MARKETING AND RESEARCH IN MARKETING
AbstractIn this lesson, we will look at what marketing is. There are more than 400 marketing definitions. Very often, with such an abundance of definitions of this concept, it is difficult to understand what exactly applies to it. Let's take the following definition as a basis: marketing is the company's actions aimed at making a profit by meeting the needs of customers. In a broad sense, many marketers consider marketing as a business philosophy, i.e. the ability to study the market, the pricing system, predict and guess customer preferences, effectively communicate with them in order to meet the needs of consumers and, accordingly, make a profit for their company. Based on the definition, it is logical that the goal of marketing is to meet the needs of customers. Peter Drucker, one of the most influential management theorists of the twentieth century, also believes that the following statement belongs to him: "the Main goal of marketing is to know the customer so that the product or service can sell itself". Red Bull GmbH is an example of creative marketing solutions. When the red Bull drink was introduced to the wide market, its main competitors were Coca-Cola and Pepsi. They all had a similar concept: they toned and stimulated. Then Dietrich Mateschitz, the head of the company, took a risky step: he artificially inflated the price two times compared to competitors, reduced the volume of containers, shaped like a battery, and began to place banks not in the beverage departments of stores, but in any other. "There is no market until you create it yourself," says Dietrich Mateschitz. Red Bull decided to focus on students as their main consumers, so the first blow was dealt to University campuses. To begin with, the company's employees began distributing Red Bull boxes to students with a prerequisite for the subsequent holding of the target party. The emphasis was on the" energy "advantages of the drink:" One cylinder — and you will dance the night away!"At student parties, Red Bull went with a Bang. "Going public" was just the beginning of Red Bull's multi-level viral marketing tactics. According to Mateschitz's plan, Red Bull was bound to turn from a drink into a lifestyle. Thus began the unprecedented expansion of Red Bull in all areas of extreme sports. Today, the company is the owner of the Red Bull Racing and Scuderia Toro Rosso teams in Formula 1 and the new York Red bulls, RB Leipzig, Red bull Salzburg and Red bull Brazil football clubs. He is also the organizer of the "Red Bull Air Race World Series" aerobatics championship and the "Red Bull Flugtag" self-made aircraft championship. And its annual turnover exceeds €6.28 billion.
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