Marketing management

Management, by definition, is a function of planning, organizing, coordinating, directing and controlling. Any managerial system, at any managerial level, is characterized in terms of these general functions.

Management is revealed (проявляется) in a variety of specific activities. Marketing management refers to a broard concept covering organization of production and sales (продажа) of products, which is based on consumer requirements research.(исследование потребительского спроса ). All companies must look beyond (вперед) their present situation and develop a long -term strategy to meet changing conditions in their industry. Marketing management, therefore,(поэтому) consists of evaluating (оценка ) market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results.

Strategic planning includes defining the company's long-term as well as specific objectives (цели), such as sales volume, market share (доля), pofitability and innovation, and deciding on financial ,material and other resourses necessary to achieve (достичь) those objectives.

In problems of market selection and product planning one of the key concepts is that of the PRODUCT LIFE CYCLE. That products pass through various stages between life and death (introduction, growth, maturity (зрелость) -decline (упадок) is hard to deny (отрицать).Equally accepted is the understanding that a company should have a mix of products with representation in each of these stages. Companies can make far more effective marketing decisions if they take time to find out (выяснить) where each of their products stands in its life cycle.

However (однако) the concept of the product life cycle seems frequently forgotten in marketing planning, which leads to wrong decision making. This may well be seen in the following story.

A supplier (поставщик) of some light industrial equipment felt that the decline in the sales of his major product was due to (из-за) the fact that it was not receiving the sales support (поддержка) it deserved. In order to give extra sales support to this problem case (случай) a special advertising campaign was run. This required cutting in too marketing by cuts of several missing (многообещающих) products that were still growth phase. In fact, the major product has long since passed the zenith of its potential sales, and no amount of additional sales support could have extended (продлить) its growth. This became quite clear in the end-of-year sales results which showed no improvement. The promising products, however, went into gradual (постепенный) sales decline.

In short, management failed (не удалось) to consider each product's position in its life cycle.

Задание 1.

Найдите в тексте определения следующим понятиям:

MANAGEMENT is ... MARKETING MANAGEMENT is ... PRODUCT LIFE CYCLE is ...

Прочтите диалог, в котором члены дирекции компании обсуждают ее стратегию. Напишите аналогичный диалог, в котором обсуждается стратегия вашей фирмы в деятельности по получению большей прибыли.

Fox: Since our main objective is to gain (получить) market share I believe we must first of all reduce our prices.

Brown: But if we reduce prices that will cut our profits.

Fox: That's right, but we can slowly increase production, which will enable (даст возможность) us to cut unit costs.

Smith: That's really a long-term prospect. Unit costs can only come down if we invest in a new plant and machinery. I personally think we should go for higher profitability. If we upgrade the product, we can charge (установить) higher prices and get larger profits.

Fox: Look, the market is already very complete. If we increase prices, whatever the quality, the market will immediately respond (ответит) and sales will drop rapidly (быстро).But if we reduce costs in manufacturing that will put us in a strong position to adapt to the market.

Задание 1.

Напишите список маркетинговых мероприятий, влияющих на увеличение прибыли фирмы.