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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

  1. 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.

  1. 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

  1. 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...

  1. Promotion

- deciding how the product will be supported (podporován) with advertising

  1. 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...

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