Marketing

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This step constitutes a step often defined as operational marketing, which consists in applying the strategy previously defined the four variables of the Marketing Mix - Product, Price, Distribution and Communication.

Product: The product or service is broken down into four elements likely to represent a greater or lesser effort and investment on the part of companies. The variable product from origin to product mix that should be analysed and worked on Marketing Plan.

Product or service in the strict sense: it is the way the product is seen from the perspective of its attributes such as its composition, size, structure, flavour, aroma, design.

The packaging: in addition to the classic functions of protection, maintenance, storage and transport, their functions of communication has been gaining increasing importance, assuming increasingly the role of promotional vehicle, which has come to be called the allowing an exhibition attractive.

Brand: Element identifier per excellence, with characteristics required for easy recognition and memorization, distinctive and capable of protection and registration.

The distinctive feature of the mark may be associated with the product alone, when this has the capacity and economic autonomy for benefit of advertising support.

There are Situations in which it is assumed as mark that is, identifying a product line allowing a density greater publicity around the brand. In a third situation, the mark may be distinctive of own company, emerging as brand signature, ensuring prestige, confidence and quality. The associated services: product support services can manifest itself before or after the sale, since demonstrations, training of personnel, the adequacy of staff training, adequacy of formulations or design, until technical assistance, availability of parts and accessories, warranty, shipping/delivery, consulting and information.

Price: Theoretically the price to be set should be one that maximizes profit. However, there are several factors that should be analysed and that influence the definition of the final price. The company must take into account the external constraints and constraints.

Services: The Company needs to be aware of the intangibility of services and assemble a strategy composed of services that include pre-sales services, such as technical guidance and reliability of delivery, as well as after sales services, such as immediate repair and training. The company has to decide between on compost, quality and the source of several product support services required by consumers.

Point of Sale: All aspects of distribution of goods and services, including the sales channels - traditional shops, machinery sales, distributors, etc.; and the availability of goods or services through these channels.

Promotion: The whole effort of persuasive communication in respect of an organization and it is products. From the point of view of marketing - are all forms of promotional communication commonly used by businesses and organizations to communicate with their Market…

Communication: In this phase, you should start by defining, taking into consideration its marketing strategy, which the communication strategy that intends to implement, as well as the main objectives of communication. In addition to the great goal that is on the bottom the sale itself, there are other objectives that contribute strongly to the previous and without which they cannot sell. Thus, you should consider in their actions of communication objectives as to give to know your product, create notoriety, position, disclose, inform, promote experimentation, and convey confidence.

It involves the collection of relevant information for the company to have knowledge of the needs of your target market, customer satisfaction, positioning of your product compared with those of the competition and obtain information relevant to a specific problem of the company, the process divided into five steps:

- Definition of the issues and objectives of the research

- Development of the plan of survey

- information Collection

- Analysis of information

- Presentation of results

A good marketing research is characterized by scientific method, creativity, multiple methodologies, construction of model, measurement of the cost/benefit ratio of the value of information, healthy and ethical marketing.

Conclusion:

Marketing is endowed with specific tools, which are applied in business strategies, seeking the goals of organizations, which may be growth of the slice of the market - Market Share, increasing profitability, expansion of geographical actuation, increase the satisfaction of consumers and their consequent loyalty, in some cases, including survival of businesses, and any other proposed objectives.

While art, marketing uses the creativity and good sense of professionals. This allied to their experiences, help to obtain results for the organizations, coordinating the people and the tools available, stimulating demand and favouring the social and economic growth of a region. The practice of Marketing requires an accurate overview of the market, closeness with the historical reality of the lived moment, so that the company can exploit the opportunities presented in different contexts experienced by nations.

Bibliography:

An online source:

The Department of Marketing Analysis, (2013) Assembly. Available at:

http://www.marketinganalysis.org/

(Accessed: 09 October 2013)

An online source:

The Marketing Plan, (2013) Assembly. Available at:

http://marketing.about.com/od/plantutorialsandsamples/a/whatismktgplan.htm