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2003. 09. 21.

jegyzetek.hu

NYV0011I

Krlek ne felejtsd el, hogy az anyagban elfordulhatnak hibk, trgyi tvedsek. Ha ilyet talltl, krlek jelezd neknk.
J tanulst kvn a jegyzetek.hu csapata!

Marketing
Marketing is to identify or anticipate consumer need, develop a product or service, which
meets the need and is able to compete with other products or services which also intend to meet this
need. But in the long term marketing is much more than that. Marketers also have to persuade
consumers to try the products and services and modify them according to the changed needs of the
consumers. To design particular features, packing, advertising etc. Heres a simplified illustration to
memorise the procedure of marketing:
Create or find wants

Identify a target group

Develop the proper product or service

Modify them

Sell them

Advertise the product or service

There are 2 main concepts distinguished:


The selling concept assumes that the products or services are rather sold than bought. By the
selling concept is marketing used to persuade consumers by vigorous techniques to buy nonessential goods or services.
The marketing concept assumes that products or services are rather bought than sold. By the
marketing concept is marketing used to find wants and fill them. It means that the producer
makes what will be bought.
There is a lot of work to do before a company can sell its products. There is no sense in
launching a product only on the basis of intuition. This could mean big losses. Therefore, a market
research (which is called marketing research in the US) is needed to collect and analyse information
about the size of a potential market, about the prospective consumers, their expected reactions etc.
According to these information a target market is identified and a basic concept is established. Once
this concept has been established, the company has to develop the marketing mix for the new line of
product(s) or service(s). The marketing mix contains all the means, techniques, programmes etc. with
which the company intends to influence target market and sell the product(s) or service(s).
The best known classification of these elements is the 4Ps:
Product: including quality, features, style, size, packing, brand name, services and warranty
Place: including distribution channels, points of sale, transport, inventory etc.
Promotion: including advertising, PR (public relations), sales promotion, personal selling ect.
Price: including pricing, discounts, credit terms, payment etc.
Marketing is often identified with advertising. As you can see, advertising is only a part of
marketing, however your examiners might ask you some questions about advertising.
Advertising is probably the most important thing to boost sells. The best form of advertising is
word-to-mouth advertising, when people tell their friends and relatives about the product(s) or
service(s) of the company.
There are a lot of media the company can use for advertisements (audio, visual, audio-visual):
Television
Radio
Cinema
Posters
Mail

http://www.jegyzetek.hu/

2003. 09. 21.

jegyzetek.hu

NYV0011I

Krlek ne felejtsd el, hogy az anyagban elfordulhatnak hibk, trgyi tvedsek. Ha ilyet talltl, krlek jelezd neknk.
J tanulst kvn a jegyzetek.hu csapata!

Internet (banners, pop-ups etc.)


E-mail
Throw-aways
Etc.
Most companies do advertising by launching an advertising campaign. An agency might be
encharged with the windup of the campaign.
rtkeld a jegyzetet!
Krnk, hogy rtkeld a jegyzetet, pontozd egy 1-tl 10-ig terjed skln. Segts msoknak eligazodni,
knnyen megtallni a legjobb anyagokat! Segts neknk megtallni a kevsb jl sikerlt munkkat, hogy
kijavthassuk a hinyossgokat! Szavazz az Interneten, vagy kldd el rtkelsedet e-mailben, s mi felrjuk
szavazatodat!

http://www.jegyzetek.hu/