эти четыре фактора известны как 4“П” маркетинга или маркетинговый микс.

Работа маркетингового менеджера – создавать маркетинговые программы, которые бы эффективно сочетали эти факторы маркетингого микса. В общем, роль маркетингого менеджера может быть описана следующим образом: маркетинговый менеджер планирует и осуществляет концепции, ценовую политику, продвижение товара и распределяет идеи, товары и услуги, чтобы создать обмен, который удовлетворял бы личные и организационные задачи.

7.9

I've decided to specialize in marketing as it very interesting job, which is constantly changing as you need to keep up with the times and sometimes be even ahead of it to follow and foresee the way the consumer wants change. Thus it is more than a combination of good selling and effective advertising. Effective marketing implies that business listens to consumers and responds to them. The word “marketing” is defined as a process of studying the wants and needs of others and then satisfying those wants and needs with quality goods and services (products) at competitive price

Of course this work presupposes a lot of difficulties and deep knowledge. You must know that marketing satisfies consumers' wants and needs upon the next conditions: there must be at least two participants; each participant must have something that is of value to the other participant(s); each participant can communicate with others; each participant is free to accept or reject the offer of others. A future marketing manager should know eight traditional functions of marketing: buying, selling, transporting, storing, financing, standardizing and grading, risk taking and research.

Marketing appeared in Russia after perestroika. Now marketers are popular all over the world. Marketing specialists are demanded in all kinds of business spheres: industry, trade, service sector, banking. I expect to get a job in the sphere of insurance as this field seems to me rather long-range and promising as it is not really developed in our country and moreover it concerns the most precious thing for a person – his own life.