Marketing
The manual is written in a very accessible language and is dedicated to explain why doing marketing you can gain more more profit with smaller investments and why you can have success using it.
Guide's objectives:
— To familiarize the reader with main concepts and marketing definitions and at the same time with the way the future instructor/trainer should formulate its thoughts;
— Understanding the need for “adaptation” of the import theory to the domestic specifics; at the same time stimulation of a marketing thinking in accordance with national realities;
— Providing a complex didactic material, but at the same time a simple one which would help them in business activity (in case of entrepreneurs) or in consultancy work (at the didactic level);
— Convince participants that “doing marketing” is not a luxury, but a necessity and the key to success for a long period of time.
Structure: The guide comprises five compartments:
Chapter I: “Introduction into marketing” - the chapter tries to answer to three simple questions, which may be asked by any person who is told that: “For your business to be successful you need marketing”. The questions may be: “What is marketing?”, “Where and when is it applied?”, “To what extend marketing helps to gain profit?”
Chapter II: “Key definitions for a successful business” - the chapter focuses on separate presentation of elements which form the marketing language, and then focuses on the presentation of relations between them. Without a good knowledge of the essence and role of each of them you can not build the strategic-tactical gearing. Some of the people who will read the guide may know the majority of definitions included in it, other people may hear them for the first time, that is why a special approach was taken into consideration, which will provide readers a unitary vision.
Chapter III: “Why should we know who, when and what wants?” - the chapter tries to reveal a “thorny problem” for small business. At the local level - if we speak about a rule - the importance of the marketing research is not relevant. Other economic agents refuse it due to the preconceived opinion “these things are too expensive for us” (without taking into consideration the existence of some methods based on a lower budget) or due to the lack of knowledge of the advantages that may exist for business development. On the other side, those people who are wiling to allocate funds do not know exactly what should they investigate and how.
Chapter IV: explains from a psycho- communicative perspective “How to become known on the market”, at the same time it has the objective to sweep away all doubts concerning the major role of advertising in business promotion.Chapter V: “Art of sales” - represents a synthesis with a deep practical character of the theoretic material. It may be about the relationships seller-client in a shop or the relationships of a commercial agent who has to present his products, his marketing knowledge and his usefulness. This compartment shows how the accumulated information may be used in the process of selling-buying.
This manual is available only in Romanian.
