Английский язык: Аннотирование и реферирование текста

26 customers’ needs and not only to realization of maximum profits from sales. In this connection the enterprise should: • Define the needs of its customers (marketing research) • Develop its competitive advantages (marketing strategy) • Choose the specific market niches (market segments) • Organize the satisfaction of the market needs (marketing mix) • Analyze how to serve its customers with the purpose of their needs satisfaction (marketing plan). The goal of the marketing research is to define who are the cus- tomers of the manufactured products, what, where and when do they want to consume. This analysis should reveal the problems connected with the consumption of the manufactured product or offered service. It should outline the fields for expansion with a view to satisfaction of the customer demand. The marketing research should include also the mar- ket trends, which have influence on the size of sales and the profit. This research should not only define who the customers of the manufactured products are but also to determine the market share, the efficiency of the advertisement and the response to the new products, which the company considers to introduce to the market. In contrast to the large companies, the small and medium-sized companies (SME) are closer to their customers. The entrepreneur can find very quickly the preferences of his/her customers and to react towards their habits. In this connec- tion the marketing research should cover the following areas: custom- ers, markets needs, competition and trends. Customers : • Age; • Incomes; • Occupation; • Size of the family; • Family status; • Place of living; • Interests and hobbies.