Ex.1. Read the text A. Translate it with a dictionary.

Text A “Marketing principles”

Marketing has become a major focus of business in the 1980s, and will continue to be. The success of the economy depends on business’s ability to market.

Then markets must do whatever it takes to satisfy wants and needs. The ultimate goal is to make money (profit) by producing and selling goods and services. Marketing, then, can be defined as follows:

Marketing is the process of studying wants and needs by exchanging goods and services; this results in satisfied buyers and creates profits for sellers.

Marketing managers work with several variables known as the marketing mix. A marketing mix is the strategic combination of product decisions on packaging, pricing, distribution, credit, branding, service, and other marketing activities.

Traditionally the important elements that make up the “marketing mix” were defined as the four P’s :

Product (quality, product range, packaging)

Place (where product is available and how it is distributed)

Promotion (how the potential consumers should be reached and how the company should push its products)

Price (credit)

Over the past twenty years, the steady growth of service based companies has emphasized other factors which are equally important :

people (the involvement of staff will be crucial for most service based companies)

process (the way in which the service is provided)

physical (the environment in which the service is provided)

In the 1870s markets broadened the scope of their activities to include the marketing of non-business organizations. No longer is the objective simply “to find individual needs and fill them”. Rather, the goal is to meet the broader needs of society as well.

The marketing of goods and services to manufacturers, institutions, commercial operations is called industrial marketing.

Some of the things that make industrial marketing different are as follows:

1. The demand for industrial goods is relatively inelastic; that is , the demand does not always change significantly with minor changes in price.

2. The market for industrial goods is a derived demand.

3. The number of customers in the industrial market is relatively few.

4. The size of industrial customers is large.

5. Industrial markets tend to be concentrated.

6. Industrial buyers are more rational.

7. Industrial sales tend to be direct.

Industrial markets are often more complex than consumer markets because the products are sold many times before they reach the ultimate consumer.

Be sure to consider industrial marketing when you evaluate marketing careers.

II. Language

Ex.2.Give translation equivalents for:

to satisfy wants and needs;

a major focus;

business’s ability to market;

scope of activities ;

a derived demand;

minor changes;

rational;

ultimate consumer;

crucial;

service based companies.

Ex.3.Look through the text A and find in it the concepts which mean the following:

a) the process for studying wants and needs and satisfying those wants and needs by exchanging goods and services;

b) the marketing of goods and services to manufacturers, institutions, commercial operations;

c) to make money by producing and selling goods and services;

d) the strategic combination of product decisions on packaging, pricing, distribution, credit, branding and other marketing activities;

e) elements of the “marketing mix”.

Ex.4.Make up correct word combinations out of the following:

Marketing, demand, needs, goal, organizations, to satisfy, mix, consumer, non-business, ultimate, industrial, inelastic, markets, careers.

Ex.5.Analyze the sentences and translate them:

1. Industrial markets are often more complex than consumer markets because the products are sold many times before they reach the ultimate consumer.

2. No longer is the objective simply to “find industrial needs and fill them”…

3. Then markets must do whatever it takes to satisfy wants and needs.

4. Rather, the goal is to meet the broader needs of society as well.

Ex.6. Fill in the blanks using the words and phrases from the bottom:

1. The ultimate goals is______ by producing and selling ______.

2. The success of business and thus the success of the economy depends on ____ to market.

3. Marketing managers work with several _______ known as the marketing _____.

4. Over the past twenty years, the steady growth of ______ has emphasized other factors .

5. In the 1870s markets broadened _______ of their activities.

6. But the strategies of industrial marketing are _______ because the buyers are _____.

Words and phrases:

mix, the scope, goods and services, the business’s ability, different, variables, to make money, service based companies.

Ex.7. Complete the sentences:

a) Marketers must do whatever it makes to satisfy ….

b) Marketing is the process …

c) A marketing mix is the strategic combination of ….

d) Traditionally the important elements that make up the “marketing mix” were defined as

e) Industrial marketing is …

f) The number of customers in the industrial market is …

g) The demand for industrial goods is …

h) Industrial markets tend to ….

i) Industrial sales tend to …

III. Reading

Ex.8.Read the text B “Advertising” and say what problems are mentioned in the text.

Text B

Advertising

Most people do not understand the difference among promotional tool such as advertising, personal selling, publicity, and word-of mouth. Advertising is limited to paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message. Word-of-mouth is not a form of advertising because it does not go through a medium, it is not paid for. Personal selling is face-to-face communication and does not go through a medium; thus it is not advertising. Note also that advertising may be used by anyone, including non-profit organizations. Furthermore, advertising is different from propaganda in that the promoter is identified.

People have the false impression that advertising is not very informative. But the number one medium, newspapers, is full of information about products, prices, features and more.

Does it surprise you to find you that business spend more on direct mail than on radio and magazines? Direct mail (the use of mailing lists to reach on organization’s most likely customers) is also very informative and a tremendous shopping aid for consumers. Each day consumers receive mini-catalogues in their newspapers or in the mail that tell them what is on sale, at what price, for how long, and more. Thus advertising is informative.

The public benefits greatly from advertising expenditures. First we learn about new products, new features, sale items, and more. But we also benefit from radio and TV and subsidized newspapers and magazines. In short, advertising not only informs us about products but pays for us to watch TV and get the news from magazines and newspapers.

Different kinds of advertising are used by various organizations to reach different “publics”. Some major classes include:

Retail advertising – advertising to customers by various retail stores such as supermarkets and shoe-stores.

Trade advertising – advertising to wholesalers and retailers by manufactures to encourage them to carry their products.

Industrial advertising – advertising from manufacturers to other manufacturers. A firm selling motors to automobile companies would use industrial advertising.

Institutional advertising – designed to create an attractive image for an organization. “We Care About You At Giant Food “ is an example. “Virginia is for lovers” and “I © New York” are two institutional campaigns by government agencies.

IV. Comprehension

Ex.9.Agree or disagree:

a) Advertising, personal selling, publicity, word-of-month are promotional tools.

b) People have the right impression that advertising is not very informative.

c) Newspapers are full of information about products, prices and more.

d) Advertising is limited to paid, non-personal communication through various media.

e) The public doesn’t benefit greatly from advertising, expenditures.

f) Different kinds of advertising are used by various organizations to reach different “publics”.

Ex.10.Find key-words and expressions to speak about:

a) What is advertising and what is not?

b) Advertising media.

c) Advantages of advertising.

d) Classes of advertising.

V. Practice

Ex.11. Prove that:

a) Personal selling and word-of-mouth are not advertising

b) Advertising is informative.

Date: 2015-12-11; view: 1247