Marketing actions represent a package of measures for customer acquisition and increase in sales volumes. Main types of marketing actions are the presentations, exhibitions, sales, actions and other procedures.
The concept of a marketing action is much wider, than just advertizing campaign. It includes also process of a research and an exit to a new segment of the market, increase or drop in prices, rebranding, etc. It is necessary to remember that process of management of promotion of goods surely includes holding marketing actions which are directed to achievement of contact with target audience.
As a rule, planning of marketing actions of the company is made after development of the annual budget of the company.
The main goal of the organization of the marketing enterprises is to connect in a uniform event time, the place and the atmosphere in order that the uninterested and busy potential consumer paid attention and estimated information on goods or service intended for it.
Process of development of marketing actions includes several stages. It is development:
- main marketing strategy of the enterprise (definition and development of image and mission of the enterprise);
- commodity policy (what goods and with what characteristics to make);
- the price policy (determination of optimum balance of the price of sales for the producer and the consumer);
- marketing policy (as, where with whose help to sell the made products);
- advertizing campaigns (how to organize promotion of goods);
- the analysis of competitors (who as well as why works better);
- analysis of the market (definition of needs of buyers).
Marketing actions in operation
The complex of marketing actions (marketing mix also has the name) is a series of absolutely concrete measures by means of which the company influences the market. Marketing mix consists of the commodity, price and marketing policy and also of policy of promotion of goods.
The program of marketing actions represents a complex of the variables offered the buyer and influencing him. Goods, its price, availability and image enter these variables. The program of marketing actions has to be surely adapted to market requirements.
The complex of marketing actions for promotion of products consists of advertizing, promotion and sales promotion of products. Successfully to realize marketing actions, it is necessary to have a large amount of data. The main way of obtaining this information are market researches. Implementation of marketing actions means existence at the enterprise of the adjusted scheme of planning and the organization of marketing and also its control.
Carrying out the analysis of efficiency of marketing actions – an obligatory element. The effectiveness of these measures represents achievement of goals or, at least, the highest results from possible. At the same time expenses have to be minimum. The efficiency of a marketing action is reached in case target ratings were those which exceed planned. Key indicators in this case are sales volumes. Example of an effective marketing action: a number of the presentations and promotions was held then the sales volume of this product considerably increased.
For successful activity of the enterprise in severe conditions of the market competition it by all means has to have the competent strategy of promotion of goods or service.