1 Most management and marketing writers now distinguish between selling and marketing. The 'selling concept' assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The 'marketing concept', on the contrary, assumes that the producer's task is to find wants and fill them. In other words, you don't sell what you make you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, video games, personal computers, and genetic engineering, to choose some recent examples, where largely created rather than identified.
2 Markets are consequently always looking for market opportunities - profitable company is likely to enjoy a differential advantage, due to its distinctive competencies (the things is does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or services to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing of company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers.
3 Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US
4 Once the basic offer, e.g. a product concept, has been established, the company has to think about marketing mix, i.e. all the various elements of a marketing programm, they integration, and the amount of effort that a company can expand on them in order to influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services guarantee. Place in a marketing mix includes such factors as distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, an personal selling, while price includes the basic list price, discounts, the length of payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.
5 It must remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exist an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and services that are used in production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the row materials, manufactured parts ad components that go into consumer goods, plus capital equipment such as buildings and machines, supplies as energy and pens and paper, and service ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.
2 Markets are consequently always looking for market opportunities - profitable company is likely to enjoy a differential advantage, due to its distinctive competencies (the things is does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or services to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing of company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers.
3 Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (
4 Once the basic offer, e.g. a product concept, has been established, the company has to think about marketing mix, i.e. all the various elements of a marketing programm, they integration, and the amount of effort that a company can expand on them in order to influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services guarantee. Place in a marketing mix includes such factors as distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, an personal selling, while price includes the basic list price, discounts, the length of payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.
5 It must remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exist an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and services that are used in production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the row materials, manufactured parts ad components that go into consumer goods, plus capital equipment such as buildings and machines, supplies as energy and pens and paper, and service ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.
TRADUCEREA (În Limba Română)
1. Majoritatea experţilor în management şi marketing fac în prezent o diferenţă între procesul de vînzare şi marketing. Conceptul de vânzare prevede că consumatorii capricioşi, trebuie convinşi prin tehnici efective (rezultative) de vânzare pentru a procura bunuri şi servicii care nu sunt necesare (neînsemnate). Produsele sunt mai mult vândute decât cumpărate. Conceptul de marketing, din contra, presupune că obligaţia producatorului este de a identifica cereri (doleanţe) şi de a le satisface (îndeplini). Cu alte cuvinte, nu se vinde ceea ce se produce, ci se produce ceea ce va fi vândut. Asemenea satisfacerii necesităţilor curente (existente), marketologii pot anticipa şi crea alte noi. Lansarea pe piaţă a “Walkman-ului” , jocurilor video, computerelor personale, ingineriei genetice – pentru a enumera câteva produse mai recente, presupune mai degrabă elaborarea acestor produse, decît identificarea lor.
2. Prin urmare, marketologii, sunt mereu în căutarea unor noi oportunităţi pe piaţă – posibilităţi profitabile de a suplini necesităţile nesatisfăcute sau de a crea altele noi, în cazul în care compania se pare că preferă un avantaj diferenţial datorită competenţelor diverse (lucruri pe care le fac deosebit de bine). Oportunităţile pieţii sunt determinate de către domeniile acesteia. Odată ce pe piaţă a fost identificată o ţintă (obiectiv, scop) compania trebuie sa decidă ce marfuri şi servicii să presteze. Aceasta înseamnă că cea mai mare parte a muncii de marketing (activităţi de marketing) este facută înainte de apariţia produsului sau serviciului final. Deasemenea semnicifă faptul că conceptul de marketing trebuie să fie inţeles în cadrul activităţii companiei, adică în departamentul industrial de producţie, la fel ca şi în departamentul de comercializare propriu. Deasemenea, compania trebuie să ţină cont de existenţa concurenţilor, care întotdeauna trebuie să fie identificaţi, monitorizaţi şi învinşi, în căutarea clienţilor fideli.
3. Pentru a evita riscul lansării unui product sau seriviciu doar în baza intuiţiei şi presupunerilor, majoritatea companiilor întreprind cercetări în domeniul pieţii (GB) sau al comercializării (US).
Ei colectează şi analizează informaţia despre mărimile şi potenţialul pieţii, despre reacţiile clienţilor la caracteristicile unui produs sau serviciu concret şi aşa mai departe. Reprezentanţii de vânzări, care discută cu clientii, reprezintă o alta sursă importantă de informaţie.
4. Odată ce oferta de bază, de exemplu un concept a fost introdus (lansat), compania trebuie să determine metodele de comercializare, adică includerea diverselor elemente marketologice, integrarea acestora, şi efortul utilizat în acest scop, pentru a influenţa sarcina pe piaţă. Cea mai cunoscută clasificare a acestor elemente în “4 puncte” este: produsul, spaţiu, promovare şi preţ.
Aspectele care trebuie luate în consideraţie în comercializarea produselor include calitatea, caracteristicile, stilul, brănd-ul, proporţiile, ambalarea, serviciile şi garanţia.
Desfăşurarea procesului de marketing, include factori precum distribuirea canalelor, locul punctelor de vânzare, transportul, mărimea (dimensiunea) inventarului etc. Promovarea cuprinde publicitatea, promoţiile de vânzare şi vânzare individuală, în timp ce preţul include lista preţurilor de baza, reduceri, durata perioadei de plată, condiţiile posibile de creditare, şi aşa mai departe. Este obligaţiunea unui manager de producţie de a caută modalităţi de creştere a vânzărilor prin intermediul modificării procesului de comercializare.
5. Trebuie de reţinut că în afară de piata de consum (în care oamenii cumpara produsul pentru consumul direct), există o enormă (imensă) piată producatoare: industrială, sau de afaceri, care cuprinde toate persoanele fizice sau organizaţiile care achiziţionează mărfuri şi servicii utilizate în producerea altor bunuri, sau în prestarea de servicii pentru alţii. Puţini (clienţi) consumatori realizează că piaţa de consum; întru cît conţine materie primă, piese şi componente fabricate care intră în bunurile de consum, plus echipamentul de capital precum cladirile si maşinile, rechizite ca energia şi stilourile şi hîrtia, servicii care variază de la curăţare până la consultanţa în management, acestea toate necesitând comercializare. Exista prin urmare, un market industrial, ci nu unul de consum, chiar dacă consumatorii obişnuiţi sunt rareori expuşi la acesta.
ПЕРЕВОД (на русский язык)
Центрированность маркетинга.
Центрированность маркетинга.
1. Большинство писателей в области маркетинга и менеджмента в настоящее время проводят границу между маркетингом и продажами. Концепция «продажи» подразумевает, что сопротивляющегося покупателя нужно убеждать при помощи решительных техник тяжелых продаж покупать не необходимые товары или услуги. Продукты скорее продаются, чем покупаются. Концепция маркетинга, наоборот, предполагает, что цель производителя - поиск потребностей и их удовлетворение. Другими словами, вы не продаёте то, что производите, вы производите то, что будет куплено. На ровне с удовлетворением существующих нужд, маркетологи могут прогнозировать и создавать новые. Из недавних примеров, внимания заслуживает маркетинг Walkman, видеоигр, персональных компьютеров и генной инженерии, которые были скорее созданы, чем определены.
2. Соответственно, продавец постоянно ждёт удобный случай – прибыльные возможности для удовлетворения существующих нужд, или создания новых в тех областях, в которых компания может получить конкурентные преимущества благодаря особым знаниям (то, что у неё получается особенно хорошо). Рыночные возможности обычно отделяются сегментированием рынка. Как только целевой рынок будет определён, компания решает, какие товары или услуги предлагать. Это означает, что большая часть работы в области маркетинга уже будет проделана к моменту начала существования конечного продукта или услуги. Это также означает, что концепция маркетинга должна пониматься всей компанией, например, в производственном отделе копании по производству, точно так же, как и в самом маркетинговом отделе. Компания также должна считаться с наличием конкурентов, которых необходимо обозначить, наблюдать за ними и побеждать в борьбе за лояльных покупателей.
3. Вместо того, чтобы рисковать, запуская продукт, основываясь лишь на интуиции или догадках, большинство компаний проводит исследование рынка (Великобритания) или маркетинговое исследование (США). Они собирают и анализируют информацию о размере потенциального рынка, о реакции потребителей на определенные характеристики продукта или услуги и т.д. Представители компании, которые общаются с клиентами, являются другим важным источником информации.
4. Как только базовое предложение, например, концепция продукта, будет установлена, компания должна думать о маркетинговом миксе т.е. о различных элементах маркетинговой программы, их интеграции и количестве усилий, которые компании необходимо приложить, чтобы повлиять на целевой рынок. Наиболее известной классификацией этих элементов выступает принцип 4х: продукт, место, продвижение и цена. Аспектами, которые подразумеваются под маркетингом продукта, выступают качество, особенности (стандартные и дополнительные), стиль, брэнд, размер, упаковка, дополнительные услуги и гарантия. Под местом в маркетинг миксе подразумеваются такие факторы, как каналы дистрибуции, места и точки продаж, транспортировка, объемы запасов и т.д. Продвижение объединяет в себе рекламу, продвижение и личные продажи, а то время, как цена включает стандартную цену, скидки, длину периода оплаты, возможные и т.д. Работа менеджера по продажам в том и заключается, чтобы поднять продажи, изменяя маркетинговый микс.
5. Нужно помнить, что отдельно от потребительского рынка (при котором люди покупают товары для прямого потребления) существует огромный рынок производителей, индустрии, бизнеса, состоящая из всех людей и организаций, приобретающих товары и услуги, использующиеся в производстве других товаров, или в предоставлении услуг другим. Мало потребителей понимает, что рынок производителей на самом деле больше потребительского рынка, потому что он содержит всё сырье, произведенные детали и компоненты, которые затем идут на производство потребительских товаров, плюс, капитальное оборудование, такое как здания и станки, такие ресурсы, как энергия, ручки и бумаги, и услуги, варьирующиеся от уборки до консалтинга менеджмента, которые тоже необходимо продавать. Как следствие, производственного маркетинга больше, чем потребительского, даже несмотря на то, что обычные потребители редко с ним сталкиваются.
SUMMARY
According to “marketing concept” ,one of the main producer’s task is to identify consumer’s needs and to fill them with a diversity of products. Many producers are always looking for market opportunities by market segmentation and also they take in consideration the existence of competitors, because of what there is a fight for loyal customers. Their choice of action if often the result of a large market research. Once a product concept has been established, which relates that a marketer ,regularly, has to change the market mix(price,product’s features).It must be remembered the existence of industrial good-which are components for producers of other goods and they have to be marketed similar as consumer goods.
Keys words:
1.Producer,need,product,consumers
2. opportunities, segmentation, competitors.
3.market research ,action .
4.concept,market mix.
5.industrial goods.
EXERCISES
1b. Vocabulary. Mach up the words or expressions on the left with the definitions on the right.
1 distribution channel
2 To lauch a product
3 Market opportunities
4 Market reseach
5 Market segmentation
6 Packaging
7 Points of sale
8 Product concept
9 Product features
10 sales representative
1 distribution channel
2 To lauch a product
3 Market opportunities
4 Market reseach
5 Market segmentation
6 Packaging
7 Points of sale
8 Product concept
9 Product features
10 sales representative
A all the companies or individuals involved in moving a particular good or service from the producer to the consumer
B an idea for a new product, wich is tested with target consumers before the actual product is developed
C attributies characteristics of a product:quality,price,reliability, etc.
D dividing a market into distinct groups of buyers who have different requirments or buying habits
E place where goods are sold to the public - shops, stores, kiosks, market stalls, etc.
F possibilities of filling unsatisfied needs in sectors in which a company can profitably produce goods or services
G someone who contacts existing and potential customers, and tries to persuade them to buy goods or services
H collecting, analysing anf reporting data relevant to a specific marketing situation (such as a proposed new product)
I to introduce a new product into the market
J wrapers and containers in wich products are sold
B an idea for a new product, wich is tested with target consumers before the actual product is developed
C attributies characteristics of a product:quality,price,reliability, etc.
D dividing a market into distinct groups of buyers who have different requirments or buying habits
E place where goods are sold to the public - shops, stores, kiosks, market stalls, etc.
F possibilities of filling unsatisfied needs in sectors in which a company can profitably produce goods or services
G someone who contacts existing and potential customers, and tries to persuade them to buy goods or services
H collecting, analysing anf reporting data relevant to a specific marketing situation (such as a proposed new product)
I to introduce a new product into the market
J wrapers and containers in wich products are sold
Look quickly trough the following text and decide which paragraphs are about these subjects:
.....- company-to-company marketing
.....- indetifying market opportunities
.....- the marketing mix
.....- the selling and marketing concepts
.....- the importance of market research
1D Comprehesion
Which of the following three paragraphs most accurately summarizes the text in 1 c, and why?
2b. Case study
In Teve Moody's hipothetical example, it seems as if there has been a market research failure. before launching the product, the store did not have enough information about the potential market and customers' tastes and opinions.
suppose that you where part of the marketing team responsible for the following product concepts:
1 a new line of swinwear, to be sold by a chain of departament store
2 Fresh Fries
3 a new range of expensive hi-fi equipment
4 a new English dictionary for foreign learners
What market research would you do before developing the products? What specific information would you need? Where could you get it?
In each case, which of the followin sourcef of information do you think would be the most useful, and why?
* Focus grou[ interviews, in which several members of the target market are invited (and paid a small fee) to meet and discuss the product concept
* Internal research: analysing data already available in the company's accounts and sales departaments, which keep records of sales, orders, inventory size, and so on
* Printed source of secondary data, including business newspapers, magazines and trade journals, competitors' annual reports, official government statistics. and reports published by private market research agencies
* Questionnaire research, by telephone, email, or personal interviewing
* The company's own sales staff
* Other sources
VIDEO
In Teve Moody's hipothetical example, it seems as if there has been a market research failure. before launching the product, the store did not have enough information about the potential market and customers' tastes and opinions.
suppose that you where part of the marketing team responsible for the following product concepts:
1 a new line of swinwear, to be sold by a chain of departament store
2 Fresh Fries
3 a new range of expensive hi-fi equipment
4 a new English dictionary for foreign learners
What market research would you do before developing the products? What specific information would you need? Where could you get it?
In each case, which of the followin sourcef of information do you think would be the most useful, and why?
* Focus grou[ interviews, in which several members of the target market are invited (and paid a small fee) to meet and discuss the product concept
* Internal research: analysing data already available in the company's accounts and sales departaments, which keep records of sales, orders, inventory size, and so on
* Printed source of secondary data, including business newspapers, magazines and trade journals, competitors' annual reports, official government statistics. and reports published by private market research agencies
* Questionnaire research, by telephone, email, or personal interviewing
* The company's own sales staff
* Other sources
VIDEO
1) Watch the video and answer the questions:
1. Which are the main 4 component parts of Marketing Mix?
2. What does the 1st part of Marketing include?
3. What does the information offer to the consumers concerning your product?
4. What are the new 4 component parts of marketing mix?
5. Name two of the most important aspects of the marketing?
6. What are the most important demographic measures?
7. How many different attributes did Coca Cola came up with in 1990?
8. How much did the sailings of Coca Cola increase?
9. How long did it take the Coca Cola to grow its sales?
10. Who said the following words : “If you nailing the positioning and targeting, the rest falls into place ”
2) Watch the video and explain what they were used for?
1. 4 components
2. 1990
3. 35 attributes
4. 50%
5. Philip Kotler
6. Value position
7. Product dimensions
8. Positioning & Targeting
9. Promotion
10.Battle
3) Correct the following sentences.
1. The four component parts of Marketing Mix are: Product , Place, Price, Buyer.
2. Position is: differentiation from partners.
3. Value position means: what quality of ducts and services do you offer on the market.
4. Service dimension means what products and services do offer on the market.
5. On theUSA
6. The scientific segments are the following: gender, age, income and education.
7. The sales of Coca Cola increased by 21%.
8. Pepsi introduced 76 new attributes in its marketing policy.
9. “ If you see the positioning and targeting , the rest falls into place “ (Philip Kotler)
10. The suggestion of Philip Kotler words was “Know your friends”
4) Correct the following sentences:
1. The marketing mox includes: product, place, price, promotion.
2. Consumers-side marketing includes: Customer vale, cost of the customer, convenience for the buyer, communication.
3. Position is: differention from competitors, value proposition, product dimension.
4. Targeting is: Who is you positioning your product for?
5. Targeting also can be defined as “your demogaphic segmentation”.
6. Value proosition means: What’s so good about you product.
7. Demographic segments includes: gender, age, income, edulation, location, marital status, culture.
8. “ If you see the positioning and tardeting , the rest falls into place “ (Philip Kotler).
9. The suestion of Philip Kotler words was “Know your customers”
1. Which are the main 4 component parts of Marketing Mix?
2. What does the 1st part of Marketing include?
3. What does the information offer to the consumers concerning your product?
4. What are the new 4 component parts of marketing mix?
5. Name two of the most important aspects of the marketing?
6. What are the most important demographic measures?
7. How many different attributes did Coca Cola came up with in 1990?
8. How much did the sailings of Coca Cola increase?
9. How long did it take the Coca Cola to grow its sales?
10. Who said the following words : “If you nailing the positioning and targeting, the rest falls into place ”
2) Watch the video and explain what they were used for?
1. 4 components
2. 1990
3. 35 attributes
4. 50%
5. Philip Kotler
6. Value position
7. Product dimensions
8. Positioning & Targeting
9. Promotion
10.
3) Correct the following sentences.
1. The four component parts of Marketing Mix are: Product , Place, Price, Buyer.
2. Position is: differentiation from partners.
3. Value position means: what quality of ducts and services do you offer on the market.
4. Service dimension means what products and services do offer on the market.
5. On the
6. The scientific segments are the following: gender, age, income and education.
7. The sales of Coca Cola increased by 21%.
8. Pepsi introduced 76 new attributes in its marketing policy.
9. “ If you see the positioning and targeting , the rest falls into place “ (Philip Kotler)
10. The suggestion of Philip Kotler words was “Know your friends”
4) Correct the following sentences:
1. The marketing mox includes: product, place, price, promotion.
2. Consumers-side marketing includes: Customer vale, cost of the customer, convenience for the buyer, communication.
3. Position is: differention from competitors, value proposition, product dimension.
4. Targeting is: Who is you positioning your product for?
5. Targeting also can be defined as “your demogaphic segmentation”.
6. Value proosition means: What’s so good about you product.
7. Demographic segments includes: gender, age, income, edulation, location, marital status, culture.
8. “ If you see the positioning and tardeting , the rest falls into place “ (Philip Kotler).
9. The suestion of Philip Kotler words was “Know your customers”
ANSWERS:
1a. 1-identify, 2-design,3-persuade, 4-modify, 5- develop, 6-influence.
1b. 1-a, 2- i, 3-f, 4- e,5 - d, 6- h,7-e,8- b,9-c,10-g.
1c. 5,2,4,1,3
A efectuat:
Evtodieva Corina
Merci Moolt !!! Da cum o chema pe profesoara dvs ???
ОтветитьУдалитьthis is very nice blog marketing achieve good business economic in the marketing world. thanks for your attention.
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Also read on Selling Concept.
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