Навчально-методичний посібник для студентів спеціальності «Переклад» І студентів економічних спеціальностей A. Sukhova business english
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| Management
Management, by definition, is a function of planning, organising, coordinating, directing and controlling. Any managerial system, at any managerial level, is characterised in terms of these general functions. Management is revealed in a variety of specific activities. Marketing management refers to a broad concept covering organisation of production and sales of products, which is based on consumer requirements research. All companies must look beyond their present situation and develop a long-term 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. Strategic planning includes defining the company’s long-term 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. In problems of market selecting and product planning one of the key concepts is that of the Product Life Cycle. Those products pass through various stages between life and death (introduction – growth – maturity – decline), that is hard to deny. Equally accepted is understanding that a company should have a mix of products 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. However, the concept of the product life cycle seems frequently forgotten in marketing planning, which leads to wrong decision-making. This may well be seen in the following story. A supplier of some light industrial equipment felt that the decline in the sales of his major product was due to the fact that it was not receiving the sales support it deserved. In order to give extra sales support to this problem case a special advertising campaign was run. This required cutting into marketing budgets of several promising products those were still in their “young” growth phase. In the following extract, members of the Board of a company are discussing the company strategy. Since our main objective is to gain market share, I believe we must first of all reduce our prices. However, if we reduce prices, we can slowly increase production, which will eventually enable us to cut unit costs. That is really a long-term prospect. Unit costs can only come down if we invest in new plant and machinery. I personally think we should go for higher profitability. If we upgrade the product, we can change higher prices and get larger profits. Look, the market is already very competitive. If we increase 21 prices, whatever the quality, the market will immediately respond and sales will drop rapidly. But if we reduce costs in manufacturing, that will put us in a strong position to adapt to the market. жүктеу/скачать 0.87 Mb. Достарыңызбен бөлісу:
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