Marketing. Textbook

V.A. Shamis, G.G. Levkin

MARKETING

Educational aid

Translation from the Russian

Moscow

IPR Media

2024

В.А. Шамис, Г.Г. Левкин

МАРКЕТИНГ

Практикум

Москва Ай Пи Ар Медиа

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INTRODUCTION

In the conditions of modern development of the Russian market economy, there is a need for trained, highly qualified specialists in the field of marketing. Marketing activities in Russia are developing rapidly. Marketing today is considered one of the most important functions of business. It is actively used in almost all areas of activity, it allows you to align the capabilities of the company with the requirements of consumers, which contributes to achieving long-term and sustainable success in the market. The “Marketing” course is aimed at ensuring that students deeply understand not only theoretical issues, but also goals, objectives, tools and the specifics of its practical application.

The purpose of the proposed workshop is to provide methodological assistance, the opportunity to enrich students studying marketing not only with theoretical knowledge, but also with the practical skills necessary to prepare them to solve complex marketing problems that arise in a market economy.

This publication will help students gain a deeper understanding of marketing and gain practical skills that will be useful to them in their professional activities.

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GUIDELINES

One of the effective teaching methods nowadays is situational tasks. Situational tasks are based on real information, however, to save time when conducting a seminar (meeting), historical information on the situation is given in a condensed form, and additional information is presented in a form convenient for discussion. A participant in a seminar (meeting) may have less information about a problem than someone who encounters it in practice. However, during the discussion, you can add facts and information to the existing information that are necessary to make more informed decisions.

If the presentation of facts in a separate situational problem already explains the final action or decision, then this is due to the fact that their result is an inseparable part of the process by which the final decision is made. A situational task usually does not go further than what actually happened. The main questions discussed at the seminar (meeting): “Why?” and “How?”, not “What?”. Discussion does not mean necessarily answering the question: “Was the decision made good or bad?” An assessment of this kind must be made by the participant in the discussion independently.

Situational problems often contain materials and facts that some of the participants in the seminar (meeting) may consider irrelevant. Meanwhile, we must remember that decision-making in real life depends on the ability to separate the essential from the unimportant. In addition, other participants in the seminar (meeting) may disagree with the understanding of the facts as irrelevant. But it is precisely in the differences in assessments and approaches that emerge during the discussion that the value of the case method lies.

During the analysis of the situation, the participant has the right to accept or reject the validity of any postulate or definition. In other words, during this intellectual activity he is able to draw various conclusions just as he does in everyday life. When summing up the results of a situational seminar, the correctness of the proposed solutions is not assessed, but an

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example is given of how the problem under consideration was solved in practice.

There are no strict rules for preparing for a situation analysis, but several recommendations can be formulated:

1.First you need to read all the available information to get a holistic picture of the situation; you should not immediately analyze this information; it is advisable to only highlight the data that seems important.

2.It is required to characterize the situation, determine its essence and note secondary elements, as well as formulate the main problem and the problems subordinate to it. It is important to analyze all the facts related to the main problem (not all the facts presented in the situation may be directly related to it), and try to establish the relationship between the given data.

3.You should formulate a criterion to check the correctness of the proposed solution, try to find alternative solutions, if any, and determine the option that best satisfies the selected criterion.

4.In conclusion, it is necessary to develop a list of practical measures to implement the proposed solution [8, p. 7].

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TOPIC 1. MODERN CONCEPT OF MARKETING

1.1. SITUATIONAL TASKS

1. Horticultural problem

The West German manufacturer of horticultural systems is faced with the problem of stagnating markets for seeds and fertilizers. Half of the households in Germany have gardens (a total of 10 million gardens, each with an average area of approximately 230 m2). However, only about 2.3 % of the total lawn area is added each year. About 30 % of lawn owners have problems with them. One of the reasons is low-quality seed material that does not meet the accepted growth rates in summer, and low disease resistance. In addition, it does not tolerate frequent mowing well and quickly degenerates after a few years. Fertilizer and watering against weeds have only a superficial effect, since the quality of the main growth depends on the seed, and therefore the restoration of the lawn must be capital.

Moreover, the requirements of lawn owners for its features are changing. Instead of being representative and decorative, preference is given to a strong and durable lawn that can withstand the load, i.e. sports, games, etc.

However, a beautiful and high-quality lawn can only be obtained by completely reseeding the previously sown area with high-quality seed. But at the same time, the lawn cannot be used at all for three months and is quite expensive.

The grower's research in this area shows that seeding a high-quality seed over an existing degenerated lawn produces only an optical effect. In order to get a truly high-quality lawn, special soil treatment is necessary, primarily with the use of appropriate fertilizers.

The lawn restoration system offered by the manufacturer consists of the use of the following products: seeding material, fertilizers for the roots

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