Marketing today

Marketing is a new science. What has been around previously is the art of salesmanship. Salesmanship is the art of manufacturing something and making another person want it. Marketing is the art of finding out what the other person wants and then manufacturing it for him.

In a market of multiple choice, it is no longer sufficient to produce a product and show your customers that it satisfies one of their basic needs. You must show them it provides benefits other products fail to provide, that it can be supplied at a competitive price reliably in this fast-changing world where competitors catch up more quickly than ever.

Preferences that consumers have for this or that product work for shorter and shorter periods. Choice makes marketing work. Companies need to be constantly engaged in product development if they wish to grow and make profit.

Coca Cola was successful for many years with one product of one size until Pepsi Cola challenge d them with a bottle double the size at the same cost to the consumer. Since then Coca Cola has made many changes. Today Coca Cola has many different soft drinks, cheeses, wines, movie companies, television production companies, to name only a few of its holdings.

Multiple choice for the consumer is the motor that drives the marketing vehicle.

salesmanship – умение торговать

multiple choice – разнообразный выбор

sufficient – достаточный

to be engaged in – быть задействованным в

to make profit – получать прибыль

to challenge – бросать вызов

holdings – владения

vehicle [¢vi:ikl]– средство распространения