Question

4) Письменно ответьте на вопросы по тексту. 1. What is marketing management? 2. What is the Product Life Cycle and why it is considered one of the key concepts in marketing? 3. What is the strategic phase in a marketing process? 4. What is the tactical phase a marketing process? Текст MARKETING MANAGEMENT 1. 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. 2. 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 longterm strategy to meet changing conditions in their industry. Marketing management, therefore, consists of evaluating market opportunities, selecting markets, developing market strategies, planning marketing tactics and controlling marketing results. 3. 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. 4. 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 products mix 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. 5. As a managerial process, marketing is the way in which an organization determines its best opportunities in the marketplace. The marketing process is divided into a strategic and a tactical phase. The strategic phase has three components – segmentation, targeting, and positioning (STP). Segmentation is determining different groups of customers in the market. Targeting is choosing which groups of customers can be served effectively. Positioning is placing the company or brand in relation to competitors. 6. The marketing process includes designing and implementing various tactics, commonly referred to as the "4 Ps" : product, price, place (or distribution), and promotion.

Answer 1

1) organizational discipline that focuses on the practical application of marketing orientation, on its techniques and methods in enterprises and organizations, as well as on the management of marketing resources and activities of the company.
2) the period of time during which a product circulates on the market, from the moment it enters the market and ends with its departure from the market. One of the fundamental concepts of the concept of modern marketing.
3) Strategic Marketing is a process of planning, developing and implementing maneuvers to obtain a competitive edge in your chosen niche. This process is necessary to outline and simplify a direct map of the company's objectives and how to achieve them.
4) tactics will be most effective in achieving strategy goals. Tactical marketing involves creating a marketing mix of four components—product, price, place, promotion.

Answer 2

1. What is marketing management? Marketing management refers to the process of planning, organizing, coordinating, directing, and controlling activities related to the production and sales of products or services based on consumer requirements research. It involves evaluating market opportunities, selecting target markets, developing market strategies, planning marketing tactics, and controlling marketing outcomes.

2. What is the Product Life Cycle, and why is it considered one of the key concepts in marketing? The Product Life Cycle is a concept that describes the various stages a product goes through from its introduction to the market until its eventual decline. The stages are typically categorized as introduction, growth, maturity, and decline. This concept is crucial in marketing because it helps companies understand the lifecycle of their products and make effective marketing decisions accordingly. By knowing where a product stands in its life cycle, companies can adjust their marketing strategies to suit the specific challenges and opportunities at each stage.

3. What is the strategic phase in a marketing process? The strategic phase in a marketing process involves three key components known as STP: Segmentation, Targeting, and Positioning.

• Segmentation: Identifying different groups of customers in the market based on common characteristics or needs.
• Targeting: Selecting specific groups of customers that can be effectively served by the company's products or services.
• Positioning: Establishing a clear and distinctive image for the company or brand in relation to its competitors.

4. What is the tactical phase in a marketing process? The tactical phase in a marketing process includes designing and implementing various marketing tactics, commonly referred to as the "4 Ps":

• Product: Deciding on the features, design, and branding of the product or service.
• Price: Determining the pricing strategy that aligns with market demand and competitive conditions.
• Place (or distribution): Planning the most suitable channels and locations to distribute the product or service.
• Promotion: Developing promotional activities and communication strategies to create awareness and stimulate demand for the product or service.