Species
Lecture 1
In the figure below. 1.1. A full range of classical marketing is presented at four main stages: research, strategic, operational (implemented) and evaluation.
Rhys. 1.1. Place of advertisement in marketing
We'll look at all these stages in greater detail. The research phase, according to its name, provides for the study of the state of the market environment and the position of the firm. Literally and well-founded marketing solutions are not possible without prior analysis of the situation, which is done through the collection and processing of necessary information. The initial stage is more likely to be the marketing stage, which examines both the external environment of the firm (competitors, intermediaries, suppliers, public institutions, public organizations, etc.) and the consumer environment (consumers ' perception of economic and psychological reasons and needs). Research phases may vary by level of coverage and duration over time (initial studies, monitoring reviews, etc.).
On the basis of an analysis of the data received on the state of the external environment and on consumer requests and preferences, the objectives that the firm wishes to achieve are developed, and strategic decisions are being developed to achieve the objectives.
Rhys. 1.2. Composite parts
Based on the policy decisions developed, a so-called marketing mix (or marketing). Marketing mix is classically located on the “4th Chinese”, also known as “4R” (place (or distribution), promotion, product, price), since recently (age 10 years ago), they have been added to three other “R”s, which are indeed not accepted by all markers, but are often decisive (or defining) in the marketing complex, which means that they cannot be considered as packages (people,). The author recommends adding to the three additional “P” fourth, “ads Property”, because advertising has, in addition to purely propulsional properties, another additional characteristic, the creation of new needs, and it is, depending on this content, that it has a " complementary value in the eyes of the consumer " added to the product ' s image.
Let's see the rice. 1.2. ♪ ♪
In conclusion, we will set out the basic publicity schedules. It should be recognized that they are not being used in a pure form, but can provide a general picture of the construction of the advertising schedule.
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