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THE TARGET MARKET

 

The marketing strategies of determining product, price, placement, and promotion are not planned in isolation. Marketing analyst often look at a combination of these four factors. This combination of the four P`s is known as the marketing mix. The elements of the marketing mix focus on the customer. In order to develop a successful marketing mix, researchers first ask two important questions: Who is going to buy the product? What is the potential to sell this product?

The group of customers or consumers who will probably buy the product is known as the target market. The company directs its marketing efforts toward this group of potential customers who form the target market. Once market researchers have determined the target market they wish to appeal to, the company can develop an appropriate mix of product, price, placement, and promotion.

The company attempts to match consumer needs or mold consumer desires to the product being offered. For example, if the target market is «middle-class teenagers», the marketing mix might consist of the following:

 

Product: blue jeans

Price: with the market

Placement: department store

Promotion: advertisements on a «pop music» radio station

 

A successful marketing mix depends on the knowledge about consumers and their buying habits gained through market research as well as correct identification of the target market. Strategies of product, price, placement, and promotion are blended in order to reach a chosen group of consumers.

 

 

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Unemployment

Unemployment is a social and economic situation at which the part of economically active population cannot find work which is capable to carry out it. Jobless people want to work, search for work, but cannot find the work during certain time in the certain territory. They differ from those who does not wish to work and hopes for various grants from the state and welfare funds. There are various kinds of unemployment: cyclic (the reason is slump in production), frictional (during waiting time and search of work), structural (the reason is technological changes in the manufacture, liberating unprepared workers for these changes). The reasons of unemployment in modern Russia are falling of manufacture up to 50 %; structural reorganization; privatization; reduction of efficiency of social protection of the population. The rate of unemployment is determined by a ratio of amount of the unemployed and economically active population. There are various situations when people have no work. By estimation of economists, in Russia about 10 percent of economically active population has no employment, but actively searches for it. However the unemployed is worth on the official account in Russia by the beginning of XXI century one and a half percent of economically active population. For a transitional economy it is very small size. One of the reasons of it is that many enterprises (especially in small settlements) contain surplus of workers, paying them the very low salary. Workers do not have choice: they are compelled to work for low paid workplaces because otherwise they should seek earnings elsewhere, that for family people extremely inconvenient. The age of the "average" unemployed is 35 years. Among jobless there is little bit more men than women. There are a lot of people under20 years or younger not having work.

Stagnant unemployment is impossibility to find work in regions and the countries struck with economic recession when the general{common} number of free workplaces appears less than the numbers of the unemployed or when people because of the different reasons are deprived of the opportunities to get a new or (required by the market) speciality or to move on a residence to the areas where the situation with unemployment is not so sharp.

Cyclic unemployment is the unemployment caused by the cyclic slumps in production and the reduction of a labour demand. If there is no cyclic unemployment, employment is considered to be full.

The unemployed - the person who wants to work, can work, but has no workplace. Citizens at the economically active age, not having works which are not engaged in production activity of young people, not studying at day time educational institutions or not taking place at military service and who is registered in public service of employment are considered as the unemployed.