Negotiation and Marketing Policies
Marketing
The Role of Marketing in the Economy
Combination of knowledge and techniques aimed at understanding and influencing the market
organize voluntary and competitive exchange
exchange material
That of communication
physical flows of goods from the place of production to the place of consumption
information flows that must precede, accompany and follow the exchange
International Perspective
Vision to enter foreign lands, to be able to carry out successfully must be accompanied by a systematic and strategic plan
The 4 P of Marketing
Product:
Price
Point of sale
Promotion
the element on which everything revolves
How are we going to distribute our product?
the multiple ways to make it known
the difficult task of setting the most appropriate
How to plan and develop the product?
First Phase: the planning
Step 2: conceive product proposals
always start with a market study
conceive product proposals
Moment of measurement and decision
assess the potential of marketing, advertising and production costs, sales prices
They may suggest proposals for new products.
Second Phase: the development
start of production
commercialization
step begins the creation of the first prototypes of the product or products chosen to market
Start marketing with an appropriate marketing strategy.
Similarities between services and products
In both cases it is sought to satisfy the need of a client.
Main differences between products and services
difference between product and service lies in intangibility
services cannot be perceived by the senses
Services are consumed as they occur, so there is talk of an inseparability of the stages of production and consumption
What is the Product Life Cycle?
It is the progression of a product through the four stages of its time in the market.
4 stages
Introduction
increase
maturity
slope
the product enters the market and the business seems to have a foothold on the sales ladder
Keeping the price at a good level to maintain sales growth.
Adding features that make the product differ from competitors entering the market.
Reduce costs and production and keep it only for a niche market.
Price strategy
Marketing resources that a company can develop consisting of the modification of the prices of its products.
globalization
an economic, technological, political, social and cultural process worldwide
external debt
It consists of public debt (that contracted by the State) and private debt (that contracted by companies and individuals).
distribution channel
to the channel used to take the product from the manufacturer or creator to the final consumer.
Advertising
messages that you can send to a specific audience through different media such as newspapers, magazines, exhibitions, television ads or websites
promotion
It serves to advertise a product or service using dynamic media, which can be modified