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What does a SWOT analysis identify? Why is it important to carry out a SWOT analysis?

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Describe the Ps and Cs of the marketing mix.

The marketing mix is a business tool used in marketing and by marketers. Marketing begins with “the four Ps “: Product, Place, Promotion and Price.

1)Product is what you sell. Thisincludes the quality ,branding , reputation , Variety,(разнообразие) , Design, Features (свойства) , Brand name, Packaging, Services.

2) Price : How much the product or service costs: This includes List price, Discounts, Allowances(скидка), Payment period, Credit terms (условиякредита).

3) Place: Where your sell the product or service.This includes Channels, Locations, Transportation, Logistics

4) Promotion: how you tell consumers about the product or service. This includesAdvertising, Personal selling, Sales promotion, Public relations.

Today some marketers talk about an additional four Ps:

6)People: how your staff and clients are different from your competitor’s clients.

7)Physical presence: how your shop or website looks.

8) Process: how your product is built and delivered

9) Physical evidence: how your service becomes tangible.


The Four Ps is being replaced by the Four Cs model, consisting of consumer, cost (затраты), convenience (удобство) , and communication.The Four Cs model is more consumer-oriented.

1)Product is replaced by Consumer:The company must identifycustomer needs so thatproducts that meet theseneeds can be developed.

2)Pricingis replaced bycost.Instead of( Вместотого ) thinking of price, think of what the customer has to pay

3) Place is replaced by the convenience (Удобство). Customers are busy and have many choices, so make it easy for them to choose you.

4)Promotions is replaced by communication.Communications represents a broader focus than simply promotions. Communications can include advertising, public relations, personal selling, and any form of communication between the firm and the consumer.



What does a SWOT analysis identify? Why is it important to carry out a SWOT analysis?

Managing the marketing function begins with a complete analysis of the company’s situation.

The marketer should conduct a SWOT analysis by which itevaluates the company’s strengths (S), weaknesses (W), opportunities (O), andthreats (T) (угрозы).

Strengthsinclude internal( внутренниевозможности) capabilities, resources, and positivesituational factors that may help the company serve its customers .

Weaknesses include internal limitations (ограничения) and negative situational factors that may interfere( помешать)with the company’s performance ( деятельности)

Opportunitiesare favorable( благоприятные) factors or trends in the external ( внешней ) environment

Threats( угрозы)are unfavorable external factors or trends that may present challenges (проблемы )to performance (деятельности).

The goal (цель) of SWOT analysis is to match( соединить) the company’s strengths to attractive (привлекательными) opportunities in the environment, while ( втовремякак) overcoming ( преодолеть) the weaknesses and minimizing the threats.

SWOT Analysis is a very effective way of identifying your Strengths andWeaknesses, and of examining (изучения ) the Opportunities and Threats you face. Carrying out an analysis using

the SWOT framework helps you to focus your activities into areas where you are strong and where the



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