12. The positioning school.

The positioning school characterizes as the construction of strategy as the analytic proves. In the beginning of 80th years the strategy represent generic (preset), specifically the general, market positions of the companies which can be identified. These market positions are economic and competitive. Process of formation of strategy is the choice made on the basis of analytical calculations of one defined by generic positions. The basic role in this process is played by the analysts giving results of the calculations to managers officially supervising a choice. On "exit" of process the organisation receives «ready to the use» strategy; the market structure actively stimulates occurrence of the foreordained strategy of positioning. Were involved: works of war strategists – Sun-Tzy («Military art»), background Клаузевиц («About war», etc.) And other максимы, connected with military strategy; works of the consulting companies 70-80 гг - notorious matrixes of the Boston consulting group, GE, etc.; and the basic ideas of Malt liquor - competition model in branch, generic strategy, a valuable chain (a chain of values, etc. unsuccessful transfers value chain).

13. Product in Marketing Mix.

Product is actually a complex, multidimensional concept. It is defined broadly enough to include services, programs, and attitudes and includes whatever you are offering the target market in an effort to meet their needs. It involves all tangible and intangible aspects of the good or service you offer your target market. These are things which have value and are balanced against the value you expect to receive from the target consumer. Product in the NPS world would probably be interpreted as programs, activities, interpretation, as well as services.

Product Mix: Every organization has a product mix that is made up of product lines. Product lines contain product items. Each product item is a product or service as well as the brand, package, andservices associated with it. There are six components as follows:

• Services: Interpreters in visitor centers are providing an information service.

• Package: In the product world this is the container. In the NPS world this could be the surroundings in which a program is delivered. The atmosphere of a visitor center might be considered the package in which the visitor center experience is delivered.

• Brand: The brand in our case is the National Park Service and all of the image attributes that are associated with the NPS.

• Product Item: A distinct unit within a product line that is distinguishable by size, price, appearance, function, or some other attribute. A guided hike along a particular trail might be a product item.

• Product Line: A group of products within a product mix that are closely related, either because they meet the same need, function in a similar manner, or share some other characteristic. Interpretation might be considered a product line.

• Product Mix (assortment): the set of all product lines and items that an organization offers its target market(s). Everything the NPS offers target market(s) constitutes its product mix.

Product Life Cycle: Products, services, programs, activities, etc., don't last forever! They have a life ... and then, often, they die. Businesses have a clear signal ... customers quit making a purchase. But government agencies do not receive such a clear cut signal. Unfortunately, they can continue to offer these outdated programs, services, etc., and operate outmoded facilities long after they should have been retired ... and would have in the business sector. How does the NPS address this problem? The product life cycle is generally considered to have four stages:

• Introduction: a period of slow program growth as it is introduced to the target market.

• Growth: a period of rapid market acceptance.

• Maturity: a period of a slowdown in sales growth due to acceptance by most of the potential buyers.

• Decline: the period when sales turn downward because the offering no longer meets the needs of the target market as it once did.

Not all products experience a full life cycle. Some never take off in growth. Further, the length of time it takes a product or service to go through the cycle varies drastically. There are "staple" programs, for instance, that will probably always be around. To guard against problems associated with continuing to offer products, programs, etc., that no longer meet the needs of the target market, Edward Mahoney of Michigan State University suggests a periodic audit of programs and services. He defines an audit as a critical, unbiased review, from the customer's point of view, at two different levels:

• individual programs, facilities, services; and,

• the mix (product line) of programs, facilities and services offered by an organization.

Offerings which no longer meet the needs of the target market are modified or withdrawn and resources reallocated elsewhere in order to use them more effectively in pursuit of organizational objectives. Marketing Research: How do you know when a program has died? Paraphrasing C. D. Moore, If you can't (or don't) measure it (user satisfaction), you can't improve it (or know when to change or eliminate it). Collecting information for making good decisions is the only purpose for marketing research. Data for data sake is an effort in futility and a waste of time. Information is power, and good information is essential to knowing when and how to make changes in what you are offering your customer. Ideally, the organizational culture will encourage looking at program performance data as an opportunity (remember SWOT) rather than a threat.