20 Marketing

If production is to meet needs efficiently, two things are necessary.

These are:

— Producers must know what to produce.

— Consumers must know that it is being produced.

Linking these two factors together is the task and responsibility of the marketing staff.

Marketing involves keeping producers aware of consumers and ensuring that their products are made available to consumers in the way and from they want.

Note the emphasis on meeting the needs of consumers. Any firm which accepts this need as its main responsibility is said to be dominated by the marketing concept. This attitude distinguishes firms in free-market economies from those in centrally-planned economies where central government dictates what should be produced and supplied to consumers.

The marketing function involves:

1 Market research

This involves finding out:

a) what consumers want and advising producers accordingly, and

b) recommending the standard of quality, style of packaging, choice of brand-name and general design of the products concerned.

2 Distribution

Products can be distributed to consumers in different ways. Some are best distributed through the manufacturer’s own retail outlet, some through a network of wholesalers and retailers, others by direct mail-order.

3 Pricing

Marketing managers should always be in close touch with market conditions so that they can advise on the best price (not necessarily the highest) to charge for products.

4 Advertising

If customers do not know about new products, they will never buy them. They also need to be reminded, from time to time, of the existence of established products. Marketing managers are expected to know the best ways to advertise products. This involves choice of media (for example, radio, television, press, hoardings). It also involves knowing the best form advertisements should take, and the advertising slogan to be used.

5 Selling

This involves the skills of personal selling, together with display and presentation skills such as those involved in window displays, exhibitions, news releases, and product promotions.

Topical Vocabulary

meeting the needs – удовлетворение потребностей

involve - включать

producer - производитель

consumer - потребитель

ensure - гарантировать

emphasis - особое внимание

distribution - распределение

retail – розничная продажа

outlet – торговая точка

mail-order – заказ на высылку товара по почте

wholesale – оптовая торговля

charge – цена

advertise - рекламировать

release – сообщение для печати

promotion - продвижение

Answer the questions:

1 What does marketing involve?

2 What is the purpose of market research?

3 What does distributing involve?

4 How are products advertised?

5 What is meant by pricing?

Список литературы

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