Project developed in the area of Economics
Forms 3AP - 3CA, ITCG Niccolini
Activity title: "Marketing"
In a perspective of
visual approach, the
image wants to recall
to the mind of the
students how the
marketing
is
interconnected to
a whole series of
other activities
that
are
constantly
being placed at
the business level.
Marketing in the last
decades has become an absolutely
relevant activity, in step with an economically
increasingly "global" world: Competition in fact is now world-wide.
Companies must try to be increasingly competitive in all respects and, to do so,
they must put more and more attention in the first place to the needs of consumers, but
also to the quality of the product, to the after-sales service, to the control of the price on
the market, strategies implemented by competitors and much more. It is useful to reflect
briefly on what is meant by "company strategies" in a marketing perspective. Not only
intended as attack or defense strategies but also, in general, as strategies adopted to
achieve competitive advantage. The companies for this purpose have the possibility to
follow different paths: the differentiation, the focus and finally the cost leadership.
"Differentiation" is aimed to offer on the market a product that distinguishes itself from
that of competitors; the "focus" is aimed at achieving a narrow niche market, in which
there is a reduced proportion of well-defined customers; with the "cost leadership"
companies try to limit production costs, selling at the same prices of competitors thus
achieving a greater profit margin. Finally, it is interesting to enter the company
competition in a "global" market scale: to be competitive globally, but without neglecting
the local specificities and the competition also at territorial level. The subject in question
is well placed at multidisciplinary level but, being very wide, it is only mentioned.
Imprinting to marketing has been done in class in this way: capturing the attention of
students and showing them how in fact, the company policies and marketing itself,
considered in general, are concrete themes that can be found in common life; just think,
trivially to the channels used to advertise: commercials, advertisements in newspapers,
billboards and much more.