Автор статьи
Валерия
Эксперт по сдаче вступительных испытаний в ВУЗах
Marketing management (Listen and read)
1. Listen carefully:
2. Read and translate the text:
Management is a function of planning, organizing, coordinating, directing and controlling. Any managerial system, at any managerial level, is characterized in terms of these general functions. Management is a variety of specific activities. Marketing management refers to a broad concept covering organization of production and sales of products, which is based on consumer requirements research. All companies try to look beyond their present situation and develop a long-term strategy to meet changing conditions in their industry. Marketing management consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results.
Strategic planning includes defining the company’s long-term objectives as well as specific objectives, such as sales volume, market share, profitability and innovation, and deciding on financial, material and other resources necessary to achieve those objectives.
In problems of market selection and product planning one of the key concepts is that of the Product Life Cycle. That products pass through various stages between life and death (introduction – growth – maturity – decline) is hard to deny. Equally accepted is the understanding that a company should have a mix of products with representation in each of these stages. Companies can make far more effective marketing decisions if they take time to find out where each of their products stands in its life cycle.
3. Answer the following questions:
1. What is strategic planning?
2. Why is the product life cycle considered one of the key concepts in marketing?
3. What is marketing management?
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