home Marketing Товарна інноваційна політика - Kardash V.Ya.

Товарна інноваційна політика - Kardash V.Ya.

1.2. Marketingov rozumnіnja to the goods

Найпоширеніша схема визначення товару здебільшого передбачає наявність трьох його рівнів:

1. The head vigoda chi of an ambassador is a product conceit.

2. Authorities, packaging, brand, yakist, style and design, which characterize the goods in the real world.

3. Installation of a budget, zbut ta credit, guarantee, sales of services, which are to be understood by the "goods from piracy" (Fig. 5).

Fig. 5. Three rіvenny goods

The goods behind the idea are a shorn of a perverse understanding of the goods in bulk. Zavdannya marketer - z'yasuvati prihovany behind a kind of consumer goods and sells not himself, power virobu, or vigodi vidnogo. Іnakshe kazuchi, the first rіven to appear in the best regards to the goods, i demand, yaku vіn zadovolnyaє. In the context of the nabula wide widened dumka of an unknown American economist T. Levit about those who disagreed "coupé" did not crochet with a diameter of 10 mm, but open with a diameter of 10 mm. " Tse means, but the bureau podorozhey mae sell not tizhnevi kruizi, but romance, visual impairment, the ability of people with tsikavim people, rozvitku osobistostisty kupitsy. Not varto nedotsintsyuvati takozh і te, sho vibroniki prodajut not comrades, but symbols, tobto people інколи kupuyut rechі not tilki through їхню корсність, and th for demonstration of its social status that is its own індивідуальності. To one of them, nayvazhlivshih zavdan fahivtsya z marketingu є precisely viznachennya goods zim, schob zapoponuvati yogo mozhlivim kupretciyam z oglyadu na komentarii, kotryi vin zadovolnyaє, and not interchaschis lishe opisom tehniko-ekspluatatsyhnyh characteristics virobu.

In theory, that practical marketing is materi- alized to the product behind the idea, it is initiated by the product, the product is the specific result of the product, the crushing of that vibro, the substitution of real phisical and chemical powers, zybranikh at the material form. The product is fundamentally functional, the power is consumed, the goods are eaten potim kupuyut. Він має головні показники призначення, наприклад, для харчування, побуту, забезпечення песвного виробництва тощо. Otzhe, the product - tset nabir tsinnostey, tobto sukinnnost riznyh vigod, voznak, vlastotvoste i korosnostey, scho zadovolnyayut concrete kontsi i bazhannya spizhivacha. The product can be called for the customs of the utilitarian, that symbolic values, which are recognized for the satisfaction of functional, social, psychologic, economical, and economic benefits, and the need for assistance, and for the precise identification of bagatoes in which to deposit new products.

Yak the goods at the real product of the product maє vіdpovіdny rіven anchorі, vlasnu packing, marochnu nazvu, necessitate neobhіdnih minds for zaberezhennya delivery. Ostanne in the subculture and call the marketing pidtrymkoyu product.

Goods from pidkriplennam - tse sokupnіst vikoristanyh mozlivostey posiliti kavkayne proponuvannya nayefektivnimim z poglyadu rivalcії way. The development of the technologic possibilities of the daily vibrokittyw svidchit, scho ninі all the more compete mіzh soboju not stіlki samі produkti vibrobnitsva rіznih fіrm, skіlki додаткові переваги для покупця, які реалізуються з придбанням to the product: delivery that lending, montage, guarantee, післяпродажне обслуговування, advertising. Pідкріплення товару здійснюється всіма наявними інструментами marketing. Odnією з найважливіших рис діяльності фахівця з маркетингу є вміння vysnachaty value підкріплення товару, обґрунтовувати її економічну ефективність.

By the most popular way of payment to the goods є наданя покупцю відстрочки payment, тобто фактичне надання партнерові кредит, вартість якого дорівнює щонайменше сумі банківського відсотка:

,

De Pc - suma pidtrimki;

C - purchase price;

D - term of the wicket;

R - bank's rate.

So, for example, for the minds nadannya vidstrochki pay for the goods for 40 days, the riverbank of the bank - 15% and the purchase price of 500 yew. UAH, the value of the debt is

For a regular spozhivannya product (especially tsesosuyutsya promislovy pidpriemstv) great value nabuvae pidkriplennya beside formy zabezpechennya by the postpartner neobhidnoyi kіlostі of deliveries of products, sho nalizhuet rozmіr produknoї partії to the goods up to the optimum value (EOQ). Optimalnaya є taka party supply, yaka zabezpechuє mіnіmalnі sumarnі vitrati (See) on pribannya (See p) і зберігання (См.з) матеріалів, тобто коли

See c = See p.

Vihodachi із zagalnovіdomih mathematicheskikh zakonomіchnostey, the optimal value of the party goods is to be calculated according to the formula:

Де D - річний обсяг закупівлі particular kind of goods in natural viraz, od ;;

F - vitrati spozhivacha for obluhovuvannya procurement of one-party goods, UAH;

R - vitraty, pov'yazanny zі zberiigannyam procurements of material resources,% vіd vartostі їхніх виробничих запасів;

K - the price of the "franco-purchase warehouse" of the odnitsy material resources, UAH.

The size of the product is written in the form of a card in the form of a deposit on the account of the consumer in the commodity and in the settlement for the receivables of the supply,

Пп = ( r н + On n н) - ( r з + Оз n з),

De r z, r n - vitrati for zberigannya kavkazi for the reasoning and іявавних of minds;

Oz, He - vitrati spozhivacha on obshgovovuvannya procurement of goods for the purposes of settling and nayavnih minds;

N з, n н - it is scheduled and the supply of goods is real.

Practically viznachennya magnitude pidkriplennya y formy zabezpechennya postavalnikom neobhidnoyi kіlkostі supplies of products do not repair difficult.

So, napriklad, viddіl zbutu podachalnika zapononuvav zdіysnyuvati supply elektrovigunіv, yakі vikoristovuyutsya komplektuvannya podgotovoy produkcii, shist rasiv na rіk zmіstіn nayavnih chotoryoh. The consumption of the pidpryiamstva-spizhivacha in elektrovigunah become 1 yew. PC. The price of "ex-warehouse of purchase" of one electrovigun is 170 UAH. Vitraiti on zberigannya elektrodviguniv - 15% vartosty srednognichnogo ikhnogo vibroficheskogo stock. Vitraty, povzjany z rozmіschennyam i vikonannjam zamovlennya - 100 UAH. The amount of payment for pre-admission is:

Zrozumilo, scho such a result priinyatny for obor storin, oskilki spiraye zaoschadzhennyu vokrushnyh koshtiv.

At tіlomu marketing rozumіnnia to the goods mozhna vtіliti at the formula:

Product = Product + Pidtrymka + Engineering marketing.

Dekhto z ekonomistiv [6] is more important than the fourth і п'ятий рівні товару, виходячи із наірізноманітнішихінндиідуальностій споживачів (рис. 6). Viznachennya ієрархії цінностей для покупця має суттєве znachennya v davly pozitsіyuvannya tovaru na rinku. Перехід на кожний новий рівень - це збільшення цінності. To the Same on the river of potential goods is to be distinguished from the canvassing of the Maybutian yogis to the transformation, formulating the strategical approach to the positiveness of the new ways of satisfying the needs of the sporizhavchiv, the alignment of the rinkovih proponuvan of the virgin.

Fig. 6. Scheme of warehouse rinkovoy pozitsyyuvannya goods for p'yatma rivers