THE CENTRALITY OF MARKETING

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). They collect and analyze information about the size of a potential market, about consumers' relations to particular product or service features, and so on. Sales representatives, who also talk to consumers, and other important source of information.

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.


Essay: Marketing
Introduction.
Today, marketers have an extremely difficult task, when deciding on how to sell their products, where to sell them and most importantly, to whom. The global market has become highly competitive and consumers increasingly demanding and difficult to satisfy. Markets are full with products and services, which are very similar in features, thus it's much harder to differentiate one's product offer. Consequently, marketers have to constantly monitor market trends; new products and services entering the market but above all, they have to pay special attention to consumers - what their needs, tastes and wants are; and what their buying behaviour is. It is crucial to the company's success, to be able to determine what drives the customer to buy a specific product.
Customer value and satisfaction.
All consumers have basic needs and wants which the try to satisfy. To identify those needs and wants is at the basis of sound marketing practice. According to Maslow's hierarchy of needs (please refer to Appendix 1), people have different needs they seek to satisfy, such as basic physiological needs - air, water, sleeping, eating, love etc. Once those basic needs are met, people seek to satisfy needs related to 'self-actualization', e.g. career satisfaction, status and power.
Strong points:
• The sales of products increased considerably with introduction in economy of concept of marketing.
• The quality of products and services increase.
• It easy to receive profit from production process.
Weak points:
• Customers buy products what they doesn’t need.
• Consumers are psychological influenced by producers.
• Marketing provides additional spending for producers.

Conclusion
We have seen that, nowadays, it's of vital importance to pay close attention to consumers' needs and wants, as they drive the global market. Hence, the objectives of an organisation should be centred on the consumer's needs; in order to achieve and maintain customer satisfaction, as opposed to concentrating purely on 'sales'.
Vodeaniuc Vadim


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



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



1C Reading

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?

First summary:
Marketing means that you don't have to worry about selling your product, because you know it satisfiers a need. Companies have to identify market opportunities by market segmentation: doing market research, fingind a target market, and producing the right product. Once a product concept has been established , marketers regularly have to change the marketing mix - the product's features, its distribution , the way it is promoted, and its price - in order to increase sales. Industrial goods - components and equipment for producers of the goods - have to be marketed as well as consumer goods.

Second summary:
The marketing concept has now completely replaced the old fasion selling concept. Companies have to identify and satisfy the needs of particular market segments. A product's features are often changed, as are price, the places in which it is sold, and the way in which it is promoted. More important than the marketing of consumer goods is the marketing of industrial or producer goods.

Third summary:

The marketing is that a company's choice of what goods and services to offer should be based on the goal of satisfying consumers' needs. Many companies limit themselves to attempting to satisfy the needs of particular market segments. Their choice of action is often the result of market research. A product's features, the methods of distributing and promoting and promoting it, and its price, can all be changed during the course of its life, if necessary. Quite apart from the marketing of consumer products, with which everybody is familiar, there is a great deal of marketing of industrial goods.



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



Vodeaniuc Vadim, Calancea Adrian






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 the USA’s market was a battle between Colgate and Ace.
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”.