1. Defining of marketing

1. Marketers have to identify or anticipate a consumer need; develop a product or service that meets that need better than any competing products or services; persuade target customers to try the product or service; and, in the long term, modify it to satisfy changes in consumer needs or market conditions. Marketers can design particular features, attractive packaging, and effective advertising, that will influence consumers* wants. Marketing thus begins long before the product or service is put on the market; it combines market research, new product development, distribution, advertising, promotion, product improvement, and so on.

2.There will always, one can assume, be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.

2. The importance of market research

Market research - collecting, analysing and reporting data relevant to a specific marketing situation (such as a proposed new product)

Marketers are consequently always looking for market opportunities - profitable possibilities of filling unsatisfied needs or creating new one! in areas in which the company is likely to enjoy a differential advantage! Rather than risk launching a product or service solely on the oasis ofl intuition or guesswork, most companies undertake market research (GEjf or marketing research (US). They collect and analyse information about! the size of a potential market, about consumers' reactions to particular product or service features, and so on. Sales representatives, who alsol: talk to customers, are another important source of information. This means that much of the work of marketing has been done before the final product or service comes into existence.!

3. Different advertising media

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The best form of advertising is probably word-of-mouth advertising, which occurs when people tell their friends about the benefits of products or services that they have purchased. Yet virtually no providers of goods or services rely on this alone, but use paid advertising instead. Indeed, many organizations also use institutional or prestige advertising, which is designed to build up their reputation rather than to sell particular products.

Large companies tend to use the services of large advertising agencies. These are likely to have more resources, and more knowledge about all aspects of advertising and advertising media than a single company.

The agency creates advertisements and develops a media plan specifying which media - newspapers, magazines, radio, television, cinema, posters, mail, etc. - will be used and in which proportions. (On television and radio, ads are often known as commercials.)

4. The necessity and ethics of advertising.

Even if you follow 'marketing concept' - that you make what you can sell –it does not mean that your product will sell all by itself. Even a good, attractively priced product that clearly satisfies a need has to be made known to its target customers. During the introduction and growth stages of the standard product life cycle, the producer (or importer, and so on) has to develop product or brand awareness , that means to inform potential customers (and distributors, dealers and retailers) about the product's existence, its features, its advantages, and so on.

On the one hand increased advertising spending can increase current sales. On the other hand, after excessive advertising people tend to stop noticing ads, or begin to find them irritating. and it leads to an smaller increase in sales in relation to increased advertising spending.

5. Promoting a new product .

When a new product is launched, the producer has to inform customers about its existence and develop brand awareness.Promotion is one of the four elements of the marketing mix; and we can use different combination of four different promotional tools to attract the customer.

The advantages of publicity include the fact that it is much cheaper than advertising, and can have a better impact, because people believe publicity more than advertising. My company will attempt to place stories or information in news media to attract attention to a product or service. I will put accent on sales promotion. I will use price reduction as some people, for example, will happily buy reduced price articles and will propose people tol take part in promotional contests. Sales promotions can also be aimed at distributors, dealers and retailers,to encourage them to stock new items or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product.

6. Promotional strategies

When a new product is launched, the producer has to inform customers about its existence and develop brand awareness.Promotion is one of the four elements of the marketing mix; and we can use different combination of four different promotional tools to attract the customer.

The advantages of publicity include the fact that it is much cheaper than advertising, and can have a better impact, because people believe publicity more than advertising. Another tool is is sales promotion. Sales promotions such as free samples, coupons, price reductions, competitions, and so on, are temporary tactics designed to stimulate stronger sales of a product. Stores also often reduce prices of specific items as loss leaders which bring customers into the shop where they will also buy other goods.Personal selling is the most expensive promotional tool.spreading information about a company's products and services, selling these products and services, salespeople have important function.

7. Market structure and competition

In most markets there is a definite market leader: the firm with the largest market share. This is often the first company to have entered the field, or the first to have succeeded in it. The market leader is able to lead other firms.In many markets, there is also a market challenger, with the second-largest market share. Market challengers can either attempt to attack the leader, or to increase their market share by attacking various market followers.The majority of companies in any industry are merely market followers they market followers concentrate on market segmentation: finding a profitable niche in the market that is not satisfied by other goods or services

8. Analyse markets from different prespectives (at least two)

From 2 prospectives I can give 2 classifications of the market .In most markets there is a definite market leader: the firm with the largest market share. In many markets, there is also a market challenger, with the second-largest market share.The majority of companies in any industry are merely market followers they market followers concentrate on market segmentation.

In economics, market structure describes market with respect to the degree of competition. Perfect competition, means that market consists of a very large number of firms producing a homogeneous product. Monopolistic competition, inplies smaller number of independent firms Oligopoly,is a market is dominated by a small number of firms.Monopoly, market where is only one provider of a product or service.

9. Labour market flexibility

Flexible labour market* is one in which it is easy for companies to hire non-permanent staff.The advantage for employers is that They can hire and fire workers quite easily, according to changes in demand for their products or services.businessmen are encouraged as that it would be easier and cheaper to make workers redundant if they were no longer wanted.

In a flexible labour market [such as that in the USA]:

- unemployment rises in a downturn or recession.

- temporary employment rises during an economic upturn.

- there are badly-paid workers who have frequent periods of unemployment.

10. Common conception that we are living in a period of increased job insecurity

One person's 'economic dynamism' is somebody else's economic insecurity. Temporary and contract forms of employment don`t provide stability.The chances that your job will disappear increase. if labour force is going to remain more flexible we will observe growing gap between rich and poor .The structure of pendions will be revisited, if people no longer are working for a long time for the same employer. In order to own their own homes more people will borrow money to pay for their homes. The biger will be private rented sector.people will become victims of pressures beyond their social control.