Marketingand Pricing
Valery Bondarenko


      ,     .            :  ,   ,  ,  .    ,        Elemantary  Pre-Intermediate,       Beginner.





Marketingand Pricing



Valery Bondarenko



Valery Bondarenko,2017



ISBN978-5-4485-6430-7

     Ridero


-:   , ,    (, ,  ). 2017.



      ,     .            :  ,   ,  ,  .    ,        Elemantary  Pre-Intermediate,       Beginner.



   14,        .          .   ( )      /   ,            ,  .



        .       ,      . ,    ,          ,        ,    .



   (explanatory note),    ,  ( )     ,   ,            .




CONTENT



Explanatorynote

SECTION 1. MARKETING

THEME 1. MODERN CONCEPT OFMARKETING

1. Marketing as abusiness philosophy

2. Basic concepts and scope ofmarketing

3. The principles ofmarketing and its functions

4. The structure of(complex) marketing



THEME 2. MARKETING RESEARCH

1. Marketing information system

2The essence ofmarketing research

3. Market research

THEME 3. CONSUMER BEHAVIOR AND CUSTOMERS

1The behavior ofbuyers inthe consumer market

2. The behavior ofbuyers inthe market enterprises

3. Consumer protection



THEME 4. COMMODITY POLICY

1. The essence ofcommodity policy

2. The essence ofthe product and its classification

3. Trading range and variety ofproducts

4. The process ofdeveloping new products and planning their life cycle



THEME 5. DISTRIBUTION POLICY

1. Purpose, Structure and function ofthe distribution system.

2. Types ofdistribution channels

3Management ofthe distribution channels



THEME 6. PROMOTION POLICY

1.The essence ofcommunication policy

2. The main tools ofcommunication policy

3. Budgeting and performance evaluation ofcommunication policy



THEME 7. Department ofMarketing

1. The essence ofmanagement based on marketing

2. Marketing planning

3. The organization ofmarketing inbusiness

4. Control ofmarketing activities



SECTION 2PRICING

THEME 9. THEORETICAL BASIS OFPRICING

1. The evolution ofthe theory ofpricing

2. The concept ofpricing inthe Republic ofBelarus

3. Pricing policy



THEME 10. PRICES INTHE MECHANISM OFTHE ECONOMY

1. The economic content ofprices.

2. Factors that impact on prices.

3. Price system

4. Classification ofprices.



THEME 11. State regulation ofprices inthe Republic ofBelarus

1The need for state regulation ofprices

2. Methods ofstate regulation ofprices: indirect and direct

3. The policy ofstate regulation, carried out inthe Republic ofBelarus

4. Antitrustlaws



THEME 12. METHODS AND PRICING STRATEGY

1. Pricing methods based on production costs

2. Methods ofpricing, quality-oriented and consumer product properties

3. Methods ofpricing, demand-driven, the level ofcompetition

4. Market-based pricing strategy

THEME 13. PRICES INECONOMICS OFBUSINESS

1. Selling price ofthe enterprise and the order ofits formation

2. Features ofpricing inthe market ofconsumer goods and services



THEME 14. PRICING INMARKETING COMPANY

1. Technology justify prices inthe marketing business

2. The information needed tomake decisions on prices

3. Study ofconsumer response toprice changes

Literatures




EXPLANATORYNOTE


Apostgraduate ofdegree Master ofEconomics must have the following competences:

academic competences science, theoretical, methodological knowledge and research skills providing elaboration ofresearch projects or solving tasks for scientific research, innovative activity, continuous self-education;

social and personal competences personal qualities and skills for following social, cultural, and moral values, social responsibility;

professional competences skills and abilities tosolve complicated professional problems inresearch and educational activity, toelaborate and adopt innovative projects.

Master should be ableto:

Togenerate new ideas.

Toacquire new knowledge and skills independently, including the areas ofknowledge that are not directly related tothe field ofactivity.

Totake the initiative, including the situations ofrisk, totake responsibility, toresolve problem situations.

The requirements are for Masters social and personal competencies

Master should be ableto:

Tobe able totake into account the social, moral and ethical standards insocial and professional activities.

Tobe able tocooperate and work as ateam.

Touse one ofthe state languages ofthe Republic ofBelarus and any foreign language as ameans ofbusiness communication.

Togenerate and argue personal judgment and professional position.

Touse logical, reasoned, clear oral and written language, touse the skills ofpublic speaking, conducting discussion and debates.

Towork as ateam, tolead and toobey.

Torespect and protect the historical heritage and cultural traditions, toperceive social and cultural differences tolerantly.

Totake the initiative and creativity, including unusual situations.

Toadapt tonew situations ofsocial and professional activities, toimplement the experience, possibilities.

The requirements are for Masters professional competence

Master should be ableto:

Organizational-administrative activity

Assess the process taking place ininternational economy, identify trends and prospects.

Analyze and develop recommendations toimprove the national development strategy.

Use elements ofeconomic analysis inorganizing ofpractice inthe workplace.

Translation activities

Topossess modern means oftelecommunications.

Tokeep professional, social and cultural communication inaforeign language.

The implementation ofthese competences while studying the course Current Global Issues envisages the following tasks:

knowledge and understanding ofthe concept global issues;

awareness ofexisting global problems;

having deep information about main historical events and tendencies which lead tothe emergence ofglobal problems;

analyzing current world political, economic, social, and cultural developments;

understanding the essence and main directions ofglobalization process, its positive and negative aspects;

understanding the essence and content ofthe main current global issues;

realizing interconnections and interactions between global problems and national and world economies state and trends ofdevelopment;

knowledge ofthe role and activities ofinternational organizations for overcoming global issues.

knowledge ofthe contents ofmain international programs for solving global issues;

realizing manifestations ofglobal issues innative countries ofastudent;

skills and willingness tomake personal contribution inovercoming global problems after taking position according toobtained degree.

As aresult ofthe discipline studying the masters students should

know:

the subject and methodology ofthe discipline;

concept and evolution stages ofthe world economy theory;

structure and development trends ofthe world economy;

concept ofthe international division oflabour, its special aspects incurrent conditions;

subject-matter ofinternationalization, transnationalization and globalization;

substance ofinternational economic integration and its forms, special aspects ofintegration process inthe world economy;

content ofinternational currency relations and their components;

up-to-date theory and practice ofmacroeconomic regulation inopen economy.

be ableto:

estimate processes taking place inthe world economy;

determine development trends and prospects for countries, groups ofcountries and the world economy;

analyse position ofthe country ininternational division oflabour, degree ofopenness ofan economy;

use concepts ofthe international division oflabour and international trade;

estimate critically conditions offoreign economic relations and determine advanced directions for national economy participation inthe world economic relation.




SECTION 1. MARKETING





THEME 1. MODERN CONCEPT OFMARKETING



1. Marketing as abusiness philosophy

At the core ofthe term marketing is the word market, which means the market. So, inthe marketing one often understands the philosophy ofgovernance, economic conditions inthe market, proclaiming the orientation ofthe production tomeet the needs ofspecific customers.

Marketing under its widest sense is asocial and managerial process bywhich individuals and groups ofpeople get what they need bycreating products and exchanging them. When aperson is unable tomeet any need, he substitutes them or reduce the level ofhis requests.



EVOLUTION OFMARKETING

Phase Period Characteristics

I. beginning the twentieth century40th

Marketing had asales character. The motto: Everything produced must be sold. Sales methods ofmarketing and advertising were applied

II. 50years first half70s

Marketing has been focused on the study ofthe market and customer demands.

The principle is: It is advantageous toproduce the products that will be indemand than toproduce something that struggles tosell.

III. second half 70s till present

Integrated market system covers the entire cycle ofdevelopment, production and sale ofgoods, including market research, implementation ofmerchandise, pricing, communication and policy, strategic marketing governance and other marketing techniques

Thus, the requirements are translated into specific desires, which inview ofmonetary opportunities are transformed into market demand on the specific products. It appears the exchange between producers and consumers made out inthe form ofaparticular transaction. It follows that the direct marketing economy tomeet the constantly changing needs ofthe many millions ofconsumers.

Inother words, the marketing is aphilosophy ofmanagement, direction ofits implementation, when the resolution ofconsumer problems leads tothe success ofthe organization and brings benefit tothe society.

At the level ofindividual economic entities marketing is defined as acomplete system for planning the variety and quantity ofproduced products, pricing, distribution ofproducts between the chosen markets and topromote their sales inorder toachieve the diversity ofbenefits, led tothe satisfaction ofthe interests ofboth producers and consumers. This definition has asufficiently broad sense, as it covers the activities ofnon-profit organizations. Thus, marketing is the activity ofthe organization for the benefit ofits customers.

Inamore narrow sense (entrepreneurial) the marketing can be classified as amanagement system ofproduction and sales management organization aimed at obtaining an acceptable value profit through accounting and active influence on market conditions.

From the above it follows that avariety ofmarketing applications causes avariety ofits definitions.

It seems that as afairly general definition ofmarketing can be offered. Marketing is aform ofhuman activity tomeet the demand for the material and non-material, social, value through mutually beneficial exchange.

Thus, marketing is also asystem ofthought and action system.




2.Basic concepts and scope ofmarketing


The concept ofneeds is at the core oftheories ofmotivation (Freud, Maslow, etc.), determining the behavior ofconsumers inthe market. The main task ofmarketing is tofind aneed and meetit.

Desire is the need totake concrete shape inaccordance with the level ofculture and personality ofthe individual. Sometimes it is called concretized need. For example, the total demand for food is transformed into amore private demand inthe fruit, which, inturn, concretized results inthe need, the desire tobuy apples.

Demand is adesire, aspecific need, backed bypurchasing power. For given resource capabilities people satisfy their needs and desires through the purchase ofgoods that bring them the greatest benefit and satisfaction.

Product is all that can be offered on the market for the acquisition, use or consumption inorder tomeet specific needs.

Product is all that can satisfy any needs (physical goods, services, people, organizations, activities, ideas). Inthe literature on marketing the English term product is often translated as goods. It is understood that the product manufactured bythe manufacturer, with translational division bybecoming acommodity market.

Exchange is the act ofobtaining adesired product from someone byoffering him something inreturn. Exchange is just one ofthe many ways means ofwhich people get the desired product. Another way is hunting, gardening. This includes theft and begging.

The deal is trading between the two sides, including at least two subjects ofinterest and agreement on the terms, timing and months, those ofits implementation. There are two types oftransactions: cash transaction when goods are exchanged for money and barter transaction. The deal involves the performance ofthe following conditions: the presence ofat least two products representing the interest for the mutual exchange, the agreed conditions, time and place ofits commission.

The market inthe marketing sense is acollection ofexisting or potential sellers and buyers ofany products; its aplace where deals are made. It is on the market the manufactured product and labor on it expended prove their social importance, acquire recognition among consumers. Inmodern society, the market does not necessarily have aphysical location. Todemonstrate the product, its advertising and getting the orders modern means ofcommunication, without physical contact with customers are widely used. (Inmarketing, the market is the set ofconsumers ofaparticular product, they say, the market ofmetal, grain, etc. On the basis ofthis principle market segmentation is often carried).




  .


   .

   ,     (https://www.litres.ru/valery-bondarenko/marketing-and-pricing/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .


