There are the following marketing principles:
1. Careful consideration in deciding the needs, conditions and dynamics of demand and market conditions.
Adherence to this principle requires a good knowledge of the market situation and on the existing estimates of expected demand, activities of competitors in the market, the market behavior of consumers and of the ratio of the products of this company and its competitors.
2. Creating the conditions for maximum device production to market demand, the structure of demand based not on short-term gain and long-term perspective.
The modern concept of marketing is that all activities of the company (scientific, technical, manufacturing, marketing, etc.) were based on knowledge of consumer demand and changes in perspective.
3. To inform potential customers about the products and the impact on the organization of consumers using all available means, first of all advertising, in order to induce them to purchase exactly the product.
The marketing function
Formation of Trade Policy
The development of the concept of commodity
Formation of assortment;
Taking into account the life cycle of the goods;
Competitiveness;
Creation of product attributes;
Development of new products, etc.
Implementation of the marketing policy
The definition of the concept of marketing;
Select the channel distribution;
Formation of distribution;
Control of product distribution processes, etc
The organization of communication policy
The organization of advertising;
Public Relations;
Personal selling;
Sales promotion, etc.
Strategic management of branding
Planning of marketing activities;
The organization of the service brand-Thing;
Control of execution, etc.
4. The structure of marketing complex
According to Kotler marketing complex is a collection of allowing controll marketing variables, the set of which the company uses in an effort to induce the desired reaction on the part of the title of the market.
The components of the marketing complex are:
Trade policy.
Product is a set of «goods and services», which the company offers to the target market. Thus, a new painkiller could be a «commodity» in the form of a 50 white tablets in a white bottle with a cap that cannot close the children of, a three year shelf life, branded name «Aveline» and a money back guarantee in case of dissatisfaction with the buyer.
Communication policy (sales promotion).
Methods of incentives are all sorts of activities of the company in order to spread information about the merits of the goods and to convince consumers to bathe in it. The company pays advertising, hires salespeople pushes the product with special events, organize its propaganda.
Sales Policy.
Methods of distribution are all sorts of activities, through which product becomes available to target consumers. Thus, the firm chooses wholesalers and retailers, to convince them to pay for the goods more attention and care for the good of his computation, it looks the over-passes and provides efficient transport and storage.
Pricing policy.
Price is amount of money that consumers have to pay for the obtaining of goods. The company offers retail and wholesale prices, favorable prices and discounts, sales on credit. The price should correspond the perceived value of the offer, otherwise buyers will acquires competitors products.
This structuring of the (complex) marketing fits into the concept of «4P», according to which in the marketing complex includes 4 elements, the name of the English language which begin with the letter «P»: product, promotion, place, price.
THEME 2. MARKETING RESEARCH
1. Marketing information system
In a well-functioning organizations marketing information is collected, analyzed and distributed as part of a marketing information system (MIS), which is part of the management information system of organization.
MIS concept originated in the United States, where it was put into implementation in the early 70s, a few years after the development of the concept of an automated control system (ACS) in the case of individual-governmental organizations.
MIS is a collection (single set) of personnel, equipment, procedures, and methods for collecting, processing, analysis and distribution of the set time reliable information necessary for the preparation and making marketing decisions. It is sometimes said that the MIS is a way of thinking through solutions to find the necessary managers frames marketing information. It is recognized that the leaders and specialists of marketing are in need of specific information and the methods of its receipt. Thus, the MIS is a conceptual system that helps to solve the problem of how marketing and objectives strategic planning.
The scheme of a marketing information system is as follows:
Marketing Information System
According to Philip Kotler, the four components that comprise the MIS are Internal Reports (Records) System, Marketing Research System, Marketing Intelligence System, and Marketing Decision Support System.