Marketing. What marketing involves. Note the emphasis on meeting the needs of consumers. Any firms which accepts this need as its main responsibility is said to be dominated by the marketing concept. This attitude distinguishes firms in free-market economies from those in centrally-planned economies where central government dictates what should be produced and supplied to consumers. The marketing function involves: 1. Market research This involves finding out: a) what consumers want and advising producers accordingly; b) Recommending the standard of quality, style of packaging, and choice of brand-name and general design of the products concerned. 2. Distribution Products can be distributed to consumers in different ways. Some are best distributed through the manufacturer's own retail outlet, some through a network of wholesalers and retailers, others by direct mail-order. 3. Pricing Marketing managers should always be in close touch with market conditions so that they can advice on the best price (not necessarily the highest) to change for products.
Функция маркетинга включает в себя: рыночное исследование, распределение, оценка, рекламирование, продажа. Потребности капитала, источники финансирования для мелкого бизнеса: личные сбережения, партнерский капитал, ссуда от банка. Арендные договора.