Commercial activity. Marketing (lecture notes)

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Commercial activity. Marketing (lecture notes)

Lecture notes, cheat sheets

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23. Marketing

Marketing is is a profitable process for a firm that aims to meet the needs of people through the production and supply of goods and services.

Since the needs of the population are diverse, marketing usually begins with the division of the market into segments. Marketers distinguish certain groups of buyers whose needs differ. Depending on these differences, different marketing strategies are used. The firm chooses the most suitable market segments, the needs of which it can satisfy to the maximum.

A market is a place where goods are exchanged between buyers and sellers. In a modern market economy, companies or manufacturing firms are united in such a thing as an industry, and buyers of manufactured goods are called the market. Sellers supply the market with goods in exchange for receiving money, as well as information about the effectiveness and need of goods.

In the modern world, there are two forms of market activity: material (shops, trading houses) and spatial (Internet).

For each of the selected markets, the company must develop an offer, which is compiled depending on the needs of consumers. The firm is an active subject of the market, which is looking for its potential client. Both parties that seek to exchange goods are active market participants.

In marketing, there is the concept of exchange, the essence of which is to offer a product to another party in exchange for receiving the desired equivalent. To complete the exchange process, it is necessary to have two parties, the presence of a mutually acceptable product for these parties, readiness for cooperation, equality of both parties, deriving mutual benefit from the exchange.

A transaction (transaction) is an exchange of values between a certain number of parties, which occurs in concert with respect to conditions, place and time.

There is a special form of exchange, which differs from a transaction in that some value is transferred without receiving another material object in return. This form is called a transfer and can mean the transfer of a gift or charitable contribution. In return, the donor receives only verbal gratitude.

The basis for the transaction (or exchange) is the coincidence of the needs of the buyer and the seller (represented by the firm).

In the process of negotiations, three types of marketing channels are used: communicative (exchange of information through advertising, television, radio, Internet); distribution channels (wholesale warehouses, transport); trade channels (distributors, retailers and wholesalers).

The consumer makes his choice of product based on whether the value of the product corresponds to its expected value.

Authors: Egorova E.N., Loginova E.Yu.

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