Marketing

Plan - Marketing research - Market research methods - Marketing activities - Product life cycle

Marketing research The aim of good marketing is that firms should produce goods and services which customers want. Marketing research involves collecting, recording and analyzing information about products or markets. It can usually be carried out by either: A firm`s own market research department A specialist market research company An advertising agency

Market research methods Desk ResearchField Research (secondary data) (primary data) This involves studying existing information which can be found either: а) within an organization i.e. a firms own records (stock or accounting records) b) outside an organization i.e. published by someone else (for ex. by banks) This involves the collection of new information about firms products and markets.

Marketing activities product Label Brand size Price. It must be set which: -Is attractive to customers so that they will buy the goods - covers the cost of production and provides a profit for the firm. Promotion. The aim of it is: а) to tell potential customers about the benefits of a company goods b) Encourage them to buy or use goods. Place. This involves: choosing the channels of distribution through which goods or services are sold.

Marketing mix PRODUCT PROMOTION PLACEPLACE PRICEPRICE The 4 Ps together are known as the «marketing mix». The particular mix used at anytime will vary depending upon the type of goods or services and the circumstances.

-once it has been developed, the product is advertised and brought to the market for sale. - If the product is successful sales will increase rapidly. Once established in a market the sales of a product do not grow so rapidly. - In the time sales stop increasing, leading to The product may disappear from the market Developing

 Customer orientation  Types of marketing  Market research  Product lifecycle  Successful marketing  Unsuccessful marketing  New trend in marketing

4 Ps Place Price Product Promotion 4 Cs Customer solution Customer costConvenience Communication

Consumer Marketing Industrial Marketing Marketing in Service Industries Field Desk

development introduction growth maturity saturation decline

Good creative campaign Good marketing communications Customer orientation Badly plannedBadly budgeted

to produce luxury goods extensive use of different Internet opportunities instead of competition for market share - compete for a particular customers transition from mass marketing to marketing, aimed at the consumer's interests