Competition The competitive environment affects the number and types of competitors the marketing manager must face-and how they may behave. Although marketing managers usually can’t control these factors, they can choose strategies and avoid head-on competition. Economists describe four basic kinds of market situations: pure competition, monopolistic competition, oligopoly, monopoly. In monopolistic competition, a number of different firms offer marketing mixes that at least some customers see as different. Each competitor tries to get control in its “own” target market. But competition still exists because some customers see the various alternatives as substitutes. The economist’s traditional view is that most product markets head forward pure competition-or oligopoly-over the long run. In these situations, a marketing manager competes for customers against competitors who are offering very similar products. Because customers see the different available products (marketing mixes) as close substitutes, competing firms must compete with lower and lower prices, especially in pure competition where there are likely to be large number s of competitors. Effective target marketing is fundamentally different than effective decision making in other areas of business. Accounting, production, and financial managers for competing firms can learn about and use the same standardized approaches-and they will work well in each case.
Найдите в тексте и запишите английские эквиваленты следующих словосочетаний:
- конкуренты; –чистая конкуренция; –потребители; -целевой рынок ; –замены; –конкурировать; –эффективное решение; –производство; –финансовые менеджеры; –стандартные подходы.
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