High School of Economics. About marketing. Is free
At the "Universarium" in the midst of the course "Marketing - a quick start . " We are pleased to share valuable thoughts from the first lectures.
Analysis and selection of a marketing model
In the 50s of the twentieth century, for successful promotion of the product it was enough to decide on the “Product”, “Price” and “Place of distribution of goods” (Product, Price, Place). Subsequently, this model was supplemented: "Packaging", Personnel, Process and Promotion (Physical Evidence, People, Process, Promotion). It is curious that you can add components to this system indefinitely, but the authors of the course from the Higher School of Economics believe that for the current state of the Russian market it is enough to dwell on five components: Product, Price, Place, Promotion and PR.
Market analysis
It would be foolish to blindly focus on Western technology product promotion, as the Russian consumer is fundamentally different from the West. In a nutshell, our consumer can be described as interested and rational. Most of all he wants to interact with the brand, he wants to take part in the creation of the product. For a company, this is an extremely specific and complex task, but perhaps it is the one that is most effective. Today's consumer is waiting for a personalized offer (and, by the way, Russian telecommunication companies are doing an excellent job with it) - this is all about database marketing. In addition, the buyer in Russia wants to spend the budget rationally and is constantly waiting for product improvements - companies can help him with all this.
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Selection of influence model
Speaking of modern marketing models, it should be noted that the consumer is central. Everything we do is forced to do with an emphasis on the consumer, so the elements of the marketing mix today turned into 4C: The product became Consumer's Choice, Price = Cost, Place replaced by Convenience, and Promotion became Communication (Communications).
As a conclusion, we add that a large number of people believe that marketing is a creative discipline. However, modern marketing is mostly numbers. A marketer is a person who knows how to make money for a company. For this, he uses statistics, financial and economic indicators. It is after studying these disciplines that he has the opportunity to look for new solutions and show his creativity. However, the beginning of marketing training falls on the study of clear models of interaction with the consumer, the study of the market and the understanding of the expectations of the consumer. That is what will be told in the first lectures of the “Marketing - Quick Start” course.
Analysis and selection of a marketing model
In the 50s of the twentieth century, for successful promotion of the product it was enough to decide on the “Product”, “Price” and “Place of distribution of goods” (Product, Price, Place). Subsequently, this model was supplemented: "Packaging", Personnel, Process and Promotion (Physical Evidence, People, Process, Promotion). It is curious that you can add components to this system indefinitely, but the authors of the course from the Higher School of Economics believe that for the current state of the Russian market it is enough to dwell on five components: Product, Price, Place, Promotion and PR.
Market analysis
It would be foolish to blindly focus on Western technology product promotion, as the Russian consumer is fundamentally different from the West. In a nutshell, our consumer can be described as interested and rational. Most of all he wants to interact with the brand, he wants to take part in the creation of the product. For a company, this is an extremely specific and complex task, but perhaps it is the one that is most effective. Today's consumer is waiting for a personalized offer (and, by the way, Russian telecommunication companies are doing an excellent job with it) - this is all about database marketing. In addition, the buyer in Russia wants to spend the budget rationally and is constantly waiting for product improvements - companies can help him with all this.
')
Selection of influence model
Speaking of modern marketing models, it should be noted that the consumer is central. Everything we do is forced to do with an emphasis on the consumer, so the elements of the marketing mix today turned into 4C: The product became Consumer's Choice, Price = Cost, Place replaced by Convenience, and Promotion became Communication (Communications).
As a conclusion, we add that a large number of people believe that marketing is a creative discipline. However, modern marketing is mostly numbers. A marketer is a person who knows how to make money for a company. For this, he uses statistics, financial and economic indicators. It is after studying these disciplines that he has the opportunity to look for new solutions and show his creativity. However, the beginning of marketing training falls on the study of clear models of interaction with the consumer, the study of the market and the understanding of the expectations of the consumer. That is what will be told in the first lectures of the “Marketing - Quick Start” course.
Source: https://habr.com/ru/post/268505/
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