Marketing
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Marketing
Vocabulary:
To price – ocenit
To produce- vyrobit
To distribute – distribuovat
To conduct a market research – provádět průzkum trhu
Customer – zákazník
To launch a product – uvést produkt na trh
Survey – průzkum
Questinnaire – dotazník
Brand – značka
research – výzkum
To promote – propagovat
Promotion – propagace
Channels of distribution – distribuční kanály
Retail – maloobchod
Wholesales trade – velkoobchod
Competition – soutež
To make a profit – vydělat
To cover the cost – pokrýt náklady
To gear something to something – přizpůsobit
Originally, marketing meant selling goods at a market. (původně marketing znamenal prodávání zboží na trhu)
Modern marketing is a process of planning, designing, pricing, promoting and distributing goods and services, in order to make people buy it.
In other words, marketing is the series of activities that companies do before they put a product on the market, because they want to sell it in the best possible way – to make profit
Before they launch a product into the market, companies need to prepare a good marketing plan. This means that they need to:
find out which goods and services people want and provide them (poskytnout je)
price them
advertise them
distribute them to the final cutomer
These activities are known as the marketing mix of 4 P’s: PRODUCT, PRICE, PROMOTION, PLACE
Product
- it is deciding what to sell
- The first step of company is market research
- A successful market research must analyse data about the competition (konkurence)
- Groups of consumers who buy similar products are called market segments.
- Companies also have to consider (zvážit) the design of goods – size, colour, and they often give it a brand name to make it easy for buyers to recognize the product.
Price
- deciding what prices to charge (účtovat si)
- the price must be attractive to customers
- but also habe to cover the cost of production and profit
Place
- deciding how it will be distributed and where people will buy it
- companies have to choose the channels of distribution through which goods are sold
- it is for example: retail, wholesale trade, personal selling, the internet...
Promotion
- deciding how the product will be supported (podporován) with advertising
Packaging
- this fifth „P“ is somethimes added
- it includes all the materials used to protect and present a product before it is sold – bottles, cans (plechovky), paper or plastic boxes, bags...