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Marketing concept
Marketing- traditional interpretation is a set of techniques and activities
aiming at having an influence on the buyer.
Marketing- contemporary interpretation aspiration to satisfy the partner of
the exchange (a customer, buyer or consumer)
Principles of marketing:
•of intentional choice and shaping the market of the enterprise
•of the market research
•of integrating the influence on the market (mix marketing)
•of planning market action
•of control the effectiveness of marketing activities
Marketing- MIX
The marketing mix is generally accepted as the use and specification
of the 'four P's' describing the strategic position of a product in the
marketplace.
Product
Price
Place
Promotion
Product
A tangible object or an intangible service that is
mass produced or manufactured on a large scale
with a specific volume of units.
Intangible products are often service based like
the tourism industry & the hotel industry.
Typical examples of a mass produced tangible
object are the motor car and the disposable razor.
A less obvious but ubiquitous mass produced
service is a computer operating system.
Market researchesproduct
TNS OBOP research show that Polish customers tend to choose brand
products. The brand for Poles is gaining the great er and greater
significance and is becoming the indicator of the decision of purchase.
People believe that such products guarantee a high quality.
Price
The price is the amount a customer pays
for the product. It is determined by a
number of factors including:
 market share,
competition,
material costs,
product identity,
the customer's perceived value of the
product.
Place
Place represents the location where a
product can be purchased. It is often
referred to as the distribution channel.
It can include any physical store as well
as virtual stores on the Internet.
Market researchesplace and price
It appears from the announcement of the Centre of Examinations of the public
opinion that 65 % Poles buy groceries in small shops, and 42 % in supermarkets.
Poles most often buy clothes and shoes in small shops and on marketplaces. Or in
supermarkets and average self-service shops. As many as 72 % customers claim
that they take advantage of special offers, reductions or sales.
Promotion
Promotion represents all of the
communications that a marketer may use in
the marketplace. Promotion has four
distinct elements:
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advertising,
public relations,
word of mouth and
point of sale.
Advertising covers any communication that
is paid for, from and cinema commercials,
radio and Internet adverts through print
media and billboards. One of the most
notable means of promotion today is the
Promotional Product. It is the only form of
advertising that targets all five senses and has
the recipient thanking the giver.
Public relations are where the
communication is not directly paid for and
includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade
fairs and events.
Word of mouth is any apparently
informal communication about the
product by ordinary individuals, satisfied
customers or people specifically
engaged to create word of mouth
momentum.
Sales staff often plays an important role
in word of mouth and Public Relations .
Public Relations
Public relations (PR) is the practice of managing the flow
of information between an organization and its publics.
Public relations gains an organization or individual
exposure to their audiences using topics of public interest
and news items that do not require direct payment.
Common activities include speaking at conferences,
working with the press, and employee communication. PR
can be used to build rapport with employees, customers,
investors, voters, or the general public. A number of
specialties exist within the field of public relations, such as
Analyst Relations, Media Relations, Investor Relations or
Labor Relations.Since 90th years of the 20th century in
Poland a great demand for specialists dealing with public
relations and a fashion for this notion exist, therefore on
many Polish universities departments educating such
employees were formed.
Personal selling
Personal selling consists of presenting the
conversation with the potential buyer in progress
by the seller of the offer of the company with a view
to leading to the conclusion of a deal. It fulfils the
following functions:
 Transmission of information about the product,
its properties, acquisition conditions
 Acquiring the information about needs, demand,
preferences of recipients
 Winning customers
 Convincing buyers and supporting the sale via
help or advice
 Forming the corporate image and shaping
positive turning recipients towards the enterprise
 Organising logistic- activity storing, transport
Sales promotion
Additional promotion these are all elements of
promotions which aren't located as part of
remaining elements. We distinguish here:
Consumer promotion of:
 A price reduction
 Samples free of charge of goods
 Coupons bonuses from the purchase
 Competitions, lotteries, games
Internal promotion:
 System of the remuneration
 Bonuses
Promotion addressed to intermediaries:
 Changeable price
 Flower beds
 Bonuses from the sale
Market researchespromotion
Market researches show that in Polish advertisements 53.7 %. television has a
large share. An advertisement shows the greatest growth in the Internet. Young
people already claim that the advertising is needed (above 83 % respondents
answered affirmatively). According to the young the advertising does purchasers
good, it enables the selection of genuine articles as well as promoting companies
and goods
Sources
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„Podstawy marketingu” Dr. Inż. Magdalena Rzemieniak
http://en.wikipedia.org/wiki/Marketing_mix
http://en.wikipedia.org/wiki/Public_relations
http://www.twoja-firma.pl/wiadomosc/3743,polacy-najchetniej-kupuja-w-malych-sklepach.html
http://promarka.pl/download/dmaison.pdf
http://www.wychowawca.pl/miesiecznik/7-8_115-116/05.ht
Prepared by: Piotr Juszczuk class 2c