MARKETING MANAGEMENT

Exercise 1. Expand on the statement:

1. If you want to be successful you must look successful (Moore).

2. Advertising may be described as the science of arresting the human intelligence long enough to get money from it (Leacock).

3. Sanely applied advertising could remake the world (Chase).

Exercise 2. Read the international words and guess their meaning:

marketing analysis

business market

service system

producer collecting

product results

design special

instruct idea

segment combination

strategy final

Exercise 3. Choose from the text the words with the suffix – tion, – ment and make up sentences with them.

Exercise 4. Translate the word combinations into Russian and make up sentences with them. Remember, that the main word is the last one:

business activities;

marketing management;

target market;

marketing mix;

marketing data;

marketing environment;

strategy development.

Exercise 5. Look through the text and find 2 definitions of marketing.

Exercise 6. Read the text and find out:

1. What is marketing management?

2. What is marketing research?

3. What are the basic steps in marketing research?

4. What does target market selection involve?

5. What are the 4 basic elements in the marketing mix?

Marketing management

Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user. It is 4 P-s – the product, the place, the price and promotion. You are engaged in marketing when you:

· design or develop a product or service;

· transport and store goods;

· provide a variety of choice;

· buy in large volumes and sell them by item;

· install, service, repair, instruct;

· up-date and improve.

The process of marketing management involves analysis of market opportunities, selection of target markets, development of marketing mix, introduction of marketing measures into life.

Analysis of the market opportunities includes system of marketing research and marketing information. Marketing research is defined as the systematic gathering, recording and analyzing of marketing data. The five basic steps of marketing research are:

– defining the problem;

– collecting secondary data;

– collecting primary data;

– compiling and collating the data;

– analyzining and interpreting the results.

Analyzing marketing opportunities one should give special attention to marketing environment, markets of consumers and enterprises.

The process of defining and evaluating the market opportunities gives rise to a great number of new ideas. The firm going to survive should select ideas which correspond to company's goals and resources. So, while selecting target markets it is necessary to measure volumes of demand, organize market segmentation, select target segments, position the product on the market.

Marketing mix refers to all or particular combination of activities which a firm uses in marketing its products. The basic elements in the marketing mix are the product, the channels of distribution, the pricing structure and the promotion activities.

And the final stage of marketing management, that is introduction of the marketing measures into life, involves strategy development, planning and control.

Exercise 7. Imagine that you are a marketing manager and make a presentation of your job to a group of students. Use the text for preparing your presentation.

Exercise 8. Read the text about promotion and advertising and fill out the mind-map after the text. Use this mind-map for making a presentation about differences between promotion and advertising.

Promotion and advertising

"The promotion of a product may refer to any marketing effort to encourage people to buy it, including advertising. However, promotion is often used to refer to specifically to marketing activities other than advertising; offers such as discounts, cut-price vouchers, free gifts (known as freebies), competitions, and displays or events at the point of sale. Discounts may be given in a sale at a particular time of year such as summer or January, often get rid of remaining stock.

Promoting a product involves developing USP (unique selling preposition). USP is the features and benefits that make it unlike any competing product. There are four stages in promotion:

– attract the ATTENTION of the potential customers;

– arouse INTEREST in the product;

– create the DESIRE for its benefits;

– encourage the customers to take quick ACTION.

Advertising tells people about products, for example in newspapers, on television in commercials, or in the street on hoardings or billboards. Advertising is often designed and managed by advertising agencies.

An advertising campaign consists of a series of advertisements, adverts, or ads, which are run in various media.

Another way of telling people about products is by direct marketing, using techniques like mailing, also known as mail shots: these are often referred to as “junk mail”.

5.There are … steps in …

-attract … … … … … …

-arouse … … … …

-create … … … … …

-encourage … … … … … … .

How many?

1. Any marketing 2. It also

effort to … … … includes …

4. It involves developing

3. Specific marketing … (… … …)

activities What?

- … such as …

- … is … the features

- … (known as …) and benefits that …

- …

- …

Exercise 9. Read the text about market research methods. Think of the advantages and disadvantages of the main of them. Give your arguments to your partner.

Market research methods

There are different definitions of marketing, but in fact they all mean the same thing: find out what customers want and produce / deliver it. The four key elements of marketing are:

· research – finding out;

· strategy – the vision;

· planning – the "how";

· tactics – at the sharp end.

Several methods are available. The main ones are:

· telephone interviews;

· written questionnaires;

· street interviews;

· face – to – face interviews.

Others you may come across are:

· product testing;

· consumer panels;

· observation;

· focus people.

You must choose the right combination of methods that will yield the answers you need. Each of them has pros and cons.

Exercise 10. Everyone knows that "yesterday's luxury is today's necessity." Work in pairs and decide if the objects are luxuries or necessities. Put a tick in the chart. Then compare your answers with another pair. Agree on a definition of luxury and necessity.

Keys

Exercise 2. Promotion, management, selection, development, introduction, information, attention, environment, segmentation, position, combination, distribution, promotion, introduction.

Exercise 4. 1. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user.

2. It is 4 P-s – the product, the place, the price and the promotion.

Date: 2015-01-02; view: 1039