A. In 1978, the chairman of the corporation "ATT" appeared on the domestic television, announcing to employees: "We will be vimsya marketing company." What do you think he meant, and what changes might be needed to implement this?

During the implementation of marketing plans are likely to meet a lot of surprises. A firm must be controlled of its activities, to be sure of the final goals of marketing. There are three types of mark tingovogo control: control over the execution of annual plans, monitoring profitability and control over the execution of strategic installations. The task of monitoring the implementation of annual plans ? Ube check that the firm goes out to all the targets set out in the annual plan. Control of profitability is a periodic analysis of the com actual profitability of different products, and consumer groups, distribution channels and volume of orders. In addition, the firm can do marketing effectiveness research to find out how we can improve the effectiveness of various marketing activities. Control over the implementation of strategic systems involves periodic "retreat back tion" for a critical assessment of the overall company approach to the market. (For details about the system of marketing control will be discussed in Sec. 17.)

The firm must develop a structure of marketing in a position to take on all marketing activities, including planning. If the firm is very small, all marketing duties may be assigned to one person. He will be tasked with, and market research and marketing, and advertising, and service of customer service, etc. This man can call the service manager of marketing, marketing manager or director of marketing. If the firm is large, it usually employs several experts in the field of marketing. Thus, in the state of "Helen Curtis' sellers are, control service of sales, marketing researchers are experts in advertising, managing the production of simple and vintage products, by segment managers and employees of Customer Service. Implementation of all marketing functions headed the marketing department.

Work on the analysis of market opportunities, selecting target markets, developing the marketing mix and its implementation requires the support systems of marketing management. In particular, the firm must have a marketing information system, simulation of marketing, the marketing organization and marketing control. Marketing information system will be discussed in Sec. Three. Now we briefly discuss the other three systems.

Having made a decision regarding the positioning of its product, the company is ready to begin planning details of the marketing mix. The marketing mix is one of the basic concepts of owls belt marketing system. We define it as follows:
The complex set of controllable marketing variables of marketing, the aggregate of which the company uses in an effort to cause the desired vetnuyu reaction from the target market.

Looking at it, you'll see quite a lot. First, the set of possible properties (such as high cost, the use of risk-taking, etc.) on it reflected only two: the softness and effectiveness. They were selected on the basis that, in the opinion of consumers, are most important.
Second, the intensity of these properties is designated as a number of O values on a scale. For example, the efficiency index equal to 4 eksedrina (good performance), and the index of the softness of its 1 (low smoothness).

Assume that the prognosis was encouraging. Now the company "Helen Curtis' to decide the question of how exactly it will go to market. The market consists of many types of consumers, many products, many needs. Group Con sumers can be formed by geography (re gion, city), demographic characteristics (gender, age, income level, education level), sotsiograficheskim featured (with belonging to a social class, lifestyle), and behavioral characteristics kim ( reasons for shopping, the desired benefits, the intensity of consumption sion).

The process of identifying and evaluating market opportunities usually generates a lot of new ideas. And often the real challenge lies in selecting the company the best ideas from a number of good, ie, in the selection of ideas that are consistent with the purposes and resources of the firm.