Learn about the Different Systems used to Market Products and Services
Marketing is organised in different ways by different enterprises:
In small organisations, marketing tasks may be shared by all staff; or delegated to perhaps one member of the staff.
In some organisations, marketing is contracted to outside organisations (eg. an advertising agency or public relations firm may be employed to handle marketing).
Medium size or larger organisations may develop departments within their organisation to handle marketing.
Marketing departments or organisations may either specialise (handling only some marketing functions) or may handle all marketing. The systems used can also vary from town to town and country to country.
There are 10 lessons as follows:
- Marketing Systems
- Retailing Systems and Strategies
- Wholesale Systems and Strategies
- Product Presentation and Packaging
- Negotiation Skills
- Marketing Organisations
- International Marketing I
- International Marketing II
- Analysing the Market
- The Market Mix
- Explain the difference between the consumer market and other markets.
- Draw a chart showing the market channels followed by a product or service.
- Explain the differences between retailing and wholesaling.
- Explain procedures, stages and concepts involved in retail marketing a product.
- Explain the wholesale marketing system of this business.
- Explain the core, tangible and augmented product of a favourite product which you buy and use frequently?
- Recommend alternative ways that products might be packaged and presented in the retail situation.
- Assess the marketing performance of two different companies.
- Decide What preparatory studies should be made of a country before making a decision about whether to export there or not?
- Explain procedures, stages and concepts involved in the marketing internationally of a product.
- Recommend a product or service which you think has potential for marketing in another country.
- Report on the marketing profitability of a business.
Understand the Marketing Mix, then Develop a System to Suit the Product, Place and Time
The Marketing Mix refers to the key elements of marketing: Product, Price, Promotion and Place (distribution). A balanced consideration must be given to the marketing mix. A poor decision in just one aspect of marketing can impact on the overall result, and make good decisions elsewhere worthless. For example, if you try to sell good beef at the right price but in the wrong place, it doesn't sell. If you sell it in the right place, at the right price, but don't advertise it, potential buyers might not know it is available, hence it still doesn't sell.
MARKETING THROUGH THE INTERNET
The internet has dramatically changed prospects for marketing. It allows communication to occur in many different ways, between larger numbers of potential customers than ever before. In doing so however, it brings about significant changes to the market place, including:
The internet market is less likely to be local or even regional. It is most likely to be global. It is possible to focus on a national market through the internet; however it is almost inevitable that you will draw some degree of attention from people outside of your country, no matter what you do (eg. If you promote a product in a local newspaper, it is highly unlikely that people outside of the local area will hear about the product; but if you promote a product on the internet, it is highly likely that you will raise interest in many different countries, even if you do not intend to do so.
Thus, it is difficult to differentiate target markets according to locality. The internet does however allow you to differentiate and target certain markets, according to speciality. Addresses are categorised on the internet according to different interest groups, and that feature allows a marketer to target a particular group (eg. It is easy to make contact with people interested in photography, or education, health, or any other particular field of interest).
There are protocols (i.e. a type of informal law) that are followed by the vast majority of internet users. One of the most important protocols is “that the internet should not be used for spamming. (Spam is an internet term that encompasses hard selling with mass mailing with of “junk mail” type promotions.) In short, protocols on the internet make it difficult for marketing to apply some of the same approaches that are used outside of the internet.
If a business is perceived to be spamming, or marketing in some other inappropriate way, it is likely that other internet users will mount a campaign to disrupt that business. There are many internet users who have taken it upon themselves to police such situations. They are not paid by anyone. They are simply driven by a passion for the morality which should apply on the net. Such people have developed many ways to disrupt businesses they are not pleased with (eg. they may run automatic programs to send thousands emails to you, to disrupt your business; or they may mass email warnings to others, telling them to avoid dealing with you).
Some “anti spam” campaigners may be considered unreasonable or even libellous at times. There have been instances of such people being taken to court by businesses they have targeted (charged with libel). Court action can be both costly and risky though, and should not be entered into lightly.
Getting an email address and web site are generally the first steps in marketing on the net; however, these are no more effective than buying a post office box or printing leaflets, if the details are not seen by a large number of people. To get the site seen and the email address known, you need to do two things:
a) Promote your web site and email address on the internet
People find information on the internet largely through the World Wide Web (see below). They will commonly find information be either undertaking a search, or by surfing. Searching involves typing a word or words into a directory, which then scans listings and shows a catalogue of relevant sites, arranged in order of relevance. Surfing involves looking through sites of interest, and finding references to other related sites that can then be moved to. Either way, you need to optimise listings on internet sites if you are to increase the chances of people finding your site.
Guidelines for successful promotion on the internet are always changing. If you want to get a high profile for a site you need to continually work at it, and keep up to date with what works and what doesn’t. For example, search engines and directories continually change how they decide on what to list, and what to give priority to.
Swapping links with other sites can contribute to your promotion as well. New ideas and techniques are always being thought of for getting your site listed elsewhere; but often as soon as these become widely known and used, their impact is lost; and the idea is replaced by another.
b) Promote your web site and email address off the internet
All letterhead, business cards, brochures, advertisements etc. should list your email address and web site. This may not bring a huge response alone, but in the long term, it does pay off.