Sistemas Administrativos

The market
Communicating the marketing concept

Marketing begins with a consumer need. Something is produced in response to that need. In a marketing society, the consumer rules, marketingsocieties have produced a great abundance and variety of consumer goods, they have done this by means of competition. Each producer competes with every other producer of a share the market. The market,simply, is people who have money and are ready to spend it. But consumers have a finite amount of money to spend. They will buy only what they want and need. As a nation becomes more specific and they wantproducts that satisfy their changing needs. Only those producers who compete effectively will sell products and survive.
Successful producers are guided by the marketing concept; response toconsumers needs
Marketing is matter of communication between consumers and producers. advertising, is not the producer only means of communication. The product itself, its packaging, brand name, and pricecarry a message to the potential, user. So does the place where the product is sold, marketing communications, then can be defined as all marketing, activities visible to consumers that may influencetheir purchasing decisions.

Market research
Planning an advertising campaign begins with an analysis of the market situation, situation analysis moves from the general to the specific, it beginswith the broad economic picture. Is this a time of growth, recession inflammation? Is it a time for optimism of pessimism? Next, the company general marketing objectives must be considered. Does thecompany aim to increase or maintain its market share? Is it aggressively pursing growth? Is it introducing a new product or promoting an established one? Is it pioneering or si responding to a changein the competition? Situation analysis ends with observations about problems with and apportunities for promoting a specific brand.
The purpose of market research is to solve a problem or exploit...