Английский язык: Аннотирование и реферирование текста

77 The best way to get familiar with the customer is to make a pro- found profile. This is a summarized description of your typical cus- tomer which could help you define his/her purchasing capacity, his/her market behavior, and also the size of the chosen market division. The preparation of a customer profile will help you define : • What should be the quality of the good or service; • The price level of the product or service; • The possible demand; • The way you attract your customers; • The way you sell your products or services. The profile of the customer might be described in all or some of the aforementioned characteristics, which might affect his/her decision to purchase the product. The four basic elements of market research. The market consists of customers who want: • Buy a product or service; • At a price they can afford; • At the place which is convenient for them; • On the basis of the entrepreneurs’ efforts to advertise or pro- mote their products or services. Consequently, you reach the market through a combination of your products or services, the price of the product, the place at which your customers will buy it, and with the relevant advertisement. This combination represents the marketing complex (marketing mix) of the entrepreneur. To achieve the desired access to the market, you should carefully prepare your marketing complex. This means that you should define the most appropriate characteristics of your product, its price, the place you sell it, and its representation. Product The product is the first element of the marketing fix. It is simul- taneously what the manufacturer wants to sell and what the customer wants to buy.