MARKETING

Introduction to Marketing

Introduction to Marketing

Introduction

Each firm, acting in the market is developing its own system of goals which laid the basis for marketing strategy. Distinguished ultimate goals (usually some or capture market share or sales of any goods or receive a certain amount of profit) as well as the intermediate targets Achieving goals makes the development of the company, its commercial success, the place it takes in the market. Objectives are a means to ensure the possibility of achieving the ultimate goals (Armstrong and Kottler, 2007, pp. 245-250).

Marketing is the active form of entrepreneurial activity. The entrepreneur has to sacrifice part of their market. However, reduced the level of risk, and, ultimately, provides some assurance of success (Armstrong and Kottler, 2007, pp. 245-250).

Discussion

1.1 Critically Explain The Reasons Behind The Rise In The Importance Of Marketing

The Relevance of Marketing to the Business World

The overall goal of marketing is to ensure the satisfaction of consumer demand, charge against the market, and thereby obtain the greatest possible profit (Day And Wensley, 2002, pp. 86-106). The global objectives of marketing as an integral part of the market mechanism include the following requirements:

To make an orderly market (subject to certain rules), "transparent" (which allows to assess its condition, the parameters and trends of development) and predictable (providing the possibility to predict its changes);

limit the spontaneity of the market by adjusting some market processes;

to make an orderly competition, subject to certain restrictions, to exclude the possibility of unfair competition;

Subordinate to the production of and trade in the market requirements, ie. the interests of the consumer;

Develop and implement the principles of market activity in the science-based technology and goods movement distribution (distribution);

To ensure the high efficiency of advertising and other marketing activities to influence the market and the creation of attractive o6raza product in the representation of potential and actual customers.

2.1 Assess Market Research Methods And Their Uses.

Market Research

Market research is inextricably intertwined with consumer culture. From its origins in the early twentieth century, the primary task of the market research industry has been to provide information and insights on consumers to client organizations. Indeed, market researchers argued that they played a key linking role between the consumer and the supplier. For example, Colin McDonald and Stephen King claimed that market research contributed to democracy through consumer enfranchisement. C. H. Wells (1999, 4), in his history of market research in the United States, concluded that “market researchers not only changed American business but also American culture.” Through their research studies, the pioneers of market research promoted a new view of society, one that defined people by their buying power and ability to consume rather than by their social class, “a vision of consumer society that remains with us today” (Maclaran, et al., 2011, pp. 962-66).

Methods of Market Research

Market researchers employ a wide range of research methods and techniques, only a few of which can be considered here. Specifically, questionnaire-based surveys and focus groups are discussed in some detail as well as some newer methods such as brain scanning and ethnographic ...