Marketing and Pricing

Translation activities

To possess modern means of telecommunications.

To keep professional, social and cultural communication in a foreign language.

The implementation of these competences while studying the course «Current Global Issues» envisages the following tasks:

knowledge and understanding of the concept «global issues»;

awareness of existing global problems;

having deep information about main historical events and tendencies which lead to the emergence of global problems;

analyzing current world political, economic, social, and cultural developments;

understanding the essence and main directions of globalization process, its positive and negative aspects;

understanding the essence and content of the main current global issues;

realizing interconnections and interactions between global problems and national and world economies state and trends of development;

knowledge of the role and activities of international organizations for overcoming global issues.

knowledge of the contents of main international programs for solving global issues;

realizing manifestations of global issues in native countries of a student;

skills and willingness to make personal contribution in overcoming global problems after taking position according to obtained degree.

As a result of the discipline studying the master’s students should

know:

– the subject and methodology of the discipline;

– concept and evolution stages of the world economy theory;

– structure and development trends of the world economy;

– concept of the international division of labour, its special aspects in current conditions;

– subject-matter of internationalization, transnationalization and globalization;

– substance of international economic integration and its forms, special aspects of integration process in the world economy;

– content of international currency relations and their components;

– up-to-date theory and practice of macroeconomic regulation in open economy.

be able to:

– estimate processes taking place in the world economy;

– determine development trends and prospects for countries, groups of countries and the world economy;

– analyse position of the country in international division of labour, degree of openness of an economy;

– use concepts of the international division of labour and international trade;

estimate critically conditions of foreign economic relations and determine advanced directions for national economy participation in the world economic relation.

SECTION 1. MARKETING

THEME 1. MODERN CONCEPT OF MARKETING

1. Marketing as a business philosophy

At the core of the term «marketing» is the word «market», which means «the market.» So, in the marketing one often understands the philosophy of governance, economic conditions in the market, proclaiming the orientation of the production to meet the needs of specific customers.

Marketing under its widest sense is a social and managerial process by which individuals and groups of people get what they need by creating products and exchanging them. When a person is unable to meet any need, he substitutes them or reduce the level of his requests.

EVOLUTION OF MARKETING

Phase Period Characteristics

I. beginning the twentieth century – 40th

Marketing had a sales character. The motto: «Everything produced must be sold». Sales methods of marketing and advertising were applied

II. 50 years – first half 70s

Marketing has been focused on the study of the market and customer demands.

The principle is: «It is advantageous to produce the products that will be in demand than to produce something that struggles to sell.»

III. second half 70’s – till present

Integrated market system covers the entire cycle of development, production and sale of goods, including market research, implementation of merchandise, pricing, communication and policy, strategic marketing governance and other marketing techniques

Thus, the requirements are translated into specific desires, which in view of monetary opportunities are transformed into market demand on the specific products. It appears the exchange between producers and consumers made out in the form of a particular transaction. It follows that the direct marketing economy to meet the constantly changing needs of the many millions of consumers.

In other words, the marketing is a philosophy of management, direction of its implementation, when the resolution of consumer problems leads to the success of the organization and brings benefit to the society.

At the level of individual economic entities marketing is defined as a complete system for planning the variety and quantity of produced products, pricing, distribution of products between the chosen markets and to promote their sales in order to achieve the diversity of benefits, led to the satisfaction of the interests of both producers and consumers. This definition has a sufficiently broad sense, as it covers the activities of non-profit organizations. Thus, marketing is the activity of the organization for the benefit of its customers.

In a more narrow sense (entrepreneurial) the marketing can be classified as a management system of production and sales management organization aimed at obtaining an acceptable value profit through accounting and active influence on market conditions.

From the above it follows that a variety of marketing applications causes a variety of its definitions.