- •В.Е. Приходский
- •Contents
- •Introdiction
- •Market-based pricing
- •Competition-based pricing
- •1. The Principles and Functions of Marketing
- •Introduction: Develop and review a framework for marketing
- •1.1. What is marketing?
- •1.2. The objectives of marketing
- •1.3. Implementing the marketing mix
- •Test Questions
- •Product
- •Personnel
- •2. Market Research
- •Introduction
- •2.1. What is market research?
- •2.2. Sources of marketing information
- •Information requirements
- •Internal sources
- •2.3. Primary research
- •2.4. Market changes
- •Information on sales
- •Test Questions
- •A questionnaire
- •Case Study ‘Sun Rush’
- •4M Brits shrug off gloom in sun rush
- •3. Product
- •Introduction
- •3.1. Kotler’s five ‘levels’ of product benefit Core and basic benefits
- •Expected, augmented and potential benefits
- •Competition of augmented benefits
- •Copeland’s product typology and strategy
- •3.2. The product life cycle Uses of the product life cycle
- •Introduction
- •Figure 3.1. The product life cycle The introduction stage
- •The growth stage
- •The maturity stage
- •The decline stage
- •Criticisms of the product life cycle
- •3.3. New product development The importance of new products
- •Screening
- •Development
- •3.4. Product portfolio theory
- •The bcg matrix
- •Figure 3.2. The Boston Consulting Group matrix
- •A composite portfolio model: the gec matrix
- •Figure 3.3. The gec matrix
- •4. Pricing Decisions and Strategies
- •4.1. The Pricing Decision What determines prices?
- •Factors influencing pricing decisions
- •External factors influencing pricing decisions
- •4.2. Cost-Based Pricing
- •What is break-even analysis?
- •Calculating break-even point
- •Break-even charts
- •‘What if’ analysis
- •The margin of safety
- •Cost-based pricing methods
- •Fixed Cost 200,000
- •Contribution 25
- •Problems with cost-based pricing
- •4.3. Market-Based Pricing Demand based pricing
- •4.4. Competition-Based Pricing
- •4.5. Problems with Demand- and Competition-Based Pricing
- •Test Questions
- •Case Study ‘What Price Promotion?’
- •5. Customer Service and Sales Methods
- •Introduction
- •5.1. ‘The customer is always right’
- •5.2. Placing the product – distribution
- •Indirect distribution via intermediaries
- •5.3. Closing the sale
- •Test Questions
- •Case Study ‘Company Handbook’
- •6. Marketing Communications
- •6.1. Targeting an audience
- •6.2. How to reach a target audience
- •6.3. Marketing communications performance
- •6.4. Guidelines and controls on marketing communications
- •Test Questions
- •Case Study ‘Marketing Communication’
- •References and further reading
Case Study ‘Marketing Communication’
Prepare a report and oral and visual presentation to your group on the marketing communications used by two contrasting organisations – for example, a small, local firm serving a niche market and a large organisation selling mass-produced goods to a national market:
Gather information on the marketing communications the organisations use to promote themselves and their products. For example, watch TV advertisements, survey national and local newspapers and magazines, examine products for money-off coupons and competitions, etc.
Group the methods used by each organisation under the following general headings:
Advertising media
Publicity
Public relations
Sales promotions
Direct marketing
Identify the target audiences at which the products and promotional methods of each organisation are aimed.
Examine the effectiveness of the promotional methods used in terms of product performance. For example, are consumers more aware of the availability of the product? What is the impact on sales?
Suggest other promotional methods the organisations could use to good effect. For example, could they make better use of Information Technology? Give reasons for your recommendations.
Discuss how guidelines and controls on marketing communications can affect the way in which your chosen organisations are able to promote information about their products.
References and further reading
Закон Российской Федерации «О конкуренции и ограничении монополистической деятельности на товарных рынках (с изменениями на 6 мая 1998 года)» // (Российская газета, N 89, 12.05.98).
Закон Российской Федерации «О товарных знаках, знаках обслуживания и наименованиях мест происхождения товаров» от 23.9.92 № 3520-1// Российская газета, 17.10.92
Закон Российской Федерации от 18 июля 1995 года N 108-ФЗ «О рекламе» // Российская газета, 25.7.95 года.
Методические рекомендации по определению границ и объемов товарных рынков. Утверждены Госкомитетом РФ по антимонопольной политике// Экономика и жизнь, 1993, №48, с.16.
Авдокушин Е.Ф. Маркетинг в международном бизнесе. Уч.пос., М., 2002
Андреев С.Н. Маркетинг некоммерческих субъектов. М., Финпресс,2002
Голубков Е. П. Маркетинговые исследования. М.,1998
Котлер Ф. Основы маркетинга. М., 2000
Маркетинг: Учебник для вузов/ Н. Д. Эриашвили...М., 2002
Greenley, G.E. and Bayus, B.L. (1993) Marketing planning decision making in UK and US companies: an empirical comparative-study. Journal of Marketing Management, 9, 155-172.
Hall, R. (1992) The strategic analysis of intangible resources. Strategic Management Journal, 13, 135-144.
Kotler, P. (1997) Marketing Management Analysis, Planning Implementation, and Control, Ninth Edition. Englewood Cliffs: Prentice Hall International.
Lancaster, G. and Massingham, L. (1993) Marketing Management. London: McGraw-Hill.
Дополнительная литература
Викентьев И.Л. Приемы рекламы: Методика для рекламодателей и рекламистов:14 практ. прил. и 200 прим. – Новосибирск: ЦЭРИС, 1993. – 140 с.
Искусство управления приватизированным предприятием. - М.: Дело, 1996. Книга 3. Организация маркетинга: цель - покупатель. Книга 4. Исследование рынка: выбор главного направления.
Липсиц И.В. Коммерческое ценообразование. Учебник для вузов. - М.: Бек, 1997.
Питер Р. Диксон. Управление маркетингом / пер. с англ. – М.: ЗАО «Издательство «Бином», 1998. – 560 с.
Портер М. Международная конкуренция: Конкурентные преимущества стран/ Под ред.В.Д.Щетинина; Пер. с англ. И.В.Квасюка и др. – М.: Междунар. отношения, 1993
Семь нот менеджмента: Настольная кн.рук./Краснова В., Матвеева А. Привалов А., Хорошавина Н.; Под ред. В.Красновой, А.Привалова. – 2-е изд. – М.: ЗАО «Журн. Эксперт», 1997.
Электронные ресурсы
Юлдашева О.У. Промышленный маркетинг: Теория и практика. – www.marketing.spb.ru.
Маркетинг в малом и среднем бизнесе. – www.businesslearning.ru