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Marketing concept Marketing- traditional interpretation is a set of techniques and activities aiming at having an influence on the buyer. Marketing- contemporary.

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Presentation on theme: "Marketing concept Marketing- traditional interpretation is a set of techniques and activities aiming at having an influence on the buyer. Marketing- contemporary."— Presentation transcript:


2 Marketing concept Marketing- traditional interpretation is a set of techniques and activities aiming at having an influence on the buyer. Marketing- contemporary interpretation aspiration to satisfy the partner of the exchange (a customer, buyer or consumer) Principles of marketing : of intentional choice and shaping the market of the enterprise of the market research of integrating the influence on the market (mix marketing) of planning market action of control the effectiveness of marketing activities

3 Marketing- MIX The marketing mix is generally accepted as the use and specification of the 'four P's' describing the strategic position of a product in the marketplace. Product Price Place Promotion

4 Product A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.

5 Market researches- product TNS OBOP research show that Polish customers tend to choose brand products. The brand for Poles is gaining the great er and greater significance and is becoming the indicator of the decision of purchase. People believe that such products guarantee a high quality.

6 Price The price is the amount a customer pays for the product. It is determined by a number of factors including: market share, competition, material costs, product identity, the customer's perceived value of the product.

7 Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

8 Market researches- place and price It appears from the announcement of the Centre of Examinations of the public opinion that 65 % Poles buy groceries in small shops, and 42 % in supermarkets. Poles most often buy clothes and shoes in small shops and on marketplaces. Or in supermarkets and average self-service shops. As many as 72 % customers claim that they take advantage of special offers, reductions or sales.

9 Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards. One of the most notable means of promotion today is the Promotional Product. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations.

10 Public Relations Public relations (PR) is the practice of managing the flow of information between an organization and its publics. Public relations gains an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Common activities include speaking at conferences, working with the press, and employee communication. PR can be used to build rapport with employees, customers, investors, voters, or the general public. A number of specialties exist within the field of public relations, such as Analyst Relations, Media Relations, Investor Relations or Labor Relations.Since 90th years of the 20th century in Poland a great demand for specialists dealing with public relations and a fashion for this notion exist, therefore on many Polish universities departments educating such employees were formed.

11 Personal selling Personal selling consists of presenting the conversation with the potential buyer in progress by the seller of the offer of the company with a view to leading to the conclusion of a deal. It fulfils the following functions: Transmission of information about the product, its properties, acquisition conditions Acquiring the information about needs, demand, preferences of recipients Winning customers Convincing buyers and supporting the sale via help or advice Forming the corporate image and shaping positive turning recipients towards the enterprise Organising logistic- activity storing, transport

12 Sales promotion Additional promotion these are all elements of promotions which aren't located as part of remaining elements. We distinguish here: Consumer promotion of: A price reduction Samples free of charge of goods Coupons bonuses from the purchase Competitions, lotteries, games Internal promotion: System of the remuneration Bonuses Promotion addressed to intermediaries: Changeable price Flower beds Bonuses from the sale

13 Market researches- promotion Market researches show that in Polish advertisements 53.7 %. television has a large share. An advertisement shows the greatest growth in the Internet. Young people already claim that the advertising is needed (above 83 % respondents answered affirmatively). According to the young the advertising does purchasers good, it enables the selection of genuine articles as well as promoting companies and goods

14 Sources Podstawy marketingu Dr. Inż. Magdalena Rzemieniak Prepared by: Piotr Juszczuk class 2c

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