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The marketing strategies of determining product, price, placement, and promotion are not planned in isolation. Marketing analysts often look at a combination of these four factors. This combination of the four Ps is known as the marketing mix. The elements of the marketing mix focus on the consumer. In order to develop a successful marketing mix, researchers first ask two important questions: Who is going to buy the product? What is the potential to sell this product?
The group of customers or consumers who will probably buy the product is known as the target market.The company directs its marketing efforts toward this group of potential customers who form the target market. Once market researchers have determined the target market they wish to appeal to, the company can develop an appropriate mix of product, price, placement, and promotion.
The company attempts to match consumer needs or mold consumer desires to the product being offered. For example, if the target market is"middle-class teenagers" the marketing mix might consist of the following:
Product:blue jeans Price:with the market
Placement:department store Promotion:advertisements on a "pop music"
radio station.
A successful marketing mix depends on the knowledge about consumers and their buying habits gained through market research as well as correct identification of the target market. Strategies of product, price, placement, and promotion are blended in order to reach a chosen group of consumers.
Exercise 10. Give definitions to the following terms:
1) The market mix is ...
2) The market target is ...
3) The market research is ...
VOCABULARY
1. advertise - рекламировать
2. advertising - реклама
3. to be available - быть в наличие
4. campaign - кампания
5. channels of distribution - методы (способы) распределения
6. to charge the price for a product - назначать цену на продукцию
7. competition - конкуренция, конкурентная борьба
8. competitor - конкурент
9. to determine - определять
10. distribution - распределение, распространение
11. introduction to the market - введение (внедрение) в рынок
12. market-рынок
13. market mix - рыночный ассортимент, структура рынка
14. market research - исследования рынка
15. marketing-маркетинг
16. to occur - возникать, появляться
17. packaging - упаковка, обертка
18. placement-размещение
19. price-цена
20. product - продукция
21. promotion - содействие в продаже какого-либо товара
22. storage-хранение
23. target market — целевой рынок
24. transportation – транспортировка
ТЕМА 6
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