Тема 10. Marketing

VOCABULARY

a producer – виробник

a consumer – споживач

distribution – розподіл, збут

marketing – маркетинг; збут; продаж

storage – зберігання

a price – ціна

promotion – стимулювання

promotion of goods (products) – впровадження товару

an exchange – обмін

needs, wants, demand – попит

a need – потреба

to recognise a trend – розпізнати тенденцію

marketing mix – маркетинговий комплекс

advertising of goods – рекламування товарів

complex – складний

likings – уподобання

searching of market – пошуки ринку

introduction – впровадження

to rise (prices) – підніматися

to fall (prices) – падати

Marketing is an activity that includes different kinds of business dealings with the movement of goods and services from producer to consumer. It surrounds our everyday life. Marketing is a very complex process. It includes such activities as product planning, storage, buying, pricing, promotion, selling, traffic, distribution of ideas and research. What is Marketing? Marketing experts and scientists working in this field, more often disagree with the definition of Marketing. Let us consider here the two definitions given by the two well-known specialists in this field.

Philip Kotler: "Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others."

Peter Drucker: "Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer."

"The aim of marketing is to know and understand the customers so well that the product or service fits him and sells itself."

The ability to know some new wants and demands of customers, to recognise new trends and developments is very important in marketing Those who produce must know what goods and services, where, for what prices, why, for what purpose their customers would like to buy. Marketing research in this respect helps producers very much. The ABC of marketing is the so-called Marketing Mix. It includes the Four P's: product, price, place and promotion. Place means the location of certain goods and services as well as distribution of them. Promotion includes all kinds of communication in marketing, say, advertising, sales, direct mail, free additions, testers, fairs and shows to advertise new products and services, telemarketing with telephone sales, newspaper ads, etc. Promotion is considered to be, perhaps, the most complex element in the Four P's. It should be kept in mind that different groups and sections of people have different likings and dislikings. You have to take it into account making all goods and services appeal to different customers. The third element in Marketing Mix is Product (Service). It is often connected with research and development of a new product or service, testing it to know for quality, searching the potential markets and, after all, introduction to the market. Each product has its own "product life cycle". These cycles are different for different products, however, there are 4 stages of “life cycle” for each product. They are: introduction, growth, maturity and decline. It should be noted that Product is the most controllable of the four elements of Marketing Mix.

The most changeable element of all the four is Price. The definition of price is exchange of something of value for something else. It is as simple as that. And it is very important for customers. As prices rise we can buy fewer things or only things of lesser quality. On the contrary, as prices fall customers can buy more things or things of better quality.