The Stability In The Business And Marketing
Stability in the business - is the phenomenon where the leaders of today can only dream of
. Environmental conditions, which is under the influence of any business, are constantly changing, so successful in the market are making only those companies that are able to flexibly and respond to change. For the stable operation of a modern company needs units such as the purchasing department and the sales department, legal .
And Accounting Department, Secretariat, logistics, service control, and a lot of different departments, depending on the profile of the organization. For the dynamic development of the company required of Marketing, Advertising and PR, but most of the small and medium-sized businesses combine them into one (small) marketing department, which is functionally involved in marketing, advertising and PR, and sometimes even branding.
It is not an important company profile, this can be a huge production, a chain of restaurants or convenience stores, but without marketing it is difficult to talk about a long-term market dominance. Speaking to leaders of small and medium-sized businesses, it may be noted that many of the concepts identified PR and advertising and marketing is confused with advertising if not call it consulting. Or yielding to the spirit of the time, have established marketing and PR, and gaining back some advertising specialists. Let's see what today has to deal specifically marketing. Classic marketing convinces us that the key to successful positioning in the market for any business is to win and retain customers by effectively to their needs. Marketing is "the implementation of business processes in the direction of the flow of goods and services from producer to consumer," - says the American Marketing Association.
Making adjustments for now, we simply state the concept of marketing as a field of knowledge that deals with the needs of the market, the strengths and weaknesses of the firm, as well as competitors. Moreover, if the accents - the first marketing department of the company has to analyze the competition, and the last - to study the needs of customers. Perhaps it is not by the book, but often the consumer does not know what he wants and chooses what he is offering. We believe that in the context of the total trade surplus and over-the buyer is very selective, their preferences tend to be well-known brands, but to articulate their long-term expectations may be only a small group of consumers. As an example, the story of a player Walkman corporation Sony. Engineers Corporation decided to try to make a little tape recorder and have managed to realize this engineering design.
The company's management about this ignorant. On personal relationships engineers asked marketers, conducting regular surveys customers include some questions about a small tape recorder. While these studies were conducted. When the party player was released, marketers have given the conclusion that more than 70% of consumers have a negative attitude to the idea of walking down the street with headphones worn on the belt and deck. Engineers have tried to attach a test patch on any terms in one of Tokyo's supermarkets.
The party was sold out in a matter of hours, customers were delighted with the news. This example shows us that no matter how much we studied preferences of customers and their needs, but when you enter a new product classic marketing crashes. And it's not only a new, take any chain stores - unless they do not determine stock on the shelves? I was recently invited on a tour of the Mikoyan plant that provides the capital for over a century sausages.
They have a modern production, educated professionals, the latest technology, but that's when sales network rigid dictates their conditions. And it looks like this: as soon as the monthly sales Mikoyan products in the store reaches 25% of total sales of similar products, shelves once filled meat products, for example, Ostankino Meat Processing Plant, which, in turn, frees up space on the counter for, say , Tsaritsyn, until, finally, again the turn of the Mikoyan. This happens sausage circulation in nature, rather than on the shelves of chain stores.
The modern practice of marketing is characterized by its unit - as intelligence, which collects information for staff. Moreover, in the context of competitors, because the most interesting to know not only who is your competitor is out of hundreds of companies, but what competitive advantages they declare what strategies are used, what they have products or services that are not with us, what an advertising Company who is the competition is the main client, and dozens of items that have to keep track of modern marketing.
And on the basis of the collected data forms the sales strategy to increase sales and provide recommendations on pricing, advertising department of its annual media plan and PR professionals implement a set of measures to support at least a positive image of the company, based on the known actions of competitors. On Based on the information gathered, marketing manager makes recommendations about which marketing strategies in the market would be the most effective and successful. This was written hundreds of thick textbooks, which for the most part, though outdated, but nevertheless if critical theory to approximate the reality of today's time, you can get excellent results. , you ask, what about market opportunity analysis and selection of target markets, to develop a set of marketing research, marketing environment, consumer markets, segmentation, product development and life cycle planning, pricing, methods of distribution of goods and sales promotion? Without this course anywhere, but you first need to focus on the collection and analysis of information about competitors.
Experts do not accidentally share of marketing development in four stages: production, advertising, classic and contemporary stage - the stage of marketing (or competitions) was when competitive information is given to the highest value. The goal is the realization of all these marketing strategies are the only one - to increase market share and increase in sales of goods and services. And so how to achieve it - active sales, rebranding, flank attacks or complex communication impact on the consumer, depending on the situation. It should be remembered that the amount of available resources, as a rule always limited, and sprayed on all the possible options is not necessary.
Used strategies should be varied and multiple choice, like the eternal rivals and Pepsi-Cola, but in a particular place at a single time interval is single impact, the implementation of which is spent on the maximum number of energy and resources. Moreover, it should be remembered the company brand has advantages compared to just the companies and in the future should strive to ensure that your brand has become a famous brand for the buyer.
A campaign to promote the brand never ends. Come up and find the right idea for a brand is not easy, but it is even more difficult to stick with it for a long time, because brands just cannot stand still. They have to keep all of that loyalty that arose during the life of the brand, and constantly changing, keeping pace with the times. More striking examples is of "Registry" , providing services for the maintenance and storage registers corporations. As one of the oldest players in the stock market, "Register" for a long time, his emphasis on professionalism, quality of service, privacy and extensive experience, with all the competition can declare the same thing. After analyzing the situation, the company's management identified the main reason for the joint stock companies transfer their rosters specialized registrars.
This reason is the trust that customers have their registrar, and that depends on a number of factors, such as privacy, independence, quality, professionalism, individual approach, etc. As a result, the basis of the communication interaction registrar of the "Registry" with their customers went nonverbal message that he can be trusted. Changed and the slogan of "One set" when used in this way emphasized the large number of branches, both of which the customer can carry out the operation, but now a new slogan, "of" Registry "- Symphony of confidence," stressed individualism registrar and the link that occurs between the registrar and the issuer.
I heard a very interesting phrase: "We produce a high-quality ice cream, it does not need advertising." Indeed, the company has made great strides in the field of lactation and decrease the cost of production, the achievements of the domestic ice-cream will not help them to compete. As a result, having in his company marketing department, there is no prospect to increase the sales market.
So to summarize - the modern marketing department needs to gather information about competitors and do not give them the opportunity to safely realize their competitive advantage without our participation. Additionally marketers should monitor market trends and critically examine the firm for the strengths and weaknesses, as well as places to borrow in the market. Based on this information brought to life those or other marketing strategies to increase market share. And of course, need to work closely with PR and advertising departments, without which it is very difficult to form a positive image of the individual firm, to achieve recognition of the goods and thus to secure additional features compared to competitors.
by: Ali hussain
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