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Marketing: basic methodical postnik - Pavlenko A.F.


Theme 1. The essence of marketing for the marketing concept

Etymology of the word "marketing". Timeline and marketing to marketing.

Day to day marketing. Come to the rosumny subject of marketing.

Evolution to conceptual marketing. The essence of virological, commodity, zbutovo, essence of marketing and the most common concept. The concept of passive (occasional, or tool), organizational and active (strategic) marketing. Trends in the development of modern concept marketing.

Basic understanding of marketing:

  • marketing triad ( consume , value, power), daily life and classification;
  • sutility, see that tipi vimіryuvannya popita;
  • comrade and servants (daily life and class);
  • vartіst (spozhivcha and vartіst spozhivannya);
  • satisfaction (functional and psychological);
  • marketing communication (daily and system);
  • marketing rozpodil;
  • rinok (understood that klasifіkatsіya); Tsilovy, secondary market of the property and the "zone of the baudouzhost".

Sub-marketing: Produce goods and services; organizing services; wholesale and retail trading; Organizations that are living together; kintsevі good; marketing companies and special services; contact auditors, cover mass information.

Theme 2. System and characteristics of marketing

You see the marketing person as follows: marketing, marketing, marketing, marketing, marketing, retail, marketing, marketing, retail, marketing, marketing marketing), consumerism (conversion, stimulating, remarketing, synchro-marketing, development, demarcation, tactful, protidi, individual), the main objects of respect, end-of-life goals and ways reach (virological, commodity, zbutoviy, rinkovy, present, commercial, noncommercial), coordination of marketing activities (integration and marketing), type of marketing and marketing (product marketing) , the world of differentiation marketing functions (global, differentiation) is skinny.

The essence and characteristics of internal, international and social-ethical marketing.

The system is of interest to marketing and its structure ( 4R concept ). Understanding the "marketing sum" (marketing mix) .

Navigation middleware to marketing (external and internal). Forces of power of the middle of the world (regulating, economical, technological, environmental, competitive, social). Factors of the internal medium (hairworms, managers, robots and services, structural pidrozdili).

Marketing pre-sales middleware is the forefront of successful marketing (upstream marketing, competitive middleware, business behavior, micro-business).

The main problems and marketing development on business.

Theme 3. Marketing commodity policy

The confusion of marketing product policy and structure.

Product marketing concept. The main attributes of the product are: wickedness, power, packaging, uniqueness, popularity, image, brand, factory brand, supply, repair, installation, service, guarantee, price. Understanding "commodity mikrosumіsh".

Competitiveness of product availability: day, concept and methodology (group expertise; experience with others; beyond the cross-head parameters). Algorithm for evaluating the competitiveness of products.

Sutnost understand "new product." Methods of product planning (specifically, expanded, puzzled). Three goods are in common (the goods are for the idea, the real ones are for goods, the goods are for sale).

Algorithm for planning new products and characteristics of the main main stages:

  • viznazhennya rosrobi rozrobki newї products;
  • Generation of Idea (Jerela and Methods);
  • assessment and reporting (criterion of reporting);
  • rozrobka that pere_rka I’m thinking;
  • Development of a new product’s strategy (economic conversion, positioning, recognition of the benefits to the company, analysis of the possibilities, legal expertise);
  • continuous product development;
  • trial marketing;
  • rozgortannya virobnitstva that komertsіynoї realizatsії products.

The reasons for the failure of new products to the market.

The concept of the life cycle of the product is that characteristic of the main main stages. Marketing on the other side of the life cycle of the product cycle. Mozhlivі varіanti krivih zhytvvy to a cycle of products.

Commodity assortment and commodity nomenclature:

  • understanding the characteristics;
  • criteria and methods of products;
  • the day of commodity differentiation and diversification;
  • Organizational form and problems and product management.

Theme 4. Marketing price policy

The essence of the role of marketing price policy .

Algorithm of marketing rosrahunku price and characteristic of the main etapіv:

  • statement of goals and visions of claims (vimіryuvannya and vrahuvannya of explicit obmezheny) price
  • the value of the population and the proprietary, the new relationship and the value of the new elastichnost;
  • rozrahunok vitrat on virobnitstvo that realization of products;
  • vibir rіvnya tsin, scho vіdpovіdav bi minds of a competitive medium;
  • vibir to the method of appreciation;
  • direct rose roznunok tsin.

The sutility and particularity of the methods of direct pricing:

  • for the presentation of the vitrate for viral production of products (including the number of marginal vitrates) for the graph of bezbitkovost ;
  • on the basis of sub-active evaluation by the buyer of value goods;
  • on the basis of competing minds;
  • in the framework of commodity nomenclature;
  • beyond the geographical sign;
  • on pіdstavі legalized typical minds.

Indirect method of methodology (day and night):

  • credit policy;
  • air conditioning policy;
  • politics of the books.

Marketing policies for managing prices (daily, daily and long-term victories).

Pricing policies: “knowing the tops”; step lower price; penetration of the market; differentiation price ; "Prestigious" prices; Traditions of value; "Psychologic" value; "Shikuvannya" price; the last passing segment of the market; policies of the “zbitkoy leader” ; Elastic and stable prices; rewind prices; vizhivannya; policy on comrade; know from virobnitstva.

Topic 5. Marketing policy.

The confusion of marketing policies of communications. The main elements of the marketing communications complex.

The plan plan algorithm for a complex of marketing communications and the characteristics of the main main processes:

  • visnazhennya a complex of marketing communications;
  • the manifestation of the auditorium and forecasting of the reaction;
  • Vibration of beast;
  • Vibration concerns widespread marketing information (channels, nosy, zvernennya);
  • Vibration of concern;
  • form the channel in the zv'yazkoy;
  • rozrahunok budget komunіkatsіy (method).
  • Advertising: daytime, you can see that. The algorithm is adopted for advertising: the target price, the identity of the budget, the budget budget, the preparation of the text part of the advertisements, the vibration of the advertisements, the folding graph of the advertisement, the test advertisement, the uncontrolled advertising, the advertisement.
  • Advocacy: sluggishness, form and plague.

Stimulate zbutu : daily, straightforward that method.

Personal sales: days, tipi that process.

Theme 6. Marketing policy rozpodilu

Sutnost, zavdannya, functions and elements of marketing policies іпподілу.

Channels of product distribution: daily, up-to-date, see those basic characteristics. The functions of the channel are the main problems and their form.

The algorithm of the form of marketing channels is rozpodilu (characteristic etap_v):

  • Visually consume from the form channel
  • setting and coordination of flowers;
  • Specificity of the factory;
  • Development of alternative alternatives for canal supply;
  • vibration channel structure;
  • vibration optimal channel;
  • vibration sub'єktіv channel that control them.

Poserednitska dyalnist at the channels of the channel: daily, principle. Classification of middle enterprises and organizations, basic types.

The main aspects of managing the channels for sale: visibility and strategic dіyalnostі; development of a payment system; start and preparation of the middleman; assessment of the results of intermediation and organization.

Conflicts in the channels of distribution and methodology of liquidation. Vertical marketing systems.

Otsіnyuvannya channel_to rozpodіlu.

Marketing policy. Logistics.